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Your
Relationship
Ecosystem
By Maria Sipka | CEO www.linqia.com

WEBINAR TO PAC MEMBERS | 1ST SEPTEMBER 2009



How businesses leverage
community tools to better connect
with their key stakeholders
Communities are
rarely used for direct
selling…



                   Source: http://www.flickr.com/photos/kraskland/3473214142/
.. but rather as a
relationship conduit
                   Source: http://www.flickr.com/photos/st-stev/153582206/
8 Community Types


   1.  Corporate Voice Community
   2.  User-Generated Content/ Micro Site Campaign
   3.  Enthusiasts Community
   4.  Associations/ Subscribers Community
   5.  Loyalty Community
   6.  Innovation Community
   7.  Peer Support Community
   8.  Event Community
                                                Source: Awareness
The Numbers


   2,000+ social networks
   160 million communities
   1.6 billion people online
   950 million social network members
   350 million community members
See community tools
as means to liberate
your key stakeholders



                 Source: http://www.flickr.com/photos/rattodisabina/
Before               Now




     Communication
       Channel
                       Collaboration
                         Channel
Which means the
rules have changed




              Source: http://www.flickr.com/photos/amandafarah/2465700760/
Take off your
marketing, PR,
advertising, sales,
market research…
hat for a moment

                Source: http://www.flickr.com/photos/expressmonorail/2416243832/
…and put yourself
into the shoes of your
key stakeholders



                 Source: http://www.flickr.com/photos/aeter/2604233315/
A brief journey to…


Understand the role of
online communities in
your relationship
ecosystem
                      Source: http://www.flickr.com/photos/mondocardine/3778923153/
The Relationship Cycle

                                          Phase 1

                            Your
               Retention
                            Offering



          Results/                Setting
        Pulse Check              Objectives



            Acquisition/   Community
                Uptake      Planning
Phase #1

                        Your             Before you start…
                                         What are you thinking
       Retention        Offering         of offering?
                                         Is there really a need?
                                         Who are your key
  Results/                   Setting     stakeholders?
Pulse Check                 Objectives   How do they currently
                                         behave?

                                         Research
       Acquisition/   Community          Validate
         Uptake        Planning          Crystalize
Phase #2

                                      Paint a picture…
                       Your           What does success
       Retention
                       Offering       look like?
                                      Over what period of
                                      time?

  Results/                Setting     How are they tied to
Pulse Check                           your business goals?
                         Objectives   How and when will
                                      you measure
                                      success?
       Acquisition/   Community       You can’t manage
         Uptake        Planning       what you don’t
                                      measure
Phase #3

                                        The community plan
                      Your              What is your budget?
       Retention
                      Offering
                                        What internal +
                                        external people will
                                        you need?

  Results/                  Setting     Build or white label?
Pulse Check                Objectives   Where will you gather
                                        content?
                                        Can you source
                                        sponsors?
       Acquisition/
         Uptake
                      Community         If you don’t have your
                      Planning          own plan you become
                                        a part of somebody
                                        elses
Phase #4

                                      Go get them!
                    Your              How are they
       Retention
                    Offering          segmented?
                                      Where do they hang
                                      out?

  Results/                Setting     How will you reach
Pulse Check              Objectives   out to them?
                                      What’s are the
                                      different carrots you’ll
                                      offer?
 Acquisition/      Community
                                      Focused
                    Planning
    Uptake                            Targeted
                                      Authentic
Phase #5

                                     Return on investment
                   Your              When do you know
    Retention
                   Offering          you’ve achieved
                                     success?
                                     How does your
Results/                 Setting
                                     community fit into
                                     your stakeholders
Pulse Check             Objectives   life?
                                     Formalized referral?
                                     Integrating your
   Acquisition/   Community          CRM?
     Uptake        Planning          The proof is in the
                                     numbers
Phase #6

                                         Don’t give up to early!
 Retention             Your              Keeping your
                       Offering          relationships engaged
                                         Deepening
                                         relationships

  Results/                   Setting     Loyalty initiatives?
Pulse Check                 Objectives   Evangelists

                                         Aim to distribute the
                                         workload by engaging
                                         your community
       Acquisition/   Community
         Uptake        Planning
Keep in Mind Always…


   Transparency + Engagement +
   Consistency + Collaboration +
   Celebration + Simplicity +
   Measurement = Community
Contact Details


 TwiJer:          Maria Sipka 
                  Founder/ CEO 
 @mariasipka      www.linqia.com
                  www.themoderatorcommunity.com

                  Tel: +34 626768788 
                  maria.sipka@linqia.com  

                  Barcelona | Geneva | Silicon Valley 

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Value Of Communities by Maria Sipka

  • 1. Your Relationship Ecosystem By Maria Sipka | CEO www.linqia.com WEBINAR TO PAC MEMBERS | 1ST SEPTEMBER 2009 How businesses leverage community tools to better connect with their key stakeholders
  • 2. Communities are rarely used for direct selling… Source: http://www.flickr.com/photos/kraskland/3473214142/
  • 3. .. but rather as a relationship conduit Source: http://www.flickr.com/photos/st-stev/153582206/
  • 4. 8 Community Types 1.  Corporate Voice Community 2.  User-Generated Content/ Micro Site Campaign 3.  Enthusiasts Community 4.  Associations/ Subscribers Community 5.  Loyalty Community 6.  Innovation Community 7.  Peer Support Community 8.  Event Community Source: Awareness
  • 5. The Numbers 2,000+ social networks 160 million communities 1.6 billion people online 950 million social network members 350 million community members
  • 6. See community tools as means to liberate your key stakeholders Source: http://www.flickr.com/photos/rattodisabina/
  • 7. Before Now Communication Channel Collaboration Channel
  • 8. Which means the rules have changed Source: http://www.flickr.com/photos/amandafarah/2465700760/
  • 9.
  • 10. Take off your marketing, PR, advertising, sales, market research… hat for a moment Source: http://www.flickr.com/photos/expressmonorail/2416243832/
  • 11. …and put yourself into the shoes of your key stakeholders Source: http://www.flickr.com/photos/aeter/2604233315/
  • 12. A brief journey to… Understand the role of online communities in your relationship ecosystem Source: http://www.flickr.com/photos/mondocardine/3778923153/
  • 13. The Relationship Cycle Phase 1 Your Retention Offering Results/ Setting Pulse Check Objectives Acquisition/ Community Uptake Planning
  • 14. Phase #1 Your Before you start… What are you thinking Retention Offering of offering? Is there really a need? Who are your key Results/ Setting stakeholders? Pulse Check Objectives How do they currently behave? Research Acquisition/ Community Validate Uptake Planning Crystalize
  • 15. Phase #2 Paint a picture… Your What does success Retention Offering look like? Over what period of time? Results/ Setting How are they tied to Pulse Check your business goals? Objectives How and when will you measure success? Acquisition/ Community You can’t manage Uptake Planning what you don’t measure
  • 16. Phase #3 The community plan Your What is your budget? Retention Offering What internal + external people will you need? Results/ Setting Build or white label? Pulse Check Objectives Where will you gather content? Can you source sponsors? Acquisition/ Uptake Community If you don’t have your Planning own plan you become a part of somebody elses
  • 17. Phase #4 Go get them! Your How are they Retention Offering segmented? Where do they hang out? Results/ Setting How will you reach Pulse Check Objectives out to them? What’s are the different carrots you’ll offer? Acquisition/ Community Focused Planning Uptake Targeted Authentic
  • 18. Phase #5 Return on investment Your When do you know Retention Offering you’ve achieved success? How does your Results/ Setting community fit into your stakeholders Pulse Check Objectives life? Formalized referral? Integrating your Acquisition/ Community CRM? Uptake Planning The proof is in the numbers
  • 19. Phase #6 Don’t give up to early! Retention Your Keeping your Offering relationships engaged Deepening relationships Results/ Setting Loyalty initiatives? Pulse Check Objectives Evangelists Aim to distribute the workload by engaging your community Acquisition/ Community Uptake Planning
  • 20. Keep in Mind Always… Transparency + Engagement + Consistency + Collaboration + Celebration + Simplicity + Measurement = Community
  • 21. Contact Details TwiJer:   Maria Sipka  Founder/ CEO  @mariasipka   www.linqia.com www.themoderatorcommunity.com Tel: +34 626768788  maria.sipka@linqia.com   Barcelona | Geneva | Silicon Valley