Slides from the O'Reilly Workshop on Building Community around Content for the TOC conference

1. BUILDING COMMUNITY AROUND CONTENT WORKSHOP PREPARED FOR O’REILLY’S TOC CONFERENCE 02/09/09

6. What’s this tribal thing all about? TRIBALISM IS THE VERY FIRST SOCIAL SYSTEM THAT HUMAN BEINGS EVER LIVED IN, AND IT HAS LASTED MUCH LONGER THAN ANY OTHER KIND OF SOCIETY TO DATE. (WIKIPEDIA)

7. Why now? SOCIAL MEDIA HAPPENED… A PLATFORM AND CULTURE OF PARTICIPATION HAS EMERGED – GIVING POWER TO ALL YOUR EMPLOYEES, CUSTOMERS AND PROSPECTS TO BEHAVE THE WAY THEY WERE HARDWIRED TO BEHAVE – HUMANLY, TRIBALY

12. Top usage scenarios: New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES CANARY IN THE COALMINE Co-innovation

13. Top business objectives: Generate word of mouth Bring outside ideas into the organization faster Increase customer loyalty Increase brand awareness Improve PR effectiveness Reduce market research costs Decrease customer acquisition cost Reduce customer support cost Increase new product success ratios

15. Who’s in charge? MARKETING Sales Customer service Finance Public Relations Employee communications IT Product development R&D

16. Measuring progress and success – web analytics DISCONNECT: Not in support of any goal…

17. Measuring progress and success - business measures

18. Measuring progress and success – qualitative Activity levels Tonality Impact on sales Impact on cost Participation rate Sustainability Software downloads engagement Amount of learning Anecdotal stories Growth Sentiment

19. Community features contributing the most to effectiveness

20. The biggest obstacles to making communities work Could lead to premature shutdown of community

21. How long has your community been running?

22. How many active members do you have?

23. How many full time people manage this community?

24. What is the approximate annual operating budget?

25. Over the next 12 months will your investment in the community:

35. Prediction #3 for Publishing Industry: You will need to provide the full capabilities of the “digital media menu” Personal- ization Content Platform / Device Supporting Technology (*) Based on data from Deloitte’s “State of the Media Democracy” Survey, Third Edition Customizable interface Personalized content Personalized recommendations Extensive content selection from all sources Sophisticated content search Active/Passive viewing Free/Ad supported option Supports multiple platforms Same menu on each platform Transfer content license across platforms Integrated cross-platform billing Purchase, rental, free w/ads Off-line viewing Single integrated sign-on High speed, real-time streaming High reliability

36. Some case studies + lessons learned

37. Best practices > 1,000 members logged in over a 24 hour period

38. Scientific Journals under attack?

39. The encyclopedia market case study

40. What happened?

42. Thought leadership communities – the new custom pubs

43. An innovative approach to finding sources

44. Open source book development

45. LET’S BRAINSTORM ABOUT OUR FUTURE…

46. Why are so many people on twitter excited about publishing?

47. There is clearly something afoot in this industry…

49. OVERCOMING THE BARRIERS THAT YOU ARE LIKELY TO ENCOUNTER KNOCKING DOWN THE TOP 8 OBSTACLES

51. How do you get started? S A M Strategize Activate Manage -to- scale

54. Obstacle #2: Finding what will motivate your members to participate Source: Rob Kozinets, “E-Tribalized Marketing?” The Strategic Implications of Virtual Communities of Consumption” “ The most potent tribes are built in the interstices, in the margins, on the fringes.”

57. Obstacle #4 Managing to a 100 year old cost structure instead of to the future

63. Obstacle #8 Build it and they don’t come

64. It’s all about CONTENT, dummy “ The number of people who are willing to start something is smaller, much smaller, than the number of people who are willing to contribute once someone else starts something.” Here Comes Everybody, Clay Shirky Advocates Pro Content UGC Facilitation

65. Conclusion What were the big aha moments for you and what will YOU DO when you go back to work?

66. Any questions? Francois Gossieaux Partner, Beeline Labs e. [email_address] w. http://www.beelinelabs.com b. http://www.emergergencemarketing.com c. http://www.marketingtwo.net p. http://www.cmotwo.com Ed Moran Director of New Product Innovation, Deloitte e. [email_address] w. http://www.deloitte.com Upcoming Tribalization Site http://www.tribalizationofbusiness.com