15. 2.5 quintillion bits of data daily
U.S. competitive intensity has more than
doubled during the last 40 years.
-Deloitte Shift Index
Thursday, October 17, 13
18. to get what
… give people what
you want…
they need
Purchase
Advocacy
Repurchase
Respect
Consistency w/promise
Support, service
Thursday, October 17, 13
19. experience must be consistent
make community part of entire cycle
mobile
Awareness
online
Consideration
Repurchase
Customer
Co-‐‑creation
offline
Thursday, October 17, 13
Purchase
Advocacy
Engagement
phone,
email
28. What makes a movement?
•
•
•
•
•
•
Shared purpose and vision
Shared passion
Shared and individual identity
Specific, actionable and urgent
Leadership
Community of action
Thursday, October 17, 13
30. why bother?
Enable
movements
Behavior change
that sticks
Close and loose ties
Convening
Alignment
Small groups
Belief that it’s possible
Peer support
Ability to self-organize
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Motivation
Autonomy
Mastery
Purpose
32. building a community is hard
different expectations
different metrics
not transaction
not campaign
let go of control
Thursday, October 17, 13
33. A community is like a garden
it takes a long time to build
it’s really hard
but when it works, it pays disproportionate dividends
Thursday, October 17, 13
34. till the soil
have a plan and a vision
get your community to participate in creating it
Thursday, October 17, 13
35. get a gardener
community manager helps increase engagement
90%-9%-1% (lurker-contributor-creator) -->17%-57%-26%
(check out http://www.communityroundtable.com/start/thevalue-of-community-management-by-the-numbers-infographic/)
h:p://www.flickr.com/photos/21434391@N02/6087066378/
Thursday, October 17, 13
36. plant the seeds
start small!
build community with community
make it “sticky”
build trust
get colleagues to engage
early champions help define behaviors
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37. water your garden
onboard new members
grow membership
handle conflict
be a host
commit to everyday engagement
first: start conversations proactively
later: step away and get customers to talk to each other
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38. harvest
make it part of your business, not an afterthought
promote storytelling; celebrate members
curate and help members use and create content
Thursday, October 17, 13
40. have a narrative
open ended: no beginning, no middle no end
community is the protagonist; invite participation
it’s about what you do, not what you say
h:p://www.flickr.com/photos/40822511@N02/6048703062/
Thursday, October 17, 13
41. celebrate small wins
“They tried to kill us, we survived, let’s eat.”
- Jewish saying
h:p://www.flickr.com/photos/45409431@N00/7968954274/
Thursday, October 17, 13