Building Social Communities“IRL”

For #TalentNet Live Social Recruiting Conference 4.2.2012

I Am...

TalentNet

BeyondSocial

DovetailHR

M3TalentConsulting.com

www.TheOneCrystal.com

1 What is Community?

2 Success of Community

3 Building the Community

4 Launch Community

5 Maintaining the Community

AGENDA

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1Definition: It’s a virtual place where people with similar charateristics gather on a regular basis.

AKA: Social Community, Talent Community

Defining Characteristics: Common Interests, 360 Conversation; Consistent Interaction

WHAT IS COMMUNITY??

Define:”Community”

1 BLOG

2 BULLETIN BOARD / NING NETWORK

3 FACEBOOK

4 TWITTER

5 LINKEDIN

COMMUNITY EXAMPLES

6 INSTAGRAM

7 PINTEREST

8 FOURSQUARE

9 CHATROOM

10 DRUPAL, OWN COMMUNITY SITE

COMMUNITY EXAMPLES

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1CONTENT

MEMBERS

INTERACTION

COMMUNITY SUCCESS

3Basic

Components

1Strengthen Your Brand

2Value-Add for

Your Target Group/Users

3SEO

4Money

5CRM

6Competitive

Peer Pressure

Success Factors: Why Build It?

It’s Really Just One Thing: The Value of Visibility

It’s Also Just One Thing For Users:Value

If Your Community Were Having a Conversation About Your Company/Brand….

What Would Be Said?

BUILDING COMMUNITY

What? Where?

BUILDING BLOCKS: What Does it Take??

• Commitment

• Strategy

• Content

• Members

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Your first option is to build a community from scratch. This is going to take a higher commitment of time & money.

NEW OR EXISTING?

Second option is to join/use an exisiting community to share your message.

Third option is to use an existing platform to create a micro-site or channel to cultivate your own community.

1MOST USED SOCIAL NETWORKING SITE ON THE PLANET

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100 MILLION ACTIVE USERS

Over 50% Log In Daily 50 Million Users Log in daily

30 BILLION Pieces of Content Shared Monthly

Over 185,185 Tweets PER SECOND; 1.6 BILLION Tweets EVERY DAY

EASILY ACCESSIBLE - Mobile, Computer, Tablet – Diverse Use

EASILY ACCESSIBLE - Mobile, Computer, Tablet - Hashtagged

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BUILDING A COMMUNITY

FB T

Build Your Pyramid

• 1 - Creator• 10 - Commentators• 100 - Lurkers• 1000 – Strangers (Pull ‘em in)

1MEMBERS HAVE SENSE OF OWNERSHIP

2SHARED HISTORY

3RITUALS OR “REGULARLY SCHEDULED PROGRAMMING”

EXTERNAL SIGNS OF SUCCESS

FACEBOOK COMMUNITY EXAMPLE

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1CONTENT

MEMBERS

INTERACTION

LAUNCHING THE COMMUNITY

Let’s Get it Started

Content & Champions 1st

Have 30 PIECES of VARIED Content Before You Launch 2

1 USE THE SOCIAL STRAT PLAN YOU CREATED DURING BUILDING PHASE

3 Start Small. Grow. Evolve.

AGENDA

Learn As You Go. 4

Have. Patience. 6

5 Ask For Feedback.

1 USABILITY

2 USER EXPERIENCE

ONLY TWO FACTORS FOR LAUNCH SUCCESS HERE:

LAUNCH SCHEDULE: BETA-PHASE / SOFT-LAUNCH

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AGENDA

POWER-USERS

IDENTIFY “ROLE-MODEL USERS”

COLLEAGUES

FRIENDS

2 BE PRESENT YOURSELF

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AGENDA

REWARDS & RECOGNITION

WELCOME NEW MEMBERS

NEW CONTENT

QUALITY CONTROL & GUARDING BEHAVIOR

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1MOVING FROM STRANGER TO LURKER

MOVING FROM LURKER TO PARTICIPANT

MOVING FROM COMMENTATOR TO CREATOR

LAUNCHING THE COMMUNITY

MAINTAININGCOMMUNITY

I Am...

TalentNet

BeyondSocial

DovetailHR

M3TalentConsulting.com

www.TheOneCrystal.com