Cradle to CradleCommunity Outline

Prepared by David Jay2/20/2011

Current Community Snapshot

Search Traffic is Massive

Google Search Trends:25% the search traffic of “sustainability”

20x the search traffic of “design thinking”

Much Smaller Presence in Social Media

~ 35 tweets/day

Mix of Dutch/German/English

Focus: Announcements about certification

Focus: People Being Inspired

Largest Group: 4,200 members

> 1 post/day

Discussions are high-level/philosophical

2 groups

75 members

Both existing groups who tagged C2C

There’s a Gap

Aspiration

Problem:

Discussions are high-level/philosophical

People are inspired but have no clear course of action.

Solution:Create a Clear Entry Point

Back it up with a Solutions-Focused Community of Practice

Manage Both with Thought Leadership and Internal Media

Success to Mimic

Create a Clear Entry Point

Professional Development Track

Webinars and Workshops

Online Orientation Materials

What new professions will exist in a C2C world?

Which existing professions will be transformed?

Feature profiles of professional leaders

Create/co-opt local meetup groups

Revenue Generating!

Create Shared Identity

Create a Clear Entry Point

Core Tools Core Metrics

# of workshop attendees

# and size of meetup groups tagging “Cradle to Cradle”

Size of LinkedIn Group

Traffic to online orientation materials

Mention of C2C professional identities on twitter/blogs/google search

Build a Professional Community of Practice

Model:

Create a knowledgebase of C2C solutions

Build discussion forums for general questions

Build cohorts of supportive professionals

Different types of problems req. diff data structures

“How do I sell C2C internally”-Forum/Knowledgebase

“What is a replacement for this chemical”- Database

Core Tools Core Metrics

Question/answer rates on Quora

# of Quora topic followers

Rate of discussion on LinkedIn

Contributions to C2C databases

Build a Professional Community of Practice

Manage Both ThroughInternal Media

The cheapest way to build a community is to strategically direct attention.

C2C’s Role in the Community: Owning the Eyeballs

Promote what’s working

Highlight areas where the community needs to grow

Advertising $

Partner with existing media & community leaders

Run by someone who speaks Dutch/English/German

Manage Both ThroughInternal Media

Core Tools Core Metrics

C2C Website

Web Traffic

Twitter Followers

RSS Subscriptions

Mentions of C2C on Twitter

C2C search traffic

Cost

The Best Tools Are Free or Very Low Cost!

Cost is in integrating community management into C2C’s operations