12.6.11 Build a Captivating Community€¦ · 06/12/2011 · Nonprofit 911: Build a Captivating Community that Lasts With Caryn Stein Audio for this event will be available beginning

Nonprofit 911:Build a Captivating

Community that LastsWith Caryn Stein

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Today’s Speakers:

Caryn SteinOnline Community Strategist

Build a Captivating Community that Lasts

December 6, 2011

Why Community?

What does “community” mean to you?Your tribe, not your audienceA conversation, not a broadcastAn experience, not a space

Joining in, not being on the sidelinesConnecting, not advertising

Photo: rivcntylib

Photo: saralparker

12/6/2011

So, why community?

Build relationships with your supportersFoster collaboration among your membersCreate connections that can move your cause forwardFurther the conversation in a more meaningful wayServe a specific purpose, curate the experienceDistribute information and offer answersGain deeper insights to better serve your group

Cultivating Your Field of Dreams

If you build it, they will come.

Not quite.

Don’t let your field of dreams turn into a road to nowhere.

Photo: manyhighways Photo: lorenzaccio*

www.TheNetworkforGood.org

4 Key Principles of Building a Community

1. Don’t build to a concept, build to people.

2. Don’t try to create a constituency, serve one.

3. It’s the cause, not the structure (or network) around it, that compels action.

4. The most important relationships (and the deepest) are one‐on‐one connections.

Source: Katya’s Non‐Profit Marketing Blog

Community is about Engagement

At their core, communities are about engagement, relationships and people, not about marketing, sales or technology.

Photo by Gregory Pleau


Plan for Success


What purpose will your community serve?

Communities can …

Organize and act toward a common goal

Collaborate on projects and ideas

Deepen relationships with and among your supporters

Share knowledge and provide solutions

Interact in response to an event or information

Provide feedback or support for others in the tribe


How will we define success?

Which business goals will be supported?

Who will coordinate our community

efforts?

Who are we trying to reach? Do we

currently reach them?

What do we envision our community to

be a year from now?

Know the Answers to these Questions


Test the WaterBefore diving in headfirst, start small & do your research…Engage your supporters where they currently are:

Join an existing conversation

Reach out to people already talking about your org, topic or cause

Leverage existing platforms to create “embassies”

Monitor results from these experiments – do they indicate that you’re on the right track?

Build from your existing base

Photo: vauvau


What Best Suits Your Goals & Audience?

Icons by elegantthemes.com and jankoatwarpspeed.com

You don’t need to be everywhere ‐‐ but you should be where your supporters are and using a platform that furthers your overall strategy.

Consider ways you can tie the right social components together to best achieve your goals and grow your community.

12/6/2011

Open vs. “Owned”: Choosing Your Platform

• Analytics• Integration• Registration • Hosting/Support

• Price• Customization• Ads?• Privacy

Points to consider: Image by Damián Navas

There are many tools to build or host a community, ranging in free solutions to systems that cost thousands of dollars per month, from open source to proprietary software. Consider a mix of open + “owned” for a well‐rounded community experience.


Enlist a Community Manager Answer the critical questions Do the research Set your goals Create content and

communication plan Test the water Define UI and Registration

requirements Identify desired features Select a platform Analytics

Build & Set up Test and Train Set moderation rules and

expectations Focus group – your insiders Record your baseline Roll out!

Launch Checklist

Photo: Nick J. Webb


The Feeding & Care of Your Community


Feed Your Flock

What experiences will you provide to foster the cycle of participation?


Management & Moderation

Have a point person … but don’t silo your community within your organization. Set clear expectations for the topic, tone and terms of use.Be an active and welcome presence –participate!Establish a moderation process. Have a crisis plan: pray that you won’t need it, but plan like you will.



Engagement & RetentionProvide value through service & quality content.

Incentives & Exclusivity: Provide exclusive opportunities (discounts, giveaways, early access) to participants and provide materials that are only accessible via the community

Attention & Recognition: People participate in a community to be a part of something, to connect with your organization and others like them – let them know they are a key piece of the big picture.

Continuity: Can your community depend on you to deliver consistently? Condition your users to know to check your community spaces regularly (but continue to remind them!)

Give them ownership: charge them with a task or role



IntegrationMake it easy for your community to get involved.Pervasive community: include community in as many communications & processes as possible.Elevate & Celebrate: lift up your community and make it visible – on your site, in your emails and wherever you’re talking about your organization.Communities are made of people … who can connect with other people. Don’t discount the value of this as an integral part of your online (and offline!) presence.



Remember…

Continue to find ways to provide value to your communityA community is a long‐term investment Be patient – good communities don’t happen overnightNo one‐size‐fits‐all approach, your community should reflect your culture and needsCommunity should be pervasiveCommunities evolve over time – listen carefully


Resources


Twitter hashtags to follow: #cmgr & #cmgrchat

Recommended Reading:

“Tribes” by Seth Godin

“Cognitive Surplus” by Clay Shirky

“18 Rules for Community Engagement” by Angela Connor

“Open Community” by Maddie Grant


Questions?

Visit us: www.TheNetworkforGood.org

Email me: [email protected]

Twitter: @caryn74@network4good


Nonprofit911.orgJoin us for our next webinar on December 13:

Speed Consulting: Is Your Website Ready for Holiday Fundraising?


Documents

12.6.11 Build a Captivating Community€¦ · 06/12/2011 · Nonprofit 911: Build a Captivating Community that Lasts With Caryn Stein Audio for this event will be available beginning