Driving Online Community Adoption

1. Driving Online Community Adoption DRIVING ONLINE COMMUNITY ADOPTION HOW-TO GUIDE

2. 2 Driving Online Community Adoption: How-to Guide Creating and maintaining an online presence has become a priority for marketers. Today, many businesses are turning to online communities as a way to connect with ideal users of their product or service. An online community develops from identifying common interests your audience shares about your company, product, or service. You can analyze the information you gather from your community and use it to inform the business and help make strategic product decisions. Regardless of how social media evolves, online community management can continue to deliver valuable customer interaction experiences for your brand. As many marketers seek to create online communities and drive participation in them, the initial challenge is finding the right people to join and promote your online community. This How-To Guide will provide tips to help you develop an audience, increase usage, and craft an action plan with tactics to help you drive adoption for your online community. HOW-TO GUIDE Driving Online Community Adoption Developing an Audience Be Unique Be Yourself Be Dynamic Prospective members need to see how your community can provide more value than another established community. Provide compelling and original content that members can send around the web to create interest in what your community can provide. Find something that no one else is doing. Ensure that the strategy for managing your online community accurately reflects your message, purpose, and its identity. Stay true to your brand so you can increase your brand awareness through your online community. Promote your strategy through every channel at your disposal in order to reinforce your position and key messages. Use a blend of social networks, e-mail lists, and press releases to keep your communi- cations mix dynamic. 2 Driving Online Community Adoption: How-to Guide Creating and maintaining an online presence has become a priority for marketers. Today, many businesses are turning to online communities as a way to connect with ideal users of their product or service. An online community develops from identifying common interests your audience shares about your company, product, or service. You can analyze the information you gather from your community and use it to inform the business and help make strategic product decisions. Regardless of how social media evolves, online community management can continue to deliver valuable customer interaction experiences for your brand. As many marketers seek to create online communities and drive participation in them, the initial challenge is finding the right people to join and promote your online community. This How-To Guide will provide tips to help you develop an audience, increase usage, and craft an action plan with tactics to help you drive adoption for your online community. HOW-TO GUIDE Driving Online Community Adoption Developing an Audience Be Unique Be Yourself Be Dynamic Prospective members need to see how your community can provide more value than another established community. Provide compelling and original content that members can send around the web to create interest in what your community can provide. Find something that no one else is doing. Ensure that the strategy for managing your online community accurately reflects your message, purpose, and its identity. Stay true to your brand so you can increase your brand awareness through your online community. Promote your strategy through every channel at your disposal in order to reinforce your position and key messages. Use a blend of social networks, e-mail lists, and press releases to keep your communi- cations mix dynamic.

3. 3 Driving Online Community Adoption: How-to Guide Superfans Content Engagement Superfans have a strong passion for your product. Make sure you know who they are and reach out to them regularly through your online community. If you provide encouragement, they will spend a lot of time talking about their experi- ences with your product or service and promoting it to others. Superfans can act like greeters when new members arrive to your community, and can help you guide new members through. An important way to increase the usage of an online community is through the content that you share. It is through your content that you keep customers engaged. You can use various types of content to attract members. Examples are blog posts, webinars, guides, e-books, white papers, discussions, podcasts, videos, surveys, and polls. To drive adoption for your online community, it is important to have valuable and interactive content, engaged members and compelling conversations. If you can provide something valuable to a member whether it is through content, positive reinforcement or gamification, you can attract new members. Following these steps and keeping it fun will help drive new member growth and help retain existing members of your online community. Online communities provide more opportunities to engage members than other social media networks like Facebook or Twitter. These communities create opportunities to involve members in a two-way conversation. Having your members engaged helps drive your business goals. However, just because people are participating frequently in your community doesn’t necessarily mean that you have high engagement rates. Members must have an emotional connection or attachment to something you are providing, giving them a sense of ownership. Build the ideal level of member engagement through interactive content and positive reinforcement. Encourage members to add comments so you can continue to provide the most effective, relevant content to meet members’ needs. The more interactive and creative you are with the content you share, the better you can engage your members. Increase the new member conversion rate by highlighting useful content in your community and encourage members to share it. Two Ways to Increase Community Usage Bottom Line 3 Driving Online Community Adoption: How-to Guide Superfans Content Engagement Superfans have a strong passion for your product. Make sure you know who they are and reach out to them regularly through your online community. If you provide encouragement, they will spend a lot of time talking about their experi- ences with your product or service and promoting it to others. Superfans can act like greeters when new members arrive to your community, and can help you guide new members through. An important way to increase the usage of an online community is through the content that you share. It is through your content that you keep customers engaged. You can use various types of content to attract members. Examples are blog posts, webinars, guides, e-books, white papers, discussions, podcasts, videos, surveys, and polls. To drive adoption for your online community, it is important to have valuable and interactive content, engaged members and compelling conversations. If you can provide something valuable to a member whether it is through content, positive reinforcement or gamification, you can attract new members. Following these steps and keeping it fun will help drive new member growth and help retain existing members of your online community. Online communities provide more opportunities to engage members than other social media networks like Facebook or Twitter. These communities create opportunities to involve members in a two-way conversation. Having your members engaged helps drive your business goals. However, just because people are participating frequently in your community doesn’t necessarily mean that you have high engagement rates. Members must have an emotional connection or attachment to something you are providing, giving them a sense of ownership. Build the ideal level of member engagement through interactive content and positive reinforcement. Encourage members to add comments so you can continue to provide the most effective, relevant content to meet members’ needs. The more interactive and creative you are with the content you share, the better you can engage your members. Increase the new member conversion rate by highlighting useful content in your community and encourage members to share it. Two Ways to Increase Community Usage Bottom Line

4. 4 Driving Online Community Adoption: How-to Guide Action Plan STEP 1 - Registration 1 3 Registration Follow-Through 7 Freebies 6 Gamify 4 Delegation 2 Recruitment 5 Keep in Touch V I E W R E S O U R C E Make the registration process as easy as possible. Don’t discourage potential new members with a registration process that makes them jump through too many hoops to join. Make newcomers feel special, and create a place in the community for new users. Provide some content specifically to help newcomers understand more about the community they just joined. Learn how other organiz- ations are managing their community with this report The State of Online Communities for Customer Support Benchmark Study 4 Driving Online Community Adoption: How-to Guide Action Plan STEP 1 - Registration 1 3 Registration Follow-Through 7 Freebies 6 Gamify 4 Delegation 2 Recruitment 5 Keep in Touch V I E W R E S O U R C E Make the registration process as easy as possible. Don’t discourage potential new members with a registration process that makes them jump through too many hoops to join. Make newcomers feel special, and create a place in the community for new users. Provide some content specifically to help newcomers understand more about the community they just joined. Learn how other organiz- ations are managing their community with this report The State of Online Communities for Customer Support Benchmark Study

5. 5 Driving Online Community Adoption: How-to Guide Action Plan STEP 2 - Recruitment 1 3 Registration 7 6 4 2 Recruitment 5 Follow-Through Freebies Gamify Delegation Keep in Touch Spread the word to as many friends and colleagues as you can. Ask them to make posts and respond to them right away. This tactic will encourage conversation immediately. Go beyond the website; target people for inclusion in your community through Facebook, LinkedIn, and Twitter. Introduce a community hashtag and encourage its use. V I E W R E S O U R C E Organize the Launch of Your Community to Drive Recruitment Online Community Launch Checklist 5 Driving Online Community Adoption: How-to Guide Action Plan STEP 2 - Recruitment 1 3 Registration 7 6 4 2 Recruitment 5 Follow-Through Freebies Gamify Delegation Keep in Touch Spread the word to as many friends and colleagues as you can. Ask them to make posts and respond to them right away. This tactic will encourage conversation immediately. Go beyond the website; target people for inclusion in your community through Facebook, LinkedIn, and Twitter. Introduce a community hashtag and encourage its use. V I E W R E S O U R C E Organize the Launch of Your Community to Drive Recruitment Online Community Launch Checklist

6. 6 Driving Online Community Adoption: How-to Guide Action Plan STEP 3 - Follow-Through 3 Follow- Through 7 6 4 2 5 1 Guide new members through the process of joining your online community. Nurture them by sending messages, and asking if they have any questions or feed- back. Helping new members will make them feel engaged right away. Registration Freebies Gamify Delegation Recruitment Keep in Touch Be Sure to Set the Rules for Engagement in Your Community V I E W R E S O U R C E Online Community Policies & Guidelines 6 Driving Online Community Adoption: How-to Guide Action Plan STEP 3 - Follow-Through 3 Follow- Through 7 6 4 2 5 1 Guide new members through the process of joining your online community. Nurture them by sending messages, and asking if they have any questions or feed- back. Helping new members will make them feel engaged right away. Registration Freebies Gamify Delegation Recruitment Keep in Touch Be Sure to Set the Rules for Engagement in Your Community V I E W R E S O U R C E Online Community Policies & Guidelines

7. 7 Driving Online Community Adoption: How-to Guide Action Plan STEP 4 - Delegation 3 7 6 4 Delegation 2 5 1 Registration Follow-Through Freebies Gamify Recruitment Keep in Touch When your community starts to grow, it may take more than one person to manage it effectively. Staff at the proper level to ensure the success of the community. Delegate tasks to ensure everything gets completed and all questions are answered promptly. Document Tasks Related to Managing your Community V I E W R E S O U R C E Community Manager Job Description 7 Driving Online Community Adoption: How-to Guide Action Plan STEP 4 - Delegation 3 7 6 4 Delegation 2 5 1 Registration Follow-Through Freebies Gamify Recruitment Keep in Touch When your community starts to grow, it may take more than one person to manage it effectively. Staff at the proper level to ensure the success of the community. Delegate tasks to ensure everything gets completed and all questions are answered promptly. Document Tasks Related to Managing your Community V I E W R E S O U R C E Community Manager Job Description

8. 8 Driving Online Community Adoption: How-to Guide Action Plan STEP 5 - Keep in Touch 3 7 6 4 2 5 Keep in Touch 1 Registration Follow-Through Freebies Gamify Delegation Recruitment Keep in touch with regular users. Read every comment posted in your community and respond in a timely manner. Open communication will kick-start the nurturing process and keep the engagement level high. Plan for Engagement by Creating a Posting Calendar V I E W R E S O U R C E Social Media Marketing Calendar 8 Driving Online Community Adoption: How-to Guide Action Plan STEP 5 - Keep in Touch 3 7 6 4 2 5 Keep in Touch 1 Registration Follow-Through Freebies Gamify Delegation Recruitment Keep in touch with regular users. Read every comment posted in your community and respond in a timely manner. Open communication will kick-start the nurturing process and keep the engagement level high. Plan for Engagement by Creating a Posting Calendar V I E W R E S O U R C E Social Media Marketing Calendar

9. 9 Driving Online Community Adoption: How-to Guide Action Plan STEP 6 - Gamify 3 7 6 Gamify 4 2 5 1 Registration Follow-Through Freebies Delegation Recruitment Keep in Touch Gamification is a process where users are rewarded for being an active member in the community. Providing rewards and positive reinforcement for those who actively participate builds loyalty. Different types of gamification include giving out rewards, badges, or points. Consider using a leaderboard to encourage participation. Learn More About How to Gamify Your Community V I E W R E S O U R C E Gamification Technology Overview 9 Driving Online Community Adoption: How-to Guide Action Plan STEP 6 - Gamify 3 7 6 Gamify 4 2 5 1 Registration Follow-Through Freebies Delegation Recruitment Keep in Touch Gamification is a process where users are rewarded for being an active member in the community. Providing rewards and positive reinforcement for those who actively participate builds loyalty. Different types of gamification include giving out rewards, badges, or points. Consider using a leaderboard to encourage participation. Learn More About How to Gamify Your Community V I E W R E S O U R C E Gamification Technology Overview

10. . 10 Driving Online Community Adoption: How-to Guide 3 Action Plan STEP 7 - Freebies 7 Freebies 6 4 2 5 1 Registration Follow-Through Gamify Delegation Recruitment Keep in Touch Write a free report or white paper that new members can download. Send out a free invite with every purchase to create a referral system. Allow members to send out one free invite per month to use. These freebies will help attract new members and encourage existing members to invite others. Create Valuable Content to Drive Engagement White Paper Template V I E W R E S O U R C E

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