COMMUNITY BUILDING WHY ITS IMPORTANT Community Building Motivates

COMMUNITY BUILDING: WHY IT’S IMPORTANT

Community Building Motivates Activity http: //www. youtube. com/watch? v=t. Jr 9 Qajd. CNc Multiple MIT Studies show monetary rewards leads to less performance YET… activity and performance can be driven when you give people control, offer to improve their skills, and or help them contribute to a grander purpose This drives things like Open Source, Maker Movement, Hacker Labs, & Developer Subject Matter Experts and Community Leaders Community Building Activities can tap into this - Meet. Ups - Hackathons - Challenges Community activities are well positioned to motivate developers to take action and build great applications and solutions, sponsored/partnering with organizations.

H OW HAS ONLINE PARTICIPATION & I NFLUENCE C HANGED? 2006 A destination centric world - Destination Communities - Blogs - Forums - Podcasts - Conferences Accessed from - PCs and Laptops - Via Search Engines 2013 -until now A personally connected world - Twitter - Facebook - You. Tube - Virtual Hangouts - Meet. Ups & Hackathons Accessed from - Mobile devices - Via social alerts Virtual everyone contributes, 1% actively influence Websites were influential communities. Today networks of subject matter experts are influential. Communities are essential to engagement in this new landscape.

CREDIBILITY HAS CHANGING FROM INSTITUTIONS TO PERSONA The change from institution destinations to connected subject matter experts has changed our view of influence These people carry credibility for us, and help motivate developers to take action • • • Peer Developer Leaders Community Managers Developer Evangelist New Media Influencers Local Subject Matter Experts Advocates Lead To Action

MICROSOFT MVP = SCALED INFLUENCE MVP is NOT a Brand Loyalty Program MVP is a world wide scalable Support and Content Program What developers do, say, and where they influence OFF MSDN matters and has more reach than Microsoft can support. “Advocacy Scales” How it works • Identify experts who already engage and share • Brand them (give them a title) • Leverage them to scale Support & Advocacy • Point to them as resources • Promote their blogs, code samples, etc • Market the designation as aspirational • Reward Them – Build relationship, loyalty & retention • With Autonomy, Master, Purpose (slide 2) 4000 MPVs World Wide 90 Countries 22, 000 FB Fans

PERSONA EXPERTS EFFECTING SEARCH Author Tag: Google ranks content according to dozens of different signals, including social influence and authorship based on the author’s “digital signature”, Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article. ” http: //www. seomoz. org/blog/google-bing-confirm-twitter-facebook-influence -seo

PERSONA INTERACTION DRIVES COMMUNITY ADOPTION Social Networks, now 2 nd most popular medium for developer interaction

A NEW MODEL: COMMUNITY ENGAGEMENT Marketing Search Community/Support Tool s Site Code Blog s Forums Marketing & Community/Support Advocacy Follower s Follower Searc h s Destination Websites Alone, Can No Longer Effectively Scale Community • Content discovery by social networks via connected individuals • Search influenced by social relevance and author ranking • Evangelism and Advocacy programs build social capital in content • Personas need to be curated, supported, and fed content and messages to grow the program relevance

LEVERAGING PERSONAS & ADVOCACY • Subject Matter Experts – build a content cadence showcasing your knowledge and expertise – build a following and connect via social • Content Managers – Recruit authors with an author ranking. Add Author sharing to content contracts. Build an audience. • Community Managers – Build relationships via social media. Monitor, engage, foster developers who are content producers

OFFSITE SOCIAL MEDIA & EVENTS MARKETING VS COMMUNITY FUNCTIONS Offsite Marketing - Transactional Channel: Offsite Community - Engagement Medium: - Build Awareness - Build Attendance or Visitors - Brand building Measured differently - Increase PR / Influencers Pushes out contentoftoorg initiate Amplification content engagements - Monitor & Identify Talkers - Engage & Respond Community - Enable Developer Actions and Content - Recruit & Foster Developer Advocates Monitors and interacts to build developer relationships, advocacy and actions Marketing Builds Awareness and Audience, while Communities/Support Engages

HOW ROLES CHANGE Website Building Approach Onsite Activities Manage & Produce content road map Manage zone/community experience Foster on site activity (Forums, Blogs) Blog & Be responsive Host regular program/content shows Localize/Translate Manage Community Campaigns / Contests Offsite Activities Booth Duty Spokesperson / Speaker Developer Advocacy Enabling Approach Onsite Activities Manage & Produce content road map Manage zone/community experience Foster on site activity (Forums, Blogs) Blog & Be responsive Foster community engagement Host regular program/content shows Localize/Translate Manage Community Campaigns / Contests Offsite Monitor / Engage / Foster Actions in Social Networks Amplify Content offsite Identify & Foster External Experts / Advocates Sponsor, Recruit Advocates to Speak at Event Host of Meet. Ups, Dev Events Moderator & Host Focus Groups Booth Duty Spokesperson / Speaker

ACTIVITIES NEED TO SHOW COMMUNITY BUILDING Onsite Activities Co-Manage content road map Manage zone/community experience Foster on site activity (Forums Blogs) Blog & Be responsive Foster community leaders Host regular program/content shows Localize/Translate Manage Community Campaigns / Contests Offsite Activities Monitor / Engage / Foster Actions in Social Networks Amplify Content offsite Identify & Foster Evangelists / Advocates Sponsor, Recruit Advocates to Speak at Event Host of Meet. Ups, Dev Events Moderator & Host Focus Groups Booth Duty Spokesperson / Speaker Need to Show Causality Result should be Developer Actions - Onsite - Blog & Forum Views - Repeat Visitors - Community Engagement - New Content, Members - Offsite - Participation/Engagement - Advocacy (shared) - New Advocates/Authors

MEASUREMENT & TOOLS Most current tools and tracking measure website performance, not building community. This is a difficult KPI (key performance indicator) to measure. Tools Needed To Track, Manage & Measure: • Social APIs Tracking added to measure offsite sharing • Social CRM to track and touch points and target personas • Events Management tool to track registrations, participation and with developer profiles • Point/Reward program for Offsite Advocacy / Evangelism These tools, while not complete, can give organizations a framework for measuring some engagement touchpoints.

LEVERAGING THE COMMUNITY Community Leaders Offsite Training Meet. Ups Events Core Advocates Community Hackathons Innovators Early Adopters Onsite Leaders, Content producers Subject Matter Expe Focus Group Social Networks Offsite Advocates