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How do I build an online community? Posted in Community Management, Concocted by LouisJvR, 3 comments
Published on 3 September 2010
This months’ focus on Online Community at The Heavy Chef Project as proved to highlight some really exciting opportunities for businesses in terms of building profitable relationships with their customers and stakeholders. However, it has also opened-up a lot of questions – particularly around the question: “Ok, so what now?”
A good starting point is to realise that there are in fact 3 Type of Communities you can “build” online:
1. BUILD: This is where you create your own network/platform for people to join, for example Reebok’s GoRunEasy [Key differentiator: You built it. You set the rules. You control it.]
2. RENT: This is where you create your own presence on an established network/platform, for example Lady Gaga’s Facebook Page [Key differentiator: You attract community. You set some rules, but you do not control it. The network does.]
3. JOIN: This is where you identify an established community and then be part of that network, for example Star Wars: The Expanded Universe Forum [Key differentiatior: You are part of the community. You follow the rules. You have zero control.]
So, if you decide to go the actual BUILD route, here are the 7 STEPS IN BUILDING AN ONLINE COMMUNITY:
STEP #1: Define your objectives and be very clear in what your expectations are from this endeavour.
STEP #2: Decide on what profile of people you are attracting to your community and then spend a great deal of time to find out their motivations for potentially joining and interacting within your community
STEP #3: Think about the potential barriers of your typical community member. How tech savvy are they? What devices are they using to connect online? What is the level of internet connectivity they have?
STEP #4: Have clarity in your call to action. Plan your community function, layout and creative so that it aligns your objectives with the motivations of your community members.
STEP #5: Focus on balancing technical soundness with creative execution.
STEP #6: Realise that if you build it, they in fact will not come. How will you attract members to your newly built online community?
STEP #7: Be part of your own community. Interact relentlessly.

This months’ focus on Community Management at The Heavy Chef Project has proved to highlight some really exciting opportunities for businesses in terms of building profitable relationships with their customers and stakeholders.

However, it has also opened-up a lot of questions – particularly around the question: “Ok, that’s nice, so what now?”

A good starting point is to realise that there are in fact 3 Type of Communities you can “build” online:

  1. BUILD: This is where you create your own network/platform for people to join, for example Reebok’s GoRunEasy [Key differentiator: You built it. You set the rules. You control it.]
  2. RENT: This is where you create your own presence on an established network/platform, for example Lady Gaga’s Facebook Page [Key differentiator: You attract community. You set some rules, but you do not control it. The network does.]
  3. JOIN: This is where you identify an established community and then be part of that network, for example Star Wars: The Expanded Universe Forum [Key differentiatior: You are part of the community. You follow the rules. You have zero control.]

bobSo, if you decide to go the actual BUILD route, here are the 7 STEPS IN BUILDING AN ONLINE COMMUNITY:

STEP #1: Define your objectives and be very clear in what your expectations are from this endeavour.

STEP #2: Decide on what profile of people you are attracting to your community and then spend a great deal of time to find out their motivations for potentially joining and interacting within your community

STEP #3: Think about the potential barriers of your typical community member. How tech savvy are they? What devices are they using to connect online? What is the level of internet connectivity they have?

STEP #4: Have clarity in your call to action. Plan your community function, layout and creative so that it aligns your objectives with the motivations of your community members.

STEP #5: Focus on balancing technical soundness with creative execution.

STEP #6: Realise that if you build it, they will not come. How will you attract members to your newly built online community?

STEP #7: Be part of your own community. Interact relentlessly.

Note that to address the question “How do I build an online community?” – we did not start with the platform (e.g. Wordpress, Sharepoint, Joomla etc); we started with your message and your community member personas. Only in clarifying that, should you think about what is the best technology for my community.

Read more posts by LouisJvR

LouisJvR

Louis is the Johannesburg manager of web marketing firm World Wide Creative. Louis is also known as the ‘Case Study Guy’ with an encyclopaedic knowledge of research resources to support the strategic initiatives he is involved in. In between organising Heavy Chef Sessions in the Gauteng region, Louis happens to have a mean sidestep on the rugby field. With his silky skills, dashing good looks, Colgate smile and cunning wit, Louis is the high school quarterback of the World Wide Creative marketing team.

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Related posts:

  1. 5 Tips for Building an Online Community
  2. What is Online Community Management?
  3. Brand-owned Online Community for Movie Buffs
  4. Three Key Stages of Growing a Community Online
  5. My formula for creating online community

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