College online communities uv a_09102014

9 oktober 2014Kirsten Wagenaar

Online communities for organisations

Who am I?

• Kirsten Wagenaar• Independent consultant • Background in psychology• Active in community

management for 5 years• Founder and chair of the

Dutch Association for Community Managament

• Speaker, blogger, teacher

What would I like to tell you?

• All about community• Reasons to choose to built a

community • Various cases of how to set

community up

Intro: Community!

When can you actually call it a (online) community?

Niets nieuws

People are people

People form a community. This group is not dependent on a

(technical) platform.

On- and offline platforms where people with several common interests come together on a

regular basis to talk, share experience/ knowledge and activities or work together on

projects

Not everybody will be as active as you want them to be!

Newsletter

Twitter feed

LinkedIn group

Active core Owned platform

Facebook page

Offline event Community

Website

Community members

An active member

Shares knowledge

Talks about more than the main

theme

Visits the community

regularly

Feels ownership

Has an interest in

other members

Why would people participate in communities?

What’s in it for me?

• Fun!• Stay in contact• Collect information• Make new contacts• Sense of belonging• Business goals• Self expression• Social status• Altruïsm

Why wouldn’t people participate in communities?

What’s NOT in it for me?• No need to post• Just reading is enough• Want to know what this community is about• I have nothing more to add• Others have already reacted• Technical problems• No time• I don’t know how to post something• Too many other reactions• No attraction to the community• Shyness• Wants to remain anonymous• Low quality of other reactions and posts• Takes to much time before you get a reaction• Afraid for negative comments/reactions• Afraid to commit

Characteristics of a community

• Culture!• Conversations• Transparancy• Commitment• Value (win-win)

The community platform

Why choose for community?

• Insight into wishes and needs of employees or (potential) clients

• Sharing of knowledge, connecting, cooperation• Innovation through new ideas• Facilitating loyal fans and creating ambassadors• Create extra value for customers

Various forms for various goals

• Online awareness (Branding)

• Professionele cooperation (Thought leaderschip)

• Customer satisfaction (Service)

• Employee satisfaction (Productivity)

• Spreading information (Reach)

Community cases

T-Mobile forum

• More than 200.000 members

• Customer (service) community

• Questions about service, updates, input for the improvement of service

• Forum functionality• Gamification• Integrated with a blog, a

research module, CRM and Facebook

• Volunteers to do the moderating

Childrens telephone

• More than 15.000 members

• Customer (service) community

• Reach young people, help them with problems and general questions, reduce calls

• Forum functionality• Volunteers to do the

moderating

Hallo! (Chamber of Commerce)

• More than 70.000 members

• Customer (service) community

• Facilitating entrepreneurs. Collect insights and content

• Integrated community platform (Telligent)

• Community management team

• Offline meetings

VARA’s Kassa

• More than 160.000 members

• 3.000 active users, 30 ‘core members’: The Kassa experts

• Consumer community• Give consumers a voice

and connect them• Forum functionality• Community

management team• Offline meetings

FBTO Onderling.nl

• Insurance company has community (also) decide on claims

• Votes serve as confirmation to change product criteria

• Per case at least 100 votes

• Active discussions about insurance in general

• Innovative concept

Also…

• Patiënt communities (Kanker.nl, UniteMS.com)• Other consumer communities

(Consumentenbond and TROS Radar)• Alumni communities (Deloitte, Ormit)• From talentpools 2.0 to communities• Research communities

The big fora

kjwagenaar@gmail.com

@Kirstenwagenaar

Kirsten Wagenaar