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The Value of Social Sharing through Online Communities

There is a ton of value that can be gained through sharing through online communities. Whether you are a project manager looking to collaborate with your clients and prospects on product features, a marketing manager wishing to enable customer to customer sharing, or the host of an affinity group or media property enabling your audience to share - everyone wins through sharing - you win, your clients win, and the industry wins.

There are many academic theories on why sharing works, such as Game Theory (Nash Equilibrium) and the theories behind Reciprocity (ever why every vendor wants to hand you that sample of food? it's not because you will like it so much, it's because you will feel compelled to but some to return the favor). It's also why some non-profit organizations send stamps or a dollar in mail.

The presentations below take a look at the value of Sharing through Online Communities and Social Software.

We would love to know what you think - good, bad or otherwise.

Cheers - thanks for Sharing!

Social Networking - Social Sharing through Online Communities

view presentation (tags: social networking sharing online)

Here's another that you might take a look at:

Designing for social sharing

view presentation (tags: webvisions rashmi social tags)

Top 10 Ways that Social Networking will stretch your Marketing Investment during a Recession

This Top 10 list describes ways in which an online customer community will stretch your marketing dollars. Social applications such as Online Customer Communities are about people connecting with other people and with information for the purposes of sharing. Buyers may resist advertising messages when budgets are tight, but if a trusted peer makes a recommendation then a peer is likely to respond, and buy. See, below, the ways that Social Networking and Online Communities allow you to stretch your marketing dollars in a down economy.

 

1. Listen to the ways that your customers (and potentially prospects) are talking about you. It is much less expensive, and likely more accurate, to do this through an online community than by conducting research panels and through expensive local user conferences. Listen and take action.

2. Develop case studies with your engaged community members to help spread the word about your company. User generated content that can be developed through a wiki, through an “ideas” functionality or a peer discussion can be much more authentic and less expensive than outsourcing to marketing resources.

3.  Engage your customers in a two way dialogue and allow them to engage with each other to build loyalty and connection to your company. No amount of advertising can build connection the way that one to one or one interaction can.

4. Allow your customers to create their blog around your brand. This is an inexpensive way to build momentum around your brand while giving your customers a voice.

5. Create educational podcasts about your products and your overall space, and distribute them throughout the community. For cost-free creation, invite your customers to create these through a contest series.

6. Use widgets to distribute content inexpensively. Distribute your community content and message through widgets and RSS feeds into facebook, your newsletters, your homepage or other customer, prospect and partner touch-points.

7. Create video interviews and video press releases and other bits of video to build more personable relationships. Video creation is inexpensive as is distribution through YouTube and other channels. Create video with you partners and customers to strengthen these customer and partner relationships.

8. Let your customers tell your prospects about their success. Invite your prospects into the community. Your customers are the least expensive and most educated sales staff that you have. Word of Mouth Marketing is the most cost effective method of selling.

9. Get your customers to self-support each other. Why pay a support staff when your customers can more effectively support each-other? Share-source your support function with your client base.

10. Enable your customers to add and rate feature requests to allow them to build your next products. Your customers can now work with you and augment your product development and product marketing teams for free. These mechanisms show your customers you care about which products are useful to them, which – in the end - drives loyalty.

Recommended resources to learn more on this topic: 

Jeremiah Owyang – Forrester Research - http://www.web-strategist.com/blog/ 

Chris Brogan – CrossTech Media - http://www.chrisbrogan.com/ 

Jake McKee – Ant’s Eye View - http://www.communityguy.com/

Josh Bernoff – Groundswell & Forrester Research - http://www.bernoff.com/

The Value of Community - Craigslist

Here is a story about the tangible value of the Craigslist community - it may be unique, but let's hope not.

My buddy, Andy, had set out for a 45 mile bike ride to Marin on a beautiful San Francisco day in February. When he went to jump on his $3,500 bike, however, it was gone. The bike had been stolen from our garage (we own a building together). We have no idea how it happened, really, but it did. We immediately thought, how could it have happened, what about insurance, etc.

Andy thought he would check Craigslist to see whether the bike had been placed for sale - and it had been! ok, big deal - this happens all the time.

Here comes the magic of Craigslist and any kick-ass community - people helping people!

The guy who listed the bike for sale purchased it from the thief, a homeless guy, for $40 for the purpose of returning it to it's owner. Andy made the call, arranged for pick-up and paid for bike and kicked in some pizza. What an amazing thing for someone to do - go through all that effort with the goal of helping out another.

On behalf of Andy, thanks to the community rock-star and thanks to you Craig!

Community through the eyes of a 2nd grader

The primary focus of my blog is to provide offline examples of community that provide, in my opinion, excellent examples or anecdotes to consider when creating an online community or social network. I began my day, today, touring a neighborhood school for my boy Zack whom will be entering kindergarten next year. Though it's an important personal task, I don't typically consider it work related (although the entire process really is about community since everyone is experiencing the same process, anxiety, decision making, interactions, etc.). Today, however, it was much more tangible.

Similar to the first tour that I had taken at a different private school (the school's strategic themes are globalization, sustainability and technology - pretty impressive, or daunting, for k through 8) this school also emphasized the importance of community. As the tour progressed, we checked out the interactions among students and between students and teachers and student and parents. The sense of community was absolutely apparent though posters and messages hanging on the walls. Most impressive and most relevant were the ways in which the 2nd grade class defines what is important to them in their classroom and in their environment . As you see below they have defined the most important

criteria of their environment. They have also defined their "privacy circle". Both of these conversations are important to have when defining the criteria and goals of an online community.

They also have a very impressive approach to helping each other foster community throughout the school. They create mini-communities or groups which they call a Grove. A Grove consists on 9 kids, 1 kid from each grade, k through 8. These Groves meet every couple of weeks to mentor, share, help, learn and develop friendships across grades. What a fabulous idea - gathering all stakeholders and discussing how they can create a stronger and more valuable community - I love it!

I learned quite a bit during the 60 minutes that I spent with a bunch of little kids - and enjoyed every minute of it. This is a great reminder of keeping eyes wide open. Turn off the Blackberry and listen to your little kids. It turns out that they're pretty smart.

Come Join The Party At AJAXWorld

Joe is scheduled to speak at AJAXWorld on Tuesday, September 25th at 9:15am in Santa Clara.  If you haven't already registered for your "Golden Pass," do so today and save $500.  To take advantage of this offer, enter ajaxreferral (case sensitive) when you register.

See you there!

Virgin America Gets Word of Mouth and Customer Service

Only 3 days (one business day) after my last post which pertained to my disappointing outbound trip on Virgin America, I received a call from Charles Ogilvie, the director of in-flight entertainment and partnerships for Virgin America. Charles very genuinely wanted my feedback for the purposes of improving the customer experience and closing any service gaps that exist, as he realizes the importance of a positive experience and excellent customer service.

It is clear from his rapid response that he or his team monitor the blogosphere daily, and recognize the importance of word of mouth toward the success of their company. This response was refreshing to me, especially within an industry in which customer service and attention to detail are so overwhelmingly lacking. It is interesting to see their 360 degree view of marketing in action, as illustrated by the fact that they monitor online chatter to ensure that their marketing message of excellence is ringing true. Since I haven’t previously posted about other airline experiences, I cannot be certain that this follow up activity by Charles was unique, but I suspect that it was. Nice work Charles!

I also want to make a correction to my previous post. Charles pointed out that although Anomaly is involved in the marketing strategy of Virgin America, it was Wunderman and Virgin America’s internal team that developed the interactive seat monitor applications and experience. I’m looking forward to improved customer service, attention to detail and their future innovations by Virgin America.

Virgin America Misses Opportunity - Lessons Learned

I flew Virgin America last week from San Francisco to New York. I was very excited to experience what I have been reading about and awaiting for months. I'm a big fan of low cost airlines including Jet Blue and Southwest because they typically provide me the mix of flexibility and value that fits my ever-changing schedule.

I was so excited about Virgin America that I decided to fly first class. I arrived at SFO at 6:30 am, in plenty of time for my 7 am flight. Virgin's first missed opportunity was at the check-in counter (the Boarding Pass printer wasn't working so I had to proceed to the counter). I was expecting a terrific greeting with lots of enthusiasm and cheer but was greeted with, well, nothing. This was a huge lost opportunity as I am a big believer in Word of Mouth. I'll let it go.

I proceeded to seat 1c after an enthusiastic greeting by the flight attendant. Long story short is that the attendant was very pleasant, but poorly qualified. She dropped several items, was not attentive, and just provided very poor service. They failed to deliver on their promise to me.

Virgin really gets the marketing part. Anomaly, among others, have created a very cool environment, want you to feel special and believe in community as witnessed by the ability to chat with other passengers through the entertainment console (see image). Since meeting Richard Branson at the TED conference, I am a huge fan and am routing for Virgin America.

The Lesson - Marketing delivered really well but the service team dropped the ball in a big way. It's important to align marketing with delivery to ensure a positive word of mouth experience. I will say that the return trip was a very positive one - much better. Will I fly Virgin America again? Yes, as I do believe in 2nd chances. I just won't recommend them as I expected I would have - and wanted to. In fact, I saw 50 people this past weekend, and shared my experience with 20 of them, all of whom travel. Word of Mouth marketing is so powerful. Don't miss your next opportunity to shine!

Forrester Social Computing Workshop, August 8, San Francisco

Forrester analysts Peter Kim and Charlene Li are hosting a social computing workshop on August 8th in our hometown - San Francisco.  Their agenda is pretty strong with hot topics entitled "Creating Social Networks That Connect" and "Social Media: Technologies That Empower Consumers." They are finishing off the day with a panel of social computing companies that include none other than....Leverage Software! . Other speakers include Anil Dash of Six Apart, Todd Parson of BuzzLogic and Jeremiah Owyang of PodTech.net. It should be a great conversation.

Attend the workshop and be sure to stop by afterwards to say hi.

Oracle OpenWorld 2007 Selects Leverage Software To Power Event's Online Community

We're pleased to announce that Oracle OpenWorld Connect (the event's online community) is now open for business. To join the community, you need to first register for Oracle OpenWorld 2007. Yeah, yeah, yeah, we know it's still early to register but one of the variety of passes is free so it's a no brainer. Register and then join the community to start networking with fellow Oracle developers (like Justin Kestelyn, OTN Editor-in-Chief), share and learn best practices, and begin scheduling appointments in your Oracle OpenWorld Connect calendar. The early bird gets the worm.

Leverage Software Going To AJAX World

We're going to AJAX World Conference and Expo in September! Joe's presentation entitled “Social Networking Made Easy: The use of AJAX widgets to enhance and customize enterprise private-labeled online communities” was just accepted by the conference organizers.

So the organizers at AJAX World requested a head shot of Joe for their website. We took a few snap shots and here's what we came up with. Which one do you like best?

Black and White Joe	Comic Joe	Technicolor Joe