Speaker:
Ted Shelton (@tshelton)
4:20 pm Session will be starting in 10 minutes.
4:23pm Ted is starting.
Be open first!
Employees–Externally facing
Partners–Vendors, channels
Markets–Customers, Experts
What is a community?
Living in the same place doesn’t mean a community.
Three keys:
1) Membership
2) Influence
3) Integration and fulfillment of needs
4) Shared emotional connection
(cited McMillan, D.W. & Chavis)
“Everything you need to know about social media you probably learned in kindergarten.”
Five parts of the platform for Community Development:
Support, Entertain, Connect, Collaborate, and Inform
Types of Community:
Internal vs. External
4:29pm: Community Case Study: ThinkFood Cookbook Project 2010
4:30pm PositScience (a client) asked the question, can a software company connect with a community in a meaningful way?
Understand who you want to connect with. Where are people like this online? What categories relate in a meaningful way?
After getting this information, they co-created a cookbook with a community that cares about —food bloggers.
4:33pm Research (P.H.A.M.E.)
Problem
Hypothesis
Action
Metric
Experiment
4:35pm The higher the monthly readership, the more interested the bloggers were in their messages.
Fifty top food bloggers created recipes for the cookbook. Bloggers wrote about their involvement with the cookbook. They included the bloggers in various press materials. They used Facebook and Twitter to cross promte the project with bloggers, foodies, families and others.
Over 3,500 signed up for the “Recipe of the Week” e-newsletter on the first day.
Over 10,000 unique visitors came to their site the first day.
They got multiple pre-orders for the book.
Ongoing involvement: over the 50 weeks, the bloggers again get attention and write about their involvement.
This worked because…
- The created something of value to the community
They involved the community in defining how it would work and what the content would be
They also work with actor Blair Underwood. He has 15,000+ fans on Facebook and 16,000+ on Twitter.
"I found this presentation particularly compelling. Ted Shelton's enthusiasm and knowledge came shining through, even though many of the participants were tired from packing their brains full with interesting points of view and eager for happy hour. Ted's analysis of the response from bloggers for the PositScience project was particularly compelling, and his mantra that "exclusivity is bad, promiscuity is good" (in business, not in personal relationships) felt So Fresh indeed."
August 17th, 2010 at 11:14 am
"Thanks, Ryan! I agree that Ted had a challenge to keep people engaged at the end of the day. He had some great information."
August 18th, 2010 at 9:38 am