Published on February 5, 2013
Building Online CommunitiesIan DommettDirector, Cor AgencyMarketing Director, Yes Scotland
What is an online community? From ‘tech-based’ to ‘people-centred’ web sites Channelling the power of social media It’s not ‘data’, it’s relationships
Online communities in an offline world
Starting points for an online community Easy to Find Easy to Understand Easy to Engage
Objective ShiftFrom ‘Size of Audience’ to ‘Engaging Individuals’ From Passive to Active From Destination to Hub
Online Community Platforms
The ‘active circle’ 1. Organise 7. Value 2. Connect 6. Interact 3. Support 5. Enhance 4. Target
The ‘active circle’ Organise Value Connect Interact Support Enhance Target
Prototype and Evaluate Constantly test, refine and test again. Obama campaign emails had up to 18 different test versions Your web site is now a dynamic community
Summary and Conclusions• The web is now run by communicators, not technicians• A platform such as NationBuilder connects all online activity• Share, enhance, value, reward all interactions• Think of it as your own media channel: constantly changing• Test, test, test: like any media, it’s never ‘finished’• Puts PR practitioners at the heart of the relationship
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