Community Evangelism Workshop

Slideshow Transcript

1. Slide 1: COMMUNITY EVANGELISM: TOOLS & TECHNIQUES Anil Dash and Deborah Schultz Web2Expo April 15, 2007
2. Slide 2: Good Morning!
3. Slide 3: Anil Dash anil@sixapart.com www.anildash.com
4. Slide 4: Deborah Schultz deborahschultz@gmail.com www.deborahschultz.com Technology changes, Humans don’t
5. Slide 6: Who are you? • How may of you work at start-ups? Fortune 500? • How may of you have corporate blogs? • How many of you use feedreaders or RSS? • How many of you have sent video or photo to the web? Today? • How many of you consider yourselves evangelists today?
6. Slide 7: Today’s Workshop • Who are We & Who are You? • The philosophy of evangelism • What is community evangelism? • Key Concepts • The Human Skills • Technical Know-how • Case Studies
7. Slide 8: “What can you do with a book?”
8. Slide 9: The web is something you: Browse Create Change Write Share Read
9. Slide 10: The difference in potential is the result of evangelism.
10. Slide 11: Persistence Awareness
11. Slide 12: Persistence
12. Slide 14: Google can find you.
13. Slide 15: Visits to “The Long Tail”
14. Slide 19: A date stamp is a social contract.
15. Slide 20: “I will stay in touch.”
16. Slide 21: What matters?
17. Slide 24: Disposable?
18. Slide 26: Valuable
19. Slide 27: The web can be this, too.
20. Slide 28: Meaningful
21. Slide 29: Awareness
22. Slide 30: “I need more email!”
23. Slide 31: Sweaters up to 30% off! I CCed you just in case! Our February Newsletter
24. Slide 32: Spam!
25. Slide 33: Rude.
26. Slide 35: Control
27. Slide 38: Persistence Awareness
28. Slide 39: Persistence: Makes the experience meaningful
29. Slide 40: Awareness: Keeps the lines of communication open
30. Slide 41: Persistence + Awareness
31. Slide 42: A Relationship
32. Slide 43: Maintain a relationship on the web.
33. Slide 44: Using Web 2.0 to build relationships.
34. Slide 45: Community Evangelism
35. Slide 46: Concepts
36. Slide 47: What’s an Evangelist? • A customer advocate • An Educator • “Amongst the people” interacting with the community where they live • The human face of the company • Cross-functional - not just a marketer • A foil for the company
37. Slide 48: The Human Skills of Evangelism Listener • Diplomat • Connector • Juggler • Critic • Driven by • relationships Partial geek • • Approachable Detective • • Intuitive Catalyst • • Inquisitive
38. Slide 49: Relationship Economy Transactions are the by-products of healthy relationships. The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness. Sometimes, transactions don't matter. -Jerry Michalski
39. Slide 50: Key Concepts • Democratization of tools & access • The Live web • Decentralization • Amateur culture • Increased individual influence • Control is out of control • Let the seller beware • People are the message
40. Slide 51: Evangelism?
41. Slide 52: Using Web 2.0 to build meaningful relationships.
42. Slide 53: Be where your audience is.
43. Slide 54: Offer something of value.
44. Slide 55: Use what you got.
45. Slide 56: Break
46. Slide 57: Tools of the Trade
47. Slide 59: The Ecosystem Twitter Presence WIkia IM Myspace Facebook Wikis Wikipedia Jaiku Social Other Vox Flickr Others Networks YoutTube Photo & FanSites Video Sites ChatForums Technorati Events Blogosphere Google Email YOU Dinners Vlogs RSS/ Blogs Events Feeds Wiki (offline) Meet-up Podcasts IM Mass Media Digg Conference Stumble Upon Social Media Tools Del.icio.us Competitors Widgets Partners Tagging Search
48. Slide 60: The Toolkit • On your site - – Blogs, rss, forums, email • Out at the edges – Blogosphere, social networks, photo & video sites, • Offline (aka the 3D world) – Events, meet-ups, conferences, dinners
49. Slide 61: The Technology Toolkit • • Blogs Wikis • • Podcasts Social Networks • • RSS Chat • • Video Email lists • Groups/Forums
50. Slide 62: Blogs –Immediate and ongoing connection –Provides a human face and voice for the evangelist –Enables you to jump in • Be proactive and quick to react –Low barrier to entry - just get started
51. Slide 63: Podcasting & Videocasting • Video Services: YouTube, Google Video, Metacafe, blip.tv, Revver, PhotoBucket • Photo Tools: Flickr, PhotoBucket, • Desktop Tools: iMovie, Quicktime, Audacity, Adobe SoundBooth, Acid, Picasa, Photoshop
52. Slide 64: Wikis • Editable web pages • Great for collaboration • Need tending • Types: hosted vs. server side – Hosted: Socialtext, jotspot, PBwiki – Server: Mediawiki, instiki
53. Slide 65: Feed Reading • Track sites passively • Reduce email overload • Need tending • Types: hosted vs. server/client side – Hosted: Google Reader, Bloglines, My Yahoo, Rojo – Server: FeedDemon, NetNewsWire
54. Slide 66: Social Networks/Media Tools • Get out there into the community • Link out and join the network – Post screenshots to flickr, upload videos to youtube • Ensure you are easy to find – Use tags, social bookmarks – Use the same screen name across the ecosystem • Create a presence – Product/community page, events calendar
55. Slide 67: Some Guiding Principles • Be authentic • Be a catalyst • Participate • Know when to “let it go” • You are not in • It’s not about technology control • This is an attitude shift • Get transparent • Listen. Rinse. Repeat • Engage online & -this last one courtesy of brian oberkirk offline
56. Slide 68: A Day In The Life
57. Slide 69: How Do We Keep Up?
58. Slide 70: Break
59. Slide 72: OpenID’s success • 100 million IDs in 18 months • Enabled for every AOL and AIM user • Public endorsement by Bill Gates on behalf of Microsoft • Support from Six Apart, Digg, Technorati, etc.
60. Slide 73: OpenID’s success • Making a meaningful connection • Be where your audience is • Offer something of value • Use what you got
61. Slide 74: OpenID’s success • A clear story • Mailing lists • Community Wiki • Face-to-face meetups • Frequent popular blog posts • Extensive coverage on Digg • Trusted, empowered leaders
62. Slide 75: Questions
63. Slide 76: COMMUNITY EVANGELISM: TOOLS & TECHNIQUES Anil Dash and Deborah Schultz April 26, 2007
64. Slide 77: Anil Dash anil@sixapart.com www.anildash.com
65. Slide 78: Deborah Schultz deborahschultz@gmail.com www.deborahschultz.com
66. Slide 79: Thank You!