building the open enterprise

Community Engagement Foundations
August 16th, 2010 Charlotte North Carolina

´Building the open enterpriseµ




Be open first! Markets Partners Employees Customers Experts Vendors Channels Externally Facing Administrative .

What do we mean by COMMUNITY? .

"Sense of community: A definition and theory.M. 2) influence." .W. McMillan. 1986. and 4) shared emotional connection.1) membership. 3) integration and fulfillment of needs.. & Chavis. D. D.



Types of Community .

COMMUNITY CASE STUDY The ThinkFood Cookbook Project 2010 .

.Question: Can a software company connect with a community in a meaningful way? Our client. Posit Science. wanted to increase awareness of the topics of brain fitness and brain training amongst a broader demographic of potential software purchasers.

income.Understand who you want to connect with Age. Where are people like this online? Categories or activities What categories relate in a meaningful way ? Where can the company add value to the community? . gender. etc.

food.Who buys brain training software? Predominantly women 35-55 years old Where are people like this online? Fashion. health. entertainment What categories relate in a meaningful way ? Food is an important component of brain health .

Strategy ‡ Co-Create a cookbook with a community that cares about food food bloggers ‡ Distribute the recipes in different ways to maximize engagement ± A Recipe of the Week e-newsletter gives one recipe into subscribers inbox s each week ± Printed copies of the book can be purchased through the Posit Science website and given away through bloggers websites .

E.A.Research (P.M.H.) Problem define the problem you need to solve ‡ Hypothesis develop a hypothesis for solving the problem ‡ Action design a set of actions for testing the hypothesis ‡ Metric determine which metrics will be used to evaluate ‡ Experiment do it! ‡ .

100.Research (P.000 readers ‡Research Criteria: A food blogger who likes to prepare healthy dishes A blog with a genuine readership A blogger who updates their blog regularly A blogger who is excited about the project A blogger who could contribute a unique recipe Has an interest in online communities like Twitter & Facebook ‡We invited 50 of the bloggers to contribute .) ‡First we emailed our idea of a brain-healthy cookbook to a select group of bloggers to validate the idea before our client invested time and money into the project ‡We researched over 250 food blogs with a readership ranging from 1.000 .E.H.M.A.

Key learning .

Aargh! -30. It's not for a lack of interest but rather a lack of time. I reviewed the information and unfortunately. -Readership not available (blog too small) . I can't participate.000 monthly readers Thanks for contacting me.000 monthly readers The lower the monthly readership. you do not work for free? -800 monthly readers You want us to provide you with free content in exchange for exposure? Do *you* work for free? No thanks. fun! Send the the info for it.000 monthly readers Thank you for your invitation to participate. Surely.The higher the monthly readership. the more interested the bloggers were This sounds interesting and like something I d definitely want to be apart of -15. I like the idea of ThinkFood. sounds very interesting! -22. the less interested the bloggers were We re reluctant to give away the fruits of our labor without some sort of compensation.

and other online communities . families. foodies. thereby promoting our cookbook and ultimately our client ‡ We included the food bloggers in the various press materials and press opportunities ‡ We used tools like Facebook and Twitter to cross promote the project with the bloggers.Engagement ‡ 50 top food bloggers created recipes for our cookbook developing these recipes from a selected list of brain healthy ingredients ‡ Bloggers wrote about their involvement with the cookbook.

and links to their blog and various social pages like Twitter and Facebook .Recipe of the Week e-newsletter Unique Recipe ‡Each week one recipe would be distributed to the Posit Science subscribers ‡The featured recipe would have links to the bloggers Twitter handle. and blog Personalized recipe tip Featured name. bio. Facebook page.

and talk about each recipe for the next 50 weeks! .500 people signed up for the Recipe of the Week e-newsletter on the first day ‡ Over 10.Results ‡ Over 3.000 unique visitors came to their website the first day ‡ Multiple pre-orders for the book (Officially available this month) ‡ Tremendous support from the contributing bloggers who wrote about their involvement with the project and included links for their readers to sign up for the Recipe of the Week program ‡ Ongoing involvement over the 50 weeks the bloggers again get attention and write about their involvement ‡ An unconnected food blogger has decided to prepare. test.

This worked because« ‡ The company connected with a community in a genuine way ‡ Created something of value for the community ‡ Involved the community in defining how it would work and what the content would be ‡ Trusted that the community would participate in a professional and positive way .

ly/ThinkFood ThinkFood: 50 weeks of healthy & delicious recipes for FREE http://bit.Client Coaching ‡ ‡ ‡ ‡ Draft emails for the client to maintain the flow of communication with the bloggers throughout the project Subscribe to the contributing blogs Educate them on a no pressure approach for blogger coverage Engage with the contributing bloggers on a personal and professional level ‡ Read their blog ‡ Comment on their blog ‡ Follow them on Twitter and Facebook ‡ Follow Friday (#FF) them on Twitter ‡ Congratulate them on professional milestones Draft various tweets for ThinkFood ‡ ‡ Delicious Banana Oatmeal Chocolate Chip Cookies from @carrotsncake ‡ .

Other examples« .


885 fans .Blair Underwood Actor. and Activist Movie Fans Television Fans Book Fans Causes Facebook: 15. Author.484 fans Twitter: 16.

com .com @tshelton http://open-first.ted@open-first.

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