Online Community Best Practices Slideshare and Zero Cost Publishing

Categories: Community Manager, Community Marketing, ForresterPosted on March 14th, 2008

I’ve been presenting in public at conferences or webinars my high level findings from my recent research on Online Community Best Practices, the detailed version is on the Forrester site. I interviewed 17 companies and leaned on my experience launching the social media programs at previous companies. You can view the powerpoint on Slideshare.

The next time I’m presenting this is in Mountain View on March 25 (yes it’s open to men too), discount code for $50 off for Web Strategy readers is SNC325.

It seems counter-intuitive for me to share these presentations on the web as I’m often hired to present these to clients or at conferences, or hired for advisory, but in today’s social media world, my presentation has already been filmed, blogged, and talked about around the industry. The real value comes from the explanations and and insight from a researcher presenting their findings.

I’ve noticed an influx of the $100 Flip cameras (many received them free as giveaways), I spotted 1-3 of them in every panel I spoke at at SXSW, as well as half a dozen in the bloghaus. Cell phones have on board video, and can upload to the web in seconds. See, even analyst firms are impacted by changes that social media tools bring us. Information can’t be hidden, it simply hasn’t been published online.

The key is to learn to let go to gain more, learn how to offer additional value that a .PPT or a YouTube video can never fulfill. I look forward to presenting at your event!

Update: I forgot to include “Forum One Networks” as one of the companies included in the report. I can’t update this version (I tried on slideshare) and since it’s already being spread, I’m not going to update it, but for future iterations it will be updated.

Share This Post:

This entry was posted on Friday, March 14th, 2008 at 7:48 am and is filed under Community Manager, Community Marketing, Forrester. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Very nice work Jeremiah, I think you were born to be a thought leader on social media. I’m a new subscriber to your blog which is great, along with following your tweets. Keep up the good work, I look forward to your future content.

Posted by Jeremy on March 14th, 2008 at 9:15 am

Great presentation Jeremiah, I think it really provides a great overview of the perspectives needed for online social community involvement to work.

And thanks for posting the entire thing online for the world to see!

Posted by Andrew Cafourek on March 14th, 2008 at 9:19 am

Not to become too base here, but think of your slides as the bait; the real information and highest value is in your interaction with a live audience and especially a specific group of people who can glean the full value of your insight in 1:1 or 1;few interaction.

I am coming, slowly, to the conclusion that all the knowledge I have is really just the promotion for a company to work with me to reach their specific ends. The knowledge is only general until applied to specific circumstances (i.e., anybody can take a picture, but can they take a picture of this bottle, on Wednesday, at 1 pm, in Ulster, deliver the finished file in San Francisco on Thursday, and make it celebrate all things Irish?).

Posted by Mike Mathews on March 14th, 2008 at 9:24 am

Forgot to add the final paragraph:

This is the same revolution we are seeing in the music industry. Most musicians really only make money when they perform live, be it a small jazz club or a large arena. The record labels make the money from the recordings and that money supports their efforts to promote the musicians. The web is now disintermediating the process, reducing the need for record labels and giving back the musicians more control over their creation, and musicians are now experimenting with giving away recordings in order to promote their live performance–parallel with your effort here today.

Posted by Mike Mathews on March 14th, 2008 at 9:30 am

Hi Jeremiah,

Just went through your presentation. On slide 11 you mention POST, what about the why? Establishing a motive before beginning to access your “people” is crucial. Your objective may be to create a leading blog on online marketing, but why? Are you trying to manage your online relationship? Increase brand awareness and visibility? Or are you just bored and want to make a blog for the hell of it?

Understanding why you are making a blog to begin with, helps shape the rest of the process.

Posted by Jacob Morgan on March 14th, 2008 at 9:47 am

excellent,excellent post.
thorough and informative!
thanks

Posted by Pat Furey on March 14th, 2008 at 9:50 am

Jeremiah,

If you don’t mind, I also wanted to invite your readers to attend the Search Marketing Salon event in SF, more details can be found here, along with the rsvp.

http://searchmarketingsalon.eventbrite.com

Posted by Jacob Morgan on March 14th, 2008 at 9:51 am

Mike,

Very insightful, the performing arts and analyst industry does have some ties. I’m going to mention that to my CEO next time I see him.

Posted by jeremiah_owyang on March 14th, 2008 at 10:08 am

@Jacob - I agree that business goals and objectives should define the “why” as you put it. I assumed (maybe incorrectly) that the why was established prior to deciding to engage in social media at all–the focus of the presentation.

All objectives of the social media campaign should tie back to business goals.

Posted by Scott on March 14th, 2008 at 10:09 am

Jacob

Good question. The “O” for Objectives help define this.

We believe there’s a power shift, so companies need to first ‘listen’ and learn about the participants “P” before aligning a marketing objective.

The power is in the hands of the users, so start with them first.

Posted by jeremiah_owyang on March 14th, 2008 at 10:10 am

Thanks for wonderful presentation yesterday. I really enjoyed the webinar and I hope you will be giving more through out the year. It really helps me the Dir. of Community Development for Associated Content to read your blog and hear what you have to say.

http://www.twitter.com/streetforce1

Posted by Mike Street on March 14th, 2008 at 1:09 pm

[...] Online Community Best Practices Slideshare and Zero Cost Publishing [...]

Posted by Recent Links on Ma.gnolia at Fast Wonder Blog on March 15th, 2008 at 12:01 am

[...] a great summary of strategies for successful online communities on Jeremiah’s blog: here. It’s a summary of a report he wrote for Forrester and a good introduction to online [...]

Posted by FreshNetworks Blog » Blog Archive » Online community best practice: a view from Jeremiah at Web Strategy on March 15th, 2008 at 3:38 pm

I agree that there is a power shift, however that does not mean that a company should not address the issue of “why.”

If I am a corporation trying to repair my online image, then my “why” is going to be something along the lines of “help repair the tarnished image of xyz by directly communicated with the customers, etc.”

I think the “why” is the most crucial part, and is completely separate from the objective.

The power is in the hands of the user that is correct, BUT that doesn’t mean companies should completely relinquish control, there is a balance. A company decides on the “why” and then works with the customers/users/readers to establish the “how.”

Posted by Jacob Morgan on March 15th, 2008 at 7:33 pm

[...] Jeremiah Owyang recently put up his findings for online community best practices. The presentation can be viewed below. Jeremiah outlines a 4-step approach to the “groundswell,” which is defined as the new trend of getting information through technology (such as twitter, blogs, etc) as opposed to getting information via traditional sources. [...]

Posted by Online Community Best Practices | Jacob Morgan's Marketing Ideas and Rants on March 15th, 2008 at 7:51 pm

[...] SlideShare, Jeremiah Owyang of Forrester has posted an excellent slide deck with an overview of online community best [...]

Posted by Social Web Strategies » Blog Archive » Online Community Best Practices on March 17th, 2008 at 6:29 am

I caught this session last week and enjoyed it. It’s important to reinforce identifying roles rather than just assuming this will happen.

Thanks for the information.

Posted by eric hodgson on March 17th, 2008 at 8:13 am

[...] Online Community Best Practices “I’ve been presenting my high level findings from my recent research on Online Community Best Practices… I interviewed 17 companies and leaned on my experience launching the social media programs at previous companies.” [...]

Posted by Dan Blank: Publishing, Innovation & the Web » Blog Archive » News of the Week 3/21/08 on March 21st, 2008 at 5:46 am

Online Community Best Practices…

Online- Communities sind machtvolle Instrumente für die Kundenbindung, Viralmarketing (WoM) und Marktforschung, so Jeremiah Owyang, Web Stratege bei Forrester. “I interviewed 17 companies and leaned……

Posted by Marketing Welten on April 21st, 2008 at 12:23 am

[...] Owyang, Jeremiah. “Online Community Best Practices.” Forrester Research, 2008 February 13. $379 Slideshow Link [...]

Posted by How to Start a Social Networking Website Part 1: Background, Manuals and Lists « Small Biz 2.0 Weblog on April 25th, 2008 at 7:57 am

[...] Online Community Best Practices Slideshare and Zero Cost Publishing [via Zemanta] [...]

Posted by Social Media, Personal Branding, and…shift happens! | The Chief Brand Officer... on May 27th, 2008 at 5:36 am

[...] excellent Tribalization of Business 2008 study from earlier in the year, Jeremiah Owyang’s Online Community Best Practices, as well as recommending Stewart Mader’s Wikipatterns for techniques to help foster community [...]

Posted by Business Two Zero » Blog Archive » Building Communities presentation at SOMESSO on November 3rd, 2008 at 4:47 am

Posted by Business Two Zero » Blog Archive » on November 3rd, 2008 at 8:09 am

[...] (very high level) of a presentation he gave Forum for Women Entrepreneurs and you can read more on his blog: | View | Upload your [...]

Posted by Laurel Papworth- Social Network Strategy » Blog Archive » Jeremiah Owyang and managing communities on March 9th, 2009 at 12:28 am

Posted by How to Start a Social Networking Website Part 1: Background, Manuals and Lists — Web 2.0 For Small Business on June 29th, 2009 at 12:27 pm

Posted by How to Start a Social Networking Website Part 1: Background, Manuals and Lists on July 3rd, 2009 at 11:37 am