One of the issues our team has been trying to address is, “How do you attract and retain new community members—when these prospective members start out with little in common with current members?”

Luckily for me, I attended a social media breakfast in Boston(#15) this morning. There, Communispace CEO, Diane Hessan, was the last speaker at an event entitled “SMB15: The Power and Peril of Online Communities.

If anyone has deep insights into the power and perils of online communities, it’s Diane Hessan. Her team at Communispace has been building online communities for ten years.

Today, Communispace hosts vibrant communities for some of the biggest brands in the US—companies like GlaxoSmithKline, HP, and Hallmark. This morning, however, Diane told us that her company didn’t achieve success overnight.

As Diane began to speak about lessons learned, I quickly realized that my client could learn a lot from her experience. Yes, my client’s community is a conventional offline community. Yet, I believe many of the same principles that the SMB15 speakers presented will apply.

Online communities are like cocktail parties

One of the speakers likened an online community to a cocktail party. As with a cocktail party, the success of a community depends on a lot of effort on someone’s part.

This effort includes welcoming guests when they arrive, encouraging them to stay by introducing them to others, including them in the conversation, and giving them a great experience so that they come back again.

In short, as the first speaker, Bryan Person, Social Media Evangelist at LiveWorld pointed out, it takes a great host to throw a great party. He then remarked that in an online community, the host is the community manager.

Community managers play an important role in on-line communities

Up next, Rachel Happe, Principal at Community Roundtable, spoke about the important role the community manager plays in building a strong community. Both Rachel and Diane suggested hiring an event manager for this role.

Just as at a party, this person needs to set the tone. Online or offline, it’s important that this individual engage with other members of the community directly.

People are attracted by other people. Diane said that just as you’re asking community members to share their thoughts, ideas and/or experiences, it is important for community managers to also reveal a little bit about themselves.

Social glue binds on-line communities

Another related concept is “social glue”. Social glue is what holds communities together, and keeps participants coming back. Diane noted that the more involved people are in the community, the stronger the social glue.

The key to involvement over time, therefore, cannot fall to the community manager alone. Instead, community managers need to stimulate conversations between members.

For some communities, these conversations come about quite naturally. As an example, Diane referenced one airline’s frequent fliers. These road warriors spend all their time on planes–so the airline and the passengers’ travel experiences are top of mind.

It’s much harder to build a social community around brands that are central to peoples’ lives. Diane described the challenges a toothpaste company faced when trying to build the strong ties among their members.

Since most people spend relatively little time thinking about brushing their teeth, it was unlikely that they would bond over their brushing experiences. Hence, the community manager encouraged conversations by reaching out to a subgroup of young mothers.

The community manager then engaged these women in conversations about their family lives. As Diane explained, dividing a large disparate community into subgroups makes it easier to nurture the “social glue” it takes to hold a community together.

Building on-line communities takes patience and sustained efforts

One of the cautions that Rachel offered, and Diane reinforced, is that communities take a long time—and sustained effort–to build. In Rachel’s experience, it’s not uncommon to see relatively low flat participation for a long time.

Sometimes, there are spikes when a community manager initiates an effective campaign. Yet, the overall trend is still flat–until the community reaches a critical point. Then, if everything goes right, growth will accelerate.

Would be community builders, such as my client, therefore should prepare to make a sustained effort for a long period of time before things take off. My sense was that that time period can be a year or longer.

Listening is an underrated marketing strategy

The need to sustain one’s efforts throughout brings me to the next point. Diane quipped that “listening is an underrated marketing strategy”.

Communities are a great way to learn about what matters most to members. On the other hand, once you set the expectation that you care about what others think, it’s important to follow through. If you don’t sustain your efforts, and respond to their recommendations, you’ll just alienate your community.

When you do listen, however, it pays dividends. Diane told us about the first time one of Communispace’s early clients experienced a spike in traffic. The SWAT team–that Diane assigned to figure out what created such a high level of engagement—identified critical success factors and what Communispace and its client could do to achieve even better outcomes in the future.

Case Example: Millenials and Gen Xers

Toward the end of her presentation, Diane provided some specific case examples. My ears perked up when she began discussing the experiences that Charles Schwab had when it first tried to attract younger investors.

I began to listen very hard, when as an aside, she mentioned the difficulties that financial service companies, and for that matter health care providers, face in getting social media communications approved.

This was of particular interest to me because this is something my health care clients and financial service  clients worry about a lot. It is also one of the questions that my colleague, Robert DeSimone, of Medicomm Inc., and I are currently querying medical device companies about in our survey about medical device companies’ use of social media–but I digress.

Diane quickly reviewed what Charles Schwab and Communispace learned when they set out to attract millenials and Gen Xers. For one thing, terms such as “retirement” and “no load funds”–which are part of the vernacular for baby boomers–mean little to the next generations. Retirement is far away. Since, as it turned out, most young people use checking accounts as their primary investment vehicle, “no load” was not a term with which they were familiar.

Different communities require different marketing tactics

Communispace and Schwab also learned that communicating with young people is fundamentally different. This population is “always on” from the very moment they awake in the morning. Moreover, the technology of choice is likely to be a mobile phone.

Once again, “listening” paid dividends. Schwab introduced a high-interest checking account that was a great success.

What does this all mean for would be community builders?

What does all of this mean for my client? It appears that if they want to attract individuals from a younger generation, they may have to do things differently—and it may take a lot of time.

On the other hand, if they are patient, invest in applying some of the best practices the SMB#15 speakers recommended, and sustain their efforts, they have the potential to attract and retain the prospective members they most want.

Social Media Breakfast: Go directly to the source

Thanks so much to Bob Collins, who hosts Social Media Breakfasts in the Boston area, event sponsors LiveWorld and Communispace, and the speakers that made this a fantastic event. This is just a taste of what they served at breakfast. You may want to check out hashtag #SMB15 on Twitter to get all the details

Tweet This Post

Related posts:

1. Social media: Insights from an in-house specialist
2. B2B marketing insights and tips compliments of MarketingProfs
3. The search and social media paradox

A lot of the work I do is at the intersection of health care and technology. Yet, I didn’t hear about last Thursday’s conference on Transforming Health Care until a few weeks ago. No else did either.

In fact, organizer Steve Wardell only began publicizing the event in the last 6-8 weeks. Yet, more than 600 people attended—including many local luminaries who not only follow, but make health care news in Boston.

So what attracted the crowd? I believe that in this case the medium was the message.

Strong offer is just the beginning

Certainly, the topic—Impact and Opportunity in the Obama Plan–was compelling. Yet, with the ink still wet on the Obama plan, no one really has enough information to assess the specific implications of the plan for health care providers, health care payers, or health care software developers. And, the speakers said as much.

The speakers were also remarkable. Two, Charlie Baker and James Roosevelt, lead major Boston-based health plans and have been influential in shaping state and national health care policy. John Glaser is the CIO at Partners Health Care, the largest health care provider in Massachusetts. Jonathan Bush is the CEO of a successful health care technology provider and a cousin of former President Bush. Moderator Scott Kirsner, known for his sharp wit and incisive observations writes about innovation for The Boston Globe and other leading news publications.

Nevertheless, I don’t think the speakers can account for the record-breaking crowd either. Despite the fact that all of them are important thought leaders, each works locally and there are other opportunities to hear their views. In my experience, none of these other occasions have drawn the crowds that flocked to Thursday’s event—even though many of these events had months of publicity.

Blogs, Linked in, Twitter–event organizers pull out all the stops

My theory is that most people came because of the savvy way in which event organizers leveraged social media. Event organizers and sponsors reached out to local bloggers, many of whom wrote about the event encouraging attendance. The volunteer coordinators suggested that volunteers use Linked In to let colleagues know that they were attending. And, both volunteers and bloggers were invited to extend discounts to their friends and colleagues. Finally, everyone was asked to tweet about the event before—and during the event—using Twitter.

Social marketing is more than social media

The social orientation, however, went far beyond promotion. When participants registered, they were invited to submit questions—and vote on others’ submissions. Perhaps, most important, everyone could see who else was planning to come—before they, themselves, registered.

And, it worked. It was amazing to watch. I logged into the registration page each day and watched registrations grow geometrically from one day to the next. Moreover, many of those that signed up for this after-work event were mid-level, and even senior managers.

Based on the registration pattern, it’s clear to me that most people came largely because they knew that others they respect planned to attend. This conclusion was borne out by the fact that most people arrived early to network—and a large number stayed late to do more of the same. In short, this event was a poster child for social media.

So what can we learn from this experience? How can social media increase your business’ success?

Technorati Profile

Tweet This Post

Related posts:

1. New social media site invites users to review public health care services
2. Social Media Breakfast (SMB15) serves up great insights and recommendations