Nice Community Design: GONEboarding (UK)
Online Community Looking Glass

GONEboarding UK Snowboarding Community

I really stumbled into this site this morning, but found my self registering and clicking on everything because I was so impressed with the site's integration of discussion forums along with everything else.

Now, I don't like this site just because I'm a snowboarder. :-) I think it does a good job of making things easy to navigate and understand.

There are three basic sections aside from the normal site content: Forums, Reviews and Photos- all liked at the top of each page. Each of them shares the same UBB style table- with folders, # of posts and timestamp of last post in the folder. However, each one has been modified for it's focus. I think this helps new members quickly see how to navigate across the areas- yet it retains a specific focus within each.

The home page here is a good example of a design that brings you in and gives you simple information about the community-based content inside. I like that there are recent photos at the top that randomly display with each refresh- and links you directly to the "Gallery" section- or "channel". To me, this sets the tone and feel of the community with some unobtrusive eye-candy.

Next, surely one of the more popular parts of the site has it's own section and heading: "Forums". They include something that I don't think many sites do well- they provide a short description of the forums and how to get involved. Plus they provide easy ways to navigate to the forums. They aren't pretty, but I like the links that say "Click Here to Visit>>". They also have the most recent posts linked in the section.

The next center section is "Reviews"- again the same links and most recent posts.

If you're not logged in, the first thing on the left nav allows you start the registration process by filling out basic information. I was registered in like 1 minute. Once you log in, this section becomes an administration section that relates the number of new posts, reviews, photos, since the last visit. It also provides easy links to editing profiles, etc.

The right nav contains some of the "vital stats" that gives the member some idea of how active the community is- including a snapshot of activity of a previous month- they had over 37k unique visitors in February. I think this is great information for any community because it quickly provides context and some idea of usage/participation. Of course, if your community is inactive, it would showcase that too. In this case, it's impressive and informative.

Inside the Channels...

In each channel, members can "rate" each photo or review using a plain english drop-down (It Sucks! to Awesome!)- very applicable for this audience. Members are rated according to # of posts. Each table can also be filtered using a set of tools on the right- allowing members to rearrange the table according to a set of drop downs (posts in last 24 hours, sorted oldest first, etc). Search also has a set of nice filtration options.

The discussion section is in "linear" format- meaning that within each topic, the posts are ordered chronologically. This can be confusing when people reply to replies because it doesn't make sense when you read the whole discussion top to bottom. To get over this, the system adds a color-coded heading that says "In reply to Post #4". A nice touch.

Other Stuff...

It's nice to see community sites that provide a host other resources that relate to the topics at hand. This site has a calculator that will help a visitor calculate snowboard length according to height and weight. Also, articles, links, member directory, events diary and Sno'Mates- which helps members find other member to ride with.

Not a fan of...

I'm not a fan of the default ordering of replies to a discussion. It orders them with the newest post first- so, to read the discussion in order, you have to either use a filter to rearrange it, or find the original question. This is personal preference kind of thing.

It has email integration, but it's a button that says "Enable Topic Alert" and when you click it, the button just changes to "Disable Topic Alert" without any indication of what happened. I had to go to the FAQ to find out exactly what this meant. I didn't see any option for email digests- but this is more of a hobby site that members will seek-out, so I don't think email is as important.

Within each of the channels, folder icons are on every post, even if they don't contain anything. A single reply has a folder icon. I'd suggest that only links with something inside them have this icon and once you get to a discussion or reply, the icon changes to something different.

All-in-all I think this provides a good example of a site that integrates the major channels or forums into the experience easily. It has a nice set of tools and I really like the front page. It seems easy for a new user to understand and I think that is key.

How can I say goodbye to the Online Community?
Online Community Looking Glass

I think one of the hardest parts of this transition to independence will be letting go of the Solucient Online Community and it’s members. Soon I will be sending a message to all 3900 members that alerts them that I’ve resigned my position as the OC manager. Right now I’m trying to figure out what to say in the message.

This wasn't just a job for me. For over three years now, I’ve gotten up every weekday morning and moderated messages from the online community. This has always set the tone for my day. If there were lots of interesting posts, it would put a spring in my step. Likewise, low participation would worry me. It’s going to be hard to wake up and not think about what has been posted and have the interaction with folks I’ve come to know through the years. There will be a void in that part of my life that will take some getting used-to.

The community has always been something that was my creation- something I built that worked and people liked. It was my baby. I feel very lucky to have experienced such a personal connection with my job, and thankful that Solucient allowed me to pursue my passion with such freedom. But, it's time for the next adventure.

At least I have the confidence that I’m doing the right thing for my career- I know in my heart it’s time to move on and I’m well prepared. Plus, the community is firmly in place and I have no doubt that the best years are yet to come.

Though it’s hard for me to grasp, I’m about to draft the note to say goodbye to everyone in my last days as the online community manager. What can I say?

Negative Feedback in Customer Communities: A Liability or Opportunity?
Online Community Looking Glass

Jump to major points of this article

On the ride home from work last Thursday, I was listening to NPR (National Public Radio) and the hosts shared messages they received from listeners regarding NPR’s recent Iraqi war coverage. I can’t remember the quotes, but the reviews were predominately negative. I remember words such as sickening, atrocious, disrespectful, disgusted and surprising.

These words read on the radio clicked with me that day. They set off a thought in my head related to online communities of customers and the role of negative feedback in customer community building. Here is what I thought…

There is a reason NPR reads these comments on the air on a regular basis. I know little about radio or broadcasting but I think there is something powerful occurring when negative comments are shared in this way. I felt a new respect for NPR’s forthright honesty and a connection with other listeners that I hadn’t felt before.

Negative Comments Provide Voice

These comments represent the voice of the listener. When I heard the comments on the radio, I knew the stories of which they were speaking and I felt the same when I heard them. I instantly felt connected to the other listeners, we experienced the same feelings; we shared the same perspective. By reading these comments on the air, NPR helped me feel like I was connected to their community of loyal and concerned listeners.

By inviting listeners to share their criticisms and then reading them on the air, NPR is saying “Here we are, warts and all. We will never please everyone, but we are listening and doing our best. To show you that we are aware of our listeners’ opinions, here is what people are saying…”

This gesture is nothing new to the media. Take a look at almost any magazine and you’ll see some sort of “cheers and jeers”. I believe this type of feedback-made-public is representative of an effective way that companies can benefit from online communities of their customers.

Perceptions on Customer Communities

It is a perception that online communities of customers can be risky because they may backfire and become a liability. Some of the common concerns may be: “What if they bash us in front of all the other customers?” “What if it turns into a complaint forum?” “How can we make sure it doesn’t turn negative and change perceptions of all our customers?”

I think this is true across many companies who consider building an online community and is a valid concern. The thought of bringing customers together and giving each customer the ability to be critical in public sounds like a recipe for disaster. In some cases, it certainly can be. However, I strongly believe that what companies instinctively want to avoid regarding customer communities can be their greatest asset.

The Hidden Asset

A couple of years ago, I was inspired by the irreverant web site and book The Cluetrain Manifesto- it helped me define my perspective on this subject. Here is what I think is a good, albeit casual response to the common fears regarding customer communities: “Look at it this way. Assume your customers are going to talk about you no matter what you do. When they talk, they are going to talk about what is wrong and what they don’t like about your company. You have a choice: you can let them continue talk using their own network and let the negativity multiply blindly, or you can sponsor a network, become a part of the discussion and show the customers what you’re doing to help.”
Overall, here is the crux of my point:

• Negative comments may be a symptom of a problem that all customers experience


• By allowing these comments to flow, you learn and help all customers feel that they are being heard


• By giving them a common voice, they feel unified and connected to one another


• By promoting and responding to these comments honestly, you can become a connected part of the network


• As members of the same network, you can build trust and loyalty by demonstrating that you are aware of problems and working to change things for the better


• If you can build trust and loyalty in your customer base, you’re on your way to being more successful

The alternative is to pretend that customers are all perfectly happy and spreading the good news wherever they go. This strategy is much less risky, less costly in the short term and much easier for the board to stomach. Plus, “that’s the way it’s always worked and we’ve done fine”- what Seth Godin would sardonically call a “winning strategy”. I would agree with Seth that today’s winning strategies can easily become tomorrow’s liabilities.

Like NPR reading negative comments on the air, companies have an opportunity to view negative comments in online communities as a new chance to connect and serve customers. Just like the connection I felt to other listeners when negative feedback was voiced on the radio, customers feel connected when they realize they are not alone and someone is speaking for them.

If customers choose to be critical, their comments should not be hidden or diverted, they should be shared because they may represent a silent majority that is looking for a voice. By giving customers a voice and responding to them in a community, companies can build a valuable and irreplaceable foundation of trust and open communication. Using this foundation, customers can become more enabled to help companies make real improvements that make a real difference.

From Yahoo! Groups to Web Crossing: Changing Online Community Platforms
Online Community Looking Glass

I believe there are a number of list owners on Yahoo! Groups who are looking to move their groups to another platform. This article provides some thoughts and considerations on how this transition can occur successfully.

• Choosing a platform
  
• Keeping the members happy
  
• What to keep, what to remove?
  
• Educating members
  
• In conclusion
  

Disclaimer: I do not work for Web Crossing or sell their products.

Choosing a Platform

One of your first goals should be to look at what your members like about Yahoo! Groups. Then, you can emulate the things they like and get rid of the bad stuff. Emulating what they like and keeping things very simple in the beginning will help them see value quickly. Then, over time, you can roll out all the cool stuff that a real platform provides.

You might be surprised that there aren’t many vendors out there saying "Hey! We can substitute for Yahoo! Groups and do a lot more!"You’d think there would be a great market for people who had grown to loath the advertising and one-size-fits-all orientation of Yahoo! Groups.

You might look at vendors like Prospero, PeopleLink, Communispace, etc. They have really impressive platforms- but you are the only one who knows what you can afford and what fits your needs. I have had an excellent experience with Web Crossing in moving from Yahoo! Groups.

Below are some examples of features you might consider in moving away from Yahoo! Groups.

• Email Integration- Digest and Individual email capability (perhaps the most important factor)
  
• Full integration with your web site's look and feel
  
• Full content ownership
  
• Attachment Support
  
• Polling
  
• Choice of discussion organization
  
• Member profiles with pictures
  
• Who’s Online? functionality
  
• Customizability- The ability to change all the copy on the site, all the buttons, everything.
  
• Affordability
  

Keeping the members happy(top)

You might already know that switching online community platforms can be treacherous- it can easily kill culture and disillusion members. It changes the “place” of the community, the very foundation. For a smooth transition, you need to figure out how to make the process almost seamless for the members.

Spend time watching and listening to the members- you need to define what is important to them and ensure that those things make the transition and even improve on what they already use.

One of those factors may be email. Many Yahoo! Groups operate on email predominately- like a listserv. To keep this functionality going may be your biggest obstacle. Remember to check into how many members are on Individual Emails, Digest, or Web Only. In the transition, you may be forced to pick a single delivery method as the default- so it should match what most users prefer.

What to keep, what to remove? (top)

Before you start to set expectations with the members, you’ll need to figure out how the web site would be organized, what options the members will have, etc. For most vendors out there, this may become an exercise in elimination. Many platforms come with an overwhelming assortment of options and you’ll need to concern yourself with not overwhelming the members on day one.

Your focus should be on the new site behaving much like the tools your members use on Yahoo! You can start with a very simple and usable system and build in cool features once the members have gotten used to the site.

You want to avoid overwhelming the members with options and tools. Simple simple simple, easy easy easy.

Educating Members (top)

Once we have a strong idea of how the new system would work, consider designing communication that will alert and educate your members prior to the transition. Be clear about what will happen, what will change and what, if anything, is required of them. Then, try to transition them without them having to *do* anything. If you can, design it where the average member would be receiving emails from Yahoo! on one day and from the new community the next. Seamless transition.

In conclusion (top)

Overall, I think clear and usable communication is the key. Members need to understand what is happening, why and how. They need to trust you. Then, the site has to easy to understand for the new member. The core functionality has to be simple to use- hard to question. Also, the site must be nimble- listen hard to members and make changes for their benefit. Look at things through a member’s eyes.

Lastly, assume that things will change- you may lose important members and your culture may change. By changing platforms, you are building for the future. Expect some pain the beginning and be prepared to explain the reasoning behind the change and why, over time, it will be good for everyone.

Stay tuned to the Online Community Looking Glass category of this site for more posts like this one.

Communication Culture Home

~Lee

Online Community Announcements- I try to get'm right
Online Community Looking Glass

I participate in a few of the discussions in the online community I manage... but one of the things that I get into the most are posting announcements. It sounds pretty lame, but it appeals to the communicator in me. These are usually one way communications that are meant to help the members understand something or to alert them of something pertinent.

Aside from this being one of more important functions of managing the community, it's something I truly enjoy doing. I get worked up about each announcement because it is something that lets me practice what I preach.

In my company, I work with a group of folks that post in the community more than me and often communicate with clients outside the community. In working with these folks, I push this "usable communication" theme. When I create an announcement, it's my time to get it right.

I'm not saying I do it right every time, or even know how to do it "right", but I learn from the experience. Here are some of things I think about when creating an announcement:

• Assume the member is too busy to read your post- get their attention quickly. No "At XYZ, we care about your membership". People will tune out.
• Let them know if anything is required of them or why they should read the announcement right up front.
• No long paragraphs. Break ideas into chunks of 2-3 sentences.
• Cut the crap. Write what you want to say and cut the unnecessary bull.
• Don't be scared to use bold underlineitalicsand

  font sizes

  . Don't overdo it.
• A great way to add emphasis is using asterisks. I *love* asterisks.
• Be consistent with formatting, if you bold one title, make sure to bold them all if they serve the same purpose.
• Use a horizontal rule to separate sections
• Use links when you can. If you tell about something, try to link to it. I prefer to link directly to a specific page and not the homepage- though your Marketing dept. may not agree.
• Use email links and look for ways to autofill the subject line. If I want people to email about something specific, I code it so that the subject line is filled in with what they want. Like this: Click here if you think I'm a huge nerd
• Develop a consistent style or tone to your communication; address the members the same way, write in a consistent tone and format.
• Perhaps most importantly, be yourself. You want the members to trust you and they'll trust a real person before they'll trust a company.

These are some things I was thinking about today. I think announcements are absolutely essential in managing an online community- it's the management's primary resource for communicating with members as a group. If you can connect with them and build their trust through posting usable announcements, you'll have folks that are ready to help you accomplish your goals.

What makes Professional Communities work?
Online Community Looking Glass

My post to the Com-Prac group on professional communities.

Recently I posted my thoughts on a great online community of online community and community of practice professionals called Com-Prac.

Not sure it's addressing the requestors needs, but I hope it at least provides a look at what I think is important in making online community forums of professionals successful.

I'm ruled by people I hardly know
Online Community Looking Glass

And so it begins...

On a day-to-day basis, I'm usually a pretty happy guy- not cheesy happy, just have my share of cheer. Things go my way more times than not and that puts a smile on my face a majority of the time.

I guess I attribute the smiles to the feeling that I've found my calling in life- I've found the one thing that I plan to build my life and my career around- and I'm doing right this second. It's communicating- specifically communicating electronically.

I believe, like the pony express, phone, and fax machine, the Internet is a communication resource at heart and we're just starting to see what is possible.

I created and manage an online community of about 3,300 folks that work in hospitals and it rules my life. I'm not sure, but I think it's the largest and most utilized online community of healthcare professionals in the US and maybe the world- and I'm pretty damn proud of it- and maybe a little self-absorbed.

I work for a great company, Solucient, LLC-we help hospitals improve through benchmarking and we have products in a majority of hospitals. Anyway, I'll lay off the marketing and tell you that they were gracious enough to let me create the online community program- which allowed me to pursue my passion- which led to this big freakin smile on my face.

The Online Community (OC) is the source of my pleasure and pain. When it is doing well (being used) I'm satisfied and life is good. But, when it's not used and seems to stagnate, I go through periods of self-doubt anxiety, and thoughts of career change- maybe I'm not into such a great OC manager...maybe the OC isn't having any positive affect on hospitals...maybe I totally suck and my site is a joke...maybe I'd be better off changing tires...

Luckily, We're trending upward over the last few days, so I'm pretty stoked- I think I'll stick with it a little longer.