Some thoughts on different types of advocates and communities

Photo by Niall Kennedy on Flickr.

The happy end result of most ‘community building’ processes is an army of advocates. These enthusiasts recruit new members, keep the community healthy and lively, take responsibility for its daily operations and – if you’re lucky – attract funding and publicity.

The advocate – or enthusiast – in a well-designed project is the pinnacle of the community building efforts. It might take years for an army of advocates to develop. I call these advocates the “raised advocate”, as they’re raised by the community.

Because of their PR strength and their potential to attract new members to communities, people have been trying to start communities with some advocates already in place. Often, these people are paid in money (think Hollywood actors) or rewards (iPads are popular) for advocate-like behaviour.

There’s no denying the strength of Angelina Jolie or Al Gore promoting your cause, but in online projects and new media minded settings, I’ve seen and experienced some challenges with “bought advocates”. Read the rest of this entry »

On wine, coding and simple questions

Photo by Wendell (lurking) on Flickr.

This week I did a wine tasting with a Dutch wine critic. That was fun. Of course we talked about the difference between supermarket wines, new-world wines, old-world wines etc. Regardless of tasting over seven thousand wines per year and obviously having a very refined taste in wine, our host applauded the simple unpretentious wines most people drink. He mentioned how his very first wine came from a carton. It’s simple and cheap wine that might be the first step of a life-altering journey through the wonderful world of wines.

(He also repeatedly mentioned that a lack of knowledge about wine is completely unrelated to a good taste for wine. Even beginners easily distinguish the good from the bad when testing blind. I think the same applies to (all) arts and culture.)

I recently fell in love with Codecademy. Not, because I’m keen to learn JavaScript, but because the very first thing their website does is to ask me to participate in the simplest way possible: by writing my name. Then, five or six of the simplest tasks later, I have earned a badge, connected my Facebook account and become addicted to (learning how to) code.

For an expert it’s tempting to ask challenging questions, “What is your favourite Monet painting?” or “Which historical figure do you think is represented on this vase?” Challenging questions might provide new insights (to the expert). The answers to simple questions rarely surprise. Read the rest of this entry »

What makes visitors come (back)?

Photo by Omar Bárcena on Flickr.

Here’s the textbook example of the development of something online AD 2011. It’s a post on this blog, but in my experience represents most of our online work. In this example, exactly seven days separate launch and oblivion.

Fortunately, the fate of one post does not represent the fate of this blog (or you wouldn’t be reading this, would you?). I write another post, and another, and tweet, and write another post, and tweet. As long as I keep pushing out new content (and preferably a lot) I will not be forgotten.

Having people return to our websites has been one of the things we’ve done some work on at the Museum of National History. Our online KPIs put quite some significance on return rates, loyalty, brand awareness, successful registrations, etc.

The dynamics of returning visitors are completely different from those of new visitors. On innl.nl in Q2, return visitors visited 35% more pages, spent 74% more time and were roughly 26% more likely to visit content pages (rather than ‘corporate’ pages). Other data shows there’s a correlation between return rates and participation with content.

Correlation does not mean causation and it might very well be that visitors who spent more time on the website, visit content pages, etc. are more likely to return.

So, what makes visitors return to a website? And more importantly: what makes visitors come back to old content, rather than continuously having to add new content?

Read the rest of this entry »