A Presentation About Community, By The CommunityImage credit: http://dicksdaily.co.uk/ SO WHAT’S SO IMPORTANT ABOUT ONLINE COMMUNITIES? http://www.flickr.com/photos/pogonophobia/ SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS Social dimensions are paramount to most people …and most forms of entertainment “The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky Source: Future Foundation: Entertainment Futures 2007 Image: http://www.flickr.com/photos/kicey/ Media brands are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/ EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner http://www.flickr.com/photos/esparta/ THE RELATIONSHIP IS NO LONGER LINEAR http://www.flickr.com/photos/timothyschenck/ In the old days, hierarchy was the network Charles Frith, Punk Planning, Bangkok…http://www.charlesfrith.com/ http://www.flickr.com/photos/splorp/ “The other guys think the purpose of communication is to get information. We think the purpose of information is to foster communication.” Mark Zuckerberg, CEO Facebook Jason Oke, Director, Strategic Planning, Juniper Park, Canada…http://jasonoke.wordpress.com/ http://www.flickr.com/photos/differentperspective/114394347/ The internet is for people. For people to form groups Groups with shared purposes http://flickr.com/photos/joeshlabotnik/ WE HAVE TO RELEARN WHAT WE THINK WE KNOW http://www.flickr.com/photos/adviceposters/sets/72157602720078403/ SO WHAT’S THE BIG SECRET? http://postsecret.blogspot.com/ ONLINE COMMUNITIES CAN BE A PUZZLE www.spy.org.es/upload/actuacion/imagen-35.jpg UNTIL YOU REMEMBER THAT IT’S NOT ABOUT THE TECHNOLOGY "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/ “It’s about relationships” Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/ AND BEING HUMAN “At some point the anonymity of the internet transformed into a social networking clearinghouse of daily minutiae…and most of us willingly opted in, choosing the ease and comfort of virtual intimacy over a lonely existence of real world disconnectedness” (The Psychology of Sharing, Scott Lachut) Jon Howard, Strategy Director, Quietstorm …http://jonhoward.typepad.com/livingbrands/ Image: Wollas (http://www.flickr.com/photos/wollas/2571298396/ AND BEING HUMAN Facu Medina, Argentina…http://www.alwaystrytogowithsomethingelse.blogspot.com/ AND BEING HUMAN Communities are like dysfunctional families. Dysfunction is natural, not abnormal. Stanley Johnson, Senior Creative, Wunderman, Online communities aren’t like the real world, they ARE the real world. Being authentic and polite are the ONLY ways operate As people change, so will the online communities they form - being right isn’t important, but being right there is Predicting how we form and shape our communities online is impossible. But it is safe to say that the future will be awesome. Sam Ismail, Digital THE VIRTUOUS CIRCLE More authority Something worth talking about More links More word-of-mouth referrals More loyal users More loyal customers More traffic More people talking about your brand Higher repeat visits More repeat custom More useful site Better customer experience Higher levels of interaction More opportunities to interact More content More feedback, ideas SO HOW CAN I CREATE A COMMUNITY? WRONG QUESTION “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT Blog Her/Compass Partners 2008 Social Media Study Listen when online communities speak : they often perform the role of an oracle Photo credit: John William Waterhouse, ‘Consulting the Oracle’, 1884 (reproduction of original painting) Anjali Ramachandran, Strategist, Made By many, http://one-size-fits-one.blogspot.com/ AND ACT ON THEIR FEEDBACK http://www.flickr.com/photos/twenty_questions/ AND GET STUCK IN Encourage discussion, be a part of it http://slimgoodies.tumblr.com/ Community is not a place. It’s about people. People own their communities: brands don’t. Katy Lindemann - Naked Communications - kitschbitch.com http://www.flickr.com/photos/piet_musterd/1858568495/ The community decides. You don’t “One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community 1 9 90 Every community has super-users – high authority, highly active Know who they are BUT COMMUNITY HAS LAYERS, RESPECT THEM ALL citizens sidekicks lower profile content generators super users ‘enabling’ networks social networks, blogging software etc Gemma Teed, Strategic Planner, Brahm … BECAUSE OUR UNDERSTANDING OF COMMUNITIES COMES FROM OUR UNDERSTANDING OF PEOPLE http://www.flickr.com/photos/pulpolux/ If you want to know what technology will change the world, watch young mothers and don't watch teenage boys - young mothers have no time for any technology that isn't useful and doesn't work. Clay Shirky, 2005 Dan Thornton, Bauer…http://thewayoftheweb.net/ Pic by skeddy in NYC on Flickr (CC Licence) THE RAPIDLY CHANGING ROLE OF CONTENT http://www.flickr.com/photos/inflite/ Media owners shouldn’t lose sight of what they’re really good at: Delivering content BUT THE VALUE EQUATION IS CHANGING Content = Attention Content, tools, services = Attention, participation, interaction, content http://www.flickr.com/photos/wespionage/ SO CONTENT IS NO LONGER KING, IT IS NOW THE ENABLER “Content isn't king.. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends -if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about” Cory Doctorow Graeme Wood, Client Planning Director, Zed Media ... http://graewood.blogspot.com/ SO SUCCESS WORKS DIFFERENTLY http://www.flickr.com/photos/8998965@N05/ CREATE CONTENT THAT IS REMARKABLE If the web is a mass of conversations, then get talked about Create content and services that are worth passing on Make it as easy as possible for your fans to find it and spread the word http://www.flickr.com/photos/oldflints/ ADD VALUE "In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think http://www.flickr.com/photos/artsyt/ It’s like having a beer with millions. Still need a good gag or a story for anyone to care. How Community Engagement Models work: Brand Benefit Information and Reduced cost to Serve BRAND NARRATIVE DATA THROUGH DIGITAL CHANNELS BRAND UTILITY (Being interesting) Leading to Behavior Change (Being Useful) Customer Benefit Involvement VIDEO DIDN’T KILL THE RADIO STAR …BUT SOCIAL MEDIA HAS CHANGED COMMUNICATIONS FOR GOOD • 3 million online donors • 6.5 million online donations …$500m • Almost 2x as much as McCain • Of these 6m were $100 or less • Average online donation $80 Mobilising Offline And On 500,000 blog posts 35,000 volunteer groups 200,000 events 4.8 million facebook fans http://www.flickr.com/photos/picturesofthings/3009655146/ The “Purpose Idea”: What are you for? Mark Earls, Author of HERD…http://herd.typepad.com/ COMMUNITIES CAN AFFECT REAL, POSITIVE CHANGE Daniella’s story http://darmano.typepad.com/logic_emotion/2009/01/neighbors-neighborhoods.html Thousands of people from around the world create, upload, share, discuss and purchase original LEGO creations online every day They probably wouldn’t all fit around this table Willem van der Horst, Strategist, iris Digital…http://icecream4everyone.blogspot.com/ http://www.flickr.com/photos/misbehave/ The Power of Online Communities The Power of Online Co mutinies Apple Stock Crash Motrin Moms Whole Foods Disclosure Dell Hell Ian Fitzpatrick, Almighty, Boston, Massachusetts (http://weblog.hvyset.com) So What About You? http://www.flickr.com/photos/kamshots/ FIRESTARTERS: 5 REASONS BLOGGING IS WORTH IT 1. You start fires. Blogging forces you to come up with new stuff. To be interesting. 2. It means you understand the value of connection. And are connected. To great thinking and other interesting people. 3. It means you get digital…the nuances and potential of social media. And how it works. Because you’re doing it, not looking at it. 4. It’s by far the best way to network 5. But most of all, it shows you’re bothered. You have an opinion. You’re not afraid to express it. You're passionate about your subject. And real passion is rare indeed. Eaon Pritchard, Head of Digital, Geronimo … http://www.eaonpritchard.blogspot.com/ Andy Hunter, Reboot Strategy, Austin TX. http://experiencefreak.com/blog/ Without online communities my brain would starve http://www.flickr.com/photos/spinksy/2951033544/in/set-72157607291515677/ IT’S ABOUT BEING GENEROUS WITH YOURSELF http://thisisindexed.com/ THE MORE GENEROUS YOU ARE, THE MORE YOU GET BACK Quote: Paul Arden “It’s Not How Good You Are, It’s How Good You Want To Be” So there you have it Thousands of pounds worth of consultancy…freely given. That’s how community works. Particular and public thanks to all those who have contributed to make this presentation what it is. http://www.flickr.com/photos/alphadslr/
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