harnessing the power of online communities
Post on 13-Sep-2014
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Presentation given to the Association of Online Publishers Conference 2008 on online communitiesTRANSCRIPT
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http://www.flickr.com/photos/48378726@N00/
HARNESSING THE POWER OF ONLINE COMMUNITIES
neilperkin.typepad.com
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Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/
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SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS
Social dimensions are paramount to most people
….and most forms of entertainment
Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.”
Clay Shirky
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EMPOWERED USERS, UNLIMITED CHOICE
Everyone is a media owner
http://www.flickr.com/photos/esparta/
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THE RELATIONSHIP IS NO LONGER LINEAR
http://www.flickr.com/photos/timothyschenck/
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THE VALUE EQUATION IS CHANGING
Content = Attention
Content, tools, services
= Attention, participation, interaction,
content
http://www.flickr.com/photos/wespionage/
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http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
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ONLINE COMMUNITIES CAN BE A PUZZLE
www.spy.org.es/upload/actuacion/imagen-35.jpg
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"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
IT’S NOT ABOUT THE TECHNOLOGY
Image: http://www.gapingvoid.com/
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COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC
Higher repeat visits
More Loyal Users
Higher levels of interactionMore useful site
More content
More traffic
More links
More authority
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SO HOW CAN I CREATE A
COMMUNITY?
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WRONG QUESTION
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“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg
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Blog Her/Compass Partners 2008 Social Media Study
UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
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UNDERSTAND HOW THEY WORK
91 90
Every community has super-users – high authority, highly active
Know who they are
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“One part anarchy, one part aristocracy,
one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
http://www.flickr.com/photos/vhata/
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AND ADD VALUE
http://www.flickr.com/photos/artsyt/
"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
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http://www.flickr.com/photos/twenty_questions/
Act on their feedbackEncourage discussion, be a part of it
LISTEN
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KNOW YOUR AUDIENCE
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“Go to where your communities are - don't expect them to come to you…and…Understand and respect the values and protocols of the community - be sensitive.” …Tom Lewis Reynier, NGO marketing
strategy consultant
“Treat people as human beings, understand what interests them…but…if you want to engage social media creators then you have to be a part of that world” …Amelia Torode, Head of Digital Strategy,
VCCP
“the importance and power of participatory exploration.” …Gavin Heaton, Social Media strategist
“The larger and more inclusive you aim the lower the barrier of participation you set.” …Asi Sharabi, Digital Planner, POKE
“Get stuck in!” ...James Cherkoff, Collaborate Marketing
“Serve their agenda not yours” …Mark Earls, author, HERD
“Be like Zorro - quick interventions and thoughts, then step back” ….Will Humphries, Planner, LOWE
“know your audience - then be real. and interesting.” …facu, digital creative
“Communities first (i.e. serve their interests above your own)” …David Cushman, Bauer
“Do put the topic of a talk you're giving on The Power of Online Communities to your community and then watch them demonstrate The Power of Online Communities for you ;-)” …Jamie Coomber, Digital Strategist,
Profero
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“Go to where your communities are - don't expect them to come to you…and…Understand and respect the values and protocols of the community - be sensitive.” …Tom Lewis Reynier, NGO marketing
strategy consultant
“Treat people as human beings, understand what interests them…but…if you want to engage social media creators then you have to be a part of that world” …Amelia Torode, Head of Digital Strategy,
VCCP
“the importance and power of participatory exploration.” …Gavin Heaton, Social Media strategist
“The larger and more inclusive you aim the lower the barrier of participation you set.” …Asi Sharabi, Digital Planner, POKE
“Get stuck in!” ...James Cherkoff, Collaborate Marketing
“Serve their agenda not yours” …Mark Earls, author, HERD
“Be like Zorro - quick interventions and thoughts, then step back” ….Will Humphries, Planner, LOWE
“know your audience - then be real. and interesting.” …facu, digital creative
“Communities first (i.e. serve their interests above your own)” …David Cushman, Bauer
“Do put the topic of a talk you're giving on The Power of Online Communities to your community and then watch them demonstrate The Power of Online Communities for you ;-)” …Jamie Coomber, Digital Strategist,
Profero
THANK YOU
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