Harnessing The Power of Online Communities

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Presentation given to the Association of Online Publishers Conference 2008 on online communities

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<ul><li><p>http://www.flickr.com/photos/48378726@N00/HARNESSING THE POWER OF ONLINE COMMUNITIESneilperkin.typepad.com</p></li><li><p>Media brands are increasingly defined less by the platform and more by the communityhttp://www.flickr.com/photos/hankins/</p></li><li><p>SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMSSocial dimensions are paramount to most people.and most forms of entertainmentSource: 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</p></li><li><p>EMPOWERED USERS, UNLIMITED CHOICEEveryone is a media ownerhttp://www.flickr.com/photos/esparta/</p></li><li><p>THE RELATIONSHIP IS NO LONGER LINEARhttp://www.flickr.com/photos/timothyschenck/</p></li><li><p>THE VALUE EQUATION IS CHANGINGContent= AttentionContent, tools, services= Attention, participation, interaction, content http://www.flickr.com/photos/wespionage/</p></li><li><p>http://www.flickr.com/photos/adviceposters/sets/72157602720078403/</p></li><li><p>ONLINE COMMUNITIES CAN BE A PUZZLEwww.spy.org.es/upload/actuacion/imagen-35.jpg</p></li><li><p>"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 GodinITS NOT ABOUT THE TECHNOLOGYImage: http://www.gapingvoid.com/</p></li><li><p>COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFICHigher repeat visitsMore Loyal UsersHigher levels of interactionMore useful siteMore contentMore trafficMore linksMore authority</p></li><li><p>SO HOW CAN I CREATE A COMMUNITY?</p></li><li><p>WRONG QUESTION</p></li><li><p>Communities already exist. Instead, think about how you can help that community do what it wants to doMark Zuckerberg</p></li><li><p>Blog Her/Compass Partners 2008 Social Media StudyUNDERSTAND THAT MOTIVATIONS ARE DIFFERENT</p></li><li><p>UNDERSTAND HOW THEY WORK9190Every community has super-users high authority, highly activeKnow who they are</p></li><li><p>One part anarchy, one part aristocracy, one part democracy, one part monarchyJimmy Wales on the Wikipedia Communityhttp://www.flickr.com/photos/vhata/</p></li><li><p>AND ADD VALUEhttp://www.flickr.com/photos/artsyt/"In the past you were what you owned. Now you are what you share." Charles Leadbeater We Think</p></li><li><p>http://www.flickr.com/photos/twenty_questions/Act on their feedbackEncourage discussion, be a part of itLISTEN</p></li><li><p>KNOW YOUR AUDIENCE</p></li><li><p>Go to where your communities are - don't expect them to come to youandUnderstand and respect the values and protocols of the community - be sensitive. Tom Lewis Reynier, NGO marketing strategy consultantTreat people as human beings, understand what interests thembutif you want to engage social media creators then you have to be a part of that world Amelia Torode, Head of Digital Strategy, VCCPthe importance and power of participatory exploration. Gavin Heaton, Social Media strategistThe larger and more inclusive you aim the lower the barrier of participation you set. Asi Sharabi, Digital Planner, POKEGet stuck in! ...James Cherkoff, Collaborate MarketingServe their agenda not yours Mark Earls, author, HERDBe like Zorro - quick interventions and thoughts, then step back .Will Humphries, Planner, LOWEknow 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</p></li><li><p>Go to where your communities are - don't expect them to come to youandUnderstand and respect the values and protocols of the community - be sensitive. Tom Lewis Reynier, NGO marketing strategy consultantTreat people as human beings, understand what interests thembutif you want to engage social media creators then you have to be a part of that world Amelia Torode, Head of Digital Strategy, VCCPthe importance and power of participatory exploration. Gavin Heaton, Social Media strategistThe larger and more inclusive you aim the lower the barrier of participation you set. Asi Sharabi, Digital Planner, POKEGet stuck in! ...James Cherkoff, Collaborate MarketingServe their agenda not yours Mark Earls, author, HERDBe like Zorro - quick interventions and thoughts, then step back .Will Humphries, Planner, LOWEknow 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, ProferoTHANK YOUJoin the debate:neilperkin.typepad.comtwitter.com/neilperkin</p></li></ul>