How Communities Work

© MOTIVEQUEST 04/18/2023 1FEARLESSLY SEEKING THE REASONS WHY

How Communities Work

MQ Contact: Tom O’Brien, MotiveQuest [email protected]

mailto:[email protected]

2© MOTIVEQUEST 04/18/2023

Evolution of tribal behavior

Belonged to a single tribeDefined/restricted by location, class and expressed through personal decoration

Belonged to a few tribesDefined/restricted by class, ….Switching tribes meant changing clothes and physical location

Belong to many tribesEasy to access, learn the memes, participateThe internet allows us to interact with different tribes almost simultaneously

PRE-INDUSTRIAL

POST-INDUSTRIAL

TODAY


FORUMSA community united by a common theme

BLOGSA platform for broadcast

SOCIAL NETWORKINGA community of connections

How do the different social media tools fit into the landscape?

flickrphotobucketyoutube

myspacefacebookLinkedInTwitter

HowardForumsHealthBoards

EngadgetHuffington PostBoing Boing

(SOCIAL BOOKMARKING)

DiggDel.icio.usStumbleUpon

(CONTENT SHARING & ARCHIVE)


Communities are self organizing groups of like minded people who gather to share information, opinions, suggestions, make friends, get together, etc.

COMMON INTEREST

Share information

Share opinions

Make friends

Get together

Make friends©MotiveQuest 2008


What do they do there?

personalfinance

“This is most likely a result of the FED dropping the interest rates yesterday. I wouldn t be surprised if HSBC and Emigrant follow suit shortly “

Share Insight/ Advice

“Anybody had problems canceling by using the secure email on the citi site? “

Ask Questions

“I had pretty bad experience in citi promo like this“

Share Experience

“Even though I give you a rough time I just wanted to say today I finally got a card with reward points and will use it some. …So going to cancel/close my other card and stick with the single credit card per household rule but I thought you'd enjoy hearing your brainwashing has taken effect and I drank the koolaid.”

Socialize – Build Relationships

“In connection with that, if you were relying on the e-bill at BOA to remind you to pay, you might want to set up email reminders at Discover. You can receive an automatic email notification when your new statement is ready, and another a few days before the payment is due.”

Solve Problems

i personaly like the AMEX BLUE CARD, AND I THINK I HAS THE BLING FACTOR. Amex Blue has a Classy sort of bling to it.... The Citi-Bank Diamond Rewards Amex looks like something Tony Montana would carry. Its so over the top

Gossip ,Socialize

• Ask/answer questions• Share

information/insight/opinio

ns• Socialize – build

relationships

• Learn• Solve problems• Gossip, compete, fight

• Make friends• Have fun


What do they do there?

auto

“Personally I think current F150s are too big and especiallytoo tall. I have a relatively small farm (300 acres under cultivation). I have to do almost all my own toting and lifting, and I find all the newer full size pick-up to be too tall to be easily unloaded from the side. This is the major reason I am still driving a 12 year old F150.”

Share insight/ advice/ opinions

“Of course, the best way to evaluate is to test drive the exact vehicle configuration that you're considering buying in each brand. Don't even negotiate with the sales people, just tell them you're ONLY test driving! Take your time and get the feel for the suspension, the seats, the handling, power, and any gadgets that you want. That usually makes the decision a lot easier.”

Give advice

“So I got my first car a few weeks shy of 30. I didn't want an SUV, so I settled for the Volvo, aka the car equivalent of a tank. I would have loved to go for a hybrid then, but I believe the only cars offered at that point were pretty small, and I can't get over my crash safety issues enough to go for that.”

Share experience

“As enthusiasts we just have to move on....or at least I do. Not intending to squash debate...we do this...we always have...no problem....carry on. I'm gonna go look at the pretty R56 pictures.”

Socialize – build relationships

“I mean come on, you bought a VOLVO, that's a real exotic. Where is it from again? You know the last time i heard "volvo" was when my grandma was talking about what kind of car my parents should get me, when I was 16. Definitely a classic make, with that beautiful "Cardboard box" styling…”

“Regardless of how we all feel about the new R56, its time to stop the negativity and start embracing. Change is the only thing constant and its the only thing inevitable. Embrace the change and be thankful the MINI is still with us. Not to be a jerk, but build a bridge, and then Motor over it! There are too many improvements that win over the grievances. I will not hesitate buying an 07 or 08 MINI. But I will still keep the 06 around.”

Gossip ,Socialize

Socialize –compete, fight

• Ask/answer questions• Share

information/insight/opinio

ns• Socialize – build

relationships

• Learn• Solve problems• Gossip, compete, fight

• Make friends• Have fun


What roles do they play?

Community Leader – Authoritative Role•Sets standards, rules, regulations•Often owns and operates the community•Holds stake in the health and prosperity of the community•Holds power over members and content (can monitor/delete

posts)

Maven - Helper•Likes to answer questions•Collects social currency from being regarded as

expert

Contributor - Regular•Keeps up with the conversations•Answers some questions in a specific

area

Observer•Follows the conversations without

contributing•has a broad interest in the category

COMMON INTEREST

Information Seeker•Comes to solve a problem and then leaves•Is in a decision-making mindset


Why do they participate?

EDUCATION•Improve my experience•Make a decision•Keep up with current trends

Community Leader

Maven

Contributor

Observer

Information Seeker

FIND MY TRIBE•Get support•Feel belonging•Feel connected

SOCIAL CURRENCY•Feel empowered•Self expression•Get recognition


These are types of mindsets rather than types of people. A given person plays different roles in different aspects of his life.

EDUCATION•Improve my experience•Make a decision

Community Leader



Maven Contributor Observer

UNIVERSAL ROLES

UNIVERSAL NEEDS

PERSONALITY PROFILE

FINANCE POLITICS COOKING CARS

MARKETING WINDSURFUNG CELL PHONES FINANCEPERSONALITY PROFILE

Information Seeker

CELL PHONES

COOKING


While all communities reflect universal needs, different communities are shaped by different primary drivers.

EDUCATION•Improve my experience•Make a decision



UNIVERSAL NEEDS

FIND MY TRIBE FIND MY TRIBE

SOCIAL CURRENCYEDUCATION

FIND MY TRIBE

SOCIAL CURRENCYEDUCATIONSOCIAL CURRENCYEDUCATION

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50%

75%

100%

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Brands and communities: can brands participate?

COMMON INTEREST

Share information

Share opinions

Make friends

Get together

Make friends

like-minded people unified by a common interest

The brand can participate by feeding the common interest

…but NEVER by posing as a contributor


Shift from mass marketing to micro marketing

A reallocation of energy/message/money(?)

MASS MESSAGING

target consumers

MICRO MESSAGING

consumers

BRAND BRAN

D

Why Brand Advocacy matters in Web 2.0: Research Report


Community Best Practices

“I’m proud having been one of the first prius owners and I can't wait to get a second prius next year for the wife.”

Source: Prius Community, 1/1/2007 – 4/30/2008

Observe existing communities

Determine community roles, mindset and philosophy

Analyze to understand community passions and motivations

All initiatives informed by community motivations and interests

Community engagement is NOT a campaign, but a long-term relationship. Budget accordingly

Cross-functional support is required for success (marketing, product, customer service, legal)

© MOTIVEQUEST 2/27/2004 14


CONTACT

Tom O’BrienCMO

MOTIVEQUEST LLC1578 Sherman AvenueEvanston IL 60201p. 847 [email protected]

Business

How Communities Work