Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010

8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010

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Stepping out of the comfort zone:The discomfort of communities

Andrew Spong, PhDEditorial Director, Nexus



About me



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About thispresentation



Concepts trump counting







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InvestmentConnections

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dvocacyTrust...

Investment

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direct

indirect



A comfort zone?



Stepping out of the comfort zone:The discomfort of communities

Communities on the social web are ofteninitially created as comfort zones

Why, therefore, would a community ever feel

the need to 'step out of' its comfort zone? What might precipitate such an action?

What benefits might it gain from doing so?

Hypothesis: successful communities have acomplex inclusion-exclusion dynamic wherein adegree of discomfort is a) likely, b) may havepositive results

Let's consider some case studies to test this



Case studies



Case study #1: hcsmeuproductive discomfort

Commitment to inclusion disclosedregional needs (language; localconditions) core group could notserve

Core group set establishment of

regional groups as goal Core members create regional

groups

hcsmeu is a link in a chain that no-one owns: US... EU... Asia... LatAm



No spend, modest effort, big results

#3



Case study #2: nhssmissue-based discomfort

Pharma issue: regulation

HCP issue: privacy

Patient issue: trust

Provider issue: strategy

extensible

inspirational

informational

social

Issues addressed,additional benefitsalso conferred:



Case study #3: Psoriasis360self-reflexive discomfort

Whilst existing communitiesmay feel they are supportingother members' initiatives, themembers of new groups mayfeel they are being 'colonized'

Communities must be awareof where they don't belong



Case study #4: Iwork@novartisprogressive discomfort

Prompted by aprogressive desire to domore (my observation)

Gently reminds us that acompany is a communityof many voices

Challengesperceptions, bravelytreads a reformist line

Interesting insightsinto what is sharedinternally with #yam



Case study #5:temporal discomfort

http://cyhealthcommunications.wordpress.com/2010/11/08/twitter-rt-tweet-ups-and-me/



A new way to browse healthcommunity conversations:

http://www.foxepractice.com/healthcare-hashtags



On the discomfort of communities: Everything flow s

Communities on the social webexhibit an arborescent inclusion-exclusion dyamic: tree-likegrowth, root & branch

Communities should not worryabout appealing to a 'generalreadership', but stick to their coreinterests

When niche interests align / whenrecommendations regarding acommunity's niche question areasked: weak ties direct, members

join, temporarily, permanently #MyNiche



Credits

About me http://www.flickr.com/photos/mikebingley/263966036

Prague astronomical clock http://www.flickr.com/photos/wolfgangstaudt/359783377/

Zones http://www.flickr.com/photos/rocket9_net/3352272327

Case studies http://www.flickr.com/photos/xindaan/4005856992/

Tree http://www.flickr.com/photos/29609591@N08/4237133002/



Q&A

Andrew Spong, PhDEditorial Director, Nexus

@NexusNR@andrewspong

Documents

Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010