Harnessing The Power of Online Communities

http://www.flickr.com/photos/48378726@N00/

HARNESSING THE POWER OF ONLINE COMMUNITIES

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Media brands are increasingly defined less by the platform and more by the community

http://www.flickr.com/photos/hankins/

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

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/

THE VALUE EQUATION IS CHANGING

Content = Attention

Content, tools, services

= Attention, participation, interaction,

content

http://www.flickr.com/photos/wespionage/

http://www.flickr.com/photos/adviceposters/sets/72157602720078403/

ONLINE COMMUNITIES CAN BE A PUZZLE

www.spy.org.es/upload/actuacion/imagen-35.jpg

"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/

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

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

Blog Her/Compass Partners 2008 Social Media Study

UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT

UNDERSTAND HOW THEY WORK

91 90

Every community has super-users – high authority, highly active

Know who they are

“One part anarchy, one part aristocracy,

one part democracy, one part monarchy”

Jimmy Wales on the Wikipedia Community

http://www.flickr.com/photos/vhata/

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

http://www.flickr.com/photos/twenty_questions/

Act on their feedbackEncourage discussion, be a part of it

LISTEN

KNOW YOUR AUDIENCE

“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

“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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