Offline Word of Mouth Online Word of Mouth Most trusted medium Highly relevant Speeds through strong ties (days) Highly trusted Highly relevant High speed of dissemination (seconds) One to one (or few) Ability of one to many Temporary Permanent Difficult to seek exact match Can search for it (web) Source mostly known Source unknown and known
Types of Online Word of Mouth WHAT DIRECT Conversation, comments, reviews etc INDIRECT Badges, fan page, tagging, viral, buzz etc. HOW MESSAGE friends/ followers, mentions, readers, tagger etc MEDIUM Twitter, Flickr, YouTube, Digg, StumbleUpon, Facebook, blogs, community etc.
A virtual community is a communication and information system of social networks whose participants share a common purpose, interact in a virtual society and are able to develop personal relationships.
We are in a community when we find somewhere we belong.
(Community, The structure of belonging, Peter Block 2008)
Strong communities: Irvin Yalom Facilitate Information Sharing Part of something greater, belonging Builds hope and raises expectations Community Altruism: For the good of the community Yalom, Irvin (1980) Existential Psychotherapy
1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages Experience offline Communicate online Key Social Organisers Digital Creators Record your summer Share it online Personal briefing Direct from the brand Flip Video Beer cards Recognition Social kudos
Key social influentials (the people who organise the others for summer).
Exhaustive face to face research in Melbourne to discover them.
They need to be found, they won’t find you.
Creators of online content.
The 1% that will influence the 99% offline and online.
Focus on the creators to spread
Focus on the creators to spread Our Influentials Their Friends
Community Building Blocks: Yalom Facilitate Information Sharing Part of something greater, belonging Build hope and raise expectations Co-create community and take ownership Summer Community name and identity. Video compilation. Expect a great Summer (festivals, VIP) then surprise.
Facebook tags – part of their life Name withheld