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People Change
On communities and other third places
Clo Willaerts, 12 Feb 2009, Brussels
Clo Willaerts?

 Sanoma Magazines
 Belgium
 http://www.bnox.be
 @bnox on Twitter
 brusselsgirlgeekdinner.
 be
The third place

 1st place: the home
 2nd place: the
 workplace
 3rd place: informal
 meeting places
Hallmarks of a true quot;third
placequot;
 free or inexpensive
 food and drink, while not essential, are important
 highly...
1985: The Well
One of the oldest virtual communities in
continuous operation
Zappybaby.be

an online community
for young parents:
  pregnancy -> 3yrs
  old
  mix of User
  Generated and
  editorial c...
Content: the 1% rule
(but that’s ok)
Strong communities
Cohesion and interactivity
Communities don’t look like
this
They look like this.
Source: http://www.mattjmcd.com/2009/02/what-community-looks-like/
The baby conspiracy 1/2
The baby conspiracy 2/2
So what changed?
The internet is not a series
of tubes
It’s a decentralised
publishing model
Web 2.0: The egosphere
The echo chamber
Embedded publishing
Where do consumers
search for information
  social media
  websites
  the real reason:
  natural search
  results
    sear...
Humo blogs
Flair blogs
1999: Cluetrain Manifesto
• http://www.cluetrain.com/
• Markets are conversations and
  the Internet is a facilitator of o...
Find the online waterholes	
Go where your consumers are
Hang out and listen

 1. Humo page:
  24,930 fans

  2. Flair page:
  11,274 fans
Humo “freedom” group
Twitter: BE
 issues:
   updates
   following / followers
   influence / authority
   conversations
 http://
 twitterfacts.b...
Twitter
Thank you

http://www.bnox.be
http://www.twitter.com/bnox
http://www.slideshare.net/bnox/
http://www.linkedin.com/in/clowi...
People Change
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Transcript of "People Change"

  1. 1. People Change On communities and other third places Clo Willaerts, 12 Feb 2009, Brussels
  2. 2. Clo Willaerts? Sanoma Magazines Belgium http://www.bnox.be @bnox on Twitter brusselsgirlgeekdinner. be
  3. 3. The third place 1st place: the home 2nd place: the workplace 3rd place: informal meeting places
  4. 4. Hallmarks of a true quot;third placequot; free or inexpensive food and drink, while not essential, are important highly accessible: proximate for many (walking distance) involve regulars – those who habitually congregate there; welcoming and comfortable; both new friends and old should be found there.
  5. 5. 1985: The Well One of the oldest virtual communities in continuous operation
  6. 6. Zappybaby.be an online community for young parents: pregnancy -> 3yrs old mix of User Generated and editorial content
  7. 7. Content: the 1% rule (but that’s ok)
  8. 8. Strong communities Cohesion and interactivity
  9. 9. Communities don’t look like this
  10. 10. They look like this. Source: http://www.mattjmcd.com/2009/02/what-community-looks-like/
  11. 11. The baby conspiracy 1/2
  12. 12. The baby conspiracy 2/2
  13. 13. So what changed?
  14. 14. The internet is not a series of tubes
  15. 15. It’s a decentralised publishing model
  16. 16. Web 2.0: The egosphere
  17. 17. The echo chamber
  18. 18. Embedded publishing
  19. 19. Where do consumers search for information social media websites the real reason: natural search results search engine bots like social media! better!
  20. 20. Humo blogs
  21. 21. Flair blogs
  22. 22. 1999: Cluetrain Manifesto • http://www.cluetrain.com/ • Markets are conversations and the Internet is a facilitator of one of the grandest, most global of those conversations. • “Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.”
  23. 23. Find the online waterholes Go where your consumers are
  24. 24. Hang out and listen 1. Humo page: 24,930 fans 2. Flair page: 11,274 fans
  25. 25. Humo “freedom” group
  26. 26. Twitter: BE issues: updates following / followers influence / authority conversations http:// twitterfacts.blogspot.com/ search/label/Belgium
  27. 27. Twitter
  28. 28. Thank you http://www.bnox.be http://www.twitter.com/bnox http://www.slideshare.net/bnox/ http://www.linkedin.com/in/clowillaerts http://www.last.fm/user/CloWillaerts
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