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Brand Communities: Grow your own fans?



My slides for the SMI Vision 2020 event on 13 November in Zagreb. SMI VIsion 2020 is a program by Sanoma Magazines International (SMI), a business of Sanoma Magazines. SMI is responsible for Sanoma ...

My slides for the SMI Vision 2020 event on 13 November in Zagreb. SMI VIsion 2020 is a program by Sanoma Magazines International (SMI), a business of Sanoma Magazines. SMI is responsible for Sanoma Magazines' activities in Central, Eastern and South East Europe.



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  • The Virtual Community: Homesteading on the Electronic Frontier by Howard Rheingold The Virtual Community, by Howard Rheingold http:// www.rheingold.com / vc / book / intro.html ``A Slice of Life in my Virtual Community'' by Howard Rheingold http:// www.cs.indiana.edu / docproject / bdgtti / bdgtti _18.html
  • Situated Learning. Legitimate peripheral participation by Jean Lave and Etienne Wenger (1991)
  • In today’s social media landscape, the “leaders” or “influentials” are often picked out because of their high and prolific activities as a “creator” (Forrester) or a “producer” (Altimeter). Their influence is derived from the impact of the content they produce, not from their position as a connector within their own, often very niche, community.
  • The Power of Social Networking: Using the Whuffie Factor to Build Your Business by Tara Hunt
  • Community management: The 'essential' capability of successful Enterprise 2.0 efforts, by Dion Hinchcliffe http:// www.zdnet.com /blog/ hinchcliffe /community-management-the-essential-capability-of-successful-enterprise-20-efforts/913
  • Crush It!: Why NOW Is the Time to Cash In on Your Passion by Gary Vaynerchuk

Brand Communities: Grow your own fans? Brand Communities: Grow your own fans? Presentation Transcript

  • Brand Communities: Grow your own fans? Clo Willaerts SMI Vision 2020 Zagreb, 13 Nov 2010
  • About.me/clo
    Social Media Scan - Social Sentiment Mapping Trainings - Consultancy Social Media Campaigns Social Media Plan - Nurturing - Clipping Service
  • The human desire to connect
    • Howard Rheingold’s definition of virtual communities:
    • “ cultural aggregations that emerge when enough people bump into each other often enough in cyberspace.”
  • Levels of participation: Forrester
  • Levels of participation: Altimeter
  • Levels of participation: Lave & Wenger (1991)
    • Peripheral (i.e. Lurker) – An outside, unstructured participation
    • Inbound (i.e. Novice) – Newcomer is invested in the community and heading towards full participation
    • Insider (i.e. Regular) – Full committed community participant
    • Boundary (i.e. Leader) – A leader, sustains membership participation and brokers interactions
    • Outbound (i.e. Elder) – Process of leaving the community due to new relationships, new positions, new outlooks
  • People can be part of a community without ever participating
  • Community leader
    • Lave & Wenger:
    • task = to “sustain membership participation and broker interaction”
    • rather some kind of a “ connector ” rather than a figure with authority
    • still influential : not because he or she is a highly active or productive community member, but because he is very good at making everybody feel at home .
  • Cult of Influence
  • Trolls vs attention
  • Karma as a currency in a favours econonomy
    • In “The Whuffie Factor”, Hunt defines “whuffie” as “the culmination of your reputation, influence, bridging and bonding capital, current and potential access to ideas, talent and resources, saved-up favors, and accomplishments.”
  • Virtual goods and internet tip jars: Flattr
  • Virtual goods and internet tip jars: Zynga & Facebook Credits
  • Companies: should they build, join or sponsor online communities?
  • Communities vs social media
    • In a September 2009 blog post , DNet's Dion Hinchcliffe has an interesting take on the relationship between community management and social media. He sees two main visions:
    • To be authentic and to grow properly online communities should be as completely self-organized and “ unmanaged ” as possible.
    • Others believe that there must be some central oversight as well as guidance and support . This view prescribes the need to actively deal with any potential risks such as
      • inappropriate use
      • low return on investment, and
      • lack of alignment with business goals
  • Self-organised and unmanaged  online communites
    • “ Communities don't want to be managed. They want to be taken care of.”
  • So what are the possibilities for companies who wish to use existing online communities to reach their business goals?
  • Sponsoring
  • Joining
  • Seeding
  • Building
  • Case: ABconcerts
  • Case: Yunomi
  • Sanoma case: Zappybaby
  • Sanoma case: Flair shopping day
  • Sanoma case: Libelle Lekker
  • Thank you [email_address] http:// www.conversity.be