People Change

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 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.

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 content

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 search engine bots like social media! better!

Humo blogs

Flair blogs

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.”

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.blogspot.com/ search/label/Belgium

Twitter

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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People Change

by Clo Willaerts on Feb 11, 2009

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People Change — Presentation Transcript