A Presentation About Community,
By The Community
Image credit: http://dicksdaily.co.uk/
SO WHAT’S SO IMPORTANT ABOUT ONLINE COMMUNITIES?
Source: Future Foundation: Entertainment Futures 2007 Image: http://www.flickr.com/photos/kicey/
SOCIAL IS BECOMING A
PART OF ALL MEDIA
Social dimensions are paramount to most people
…and most forms of entertainment
“The desire to be part of a group that shares, cooperates, or acts in concert is a
basic human instinct.” Clay Shirky
Media brands are increasingly defined less by the platform and more by the community
EMPOWERED USERS, UNLIMITED CHOICE
Everyone is a media owner
THE RELATIONSHIP IS NO LONGER LINEAR
In the old days,
Charles Frith, Punk Planning, Bangkok…http://www.charlesfrith.com/
“The other guys think
the purpose of communication is to
We think the purpose of
information is to
Mark Zuckerberg, CEO Facebook
Jason Oke, Director, Strategic Planning, Juniper Park, Canada…http://jasonoke.wordpress.com/
The internet is for people.
For people to form groups
Groups with shared purposes
WE HAVE TO RELEARN WHAT WE THINK WE KNOW
SO WHAT’S THE BIG SECRET?
ONLINE COMMUNITIES CAN BE A PUZZLE
"Over and over again, connecting people with one
another is what lasts online. Some folks thought
it was about technology, but it's not.“
UNTIL YOU REMEMBER THAT IT’S NOT ABOUT THE TECHNOLOGY
“It’s about relationships”
Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
“At some point the anonymity of the internet
transformed into a social networking
clearinghouse of daily minutiae…and most
of us willingly opted in, choosing the ease
and comfort of virtual intimacy over a lonely
existence of real world disconnectedness”
(The Psychology of Sharing, Scott Lachut)
Image: Wollas (http://www.flickr.com/photos/wollas/2571298396/
Jon Howard, Strategy Director, Quietstorm …http://jonhoward.typepad.com/livingbrands/
AND BEING HUMAN
Facu Medina, Argentina…http://www.alwaystrytogowithsomethingelse.blogspot.com/
AND BEING HUMAN
Communities are like dysfunctional families.
Dysfunction is natural, not abnormal.
Stanley Johnson, Senior Creative, Wunderman,
AND BEING HUMAN
Online communities aren’t like the real world, they ARE the real world.
Being authentic and polite are the ONLY ways operate
As people change, so will the online communities they form - being
right isn’t important, but being right there is
Predicting how we form and shape our communities online is
impossible. But it is safe to say that the future will be awesome.
Sam Ismail, Digital
Higher repeat visits
More repeat custom
More loyal users
More loyal customers
Higher levels of interaction
More opportunities to interact
More useful site
Better customer experience
More feedback, ideas
More people talking about
More word-of-mouth referrals
Something worth talking about
THE VIRTUOUS CIRCLE
“Communities already exist. Instead, think about how you
can help that community do what it wants to do”
Blog Her/Compass Partners 2008 Social Media Study
UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
Listen when online communities speak :
they often perform the role of an oracle
Photo credit: John William Waterhouse, ‘Consulting the Oracle’, 1884
(reproduction of original painting)
Anjali Ramachandran, Strategist, Made By many, http://one-size-fits-one.blogspot.com/
AND ACT ON THEIR FEEDBACK
AND GET STUCK IN
Encourage discussion, be a part of it
Community is not a place. It’s about people.
People own their communities: brands don’t.
Katy Lindemann - Naked Communications - kitschbitch.com
“One part anarchy, one part aristocracy,
one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
Every community has super-users – high authority, highly active
Know who they are
Gemma Teed, Strategic Planner, Brahm …
BUT COMMUNITY HAS LAYERS, RESPECT THEM ALL
BECAUSE OUR UNDERSTANDING OF COMMUNITIES
COMES FROM OUR UNDERSTANDING OF PEOPLE
Pic by skeddy in NYC on Flickr (CC Licence)
If you want to know what technology will change the world, watch young mothers and don't watch
teenage boys - young mothers have no time for any technology that isn't useful and doesn't work.
Clay Shirky, 2005
Dan Thornton, Bauer…http://thewayoftheweb.net/
THE RAPIDLY CHANGING ROLE OF CONTENT
Media owners shouldn’t lose sight of what they’re really
good at: Delivering content
BUT THE VALUE EQUATION IS CHANGING
Content = Attention
Content, tools, services
Graeme Wood, Client Planning Director, Zed Media ... http://graewood.blogspot.com/
“Content isn't king.. If I sent you to a desert island and gave you the
choice of taking your friends or your movies, you'd choose your friends --
if you chose the movies, we'd call you a sociopath. Conversation is king.
Content is just something to talk about”
SO CONTENT IS NO LONGER KING, IT IS NOW THE ENABLER
SO SUCCESS WORKS DIFFERENTLY
Make it as easy as possible for your fans to find it and spread the word
If the web is a mass of conversations,
then get talked about
Create content and services that are worth passing on
CREATE CONTENT THAT IS REMARKABLE
"In the past you were what you owned. Now you are what you share."
Charles Leadbeater – We Think
It’s like having a beer with millions. Still need
a good gag or a story for anyone to care.
How Community Engagement Models work:
Reduced cost to Serve
VIDEO DIDN’T KILL THE RADIO STAR
…BUT SOCIAL MEDIA HAS CHANGED
COMMUNICATIONS FOR GOOD
• 3 million online donors
• 6.5 million online donations …$500m
• Almost 2x as much as McCain
• Of these 6m were $100 or less
• Average online donation $80
Mobilising Offline And On
4.8 million facebook fans
500,000 blog posts
35,000 volunteer groups
The “Purpose Idea”: What are you for?
Mark Earls, Author of HERD…http://herd.typepad.com/
COMMUNITIES CAN AFFECT REAL, POSITIVE CHANGE
Thousands of people from around the world create, upload, share,
discuss and purchase original LEGO creations online every day
They probably wouldn’t all fit around this table
Willem van der Horst, Strategist, iris Digital…http://icecream4everyone.blogspot.com/
The Power of Online Communities
The Power of Online Co mutinies
Dell HellMotrin Moms Whole Foods
Ian Fitzpatrick, Almighty, Boston, Massachusetts (http://weblog.hvyset.com)
So What About You?
3. It means you get digital…the nuances and potential of social media.
And how it works. Because you’re doing it, not looking at it.
5. But most of all, it shows you’re bothered. You have an opinion. You’re not afraid
to express it. You're passionate about your subject. And real passion is rare indeed.
4. It’s by far the best way to network
FIRESTARTERS: 5 REASONS BLOGGING IS WORTH IT
1. You start fires. Blogging forces you to come up with new stuff. To be interesting.
2. It means you understand the value of connection. And are connected.
To great thinking and other interesting people.
Eaon Pritchard, Head of Digital, Geronimo … http://www.eaonpritchard.blogspot.com/
Andy Hunter, Reboot Strategy, Austin TX. http://experiencefreak.com/blog/
IT’S ABOUT BEING GENEROUS WITH YOURSELF
THE MORE GENEROUS YOU ARE, THE MORE YOU GET BACK
Quote: Paul Arden “It’s Not How Good You Are, It’s How Good You Want To Be”
So there you have it
Thousands of pounds worth of consultancy…freely given.
That’s how community works.
Particular and public thanks to all those who have contributed to
make this presentation what it is.