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Gez Daring - Building Online Communities
 

Gez Daring - Building Online Communities

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  • EVERYONE should do this to some degree. If nothing else you should know what people are saying about your brand
  • RSS is not necessarilyrealtime but it’s getting there.
  • Beware of chasing ones tail. Address problems from the source
  • Blog should be a Start point for discussion – not the final wordTwitter stream should not just be created from a feedMake the most of the tools
  • 6000diggsGoogle “Guinness world record” “guinness fail”

Gez Daring - Building Online Communities Gez Daring - Building Online Communities Presentation Transcript

  • Community Memory 1973
    Community Memory ’73 1st Public BBS – Berkeley San Francisco experiment to understand how people would react to exchanging information via computer
  • History of Communities online
    Usenet ‘79 – organised into topical categories called newsgroups
    Usenet resembled Bulletin Board Systems (BBS) which were precursors of today’s internet forums
    MUD (Multi-User Dungeons)
    multi-user real-time virtual world represented in text
    IRC (Internet Relay Chat)
    a form of real-time Internet text messaging (chat) or synchronous conferencing
  • History of Communities online
    Chat Rooms
    BBS
    SysOP home-hosted systems
    Today’s Threaded Internet Forums
    www.biofind.com
    Community 2.0
    Social web technologies plus a community
  • Definition
    When people carry on public discussions long enough, with sufficient human feeling, to form webs of personal relationships
    Howard Rheingold
    Author- Virtual Communities (1993)
  • Other Leading Lights
    Mark Granovetter
    American sociologist at Stanford University
    Theories on the spread of information in social networks known as "The Strength of Weak Ties" (1973).
    Malcolm Gladwell
    “The Tipping Point” where he talks of “the moment of critical mass, the threshold, the boiling point.”
  • What makes up Online Community
    An enabling technology
    Ning, wordpress, BB forum, Facebook
    A core topic (or other connecting factor)
    Passionate contributors
    Background crowd
    An unwritten social contract of trust
    Moderators (sometimes)
  • Examples of the purpose of online communities
    Activism
    Clan (gaming)
    Research test bed
    Technology Strategy Board 30,000 representative UK onliners www.innovateuk.org
    Support Groups
  • Examples of the purpose of online communities
    Ethnography
    Hobbies
    www.flickr.com - photography
    www.redbubble.com - poetry
    Answers
    www.blurt-it.com, Yahoo answers ,
    A highly networked individual’s social graph
  • Biofind
  • Mercedes forum
  • Second Life
  • Make up of a community
    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
    Leader (i.e. Champion)
    A leader, sustains membership participation and brokers interactions
  • Make up of a community
    Peripheral =1000
    Inbound =100
    Insider =10
    Leader =1
  • Community participation
    Lurkers don’t readily participate because they don’t believe they need to and in not doing so they are being helpful
    Leaders participate because they believe that their actions will have positive outcomes
    Member participation is not based on hierarchical needs or goals-driven theories but desire planning and they environment
    Increasing participation in online communities: A framework for
    human–computer interaction:Jonathan Bishop
  • Dynamics of Communities
    Lurker
    Inbound
    Insider
    Leader 1
    Lurker
    Lurker
    Inbound
    Lurker
    Host
    Lurker
    Leader 2
    Insider
    Lurker
    Lurker
    Inbound
    Leader 3
    Lurker
    Insider
    Inbound
  • Value of Community
    User 1
    £
    £ ?
    Host
    £
    User 2
    £ ?
    £
    £ ?
    User 3
  • Monetisation summary
    Good Old fashioned cpc mechanisms
    Subscription or freemium models
    Relationship commissions
  • Other value in community
    Conversation/dialogue
    Sentiment
    Influence
    Co-learning
    Collaboration
  • Qualitative Signs of success
    Signs of ownership within the community
    Self-policing
    Rituals
    Off-line actions begin
  • Quantitative success metrics
    Number of new members
    Number leaving members
    Member satisfaction
    Number and type of content items created
    Number of connections / relationships created
    Time on site
    Frequency of visits
    Recommendations & Referrals
  • Building a community
    Don’t let technology drive the community
    Seed content with known champions in the topic
    Inaugural members act as roll models
    Define code of conduct
    Moderate
    Keep participation simple
    Initially all content open unless as part of a reward
  • Building a community
    Politely provoke and reward participation
    Track strangers/lurkers and try to promote them through desire
    Be active and part of the community yourself
    Set an example
    It takes time!
  • External Communities
    Social Networks
    Multi Platform communities
    Whereever there is online dialogue
  • What do we do about all these people talking about us?
  • DO
    Listen
  • Monitor Your brand
    Everyone should do this
    Investigate Trending Topics
    Learn the rules
    Feedback
    What are you doing right?
    Or wrong?
    DO
    Listen
  • Listening tools
    Market Sentinel
    BuzzMonitor
    Also...
    Twitter Search
    Technorati Search
    Google Blog search
    Board Reader
    DO
    Listen
  • Respond and React
    Online
    Engage (Good or Bad)
    Campaign (New Goals?)
    Beware the lonely troll
    Steer traditional digital activity
    Offline
    Act on feedback
    Tackle problems from the source
    Use the buzz!
    DO
  • just
    DON’T
    Broadcast
  • just
    DON’T
    Broadcast
    Engage
    Encourage
    Excite
  • Wipe your damn feet!
    DO
  • Wipe your damn feet!
    DO
    Be aware you are entering a community
    Learn the etiquette
    Learn the lingo
    Be respectful
  • DON’T
    Expect a red carpet
  • DON’T
    Expect a red carpet
    “Build it and they will come” does not apply
    A presence is not enough
    No one likes a pushy salesman
    People will tell you what they think...
    ...whether you like it or not
  • Add Value
    DO
  • Add Value
    DO
    Think of way to improve your members’ lives.
    ... even the smallest ways
    Advocates are valuable – let them know
    Make things easy - integrate
    Facebook Connect
  • Sega twitter giveaways
  • @manairport live flight info
    We plugged the twitter API into the Manchester Airport live flight update service.
    User DMs flight number to manairport
    User receives updates by DM
  • Be Dodgy
    DON’T
  • Be Dodgy
    DON’T
    Spam
    Hijack
    Game the system
    Plagiarise
    Fake comments / Diggs
  • Habitat
    Hijacked twitter #hashtags to promote itself
    #iphone #mousavi #apple #trueblood
    Backlash on twitter
    Picked up by mainstream news
    BBC, Guardian, Sky News
    Habitat forced to apologize
    Should have done it MUCH sooner
  • Habitat
  • Habitat
  • Habitat
  • Habitat
  • Habitat
  • Whole Foods
    “rahodeb” was an active user for 7 years on Yahoo finance forums (2000 – 2007)
    Revealed good knowledge of wholefoods and the CEO (in third person)
    Criticized Whole Foods rival Wild Oats Market
    During a £600mill buyout of OATS a complaint was lodged
    Whole foods CEO, John Mackey IS rahoeb
    Accused of attempting to influence share price.
  • Whole foods
    Whole Foods’ CEO John Mackey
  • Set your brand free
    Encourage and support amateur brand champions.
    If you can’t beat ‘em, join ‘em
    Develop ideas with crowds
    Trust the users to be your ceontent providers.
    DO
  • DON’T
    Be a Bully
  • DON’T
    Be a Bully
    If you find users doing something you find objectionable
    DON’T threaten with legal action
    DON’T Make demands
    Use legal action as a LAST resort
  • Guinness VS FailBlog
  • Guinness VS Failblog
  • Guinness VS Failblog
    Dear Sir/Madam,
    Thanks for writing us an email regarding the “Record Breaking Fail”. Unfortunately, douchebaggy cyber-bullying emails will only bring upon you more shame on your house. I am also resisting the urge to write this email in ALL CAPS.
    I believe it is the duty of FAIL Blog(TM) to call out organizations when they encourage the public to do such things as “Break the record” for the “Most Individuals Killed In A Terrorist Act”. We firmly believe that our publication of your fail is protected under the concepts of fair use, commentary and non-trademark use. Please RTFM and we welcome you to tehinterwebs.
    Since we at FAIL Blog(TM) don’t have a legal defense department, we have complied with your request to remove the trademarked term and logo from the original image. We have used the “naughty bits filter” on the image to secure your naughty, naughty, trademark assertions. However, we have posted your email so that our audience can see why we had to remove the name of the failer from the image. I hope that this is the outcome you have expected as now NO ONE WILL EVER KNOW THAT GUINNESS WORLD RECORDS LIMITED HAS FAILED.
    The full legal response can be read here: icanhaz.com/legalresponse
    Cheers,FAIL Blog
  • Guinness VS Failblog
  • External Communities
    DO
    Listen
    Respond/React
    Wipe your feet
    Add Value
    Set your Brand free
    • DON’T
    • Just Broadcast
    • Expect a red carpet
    • Be Dodgy
    • Be a Bully
  • Summary
    Online communities have social structure just like the real world because they comprise real people!
    Online communities have a voice and an opinion
    Online communities can be valued in many ways
  • Thank you, any questions?