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

    1. 1.
    2. 2. Community Memory 1973<br />Community Memory ’73 1st Public BBS – Berkeley San Francisco experiment to understand how people would react to exchanging information via computer<br />
    3. 3. History of Communities online<br />Usenet ‘79 – organised into topical categories called newsgroups<br />Usenet resembled Bulletin Board Systems (BBS) which were precursors of today’s internet forums<br />MUD (Multi-User Dungeons)<br />multi-user real-time virtual world represented in text<br />IRC (Internet Relay Chat)<br />a form of real-time Internet text messaging (chat) or synchronous conferencing<br />
    4. 4. History of Communities online<br />Chat Rooms<br />BBS<br />SysOP home-hosted systems<br />Today’s Threaded Internet Forums<br /><br />Community 2.0<br />Social web technologies plus a community<br />
    5. 5. Definition<br />When people carry on public discussions long enough, with sufficient human feeling, to form webs of personal relationships<br />Howard Rheingold <br />Author- Virtual Communities (1993)<br />
    6. 6. Other Leading Lights<br />Mark Granovetter<br />American sociologist at Stanford University<br /> Theories on the spread of information in social networks known as "The Strength of Weak Ties" (1973).<br />Malcolm Gladwell<br />“The Tipping Point” where he talks of “the moment of critical mass, the threshold, the boiling point.”<br />
    7. 7. What makes up Online Community<br />An enabling technology<br />Ning, wordpress, BB forum, Facebook<br />A core topic (or other connecting factor)<br />Passionate contributors<br />Background crowd<br />An unwritten social contract of trust<br />Moderators (sometimes)<br />
    8. 8. Examples of the purpose of online communities<br />Activism<br />Clan (gaming)<br />Research test bed<br />Technology Strategy Board 30,000 representative UK onliners<br />Support Groups<br />
    9. 9. Examples of the purpose of online communities<br />Ethnography<br />Hobbies<br /> - photography<br /> - poetry<br />Answers<br />, Yahoo answers ,<br />A highly networked individual’s social graph<br />
    10. 10. Biofind<br />
    11. 11. Mercedes forum<br />
    12. 12. Second Life<br />
    13. 13. Make up of a community<br />Peripheral (i.e. Lurker)<br />– An outside, unstructured participation<br />Inbound (i.e. Novice)<br />Newcomer is invested in the community and heading towards full participation<br />Insider (i.e. Regular)<br />Full committed community participant<br />Leader (i.e. Champion)<br />A leader, sustains membership participation and brokers interactions<br />
    14. 14. Make up of a community<br />Peripheral =1000<br />Inbound =100<br />Insider =10<br />Leader =1<br />
    15. 15. Community participation<br />Lurkers don’t readily participate because they don’t believe they need to and in not doing so they are being helpful<br />Leaders participate because they believe that their actions will have positive outcomes<br />Member participation is not based on hierarchical needs or goals-driven theories but desire planning and they environment<br />Increasing participation in online communities: A framework for<br />human–computer interaction:Jonathan Bishop<br />
    16. 16. Dynamics of Communities<br />Lurker<br />Inbound<br />Insider<br />Leader 1<br />Lurker<br />Lurker<br />Inbound<br />Lurker<br />Host<br />Lurker<br />Leader 2<br />Insider<br />Lurker<br />Lurker<br />Inbound<br />Leader 3<br />Lurker<br />Insider<br />Inbound<br />
    17. 17. Value of Community<br />User 1<br />£<br />£ ?<br />Host<br />£<br />User 2<br />£ ?<br />£<br />£ ?<br />User 3<br />
    18. 18. Monetisation summary<br />Good Old fashioned cpc mechanisms<br />Subscription or freemium models<br />Relationship commissions <br />
    19. 19. Other value in community<br />Conversation/dialogue<br />Sentiment<br />Influence<br />Co-learning<br />Collaboration<br />
    20. 20. Qualitative Signs of success<br />Signs of ownership within the community<br />Self-policing<br />Rituals<br />Off-line actions begin<br />
    21. 21. Quantitative success metrics<br />Number of new members<br />Number leaving members<br />Member satisfaction<br />Number and type of content items created<br />Number of connections / relationships created<br />Time on site<br />Frequency of visits<br />Recommendations & Referrals<br />
    22. 22. Building a community<br />Don’t let technology drive the community<br />Seed content with known champions in the topic<br />Inaugural members act as roll models<br />Define code of conduct<br />Moderate<br />Keep participation simple<br />Initially all content open unless as part of a reward<br />
    23. 23. Building a community<br />Politely provoke and reward participation<br />Track strangers/lurkers and try to promote them through desire<br />Be active and part of the community yourself<br />Set an example<br />It takes time!<br />
    24. 24. External Communities<br />Social Networks<br />Multi Platform communities<br />Whereever there is online dialogue<br />
    25. 25. What do we do about all these people talking about us?<br />
    26. 26. DO<br />Listen<br />
    27. 27. Monitor Your brand<br />Everyone should do this<br />Investigate Trending Topics<br />Learn the rules<br />Feedback<br />What are you doing right?<br />Or wrong?<br />DO<br />Listen<br />
    28. 28. Listening tools<br />Market Sentinel<br />BuzzMonitor<br />Also...<br />Twitter Search<br />Technorati Search<br />Google Blog search<br />Board Reader<br />DO<br />Listen<br />
    29. 29. Respond and React<br />Online<br />Engage (Good or Bad)<br />Campaign (New Goals?)<br />Beware the lonely troll<br />Steer traditional digital activity<br />Offline<br />Act on feedback<br />Tackle problems from the source<br />Use the buzz!<br />DO<br />
    30. 30. just<br />DON’T<br /> Broadcast<br />
    31. 31. just<br />DON’T<br /> Broadcast<br />Engage<br />Encourage<br />Excite<br />
    32. 32. Wipe your damn feet!<br />DO<br />
    33. 33. Wipe your damn feet!<br />DO<br />Be aware you are entering a community<br />Learn the etiquette<br />Learn the lingo<br />Be respectful<br />
    34. 34. DON’T<br />Expect a red carpet<br />
    35. 35. DON’T<br />Expect a red carpet<br />“Build it and they will come” does not apply<br />A presence is not enough<br />No one likes a pushy salesman<br />People will tell you what they think...<br />...whether you like it or not<br />
    36. 36. Add Value<br />DO<br />
    37. 37. Add Value<br />DO<br />Think of way to improve your members’ lives.<br />... even the smallest ways<br />Advocates are valuable – let them know<br />Make things easy - integrate<br />Facebook Connect<br />
    38. 38. Sega twitter giveaways<br />
    39. 39. @manairport live flight info<br />We plugged the twitter API into the Manchester Airport live flight update service.<br />User DMs flight number to manairport<br />User receives updates by DM<br />
    40. 40. Be Dodgy<br />DON’T<br />
    41. 41. Be Dodgy<br />DON’T<br />Spam<br />Hijack<br />Game the system<br />Plagiarise<br />Fake comments / Diggs<br />
    42. 42. Habitat<br />Hijacked twitter #hashtags to promote itself<br />#iphone #mousavi #apple #trueblood<br />Backlash on twitter<br />Picked up by mainstream news<br />BBC, Guardian, Sky News<br />Habitat forced to apologize<br />Should have done it MUCH sooner<br />
    43. 43. Habitat<br />
    44. 44. Habitat<br />
    45. 45. Habitat<br />
    46. 46. Habitat<br />
    47. 47. Habitat<br />
    48. 48. Whole Foods<br />“rahodeb” was an active user for 7 years on Yahoo finance forums (2000 – 2007) <br />Revealed good knowledge of wholefoods and the CEO (in third person)<br />Criticized Whole Foods rival Wild Oats Market<br />During a £600mill buyout of OATS a complaint was lodged<br />Whole foods CEO, John Mackey IS rahoeb<br />Accused of attempting to influence share price.<br />
    49. 49. Whole foods<br />Whole Foods’ CEO John Mackey<br />
    50. 50. Set your brand free<br />Encourage and support amateur brand champions.<br />If you can’t beat ‘em, join ‘em<br />Develop ideas with crowds<br />Trust the users to be your ceontent providers.<br />DO<br />
    51. 51.
    52. 52. DON’T<br />Be a Bully<br />
    53. 53. DON’T<br />Be a Bully<br />If you find users doing something you find objectionable<br />DON’T threaten with legal action<br />DON’T Make demands<br />Use legal action as a LAST resort<br />
    54. 54. Guinness VS FailBlog<br />
    55. 55. Guinness VS Failblog<br />
    56. 56. Guinness VS Failblog<br />Dear Sir/Madam,<br /> 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.<br /> 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.<br /> 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.<br /> The full legal response can be read here:<br /> Cheers,FAIL Blog<br />
    57. 57. Guinness VS Failblog<br />
    58. 58. External Communities<br />DO<br />Listen<br />Respond/React<br />Wipe your feet<br />Add Value<br />Set your Brand free<br /><ul><li>DON’T
    59. 59. Just Broadcast
    60. 60. Expect a red carpet
    61. 61. Be Dodgy
    62. 62. Be a Bully</li></li></ul><li>Summary<br />Online communities have social structure just like the real world because they comprise real people!<br />Online communities have a voice and an opinion<br />Online communities can be valued in many ways<br />
    63. 63. Thank you, any questions?<br />