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The power of online communities

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  • At the age of 9, CaineMonroy spent his summer vacation building an elaborate DIY cardboard arcade in his dad’s used auto parts store in East Los Angeles.Caine dreamed of the day he would have lots of customers visit his arcade, and he spent months preparing everything, perfecting the game design, making displays for the prizes, designing elaborate security systems, and hand labeling paper-lunch-gift-bags. However, his dad’s autoparts store (located in an industrial part of Boyle Heights) receives very little foot traffic, so Caine’s chances of getting a customer were very small, and the few walk in customers that came through were always in too much of a hurry to get their auto part to play Caine’s Arcade. But Caine never gave up.On the last day of summer, by chance, a filmmaker named NirvanMullick walked into Smart Parts looking for a used door handle for his ’96 Corolla. Caine asked Nirvan if he would like to play. Curious, Nirvan asked how it worked. Caine explained that for $1, Nirvan could get two turns, or for $2 he could get a Fun Pass with 500 turns. Nirvan got the Fun Pass.Over 7 million views on YouTube and Vimeo• Over 1 million views on our Part 2 followup Video• Launched the Imagination Foundation and our first annual Global Cardboard Challenge with over 270 events in 41 countries engaging tens-of-thousands of kids worldwide in creative play.• Caine was the youngest ever entrepreneur to speak at USC Marshall School of Business, Cannes Lions International Festival of Creativity, and recently spoke at TEDxTeen hosted by Chelsea Clinton. Caine also received the Latino Spirit Award from the California State Assembly, and a cardboard key to the city.• Thousands and thousands of visitors to Caine’s Arcade (he still gets hundreds of customers every week!)• Launching an Imagination campaign to engage 1 million kids in creative play
  • 1 in 4 people in the UK diagnosed with cancer lack any support from family and friends.No one should suffer cancer alone.
  • Giffgaff allows members to earn points in different ways:When a member gives a SIM to another member, the original member gets 500 points after it is activated. The new member also receives £5.00 credit as soon as they top up by at least £10.[29]By contributing to the Giffgaff community on the forums, a monthly points allocation is awarded in proportion to the effort spent.[29]Occasional schemes allow members to earn points in return for marketing promotions[30]Each point is worth one penny and can be redeemed every six months in one of three ways: either as airtime credit, as a PayPal payment, or as a donation sent to a community-nominated charity, the value of which is matched by Giffgaff.The first payback was made on 15 June 2010 and on the 2 most recent paybacks, in December 2012 giffgaff paid out over £1.8 million to its customers [31] which was their biggest payback yet, including £15,600 to the Air Ambulance Service and £15,600 to the Teen Cancer Research[32] and in June 2013, giffgaff paid out almost £2 million to its customers and £12,200 to Great Ormond Street Hospital and £12,200 to Water Aid.[33]June 2010, Giffgaff is a virtual operator run as a subsidiary of O2.
  • Instead, an infant Mumsnet remained a back-bedroom operation for several years, gradually building a community in a process described by Roberts as "the slowest of slow burns...a classic internet model of low-cost and steady word-of-mouth growth".Now, 11 years later, Mumsnet attracts 1.5 million unique visitors and 30 million page impressions every month. Of this, 95% of traffic is generated by the site's forums, containing peer-to-peer discussions on all aspects of parenting.Anecdotal evidence of its huge influence is best exemplifed by one Mumsnetter's recommendation of Waitrose's "Bottom Butter" baby cream as a great anti-wrinkle treamtent. It led to the £2.49 tubs selling out in the supermarket chain and later reappearing on eBay for £15.Listen to your community and create a dialogue. If you build a community you can’t just announce your plans for the next 18 months and go with what you want. Respond, be honest, transparent and authentic. If you make a mistake, ‘fess up to it pretty fast.
  • Continued economic uncertainty has resulted in older generations tightening their purse strings, whilst Generation Y appears unaffected and is leading the market in every sector. This attitude and activity from Generation Y (18-34) has driven up the average frequency of the UK consumer’s going out occasions, a trend which has increased once again and looks set to continue.This survey was conducted in April 2012, just before the ‘double dip’ recession was announced in the UK and concerns about the Eurozone resurfaced.Generation Y are the most connected consumers and mainly use review sites to search for discounts 61% of Generation Y refer to social media to inform their going out decisions. Perhaps this is predictable as Generation Y comprises 50% of all UK Facebook users.
  • hether it is to feed a CRM system, mine for customer ideas and suggestions, or identify influential users. The real value is the deep insight and analysis that can be gained from the veritable goldmine of customer data found within your community. While some of this mining can be done on consumer networks, it doesn't compare to the level of analysis that you can do within your own community.
  • hether it is to feed a CRM system, mine for customer ideas and suggestions, or identify influential users. The real value is the deep insight and analysis that can be gained from the veritable goldmine of customer data found within your community. While some of this mining can be done on consumer networks, it doesn't compare to the level of analysis that you can do within your own community.
  • At the age of 9, CaineMonroy spent his summer vacation building an elaborate DIY cardboard arcade in his dad’s used auto parts store in East Los Angeles.Caine dreamed of the day he would have lots of customers visit his arcade, and he spent months preparing everything, perfecting the game design, making displays for the prizes, designing elaborate security systems, and hand labeling paper-lunch-gift-bags. However, his dad’s autoparts store (located in an industrial part of Boyle Heights) receives very little foot traffic, so Caine’s chances of getting a customer were very small, and the few walk in customers that came through were always in too much of a hurry to get their auto part to play Caine’s Arcade. But Caine never gave up.On the last day of summer, by chance, a filmmaker named NirvanMullick walked into Smart Parts looking for a used door handle for his ’96 Corolla. Caine asked Nirvan if he would like to play. Curious, Nirvan asked how it worked. Caine explained that for $1, Nirvan could get two turns, or for $2 he could get a Fun Pass with 500 turns. Nirvan got the Fun Pass.Over 7 million views on YouTube and Vimeo• Over 1 million views on our Part 2 followup Video• Launched the Imagination Foundation and our first annual Global Cardboard Challenge with over 270 events in 41 countries engaging tens-of-thousands of kids worldwide in creative play.• Caine was the youngest ever entrepreneur to speak at USC Marshall School of Business, Cannes Lions International Festival of Creativity, and recently spoke at TEDxTeen hosted by Chelsea Clinton. Caine also received the Latino Spirit Award from the California State Assembly, and a cardboard key to the city.• Thousands and thousands of visitors to Caine’s Arcade (he still gets hundreds of customers every week!)• Launching an Imagination campaign to engage 1 million kids in creative play
  • Transcript

    • 1. The Power of Online Communities Joanna Geary @guardianjoanna
    • 2. HELLO EYEBALLS!
    • 3. http://www.cluetrain.com/
    • 4. Know why you’re doing it
    • 5. Know who you’re trying to talk to
    • 6. Know how to measure it’s working
    • 7. AND NEVER EVER EVER EVER EVER EVER EVER EVER EVER EVER EVER EVER EVER EVER SAY
    • 8. “It’ll eventually just run itself”
    • 9. Thank You! Joanna Geary @guardianjoanna