How Communities Work
 

Like this? Share it with your network

Share

How Communities Work

on

  • 3,361 views

 

Statistics

Views

Total Views
3,361
Views on SlideShare
3,351
Embed Views
10

Actions

Likes
14
Downloads
102
Comments
0

3 Embeds 10

http://www.slideshare.net 6
http://aasuwikipractice.pbworks.com 2
http://www.linkedin.com 2

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

How Communities Work Presentation Transcript

  • 1. How Communities Work MQ Contact: Tom O’Brien, MotiveQuest LLC tobrien@motivequest.com www.motivequest.com 847.905.6118 FEARLESSLY SEEKING THE REASONS WHY © MOTIVEQUEST 4/11/2009 1
  • 2. Evolution of tribal behavior PRE-INDUSTRIAL Belonged to a single tribe Defined/restricted by location, class and expressed through personal decoration POST-INDUSTRIAL Belonged to a few tribes Defined/restricted by class, …. Switching tribes meant changing clothes and physical location TODAY Belong to many tribes Easy to access, learn the memes, participate The internet allows us to interact with different tribes almost simultaneously © MOTIVEQUEST 4/11/2009 2
  • 3. How do the different social media tools fit into the landscape? SOCIAL NETWORKING BLOGS A community of connections A platform for broadcast (SOCIAL BOOKMARKING) Digg myspace Engadget Del.icio.us facebook Huffington Post StumbleUpon LinkedIn Boing Boing Twitter (CONTENT SHARING & ARCHIVE) flickr photobucket youtube FORUMS A community united by a common theme HowardForums HealthBoards © MOTIVEQUEST 4/11/2009 3
  • 4. Communities are self organizing groups of like minded people who gather to share information, opinions, suggestions, make friends, get together, etc. Share information Make friends COMMON INTEREST Share opinions Get together ©MotiveQuest 2008 Make friends © MOTIVEQUEST 4/11/2009 4
  • 5. What do they do there? • Ask/answer questions • Socialize – build relationships • Gossip, compete, fight • Share • Learn • Make friends information/insight/opinions • Solve problems • Have fun Socialize – Build Relationships Ask Questions “Even though I give you a rough time I just wanted to say “Anybody had problems today I finally got a card with reward points and will use it canceling by using the secure some. email on the citi site? “ …So going to cancel/close my other card and stick with the single credit card per household rule but I thought you'd enjoy hearing your brainwashing has taken effect and I drank the koolaid.” Share Experience personal finance Gossip ,Socialize “I had pretty bad experience i personaly like the AMEX BLUE CARD, AND I THINK I HAS in citi promo like this“ THE BLING FACTOR. Amex Blue has a Classy sort of bling to it.... The Citi-Bank Diamond Rewards Amex looks like something Tony Montana would carry. Its so over the top Solve Problems Share Insight/ Advice “In connection with that, if you were relying on the e-bill at BOA to remind you to pay, you might want to set up email reminders at Discover. You can “This is most likely a result of the FED dropping receive an automatic email notification when your the interest rates yesterday. I wouldn t be new statement is ready, and another a few days surprised if HSBC and Emigrant follow suit before the payment is due.” shortly “ © MOTIVEQUEST 4/11/2009 5
  • 6. What do they do there? • Ask/answer questions • Socialize – build relationships • Gossip, compete, fight • Share • Learn • Make friends information/insight/opinions • Solve problems • Have fun Give advice “Of course, the best way to evaluate is to test drive the exact vehicle configuration that you're considering buying in each brand. Don't even negotiate with the sales people, just tell them you're ONLY test driving! Take your time and get the feel Socialize – build relationships for the suspension, the seats, the handling, power, and any “As enthusiasts we just have to move on....or at gadgets that you want. That usually makes the decision a lot least I do. Not intending to squash debate...we easier.” do this...we always have...no problem....carry on. I'm gonna go look at the pretty R56 pictures.” Share experience “So I got my first car a few weeks shy of 30. I Gossip ,Socialize didn't want an SUV, so I settled for the Volvo, aka the car equivalent of a tank. I would have loved to go for a hybrid then, but I auto “Regardless of how we all feel about the new R56, its time to believe the only cars offered at that point stop the negativity and start embracing. Change is the only were pretty small, and I can't get over my thing constant and its the only thing inevitable. Embrace the crash safety issues enough to go for that.” change and be thankful the MINI is still with us. Not to be a jerk, but build a bridge, and then Motor over it! There are too many improvements that win over the grievances. I will not hesitate buying an 07 or 08 MINI. But I will still keep the 06 around.” Socialize –compete, fight “I mean come on, you bought a VOLVO, that's a real Share insight/ advice/ opinions exotic. Where is it from again? You know the last “Personally I think current F150s are too big and especially time i heard quot;volvoquot; was when my grandma was too tall. I have a relatively small farm (300 acres under talking about what kind of car my parents should cultivation). I have to do almost all my own toting and lifting, get me, when I was 16. Definitely a classic make, and I find all the newer full size pick-up to be too tall to be with that beautiful quot;Cardboard boxquot; styling…” easily unloaded from the side. This is the major reason I am still driving a 12 year old F150.” © MOTIVEQUEST 4/11/2009 6
  • 7. What roles do they play? Community Leader – Authoritative Role • Sets standards, rules, regulations • Often owns and operates the community • Holds stake in the health and prosperity of the community • Holds power over members and content (can monitor/delete posts) Maven - Helper • Likes to answer questions • Collects social currency from being regarded as expert Contributor - Regular • Keeps up with the conversations • Answers some questions in a specific area COMMON Observer INTEREST • Follows the conversations without contributing • has a broad interest in the category Information Seeker • Comes to solve a problem and then leaves • Is in a decision-making mindset © MOTIVEQUEST 4/11/2009 7
  • 8. Why do they participate? EDUCATION FIND MY TRIBE SOCIAL CURRENCY • Improve my experience • Get support • Feel empowered • Make a decision • Feel belonging • Self expression • Keep up with current trends • Feel connected • Get recognition Community Leader Maven Contributor Observer Information Seeker © MOTIVEQUEST 4/11/2009 8
  • 9. These are types of mindsets rather than types of people. A given person plays different roles in different aspects of his life. UNIVERSAL ROLES Community Leader Maven Contributor Observer Information Seeker PERSONALITY FINANCE POLITICS COOKING CARS CELL PHONES PROFILE PERSONALITY MARKETING WINDSURFUNG CELL PHONES FINANCE COOKING PROFILE UNIVERSAL NEEDS EDUCATION FIND MY TRIBE SOCIAL CURRENCY • Improve my experience • Get support • Feel empowered • Make a decision • Feel belonging • Self expression • Feel connected • Get recognition © MOTIVEQUEST 4/11/2009 9
  • 10. While all communities reflect universal needs, different communities are shaped by different primary drivers. UNIVERSAL NEEDS EDUCATION FIND MY TRIBE SOCIAL CURRENCY • Improve my experience • Get support • Feel empowered • Make a decision • Feel belonging • Self expression • Feel connected • Get recognition FIND MY TRIBE FIND MY TRIBE FIND MY TRIBE 100% 100% 100% 75% 75% 75% 50% 50% 50% 25% 25% 25% Series1 Series1 0% 0% 0% EDUCATION SOCIAL CURRENCY EDUCATION SOCIAL CURRENCY EDUCATION SOCIAL CURRENCY © MOTIVEQUEST 4/11/2009 10
  • 11. Brands and communities: can brands participate? Share Make friends information The brand can participate by feeding the common interest …but NEVER by posing as a COMMON contributor INTEREST Share opinions Get together like-minded people unified by a common interest Make friends © MOTIVEQUEST 4/11/2009 11
  • 12. Why Brand Advocacy matters in Web 2.0: Research Report Shift from mass marketing to micro marketing A reallocation of energy/message/money(?) BRAND MICRO MESSAGING BRAND MASS MESSAGING target consumers consumers © MOTIVEQUEST 4/11/2009 12
  • 13. Community Best Practices  Observe existing communities  Determine community roles, mindset and philosophy  Analyze to understand community passions and motivations  All initiatives informed by community motivations and interests  Community engagement is NOT a campaign, but a long-term relationship. Budget accordingly “I’m proud having been one of the first prius  Cross-functional support is required for owners and I can't wait to get a second prius success (marketing, product, customer service, legal) next year for the wife.” FEARLESSLY SEEKING THE REASONS WHY © MOTIVEQUEST 4/11/2009 Source: Prius Community, 1/1/2007 – 4/30/2008 13
  • 14. CONTACT Tom O’Brien CMO MOTIVEQUEST LLC 1578 Sherman Avenue Evanston IL 60201 p. 847 905.6118 tobrien@motivequest.com FEARLESSLY SEEKING THE REASONS WHY © MOTIVEQUEST 4/11/2009 14 © MOTIVEQUEST 2/27/2004 14