Harnessing The Power of Online Communities

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Presentation given to the Association of Online Publishers Conference 2008 on online communities

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Harnessing The Power of Online Communities

  1. 1. http://www.flickr.com/photos/48378726@N00/ HARNESSING THE POWER OF ONLINE COMMUNITIES neilperkin.typepad.com
  2. 3. Media brands are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/
  3. 4. SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS Social dimensions are paramount to most people … .and most forms of entertainment Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/ “ The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky
  4. 5. EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner http://www.flickr.com/photos/esparta/
  5. 6. THE RELATIONSHIP IS NO LONGER LINEAR http://www.flickr.com/photos/timothyschenck/
  6. 7. THE VALUE EQUATION IS CHANGING Content = Attention Content, tools, services = Attention, participation, interaction, content http://www.flickr.com/photos/wespionage/
  7. 8. http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
  8. 9. ONLINE COMMUNITIES CAN BE A PUZZLE www.spy.org.es/upload/actuacion/imagen-35.jpg
  9. 10. "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin IT’S NOT ABOUT THE TECHNOLOGY Image: http://www.gapingvoid.com/
  10. 11. COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC Higher repeat visits More Loyal Users Higher levels of interaction More useful site More content More traffic More links More authority
  11. 12. SO HOW CAN I CREATE A COMMUNITY?
  12. 13. WRONG QUESTION
  13. 14. “ Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
  14. 15. Blog Her/Compass Partners 2008 Social Media Study UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
  15. 16. UNDERSTAND HOW THEY WORK 9 1 90 Every community has super-users – high authority, highly active Know who they are
  16. 17. “ One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community http://www.flickr.com/photos/vhata/
  17. 18. AND ADD VALUE http://www.flickr.com/photos/artsyt/ "In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think
  18. 19. http://www.flickr.com/photos/twenty_questions/ Act on their feedback Encourage discussion, be a part of it LISTEN
  19. 20. KNOW YOUR AUDIENCE
  20. 21. “ Go to where your communities are - don't expect them to come to you…and…Understand and respect the values and protocols of the community - be sensitive.” …Tom Lewis Reynier, NGO marketing strategy consultant “ Treat people as human beings, understand what interests them…but…if you want to engage social media creators then you have to be a part of that world” …Amelia Torode, Head of Digital Strategy, VCCP “ the importance and power of participatory exploration.” …Gavin Heaton, Social Media strategist “ The larger and more inclusive you aim the lower the barrier of participation you set.” …Asi Sharabi, Digital Planner, POKE “ Get stuck in!” ...James Cherkoff, Collaborate Marketing “ Serve their agenda not yours” …Mark Earls, author, HERD “ Be like Zorro - quick interventions and thoughts, then step back” ….Will Humphries, Planner, LOWE “ know your audience - then be real. and interesting.” …facu, digital creative “ Communities first (i.e. serve their interests above your own)” …David Cushman, Bauer “ Do put the topic of a talk you're giving on The Power of Online Communities to your community and then watch them demonstrate The Power of Online Communities for you ;-)” …Jamie Coomber, Digital Strategist, Profero
  21. 22. “ Go to where your communities are - don't expect them to come to you…and…Understand and respect the values and protocols of the community - be sensitive.” …Tom Lewis Reynier, NGO marketing strategy consultant “ Treat people as human beings, understand what interests them…but…if you want to engage social media creators then you have to be a part of that world” …Amelia Torode, Head of Digital Strategy, VCCP “ the importance and power of participatory exploration.” …Gavin Heaton, Social Media strategist “ The larger and more inclusive you aim the lower the barrier of participation you set.” …Asi Sharabi, Digital Planner, POKE “ Get stuck in!” ...James Cherkoff, Collaborate Marketing “ Serve their agenda not yours” …Mark Earls, author, HERD “ Be like Zorro - quick interventions and thoughts, then step back” ….Will Humphries, Planner, LOWE “ know your audience - then be real. and interesting.” …facu, digital creative “ Communities first (i.e. serve their interests above your own)” …David Cushman, Bauer “ Do put the topic of a talk you're giving on The Power of Online Communities to your community and then watch them demonstrate The Power of Online Communities for you ;-)” …Jamie Coomber, Digital Strategist, Profero THANK YOU Join the debate: neilperkin.typepad.com twitter.com/neilperkin

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