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CommunitiesThe Evolution and Nature of Community GroupsGillian Muessig | Founding President Emeritus                xxxxxx
World’s most popular providerof search marketing software
Cosmic cluster                 Look for patterns in clusters
Single cell cluster                      See the patterns?
Aspen tree cluster                 Many tree tops; single root structure
Coral cluster                Endangered community
Fish cluster               School of fish
Bird cluster               Flock of herons
Human cluster                Human communities
Human cluster                Obama inauguration day 2009
Clusters ≠ Communities           Interest Groups
Interest Group                 Girl Scouts
Brand “community” (group)                            Harley Davidson
Gaming “community” (group)             World of Warcraft – Second Life - others
Industry Community                     American Medical Association
Event Community                  PubCon
Tech Corporate Community                           SEOmoz Community
Political Community                      Third Reich
Social Community Platforms
Anthropology of Communities•Shared Values•Shared Goals•Shared ExperienceIt’s not aboutshared interests or skill sets
Live trumps online                     The nature of communities
Human communication learning                    The nature of communities
Shared Values
Shared Goals
Shared Experience
People - Personas
FasterOnline communities “happen” faster
ReformationOnline communities are reformingglobal and local power relationships
Communities in contextOnline communities operate in the context of thesocial & political worlds in which they are developed
The Pirates of Penzance
Context Online communities are not exempt from the rules and norms of the world
Rise of Global Network Governance
Rise of Global Network Governance
Parting ThoughtsOnline communities are not the scourge of the earth
Parting ThoughtsThey help isolated people to connect
Parting ThoughtsSocial communities connect disparate cultures
Parting ThoughtsThey support the grieving
Parting Thoughts Enable us to share our interests
Parting ThoughtsAnd like fire, social communities requirevigilance and care in handling
@SEOmomwww.seomoz.org/bloggillian@seomoz.orghttp://mz.cm/zD1ENt
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2012 10 pubcon Nature of Social Communities

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Understanding the nature of communities in order to communicate, manage and market to them appropriately and effectively

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  • We’re the world’s most popular provider of search marketing software, covering everything from technical SEO issues to social media monitoring, We serve SMBs to Fortune 100 enterprises with actionable information, community support, tools and monitoring platform to make search marketing faster, easier, and more effective. We don’t do any consulting.
  • Let’s begin by taking a long view on the word ‘community’ and some related terms. Here’s a cosmic cluster… perhaps a ‘community’ of stars. Are clusters community? Perhaps not. Photo credit: http://asterisk.apod.com/viewtopic.php?&t=25161
  • From the infinitely great to the very, very small. Is a cluster of cells a ‘community’? Perhaps not as well. But I hope you’re already beginning to think more deeply about the concept of community and communication between organisms. http://talk-technology.blogspot.com/2012/01/biologists-replicate-key-evolutionary.html
  • This aspen tree cluster is very interesting. The trees on the surface appear to be separate organisms, but in truth, everything you see here and for many miles around is connected by a single tree root system. Is it a single plant? Many plants sharing a survival resource system? A ‘community’ of organisms perhaps able to survive on their own, but ‘choosing’ to connect – ‘choosing’ to be interdependent In order to truly thrive?
  • Photo credit: http://en.wikipedia.org/wiki/File:Coral_detail.jpg
  • Photo credit: http://www.globalcontentstrategy.com/2010/12/learn-from-fish-shoaling-schooling-and.html
  • Photo credit: http://content.usatoday.com/communities/sciencefair/post/2010/07/ancient-humans-lived-in-norfolk-up-to-950000-years-ago/1 And http://www.historycooperative.org/cgi-bin/justtop.cgi?act=justtop&url=http://www.historycooperative.org/journals/jwh/16.4/beaujard.html
  • Photo credit: http://sfbayview.com/2009/rev-joseph-lowery%E2%80%99s-inaugural-benediction-%E2%80%93-video-and-transcript/
  • Photo credit: http://content.usatoday.com/communities/sciencefair/post/2010/07/ancient-humans-lived-in-norfolk-up-to-950000-years-ago/1
  • Photo credit: http://worldpeace.org/blog/?p=3803
  • Photo credit: http://www.triplepundit.com/2010/06/community-based-marketing-making-green-relevant-lessons-from-harley-davidson/
  • Photo credit: http://www.saeedgatson.com/the-importance-of-community-population/
  • Photo credit: http://www.seomoz.org/blog/meet-the-mozzers
  • http://www.ericfoster.org/?cat=7
  • Photo credit: http://daverabbit.podomatic.com/
  • Photo credit: http://daverabbit.podomatic.com/
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf Photo credit: http://codeclass.tumblr.com/page/2
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf Photo credit: http://www.cuisinecuisine.com/IndianCulture.htm
  • Communities do not function in isolation. Strong communities can be formed and last for years – or even spark after decades of a shared experience. But they operate within context of the event. Other events, before and after the instigating event will affect the strength of the bond, the breadth of reach and the power of the community. Ie: PS 167 6 th grade class. Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  • Communities do not function in isolation. Strong communities can be formed and last for years – or even spark after decades of a shared experience. But they operate within context of the event. Other events, before and after the instigating event will affect the strength of the bond, the breadth of reach and the power of the community. Ie: PS 167 6 th grade class. Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  • So far, no entity trumps the others: Realists claim the State holds the trump card. Marxists claim that Capital is in the driver’s seat http://www.freakingnews.com/Trump-Card-Pics-65506.asp
  • History shows ultimately it is the People who are in charge and new connective technologies only increase their power and ability to organize collective action “ Panarchy: Governance in the Network Age ” - Paul Hartzog Photo credit: http://thepersonalnavigator.blogspot.com/2011/06/arab-spring-and-what-came-before.html
  • \\
  • \\http://www.chinadaily.com.cn/cndy/2011-01/07/content_11805628.htm
  • \\http://www.chinadaily.com.cn/cndy/2011-01/07/content_11805628.htm
  • http://www.planetblacksburg.com/2007/04/the-wall-a-community-in-grief-1.php
  • Photo credit: http://infographics.collentine.com/facebook-leads-sharing-with-24-of-market
  • Photo credits: http://en.wikipedia.org/wiki/Fire and http://cooking.savvy-cafe.com/category/campfire-cooking/ and
  • Transcript of "2012 10 pubcon Nature of Social Communities"

    1. 1. CommunitiesThe Evolution and Nature of Community GroupsGillian Muessig | Founding President Emeritus xxxxxx
    2. 2. World’s most popular providerof search marketing software
    3. 3. Cosmic cluster Look for patterns in clusters
    4. 4. Single cell cluster See the patterns?
    5. 5. Aspen tree cluster Many tree tops; single root structure
    6. 6. Coral cluster Endangered community
    7. 7. Fish cluster School of fish
    8. 8. Bird cluster Flock of herons
    9. 9. Human cluster Human communities
    10. 10. Human cluster Obama inauguration day 2009
    11. 11. Clusters ≠ Communities Interest Groups
    12. 12. Interest Group Girl Scouts
    13. 13. Brand “community” (group) Harley Davidson
    14. 14. Gaming “community” (group) World of Warcraft – Second Life - others
    15. 15. Industry Community American Medical Association
    16. 16. Event Community PubCon
    17. 17. Tech Corporate Community SEOmoz Community
    18. 18. Political Community Third Reich
    19. 19. Social Community Platforms
    20. 20. Anthropology of Communities•Shared Values•Shared Goals•Shared ExperienceIt’s not aboutshared interests or skill sets
    21. 21. Live trumps online The nature of communities
    22. 22. Human communication learning The nature of communities
    23. 23. Shared Values
    24. 24. Shared Goals
    25. 25. Shared Experience
    26. 26. People - Personas
    27. 27. FasterOnline communities “happen” faster
    28. 28. ReformationOnline communities are reformingglobal and local power relationships
    29. 29. Communities in contextOnline communities operate in the context of thesocial & political worlds in which they are developed
    30. 30. The Pirates of Penzance
    31. 31. Context Online communities are not exempt from the rules and norms of the world
    32. 32. Rise of Global Network Governance
    33. 33. Rise of Global Network Governance
    34. 34. Parting ThoughtsOnline communities are not the scourge of the earth
    35. 35. Parting ThoughtsThey help isolated people to connect
    36. 36. Parting ThoughtsSocial communities connect disparate cultures
    37. 37. Parting ThoughtsThey support the grieving
    38. 38. Parting Thoughts Enable us to share our interests
    39. 39. Parting ThoughtsAnd like fire, social communities requirevigilance and care in handling
    40. 40. @SEOmomwww.seomoz.org/bloggillian@seomoz.orghttp://mz.cm/zD1ENt
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