2012 12 Digital Leaders Executive Briefing Part


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The Nature of Communities and framing an understanding of how brands can connect with people to form communities

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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
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  • Concept credit: http://www.noop.nl/2010/08/long-live-the-panarchy.html
  • Concept credit: http://www.noop.nl/2010/08/long-live-the-panarchy.html
  • Concept credit: http://www.noop.nl/2010/08/long-live-the-panarchy.html
  • 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
  • 2012 12 Digital Leaders Executive Briefing Part

    1. 1. CommunitiesThe Evolution and Nature of Community GroupsGillian Muessig | Founding President
    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 EmMeCon
    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 about your product
    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. Reformation Online communities are not exempt from the rules and norms of the world
    31. 31. Rise of Global Network GovernanceThe rise of Global Network Governanceis a process…•Shaped by states, but not controlled by them•Shaped by corporations, individuals,non-governmental organizations,and other groups
    32. 32. Rise of Global Network GovernanceSo far, no entity trumps the others•Realists claim the State holds the trump card•Marxists claim that it Capital is in the driver’sseat
    33. 33. Rise of Global Network GovernanceHistory shows ultimately it is the Peoplewho are in charge andnew connective technologiesonly increase their powerand ability to organize collective action “Panarchy: Governance in the Network Age” - Paul Hartzog
    34. 34. Rise of Global Network Governance
    35. 35. PerspectiveOnline communities are not the scourge of the earth
    36. 36. PerspectiveThey help isolated people to connect
    37. 37. PerspectiveSocial communities connect disparate cultures
    38. 38. PerspectiveThey support the grieving
    39. 39. Perspective Enable us to share our interests
    40. 40. PerspectiveAnd like fire, social communities requirevigilance and care in handling
    41. 41. @SEOmomwww.seomoz.org/bloggillian@seomoz.orghttp://mz.cm/zD1ENt