Online Community Matters
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Online Community Matters

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Ten minute presentation discussing to role of community attachment in building loyalty to "host" of online communities. ...

Ten minute presentation discussing to role of community attachment in building loyalty to "host" of online communities.

Presented at the International Association of Business Communicaters, 2009

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Online Community Matters Online Community Matters Presentation Transcript

  • Online Community Matters
    Shelly D. Farnham, Ph.D.
    March 5, 2009
    Panel -- IABC
  • Research and Development
    meeting social goals
  • Why InteractOnline?
    anyone, anytime, anyplace, all together
    Information
    Connection
    Support
  • Teen Panel
    • Our questions
    • How do teens use technology in their day-to-day lives?
    • Questionnaire (18 students)
    • PowerPoint “Diary” (5 presentations)
    • Over one week, document social and collaborative activities
    • Screenshots, pictures from cell phone camera
    • Focus on typical use and how usage might be different than other age groups
  • Technology Usage for Social Life
  • Socializing and Planning
    Social Event Planning
    I am able to create groups to invite people to new events.
    I have created a Salsa in Seattle group for teens to learn and dance salsa.
    I use: Facebook and Yahoo email as my means to setting up social events
    I can add members
    Write messages for all members
  • Why Host a Community?
    Reason #1:
    Social media is about dialogue
    Not enough time to engage in 1:1 dialogue
    Your community members will carry the conversation for you
  • Why Host a Community?
    Reason #2:
    Person
    Joins Hosted
    Community
    Develops
    Attachment to
    Community
    Develops
    Attachment and Loyalty to Host
  • Pathable:Social Networking and Community Development for Events
  • Figure 9. Life cycle of Pathable activity before, during and after event
    Pathable User Behavior Over Time
  • Pathable BarCamp Seattle Study
    Questions:
    how important is social networking and community development at events?
    can Pathable help?
    BarCamp Seattle is a free, two-day conference held for Web 2.0 community
    280 people registered for the event using Pathable
    78 people total (76% male and 24% female) completed the questionnaire, 18 at the event and 60 afterwards online
  • Figure 6. People came to BarCamp Seattle primarily to meet others.
    Primary Goal in Coming to Event
  • Attachment and Loyalty to the Event
  • Figure 7. The more peopel use Pathable, the more people they consider professional friends or colleagues.
    Impact on Professional Network
  • Impact on Attachment and Sense of Community
    Figure 8. The more people used pathable, the greater their sense of attachment on the identity factor, and the more their sense of community.
  • Strands CoCollage:
    Place-based Networking and Community Development
    • Goal: facilitate networking and community in a “third place”
    • Prototype: Community collage display with online photo sharing
    • Deployment study:
    Questionnaire at Time 1 and Time 2 (~six weeks apart)
    • At Time 1: sense of community and attachment to coffee shop strongly correlated
  • Impact on Place Attachment
  • Impact on Neighboring
  • On Hosting a Community
    How to host a community:
    Create an environment where a group people may talk to each other
    Facebook groups, mailing lists, messaged boards, Ning
    Tips for nurturing:
    Set clear expectations for appropriate behavior
    Seed the community with desired types of people/ behavior
    Invite lots of people
    Be a part of the conversation
    Use moderation tools
    Measuring success:
    Count
    1:20:80 – for every 1 person talking, usually 20 members and 80 lurkers
    Return rate