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The Community is Dead
Long live Mega-Collaboration
Susanne Dansey
#EMEA10 @purplecowideas
What will be covered
1. Why do communities exist?
2. What can we learn from them to help our
organisations?
3. How do we c...
WHY DO COMMUNITIES EXIST?
Part 1
What is Community?
[Kuh-myoo-ni-tee]
“communitatem”
Community and then some,
online since 1985
“The success of a virtual gathering place
can depend as much upon the
energy, c...
33%
8%
7%8%
6%3%
2%
2%
2%
2%
28%
US
India
Japan
Germany
UK
Brazil
Canada
Indonesia
Australia
Spain
Other
WHAT CAN WE LEARN?
Part 2
50% of companies with online
communities will fail to manage them
well.
More than 60% of Fortune 1000
companies will have ...
Our new economy
• Radical changes to market boundaries
• Access to new products and services for
major sections of society...
$Donated
Donations
Barack Obama 2008 Campaign
$6.5m
$0
0 6.3m
“to move quickly in
country destroyed
and unknown… was
able to use OSM
maps on my GPS…
3 rescued…
5000… treated”
Columbian...
Get things done: find a purpose
“Social intercourse is to cultural evolution
what sexual intercourse is to human
evolution...
“Rushing into social-computing
initiatives without clearly defined
benefits for both the company and
customer will be the ...
Participation Inequality
Almost
all Action
Little Contribution
Never Contribute
90-9-1
Participation Inequality
Almost
all Action
Little Contribution
Never Contribute
90-9-1
500 million active users
18,949,651 monthly active users
400,000 have made at least one
donation
35,000 causes have receiv...
Inequality on the Web
“I’d like to add my name to the list of people who
are very disappointed that this book does not
hav...
How to overcome participation
inequality…
• Make it easier to contribute
• Make participation a side effect
• Edit, don’t ...
Paris
2005
"Using our cars is
quicker and at least
twice as cheap. And
on the bus we didn't
have the right to eat
or even ...
HOW DO WE CAPITALISE?
Part 3
“INTERPRETATION”
Technical Discomfort?
• Use proven technologies
• Be disciplined and creative
• Avoid developing any technology in-house
•...
Peace Rally, Gainsville, Florida
Community Best Practice?
• Apply ground rules to install self-
moderation
• Solicit feedback to make users feel
appreciate...
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
EMEA10: Community is Dead; Long Live Mega-Collaboration
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EMEA10: Community is Dead; Long Live Mega-Collaboration

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Within the realms of ICT, the range of opportunities and therefore businesses present a huge number of revenue opportunities. Within an ever-changing industry, keeping up with the current trends and technologies demands expertise and efficient business processes to achieve profitable success. Revisiting business strategies has never been more important in a time when the economic pressures that influence our activities determine what choices we make. From global vendors to small software developers, we as business owners have so much choice that it can be overwhelming. However strange it may feel, sharing our ideas and experiences with our peers and industry influencers enables us to recognise when to change tack and ensure our businesses are relevant and remarkable within our markets.

Whether it's in a virtual or physical capacity, your business can establish new outcomes simply by sharing your IP with those who can help you be successful in a more holistic approach. These Communities allow us to expand our potential and understand what 'shortcuts' are available to help us to be inspired for new and exciting opportunities. Communities can be extremely successful for those who can achieve success through the myriad of different ideas and at the same time potentially conflicting aspirations can hamper the long-term success we need for our networks to remain relevant and useful.

So what's next for our Communities? How will they adapt to keep businesses interested and what can you do to ensure the networks you sit within continue to have a positive impact on you and your organisation? Susanne will take you through your options that you can implement to help with your long-term success.

Published in: Technology, News & Politics
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EMEA10: Community is Dead; Long Live Mega-Collaboration

  1. 1. The Community is Dead Long live Mega-Collaboration Susanne Dansey #EMEA10 @purplecowideas
  2. 2. What will be covered 1. Why do communities exist? 2. What can we learn from them to help our organisations? 3. How do we capitalise on the growing trend for communities?
  3. 3. WHY DO COMMUNITIES EXIST? Part 1
  4. 4. What is Community? [Kuh-myoo-ni-tee] “communitatem”
  5. 5. Community and then some, online since 1985 “The success of a virtual gathering place can depend as much upon the energy, creativity and approach of its host or hosts as it does upon the proposed subject matter or theme.”
  6. 6. 33% 8% 7%8% 6%3% 2% 2% 2% 2% 28% US India Japan Germany UK Brazil Canada Indonesia Australia Spain Other
  7. 7. WHAT CAN WE LEARN? Part 2
  8. 8. 50% of companies with online communities will fail to manage them well. More than 60% of Fortune 1000 companies will have some form of online community that can be used for CRM purposes by 2010.
  9. 9. Our new economy • Radical changes to market boundaries • Access to new products and services for major sections of society as new consumers • Significant changes in the interactions and operating processes of enterprises • Redefinition of the relationships between customers and suppliers
  10. 10. $Donated Donations Barack Obama 2008 Campaign $6.5m $0 0 6.3m
  11. 11. “to move quickly in country destroyed and unknown… was able to use OSM maps on my GPS… 3 rescued… 5000… treated” Columbian Mission in Haiti Courtesy of openstreetmaps.org Haiti 2010
  12. 12. Get things done: find a purpose “Social intercourse is to cultural evolution what sexual intercourse is to human evolution.”
  13. 13. “Rushing into social-computing initiatives without clearly defined benefits for both the company and customer will be the biggest cause of failure.” • Acquire skills to build relationships online • Cede some control to encourage participation • Understand and reward different kinds of participation • Define the initiative and its purpose
  14. 14. Participation Inequality Almost all Action Little Contribution Never Contribute 90-9-1
  15. 15. Participation Inequality Almost all Action Little Contribution Never Contribute 90-9-1
  16. 16. 500 million active users 18,949,651 monthly active users 400,000 have made at least one donation 35,000 causes have received at least one donation $4.5m $2.1m
  17. 17. Inequality on the Web “I’d like to add my name to the list of people who are very disappointed that this book does not have a Kindle edition. No, I haven’t read the book, but I want to - on my Kindle! If all these one star reviews lead to fewer sales, I think that would be a great result and an excellent lesson for the author/publisher.” Ben
  18. 18. How to overcome participation inequality… • Make it easier to contribute • Make participation a side effect • Edit, don’t create • Reward (but don’t over reward) participants • Promote quality contributors • Open forum vs. Closed forum … You can’t
  19. 19. Paris 2005 "Using our cars is quicker and at least twice as cheap. And on the bus we didn't have the right to eat or even to speak." Martine Bourguignon
  20. 20. HOW DO WE CAPITALISE? Part 3
  21. 21. “INTERPRETATION”
  22. 22. Technical Discomfort? • Use proven technologies • Be disciplined and creative • Avoid developing any technology in-house • Evaluate evolving competition • Design a modular technology architecture • Develop information architectures at the outset
  23. 23. Peace Rally, Gainsville, Florida
  24. 24. Community Best Practice? • Apply ground rules to install self- moderation • Solicit feedback to make users feel appreciated • Enable company advocates to gain powerful allies • Assign an advocate to liaise with the community and represent it to the company

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