IntroductionThis is the ﬁrst of three presentations thatwill outline our thinking around onlinecommunities.We see online communities in three ways:de-centralised, centralised and transient.This presentation will focus onde-centralised communities.
In this presentation• What is a de-centralised community?• What value do they add?• How can you work alongside them?
What is a de-centralised community?• The overall online community that exists around a speciﬁc topic.• This can include any number of outposts and activity e.g. Twitter posts, fan sites/blogs, forums, Facebook updates & pages etc.• This community is not connected to any ofﬁcial site or activity but may be sharing ofﬁcial content.
What value do they add?• With active listening you will be able to ﬁnd key individuals with whom you could work.• Use community relations to gauge opinion, engage brand ambassadors and answer complaints.• Look for patterns in research data to inform future campaigns and strategies.• These individuals and separate communities can be uniﬁed to form centralised or transient communities.
How can you work alongside them?• These individuals and online communities provide the foundations for active listening and outreach campaigns.• With active listening you can get an idea of what people are thinking around your brand and your competitors.• You can then begin to reach out to individuals to involve them in campaigns and ongoing relationships.
How can you work alongside them?• It is impossible to think that you will be able to engage with every single individual around a topic.• The de-centralised communities are continuously evolving with new ones popping up and others dying away.• Because of this movement it is important to do regular listening updates to gauge new opinions and insights.
Want to ﬁnd out more?If you are interested in ﬁnding out morearound our thinking, ideas and work, or justwant a chat please feel free to tweet:@headstream@samhilary