IntroductionThis is the third of three presentations thatoutline our thinking around onlinecommunities.We see online communities in three ways:de-centralised, centralised and transient.This presentation will focus ontransient communities.
In this presentation• What is a transient community?• What value do they add?• How can you work alongside them?
What is a transient community?• When a group of people come together around one moment and disperse when the moment has passed.• This moment could be a marketing campaign, new product launch, a fan run event, a news story etc.• These kinds of communities can exist on Owned, Borrowed, Earned and Networked media.
What value do they add?• These communities can generate huge word of mouth ampliﬁcation of messaging in a small period of time.• Social media monitoring can track the most inﬂuential people within these sporadic communities.• Even with bad news stories; good community management, messaging and listening can ensure a positive outcome for the brand.
What value do they add?• They can often attract those who otherwise may not have been part of the audience. For example when a video goes viral it will attract new people to a movement or campaign.• Transient communities provide a snapshot of opinion and valuable lessons can be learned in a very short space of time.
How can you work alongside them?• Brands can plan for a transient community to be formed around key moments in their content calendar.• With organically formed transient communities, being open and working with them quickly can help with positive messaging around a product or company news.• Real-time marketing is key with these communities. Ensuring that you are always listening and able to add relevant and valuable content/ information to these communities is important.
How can you work alongside them?• When formed organically it is important to listen to the conversations.• After listening and taking notes of the common themes you can then begin to interact by giving the communities relevant content and joining conversations.• For planned transient communities on Owned or Borrowed media it is important to know in advance what messaging and content you are wanting to put out.
How can you work alongside them?• Transient communities can’t really be managed as they can evolve rapidly.• However you can help steer the conversation by adding quality content and reacting in positive ways to the conversations.• With Owned and Borrowed media you can control when a transient community is created and dispersed e.g. the build up to a product launch.• This is not possible on Earned and Networked as the community will decide themselves when to be active.
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