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Social Media: Understanding Online Communities

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Presented at the Smart Services CRC Participants meeting, Sydney, 21 Apr. 2010.

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Social Media: Understanding Online Communities

  1. 1. Social Media: Understanding Online Communities Dr Axel Bruns Associate Professor Smart Services CRC / ARC Centre of Excellence for Creative Industries and Innovation Queensland University of Technology Brisbane, Australia snurb.info – produsage.org @snurb_dot_info 21 April 2010
  2. 2. Social Media <ul><li>Working definition: </li></ul><ul><ul><li>Websites which build on Web 2.0 technologies to provide space for in-depth social interaction, community formation, and the tackling of collaborative projects. </li></ul></ul><ul><ul><li> Social media = Web 2.0 technologies + Community </li></ul></ul>
  3. 3. <ul><li>Image by barjack </li></ul>
  4. 4. How Communities Work <ul><li>Communities are concentric – in values: </li></ul>Shared knowledge Key principles Core values and beliefs
  5. 5. Image by Johnny Grim
  6. 6. How Communities Work <ul><li>Communities are concentric – in membership: </li></ul>Marginal members General members Community leaders
  7. 7. Image by Steve Crane
  8. 8. Growing the Community <ul><li>Encouraging constructive participation: </li></ul>leaders number of members status marginal members encourage commitment model desirable behaviour
  9. 9. Image by mike.in.ny
  10. 10. Encouraging Brand Loyalty <ul><li>Developing closer brand ties: </li></ul>Third-party spaces Branded spaces In-house space participation pull
  11. 11. More Information <ul><li>Axel Bruns </li></ul><ul><li>Associate Professor </li></ul><ul><li>ARC Centre of Excellence for Creative Industries and Innovation </li></ul><ul><li>Creative Industries Faculty </li></ul><ul><li>Queensland University of Technology </li></ul><ul><li>Brisbane, Australia </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @snurb_dot_info </li></ul><ul><li>Blog: http :// snurb.info/ </li></ul><ul><li>Produsage: http :// produsage.org/ </li></ul><ul><li>LinkedIn: http://www.linkedin.com/in/snurb </li></ul><ul><li>Blogs, Wikipedia, Second Life, and Beyond:From Production to Produsage (Peter Lang, 2008) </li></ul><ul><li>Social Media Reports: </li></ul><ul><ul><li>1 – State of the Art </li></ul></ul><ul><ul><li>( http://snurb.info/socialmedia-vol1 ) </li></ul></ul><ul><ul><li>2 – User Engagement Strategies </li></ul></ul><ul><ul><li>( http://snurb.info/socialmedia-vol2 ) </li></ul></ul>

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