Bioteams Turning Audiences Into Communities - Ken Thompson
Event Title: “New Frontiers in Social Media” Date: 12th February 2009 Speaker: Ken Thompson Company: Swarmteams.com Topic: “Turning Audiences into Communities” www.use8.net www.twitter.com/use8 *The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties ..
Event Description Web 2.0 has brought a new generation of online tools that enable users to network, share resources and participate in discussions on a global scale. This growth in social media is indicative of its entry into mainstream culture and its integration into the daily lives of many. Even in its infancy,social media is having a profound effect on its audience, by offering them new and varied ways to communicate and create - changing their status from user to 'produsers'; breaking the traditional, more closed structure of mass media. New Frontiers in Social Media is an event that will explore how social media will influence our lives in the future. The event will bring together a mix of thought leaders, professionals and academics to answer the questions - How will these technologies evolve? How will they create new experiences for users? and how will they impact social changes? *The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties ..
Bioteams: Turning Audiences into Communities a presentation by: Ken Thompson New Frontiers in Social Media
The evolution of bioteams & swarmteams www.bioteams.com The definitive guide to Organisational Biomimicry www.swarmteams.com The biologically inspired multi-channel community engagement system. Patent Pending. Learning from nature’s best teams Collaborative Networks, Extended Enterprises & Open Innovation Clusters Swarm Networks connect small business to large enterprises “ Always-On” Agile work teams Corporate Sales/Support, Distributed Workgroups & Knowledge Management Mobile Swarms www.SwarmTribes.com Connecting Causes & Fans for Community Engagement Musicians, Gamers, Sports Fans, TV/Film/Radio, Events & Consumer Brands
Text JOIN U8 username To 80011 (07786203958 outside UK) Bioteams and Swarms in Practice The Wisdom of…Use8
The 4 Types of Swarm Interactions 1. TELL: One knows – all know Any swarm member can instantly broadcast to every other member of their swarms 2. ASK: Ask the network Any swarm member can ask their swarm a question to answer or forward to other swarms 3. CHAT: Instant Engagement Any swarm member can start a multi-channel interactive chat with their whole swarm 4. FWD: Community forwarding Send out messages, with optional links, to a core swarm who forward them to the whole community
How do groups make decisions? <ul><li>Leader Decides </li></ul><ul><li>( Dictating ) </li></ul><ul><li>or </li></ul><ul><li>The Wisdom of Crowds </li></ul><ul><li>( Averaging ) </li></ul><ul><li>or </li></ul><ul><li>Collective Intelligence </li></ul><ul><li>( Delegating ) </li></ul>
Biomimicry from the Greek bios; life and mimesis; imitation <ul><li>Nature as model </li></ul><ul><ul><li>Study, imitate or take inspiration from natures models to solve human problems </li></ul></ul><ul><li>Nature as measure </li></ul><ul><ul><li>Use ecological standards to judge the ‘rightness’ of our innovations </li></ul></ul><ul><li>Nature as mentor </li></ul><ul><ul><li>The true value of nature is not what we can extract from it but what we can learn from it </li></ul></ul>Biomimicry, Innovation Inspired by Nature by Janine Benyus
1. Any group member can take the lead Nature’s groups are never led exclusively by one member “ Collective Leadership” is ... … the right leader for the right task at the right time Different group members lead as needed “ Bioteams” share 4 common behaviours
2. Pheromone-style Short messaging Nature’s groups use short instant messages Instantly broadcast & received “in situ” Short and simple…. All species have a “messaging instinct” – whatever happened to ours? Ants use pheromones.. bees use dances
3. Small is Beautiful & Big is Powerful Nature blends large and small groups Crowds - everyone does same thing at the same time …Scale… or ”The Wisdom of Crowds” Small Groups …. everyone can do different things at the same time Natures teams blend large group & small group dynamic … “ Division of labour” and Innovation
4. Reach the ‘many’ through the ‘few’ Nature’s networks are clustered These members have extreme connectivity … Some group members have many more connections than the average And provide very effective channels for engaging the whole group
In a Star Swarm only the Owner can broadcast to the Group. In a Peer Swarm any member can broadcast to the whole Group You can only join this Swarm if you are invited and every member can broadcast to the whole group Anyone can join this Swarm if they know its name but only the owner can broadcast to the whole group You can only join this Swarm if you are invited and only the owner can broadcast to the whole group Swarms 101 Star or Peer Open or Closed Closed Peer Swarm Open Star Swarm Anyone can join an Open Swarm by text msg or by web if they know its name You can only join a Closed Swarm if you are invited (e.g. by the Swarm Owner) Closed Star Swarm
Swarms get combined into large dynamic Swarm Communities e.g. MyBand’s Music Fan Community MyBand (Fans) MyBandPRI (The Band) <ul><li>Web Site Widgets </li></ul><ul><li>Imported Lists </li></ul><ul><li>Known Fan Invites </li></ul><ul><li>Short Code Joins </li></ul><ul><li>Peer Invites </li></ul>Are also members of and can broadcast to MyBandVIP (Top Fans) Fans Fans Promoted to VIPs Are also members of and can broadcast to Also get invited to Open Star Swarm Closed Peer Swarm Closed Star Swarm Closed Peer Swarm MyBandVIP2 Closed Peer Swarm MyBandVIP3 Closed Peer Swarm MyBandVIP1 Fans Fans Fans Each VIP Member (or Band Member) can have own swarm
Survival Mass Critical Mass Band register & approved by SwarmTribes 1. Band completes their profile and publishes it in the SwarmTribes Band Directory to allowing visitors to browse and join their Tribe. 2. Band places sign-up Widget on all web properties. 3. Band sends sign-up link to existing fans & friends via email & MySpace. 4. Band members & support team all sign-up and use their private swarm 5. Band members do personal invites to known fans 6. Band message fans who have signed up & fans message band & invite other fans. 7. Band identifies most active fans & invite them to become VIP fans in band’s VIP Swarm. 8. VIP fans each invite lots of other fans to the band’s tribe . 9. Band and VIPs continue to message growing tribe of fans to ensure they are active engaged & retained. 10. Band promote Open Swarms in all media engagements (e.g. print and radio). The band’s Tribe reaches Critical Mass of fans. Band now runs and manages its SwarmTribes campaign , e.g. to promote a tour or a new album/single launch. 10 Steps to quickly grow a vibrant fan tribe ----- Swarm Queen ------ ----------- Alpha Swarmers ---------- --- Core Swarm ---
Traditional Community Swarm Community Community Owner 1) Top Down - Owner Dependent 2) Single Channel (email or web) 3) Limited reply/response levels 4) Only one Route to reach a user 5) Users are passive message receivers 6) Very difficult to grow the community 1) Bottom-Up and Sideways too! 2) Multi-channel - to suit each user pref. 3) More Replies and More Forwarding 4) Many Routes to reach a user 5) Many Users become active swarm owners 6) Users naturally invite other users etc So what is the Swarm difference? BENEFITS of Swarms in a Community: • MORE OWNERSHIP : The Community is more engaged, self-organising and more independent of the Owner • MORE RESPONSES : Messages are read by more users, are more impactful and generate more responses • MORE MESSAGES : Alpha Users encouraged to create own swarms, invite others and generate messages DIALOGUE BROADCAST Community Owner
Conclusions <ul><li>We can learn much from nature about turning audiences into communities including: </li></ul><ul><li>Collective Leadership </li></ul><ul><li>Short Messaging </li></ul><ul><li>Nested Ecosystems (size is important) </li></ul><ul><li>Clustered Engagement (reach many thru few) </li></ul><ul><li>Incubation Strategies (Ant Colonies, Queens and Alpha Swarmers!) </li></ul>
Crocodile Bird The most successful teams on the planet are not human teams The Cell Nervous Systems Ants Bees Termites Songbirds Wolves Dolphins Ecosystems Gaia Sticklebacks Geese
a presentation by: Ken Thompson www.bioteams.com www.swarmteams.com www.swarmtribes.com www.mkpress.com/bioteams www.mkpress.com/TNE Bioteams: Turning Audiences into Communities
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