Engage Your Community

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Presentation delivered on November 14, 2012 at the newmarketing.me conference in El Salvador

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  • Engage Your Community

    1. 1. Engage Your CommunityNovember 14, 2012 Alex de Carvalho ● @alexdc
    2. 2. Alex de Carvalho @alexdc twitter.com/alexdclinkedin.com/in/alexdc facebook.com/alexdc alexdc.org
    3. 3. I create spaces for individuals,companies, and brands to connect Desarollo espacios para conectar los individuos, las empresas y las marcas
    4. 4. About me ...
    5. 5. Securingthe ClicksNetwork Securityin the Age ofSocial Media
    6. 6. I am half-Brazilian and half-Finnish
    7. 7. But enough about me, let’s talk about ... You Community Some Concepts Why focus on tech communities? What Now?
    8. 8. You want to ... • Extend your social network and make new friendships Learn something newYou • • Find work and projects • Bounce your ideas off like-minded people • Not feel alone • Access resources: space, marketing, funds
    9. 9. A source of ...• Like-minded people• Learning• Work and projects Community• New ideas as well as people who understand your ideas• Fellowship and togetherness• Space, marketing, funds
    10. 10. Profitable You Persona CommunityWhen you provide service/value to others, it always reflects positively on you
    11. 11. Profitable You Persona CommunityHow do YOU make a difference in your community?
    12. 12. The pyramid of influence Influence Authority Reputation Identity Credibility Presence alex de carvalho @alexdc
    13. 13. • "80 percent of success is just showing up"  — Influence Woody Allen •Online, you publish yourself into existenceAuthority •First step is to determine your objective(s)Reputation •Next steps include choosing the platform(s) (blog, Facebook, Twitter, etc.) and creating your Identity profile (bio, avatar, etc.)CredibilityPresence Personal Branding vs. Profitable Persona: •Image vs Personality •Commercial focus vs Paying things forward •The value you derive vs The value you add
    14. 14. •Credibility is about trustworthiness and Influence expertiseAuthority •Are you a consistent source of reliable information?Reputation •Do you have extensive knowledge or ability Identity (or interest) about a certain topic?Credibility •Every post you publish will add to or subtract from your credibility Presence The profitable persona publishes and curates
    15. 15. • Your presence and history of publishing uniquely describes who you are Influence • Your interactions and relationships with othersAuthority help authenticate who you are (ie., who you areReputation is who you say you are) Identity • Interacting with others in real-life situations, including publishing photos taken together,Credibility help cement your identity Presence The profitable persona is authenticated through interactions with others and is associated with a set of communities
    16. 16. • The dynamic and ever-changing measure of Influence what others believe about youAuthority • Changes in credibility and identity will impact reputation both negatively and positivelyReputation • It is out of the individual’s power to control and Identity manipulate (ie., “you cannot fool all of the people all of the time”)Credibility Presence The profitable persona is perceived as a valuable contributor to the community
    17. 17. • Recognized expertise and an esteemed reputation will vest an individual with a higher Influence social position for any given topicAuthority • The scope of a person’s authority depends on their ability to reach other leaders and people inReputation the same field • Once achieved, authority may outlast Identity reputation and subjects may follow regardless of consequent effects on other peopleCredibility • The profitable persona acts in accordance with a Presence high ethical value system The profitable persona rewards community members for their participation, longevity, and quality of contributions (social capital)
    18. 18. • Do you bear social proof for others to follow? Influence •Your cues are interpreted by othersAuthority •In ambiguous situations, your exampleReputation determines the correct way to behave Identity • Do people conform in order to be liked?Credibility The profitable persona helps define ethical social Presence norms and becomes a steward of the community’s shared understanding (social construct)
    19. 19. Before a community is formed, potentialcommunity members are as fickle as crabs
    20. 20. They are quick to hole-up and hide out
    21. 21. But they are not alone
    22. 22. It took us 3 months to organize our first meetup ... and only 5people showed up (including the photographer) @robertmurray @cwsaylor @brianbreslin @alexdc
    23. 23. But we persevered, meeting up monthly ....
    24. 24. Within 18 months, our meetups averaged 100 peopleand our community grew to over 2,500 members
    25. 25. RefreshMiami: new media community - South Florida’s largest web community - Established March 2006 - Over 2,500 members - Monthly meetups average 150 participants http://refreshmiami.org
    26. 26. Social Media Club of South Florida Established September 2008 - Over 2,500 members - Monthly meetups average 100 participants Expand media literacy Share lessons learned Adopt industry standards Promote ethical practices facebook.com/groups/smcsf
    27. 27. BarCamp Miami- Web and new media “un”conference- Over 1,500 have attended five events- Supported by over 60 company sponsorships http://barcampmiami.org
    28. 28. First one in June 2012:16 presenters & 300 attendees
    29. 29. 500 people joined for the conferenceand networking in May 2012
    30. 30. Community spawns communities, like rainfall makes things grow • RefreshMiami • BarCamp Miami • Social Media Club South Florida • Mobile Monday Miami • Tech Tuesday • Tweetups • Coworking Miami • Ruby Brigade • iPhone Lovers Meetup • Wordpress Meetup
    31. 31. Many other models to create / copy• The Hatchery• TechCocktail When you create a new community based on• OpenCoffee what exists in other parts• World Café of the world, those• First Tuesday international communities• Twiistup start noticing you!• etc.
    32. 32. The thing is, we have shared interests ... It’s the reason we speak to each other and not someone else
    33. 33. Shared interestsmeans passionsin common
    34. 34. Shared interests means helping each other
    35. 35. Shared interests means having a commonlanguage, vocabulary, stories, and inside jokes Text Text
    36. 36. And spaces acquire shared meaning
    37. 37. The market for sharedexperiences is inexhaustible
    38. 38. (just use the bathroom first!)
    39. 39. Connecting through shared interests
    40. 40. Why focus on tech communities?"The digital economy is absolutely central to the futureof wealth creation.Although we are living in an increasingly globalisedworld, it is local communities rather than nations thatare becoming more important"Chris Clark, BT Chief Executive, February 18, 2010
    41. 41. Why is tech important? “The key to economic growth lies not just in the ability to attract the creative class, but to translate that underlying advantage into creative economic outcomes in the form of new ideas, new high-tech businesses and regional growth.” Richard Florida
    42. 42. Why is tech important?• White collar, well-paid, culturally curious• Driver of economic development• Attracts innovation, talent, and money• All industries need tech to remain competitive • Real Estate • Tourism & Hospitality • Healthcare • Banking • Journalism / Media • etc.
    43. 43. @gapingvoid
    44. 44. The right type of community• Identify community needs• Large & all-inclusive or small & focused• Online & Offline
    45. 45. Community Management• Seeding • Introduce yourselves • Blogging Challenge• Identify early leaders• Policies• Enforcement• Executive Committees• Events• Communities are often very local
    46. 46. Event / Meetup Format• “Open-source” culture and ethics• Networking --> panel --> networking• Master of Ceremonies & Moderator• Low-stress, informal, “Beer and Pizza”• Quality presenters• Awards
    47. 47. Consistent Date & Location• The right meeting venue depends on objectives and size of group • Universities • Hotels • Coworking locations• Coordination with other event organizers• “City” calendar for better coordination
    48. 48. Sponsorship• Networking should be free• Proximity to bar or restaurant• Sponsor pays vendors directly• Company involvement
    49. 49. Use Social Networks• Google groups• LinkedIn• Facebook• Twitter• Eventbrite registrations
    50. 50. Got questions? Here’s where to find me Alex de Carvalho @alexdc twitter.com/alexdc linkedin.com/in/alexdc facebook.com/alexdc alexdc.org
    51. 51. Engage Your CommunityNovember 14, 2012 Alex de Carvalho ● @alexdc

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