Social network numbers are exploding. It’s conservatively estimated there exists over 2,500 social networks globally. Over a billion people are active in tens of millions of communities and groups across many social networks. Activity and interest is high and the opportunity for brands to be part of this social space is possible through communities and groups. There are challenges however.
This presentation looks specifically at the realities surrounding communities and groups online. How communities and groups have evolved, the opportunities and challenges facing brands and their agencies and how becoming part of the conversation beyond the banner ad will be key themes.
8 Community Types
Corporate Voice Community
User‐Generated Content/ Micro Site Campaign
Associa>ons/ Subscribers Community
Peer Support Community
Why are online
It’s not a place where you win
awards for beau>ful
.. but rather to build
You win the hearts and minds
of people based on how well
you listen, contribute and react
Snapshot of Market
1,700,000,000 people online
500+ million people in social networks
Over 2,000 social networking plaYorms
Over 80 million online communi>es
US$60 billion is spent online to reach consumers
80% of companies are using LinkedIn as their primary tool
to ﬁnd employees
Metrics used to measure the
success of social media ini>a>ves
according to B2B and B2C
companies in North America
Time spent in social networks is
increasing 150% year‐on‐year
For the next 2 hours, we’ll explore…
Evolu>on of online communi>es
Approaches brands have taken to engage with online
Opportuni>es and challenges brands face when engaging
with online communi>es
Building an engagement campaign
Evolution of online communities
Adapted from presentation given by Trebor
Scholz | Department of Media Study
CompuServe allowed members to share files and
access news and events. But it also offered
something few had ever experienced – true
interaction. Those forums proved tremendously
popular and paved the way for the modern iterations
we know today.
BBSes were often run by hobbyists who
carefully nurtured the social aspects and
interest-specific nature of their projects –
which, more often than not in those early
days of computers, was technology-related.
In online communi>es it is the content that
People talk to and with each other not
because they know each other or are already
connected. Rather, because they share a
similar interest, ques>on, concern, ambi>on,
query, challenge or other issue.
People engage with each other on content
and not on connec>ons. You can meet and
share ideas with strangers because you are
both interested in the subject.
10 things your
teach you about
By Eric Fulwiler from
Social Media Today
Mind your manners
Social media is s>ll social. Even though we are interac>ng
in a virtual space, the same tradi>onal social rules, laws,
and faux pas s>ll apply. If you act like a jerk, don’t expect
Tuck in your shirt
How you present yourself is just as important in the
virtual world as it is in the real world. Make sure you are
always aware of how you appear to others.
Send a thank you card
People s>ll appreciate being appreciated. It really doesn’t
take much to convert an acquaintance to a friend, which
will oﬀer exponen>ally more value.
A simple thank you, or any genuinely human interac>on
of gra>tude goes a long way towards this goal.
Keep your elbows oﬀ the table
Ac>ng respecYully in front of others proves that you value
them, which will usually make them value you more. And
in social media, it’s all about value.
Turn your music down
Don’t contribute to the noise.
Listen to whatever you want in your own personal space,
but when your personal preferences start to become a
distrac>on to others, people will tune you out.
Finish what you started
Any way you look at it, engagement is a commitment.
When you make an eﬀort to become part of a community,
it’s not only up to you when or how olen you interact
with other members.
If you put yourself out there as a friend, be prepared to be
there when people reach out to you.
Finish your vegetables
There are some aspects of social media that aren’t sexy.
But that doesn’t mean they aren’t important to your
growth and health.
Make sure you are keeping up with the essen>als, and not
just chasing that buzz you get from a social sugar high.
Whatever happened to a good old
Some>mes all these new gadgets and thingamabobs
aren’t as important or eﬀec>ve as we make them out to
be. Some>mes a good old fashioned email, phone call, or
even in person “get‐together” can accomplish things that
social media can’t.
A man is only as good as his word.
The currency of social media is trust (or social capital).
And if people can’t trust you, you have no value to them.
Think twice before you speak.
You can always say something, but you can never take it
back. Especially in social media where everything you say
can be heard by anyone, forever, there are just too many
“ﬁnites” to not reconsider everything you say before you