Online communities: A social world


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This presentation is intended as an overview introduction to online community issues.

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Online communities: A social world

  1. 1. Online communities: A social world <ul><li>This presentation will cover; </li></ul><ul><li>What an online community is. </li></ul><ul><li>How those communities operate. </li></ul><ul><li>The issues this activity raises. </li></ul>
  2. 2. Online communities: A social world <ul><li>What is an online community? </li></ul><ul><li>An interactive group of people joined together by a common interest. </li></ul>
  3. 3. Online communities: A social world <ul><li>What is an online community? </li></ul><ul><li>A community without geographical constraints. </li></ul><ul><li>A community which is non-time specific. </li></ul><ul><li>Can have an offline dimension – but doesn’t have to. </li></ul><ul><li>Utilises digital tools to communicate. </li></ul>
  4. 4. Examples <ul><li>A discussion forum where conversations develop </li></ul><ul><li>A custom application with profiles and connections </li></ul><ul><li>A group within an existing social networking site or email service. </li></ul><ul><li>A network of blogs. </li></ul><ul><li>Comments on a rating site. </li></ul><ul><li>Anywhere conversations and people connect and share. </li></ul>
  5. 5. Online community: Case study
  6. 6. Online community: Case study
  7. 7. Online community: Case study
  8. 8. Online community: Case study <ul><li>Now has thousands of users a day </li></ul><ul><li>Polls. </li></ul><ul><li>RSS feeds. </li></ul><ul><li>Twitter stream. </li></ul><ul><li>Video reports. </li></ul><ul><li>Recognition of high-level of ownership. </li></ul>
  9. 9. Online community: Case study <ul><li>A group of techies who organise Barcamps. </li></ul><ul><li>International network of user generated conferences. </li></ul><ul><li>Online and offline. </li></ul>
  10. 10. Online community: Case study
  11. 11. Online community: Case study
  12. 12. Online community: Case study
  13. 13. Online community: Case study
  14. 14. Online community: Any shared interest
  15. 15. Online community: Any shared interest
  16. 16. Online community: Any shared interest <ul><li>What is an online community? </li></ul><ul><li>The 10m strong group of players of World of Warcraft. </li></ul>
  17. 17. Online community: Any shared interest
  18. 18. Online communities: A social world <ul><li>What is an online community? </li></ul><ul><li>The definitions will be as diverse and varied as the human imagination. </li></ul>
  19. 19. Online communities: A social world <ul><li>All communities have in common; </li></ul><ul><li>1. Tolerance </li></ul><ul><li>2. Reciprocity </li></ul><ul><li>3. Trust </li></ul>
  20. 20. Online communities: A social world <ul><li>“ Interaction enables people to build communities, to commit themselves to each other, and to knit the social fabric.” (Beem 1999: 20). </li></ul>
  21. 21. Online communities: A social world <ul><li>How online communities form and develop </li></ul><ul><li>The social networks or systems involved in a particular grouping or encounter. </li></ul><ul><li>Welcome to Web 2.0 </li></ul>
  22. 22. Social media <ul><li>Once upon a time…………………. </li></ul><ul><li>Media companies built platforms. </li></ul><ul><li>Websites, television, newspapers. </li></ul><ul><li>People consumed news from “destinations” </li></ul><ul><li>People used their phones for conversation and text. </li></ul><ul><li>Sometimes called a one to many model. </li></ul><ul><li>WEB 1.0 </li></ul>
  23. 23. Social media <ul><li>Web 1.0 </li></ul>
  24. 24. Social media <ul><li>Now </li></ul><ul><li>We have web 2.0 </li></ul><ul><li>People consume content from where they are. </li></ul><ul><li>There’s interaction with the provider PLUS </li></ul><ul><li>Interaction with other users. </li></ul><ul><li>Technology is mobile. </li></ul><ul><li>A many-to-many model. </li></ul>
  25. 25. Online community: What influences us
  26. 26. Social media <ul><li>Web 2.0 </li></ul>
  27. 27. Social media <ul><li>Web 2.0 </li></ul>
  28. 28. Social media <ul><li>Web 2.0 </li></ul>
  29. 29. Social media
  30. 30. Usage of Social Networks <ul><li>2/3 of Teens use Social Networking sites at least monthly </li></ul><ul><li>1/5 of teens use social networks daily </li></ul><ul><li>1/3 of Adults use at least monthly </li></ul>Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007 North American Social Technographics Online Survey, Q2, 2007
  31. 31. Communication and Self-Expression important Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 40% Watched a video: 55% Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): 51% Read a blog or journal: 47% Listened to music: 53% Send a friend/connection request: 59% Searched for someone that I used to know: 65% Looked at profiles of people I didn’t know: 70% Posted/updated my profile: 79% Sent a message to someone: 86% See what my friends are up to: Frequency Activity
  32. 32. Online communities: A social world
  33. 33. The tools of interaction
  34. 34. Tools of interaction <ul><li>Interaction is the life-blood </li></ul>
  35. 35. The tools of interaction: Case study 1 <ul><li>Welcome to Twitter </li></ul>
  36. 36. The tools of interaction: Case study 1
  37. 37. The tools of interaction: Case study 1
  38. 38. The tools of interaction: Case study 1
  39. 39. The tools of interaction: Case study 1
  40. 40. The tools of interaction: Case study 1 <ul><li>Egyptian democracy bloggers </li></ul><ul><li>Tweet when passing through checkpoints </li></ul><ul><li>News of arrests </li></ul><ul><li>Lack of message alerts = detention </li></ul>
  41. 41. Tools of interaction <ul><li>“ However minor they seem, any tool that improves shared awareness or group coordination can be pressed into service for political means, because the freedom to act in a group is inherently political.” Clay Sharky . 2008 (Here comes everybody). </li></ul>
  42. 42. The tools of interaction: Case study 2 <ul><li>What is Seesmic? </li></ul><ul><li>“ Traditional media send messages, blogs start conversations” </li></ul>
  43. 43. The tools of interaction: Case study 2
  44. 44. The tools of interaction: Case study 2 <ul><li>&quot;Ten artists will interpret the concept of time found in an immersive space that allows for varying yet concurrent moments of presence.&quot; </li></ul>
  45. 46. The pattern emerging <ul><li>Communities use all available tools. </li></ul><ul><li>Blogging is both an active and reflective community activity. </li></ul><ul><li>Tools seamlessly integrate across platforms. </li></ul><ul><li>Success in communities need an investment of time. </li></ul><ul><li>&quot;object-centered sociality.&quot; Jyri argues that social networks that succeed are based around objects, not relationships. </li></ul>
  46. 47. Building a community around a message <ul><li>Stay engaged with your community by monitoring and quickly responding. </li></ul><ul><li>Integrate your community with real-world events. </li></ul><ul><li>Extend the reach of your community by cross-pollinating on existing social networks. </li></ul><ul><ul><li>Obama for America while also maintaining a presence on Facebook. Videos on YouTube, Facebook, and Obama’s own network </li></ul></ul>
  47. 48. Obama, primary blog
  48. 49. Obama on MySpace
  49. 50. Obama on Facebook
  50. 51. Obama on Twitter
  51. 52. Online community: When things go wrong
  52. 53. Online communities: A social world <ul><li>There are also dangers </li></ul>
  53. 54. Online communities: A social world
  54. 55. Online communities: A social world
  55. 56. Online communities: A social world <ul><li>RMN_Berny: family members shovel earth into grave Wednesday, Sep. 10, 11:40 a.m. RMN_Berny: rabbi calls end to ceremony Wednesday, Sep. 10, 11:28 a.m. </li></ul><ul><li>RMN_Berny: rabbi chanting final prayer in hebrew Wednesday, Sep. 10, 11:27 a.m. </li></ul><ul><li>RMN_Berny: earth being placed on coffin. Wednesday, Sep. 10, 11:22 a.m. </li></ul><ul><li>RMN_Berny: rabbi recites the main hebrew prayer of death Wednesday, Sep. 10, 11:20 a.m. </li></ul><ul><li>RMN_Berny: rabbi zucker praying Wednesday, Sep. 10, 11:18 a.m. </li></ul><ul><li>RMN_Berny: coffin lowered into ground Wednesday, Sep. 10, 11:18 a.m. </li></ul><ul><li>RMN_Berny: people gathering at graveside Wednesday, Sep. 10, 11:14 a.m. </li></ul><ul><li>RMN_Berny: procession begins Wednesday, Sep. 10, 11:01 a.m. </li></ul>
  56. 57. Online community What can we learn from this?
  57. 58. … who’s in charge? <ul><li>Control is in the hands of the participants, often yielding seemingly unpredictable results. </li></ul><ul><li>Institutions must relinquish control or risk ending up with an empty community or — for companies — brand backlash. </li></ul>
  58. 59. Create a community policy, focusing on the desired behavior <ul><li>Set the tone by developing community guidelines that outline the expected behavior of the community. </li></ul><ul><li>Prominently publish desired guidelines focusing on the positive, rather than create a long list of prohibited actions. </li></ul>“ Be Fun, Friendly, and Informational.”
  59. 60. Figure 2: A Taxonomy Of Detractors Type of detractor Why they make trouble How to recognize What you should do Address individually and privately, if complaints continue in face of attempts to resolve, remove from community Complains continuously and cannot be satisfied; uses incendiary language Have a grudge against company; hope to create problems Troublemaker Refocus discussion on higher goals of community Tend to participate in “flame wars” and may have specific other members they target Like to argue with other members Flamer Create forum to encourage discussion; recognize good ideas publicly Makes suggestions, not just complaints; responds intelligently to others’ criticisms Think they can make things better Engaged critic Engage rationally and respectfully with your company’s perspective Continues to mention other brands; parrots their marketing messages Want to promote competing products Competitor Solve problems or explain policies, publicly if possible Raises legitimate issue; may use strong language but seems open to reason Needs help with products or services or wants to warn others Legitimate complainer
  60. 61. Recognise those dangers
  61. 62. A four step approach People Assess your customers’ Social Technographics profile Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T
  62. 63. Once more (without the management speak) <ul><li>Understand the community – loves, hates, motivations. </li></ul><ul><li>Be clear about what you expect. </li></ul><ul><li>Plan for all eventualities – one certainty is not everyone will love you. </li></ul><ul><li>Choose your tools wisely – just because you can doesn’t mean you should. </li></ul>
  63. 64. Remember the needs of the community and prepare to participate <ul><li>Success depends on interests of members first </li></ul><ul><li>Valuable Content is defined by what’s valuable to the community — which means most traditional advertising and marketing materials don’t count. </li></ul><ul><ul><li>Help docs </li></ul></ul><ul><ul><li>Behind-the-scenes videos </li></ul></ul><ul><ul><li>Sneak previews </li></ul></ul>
  64. 65. Recommendations <ul><li>Act more like a host at a party, rather than a cop. </li></ul><ul><li>The power is in the hands of the community. </li></ul><ul><li>Traditional marketing tactics do not apply. </li></ul><ul><li>Develop your POST methodology. </li></ul><ul><ul><li>People, Objectives, Strategy, Tools </li></ul></ul><ul><li>Understand Objectives. </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Talking </li></ul></ul><ul><ul><li>Energizing </li></ul></ul><ul><ul><li>Supporting </li></ul></ul><ul><ul><li>Embracing </li></ul></ul>
  65. 66. To conclude <ul><li>Understand your community. </li></ul><ul><li>Get to grips with the technology. </li></ul><ul><li>But most of all…….. </li></ul><ul><li>Participate for success. </li></ul>
  66. 67. Thank you! <ul><li>Background information, follow up material and contact details. </li></ul><ul><li>Plus an ongoing conversation! </li></ul><ul><li>Available @ </li></ul><ul><li> </li></ul>