Online Community Matters

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Ten minute presentation discussing to role of community attachment in building loyalty to "host" of online communities. Presented at the International Association of Business Communicaters, 2009

Online Community Matters Shelly D. Farnham, Ph.D. March 5, 2009 Panel -- IABC

Research and Development meeting social goals

Why InteractOnline? anyone, anytime, anyplace, all together Information Connection Support

How do teens use technology in their day-to-day lives?

Over one week, document social and collaborative activities

Screenshots, pictures from cell phone camera

Focus on typical use and how usage might be different than other age groups,[object Object]

Socializing and Planning Social Event Planning I am able to create groups to invite people to new events. I have created a Salsa in Seattle group for teens to learn and dance salsa. I use: Facebook and Yahoo email as my means to setting up social events I can add members Write messages for all members

Why Host a Community? Reason #1: Social media is about dialogue Not enough time to engage in 1:1 dialogue Your community members will carry the conversation for you

Why Host a Community? Reason #2: Person Joins Hosted Community Develops Attachment to Community Develops Attachment and Loyalty to Host

Pathable:Social Networking and Community Development for Events

Figure 9. Life cycle of Pathable activity before, during and after event Pathable User Behavior Over Time

Pathable BarCamp Seattle Study Questions: how important is social networking and community development at events? can Pathable help? BarCamp Seattle is a free, two-day conference held for Web 2.0 community 280 people registered for the event using Pathable 78 people total (76% male and 24% female) completed the questionnaire, 18 at the event and 60 afterwards online

Figure 6. People came to BarCamp Seattle primarily to meet others. Primary Goal in Coming to Event

Figure 7. The more peopel use Pathable, the more people they consider professional friends or colleagues. Impact on Professional Network

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Online Community Matters

1. Online Community Matters Shelly D. Farnham, Ph.D. March 5, 2009 Panel -- IABC

2. Research and Development meeting social goals

3. Why InteractOnline? anyone, anytime, anyplace, all together Information Connection Support

5. How do teens use technology in their day-to-day lives?

6. Questionnaire (18 students)

7. PowerPoint “Diary” (5 presentations)

8. Over one week, document social and collaborative activities

9. Screenshots, pictures from cell phone camera

10.

11. Socializing and Planning Social Event Planning I am able to create groups to invite people to new events. I have created a Salsa in Seattle group for teens to learn and dance salsa. I use: Facebook and Yahoo email as my means to setting up social events I can add members Write messages for all members

12. Why Host a Community? Reason #1: Social media is about dialogue Not enough time to engage in 1:1 dialogue Your community members will carry the conversation for you

13. Why Host a Community? Reason #2: Person Joins Hosted Community Develops Attachment to Community Develops Attachment and Loyalty to Host

14. Pathable:Social Networking and Community Development for Events

15. Figure 9. Life cycle of Pathable activity before, during and after event Pathable User Behavior Over Time

16. Pathable BarCamp Seattle Study Questions: how important is social networking and community development at events? can Pathable help? BarCamp Seattle is a free, two-day conference held for Web 2.0 community 280 people registered for the event using Pathable 78 people total (76% male and 24% female) completed the questionnaire, 18 at the event and 60 afterwards online

17. Figure 6. People came to BarCamp Seattle primarily to meet others. Primary Goal in Coming to Event

18. Attachment and Loyalty to the Event

19. Figure 7. The more peopel use Pathable, the more people they consider professional friends or colleagues. Impact on Professional Network

20. Impact on Attachment and Sense of Community Figure 8. The more people used pathable, the greater their sense of attachment on the identity factor, and the more their sense of community.

21.

22. Prototype: Community collage display with online photo sharing

23.

24. Impact on Neighboring

25. On Hosting a Community How to host a community: Create an environment where a group people may talk to each other Facebook groups, mailing lists, messaged boards, Ning Tips for nurturing: Set clear expectations for appropriate behavior Seed the community with desired types of people/ behavior Invite lots of people Be a part of the conversation Use moderation tools Measuring success: Count 1:20:80 – for every 1 person talking, usually 20 members and 80 lurkers Return rate

Online Community Matters

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