Harnessing The Power of Online Communities

Slideshow Transcript

1. Slide 1: HARNESSING THE POWER OF ONLINE COMMUNITIES neilperkin.typepad.com http://www.flickr.com/photos/48378726@N00/
2. Slide 3: Media brands are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/
3. Slide 4: SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS Social dimensions are paramount to most people ….and most forms of entertainment “The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/
4. Slide 5: EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner http://www.flickr.com/photos/esparta/
5. Slide 6: THE RELATIONSHIP IS NO LONGER LINEAR http://www.flickr.com/photos/timothyschenck/
6. Slide 7: THE VALUE EQUATION IS CHANGING Content = Attention = Attention, Content, tools, services participation, interaction, content http://www.flickr.com/photos/wespionage/
7. Slide 8: http://www.flickr.com/photos/adviceposters/sets/72157602720078403/
8. Slide 9: ONLINE COMMUNITIES CAN BE A PUZZLE www.spy.org.es/upload/actuacion/imagen-35.jpg
9. Slide 10: IT’S NOT ABOUT THE TECHNOLOGY \"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/
10. Slide 11: COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC More authority More links More Loyal Users More traffic Higher repeat visits More useful site Higher levels of interaction More content
11. Slide 12: SO HOW CAN I CREATE A COMMUNITY?
12. Slide 13: WRONG QUESTION
13. Slide 14: “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
14. Slide 15: UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT Blog Her/Compass Partners 2008 Social Media Study
15. Slide 16: UNDERSTAND HOW THEY WORK 1 9 90 Every community has super-users – high authority, highly active Know who they are
16. Slide 17: “One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community
17. Slide 18: AND ADD VALUE \"In the past you were what you owned. Now you are what you share.\" Charles Leadbeater – We Think http://www.flickr.com/photos/artsyt/
18. Slide 19: LISTEN Act on their feedback Encourage discussion, be a part of it http://www.flickr.com/photos/twenty_questions/
19. Slide 20: KNOW YOUR AUDIENCE
20. Slide 21: “Serve their agenda not yours” …Mark Earls, author, HERD “Treat people as human beings, understand what interests them…but…if you want to engage social media creators then you have to be a part of that world” …Amelia Torode, Head of Digital Strategy, VCCP “The larger and more inclusive you aim the lower the barrier of participation you set.” …Asi Sharabi, Digital Planner, POKE “the importance and power of participatory exploration.” …Gavin Heaton, Social Media strategist “Go to where your communities are - don't expect them to come to you…and…Understand and respect the values and protocols of the community - be sensitive.” …Tom Lewis Reynier, NGO marketing strategy consultant “Be like Zorro - quick interventions and thoughts, then step back” ….Will Humphries, Planner, LOWE “Get stuck in!” ...James Cherkoff, Collaborate Marketing “Communities first (i.e. serve their interests above your own)” …David Cushman, Bauer “know your audience - then be real. and interesting.” …facu, digital creative “Do put the topic of a talk you're giving on The Power of Online Communities to your community and then watch them demonstrate The Power of Online Communities for you ;-)” …Jamie Coomber, Digital Strategist, Profero
21. Slide 22: “Serve their agenda not yours” …Mark Earls, author, HERD “Treat people as human beings, understand what interests them…but…if you want to engage social media creators then you have to be a part of that world” …Amelia Torode, Head of Digital Strategy, VCCP “The larger and more inclusive you aim the lower the barrier of participation you set.” …Asi Sharabi, Digital Planner, POKE “the importance and power of participatory exploration.” …Gavin Heaton, Social Media strategist THANK YOU Join the debate: “Go to where your communities are - don't expect them to come to you…and…Understand and respect the values and protocols of the community - be sensitive.” …Tom Lewis Reynier, NGO marketing strategy consultant neilperkin.typepad.com twitter.com/neilperkin “Be like Zorro - quick interventions and thoughts, then step back” ….Will Humphries, Planner, LOWE “Get stuck in!” ...James Cherkoff, Collaborate Marketing “Communities first (i.e. serve their interests above your own)” …David Cushman, Bauer “know your audience - then be real. and interesting.” …facu, digital creative “Do put the topic of a talk you're giving on The Power of Online Communities to your community and then watch them demonstrate The Power of Online Communities for you ;-)” …Jamie Coomber, Digital Strategist, Profero