online communities: a social world
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This presentation is intended as an overview introduction to online community issues.TRANSCRIPT
Sarah Hartley NATO Shape conference Oct 2008 Page 1
Online communities: A social world
This presentation will cover;What an online community is.How those communities operate.The issues this activity raises.
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Online communities: A social world
What is an online community?
►An interactive group of people joined together by a common interest.
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Online communities: A social world
What is an online community?A community without geographical constraints.A community which is non-time specific.Can have an offline dimension – but doesn’t have to.Utilises digital tools to communicate.
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Examples
•A discussion forum where conversations develop•A custom application with profiles and connections•A group within an existing social networking site or email service.•A network of blogs.•Comments on a rating site.•Anywhere conversations and people connect and share.
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Online community: Case study
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Online community: Case study
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Online community: Case study
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Online community: Case study
Now has thousands of users a dayPolls.RSS feeds.Twitter stream.Video reports.Recognition of high-level of ownership.
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Online community: Case study
A group of techies who organise Barcamps.International network of user generated conferences.Online and offline.
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Online community: Case study
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Online community: Case study
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Online community: Case study
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Online community: Case study
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Online community: Any shared interest
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Online community: Any shared interest
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Online community: Any shared interest
What is an online community?The 10m strong group of players of World of Warcraft.
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Online community: Any shared interest
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Online communities: A social world
What is an online community?The definitions will be as diverse and varied as the human imagination.
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Online communities: A social world
All communities have in common;1. Tolerance2. Reciprocity3. Trust
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Online communities: A social world
“Interaction enables people to build communities, to commit themselves to each other, and to knit the social fabric.” (Beem 1999: 20).
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Online communities: A social world
How online communities form and developThe social networks or systems involved in a particular grouping or encounter.Welcome to Web 2.0
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Social media
Once upon a time………………….Media companies built platforms.Websites, television, newspapers.People consumed news from “destinations”People used their phones for conversation and text.Sometimes called a one to many model.WEB 1.0
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Social media
Web 1.0
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Social media
NowWe have web 2.0People consume content from where they are.There’s interaction with the provider PLUSInteraction with other users.Technology is mobile.A many-to-many model.
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Online community: What influences us
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Social media
Web 2.0
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Social media
Web 2.0
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Social media
Web 2.0
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Social media
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Usage of Social Networks
2/3 of Teens use Social Networking sites at least monthly1/5 of teens use social networks daily1/3 of Adults use at least monthly
Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007North American Social Technographics Online Survey, Q2, 2007
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Communication and Self-Expression important
Activity Frequency
See what my friends are up to: 86%
Sent a message to someone: 79%
Posted/updated my profile: 70%
Looked at profiles of people I didn’t know: 65%
Searched for someone that I used to know: 59%
Send a friend/connection request: 53%
Listened to music: 47%
Read a blog or journal: 51%
Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial):
55%
Watched a video: 40%
Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007
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Online communities: A social world
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The tools of interaction
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Tools of interaction
Interaction is the life-blood
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The tools of interaction: Case study 1
Welcome to Twitter
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The tools of interaction: Case study 1
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The tools of interaction: Case study 1
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The tools of interaction: Case study 1
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The tools of interaction: Case study 1
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The tools of interaction: Case study 1
Egyptian democracy bloggersTweet when passing through checkpointsNews of arrestsLack of message alerts = detention
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Tools of interaction
“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).
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The tools of interaction: Case study 2
What is Seesmic?“Traditional media send messages, blogs start conversations”
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The tools of interaction: Case study 2
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The tools of interaction: Case study 2
"Ten artists will interpret the concept of time found in an immersive space that allows for varying yet concurrent moments of presence."
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The pattern emerging
Communities use all available tools.Blogging is both an active and reflective community activity.Tools seamlessly integrate across platforms.Success in communities need an investment of time. "object-centered sociality." Jyri argues that social networks that succeed are based around objects, not relationships.
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Building a community around a message
Stay engaged with your community by monitoring and quickly responding. Integrate your community with real-world events. Extend the reach of your community by cross-pollinating on existing social networks.
• Obama for America while also maintaining a presence on Facebook. Videos on YouTube, Facebook, and Obama’s own network
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Obama, primary blog
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Obama on MySpace
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Obama on Facebook
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Obama on Twitter
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Online community: When things go wrong
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Online communities: A social world
There are also dangers
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Online communities: A social world
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Online communities: A social world
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Online communities: A social world
RMN_Berny: family members shovel earth into grave Wednesday, Sep. 10, 11:40 a.m. RMN_Berny: rabbi calls end to ceremonyWednesday, Sep. 10, 11:28 a.m. RMN_Berny: rabbi chanting final prayer in hebrewWednesday, Sep. 10, 11:27 a.m. RMN_Berny: earth being placed on coffin.Wednesday, Sep. 10, 11:22 a.m. RMN_Berny: rabbi recites the main hebrew prayer of deathWednesday, Sep. 10, 11:20 a.m. RMN_Berny: rabbi zucker prayingWednesday, Sep. 10, 11:18 a.m. RMN_Berny: coffin lowered into groundWednesday, Sep. 10, 11:18 a.m. RMN_Berny: people gathering at gravesideWednesday, Sep. 10, 11:14 a.m. RMN_Berny: procession beginsWednesday, Sep. 10, 11:01 a.m.
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Online community
What can we learn from this?
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… who’s in charge?
Control is in the hands of the participants, often yielding seemingly unpredictable results. Institutions must relinquish control or risk ending up with an empty community or — for companies — brand backlash.
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Create a community policy, focusing on the desired behavior
Set the tone by developing community guidelines that outline the expected behavior of the community. Prominently publish desired guidelines focusing on the positive, rather than create a long list of prohibited actions. “Be Fun, Friendly, and
Informational.”
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Figure 2: A Taxonomy Of Detractors
Legitimate complainer Needs help withproducts orservices orwants to warnothers
Raises legitimate issue; may use strong language but seems open to reason
Solve problems or explain policies, publicly if possible
Competitor Want to promote competing products
Continues to mention other brands; parrots their marketing messages
Engage rationally and respectfully with your company’s perspective
Engaged critic Think they can make things better
Makes suggestions, not just complaints; responds intelligently to others’ criticisms
Create forum to encourage discussion; recognize good ideas publicly
Flamer Like to argue with other members
Tend to participate in “flame wars” and may have specific other members they target
Refocus discussion on higher goals of community
Troublemaker Have a grudge against company; hope to create problems
Complains continuously and cannot be satisfied; uses incendiary language
Address individually and privately, if complaints continue in face of attempts to resolve, remove from community
Type of detractorWhy they
make trouble How to recognizeWhat youshould do
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Recognise those dangers
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A four step approach
POST
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
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Once more (without the management speak)
Understand the community – loves, hates, motivations.Be clear about what you expect.Plan for all eventualities – one certainty is not everyone will love you.Choose your tools wisely – just because you can doesn’t mean you should.
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Remember the needs of the community and prepare to participate
Success depends on interests of members firstValuable Content is defined by what’s valuable to the community — which means most traditional advertising and marketing materials don’t count.
•Help docs•Behind-the-scenes videos •Sneak previews
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Recommendations
Act more like a host at a party, rather than a cop.The power is in the hands of the community.Traditional marketing tactics do not apply.Develop your POST methodology.
• People, Objectives, Strategy, Tools
Understand Objectives.• Listening• Talking• Energizing• Supporting• Embracing
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To conclude
Understand your community.Get to grips with the technology.But most of all……..
Participate for success.
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Thank you!
Background information, follow up material and contact details.
Plus an ongoing conversation!
Available @
www.sarahhartley.wordpress.com.