Online communities: A social world

Online communities: A social world ,[object Object],[object Object],[object Object],[object Object]

Online communities: A social world ,[object Object],[object Object]

Online communities: A social world ,[object Object],[object Object],[object Object],[object Object],[object Object]

Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online community: Case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online community: Case study ,[object Object],[object Object],[object Object]

Online community: Any shared interest

Online community: Any shared interest ,[object Object],[object Object]

Online communities: A social world ,[object Object]

Online communities: A social world ,[object Object],[object Object],[object Object]

Social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online community: What influences us

Usage of Social Networks ,[object Object],[object Object],[object Object],Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007 North American Social Technographics Online Survey, Q2, 2007

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

Online communities: A social world

Tools of interaction ,[object Object]

The tools of interaction: Case study 1 ,[object Object]

The tools of interaction: Case study 1

The tools of interaction: Case study 1 ,[object Object],[object Object],[object Object],[object Object]

The tools of interaction: Case study 2 ,[object Object],[object Object]

The tools of interaction: Case study 2

The tools of interaction: Case study 2 ,[object Object]

The pattern emerging ,[object Object],[object Object],[object Object],[object Object],[object Object]

Building a community around a message ,[object Object],[object Object],[object Object],[object Object]

Online community: When things go wrong

Online communities: A social world ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online community What can we learn from this?

… who’s in charge? ,[object Object],[object Object]

Create a community policy, focusing on the desired behavior ,[object Object],[object Object],“ Be Fun, Friendly, and Informational.”

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

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

Once more (without the management speak) ,[object Object],[object Object],[object Object],[object Object]

Remember the needs of the community and prepare to participate ,[object Object],[object Object],[object Object],[object Object],[object Object]

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

To conclude ,[object Object],[object Object],[object Object],[object Object]

Thank you! ,[object Object],[object Object],[object Object],[object Object]

Online communities: A social world

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Online communities: A social world