Hide Notes 

Slide 1: Online communities: A social world This presentation will cover; What an online community is. How those communities operate. The issues this activity raises. Sarah Hartley NATO Shape conference Oct 2008 Page 1
Slide 2: Online communities: A social world What is an online community? ►An interactive group of people joined together by a common interest. Sarah Hartley NATO Shape conference Oct 2008 Page 2
Slide 3: 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. Sarah Hartley NATO Shape conference Oct 2008 Page 3
Slide 4: 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. Sarah Hartley NATO Shape conference Oct 2008 Page 4
Slide 5: Online community: Case study Sarah Hartley NATO Shape conference Oct 2008 Page 5
Slide 6: Online community: Case study Sarah Hartley NATO Shape conference Oct 2008 Page 6
Slide 7: Online community: Case study Sarah Hartley NATO Shape conference Oct 2008 Page 7
Slide 8: Online community: Case study Now has thousands of users a day Polls. RSS feeds. Twitter stream. Video reports. Recognition of high-level of ownership. Sarah Hartley NATO Shape conference Oct 2008 Page 8
Slide 9: Online community: Case study A group of techies who organise Barcamps. International network of user generated conferences. Online and offline. Sarah Hartley NATO Shape conference Oct 2008 Page 9
Slide 10: Online community: Case study Sarah Hartley NATO Shape conference Oct 2008 Page 10
Slide 11: Online community: Case study Sarah Hartley NATO Shape conference Oct 2008 Page 11
Slide 12: Online community: Case study Sarah Hartley NATO Shape conference Oct 2008 Page 12
Slide 13: Online community: Case study Sarah Hartley NATO Shape conference Oct 2008 Page 13
Slide 14: Online community: Any shared interest Sarah Hartley NATO Shape conference Oct 2008 Page 14
Slide 15: Online community: Any shared interest Sarah Hartley NATO Shape conference Oct 2008 Page 15
Slide 16: Online community: Any shared interest What is an online community? The 10m strong group of players of World of Warcraft. Sarah Hartley NATO Shape conference Oct 2008 Page 16
Slide 17: Online community: Any shared interest Sarah Hartley NATO Shape conference Oct 2008 Page 17
Slide 18: Online communities: A social world What is an online community? The definitions will be as diverse and varied as the human imagination. Sarah Hartley NATO Shape conference Oct 2008 Page 18
Slide 19: Online communities: A social world All communities have in common; 1. Tolerance 2. Reciprocity 3. Trust Sarah Hartley NATO Shape conference Oct 2008 Page 19
Slide 20: 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). Sarah Hartley NATO Shape conference Oct 2008 Page 20
Slide 21: Online communities: A social world How online communities form and develop The social networks or systems involved in a particular grouping or encounter. Welcome to Web 2.0 Sarah Hartley NATO Shape conference Oct 2008 Page 21
Slide 22: 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 Sarah Hartley NATO Shape conference Oct 2008 Page 22
Slide 23: Social media Web 1.0 Sarah Hartley NATO Shape conference Oct 2008 Page 23
Slide 24: Social media Now We have web 2.0 People consume content from where they are. There’s interaction with the provider PLUS Interaction with other users. Technology is mobile. A many-to-many model. Sarah Hartley NATO Shape conference Oct 2008 Page 24
Slide 25: Online community: What influences us Sarah Hartley NATO Shape conference Oct 2008 Page 25
Slide 26: Social media Web 2.0 Sarah Hartley NATO Shape conference Oct 2008 Page 26
Slide 27: Social media Web 2.0 Sarah Hartley NATO Shape conference Oct 2008 Page 27
Slide 28: Social media Web 2.0 Sarah Hartley NATO Shape conference Oct 2008 Page 28
Slide 29: Social media Sarah Hartley NATO Shape conference Oct 2008 Page 29
Slide 30: Usage of Social Networks 2/3 of Teens use Social Networking sites at least monthly 1/5 of teens use social networks daily 1/3 of Adults use at least monthly Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007 North American Social Technographics Online Survey, Q2, 2007 Sarah Hartley NATO Shape conference Oct 2008 Page 30
Slide 31: Communication and Self-Expression important Activity See what my friends are up to: Sent a message to someone: Posted/updated my profile: Looked at profiles of people I didn’t know: Searched for someone that I used to know: Send a friend/connection request: Listened to music: Read a blog or journal: Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): Watched a video: Frequency 86% 79% 70% 65% 59% 53% 47% 51% 55% 40% Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 Sarah Hartley NATO Shape conference Oct 2008 Page 31
Slide 32: Online communities: A social world Sarah Hartley NATO Shape conference Oct 2008 Page 32
Slide 33: The tools of interaction Sarah Hartley NATO Shape conference Oct 2008 Page 33
Slide 34: Tools of interaction Interaction is the life-blood Sarah Hartley NATO Shape conference Oct 2008 Page 34
Slide 35: The tools of interaction: Case study 1 Welcome to Twitter Sarah Hartley NATO Shape conference Oct 2008 Page 35
Slide 36: The tools of interaction: Case study 1 Sarah Hartley NATO Shape conference Oct 2008 Page 36
Slide 37: The tools of interaction: Case study 1 Sarah Hartley NATO Shape conference Oct 2008 Page 37
Slide 38: The tools of interaction: Case study 1 Sarah Hartley NATO Shape conference Oct 2008 Page 38
Slide 39: The tools of interaction: Case study 1 Sarah Hartley NATO Shape conference Oct 2008 Page 39
Slide 40: The tools of interaction: Case study 1 Egyptian democracy bloggers Tweet when passing through checkpoints News of arrests Lack of message alerts = detention Sarah Hartley NATO Shape conference Oct 2008 Page 40
Slide 41: 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). Sarah Hartley NATO Shape conference Oct 2008 Page 41
Slide 42: The tools of interaction: Case study 2 What is Seesmic? “Traditional media send messages, blogs start conversations” Sarah Hartley NATO Shape conference Oct 2008 Page 42
Slide 43: The tools of interaction: Case study 2 Sarah Hartley NATO Shape conference Oct 2008 Page 43
Slide 44: 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." Sarah Hartley NATO Shape conference Oct 2008 Page 44
Slide 45: Sarah Hartley NATO Shape conference Oct 2008 Page 45
Slide 46: 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. Sarah Hartley NATO Shape conference Oct 2008 Page 46
Slide 47: 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 Sarah Hartley NATO Shape conference Oct 2008 Page 47
Slide 48: Obama, primary blog Sarah Hartley NATO Shape conference Oct 2008 Page 48
Slide 49: Obama on MySpace Sarah Hartley NATO Shape conference Oct 2008 Page 49
Slide 50: Obama on Facebook Sarah Hartley NATO Shape conference Oct 2008 Page 50
Slide 51: Obama on Twitter Sarah Hartley NATO Shape conference Oct 2008 Page 51
Slide 52: Online community: When things go wrong Sarah Hartley NATO Shape conference Oct 2008 Page 52
Slide 53: Online communities: A social world There are also dangers Sarah Hartley NATO Shape conference Oct 2008 Page 53
Slide 54: Online communities: A social world Sarah Hartley NATO Shape conference Oct 2008 Page 54
Slide 55: Online communities: A social world Sarah Hartley NATO Shape conference Oct 2008 Page 55
Slide 56: 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 ceremony Wednesday, Sep. 10, 11:28 a.m. RMN_Berny: rabbi chanting final prayer in hebrew Wednesday, 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 death Wednesday, Sep. 10, 11:20 a.m. RMN_Berny: rabbi zucker praying Wednesday, Sep. 10, 11:18 a.m. RMN_Berny: coffin lowered into ground Wednesday, Sep. 10, 11:18 a.m. RMN_Berny: people gathering at graveside Wednesday, Sep. 10, 11:14 a.m. RMN_Berny: procession begins Wednesday, Sep. 10, 11:01 a.m. Sarah Hartley NATO Shape conference Oct 2008 Page 56
Slide 57: Online community What can we learn from this? Sarah Hartley NATO Shape conference Oct 2008 Page 57
Slide 58: … 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. Sarah Hartley NATO Shape conference Oct 2008 Page 58
Slide 59: 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.” Sarah Hartley NATO Shape conference Oct 2008 Page 59
Slide 60: Figure 2: A Taxonomy Of Detractors Type of detractor Legitimate complainer Why they make trouble Needs help with products or services or wants to warn others Want to promote competing products How to recognize Raises legitimate issue; may use strong language but seems open to reason What you should do Solve problems or explain policies, publicly if possible Competitor Continues to mention other brands; parrots their marketing messages Makes suggestions, not just complaints; responds intelligently to others’ criticisms Engage rationally and respectfully with your company’s perspective Create forum to encourage discussion; recognize good ideas publicly Engaged critic Think they can make things better 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 Sarah Hartley NATO Shape conference Oct 2008 Page 60
Slide 61: Recognise those dangers Sarah Hartley NATO Shape conference Oct 2008 Page 61
Slide 62: A four step approach P O S T Sarah Hartley 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 NATO Shape conference Oct 2008 Page 62
Slide 63: 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. Sarah Hartley NATO Shape conference Oct 2008 Page 63
Slide 64: Remember the needs of the community and prepare to participate Success depends on interests of members first Valuable 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 Sarah Hartley NATO Shape conference Oct 2008 Page 64
Slide 65: 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 Sarah Hartley NATO Shape conference Oct 2008 Page 65
Slide 66: To conclude Understand your community. Get to grips with the technology. But most of all…….. Participate for success. Sarah Hartley NATO Shape conference Oct 2008 Page 66
Slide 67: Thank you! Background information, follow up material and contact details. Plus an ongoing conversation! Available @ www.sarahhartley.wordpress.com. Sarah Hartley NATO Shape conference Oct 2008 Page 67