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It’s life Jim, but not as we know it

It’s life Jim, but not as we know it. Communities en interactiviteit op cultuursites Clo Willaerts. Definitions. Virtual communities ... Howard Rheingold: “Virtual communities are cultural aggregations that emerge when enough people bump into each other often enough in cyberspace.”.

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It’s life Jim, but not as we know it

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  1. It’s life Jim, but not as we know it Communities en interactiviteit op cultuursites Clo Willaerts

  2. Definitions Virtual communities ... • Howard Rheingold: • “Virtual communities are cultural aggregations that emerge when enough people bump into each other often enough in cyberspace.”

  3. Did you say cultural aggregations? • culture = The system of shared beliefs, values, customs, behaviours, and artifacts that the members of society use to cope with their world and with one another, and that are transmitted from generation to generation through learning Internet = information overload -> community content = socially structured content

  4. Did you say cultural aggregations? 5 types of web community cultures: • support and self help: www.reumadorp.nlwww.onlinehelpdesk.bewww.webmasterworld.com • expertise and knowledge www.nursingnet.orgwww.aoir.orgwww.searchengineforums.comhttp://dmoz.orgwww.smartmobs.com • politics & activism http://belgium.indymedia.org • identity & organization www.gay.comwww.goanet.com • passion & playing www.nbak.terranet.com , fan sites e.g. Star Wars fan sites

  5. Strong communities: sense of belonging

  6. Community hexagon

  7. untapped audience 1/6 Precisely tailored content community commerce content

  8. 1/6 Precisely tailored content • Why?content - community - commerce • What?“I want what I want and I want it NOW”-> usability: make your information/content accessible • How?content syndication: let your content go viral!-> send-to-friend • Where?own website + de-centralized-> content partnerships, e.g. web feeds to other sites-> e-zine, e-mail alerts, subscription services-> RSS feeds

  9. Community-generated content: the good, the bad, and the ugly • good • article comments, article ratings, article polls • reviews and testimonials = very powerful sales channel • moderated user posts (+ reward system) e.g. http://www.slashdot.org • bad • unmoderated, unchanneled e.g. forums, chat, discussion boards • content quality e.g. www.wikipedia.org discussion • ugly • profanity • liability: laws regarding online racism, online privacy, cybercrime

  10. 2/6 Identification with the brand • brand loyalty: regular users identify with the community brand: • Closer connection, more control • More likely to initiate & continue buying • Cross- and upselling • More likely to share experiences with others • brand advocates: • testimonials, reviews • digital viral marketing: send-to-friend, ...

  11. 3/6 Awareness of other like-minded users • Show visitors there’s activity & stimulate it • Highlight posts on the opening page • Call for action • Profile a community participant >> entices others • Intriguing labeling: “The Lounge”, “’t Commeerhoekske”, “The Grapevine”, … • Design (colours, layout, …) • User-friendly navigation

  12. 3/6 Awareness of other like-minded users • A succesful community needs visible community life signs, e.g. • users online • popular/new posts • example of “invisible” community: www.vego.be • Beware of the “empty bar phenomenon” • don’t fake it! • flame wars • trolls, attention junkies • what if your users don’t like each other?

  13. 4/6 Ability to interact with others on website • interactivity is the dialog that occurs between a human being (or possibly another live creature) and a computer program/ •  • many-to-many social interaction

  14. Interactivity & communities: the big misunderstanding

  15. 5/6 Opportunity to shape the development of the website • create backchannel for feedback • -> Marketing/Consumer Research • Gain insight into what a customer wants • Gather intelligence to plan product strategies

  16. 6/6 Mutual benefits of participation • Benefits for 3 parties: • users • partners • brand • Reward system, reputation management • E.g. www.slashdot.org karma system • Sweepstakes

  17. The “coolest” communities on the web • Best cool New York women community: CAKE Best regional community: Craigslist Hottest make-new-friends community: Friendster Coolest UK viral video community: Eatmail.tv Best UK business networking community: Ecademy Best U.S. business networking community: Linkedin Best New York clubbing community: The NAUGHTY BOOTH Coolest naked Goth chick community: SuicideGirls Hippest free wireless community: Warchalking(source: trendsetters.com, Sep 2003)

  18. Trend 1: Instant messaging • MSN Instant Messaging: • 130 million people use it • 28 million of them in Europe • they send more than 2.5 billion messages each day • All-in-one instant messengers: • Jabber • Trillian • Fire (mac)

  19. Trend 2: flashmobs flash mobs & karma army • crowd inexpectedly materialize in cities, do something wacky/provo together, then disperse • are mobilized via e-mail, forums, websites, sms • press hype in summer 2003 • Link with marketing: goal = getting a lot of people to do the same thing at a specific time.

  20. Trend 3: community hypes -> viral marketing Sometimes messages explode… and become community hypes: dancing baby“I kiss you!”-guystar wars kidyours was yum” girlRed Skippy! • high speed communication, but volatile • rapid multiplication of messages: high exposure & volume, but sometimes out of control • high impact, but effect not always measurable

  21. Trend 3: digital viral marketing (2) Viral marketing is… • word of mouth via a digital platform, creating the potential for instant and exponential growth in the message’s exposure and influence. • a strategy that encourages individuals to pass on a marketing message to others. • any marketing technique that positions a group of consumers as advocates for a brand.

  22. Trend 4: social network services

  23. Trend 5: business blogs

  24. Trend 5: business blogs • Jupiter Weblogs: http://weblogs.jupiterresearch.com • Google blog: http://www.google.com/googleblog • Macromedia: http://www.markme.com/ • MarketingVox!: www.marketingvox.com/ • Marketingfacts: www.marketingfacts.nl • Quotenet: http://www.quotenet.nl • Channel 9: http://channel9.msdn.com/ • Amazon Plog: http://www.amazon.com/gp/community/plog/about.html/104-1745817-4896718 • Art of Speed weblog: http://www.gawker.com/artofspeed/ • E-consultancy: http://www.e-consultancy.com/go/SE1460232-1/444-EVAQ0-1Z8I • Guidelines: http://blogcritics.org/archives/2004/01/10/204105.php • Business Oriented Weblogs: http://www.marketingwonk.com/archives/2003/07/18/business_weblogs_the_big_list/

  25. Trend 5: business blogs • Sell ads yourself • BlogAds, Pheedo ( RSS Advertising), RSSAds • Google Adsense • Pay-per-click advertising • Pay-per-sale advertising • Ad-free site. • Weblog networks (Jupiter Media) • Data sold to advertisers. • Advertposts. Advertorial posts. • RSS • Mobile phones. Content can be sold to mobile phone vendors. • Verkoop producten via je weblog • Affiliates (Amazon, ebay, Bol) • Abonnement op het weblog • Film weblogs • Festival weblogs • Season’s weblogs • Holoday eweblogs • Guerrilla/Viral marketing

  26. Presentation overview • Definitions • Hexagon • History • Cases • Trends • Final guidelines

  27. website community site: clublogs Concept: • 1 overall community site, presenting • Newest • Most popular • Editor’s picks • Of the underlying sub communities (clublogs) • Several individual clublogs • Hosted weblog/moblog/…services • Features depend on “credits” earned

  28. Clublogs: WHO For men… e.g. • Local football club • Band of brothers • Loosely organised groups of men • Motor bikers • Neighbours • Colleagues • Brothers-in-law

  29. 10 final guidelines for a website community • A clear and realistic set of community goals. • Know what your community is • What you intend it to be • What the overall goals are >> write a realistic mission statement >> know your (future) audience!

  30. 10 final guidelines for a website community • 2. A definable and sustainable set of reasons for your community to participate. • Sometimes users have other reasons • Don’t make the focus too narrow • 3. A solid and accessible provision of community goals • Bug-free technology • User-friendly • Gets the job done

  31. 10 final guidelines for a website community • 4. A staff who are supported and understand their role. • Support and training crucial • Know the community guidelines I.e. Open Directory Project: volunteers, social control. • A supportable economic model. • … if community needs revenues to survive • Patience. • Communities don’t happen overnight…

  32. 10 final guidelines for a website community • 7. Consistency in how you present yourself to the community and how you deal with them. • Consistency = trust = loyalty • 8. Deal with the more complex and personal aspects of community. • Personal disputes, disagreements, … • Be severe but fair

  33. 10 Final guidelines for a website community • Listen and be flexible. • be ready to change if required • Admit mistakes • 10. Research. • Look at similar communities • Look at the market • Use your community as your research tool • Source: www.communityanswers.com

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