brand communities: grow your own fans?
DESCRIPTION
My slides for the SMI Vision 2020 event on 13 November in Zagreb. SMI VIsion 2020 is a program by Sanoma Magazines International (SMI), a business of Sanoma Magazines. SMI is responsible for Sanoma Magazines' activities in Central, Eastern and South East Europe.TRANSCRIPT
Brand Communities:
Grow your own fans?
Clo WillaertsSMI Vision 2020
Zagreb, 13 Nov 2010
About.me/clo
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
Social Media Scan - Social Sentiment Mapping
Trainings - Consultancy
Social Media Campaigns
Social Media Plan - Nurturing - Clipping Service
The human desire to connect
Howard Rheingold’s definition of virtual communities:
“cultural aggregations that emerge when enough people bump into each other often enough in cyberspace.”
Levels of participation: Forrester
Levels of participation: Altimeter
Levels of participation: Lave & Wenger (1991)
• Peripheral (i.e. Lurker) – An outside, unstructured participation
• Inbound (i.e. Novice) – Newcomer is invested in the community and heading towards full participation
• Insider (i.e. Regular) – Full committed community participant
• Boundary (i.e. Leader) – A leader, sustains membership participation and brokers interactions
• Outbound (i.e. Elder) – Process of leaving the community due to new relationships, new positions, new outlooks
People can be part of a community without ever participating
Community leader
Lave & Wenger: • task = to “sustain membership
participation and broker interaction”• rather some kind of a “connector” rather
than a figure with authority • still influential: not because he or she is a
highly active or productive community member, but because he is very good at making everybody feel at home.
Cult of Influence
Trolls vs attention
Karma as a currency in a favours econonomy
In “The Whuffie Factor”, Hunt defines “whuffie” as “the culmination of your reputation, influence, bridging and bonding capital, current and potential access to ideas, talent and resources, saved-up favors, and accomplishments.”
Virtual goods and internet tip jars: Flattr
Virtual goods and internet tip jars: Zynga & Facebook Credits
Companies: should they build, join or sponsor online
communities?
Communities vs social mediaIn a September 2009 blog post, DNet's Dion Hinchcliffe has an
interesting take on the relationship between community management and social media. He sees two main visions:
1. To be authentic and to grow properly online communities should be as completely self-organized and “unmanaged” as possible.
2. Others believe that there must be some central oversight as well as guidance and support. This view prescribes the need to actively deal with any potential risks such as 1. inappropriate use2. low return on investment, and 3. lack of alignment with business goals
Self-organised and unmanaged online communites
“Communities don't want to be managed. They want to be taken care of.”
So what are the possibilities for companies who wish to use
existing online communities to reach their business goals?
Sponsoring
Joining
Seeding
Building
Case: ABconcerts
Case: Yunomi
Sanoma case: Zappybaby
Sanoma case: Flair shopping day
Sanoma case: Libelle Lekker
Thank you
http://www.conversity.be