2012 12 Digital Leaders Executive Briefing Part
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Transcript of 2012 12 Digital Leaders Executive Briefing Part
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CommunitiesThe Evolution and Nature of Community Groups
Gillian Muessig | Founding President
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World’s most popular provider of search marketing software
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Cosmic cluster
Look for patterns in clusters
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Single cell cluster
See the patterns?
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Aspen tree cluster
Many tree tops; single root structure
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Coral cluster
Endangered community
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Fish cluster
School of fish
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Bird cluster
Flock of herons
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Human cluster
Human communities
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Human cluster
Obama inauguration day 2009
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Clusters ≠ Communities
Interest Groups
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Interest Group
Girl Scouts
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Brand “community” (group)
Harley Davidson
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Gaming “community” (group)
World of Warcraft – Second Life - others
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Industry Community
American Medical Association
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Event Community
EmMeCon
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Tech Corporate Community
SEOmoz Community
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Political Community
Third Reich
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Social Community Platforms
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Anthropology of Communities
•Shared Values•Shared Goals•Shared Experience
It’s not about your product
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Live trumps online
The nature of communities
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Human communication learning
The nature of communities
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Shared Values
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Shared Goals
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Shared Experience
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People - Personas
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Faster
Online communities “happen” faster
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Reformation
Online communities are reforming global and local power relationships
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Communities in context
Online communities operate in the context of the social & political worlds in which they are developed
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Reformation
Online communities are not exempt from the rules and norms of the world
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Rise of Global Network Governance
The rise of Global Network Governance is a process…
•Shaped by states, but not controlled by them•Shaped by corporations, individuals, non-governmental organizations, and other groups
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Rise of Global Network Governance
So far, no entity trumps the others
•Realists claim the State holds the trump card•Marxists claim that it Capital is in the driver’s seat
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Rise of Global Network Governance
History shows ultimately it is the People who are in charge and new connective technologies only increase their power and ability to organize collective action
“Panarchy: Governance in the Network Age” - Paul Hartzog
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Rise of Global Network Governance
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Perspective
Online communities are not the scourge of the earth
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Perspective
They help isolated people to connect
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Perspective
Social communities connect disparate cultures
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Perspective
They support the grieving
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Perspective
Enable us to share our interests
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Perspective
And like fire, social communities require vigilance and care in handling