Capturing Communities

The Good Ole Days of Corporate Media...We will decide what you want & need

Central editorial control

Government regulation (censorship)

One-way communication

Limited channels of information

A huge amount of consumers don’t believe that companies tell the truth in advertising and marketing -- Yankelowich

76%

There is still one trusted medium left in the world

Their Friends

Their Friends

Me and My Friends

are you communicating with your customers like the individuals they are?you

In the new free market, individual customers expect to be listened to.

They not only expect it, they demand it.

are you communicating with your customers like the individuals they are?you

In the new free market, individual customers expect to be listened to.

They not only expect it, they demand it.

Expectation Shift

Customer

You

The new empowered customer believes that they lead the relationship

You better know who they are andwhat they want.

Customer

You

The new empowered customer believes that they lead the relationship

You better know who they are andwhat they want.

Another Thing

You’re not always invited to the conversation

Customers

Customers

Customers You must find a way to authentically join the conversation.

You

You’re not always invited to the conversation

You

Customers

Customers

Customers Better yet, you need to be at the center of the conversation

When forming an opinion of a company how credible would the information be from...

People Trust People

Edelman Trust Barometer - 2006

%

Academic 62

Doctor or similar 62

Person like yourself or a peer 61

Financial Analyst 58

NGO Rep 58

Accountant 53

Lawyer 36

Regular employee 33

CEO 29

Union 19

Entertainer 17

PR person 16

Blogger 15

People like yourself

“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s people who are taking control.” - Rupert Murdoch, quoted in Wired, July 2006

just an ignored realityThis is not a new hype....

A selective history of trust in peers

1955 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising

196736% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision

2001 Diffusion studies found that WOM is 10x more effective than media advertising

2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006

You can’t control word of mouth (community), you can only guide it

Do you have the stomach to play in this game?

Jargon Check

Terms Sites

Social Media Facebook

Communities MySpace

Blog LinkedIN

Blogosphere Flickr

UGC Twitter

Web 2.0 Digg

Tagging Del.icio.us

Wikis Wikipedia

Mashup YouTube

podcast

rss

What Really Distinguishes Web 2.0Systems that harness network effects to get better as more people use them

Web 1.0 Web 2.0

DoubleClick Google AdSense

Ofoto Flickr

Akamai BitTorrent

mp3.com Napster

Britannica Online Wikipedia

personal websites MySpace/Blogging/Facebook/LinkedIN

evite upcoming.org

page views cost per click

screen scraping web services

publishing content participation

content management systems

wikis

directories (taxonomy) tagging (“folksonomy”)

stickiness syndication

Who is participating?

Some mind boggling stats

200,000,000 blogs

> 100,000,000 Videos(65,000/day)

1,500,000 Residents

33,347,000 profiles

Almost 4,000,000 articles(10 languages)

14,463,346 auctionswww.ebay.com - Nov 21, 2006

Where do you fit in?

Every product or service is designed for a niche

The people in that niche form a community

Give the community what it wants

You don’t need to be first or number one to succeed.

Give the community what it wantsWhat purpose does your community have?

As an online community builder, what’s your role?

Uh, no ... you can’t own the community

you can only serve the community

HateYouLove

If you want your community to talk, you have to make them ...

... yet never leave them indifferent

Yet it is exactly there that most brands leave consumers ‘indifferent’

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source: SRD GROUP

one that makes MY

conversations more interesting

Tell me a story ...

Make it about something I really care about

Make it fun, credible and memorable

Make it something I can easily tell others

Be true, because I don’t like to look like a liar

Is your industry (or niche) community ready?

How does information flow in my industry?

Where do people get their information?

How do consumers interact in my industry?

Does information flow in a centralized way?

Do they hangout in networks?

How big are these networks?

Is my industry conservative?

What influences my customers?

Who influences my customers?

Is my product/service risky?

Answering these questions might help you get started.

Support open standards(rss, mashability, content, video, media)

Love your 1%

Be authentic

Take a chance, let your community run with it

Be awesome

Do

Dip your toe in (you’re in, or you’re out)

Attempt to be everything to everyone

Force it

Have your outcome planned

Underestimate the commitment

Don’t

Are you waiting for Web 4.0 ?When?

95% of senior business leaders say Customer Experience is the next competitive battleground yet nothing happens

of the workforce understands what the strategy is

of organisations do not link budgets to strategy

of organisations do not link management incentives to strategies

of executive teams spend less than 1 hour per month discussing strategy

5%

60%

70%

85%

90% of businesses are unable to execute the strategy they have on paper

We Promise One Thing and Do Something Else

24:7:365

The easiest and quickest way to get started.

The easiest and quickest way to get started.

Jeff BrennanApollo Ideas

Christina WodtkePublic Square

A

Andy HowardOnline Community Dude

Alain ThysMarketing3

Kim SheehanUniversity of Oregon

Laurel PapworthSocial Network Strategist

collaboration

Thomas Purves

Ben KellyEmpiricalCreative Director

ben.kelly@empirical.com