jon keefe - online communities
DESCRIPTION
Jon Keefe's presentation on Building Online Communities given at our Manchester Seminar on the 1st July and in London on the 6th JulyTRANSCRIPT
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Building Online Communities
July 1st 2010
Jon Keefe CEO KMP Digitata
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Community Memory 1973Community Memory ’73 1st Public BBS – Berkeley San Francisco experiment to understand how people would react to exchanging information via computer
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History of Communities online• Usenet ‘79 – organised into topical categories called
newsgroups– Usenet resembled Bulletin Board Systems (BBS) which were
precursors of today’s internet forums• MUD (Multi-User Dungeons)
– multi-user real-time virtual world represented in text• IRC (Internet Relay Chat)
– a form of real-time Internet text messaging (chat) or synchronous conferencing
• Chat Rooms• BBS
– SysOP home-hosted systems• Today’s Threaded Internet Forums
– www.biofind.com• Community 2.0
• Web 2.0 technologies plus a community
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Definition• When people carry on public
discussions long enough, with sufficient human feeling, to form webs of personal relationships
Howard Rheingold Author- Virtual Communities (1993)
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Other Leading Lights• Mark Granovetter
– American sociologist at Stanford University
– Theories on the spread of information in social networks known as "The Strength of Weak Ties" (1973).
• Malcolm Gladwell– “The Tipping Point” where he talks of
“the moment of critical mass, the threshold, the boiling point.”
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What makes up Online Community• An enabling technology
– Ning, wordpress• A core topic• Passionate contributors• Background crowd• An unwritten social contract of trust• Moderators (sometimes)
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Examples of the purpose of online communities• Activism• Clan (gaming)• Research test bed
– Technology Strategy Board 30,000 representative UK onliners www.innovateuk.org
• Support Groups
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Examples of the purpose of online communities• Ethnography• Hobbies
– www.flickr.com - photography– www.redbubble.com - poetry
• Answers– www.blurt-it.com
• A highly networked individual’s social graph
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Biofind
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Mercedes forum
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Second Life
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Make up of a community• 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
• Leader (i.e. Champion)– A leader, sustains membership participation and brokers
interactions
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Make up of a community• Peripheral =1000
• Inbound =100
• Insider =10
• Leader =1
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Community participation• Lurkers don’t readily participate because they
don’t believe they need to and in not doing so they are being helpful
• Leaders participate because they believe that their actions will have positive outcomes
• Member participation is not based on hierarchical needs or goals-driven theories but desire planning and they environment
Increasing participation in online communities: A framework for
human–computer interaction:Jonathan Bishop
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Dynamics of Communities
Host
Leader 1
Leader 2
Leader 3
InsiderInbound
Lurker
Insider
Insider
Inbound
Inbound
Inbound
Lurker
Lurker
LurkerLurker
LurkerLurker
Lurker
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Value of Community
Host
User 1
User 2
User 3
£ ?£
£ ?
£
£
£ ?
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Monetisation summary• Good Old fashioned cpc mechanisms• Subscription or freemium models• Relationship commissions
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Other value in community• Conversation/dialogue• Sentiment• Influence• Co-learning• Collaboration
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Qualitative Signs of success• Signs of ownership within the
community• Self-policing• Rituals• Off-line actions begin
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Quantitative success metrics• Number of new members• Number leaving members• Member satisfaction• Number and type of content items created• Number of connections / relationships
created• Time on site• Frequency of visits• Recommendations & Referrals
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Building a community• Don’t let technology drive the community• Seed content with known champions in the
topic• Inaugural members act as roll models
– Define code of conduct• Beta• Keep participation simple
– Initially all content open unless as part of a reward
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Building a community• Politely provoke and reward
participation• Track strangers/lurkers and try to
promote them through desire• Be active and part of the community
yourself• Set an example• It takes time!
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Summary• Online communities have social
structure just like the real world because they comprise real people!
• Online communities have a voice and an opinion
• Online communities can be valued in many ways
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Summary• Be careful, you don’t want to be
thrown out of your own community.
Because the lunatics will take over the asylum
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Thank you, any questions?