1. How Communities Work
MQ Contact: Tom O’Brien, MotiveQuest LLC
tobrien@motivequest.com
www.motivequest.com
847.905.6118
FEARLESSLY SEEKING THE REASONS WHY © MOTIVEQUEST 4/11/2009 1

2. Evolution of tribal behavior
PRE-INDUSTRIAL
Belonged to a single tribe
Defined/restricted by location, class and
expressed through personal decoration
POST-INDUSTRIAL
Belonged to a few tribes
Defined/restricted by class, ….
Switching tribes meant changing clothes and
physical location
TODAY
Belong to many tribes
Easy to access, learn the memes, participate
The internet allows us to interact with different
tribes almost simultaneously
© MOTIVEQUEST 4/11/2009 2

3. How do the different social media tools fit into the landscape?
SOCIAL NETWORKING
BLOGS A community of connections
A platform for broadcast
(SOCIAL BOOKMARKING)
Digg myspace
Engadget
Del.icio.us facebook
Huffington Post
StumbleUpon LinkedIn
Boing Boing
Twitter
(CONTENT SHARING &
ARCHIVE)
flickr
photobucket
youtube
FORUMS
A community united by a common theme
HowardForums
HealthBoards
© MOTIVEQUEST 4/11/2009 3

4. Communities are self organizing groups of like minded people who
gather to share information, opinions, suggestions, make friends, get
together, etc.
Share information
Make friends
COMMON
INTEREST
Share opinions
Get together
©MotiveQuest 2008
Make friends
© MOTIVEQUEST 4/11/2009 4

5. What do they do there?
• Ask/answer questions • Socialize – build relationships • Gossip, compete, fight
• Share • Learn • Make friends
information/insight/opinions • Solve problems • Have fun
Socialize – Build Relationships
Ask Questions
“Even though I give you a rough time I just wanted to say
“Anybody had problems today I finally got a card with reward points and will use it
canceling by using the secure some.
email on the citi site? “ …So going to cancel/close my other card and stick with the
single credit card per household rule but I thought you'd
enjoy hearing your brainwashing has taken effect and I
drank the koolaid.”
Share Experience
personal
finance Gossip ,Socialize
“I had pretty bad experience i personaly like the AMEX BLUE CARD, AND I THINK I HAS
in citi promo like this“ THE BLING FACTOR. Amex Blue has a Classy sort of bling
to it....
The Citi-Bank Diamond Rewards Amex looks like something
Tony Montana would carry. Its so over the top
Solve Problems
Share Insight/ Advice
“In connection with that, if you were relying on the
e-bill at BOA to remind you to pay, you might want
to set up email reminders at Discover. You can
“This is most likely a result of the FED dropping
receive an automatic email notification when your
the interest rates yesterday. I wouldn t be
new statement is ready, and another a few days
surprised if HSBC and Emigrant follow suit
before the payment is due.”
shortly “
© MOTIVEQUEST 4/11/2009 5

6. What do they do there?
• Ask/answer questions • Socialize – build relationships • Gossip, compete, fight
• Share • Learn • Make friends
information/insight/opinions • Solve problems • Have fun
Give advice
“Of course, the best way to evaluate is to test drive the exact
vehicle configuration that you're considering buying in each
brand. Don't even negotiate with the sales people, just tell
them you're ONLY test driving! Take your time and get the feel Socialize – build relationships
for the suspension, the seats, the handling, power, and any “As enthusiasts we just have to move on....or at
gadgets that you want. That usually makes the decision a lot least I do. Not intending to squash debate...we
easier.”
do this...we always have...no problem....carry
on. I'm gonna go look at the pretty R56
pictures.”
Share experience
“So I got my first car a few weeks shy of 30. I
Gossip ,Socialize
didn't want an SUV, so I settled for the Volvo,
aka the car equivalent of a tank. I would
have loved to go for a hybrid then, but I auto “Regardless of how we all feel about the new R56, its time to
believe the only cars offered at that point stop the negativity and start embracing. Change is the only
were pretty small, and I can't get over my thing constant and its the only thing inevitable. Embrace the
crash safety issues enough to go for that.” change and be thankful the MINI is still with us. Not to be a
jerk, but build a bridge, and then Motor over it! There are too
many improvements that win over the grievances. I will not
hesitate buying an 07 or 08 MINI. But I will still keep the 06
around.”
Socialize –compete, fight
“I mean come on, you bought a VOLVO, that's a real Share insight/ advice/ opinions
exotic. Where is it from again? You know the last
“Personally I think current F150s are too big and especially
time i heard quot;volvoquot; was when my grandma was
too tall. I have a relatively small farm (300 acres under
talking about what kind of car my parents should
cultivation). I have to do almost all my own toting and lifting,
get me, when I was 16. Definitely a classic make, and I find all the newer full size pick-up to be too tall to be
with that beautiful quot;Cardboard boxquot; styling…” easily unloaded from the side. This is the major reason I am
still driving a 12 year old F150.”
© MOTIVEQUEST 4/11/2009 6

7. What roles do they play?
Community Leader – Authoritative Role
• Sets standards, rules, regulations
• Often owns and operates the community
• Holds stake in the health and prosperity of the community
• Holds power over members and content (can monitor/delete posts)
Maven - Helper
• Likes to answer questions
• Collects social currency from being regarded as expert
Contributor - Regular
• Keeps up with the conversations
• Answers some questions in a specific area
COMMON Observer
INTEREST • Follows the conversations without contributing
• has a broad interest in the category
Information Seeker
• Comes to solve a problem and then leaves
• Is in a decision-making mindset
© MOTIVEQUEST 4/11/2009 7

8. Why do they participate?
EDUCATION FIND MY TRIBE SOCIAL CURRENCY
• Improve my experience • Get support • Feel empowered
• Make a decision • Feel belonging • Self expression
• Keep up with current trends • Feel connected • Get recognition
Community Leader
Maven
Contributor
Observer
Information Seeker
© MOTIVEQUEST 4/11/2009 8

9. These are types of mindsets rather than types of people. A given person
plays different roles in different aspects of his life.
UNIVERSAL ROLES
Community Leader Maven Contributor Observer Information Seeker
PERSONALITY
FINANCE POLITICS COOKING CARS CELL PHONES
PROFILE
PERSONALITY MARKETING WINDSURFUNG CELL PHONES FINANCE COOKING
PROFILE
UNIVERSAL NEEDS
EDUCATION FIND MY TRIBE SOCIAL CURRENCY
• Improve my experience • Get support • Feel empowered
• Make a decision • Feel belonging • Self expression
• Feel connected • Get recognition
© MOTIVEQUEST 4/11/2009 9

10. While all communities reflect universal needs, different communities are
shaped by different primary drivers.
UNIVERSAL NEEDS
EDUCATION FIND MY TRIBE SOCIAL CURRENCY
• Improve my experience • Get support • Feel empowered
• Make a decision • Feel belonging • Self expression
• Feel connected • Get recognition
FIND MY TRIBE FIND MY TRIBE FIND MY TRIBE
100% 100% 100%
75% 75% 75%
50% 50% 50%
25% 25% 25%
Series1 Series1
0% 0% 0%
EDUCATION SOCIAL CURRENCY EDUCATION SOCIAL CURRENCY EDUCATION SOCIAL CURRENCY
© MOTIVEQUEST 4/11/2009 10

11. Brands and communities: can brands participate?
Share
Make friends information
The brand can participate by
feeding the common interest
…but NEVER by posing as a
COMMON contributor
INTEREST
Share
opinions Get together
like-minded people unified by
a common interest
Make friends
© MOTIVEQUEST 4/11/2009 11

12. Why Brand Advocacy matters in Web 2.0: Research Report
Shift from mass marketing to micro marketing
A reallocation of energy/message/money(?)
BRAND MICRO MESSAGING
BRAND
MASS MESSAGING
target consumers
consumers
© MOTIVEQUEST 4/11/2009 12

13. Community Best Practices
 Observe existing communities
 Determine community roles, mindset
and philosophy
 Analyze to understand community
passions and motivations
 All initiatives informed by community
motivations and interests
 Community engagement is NOT a
campaign, but a long-term relationship.
Budget accordingly
“I’m proud having been one of the first prius  Cross-functional support is required for
owners and I can't wait to get a second prius success (marketing, product, customer
service, legal)
next year for the wife.”
FEARLESSLY SEEKING THE REASONS WHY © MOTIVEQUEST 4/11/2009 Source: Prius Community, 1/1/2007 – 4/30/2008 13

14. CONTACT
Tom O’Brien
CMO
MOTIVEQUEST LLC
1578 Sherman Avenue
Evanston IL 60201
p. 847 905.6118
tobrien@motivequest.com
FEARLESSLY SEEKING THE REASONS WHY © MOTIVEQUEST 4/11/2009 14
© MOTIVEQUEST 2/27/2004 14