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2012 12 Digital Leaders Executive Briefing Part

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The Nature of Communities and framing an understanding of how brands can connect with people to form communities

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2012 12 Digital Leaders Executive Briefing Part

  1. 1. CommunitiesThe Evolution and Nature of Community GroupsGillian Muessig | Founding President
  2. 2. World’s most popular providerof search marketing software
  3. 3. Cosmic cluster Look for patterns in clusters
  4. 4. Single cell cluster See the patterns?
  5. 5. Aspen tree cluster Many tree tops; single root structure
  6. 6. Coral cluster Endangered community
  7. 7. Fish cluster School of fish
  8. 8. Bird cluster Flock of herons
  9. 9. Human cluster Human communities
  10. 10. Human cluster Obama inauguration day 2009
  11. 11. Clusters ≠ Communities Interest Groups
  12. 12. Interest Group Girl Scouts
  13. 13. Brand “community” (group) Harley Davidson
  14. 14. Gaming “community” (group) World of Warcraft – Second Life - others
  15. 15. Industry Community American Medical Association
  16. 16. Event Community EmMeCon
  17. 17. Tech Corporate Community SEOmoz Community
  18. 18. Political Community Third Reich
  19. 19. Social Community Platforms
  20. 20. Anthropology of Communities•Shared Values•Shared Goals•Shared ExperienceIt’s not about your product
  21. 21. Live trumps online The nature of communities
  22. 22. Human communication learning The nature of communities
  23. 23. Shared Values
  24. 24. Shared Goals
  25. 25. Shared Experience
  26. 26. People - Personas
  27. 27. FasterOnline communities “happen” faster
  28. 28. ReformationOnline communities are reformingglobal and local power relationships
  29. 29. Communities in contextOnline communities operate in the context of thesocial & political worlds in which they are developed
  30. 30. Reformation Online communities are not exempt from the rules and norms of the world
  31. 31. Rise of Global Network GovernanceThe rise of Global Network Governanceis a process…•Shaped by states, but not controlled by them•Shaped by corporations, individuals,non-governmental organizations,and other groups
  32. 32. Rise of Global Network GovernanceSo far, no entity trumps the others•Realists claim the State holds the trump card•Marxists claim that it Capital is in the driver’sseat
  33. 33. Rise of Global Network GovernanceHistory shows ultimately it is the Peoplewho are in charge andnew connective technologiesonly increase their powerand ability to organize collective action “Panarchy: Governance in the Network Age” - Paul Hartzog
  34. 34. Rise of Global Network Governance
  35. 35. PerspectiveOnline communities are not the scourge of the earth
  36. 36. PerspectiveThey help isolated people to connect
  37. 37. PerspectiveSocial communities connect disparate cultures
  38. 38. PerspectiveThey support the grieving
  39. 39. Perspective Enable us to share our interests
  40. 40. PerspectiveAnd like fire, social communities requirevigilance and care in handling
  41. 41. @SEOmomwww.seomoz.org/bloggillian@seomoz.orghttp://mz.cm/zD1ENt

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