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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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CommunitiesThe Evolution and Nature of Community Groups
Gillian Muessig | Founding President
World’s most popular provider of search marketing software
Cosmic cluster
Look for patterns in clusters
Single cell cluster
See the patterns?
Aspen tree cluster
Many tree tops; single root structure
Coral cluster
Endangered community
Fish cluster
School of fish
Bird cluster
Flock of herons
Human cluster
Human communities
Human cluster
Obama inauguration day 2009
Clusters ≠ Communities
Interest Groups
Interest Group
Girl Scouts
Brand “community” (group)
Harley Davidson
Gaming “community” (group)
World of Warcraft – Second Life - others
Industry Community
American Medical Association
Event Community
EmMeCon
Tech Corporate Community
SEOmoz Community
Political Community
Third Reich
Social Community Platforms
Anthropology of Communities
•Shared Values•Shared Goals•Shared Experience
It’s not about your product
Live trumps online
The nature of communities
Human communication learning
The nature of communities
Shared Values
Shared Goals
Shared Experience
People - Personas
Faster
Online communities “happen” faster
Reformation
Online communities are reforming global and local power relationships
Communities in context
Online communities operate in the context of the social & political worlds in which they are developed
Reformation
Online communities are not exempt from the rules and norms of the world
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
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
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
Rise of Global Network Governance
Perspective
Online communities are not the scourge of the earth
Perspective
They help isolated people to connect
Perspective
Social communities connect disparate cultures
Perspective
They support the grieving
Perspective
Enable us to share our interests
Perspective
And like fire, social communities require vigilance and care in handling
