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 The semantic blog » Social Networks & Communities

 11 Comments- Add comment | Back to Home Written on 27-Mar-2009 by cristian.saracco

Last week I was in a conference at IE University where I participated in a round table discussion about online communities, actually about building a compelling brand experience in university online communities.

The first issue that I discovered was that in Spain, round tables are rectangular, and discussion means independent presentations of the three/four speakers... And questions is an unpleasent situation, not because of the kind of questions but because it's difficult to make it happens.

 

network 1

 

Any way. the issue is that before the event I was thinking about social networks and communities. To make it simple, a social network is the online support needed to build a community. However, the community is a pre-existent phenomenum. This means that the social network allows a better connection beyond geographical boundaries of an especific community.

We are a community, the so called "Brand 3.0" community, and we are supported by Webjam as a social network enabler. Following this path, Brand 3.0 is creating a new relevant and unique experience which basically is already known by all its members.

And here come my questions... If we are an unique community:

  • What can I do from my side to improve participation? (remember that we have the Coffee 234 -I'll publish the results of the first offline meeting during these days, the WikiSemantic -where all Brand 3.0 members are co-editors, polls, forums, inspiration areas, spin-off Webjams, friend Webjams, Brand 3.0 Template,...)
  • Are we really a community? Are we talking?
  • Do you know people who could be interested on joining this social network? If so, what are you waiting to invite them ;)?
  • What can you do to improve our participation, conexion,... experience?

I look forward to hearing your candid comments!

BTW... In few days, our non-monthly newsletter (if you are not a member and are interested on receive it, just signup the newsletter form), and take note that our URL has changed to www.brand30.net (if you are promoting this Webjam, first of all, thank you very much, then, please change the URL in your promotion... :))

 

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Tags: webjam,community,social network,cristián saracco,allegro 234,brand 3.0

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Comments

  • written on 28-Mar-2009

    nicholasind says:

    My sense is that you know better than anyone what makes it work. But from my own experience - I am part of a brand group called Medinge - what helps is having a specific cause that everyone works towards. So Medinge has the aim of making branding more human centric - and it also has awards called Brands with a Conscience which helps to give focus. Also twice a year - once in Sweden and once in Paris - we meet and talk, which I think helps to personalise the online discussions.

    So I think your coffee 234 is a good initiative to extend the bond between people. But maybe it needs to be clearer as to what Brand 3.0 exists to do.

  • written on 28-Mar-2009

    cristian.saracco [http://www.brand30.net] says:

    Hi Nicholas!

    Thanks for your message. It's true what you've said, there should be a common purpose. I think, that right now, Brand 3.0 has as a purpose "to create a learning experience" (about branding, including some "side effects" and considering it as a dialogue between`people and companies). This purpose is internal of the community.

    Probably one of the differences between Medinge and Brand 3.0 is that the first one is an experts community while Brand 3.0 is a community of interest. Also, it's important to consider that Brand 3.0 is 8 months little baby (Do you remember the very beginnings of Medinge?)

    However, your idea of having a specific cause is fantastic and I'll suggest it as a topic to discussin our next Coffee 234.

    Also, if everything goes right, in few weeks (a couple of months) I'll propose as a cause one comming from another brand new Webjam... Cross your fingers!

  • written on 03-Apr-2009

    russell.volckmann says:

    Honestly, I would be more inspired if you and I participated by contributing articles to each others' webjams. That's why you are a co-editor of Brand 3.0 | Brand Integrity

    If we want community, we need to step outside our house sometimes, yes?

  • written on 03-Apr-2009

    russell.volckmann [http://webjam.com/brandintegrity] says:

    Let me just add to that....

    I also tried a "Member Wiki" for the past few months. Letting everyone know it is available and welcome to use for ANY member to write their own articles. So far, NO ONE has used this, despite some intent and interest.

    I think the problem happening is this... people do not feel as much a part of the "community" if their ideas are being swept into a back corner... even if it is just one click away. And if it is 2-3 or 4 clicks away, then I think the barriers become logarithmically greater—even if it is a psychological barrier.

    So, I think in order to build a successful community (like a democracy)—if that is really what we want to achieve—then the playing field needs to be a more level/ equal one.

    On the other hand, if it is a broadcast + feedback participation model, then we can achieve that through a simple blog model like this one.

    Or, there is something like a government town hall meeting. In a town hall meeting, there is one room, usually moderated by several individuals on a governing panel. A sort of "republic model". A few at the top boadcasting ideas, and the community participates through reflection and feedback.

    A republic is NOT a situation where the top people moderate by themselves in one big room, and the rest of the community sit by themselves in smaller rooms in the same building, essentially separate and apart.

    Then there is a benevolent dictatorship model, where one person sits at the top, broadcasts the ideas, and the "citizens" gather in homes and bars making small noises nobody can hear. Maybe the separate Wiki idea is a more dictatorship model, and that is why it does not work?

    What's the model we are aspiring to?

  • written on 03-Apr-2009

    russell.volckmann [http://webjam.com/brandintegrity] says:

    OK... one more thing to remember in building a community—and I think this is why Brand 3.0 became so popular and participatory in the beginning—it's all about them.

  • written on 05-Apr-2009

    cristian.saracco says:

    Hmmmm... two bad issues... 1. You made me think. 2. It's Saturday/Sunday night

    I believe that Brand 3.0 behaves as other communities (off and online)... Let me put this idea in a simple way:
    - Community: 10,000 souls
    - Reading messages from the community: 8,000 souls
    - Reading the whole story: 4,000 souls
    - Answering or doing comments to the story: 200 souls
    - Proactively write a new post for the community: 100 souls

    The 10,000 people belong to the community... They have the right and are allowed to participate in the way they want... which is not necessary to write blogpost, participate in forums, complete polls... They are free to choose...

    See what is going on in LinkedIn Brand 3.0 Club...
    - More than 2,600 members (+100 per week)
    - Each week there are more than 60 new discussions and more than 15 new articles
    - The ones who participate actively are almost 40 people... Yes, 40!...
    - But the community is still from 2,600 members!

    Brand 3.0 (now in Webjam) is a community with certain limitations (the first one is me!)... However, it's neither a democracy, nor a dictatorship model... It's a community which considers (as Jimmy Wales said):
    - One part anarchy
    - One part aristocracy
    - One part democracy
    - One part monarchy

    I envisage Brand 3.0 as a real community where people share common interest (based on branding issues and a new way to understand branding), establish an interrelation and cooperate, develop the feeling of belonging and identity... And evangelize about Brand 3.0

    So, in that scenario, people is free to come, free to read, free to participate, free to discuss, free to write their own blogpost and/or open their own discussions... They, actually, we have the options available...

    For me, it's not a problem if few people (or none) write blogpost in the WikiSemantic, participate in forums, come to the Offline meetings (Coffee 234) and so on!... But they have the option to!

    Last month, from the 1,700 visits to Brand 3.0, almost 40% came from other sites (also googling) out of Webjam... and probably, some of them are also part of the community, however, they haven't been adequately introduced...

    I take your idea of putting in the very first page what is going on in the rest of this chaotic site... I'm testing it... The solution doesn't look so simple!

    Thank you very much for your comments and time... And I promise, in few days I'll post something in Brand Integrity!...

  • written on 07-Apr-2009

    russell.volckmann says:

    Thanks for thinking all that through, Cristián!

    Agreed, it is an ever-changing and evolving spectrum of desired degrees of participation. Personally... and this more about Brand 3.0 than about me... I would rather participate front and center than in a room buried under the basement. Very difficult to evangelize Brand 3.0 from a distance.

    Also something to think about in terms of designing a great place to participate... or designing anything... usually less is more, and focus (as Nicholas pointed out) creates a powerful magic

  • written on 07-Apr-2009

    russell.volckmann says:

    BTW... I might add... you don't need to write a terribly cerebral and serious white paper on Brand 3.0 | Brand Integrity unless you really want to... it could just as nicely be a fun commentary on a fully superficial aspect of brand... either way I welcome your "front and center" participation very much, Cristián!

  • written on 14-May-2009

    mcivorp [http://www.communicationshell.blogspot.com] says:

    Hi Cristian

    The thing I like most about Brand 3.0 is the interplay between real and virtual worlds... the web presence and the on-the-ground coffee events. I haven't done one in Toronto yet (sort of hoping a larger agency would start this) but I think it's great to move the conversation into the 'flesh' world too.

    In the future would there be opportunity for more sustained real world events? I am thinking of something like a conference or event, only interesting and fun... not like the dreary stuff that dominates our industry.


    Paul

  • written on 30-Jun-2009

    msjenfu says:

    hi there I am new to brand 3.0. do excuse me if I am out of place and just getting my bearings

    I agree with RUSSELL.VOICKMAN's comment about editors needing to leave their own houses at times. as well as expecting everyone to particpate and give, instead of taking, you need to share as well. Its about being open and not being exclusive.

    what made me join Brand 3.0 was I was intrigued by what Brand 3.0 had to say as well as alike MCIVORP, the offline interaction is an attraction for online communities.
    here are my thoughts on your Qs:
    Q1. What can I do from my side to improve participation?
    A1. really depends on what type of participation you would like to receive. Participation can also include listeners. without listeners, what is the use of meetings and making any announcements? Twitter is a good example of this, it has been said something like 60-70% (prob got % incorrect) of it's twitters don't actually tweet, yet just follow.

    Q2. Are we really a community? Are we talking?
    A2. I think the idea of a community is evolving. You no longer belong to one brand or one group. You need to change to keep up, to keeps members interested, else people will move on. we are given options now. we are given free will to move, to choose, to say or to leave.
    what is it you want to be talking about? why are one of the strongest off-line communities the ones kept a secret?

    Q3. Do you know people who could be interested on joining this social network? If so, what are you waiting to invite them ?
    A2. I've just joined myself. It may not appeal to everyone. i've still to get to know what is on here. There are so many, (without being patronising) communities, networks, groups, meetups, links... i can barely keep up myself. what is scary is I went to a talk the other day, and in it was nothing new i hadnt heard of in the last 6 months. regurgitated information. each claiming to be new and upfront in the markets.

    Q4. What can you do to improve our participation, conexion,... experience?
    A4. again. too new to answer this Q.

    hope I havent trodden on anybody's toes or perhaps I've completely gone off track on this blog. but networking is an important part of certain industries. I have friends who don't like to, or perhaps they just have no need to. whether you do or dont, it is growing at a fast rate with different mediums, interactions and reasons to.

  • written on 02-Jul-2009

    cristian.saracco says:

    Hi!

    Thanks for your comments!... Regarding your questions and answers... Some ideas:
    1. You are co-editor of the "Community" forums and blog... So, you can write a blogpost, propose a topic to discuss... Also, you can be the host in your town for our offline meetings
    2. I think that we are a community... with several sources and different levels of participations... (here we are almost 500 members, in LinkedIn more than 3,300...) Some people write, some answer, some read... some share something posted here with other communities...
    3. I'm continue inviting people who show certain interest on what we are thinking, doing... and so... And, actually, I believe that you can find here new ideas, concepts... You have to find them!... And you are also able to create them!... It depends on you!
    4. I don't know what else ... Ideas are welcome!

    Thanks again... And see you around!

    Cris

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