Posts Tagged ‘Community’

What Makes an Online Community Click?

Friday, January 14th, 2011

A couple years ago, I joined up with an online community that essentially dedicated its entire use of social media to humor writing. Mostly on Twitter, sure, but this group has creative endeavors outside the service – editors at legitimate news services, TV writers, cartoonists, ad copywriters, bloggers, authors. Most are in a creative career of some kind; others are simply cube warriors longing for an absurdist, 140-character escape.

This community has grown over the years, and what has come out of it are real-life friendships, serious relationships, business partnerships, and all the negative and positive things that develop from human interaction.

Yet every time I look at what has made this community grow and glue together (or tear apart in places, as any community will do) has been the concept of feedback, and I don’t use that term simply because that’s the name of this company. You can trace this mini society back to a site called Favrd. Now defunct, Favrd essentially turned Twitter’s “favorites” starring feature into a button that said “That’s funny.” If a tweet made you laugh, you starred it. Favrd collected these stars, then ranked the funniest tweets of the day onto a leaderboard (the site was eventually gamed by a few bad apples and taken down by the creator after all sorts of drama, but that’s a different story). But it was addicting: You wanted to know which jokes worked, which ones didn’t, and who liked it. And then you got to know the people who liked your jokes.

Point, please? A successful online community – one where people congeal together, interact, learn and share – must have such a “liking” feature, or some form of feedback that will keep people coming back again and again. It’s a concept that those of us in the public relations and mass communications industries should take to heart. In fact, you can probably track the beginnings of Facebook’s meteoric rise to 500 million to the February 2009 introduction of the “Like” feature. That was really the first time, aside from typing comments, that the site really allowed its users to give instantaneous feedback.

Of course, this concept of “liking” isn’t new, and it’s not found in the latest social media darlings. Stock traders give feedback and get their comments ranked on Nasdaq.com’s social networking service. Think feedback methods in fantasy football, online role-playing games, Digg, Reddit, or even simple message boards. Think about it: Feedback keeps people coming back to a website or mobile service again and again.

The key is creating a place where people can be effectively rewarded.

For an online community to work, and to keep people coming back to it, it must be able to offer feedback. All the successful websites today feed on the human psyche: The one thing anyone wants is to be accepted, to be loved, liked, hearted, starred, whatever term you choose. In a successful community, online or otherwise, this must be a constant.

-Jeff (@jephkelley)

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LET’S MAKE A DEAL… WEBSITE!

Tuesday, November 9th, 2010

Let me start off by saying that I’ve been meaning to write this post for weeks, if not months.  I first heard of Groupon while visiting family in the Hampton Roads area and looked it up to see if there was something similar for Richmond.  It had yet to launch in either location, but at least the publicity had started in Tidewater.  It’s such a simple concept at its foundation: Buy with friends, everyone saves.  My first thought was pooling money in college to rent a van for a weekend trip to the beach or camping.  But clearly, Groupon has always been about something bigger.  By the time it launched in Richmond, I had begun to see and hear about it everywhere.   Daily emails from Advertising Age, articles in USA Today and the Wall Street Journal, even the TV news magazine Nightline (embedded below) were all doing features on the group buying phenomenon.  For those of you who don’t follow along with those resources, here’s the story.

Groupon was founded by Andrew Mason, now 29, a musician by trade, who was doing web design work with a Chicago serial entrepreneur by the name of Eric Lefkofsky before accepting a scholarship to pursue a Master’s degree in public policy from the prestigious Harris School at the University of Chicago.  The engine behind Groupon was developed as part of a fundraising site called The Point, where people could pledge donations to a cause, but not be charged until the pre-established goal was met.  The site attracted a wide range of non-profits, but ultimately, Mason’s desire to monetize the project lead him away from charity and towards collective buying.  And thus, Groupon was born in November 2008.

The ‘cult of Groupon’, as detractors have called it, developed rapidly.  Mason told Nightline that they started with just seven employees, but has since grown into the old Montgomery Ward headquarters in Chicago’s River North district, with a workforce of several hundreds.  The product seems so obvious: One great deal, every day, in your inbox.  Like The Point, when a pre-determined sales figure is reached, the deal is on.  Groupon and the deal-offering business split the proceeds.

Naturally, with such stunning success and an easily replicated concept, Groupon has inspired myriad imitators. LivingSocial.com In Richmond, in particular, LivingSocial seemed to launch at the exact same time.  Established sites like Yelp have gotten in on the act, while one-time Internet titan AOL has also set aside a URL for a similar project at Wow.com.  Even the largest retailer in the world, Walmart, is looking for a piece of the action: it Wow.comdebuted a feature called Crowdsaver on its Facebook page that offers a low-priced offering based on consumer demand as demonstrated by the amount of “Likes” a deal receives.  Facebook itself will surely get in on the action soon.

With two years of dizzying success under their belts, as well as a boatload of revenue and investment cash, Groupon seems adamant to maintain its position, aggressively buying up clones around both the country and the world.  A nationwide offering from the Gap that broadened the otherwise locally-focused business model attracted almost a half million individual sales.  You can expect similar deals to follow.  Meanwhile, the imitators who don’t sell out will seek to distinguish themselves, perhaps with added gaming elements or rewards for repeat buyers.  For many consumers still fighting the effects of the economic downturn, the prevalence of such deal sites is a breath of fresh air.

As always, I appreciate your comments and questions.  Find me on Twitter or feel free to email me: Thomas AT feedbackagency DOT com

-Thomas (@thomasmcdonald)

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Everything In Its Right Place? Facebook Places

Wednesday, August 18th, 2010

Some things are simply inevitable.

The sun will come up.

Charles Barkley will say something unintentionally hilarious.

Facebook will emulate what it doesn’t buy.

On the latter point, Wednesday evening Facebook debuted Places. The premise and execution of Facebook Places is remarkably similar to the first two sentences anyone may use to describe any number of check-in applications: It’s a way to share your actual location with others online; it also allows you to observe where others have checked in. Where many other applications seek to go from that starter definition, be it MyTown with games, Foursquare with tips, Gowalla with stickers, or ShopKick with deals, Facebook has simply stopped limply (but maybe effectively) at the first point of entry.

There’s a few other tricks to Facebook Places, and the following video, dripping with a sincerity that suggests they have suddenly figured out something others haven’t, demonstrates them:

Also inevitable is that Walt Mossberg of the Wall Street Journal will be given a test run before most other humans. Unlike his usually predictably estatic review of Apple products (generally done in time for Steve Jobs to use an actual Mossberg quote as a part of his Keynote presentations), Walt was actually a bit matter-of-fact about Facebook Places. Not cold or harsh, just… well, “Meh” would probably be the most effusive meta-adjective I’d use.

This is because what may become the most short-term-advantageous thing about Places is what it does for others, including those other check-in services. The APIs that could come streaming out could hook into and help fuel the growth of any number of companies Facebook as threatened or tried to buy recently, several of whom (Gowalla, Foursquare and Yelp) actually appeared in some form on stage with Facebook for Places’ debut. And yes, businesses can claim their “Place” via a Page as we and others mused months ago.

And what about long-term? Well you can better believe Facebook didn’t debut this to merely dip a toe in. Cross-platform geo-location ads, sacks of data on visitations and total domination of the “place” space is clearly a mid-term goal. Actual quote from Zuckerberg: “…certainly you can imagine these things in the future.”

We have been recently musing on the concept of “place” (including, “How Location Could Change The Future of Pages” last March) insofar as the web toys with tying itself to real-world geographies and the inherent opportunity and fear laden in those watching this wrestling match happen. But one thing we’ve always said about Facebook — their nearest, truest competitor in a spiritual sense was never MySpace, but Windows. They want to be the start, constant and end of the web for many people — the entry point in. And for many, they are. So now marry location ontop of that and you can begin to see how powerful they could become for the general public. For and to the general public, I should say. Being in Facebook, as a valid location that people actually visit in real life as well as “Like” could become the equivalent of having your name and address in the phone book in the 80′s and being a store that’s in the Mall. You want to be “seen” there- and now you can, by friends who aren’t even nearby to see you.

This, of course, begs the privacy question. But if we rest for a moment and assume that this is about who you allow to see your location, we can hopefully still talk about “place” and Facebook’s role in it in a rational fashion. I could choose to not tell a single friend where I was on Facebook and still find it incredibly valuable to know that a restaurant I hear about in Richmond, VA called “Strange Matter” has been visited by several of my friends, I could reference it in a Status Update and get real recommendations of what to eat there and tips such as bringing your own quarters for the vintage arcade games. 3/4 of that scenario already happened pre-Places, but now I could potentially verify that it’s a cool place that several of my less chatty friends have also patronized recently. It becomes an early indicator for me in a single search, allowing me then to pursue more info through other means (Yelp reviews, call-outs for other recommendations on Twitter, etc.).

Facebook Places doesn’t change the game as much as it does solidify it, make it whole and, likely, make it ubiquitous. What it does more than really innovate is fire a cannon in a battle previously fought by slingshots as it brings its half-a-billion active audience into the check-in game. But don’t be distracted by the battle to see whose or what type of check-in system wins. Instead, start to look ahead, with us, at what this will mean for the intersection of real and web location in the years ahead.

-Dean (@dbrowell)

UPDATED August 19, 2010: Not that Facebook Places is available in #RVA just yet. #Fail #FacebookPlaces, #Fail.

One last note: Notice that Places logo? As TechCrunch points out: “It’s a 4. In a Square. Yeah.

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