online communities

(5/10) My Top 10 Tips for Implementing Social Media

continued from part one, this article will be published in 10 instalments

Five: respecting one’s community (no hard-selling)

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(1/10) My Top 10 Tips for Implementing Social Media

note: this is the unabridged version of a post originally published at of which I am a regular contributor

this is part 1 of an article which is being published in 10 instalments

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Social Media Case Study: LEGO CLICK

LEGO is a brand that many people are very passionate about, a brand people love and we’ve written before about how they use segmentation to engage their consumer base from children to enthusiasts in an innovative way. Now they have continued their innovative approaches to engagement and embraced social media. In a big way.

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Essential Reading for Online Community Managers

A good friend of mine started a new job for the new year – working in social media for a UK charity. She asked me what reading I could recommend for somebody looking to learn more about online communities and how they can be launched and grown. There are a whole range of great books out there on how social media is used and the impact this is having on society (anything by Gladwell or Shirky would be a great starting point), but she was interested specifically in things that help managing and growing communities online.

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McDonald’s Serves up Social Media

McDonald’s is the world’s largest and fastest growing food service organisation. It is also a brand that attracts a lot of discussion and debate online. Not all of it positive.

This presentation from Heather Oldani, their Director of PR, is a great overview of how McDonald’s is using social media and online communities. From Twitter and Facebook to their own online communities.

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How Online Communities Are Changing the Way We Watch Television

Earlier this year we posted a series of examples of online communities in the TV industry. We looked at the way ‘old’ and ‘new’ media combine, how television broadcasters and production companies are working with online media. The examples we chose were all of ways in which online communities can be used to provide an additional set of experiences for a viewer, often after a programme has aired. From Channel Four’s Sexperience online community which supported the Sex Education Show to HGTV’s  Rate My Space online community for people to share home improvement photos and tips.

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Building Communities as the Saying Goes…

As I wrote in the final part of the Roadmap to SCRM series, we are plunging into an era of community participation.

Communities are so much more than the traditional forum-like model. It is necessary to build good communities to get value and a return on the investment you put into it.

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Getting Started 4: Track and Evaluate the Success You Are Having

For any brand getting started in social media, the most important thing is to be able to show the impact you are having. To be able to evaluate and assess what is working and what isn’t having the results that you might expect. To show the return on investment that your efforts are having and how this compares to other methods.

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Content and Community

I spoke at the Oktoberfest Innovation Seminar (organised by the smart folks at Brainjuicer) in Munich at the end of last week, sharing the bill with the HerdmeisterDavid from Ag8, Simon Blyth at IDEO, and John Kearon (Chief Juicer). It seems there's much talk of the death of this and that, so I chose to do my talk on the opportunity I see for content owners and producers in a connected world, if they think in the right way. Some of the points (and a few of the slides) will be familiar to regular readers of this blog, but there's also some new stuff and I was keen to include a selection of examples I think exemplify what I talk about. I thought it might be useful to share it here, so here it is.

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Twitter vs the British Press (the Cases of Carter Ruck and Jan Moir)

Two things this week have shown the weakness of the traditional media outlets in the face of online communities of people. On Monday a judge issued an embargo on the Guardian newspaper to stop it reporting a question that was asked in the House of Commons. Within 18 hours not only had this embargo been lifted, but the question itself had possibly become the most reprinted and widest spread question ever raised in the British Parliament.

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