On Air: 19:00 - 20:00 EST (GMT-5)
Monday, January 27th, 2014
The internet was forged by small, highly engaged communities of interest, and this ‘owned’ approach was favoured by cutting edge brands and organisations as a uniquely powerful way to build relationships with customers or fans. But as social network monoliths like Facebook took off, branded communities fell out of favour (for many), and were replaced by a social outpost model that’s delivered tremendous success, but many challenges.
As the power of data and CRM come into their own, and organisations grow weary of keeping up with the commercial agenda of vast channels they don’t have claim to, the ‘owned’ or branded community seems poised for a comeback.
We’ll look at:
- How owned communities set the foundations for today’s social web
- Defining owned community – what does it mean? Has that definition changed over time?
- Key differences and benefits of owned community (why they’ve persisted)
- How is community managing an owned community (like a forum) different to managing a Facebook page or Twitter account?
- How branded communities can work hand in hand with social media
We’d love to hear about experiences of this in your world. Do you think owned communities are being ‘rediscovered’ by businesses and organisations looking for longer game with their social strategy? Or should we double down on our Facebook pages and keep focusing on building meaningful outposts?
Group Senior Manager – Content & Community at REA Group
Venessa is an international community management authority, specialising in enterprise online communities. Currently she is Group Senior Manager of Content and Community for ASX listed REA Group. Venessa spent four years at Lonely Planet as head of global community management. and has developed community strategies for leading private and public organisations around Australia. She holds a BFA from New York University and an MA in Creative Media from the University of Brighton (Virtual Ethnography). Venessa is a published academic and a popular speaker and consultant on community building and management, moderation and governance. In 2008 she founded the Australian Community Managers Roundtables and co-founded the flagship Australian community management conference, Swarm. She is a Director of the Community Brave Foundation and proudly wears her old timey community manager badge, having been involved in virtual communities since the late 80s.
Web Editor at AMP
Kate Fenerty is currently a part of the Community Management team at AMP, working on an award winning and collaborative intranet space called the Hub. Kate spent over 7 years with Yahoo! as the AU/NZ Community Manager for Flickr, Answers and Forums; along with an extensive background in online gaming. IRL she can be found blogging, chasing around her toddler, running training or spamming Instagram with photos of the aforementioned small human.
Community Manager at eModeration
Formerly a developer in the corporate world, Hawk (who is a Kiwi and is only called Sarah by her mother) said goodbye to the code and succumbed to the lure of all things community. An enterprise Community Manager with SitePoint, UXMastery and
CEO at Quiip
Alison Michalk is CEO of Quiip, Australia’s leading online community specialists; and co-founder of swarm, the world’s first online community management conference. An industry pioneer with more than 10 years experience working with online communities, Alison is a respected industry leader, engaging speaker, widely published commentator and sought-after trainer in the areas of social media, online community governance, management, moderation and engagement. She has worked as a community manager, content producer, editor, director and producer. Her blog appears on the Quiip website.
- How do/should we define ‘owned’, or branded communities?
- What are the key differences between owned communities vs. social networks for participants?
- What are the key differences between owned communities vs. social networks for community managers and custodians?
- Why are owned communities enjoying renewed popularity?
- What advantages (& risks) are there to an owned approach to online community?
RSVP & Watch the Hangout
Want to RSVP for the Hangout? Visit #CMAD presents: Resurgence of Owned Communities and let us know you’re going to watch. This will add the event to your calendar and remind you to attend!
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