List of social web resources 6-12-2009

Brand engagement

This presentation, The Audience is Always Right, by TBWA\ Berlin Media Arts team is one of the best I’ve seen explaining how brands need to reconstruct their core ethos pertaining to consumer communications. It delves deep into a situational analysis and then delivers some very meaningful aphorisms as guidelines:

  • Start with a simple truth
  • Create time, don’t try to buy time
  • Tell a story that makes peoples’ conversations more interesting
  • Leave room to think and ask questions by being imperfect, weird or contradictory
  • Make the idea easy to find (searchable) and easy to tell (spreadable)
  • Content isn’t king. Conversation is king

Online community lifecycle

This research article chronicles major research and studies on how online communities begin, mature, and evolve. The article focuses on a lifecycle analysis (inception, creation, growth, maturity, and death) and success metrics (for example, size and number of contributions and how willing any one member shares details about him or herself and how widely these details are shared). The article is very well researched and offers a compelling list of ideas marketers ought to consider when considering when, how, and why to engage consumers via social networks and other online communities.

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