Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Transcript of Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Stepping out of the comfort zone:The discomfort of communities
Andrew Spong, PhDEditorial Director, Nexus
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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About me
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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10
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About thispresentation
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Concepts trump counting
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Concepts trump counting
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Concepts trump counting
RO
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InvestmentConnections
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dvocacyTrust...
Investment
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3
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direct
indirect
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A comfort zone?
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Stepping out of the comfort zone:The discomfort of communities
Communities on the social web are ofteninitially created as comfort zones
Why, therefore, would a community ever feel
the need to 'step out of' its comfort zone? What might precipitate such an action?
What benefits might it gain from doing so?
Hypothesis: successful communities have acomplex inclusion-exclusion dynamic wherein adegree of discomfort is a) likely, b) may havepositive results
Let's consider some case studies to test this
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Case studies
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Case study #1: hcsmeuproductive discomfort
Commitment to inclusion disclosedregional needs (language; localconditions) core group could notserve
Core group set establishment of
regional groups as goal Core members create regional
groups
hcsmeu is a link in a chain that no-one owns: US... EU... Asia... LatAm
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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No spend, modest effort, big results
#3
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Case study #2: nhssmissue-based discomfort
Pharma issue: regulation
HCP issue: privacy
Patient issue: trust
Provider issue: strategy
extensible
inspirational
informational
social
Issues addressed,additional benefitsalso conferred:
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Case study #3: Psoriasis360self-reflexive discomfort
Whilst existing communitiesmay feel they are supportingother members' initiatives, themembers of new groups mayfeel they are being 'colonized'
Communities must be awareof where they don't belong
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Case study #4: Iwork@novartisprogressive discomfort
Prompted by aprogressive desire to domore (my observation)
Gently reminds us that acompany is a communityof many voices
Challengesperceptions, bravelytreads a reformist line
Interesting insightsinto what is sharedinternally with #yam
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Case study #5:temporal discomfort
http://cyhealthcommunications.wordpress.com/2010/11/08/twitter-rt-tweet-ups-and-me/
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A new way to browse healthcommunity conversations:
http://www.foxepractice.com/healthcare-hashtags
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On the discomfort of communities: Everything flow s
Communities on the social webexhibit an arborescent inclusion-exclusion dyamic: tree-likegrowth, root & branch
Communities should not worryabout appealing to a 'generalreadership', but stick to their coreinterests
When niche interests align / whenrecommendations regarding acommunity's niche question areasked: weak ties direct, members
join, temporarily, permanently #MyNiche
8/8/2019 Andrew Spong keynote @ #Ideagoras Conference 18 of Nov 2010
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Credits
About me http://www.flickr.com/photos/mikebingley/263966036
Prague astronomical clock http://www.flickr.com/photos/wolfgangstaudt/359783377/
Zones http://www.flickr.com/photos/rocket9_net/3352272327
Case studies http://www.flickr.com/photos/xindaan/4005856992/
Tree http://www.flickr.com/photos/29609591@N08/4237133002/
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Q&A
Andrew Spong, PhDEditorial Director, Nexus
@NexusNR@andrewspong