Julie wittes schlack communities - 2013
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A Presenta*on from the NewMR Communi*es Event 15 February 2013 All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit h?p://newmr.org For more informa:on about dub visit h?p:// dubstudios.com Event Sponsor Why Micro is the New Macro Julie Wi?es Schlack Communispace
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Transcript of Julie wittes schlack communities - 2013
A Presenta*on from the NewMR Communi*es Event
15 February 2013
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit h?p://newmr.org
For more informa:on about dub visit h?p://dubstudios.com
Event Sponsor
Why Micro is the New Macro
Julie Wi?es Schlack Communispace
2 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
WHY MICRO IS THE NEW MACRO
Julie Wittes Schlack, SVP of Innovation and Design
3 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
People want smaller, more intimate, more meaningful social circles
People want brand relationships with a human face
Companies need to better understand their customers
Privacy is starting to matter again
People want to feel that they are having an impact
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Why Micro is the new Macro
People want smaller, more intimate, more meaningful social circles
People want brand relationships with a human face
Companies need to better understand their customers
Privacy is starting to matter again
People want to feel that they are having an impact
4 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 4
Having an impact in giving … Google Survey: If you had $100 to donate to charity, what would be more important to you in deciding where to use it?
5 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Having an impact in giving …
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6 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Having an impact in investing
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Google Survey: If you had $5000 to invest, would you rather invest it in a...
7 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Having an impact in investing …
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8 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Having an impact in buying
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9 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 9
Why is micro the new macro? Why is micro the new macro?
People want smaller, more intimate, more meaningful social circles
People want to feel that they are having an impact
People want brand relationships with a human face
Companies need to better understand their customers
Privacy is starting to matter again
10 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 10
Profile “pruning” is on the rise. Deleting unwanted friends, comments and photo tags grows in popularity.*
63% have deleted people from their “friends” lists
*Privacy Management on Social Media Sites, Pew Internet and American Life Project, February 24, 2012
11 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Micro-social networks, group messaging
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Kibits is designed to give you just the social network you need, precisely when you need it, with just the people you want to be involved, presenting only the content you want to share in that context, … In many ways, Kibits can be your one-stop-shop for creating ‘micro-social networks’ — for your friends to hash out your weekend plans, another for your family to stay in touch, and a third for that project at work where your team can’t quite seem to get on the same page
Be together, when you’re apart, An app for just the two of you. Texting, sharing videos, photos, sketching together and more.
12 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Engagement declines as the fan base grows
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From emarketer.com
13 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
People share more in small, private settings
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“In this group of three hundred, we got three times more responses than in our Facebook group of 40,000.” Steve Baird, Strategic Planning Manager at QANTAS Frequent Flyer
14 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 14
“I would just like to say how honored I have felt during this entire adventure. …In my very small and humble opinion, I think it is easier to get a better understanding of what mom’s are trying to say within a smaller community. The larger the community, the more opinions and broader scope (which isn’t always a plus), and one usually has less communication range with the provider of the community. In plain English, you just can’t be heard!”
People want to feel heard
15 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 15
Why is micro the new macro?
People want brand relationships with a human face
People want to feel that they are having an impact
Companies need to better understand their customers
Privacy is starting to matter again
People want smaller, more intimate, more meaningful social circles
16 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 16
Relationships matter
17 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 17
Why is micro the new macro?
Companies need to better understand their customers
People want to feel that they are having an impact
Privacy is starting to matter again
People want smaller, more intimate, more meaningful social circles
People want brand relationships with a human face
18 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 18
The most vocal are not necessarily the most typical
Google Survey: When posting an opinion or a review online, which would you prefer?
19 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
“Private settings are the norm, regardless of age”*
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20 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Social media usage has risen, but not public sharing
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Two-thirds of online adults have a profile on a social networking site, and most restrict access to friends only … and 11% of social networking users have posted content they now regret.
21 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
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WHAT WOULD YOU SHARE?
45 128
32 147
This Communispace community The brand-sponsored website
94 172
75 167
50 213
14 55
22 105
22 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Getting Big Insights from Small Groups
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23 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
USE FOR: • Shopper insights • Geo-tagged multi-media journals • Tracking brand encounters
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MOBILE ETHNOGRAPHY PURPOSE: Allow members to illustrate a series of events, encounters, or process by sending text/pictures/ video/audio via smart phone
24 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
USE FOR: • Real time feedback or in the moment
experiences (i.e. shop-along or secret shopping mission)
• Group collaboration – converse with individuals or groups of people instantly (including those outside of the community)
• Share media and documents
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MOBILE COLLABORATION PURPOSE: Allows users to connect with other individuals or groups in real time through their mobile device, and share pictures, video, and other media.
25 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
USE FOR: • Concept Testing • Identify most promising ideas • Pricing
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PREDICTION MARKETS PURPOSE: Use gaming approach and harness “The Wisdom of the Crowd” to assess the appeal and likely success of a product or concept (as an alternative to purchase intent surveys).
26 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013
Q & A
Ray Poynter Vision Critical University
Julie Wittes Schlack Communispace
27 Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 27
QUESTIONS?LET’S TALK.
Julie Wittes [email protected]
@jwschlackhttp://blog.communispace.com
