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Presentation delivered on November 14, 2012 at the newmarketing.me conference in El Salvador
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Engage Your CommunityNovember 14, 2012 Alex de Carvalho ● @alexdc
Alex de Carvalho
@alexdc
twitter.com/alexdc
linkedin.com/in/alexdc
facebook.com/alexdc
alexdc.org
I create spaces for individuals,
companies, and brands to connect
Desarollo espacios para conectar los
individuos, las empresas y las marcas
About me ...
Securing the ClicksNetwork Security in the Age of Social Media
I am half-Brazilian and half-Finnish
You
Community
Some Concepts
Why focus on tech communities?
What Now?
But enough about me, let’s talk about ...
You
You want to ...
• Extend your social network and make new friendships
• Learn something new
• Find work and projects
• Bounce your ideas off like-minded people
• Not feel alone
• Access resources: space, marketing, funds
Community
A source of ...
• Like-minded people
• Learning
• Work and projects
• New ideas as well as people who understand your ideas
• Fellowship and togetherness
• Space, marketing, funds
You CommunityProfitablePersona
When you provide service/value to others, it always reflects positively on you
You CommunityProfitablePersona
How do YOU make a difference in your community?
Influence
Authority
Reputation
Credibility
Identity
Presence
The pyramid of influence
alex de carvalho @alexdc
Influence
Authority
Reputation
Credibility
Identity
Presence
• "80 percent of success is just showing up" — Woody Allen
•Online, you publish yourself into existence•First step is to determine your objective(s)•Next steps include choosing the platform(s)
(blog, Facebook, Twitter, etc.) and creating your profile (bio, avatar, etc.)
Personal Branding vs. Profitable Persona: •Image vs Personality•Commercial focus vs Paying things forward•The value you derive vs The value you add
Influence
Authority
Reputation
Credibility
Identity
Presence
•Credibility is about trustworthiness and expertise
•Are you a consistent source of reliable information?
•Do you have extensive knowledge or ability (or interest) about a certain topic?
•Every post you publish will add to or subtract from your credibility
The profitable persona publishes and curates
Influence
Authority
Reputation
Credibility
Identity
Presence
• Your presence and history of publishing uniquely describes who you are
• Your interactions and relationships with others help authenticate who you are (ie., who you are is who you say you are)
• Interacting with others in real-life situations, including publishing photos taken together, help cement your identity
The profitable persona is authenticated through interactions with others and is associated with a set of communities
Influence
Authority
Reputation
Credibility
Identity
Presence
• The dynamic and ever-changing measure of what others believe about you
• Changes in credibility and identity will impact reputation both negatively and positively
• It is out of the individual’s power to control and manipulate (ie., “you cannot fool all of the people all of the time”)
The profitable persona is perceived as a valuable contributor to the community
Influence
Authority
Reputation
Credibility
Identity
Presence
• Recognized expertise and an esteemed reputation will vest an individual with a higher social position for any given topic
• The scope of a person’s authority depends on their ability to reach other leaders and people in the same field
• Once achieved, authority may outlast reputation and subjects may follow regardless of consequent effects on other people
• The profitable persona acts in accordance with a high ethical value system
The profitable persona rewards community members for their participation, longevity, and quality of contributions (social capital)
Influence
Authority
Reputation
Credibility
Identity
Presence
• Do you bear social proof for others to follow?
•Your cues are interpreted by others
•In ambiguous situations, your example determines the correct way to behave
• Do people conform in order to be liked?
The profitable persona helps define ethical social norms and becomes a steward of the community’s shared understanding (social construct)
Before a community is formed, potential community members are as fickle as crabs
They are quick to hole-up and hide out
But they are not alone
@brianbreslin
@robertmurray
@cwsaylor @alexdc
It took us 3 months to organize our first meetup ... and only 5 people showed up (including the photographer)
But we persevered, meeting up monthly ....
Within 18 months, our meetups averaged 100 people and our community grew to over 2,500 members
- South Florida’s largest web community
- Established March 2006
- Over 2,500 members
- Monthly meetups average 150 participants
http://refreshmiami.org
RefreshMiami: new media community
facebook.com/groups/smcsf
Social Media Club of South Florida
Established September 2008
- Over 2,500 members
- Monthly meetups average 100 participants
Expand media literacy
Share lessons learned
Adopt industry standards
Promote ethical practices
- Web and new media “un”conference
- Over 1,500 have attended five events
- Supported by over 60 company sponsorships
http://barcampmiami.org
BarCamp Miami
First one in June 2012:
16 presenters & 300 attendees
500 people joined for the conference and networking in May 2012
Community spawns communities,like rainfall makes things grow
• RefreshMiami• BarCamp Miami• Social Media Club South Florida• Mobile Monday Miami• Tech Tuesday• Tweetups• Coworking Miami• Ruby Brigade• iPhone Lovers Meetup• Wordpress Meetup
Many other models to create / copy
• The Hatchery • TechCocktail• OpenCoffee• World Café• First Tuesday• Twiistup• etc.
When you create a new community based on what exists in other parts of the world, those international communities start noticing you!
The thing is, we have shared interests ...
It’s the reason we speak to each other and not someone else
Shared interests means passions in common
Shared interests means helping each other
TextText
Shared interests means having a common language, vocabulary, stories, and inside jokes
And spaces acquire shared meaning
The market for shared experiences is inexhaustible
(just use the bathroom first!)
Connecting through shared interests
Why focus on tech communities?
"The digital economy is absolutely central to the future of wealth creation.
Although we are living in an increasingly globalised world, it is local communities rather than nations that are becoming more important"
Chris Clark, BT Chief Executive, February 18, 2010
Why is tech important?
“The key to economic growth lies not just in the ability to attract the creative class, but to translate that underlying advantage into creative economic outcomes in the form of new ideas, new high-tech businesses and regional growth.”
Richard Florida
Why is tech important?
• White collar, well-paid, culturally curious• Driver of economic development• Attracts innovation, talent, and money• All industries need tech to remain competitive
• Real Estate• Tourism & Hospitality• Healthcare• Banking• Journalism / Media• etc.
@gapingvoid
The right type of community
• Identify community needs• Large & all-inclusive or small & focused
• Online & Offline
Community Management
• Seeding
• Introduce yourselves
• Blogging Challenge• Identify early leaders
• Policies
• Enforcement• Executive Committees
• Events
• Communities are often very local
Event / Meetup Format
• “Open-source” culture and ethics
• Networking --> panel --> networking
• Master of Ceremonies & Moderator
• Low-stress, informal, “Beer and Pizza”
• Quality presenters
• Awards
Consistent Date & Location
• The right meeting venue depends on objectives and size of group
• Universities
• Hotels
• Coworking locations
• Coordination with other event organizers
• “City” calendar for better coordination
Sponsorship
• Networking should be free • Proximity to bar or restaurant
• Sponsor pays vendors directly
• Company involvement
Use Social Networks
• Google groups• LinkedIn
• Eventbrite registrations
Alex de Carvalho
@alexdc
twitter.com/alexdc
linkedin.com/in/alexdc
facebook.com/alexdc
alexdc.org
Got questions? Here’s where to find me
Engage Your CommunityNovember 14, 2012 Alex de Carvalho ● @alexdc