I’m doing a webinar with Matthew Lees from the Patricia Seybold Group this Wednesday about how the community team functions and is funded in the corporate environment.
Please join us if you can.
Who Owns Community? – Webinar
Aligning Business Sponsorship and Responsibility with Community Goals
Wednesday, October 24, 2007
11:00 AM Pacific / 2:00 PM Eastern
Free Webinar hosted by Forum One and the Patricia Seybold Group
Online communities and social networks are changing the ways
organizations do business in this customer-empowered, Web 2.0 world.
Different companies have taken different paths in defining the
ownership of community initiatives.
Join Matthew Lees of the Patricia Seybold Group and Bill Johnston,
Director, Community & Research of Forum One Communications, for this
live Webinar in a discussion of these questions and issues:
• Who should be responsible and accountable for it? Who should fund it?
• What problems can arise — both within the company and within the
community — if the “wrong” group owns it?
• Do the answers to these questions depend on the industry, the type
of community, or other things?
Space is limited. Click here to register.
If you haven’t, check out the interview I did with Joi on the Online Community Report.
She obviously did the hard part… providing great content!
This month’s Online Community Expert interview is with Joi Podgorny of Ludorum, Inc. Joi’s area of expertise is the post-Facebook crowd, Tweens and Children.
Joi has worked the past decade building and managing safe, online communities for kids, as well as developing and implementing strategies in the realms of digital production, integrated marketing, and youth interactive research with such companies as Nicktoons, YTV/Corus, ABC (Australia), Kraft/Post Cereals, Neopets, Sparktop, and Boys and Girls Clubs of America. Ludorum is dedicated to developing, acquiring and marketing intellectual entertainment properties, in both the new interactive distribution channels as well as classic linear TV. At Ludorum, Joi leads the integration of interactive/online strategies into Ludorum’s television, publishing and toy properties.
I’ve been subscribed to the Cool News of the Day newsletter (also available in convenient blog form) for several years. It’s the ONLY email newsletter that I read daily.
Cool News highlights innovation in marketing strategy and execution. A lot of the articles skew towards retail, but they is always some gem of information in each of the articles.
As an aside, I’m pretty sure that Tim Manners, the editor, is going to join us on the Advisory Board for the Marketing & Online Communities conference.
I just stumbled across this Information Week article on Online Influencers. (link is to the less-sucky print view. My God guys, could you have more obnoxious ads?)
The article provides a decent overview of the pros and cons of influencer programs… it stirkes me that some marketers quoted in the story arelooking for short cuts (thus the snake oil comment). Is an influencer co=opted by “the man” still influential? Probably not.
Scott Wilder of Intuit (one of my favorite communiteers) provides some good commons sense towards the end of the article:
Intuit made a choice not to simply target influentials, and certainly not to use the communities as an explicit marketing tool. Instead, the community is managed from within the product development part of the business, and users interact with the actual developers and product managers who are working on the software.
“That was a very conscious decision on our part,” said Scott K. Wilder, group manager of the small business online community at Intuit. “It was our belief that we’d have more credibility and that more users would use the site that way.” Not incidentally, the power of any word of mouth that results from these efforts is much greater, he said.
Too bad InfoWeek didn’t contact Sean O’Driscoll who runs the MS MVP program… he has one of the most interesting influencer programs I’ve seen.