Community 2.0 Conference Notes: Day 2

Community 2.0 Conference

Notes by Boe Miller

The most up to date version of Day 1 notes are available onGoogle docs here.

WARNING: This is a summary of the content presented at the Community 2.0 conference held in Las Vegas, and the information was filtered through my ears, into my brain, and then out through my fingers to my keyboard.  I apologize if I have misrepresented anyones thoughts in any way.  Sometimes we hear what we want to believe.

Conference information and details will be streamed to Conference participants are encouraged to blog, tag and links content materials. Please use the tag ‘community2.0’, and the content will be aggregated.

Conference Day 2

General Overview: Another information packed day. This was the first official day of the conference, so there were about twice as many people attending. Craig Newmark was a guest speak today — and he’s hillarious. More on that later.

Conference Welcome

Open APIs – People in the community create products that their R&D departments could never create.

Some of the most powerful communities in the world started in Newgroups, Yahoo Groups, etc. You can’t just throw technology at the problem.

Book recommendation: Ambient Findability

Keynote: What’s Possible? – Expanding Markets through Virtual Communities

by: John Hagel, author & Consultant
Full slides from presentation:


Language: What is a virtual community?
It is establishing connections.
Complex weaving of physical and virtual space. Explore how physical and virtual spaces interact. Mindset: Set of assumptions for success. Move from vendor to participant mindset. Move to value creation focus. Long term financial $$$ reward.

How are we going measure this thing? How are we going to improve it?


New long term business trends. ROA: Return on Attention: Scarce resource is the attention of people. How much effort requires & what value is gained. Who are the customers generating the revenue? How can I take less profitable customers & make them more profitable. How do I introduce participants to resources they don’t know about. ‘Serendipity’ 1 to 1 marketing – personalization. 1 vendor delivering to one customer. Virtual communities should connect 1 vendor to many personalities.

ROI: Return on information: Or the profiles of participants. How much info have I provided about myself? How easy was it to give information? What value did I gain? Virtual communities are not leveraging data they collect about customers. We need to make better recommendations to our customers. If customers see value in giving information … they will give.

ROS: Return on Skill: Given amount of effort – how am I able to return value? Am I able to attract and retain customers/talent? Skills in — value out.

As pressure intesifies to develop skills, people do things they are passionate about.

Customers gain more power in the development and release of products. Communities of interest and talkents coming together.

It is not just about find people – but deepening relationships. It is about deepening skillsets.

Keynote: Citizen Marketers – When the People are the Message!

Ben McConnel: Author & Church of the Customer

MTV: Must find a new home in a marketplace where content is driven by the community. Created a new pilot program called ATLAS. MTV is allowing others to create content from their archives. 48 million content users: Create blogs, videos, etc.

There is a democratization of tools. Anyone can create content, but how do we boil up the good content?

(Shows a viral video about McDonalds Chicken McNuggest that was a huge youtube success )

Throws out a buzz word: AMATEUR CULTURE – about creation and connection.

Citizen marketers: Who is creating marketing for you?

55% of kids age 12-17 use social networks. 1 million new broadband customers in the world per year.


Most influential media: Word of mouth.

People are the new message! (collectively)


4 F’s

  • Firecrackers: Quick — poof — gone. ‘Control is out of control’ (see McNugget video above)
  • Filters: Someone who gathers info and shares it. Ex. Starbucks Gossip. This is about what starbucks is doing right/wrong.
  • Fanatics: LOVES what you do. Wants to be you. an example. ‘Citizen Marketing’.
  • Facilitators: Move idea forward.

Productive Leisure: THIS IS FOR FUN! People don’t want to be laborers. Community members that create content don’t necessarily want to be paid. Again, THIS IS FOR FUN. This is not a job.

1% RULE: Total number of people in community that contribute content will be one percent of total population.


Channel9 website and wikipedia both follow 1% rule.

Inequality is the rule: Live on the edge of culture.

Products created by community –> DEMOCRATIZATION

Lessons Learned from Non-Business Environments


Giovanni Rodriguez: Hubbub PR
Scott Meyer:
Craig Newmark: Craigslist
Alexandra Samuel: Social Signal



Craig: Ordinary people. Don’t define community. You don’t have to be a doctorate to build community (even though he is). Treating people like people. Treat people like you want to be treated.

Scott: Acquired NYTimes – Create communities around topics. Aggregate audience. 600 sites. 60,000 sites.

Alex: Grassroots campaigns on the net. Created toolking to mobilize passion. Reflective Glory Marketing: create a community your fans are passionate about.


Craig: We maintain a flat structure. We use internal discussions, and we let ideas live. The lounge in our office is online. You need a way to collaborate in a company.

Alex: Spend the money on people — not technology. It is hard to let go of control! Get ready to do it, or prepare to fail.

Scott: Biggest mistake – trying to use traditional business metrics to measure success. THIS IS NOT A TECHNOLOGY PROBLEM! Do not over engineer a community soluction — IT WILL FAIL!

Alex: Encourage people to link to your site. Create incentives for people to write about your company.

Alex: Community drives direction of growth. Community needs to own the community. You cannot build it for them and expect them to just use it.

Scott: Authenticity rules. You will be found out if you are fake. Be better and people will find you. It is all about self improvement.

The New Technology Toolbox for Community Building


Deborah Schultz: Social Media Strategist
Peter Friedman: LiveWord
Barry Libert: Shared Insights
Rajen Sheth: Google
Mike Walsh: Leverage Software

Deborah: If you are going to start a community tomorrow, what are the three most important things?

Mike: Well defined goals. Make sure good ownership/Make sure there is awareness.

Barry: Figure out what community you are targeting. Start w/ a pilot. Who will own it?

Rajen: What is purpose… who are your end users? … what tools do they use right now? ARE YOU TALKING TO YOUR USERS?

Peter: To generate revenue/profit? If so, figure out how this model is going to work for your org.


20th centures moving as fast as possible. We bought a portal — the platform won’t scale — why would I want to go with a custom portal?

Mike: Use something really open. In fact, just use Open Source, that way you can ensure the product is following the trends. Start with a blog or a wiki. YOUR SOLUTION ABSOLUTELY MUST BE AN OPEN ARCHITECTURE.

Why use open source now?

Mike: If it provides benefit, then why not?

Deborah: We see a lot of clients using Drupal.

Define what the various tools are … what is cool — what does the community really want? Features/tools

Barry: Think about what the community wants to accomplish. Fit the task to the result you want to see. We know for a fact that a wiki is a terrible book publishing tool.

Rajen: Seperate requirements from tools. Wiki gravitates torwards tech savy … is that what you want?

Peter: STOP — SLOW DOWN — EXPERIMENT — DO TRIALS: Use technorati to determine what other people are doing in your area.

Peter: Don’t home grow your own community tools if they already exist. LEVERAGE WHAT IS ALREADY OUT THERE! Companies cannot stay current with web trends… it just isn’t possible. Focus on what you do best — your product. If you want to be a software company, then sure — reinvent the wheel, but be willing to throw everything including the kitchen sink into the process.

How do you make sense of what people are into?

Deborah: Don’t be afraid of your customers. TALK TO THEM! See what your customers want.

Peter: Browse around and see what people are saying. Have a moderator team that reports on what is going on. Use buzzmetrics to measure the ‘buzz’ around your business,

We have everything — all the tools — how do you take the tools and use them together?

Deborah: Create a landing page that ties it all together.

Barry: Single Sign On (SSO) is imperative. If you have 12 different logins, don’t expect people to use your site. How is your company going to offer single sign on? Are you looking at OpenID?

Where do I even start?

Deborah: If you want to get started, then start playing around. Ask your community what they want! Find out where they are going, and what they are using.

Peter: If you want a strong community — you better offer Single Sign On (SSO). No one wants to use your website with a dozen logins.

Rajen: Search is really key. Must be able to find content quickly.

Community-Based Innovation


Gwen Ishmael: Decision Analyst
Sean Belka: Fidelity Investments
Richard Gotham: Boston Celtics
Jake McKee: Lead Samurai (Lego Corp)

Jake: Had users sitting next to product designers during developement. People were excited to have their name associated with the product when it was done. It was their claim to fame. We announced a beta of the product for 100 people, and got 10,000+ people who registered.

Richard: COO of Boston Celtics – w/ Lycos orginally. We have people who say they “bleed green”. We have trusted relationships w/ our clients. People want to hand over information.
Challenge: Info not in organized places/databases. We built analytics capabilities. User info = target marketing. We can now market to families going to the game versus business clients entertaining guests. These are different markets. WE STARTED USING THE INFORMATION!

Sometimes community can tell you a lot. What do you listen to, and what do you gather?

Richard: Get feedback from everywhere. Public opinion can’t run a business, but it should guide it. This is an emotional business, and you have to be ready to absorb the pain. Be a listner, but use the information wisely.

Sean: We developed an online comment system internally so that our employees could comment on developments. This information is aggregated and made available to R&D.

Jake: Who here is in a relationship? (Most people raise hands) What is the most difficult part of a relationship? COMMUNICATION! When you interact w/ a community, you are engaging in a relationship. Who are the 1% of contributors? Are the strong voice representative of the entire community, or do you need to do outreach?

How do you measure success?

Richard: Ticket sales/Tv Ratings

Sean: People want to get something done. How good of a job are we doing at helping our customers reach their goals? This is how we do it.

Jake: Lego has a strong system of beliefs. Everyone believes in what they are doing. They would measure vibe internally through questionaires.

How do you reward your community?

Sean: Pay attention to them as people. Don’t buy them a diamond when they just want you to clean the kitchen.

Jake: We didn’t make changes to corporate site — instead, we fueled passion out on the internet.

Sean: 60 year old company: Online made it easier for us to gather feedback.

Reframing Community – How Customers Perceive Different Forms of Community & What’s Missing


John Winsor: Radar Communications
Michael Perman: Levi Strauss

What’s the difference from physical and virtual communities?

You have to be able to ask yourself, “what’s happening in the future.”

Content Mirotacracy: Ideas win

Michael: Embark upon what is the best of the virtual space.

John: 8 Things my presentation is based on.

1) Loging to belong: ‘Community is an extended family’
Community is often a substitute for family. Community is ‘roots’.

2) Reframing Community: Thinking of community in new ways.
Going w/ emotional flow.
Concious flow of events.
Virtual communities not a substitute for physical.

3) The martini Effect: Life Support Mindscape
Living is active, we need each other.
Life support: Exploring universe

4) Recontextualizing Language: Virtual metaphores – It is a place. It isn’t firm.
Meritocracy built on nodes. Hubs and links. The evolution of metaphores —– conencting deeper ——— spanning communities. Connecting w/ each other ——– it doesn’t matter about car/shoes/clothes — meeting of the minds.

5) Leadership = Catalyst: A leader sets the scene (director)
Someone has to get everyone in room.
Must have ‘fresh’
Democracy of ananymity: There is no true leadership. Structure disolves everyday in community. Every day is a new day.
It is about having a provacative idea.

6) Grounded Transformation: You can ‘edit’ yourself and your presentation to others. People rallying around a common cause.
Costs little to have deep relations online.
It’s easy to quit.

7) Temporal Schizophrenia: Contradictory existance.
Being in multiple places at once.
Virtual community something you choose.

8) Collective Conscience: An awareness to do the right thing.
Book Recommendation: The World is Flat.
Passion and compasion 4 what u are doing.
The power of a million voices.
Community = Common identity.

Levi Stauss Notes:

1) Best of both worlds: blend the physical and the digital.
2) Provide the ride: enable consumers a ride on your brand authentic assets w/ constant entertainment. “Mindscape” fashion.
3) Let go on the steering wheel. Enable customers the opportunity to shape, express, voice, contribute to something real.
4) Enable leadership: Find the emerging citizens of greatness & connect.
5) Break the third wall: Pierce the veil of anonymity that is prevalent in digital communities.



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: