Feeds:
Posts
Comments

Archive for the ‘online communities’ Category

Rock’n\A friend of mine has a band. They are great musicians and fun people — the consumate performers. They are busily working their contacts in the music industry and in discussions with record labels for contracts. They have a lot going for them, but when it comes to gigs… Disappointingly few people turn up. Why is that?

The band has a page on Myspace, which as been running for about 18 months. It holds about 1,500 friends, which, given how many people these guys have performed for and how many friends those audience members all have… It’s a fraction of the number it could be, and still doesn’t explain why less than 1% of them are coming out to gigs. Their events should be mobbed. So what can the band do?

1) Expand the fan base with everyone you already know. They’ll do the work for you.

This is a concerted effort, a planned attack. Make a list of every musician you’ve ever worked with, every girl who’s ever batted her eyelashes (this band is fronted by cute boys, so there should be plenty), every family member you’ve got, community members (including old teachers, parents of friends, friends of parents, etc. etc. etc.), music execs, people you chat to after gigs… You want to engage everyone you’ve ever met — and then some.

Generally, when you’re starting a band, the whole world wants to see you succeed. You just need to tap into that enthusiasm. They feel special to be involved, and you’re doing something they probably wouldn’t have the courage to. All you need to do is to make them feel involved, and they’ll rush to support you.

2) Give your supporters something to do.

Keep reminding yourself: They WANT to help. So you want them to stay engaged. When you first tell them, “Hey, we’re starting a band” (or “Things are going well, we’ve got a gig next week”, wherever you are in the process) and they say “That’s great! Well done!” (which is usually accompanied by the thought, “I’m really impressed. And so glad it’s not me! I wouldn’t have a clue how sing/play/perform!”) , JUMP ON IT. Capitalise on the fact that they’re feeling both in awe and a little inadequate by giving them the chance to get involved and help where they can.

Production in the studio - behind the scenesStart with a little status update that doesn’t have to mean much but feels “behind the scenes” (explain that you are doing your best with the recording/the rehearsing/the chasing up new drummer), but that you’d love to keep them posted on your activities. (And/or will want to let them know the second the album is released or the new video goes into production, etc.) Point them to your social networking site and tell them to become your friend… This is the ultimate WATCH THIS SPACE move. They’re now watching.

3) Give them a reason to stay involved.

They love you; show that somebody’s home at your end of the conversation. This means new content on your site every 3-4 days. Something, anything. Thoughts, plans, a silly story from rehearsal, a “this week we worked on X” rundown, frustrations with production, anything. Blogs are particularly good for this kind of chit-chat. It doesn’t have to say

anything detailed about any person or song; just that you’re still there, and you care enough about these people to keep this conversation going.

Remind them REGULARLY (once every week or two) that you’re busy working on all this. These reminders should find them (bulletins, emails — anything that lands in their lap, as opposed to them having to come to your page to find it). Create hype. Be consistent about it.

This will keep these guys engaged while you keep adding new ones to the list. And your numbers will grow!

4) Translate it into ticket and album sales.

Concert ticketsYour final goal is that by the time you release the date of your next gig, every last person on your now doubled friends list will be chomping at the bit to be there to support you. They’re going to care enough that even if they can’t go, they’ll send someone on their behalf.

The same should be true with album sales. Because they feel like they “got in at the ground level” and helped you along the way, they’re emotionally invested. They’re going to cry more than you will when you get your Mercury prize.

5) Recognise how easy this is.

Social networking sites work because you establish instant access to all the people you’d want to be talking to anyway, in the real world. You have their attention, and are giving them an easy way to showcase your efforts to everyone they know. 99% of it is just a method of keeping track of, and keeping involved, the people that your music touches in reality.

Nobody’s loyal to a band they run into online — we respond to hype. We explore suggestions from friends, we try not to get left out of a trend, and we follow through on a strong desire to help “real people” try to make it. So give your fan base a way to hype you and to introduce their friends to your music. Let them work FOR you.

And while you’ve got their attention — don’t forget to tell them how much you love them and how grateful you are. In the same way that you’d thank a friend who drove for miles to be there and cheer you on, let these people know you care. With a good effort on a social networking site, you can do that for all of them at once. You’ll quickly build a huge group who feel personally connected to you and your music.

Now that they’re listening, the rest is up to you. Give them something fabulous to listen to!

Goin to town

Read Full Post »

Circle of friendsDeveloping an adolescent network of friends

Being a teenager, for me, was largely a trial-and-error process of figuring out how to be an adult. I wanted autonomy, I wanted to succeed, and I wanted to be able to ask for help — but only on my terms. I created a “family” of friends, relying on them for the moral support and frames of reference that I had previously looked to my relatives for. We muddled our way through adolescence, as I imagine most teens do, trying to work out together how to handle our uncertain futures, new relationships and the stress of achieving good grades. We learned together.

Underneath that bonding and grouping, I distinctly remember not just drifting from my family but actively setting up blocks. “I want to do this my way, by myself!” was a big mantra of those years. Supreme Court Justice Louis Brandeis wrote in the 1890s that the US Constitution guarantees “the right to be let alone—the most comprehensive of rights and the right most valued by civilized men”. I was pretty positive Brandeis was writing right to me; as a (self-declared) civilised almost-adult, I thought that right was sacrosanct. I wanted to be let alone with my friends.

Social Networking – the online models of our groups of friends

Feet of friendsSocial networking platforms like Facebook, Myspace and Bebo allow teenagers to intensify their relationships with members of their group. In creating a profile or home page, they can create and re-create their own identities, experimenting with who they are and how they want to be seen. They get to identify themselves with social groups, be seen as belonging (through displaying their friends) and discover who else belongs with whom. And best of all — the parents aren’t invited. This is a world of their own, ideally suited to the adolescent’s social development.

The tension: Protecting the kids or invading their privacy?

If we can extrapolate my experience to a majority of Internet-using teenagers, social networking sites are supporting them in the social development they’re already doing. The challenge comes in building new relationships, where the lack of context can make it easy for someone with a nefarious agenda to mislead the unsuspecting. (See previous post.) The quick intimacy teenagers build can mask the fact that they don’t actually know who is on the other end of the conversation.

Recent US legislation has attempted to minimise the risks to kids. The Children’s Online Privacy Protection Act of 1998 (COPPA) prohibits site operators from collecting personal data from kids under 13 without verifiable parental consent, and removes their liability for disclosing information to the parent about the child. In a previous post, I have discussed the proposed Deleting Online Predators Act of 2006, and this week the Georgia Senate has begun to consider a bill that would raise the age of parental consent to 18. No minors in Georgia would be allowed to engage in social networks without their parents having full access.

At the same time, the chief privacy officer for Facebook, Chris Kelly, maintains that they are restricted from sharing activity and profile content with parents by federal law. “Under the Federal Electronic Communications Privacy Act, we cannot give anyone access to or control of an individual’s profile on Facebook”, Kelly said. In addition to the overhead if they were required to open up all that data and verify which parent belongs to which kid, the inevitable response would be diminished site activity. If kids knew that Mom and Dad could listen in, they would find somewhere else to talk.

(Facebook of course has an interest in keeping activity levels high and therefore maintaining its revenue stream, which appears to be advertising-based. But it would fall short of its goal of “helping people better understand the world around them” if everyone restrained their contributions to each other’s world views because they felt they were being spied on.)

How do we sort this out?

Biking - shadowsIf we go back to my assertion that social networking is modelling interactions and social development that we all do anyway, then the dangers aren’t actually that new. As an offline teenager, I was certainly taught not to give my address to anyone I didn’t know, and not to talk to strangers. I knew to look both ways before crossing the street. I knew how to listen for conversational cues that I was talking to someone with bad motives, and to recognise that friends of friends aren’t necessarily okay just because they come with a “reference” from somebody I know. All these messages kept me safe in the big bad real world, and I knew them because I was taught.

Teenagers need to form groups, to share information and to grow with their friends. And to establish a bit of independence from their families. Social networking can support this growth, but someone needs to make sure that online safety is included with the “surviving in the real world” lessons every kid gets either at home or at school. Particularly because parents are less involved in the conversation than they were when the children were younger, teenagers must be well prepared to make good decisions on their own. Unfortunately, legislation restricting access or allowing parents to “eavesdrop” won’t teach good judgment. Nor will applying privacy legislation — many kids wouldn’t figure this out on their own. Parents, teachers and role models are still ultimately responsible for these almost-adults, and it should be up to these adults to prepare them properly.

HikingDown

Read Full Post »

The messages we broadcast

As I wander through my day, I’m reasonably conscious of the messages I’m broadcasting: I try to dress well to present an image of being competent, I phrase my comments in such a way that my colleagues will feel good about working with me, I’m conscious of editing out any commentary about the wine from last night or having burned breakfast this morning. I’m not obsessive about it, I just try to put my best foot forward.

I think we all do this, to one extent or another. We show certain sides of ourselves to whoever the audience happens to be, some of which is selective and some of which is situational (for example, it may be that I don’t mention the breakfast mess to my colleagues because I’m too busy to remember that it happened). We try to balance the messages we’re sending deliberately (for example, the words I choose) with the back channel information we project (like the fact that I smell like burned toast or that they overheard me telling someone else about my head ringing from the smoke alarm).

We therefore end up with each person/group seeing a distinct part of us, some of which we control and some of which we don’t.

What they see of me
What they see of me

We play to that, trying to make the best impression possible with the information we’re sending out to each specific audience. It’s nice to be well-liked, and having allies facilitates getting things done when you need help. In the business world it’s called marketing, self-promotion and networking; in psychology it’s situationally responsive behaviour and relationship-building.

Who we are online

Now let’s take it to the virtual world. Part of the success of chat rooms, avatars, role playing games and online communities comes from the fact that you get to create and control everything that makes up others’ opinions about you.

Me online - what they see
Someone online can project the appearance of anyone they want. This picture shows that the ‘me’ hiding on the inside has nothing to do with the shape that the online contacts think they’re seeing on the outside.

As my father’s favourite New Yorker cartoon spells out, once you get to create and control the messages that go out, you can be anybody. You won’t be betrayed by any back channel information, so no one will notice that you’re having a bad hair day or are too tired to speak at the meeting or aren’t, in fact, of the same species (see below).

On the internet, nobody knows you’re a dog
Cartoon by Peter Steiner. The New Yorker, July 5, 1993 issue (Vol.69 (LXIX) no. 20) page 61.

This is, unfortunately, not just an opportunity for reinventing yourself to hide your insecurities; it’s also an easy mark for fraud. The US House of Representatives passed the Deleting Online Predators Act of 2006 in response to concerns about paedophiliacs posing as children on social networking sites to build trust and arrange meetings with their prey. The controversially-worded bill was intended to protect kids from people who were misrepresenting themselves, which is evidence of how much potential we have for being anyone we like online. (The bill is currently awaiting debate in the Senate.)

Why we bother to be real

Most of us actually live in the real world. We meet the majority of our work contacts face-to-face (or at the very least, exchange phone calls). We hug our families and share a sofa when having coffee with a friend. Physical presence — and it’s associated accountability — are priorities for us. It’s how we are used to relating to each other, and the best scenario for us to communicate the most information, accurately and efficiently.

When I began this blog, I thought carefully about whether I would use my real name. There are legitimate privacy concerns around exposing any personal information that is available to the 1.076 billion people who have internet access. But ultimately, I’m out to share my views, spark discussions and create contacts who will be useful to me in my real life. I want any benefits of this ‘virtual’ work to be connected to who I am in reality. So I’ve made that link.

Similarly, the news has been busy in the past few months with stories of how online worlds can grow to successfully parallel reality. The hype surrounding Digimask‘s technology, which takes a 3D image of the user and puts you literally into the multi-player game, reflects this trend. (See today’s BBC News video rundown of Digimask). Apparently if we’re going to go to the trouble of blasting bad guys in Tom Clancy’s Rainbow Six Vegas on your Xbox 360, we want the credit for our real selves.

The most common example of this keeping-it-real trend comes from multi-player online role-playing games (MMORPGs), like Entropia Universe and Second Life. Entropia Universe (formerly Project Entropia) calls itself a ‘massive online virtual universe’ and maintains a (real) cash economy. In May the developers sold a ‘virtual space resort’ to one of its users for $100,000. The purchaser bought it to establish an online night club, a marketplace through which the (real-life) entertainment industry can sell their wares to other members of the Universe. When you’re looking for cash, keeping ties to reality (and credit cards) are the only way to go. (For more information, see this article on BBC News.)

Second Life is another online world that has caught the attention of significant corporations out to encourage spending by actual people bringing their real wallets. In just the past day, ABN-AMRO has announced that it is opening a branch of its bank inside the virtual world, while IBM have hosted a Virtual Worlds European Media & Influencer Event. (They’re also proud of having replicated this year’s Wimbledon inside Second Life.) This continuation of big-business commerce on the virtual site is only possible because the users maintain links to their real-people bank accounts and come to the site with their banking or marketing needs in tow. Users don’t divorce Second Life from their first lives.

Keeping it real
I’ll repeat what I usually say: technology is most useful when it is supporting something we want to do anyway. And whether that’s sparking conversations through my blog to further my professional growth, finding new routes to market for existing commerce, or knowing that the world reveres me because I slaughtered more bad guys than my buddies could — we can only collect on the real-world rewards when the online contacts know who we are.

Read Full Post »

I didn’t intend for this blog to be quite so adult in its themes, but this was just too funny to pass up. (And I swear, I found it legimitately, searching for social networking resources!)

The porn community, one of the largest online group of content sharers and *ahem* common-interest enthusiasts, have taken up the banner of social bookmarking.

PornCabi.net (yeah, don’t open this at work) describes itself as “a lot like del.icio.us, but it’s strictly for adults, which means if you want an endless stream of constantly updated free porn sites all in one place, sorted by popularity among other users, this is absolutely the best place to be!” Just like del.icio.us, when you find a site that intrigues you, you bookmark it to PornCabi.net, tagging it with the keywords you find relevant. The more tags a site gets, the higher up it goes in the rankings, so that when another user searches for that particular word they’re likely to find what they’re looking for. (Probably more so than through Google, which can be manipulated by creating lots of extraneous links to a site and embedding keywords in it that boost its PageRanking.)

To make this a truly effective knowledge-sharing method, it seems that they even allow their users to form organised subnetworks around a particular topic or shared interest. This is particularly important because I’d bet that one man’s great porn isn’t necessarily also another man’s (or woman’s, to be fair), which means that the popularity rankings are only so useful across the entire population.

Kudos to them for the creative URL. And it’s almost a pity that they couldn’t take “del.icio.us”!

Many thanks to Julie for playing research assistant and filling in some of the details.

[This post deliberately has no pictures. Images of bookmarks were too innocent, and everything else… Well, it’s out there already and far more graphic than I’m willing to post in my blog!]

Read Full Post »

Amazon ratingsAs one of the original commercial community websites, Amazon has launched the user-referral concept into a common-place online shopping practice. We expect the right to ask people who have bought the book what they thought, and we often want a forum in which to share our own reactions. Amazon has taken that a step further, incorporating further knowledge in the form of comments from the author (among other features) to help convey their intentions to potential buyers.

With all those good intentioned, knowledge-sharing and community models in mind… Have a look at Amazon.co.uk’s review of the Holy Bible. (Note: this is a classic example of one of the most useful English expressions: taking the piss.)

Don’t miss the comments from the author. 🙂

Read Full Post »