What's Inside:
Greetings Online Communiteers,
The intersection of Marketing and Online Communities is on my mind this month, primarily because we are just three weeks away from the Marketing & Online Communities conference. It's fascinating to watch brands try to build relationships with their communities and the very public wins and missteps that are happening. One thing is for sure – we at the beginning of massive change for how brands, marketers and communities interact. On to the Report!
Bill Johnston, Editor
bjohnston@forumone.com
A Message From Our Sponsors:
We Are Smarter Than Me: How to Unleash the Power of Crowds in Your Business
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GroupSwim
We power online communities for companies’ customers, employees and partners. GroupSwim drives results by harnessing and leveraging community content.
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Online Community Highlights
Social Media for Kids
There are a plethora of social media outlets for "tweens," Generation Next, Gen X and Boomers. Why should young kids be overlooked? Sites like Sesame Street's Panawapa and Disney's Club Penguin offer entertainment, education and "kid-friendly chat" to kids four and up. And these are not the only companies offering online community to youngsters; there are many more sites that are already available and many more in the works. But the question remains, how do you engage this new audience in an appropriate way? With little or no standards, there will surely be a movement to capitalize on the new market and the watchdogs will create and enforce new policies.
Get Out Your Passports, It's Time to Sail to Panwapa Island -Children's Media Consultant
Kids online community growing fast - Australian IT
Are kids ready for ads in virtual worlds? - CNET News
Companies Reclaim Their Brands Through Online Communities
“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.” So says Trevor Edwards, Nike’s corporate vice president for global brand and category management, in the NYT article below. Online (and offline) communities and social media are starting to take big chunks of some brands marketing spend. Why? It could be that companies are starting to feel that having their relationships with customers mediated by third-party agencies is no longer a valuable (or sustainable) strategy.
The New Advertising Outlet: Your Life ? New York Times
How to Identify & Target The Right Niche Social Media Sites- Search Engine Land
Why Wal-Mart?s Facebook Strategy is Like the I-Rack - Get Elastic
More Highlights:
Virtual Worlds Emerge as Social Media Distribution Outlets
Broadcasting companies are extending their programs into virtual worlds and communities.
Social Search - The Potential Impact on the Search Marketing Industry
An analysis of social search sites and the potential for new marketing opportunities.
Face(book) it, big biz can learn from kids - Business Edge
IBM takes hard look at employing 'friendonomics' in workforce.
Next stage of Internet spawns variety of new jobs
New career opportunities are forming as a result of changing and growing Web 2.0 technologies.
Google buys social mobile startup
Jaiku
Google goes mobile with Jaiku.
Second Life: Virtual Worlds and the Enterprise
A detailed analysis of how enterprises should look at Second Life and Virtual Worlds.
Online Community Events
Marketing & Online Communities - Discount Code Below!
November 8, NYC 
The Marketing & Online Communities Conference is an invitation-based event to be held at the Tribeca Grand in New York City on November 8. The conference will bring together thought leaders from the marketing and online community sectors to discuss marketing challenges – and unprecedented opportunities – in online communities. Confirmed speakers and participating organizations including senior staff from Yahoo, Digit London, AOL, guerilla PR, Microsoft, Satisfaction, Consumer Reports, Autodesk, Warner Bros. Records, David X. Manners Company, Fidelity Investments, WebEx.
PLEASE NOTE: Our early bird pricing of $795 ends TODAY! This, combined with the discount code "ocreportmoc" will get you $100 off of the full admission price of $845. To request an invitation, go to http://www.forumone.com/mocrequest
Other Events:
She's Geeky
A Women's Tech (un)conference
October 22-23 in Mountain View, CA.
This event is designed to bring together women from a range of technology-focused disciplines who self identify as geeky. Our goal is to support skill exchange and learning between women working in diverse fields and to create a space for networking and to talk about issues faced by women in technology.
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.
OC Expert Interview: Kaliya Hamlin
This months we are shaking up the Online Community Expert interview by conducting it live and taking your questions!
In this OC Expert live interview online identity expert Kaliya Hamlin will take your questions about the status of shared identity systems, especially OpenID; the work being done at the Identity Commons; and how communities can leverage these resources. Ask your questions now and then join us live on 25 October 2007, 2:00 PM EDT. http://interviews.forumone.com/content/interview/detail/635/
For O'Reilly, Kaliya wrote "identity is no small matter. It lies at the core of who we are as social beings. There are many ways to think about what identity is, such as: how we define ourselves (self-assertions), how others see us (facts about us), and what others think about us (our reputation)."
Please join us on 10/25 for a conversation with one of the most knowledgeable and outspoken practitioners in the Online Community space.
Online Community Jobs
A current list of Online Community job opportunities. If you would like to include an open position in the next issue of the newsletter, please email with the title and link to the job description.
Autodesk
Senior Manager, Community Programs
eBay
Associate Manager, Community Input
Optaros
Online Community Manager
Small World Labs
User Interface/Graphic Designer
Student PIRGs
Online Community Organizer
Yahoo
Community Manager - Yahoo!
Software Engineer - Yahoo! Local
Lead Front-end Engineer – Yahoo! Local
Senior Software Engineer – Yahoo! Local
Warner Bros. Records
Community Manager, New Media
WEGO Health
Online Community Producer
VM Ware
Sr. Community Manager
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