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SXSW Interactive 2016

Shhh….The Power of Micro Communities

Today’s most powerful publishers are quietly achieving scale by serving their most powerful users, micro communities. From Korean beauty to Isis some of the biggest movements we’ve seen this year lived as niche conversations driven by a group of enthusiasts long before they broke into the mainstream. As intimate content sharing channels like whatsapp override existing giants such as twitter, power of small engaged conversations has never been greater.

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  1. In a market where success is measured by scale, how do publishers leverage of micro communities to drive growth?
  2. How do you know you’ve discovered a micro community conversation worth sticking with?
  3. What are the appropriate KPIs for measuring “success” inside these micro communities?



Emily Gray, VP, Revenue Products, Refinery29

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