9 steps social media strategy

9 Step Social Media Strategy

Laurel Papworth Social Networks Strategist

laurelpapworth.com

Laurel Papworth http://laurelpapworth.com

http://www.flickr.com/photos/silkcharm/sets/72157606247590916/

Laurel Papworth http://laurelpapworth.com http://www.flickr.com/photos/silkcharm/sets/72157606247590916/

Slides 03. Why am I here? 10. Where do I go? 17. Who am I? 30. Can you help me? 37. What are you doing? 44. How do I behave? 54. What’s going on? 60. What’s the celebraJon? 67. All together now?


Social Network Why am I here?

Are our reasons aligned?

Laurel Papworth

Types of Social Networks

•  Family • Work •  Play •  Spirituality •  PoliJcs

•  Geographic •  Demographic •  Topical •  AcJvity


Mazlow’s Hierarchy of Needs adapted by Amy Jo Kim

Physiological Food clothing Shelter, health,

System access, retain management of system identity

Security and Safety Protection from crimes and war, living in a just society

Protection from hacking and trolling, privacy, level playing field

Social Ability to give and receive love, belonging to a group

Belonging to a community as a whole, and swarms (subgroups)

Self-esteem Ability to earn self respect, respect of others and ability to contribute

Ability to contribute and be recognised for those contributions

Self Actualisation Develop skills Take on new roles and new opportunities


The “Why” of social networking

•  Name – helps if it’s meaningful •  Slogan – funky one liner •  Why – ‘public’ company reasons •  Interface – colours are important ! •  Human story – evil or good? •  Content, tools, links – what’s inside?


Name and MoWo •  Fark.com •  Mother&Baby •  Facebook •  iYoMu •  Flickr •  MySpace •  YouTube

•  …it’s Not News it’s Fark.com •  ? •  ? (how many friends have you got) •  …Social Networking for Grownups •  …Loves You •  …a Place for Friends (just not MINE)

•  …Broadcast Yourself





Where should I visit?

Laurel Papworth

Social Network Bytes Where do I go?

Where to go?

•  Areas to meet •  Tools to communicate – blogs, forums •  News to read •  Tools to use – hosted, white label, or self •  Useability, sociability, navigaJon, taxonomy, site maps

•  (plus the “Why’s”)

Laurel Papworth http://world.com.au

How to you like to communicate?

•  Instant (synchronous), real Jme support -‐ instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo

•  Delayed (asynchronous) -‐ email, listserv, blogs, forums, wiki,

•  Either? -‐ TwiWer, RSS, APIs


Who-‐to-‐who(m)?

•  One to One -‐ email, personal messages, chat

•  One to Many -‐ blogs,

•  Many to Many -‐ forums

•  Few to Few (gated) -‐ follow me services



Tools to Use

•  Hosted Facebook, MySpace,

•  White Label Ning,

•  DIY Drupal,


Summary •  MeeJng places (role based)

-‐ Newcomer -‐ Off Topic -‐ Elders

•  MeeJng places (tool based) -‐ forums -‐ blogs -‐ wikis

•  Tools •  News


What is my identity?

Laurel Papworth

Social Network Bytes Who am I?

Who am I?

•  Sign me up! •  Establish idenJty •  Establish reputaJon •  Establish trust •  Context: -‐ system, personal, public (old) -‐ as many profiles as needed (new)


Sign Me Up!

•  Decide on Barrier to Entry and sJck to it! •  Sign up procedure -‐ CAPTCHA, email confirmaJon

•  Welcome email Username, password

•  ImporJng friends list



75th on Google Search



Don’t want to check contacts now?

Don’t want to check contacts now?


Looking to meet?

Description?

Starsign?


Uh.Oh. It’s a dating site


Establish IdenJty •  What is Public and how Public? •  What is Gated? •  What informaJon is Private? •  What is hidden in the System Profile? •  StaJc informaJon •  Semi StaJc •  Dynamic status •  Evolve the profiles – adds interest


Personality

•  Avatars •  MulJple idenJJes •  Explain Profile quesJons •  Tagline (.sig) •  Free vs category answers •  Fun Jtles and non-‐sequitors


Establish ReputaJon

•  Who are the top contributors? •  Most popular arJcles? •  Newest members? •  Newest comments? •  Latest uploaded media? •  Featured blog, featured profile •  Titles – guild, moderator (see status later)



How do I get involved?

Laurel Papworth

Social Network Bytes Can you help me?

Who am I?

•  Visitor, Anonymous, no Profile •  Registered, novice •  Regular, normal •  Leaders, contributors (see more later) •  Elders •  Employees •  Owner


Clearly define…

•  visitor vs registered •  Premium visitors •  Appropriate areas for newcomers •  Regulars •  Leaders (see more later) •  Elders


Visitors Centre •  About Us •  FAQ •  Media/Press Releases •  Tour, Video, Podcast, InteracJve •  LeWer from Host (now: blog) •  Membership requirements (age, locaJon) •  Site Map •  Background, whitepapers •  Mission statement, backstory, history •  Overview of features (quick grab) •  Policies, guidelines, code of conduct


Regular Centre

•  Read/write not read only •  Access to karma points •  Show number of posts, length of membership •  Premium services


Social Graph


Not a People Graph

WoW site 291 incl. Forums


WoW Virtual World

WoW economy

Thottbot.com 391

allakhazam.com 798

WowWiki1,299

blog

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blog

blog

blog

blog

blog

blog

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How do I get involved?

Laurel Papworth

Social Network Bytes What are you doing?

New & Small

•  Leader, owner/founder, developer, customer service, staff, moderator – you

•  A bunch of interested people – them •  Accept offers of help, monitor and encorage these (founders) as they will become (elders).

•  Staff – (unpaid) Volunteers or Contractors (part-‐Jme) -‐ Enthusiasts


Mix up social and disciplinary?

•  Welcome greeter: usually called Angel •  Host: main leaders who unite with purpose •  Moderator/editor: evaluate content •  Moderator/police: warn, ban, remove •  Teacher: answer newbies, recruit •  Events/party-‐er: co-‐ordinate •  Admin: leads moderators, writers, team •  Developer/owner: “god”, boWom line,


Any of these can be volunteer. Or paid.

Volunteer vs Paid

•  Status •  Giving to the community •  Learn new skills •  Make networking contacts (career change)


Choose your leaders

•  … or your community will choose for you. •  Or choose together. •  Encourage behaviour by showcasing it •  “Spotlights” •  Rewards… •  Tools – special chat channels, controlling access, locking down content


Type of Community Rewards

•  CompeJJon community? Then RaJngs/Rankings e.g. high scores

•  Task based community? Then “spotlight” tasks e.g. blog entries

•  Profit based community? Share the love: aucJons, classifieds, storefronts, affiliates

•  Knowledge based? Then reward with feedback


CriJque User Generated Content

•  … or consumer generated media or ‘members creaJng stuff’.

•  QuanJtaJve: Check page hits, posJng acJvity or hours logged in.

•  CrowdSourced – rated and ranked media •  Editor sourced – manually collect and exhibit media from members.

•  Find Usability/SEO consultants who understand Sociability


It’s War: Rules of Engagement

Laurel Papworth

Social Network Bytes How do I behave?

DocumentaJon & Tools

•  Who can join? •  Technical decisions •  Behavioural rules •  Behavioural advice •  Privacy policy •  Terms of Use, Terms of Service •  Tools for leaders


Yes Moderators are st00p1d

We can’t work out that fcuk really means a naughty word. Oh and “Click here for pr0n”. What does a$$h0le mean?

However we ignore OMFG. Do you take offence at Newbie? How about Nubby? Nublet? N00b or n00bie?



Technical decisions

•  Images, video, media •  What consJtutes porn, shock sites •  Civility •  Spam •  Privacy •  Liability •  Censorship •  Ownership of content


Documents

•  Member agreement. •  Legal •  Community or Social Guidelines •  Support Issues Help: FAQ, Knowledgebase




Official ADMIN????

…there are 650 Admins. And I'm pretty sure the one with Fuck You in the headline and the other one with My Willys Is Bigger than Yours are not real admins…


Tools for Leaders

•  Moderators are a community too! •  Own Jtles, own forums, own areas/places •  Evidence Locker – remove content to an evidence locker. Do not delete.

•  Rap Sheet – keep a database of details of Watched, Warned, Banned members Includes, all IP addresses, signup and all email addresses, links to evidence locker, copy of Personal Messages.


Where’s the party?

Laurel Papworth

Social Network Bytes What’s going on?

Events •  Personal Calendar •  Community calendar •  Contests •  MeeJngs •  Performances •  Event co-‐ordinators (support them) •  Transitory forum •  Tools *An important moment/highlight in the week. Even an update achieve that…


Event Management

•  Online or Offline? Both? •  Plan: Strategy, LocaJon, Infrastructure, ‘staff’ needs, documents, Jme and place,

•  MarkeJng: display informaJon, launch details, staff, troublemakers

•  Follow up: conJnue the discussion, distribute the results, plan next one


Contests

•  Create debate •  Quizzes – polls, debates, hot or not •  Foto of the day -‐ “interesJng” Flickr •  Causes •  Vampires, Werewolves on Facebook •  Board games


MeeJngs

•  Book club •  Support physical meeJng (not replace) •  Instant (IRC) with developers •  Monthly roundup of issues (forum) •  Create regularity and loyalty


Performances

•  Interviews with developers •  Podcast interviews •  Technical training, webinars, webcasts •  I might put these slideshows up, once a week! J

•  Who’s on stage this week? Spotlight leaders, elders and owners


Recognising & rejoicing with others

Laurel Papworth

Social Network Bytes What’s the celebraJon?

Ritual and Holidays

•  Power of belonging •  Acknowledgement of communicaJon context •  Community Holidays (Founders day) •  Passages and TransiJons (Funerals)


Hello and Goodbye

•  … and everything in between •  Welcome newcomer, one year ‘avatar’ birthday, reaching 1000 posts, finding 5000th friend, most popular leader, farewell

•  Birthdays, engagements, weddings, pregnancy, birth, divorce, death – parJcularly death



Birthdays

Gifts

Co-incidence? I think not…


Sophie Delezio: 16,000 entries in basic guestbook online community


Control some rituals

•  Thankyou, Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou


Me and my buddies

Laurel Papworth

Social Network Bytes All together now?

InJmacy vs Growth

•  CriJcal masses at Jpping point will ‘fork’ •  Subdivisions can happen naturally •  Subdivisions can be planned •  Each subdivision follows the previous presentaJons today – who, what, why, when and so on.



Joomla Mambo



More InformaJon?

•  Contact Laurel Papworth [email protected]

•  Blog hWp://silkcharm.blogspot.com (or on Facebook, or LinkedIn or… J

•  Ask on the forums hWp://world.com.au/forum

•  Based on work by Amy Jo Kim and Jenny Preece and … (on the shoulders of giants).


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9 steps social media strategy