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Building a Social Network

Strategies, implementation and management of online

communities

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Reason for Joining?

• Tagline and Motto

• Proper ABOUT page

• Visual design that encourages behaviour

• History of site

• List content, show tools, join discussion

V: first few minutes: want to add value

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Maslow’s Hierarchy of Needs

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Profiles

• Profile – clarify what is public, what is not• Minimum of System, Public and Private• More (limited profiles for unFriends)• Voting system for standing/recognition• Badges for group belonging• Reward quantity, quality, most improved• List number of members, Public rostersV: Identity ->Reputation ->Trust

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Tools

• Synchronous (virtual world, IMs)• Asynchronous (email, forums)• One-to-Many (Blogs, Broadcast channels) • Few-to-Few (Facebook, Twitter) Group• Many-to-Many (Forums, Virtual Worlds)• One-to-One (PMs/DMs, IMs)• Clarify areas/securityV: Cater for different communication styles

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LifeCycle

• Visitor or Registered or Premium content?

• Welcome signup email with goodies

• Show rating (how long registered, #posts)

• Reveal more services ongoing – beta, reg.

• See – Visitor, Do – Registered

V: Build reputation and standing

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VISITORMute

LeaderCreator/

Evangelist

ElderFinishing

NewcomerLimited

RegisteredNormal

ResponderBuild Rep

Members Lifecycle

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Leadership

• Different Leaders = Different Rewards

• Identify and reward official/unofficial moderators and developers

• Welcomer, Host, Editor, Cops, Teacher, Events Co-Ordinator, Engineer, Developer, Manager, Director/Founder

• Private areas, badges, titles,

V: Content creators and brand evangelists

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Activities

• Viral spiked managed events

• Meetings for tribes, calendars, Memos

• Performances, podcasts, IRC interviews

• Competitions, polls, new content

• Member OR SN Host organised

V: Build loyalty, retain value, repeat visits

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Rituals

• Scripted and unscripted dramasMovie star death, Tsunami, election

• Private yet shared and meaningful

• Rites of Passage – birth, birthday, engagement, marriage, death, graduation

• Small rites – thank you, hello, welcome,

• SN Rites - leaders, anniversary, icons

V: Membership anniversary = loyalty

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Behavior

• Etiquette statement (suggest)• Code of Conduct (must)• Rules of Engagement (penalties)• ToS, ToU, Privacy, EULA• Moderator community – forums, tools,

shock sites, auto ban, blacklist, security

V: We all need boundaries

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Swarms

• Meaningful sizes

• Too large -> schisms/forks

• Same tools for guilds and groups

• Identification rituals and badges

• Tools – places, clubhouses, private forums

V: They grow themselves virally for you

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Swarms: before and after

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To end:

• How do I convey my purpose? • What tools do I give them?• How do they manage identity and trust?• What roles and what Leaders?• How to behave, do activities & do rituals?• Will they create subgroups virally?

V- Have FUN with your community!

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Laurel PapworthSocial Network Strategist

http://silkcharm.blogspot.com

http://laurelpapworth.com

+61 (0) 432684992

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After reading the preceding slides, flip through these next

ones

You’ve got 10 seconds. See if they ‘got’ you in those 10 seconds. What

was missing? What was good?

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Laurel PapworthSocial Network Strategist

http://silkcharm.blogspot.com

http://laurelpapworth.com

+61 (0) 432684992