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IABCSeattle - Shelly Farnham - Social Media

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Shelly Farnham's presentation at IABCSeattle's Social Media Seminar

Shelly Farnham's presentation at IABCSeattle's Social Media Seminar


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  • 1. Online Community Matters Shelly D. Farnham, Ph.D. March 5, 2009 Panel -- IABC Pathable.com
  • 2. Research and Development Prototyping Design meeting social goals Deployment & Study Evaluation Target Users Party report w ith address 9% Request 1% Bond Building Importance of Information in 15% selecting chat partner 7 Party Report 41% 6 Question 16% 5 Rank 4 Rating Similarity Interacts with friends Invitation 18% 3 Ratings by friends 2 1 0
  • 3. Why Interact Online? anyone, anytime, anyplace, all together Information Connection Support
  • 4. Teen Panel Our questions  How do teens use technology in their day-to-day lives?  Questionnaire (18 students)  PowerPoint “Diary” (5 presentations)  Over one week, document social and collaborative activities   Screenshots, pictures from cell phone camera Focus on typical use and how usage might be different than other  age groups
  • 5. Technology Usage for Social Life Importance of Tech for Social Life Cell phone -- text Cell phone -- voice Social Networking Sites Instant Messaging Email - one to one Blogs Email - one to many Landline phone 1 1.5 2 2.5 3 3.5 4 4.5 5 Importance
  • 6. Socializing and Planning Social Event Planning I am able to create groups to invite people to I can add members new events. I have created a Salsa in Seattle group for teens to Write messages for learn and dance salsa. all members I use: Facebook and Yahoo email as my means to setting up social events
  • 7. Why Host a Community? Reason #1:  Social media is about dialogue  Not enough time to engage in 1:1 dialogue  Your community members will carry the  conversation for you
  • 8. Why Host a Community? Reason #2:  Person Develops Develops Joins Attachment Attachment Hosted to and Loyalty Community Community to Host
  • 9. Pathable: Social Networking and Community Development for Events
  • 10. Pathable User Behavior Over Time Figure 9. Life cycle of Pathable activity before, during and after event
  • 11. Pathable BarCamp Seattle Study Questions:  how important is social networking and community  development at events? can Pathable help?  BarCamp Seattle is a free, two-day conference  held for Web 2.0 community 280 people registered for the event using  Pathable 78 people total (76% male and 24% female)  completed the questionnaire, 18 at the event and 60 afterwards online
  • 12. Primary Goal in Coming to Event Figure 6. People came to BarCamp Seattle primarily to meet others.
  • 13. Attachment and Loyalty to the Event Predictors People's Intention to Come Back to Event .80 .70 (statistically significant if > .30) Correlation Coefficient .60 .50 Intention .40 to Come .30 Back: Next Year .20 .10 .00
  • 14. Impact on Professional Network Figure 7. The more peopel use Pathable, the more people they consider professional friends or colleagues.
  • 15. Impact on Attachment and Sense of Community Figure 8. The more people used pathable, the greater their sense of attachment on the identity factor, and the more their sense of community.
  • 16. Strands CoCollage: Place-based Networking and Community Development Goal: facilitate networking  and community in a “third place” Prototype: Community  collage display with online photo sharing Deployment study:  Questionnaire at Time 1 and Time 2 (~six weeks apart) At Time 1: sense of  community and attachment to coffee shop strongly correlated
  • 17. Impact on Place Attachment CoCollage Users' had More Place Attachment at Time 2 6.4 6.2 Place Attachment -- Dependency 6 5.8 5.6 5.4 5.2 Time 1 Time 2
  • 18. Impact on Neighboring CoCollage Users' had More a Sense of quot;Neighboringquot; at Time 2 3.5 3 2.5 Sesne of Community -- Neighboring 2 1.5 1 0.5 0 Time 1 Time 2
  • 19. On Hosting a Community How to host a community:  Create an environment where a group people may talk to each  other Facebook groups, mailing lists, messaged boards, Ning  Tips for nurturing:   Set clear expectations for appropriate behavior  Seed the community with desired types of people/ behavior  Invite lots of people  Be a part of the conversation  Use moderation tools Measuring success:   Count 1:20:80 – for every 1 person talking, usually 20 members and 80  lurkers Return rate 