9	  Step	  Social	  Media	  Strategy	                            Laurel	  Papworth	               Social	  Networks	  Stra...
http://www.flickr.com/photos/silkcharm/sets/72157606247590916/Laurel Papworth                http://laurelpapworth.com
http://www.flickr.com/photos/silkcharm/sets/72157606247590916/Laurel Papworth                http://laurelpapworth.com
Slides	  03.	  Why	  am	  I	  here?	  10.	  Where	  do	  I	  go?	  17.	  Who	  am	  I?	  30.	  Can	  you	  help	  me?	  37...
Social	  Network	    Why	  am	  I	  here?	  Are	  our	  reasons	  aligned?	                                         	     ...
Types	  of	  Social	  Networks	  •  Family	                                 •  Geographic	  •  Work	                      ...
Mazlow’s	  Hierarchy	  of	  Needs	                        adapted	  by	  Amy	  Jo	  Kim	  Physiological           Food clo...
The	  “Why”	  of	  social	  networking	  •    Name	  –	  helps	  if	  it’s	  meaningful	  •    Slogan	  –	  funky	  one	  ...
Name	  and	  MoWo	  •    Fark.com	           •    …it’s	  Not	  News	  it’s	  Fark.com	  •    Mother&Baby	        •    ?	 ...
Laurel Papworth   http://laurelpapworth.com
Laurel Papworth   http://laurelpapworth.com
Social Network Bytes                    Where do I go?                     Where should I visit?                          ...
Where	  to	  go?	  •  Areas	  to	  meet	  •  Tools	  to	  communicate	  –	  blogs,	  forums	  •  News	  to	  read	  •  Too...
How	  to	  you	  like	  to	  communicate?	  •  Instant	  (synchronous),	  real	  Jme	  support	     -­‐	  instant	  messen...
Who-­‐to-­‐who(m)?	  •  One	  to	  One	  	     -­‐	  email,	  personal	  messages,	  chat	  •  One	  to	  Many	     -­‐	  ...
Laurel Papworth   http://world.com.au
Tools	  to	  Use	  •  Hosted	     Facebook,	  MySpace,	  	  •  White	  Label	     Ning,	  	  •  DIY	     Drupal,	  	  Laur...
Summary	  •  MeeJng	  places	  (role	  based)	  	     -­‐	  Newcomer	     -­‐	  Off	  Topic	     -­‐	  Elders	  •  MeeJng	 ...
Social	  Network	  Bytes	       Who	  am	  I?	      What is my identity?                Laurel Papworth
Who	  am	  I?	  •    Sign	  me	  up!	  •    Establish	  idenJty	  	  •    Establish	  reputaJon	  •    Establish	  trust	 ...
Sign	  Me	  Up!	  •  Decide	  on	  Barrier	  to	  Entry	  and	  sJck	  to	  it!	  •  Sign	  up	  procedure	  	     -­‐	  C...
75th on Google SearchLaurel Papworth   http://world.com.au
Laurel Papworth   http://world.com.au
Don’t want to check contacts now?Don’t want to check contacts now?Laurel Papworth       http://laurelpapworth.com
Starsign?                                        Description?                                        Looking to meet?Laure...
Uh.Oh.         It’s a dating siteLaurel Papworth     http://laurelpapworth.com
Laurel Papworth   http://world.com.au
Establish	  IdenJty	  •    What	  is	  Public	  and	  how	  Public?	  	  •    What	  is	  Gated?	  •    What	  informaJon	...
Personality	  •    Avatars	  •    MulJple	  idenJJes	  •    Explain	  Profile	  quesJons	  •    Tagline	  (.sig)	  •    Fre...
Establish	  ReputaJon	  •    Who	  are	  the	  top	  contributors?	  •    Most	  popular	  arJcles?	  •    Newest	  member...
Laurel Papworth   http://world.com.au
Social	  Network	  Bytes	   Can	  you	  help	  me?	    How do I get involved?                Laurel Papworth
Who	  am	  I?	        •    Visitor,	  Anonymous,	  no	  Profile	        •    Registered,	  novice	  	        •    Regular,	...
Clearly	  define…	  •    visitor	  vs	  registered	  •    Premium	  visitors	  	  •    Appropriate	  areas	  for	  newcomer...
Visitors	  Centre	  •    About	  Us	  •    FAQ	  •    Media/Press	  Releases	  •    Tour,	  Video,	  Podcast,	  InteracJve...
Regular	  Centre	  •    Read/write	  not	  read	  only	  •    Access	  to	  karma	  points	  •    Show	  number	  of	  pos...
Social	  Graph	                                               Not a People GraphLaurel Papworth      http://laurelpapworth...
Thottbot.com 391                                                                     blog   blog   blog                   ...
Social	  Network	  Bytes	  What	  are	  you	  doing?	     How do I get involved?                 Laurel Papworth
New	  &	  Small	  •  Leader,	  owner/founder,	  developer,	  customer	     service,	  staff,	  moderator	  –	  you	  •  A	 ...
Mix	  up	  social	  and	  disciplinary?	  •    Welcome	  greeter:	  usually	  called	  Angel	  •    Host:	  main	  leaders...
Volunteer	  vs	  Paid	  •    Status	  •    Giving	  to	  the	  community	  •    Learn	  new	  skills	  •    Make	  network...
Choose	  your	  leaders	  •    …	  or	  your	  community	  will	  choose	  for	  you.	  	  •    Or	  choose	  together.	  ...
Type	  of	  Community	  Rewards	  •  CompeJJon	  community?	  Then	  RaJngs/   Rankings	  e.g.	  high	  scores	  •  Task	 ...
CriJque	  User	  Generated	  Content	  •  …	  or	  consumer	  generated	  media	  or	  ‘members	     creaJng	  stuff’.	  • ...
Social	  Network	  Bytes	    How	  do	  I	  behave?	  It’s War: Rules of Engagement                 Laurel Papworth
DocumentaJon	  &	  Tools	  •    Who	  can	  join?	  •    Technical	  decisions	  •    Behavioural	  rules	  •    Behaviour...
Yes	  Moderators	  are	  st00p1d	  We	  can’t	  work	  out	  that	  fcuk	  really	  means	  a	       naughty	  word.	  Oh	...
Laurel Papworth   http://laurelpapworth.com
Technical	  decisions	  •    Images,	  video,	  media	  •    What	  consJtutes	  porn,	  shock	  sites	  •    Civility	  •...
Documents	  •    Member	  agreement.	  •    Legal	  •    Community	  or	  Social	  Guidelines	  •    Support	  Issues	    ...
Laurel Papworth   http://laurelpapworth.com
Official ADMIN????…there are 650 Admins. And Im pretty sure the one with Fuck You in the headlineand the other one with My...
Laurel Papworth   http://world.com.au
Tools	  for	  Leaders	  •  Moderators	  are	  a	  community	  too!	  •  Own	  Jtles,	  own	  forums,	  own	  areas/places	...
Social	  Network	  Bytes	   What’s	  going	  on?	      Where’s the party?                Laurel Papworth
Events	  •  Personal	  Calendar	  •  Community	  calendar	  •  Contests	  •  MeeJngs	  •  Performances	  •  Event	  co-­‐o...
Event	  Management	  •  Online	  or	  Offline?	  Both?	  •  Plan:	  Strategy,	  LocaJon,	  Infrastructure,	  ‘staff’	     nee...
Contests	  •    Create	  debate	  •    Quizzes	  –	  polls,	  debates,	  hot	  or	  not	  •    Foto	  of	  the	  day	  -­‐...
MeeJngs	  •    Book	  club	  •    Support	  physical	  meeJng	  (not	  replace)	  •    Instant	  (IRC)	  with	  developers...
Performances	  •    Interviews	  with	  developers	  •    Podcast	  interviews	  •    Technical	  training,	  webinars,	  ...
Social	  Network	  Bytes	  What’s	  the	  celebraJon?	   Recognising & rejoicing with others                   Laurel Papw...
Ritual	  and	  Holidays	  •    Power	  of	  belonging	  •    Acknowledgement	  of	  communicaJon	  context	  •    Communit...
Hello	  and	  Goodbye	  •  …	  and	  everything	  in	  between	  •  Welcome	  newcomer,	  one	  year	  ‘avatar’	     birth...
Birthdays                                        Gifts                                        Co-incidence? I think not…La...
Sophie Delezio: 16,000 entries in                                       basic guestbook online communityLaurel Papworth   ...
Laurel Papworth   http://laurelpapworth.com
Control	  some	  rituals	  •  Thankyou,	  Thankyou	  Thankyou	  Thankyou	     Thankyou	   	  Thankyou	  Thankyou	  Thankyo...
Social	  Network	  Bytes	   All	  together	  now?	      Me and my buddies                Laurel Papworth
InJmacy	  vs	  Growth	  •    CriJcal	  masses	  at	  Jpping	  point	  will	  ‘fork’	  •    Subdivisions	  can	  happen	  n...
Joomla                               MamboLaurel Papworth   http://laurelpapworth.com
Laurel Papworth   http://world.com.au
Laurel Papworth   http://laurelpapworth.com
More	  InformaJon?	  •  Contact	  Laurel	  Papworth	     laurel@world.com.au	  •  Blog	  hWp://silkcharm.blogspot.com	  (o...
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9 steps social media strategy

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From 2008 but still relevant - setting Purpose, social sites, identity, reputation, roles, campaigns, etiquette, rituals/conversation diary and subgroups/swarms. Strategies ask the questions, so this is question based.

Published in: Business, Technology

9 steps social media strategy

  1. 1. 9  Step  Social  Media  Strategy   Laurel  Papworth   Social  Networks  Strategist   laurelpapworth.com  
  2. 2. http://www.flickr.com/photos/silkcharm/sets/72157606247590916/Laurel Papworth http://laurelpapworth.com
  3. 3. http://www.flickr.com/photos/silkcharm/sets/72157606247590916/Laurel Papworth http://laurelpapworth.com
  4. 4. 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?  Laurel Papworth http://laurelpapworth.com
  5. 5. Social  Network   Why  am  I  here?  Are  our  reasons  aligned?     Laurel  Papworth  
  6. 6. Types  of  Social  Networks  •  Family   •  Geographic  •  Work   •  Demographic  •  Play   •  Topical  •  Spirituality   •  AcJvity  •  PoliJcs  Laurel Papworth http://laurelpapworth.com
  7. 7. Mazlow’s  Hierarchy  of  Needs   adapted  by  Amy  Jo  Kim  Physiological Food clothing Shelter, System access, retain health, management of system identitySecurity and Safety Protection from crimes Protection from hacking and war, living in a just and trolling, privacy, level society playing fieldSocial Ability to give and Belonging to a receive love, belonging community as a whole, to a group and swarms (subgroups)Self-esteem Ability to earn self Ability to contribute and respect, respect of be recognised for those others and ability to contributions contributeSelf Actualisation Develop skills Take on new roles and new opportunitiesLaurel Papworth http://laurelpapworth.com
  8. 8. 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?  Laurel Papworth http://laurelpapworth.com
  9. 9. Name  and  MoWo  •  Fark.com   •  …it’s  Not  News  it’s  Fark.com  •  Mother&Baby   •  ?  •  Facebook   •   ?  (how  many  friends  have  you  got)  •  iYoMu   •  …Social  Networking  for  Grownups  •  Flickr     •  …Loves  You  •  MySpace   •  …a  Place  for  Friends  (just  not  MINE)  •  YouTube   •  …Broadcast  Yourself  Laurel Papworth http://laurelpapworth.com
  10. 10. Laurel Papworth http://laurelpapworth.com
  11. 11. Laurel Papworth http://laurelpapworth.com
  12. 12. Social Network Bytes Where do I go? Where should I visit? Laurel PapworthLaurel Papworth http://laurelpapworth.com
  13. 13. 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
  14. 14. 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  Laurel Papworth http://laurelpapworth.com
  15. 15. 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  Laurel Papworth http://laurelpapworth.com
  16. 16. Laurel Papworth http://world.com.au
  17. 17. Tools  to  Use  •  Hosted   Facebook,  MySpace,    •  White  Label   Ning,    •  DIY   Drupal,    Laurel Papworth http://laurelpapworth.com
  18. 18. Summary  •  MeeJng  places  (role  based)     -­‐  Newcomer   -­‐  Off  Topic   -­‐  Elders  •  MeeJng  places  (tool  based)   -­‐  forums   -­‐  blogs   -­‐  wikis  •  Tools  •  News  Laurel Papworth http://laurelpapworth.com
  19. 19. Social  Network  Bytes   Who  am  I?   What is my identity? Laurel Papworth
  20. 20. Who  am  I?  •  Sign  me  up!  •  Establish  idenJty    •  Establish  reputaJon  •  Establish  trust  •  Context:     -­‐  system,  personal,  public  (old)   -­‐  as  many  profiles  as  needed  (new)  Laurel Papworth http://laurelpapworth.com
  21. 21. 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  Laurel Papworth http://laurelpapworth.com
  22. 22. 75th on Google SearchLaurel Papworth http://world.com.au
  23. 23. Laurel Papworth http://world.com.au
  24. 24. Don’t want to check contacts now?Don’t want to check contacts now?Laurel Papworth http://laurelpapworth.com
  25. 25. Starsign? Description? Looking to meet?Laurel Papworth http://world.com.au
  26. 26. Uh.Oh. It’s a dating siteLaurel Papworth http://laurelpapworth.com
  27. 27. Laurel Papworth http://world.com.au
  28. 28. 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    Laurel Papworth http://laurelpapworth.com
  29. 29. Personality  •  Avatars  •  MulJple  idenJJes  •  Explain  Profile  quesJons  •  Tagline  (.sig)  •  Free  vs  category  answers    •  Fun  Jtles  and  non-­‐sequitors  Laurel Papworth http://laurelpapworth.com
  30. 30. 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)  Laurel Papworth http://laurelpapworth.com
  31. 31. Laurel Papworth http://world.com.au
  32. 32. Social  Network  Bytes   Can  you  help  me?   How do I get involved? Laurel Papworth
  33. 33. Who  am  I?   •  Visitor,  Anonymous,  no  Profile   •  Registered,  novice     •  Regular,  normal   •  Leaders,  contributors  (see  more  later)   •  Elders   •  Employees   •  Owner  Laurel Papworth http://laurelpapworth.com
  34. 34. Clearly  define…  •  visitor  vs  registered  •  Premium  visitors    •  Appropriate  areas  for  newcomers  •  Regulars  •  Leaders  (see  more  later)  •  Elders  Laurel Papworth http://laurelpapworth.com
  35. 35. 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  Laurel Papworth http://laurelpapworth.com
  36. 36. Regular  Centre  •  Read/write  not  read  only  •  Access  to  karma  points  •  Show  number  of  posts,  length  of  membership  •  Premium  services  Laurel Papworth http://laurelpapworth.com
  37. 37. Social  Graph   Not a People GraphLaurel Papworth http://laurelpapworth.com
  38. 38. Thottbot.com 391 blog blog blog WoW blog blog blogallakhazam.com 798 WoW site Virtual World 291 incl. Forums WowWiki1,299 blog blog blog WoW economy Laurel Papworth http://laurelpapworth.com
  39. 39. Social  Network  Bytes  What  are  you  doing?   How do I get involved? Laurel Papworth
  40. 40. 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  Laurel Papworth http://laurelpapworth.com
  41. 41. 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.Laurel Papworth http://laurelpapworth.com
  42. 42. Volunteer  vs  Paid  •  Status  •  Giving  to  the  community  •  Learn  new  skills  •  Make  networking  contacts   (career  change)  Laurel Papworth http://laurelpapworth.com
  43. 43. 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  Laurel Papworth http://laurelpapworth.com
  44. 44. 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  Laurel Papworth http://laurelpapworth.com
  45. 45. 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  Laurel Papworth http://laurelpapworth.com
  46. 46. Social  Network  Bytes   How  do  I  behave?  It’s War: Rules of Engagement Laurel Papworth
  47. 47. DocumentaJon  &  Tools  •  Who  can  join?  •  Technical  decisions  •  Behavioural  rules  •  Behavioural  advice  •  Privacy  policy  •  Terms  of  Use,  Terms  of  Service  •  Tools  for  leaders  Laurel Papworth http://laurelpapworth.com
  48. 48. 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?  Laurel Papworth http://laurelpapworth.com
  49. 49. Laurel Papworth http://laurelpapworth.com
  50. 50. Technical  decisions  •  Images,  video,  media  •  What  consJtutes  porn,  shock  sites  •  Civility  •  Spam  •  Privacy  •  Liability  •  Censorship  •  Ownership  of  content  Laurel Papworth http://laurelpapworth.com
  51. 51. Documents  •  Member  agreement.  •  Legal  •  Community  or  Social  Guidelines  •  Support  Issues   Help:  FAQ,  Knowledgebase  Laurel Papworth http://laurelpapworth.com
  52. 52. Laurel Papworth http://laurelpapworth.com
  53. 53. Official ADMIN????…there are 650 Admins. And Im pretty sure the one with Fuck You in the headlineand the other one with My Willys Is Bigger than Yours are not real admins… Laurel Papworth http://laurelpapworth.com
  54. 54. Laurel Papworth http://world.com.au
  55. 55. 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.  Laurel Papworth http://laurelpapworth.com
  56. 56. Social  Network  Bytes   What’s  going  on?   Where’s the party? Laurel Papworth
  57. 57. 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…    Laurel Papworth http://laurelpapworth.com
  58. 58. 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  Laurel Papworth http://laurelpapworth.com
  59. 59. Contests  •  Create  debate  •  Quizzes  –  polls,  debates,  hot  or  not  •  Foto  of  the  day  -­‐    “interesJng”  Flickr  •  Causes    •  Vampires,  Werewolves  on  Facebook  •  Board  games  Laurel Papworth http://laurelpapworth.com
  60. 60. MeeJngs  •  Book  club  •  Support  physical  meeJng  (not  replace)  •  Instant  (IRC)  with  developers  •  Monthly  roundup  of  issues  (forum)  •  Create  regularity  and  loyalty  Laurel Papworth http://laurelpapworth.com
  61. 61. 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  Laurel Papworth http://laurelpapworth.com
  62. 62. Social  Network  Bytes  What’s  the  celebraJon?   Recognising & rejoicing with others Laurel Papworth
  63. 63. Ritual  and  Holidays  •  Power  of  belonging  •  Acknowledgement  of  communicaJon  context  •  Community  Holidays  (Founders  day)  •  Passages  and  TransiJons  (Funerals)  Laurel Papworth http://laurelpapworth.com
  64. 64. 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  Laurel Papworth http://laurelpapworth.com
  65. 65. Birthdays Gifts Co-incidence? I think not…Laurel Papworth http://laurelpapworth.com
  66. 66. Sophie Delezio: 16,000 entries in basic guestbook online communityLaurel Papworth http://laurelpapworth.com
  67. 67. Laurel Papworth http://laurelpapworth.com
  68. 68. Control  some  rituals  •  Thankyou,  Thankyou  Thankyou  Thankyou   Thankyou    Thankyou  Thankyou  Thankyou   Thankyou Thankyou  Thankyou  Thankyou  Thankyou   Thankyou  Thankyou   Thankyou  Thankyou   Thankyou  Thankyou  Laurel Papworth http://laurelpapworth.com
  69. 69. Social  Network  Bytes   All  together  now?   Me and my buddies Laurel Papworth
  70. 70. 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.    Laurel Papworth http://laurelpapworth.com
  71. 71. Joomla MamboLaurel Papworth http://laurelpapworth.com
  72. 72. Laurel Papworth http://world.com.au
  73. 73. Laurel Papworth http://laurelpapworth.com
  74. 74. More  InformaJon?  •  Contact  Laurel  Papworth   laurel@world.com.au  •  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).  Laurel Papworth http://laurelpapworth.com
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