9 steps social media strategy
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

9 steps social media strategy

  • 5,032 views
Uploaded on

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......

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
5,032
On Slideshare
4,947
From Embeds
85
Number of Embeds
4

Actions

Shares
Downloads
106
Comments
0
Likes
6

Embeds 85

http://www.linkedin.com 51
http://laurelpapworth.com 22
https://www.linkedin.com 11
https://si0.twimg.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 9  Step  Social  Media  Strategy   Laurel  Papworth   Social  Networks  Strategist   laurelpapworth.com  
  • 2. http://www.flickr.com/photos/silkcharm/sets/72157606247590916/Laurel Papworth http://laurelpapworth.com
  • 3. http://www.flickr.com/photos/silkcharm/sets/72157606247590916/Laurel Papworth http://laurelpapworth.com
  • 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. Social  Network   Why  am  I  here?  Are  our  reasons  aligned?     Laurel  Papworth  
  • 6. Types  of  Social  Networks  •  Family   •  Geographic  •  Work   •  Demographic  •  Play   •  Topical  •  Spirituality   •  AcJvity  •  PoliJcs  Laurel Papworth http://laurelpapworth.com
  • 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. 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. 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. Laurel Papworth http://laurelpapworth.com
  • 11. Laurel Papworth http://laurelpapworth.com
  • 12. Social Network Bytes Where do I go? Where should I visit? Laurel PapworthLaurel Papworth http://laurelpapworth.com
  • 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. 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. 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. Laurel Papworth http://world.com.au
  • 17. Tools  to  Use  •  Hosted   Facebook,  MySpace,    •  White  Label   Ning,    •  DIY   Drupal,    Laurel Papworth http://laurelpapworth.com
  • 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. Social  Network  Bytes   Who  am  I?   What is my identity? Laurel Papworth
  • 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. 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. 75th on Google SearchLaurel Papworth http://world.com.au
  • 23. Laurel Papworth http://world.com.au
  • 24. Don’t want to check contacts now?Don’t want to check contacts now?Laurel Papworth http://laurelpapworth.com
  • 25. Starsign? Description? Looking to meet?Laurel Papworth http://world.com.au
  • 26. Uh.Oh. It’s a dating siteLaurel Papworth http://laurelpapworth.com
  • 27. Laurel Papworth http://world.com.au
  • 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. Personality  •  Avatars  •  MulJple  idenJJes  •  Explain  Profile  quesJons  •  Tagline  (.sig)  •  Free  vs  category  answers    •  Fun  Jtles  and  non-­‐sequitors  Laurel Papworth http://laurelpapworth.com
  • 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. Laurel Papworth http://world.com.au
  • 32. Social  Network  Bytes   Can  you  help  me?   How do I get involved? Laurel Papworth
  • 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. Clearly  define…  •  visitor  vs  registered  •  Premium  visitors    •  Appropriate  areas  for  newcomers  •  Regulars  •  Leaders  (see  more  later)  •  Elders  Laurel Papworth http://laurelpapworth.com
  • 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. 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. Social  Graph   Not a People GraphLaurel Papworth http://laurelpapworth.com
  • 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. Social  Network  Bytes  What  are  you  doing?   How do I get involved? Laurel Papworth
  • 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. 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. Volunteer  vs  Paid  •  Status  •  Giving  to  the  community  •  Learn  new  skills  •  Make  networking  contacts   (career  change)  Laurel Papworth http://laurelpapworth.com
  • 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. 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. 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. Social  Network  Bytes   How  do  I  behave?  It’s War: Rules of Engagement Laurel Papworth
  • 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. 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. Laurel Papworth http://laurelpapworth.com
  • 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. Documents  •  Member  agreement.  •  Legal  •  Community  or  Social  Guidelines  •  Support  Issues   Help:  FAQ,  Knowledgebase  Laurel Papworth http://laurelpapworth.com
  • 52. Laurel Papworth http://laurelpapworth.com
  • 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. Laurel Papworth http://world.com.au
  • 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. Social  Network  Bytes   What’s  going  on?   Where’s the party? Laurel Papworth
  • 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. 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. 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. 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. 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. Social  Network  Bytes  What’s  the  celebraJon?   Recognising & rejoicing with others Laurel Papworth
  • 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. 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. Birthdays Gifts Co-incidence? I think not…Laurel Papworth http://laurelpapworth.com
  • 66. Sophie Delezio: 16,000 entries in basic guestbook online communityLaurel Papworth http://laurelpapworth.com
  • 67. Laurel Papworth http://laurelpapworth.com
  • 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. Social  Network  Bytes   All  together  now?   Me and my buddies Laurel Papworth
  • 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. Joomla MamboLaurel Papworth http://laurelpapworth.com
  • 72. Laurel Papworth http://world.com.au
  • 73. Laurel Papworth http://laurelpapworth.com
  • 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