How To Build A Social Network

How to Build and Maintain Vibrant Social Networks and Online Communities Laurel Papworth Social Networks Strategist world.com.au

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 celebration?
67. All together now?

Social Network Why am I here? Are our reasons aligned? Laurel Papworth

Types of Social Networks
Family
Work
Play
Spirituality
Politics
Geographic
Demographic
Topical
Activity

Mazlow’s Hierarchy of Needs adapted by Amy Jo Kim Take on new roles and new opportunities Develop skills Self Actualisation Ability to contribute and be recognised for those contributions Ability to earn self respect, respect of others and ability to contribute Self-esteem Belonging to a community as a whole, and swarms (subgroups) Ability to give and receive love, belonging to a group Social Protection from hacking and trolling, privacy, level playing field Protection from crimes and war, living in a just society Security and Safety System access, retain management of system identity Food clothing Shelter, health, Physiological

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 Motto
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, navigation, taxonomy, site maps
(plus the “Why’s”)

How to you like to communicate?
Instant (synchronous), real time support - instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo
Delayed (asynchronous) - email, listserv, blogs, forums, wiki,
Either? - Twitter, 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
Meeting places (role based) - Newcomer - Off Topic - Elders
Meeting places (tool based) - forums - blogs - wikis
Tools
News

Social Network Bytes Who am I? What is my identity? Laurel Papworth

Who am I?
Sign me up!
Establish identity
Establish reputation
Establish trust
Context: - system, personal, public (old) - as many profiles as needed (new)

Sign Me Up!
Decide on Barrier to Entry and stick to it!
Sign up procedure - CAPTCHA, email confirmation
Welcome email Username, password
Importing friends list

75 th 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 Identity
What is Public and how Public?
What is Gated?
What information is Private?
What is hidden in the System Profile?
Static information
Semi Static
Dynamic status
Evolve the profiles – adds interest

Personality
Avatars
Multiple identities
Explain Profile questions
Tagline (.sig)
Free vs category answers
Fun titles and non-sequitors

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

Social Network Bytes Can you help me? How do I get involved? Laurel Papworth

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, Interactive
Letter from Host (now: blog)
Membership requirements (age, location)
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 Virtual World WoW economy Thottbot.com 391 allakhazam.com 798 WowWiki1,299 blog blog blog blog blog blog blog blog blog WoW site 291 incl. Forums

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 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-time) - 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”, bottom 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
Competition community? Then Ratings/Rankings e.g. high scores
Task based community? Then “spotlight” tasks e.g. blog entries
Profit based community? Share the love: auctions, classifieds, storefronts, affiliates
Knowledge based? Then reward with feedback

Critique User Generated Content
… or consumer generated media or ‘members creating stuff’.
Quantitative : Check page hits, posting activity 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

Social Network Bytes How do I behave? It’s War: Rules of Engagement Laurel Papworth

Documentation & 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 OM F G .
Do you take offence at Newbie? How about Nubby? Nublet ? N00b or n00bie?

Technical decisions
Images, video, media
What constitutes 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 titles, 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.

Social Network Bytes What’s going on? Where’s the party? Laurel Papworth

Events
Personal Calendar
Community calendar
Contests
Meetings
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, Location, Infrastructure, ‘staff’ needs, documents, time and place,
Marketing: display information, launch details, staff, troublemakers
Follow up: continue the discussion, distribute the results, plan next one

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

Meetings
Book club
Support physical meeting (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! 
Who’s on stage this week? Spotlight leaders, elders and owners

Social Network Bytes What’s the celebration? Recognising & rejoicing with others Laurel Papworth

Ritual and Holidays
Power of belonging
Acknowledgement of communication context
Community Holidays (Founders day)
Passages and Transitions (Funerals)

Hello and Goodbye
… and everything in between
Welcome newcomer, one year ‘avatar’ birthday, reaching 1000 posts, finding 5000 th friend, most popular leader, farewell
Birthdays, engagements, weddings, pregnancy, birth, divorce, death – particularly 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

Social Network Bytes All together now? Me and my buddies Laurel Papworth

Intimacy vs Growth
Critical masses at tipping point will ‘fork’
Subdivisions can happen naturally
Subdivisions can be planned
Each subdivision follows the previous presentations today – who, what, why, when and so on.

Joomla Mambo

More Information?
Contact Laurel Papworth [email_address]
Blog http://silkcharm.blogspot.com (or on Facebook, or LinkedIn or… 
Ask on the forums http://world.com.au/forum
Based on work by Amy Jo Kim and Jenny Preece and … (on the shoulders of giants).

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How To Build A Social Network

by Laurel Papworth on Sep 25, 2007

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How To Build A Social Network — Presentation Transcript