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Introduction How do we create a knowledge resource and sustain community over the long term?

Introduction How do we create a knowledge resource and sustain community over the long term? SO•cial ME•di•a (n.)

What are Social Media? ” Communities where users can submit content related to a very specific topic of interest. The content is public for community members to interact freely: commenting, voting, sharing, discussing. These media are "social" because people are encouraged to contribute to the dialogue, present their viewpoints, and engage with their communities – the same way as if they took place offline at a coffee shop, dinner party, or board meeting.” Michelle Riggen-Ransom, BatchBlue Software Photo credit: Flickr/tomfite. Push vs. Pull Marketing

What are Social Media? Why do people use social media? The Network Effect: “ The phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.” Why do people seek out communities? Strength in numbers Knowledge through peer influence Perceived expertise Feedback: quick, active, dynamic! Source: marketingterms.com.

The Network Effect:

“ The phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.”

Why do people seek out communities?

Strength in numbers

Knowledge through peer influence

Perceived expertise

Feedback: quick, active, dynamic!

What is Community? a unified body of individuals an interacting population of various kinds of individuals (as species) in a common location a group of people with a common characteristic or interest living together within a larger society Source: Merriam-Webster Online.

a unified body of individuals

an interacting population of various kinds of individuals (as species) in a common location

a group of people with a common characteristic or interest living together within a larger society

What is Crowdsourcing? “ taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call.”

What is Crowdsourcing? “ taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call.”

Building & Sustaining Community What are the best tools to use? Photo credit: hashir/Flickr.

Building & Sustaining Community Source: alexa.com.

Building & Sustaining Community

Building & Sustaining Community "Do-it-Yourself" Social Networks Allow employees/stakeholders to express themselves online, instead of in the workplace http://www.cambridgewhoswhoconnect.com

"Do-it-Yourself" Social Networks

Allow employees/stakeholders to express themselves online, instead of in the workplace

Building & Sustaining Community

Obstacles What are the biggest roadblocks to ‘getting through’? A lot of people are talking, but no one is listening. Narrowcast. Pick a focused topic with a smaller audience, and get people involved. People will listen, but they aren’t compelled to act. Offer a strong call-to-action, use subjectivity with caution, and when in doubt – dangle an incentive. Your vast network is shallower than you thought. Single out the thought leaders and nurture their collaboration with the larger audience.

A lot of people are talking, but no one is listening.

Narrowcast. Pick a focused topic with a smaller audience, and get people involved.

People will listen, but they aren’t compelled to act.

Offer a strong call-to-action, use subjectivity with caution, and when in doubt – dangle an incentive.

Your vast network is shallower than you thought.

Single out the thought leaders and nurture their collaboration with the larger audience.

Obstacles What are the biggest roadblocks to ‘getting through’? A lot of people are talking, but no one is listening. Narrowcast. Pick a focused topic with a smaller audience, and get people involved. People will listen, but they aren’t compelled to act. Offer a strong call-to-action, use subjectivity with caution, and when in doubt – dangle an incentive. Your vast network is shallower than you thought. Single out the thought leaders and nurture their collaboration with the larger audience.

A lot of people are talking, but no one is listening.

Narrowcast. Pick a focused topic with a smaller audience, and get people involved.

People will listen, but they aren’t compelled to act.

Offer a strong call-to-action, use subjectivity with caution, and when in doubt – dangle an incentive.

Your vast network is shallower than you thought.

Single out the thought leaders and nurture their collaboration with the larger audience.

Measuring for Success How loyal are our users? Who visits with the greatest frequency, and what keeps them coming back? What content holds attention the best? Does a particular time of day or day of week stimulate activity and engagement? Do users interact differently across languages or geographic regions? Are there any IT implications (connection speeds, browsers, operating systems) on community management?

How loyal are our users? Who visits with the greatest frequency, and what keeps them coming back?

What content holds attention the best?

Does a particular time of day or day of week stimulate activity and engagement?

Do users interact differently across languages or geographic regions?

Are there any IT implications (connection speeds, browsers, operating systems) on community management?

The Social Media Megaphone Photo credit: altemark/Flickr. Email Blog RSS

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The Social Media Megaphone From Narrowcasting… to Broadcasting. Not all networks are created equal Everyone knows how to use a search engine Social Media are about service , not solicitation!

Not all networks are created equal

Everyone knows how to use a search engine

Social Media are about service , not solicitation!

Thank You! Paul Burani Partner 55 Washington Street Suite 800 Brooklyn, NY 11201 t. +1 646 257 1108 m. +1 617 281 4866 f. +1 775 288 9087 e. paul@webliquidgroup.com www.webliquidgroup.com