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COMP 113Social Media & Online Communities, Summer School 2012      4: SM case studies & Online community
PART 1: Social media    case studies                       2
Case 1         3
4
Social media numbers                                 3, 279,102 friends          620,359 friends                          ...
Other numbers   Overall funds raised:    – McCain $360 million    – Obama $639 million   September ($150 million):    – ...
MyBarackObama.com         2 Million profiles created         35,000 volunteer groups         400,000 blog posts       ...
[Source: Edelman, 2009]   8
Case 2         9
Business practice   Dell   Threadless   Zappos   Cisco   Air New Zealand   The Wine Vault   Giapo’s   ...
Dell’s social media goals   Enter into conversations with customers everyday in    every major language   Address any fo...
“1 million in 2008”“3 million in 2009”
The Dell care team   1,000 people certified to tweet, blog and post    on behalf of the company   Social Media Listening...
My   anecdote
Case 3         19
Threadless   Ongoing online t-shirt competition   Designs submitted by community   Best designs voted on by community ...
    “Threadless sold $6.2    million worth of merch    last year and has pretty    much quadrupled in size    each year f...
Why did it work? Self-sustaining Devoted community Publicity is free and viral Quality site and products Fun  + playf...
Case 4         23
24
Zynga numbers          Created in 2007          Obtained 180 million in new investment          156 (206) employees at ...
26
Case 5         27
Approach   Used social media for a year   Began with filmed wine tastings   Wine Vault TV = 50,000 views (2009)   Webs...
Case 6         34
Skittles           35
36
37
38
What have we  learned?               40
COMMERCIAL BREAK                   41
PART 2: Online community & social             networks                                    42
Online community              Common               interests              Reciprocity              Emotional           ...
Lurkers      45
Lurkers
Newbies
Regulars
Leaders          49
Elders
Officials                 founders                     hosts                   techies              moderators            ...
Online community theoretical stuff   Also referred to as “virtual communities”   Based on computer-mediated communicatio...
53
What is social capital?“… the processes between people which establish networks, norms and social trust and facilitate co-...
Strength of ties   Grew out of social capital research    (Granovetter)   Differentiated along four criteria:    – Time ...
Close associateStrong vs. weak ties   Distant associate                       Weak tie                       Strong tie   ...
57
What about “friends”?                        58
The Dunbar Number                    59
Let’s test the Dunbar number!1.   Go to your Facebook profile2.   Find out how many “friends” you have3.   Write it on the...
We want a growing and thriving  community!  next week
THE END          62
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
4: SM case studies & online community
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4: SM case studies & online community

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In this class we look at successful strategies for using social media and explore fundamentals of online community.

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Transcript of "4: SM case studies & online community"

  1. 1. COMP 113Social Media & Online Communities, Summer School 2012 4: SM case studies & Online community
  2. 2. PART 1: Social media case studies 2
  3. 3. Case 1 3
  4. 4. 4
  5. 5. Social media numbers 3, 279,102 friends 620,359 friends 1,043, 850 friends 218,172 friends 1,824 videos uploaded 330 videos uploaded Channel Views: 20,024,491 Channel Views: 2,221,268 137, 206 followers 4, 848 Followers[Source: Rahaf Harfoush 2008] 5
  6. 6. Other numbers Overall funds raised: – McCain $360 million – Obama $639 million September ($150 million): – 67% online – 33% offline 1 million SMS subscribers 1 billion emails sent 6
  7. 7. MyBarackObama.com  2 Million profiles created  35,000 volunteer groups  400,000 blog posts  200,000 offline events  70,000 people raised $30 million on personal fund pages[Source: Rahaf Harfoush 2008] 7
  8. 8. [Source: Edelman, 2009] 8
  9. 9. Case 2 9
  10. 10. Business practice Dell Threadless Zappos Cisco Air New Zealand The Wine Vault Giapo’s ...
  11. 11. Dell’s social media goals Enter into conversations with customers everyday in every major language Address any form of customer dissatisfaction head-on knowing that not everything will be solved and some of Dell’s weaknesses will be exposed Encourage "crowd sourcing" as the next step in listening to customers Use video to personalize the Dell story --John Pope, digital media senior manager
  12. 12. “1 million in 2008”“3 million in 2009”
  13. 13. The Dell care team 1,000 people certified to tweet, blog and post on behalf of the company Social Media Listening Command Centre (“25,000 conversations happening a day focused on Dell, in any of 11 languages.”)
  14. 14. My anecdote
  15. 15. Case 3 19
  16. 16. Threadless Ongoing online t-shirt competition Designs submitted by community Best designs voted on by community Winning designs then offered for sale
  17. 17.  “Threadless sold $6.2 million worth of merch last year and has pretty much quadrupled in size each year for the past four years. This year’s target = $18-$20 million.”--http://www.37signals.com/
  18. 18. Why did it work? Self-sustaining Devoted community Publicity is free and viral Quality site and products Fun + playful = engaging Limited editions DIY = credibility Strong brand
  19. 19. Case 4 23
  20. 20. 24
  21. 21. Zynga numbers  Created in 2007  Obtained 180 million in new investment  156 (206) employees at start of 2009  561 (712 ) employees at end of 2009  Revenue estimated at $300 million  90 percent of revenue selling "virtual goods"[Source: http://blogs.reuters.com/] 25
  22. 22. 26
  23. 23. Case 5 27
  24. 24. Approach Used social media for a year Began with filmed wine tastings Wine Vault TV = 50,000 views (2009) Website built by Twitter contacts Business grew by 20-25% Gave up all paid advertising (zero advertising budget
  25. 25. Case 6 34
  26. 26. Skittles 35
  27. 27. 36
  28. 28. 37
  29. 29. 38
  30. 30. What have we learned? 40
  31. 31. COMMERCIAL BREAK 41
  32. 32. PART 2: Online community & social networks 42
  33. 33. Online community  Common interests  Reciprocity  Emotional investment  Time  Social capital
  34. 34. Lurkers 45
  35. 35. Lurkers
  36. 36. Newbies
  37. 37. Regulars
  38. 38. Leaders 49
  39. 39. Elders
  40. 40. Officials founders hosts techies moderators administratorscommunity
  41. 41. Online community theoretical stuff Also referred to as “virtual communities” Based on computer-mediated communication Key folk: Rheingold, Jones, Wellman, boyd, … Interesting elements: – Social networks – Social capital – Ties – Friends – Dunbar number
  42. 42. 53
  43. 43. What is social capital?“… the processes between people which establish networks, norms and social trust and facilitate co-ordination and co- operation for mutual benefit.” –Eva Cox (1992)
  44. 44. Strength of ties Grew out of social capital research (Granovetter) Differentiated along four criteria: – Time – Emotional intensity – Mutual confidence (trust) – Reciprocity Types: Bonding (strong), bridging (weak), & latent ties
  45. 45. Close associateStrong vs. weak ties Distant associate Weak tie Strong tie YOU Amazing new connection
  46. 46. 57
  47. 47. What about “friends”? 58
  48. 48. The Dunbar Number 59
  49. 49. Let’s test the Dunbar number!1. Go to your Facebook profile2. Find out how many “friends” you have3. Write it on the white board in a column4. Work out the average for the class5. How does it compare to the Dunbar #? 60
  50. 50. We want a growing and thriving community!  next week
  51. 51. THE END 62

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