View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
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
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
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 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
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.”)
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
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
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
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)
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
Close associateStrong vs. weak ties Distant associate Weak tie Strong tie YOU Amazing new connection
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
We want a growing and thriving community! next week