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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.

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

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4: SM case studies & online community 4: SM case studies & online community Presentation Transcript

  • 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 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
  • 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
  • [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 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
  • “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 Command Centre (“25,000 conversations happening a day focused on Dell, in any of 11 languages.”)
  • My anecdote
  • Case 3 19
  • Threadless Ongoing online t-shirt competition Designs submitted by community Best designs voted on by community Winning designs then offered for sale
  •  “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/
  • 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
  • Case 4 23
  • 24
  • 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
  • 26
  • Case 5 27
  • 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
  • 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 investment  Time  Social capital
  • Lurkers 45
  • Lurkers
  • Newbies
  • Regulars
  • Leaders 49
  • Elders
  • Officials founders hosts techies moderators administratorscommunity
  • 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
  • 53
  • 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
  • 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 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
  • THE END 62