harnessing the power
of social media
mel kirk
social media consultant

“Social media are primarily Internet-
and mobile-based tools for sharing
and discussing information among
human beings. The term most often
refers to activities that integrate
technology, telecommunications and
social interaction, and the construction
of words, pictures, videos and audio”
source: Wikipedia

personal homepage
personal content creation
ability to add friends
ability to share and interact
FEATURES:

+ =

4mations.tv

the reason i earn a wage...

http://flickr.com/photos/redvers/532076662/
Things are changing
Traditional media now has to keep up
The relationship between the producer and the consumer is changing
People want things on demand in a format they request

you can’t put your media out there

and expect people to...

http://www.flickr.com/photos/21684319@N04/
flock

When communication is one way

your users do this

you need to...

http://flickr.com/photos/betta_design/2200198472/
RESEARCH - know your market
know where they hang out / how they communicate
know your product inside out

find your advocates

Not only will your users have an existing relationship of trust with them
They’ll have a further reach and influence

(tools!)
Give them the tools to let them do word of mouth for you
This might be assets, support, briefs, insider information, stuff for competitions

own blog
PREPARE TO GIVE UP POWER TO THE MASSES
DECISIONS WILL BE JOINTLY MADE
BE PREPARED FOR NEGATIVE COMMENTS - ADDRESS OPENLY

Don’t go creating new community hubs if they already exist
Contribute to the existing ones instead BECOME PART OF THE CONVERSATION
EMBRACE EXISTING COMMUNITIES

don’t add features that aren’t wanted or needed

tumbleweed
A FORUM WITH NO ACTIVITY IS WORSE THAN NO FORUM AT ALL

http://www.flickr.com/photos/seeks2dream/2520279807/
Follow trails
What you go out there thinking your users want can often be different than how the site ends
up - be prepared to make changes and to suit needs
e.g. multi-threading

http://www.flickr.com/photos/cleversimon/
Listen to user feedback
Incorporate in future releases
ACTUALLY LISTEN

personality and character are key

Twitter’s FailWhale is a prime example
Copy is just as important as design

Ownership is key
Let users distribute content in the way they see fit
YouTube - viral distribution - just be smart - video player watermarked etc
Copy on the site - give them a sense of belonging

Flickr do this beautifully - their copy is engaging and gives a real sense of belonging

blog.4mations.tv
Twitter.com/4mations
Flickr.com/4mations
Facebook - Official 4mations Group
Youtube/user/4mationsTV
Animation forums

so in summary...

don’t

be sure to...

research
RESEARCH

http://www.flickr.com/photos/cleversimon/

adapt
ADAPT

embrace advocates
Embrace advocates

and in return, you’ll get community...

http://www.flickr.com/photos/ninakupenda81/

mel kirk
slides will be available on: slideshare
randommel.com