“ Best practices for leveraging communities and user generated content” Royal Society of Arts 6 th November 2008

Who is this bloke? Mike Barrett, On-line Publishing Director Redwood publishing 10 Years in on-line publishing businesses Previous roles: - Digital consultant Operations Director – for #1 on-line content business Chief Technology officer - internet start-up On-line strategy for FTSE 100 corporate Experience: - Launched more than 20 high profile publishing sites Built one of the first social networking platforms for publishers [email_address]

Mike Barrett, On-line Publishing Director

Redwood publishing

10 Years in on-line publishing businesses

Previous roles: -

Digital consultant

Operations Director – for #1 on-line content business

Chief Technology officer - internet start-up

On-line strategy for FTSE 100 corporate

Experience: -

Launched more than 20 high profile publishing sites

Built one of the first social networking platforms for publishers

[email_address]

Who does he work for?

How can he help me?

Myth #1 – Social networks are for kids

Social network or community? People I know People I share an interest with

Social networks and publishers are converging People Content Social Networks Publishers Communities Facebook Groups Forums Blogs Networking The underlying platform is the same

Myth #2 – We can “bolt” social networking on

On-line experience is multi-faceted Brand What the user remembers/ recognises Content What the user wants to know Functionality What the user wants to do

Content is the “centre of gravity”

Myth #3 – If you build it they will come

Step 1 - Let them talk

Step 2 - Give them airtime

Step 3 - Connect them

Act like a toddler

Well...

How toddlers learn Try Do Learn

It takes time

Myth #4 – Everyone will contribute

User behaviour Number of Users Level of engagement/passion Contributors Users Firestarters 1% 10% 89%

Transient or permanent?

Nurture the “Firestarters”

Myth #5 – Communities run themselves

Publishers responsibilities

Editorial responsibilities “ Catalyst for Discussion.. .” “ Seeder of Ideas…. ” “ Central to the Debate…” “ Part of the community…” “ Wisdom of the crowd ” “ Filter and Editor…”

It’s a dialogue now, not a monologue

Myth #6 – There’s no ROI

Gamespot

Understand the objectives Measure, measure, measure!

Summary The platform is the key Content is the “centre of gravity” It takes time Nurture the firestarters It’s a dialogue now, not a monologue – you have to take part Understand the objectives and measure

The platform is the key

Content is the “centre of gravity”

It takes time

Nurture the firestarters

It’s a dialogue now, not a monologue – you have to take part

Understand the objectives and measure

Thank you for listening

Thanks to the great photographers on Flickr http://www.flickr.com/photos/lab2112/ http://www.flickr.com/photos/timlav/ http://www.flickr.com/photos/22281745@N04/ http://www.flickr.com/photos/belljar/ http://www.flickr.com/photos/polandeze/ http://www.flickr.com/photos/17773534@N03/ http://www.flickr.com/photos/paperpariah/ http://www.flickr.com/photos/ohgeorgie/ http://www.flickr.com/photos/paladin65/ http://www.flickr.com/photos/zoomar/ http://www.flickr.com/photos/badboy69/