Squiz Launch Presentation

“ 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]

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

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/

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Squiz Launch Presentation

by Mike Barrett on Nov 13, 2008

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Squiz Launch Presentation — Presentation Transcript