Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
Diana – max links (degree centrality) most connected – connector or hub – number of nodes connected – high influence of spreading info or virusHeather – best location powerful figure as broker to determine what flows and doesn’t –single point of failure – high betweeness = high influence – position of node as gatekeeper to exploit structural holes (gaps in network)Fernado & Garth – shortest paths = closeness – the bigger the number the less centralEigenvector = importance of node in network ~ page rank google is similar measure
For participation on Amazon see: http://www.amazon.com/review/top-reviewers-classic
Social Objects:Books --- AmazonVideo ---- YouTubePhotos --- Flickr
NFPs Online Community Briefing GreatMystery14 Suresh S. soody soody www.facebook.com/sureshsood ssood Hero5! twitter.com/soody www.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood scuzzy55 GeektoidMangala email@example.com http://www.slideshare.net/ssood/nfp
Agenda 0. Informality of social media and social gesture Why blog? The social CRM Primal Forces and power of storytelling Social networking and social network analysis Building a community and benefits of “house” community Social objects and Index of Online Giving NFP social network benchmark study (2011) Launching a social network service Community Manager and how to engage in conversations New NFP social networks and wiki usage Power of video and widgets Importance of authenticity and motivation for fund raising How social media helps the disabled youth
…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station. We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected. 40 year old Mom blogger “nightowlmama” (#260)
Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010
Relationships # Technologies Social architecture conversations relationships What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience. ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010
The benefits of a Windgap“own” COMMUNITY Social commerce Donations, gifts, e-coupons… Brand equity build enduring and intimate brand relationships in Australia and globally Research & Development generate ideas, develop insights, test strategies Knowledge management generate, aggregate, disseminate organisational knowledge
“…why social objects are the future of marketing.” (MacLeod 2008) Social Networks form around Social Objects**, not the other way around. (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com
The Blackbaud Index of Online Givinghttp://www.blackbaud.com/bb/index/bb-online-index.aspx
Key Findings -NFP Social Networks US Benchmark Report 2011 Facebook 89% of NFPs (97% of international service organisations) Average community 6,376 (environmental/animal groups 8,490) 46% contribute $1 to 10k 0.2% generate >$100k “Master Social Fundraisers” with 100,000 members dedicate 2+ employees Twitter 57% of NFPs Average community size 1,822 LinkedIn 30% of NFPs New Social Foursquare(4% of NFPs) Jumo philanthropy/volunteering (1%) House Social Network i.e. white label Average community size 5,967
Analysis of online messaging, fundraising and advocacy metrics for non profits
Launching a Social Network Service 0. Mobile Photos, Videos, Latest Activity, Members, and Events Keywords for discoverability Welcome centre FAQs Moderation e.g. suspend members, own user moderation Kick start with champions/evangelists/passionates Latest activity Giveaways e.g. book from authors/guest visiting library Monitor registrations Members/volunteers as moderators Link to main web site Promote content via email, Twitter & Facebook Share content on Facebook
March 2011 “Online Australians Shift To Social Networks” Most Online Australian Adults Use Social Media Regularly
Community Manager Serve customers through listening and responding to needs vs marketing or advertising.
Focus on launching and growing the community through:
Invite creators and influencers to become charter members of the community
Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes
Ensure community can be readily found with links from web sites, blogs and other popular social media.
Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.
How to Participate in Conversations Conversational calendar Keywords/Vocabulary online & offline What topics do your customers care about ? What topics are trending in your industry Monitor existing social media via dashboard e.g. Facebook or Twitter Use complaints or opportunity to discuss solutions Become an expert providing service through social exchange
Tag videos with appropriate key terms to help others find your content
Explore and post other video sites, like Vimeo, Viddler
User generated video reviews show strong presence of strategic advertising elements
Comparing User Engagement Across Different Ad Types (Psychster and allrecipes.com, 2010) Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested. Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not. Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase. Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).
Purpose Motive Linux-Apache-Wikipedia Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc. Drive #2: Respond to rewards and punishments in our environment. Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!) “Our Third Drive, intrinsic motivation, is the most powerful.” Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009
The largest funding platform for creative projects in the world
How Social Media Helps Social Media Use At Imagine! http://www.youtube.com/watch?v=q8epw_s4RVM Brand Awareness Fundraising http://twitter.com/imaginecolorado http://www.facebook.com/pages/Imagine-SmartHomes/86609388388 Service Enhancement http://www.facebook.com/pages/Imagine-Behavioral-Health-Services/253730855681 Community Involvement http://corereviewers.livejournal.com/ http://twitter.com/reviewerspage
Digital Divide for People with Disabilities Pew: Americans living with disability and their technology profile 27% of American adults live with a disability that interferes with activities of daily living. 2% of American adults say they have a disability or illness that makes it harder or impossible for them to use the internet. 54% of adults living with a disability use the internet, compared with 81% of adults who report none of the disabilities listed in the survey. 41% of adults living with a disability have broadband at home, compared with 69% of those without a disability. pewinternet.org/Reports/2011/Disability.aspx, Jan 21,2011
TecAccess Trains Disabled Youth For Social Media CareersFebruary 23, 2011, Social media such as Facebook, Twitter and LinkedIn are transforming how businesses develop new products and improve services — and the need for tech-savvy people to run social media for companies is growing by leaps and bounds…with students between ages 19 and 24 with disabilities ranging from autism and Down syndrome to attention deficit hyperactivity disorder (ADHD). Social media is a niche that can easily be filled by high functioning people with these types of disabilities, because it doesn’t require an as-intense level of social or customer interaction as other jobs might. The focus on information technology also appeals to many people with disabilities who have grown up with technology that helps them learn and communicate, and tend to be more tech-savvy as a whole. Class instructors are already reporting progress. One of the interns with Aspergers’ who came into the first class was very hesitant and withdrawn, and didn’t connect with other members of the group, says instructor Chris Hagerman. The intern had difficulty speaking when asked a question in class, but she could write “furiously” and had no trouble reading her answers out loud. “There was much less pressure writing down her answer and then reading it to the class,” Hagerman says. “Now she can’t wait to get started.” abledbody.com/newswatch/2011/02/23/tecaccess-trains-disabled-youth-for-social-media-careers/