How To Grow Your Own Social Media
           Ecosystem




Social Media Ecosystems, Growth & Strategy
                    ...
An ecosystem is generally an area
                                    within the natural environment in
                  ...
What is a social Media Ecosystem?




  A Social Media Ecosystem is an amalgamation of

 interrelated social media communi...
In biology, an organism is any contiguous living system (such as 
animal, plant, fungus, or micro‐organism). In at least s...
According to Durkheim, the more specialized the 
 function of an organism or society the greater its 
 development, and vi...
Pierre Omidyar




“Build a platform ‐ prepare for the unexpected... …And you'll
know you're successful when the platform ...
There are many 
                    different types of 
                    social media 
                    platforms, 
...
Strengths of the Social Ecosystem
                Each organism, no matter how simple or 
                complex, has aro...
Let’s Build a Social Media Ecosystem




                                       9
-Identify Your
                      unique Social
                         Purpose




What social experience do we want ...
L                                  L




Listen and learn what your target audience is saying, not saying, and sharing. Id...
Own your own
                         Community




 According to Durkheim, the more specialized the 
 function of an orga...
Establish a Core Value or Community Purpose & Function 


    * We have learned that social communities are more 
      en...
One Serves the other
                       Symbiosi
                       s
                       commonly describes 
 ...
Facebook  + YouTube serve very 
              different functional purposes 
              however both  systems serve the...
Multiple Communities
  = Deeper Reach




                   16
-Work with
Influencers




              17
18
Community Development Structure
Core Initiatives
• Clearly identify which initiative/s are being served/addressed
• The co...
Community Development Structure
Plan & Design Engagement Activity


• Clearly identify which initiative/s are being served...
Ecosystem Relationships



                       Social  
  Blogs/Forums      Community 
                    Engagement

...
Social Community Growth Cycle




                                     Partners Join the 
• Influencers                   ...
Full Ecosystem Development Cycle
                              Study 
                            Community



           ...
PlacideSevere@gmail.com .......http://www.linkedin.com/in/placidesevere
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How to Grow your own Social Media Ecosystem

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How to Grow your own Social Media Ecosystem

Presented by: Saul Severe, Global Social Media Manager, BitDefender

If Social Media is the interactive current, then a well-grown digital ecosystem is the processor of choice. Social media platforms and interaction methodologies are changing swiftly; how do you effectively remain a part of the conversation in such an environment? How does a brand create quantifiable influence as the social web exponentially expands?

This webinar will address the advantages of developing your own social media ecosystem -- the qualitative and quantitative advantages of doing so, as well as the strategic advantages. Social media ecosystems are a staple of the internet. Attend this webinar to learn the core principles of social media ecosystems, identify their unique attributes, and how to grow a social media ecosystem of your own.

Saul Severe began his professional career as a multimedia systems engineer with smaller software start-ups and larger companies such as Sony Electronics. Saul made the switch to marketing where he has worked with companies such as HP and Commission Junction. He is currently BitDefender’s Global Manager of Social Media Communications.

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How to Grow your own Social Media Ecosystem

  1. 1. How To Grow Your Own Social Media Ecosystem Social Media Ecosystems, Growth & Strategy by 1 Placide Saul Severe 
  2. 2. An ecosystem is generally an area within the natural environment in which physical factors of the environment, such as rocks and soil, function together along with interdependent organisms, such as plants and animals, within the same habitat to create a stable system. Ecosystems can be permanent or temporary. Ecosystems usually form a number of food webs. In regards to the social web people serve as the interdependent organisms with the technological tools and services serving as the physical factors of the environment. Social platforms such as Facebook, Twitter, YouTube and the like serve as the various types of physical 2 environments.
  3. 3. What is a social Media Ecosystem? A Social Media Ecosystem is an amalgamation of interrelated social media communities, services and technologies that function as a single organism 3
  4. 4. In biology, an organism is any contiguous living system (such as  animal, plant, fungus, or micro‐organism). In at least some form, all  organisms are capable of response to stimuli, reproduction, growth  and development, and maintenance of homoeostasis as a stable whole 4
  5. 5. According to Durkheim, the more specialized the  function of an organism or society the greater its  development, and vice‐versa. ‐ David Émile Durkheim All elements of a society or social organism have a function that  maintains the stability and cohesiveness of the organism 5
  6. 6. Pierre Omidyar “Build a platform ‐ prepare for the unexpected... …And you'll know you're successful when the platform you've built serves you in unexpected ways. That's certainly true of the lessons I've learned in the process of building eBay. Because in the deepest sense, eBay wasn't a hobby. And it wasn't a business. It was ‐ and is ‐ a community: An organic, evolving, self‐organizing web of individual relationships, formed around shared interests.” 6
  7. 7. There are many  different types of  social media  platforms,  technologies and  social communities  that emerge within  these various  * platforms. A social  Ecosystem is a  unification and  interoperable  * * functioning system  whereby these  diverse social tools  and communities  interrelate in very  * specific ways in  order to serve a  greater overall  function and/or  purpose for the  * community and  the brand 7
  8. 8. Strengths of the Social Ecosystem Each organism, no matter how simple or  complex, has around it a sacred bubble of  space, a bit of mobile territoriality which only a  few other organisms are allowed to penetrate  and then only for short periods of time. Edward Hall (also Halle) (c. 1498 – 1547), Deeper more meaningful  and  impactful reach into  multiple  social communities.... Greater  social influence.. Greater relevancy in terms of  dialog and social engagement Increase in revenue potential 8
  9. 9. Let’s Build a Social Media Ecosystem 9
  10. 10. -Identify Your unique Social Purpose What social experience do we want to provide in terms of opportunity, function and or purpose to our target audience that will empower or build upon what they already value? 10
  11. 11. L L Listen and learn what your target audience is saying, not saying, and sharing. Identify  the core values as well as the peripheral values that they hold. There are a variety of  ways that this can be done, one of which is performing a Brand Audit with a social  11 monitoring tool such as SM2. 
  12. 12. Own your own Community According to Durkheim, the more specialized the  function of an organism or society the greater its  development, and vice‐versa. ‐ David Émile Durkheim 12
  13. 13. Establish a Core Value or Community Purpose & Function  * We have learned that social communities are more  engaged, committed, influential and  have a much higher  viral growth expansion rate when there is a very tangible  purpose or function that each person can contribute to  from within a social group or community.  * The purpose or function of  the “community engagement”  should be an extension of the core values inherent within  the identified communities. Purpose and tangible   contribution toward that purpose empowers  people and  thereby engages them in a deeper way and for a longer  period of time. 13
  14. 14. One Serves the other Symbiosi s commonly describes  close and often long‐ term interactions  between different  biological species where both  individuals derive a  benefit. + 14
  15. 15. Facebook  + YouTube serve very  different functional purposes  however both  systems serve the  other.  Without Social Networks like  + Facebook , MySpace and others the  growth capacity of YouTube would  be greatly limited.  Vice versa  social  technologies such  as YouTube provides more than the  ability to share videos but   aggregates  the various types of  video communities   categorically  thus providing  deeper  extension of  relevant  communities  within a  = Symbios platform based community such as  Facebook. is 15
  16. 16. Multiple Communities = Deeper Reach 16
  17. 17. -Work with Influencers 17
  18. 18. 18
  19. 19. Community Development Structure Core Initiatives • Clearly identify which initiative/s are being served/addressed • The core initiatives will serve as the premise for all strategic activity, and  in turn provide the premise for the KPI’s that will be used to measure the  activity. Identify Communities & Segment • Identify target communities‐(i.e. Families) • Segment the communities into smaller niche communities (i.e. ‐‐‐‐ Mom/geek‐‐‐‐IT/geek etc…) Research Social Culture • What are the core values for this social group? • What types of communication forms are popular? (Blogs,Chat,Microblogging,forums…) • Who & What are the influencers for these people? 19
  20. 20. Community Development Structure Plan & Design Engagement Activity • Clearly identify which initiative/s are being served/addressed • The core initiatives will serve as the premise for all strategic activity, and  in turn provide the premise for the KPI’s that will be used to measure the  activity. Execute • Analyze magnitude of impact by measuring against KPI’s • Adjust as necessary according to the analytics and Key  Performance Indicators  20
  21. 21. Ecosystem Relationships Social   Blogs/Forums Community  Engagement Utilization of  PR/Collateral 21
  22. 22. Social Community Growth Cycle Partners Join the  • Influencers  social service • Recruit , Engage,  • Other organizations Proliferate .... • Collaboration w/ other  • Collaboration w/  communities other communities Participating  • Members act  organizations and  according to their  companies share and  purposes and  expose the social  functions Partners recruit  service with others people into the  service 22
  23. 23. Full Ecosystem Development Cycle Study  Community Define  Analyze /  Purpose of  Empower Community Develop  Partner w/  complimentary  communities Influencers 23
  24. 24. PlacideSevere@gmail.com .......http://www.linkedin.com/in/placidesevere

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