Week 5 Using The Social Web For Social Change - Elluminate (#bgimgt566sx)


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Presentation for the live Elluminate session for week two of the BGI (Bainbridge Graduate Institute) course "Using the Social Web for Social Change". Topic "Understanding the Audience", including Goals for Change, Participation, Audience, Google PageRank, Google Analytics, Google Feedburner, Other Analytics, Credibility, Writing for Your Audience

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Week 5 Using The Social Web For Social Change - Elluminate (#bgimgt566sx)

  1. 1. Using the Social Web for Social Change Week 5 – Elluminate Session D October 19, 2009: 7pm PT
  2. 2. Quote of the Day “After teaching 10 years, the only good measure of student progress I know is the number of open problems they can successfully characterize.” — Clay Shirky (via twitter) Clay Shirky
  3. 3. Week 5: Understanding the Audience – Participation and Analytics Opening Circle Review Last Week & Upcoming Week Our Goals Participation Agenda Audience Google Page Rank Other Analytics Google Analytics & Feedburner Credibility Writing for Your Audience
  4. 4. Type a sentence into the chat window about: Opening Circle how you are feeling tonight something about your BGI Beat blog something you learned this week a concern
  5. 5. What have we tagged? There are 25 students in Tagging http://delicious.com/network/ ChristopherA/bundle:bgimgt566sx 1132 bookmarks in our network, up from 786 one weeks ago Average 45 bookmarks per student, up from 33
  6. 6. What have we tagged? There are 25 students in Tagging http://delicious.com/network/ ChristopherA/bundle:bgimgt566sx 1132 bookmarks in our network, up from 786 one weeks ago Average 45 bookmarks per student, up from 33 Still 4 people with under 15 bookmarks
  7. 7. Week 4 Understanding the Audience – Participation and Analytics
  8. 8. Readings & Media Medium number of readings this week Topics are Participation & Engagement Analytics Credibility Writing for Your Audience Advanced Blogger
  9. 9. Assignments Decide if you are going to have a dedicated domain for your blog Purchase your domain at Google Add Analytics to Your Blog Google Analytics Feedburner Identify Your Blog’s Peers Find at least 3 blogs with related subjects and/ or keywords Subscribe, participate, and comment Understand their audience Post 1 thoughtful post, 1 commentary post, 1 link post, plus 2 comments in other blogs
  10. 10. Our Goals Save the world by getting: •Participation •Engagement •Affinity •Association
  11. 11. Participation: Participation “take part” ... from latin ‘participare’ meaning “share in”
  12. 12. Engagement: Engagement “an arrangement to do something or go somewhere at a fixed time” ... from french ‘engager’ meaning “to pledge”
  13. 13. Affinity: Affinity “a spontaneous or natural liking or sympathy for someone or something” ... from latin ‘affinis’ meaning “bordering on”
  14. 14. Association: Association “a connection or cooperative link between people or organizations” ... from latin ‘associare’ meaning “to unite”
  15. 15. Participation
  16. 16. Arstein’s Ladder of Participation In 1969 Sherry Arnstein wrote an influential paper on barriers to citizen participation She created a model of a “ladder” that needed to be climbed for higher levels of participation
  17. 17. Davidson’s Wheel of Participation I personally find the Davidson’s Wheel of Participation a better model When trying to increase participation by a community, it is a good tool to discovering barriers and to choose appropriate processes However, the “ladder” metaphor is more popular
  18. 18. Wilcox’s Ladder of Participation I also like Wilcox’s Ladder Stance Information, Consultation, Deciding Together, Acting Together, Supporting Phase Facilitation, Preparation, Participation, Continuation Stakeholders Residents, Groups, Business, Officers, Politicians, etc.
  19. 19. Forrester’s Ladder of Participation Charlene Li, of Forrester Research, created in 2007 the Forrester Ladder of Participation Based on research of the usage patterns of web users worldwide
  20. 20. Forrester’s Ladder of Participation Charlene Li, of Forrester Research, created in 2007 the Forrester Ladder of Participation Based on research of the usage patterns of web users worldwide Each level has different percentages in different parts of the world And different for different sub- demographics, like women, race, etc. Useful for mass social marketing
  21. 21. Forrester Research’s A free tool to let you examine the social technographics of different sub-demographics Social Technographics Tool http://www.forrester.com/Groundswell/profile_tool.html
  22. 22. Wolfe’s Ladder of Disclosure Phil Wolfe humorously compared the Forrester Ladder of Participation to this Ladder of Disclosure However, it is actually reasonably facsimile of a range of privacy choices that users make
  23. 23. Mayfield’s Power Law of Participation In 2006 Ross Mayfield, founder of SocialText, a commercial Wiki company, wrote up this Power Law of Participation Basically combines the Long Tail with Participation Ladder Key point is that like Long Tail, even the smallest participation, to read your a specific web page, has value Higher levels have higher thresholds thus require more engagement
  24. 24. Ross Mayfield’s Every level of participation has value, but some Power Law of Participation require increasing levels of engagement
  25. 25. Audience Who,Where, How, What,Why?
  26. 26. “But I don’t have Who? an audience yet!” Study your Peers!
  27. 27. Peers Your blog peers are: Those with similar topics Those who use related keywords Those with an affinity to you Those whom you have an affinity to
  28. 28. Google’s BlogSearch is a good tool for finding Google’s BlogSearch top sites using same keywords as you do blogsearch.google.com
  29. 29. Technorati allows us to see blogs that are Technorati.com related to the topic of “climate change” and their relative authority
  30. 30. Or we can examine the recent authority of a Technorati.com specific blog – decays faster then PageRank
  31. 31. Google PageRank A measure of your web sites authority
  32. 32. Google Search on When you do a Google Search, there are many results. The top results come from “Dunbar Number” sources with higher Google PageRank
  33. 33. Google will not tell you your page rank, but PRchecker.info there are many tools that will give it to you. Wikipedia’s page rank is very high, a 9
  34. 34. My blog posts at Life With Alacrity were PRchecker.info listed next, because I have Page Rank of 7
  35. 35. PageRank is not linear, it is a logarithmic scale: Google Page Rank 5 is roughly 10 times as authoritative as a 4. Average is 3 to 5.
  36. 36. Google Page Rank Proprietary algorithm, but we know some (in rough order of priority): Quality inbound links Quality outbound links Good neighborhood Good traffic No broken links Pages added frequently Pages updated frequently
  37. 37. Google Page Rank Google is very sensitive to abuse Bad inbound links Link spamming Bad content Good traffic Lots of broken links SEO tricks Blackhat tricks Algorithm changes regularly My page rank has ranged from 5 to 7 Be careful of SEO
  38. 38. rel=“nofollow” There is a special link tag rel=“nofollow” <a href=“http://domain.com” rel=“nofollow”>link</a> Links to sites marked as nofollow are not indexed by Google, and page rank is not affected Use it on links to sites that you don’t want to give page rank to Don’t overuse
  39. 39. You can make some guesses of why my SmartPageRank.com page rank is good by looking at page ranks of websites that link to my website
  40. 40. Other Analytics Other sources of website data and analytics
  41. 41. Great tool to see trends in keywords you care BlogPulse.com about. For instance, “climate change” had a big jump on October 15th.
  42. 42. Another useful tool is QuantCast, as QuantCast.com they can make good guesses on traffic and demographics
  43. 43. typical community unhealthy rpg.net obesityhealth.com site community (data from quantcast.com) QuantCast is also a great tool for QuantCast.com measuring community participation
  44. 44. When you use Delicious advance search, you can Delicious Tag Statistics get keyword trends, and related words
  45. 45. You can also do a reverse lookup of Delicious Site Tags everyone who has tagged a particular site, to discover how others have tagged it
  46. 46. click here Google Reader can tell you how people are Google Reader subscribed to a blog using Google Reader
  47. 47. Your Analytics Google Analytics Google Feedburner
  48. 48. Google Analytics Google Analytics is a free tool for discovering who is reading your blog where do they reside how did they discover you what terms they used to find you With some additional work, you can also discover why people read your blog how to more effectively engage users to take action
  49. 49. Google Analytics <script type="text/javascript"> You may not have sufficient var gaJsHost = (("https:" == information in 3 months to be hugely document.location.protocol) ? "https://ssl." : "http://www."); valuable, but it is good to start now document.write(unescape If you are going to have a dedicated ("%3Cscript src='" + gaJsHost + domain for your blog, do that first "google-analytics.com/ga.js' type='text/javascript'%3E%3C/ Signup for free Google Analytics script%3E")); account </script> <script type="text/javascript"> Paste javascript snippet into your try { blog template var pageTracker = _gat._getTracker ("UA-11183169-1"); More detailed instructions in course pageTracker._trackPageview(); plan } catch(err) {}</script>
  50. 50. Google Feedburner Blogs can be read offline, so Google Analytics doesn’t get all your information FeedBurner takes your default RSS xml file and rewrites it You need to point your users to Feedburner now, if they use default RSS they you will not get results from old users (a problem with Life With Alacrity).
  51. 51. Google Feedburner ORIGINAL: Again, if you are going to have a dedicated domain for your blog, set http://www.lifewithalacrity.com/ index.rdf that up that first Signup for free Google Feedburner FEEDBURNER: account and claim your feed http://feeds.feedburner.com/ Configure your blog to use the LifeWithAlacrity Feedburner RSS feed rather then the default RSS feed More detailed instructions in course plan
  52. 52. Credibility
  53. 53. Credibility One of the biggest obstacles to participation is credibility What people say they trust: Identity, Advertising and Sponsorships, Customer Service, Corrections, and Privacy What they actually trust Design Look 46.1%, Information Design/Structure 28.5%, Information Focus 25.1%, Company Motive 15.5%, Information Usefulness 14.8%
  54. 54. Credibility Make it easy to verify your accuracy Show that there is a real person behind your blog Highlight your expertise Show that honest and trustworthy people are support your blog Make it easy to contact you Make the design professional, easy to use, useful, and error-free Update regularly Use restraint on promotion
  55. 55. Writing for Your Audience
  56. 56. Cultural References “Think about how the trendy, jargon, national, and regional references you use in your blog may be misunderstood or even confuse your blog readers. It’s critical for bloggers to be “understood”, so take time to look at what you write and how your writing may create a disconnect with your readers.” – Lorelle VanFossen
  57. 57. Writing for the Future “One thing we should keep in mind when writing here or in any online forum is that we are writing not only for the present, but for the future. Our words may well be read many times, even far into the future. They are recorded in public and private archives and will be available indefinitely. Given the likely increase in future levels of intelligence and attention, it may even turn out that more eyes see our writings in the far future than in the near present.” – Hal Finney
  58. 58. Questions? Feedback? ChristopherA@LifeWithAlacrity.com Next: Elluminate Session F Social Video,Viral Media & Memetics October 26, 2009: 7pm PT