How To Build A Social Network


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One day workshop at WebDirections 07 and University of Sydney (2008): This workshop will benefit anyone who is interested in building a community around their business’ online presence. To get the most out of this workshop you will be prepared to spend a day focussed on the social and community side of the Internet. This is not a technical course but a reasonable grasp of user applications such as blogs, wikis, and tagging will be assumed. Also taught at Making Links, Sydney, Australia

Published in: Business, Technology
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  • How To Build A Social Network

    1. 1. How to Build and Maintain Vibrant Social Networks and Online Communities Laurel Papworth Social Networks Strategist
    2. 2. Slides <ul><li>03. Why am I here? </li></ul><ul><li>10. Where do I go? </li></ul><ul><li>17. Who am I? </li></ul><ul><li>30. Can you help me? </li></ul><ul><li>37. What are you doing? </li></ul><ul><li>44. How do I behave? </li></ul><ul><li>54. What’s going on? </li></ul><ul><li>60. What’s the celebration? </li></ul><ul><li>67. All together now? </li></ul>
    3. 3. Social Network Why am I here? Are our reasons aligned? Laurel Papworth
    4. 4. Types of Social Networks <ul><li>Family </li></ul><ul><li>Work </li></ul><ul><li>Play </li></ul><ul><li>Spirituality </li></ul><ul><li>Politics </li></ul><ul><li>Geographic </li></ul><ul><li>Demographic </li></ul><ul><li>Topical </li></ul><ul><li>Activity </li></ul>
    5. 5. Mazlow’s Hierarchy of Needs adapted by Amy Jo Kim Take on new roles and new opportunities Develop skills Self Actualisation Ability to contribute and be recognised for those contributions Ability to earn self respect, respect of others and ability to contribute Self-esteem Belonging to a community as a whole, and swarms (subgroups) Ability to give and receive love, belonging to a group Social Protection from hacking and trolling, privacy, level playing field Protection from crimes and war, living in a just society Security and Safety System access, retain management of system identity Food clothing Shelter, health, Physiological
    6. 6. The “Why” of social networking <ul><li>Name – helps if it’s meaningful </li></ul><ul><li>Slogan – funky one liner </li></ul><ul><li>Why – ‘public’ company reasons </li></ul><ul><li>Interface – colours are important ! </li></ul><ul><li>Human story – evil or good? </li></ul><ul><li>Content, tools, links – what’s inside? </li></ul>
    7. 7. Name and Motto <ul><li> </li></ul><ul><li>Mother&Baby </li></ul><ul><li>Facebook </li></ul><ul><li>iYoMu </li></ul><ul><li>Flickr </li></ul><ul><li>MySpace </li></ul><ul><li>YouTube </li></ul><ul><li>… it’s Not News it’s </li></ul><ul><li>? </li></ul><ul><li>? (how many friends have you got) </li></ul><ul><li>… Social Networking for Grownups </li></ul><ul><li>… Loves You </li></ul><ul><li>… a Place for Friends (just not MINE) </li></ul><ul><li>… Broadcast Yourself </li></ul>
    8. 10. Where should I visit? Laurel Papworth Social Network Bytes Where do I go?
    9. 11. Where to go? <ul><li>Areas to meet </li></ul><ul><li>Tools to communicate – blogs, forums </li></ul><ul><li>News to read </li></ul><ul><li>Tools to use – hosted, white label, or self </li></ul><ul><li>Useability, sociability, navigation, taxonomy, site maps </li></ul><ul><li>(plus the “Why’s”) </li></ul>
    10. 12. How to you like to communicate? <ul><li>Instant (synchronous), real time support - instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo </li></ul><ul><li>Delayed (asynchronous) - email, listserv, blogs, forums, wiki, </li></ul><ul><li>Either? - Twitter, RSS, APIs </li></ul>
    11. 13. Who-to-who(m)? <ul><li>One to One - email, personal messages, chat </li></ul><ul><li>One to Many - blogs, </li></ul><ul><li>Many to Many - forums </li></ul><ul><li>Few to Few (gated) - follow me services </li></ul>
    12. 15. Tools to Use <ul><li>Hosted Facebook, MySpace, </li></ul><ul><li>White Label Ning, </li></ul><ul><li>DIY Drupal, </li></ul>
    13. 16. Summary <ul><li>Meeting places (role based) - Newcomer - Off Topic - Elders </li></ul><ul><li>Meeting places (tool based) - forums - blogs - wikis </li></ul><ul><li>Tools </li></ul><ul><li>News </li></ul>
    14. 17. Social Network Bytes Who am I? What is my identity? Laurel Papworth
    15. 18. Who am I? <ul><li>Sign me up! </li></ul><ul><li>Establish identity </li></ul><ul><li>Establish reputation </li></ul><ul><li>Establish trust </li></ul><ul><li>Context: - system, personal, public (old) - as many profiles as needed (new) </li></ul>
    16. 19. Sign Me Up! <ul><li>Decide on Barrier to Entry and stick to it! </li></ul><ul><li>Sign up procedure - CAPTCHA, email confirmation </li></ul><ul><li>Welcome email Username, password </li></ul><ul><li>Importing friends list </li></ul>
    17. 20. 75 th on Google Search
    18. 22. Don’t want to check contacts now? Don’t want to check contacts now?
    19. 23. Looking to meet? Description? Starsign?
    20. 24. Uh.Oh. It’s a dating site
    21. 26. Establish Identity <ul><li>What is Public and how Public? </li></ul><ul><li>What is Gated? </li></ul><ul><li>What information is Private? </li></ul><ul><li>What is hidden in the System Profile? </li></ul><ul><li>Static information </li></ul><ul><li>Semi Static </li></ul><ul><li>Dynamic status </li></ul><ul><li>Evolve the profiles – adds interest </li></ul>
    22. 27. Personality <ul><li>Avatars </li></ul><ul><li>Multiple identities </li></ul><ul><li>Explain Profile questions </li></ul><ul><li>Tagline (.sig) </li></ul><ul><li>Free vs category answers </li></ul><ul><li>Fun titles and non-sequitors </li></ul>
    23. 28. Establish Reputation <ul><li>Who are the top contributors? </li></ul><ul><li>Most popular articles? </li></ul><ul><li>Newest members? </li></ul><ul><li>Newest comments? </li></ul><ul><li>Latest uploaded media? </li></ul><ul><li>Featured blog, featured profile </li></ul><ul><li>Titles – guild, moderator (see status later) </li></ul>
    24. 30. Social Network Bytes Can you help me? How do I get involved? Laurel Papworth
    25. 31. Who am I? <ul><li>Visitor, Anonymous, no Profile </li></ul><ul><li>Registered, novice </li></ul><ul><li>Regular, normal </li></ul><ul><li>Leaders, contributors (see more later) </li></ul><ul><li>Elders </li></ul><ul><li>Employees </li></ul><ul><li>Owner </li></ul>
    26. 32. Clearly define… <ul><li>visitor vs registered </li></ul><ul><li>Premium visitors </li></ul><ul><li>Appropriate areas for newcomers </li></ul><ul><li>Regulars </li></ul><ul><li>Leaders (see more later) </li></ul><ul><li>Elders </li></ul>
    27. 33. Visitors Centre <ul><li>About Us </li></ul><ul><li>FAQ </li></ul><ul><li>Media/Press Releases </li></ul><ul><li>Tour, Video, Podcast, Interactive </li></ul><ul><li>Letter from Host (now: blog) </li></ul><ul><li>Membership requirements (age, location) </li></ul><ul><li>Site Map </li></ul><ul><li>Background, whitepapers </li></ul><ul><li>Mission statement, backstory, history </li></ul><ul><li>Overview of features (quick grab) </li></ul><ul><li>Policies, guidelines, code of conduct </li></ul>
    28. 34. Regular Centre <ul><li>Read/write not read only </li></ul><ul><li>Access to karma points </li></ul><ul><li>Show number of posts, length of membership </li></ul><ul><li>Premium services </li></ul>
    29. 35. Social Graph Not a People Graph
    30. 36. WoW Virtual World WoW economy 391 798 WowWiki1,299 blog blog blog blog blog blog blog blog blog WoW site 291 incl. Forums
    31. 37. Social Network Bytes What are you doing? How do I get involved? Laurel Papworth
    32. 38. New & Small <ul><li>Leader, owner/founder, developer, customer service, staff, moderator – you </li></ul><ul><li>A bunch of interested people – them </li></ul><ul><li>Accept offers of help, monitor and encorage these ( founders ) as they will become ( elders ). </li></ul><ul><li>Staff – (unpaid) Volunteers or Contractors (part-time) - Enthusiasts </li></ul>
    33. 39. Mix up social and disciplinary? <ul><li>Welcome greeter: usually called Angel </li></ul><ul><li>Host: main leaders who unite with purpose </li></ul><ul><li>Moderator/editor: evaluate content </li></ul><ul><li>Moderator/police: warn, ban, remove </li></ul><ul><li>Teacher: answer newbies, recruit </li></ul><ul><li>Events/party-er: co-ordinate </li></ul><ul><li>Admin: leads moderators, writers, team </li></ul><ul><li>Developer/owner: “god”, bottom line, </li></ul>Any of these can be volunteer. Or paid.
    34. 40. Volunteer vs Paid <ul><li>Status </li></ul><ul><li>Giving to the community </li></ul><ul><li>Learn new skills </li></ul><ul><li>Make networking contacts (career change) </li></ul>
    35. 41. Choose your leaders <ul><li>… or your community will choose for you. </li></ul><ul><li>Or choose together. </li></ul><ul><li>Encourage behaviour by showcasing it </li></ul><ul><li>“ Spotlights” </li></ul><ul><li>Rewards… </li></ul><ul><li>Tools – special chat channels, controlling access, locking down content </li></ul>
    36. 42. Type of Community Rewards <ul><li>Competition community? Then Ratings/Rankings e.g. high scores </li></ul><ul><li>Task based community? Then “spotlight” tasks e.g. blog entries </li></ul><ul><li>Profit based community? Share the love: auctions, classifieds, storefronts, affiliates </li></ul><ul><li>Knowledge based? Then reward with feedback </li></ul>
    37. 43. Critique User Generated Content <ul><li>… or consumer generated media or ‘members creating stuff’. </li></ul><ul><li>Quantitative : Check page hits, posting activity or hours logged in. </li></ul><ul><li>CrowdSourced – rated and ranked media </li></ul><ul><li>Editor sourced – manually collect and exhibit media from members. </li></ul><ul><li>Find Usability/SEO consultants who understand Sociability </li></ul>
    38. 44. Social Network Bytes How do I behave? It’s War: Rules of Engagement Laurel Papworth
    39. 45. Documentation & Tools <ul><li>Who can join? </li></ul><ul><li>Technical decisions </li></ul><ul><li>Behavioural rules </li></ul><ul><li>Behavioural advice </li></ul><ul><li>Privacy policy </li></ul><ul><li>Terms of Use, Terms of Service </li></ul><ul><li>Tools for leaders </li></ul>
    40. 46. Yes Moderators are st00p1d <ul><li>We can’t work out that fcuk really means a naughty word. Oh and “Click here for pr0n” . What does a$$h0le mean? </li></ul><ul><li>However we ignore OM F G . </li></ul><ul><li>Do you take offence at Newbie? How about Nubby? Nublet ? N00b or n00bie? </li></ul>
    41. 48. Technical decisions <ul><li>Images, video, media </li></ul><ul><li>What constitutes porn, shock sites </li></ul><ul><li>Civility </li></ul><ul><li>Spam </li></ul><ul><li>Privacy </li></ul><ul><li>Liability </li></ul><ul><li>Censorship </li></ul><ul><li>Ownership of content </li></ul>
    42. 49. Documents <ul><li>Member agreement. </li></ul><ul><li>Legal </li></ul><ul><li>Community or Social Guidelines </li></ul><ul><li>Support Issues Help: FAQ, Knowledgebase </li></ul>
    43. 51. Official ADMIN???? … there are 650 Admins . And I'm pretty sure the one with Fuck You in the headline and the other one with My Willys Is Bigger than Yours are not real admins…
    44. 53. Tools for Leaders <ul><li>Moderators are a community too ! </li></ul><ul><li>Own titles, own forums, own areas/places </li></ul><ul><li>Evidence Locker – remove content to an evidence locker. Do not delete. </li></ul><ul><li>Rap Sheet – keep a database of details of Watched, Warned, Banned members Includes, all IP addresses, signup and all email addresses, links to evidence locker, copy of Personal Messages. </li></ul>
    45. 54. Social Network Bytes What’s going on? Where’s the party? Laurel Papworth
    46. 55. Events <ul><li>Personal Calendar </li></ul><ul><li>Community calendar </li></ul><ul><li>Contests </li></ul><ul><li>Meetings </li></ul><ul><li>Performances </li></ul><ul><li>Event co-ordinators (support them) </li></ul><ul><li>Transitory forum </li></ul><ul><li>Tools </li></ul><ul><li>*An important moment/highlight in the week. Even an update achieve that… </li></ul>
    47. 56. Event Management <ul><li>Online or Offline? Both? </li></ul><ul><li>Plan: Strategy, Location, Infrastructure, ‘staff’ needs, documents, time and place, </li></ul><ul><li>Marketing: display information, launch details, staff, troublemakers </li></ul><ul><li>Follow up: continue the discussion, distribute the results, plan next one </li></ul>
    48. 57. Contests <ul><li>Create debate </li></ul><ul><li>Quizzes – polls, debates, hot or not </li></ul><ul><li>Foto of the day - “interesting” Flickr </li></ul><ul><li>Causes </li></ul><ul><li>Vampires, Werewolves on Facebook </li></ul><ul><li>Board games </li></ul>
    49. 58. Meetings <ul><li>Book club </li></ul><ul><li>Support physical meeting (not replace) </li></ul><ul><li>Instant (IRC) with developers </li></ul><ul><li>Monthly roundup of issues (forum) </li></ul><ul><li>Create regularity and loyalty </li></ul>
    50. 59. Performances <ul><li>Interviews with developers </li></ul><ul><li>Podcast interviews </li></ul><ul><li>Technical training, webinars, webcasts </li></ul><ul><li>I might put these slideshows up, once a week!  </li></ul><ul><li>Who’s on stage this week? Spotlight leaders, elders and owners </li></ul>
    51. 60. Social Network Bytes What’s the celebration? Recognising & rejoicing with others Laurel Papworth
    52. 61. Ritual and Holidays <ul><li>Power of belonging </li></ul><ul><li>Acknowledgement of communication context </li></ul><ul><li>Community Holidays (Founders day) </li></ul><ul><li>Passages and Transitions (Funerals) </li></ul>
    53. 62. Hello and Goodbye <ul><li>… and everything in between </li></ul><ul><li>Welcome newcomer, one year ‘avatar’ birthday, reaching 1000 posts, finding 5000 th friend, most popular leader, farewell </li></ul><ul><li>Birthdays, engagements, weddings, pregnancy, birth, divorce, death – particularly death </li></ul>
    54. 63. Birthdays Gifts Co-incidence? I think not…
    55. 64. Sophie Delezio: 16,000 entries in basic guestbook online community
    56. 66. Control some rituals <ul><li>Thankyou, Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou Thankyou </li></ul>
    57. 67. Social Network Bytes All together now? Me and my buddies Laurel Papworth
    58. 68. Intimacy vs Growth <ul><li>Critical masses at tipping point will ‘fork’ </li></ul><ul><li>Subdivisions can happen naturally </li></ul><ul><li>Subdivisions can be planned </li></ul><ul><li>Each subdivision follows the previous presentations today – who, what, why, when and so on. </li></ul>
    59. 69. Joomla Mambo
    60. 72. More Information? <ul><li>Contact Laurel Papworth [email_address] </li></ul><ul><li>Blog (or on Facebook, or LinkedIn or…  </li></ul><ul><li>Ask on the forums </li></ul><ul><li>Based on work by Amy Jo Kim and Jenny Preece and … (on the shoulders of giants). </li></ul>