Some advice on how even smallest open source communities can use social media to engage users, involve new people in development and make a better world, through social media engagement.

1. Xixon/Gijon, April 28th 2018Xixon/Gijon, April 28th 2018
Dario CavedonDario Cavedon
dcavedon@ubuntu.comdcavedon@ubuntu.com
Social Media for Communities
“Social Media Engagement &
Communities” by Dario Cavedon

2. Dario Cavedon
Who!!?
A short presentation of myself...

3. I come from north of Italy

4. A town called Vicenza, half way
between Verona and Venezia

5. Well, not exactly Vicenza, but a
even smaller little town. :-)

6. 6
Home: Vicenza (Italy)Home: Vicenza (Italy)
This is a photo taken from my home,
“winter edition”…

7. 7
Home: Vicenza (Italy)Home: Vicenza (Italy)
...and early “Spring edition” :-)

8. 8
Workplace: Padua (Italy)Workplace: Padua (Italy)
I work for a italian bank in Padua

9. 9
I like hiking in the near Altopiano
di Asiago in the summer...

10. 10
… and cross country skiing in
winter...

11. 11
… and – recently – running (I did
4 half marathon)...

12. 12
I’m also a Free Software
passionate advocate, I’m in
Ubuntu Italian Loco Team, where
I mostly partecipate in
Marketing Team and Web Team

13. I’m also one of the founders of
AVi LUG, “Alto Vicentino Linux
User Group”, based in Schio
(Vicenza). In 2015 we started
Coderdojo, to teach coding to
childrens.

14. Before starting
Important note before we
start...

15. My slides on:
https://www.slideshare.net/dcavedon
https://www.slideshare.net/dcavedonhttps://www.slideshare.net/dcavedon
I’ll publish my slides on
Slideshare, so you don’t need
to take notes! :-)

16. “Where
did we meet
before?”
Well, let’s start!
I know many of you even if
many of you I’ve never met
before. I know you because we
are all active on Social
Networks...

17. Here?Here?
...Facebook, where I have many
virtual friends (that I never
met!)...

18. Or maybe here?Or maybe here?
… or Twitter, where I really
don’t who are most of my
followers (my account is
@dcavedon)...

19. (ehr… no, NOT here!)(ehr… no, NOT here!)
… well, I don’t think we never
met on Google Plus! It’s very
similar to Facebook, but
(almost) nobody uses it. Even if
it’s quite interesting in a
particular way. We’ll see in the
next slides.

20. So: we “know” each other,
because we have a presence on
the Internet, via PC o
smartphone. That it’s not a big
news, since more thant 3 billion
people connecting to the net
every day.

21. Internet is growing
Internet access is growing,
but...

22. Internet is growing
Social Media even more
… the news is that Social
Networks are growing more
than the users accessing to the
Internet.

23. World Population
2.200.000.000*
1.403.500.000
1.324.000.000
* and counting...
...Facebook, the “Blue Flag
Nation”, is already the biggest
Nation of the World. Many of
Internet users, think that
“Facebook IS Internet!”

24. We Are All
Made of Clouds!
A friend of mine said that “We
are all made of clouds” thinking
about where our data are
stored! :-)

25. Fonte:Fonte: http://www.visualcapitalist.com/happens-internet-minute-2017/http://www.visualcapitalist.com/happens-internet-minute-2017/
If you watch what happens in
the Web in a only minute, you
can imagine how much social
media are important

26. “Social Media
Engagement”
And it’s there that we can start
talking about “Social Media
Engagement”...

27. Maybe it’s a new term for us,
but it’s well known in
Marketing: it’s about
“involvement” that social
media can generate. “Social
media engagement” measure
the success of a product on the
Web.

28. applauseapplause
We have three types of
engagement. The first is the
“applause”, the simplest one.

29. applauseapplause
“Applause” is a “like” on
Facebook

30. applauseapplause
Applause is an “heart” on
Twitter (it used to be a “star”)

31. applauseapplause
And it’s a “+1” on Google Plus,
given to a post or a comment.

32. conversationconversation
A second type of engagement
is the “conversation”. A
conversation is a comment to a
post or in replying to another
comment. It doesn’t have to
necessarly be positive: a
negative comment it’s a
“conversation” too.

33. conversationconversation
A conversation is a comment on
a Facebook post...

34. conversationconversation
… it’s a “reply” on Twitter...

35. conversationconversation
...and it’s a comment too on
Google Plus.

36. amplificationamplification
Last type of “engagement” it’s
the “amplification”.

37. amplification: 3 mln sharesamplification: 3 mln shares
On Facebook you “amplify” a
message sharing a post with
your friend (this silly Christmas
Minion video had 3 milion
shares!)

38. amplification: 3,4 mln retweetsamplification: 3,4 mln retweets
On Twitter, you amplify when
you retweet (i.e: this Academy
Awards selfie made by Bradley
Cooper reached 3.4 milions
retweets)

39. Amplification: 134 shares (??!)Amplification: 134 shares (??!)
… and on Google Plus sharing
posts. As said before: Google+
is a Social Media Desert. Lady
Gaga stopped using it on 2016.
(There is still a few interest in it
beacause many geeks/nerds use
G+, so it could be interesting for
this share of the market)

40. Strategies
At this point you can easily
understand that communities –
especially virtual communities
as Ubuntu – MUST have a
strategy, for reaching their
target.

41. An important concept is “the
funnel of marketing”: it’s the
process you have to know to
bring general public to you
product, even more important
for a community, where
advocate/contributors are the
roots where FLOSS is founded.

42. The funnel (of love and sharing)The funnel (of love and sharing)
Communities have to attract
customers and
contributors/advocates too. So,
we MUST be present on social
media, we MUST meet their
needs and curiosity, we MUST
be where people spend their
time.

43. Step 0 (assessment): target?Step 0 (assessment): target?
Let’s see what to do for a
strategy. Step zero, make an
assessment: what is my target?
What kind of people use my
product? Where do they meet?
What are their interests?

44. diversifydiversify
Meet customers means
diversify social media presence.
Facebook is surely the most
important one, but there are
others interesting, depending
on the target. Generally people
use 1-2 social network, so be
present on them.

45. diversifydiversify
Diversify means also post the
content different times,
depending on the social media
you are using (above a proposal
from Buffer.com)

46. Step 1: start posting!Step 1: start posting!
Next step: start posting your
content!

47. Step 1.1: post education contentStep 1.1: post education content
And once in a while post
educational content –
something that your target
consider valuable.

48. Step 2: focus on specific social(s)Step 2: focus on specific social(s)
As said befor: focus on specific
social media. Ubuntu-it
community is very active on
Facebook (we have a page and
manage a group) and Twitter.

49. Step 2.1: listen (support)Step 2.1: listen (support)
Meet customer means also
listen to them. Here it’s an
example on Twitter (I am
member of Remmina
community, addressing people
and supporting them)

50. Step 3: analyse resultsStep 3: analyse results
Step three: analyse results,
once a week (or once a month).
On Facebook you can easily do
with Facebook Insight.

51. Step 3: analyse resultsStep 3: analyse results
On Twitter you can use
Twittercounter, that has some
free stats.
Here is an example of a person
without specific strategy (me!
:-P)

52. Step 3: analyse resultsStep 3: analyse results
Here it’s an account with a
strategy: ubuntuit account. You
can see the continuous rising of
our followers

53. Step 4: adjust (and repeat)Step 4: adjust (and repeat)
Last but not least: adjust the
strategy, if needed, and repeat
the cycle.

54. What about
Communities?
What are doing other
communities? Generally, they
don’t have a strategy.

55. Here it’s an example from
Debian Project accoount on
Twitter.

56. When they released Debian 8
back in 2015, they tweet a lot,
much more than normal day.
You can see that on that day
they increase significantly their
numer of follower.

57. ““brute force”brute force”
But it’s more important to be
regular, to make every day
something on the social media.
People need to see daily posts
or tweets.

58. Helpful
Instruments
Some helpful instrument to
ease life of a social media
manager

59. Helpful
Instruments
(a few)
There are a lot, and many of
them are not free (as a beer).

60. TweetdeckTweetdeck
Tweetdeck lets you to control
different thread, users,
hashtags on Twitter. You can
also schedule tweets at certain
days or hours.

61. IFTTT: If This Then ThatIFTTT: If This Then That
IFTTT lets you to create
recipes, made of the simple
construct “if this … than
that ...”, using every single web
service on the internet
(Facebook, Twitter, Gmail,
Evernote, Google Drive,
everything else!)

62. IFTTT: Twitter to G DocIFTTT: Twitter to G Doc
I.E.: I made a recipe that
searches every single tweet on
Twitter, and if find the word
“remmina” than write a new
line on a Google Spreadsheet. I
can check in every moment if
someone is tweeting about
Remmina.

63. buffer.combuffer.com
Last: Buffer can post your
content on different social
media (Facebook, Twitter,
Pinterest, Instagram) at certain
days and times.

64. So: we have a strategy, we have
the instruments needed.
What can go wrong!?!?

65. It TAKES TIME!
There is only a problem: it
takes time!

66. It TAKES TIME!
It TAKE A LOT OF TIME!
Well… ehr… it takes A LOT of
time.

67. ““12 hours per week”12 hours per week” (!)(!)
Experts say it needs 12 hours a
week. The biggest problem is:
programmers don’t want to do
it, they want to code! :-P

68. A good news
BUT...

69. Fonte:Fonte: http://9gag.comhttp://9gag.com
The good news is that
everyone can do it: those
instruments can be used by
non-programmers! Open
source communities can
benefit from the contribute of
non-technical people.

70. Thanks for funding! :-)Thanks for funding! :-)
Thanks to Canonical for
funding me to be at Ubucon
Europe 2018!

71. Thanks for your patience! ;-)Thanks for your patience! ;-)
Thank you for listening to me!

72. Social Media for Communities
THANKS!
Xixon/Gijon, April 28th 2018Xixon/Gijon, April 28th 2018
Dario CavedonDario Cavedon
dcavedon@ubuntu.comdcavedon@ubuntu.com
Credits – bibliography :
Block notes https://flic.kr/p/RmSmB1
Big Ben https://flic.kr/p/9Xhsqu
Social media strategy: https://blog.bufferapp.com/social-media-strategy