1. @drkellypage!/drkellypage!
Socially Mediated Practices
Being Social By Design
2.2 Community, Networks & Audiences

2. @drkellypage!/drkellypage!
Socially Mediated Initiatives
Content Design
Creation/Co-
creation
Network &
Community
Interaction
Design
People &
Practices
Context
Design
Platform, Place
& Space
Designing for
Mobility
Designing for
Social Identity
Mgt.
Designing for
Search Mgt.
Designing for
Data & Analytics
Mgt.
Designing for
Reputation
Mgt.
Resource Mgt.
“Designing for We”

3. @drkellypage!/drkellypage!
Questions to Consider?
• What do we mean by a social network, what is its
purpose and what are some examples?
• What do we mean by a community, what is its
purpose and what are some examples?
• What do we mean by an audience, what is its
purpose and what are some examples?
3

4. @drkellypage!/drkellypage!
Principles of Social Networks
• ‘Connectivity’, ‘Connections’ & ‘Connectedness’
• Nodes in a Network
– FBFriends, Fans, Followers, Followed
– Members, Bloggers, Tags
– Friends, Family, Peers, Colleagues
– Content: Text, audio, visual
• With Who? How? What? Where?
• Core Network Principles
– Node structures
– Tie strength (10:150: 300)(Dunbar)
– Centrality
– Social bonds

5. @drkellypage!/drkellypage!
It’s about shared
interests,
relationships and
interaction.

6. @drkellypage!/drkellypage!
Growing “Organic” Community
¡ Social Web allows us to address people
individually and communally14
¡ Social connectivity is now facilitating the
development of networks that arise from
informal relations between people and thus
enhancing the ‘small world’ phenomena15
¡ Small world networks: people are only a few
steps away from each other in terms of space,
behavior or beliefs, however previously would
not have been connected to one another or
found communication very difficult16
¡ Borderless mediated communities offer
consumers the promise of community with
large numbers of like-minded individuals who
share specialized interests17
Connectivity
Connectedness
Connections

7. @drkellypage!/drkellypage!
www.PKU.com
• Objective: PKU community with support
and resources to better manage their
disease.
• Social Network: The roughly 12,000
diagnosed with PKU in the US,
• Engagement & Empowerment : Allow
registered members to maintain blogs,
and create other content - a diet food
wiki etc.. Static content created by
BioMarin will be subject to review by a
panel of community members.
• Commercial Interest: PKU.com is
sponsored by BioMarin Pharmaceutical
Inc.
“PKU is a genetic condition that prohibits the body
from metabolizing phenylalanine (Phe), an amino
acid. PKU sufferers must avoid foods high in
protein.”

8. @drkellypage!/drkellypage!
"
Patients Like Me "
• Collaboration motivated by a shared
passion to spread knowledge.
• Patient communities, unlike health care
providers, can operate outside the
structures of regulation and legislation
• Power of online patient communities:
– Promote deep relationships;
– Rapid organisation of people and
content
– The sharing and filtering of information;
– The creation and dissemination of
knowledge to the wider community.
• Not only are these a good source of
marketing research information, but also
good forums for product and service
ideas and building relationships.

9. @drkellypage!/drkellypage!
Importance of "
“Real-time” Conversations
¡ Post-Internet brand strategies is about facilitating
conversations around a brand, person, idea.
¡ Consumers are wired and capitalise on social networks to
derive power from one-another (eWOM). They develop
their own view of companies, brands and people
¡ Community of consumers uses web 2.0 applications to get
the things they need from each other (as opposed to from
companies).
Clue Train Manifesto (Thesis 12):
“There are no secrets. The networked market
knows more than companies do about their
own products. And whether the news is
good or bad. They tell everyone.” (Levine
et al, 2001).
“Markets are
social networks
& communities”
“Within
communities is
conversation”
“Are you part of
the conversation
(dialogue)?
“Or on the
outside shouting
in (monologue)?

10. @drkellypage!/drkellypage!
[Q1]People: Networks,
Communities & Audience
• Who are you trying to reach and talk with on social
media?
people
who need
to
know/you
need to
know
people
who like to
know/
people
who will
find out
people
who might
know/
people
who might
need help
finding out

11. @drkellypage!/drkellypage!
Persona: Today’s Arts &
Entertainment Patron

12. @drkellypage!/drkellypage!
[2] Social Media Use
• Do the groups you’ve selected use
social media? If so, why do they use
social media and how?
Social Technographics Ladder
classifies people according to how
they use social technologies.
Forrester can quantify the number
of online consumers within these
groups using our global
Technographics® consumer
surveys.
http://empowered.forrester.com/
tool_consumer.html

13. @drkellypage!/drkellypage!
Critics respond to
content from others.
They post reviews,
comment on blogs,
participate in forums,
and edit wiki articles.
Groups include people participating in at
least
one of the activities monthly except
Conversationalists who participate in at
least one of the included activities at least
weekly.
The Social Technographics Ladder
Conversationalists voice
their opinions to other
consumers and businesses
using vehicles like SNS and
Twitter.
Creators make the social
content consumed by others.
They write blogs or upload
video, music, or text.

14. @drkellypage!/drkellypage!
The Social Technographics Ladder
Inactives neither create nor
consumer social content of
any kind
Groups include people participating in at
least
one of the activities monthly except
Conversationalists who participate in at
least one of the included activities at least
weekly.
Spectators consumer social
content including blogs, user-
generated video, podcasts,
forums, or reviews
Joiners connect in social
networks like MySpace and
Facebook
Collectors organize
content for themselves or
others using RSS feeds,
tags, and voting sites like
Digg.com

15. @drkellypage!/drkellypage!
Why Connect?
What is your community’s reason for using
social media?
How will you know it worked out?

16. @drkellypage!/drkellypage!
[2] Social Media Goals & Objectives:
Short-term (6 months -1 year)
E.g.,
• Increase awareness
• Grow social network
– FB friends
– Twitter Followers
• Develop conversations
– Increase retweets
– Increase mentions
– Increase likes & shares
Long-term (2-3 years)
E.g.,
• Build a brand
community
• Share stories
• Develop expertise
• Develop relationships
• Enact change / action

17. @drkellypage!/drkellypage!
2013 Marriage Equality Social
Campaign
The original photo was seen by over 9 million
people and shared over 70,000 times, and the
overall reach of the red logo was seen by millions
more.

18. @drkellypage!/drkellypage!
2013 Dove Real Beauty Campaign
• Over 114 million views –
the most viral video
advertisement of all time
• 3rd most shared ad of all
time
• Uploaded in 25
languages and seen in
110 countries
• 1,800 blog posts written
about the campaign
• Awarded the Titanium
Grand Prix at Cannes
Lions

19. @drkellypage!/drkellypage!
[2] Relationship Expectations
• What do “people” and ”you” want to get out of a
relationship as a result of using social media?

20. @drkellypage!/drkellypage!
Athletes Owning Fan Relationships:
Shaun White
• The athlete
can become
a media
platform by
‘creating &
atomizing’
exclusive
multi-media
content,
having a
broad ‘social
footprint’ &
‘owning’
relationships
with fans

21. @drkellypage!/drkellypage!
[3] Interaction Expectations
Interactionslistening
talking
energizing supporting
creating
embracing
• How do you want to interact with fans, followers,
friends through social media? !

22. @drkellypage!/drkellypage!
#Sochiproblems
• Social media
has changed
the way the
Olympics are
consumed
and
discussed, but
has it
become
more
compelling
than the
competition
itself?

23. @drkellypage!/drkellypage!
Activity
DISCOVERY: COMMUNITY PROFILING

24. @drkellypage!/drkellypage!
THANK YOU J