3. @drkellypage!/drkellypage!
Socially Mediated Initiative Design
Content Design
Creation/Co-
creation
Network &
Community
Interaction
Design
People &
Practices
Context
Design
Platform, Place
& Space
Designing for
Social Identity
Mgt.
Designing for
Search Mgt.
Designing for
Data & Analytics
Mgt.
Designing for
Reputation
Mgt.
Resource Mgt.
“Designing for We”
WHAT is shared,
commented on, and calls
people to act ….”
WHERE & HOW
it is shared,
commented
on, and acted
upon …”
WHO shares it,
comments on it,
and acts ….”
WHY participate
(emotional hook)
5. @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
6. @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.
7. @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
8. @drkellypage!/drkellypage!
[3] Social Media Content
• What types of content are of value or interest to your
community? What formats could the content come
in? Is it spreadable, sticky or mashable?
Be a Resource
Interviews
News articles
Event updates
Tips
Be sociable
Conversations
Event updates
Photos
Connect people
Be Inspiring
Quotes
Success stories
Fundraising
Be Funny
Viral videos
Memes
Be helpful
Ask/Answer questions
Offer promotions
Refer products
Product reviews
Be giving
Offer promotions
Discounts
Competitions
Value-add
Be creative
Design
Perform
Create
Always be a
curator
#hashtag strategy
Link strategy
Keywords strategy
16. @drkellypage!/drkellypage!
SUPERVALU has been on the cutting edge in their adoption of
enterprise social technologies such as Yamma to drive a
massive turnaround of the company.
Supervalu uses the social media platform Yammer to share ideas and
connect store directors, corporate executives and others. Store directors, for
example, use this tool to share best practices in real time.
Internal communications: 80% UGC / 20% CC
17. @drkellypage!/drkellypage!
Burberry
Twitter Followers: 1,966,993
Facebook Likes: 15,480,163
Instagram Followers:
872,635
Always the first to market,
Burberry is on everything
from Google Plus to
Instagram video. And the
brand, which prides itself
on technical innovations
on- and offline, is careful to
create the right content for
the right platform. On
Instagram, you’ll find lots of
product shots, while
Facebook focuses on
video.
29. @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.”
30. @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.
42. @drkellypage!/drkellypage!
Samsung's #Oscars Tweet With Ellen
DeGeneres
Part of what made this tweet so
successful was:
• Ellen stated the intent of the
tweet -- to break the current
retweet record.
• It was fun, spontaneous and
unexpected.
• The random assortment of
celebrities photographed
offered a novelty.
• It didn't feel promotional.
51. @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.
59. @drkellypage!/drkellypage!
DESIGN
CHALLENGE 1
"How might we (HMW) design our socially mediated
fundraising experience so that potential donors,
partners, local agents and/or local teens can
participate in it?
Consider participation as: "Sharing it, commenting on it, curating it,
creating content for it, celebrating it".
60. @drkellypage!/drkellypage!
Socially Mediated Initiative Design
Content Design
Creation/Co-
creation
Network &
Community
Interaction
Design
People &
Practices
Context
Design
Platform, Place
& Space
Designing for
Social Identity
Mgt.
Designing for
Search Mgt.
Designing for
Data & Analytics
Mgt.
Designing for
Reputation
Mgt.
Resource Mgt.
“Designing for We”
WHAT is shared,
commented on, and calls
people to act ….”
WHERE & HOW
it is shared,
commented
on, and acted
upon …”
WHO shares it,
comments on it,
and acts ….”
WHY participate
(emotional hook)
61. @drkellypage!/drkellypage!
Tips for Fundraising with Social Media
…
• Identify organizations or
individual core values
• Know your community and
partner
• Tell your story
• Recruit your brand
influencers
• Add a call to action
• Brand your initiative
• Show the impact of gifts
and donations
• Empower donors and
volunteers
• Use the accounts you have
• Choose the right
crowdfunding site
![@drkellypage!/drkellypage!
[1] SM Fundraising Goals
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
• Raise money
Long-term (2-3 years)
E.g.,
• Build a brand
community
• Share stories
• Develop expertise
• Develop relationships
• Enact change / action](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)