2.2 Community Design
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This document discusses communities, networks, and audiences in social media. It defines social networks as connections between nodes, like friends and followers, and discusses principles of social networks like connectivity and centrality. Communities are described as having shared interests and facilitating interaction. Examples provided include a PKU community website and patient community site. The importance of real-time conversations is discussed. Social media goals may include growing awareness and relationships in the short and long term. Examples provided are a marriage equality campaign and Dove's real beauty campaign. Interactions between social media users are suggested to include listening, talking, supporting, and creating.
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2.2 Community Design
- 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?