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9	
  Step	
  Social	
  Media	
  Strategy	
  


                          Laurel	
  Papworth	
  
             Social	
  Networks	
  Strategist	
  
                   laurelpapworth.com	
  
http://www.flickr.com/photos/silkcharm/sets/72157606247590916/

Laurel Papworth                http://laurelpapworth.com
http://www.flickr.com/photos/silkcharm/sets/72157606247590916/
Laurel Papworth                http://laurelpapworth.com
Slides	
  
03.	
  Why	
  am	
  I	
  here?	
  
10.	
  Where	
  do	
  I	
  go?	
  
17.	
  Who	
  am	
  I?	
  
30.	
  Can	
  you	
  help	
  me?	
  
37.	
  What	
  are	
  you	
  doing?	
  
44.	
  How	
  do	
  I	
  behave?	
  
54.	
  What’s	
  going	
  on?	
  
60.	
  What’s	
  the	
  celebraJon?	
  
67.	
  All	
  together	
  now?	
  

Laurel Papworth              http://laurelpapworth.com
Social	
  Network	
  
  Why	
  am	
  I	
  here?	
  
Are	
  our	
  reasons	
  aligned?	
  
                                       	
  
                     Laurel	
  Papworth	
  
Types	
  of	
  Social	
  Networks	
  
•  Family	
                                 •  Geographic	
  
•  Work	
                                   •  Demographic	
  
•  Play	
                                   •  Topical	
  
•  Spirituality	
                           •  AcJvity	
  
•  PoliJcs	
  



Laurel Papworth               http://laurelpapworth.com
Mazlow’s	
  Hierarchy	
  of	
  Needs	
  
                      adapted	
  by	
  Amy	
  Jo	
  Kim	
  
Physiological           Food clothing Shelter,            System access, retain
                        health,                           management of system
                                                          identity
Security and Safety     Protection from crimes            Protection from hacking
                        and war, living in a just         and trolling, privacy, level
                        society                           playing field
Social                  Ability to give and               Belonging to a
                        receive love, belonging           community as a whole,
                        to a group                        and swarms (subgroups)
Self-esteem             Ability to earn self              Ability to contribute and
                        respect, respect of               be recognised for those
                        others and ability to             contributions
                        contribute
Self Actualisation      Develop skills                    Take on new roles and
                                                          new opportunities

Laurel Papworth              http://laurelpapworth.com
The	
  “Why”	
  of	
  social	
  networking	
  
•    Name	
  –	
  helps	
  if	
  it’s	
  meaningful	
  
•    Slogan	
  –	
  funky	
  one	
  liner	
  
•    Why	
  –	
  ‘public’	
  company	
  reasons	
  
•    Interface	
  –	
  colours	
  are	
  important	
  !	
  
•    Human	
  story	
  –	
  evil	
  or	
  good?	
  
•    Content,	
  tools,	
  links	
  –	
  what’s	
  inside?	
  



Laurel Papworth               http://laurelpapworth.com
Name	
  and	
  MoWo	
  
•    Fark.com	
           •    …it’s	
  Not	
  News	
  it’s	
  Fark.com	
  
•    Mother&Baby	
        •    ?	
  
•    Facebook	
           •    	
  ?	
  (how	
  many	
  friends	
  have	
  you	
  got)	
  
•    iYoMu	
              •    …Social	
  Networking	
  for	
  Grownups	
  
•    Flickr	
  	
         •    …Loves	
  You	
  
•    MySpace	
            •    …a	
  Place	
  for	
  Friends	
  (just	
  not	
  MINE)	
  
•    YouTube	
            •    …Broadcast	
  Yourself	
  




Laurel Papworth                 http://laurelpapworth.com
Laurel Papworth   http://laurelpapworth.com
Laurel Papworth   http://laurelpapworth.com
Social Network Bytes
                    Where do I go?
                     Where should I visit?

                                         Laurel Papworth

Laurel Papworth          http://laurelpapworth.com
Where	
  to	
  go?	
  
•  Areas	
  to	
  meet	
  
•  Tools	
  to	
  communicate	
  –	
  blogs,	
  forums	
  
•  News	
  to	
  read	
  
•  Tools	
  to	
  use	
  –	
  hosted,	
  white	
  label,	
  or	
  self	
  
•  Useability,	
  sociability,	
  navigaJon,	
  taxonomy,	
  
   site	
  maps	
  
•  (plus	
  the	
  “Why’s”)	
  

Laurel Papworth                 http://world.com.au
How	
  to	
  you	
  like	
  to	
  communicate?	
  
•  Instant	
  (synchronous),	
  real	
  Jme	
  support	
  
   -­‐	
  instant	
  messenger,	
  broadcast,	
  chat	
  channels,	
  
   SMS,	
  virtual	
  worlds,	
  ventrilo	
  
•  Delayed	
  (asynchronous)	
  
   -­‐	
  email,	
  listserv,	
  blogs,	
  forums,	
  wiki,	
  
•  Either?	
  
   -­‐	
  TwiWer,	
  RSS,	
  APIs	
  


Laurel Papworth            http://laurelpapworth.com
Who-­‐to-­‐who(m)?	
  
•  One	
  to	
  One	
  	
  
   -­‐	
  email,	
  personal	
  messages,	
  chat	
  
•  One	
  to	
  Many	
  
   -­‐	
  blogs,	
  	
  
•  Many	
  to	
  Many	
  
   -­‐	
  forums	
  
•  Few	
  to	
  Few	
  (gated)	
  
   -­‐	
  follow	
  me	
  services	
  

Laurel Papworth              http://laurelpapworth.com
Laurel Papworth   http://world.com.au
Tools	
  to	
  Use	
  
•  Hosted	
  
   Facebook,	
  MySpace,	
  	
  
•  White	
  Label	
  
   Ning,	
  	
  
•  DIY	
  
   Drupal,	
  	
  



Laurel Papworth          http://laurelpapworth.com
Summary	
  
•  MeeJng	
  places	
  (role	
  based)	
  	
  
   -­‐	
  Newcomer	
  
   -­‐	
  Off	
  Topic	
  
   -­‐	
  Elders	
  
•  MeeJng	
  places	
  (tool	
  based)	
  
   -­‐	
  forums	
  
   -­‐	
  blogs	
  
   -­‐	
  wikis	
  
•  Tools	
  
•  News	
  




Laurel Papworth                            http://laurelpapworth.com
Social	
  Network	
  Bytes	
  
     Who	
  am	
  I?	
  
    What is my identity?

                Laurel Papworth
Who	
  am	
  I?	
  
•    Sign	
  me	
  up!	
  
•    Establish	
  idenJty	
  	
  
•    Establish	
  reputaJon	
  
•    Establish	
  trust	
  
•    Context:	
  	
  
     -­‐	
  system,	
  personal,	
  public	
  (old)	
  
     -­‐	
  as	
  many	
  profiles	
  as	
  needed	
  (new)	
  


Laurel Papworth                 http://laurelpapworth.com
Sign	
  Me	
  Up!	
  
•  Decide	
  on	
  Barrier	
  to	
  Entry	
  and	
  sJck	
  to	
  it!	
  
•  Sign	
  up	
  procedure	
  	
  
   -­‐	
  CAPTCHA,	
  email	
  confirmaJon	
  
•  Welcome	
  email	
  
   Username,	
  password	
  
•  ImporJng	
  friends	
  list	
  



Laurel Papworth                 http://laurelpapworth.com
75th on Google Search




Laurel Papworth   http://world.com.au
Laurel Papworth   http://world.com.au
Don’t want to check contacts now?




Don’t want to check contacts now?




Laurel Papworth       http://laurelpapworth.com
Starsign?




                                        Description?




                                        Looking to meet?



Laurel Papworth   http://world.com.au
Uh.Oh.         It’s a dating site




Laurel Papworth     http://laurelpapworth.com
Laurel Papworth   http://world.com.au
Establish	
  IdenJty	
  
•    What	
  is	
  Public	
  and	
  how	
  Public?	
  	
  
•    What	
  is	
  Gated?	
  
•    What	
  informaJon	
  is	
  Private?	
  
•    What	
  is	
  hidden	
  in	
  the	
  System	
  Profile?	
  
•    StaJc	
  informaJon	
  
•    Semi	
  StaJc	
  	
  
•    Dynamic	
  status	
  
•    Evolve	
  the	
  profiles	
  –	
  adds	
  interest	
  
      	
  
Laurel Papworth                http://laurelpapworth.com
Personality	
  
•    Avatars	
  
•    MulJple	
  idenJJes	
  
•    Explain	
  Profile	
  quesJons	
  
•    Tagline	
  (.sig)	
  
•    Free	
  vs	
  category	
  answers	
  	
  
•    Fun	
  Jtles	
  and	
  non-­‐sequitors	
  



Laurel Papworth               http://laurelpapworth.com
Establish	
  ReputaJon	
  
•    Who	
  are	
  the	
  top	
  contributors?	
  
•    Most	
  popular	
  arJcles?	
  
•    Newest	
  members?	
  
•    Newest	
  comments?	
  
•    Latest	
  uploaded	
  media?	
  
•    Featured	
  blog,	
  featured	
  profile	
  
•    Titles	
  –	
  guild,	
  moderator	
  (see	
  status	
  later)	
  

Laurel Papworth                http://laurelpapworth.com
Laurel Papworth   http://world.com.au
Social	
  Network	
  Bytes	
  
 Can	
  you	
  help	
  me?	
  
  How do I get involved?

                Laurel Papworth
Who	
  am	
  I?	
  
      •    Visitor,	
  Anonymous,	
  no	
  Profile	
  
      •    Registered,	
  novice	
  	
  
      •    Regular,	
  normal	
  
      •    Leaders,	
  contributors	
  (see	
  more	
  later)	
  
      •    Elders	
  
      •    Employees	
  
      •    Owner	
  

Laurel Papworth                http://laurelpapworth.com
Clearly	
  define…	
  
•    visitor	
  vs	
  registered	
  
•    Premium	
  visitors	
  	
  
•    Appropriate	
  areas	
  for	
  newcomers	
  
•    Regulars	
  
•    Leaders	
  (see	
  more	
  later)	
  
•    Elders	
  



Laurel Papworth           http://laurelpapworth.com
Visitors	
  Centre	
  
•    About	
  Us	
  
•    FAQ	
  
•    Media/Press	
  Releases	
  
•    Tour,	
  Video,	
  Podcast,	
  InteracJve	
  
•    LeWer	
  from	
  Host	
  (now:	
  blog)	
  
•    Membership	
  requirements	
  (age,	
  locaJon)	
  
•    Site	
  Map	
  
•    Background,	
  whitepapers	
  
•    Mission	
  statement,	
  backstory,	
  history	
  
•    Overview	
  of	
  features	
  (quick	
  grab)	
  
•    Policies,	
  guidelines,	
  code	
  of	
  conduct	
  

Laurel Papworth                  http://laurelpapworth.com
Regular	
  Centre	
  
•    Read/write	
  not	
  read	
  only	
  
•    Access	
  to	
  karma	
  points	
  
•    Show	
  number	
  of	
  posts,	
  length	
  of	
  membership	
  
•    Premium	
  services	
  




Laurel Papworth             http://laurelpapworth.com
Social	
  Graph	
  




                                             Not a People Graph
Laurel Papworth      http://laurelpapworth.com
Thottbot.com 391

                                                                     blog   blog   blog



                                   WoW                               blog   blog   blog
allakhazam.com 798                                       WoW site
                                   Virtual World
                                                         291 incl.
                                                         Forums

  WowWiki1,299                                                       blog   blog   blog




                              WoW economy


  Laurel Papworth                http://laurelpapworth.com
Social	
  Network	
  Bytes	
  
What	
  are	
  you	
  doing?	
  
   How do I get involved?

                 Laurel Papworth
New	
  &	
  Small	
  
•  Leader,	
  owner/founder,	
  developer,	
  customer	
  
   service,	
  staff,	
  moderator	
  –	
  you	
  
•  A	
  bunch	
  of	
  interested	
  people	
  –	
  them	
  
•  Accept	
  offers	
  of	
  help,	
  monitor	
  and	
  encorage	
  these	
  
   (founders)	
  as	
  they	
  will	
  become	
  (elders).	
  	
  
•  Staff	
  –	
  (unpaid)	
  Volunteers	
  or	
  Contractors	
  (part-­‐Jme)	
  
   -­‐	
  Enthusiasts	
  




Laurel Papworth               http://laurelpapworth.com
Mix	
  up	
  social	
  and	
  disciplinary?	
  
•    Welcome	
  greeter:	
  usually	
  called	
  Angel	
  
•    Host:	
  main	
  leaders	
  who	
  unite	
  with	
  purpose	
  
•    Moderator/editor:	
  evaluate	
  content	
  
•    Moderator/police:	
  warn,	
  ban,	
  remove	
  
•    Teacher:	
  answer	
  newbies,	
  recruit	
  
•    Events/party-­‐er:	
  co-­‐ordinate	
  
•    Admin:	
  leads	
  moderators,	
  writers,	
  team	
  
•    Developer/owner:	
  “god”,	
  boWom	
  line,	
  
                                     Any of these can be volunteer. Or paid.
Laurel Papworth              http://laurelpapworth.com
Volunteer	
  vs	
  Paid	
  
•    Status	
  
•    Giving	
  to	
  the	
  community	
  
•    Learn	
  new	
  skills	
  
•    Make	
  networking	
  contacts	
  
     (career	
  change)	
  




Laurel Papworth            http://laurelpapworth.com
Choose	
  your	
  leaders	
  
•    …	
  or	
  your	
  community	
  will	
  choose	
  for	
  you.	
  	
  
•    Or	
  choose	
  together.	
  	
  
•    Encourage	
  behaviour	
  by	
  showcasing	
  it	
  
•    “Spotlights”	
  
•    Rewards…	
  	
  
•    Tools	
  –	
  special	
  chat	
  channels,	
  controlling	
  
     access,	
  locking	
  down	
  content	
  

Laurel Papworth                 http://laurelpapworth.com
Type	
  of	
  Community	
  Rewards	
  
•  CompeJJon	
  community?	
  Then	
  RaJngs/
   Rankings	
  e.g.	
  high	
  scores	
  
•  Task	
  based	
  community?	
  Then	
  “spotlight”	
  
   tasks	
  e.g.	
  blog	
  entries	
  
•  Profit	
  based	
  community?	
  Share	
  the	
  love:	
  
   aucJons,	
  classifieds,	
  storefronts,	
  affiliates	
  
•  Knowledge	
  based?	
  Then	
  reward	
  with	
  
   feedback	
  

Laurel Papworth           http://laurelpapworth.com
CriJque	
  User	
  Generated	
  Content	
  
•  …	
  or	
  consumer	
  generated	
  media	
  or	
  ‘members	
  
   creaJng	
  stuff’.	
  
•  QuanJtaJve:	
  Check	
  page	
  hits,	
  posJng	
  acJvity	
  
   or	
  hours	
  logged	
  in.	
  	
  
•  CrowdSourced	
  –	
  rated	
  and	
  ranked	
  media	
  
•  Editor	
  sourced	
  –	
  manually	
  collect	
  and	
  exhibit	
  
   media	
  from	
  members.	
  
•  Find	
  Usability/SEO	
  consultants	
  who	
  
   understand	
  Sociability	
  
Laurel Papworth            http://laurelpapworth.com
Social	
  Network	
  Bytes	
  
  How	
  do	
  I	
  behave?	
  
It’s War: Rules of Engagement

                 Laurel Papworth
DocumentaJon	
  &	
  Tools	
  
•    Who	
  can	
  join?	
  
•    Technical	
  decisions	
  
•    Behavioural	
  rules	
  
•    Behavioural	
  advice	
  
•    Privacy	
  policy	
  
•    Terms	
  of	
  Use,	
  Terms	
  of	
  Service	
  
•    Tools	
  for	
  leaders	
  

Laurel Papworth                http://laurelpapworth.com
Yes	
  Moderators	
  are	
  st00p1d	
  
We	
  can’t	
  work	
  out	
  that	
  fcuk	
  really	
  means	
  a	
  
     naughty	
  word.	
  Oh	
  and	
  “Click	
  here	
  for	
  pr0n”.	
  
     What	
  does	
  a$$h0le	
  mean?	
  
	
  
However	
  we	
  ignore	
  OMFG.	
  	
  
	
  
Do	
  you	
  take	
  offence	
  at	
  Newbie?	
  How	
  about	
  
     Nubby?	
  Nublet?	
  N00b	
  or	
  n00bie?	
  

Laurel Papworth              http://laurelpapworth.com
Laurel Papworth   http://laurelpapworth.com
Technical	
  decisions	
  
•    Images,	
  video,	
  media	
  
•    What	
  consJtutes	
  porn,	
  shock	
  sites	
  
•    Civility	
  
•    Spam	
  
•    Privacy	
  
•    Liability	
  
•    Censorship	
  
•    Ownership	
  of	
  content	
  

Laurel Papworth                 http://laurelpapworth.com
Documents	
  
•    Member	
  agreement.	
  
•    Legal	
  
•    Community	
  or	
  Social	
  Guidelines	
  
•    Support	
  Issues	
  
     Help:	
  FAQ,	
  Knowledgebase	
  




Laurel Papworth            http://laurelpapworth.com
Laurel Papworth   http://laurelpapworth.com
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…


  Laurel Papworth               http://laurelpapworth.com
Laurel Papworth   http://world.com.au
Tools	
  for	
  Leaders	
  
•  Moderators	
  are	
  a	
  community	
  too!	
  
•  Own	
  Jtles,	
  own	
  forums,	
  own	
  areas/places	
  
•  Evidence	
  Locker	
  –	
  remove	
  content	
  to	
  an	
  
   evidence	
  locker.	
  Do	
  not	
  delete.	
  
•  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.	
  
Laurel Papworth               http://laurelpapworth.com
Social	
  Network	
  Bytes	
  
 What’s	
  going	
  on?	
  
    Where’s the party?

                Laurel Papworth
Events	
  
•  Personal	
  Calendar	
  
•  Community	
  calendar	
  
•  Contests	
  
•  MeeJngs	
  
•  Performances	
  
•  Event	
  co-­‐ordinators	
  (support	
  them)	
  
•  Transitory	
  forum	
  
•  Tools	
  	
  
*An	
  important	
  moment/highlight	
  in	
  the	
  week.	
  Even	
  an	
  
   update	
  achieve	
  that…	
  	
  

Laurel Papworth               http://laurelpapworth.com
Event	
  Management	
  
•  Online	
  or	
  Offline?	
  Both?	
  
•  Plan:	
  Strategy,	
  LocaJon,	
  Infrastructure,	
  ‘staff’	
  
   needs,	
  documents,	
  Jme	
  and	
  place,	
  	
  
•  MarkeJng:	
  display	
  informaJon,	
  launch	
  details,	
  
   staff,	
  troublemakers	
  
•  Follow	
  up:	
  conJnue	
  the	
  discussion,	
  distribute	
  
   the	
  results,	
  plan	
  next	
  one	
  


Laurel Papworth           http://laurelpapworth.com
Contests	
  
•    Create	
  debate	
  
•    Quizzes	
  –	
  polls,	
  debates,	
  hot	
  or	
  not	
  
•    Foto	
  of	
  the	
  day	
  -­‐	
  	
  “interesJng”	
  Flickr	
  
•    Causes	
  	
  
•    Vampires,	
  Werewolves	
  on	
  Facebook	
  
•    Board	
  games	
  



Laurel Papworth                   http://laurelpapworth.com
MeeJngs	
  
•    Book	
  club	
  
•    Support	
  physical	
  meeJng	
  (not	
  replace)	
  
•    Instant	
  (IRC)	
  with	
  developers	
  
•    Monthly	
  roundup	
  of	
  issues	
  (forum)	
  
•    Create	
  regularity	
  and	
  loyalty	
  




Laurel Papworth             http://laurelpapworth.com
Performances	
  
•    Interviews	
  with	
  developers	
  
•    Podcast	
  interviews	
  
•    Technical	
  training,	
  webinars,	
  webcasts	
  
•    I	
  might	
  put	
  these	
  slideshows	
  up,	
  once	
  a	
  week!	
  
     J	
  

•  Who’s	
  on	
  stage	
  this	
  week?	
  Spotlight	
  leaders,	
  
   elders	
  and	
  owners	
  
Laurel Papworth                http://laurelpapworth.com
Social	
  Network	
  Bytes	
  
What’s	
  the	
  celebraJon?	
  
 Recognising & rejoicing with others


                   Laurel Papworth
Ritual	
  and	
  Holidays	
  
•    Power	
  of	
  belonging	
  
•    Acknowledgement	
  of	
  communicaJon	
  context	
  
•    Community	
  Holidays	
  (Founders	
  day)	
  
•    Passages	
  and	
  TransiJons	
  (Funerals)	
  




Laurel Papworth           http://laurelpapworth.com
Hello	
  and	
  Goodbye	
  
•  …	
  and	
  everything	
  in	
  between	
  
•  Welcome	
  newcomer,	
  one	
  year	
  ‘avatar’	
  
   birthday,	
  reaching	
  1000	
  posts,	
  finding	
  5000th	
  
   friend,	
  most	
  popular	
  leader,	
  farewell	
  
•  Birthdays,	
  engagements,	
  weddings,	
  
   pregnancy,	
  birth,	
  divorce,	
  death	
  –	
  parJcularly	
  
   death	
  


Laurel Papworth            http://laurelpapworth.com
Birthdays




                                        Gifts




                                        Co-incidence? I think not…

Laurel Papworth   http://laurelpapworth.com
Sophie Delezio: 16,000 entries in
                                       basic guestbook online community
Laurel Papworth   http://laurelpapworth.com
Laurel Papworth   http://laurelpapworth.com
Control	
  some	
  rituals	
  
•  Thankyou,	
  Thankyou	
  Thankyou	
  Thankyou	
  
   Thankyou	
   	
  Thankyou	
  Thankyou	
  Thankyou	
  
                    Thankyou




    Thankyou	
  Thankyou	
  Thankyou	
  Thankyou	
  
    Thankyou	
  Thankyou	
             Thankyou	
  Thankyou	
  
    Thankyou	
  Thankyou	
  




Laurel Papworth                http://laurelpapworth.com
Social	
  Network	
  Bytes	
  
 All	
  together	
  now?	
  
    Me and my buddies

                Laurel Papworth
InJmacy	
  vs	
  Growth	
  
•    CriJcal	
  masses	
  at	
  Jpping	
  point	
  will	
  ‘fork’	
  
•    Subdivisions	
  can	
  happen	
  naturally	
  
•    Subdivisions	
  can	
  be	
  planned	
  
•    Each	
  subdivision	
  follows	
  the	
  previous	
  
     presentaJons	
  today	
  –	
  who,	
  what,	
  why,	
  when	
  
     and	
  so	
  on.	
  	
  



Laurel Papworth              http://laurelpapworth.com
Joomla                               Mambo




Laurel Papworth   http://laurelpapworth.com
Laurel Papworth   http://world.com.au
Laurel Papworth   http://laurelpapworth.com
More	
  InformaJon?	
  
•  Contact	
  Laurel	
  Papworth	
  
   laurel@world.com.au	
  
•  Blog	
  hWp://silkcharm.blogspot.com	
  (or	
  on	
  
   Facebook,	
  or	
  LinkedIn	
  or…	
  J	
  
•  Ask	
  on	
  the	
  forums	
  
   hWp://world.com.au/forum	
  
•  Based	
  on	
  work	
  by	
  Amy	
  Jo	
  Kim	
  and	
  Jenny	
  
   Preece	
  and	
  …	
  (on	
  the	
  shoulders	
  of	
  giants).	
  


Laurel Papworth               http://laurelpapworth.com

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9 steps social media strategy

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