From 2008 but still relevant - setting Purpose, social sites, identity, reputation, roles, campaigns, etiquette, rituals/conversation diary and subgroups/swarms. Strategies ask the questions, so this is question based.
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
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
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
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
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
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
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
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
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
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
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
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