9 steps social media strategy

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/

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?


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


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


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?


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


Social Network Bytes
Where do I go?
Where should I visit?

Laurel Papworth


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


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


Tools
to
Use

•  Hosted

Facebook,
MySpace,

•  White
Label

Ning,

•  DIY

Drupal,


Summary

•  MeeJng
places
(role
based)

-‐
Newcomer

-‐
Oﬀ
Topic

-‐
Elders

•  MeeJng
places
(tool
based)

-‐
forums

-‐
blogs

-‐
wikis

•  Tools

•  News


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)


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


75th on Google Search


Don’t want to check contacts now?

Don’t want to check contacts now?


Starsign?

Description?

Looking to meet?


Uh.Oh. It’s a dating site


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


Personality

•  Avatars

•  MulJple
idenJJes

•  Explain
Proﬁle
quesJons

•  Tagline
(.sig)

•  Free
vs
category
answers

•  Fun
Jtles
and
non-‐sequitors


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)


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


Clearly
deﬁne…

•  visitor
vs
registered

•  Premium
visitors

•  Appropriate
areas
for
newcomers

•  Regulars

•  Leaders
(see
more
later)

•  Elders


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


Regular
Centre

•  Read/write
not
read
only

•  Access
to
karma
points

•  Show
number
of
posts,
length
of
membership

•  Premium
services


Social
Graph

Not a People Graph

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


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


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.

Volunteer
vs
Paid

•  Status

•  Giving
to
the
community

•  Learn
new
skills

•  Make
networking
contacts

(career
change)


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


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


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


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


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?


Technical
decisions

•  Images,
video,
media

•  What
consJtutes
porn,
shock
sites

•  Civility

•  Spam

•  Privacy

•  Liability

•  Censorship

•  Ownership
of
content


Documents

•  Member
agreement.

•  Legal

•  Community
or
Social
Guidelines

•  Support
Issues

Help:
FAQ,
Knowledgebase


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…


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.


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…


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


Contests

•  Create
debate

•  Quizzes
–
polls,
debates,
hot
or
not

•  Foto
of
the
day
-‐

“interesJng”
Flickr

•  Causes

•  Vampires,
Werewolves
on
Facebook

•  Board
games


MeeJngs

•  Book
club

•  Support
physical
meeJng
(not
replace)

•  Instant
(IRC)
with
developers

•  Monthly
roundup
of
issues
(forum)

•  Create
regularity
and
loyalty


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


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)


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


Birthdays

Gifts

Co-incidence? I think not…


Sophie Delezio: 16,000 entries in
basic guestbook online community

Control
some
rituals

•  Thankyou,
Thankyou
Thankyou
Thankyou

Thankyou

Thankyou
Thankyou
Thankyou

Thankyou

Thankyou
Thankyou
Thankyou
Thankyou

Thankyou
Thankyou
Thankyou
Thankyou

Thankyou
Thankyou


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.


Joomla Mambo


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).


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