The document discusses building community through social media. It provides definitions of "community" and discusses how the concept has evolved with the rise of online communities. The document then gives a brief history of social communities and lists some current popular social media sites. It also discusses white label social platforms and highlights Ning as an example. The document poses questions to consider before starting an online community and provides tips for community rules and engagement.

1. Building Community through Social Media
Presented By: Christian Borges, VP Communications – Deep Focus
Date: July 29, 2011

2. “Community" is derived from the Old French communité
which is derived from the Latin communitas (cum,
"with/together" + munus, "gift"), a broad term for fellowship or
organized society.
The classic definition of "community" is a group of interacting
people, possibly living in close proximity, that shares some
common values, and is attributed with social cohesion.
Since the advent of the internet, the concept of community no
longer has geographical limitations, as people can now
virtually gather in an online community and share common
interests regardless of physical location.
- Wikipedia

3. A Brief History of Social Communities
Chart by http://www.onlineschools.org/

4. Current Social Communities
| May 17, 2011

5. Gaia.com

6. Classmates.com

7. ClubPenguin.com

8. Linkedin.com

9. CafeMom

10. MySpace

11. Twitter

12. Facebook

14. White label social platforms allow customers to build their
own customized social networks (often from scratch) and to
tailor those networks to a range of purposes.
The idea of white labeling a network is to make the platform
provider as invisible as possible to the social network’s users
and to brand the network with the builder’s identity or intent.

15. Ning, an innovative social platform that brings millions of people
together to explore and express their interests, discover new
passions and meet people around shared pursuits. With more than
1.9 million Ning networks created and 40 million registered users, this
social space continues to grow impressively.
A few things differentiate Ning from most other social platforms:
• It has pioneered the market for people to self-organize around the
“what” rather than the “who” in social networking
• It enables communities to organize around interests and passions and
fully express what makes them unique.
• Ning offers a fairly wide degree of flexibility in customizing the look and
feel of your site.

18. Pause…Deep Breath…

20. Avoid headaches down
the line by asking the
important questions
before starting your
community.

21. Questions:
•Who is the target demo in terms of age, gender, profession,
social technographics? Country?
•Where are they online? Where are they offline?
•Who will the community not serve?
•Why are we doing this?
•What is our mission, vision, purpose, focus, goals
•What values do we hold?
•What are the needs of our organization, our community
members?
•What is the value of our community members building
relationships with each other?
•What does success look like?

22. Questions:
•How is our organization limited?
•Budget? Time? Development resources? IT support?
•How involved do we want/need to be in the community?
•Content? Behavior? Tone?
•Who controls when and how things change?
•How much control does the community get?
•How will we sustain the community?
•Will we manage or mediate conflict?
•What kind of moderation?
•How will we support diversity/dissent?

23. If you build it will they come?

24. Facebook Ad
Gnomeo & Juliet
Cost-Per-Like model allows for true pay-per-performance
Liking increases engagement and connection with advertisers,
allowing them to share and speak directly to their interested
audience.
Turn fans into revenue with special offers, news and even
product updates!
Creatives are deployed to the right of the user’s Facebook
page. The ads can be highly targeted to reach the client’s
William’s rolling over in his grave. A version of
Shakespeare's play, set in the world of warring indoor and
requested audience.
outdoor gnomes.
Holly Martin likes this ad.

25. Once an established user base has started, Twitter presence
can be augmented by using their other “Promoted Products.”
Promoted Tweets
Promoted Trends

26. Community Rules To Live By:
•Don't be pushy
•Provide really useful information and content
•Ask Questions
•Know the culture and respect it
•Make it Personal
•Provide expert advice and opinions
•Accept and respond to criticism
•Identify and remedy troublemakers
•Showcase and acknowledge community evangelists
•Don't try to please everyone
•Don’t be a Dictator
•Manage expectations
•Realize your work is never done

27. THANKS!