Creating & Sustaining Community through Social Media


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This was a presentation I gave for to the attendees of Arts Wisconsin's 3rd Annual Summit on December 3, 2009. ( The presentation goes over the basic types of social networking sites that you may be familiar with (video, community, event, bookmarking). I then went on to explain the concept of social networking, and specifically the difference between a 'niche' and a 'general' networking site. Each of these sites have different types of benefits. One of the free tools you can use to make your own social community is Included in the presentation is a video from Ning about the different types of organizations that built their community using Ning. Slideluck Potshow is a case study I used to demonstrate how a small non-profit can use a social community site, as well as other types of social media sites to promote their mission.

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  • I couldn’t upload the Ning Case Study video in the presentation since it’s not on YouTube, go to it here: Ideally this goes after slide #22, speaks to the various different kinds of niche social networks.
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Creating & Sustaining Community through Social Media

  1. 1. Creating & Sustaining Community through Social Media Katie Moreno
  2. 2. <ul><li>Social Media Overview </li></ul><ul><li>Social Networking </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Niche </li></ul></ul><ul><li>Case Study: Slideluck Potshow </li></ul><ul><li>Creating your own Community </li></ul>Table of Contents Agenda
  3. 3. <ul><li>tools </li></ul>communication A : The collection of ______ available to facilitate and accelerate _______________. Social Media Q : What is “Social Media?”
  4. 4. Tools
  5. 5. <ul><li>“Social Networking Sites” are sites that are used to connect users with similar backgrounds and interests. </li></ul><ul><li>2/3 of the global internet population visit social networks. Source: Nielsen, Global Faces & Networked Places, 2009 </li></ul>Social Networking
  6. 6. <ul><li>General: accommodate users of all interests and backgrounds </li></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Activities </li></ul></ul><ul><li>Niche: cater to specific groups of people </li></ul>General vs. Niche
  7. 7. <ul><li>Create your own Social Community </li></ul><ul><li>Similar functionality as Facebook </li></ul><ul><li>Facilitate conversations </li></ul><ul><ul><li>Brand Fans </li></ul></ul><ul><ul><li>Product/Service Consumers </li></ul></ul><ul><ul><li>Organization Members </li></ul></ul>Niche Community Tools
  8. 8. <ul><li>So how does $$ get made? </li></ul><ul><ul><li>Serving Google Ads </li></ul></ul><ul><ul><li>Monthly premium level services </li></ul></ul><ul><ul><ul><li>Control your own ads </li></ul></ul></ul><ul><ul><ul><li>Customized (non-Ning) URL </li></ul></ul></ul><ul><ul><ul><li>Extra storage and bandwidth </li></ul></ul></ul>Ning
  9. 9. <ul><li>1.8 million Ning Networks created </li></ul><ul><li>37 million registered users </li></ul><ul><ul><li>Segmented audience, advertising </li></ul></ul><ul><li>Facebook: Over 300 million active accounts </li></ul>Niche Success Sources: http://about. ning .com/ and http://www. facebook .com/press/info. php ?statistics
  10. 10. <ul><li>Eve Ensler, The Vagina Monologues </li></ul><ul><ul><li>“ It allows people to see themselves both individually, and as part of a much larger community which always gives a much deeper sense of self.” </li></ul></ul><ul><li>Ken Davenport, </li></ul><ul><ul><li>“… destination where we can all meet and discuss what we are passionate about.” </li></ul></ul><ul><li>Skot Leach, Lost Zombies </li></ul><ul><ul><li>“… influenced by our community around us..” </li></ul></ul><ul><li>Chris Andersen, DIY Drones </li></ul><ul><ul><li>“ I don’t run it, our members do.” </li></ul></ul>Who is using Ning?
  11. 11. <ul><li>Communicate in near real-time with audience </li></ul><ul><li>Immediately broadcast positive perceptions </li></ul><ul><li>Address/resolve many negative situations </li></ul>Benefits of Niche Communities
  12. 12. <ul><li>Fact: Advertisers are attracted to specific, identifiable audiences. </li></ul><ul><li>Audience </li></ul><ul><ul><li>Dog Lovers </li></ul></ul><ul><ul><li>Cat Lovers </li></ul></ul><ul><li>Advertising likelihood? </li></ul>Benefits of Niche Communities
  13. 14. <ul><li>Event based </li></ul><ul><ul><li>Potluck </li></ul></ul><ul><ul><li>Slideshow </li></ul></ul><ul><li>Post on local events sites to get the word out </li></ul><ul><li>Founded in 2000 by Casey Kelbaugh, Seattle </li></ul><ul><ul><li>Hosted 20+ gatherings in backyard </li></ul></ul><ul><ul><li>Larger venues (storefronts, art galleries, outdoor parks) </li></ul></ul><ul><ul><li>International locales (São Paolo, Barcelona and Berlin) </li></ul></ul><ul><li>2007 established Slideluck as a non-profit organization </li></ul><ul><ul><li>Proceeds benefit visual arts programs for NYC public school students </li></ul></ul>Slideluck Potshow
  14. 23. Wrapping Up <ul><li>Social Media Overview </li></ul><ul><li>Social Networking </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Niche </li></ul></ul><ul><li>Case Study: Slideluck Potshow </li></ul><ul><li>Creating your Own Community </li></ul><ul><ul><li>Strategy… </li></ul></ul>
  15. 24. <ul><li>Newsletter </li></ul><ul><li>Blog post on your website </li></ul><ul><li>Traditional media </li></ul><ul><ul><li>Offer incentives </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Ads </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Search.Twitter </li></ul></ul><ul><ul><li>Montioring </li></ul></ul>How to Drive Traffic to your Community?
  16. 25. Feed the Community <ul><li>Teach users how to do something </li></ul><ul><ul><li>What’s shareable? </li></ul></ul><ul><li>Lists </li></ul><ul><ul><li>Easy absorption, viral nature </li></ul></ul><ul><li>Polls </li></ul><ul><ul><li>Encourage participation </li></ul></ul><ul><li>Tell stories </li></ul><ul><ul><li>With Images! </li></ul></ul>
  17. 26. <ul><li>Letting go of the control </li></ul><ul><ul><li>Provide a place to revert negativity </li></ul></ul><ul><li>Transparency </li></ul><ul><ul><li>Edelman’s Wal-Marting Across America </li></ul></ul><ul><li>Social Network vs. Spam Facilitator </li></ul><ul><li>Listening </li></ul><ul><ul><li>1 to 2 </li></ul></ul>Keys to Success