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YouToo 2011- Geoff Livingston-Sustainability in Social Media

Geoff Livingston, co-founder of Zoetica and author of "Now is Gone," delivered his presentation at the 2011 YouToo Social Media Conference.

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YouToo 2011- Geoff Livingston-Sustainability in Social Media

  1. 1. Sustainability in Social Media<br />@geoffliving on Twitter<br />
  2. 2. What Would Happen If Facebook “Died?”<br />2<br />
  3. 3. The Internet Is Littered with Past Leaders<br />3<br />
  4. 4. Why Facebook Has Taken Off (Again)<br />4<br />
  5. 5. Did Facebook Hack McDonald’s Business Model?<br />5<br />
  6. 6. The Result Is a Text Heavy Nightmare User Interface<br />6<br />
  7. 7. What Could Beat That?<br />7<br />
  8. 8. Tools Are Just Tools… Even Shiny Social Ones<br />8<br />
  9. 9. “Social” Is About People & Orgs Are a Part of Communities<br />9<br />
  10. 10. Sustaining Relationships Begins with Measurement<br />10<br />
  11. 11. “There’s Nothing Cheap About Loyalty”<br />Research conducted with Care2; Dell; the Humane Society, LinkedIn, and Wiser Earth<br />Measurement drives knowledge<br />Relentless focus on community’s actual use of new media forms<br />Willingness to experiment<br />Focus on mission, serve to sustain<br />11<br />
  12. 12. Staying Power = Evolving Toward Community Needs<br />12<br />
  13. 13. Adding New Tech<br />Decade old, most relevant now?<br />Provides pros ability to find one another, connect & discuss<br />Groups, shares, company profiles, people you may know<br />Competitive API <br />13<br />
  14. 14. Integrating Major SocNets<br />Every player (except LinkedIn) moved to integrate Facebook & Twitter<br />WE understands beachheads, fluid conversation<br />Extremely interactive feature development<br />Responsive content development for timely matters<br />14<br />
  15. 15. Evolve Community Management<br />15<br />
  16. 16. Evolutions<br />Care2 took a backwards step to keep people engaged, focused on blogging content <br />Found over interference from org hurt conversations<br />Focuses on conflict resolution within topic communities<br />Well integrated into other social networks<br />16<br />
  17. 17. How the Humane Society Continues to Evolve<br />Started with Facebook<br />Every person must be self sustaining financially<br />Social extends to volunteers<br />Challenges with community (700k)<br />“Build a loyal community so if Facebook disappears…”<br />Eighth person just hired… A mobile media manager<br />17<br />
  18. 18. The Tech to Adapt<br />47% of Americans get news on mobile (Pew)<br />1 in 5 use an app for news<br />Mobile traffic to surpass desktop in 2014<br />40% of Google Maps page views on the phone<br />27% of Americans have smartphones, 4% tablets<br />New uses arising – LBS, group texting<br />18<br />
  19. 19. Early Majority Phase of Adoption<br />4G will spark more development use<br />Expect shorter media<br />More visual with pics and videos<br />Less user input because of input method<br />Heavy text is not your friend with mobile<br />19<br />
  20. 20. Move with the Water<br />20<br />
  21. 21. Questions?<br />21<br />