More than a Profile
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More than a profileseeding, growing and managing a community
Michael [email protected]
twitter : @waugaman
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Social Starfish
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Take Stock
– http://checkusernames.com/
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Do You Need Social Media?
www.nonprofittechblog.org
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Can you DO Social Media?
Your Capacity– IT infrastructure,
expertise & budget– HR / Culture• ability to produce• ability to change• Existing Skills - RL
community building?
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Is there a plan? – What will you do
with all your new friends?
– Do you have a clear and reasonable idea of what you want to achieve through the use of social media?
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Which tools fit your organisation best?
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The Boots You Wear
Bespoke or bootstrap?– off-the-shelf & inflexible– bespoke & expensive (time & money)
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Tools for Bootstrapping• Blogs– wordpress.com/.org
• Micro-blog– twitter or laconica
• Bookmarks– stumbleupon.com– delicious.com
• Networks– Facebook.com– Myspace.com– Beebo.com– ning.com
• Media focused– Youtube.com– flickr.com– Blip.fm
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• WHO do you serve & WHERE do they live?
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Who’s listening?
•53% of Twitter users are female
•47% of Twitter users are in the 18-34 age range. Another 31% are in the 35-49 age range
•75% of Twitter users have no kids at home. Makes sense, as these users are too busy twittering to have a family life...
•Twitter attracts a less affluent audience as 49% of users earn less than 60K per year, no doubt a result of the younger user base.
• ...and the little bird... twitter.com
Nature of the conversation?
•Concise – 140 characters
•Quick & Responsive – often breaking news in/from the real world
•International - 24/7
•‘Go to’ Resource
•Hashtags & aggregation on the fly
•3rd party applications
...on the down side ....•Noisy – can be difficult to filter
http://www.marketing-jive.com/2009/03/twitter-demographics-2009.html
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The Real Cost
Time required to manage popular types of social media
http://museumtwo.blogspot.com/
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Ready• Listen & Learn before you speak
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...one example of easy listening
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• Pick your tools
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GOALS (= the thing we want to contribute to)•Reduce child mortality in developing countries•Improve maternal health•Combat HIV/AIDS, Malaria and other diseases
ACTIVITIES1. Run an effective PR and communications activity2. Manage the Facebook Group
• to keep the Facebook Group growing by keeping existing members• to issues regular newsletter on progress• to respond individually to Wall posters and those who send messages
of support3. Maintain the Google Group
to promote through the newsletterto encourage potential enablers and activists to join the Google Group
4. Build relationships with key stakeholders5. Engage in debate, learn and review
www.colalife.org
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• Think about ...• Process• Roles• Policy /
Guidelines• Resources
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Steady
You’ve decided...• Who’s going to speak for you• How & where they going deliver the message
.... Now decide• What is your strategy for bringing this all
together?
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Tell your story
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Listen listen listen ...
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• Be authentic• Be dependable & timely• Be flexible on topic but remember your
guidelines• Supervise your resource(s)
...and remember the real world!
...then give back.
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Moderation = Control?
adjective:– 1. Being within reasonable limits; not excessive or
extreme:
verb:– 1. To lessen the violence, severity, or extremeness
of.– 2. To preside over:
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Words of Wisdom from 2002
1. Require Accounts (?)2. Set and Enforce Rules3. Employ a Community Manager4. Sculpt the Input5. Empower the Community to Help6. Link Stories to Comments7. Enable Private Communication8. Participate …9. … But Don’t Feed the Trolls10. Give Up Control
Derek Powazekwww.powazek.com
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Success = Learning
• Are WE / THEY listening differently?• What have your audience learned about you?• What have you learned from them?
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Footnotes
• Slide 2 - Scoble's Social Media Starfish from Getting to First Base: A Social Media Marketing Playbook - http://www.friendswithbenefitsbook.com/
• Slide 3 - Check User Names - http://checkusernames.com/ • Slide 4 - Maslow’s Hierarchy of Need for Nonprofits -
http://www.nonprofittechblog.org/build-a-nonprofits-technology-assets-from-the-ground-up-part-2-of-4 • Slide 10 - Social Media Demographics: Facebook’s for girls! -
http://connect.icrossing.co.uk/social-media-demographics-facebooks-girls_1562• Slide 12 - How much can you accomplish in one week of web 2.0? -
http://museumtwo.blogspot.com/2008/04/how-much-time-does-web-20-take.html • Slide 23 - Design for Community by Derek Powazek -
http://www.amazon.co.uk/Design-Community-Derek-Powazek/dp/0735710759 • Slide 23 - Words of Wisdom from 2002 – http://www.powzek.com/