6. Other numbers
Overall funds raised:
– McCain $360 million
– Obama $639 million
September ($150 million):
– 67% online
– 33% offline
1 million SMS subscribers
1 billion emails sent
6
7. MyBarackObama.com
2 Million profiles created
35,000 volunteer groups
400,000 blog posts
200,000 offline events
70,000 people raised $30
million on personal fund
pages
[Source: Rahaf Harfoush 2008] 7
10. Business practice
Dell
Threadless
Zappos
Cisco
Air New Zealand
The Wine Vault
Giapo’s
...
11. Dell’s social media goals
Enter into conversations with customers everyday in
every major language
Address any form of customer dissatisfaction head-on
knowing that not everything will be solved and some of
Dell’s weaknesses will be exposed
Encourage "crowd sourcing" as the next step in listening
to customers
Use video to personalize the Dell story
--John Pope, digital media senior manager
13. The Dell care team
1,000 people certified to tweet, blog and post
on behalf of the company
Social Media Listening Command Centre
(“25,000 conversations happening a day
focused on Dell, in any of 11 languages.”)
20. Threadless
Ongoing online t-shirt competition
Designs submitted by community
Best designs voted on by community
Winning designs then offered for sale
21. “Threadless sold $6.2
million worth of merch
last year and has pretty
much quadrupled in size
each year for the past four
years. This year’s target =
$18-$20 million.”
--http://www.37signals.com/
22. Why did it work?
Self-sustaining
Devoted community
Publicity is free and viral
Quality site and products
Fun + playful = engaging
Limited editions
DIY = credibility
Strong brand
25. Zynga numbers
Created in 2007
Obtained 180 million in new investment
156 (206) employees at start of 2009
561 (712 ) employees at end of 2009
Revenue estimated at $300 million
90 percent of revenue selling "virtual goods"
[Source: http://blogs.reuters.com/] 25
29. Approach
Used social media for a year
Began with filmed wine tastings
Wine Vault TV = 50,000 views (2009)
Website built by Twitter contacts
Business grew by 20-25%
Gave up all paid advertising (zero advertising
budget
51. Officials
founders
hosts
techies
moderators
administrators
community
52. Online community theoretical stuff
Also referred to as “virtual communities”
Based on computer-mediated communication
Key folk: Rheingold, Jones, Wellman, boyd, …
Interesting elements:
– Social networks
– Social capital
– Ties
– Friends
– Dunbar number
54. What is social capital?
“… the processes between people which
establish networks, norms and social
trust and facilitate co-ordination and co-
operation for mutual benefit.”
–Eva Cox (1992)
55. Strength of ties
Grew out of social capital research
(Granovetter)
Differentiated along four criteria:
– Time
– Emotional intensity
– Mutual confidence (trust)
– Reciprocity
Types: Bonding (strong), bridging (weak), &
latent ties
60. Let’s test the Dunbar number!
1. Go to your Facebook profile
2. Find out how many “friends” you have
3. Write it on the white board in a column
4. Work out the average for the class
5. How does it compare to the Dunbar #?
60
61. We want a growing and thriving
community! next week