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Online
 Communities:
The Social Web
  dave vogler, sparkhouse
3 Questions:
What?                         Why?
...is social media?            ...is this important?
...is a social network?        ...bother?



         How?
         ...do you build a community?
         ...do you keep it alive?
What is Social Media?
• a platform for
  interaction and
  relationships
• conversation
  empowered by
  technology
What is a social
    network?
• A group of
  interdependent people
• United by a common
  interest or cause
What is a social
network service?
• an online space where a group convenes
• a conversation enabled by internet
  technologies
a little history...
Four Major Landmarks in Human Communication:

          Printing              Telegraph/
          Press                 Telephone


            Pictures/             Radio/
            Movies                Television
The Internet
•   Delivers all media types

    •   text

    •   images

    •   audio

    •   video

•   Native support for conversation

•   it took 35 years to figure this out
Media Model
               one to
Then
               many
Media Model
                 one to
Then              many
                and back
Media Model
              everyone
Now
                talks
Why does this
         matter?

• 75% of North Americans use the internet
• 96% of Gen Y reports joining a social
  network
• Age 35+ is fastest growing demographic on
  facebook.com
Why does this
            matter?
50 million users:

        Radio       TV
        38 years    13 years

      Internet       Facebook
      4 years        3 years
Why does this
         matter?

• Facebook now has 300 million users
• the last 50 million since July
• that’s almost as big as the United States
Why does this
         matter?

• YouTube: 1,000,000 viewers each month
• 15 hours of video uploaded per minute
• Wikipedia: 14 million articles
• 200 million blogs online
Why does this
         matter?

• Pieces of content shared on Facebook
  in a single week:



       2 Billion
Why does this
            matter?
• By the end of 2008, social networks
  have surpassed email in popularity
• Social media is now mainstream
• Technological value becomes social
  value
Types of social
      networks
• Extension of existing community
• Entirely new community
  • Geographically independent
  • Local to certain area
Building a
         Community
Research

 • What do prospective members need?
 • What are perceived communication gaps?
 • Survey, poll, interview, gauge enthusiasm
 • Benchmark similar sites
 • Look for niche if needed
Building a
          Community
Action Plans
   • Content strategy
   • Engagement strategy
   • Governance
   • Feature list
   • User experience
   • Technology
Content Strategy
Where will content come from?

  • Authors, guest authors
  • User-generated content (UGC)
  • Aggregators
  • Licensed content
Engagement
         Strategy
UGC Drives Growth
 • perceived value to new user
 • flywheel:
   • zero inertia at start
   • participation attracts more participation
 • incentivise participation
 • avoid ‘ghost town’... keep size ‘just right’
Engagement
        Strategy
• Face to face events
• Email newsletters
• Traditional promotion, word of mouth
• Your users become your evangelists
Governance
• Convene your community, not control it.
• Community guidelines are key
• Moderation tools
• Community manager
• Listen well (both on and off site)
• Easily accessible feedback process
Features
• Member database     • Ranking/voting/polling
• Blogs / Articles    • Moderation control
• Article comments    • Photo galleries
• Discussion Forums   • Video galleries
• Event Calendar      • File sharing
• News ticker         • “Mysite” customization
• Links to other      • Newsletters
User Experience

• Good user experience= good impression
• Well designed interface delights users
• Verify workflows are reasonable
• Usability testing is cheap with big payback
Technology

• Content Management System (CMS)
• Domain registrar
• Reliable hosting & database support
• Scalable hosting as traffic grows
• Service provider or custom- built
Services
• groupsite.com
• socialgo.com
• ning.com
• blogger.com
• facebook
• twitter
Custom Built
• Drupal
• Joomla
• ExpressionEngine
• MODx
• Elgg
• Proprietary
thank you
sparkhouse.com

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Online Communities: the Social Web

  • 1. Online Communities: The Social Web dave vogler, sparkhouse
  • 2. 3 Questions: What? Why? ...is social media? ...is this important? ...is a social network? ...bother? How? ...do you build a community? ...do you keep it alive?
  • 3. What is Social Media? • a platform for interaction and relationships • conversation empowered by technology
  • 4. What is a social network? • A group of interdependent people • United by a common interest or cause
  • 5. What is a social network service? • an online space where a group convenes • a conversation enabled by internet technologies
  • 6. a little history... Four Major Landmarks in Human Communication: Printing Telegraph/ Press Telephone Pictures/ Radio/ Movies Television
  • 7. The Internet • Delivers all media types • text • images • audio • video • Native support for conversation • it took 35 years to figure this out
  • 8. Media Model one to Then many
  • 9. Media Model one to Then many and back
  • 10. Media Model everyone Now talks
  • 11. Why does this matter? • 75% of North Americans use the internet • 96% of Gen Y reports joining a social network • Age 35+ is fastest growing demographic on facebook.com
  • 12. Why does this matter? 50 million users: Radio TV 38 years 13 years Internet Facebook 4 years 3 years
  • 13. Why does this matter? • Facebook now has 300 million users • the last 50 million since July • that’s almost as big as the United States
  • 14. Why does this matter? • YouTube: 1,000,000 viewers each month • 15 hours of video uploaded per minute • Wikipedia: 14 million articles • 200 million blogs online
  • 15. Why does this matter? • Pieces of content shared on Facebook in a single week: 2 Billion
  • 16. Why does this matter? • By the end of 2008, social networks have surpassed email in popularity • Social media is now mainstream • Technological value becomes social value
  • 17. Types of social networks • Extension of existing community • Entirely new community • Geographically independent • Local to certain area
  • 18. Building a Community Research • What do prospective members need? • What are perceived communication gaps? • Survey, poll, interview, gauge enthusiasm • Benchmark similar sites • Look for niche if needed
  • 19. Building a Community Action Plans • Content strategy • Engagement strategy • Governance • Feature list • User experience • Technology
  • 20. Content Strategy Where will content come from? • Authors, guest authors • User-generated content (UGC) • Aggregators • Licensed content
  • 21. Engagement Strategy UGC Drives Growth • perceived value to new user • flywheel: • zero inertia at start • participation attracts more participation • incentivise participation • avoid ‘ghost town’... keep size ‘just right’
  • 22. Engagement Strategy • Face to face events • Email newsletters • Traditional promotion, word of mouth • Your users become your evangelists
  • 23. Governance • Convene your community, not control it. • Community guidelines are key • Moderation tools • Community manager • Listen well (both on and off site) • Easily accessible feedback process
  • 24. Features • Member database • Ranking/voting/polling • Blogs / Articles • Moderation control • Article comments • Photo galleries • Discussion Forums • Video galleries • Event Calendar • File sharing • News ticker • “Mysite” customization • Links to other • Newsletters
  • 25. User Experience • Good user experience= good impression • Well designed interface delights users • Verify workflows are reasonable • Usability testing is cheap with big payback
  • 26. Technology • Content Management System (CMS) • Domain registrar • Reliable hosting & database support • Scalable hosting as traffic grows • Service provider or custom- built
  • 27. Services • groupsite.com • socialgo.com • ning.com • blogger.com • facebook • twitter
  • 28. Custom Built • Drupal • Joomla • ExpressionEngine • MODx • Elgg • Proprietary