Social Media Community Features

Social Media

SOCIAL MEDIA: COMMUNITY FEATURES

PHOTO:GARY HAYES

© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com

Social Media

Web Communities
Algarve, Portugal, for IADIS


Social Media

About Laurel Papworth
Usenet IRC, AARNET, for Uni 1989

Virtual worlds, Dransik, Ashen Empires, ofﬁcial
forums for Everquest, Ultima Online 1999

Big Brother, Biggest Loser, Idol Communities 2005

Saudi Arabia Women’s community 2008

AFTRS - Scorched.TV interactv Emmy Award 2008

Uni of Sydney, Uni of Western Sydney

Social Media


Social Media

Barrier to Entry
Reason for Joining, Value Systems &
Contribution


AMYJOKIM

Elder VISITOR
Finishing Mute

Leader
Newcomer
Creator/
Limited
Evangelist

Responder Registered
Build Rep Normal

MEMBERSHIP LIFECYCLE

Social Media

FLICKR: MYKLROVENTINE


Social Media

Barrier to Entry
Tagline and Motto

Proper ABOUT page

Visual design that encourages behaviour

History of site

List content, show tools, join discussion

V: ﬁrst few minutes: want to add value


Social Media

Social Spaces
Content creation, community distribution,
conversation and discussion


Social Media

CONTENT IS LOCKED
READERS CANNOT EDIT


Social Media

BLOGS ARE ONE TO MANY, MEDIA IN ISOLATION


Social Media

BUILDING AN AUDIENCE IS AN ISSUE


Social Media

GATED COMMUNITIES DISTRIBUTE DIFFERENTLY


Social Media

CUSTOMER ADVERTISING
TO CUSTOMER


Social Media

Communication Styles
Synchronous (virtual world, IMs) Asynchronous (email, forums)

One-to-Many (Blogs, Broadcast channels)

Few-to-Few (Facebook, Twitter) Group

Many-to-Many (Forums, Virtual Worlds)

One-to-One (PMs/DMs, IMs)

Clarify areas/security

V: Cater for different communication styles


Social Media

Identity and Reputation
Proﬁle as report card, followers and friends,
build reputation


Social Media

Inﬂuencers
Creators, Contributors, Leaderboards and
reward systems.


Social Media

WORDLE.NET


Social Media

INFLUENCERS


Social Media

COP
MODERATOR
HELPER

BADBOY

CRITIC
TEACHER BEFRIENDER


Social Media

Activities and Campaigns
Running events in online communities


Social Media

Types of Activities
Viral spiked managed events

Meetings for tribes, calendars, Memos

Performances, podcasts, IRC interviews

Competitions, polls, new content

Member OR SN Host organised

V: Build loyalty, retain value, repeat visits

Social Media

Behaviour
Rules for managing etiquette


MODERATORS ARE “COPS ON STREETS”

Social Media

Behaviour
Etiquette statement (suggest)

Code of Conduct (must)

Rules of Engagement (penalties)

ToS, ToU, Privacy, EULA

Moderator community – forums, tools, shock sites, auto
ban, blacklist, security

V: We all need boundaries


Social Media

Rites and Rituals
Secret handshakes - the language of the
community


Social Media

Rites & Rituals
Scripted and unscripted dramas
Movie star death, Tsunami, election

Private yet shared and meaningful

Rites of Passage – birth, birthday, engagement, marriage,
death, graduation

Small rites – thank you, hello, welcome,

SN Rites - leaders, anniversary, icons

V: Membership anniversary = loyalty

Social Media

Tribes and Swarms
Ripples of groups


Social Media

Swarms
Meaningful sizes

Too large -> schisms/forks

Same tools for guilds and groups

Identiﬁcation rituals and badges

Tools – places, clubhouses, private forums

V: They grow themselves virally for you


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Future Directions
Real Time, Mobile, Ambient


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In Summary
Playing with Communities


Social Media

In Summary
How do I convey my purpose?

What tools do I give them?

How do they manage identity and trust?

What roles and what Leaders?

How to behave, do activities & do rituals?

Will they create subgroups virally?

V- Have FUN with your community!

Social Media

Questions?


Social Media Community Features

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