1.
PRESENTATION TO CORNELL
GROUPS AND CLUBS
PRESENTED BY
HOWARD GREENSTEIN
PRESIDENT
THE HARBROOKE GROUP
Entire presentation CopyLEFT (CC) 2008 by The Harbrooke Group, Inc. All Rights Reserved.

2.
My Bio
2
 Howard Greenstein
BS from Cornell, Masters at NYU ITP

On-air DJ in the ‘80s, during and after college

Started first Web user group in US 1994, on Board of NY New Media

Association and NY Software Industry Association; First Internet
Streaming station in NYC - Netcast - 1996
Microsoft Evangelist: Internet Explorer and Windows Media Team

1997-2000 - responsible for top media properties including Fox, MTV,
Time Warner and ClearChannel
Other Media Startups, Ran 9-11 related charity

NYU Administration and Lecturer

Created Social Media Club 2006

Social Media Consulting


3.
How Many People Have Passed
Along…
3
 An email?
 An article from an online newspaper?
 An emailed joke?
 A funny video clip?
 A web site or a link?

4.
Social Media
4
 Describes the online technologies and practices that
people use to share content, opinions, insights,
experiences, perspectives, and media themselves.
 Social Software: “Software that’s no fun to experiment
with by yourself.” (It needs friends in order to work)

5.
Elements of Social Media
5
 Social Networks
 Photo and video sharing sites
 Blogs
 Podcasts

6.
Social Network
6
 Technically, a social network is a:
 social structure made of nodes (which are generally individuals or
organizations) that are tied by one or more specific types of
interdependency...

7.
Examples of Social Networking Sites
7
 B2B
LinkedIn

 Social Network with 20MM+ users. Business is facilitated as users connect other users.
XING

 4M+ paying users primarily in Europe; used to make business introductions and
connect for sales leads.
 Consumer
MySpace

180+ million users (and growing), still one of the largest web properties (Alexa)

The new way music gets discovered

Facebook

170+ million users, the place everyone wants to be now for business and social connections.

Fastest growing of all Social Networks; Huge in 12-34, growing 35+. Facebook is the 2nd most-trafficked social

media site in the world (comScore)
Imeem, BuzzNet, MOG

TV Sites like IslandDoo


8.
Social Media to Spread the
Word
8

9.
Your Members...
9
 Talk with each other

10.
Teach Each Other
10

11.
Tell Each Other Stories About Things They
Care About
11

12.
Tell Stories?
12
 Probably the oldest form of learning/sharing of information
 Effective way to pass along information
 The original “Word of Mouth” marketing
 It is a form of Informal Learning
 (see the book Informal Learning by Jay Cross, published Nov. 2006)

13.
13

14.
Social Media Makes it Easier to Spread the
Word…
14
 But it is not automatic.
 Example: A Non-Profit with a nice MySpace presence, but no link
to it on their site
 Same with Facebook
 If you build it…they may not come. Why not tell them about it?

15.
Using Social Communities
15

16.
Goals and Measurement
16
 What’s the goal of the community?
 Where are you now and where do you hope to go?
 What are you measuring (and how)?
 Can everyone see the measurements?

17.
Running a Social Media Site Is Like
Hosting an Event
17
 Create a clear purpose
Inviting the early users

Setting the mood

Picking the people needed to get the party started

Having someone or a group tasked to help introduce new people

A basic set of rules or guidelines

A “bouncer” to take care of unexpected situations

A way for attendees to pitch in

Multiple ways to participate

Everybody has fun

References:

http://www.commoncraft.com/party

http://www.slideshare.net/leelefever/online-community-as-party


18.
Community Moderation
18
 Self-moderation and self-policing – “report this”
 Tools to manage language and issues
 Reporting on the back end
 Personnel to moderate and manage situations where
“flaming” or “trolling” may potentially make community
communications uncomfortable

19.
Facebook, MySpace and Other Social
Communities
19
 All intended to bring people together
 People can show their interests, join groups
 Photo and Video Sharing, links, information, invitations
 Applications – allow for games, socializing, spending
virtual time with friends

20.
LinkedIn.com
20
 A professional/work focused social networking site
 Big draw is the Questions and Answers feature
 Some ability to form groups, but not as developed as some
of the other networks
 Great place to make connections for future employment,
to endorse the work of others by recommending them, to
get recommendations

21.
What’s Really the Difference?
21
 Do you need all 3?
 Demographics – MySpace doesn’t seem to have many alumni groups
 LinkedIn good for Mailing Lists and some professional interaction,
especially job leads
 Facebook more for social interaction, even if it is ‘professional
social’ – more like a Cornell Club Cocktail party

22.
Difference Between Pages and Groups
22
 Pages  Groups
 More like a ‘person’ with  Privacy, can be closed or
ability to have friends/fans secret
 Anyone can post to wall,  Can use email to
pictures, etc. communicate with members
 Communicate by “updates”  Limited to 5000 members (if
which show on the update you want to send mail)
tab or person’s wall  Can limit what is posted
 Can have applications  http://www.facebook.com/he
 http://www.facebook.com/ad lp.php?page=826
vertising/?pages

23.
Facebook Pages
23
 FB is made up of personal connections – like your alumni
friends
 Pages and Groups
 Pages – like a personal page – pages can have fans that are
like friends
 Pages send out updates to the Update tab – not in FB
email.
Pages also are now able to create a status that shows in the main

page newsfeed
 Ability to create related events

24.
Facebook Groups
24
 More like closed clubs
 Have privacy settings
 Can invite members via FB mail and email
 Can be more granular as to how things get posted, who
can post, and what kind of media can be posted
 Ability to create events

25.
LinkedIn Groups
25
 Groups can have controlled membership, with ability to
manage content, discussions, etc.
Useful if you already have a group of members, as you can’t

easily invite people (Unless you’re already connected to them
on LinkedIn).
Can email to group members 1x a week

Can share management responsibility

Primary activity is discussions, ability to share news, have job

postings,
http://learn.linkedin.com/groups


26.
Sharing and Managing a
Community
26

27.
How to Get your Community Known
27
 Put it in your Email Signature! Promote it on your site!
 Watermark images in bottom corner with your URL -
they’re free advertising for your site
 Ratings, Polls, Reviews
 Make it easy for people to recommend your site, content,
etc. (sharethis.com)
 Set good examples for your members
Staff/Hosts participating in forums should be “perfect” members of

the community

28.
Some specific advice on how to use
these communities
28
 Connecting members together
 Sharing photos from events
 Attracting new members
 Place to show good works done
 It’s a place to get FEEDBACK from members

29.
Public vs. Private Sites
29
 Some Groups and some people, won’t be comfortable
with using public sites like Facebook or MySpace, or with
sharing using a photo or video sharing site
 Some social networking sites have a perception that
they’re ‘just for the kids’
 Some information is best shared privately within a
members-only environment

30.
Consideration: Not Everyone Participates
30

31.
The 1-9-90 Rule
31
 In online communities, there is a 1-9-90 rule
 1% of people will be most active and create most of the content
 9% will be active but will contribute much less
 90% will lurk and obtain information without giving back
Math 101 – if 1% contribute – you want a community of 5000 if you are

going to get 50 active people and 450 semi-active!
 Note, that 1% and 9% vary and change month to month
 Really successful communities grow by helping move
people from the 90 to the 9 and from the 9 to the 1 (or
shifting the ratio)

32.
Less Computer-Literate Users
32
 Some people may are intimidated by a blog instead of an
online newsletter
 Some people don’t know how to join Facebook, nor are
they sure what they’re getting into
 Best practices to help:
Demonstrations at group meetings or webinars

Buddy Program – Experienced with inexperienced users – Great

opportunity to reach out to members– Some of them will teach
you!

33.
Terms of Service
33
 Tell people how you expect them to act on your site
 That way, if they violate your ‘terms of service’ you can
remove anything they have posted in comments, etc., and
you are more legally ‘covered’ as a publisher
Again, a lawyer will have more information on this


34.
Legal Considerations Continued
34
 When consulting I generally advise:
 Don’t publish falsehoods, or defame someone’s reputation.
 Be careful when republishing ANY information from another site or
source, (copyrighted or not) and always provide a citation to where
you found the information. (Fair Use)
 Watch for guidelines about the usage of logos, trademarks, and
other protected and valuable items of intellectual property.
 Learn the differences between being a publisher and being an editor.
 And of course, if you have questions, ask an attorney!

35.
Non-legal ‘rules’ to consider
35
Posting photos – does everyone look good?


36.
More “rules”
36
 Do you post photos with kids?
 Is anyone under an order of protection, in a foster care situation,
etc?
 Do you keep comments on a site if they’re negative?
 We could spend an hour on that one, but I advise yes
 Your site is a conversation. Not everyone agrees with you. That’s
ok.

37.
Don’t run out of gas…you need volunteers
37
 Who creates the content
 Who will blog?
and uploads it?
 Who will edit?
 Who approves it?
 Who has the final say?
 Who monitors the social network?
 Jobs include: Welcoming new people, teaching, reminding people of
rules of etiquette

38.
Your Turn!
38

39.
Final thoughts
39

40.
Thank You!
HOWARD GREENSTEIN
HOWARD@HARBROOKE.COM
http://harbrooke.com
http://www.HowardGreenstein.com/
http://blog.inc.com/start-up
http://Twitter.com/howardgr
Skype, Gtalk: howardgr
Google Voice Service: (646) 652 7270