Date post: | 25-May-2015 |
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Creating & Sustaining Community through Social Media
Katie Moreno
• Social Media Overview• Social Networking
– General– Niche
• Case Study: Slideluck Potshow• Creating your own Community
Table of ContentsAgenda
tools
communication
A: The collection of ______ available to facilitate and
accelerate _______________.
Social Media
Q: What is “Social Media?”
Tools
• “Social Networking Sites” are sites that are used to connect users with similar backgrounds and interests.
• 2/3 of the global internet population visit social networks. Source: Nielsen, Global Faces & Networked Places, 2009
Social Networking
• General: accommodate users of all interests and backgrounds – Interests– Activities
• Niche: cater to specific groups of people
General vs. Niche
Niche Community Tools
• Create your own Social Community• Similar functionality as Facebook• Facilitate conversations
– Brand Fans– Product/Service Consumers– Organization Members
• So how does $$ get made?– Serving Google Ads– Monthly premium level services
• Control your own ads • Customized (non-Ning) URL• Extra storage and bandwidth
Ning
• 1.8 million Ning Networks created• 37 million registered users
– Segmented audience, advertising
• Facebook: Over 300 million active accounts
Niche Success
Sources: http://about.ning.com/ and http://www.facebook.com/press/info.php?statistics
• Eve Ensler, The Vagina Monologues“It allows people to see themselves both individually, and as
part of a much larger community which always gives a much deeper sense of self.”
• Ken Davenport, BroadwaySpace.com“…destination where we can all meet and discuss what we
are passionate about.”
• Skot Leach, Lost Zombies– “…influenced by our community around us..”
• Chris Andersen, DIY Drones“I don’t run it, our members do.”
Who is using Ning?
www.lostzombies.com
www.diydrones.com
www.broadwayspace.com
www.congowall.ning.com
Benefits of Niche Communities
• Communicate in near real-time with audience
• Immediately broadcast positive perceptions
• Address/resolve many negative situations
• Fact: Advertisers are attracted to specific, identifiable audiences.
• Audience– Dog Lovers– Cat Lovers
• Advertising likelihood?
Benefits of Niche Communities
• Event based– Potluck– Slideshow
• Post on local events sites to get the word out
• Founded in 2000 by Casey Kelbaugh, Seattle– Hosted 20+ gatherings in backyard– Larger venues (storefronts, art galleries, outdoor parks)– International locales (São Paolo, Barcelona and Berlin)
• 2007 established Slideluck as a non-profit organization– Proceeds benefit visual arts programs for NYC public
school students
Slideluck Potshow
Wrapping Up
• Social Media Overview• Social Networking
– General– Niche
• Case Study: Slideluck Potshow• Creating your Own Community
– Strategy…
• Newsletter• Blog post on your website• Traditional media
– Offer incentives• Facebook
– Ads• Twitter
– Search.Twitter– Montioring
How to Drive Traffic to your Community?
Feed the Community• Teach users how to do something
– What’s shareable?
• Lists– Easy absorption, viral nature
• Polls– Encourage participation
• Tell stories– With Images!
Keys to Success
• Letting go of the control– Provide a place to revert negativity
• Transparency– Edelman’s Wal-Marting Across America
• Social Network vs. Spam Facilitator• Listening
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