Research: Working
open source
Barry Spooren
Incubate Festival (www.incubate.org)
Utrecht School of the Arts (www.hku.nl)
Research: Working open source
Main question:
"In which ways can working open source be applied to
further professionalize, qualitatively improve and optimize
writing funding applications for Incubate?"
Research: Working open source
Analysis describes:
• Organizational preconditions for successfully using
a social media strategy
• The specific situation of Incubate, together with
their Social Festival Model (SFM); www.socialfestivalmodel.org
Research: Working open source
Research: Working open source
Model used:
KOPTESource: Gyurka Jansen (www.gyurka.nl)
Research: Working open source
Focuses on the characteristics that require attention
for creating a successful social network (strategy).
KOPTE:
Research: Working open source
But first…
Research: Working open source
…Other organizationalPreconditions:
Organizational culture
Research: Working open source
Culture of tasks seems most suitable for working open source
Organizational culture
Research: Working open source
“Aimed at co-operation and reaching higher targets.
Organization might be a little chaotic, but is also very flexible and creative.
Personnel can make their own decisions up to a certain level.”
Source: Harrison & Sanders
Organizational culture
Research: Working open source
Culture of tasks also rules Incubate:
• Culture of hierarchy: 2 • Culture of roles: 2
• Culture of tasks: 6 • Culture of persons: 2
Research: Working open source
Another organizationalPrecondition:
Research: Working open source
Organizational structure
Horizontal structure seems most suitable for working open source
Research: Working open source
Organizational structure“Marketing is, in its essence, a horizontal practice.
Every customer interaction and partnership is marketing.
Therefore, every employee is a marketeer.
And all your data, that’s marketing too.” Source: John Battelle
Research: Working open source
Organizational structure
Incubate has a horizontal structure of people using the SFM:
Research: Working open source
KOPTE: Knowledge
Basically, knowledge about: • Social networks
• The subject you’re dealing with
Research: Working open source
Become moderator of
your own network
Research: Working open source
Emphasize on:• Connecting with people and getting them involved
And for Incubate:• Customize: add interactive / social tools.
Research: Working open source
KOPTE: Original content
What’s
the
USP?
Research: Working open source
Focus on added value…
For your users.
Research: Working open source
Implement social functions:
• Make tools easy accessible
• Create easy accessible subjects
• Create extra value for the tools; stimulate user-interaction,
get users visible.
Research: Working open source
KOPTE: Passion
Try to use social media on daily basis…
Research: Working open source
…And keep your knowledge up-to-date.
• Invest time to keep up with news
• Apply & try out new social media
• Attract & connect with others
Research: Working open source
Keep an open mind
Research: Working open source
KOPTE: Time
Don’t underestimate the investment, time-wise
Research: Working open source
And there are no shortcuts
Research: Working open source
“Nearly all marketers spending 6+ hours a week on social media marketing found exceptionally positive results.”
(Social Media Marketing Industry Report)
Research: Working open source
Research: Working open source
In terms of Incubate:
• Head off the Marketing should focus on overall output.
• Moderator should be someone in his direct assistance.
Research: Working open source
And even more important:
Project of fund raising has to be a cyclic process:
• Don’t only focus on deadlines
• Create a process for generating input from the environment
Research: Working open source
KOPTE: Environment
Organize and manage groups of users
from the environment…
Research: Working open source
…To start up interaction and get
critical feedback
Research: Working open source
Use other digital networks to promote your own
Interested in more results or
background?
Research: Working open source
Find the full analysis at:
Research: Working open source
http://www.socialfestivalmodel.org/page/Working+open+source
Research: Working open source
Research: Working open source
And yes, it’s open source
Research: Working open source
So contribute!
Research: Working open source
Feel free to contact me:
http://www.linkedin.com/in/barryspooren
http://twitter.com/barryspooren
Thanks!
Mark en Steijn, De cultuurtypen uit de cultuurtest van Harrison: http://www.markensteijn.com/organisatiecultuur.htm
G. Jansen, 5 Stappen tot Social Network Succes (of: ‘KOPTE’): http://www.bijgespijkerd.nl/social-media/social-network-succes
M. Stelzner, The Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses:
http://www.whitepapersource.com/socialmediamarketing/report/
T. Chapman, Social network marketing, engagement marketing and brands: http://socialnetworkmarketinguk.com/
J. Battelle, Get horizontal, http://battellemedia.com/archives/004856.php and http://www.kicksforfree.nl/2009/03/16/get-horizontal/
Sources:
Research: Working open source