More than a profileseeding, growing and managing a community

Michael Waugamanmichael@waugaman.org

twitter : @waugaman

Social Starfish

Take Stock

– http://checkusernames.com/

Do You Need Social Media?

www.nonprofittechblog.org

Can you DO Social Media?

Your Capacity– IT infrastructure,

expertise & budget– HR / Culture• ability to produce• ability to change• Existing Skills - RL

community building?

Is there a plan? – What will you do

with all your new friends?

– Do you have a clear and reasonable idea of what you want to achieve through the use of social media?

Which tools fit your organisation best?

The Boots You Wear

Bespoke or bootstrap?– off-the-shelf & inflexible– bespoke & expensive (time & money)

Tools for Bootstrapping• Blogs– wordpress.com/.org

• Micro-blog– twitter or laconica

• Bookmarks– stumbleupon.com– delicious.com

• Networks– Facebook.com– Myspace.com– Beebo.com– ning.com

• Media focused– Youtube.com– flickr.com– Blip.fm

• WHO do you serve & WHERE do they live?

Who’s listening?

•53% of Twitter users are female

•47% of Twitter users are in the 18-34 age range. Another 31% are in the 35-49 age range

•75% of Twitter users have no kids at home. Makes sense, as these users are too busy twittering to have a family life...

•Twitter attracts a less affluent audience as 49% of users earn less than 60K per year, no doubt a result of the younger user base.

• ...and the little bird... twitter.com

Nature of the conversation?

•Concise – 140 characters

•Quick & Responsive – often breaking news in/from the real world

•International - 24/7

•‘Go to’ Resource

•Hashtags & aggregation on the fly

•3rd party applications

...on the down side ....•Noisy – can be difficult to filter

http://www.marketing-jive.com/2009/03/twitter-demographics-2009.html

The Real Cost

Time required to manage popular types of social media

http://museumtwo.blogspot.com/

Ready• Listen & Learn before you speak

...one example of easy listening

• Pick your tools

GOALS (= the thing we want to contribute to)•Reduce child mortality in developing countries•Improve maternal health•Combat HIV/AIDS, Malaria and other diseases

ACTIVITIES1. Run an effective PR and communications activity2. Manage the Facebook Group

• to keep the Facebook Group growing by keeping existing members• to issues regular newsletter on progress• to respond individually to Wall posters and those who send messages

of support3. Maintain the Google Group

to promote through the newsletterto encourage potential enablers and activists to join the Google Group

4. Build relationships with key stakeholders5. Engage in debate, learn and review

www.colalife.org

• Think about ...• Process• Roles• Policy /

Guidelines• Resources

Steady

You’ve decided...• Who’s going to speak for you• How & where they going deliver the message

.... Now decide• What is your strategy for bringing this all

together?

Tell your story

Listen listen listen ...

• Be authentic• Be dependable & timely• Be flexible on topic but remember your

guidelines• Supervise your resource(s)

...and remember the real world!

...then give back.

Moderation = Control?

adjective:– 1. Being within reasonable limits; not excessive or

extreme:

verb:– 1. To lessen the violence, severity, or extremeness

of.– 2. To preside over:

Words of Wisdom from 2002

1. Require Accounts (?)2. Set and Enforce Rules3. Employ a Community Manager4. Sculpt the Input5. Empower the Community to Help6. Link Stories to Comments7. Enable Private Communication8. Participate …9. … But Don’t Feed the Trolls10. Give Up Control

Derek Powazekwww.powazek.com

Success = Learning

• Are WE / THEY listening differently?• What have your audience learned about you?• What have you learned from them?

Footnotes

• Slide 2 - Scoble's Social Media Starfish from Getting to First Base: A Social Media Marketing Playbook - http://www.friendswithbenefitsbook.com/

• Slide 3 - Check User Names - http://checkusernames.com/ • Slide 4 - Maslow’s Hierarchy of Need for Nonprofits -

http://www.nonprofittechblog.org/build-a-nonprofits-technology-assets-from-the-ground-up-part-2-of-4 • Slide 10 - Social Media Demographics: Facebook’s for girls! -

http://connect.icrossing.co.uk/social-media-demographics-facebooks-girls_1562• Slide 12 - How much can you accomplish in one week of web 2.0? -

http://museumtwo.blogspot.com/2008/04/how-much-time-does-web-20-take.html • Slide 23 - Design for Community by Derek Powazek -

http://www.amazon.co.uk/Design-Community-Derek-Powazek/dp/0735710759 • Slide 23 - Words of Wisdom from 2002 – http://www.powzek.com/