Download - Social Networks For Business 101
1. Discover and Filter
• Discover friends, content, links
• Not long conversations
• Not depth of content
1. Discover and Filter
• Point not host• Citizen Editor• a list• Embed video -
minimal discussion• Secondary Content
producer
I Can Haz
Silverlight?flickr.com/lastNYChero
2. Depth of Content
• Write War and Peace• Article based blogs• Not bookmarking • Content Hosting sites• Article may have text,
embed videos and sound for depth
2. Depth of Content
• One to Many• Controlled discussion
no Off-Topic• Rules of Engagement
clear without being defined
• Primary content producer
3. Conversation
• Chatty messenger• Engaged micro
content• Discoverability (links)
is second, • Depth builds up over
time• Adhoc content
3. Conversation
• One person may respond many times on a discussion
• Extreme long tail to each piece of content
Types of Social Networks
• Discoverability and filter: viralFacebook, Digg, “I found something cool, have a look!”
• Depth of content: contentBlogs, wikis, MySpace, YouTube, Flickr“I created something cool, have a look!”
• Discussion: chat, communicationForums, chat, Twitter, IRC,“how are you, I’m fine, who won the footy?”
4. Activity
• Not Social Media• Peer Production• Caring not Committed• Think of Sourceforge
or OpenSource• Social
Telecommunications• Social Banking• Social Recruitment
ICanHazMeraki.net
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Why should business care about social networks?
%) meet at least once a year
Loyalty ROI:
visit a site 9x more often
stay 5x as long
(Source: McKinsey)
Brand ROI:
4x un-aided brand recall
(Source: NFO)
Acquisition ROI:
$0-10 vs. $10-$400 per customer acquisition
Support ROI:
5x-10x more cost effective than phone support
Revenue
• Membership pays (standard or premium)
• Content (premium)
• Companies sponsor
• Advertising
• Transactional eCommerce
• Revenue Share
Communication:Focus
• Blog (WordPress, Typepad)P.R. (one-to-many): breaking news, publicity, updates, Announcements
• Forum (VBulletin, Simple)peer-to-peer software support,
• Wiki (Mediawiki, Confluence)Peer-to-peer manuals/knowledge management
• Community (Joomla! Drupal)All, opensource, lots of modules
Fundamentals of Community
• Purpose
• Places
• Profiles
• Roles and Responsibilities
• Leaders
• Etiquette
• Events
• Rituals
• Subgroups
Amy Jo Kim, 1999
Enough already!
• http://slideshare.net/silkcharm
• silkcharm.blogspot.com
• 0432684992
• Thanks! Laurel Papworth
