Social Networksfor Business

Laurel Papworthlaurel@world.com.au

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

• laurel@world.com.au

• 0432684992

• Thanks! Laurel Papworth