youtoo 2011- geoff livingston-sustainability in social media
TRANSCRIPT
Sustainability in Social Media
@geoffliving on Twitter
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What Would Happen If Facebook “Died?”
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The Internet Is Littered with Past Leaders
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Why Facebook Has Taken Off (Again)
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Did Facebook Hack McDonald’s Business Model?
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The Result Is a Text Heavy Nightmare User Interface
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What Could Beat That?
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Tools Are Just Tools… Even Shiny Social Ones
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“Social” Is About People & Orgs Are a Part of Communities
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Sustaining Relationships Begins with Measurement
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“There’s Nothing Cheap About Loyalty”
• Research conducted with Care2; Dell; the Humane Society, LinkedIn, and Wiser Earth
• Measurement drives knowledge• Relentless focus on community’s actual use of
new media forms• Willingness to experiment• Focus on mission, serve to sustain
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Staying Power = Evolving Toward Community Needs
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Adding New Tech
• Decade old, most relevant now?
• Provides pros ability to find one another, connect & discuss
• Groups, shares, company profiles, people you may know
• Competitive API
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Integrating Major SocNets• Every player (except
LinkedIn) moved to integrate Facebook & Twitter
• WE understands beachheads, fluid conversation
• Extremely interactive feature development
• Responsive content development for timely matters
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Evolve Community Management
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Evolutions• Care2 took a backwards
step to keep people engaged, focused on blogging content
• Found over interference from org hurt conversations
• Focuses on conflict resolution within topic communities
• Well integrated into other social networks
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How the Humane Society Continues to Evolve
• Started with Facebook• Every person must be self
sustaining financially• Social extends to volunteers• Challenges with community
(700k)• “Build a loyal community so
if Facebook disappears…”• Eighth person just hired… A
mobile media manager
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The Tech to Adapt• 47% of Americans get news
on mobile (Pew)• 1 in 5 use an app for news• Mobile traffic to surpass
desktop in 2014• 40% of Google Maps page
views on the phone• 27% of Americans have
smartphones, 4% tablets• New uses arising – LBS,
group texting
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Early Majority Phase of Adoption
• 4G will spark more development use
• Expect shorter media• More visual with pics
and videos• Less user input because
of input method• Heavy text is not your
friend with mobile
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Move with the Water
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Questions?