creating & sustaining community through social media
DESCRIPTION
This was a presentation I gave for to the attendees of Arts Wisconsin's 3rd Annual Summit on December 3, 2009. (www.artswisconsin.org) The presentation goes over the basic types of social networking sites that you may be familiar with (video, community, event, bookmarking). I then went on to explain the concept of social networking, and specifically the difference between a 'niche' and a 'general' networking site. Each of these sites have different types of benefits. One of the free tools you can use to make your own social community is Ning.com. Included in the presentation is a video from Ning about the different types of organizations that built their community using Ning. Slideluck Potshow is a case study I used to demonstrate how a small non-profit can use a social community site, as well as other types of social media sites to promote their mission.TRANSCRIPT
Creating & Sustaining Community through Social Media
Katie Moreno
• Social Media Overview• Social Networking
– General– Niche
• Case Study: Slideluck Potshow• Creating your own Community
Table of ContentsAgenda
tools
communication
A: The collection of ______ available to facilitate and
accelerate _______________.
Social Media
Q: What is “Social Media?”
Tools
• “Social Networking Sites” are sites that are used to connect users with similar backgrounds and interests.
• 2/3 of the global internet population visit social networks. Source: Nielsen, Global Faces & Networked Places, 2009
Social Networking
• General: accommodate users of all interests and backgrounds – Interests– Activities
• Niche: cater to specific groups of people
General vs. Niche
Niche Community Tools
• Create your own Social Community• Similar functionality as Facebook• Facilitate conversations
– Brand Fans– Product/Service Consumers– Organization Members
• So how does $$ get made?– Serving Google Ads– Monthly premium level services
• Control your own ads • Customized (non-Ning) URL• Extra storage and bandwidth
Ning
• 1.8 million Ning Networks created• 37 million registered users
– Segmented audience, advertising
• Facebook: Over 300 million active accounts
Niche Success
Sources: http://about.ning.com/ and http://www.facebook.com/press/info.php?statistics
• Eve Ensler, The Vagina Monologues“It allows people to see themselves both individually, and as
part of a much larger community which always gives a much deeper sense of self.”
• Ken Davenport, BroadwaySpace.com“…destination where we can all meet and discuss what we
are passionate about.”
• Skot Leach, Lost Zombies– “…influenced by our community around us..”
• Chris Andersen, DIY Drones“I don’t run it, our members do.”
Who is using Ning?
www.lostzombies.com
www.diydrones.com
www.broadwayspace.com
www.congowall.ning.com
Benefits of Niche Communities
• Communicate in near real-time with audience
• Immediately broadcast positive perceptions
• Address/resolve many negative situations
• Fact: Advertisers are attracted to specific, identifiable audiences.
• Audience– Dog Lovers– Cat Lovers
• Advertising likelihood?
Benefits of Niche Communities
• Event based– Potluck– Slideshow
• Post on local events sites to get the word out
• Founded in 2000 by Casey Kelbaugh, Seattle– Hosted 20+ gatherings in backyard– Larger venues (storefronts, art galleries, outdoor parks)– International locales (São Paolo, Barcelona and Berlin)
• 2007 established Slideluck as a non-profit organization– Proceeds benefit visual arts programs for NYC public
school students
Slideluck Potshow
Wrapping Up
• Social Media Overview• Social Networking
– General– Niche
• Case Study: Slideluck Potshow• Creating your Own Community
– Strategy…
• Newsletter• Blog post on your website• Traditional media
– Offer incentives• Facebook
– Ads• Twitter
– Search.Twitter– Montioring
How to Drive Traffic to your Community?
Feed the Community• Teach users how to do something
– What’s shareable?
• Lists– Easy absorption, viral nature
• Polls– Encourage participation
• Tell stories– With Images!
Keys to Success
• Letting go of the control– Provide a place to revert negativity
• Transparency– Edelman’s Wal-Marting Across America
• Social Network vs. Spam Facilitator• Listening
– 1 to 2