Presentation from the LVSC Cascade Network Learning Event -
Engage and Connect with Social Media for frontline organisations held in January 2010. A discussion workshop exploring areas such as - what is an online community, how to manage, what is your role in nuturing the community, encouraging participation, plus a look at social media policies. Blogpost round-up of the event and other presentations at: http://laura.popokatea.co.uk/2010/01/15/engage-and-connect-with-social-media-event-roundup.
3. What is a community?
“Web communities happen when people are given tools to
use their voice in a public and immediate way, forming
intimate relationships over time.”
- Derek Powazek’s definition of communities written for his book, Design for
Community: the art of connecting real people in virtual places.
http://www.amazon.com/Design-Community-Derek-Powazek/dp/0735710759
4. 3 Questions
● Who is the site for?
● What can they do?
● Why will they want to do it?
5. Building Blocks
● Help new and potential members of the community learn
how to engage effectively.
● Privacy Policies/Terms of Use/Service
● Copyright and Ownership
● Community Guidelines
● Abuse Grid/Action Plan
7. Where to put the barrier to entry?
Do you want everyone
posting or only
highly motivated people?
8. Wisdom of Crowds
Value is in the aggregate of thoughts, guesses, estimates.
Value is not identifying the smart individuals to listen to,
but averaging out the voice.
9. Give people, small simple tasks
If you are not getting the feedback you hoped for, ask for
something smaller.
10. Online communities are self-selecting:
like attracts like
Create diversity of people, opinion and input to avoid
'groupthink' and prevent your group from being too single
tracked/minded.
Bring in new members to support minority opinions.
13. Community Manager = editor, shepherd,
cheerleader, advocate, judge,
executioner.
● You may only hear from unhappy people. Be prepared to
deal with this.
● Learn when to respond – you don't have to respond to
everything.
● Set the tone in the beginning then members start to take
on roles and become champions themselves.
14. Reward Good Behaviour
● Bring good and interesting content to the fore.
● Shine the spotlight on community members (if they let
you!)
● Example content sets a tone far more effectively than
terms and conditions/community guidelines ever could.
15. Transparency
● Own it when you're wrong, sometimes we all make
mistakes.
● Tell people what's going on, post clear and timely updates.
● If introducing change, explain it, give people time to learn
and an option to pull out, then make the change.
16. Taking it offline
Use back channels to thank the people
who are helping out
or to check in with people who aren't
playing ball with their behaviour.
17. encourage participation - the 3 c's
Content
● Create timely, helpful and interesting content.
● Highlight stories that motivate your community the most.
● Take credit by giving credit to others.
● Before and after – success and progress reports.
18. encourage participation - the 3 c's
Community
● Continue to build relationships through current
communication methods as well as online.
● Engagement should be easy, fun (!) and meaningful.
● Be transparent – Build trust.
● Listen – Don't talk all of the time.
19. encourage participation - the 3 c's
Calls to Action
● Help your members know and understand what to do next.
● Make following through as simple as possible.
● Explain what their actions would accomplish and what
would happen next.
20. Why aren't people participating?
● You sound like a press release.
● You sound like an info-mercial
● You sound like a know-it all.
● You haven't shown them how.
● You haven't created the right atmosphere.
● You just don't seem that into it.
credit – Michele Martin, Bamboo Project –six reasons people aren't commenting
www.michelmartin.typepad.com/thebambooprojectblog
21. How others do it -
An example of how Intel encourages it's employees to be
effective in online communities through it's Social Media
policy.
Intel isn't just allowing workers to use social media for
work purposes; it's encouraging them to be themselves
whilst doing so...
22. “The choice to participate in social media is yours. If you
do, please follow these principles
• Provide unique, individual perspectives on what's going
on at Intel and in the world.
• Post meaningful, respectful comments - in other words,
no spam and no remarks that are off-topic or offensive.
• Reply to comments quickly, when a response is
appropriate.
• Respect proprietary information and confidentiality.
• When disagreeing with others' opinions, keep it cool.”
extracts from Intels Social Media Policy
http://www.intel.com/sites/sitewide/en_us/social-media.htm
23. “On transparency:
If you are blogging about your work at Intel, use your real
name, identify that you work for Intel, and be clear about
your role. If you have a vested interest in something you
are discussing, be the first to point it out.”
extracts from Intels Social Media Policy
http://www.intel.com/sites/sitewide/en_us/social-media.htm
24. “On perception:
In online social networks, the lines between public and
private, personal and professional are blurred. Just by
identifying yourself as an Intel employee, you are creating
perceptions about Intel by our shareholders, customers,
and the general public―and perceptions about you by
your colleagues and managers. Do us all proud. Be sure
that all content associated with you is consistent with your
work and with Intel's values and professional standards.”
extracts from Intels Social Media Policy
http://www.intel.com/sites/sitewide/en_us/social-media.htm
25. “On starting conversations:
Don't be afraid to bring in your own personality and say
what's on your mind. Consider content that's open-ended
and invites response. Encourage comments.
On sharing:
Our business activities are increasingly focused on high-
value innovation. Let's share with the world the exciting
things we're learning and doing ―and open up the
channels to learn from others.”
extracts from Intels Social Media Policy
http://www.intel.com/sites/sitewide/en_us/social-media.htm
26. “On mistakes:
Did you screw up? If you make a mistake, admit it. Be
upfront and be quick with your correction. If you're posting
to a blog, you may choose to modify an earlier post ―just
make it clear that you have done so.
On negative comments from the public:
If the content is positive or negative and in context to the
conversation then we approve the content, regardless if
the content is favorable or unfavorable to Intel. However if
the content is ugly, offensive, denigrating and completely
out of context then we reject the content.”
extracts from Intels Social Media Policy
http://www.intel.com/sites/sitewide/en_us/social-media.htm
27. Final reminders -
● Ask questions
● Acknowledge good work
● Accept and respond to criticism
● Have fun!
thank you for listening and sharing – Laura Whitehead - www.popokatea.co.uk
28. Credits -
Thank you for the quotes, best practice and references -
• Derek Powazek
• Heather Champ
• Michele Martin
Also, a thank you to all the people on flickr who take wonderful photos,
and share them with others using Creative Commons licensing. Photos
in this presentation are with thanks to -
– http://www.flickr.com/photos/pinksherbet/
– http://www.flickr.com/photos/ifindkarma/
– http://www.flickr.com/photos/luc/
– http://www.flickr.com/photos/timparkinson/
– http://www.flickr.com/photos/creativecommons/
– http://www.flickr.com/photos/joeshlabotnik/
– http://www.flickr.com/photos/heather/
– http://www.flickr.com/photos/pagedooley/
– http://www.flickr.com/photos/mobology/
Laura Whitehead - www.popokatea.co.uk - www.twitter.com/littlelaura