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Presentation given by Mike Barrett at the launch of the Squiz Open Source Social Networking Platform.
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“Best practices for leveraging communities and user generated content”
Royal Society of Arts
6th November 2008
Who is this bloke?
Mike Barrett, On-line Publishing Director
Redwood publishing
10 Years in on-line publishing businesses
Previous roles: -
Digital consultant
Operations Director – for #1 on-line content business
Chief Technology officer - internet start-up
On-line strategy for FTSE 100 corporate
Experience: -
Launched more than 20 high profile publishing sites
Built one of the first social networking platforms for publishers
Who does he work for?
How can he help me?
Myth #1 – Social networks are for kids
Social network or community?
People I know People I share an interest with
Social networks and publishers are converging
People Content
Social Networks Publishers
Communities
FacebookGroups
ForumsBlogs
Networking
The underlying platform is the same
Myth #2 – We can “bolt” social networking on
On-line experience is multi-faceted
BrandWhat the user remembers/recognises
ContentWhat the user wants to know
FunctionalityWhat the user wants to do
Content is the “centre of gravity”
Myth #3 – If you build it they will come
Step 1 - Let them talk
Step 2 - Give them airtime
Step 3 - Connect them
Act like a toddler
Well...
How toddlers learn
Try
Do Learn
It takes time
Myth #4 – Everyone will contribute
User behaviour
Number of Users
Level of engagement/passion
Contributors
Users
Firestarters
1%
10%
89%
Transient or permanent?
Nurture the “Firestarters”
Myth #5 – Communities run themselves
Publishers responsibilities
Editorial responsibilities
“Catalyst for Discussion...”
“Seeder of Ideas….”
“ Central to the Debate…”
“Part of the community…”“Wisdom of the crowd”
“ Filter and Editor…”
It’s a dialogue now, not a monologue
Myth #6 – There’s no ROI
Gamespot
Understand the objectives
Mea
sure
, mea
sure
, mea
sure
!
Summary
• The platform is the key• Content is the “centre of gravity”• It takes time• Nurture the firestarters• It’s a dialogue now, not a monologue – you
have to take part• Understand the objectives and measure
Thank you for listening
Thanks to the great photographers on Flickr
http://www.flickr.com/photos/lab2112/
http://www.flickr.com/photos/timlav/
http://www.flickr.com/photos/22281745@N04/
http://www.flickr.com/photos/belljar/
http://www.flickr.com/photos/polandeze/
http://www.flickr.com/photos/17773534@N03/
http://www.flickr.com/photos/paperpariah/
http://www.flickr.com/photos/ohgeorgie/
http://www.flickr.com/photos/paladin65/
http://www.flickr.com/photos/zoomar/
http://www.flickr.com/photos/badboy69/
