Research Open Source

Research: Working

open source

Barry Spooren

Incubate Festival (www.incubate.org)

Utrecht School of the Arts (www.hku.nl)

Research: Working open source

Main question:

"In which ways can working open source be applied to

further professionalize, qualitatively improve and optimize

writing funding applications for Incubate?"

Research: Working open source

Analysis describes:

• Organizational preconditions for successfully using

a social media strategy

• The specific situation of Incubate, together with

their Social Festival Model (SFM); www.socialfestivalmodel.org

Research: Working open source

Research: Working open source

Model used:

KOPTESource: Gyurka Jansen (www.gyurka.nl)

Research: Working open source

Focuses on the characteristics that require attention

for creating a successful social network (strategy).

KOPTE:

Research: Working open source

But first…

Research: Working open source

…Other organizationalPreconditions:

Organizational culture

Research: Working open source

Culture of tasks seems most suitable for working open source

Organizational culture

Research: Working open source

“Aimed at co-operation and reaching higher targets.

Organization might be a little chaotic, but is also very flexible and creative.

Personnel can make their own decisions up to a certain level.”

Source: Harrison & Sanders

Organizational culture

Research: Working open source

Culture of tasks also rules Incubate:

• Culture of hierarchy: 2 • Culture of roles: 2

• Culture of tasks: 6 • Culture of persons: 2

Research: Working open source

Another organizationalPrecondition:

Research: Working open source

Organizational structure

Horizontal structure seems most suitable for working open source

Research: Working open source

Organizational structure“Marketing is, in its essence, a horizontal practice.

Every customer interaction and partnership is marketing.

Therefore, every employee is a marketeer.

And all your data, that’s marketing too.” Source: John Battelle

Research: Working open source

Organizational structure

Incubate has a horizontal structure of people using the SFM:

Research: Working open source

KOPTE: Knowledge

Basically, knowledge about: • Social networks

• The subject you’re dealing with

Research: Working open source

Become moderator of

your own network

Research: Working open source

Emphasize on:• Connecting with people and getting them involved

And for Incubate:• Customize: add interactive / social tools.

Research: Working open source

KOPTE: Original content

What’s

the

USP?

Research: Working open source

Focus on added value…

For your users.

Research: Working open source

Implement social functions:

• Make tools easy accessible

• Create easy accessible subjects

• Create extra value for the tools; stimulate user-interaction,

get users visible.

Research: Working open source

KOPTE: Passion

Try to use social media on daily basis…

Research: Working open source

…And keep your knowledge up-to-date.

• Invest time to keep up with news

• Apply & try out new social media

• Attract & connect with others

Research: Working open source

Keep an open mind

Research: Working open source

KOPTE: Time

Don’t underestimate the investment, time-wise

Research: Working open source

And there are no shortcuts

Research: Working open source

“Nearly all marketers spending 6+ hours a week on social media marketing found exceptionally positive results.”

(Social Media Marketing Industry Report)

Research: Working open source

Research: Working open source

In terms of Incubate:

• Head off the Marketing should focus on overall output.

• Moderator should be someone in his direct assistance.

Research: Working open source

And even more important:

Project of fund raising has to be a cyclic process:

• Don’t only focus on deadlines

• Create a process for generating input from the environment

Research: Working open source

KOPTE: Environment

Organize and manage groups of users

from the environment…

Research: Working open source

…To start up interaction and get

critical feedback

Research: Working open source

Use other digital networks to promote your own

Interested in more results or

background?

Research: Working open source

Find the full analysis at:

Research: Working open source

http://www.socialfestivalmodel.org/page/Working+open+source

Research: Working open source

Research: Working open source

And yes, it’s open source

Research: Working open source

So contribute!

Research: Working open source

Feel free to contact me:

http://www.linkedin.com/in/barryspooren

http://twitter.com/barryspooren

Thanks!

Mark en Steijn, De cultuurtypen uit de cultuurtest van Harrison: http://www.markensteijn.com/organisatiecultuur.htm

G. Jansen, 5 Stappen tot Social Network Succes (of: ‘KOPTE’): http://www.bijgespijkerd.nl/social-media/social-network-succes

M. Stelzner, The Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses:

http://www.whitepapersource.com/socialmediamarketing/report/

T. Chapman, Social network marketing, engagement marketing and brands: http://socialnetworkmarketinguk.com/

J. Battelle, Get horizontal, http://battellemedia.com/archives/004856.php and http://www.kicksforfree.nl/2009/03/16/get-horizontal/

Sources:

Research: Working open source