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?