Social Media for Communities

Some advice on how even smallest open source communities can use social media to engage users, involve new people in development and make a better world.

Transcript

1. Xixon/Gijon, April 28th 2018 Xixon/Gijon, April 28th 2018 Dario Cavedon Dario Cavedon dcavedon@ubuntu.com dcavedon@ubuntu.com Social Media for Communities “Social Media Engagement & Communities” by Dario Cavedon
2. Dario Cavedon Who!!? A short presentation of myself...
3. I come from north of Italy
4. A town called Vicenza, half way between Verona and Venezia
5. Well, not exactly Vicenza, but a even smaller little town. :-)
6. 6 Home: Vicenza (Italy) Home: Vicenza (Italy) This is a photo taken from my home, “winter edition”…
7. 7 Home: Vicenza (Italy) Home: Vicenza (Italy) ...and early “Spring edition” :-)
8. 8 Workplace: Padua (Italy) Workplace: Padua (Italy) I work for a italian bank in Padua
9. 9 I like hiking in the near Altopiano di Asiago in the summer...
10. 10 … and cross country skiing in winter...
11. 11 … and – recently – running (I did 4 half marathon)...
12. 12 I’m also a Free Software passionate advocate, I’m in Ubuntu Italian Loco Team, where I mostly partecipate in Marketing Team and Web Team
13. I’m also one of the founders of AVi LUG, “Alto Vicentino Linux User Group”, based in Schio (Vicenza). In 2015 we started Coderdojo, to teach coding to childrens.
14. Before starting Important note before we start...
15. My slides on: https://www.slideshare.net/dcavedon https://www.slideshare.net/dcavedon https://www.slideshare.net/dcavedon I’ll publish my slides on Slideshare, so you don’t need to take notes! :-)
16. “Where did we meet before?” Well, let’s start! I know many of you even if many of you I’ve never met before. I know you because we are all active on Social Networks...
17. Here? Here? ...Facebook, where I have many virtual friends (that I never met!)...
18. Or maybe here? Or maybe here? … or Twitter, where I really don’t who are most of my followers (my account is @dcavedon)...
19. (ehr… no, NOT here!) (ehr… no, NOT here!) … well, I don’t think we never met on Google Plus! It’s very similar to Facebook, but (almost) nobody uses it. Even if it’s quite interesting in a particular way. We’ll see in the next slides.
20. So: we “know” each other, because we have a presence on the Internet, via PC o smartphone. That it’s not a big news, since more thant 3 billion people connecting to the net every day.
21. Internet is growing Internet access is growing, but...
22. Internet is growing Social Media even more … the news is that Social Networks are growing more than the users accessing to the Internet.
23. World Population 2.200.000.000* 1.403.500.000 1.324.000.000 * and counting... ...Facebook, the “Blue Flag Nation”, is already the biggest Nation of the World. Many of Internet users, think that “Facebook IS Internet!”
24. We Are All Made of Clouds! A friend of mine said that “We are all made of clouds” thinking about where our data are stored! :-)
25. Fonte: Fonte: http://www.visualcapitalist.com/happens-internet-minute-2017/ http://www.visualcapitalist.com/happens-internet-minute-2017/ If you watch what happens in the Web in a only minute, you can imagine how much social media are important
26. “Social Media Engagement” And it’s there that we can start talking about “Social Media Engagement”...
27. Maybe it’s a new term for us, but it’s well known in Marketing: it’s about “involvement” that social media can generate. “Social media engagement” measure the success of a product on the Web.
28. applause applause We have three types of engagement. The first is the “applause”, the simplest one.
29. applause applause “Applause” is a “like” on Facebook
30. applause applause Applause is an “heart” on Twitter (it used to be a “star”)
31. applause applause And it’s a “+1” on Google Plus, given to a post or a comment.
32. conversation conversation A second type of engagement is the “conversation”. A conversation is a comment to a post or in replying to another comment. It doesn’t have to necessarly be positive: a negative comment it’s a “conversation” too.
33. conversation conversation A conversation is a comment on a Facebook post...
34. conversation conversation … it’s a “reply” on Twitter...
35. conversation conversation ...and it’s a comment too on Google Plus.
36. amplification amplification Last type of “engagement” it’s the “amplification”.
37. amplification: 3 mln shares amplification: 3 mln shares On Facebook you “amplify” a message sharing a post with your friend (this silly Christmas Minion video had 3 milion shares!)
38. amplification: 3,4 mln retweets amplification: 3,4 mln retweets On Twitter, you amplify when you retweet (i.e: this Academy Awards selfie made by Bradley Cooper reached 3.4 milions retweets)
39. Amplification: 134 shares (??!) Amplification: 134 shares (??!) … and on Google Plus sharing posts. As said before: Google+ is a Social Media Desert. Lady Gaga stopped using it on 2016. (There is still a few interest in it beacause many geeks/nerds use G+, so it could be interesting for this share of the market)
40. Strategies At this point you can easily understand that communities – especially virtual communities as Ubuntu – MUST have a strategy, for reaching their target.
41. An important concept is “the funnel of marketing”: it’s the process you have to know to bring general public to you product, even more important for a community, where advocate/contributors are the roots where FLOSS is founded.
42. The funnel (of love and sharing) The funnel (of love and sharing) Communities have to attract customers and contributors/advocates too. So, we MUST be present on social media, we MUST meet their needs and curiosity, we MUST be where people spend their time.
43. Step 0 (assessment): target? Step 0 (assessment): target? Let’s see what to do for a strategy. Step zero, make an assessment: what is my target? What kind of people use my product? Where do they meet? What are their interests?
44. diversify diversify Meet customers means diversify social media presence. Facebook is surely the most important one, but there are others interesting, depending on the target. Generally people use 1-2 social network, so be present on them.
45. diversify diversify Diversify means also post the content different times, depending on the social media you are using (above a proposal from Buffer.com)
46. Step 1: start posting! Step 1: start posting! Next step: start posting your content!
47. Step 1.1: post education content Step 1.1: post education content And once in a while post educational content – something that your target consider valuable.
48. Step 2: focus on specific social(s) Step 2: focus on specific social(s) As said befor: focus on specific social media. Ubuntu-it community is very active on Facebook (we have a page and manage a group) and Twitter.
49. Step 2.1: listen (support) Step 2.1: listen (support) Meet customer means also listen to them. Here it’s an example on Twitter (I am member of Remmina community, addressing people and supporting them)
50. Step 3: analyse results Step 3: analyse results Step three: analyse results, once a week (or once a month). On Facebook you can easily do with Facebook Insight.
51. Step 3: analyse results Step 3: analyse results On Twitter you can use Twittercounter, that has some free stats. Here is an example of a person without specific strategy (me! :-P)
52. Step 3: analyse results Step 3: analyse results Here it’s an account with a strategy: ubuntuit account. You can see the continuous rising of our followers
53. Step 4: adjust (and repeat) Step 4: adjust (and repeat) Last but not least: adjust the strategy, if needed, and repeat the cycle.
54. What about Communities? What are doing other communities? Generally, they don’t have a strategy.
55. Here it’s an example from Debian Project accoount on Twitter.
56. When they released Debian 8 back in 2015, they tweet a lot, much more than normal day. You can see that on that day they increase significantly their numer of follower.
57. “ “brute force” brute force” But it’s more important to be regular, to make every day something on the social media. People need to see daily posts or tweets.
58. Helpful Instruments Some helpful instrument to ease life of a social media manager
59. Helpful Instruments (a few) There are a lot, and many of them are not free (as a beer).
60. Tweetdeck Tweetdeck Tweetdeck lets you to control different thread, users, hashtags on Twitter. You can also schedule tweets at certain days or hours.
61. IFTTT: If This Then That IFTTT: If This Then That IFTTT lets you to create recipes, made of the simple construct “if this … than that ...”, using every single web service on the internet (Facebook, Twitter, Gmail, Evernote, Google Drive, everything else!)
62. IFTTT: Twitter to G Doc IFTTT: Twitter to G Doc I.E.: I made a recipe that searches every single tweet on Twitter, and if find the word “remmina” than write a new line on a Google Spreadsheet. I can check in every moment if someone is tweeting about Remmina.
63. buffer.com buffer.com Last: Buffer can post your content on different social media (Facebook, Twitter, Pinterest, Instagram) at certain days and times.
64. So: we have a strategy, we have the instruments needed. What can go wrong!?!?
65. It TAKES TIME! There is only a problem: it takes time!
66. It TAKES TIME! It TAKE A LOT OF TIME! Well… ehr… it takes A LOT of time.
67. “ “12 hours per week” 12 hours per week” (!) (!) Experts say it needs 12 hours a week. The biggest problem is: programmers don’t want to do it, they want to code! :-P
68. A good news BUT...
69. Fonte: Fonte: http://9gag.com http://9gag.com The good news is that everyone can do it: those instruments can be used by non-programmers! Open source communities can benefit from the contribute of non-technical people.
70. Thanks for funding! :-) Thanks for funding! :-) Thanks to Canonical for funding me to be at Ubucon Europe 2018!
71. Thanks for your patience! ;-) Thanks for your patience! ;-) Thank you for listening to me!
72. Social Media for Communities THANKS! Xixon/Gijon, April 28th 2018 Xixon/Gijon, April 28th 2018 Dario Cavedon Dario Cavedon dcavedon@ubuntu.com dcavedon@ubuntu.com Credits – bibliography : Block notes https://flic.kr/p/RmSmB1 Big Ben https://flic.kr/p/9Xhsqu Social media strategy: https://blog.bufferapp.com/social-media-strategy