Session Notes: If You Build It, They Might Not Come

Lead by Eric Squair and Cristen Perks

Agenda

- MANIFESTO
- STRENGTHS
- WEAKNESSES
- BEST PRACTICES
- EXAMPLES
- DISCUSS
- FACEBOOK!

MANIFESTO

Why organize in pre-existing online communities?
Why use pre-existing software tools?

  • If you build it, they may not come
  • Fish where the fish are.
  • My message IN their life, not their life
  • Optimize resources (time & money)
  • Silo Destruction
  • Low barrier to entry

WORKING GROUP: WHY TO BUILD YOUR OWN TOOLS

  • Branding
    • Immersive experience
    • Consistent aesthetic and use experience
  • Control
    • Keep people on our site (e.g. avoid YouTube "Related Videos")
    • Create something that doesnt exist
    • Custom functioanlity / features
    • Privacy
    • Own Your Own Data
    • Access Your Own Data
  • No third-party organizing success stories
  • Reach communities that are not quantified online
  • Avoid supporting corporate bloodsuckers

WORKING GROUP: WHY TO USE PRE-EXISTING TOOLS

  • Meet people halfway

  • Changing existing culture

  • People trust: Friends first, Experts second, Celebrities third (Edelman's research)

  • Permanence, Long-term growth

  • You can still brand to some degree

  • Saves money

  • Less risk

BEST PRACTICES OF USING ONLINE TOOLS
(how to mitigate the disadvantages)

  • Brand your tools
  • Plan + collect your data
  • Subvert the bloodsuckers
  • There is no perfect solution: use a strategy-based hybrid approach
  • Know your audience
  • Participate in your organic networks

MISC

- Care2 has a "Social Network ROI Calculator" -- http://www.frogloop.com/social-network-calculator