Social Media Hu J Term - Heather Schoegler
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Social Media Hu J Term - Heather Schoegler

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Day 2 of Friends, Tweets & Change included a presentation by Heather Schoegler, Director of Communications at Parkview Foundation in Northeast Indiana. ...

Day 2 of Friends, Tweets & Change included a presentation by Heather Schoegler, Director of Communications at Parkview Foundation in Northeast Indiana.

This is the presentation from which she led a discussion with the students.

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  • 1 st – some groundrules This isn’t a “please put your cell phones away” kind of morning. You are all welcome to tweet during my presentation. Just be sure to use the #JTerm hashtag and cite me when needed. Interrupt! Ask questions at any time. I want this to be meaningful to you. Let’s have some fun and learn together. My background How I approach social media – from a marketing/PR focus in the nonprofit sector
  • Read, research & retweet in all areas of interest. Don’t get siloed. This will increase your followers and your SME value. (subject matter expert) Lovecat principles Grow your knowledge Grow your network Share both w/your network freely
  • Why do you want to reach them? Where is your audience actively engaged? Did you meet your goal?
  • Personal - Explain how I define my purpose for the various web sites. I have learned to say “no” when necessary. Always always always consider if you would want it on the front of the NY Times or for your grandmother to read it. Corporate Example of good personal/corporate integration: @southwestair and @ChristiDay PR Think about your username 140 Characters – simple is better. Personal and professional. Same username across all platforms
  • Where else/What else is social media? So how do you know where you need to be? - Most sites will fade away in 72 hours.
  • OK. A lot of #s. What might they mean? Lots of people interacting. If you can reach 1, you have the opportunity to reach their: 130 friends 12 groups If you need to reach a worldwide audience, you might consider Facebook. The Facebook audience is mobile. Consider branding an app for connecting w/your facebook page. This is just one example of research that can help you create a strategy for effectively communicating your cause or your organization’s mission.
  • FML = F My Life – saw higher frequency in the Spring and in the Fall and on Mondays and Tuesdays. What are the implications? Looking at this list, do you see any industries that may or may not do well to market on Facebook? (Healthcare! – swine flu, deaths, family, health care, years)
  • HOW: do we accomplish this HUGE task? Tools create efficiency. Whether is CoTweet to allow multiple users to post under one account or PostLater that allows you to schedule tweets in advance or HootSuite that allows you to track your tweets including links, you can do a lot with a little. Also consider Google Reader for generating ideas for content and setting up RSS feeds to track your own mentions, etc. Where: do we start? Do we plug in? Start with a defined purpose. Answer a few questions: Who do we need on the bus? What obstacles are in our way? – do you need to create appropriate policies regarding IT and HR in order for employees to have access? Should you conduct training for a) those engaged in social media corporate or b) everyone who is your brand ambassador? When do we start? What: should we measure ROI? According to an online survey conducted by Bazaarvoice and The CMO Club of 133 chief marketing officers, 62% of respondents said they would boost their social media budgets next year. The CMOs polled represent a wide range of industries, including software, finance and insurance, travel and hospitality, media and publishing, consumer goods and retail. Other findings of the survey include: 81% of respondents plan to link up to 10% of their company’s revenues to social media investment next year 72% plan to attach revenue expectations to their social media spending in 2010 85% are tracking site traffic, while 83% are tracking the number of fans More than 50% of respondents expressed uncertainty about the ROI of social media
  • Vitamin Water’s launch coinciding with March Madness 2009….
  • Vitamin Water’s launch coinciding with March Madness 2009….
  • Last Friday (December 18, 2009) Trident ran this full-page ad in USA Today, which was comprised entirely of actual tweets from real, uncompensated fans of the new gum. The brand found the tweets using Twitter search, and approached each person with gum coupons in exchange for featuring their 140-character love notes in the ad. The ad asks readers to visit the brand on Twitter at http:// www.twitter.com/tridentlayers . I’m not sure that particular tactic was successful, as the account has just 190 followers (a far cry from USA Today’s 1+ million readership). I might have preferred the call to action be to visit Trident on Facebook , where they have more than 250,000 fans, and are using a nifty coupon app to give you 75 cents off your first pack of the new gum.
  • December 18, 2009 Trident ran this full-page ad in USA Today , which was comprised entirely of actual tweets from real, uncompensated fans of the new gum. The brand found the tweets using Twitter search, and approached each person with gum coupons in exchange for featuring their 140-character love notes in the ad. The ad asks readers to visit the brand on Twitter at http:// www.twitter.com/tridentlayers . I’m not sure that particular tactic was successful, as the account has just 190 followers in the first week. Another call to action option might have been the call to action be to visit Trident on Facebook , where they have more than 250,000 fans, and are using a nifty coupon app to give you 75 cents off your first pack of the new gum. 253K fans on Facebook.com/TridentGum
  • I know I’ve given a lot of emphasis on for-profit, retail oriented businesses, but there is a HUGE room for non-profits to have success via SM
  • Facebook : Posts messages about Foundation meetings, news and events. Will use Cause app to run a fundraiser this summer. Only investment is time. Twitter : Uses personal account ( @stales ) because it resonates with donors and potential donors. Builds relationships with key constituents through personal and engaging persona. She hosted two major fundraising efforts raising $2,000 with the first and $3,400 during the second. Both promoted purely through Twitter. LinkedIn : Leverages Linkedin Answers to ask questions about by-laws, creating effective boards, and managing committees for all aspects of non-profit management. Peers answer the questions, offering valuable insight that can be implemented for the Foundation.
  • May 20th, 2009 diagnosed with stage 3 Hodgkin’s Lymphoma, a cancer of the lymphatic system.
  • May 20th, 2009 diagnosed with stage 3 Hodgkin’s Lymphoma, a cancer of the lymphatic system. Hashtag: I started a web site with my friend called BlameDrewsCancer.com where you could blame my cancer for whatever you like. I had no idea how. In the process, I stumbled upon a new “business model” for raising money for charity: Donation by Action. No money needed from you. Just your heart and your tweets. Nearly 15,000 people blamed my cancer for everything from the band Nickelback, to global warming, to losing their own friends or family members to the disease . I had struck a nerve, it was (and still is) powerful. We raised way more than $15,000 for the awesome Lance Armstrong Foundation LIVESTRONG . Event: During the past 7 months we threw a 24 hour “Blame-A-Thon,” appeared on local TV stations, CNN, and got picked up by tons of blogs from every corner of the web. This was working. The masses took an action, and I found other people and businesses to donate. Auction: I’m the owner of the Twitter name @drew . It’s a pretty neat party trick to say “I’m Drew on Twitter.” Recognizing the value of that, I decided to (with Evan Williams’ and Twitter’s blessing) put my username up for auction to benefit LIVESTRONG. After January 1st, I won’t be @Drew anymore, but it’s worth it. While at Starbucks in San Francisco I saw a tweet pass by from someone who goes by @ DrewFromTV . It was Drew Carey, the host of The Price is Right . He had bid the asking price of $10,000, and took it to another level by starting a bidding war with himself — raising the price to $100,000. Then, he dropped the bomb: If Drew Carey got one million followers by December 31st, 2009 he’d donate one million dollars to LIVESTRONG . Even if he didn’t get to a million, he’d still donate $1 for everyone who followed him. That’s it. Donation by Action. We set up milliondollardrew.com to track our progress.
  • Goal = Leverage following to raise $ for Malaria No More using this tweet “Every 30 seconds a kid dies of malaria. Nets save lives. $10 buys a net. MalariaNoMore.com” Channel = Twitter using CNN race to 1 million ROI = 90,000 nets were donated Goal = Kellogg wants to use Kutcher & Moore to draw attention to hunger in America and focus on women. Channel = Twitter, Facebook and user submit videos ROI = 200k facebook fans in less than 1 month, majority were females over 25 Takeaways: simple call to action Drive traffic where you want them to go. Facebook campaign was interactive and got people emotionally invested.
  • Goal = Leverage following to raise $ for Malaria No More using this tweet “Every 30 seconds a kid dies of malaria. Nets save lives. $10 buys a net. MalariaNoMore.com” Channel = Twitter using CNN race to 1 million ROI = 90,000 nets were donated Goal = Kellogg wants to use Kutcher & Moore to draw attention to hunger in America and focus on women. Channel = Twitter, Facebook and user submit videos ROI = 200k facebook fans in less than 1 month, majority were females over 25 Takeaways: simple call to action Drive traffic where you want them to go. Facebook campaign was interactive and got people emotionally invested.
  • Benefit = build brand awareness while also helping out communities across the world. Fail = could spend $20M on philanthropic causes without getting the benefits of buzz-generating ad campaign. Pepsi will launch the Pepsi Refresh Project on January 13, 2010. At that time, users can submit their ideas to Pepsi for ways to refresh their communities, making the world a better place. Voting will begin on February 1, 2010, and the projects that get the most votes will be funded by Pepsi. Pepsi expects to spend $20 million to fund thousands of projects. If Pepsi can effectively orchestrate the Pepsi Refresh Project, the company can build brand awareness while also helping out communities across the world. On the flip side, if not executed properly, the company could wind up spending $20 million on philanthropic causes (which is to be commended), without getting the benefits of a buzz-generating ad campaign.
  • Disclosure – It doesn’t matter if you’re being paid to talk about a client, if you’re just doing it yourself or even if you’re writing about a client’s competitor (a risky task). Either way, trust and relationships you’ve developed online are at play. Failing to disclose your bias can contribute to losing trust. Crowdsourcing – how to separate the wheat from the chalf Geotagging – burglary, safety and privacy Crowdsourcing I can crowdsource ideas, or designs, once I've had the insight into key problems or opportunities.  Only when I, the requester of ideas or designs, have identified the opportunities, established the context and strategy, and determined how to implement the idea or design, do I even need the "Crowd".  We never felt threatened when we asked people to help us in a brainstorming setting, so why should we feel threatened when the brainstorming session gets significantly larger?  We don't hold a lock on ideas or concepts - no one does.  Perhaps some people or firms are better at generating ideas or concepts than others, but that's only on the margins.  If P&G is willing to accept 50% of their new product ideas from outside the firm, then perhaps we should all start crowdsourcing at some level.  Example from MediaPost about engaging mom bloggers: What started with an email I sent to a green mom-blogger group suggesting one of their more prominent members enter the video contest turned into a crowd-sourced social media plan that included Twitter domination of the contest hashtag; a pro bono tweet-up by a well-known green marketing organization; 75-plus blog posts and mentions; and endorsements for their candidate garnered from top Mom blogger sites, including Blogher and Mom Central. This all in one week! And I just sent out an email. Okay, I did a bit more than that, but the bloggers involved took the basic list of suggestions (Twitter, Facebook and Blog posts) I wrote on how they might promote their candidate and expanded upon it exponentially. They found new ways to use the social media space to make her campaign go viral from LinkedIn to Ning to social bookmarking sites to involving high-profile Tweeters and bloggers to support their efforts. Truly a crowd-sourced effort. And it got me thinking. Mom bloggers are savvy users of the social media space. When they get passionate about something, they can compete with the best of social media marketers by creating and executing strategies that work to advance their wants and needs. The trick for marketers is to tap into that passion by creating promotions about which they can get excited.
  • Crowdsourcing We never felt threatened when we asked people to help us in a brainstorming setting, so why should we feel threatened when the brainstorming session gets significantly larger?  We don't hold a lock on ideas or concepts - no one does. If P&G is willing to accept 50% of their new product ideas from outside the firm, then perhaps we should all start crowdsourcing at some level.  Example from MediaPost about engaging mom bloggers: This all in one week! And I just sent out an email. Okay, I did a bit more than that, but the bloggers involved took the basic list of suggestions (Twitter, Facebook and Blog posts) I wrote on how they might promote their candidate and expanded upon it exponentially. They found new ways to use the social media space to make her campaign go viral from LinkedIn to Ning to social bookmarking sites to involving high-profile Tweeters and bloggers to support their efforts. Truly a crowd-sourced effort. Key: tap into the passion of your audience by creating promotions about which they can get excited Apps: Revenue potential Creating more brand loyalty QR code ROI tracking Augmented Reality Unlimited possibilities Real-time, real-location
  • Interact Create Relationships. Relate & Retweet. Be Authentic Build Trust. We are in a Trust Economy. Connect with your Audience’s Passions At a minimum….listen!
  • Interact Create Relationships. Relate & Retweet. Be Authentic Build Trust. We are in a Trust Economy. Connect with your Audience’s Passions At a minimum….listen!

Social Media Hu J Term - Heather Schoegler Social Media Hu J Term - Heather Schoegler Presentation Transcript

  • social media Heather Schoegler director of communications, Parkview Foundations Twitter.com/HSchoegler LinkedIn.com/HeatherSchoegler high-level highlights
  • read, research & retweet
  • read, research & retweet
    • @joelcomm
    @sanderssays @chrisbrogan @ThisIsSethsBlog @StephenRCovey @charleneli @jbernoff
  • marketing 101 Goals Channels ROI
  • marketing 101
    • WHAT content do you put WHERE?
      • Personal
      • Professional
    Goals Channels ROI
  • marketing 101
    • where exactly is social media?
      • Anywhere there is “community”
      • Facebook, Twitter, YouTube, Flickr, Blogs
      • Kiva.org and more!
    Goals Channels ROI
  • research = insights
  • %$#@ Facebook
    • Over 350 million users , 50% of whom log-on in any given day
    • 35 million users update their status resulting in 55 million status updates/day
    • 2.5 billion photos are uploaded/month
    • 3.5 million events are created/month
    • 1.6 million active Pages including 700k local businesses
    • Avg. user has 130 friends
    • Most users are a member of at least 12 groups
    • 70% of users are outside the U.S.
    • 65 million active users access Facebook through a mobile device - Mobile users are 50% more active than non-mobile users
    Via Brian Solis, PR 2.0
  • %$#@ Facebook Via Brian Solis, PR 2.0
  • apply it…get them to buy-in
    • what every company is asking about social media
    How Where What
  • case studies
  • Vitamin Water Goals Channels ROI
  • Vitamin Water Launch Product WorldWide Facebook.com/ VitaminWater 1.098 million followers
  • Trident Layers Via ConvinceAndConvert.com “Trident Integrates Social Media with Print Ads” December 22, 2009 Goals Channels ROI
  • Trident Layers Via ConvinceAndConvert.com “Trident Integrates Social Media with Print Ads” December 22, 2009 Launch a new product Integrated print ad w/Twitter (@ tridentlayers ) 214 Twitter followers
  • not just for profits
  • The Staley Foundation Guest Post: How One Savvy Nonprofit Is Leveraging Social Media (Even During the Great Recession) by Adam Boyden (Marketing Profs Daily) Facebook Twitter (@stales) LinkedIn
  • donation by action Via Mashable “Donation by Action: the New Social Charity Model” by Drew Olanoff, December 30, 2009 Hashtag Event Auction
  • donation by action Via Mashable “Donation by Action: the New Social Charity Model” by Drew Olanoff, December 30, 2009 #BlameDrewsCancer Blame-a-thon @drew to @drewfromtv
  • the Kutcher effect Via Social Media Optimization “Examples of Successful Twitter and Facebook Campaigns” December 22, 2009 Goals Channels ROI Goals Channels ROI
  • the Kutcher effect Via Social Media Optimization “Examples of Successful Twitter and Facebook Campaigns” December 22, 2009 $ for nets Twitter 90,000 nets Attention from females Twitter, Facebook, video 200K fans
  • ne to watch
  • Pepsi Refresh project
    • Pepsi replaces Super Bowl ads with $20M social media campaign
    Via Mashable “Pepsi to Skip Super Bowl Ads in Favor of $20M Social Media Campaign ” by Christina Warren, December 23, 2009 Potential Benefit Failure
  • challenges & limitations
    • Disclosure & the FTC
    • Crowdsourcing
    • Geotagging
    • Media Relations
    • Apps
    • QR Code
    • Augmented Reality
  • benefits & growth
    • Disclosure & the FTC
    • Crowdsourcing
    • Geotagging
    • Media Relations
    • Apps
    • QR Code
    • Augmented Reality
  • bottom line Interact Authenticity Connect w/Passions
  • bottom line Relationship Trust Economy Minimum: listen
  • end