Integrating Social Media
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Integrating Social Media

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Integrating Social Media augmented Richard Becker's class at the University of Las Vegas, Nevada in 2009. The class included this presentation in the morning and a live session in the afternoon.......

Integrating Social Media augmented Richard Becker's class at the University of Las Vegas, Nevada in 2009. The class included this presentation in the morning and a live session in the afternoon. The deck is now retired.

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  • 1. Social Media strategy
  • 2. Social Media ”What is social media?”
  • 3. Social Media Social media describes online technologies that people use to share content, opinions, insights, experiences, perspectives, and media. ”What is social media?”
  • 4. Social Media Huh? ”What is social media?”
  • 5. Social Media Presenting Technologies
  • 6. Social Media Connecting Presenting Technologies
  • 7. Social Media Sharing Connecting Presenting Technologies
  • 8. Social Media Discovering Sharing Connecting Presenting Technologies. Tens of thousands.
  • 9. Social Media Young People
  • 10. Social Media Young Young At Heart People
  • 11. Demographics 93% 89% 85% 87% 80% 83% 80% 78% 71% 62% 57% 46% 27% Internet By Age Fastest Growing People. Tens of millions.
  • 12. Demographics Every There is no distinction between the offline population and online population by age, gender, ethnicity, income, or education. One People. Tens of millions.
  • 13. Demographics All 40 30 20 10 0 2006 2007 2008 2009 The Time People. Tens of millions.
  • 14. Social Media Men Women People. Tens of millions.
  • 15. Demographics Doing What? ”What is social media?”
  • 16. Demographics Hi. Hi. Talking
  • 17. Demographics About What? Talking
  • 18. Social Media Change Change Talking. About things like change.
  • 19. Social Media Change Change Talking. Just like always.
  • 20. Social Media Change Change Were you listening?
  • 21. The Boston Massacre "The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
  • 22. The Boston Massacre The Boston Massacre was the killing of five colonists by British soldiers on March 5, 1770. "The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
  • 23. The Boston Massacre The Boston Massacre was the killing of five colonists by British soldiers on March 5, 1770. The historic engraving is long on propaganda and short on accuracy. "The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
  • 24. The Boston Massacre The Boston Massacre was the killing of five colonists by British soldiers on March 5, 1770. The historic engraving is long on propaganda and short on accuracy. “The first powerful influence in forming an outspoken anti- British public opinion.” "The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
  • 25. The Fireside Chats ”We have nothing to fear, but fear itself.” — Franklin D. Roosevelt
  • 26. The Fireside Chats FDR first used the “fireside chats” during his first term as governor of New York in 1929. ”We have nothing to fear, but fear itself.” — Franklin D. Roosevelt
  • 27. The Fireside Chats FDR first used the “fireside chats” during his first term as governor of New York in 1929. He began making informal addresses as President on March 12, 1933. ”We have nothing to fear, but fear itself.” — Franklin D. Roosevelt
  • 28. The Fireside Chats FDR first used the “fireside chats” during his first term as governor of New York in 1929. He began making informal addresses as President on March 12, 1933. They became the most popular radio show, ushering in the New Deal and then WW2. ”We have nothing to fear, but fear itself.” — Franklin D. Roosevelt
  • 29. The Great Debates ”Mr. Vice President, do you wish to comment.” — Bill Shadel
  • 30. The Great Debates The Great Debates marked the grand entrance of television into presidential politics. ”Mr. Vice President, do you wish to comment.” — Bill Shadel
  • 31. The Great Debates The Great Debates marked the grand entrance of television into presidential politics. 70 million television viewers saw Vice President Nixon sickly and uncomfortable. ”Mr. Vice President, do you wish to comment.” — Bill Shadel
  • 32. The Great Debates The Great Debates marked the grand entrance of television into presidential politics. 70 million television viewers saw Vice President Nixon sickly and uncomfortable. John F. Kennedy would win the election by about 112,827 votes or .1 percent of the total voters. ”Mr. Vice President, do you wish to comment.” — Bill Shadel
  • 33. The Singapore Scandal ”Please get out of my elite uncaring face.” — Wee Shu Min
  • 34. The Singapore Scandal The daughter of parliament member Wee Siew Kim responds to Derek Wee’s blog. ”Please get out of my elite uncaring face.” — Wee Shu Min
  • 35. The Singapore Scandal The daughter of parliament member Wee Siew Kim responds to Derek Wee’s blog. Her response triggers criticism and forms an anti-elitism public opinion in Singapore. ”Please get out of my elite uncaring face.” — Wee Shu Min
  • 36. The Singapore Scandal The daughter of parliament member Wee Siew Kim responds to Derek Wee’s blog. Her response triggers criticism and forms an anti-elitism public opinion in Singapore. Singapore government pays out S $150 million to 330,000 low- income workers. ”Please get out of my elite uncaring face.” — Wee Shu Min
  • 37. Bloggers Unite ”I really hope we can bring people together to do good.” — Antony Berkman
  • 38. Bloggers Unite The owner of a social network challenges his membership to collectively blog for good. ”I really hope we can bring people together to do good.” — Antony Berkman
  • 39. Bloggers Unite The owner of a social network challenges his membership to collectively blog for good. The first challenge raises funds for DonorsChoose, directly benefiting 1,000 students. ”I really hope we can bring people together to do good.” — Antony Berkman
  • 40. Bloggers Unite The owner of a social network challenges his membership to collectively blog for good. The first challenge raises funds for DonorsChoose, directly benefiting 1,000 students. Human rights campaign hits 1.2 million posts, drawing awareness for Amnesty International. ”I really hope we can bring people together to do good.” — Antony Berkman
  • 41. Bloggers Unite AIDS AIDS We were listening.
  • 42. Public Presence “Collectively, these technologies reach more people and shape more opinion than all other paid and unpaid media combined.” Are you listening?
  • 43. Public Presence More than 72 percent of the population read blogs in 2008.
  • 44. Public Presence Dropped 7% Last 6 Months Only about 28 percent of the population read newspapers.
  • 45. Public Presence TV revenue down 12%. A 6 million viewers can now put on the top 20 network shows.
  • 46. Public Presence Radio revenue down 20%. Radio is growing but losing total listeners, except morning and afternoon drive.
  • 47. Public Presence migration. Internet advertising and radio recovering with the GDP.
  • 48. Public Presentation We were listening in 2004. And before that.
  • 49. Public Presentation Consistently among the top 50,000 visited sites in the U.S.; top 15,000 blogs.
  • 50. Public Presentation Assess the organization and determine its strategic assets, mission, and value proposition. “If you don’t manage the message, the message will manage you.”
  • 51. Public Presentation Assess the organization and determine its strategic assets, mission, value proposition. Define its marketplace, which can be as simple as the radius around the establishment. “If you don’t manage the message, the message will manage you.”
  • 52. Public Presentation Assess the organization and determine its strategic assets, mission, value proposition. Define its marketplace, which can be as simple as the radius around the establishment. Determine the voice or voices that will provide the content for the organization. “If you don’t manage the message, the message will manage you.”
  • 53. Public Presentation Bring your audience with it, customers who already support your organization. “If you don’t manage the message, the message will manage you.”
  • 54. Public Presentation Bring your audience with it, customers who already support your organization. Differentiate the message by considering a unique voice or perspective. “If you don’t manage the message, the message will manage you.”
  • 55. Public Presentation Bring your audience with it, customers who already support your organization. Differentiate the message by considering a unique voice or perspective. Consider original content, which attracts visitors and keeps people engaged. “If you don’t manage the message, the message will manage you.”
  • 56. Public Presentation Don’t drink the Kool-Aid and believe that reach is the end all objective. “If you don’t manage the message, the message will manage you.”
  • 57. Public Presentation Don’t drink the Kool-Aid and believe that reach is the end all objective. Expand your online presence by carefully considering various social networks. “If you don’t manage the message, the message will manage you.”
  • 58. Public Presentation Don’t drink the Kool-Aid and believe that reach is the end all objective. Expand your online presence by carefully considering various social networks. Evolve with opportunities as they present themselves, but keep your focus narrow. “If you don’t manage the message, the message will manage you.”
  • 59. Public Presentation • Blog Visitation From 0 to 600 in 90 Days • U.S. Environmental Agency • State of California Air Resources Board • Engineering Firms and Manufacturers • Pahse 2: Augment with LinkedIn “If you don’t manage the message, the message will manage you.”
  • 60. Public Presentation • Blog Visitation From 0 to 700 in 60 Days • Increased AIDS Walk Participation • Phase One: Provide Reporting Tool • Phase Two: Develop Facebook Community “If you don’t manage the message, the message will manage you.”
  • 61. Public Presentation • 700,000 Views on YouTube in 60 Days • 30,000 Blog Visits, High Duplication • Shared on Blogs, Forums, Discussion Boards, Fan Group Forums • Highly Engaged Fans on Twitter/Facebook “If you don’t manage the message, the message will manage you.”
  • 62. Public Presentation • 1,000 Views on YouTube in 30 Days • 100 Blogs Committed To Veterans Day • YouTube Requests Film For Selection • PTSD Site Requests Guest Post “If you don’t manage the message, the message will manage you.”
  • 63. Public Presentation “If you don’t manage the message, the message will manage you.”
  • 64. Public Presentation “If you don’t manage the message, the message will manage you.”
  • 65. Public Connections “The only rule in social media is authenticity.”
  • 66. Public Connections “The only rule in social media is authenticity.”
  • 67. Public Connections Facebook has more than 200 million members, adding one million members every week. “The only rule in social media is authenticity.”
  • 68. Public Connections Facebook has more than 200 million members, adding one million members every week. MySpace has more than 100 million members, but new members are declining. “The only rule in social media is authenticity.”
  • 69. Public Connections Facebook has more than 200 million members, adding one million members every week. MySpace has more than 100 million members, but new members are declining. Linkedin has about 20 million members, and maintains a low growth niche. “The only rule in social media is authenticity.”
  • 70. Public Connections Twitter is one of the fastest growing networks with more than 4.5 million members. “The only rule in social media is authenticity.”
  • 71. Public Connections Twitter is one of the fastest growing networks with more than 4.5 million members. BlogCatalog is the most active social network for bloggers with 170,000 members. “The only rule in social media is authenticity.”
  • 72. Public Connections Twitter is one of the fastest growing networks with more than 4.5 million members. BlogCatalog is the most active social network for bloggers with 170,000 members. The ability to engage people is more important than the number of members. “The only rule in social media is authenticity.”
  • 73. Public Assets “It’s not the tools, but the content you share with them.”
  • 74. Public Assets “It’s not the tools, but the content you share with them.”
  • 75. Public Assets User generated content remains the number one draw on the Internet. “It’s not the tools, but the content you share with them.”
  • 76. Public Assets User generated content remains the number one draw on the Internet. Some company videos such as “Does It Blend” are viewed as many as one million times. “It’s not the tools, but the content you share with them.”
  • 77. Public Assets User generated content remains the number one draw on the Internet. Some company videos such as “Does It Blend” are viewed as many as one million times. YouTube serves as many as 100 million videos every day. “It’s not the tools, but the content you share with them.”
  • 78. Public Discovery “People spend an amazing amount of time looking for value.”
  • 79. Public Discovery StumbleUpon has 7 million members who submit and randomly discover content. “People spend an amazing amount of time looking for value.”
  • 80. Public Discovery StumbleUpon has 7 million members who submit and randomly discover content. Digg is the fifth largest social network, built around submitting and voting on news. “People spend an amazing amount of time looking for value.”
  • 81. Public Discovery StumbleUpon has 7 million members who submit and randomly discover content. Digg is the fifth largest social network, built around submitting and voting on news. All of them increase the total number of impressions, which only influences reach. “People spend an amazing amount of time looking for value.”
  • 82. Public Opinion Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
  • 83. Public Opinion Listen and solicit input from 170,000 BlogCatalog members. Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
  • 84. Public Opinion Listen and solicit input from 170,000 BlogCatalog members. Designate an underserved social awareness issue with primary benefactors. Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
  • 85. Public Opinion Listen and solicit input from 170,000 BlogCatalog members. Designate an underserved social awareness issue with primary benefactors. Develop an integrated communication plan with dates and timelines. Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
  • 86. Public Opinion Solicit partner support, including benefactors, sponsors, advocates. Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
  • 87. Public Opinion Solicit partner support, including benefactors, sponsors, advocates. Participate in the event, just like any other participant might. Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
  • 88. Public Opinion Solicit partner support, including benefactors, sponsors, advocates. Participate in the event, just like any other participant might. Launch the initial challenge with information and tools they use. Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
  • 89. Public Participation “Coming together is a beginning.” — Henry Ford
  • 90. Public Participation Bloggers and popular social network participants are not journalists. “Coming together is a beginning.” — Henry Ford
  • 91. Public Participation Bloggers and popular social network participants are not journalists. Some write fact-based commentary. Most advocate ideas and share common interests. “Keeping together is progress.” — Henry Ford
  • 92. Public Participation Bloggers and popular social network participants are not journalists. Some write fact-based commentary. Most advocate ideas and share common interests. They prefer choices in order to customize their stories, messages, or ideas. “Working together is success.” — Henry Ford
  • 93. Public Participation Bloggers and social network participants can be the citizen journalists of their day. “Where liberty is, there is my country.” — Benjamin Franklin
  • 94. Public Participation Bloggers and social network participants can be the citizen journalists of their day. They become vested advocates who care deeply about what they become involved in. “Where liberty is, there is my country.” — Benjamin Franklin
  • 95. Public Participation Bloggers and social network participants can be the citizen journalists of their day. They become vested advocates who care deeply about what they become involved in. They are influenced by the media, but also influence the media. “Where liberty is, there is my country.” — Benjamin Franklin
  • 96. Public Outcomes “You can really change the world if you care enough.” — Marian Edleman
  • 97. Public Outcomes 15,000 News Stories 250,000 Blog Posts 62.5 Million Readers 50,000 Campaign Mentions 6,000 AIDS.gov Mentions 1,000 NIDA.gov Mentions “You can really change the world if you care enough.” — Marian Edleman
  • 98. Public Outcomes Nov. 14 - Campaign Launch Nov. 22 - Media Efforts Dec. 1 - World AIDS Day Benefactors engaged new visitors, which was sustained through the holidays. “You can really change the world if you care enough.” — Marian Edleman
  • 99. Public Outcomes All effective communication is designed to change behavior or sway public opinion. “You can really change the world if you care enough.” — Marian Edleman
  • 100. Public Outcomes “You can really change the world if you care enough.” — Marian Edleman
  • 101. “You can really change the world if you care enough.” — Marian Edleman