New Media For Non-Profits Presented By: Rosie Branstetter April 22, 2009

Prioritize, measure, and improve Buzz and Response Stakeholder Engagement Personal Stories Site Traffic Web Presence Motivating Action

Buzz and Response

Stakeholder Engagement

Personal Stories

Site Traffic

Web Presence

Motivating Action

What is social media? Web 2.0, New Media A fusion of technology and sociology User-Generated Content (UGC) Conversation (many-to-many) Community, collaboration Participatory The end of control

Web 2.0, New Media

A fusion of technology and sociology

User-Generated Content (UGC)

Conversation (many-to-many)

Community, collaboration

Participatory

The end of control

Why is it important? Everyone has a voice Immediacy Trust “ A person like me” = most credible spokesperson * Proliferation, viral Web presence (read: reputation management) Brand advocacy * Source: 2006 Edelman Trust Barometer

Everyone has a voice

Immediacy

Trust

“ A person like me” = most credible spokesperson *

Proliferation, viral

Web presence (read: reputation management)

Brand advocacy

Why is it important?

What does it look like? Message boards

Message boards

What does it look like? Blogs

Blogs

What does it look like? Video sharing

Video sharing

What does it look like? Photo sharing

Photo sharing

What does it look like? Twitter (micro-blogging)

Twitter (micro-blogging)

What does it look like? Tagging

Tagging

What does it look like? Social bookmarking/news sites

Social bookmarking/news sites

What does it look like? Wikis

Wikis

What does it look like? Online gaming

Online gaming

What does it look like? Virtual worlds

Virtual worlds

What does it look like? Social networking

Social networking

Where is your audience?

Why is a strong brand message so critical? Flood of messages, differentiation is vital Consistency Congruency

Flood of messages, differentiation is vital

Consistency

Congruency

Social news sites What are they? Digg.com Why are they important? Integrate Add social bookmarking to your blog AddThis Press release  Traditional + Social

What are they?

Digg.com

Why are they important?

Integrate

Add social bookmarking to your blog

AddThis

Press release  Traditional + Social

Social news sites Accurate title Summary with key words Relevant tags

Social news sites Publish to major sites And find your niche Ning Web 2.0 Directory

Publish to major sites

And find your niche

Ning

Web 2.0 Directory

Social news sites

Why publish on social news sites? Increase SEO Increase traffic to website Generate buzz Increase brand awareness Glean insight Correct inaccuracies

Increase SEO

Increase traffic to website

Generate buzz

Increase brand awareness

Glean insight

Correct inaccuracies

Success tips for social news Use headlines and tags effectively Include keywords Include and tag images Don’t try to use “marketing” speak Comment on other relevant news stories Respond to comments promptly Reward positive comments and/or ratings Join the groups that pick up your story

Use headlines and tags effectively

Include keywords

Include and tag images

Don’t try to use “marketing” speak

Comment on other relevant news stories

Respond to comments promptly

Reward positive comments and/or ratings

Join the groups that pick up your story

Blogging The “blogosphere” 133,000,000 indexed since 2002 Personal or organizational voice Two measures: popularity through citations popularity through affiliation (i.e. blogrolls) Technorati

The “blogosphere”

133,000,000 indexed since 2002

Personal or organizational voice

Two measures:

popularity through citations

popularity through affiliation (i.e. blogrolls)

Technorati

Success tips for blogging Provide valuable content Optimize using key words Pay attention to tone Track success using Website traffic Subscriptions to RSS feed Engagement Sharing Identify key influencers and comment

Provide valuable content

Optimize using key words

Pay attention to tone

Track success using

Website traffic

Subscriptions to RSS feed

Engagement

Sharing

Identify key influencers and comment

Microblogging Twitter Facebook LinkedIn Anything else with a “status update”

Twitter

Facebook

LinkedIn

Anything else with a “status update”

Microblogging Shrink your link Streamline

Shrink your link

Streamline

Personal vs. organizational pages Use both to broaden your reach Build brand equity Personal Organizational

Use both to broaden your reach

Build brand equity

Success tips for Twitter Username matters Include “RT” (retweet) Follow/thank your supporters Search.twitter.com for trends Tweet your social news stories Add hashtags (#hashtag) Acts as a grouping function to thread topics together Encourage feedback and sharing

Username matters

Include “RT” (retweet)

Follow/thank your supporters

Search.twitter.com for trends

Tweet your social news stories

Add hashtags (#hashtag)

Acts as a grouping function to thread topics together

Encourage feedback and sharing

What will be the time investment?

Integrating social media Use the “Rule of Thirds” * (1/3 Web + 1/3 One Way + 1/3 Social) = Total Online Marketing Resource Infuse the campaign into social media technologies (and tag!) Example Red Cross’ “Fight the Bite” on flickr * Source: Beth Kanter

Use the “Rule of Thirds” *

(1/3 Web + 1/3 One Way + 1/3 Social) = Total Online Marketing Resource

Infuse the campaign into social media technologies (and tag!)

Example Red Cross’ “Fight the Bite” on flickr

Keys for effective social marketing AUTHENTICITY Tell the story, encourage others to share Identify and embrace key influencers Respond quickly and respectfully Content, content, content! Promote the cause (and the brand) Be a good friend and community member Empower your staff to post Tag, tag, tag! Monitor, DON’T “sanitize” Get out there!

AUTHENTICITY

Tell the story, encourage others to share

Identify and embrace key influencers

Respond quickly and respectfully

Content, content, content!

Promote the cause (and the brand)

Be a good friend and community member

Empower your staff to post

Tag, tag, tag!

Monitor, DON’T “sanitize”

Get out there!

Viral done right

Resources wearemedia.org socialactions.com nten.org web-strategist.com beth.typepad.com readwriteweb.com

wearemedia.org

socialactions.com

nten.org

web-strategist.com

beth.typepad.com

readwriteweb.com