Mastering Web 2.0 How You Can Integrate New Media to Bring in Money & Promote Your Brand Kimberly L. Sanberg Director, Ignitus Strategies

6 Things You’ll Learn What exactly social media is Who’s really using Facebook & Twitter Advantages of different types of social media How to determine what’s right for you Metrics to watch How to apply all of this: case study

What exactly social media is

Who’s really using Facebook & Twitter

Advantages of different types of social media

How to determine what’s right for you

Metrics to watch

How to apply all of this: case study

Case Study: How to Get Here

New Media Is: The internet Chat rooms Digital cameras Online video Email Websites Social media Traditional Media Is: Direct mail Newspapers & magazines TV Billboards Radio

The internet

Chat rooms

Digital cameras

Online video

Email

Websites

Social media

Direct mail

Newspapers & magazines

TV

Billboards

Radio

Social Media image: http://www.biojobblog.com

Social Media Is Not A silver bullet for increasing sales or donations Just a way to push out information Something to dive into without a strategy Just for teens and 20 somethings A fad that will go away

A silver bullet for increasing sales or donations

Just a way to push out information

Something to dive into without a strategy

Just for teens and 20 somethings

A fad that will go away

Social Media Is A way to Talk to customers & get feedback Engage in conversation Try out product ideas Promote events Share resources Increase customer loyalty

A way to

Talk to customers & get feedback

Engage in conversation

Try out product ideas

Promote events

Share resources

Increase customer loyalty

Popular Tools At-A-Glance Flickr: photo sharing YouTube: video sharing LinkedIn: professional networking MySpace & Facebook: social networking, video sharing, photo sharing, events Blogs: website content, engaging customers, casual conversation Twitter: short messages, rapid networking

Flickr: photo sharing

YouTube: video sharing

LinkedIn: professional networking

MySpace & Facebook: social networking, video sharing, photo sharing, events

Blogs: website content, engaging customers, casual conversation

Twitter: short messages, rapid networking

OMG! No way. She said that?

Check out our new product! What do you think?

Social Media: How It Works

5 Reasons You Should Use Social Media It’s free Your customers are already there Reach a wider audience Build customer loyalty Increase sales or donations

It’s free

Your customers are already there

Reach a wider audience

Build customer loyalty

Increase sales or donations

Big 3 in Social Media for Businesses blogs

What Your Customers Expect Online: It’s Changed To have a voice To have their questions answered Transparency Honesty Ability to give feedback To engage in a conversation

To have a voice

To have their questions answered

Transparency

Honesty

Ability to give feedback

To engage in a conversation

What Your Customers Expect Online: How It Helps You Test product and marketing ideas Engaged consumers are more loyal Your product and brand can spread virally via new media Increased sales Greater brand recognition

Test product and marketing ideas

Engaged consumers are more loyal

Your product and brand can spread virally via new media

Twitter: What Is It? A microblogging site Combination of AOL Instant Messenger, text messaging, & a blog 140 characters per tweet

A microblogging site

Combination of AOL Instant Messenger, text messaging, & a blog

140 characters per tweet

twitter.com/Ignitus

Twitter: Who’s Using It Largest age demographic is 35-to-44-year-olds, who make up 25.9% of its users 1 Every day, 5-10 thousand Twitter accounts are created 2 It’s still growing 1 Time Magazine, August 2008 2 ComScore, December 2008

Largest age demographic is 35-to-44-year-olds, who make up 25.9% of its users 1

Every day, 5-10 thousand Twitter accounts are created 2

It’s still growing

4.5 million unique visitors in December 2008 Compete 2009 siteanalytics.compete.com

4.5 million unique visitors in December 2008

Twitter: What It’s Good For Rapid networking Building relationships with customers Finding new customers Engaging in conversations about news items Staying on top of trends Getting feedback on products or ideas

Rapid networking

Building relationships with customers

Finding new customers

Engaging in conversations about news items

Staying on top of trends

Getting feedback on products or ideas

Measuring Success on Twitter: Metrics to Monitor Number of followers Direct messages @ replies Retweets Tools to measure influence, eg TwitterFriends

Number of followers

Direct messages

@ replies

Retweets

Tools to measure influence, eg TwitterFriends

Facebook: What Is It? A social networking site Where your customers are connecting with family, friends, and organizations Join groups, become come fans of businesses, donate money, send event invitations, share photos

A social networking site

Where your customers are connecting with family, friends, and organizations

Join groups, become come fans of businesses, donate money, send event invitations, share photos

Facebook: Who’s Using It 150 million active users Over half of Facebook users are outside of college Fastest growing age group is 30+ 35-54 year old demographic is fastest: 276.4% growth rate in 6 months 55+ not far behind: 194.3% growth rate Source: http://www.facebook.com/press

150 million active users

Over half of Facebook users are outside of college

Fastest growing age group is 30+

35-54 year old demographic is fastest: 276.4% growth rate in 6 months

55+ not far behind: 194.3% growth rate

Facebook: What It’s Good For Creating an online community around your business Promoting events & products Engaging customers & getting feedback Promoting online contests Sharing videos & photos Building customer loyalty

Creating an online community around your business

Promoting events & products

Engaging customers & getting feedback

Promoting online contests

Sharing videos & photos

Building customer loyalty

Measuring Success on Facebook: Metrics to Monitor Number of fans Number of wall posts Number of photos and videos added by fans What fans are saying

Number of fans

Number of wall posts

Number of photos and videos added by fans

What fans are saying

What is a Blog? Short for “weblog” Online journal Originally personal, then topical, now professional

Short for “weblog”

Online journal

Originally personal, then topical, now professional

Blogs: What They’re Good For Commenting on news items Giving your company a voice Increasing customer loyalty Engaging customers in a conversation Search engine optimization

Commenting on news items

Giving your company a voice

Increasing customer loyalty

Engaging customers in a conversation

Search engine optimization

Measuring Success with Blogs: Metrics to Monitor Website traffic (measure w/ Google Analytics) Number of comments Quality of comments Emails received related to blog Links back to blog Technorati.com

Website traffic (measure w/ Google Analytics)

Number of comments

Quality of comments

Emails received related to blog

Links back to blog

Technorati.com

Deciding Which Social Media is Right for You

Think About… Your marketing and sales/fundraising strategies Long-term plan and goals Time available to commit Staff involvement needed Your audience: Where are they? What do they want? Ask them.

Your marketing and sales/fundraising strategies

Long-term plan and goals

Time available to commit

Staff involvement needed

Your audience: Where are they? What do they want? Ask them.

Bringing It All Together: Engaging Your Networks How an Environmental Organization Integrated Social Media to Raise $81k & Get 30,000 Petition Signatures

Goals Raise $20,000 Get 10,000 online petition signatures Get people excited about the Farm Bill

Raise $20,000

Get 10,000 online petition signatures

Get people excited about the Farm Bill

Create Campaign Strategy Target Audience : People who eat organic Media to Reach Them : Email, website, social media Premium : Organic cotton reusable bag Pressing Issue : Tie campaign to legislation Deadline

Target Audience : People who eat organic

Media to Reach Them : Email, website, social media

Premium : Organic cotton reusable bag

Pressing Issue : Tie campaign to legislation

Deadline

Engage Supporters / Customers Commit time Have a plan & a timeline Ask questions & get feedback Answer questions: It’s a two-way conversation Build momentum & excitement

Commit time

Have a plan & a timeline

Ask questions & get feedback

Answer questions: It’s a two-way conversation

Build momentum & excitement

The Results Created engaged online communities for future campaigns Promoted their issue to a new audience Surpassed their goals

Created engaged online communities for future campaigns

Promoted their issue to a new audience

Surpassed their goals

Surpassed Their Goals

Follow Through

Integration: Taking It A Step Further Email Website Direct mail Print advertising In-person meetings & events

Email

Website

Direct mail

Print advertising

In-person meetings & events

Integration: How To Do It Same look and feel Similar message adapted to different media

Same look and feel

Similar message adapted to different media

In Conclusion

Decide What’s Right For You Establish goals, then choose social media Integrate social media with existing strategy Decide how much time you have to dedicate Don’t be afraid to experiment

Establish goals, then choose social media

Integrate social media with existing strategy

Decide how much time you have to dedicate

Don’t be afraid to experiment

Remember… Engaged consumers are loyal customers A stellar presence doesn’t happen overnight Social media is about conversation: give and take Be prepared for criticism Everyone is new to social media It’s not going anywhere but up

Engaged consumers are loyal customers

A stellar presence doesn’t happen overnight

Social media is about conversation: give and take

Be prepared for criticism

Everyone is new to social media

It’s not going anywhere but up

Kimberly L. Sanberg Ignitus Strategies [email_address] http://IgnitusStrategies.com www.twitter.com/ignitus 612.812.0188 View this presentation: http://IgnitusStrategies.com/mdma.html