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Getting Started in Social Media: Who Has Time for This Mess?

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Michael Clark, APR, Mitchell Communications Group, covers the history of communication, social media statistics and standings, tools for building an online presence and examples of social media …

Michael Clark, APR, Mitchell Communications Group, covers the history of communication, social media statistics and standings, tools for building an online presence and examples of social media success stories in this presentation.

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  • 1. Social Media Who Has Time for This Mess? By: Michael J. Clark, APR Mitchell Communications Group, Inc. Relationships Reputations Results
  • 2. What is Public Relations • The management of building and maintaining relationships between organizations and their stakeholders. • The management function that evaluates public attitudes, identifies policies and procedures of an individual or organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.
  • 3. The Stakes are High • Issues have become more complex. • Crises are instantaneous. • Stakeholders’ expectations are higher. • Communication has become more confusing and constant. It’s a new world in which we must learn to communicate effectively.
  • 4. CommUniverse™ Employees Volunteers Public Regulatory agencies Your Organization Community leaders Non-Government Orgs Influencers Elected officials Media Donors © 2009 Mitchell Communications Group. All rights reserved
  • 5. Arthur Page Society Page Principles • Tell the truth • Prove it with action. • Listen to the customer. • Manage for tomorrow. • A company’s true character is expressed by its people. • Conduct public relations as if the whole company depends on it. • Remain calm, patient and good-humored, especially in times of crisis.
  • 6. Social Media? Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers.
  • 7. Old World Meets the Digital Age Paul Revere Community builder •Had the credibility to communicate with people along the route…was not just a rider- by shouting warnings •Difference between him an us the tools have evolved •Tools have evolved through history •Similarities between now and then •Mass media was one-way now two-way
  • 8. Media & Social Media Today it’s about completing the cycle of communications Demand for authenticity and credibility is much greater now than ever. How many of you currently have: •Facebook •MySpace •YouTube •LinkedIn
  • 9. – More than 400 million active users worldwide – If the population were in one country, it would be the third largest in the world, behind only China and India. – Nielsen says 47% of Americans visit Facebook daily, nearly as many who watch TV daily (55%) – More than one billion views a day – Hundreds of thousands of videos are updated daily – 24 hours of video is uploaded every minute – 10% of all bandwidth used – Facebook and YouTube combined account for 15% of BUSINESS bandwidth – top two bandwidth users online – More than 105 million registered users – New users are signing up at a rate of 300,000 per day – 37% of Twitter users Tweet from their cell phones – More than 65 million members in over 200 countries – A new member joins LinkedIn approximately every second – Executives from all Fortune 500 companies use LinkedIn
  • 10. Social Media---Not just for kids and geeks anymore
  • 11. Social Media Lesson One: Listen First Social Media Disclaimer – If you don’t know what any of this is don’t worry, many don’t either and that’s why I’m here to increase your awareness and some skills to get you there. Lesson One: Listen. -Michael Clark
  • 12. Tools for Listening Social Media Google News Alerts TweetDeck Seesmic Technorati Website Google Analytics Monitoring Services Cision Radian 6 Vocus Critical Mention
  • 13. Social Networking
  • 14. Social Media/Networking Success • Pittsburgh nonprofits turn to social media to raise funds • Pittsburgh Zoo and PPG Aquarium used Facebook, Twitter, YouTube to promote its July Summer Safari event (sold out two weeks earlier than last year and 60% of registrations came in online) • PRSA used Twitter to increase awareness about Magic of Mentoring event (attendance was 800 last year, 1300 this year) • ModCloth Inc. hosted creative contests promoted online via social media (often drawing 600-800 participants); polled followers to choose a local animal shelter to receive $1,500 • Blogger Virginia Montanez raised $10,000 online in only four days by sharing a children’s hospital’s needs with her numerous followers
  • 15. USAToday.com: Technology, social networking transforms giving • More than $32 million has been raised through texting • 2008: Online gifts grew by 28% over 2007 • Because of new technology, the Red Cross can relay daily text messages and health and sanitation advice to more than 1 million Haitians • Giving via mobile devices and texting is climbing among Gen X donors (30-45 years old) and Gen Y donors (19-29). • Another example: Causes, a Facebook app that has raised about $25 million from 100 million people who have used it. It allows people to post a wish on their birthdays, allowing friends to donate funds to the cause.
  • 16. Tips to Building Volunteerism Through Social Media • Discuss varied volunteer roles and options • Include downloadable application or online application form • Include FAQ, a phone number to call, and an email link for questions on your digital assets • Use hash tag on Twitter to share info, set up a Twitter List of volunteers • Create a Fan Club on Facebook or Ning.com account • Mobile – Make it easy for others to view your content on a BlackBerry or iPhone; get a Flip camera
  • 17. What you can do to involve people • Blog – WordPress, Blogspot (Blogger) • Twitter - Yammer • Facebook • Events • Fans • Fundraising • Inform • Flickr • YouTube • Channel • Content Creation • PSAs • Ning.com • Surveys and Polls
  • 18. Sample of Online Tools • Convio – technology and marketing services for nonprofits (cost) • SurveyMonkey – free, online surveys • ChipIn.com – online fundraising (cost)
  • 19. Resources for nonprofits http://www.convio.com/
  • 20. • Example of Convio tools – Raise money – Develop e-mail campaigns – Set up online events – Run online store – Create websites
  • 21. Quiz Questions • What year was Twitter invented? • If users stopped uploading videos to YouTube today, how long would it take you to watch all the videos nonstop, 24/7? • How many people are on Facebook? • What does NSFW stand for?
  • 22. Quiz Questions • What year was Twitter invented? 2006 • If users stopped uploading videos to YouTube today, how long would it take you to watch all the videos nonstop, 24/7? • How many people are on Facebook? • What does NSFW stand for?
  • 23. Quiz Questions • What year was Twitter invented? 2006 • If users stopped uploading videos to YouTube today, how long would it take you to watch all the videos nonstop, 24/7? 1,000 Years • How many people are on Facebook? • What does NSFW stand for?
  • 24. Quiz Questions • What year was Twitter invented? 2006 • If users stopped uploading videos to YouTube today, how long would it take you to watch all the videos nonstop, 24/7? 1,000 Years • How many people are on Facebook? More than 400 MM • What does NSFW stand for?
  • 25. Quiz Questions • What year was Twitter invented? 2006 • If users stopped uploading videos to YouTube today, how long would it take you to watch all the videos nonstop, 24/7? 1,000 Years • How many people are on Facebook? More than 400 MM • What does NSFW stand for? Not Suitable For Work
  • 26. Relationships Reputations Results Thank You By: Michael J. Clark, APR Michael@mitchcommgroup.com Twitter: @clarknwark Mitchell Communications Group, Inc.