• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Using Social Media to Tell Your Story
 

Using Social Media to Tell Your Story

on

  • 888 views

This training was prepared for by 3fold Communications for the Sacramento Regional Community Foundation. Why are generational dynamics key to understanding social media? This presentation discussed ...

This training was prepared for by 3fold Communications for the Sacramento Regional Community Foundation. Why are generational dynamics key to understanding social media? This presentation discussed how each generation communicates differently, and which social media tools might be useful for reaching different ages.

Statistics

Views

Total Views
888
Views on SlideShare
884
Embed Views
4

Actions

Likes
0
Downloads
25
Comments
0

1 Embed 4

http://www.linkedin.com 4

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Introductions Show this video: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded
  • It’s very common to see logos like those below, on major websites— discuss why it’s exciting so many options exist . Talk about how it’s okay to feel lost. Whether you have reservations or whether you’re gung ho, you need a strategy in order to balance your day to day responsibilities as dental professionals along with your marketing efforts.
  • Communication Blogging Facebook Twitter Collaboration: Delicious, Yelp, Google Reader Multimedia Flickr, YouTube Entertainment Virtual worlds and online gaming Micro-manufacturing Etsy and Ebay
  • This is where we discuss the matrix
  • Discuss why we’re covering generational dynamics—because knowing WHO you’re trying to reach, and WHAT tools they are using will make your social media plan easier to determine.
  • Note that those over 82 ( born before 1928) are considered the Greatest Generation
  • Makes sense that Civics would have a hard time with social networking and blogs which are constantly changing, not necessarily stable or secure, and certainly don’t delay gratification– we once lived in an era where you had to wait to develop film. Now, you can immediately post a picture to the internet for everyone to see.
  • Civics attach a “premium” to these “lost traits” – consider them fundamentals that have been lost in today’s fast-paced, techno driven world
  • "You can have Gen Y-ers who are busy looking at their BlackBerrys. They've got their laptops flipped open, they're engaging in social networking right during the course of a meeting, and you have a boomer rolling their eyes, not understanding it," says Michael Walsh, the CEO for LexisNexis U.S. Legal Markets. "Two-thirds of boomers that were surveyed indicated that they felt that use of devices, technology — such as e-mail, social networking, the Internet, etc. — contributed to a decline in office etiquette."
  • In this section you could talk about using social media to give them individualized attention– specifically @ replies, DMs, responding to complaints, etc.
  • Boomers are the generation that could, eventually, very much user social media to push a cause– since they are the original involved generation.
  • Boomers are the generation that could, eventually, very much user social media to push a cause– since they are the original involved generation.
  • Boomers are the generation that could, eventually, very much user social media to push a cause since they are the original involved generation.
  • 48 million as opposed to 78 million Boomers and 75 million Millenials (sandwiched!) Original latchkey kids - 2/3 are children of Boomers (this is an important dynamic – core values overwhelmingly developed out of the latchkey experience)
  • 48 million as opposed to 78 million Boomers and 75 million Y’ers (sandwiched!) Self reliant: I can depend on me. That’s it. Change enabled: Their worlds constantly changed, i.e. divorce Technoliterate: came of age with computers; first generation to do so Pragmatic: get to the bottom line (cynical – I don’t need the fluff, thanks) Diverse: grew up with diversity, PC movements Original latchkey kids - 2/3 are children of Boomers (this is an important dynamic – core values overwhelmingly developed out of the latchkey experience)
  • X’ers want to know – do you speak ‘tech’?
  • Could talk here about developing a social media policy particularly for this generation Could focus on this generation being one to target for donations, and getting involved (Obama campaign, volunteering, etc.)
  • This is the generation the fueled MySpace and Facebook. Takes a confident generation to put their own profiles up on the internet, right? Interesting to note they also are about community, they just may be focusing on their online community at the same time as their in-person board meeting community
  • One of the reasons MySpace is so popular with high school aged kids– they like being able to personalize their page to not be like anyone else.
  • Lesley’s opinion: This generation is always onto the next best thing. They try new technology. They are early adopters. When they see grandparents showing up on Facebook, they may leave for other sites like FourSquare. (In fact,
  • Box to the right that says: Generally…the Creators, Critics are generally going to be Millenials and Gen X Collectors, Joiners are going to be Baby Boomers Spectators and Inactives will be our Civic Crowd
  • The most popular social networking site that exists, Facebook used to be just for college students but since it’s start in 2004 has expanded to include all ages. 150 million people around the world are now actively using Facebook and almost half of them are using Facebook every day. This includes people in every continent—even Antarctica. If Facebook were a country, it would be the eighth most populated in the world, just ahead of Japan, Russia and Nigeria. Facebook is used in more than 35 different languages and 170 countries and territories.  Source: Mark Zuckerberg, Jan 7, 2009 Facebook reaches 56% of the active U.S. Internet universe with an average usage of 6 hrs a month per user (Nielsen, Jan 2010) Facebook’s largest user numbers are women, ages 18-25, followed by women ages 26-34, followed by women ages 35-44. In every single age category, women outnumber men. That’s a good thing when you look at last year’s Pew Research study that says women are the key household decision-makers.
  • WHY IS FACEBOOK IMPORTANT? So many functions- from social networking to photo sharing, marketplace to IM to advertising opportunities (not just under communication) Access to power- normal people like you and I can make a huge difference for an organizations (this can be a good and bad thing: talk about my role at Westmont as segway to next point)
  •    Profile vs. Fan Page vs. Community Page vs. Group vs. Cause? Profiles are for individuals, Pages, Groups and “Causes” are for Organizations. #1 question right now is- should my org have a group, a page, a cause, or all three?   Best answer: Set up a Facebook FanPage as your main presence or outpost and use a group for more adhoc, smaller organizing. (Use Surf rider Foundation as an example. When you do a search for them there are lots of results because there are multiple chapters, high school chapters   Groups: Museum Professionals Unite- a group on Facebook with over 6,000 museum professionals, Members are encouraged to post information related to jobs, conferences, current events, and/or any other subjects vaguely related to museums/collecting institutions.
  • New fan page design emerged in April 2009 Recently redesigned pages look more like profiles, except they are optimized for mass communication Pros: Indexing-more searchable Activity on your Page increases “viral visability” Fan Page backend is like a cms --and if you know a little HTML you can do some spiffy stuff (One campaign: http://www.facebook.com/ONE ) Ability to add apps- which we’ll talk about later Set up for advertising Easy to set up-but not as easy as a group Insight Tool-Track everything from total interactions that week to when people visited your page, their demographic info, Like a group, you have the ability to add events Discuss how often to post Show how analytics works, and how analytics can help you determine what and when to post
  • New fan page design emerged in April 2009 Recently redesigned pages look more like profiles, except they are optimized for mass communication Pros: Indexing-more searchable Activity on your Page increases “viral visability” Fan Page backend is like a cms --and if you know a little HTML you can do some spiffy stuff (One campaign: http://www.facebook.com/ONE ) Ability to add apps- which we’ll talk about later Set up for advertising Easy to set up-but not as easy as a group Insight Tool-Track everything from total interactions that week to when people visited your page, their demographic info, Like a group, you have the ability to add events Discuss how often to post Show how analytics works, and how analytics can help you determine what and when to post
  • Watch this video: http://www.youtube.com/watch?v=DFXzyJ8mUh4&feature=player_embedded
  • Why is Foursquare important? Foursquare , which recently surpassed the  one million user mark , is now adding about 15,000 users per day according to CEO Dennis Crowley, who revealed the number this morning at Business Insider’s Startup 2010 event in New York City. Partnerships with giants like Starbucks Plays on people’s narcissism People love deals Games are addicting
  • Must have an individual account to create an org account Must have a Twitter account. You can always create one, and then hide it.
  • Social networking, user review, local search site Over 25 million users each month Top 100 of user internet sites   Highest reviews? Crest Theatre- highest rated music venue B Street Theatre- Performing arts (our client!) Fools Foundation – Art Galleries The Torch Club- Jazz & Blues

Using Social Media to Tell Your Story Using Social Media to Tell Your Story Presentation Transcript

  • Telling Your Story through Social Media 1722 J Street, Suite 17 | Sacramento, CA 95811 | ph. 916.442.1394 | fax 916.442.1664 best strategy wins. 3foldcomm.com
  • Overwhelmed?
  • Training Objectives best strategy wins.
    • Establish why social media is important to your organizations’ marketing efforts
    • Take you from overwhelmed to informed
    • Discuss why establishing goals and target demographics are key to measuring ROI
    • Introduce the four generations and what social tools they are using
    • Take an in-depth look at Facebook, Foursquare and Yelp
    • Answer questions
    3foldcomm.com
  • best strategy wins. Simplified… 3foldcomm.com
  • Simplified… Everyone is on different rungs of the ladder. Where are you? Where is your organization? Where is your audience? 3foldcomm.com
  • What are your goals?
  • Communications Matrix best strategy wins. 3foldcomm.com
  • Generational Dynamics
  • Introduction How do we use social media to succeed in today’s market with the additional challenge of generational complexities – the different demands, values and preferences of today’s multi-generational stakeholders? best strategy wins. 3foldcomm.com
  • WIIFM What’s in it for me? best strategy wins. 3foldcomm.com
  • No More Golden Rule
    • Try WIIFM
    • Give your customers their “gets”
    • Arm yourself with knowledge
    • Apply that knowledge; generationally focus your marketing, advertising and branding effors
    best strategy wins. 3foldcomm.com
  • The Four Generations
  • best strategy wins. The Four Generations 3foldcomm.com If you are... Then you are a... 62 years old + Civic / Silent Generation 43 years – 61 years old Baby Boomer 31 years – 42 years old Gen X’er 13 years – 30 years old Echo Boomer / Gen Y / Millennial
  • Facts Industry is dominated by… Boomers Consumer base dominated by… X’ers, Y’ers best strategy wins. The Four Generations 3foldcomm.com
  • Your success… Understanding the four generations and their WIIFMs. best strategy wins. The Four Generations 3foldcomm.com
  • Civics
  • Civics
    • Basics
    • Ages 62 and over
    • AKA Matures, Seniors, GIs, Greatest Generation, Builders
    • 59 million
    3foldcomm.com best strategy wins.
    • Characterized by…
    • Dedication and Sacrifice
    • Hard work
    • Conformity
    • Stability and Security
    • Respect for Authority
    • Delayed Gratification
    best strategy wins. Civics 3foldcomm.com
  • What kind of social media experience will connect the best with Civics? best strategy wins. Civics 3foldcomm.com
    • So what we know about Civics is...
    • Hard work
    • Respect for the rules
    • Loyalty
    • Dedication/sacrifice
    best strategy wins. Civics 3foldcomm.com
    • So they want…
    • No hassle!
    • Civics respect the rules and authority but they’ve been abiding by rules for a long, long time.
    • A no hassle “I’ll take care of it” experience will drive Civic loyalty.
    best strategy wins. Civics 3foldcomm.com
    • The dream postponed
    • Be the purveyor of the ultimate payoff!
    • Think about “delayed gratification.”
    • Marketing messages should include things like “this is your time”, “you’ve waited long enough”, “reward yourself.”
    • Tell them – “You’ve earned it!”
    • YOU can provide the “fruits of their life’s labor!”
    best strategy wins. Civics 3foldcomm.com
  •  
    • Give respect, loyalty, honesty
    • Build a face-to-face relationship
    • They are referral builders
    • Communicate authentically and understand HOW they want to be communicated with
    • Deliver on your promises
    • Use storytelling as a way to reinforce
    best strategy wins. Civics 3foldcomm.com
    • Are civics even online?
    • Number of older Americans online is growing.
    • Most popular activities online: researching health or medical information, product research, e-commerce, photo sharing.
    best strategy wins. Civics 3foldcomm.com
  • Baby Boomers
  • Baby Boomers
    • Basics
    • Ages 43-61
    • AKA Boomers, “Me” Generation
    • 78 million
    best strategy wins. 3foldcomm.com
    • Characterized by…
    • Work
    • Self
    • Involvement
    • Personal Gratification
    • Community
    best strategy wins. Baby Boomers 3foldcomm.com
    • Boomers are about…
    • Personal gratification
    • Optimism
    • Satisfying the “self” first
    • Community involvement
    • The “team” win
    • Rewards
    best strategy wins. Baby Boomers 3foldcomm.com
    • So they want…
    • Optimism!
    • Speak of things in positive terms – especially when dealing with AGE .
    • “ There’s no challenge too great.”
    • “ We will move any obstacle to get this done.”
    • “ We are committed to winning together.”
    • “ It’s just the beginning.”
    • “ Time to take care of YOU.”
    best strategy wins. Baby Boomers 3foldcomm.com
    • So they want…
    • To feel like part of the team.
    • You are a team…in buying or selling.
    • “ Your team” will work toward their success.
    • Your company is based on teamwork.
    • Our firm has a team of professionals that work toward…
    best strategy wins. Baby Boomers 3foldcomm.com
    • So they want…
    • This to be about them.
    • Provide individualized service to them.
    • Don’t discuss all of the other things you need to do.
    • Keep the focus on them.
    • Make them feel like servicing them is the center of your universe.
    • When you are with them, limit any external interruptions.
    best strategy wins. Baby Boomers 3foldcomm.com
    • Want to know that you are part of their community.
    • This is the original “involved” generation -- Protesters, environmentalists, etc.
    • This group has always been involved and will always be involved.
    • Make it clear that you are a part of their community.
    • Your services will be an integral part of their journey towards “what’s next.”
    best strategy wins. Baby Boomers 3foldcomm.com
  • Quick Boomer Fact Today’s 50-60 crowd is flush with over $1,000,000,000,000 In spending power per year. They should be a part of your outreach strategy! best strategy wins. Baby Boomers 3foldcomm.com
    • Boomers and Social Media
    • According to Groundswell, 39% of Older Boomers are social media “spectators”  reading blogs, listening to podcasts or watching user-generated video
    • Less likely to have online friends
    • High number of critics - brands need to cater to baby boomer women because they will punish or reward brands
    best strategy wins. Baby Boomers 3foldcomm.com
  • Generation X
    • Basics
    • Ages 31-42
    • AKA X’ers, Baby Busters
    • 48 million
    • Original “latchkey” kids
    best strategy wins. Generation X 3foldcomm.com
    • Values and Preferences
    • Fierce Independence
    • Change
    • Techno-literacy
    • Skepticism
    • Work is “just a job”
    • Need Autonomy
    best strategy wins. Generation X 3foldcomm.com
    • Their heroes?
    • No heroes or icons other than – themselves!
    • Much of Gen X has spent a lot of time alone, figuring things out themselves.
    • Why idolize anyone?
    best strategy wins. Generation X 3foldcomm.com
    • Gen X’ers are about…
    • Seeking a sense of family
    • Desiring fun/freedom
    • Technoliteracy
    • Seeking balance
    • Fierce independence
    • Skepticism
    best strategy wins. Generation X 3foldcomm.com
    • So Gen X’ers want…
    • You to respect their skepticism
    • Create lasting loyalty through extreme candor.
    • Tell them everything they need to know – really.
    • Be authentic, honest and upfront.
    best strategy wins. Generation X 3foldcomm.com
    • So Gen X’ers want…
    • People first with this generation.
    • Xers are starting and growing families – most are products of divorces. Their families are important to them.
      • Recognize and address the role “the home” plays in the family process
    • You are helping them build a family – embrace that vital role!
    best strategy wins. Generation X 3foldcomm.com
    • So Gen X’ers want…
    • Fun and Freedom
    • Provide a fun, light experience
    • Offer freedom of choice – communicate options at every opportunity
    • Provide planning contingency – what are the options if this doesn’t work
    best strategy wins. Generation X 3foldcomm.com
    • So Gen X’ers want…
    • Empowerment with technology.
    • Utilize technology to drive the transaction.
    • Your tools, how you communicate, your office…all say something about your tech-friendliness.
    • Provide a useful, info-rich website.
    • Communicate and respond immediately!
    best strategy wins. Generation X 3foldcomm.com
    • So Gen X’ers want…
    • Hands off!
    • Embrace the “latch-key within” and give them space
    • Understand and acknowledge fierce X’er independence
    • The DIY mentality – Home Depot & IKEA generation
    • Be there when needed AND get-gone when you are not (on-demand)!
    best strategy wins. Generation X 3foldcomm.com
    • Gen X’ers are using…
    • The Pew Internet for the American Life Project’s says median age of Twitter user is 31, which has remained stable over the last year.
    • Median age for LinkedIn is now 39.
    • Gen X and Boomers also spend time on Flickr and YouTube.
    best strategy wins. Generation X 3foldcomm.com
  • Generation Y
  • Generation Y
    • Basics
    • Ages 13-30
    • aka Gen Y, Echo Boomers, Millenials
    • 73 million
    best strategy wins. 3foldcomm.com
  •  
  • Generation Y
    • Characteristics…
    • Confident (very strong egos) & optimistic
    • Techno-fused
    • Untraditional – don’t believe “The clothes make the person”
    • Moral and Civic minded
    • Collaborative and Democratic
    • The Diversity generation
    • Still Skeptical
    • More DIY than X
    best strategy wins. 3foldcomm.com
    • Gen Y’ers are about…
    • Optimism and fun
    • Morals
    • Confidence
    • Community
    • Techno-fused
    • Collaboration
    best strategy wins. Generation Y 3foldcomm.com
    • So Gen Y’ers want…
    • To be special and unique
    • It’s uncool to be “cookie cutter.”
    • Show your personality and expect them to act like individuals.
    • No comparing them to “other customers.”
    • Loosen up a little.
    • Don’t judge a book by it’s cover!
    best strategy wins. Generation Y 3foldcomm.com
    • So Gen Y’ers want…
    • Guide and lead but don’t tell (democratic nature will be offended).
    • Affirm their confidence.
    • They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS.
    • They like FYI, or “just in case” gentle messages vs. in your face coaching.
    • Resist the parenting impulse!
    best strategy wins. Generation Y 3foldcomm.com
    • So Gen Y’ers want…
    • Gen Y will start and finish everything in life online.
    • Without internet marketing, you won’t capture the Gen Y consumer.
    • The social life is DRIVEN BY the internet.
    • Life is done with the phone.
    • Response is expected IMMEDIATELY.
    best strategy wins. Generation Y 3foldcomm.com
    • So Gen Y’ers want…
    • … more.
    • Be a part of the community you serve and “stand for something.”
    • Help them get what they want and they will be your social advocates… referrals will come from this group.
    best strategy wins. Generation Y 3foldcomm.com
    • So Gen Y’ers are using…
    • The largest block of Facebook users are ages 18-25, followed by 26-34 year olds. Together, these groups make up 51% of user population.
    • Median age on MySpace is 26, and decreasing.
    • Gen Y is creating more content than any other generation.
    best strategy wins. Generation Y 3foldcomm.com
  •  
  • Another Look…
  • Facebook
  • best strategy wins. Facebook 3foldcomm.com
  • Why is Facebook important?
    • Growth hasn’t slowed
    • There’s a place for everyone - from individuals, to companies to nonprofits
    • So many functions
    • Advertising is built into the site
    • Easy to use
    best strategy wins. 3foldcomm.com
  • Nonprofits on Facebook There are so many options…. Where do I start? Answer: Set up a Fan Page as your main presence or outpost and use a group for more adhoc, smaller organizing. In order to set up a fan page, you’ll need at least one person in your organization to have a personal presence on the site. best strategy wins. 3foldcomm.com
  • Facebook: Fan Page
    • Pros:
    • Pages get indexed, groups do not
    • Activity on your page increases “viral visibility”
    • Backend is CMS (spiffy!)
    • Ability to add apps
    • Set up for advertising
    • Ability to add events
    •  
    best strategy wins. 3foldcomm.com
  • Facebook: Fan Page
    •  
    • Cons:
    • Can’t send mass messages
    • Must have a person in your organization attached to the page
    • The person who creates the page can never be deleted
    best strategy wins. 3foldcomm.com
  • Foursquare
  • best strategy wins. Foursquare     Foursquare is a location-based social networking website, software for mobile devices and also a game. Users “check-in” at venues using text messaging or a device specific application. They are then awarded points and sometimes “badges.” (Wikipedia definition) 3foldcomm.com
  • Why is Foursquare Important?
    • Only a year old
    • Recently surpassed one million user mark
    • Now adding 15,000 users per day
    • Partnership with Starbucks
    • Plays on peoples’ competitive, narcissistic nature
    • Everyone loves a deal
    best strategy wins. 3foldcomm.com
      • Check-in at other orgs
      • Create a to-do list
      • Leave “shout-outs” at places you support
      • Leave tips
      • Create an account for your org
    best strategy wins. How can you use Foursquare? 3foldcomm.com
    • An account will allow you to measure:
      • Most recent visitors
      • Most frequent visitors
      • The times of day people check-in
      • Total number of unique visitors
      • A histogram of check-ins per day
    best strategy wins. Tips and Tricks for Success 3foldcomm.com
  • Yelp
    • Yelp is a social networking, user review site with local search capabilities.
    • Powerful way for individuals to research and rate restaurants, shops, service providers, etc.
    • 172 Arts & Entertainment venues on Yelp. Are you on there?
    • How do I gain positive reviews?
    • Manage Negative reviews?
    best strategy wins. 3foldcomm.com
  • Determining your ROI
    • It goes back to your goals!
    • Some networks have tools built into the system (Ex: Facebook, Foursquare, Flickr)
    • Google Analytics
    • Free apps like Trendrr
    • Paid apps like ViralHeat, Cision
    • Training your staff
    best strategy wins. 3foldcomm.com
  • Next Steps: What do we do tomorrow?
    • Discuss your goals
    • Build a social media strategy, including a policy for employees to follow
    • Start slow
    • Set benchmarks to re-evaluate your progress
    • It’s about the conversation! Listen, give, be interesting.
    best strategy wins. 3foldcomm.com