Making
the Link
Today’s Objectives

   1. A greater understanding of the shift that has
      occurred in how we communicate and interact
...
Shaping Your Online Presence


                           Websites




        Blogs/Microblogs              Social Media
What Is Social Media?


Technology that fosters communication.
Social Media is Conversation
How does Social Media work?


    Multimedia tools let users
    tell stories in new ways.
Social Media lets people connect with each
    other based on common interests.
The internet then and now
                   2000                                     2009
     46% of adults use internet...
SOCIAL MEDIA HAS BECOME UBIQUITOUS
184 million bloggers


                                                                               73% of active online...
Why should I care?
Why should I care?
Older adults are growing
           increasingly comfortable with
              online content creation




5/2/2010      ...
“The desire
                                                                                               to be part of
 ...
COMMUNICATIONS MEDIA                      SOCIAL MEDIA


 Space defined by Media Owner          Space defined by Consumer
...
“THE PHYSICS OF MEDIA ARE CHANGING”*




           Limited distribution channels       Unlimited distribution

          ...
THE RELATIONSHIP WITH YOUR
  AUDIENCE HAS CHANGED
          FOREVER
EMPOWERED USERS, UNLIMITED CHOICE




        Everyone is a media owner


                                        The mean...
SUDDENLY MEDIA IS A MASS OF CONVERSATIONS



      AND YOU CAN’T CONTROL THEM
http://www.flickr.com/photos/artsyt/
“We’ve been too busy trying

                                      to dictate the experience,

                           ...
SO HOW CAN I CREATE
    COMMUNITY?
WRONG
QUESTION
“Communities already
    exist. Instead, think
    about how you can
   help that community
do what it wants to do.”
     ...
UNDERSTAND HOW THEY WORK




                              1        9     90




Every community has super-users – high au...
LISTEN




                                                       Act on their feedback
                                  ...
AND ADD VALUE




                                              Understand what they are trying to do
                    ...
UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT




Blog Her/Compass Partners 2008 Social Media Study
Be Useful




                   "...journalism is shifting from being a product to a service and, with this, a news
     ...
NEW JOURNALISM – CONTENT PRODUCERS TAKE ON A BROADER ROLE


                                                              ...
ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING




         "In the past you were what you owned. Now you are what you sh...
THE LINK IS THE CURRENCY OF SOCIAL MEDIA.
                      USE IT.




                                           “Do...
AND IT’S NOT ABOUT THE
                                         TECHNOLOGY



            "Over and over again, connecting...
LINEAR                          NETWORKED


        Scheduled                         On demand


      Appointment       ...
Breaking down the basic tools
• Free
• Complex social network
• Over 400,000,000 users world wide
• Individuals have profiles
• Highly-customizable security features
Applications let users customize profiles
and share content from other social media
sites.
Integrate other
channels via
Facebook fan
page tabs.
Businesses set up public pages (NOT
profiles) to create their communities.
The Insights feature lets businesses
monitor statistics about their page.
Reflect your brand on
your Facebook page.
Open up your Facebook
page by allowing fans to
post on wall updates,
photos, videos, and
discussions.
Create a Cause
and add it to your
page.
Add your blog’s feed
to your fan page
wall.
Ask your Facebook
fans a question and
participate in the
conversation.
Ask Facebook fans to
upload videos that
support your mission.
Start a discussion that
will engage your
Facebook fans.
Questions?
Breaking down the basic tools
• Free
• most popular video site
• Over 25% of all Google searches end on
  YouTube
• Channels (profiles) and avatars are
  customizable
• Users can subscribe to other users’
  channels
Upload as many videos (up to 10 minutes
long, 2GB in size) as you want.
Videos can be
public or private.
Videos don’t always have to look
professional
Unlike Facebook, a YouTube account can
only have one admin.
Users can track statistics on views,
demographics, embeds and geography
through the Insights feature.
Integrate
content by
sharing videos
on Facebook
Partners and non-profits can participate in
sharing programs to boost views.


           Visit: www.youtube.com/partners
...
Use the YouTube Nonprofit Program to
raise money or for advocacy.
Make a funny or compelling
video, not a sad one.
Build stewardship with video.
Hold a contest.
Encourage supporters to
upload video responses.
Questions?
Breaking down the basic tools
What’s a “microblog?”

                    Every post is limited to
    140 characters… making it a tiny blog, or
        ...
You build a network by following other users.

By following users, you can see their tweets.
When you follow a user, their Tweets
appear on your home page and vice
versa.
Lists let users
organize the
people they follow
via customized
categories.

Lists can be public
or private.
Hashtags (#)
organize Tweets
by topic.

Using a hashtag
lets users follow
live events, find
fresh info &
discover new
peop...
Other third-party apps let you shorten and
track links; share photos and record
videos.
www.search.twitter.com
Create a custom Twitter
background that reflects
your organization's mission
and brand.
List the Twitter handles of
the staff contributing to
your org's feed.
Use Twitterholic.com to
connect with the top 50
tweeters in your city.
Monitor your city’s Twitter
hashtag for relevant information
(#chs #nyc #dc).
Build real relationships by
replying, retweeting, and
joining discussions.
Recruit new staff and
volunteers via Twitter.
Piggyback on Twitter's trending
topics if they are related to your
cause (#haiti)
Promote an event, campaign, or
movement with twitter hashtags
(#beatcancer #memorywalk)
Create a fundraising campaign
organized with Twitter.
Empower your
followers with
actionable
information in
support of your
mission.
Organize a petition
with act.ly.
Read a persons
Twitter feed as
prep for a
meeting.
Organize a Tweetup.
Integrate
twitter and
other feeds
Use Twitpic to
share photos.
SOCIAL MEDIA



             46
              TACTIC




Submit key blog
posts & articles to
social news sites.
Use short URLs to track
link performance (bit.ly,
tinyurl.com).
Use a "Share
This" widget
on blog posts,
web pages,
etc.
Use Twitalyzer.com
to mashup Google
Analytics with
Twitter visitors.
Track and benchmark
key Twitter stats.
Promote your social
media channels via
websites, emails,
footers, etc.
LISTEN




http://www.flickr.com/photos/twenty_questions/
Listening
The
Basics
Preparing
Lead
                         Act
                  Care

           Know


Offering
Determine Your Objective
Partner/Donor

                                 Ambassador/Evangelist

                                      Word of Mouth...
Approach to ROI
   “I know that my social media efforts drive revenue, but how? And how will I
   be able to measure this ...
Return from social media investment will
      materialize in multiple ways…
 Increased revenue from visits       Positive...
Additional (and indirect) sources of
        return from social involvement
 Increased revenue from press     Well-execute...
METRICS MANTRA:

“You can’t manage what you can’t
            measure.”
Measuring beyond your website
Use Google Analytics to answer …

• How are visitors using my site?
• How can I make marketing campaigns more
  effective ...
No reporting tool is 100%
                        accurate




Laura Lee S. Dooley, Online
Engagement Strategist, World
Re...
Key options
•    Setting active date range
•    Setting comparison date range
•    Graphing by day, week, and month
•    M...
Dashboard
Visitors |Online
   Laura Lee S. Dooley,
                        Subscribers | Fans-Friends-Followers
   Engagement Strate...
Pageviews | Clickthroughs
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute
Referrers | Reposts | Retweets
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute
Regular Traffic Trends
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute
Laura Lee S. Dooley, Online    Bounce Rate
Engagement Strategist, World
Resources Institute
Pages Per Visit | Comments | Posts
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute
Time on Site | Time on Page
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute
Jon Fravel
                     New v. Returning Visitors
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resourc...
Geography | Demography
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute
Trends Over Time | Changing Metrics
Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute
WHAT THIS MEANS - NETWORKED MEDIA




                                           Social media thinking has to run through ...
WHAT THIS MEANS – FREE FLOWING CONTENT


                                                                         “Content...
CREATE CONTENT THAT IS REMARKABLE




         If the web is a mass of conversations, then
                       get talk...
LEVERAGE YOUR CONSUMER INSIGHT


                         Listen to your community


               Use the feedback and i...
THINK ABOUT HOW YOU MEASURE




                 It’s not all about page impressions




                          Broader...
ACCEPT UNCERTAINTY




           Be flexible
                                                    Experiment more
        ...
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  1. 1. Making the Link
  2. 2. Today’s Objectives 1. A greater understanding of the shift that has occurred in how we communicate and interact as a result of Web 2.0 2. An overview of some of the larger social media networks including some tips on how to use them at Compassion Canada 3. Deeper insights into shaping your social media strategy.
  3. 3. Shaping Your Online Presence Websites Blogs/Microblogs Social Media
  4. 4. What Is Social Media? Technology that fosters communication.
  5. 5. Social Media is Conversation
  6. 6. How does Social Media work? Multimedia tools let users tell stories in new ways.
  7. 7. Social Media lets people connect with each other based on common interests.
  8. 8. The internet then and now 2000 2009 46% of adults use internet 77-79% of adults use internet 5% with broadband at home 63% with broadband at home 50% own a cell phone 85% own a cell phone 0% connect to internet wirelessly 54-56% connect to internet wirelessly <10% use “cloud” >two-thirds use “cloud” = slow, stationary connections built = fast, mobile connections built around my computer around outside servers and storage 5/2/2010 10
  9. 9. SOCIAL MEDIA HAS BECOME UBIQUITOUS
  10. 10. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008
  11. 11. Why should I care?
  12. 12. Why should I care?
  13. 13. Older adults are growing increasingly comfortable with online content creation 5/2/2010 15
  14. 14. “The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/
  15. 15. COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation
  16. 16. “THE PHYSICS OF MEDIA ARE CHANGING”* Limited distribution channels Unlimited distribution Abundant attention Attention scarcity *http://www.fistfulayen.com/blog/?p=147
  17. 17. THE RELATIONSHIP WITH YOUR AUDIENCE HAS CHANGED FOREVER
  18. 18. EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner The means of production and distribution are now free (Moore’s Law) Control is shared http://www.flickr.com/photos/esparta/
  19. 19. SUDDENLY MEDIA IS A MASS OF CONVERSATIONS AND YOU CAN’T CONTROL THEM
  20. 20. http://www.flickr.com/photos/artsyt/
  21. 21. “We’ve been too busy trying to dictate the experience, building walls, obsessing over the gates rather than the experience” Ian Rogers Ref:http://www.fistfulayen.com/blog/ Image: http://www.flickr.com/photos/stoyan/
  22. 22. SO HOW CAN I CREATE COMMUNITY?
  23. 23. WRONG QUESTION
  24. 24. “Communities already exist. Instead, think about how you can help that community do what it wants to do.” Mark Zuckerberg
  25. 25. UNDERSTAND HOW THEY WORK 1 9 90 Every community has super-users – high authority, highly active Know who they are.
  26. 26. LISTEN Act on their feedback Encourage discussion, be a part of it http://www.flickr.com/photos/twenty_questions/
  27. 27. AND ADD VALUE Understand what they are trying to do Creat tools and content to help them do it Interact with them, engage with them, respect them http://www.flickr.com/photos/artsyt/
  28. 28. UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT Blog Her/Compass Partners 2008 Social Media Study
  29. 29. Be Useful "...journalism is shifting from being a product to a service and, with this, a news outlet shifts from being a final destination to being part of a network." Alfred Hermida, reportr.net http://www.flickr.com/photos/jonasj/
  30. 30. NEW JOURNALISM – CONTENT PRODUCERS TAKE ON A BROADER ROLE Authenticator: Help the audience figure out what to believe, what can they trust Sense-maker: Help the audience derive meaning from what is happening in the world Navigator: Help the audience find their way around a story or issue and point them to the “good stuff” Forum-leader: Help the audience engage in a discussion in a knowledgeable way Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/
  31. 31. ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING "In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think “On the web, audiences are more fragmented. People are using personal devices to communicate. That means, what works best is the conversational voice, a personal point of view, and a mindset that says, “I’m sharing,” rather than, “I’m reporting.” Howard Owens
  32. 32. THE LINK IS THE CURRENCY OF SOCIAL MEDIA. USE IT. “Do what you do best and link to the rest” Jeff Jarvis http://www.flickr.com/photos/jairo_abud/
  33. 33. AND IT’S NOT ABOUT THE TECHNOLOGY "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/
  34. 34. LINEAR NETWORKED Scheduled On demand Appointment Whenever, wherever Sit back Participative Messages Experiences Content we think you’d like Content we know you like (because you’ve told us) We control the way it is We allow you to play with it, pass it delivered on
  35. 35. Breaking down the basic tools
  36. 36. • Free • Complex social network • Over 400,000,000 users world wide
  37. 37. • Individuals have profiles • Highly-customizable security features
  38. 38. Applications let users customize profiles and share content from other social media sites.
  39. 39. Integrate other channels via Facebook fan page tabs.
  40. 40. Businesses set up public pages (NOT profiles) to create their communities.
  41. 41. The Insights feature lets businesses monitor statistics about their page.
  42. 42. Reflect your brand on your Facebook page.
  43. 43. Open up your Facebook page by allowing fans to post on wall updates, photos, videos, and discussions.
  44. 44. Create a Cause and add it to your page.
  45. 45. Add your blog’s feed to your fan page wall.
  46. 46. Ask your Facebook fans a question and participate in the conversation.
  47. 47. Ask Facebook fans to upload videos that support your mission.
  48. 48. Start a discussion that will engage your Facebook fans.
  49. 49. Questions?
  50. 50. Breaking down the basic tools
  51. 51. • Free • most popular video site • Over 25% of all Google searches end on YouTube
  52. 52. • Channels (profiles) and avatars are customizable • Users can subscribe to other users’ channels
  53. 53. Upload as many videos (up to 10 minutes long, 2GB in size) as you want.
  54. 54. Videos can be public or private.
  55. 55. Videos don’t always have to look professional
  56. 56. Unlike Facebook, a YouTube account can only have one admin.
  57. 57. Users can track statistics on views, demographics, embeds and geography through the Insights feature.
  58. 58. Integrate content by sharing videos on Facebook
  59. 59. Partners and non-profits can participate in sharing programs to boost views. Visit: www.youtube.com/partners OR Visit: www.youtube.com/nonprofits
  60. 60. Use the YouTube Nonprofit Program to raise money or for advocacy.
  61. 61. Make a funny or compelling video, not a sad one.
  62. 62. Build stewardship with video.
  63. 63. Hold a contest.
  64. 64. Encourage supporters to upload video responses.
  65. 65. Questions?
  66. 66. Breaking down the basic tools
  67. 67. What’s a “microblog?” Every post is limited to 140 characters… making it a tiny blog, or “microblog.”
  68. 68. You build a network by following other users. By following users, you can see their tweets.
  69. 69. When you follow a user, their Tweets appear on your home page and vice versa.
  70. 70. Lists let users organize the people they follow via customized categories. Lists can be public or private.
  71. 71. Hashtags (#) organize Tweets by topic. Using a hashtag lets users follow live events, find fresh info & discover new people.
  72. 72. Other third-party apps let you shorten and track links; share photos and record videos.
  73. 73. www.search.twitter.com
  74. 74. Create a custom Twitter background that reflects your organization's mission and brand.
  75. 75. List the Twitter handles of the staff contributing to your org's feed.
  76. 76. Use Twitterholic.com to connect with the top 50 tweeters in your city.
  77. 77. Monitor your city’s Twitter hashtag for relevant information (#chs #nyc #dc).
  78. 78. Build real relationships by replying, retweeting, and joining discussions.
  79. 79. Recruit new staff and volunteers via Twitter.
  80. 80. Piggyback on Twitter's trending topics if they are related to your cause (#haiti)
  81. 81. Promote an event, campaign, or movement with twitter hashtags (#beatcancer #memorywalk)
  82. 82. Create a fundraising campaign organized with Twitter.
  83. 83. Empower your followers with actionable information in support of your mission.
  84. 84. Organize a petition with act.ly.
  85. 85. Read a persons Twitter feed as prep for a meeting.
  86. 86. Organize a Tweetup.
  87. 87. Integrate twitter and other feeds
  88. 88. Use Twitpic to share photos.
  89. 89. SOCIAL MEDIA 46 TACTIC Submit key blog posts & articles to social news sites.
  90. 90. Use short URLs to track link performance (bit.ly, tinyurl.com).
  91. 91. Use a "Share This" widget on blog posts, web pages, etc.
  92. 92. Use Twitalyzer.com to mashup Google Analytics with Twitter visitors.
  93. 93. Track and benchmark key Twitter stats.
  94. 94. Promote your social media channels via websites, emails, footers, etc.
  95. 95. LISTEN http://www.flickr.com/photos/twenty_questions/
  96. 96. Listening
  97. 97. The Basics
  98. 98. Preparing
  99. 99. Lead Act Care Know Offering
  100. 100. Determine Your Objective
  101. 101. Partner/Donor Ambassador/Evangelist Word of Mouth Repeat Visitor Information Seeker Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  102. 102. Approach to ROI “I know that my social media efforts drive revenue, but how? And how will I be able to measure this effect?” Corporate Social Consumer Engagement Business Involvement Action Metrics Impact A company sets up …which will lead …which we will …and then social discussion on consumers to interact measure using correlate to social networks like with the brand, form various social business impact, Facebook and opinions, and take network tools… such as bacon YouTube… action online… revenue. The accuracy of a solid ROI model lies in the last step: translating engagement metrics (like YouTube video views or sentiment analysis on a blog) into financial results. 123
  103. 103. Return from social media investment will materialize in multiple ways… Increased revenue from visits Positive social involvement drives individuals to the doctor’s office, retail store or to the corporate sites – each such visit moves the consumer 1 step closer to to website or store purchase Decreased cost from traditional YouTube videos replace TV spots, Facebook contests replace official PR efforts, media channels Flickr pictures replace print ads Decreased cost from business Consumer opinions from blogs, posts, and discussion groups provide insights replacement (customer service and intelligence normally obtained through focus groups and market research. focus groups, market research) Also, product user forums lessen the need for official customer service. Increased revenue from Social involvement develops and empowers brand ambassadors, who work to Word Of Mouth bring others into the conversation around the brand Increased revenue from loyalty Increased interaction with the brand through social sites will build loyalty, and social affirmation of purchase which drives repeat purchases Increase revenue Decrease cost 124
  104. 104. Additional (and indirect) sources of return from social involvement Increased revenue from press Well-executed social interaction initiatives will create favorable coverage and PR press coverage and PR (example: GM FastLane blog) Decreased cost from monitoring Monitoring the social network sites will allow marketers to hear adverse events and opinions adverse opinions early and to get a handle on problems quickly Social networks provide the company a unique medium through Decreased cost from which to comment on financial results, corporate changes and shareholder communications other news with the shareholders and investment community The “best and brightest” will leverage employee posts Decreased cost from and other discussion boards in their decision to apply HR/recruiting to and work for the company Increased sales from employee Employees will be happier and more productive when they have forums where they can share their passion with their work with the productivity outside world 125
  105. 105. METRICS MANTRA: “You can’t manage what you can’t measure.”
  106. 106. Measuring beyond your website
  107. 107. Use Google Analytics to answer … • How are visitors using my site? • How can I make marketing campaigns more effective and accountable? • Am I creating effective content? • How can I improve my site navigation? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  108. 108. No reporting tool is 100% accurate Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  109. 109. Key options • Setting active date range • Setting comparison date range • Graphing by day, week, and month • Multi-line graphs • Graph roll-overs • Date exports • Email reports Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  110. 110. Dashboard
  111. 111. Visitors |Online Laura Lee S. Dooley, Subscribers | Fans-Friends-Followers Engagement Strategist, World Resources Institute
  112. 112. Pageviews | Clickthroughs Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  113. 113. Referrers | Reposts | Retweets Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  114. 114. Regular Traffic Trends Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  115. 115. Laura Lee S. Dooley, Online Bounce Rate Engagement Strategist, World Resources Institute
  116. 116. Pages Per Visit | Comments | Posts Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  117. 117. Time on Site | Time on Page Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  118. 118. Jon Fravel New v. Returning Visitors Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  119. 119. Geography | Demography Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  120. 120. Trends Over Time | Changing Metrics Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  121. 121. WHAT THIS MEANS - NETWORKED MEDIA Social media thinking has to run through the organization Models built on ubiquity not scarcity “Most items of value derive that value from scarcity. Digital changes that, and you can derive value from ubiquity now.” Ian Rogers http://www.flickr.com/photos/arbegofoto/
  122. 122. WHAT THIS MEANS – FREE FLOWING CONTENT “Content Ubiquity” Peter Chernin, News Corp Services, applications and content are scalable and portable Platforms that are seamlessly inter-connectable No barriers to interaction - interfaces that get out of the way Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg
  123. 123. CREATE CONTENT THAT IS REMARKABLE If the web is a mass of conversations, then get talked about Create content and services that are worth passing on Make it as easy as possible for your fans to find it and spread the word http://www.flickr.com/photos/oldflints/
  124. 124. LEVERAGE YOUR CONSUMER INSIGHT Listen to your community Use the feedback and insight to shape what you do Reframe problems, Identify ‘swells’ in your market “Good insight helps you know what your customers need before they know themselves.” Matthew Milan, Critical Mass http://experiencematters.criticalmass.com/
  125. 125. THINK ABOUT HOW YOU MEASURE It’s not all about page impressions Broader use of hard metrics – users, time spent, interactions, pass-alongs …combined with digital ethnographic measures http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
  126. 126. ACCEPT UNCERTAINTY Be flexible Experiment more Embrace failure Image: http://russelldavies.typepad.com/planning/
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