MEME1.) The spread of culture fromperson to person. (Dawkins)
MEME2.) A picture, probably of a cat,with a caption on it. (Internet)
WAIT…WHO ARE YOU?
Innovative communication strategies for greater social impact.
WHAT ISSOCIAL MEDIA?
IT’S WATCHING A VIDEO ON YOUTUBE, LEAVINGFACEBOOK MESSAGES, HAVING A GOOGLE+HANGOUT, TWEETING YOUR THOUGHTS,REVIEWING A RESTAURANT ON YELP, DOINGBUSINESS ON LINKEDIN, SNAPPING PHOTOSWITH INSTAGRAM, CURATING NEWS ONREDDIT, FINDING NEW MUSIC ON PANDORA,BECOMING THE MAYOR OF STARBUCKSON FOURSQUARE, READING TUMBLR POSTS
SOCIAL NETWORKINGTools for connecting people.
SOCIAL NETWORKING FACEBOOK LINKEDIN 845 million 135 million TWITTER GOOGLE+ 462 million 90 million
DIGITAL MEDIATools for creating content.
DIGITAL MEDIAYOUTUBE FLICKR4 billion 50 million(views per day) (active users)TUMBLR INSTAGRAM120 million 1.5 million(active users) (photos submitted daily)
LIFESTYLE MEDIATools for augmenting life.
LIFESTYLE MEDIAPANDORA FOURSQUARE125 million 15 millionYELP PINTEREST22 million 10 million
MEDIA CURATIONTools for organizing information.
MEDIA CURATIONGOOGLE STUMBLEUPON`300 million 20 millionREDDIT DIGG28 million 17 million
WHAT ISSOCIAL MEDIA USED FOR?
What is Social Media Used For?
78% of internet users conduct product research online. SOURCE: Pew Internet & American Life Project, 2010
WHO USESSOCIAL MEDIA?
IS ANYBODYOUT THERE?
RESEARCHAlert Search Track
MEASUREInfluence Sentiment Volume
EVALUATE What is the standard? What is being said? Who is connected? How? Who are they connected to?
HOW DO WE KEEP UP?
It Takes Time5 hours/week to start listening10 hours/week to participate15 hours/week to create buzz20 hours/week to build community3-6 months until you see results
Goals should be S.M.A.R.T.SpecificMeasurableAchievableRealisticTimely
Goals should relateback to your purpose. Mission Vision Strategic Plan Tech Plan
Goals should relate to time.Short-termMid-termLong-termVision
Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.
Outcome examples… Increase sales 20% over last year by November 20th.
Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.
STEP 2IDENTIFY AN AUDIENCE
Identify an Audience
Identify an Audience Clients
Identify an Audience ClientsDonors
Identify an Audience ClientsDonors Volunteers
Identify an Audience ClientsDonors Volunteers Influencers
Identify an Audience CustomersInvestors Employees Influencers
STEP 3SELECT A TOOL
Select a Tool
Select a Tool Does it meet the goal? What do you want? How much time? How much money?
STEP 4IMPLEMENTA STRATEGY
Develop CapabilitiesIdentify internal champions Train and support implementers Stay knowledgeable
Define ActivitiesIdentify resources required Define phases and timeline Establish responsibilities
Engage in ConversationSelect the mediums for interaction Provide relevant content Engage the influencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf
Implementer InnovatorDecision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Outcomes Who in our network is influential? Objectives