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TUESDAY. Proactive Communications: The Power of Social Media.

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Leads:

Leads:
Debra Askanase, Social Media & Communications Specialist, Community Organizaer 2.0.
Steve Metcalfe, Communications Director, YBI.

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  • Communication: blogs, microblogging, social networks, events (Meetup), online advocacy (Causes) Collaboration: Wikipedia, wikis, social bookmarking Multimedia: photo sharing, video sharing, art sharing, livecasting, podcasting Entertainment: virtual worlds, online gaming Reviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
  • http://www.animatedexplanations.com/Animation.aspx?animation=391(Twitter)
  • Survey report published Feb 2010, results from Nov 2009. Note highest results are from Twitter and the surprise of YouTube.
  • Note the satisfaction with blogs as highest.
  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf 49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
  • http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  • http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
  • Ghadah Baaqil from Saudi Arabia is the founder of Ghadah Medina Autism Centre in Medina. She was helped by The Centennial Fund and was named YBI Woman Entrepreneur of the Year 2009.
  • http://www.flickr.com/photos/momono/527680136/sizes/m/in/photostream/
  • http://www.youtube.com/youthbusiness#p/u/9/popjNtKklUA
  • Psychographics: IOAV: Interests, activities, opinions, values Further info: http://aimgroup.com/clients/2009/07/13/new-study-reveals-social-net-psychographics/ http://mmx.typepad.com/mmx/psychographics/: Twitter users are more like to consume news (47% of traffic),
  • http://tweetsgiving.epicchange.org/twitterkids/
  • http://mmx.typepad.com/mmx/psychographics/: Facebook users are interested in news (28% of traffic) and community (17%), Challenge to create community, easier to create participation.
  • http://www.readwriteweb.com/archives/whats_hot_on_youtube_and_who_is_embedding_those_vi.php
  • http://www.youtube.com/user/charitywater#p/a/u/1/xqiKJXLj6fU
  • PSYBT: 50% mentors and staff, 50% businesses. It is only for funded businesses, not pre-start. Regional managers search for businesses and invite them to join. Gaining momentum. Businesses and mentors are recommending each other on it. Mentores YBI America Latina: 128 members: http://www.linkedin.com/groups?viewMembers=&gid=1904634&sik=1284302655174
  • CYBF: a lot of private questions, a lot of added value by reaching entrepreneurs wouldn’t normally reach, most attractive for entrepreneurs (not really to attract mentors), regional managers say “online” is the #1 or #2 referral source for loans. YBTT: 50% of attendees to quarterly business club meetings are from FB group. 10% of annual youth symposium (last July) were due to FB – many were new to the org. Loan inquiries from FB, about 10 ppl a week comment on the groiup. They share things that other youth organizations are doing, and the Trinidad Youth Council regularly shares YBTT info on their FB Page. Fundacion Emprender: Digital divide. Many businesses don’t have email addresses. (Google groups might be better for them)
  • CYBF: a LOT of private questions on Twitter, loan inquiries. there are a lot of entrepreneurs on Twitter in Canada. How are using social media: try to become a resource for people “the person they can lean on when seeking information, become a personality behind the name.” They don’t broadcast. They are very personable, interpersonal. Want people to know an actual person is using the social media. Push entrepreneurship, not the program. Promote local networking events a lot through FB and Twitter. Have also recently started webinars: sold out (25) in first webinar. G20 live tweeted event: Live-tweeted the event (showed hashtag live on the screen). Had a social media contest and asked questions and gave winner access to the two-day summit. Had 50 people apply, some submitted videos. In 250 words or less, let us know what social media means to you. Four people won and came. Gave hotel to two people. G20 event at 150 people on twitter, after event jumped 250 people, and FB numbers span is double from January. YouthBiz America has a twitter account but it is very new.
  • On-site donations Regular contact Engaged stakeholders A good mailing list Well-designed campaign

TUESDAY. Proactive Communications: The Power of Social Media. TUESDAY. Proactive Communications: The Power of Social Media. Presentation Transcript

  • Proactive communications: Harnessing the Power of Social Media
  • 5,000 meters Harnessing the power of social media http://www.flickr.com/photos/82903100@N00/2166415662/ What is social media?
  • http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/ Social media Is…
  • A platform for conversation http://www.flickr.com/photos/crystaljingsr/3915516040/in/set-72157622354789320/
  • http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/ Utilizes the Power of Weak Ties
  • http://www.flickr.com/photos/crystaljingsr/3915515536/in/set-72157622354789320/ Encourages group conversation
  • http://www.flickr.com/photos/eelssej_/524781662/ Organic and emergent http://www.flickr.com/photos/crystaljingsr/3915513242/in/set-72157622354789320/
  • http://www.flickr.com/photos/kalmirage/1904699001/ Includes viral elements
  • Communication Reviews and Opinions
  • Popular social media
  • Brand and communication goals Develop a social media content strategy Integrate with online communication Goal achievement:
  • The social media funnel
  • It’s about RELATIONSHIPS, not broadcasting It’s about the conversation and insider views, not broadcasting It’s about sharing information and developing trusted friends, not broadcasting
  • The potential of social media Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
  • Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/ The potential of social media
  • Growing preference for communication via social media http://mashable.com/2009/03/26/social-media-nonprofit-study/
  • GOALS
  • 5,000 meters Harnessing the power of social media 1,000 meters Developing a strategy http://www.flickr.com/photos/dieqro/2180994007/sizes/m/in/photostream/
  • Choose your tools Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008)
  • Understand the engagement ladder Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  • http://www.flickr.com/photos/mmcfotografia/4785181782/sizes/z/in/photostream/ What will create conversation? Create community? Add unique value through content? Empower others and create collaborations? Create a content strategy on each social media platform
  • Real interactions: personal engagement Value-added content Regular programming Participation entry paths  Conversation starters Open-ended questions Develop engaging practices
  • Website Mailing list Social media followers Donors Stakeholders Staff/Volunteer time Brand sentiment Budget Evaluate your assets Top three factors for social media success
  • Social media goals Entrepreneur recruitment and engagement
  • Recruiting and supporting mentors
  • General awareness marketing
  • Special events and campaigns
  • Online fundraising
  • 5,000 meters Harnessing the power of social media 1,000 meters 500 meters Best practices in action – other organizations
  • Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters. Twitter Used for recruitment, personal engagement, awareness
  •  
  • What is more personal than the Twitter Kids tweeting?
  • Hold a Twitter chat
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  • Facebook Fans tend to want to show support publicly, motivation for entertainment. Want community and news. Want to be invited in. Used for recruitment, awareness support, engagement, campaigns and events
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  •  
  •  
  •  
  •  
  • Compelling from the introduction
  • Create opportunities for personal engagement: Q&A
  •  
  • Great for search (Google), personal touch, people want insider insight, entertainment. No boring interviews – think shareable content strategy. YouTube Used for recruitment, awareness, campaigns and events
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  •  
  •  
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  • Linkedin Most active are ages 35- 60. Interested in professional connections, professional learning. Used for knowledge-sharing, support, engagement
  • 5,000 meters Harnessing the power of social media 1,000 meters 500 meters 0 meters YBI on the ground http://www.flickr.com/photos/dieqro/2193709382/sizes/m/in/photostream/
  • YBI network practices Notes from the field: Israel, Bolivia, Trinidad and Tobago, Scotland, United States, Canada, Argentina
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  • Mentor support
  •  
  • Recruitment and business support
  • Recruitment and business support
  •  
  • Awareness, recruitment, engagement
  • Awareness, event promotion
  • The networked nonprofit Image courtesy of Beth Kanter: http://beth.typepad.com/beths_blog/2009/12/win-a-book-help-us-pick-a-subtitle-for-our-book-the-networked-nonprofit.html
  • Co-promotes and cross-promotes The entire network benefits from each others’ successes Refers to and supports each other Breaks down walls between the organization and the stakeholder Shares and learns from each other, and the industry The networked nonprofit
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  • The complete picture Define your goals Choose your platforms Create an engagement strategy on each platform Experiment, engage, move people to action Integrate into communication goals How can you network your nonprofit? http://www.flickr.com/photos/jbarahona/56382606/sizes/m/in/photostream/
  • Thank You! [email_address] @askdebra Buzz: daskanase Slideshare.net/debask
  • A note about connecting online fundraising with social media… http://www.flickr.com/photos/hikingartist/3431508742/sizes/m/in/photostream/ … it’s all about leveraging online relationships
  •