The do's and don'ts of social media and
how non-profits can make it work
Comcast Media Day, July 2009 Alex de Carvalho

“I kept thinking to myself, “I better get on this social networking train soon
or it’s going to leave the station without me!” I started going to seminars
and workshops on social networking. I met with experts on social media
hoping that some of their knowledge would rub off on me resulting in an
amazing epiphany! I created a personal page on MySpace, Linked In and
Doostang, and then spoke with even more people who seemed to “get it”.
And guess what happened? Nothing!”
-Brendan Hurley, Goodwill

Alex de Carvalho @alexdc

- South Florida’s web and new media community
- Established March 2006
- Over 1,400 members
- Monthly meetups average 130 participants

- Third web and new media “un”conference
- February 22nd 2009: 806 registered and over 600 attended
- Entirely supported by 38 company sponsorships of $300 each

A community for the champions of social media and those seeking to learn
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices

markets are conversations

Traditional media
Newspapers
Magazines
Television
Radio
Books
CDs
DVDs
A box of photos
Physical, paper mail and catalogs
Yellow Pages

Digital media
Cellphones
Compact disc
Digital video
Digital television
e-book
Internet
Minidisc
Video games

Social media
Blogging
Social Networking
Wikis
Bookmarking
Photosharing
Calendaring
Tagging
Podcasting
Microblogging

TOOLS for sharing and discussing

ACTIVITIES combining
technology and social interaction

INTERACTION that builds
shared meaning among communities

this is the media
Blogging
Social Networking
Wikis
Bookmarking
Photosharing
Calendaring
Tagging
Podcasting
Microblogging

this is the social

markets are conversations

This is not a conversation

This is not a conversation

This is not a conversation

Interruption marketing

Traditional marketers broadcast “crafted” messages

How advertising / marketing / PR sees us

... unsolicited commercial messages

they might as well talk to the hand

we’re besieged by ads!
(and not even my cat likes spam)

do you see the membrane?
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

Jeep’s website

Logos are just brand identification.
A brand is the collective consumer
concept of an organization.

links to social networks on Jeep’s website

active community of Jeep aficionados on Flickr
http://www.flickr.com/groups/
jeepexperience/

markets are conversations

David Armano
And online, conversations spread quickly from network to network

“Stop treating your database as a sacred collection of data controlled by you
and begin to see it for what it has always been: a dynamic record of the
engaged community who want to help you achieve your mission.”
-Scott Henderson, rallythecause.com

Shared experiences

Shared experiences

The market for shared
experiences is inexhaustible

Spaces acquire meaning

Social Media is already in your marketing mix
whether you like it or not

Listen

Questions:
✤ How do people feel about my brand?
✤ What is being discussed?
✤ Who’s talking?
✤ Are they influential?
✤ Is my marketing working?
✤ How do we engage in the conversation?

Listen: track your mentions
http://startpr.com

Listen: monitor your brand(s)
http://startpr.com

What should I track?
✤ Key employees
✤ Company name and URL
✤ Issues
✤ Brands
✤ Keywords
✤ Trends

You may be amazed at what you’ll find out ...

Listen, then manage and react to conversations
http://startpr.com

Dell Ideastorm

My Starbucks Idea

GetSatisfaction

this is the social

Become or hire a community manager

online objective
Influence
Authority
Reputation
Identity
Credibility
Presence

Intel
Intel will build credibility among the tough-to-impress IT crowd by
putting its engineers out front, rather than a media-trained
spokesperson.
So far, 150 engineers have been selected to contribute as bloggers on
Intel sites and on other tech sites.
-ADWEEK, July 2008
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1

“We started with a very small focus and tactical use for Twitter: to get
important info out to affected people in the immediate aftermath of a
disaster. There was not a single thought towards marketing or even public
relations -- it was purely public information no one else was putting out.”
-Wendy Harman, Red Cross
“If you think of twitter as a public service that your organization provides,
rather than a marketing tool, you should be in good shape.”
-Claire Johnson, Red Cross

“Suddenly, the marketing solution became clear: Use a common interest to
prospect and cultivate fashion conscious shoppers. That common interest:
fashion! How could we reach them on a limited budget? Social networking
and the internet! Many of the items being sold on the auction site (and in
our stores) are vintage and inexpensive contemporary fashions that would
appeal to the young professional woman.”
-Brendan Hurley, Goodwill

“After only six weeks the blog is averaging over 600 readers a week!! We?re
retaining more than 25% of our readers and converting better than 3% into
online shoppers. Considering thatthe blog has only been up for about 90
days, we’re obviously very pleased so far with the results.”
-Brendan Hurley, Goodwill

Go where the people are
Think of it this way. If you are a fisherman you would
not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html

The“Conversation Prism”
Brian Solis

One step at a time ...

LinkedIn.com
• Your first step for professional
networking online
• Fill out all the sections
• Import your email address book to
easily find and connect with your
contacts already using LinkedIn
• Ask for recommendations
• Connect with people from your
same industry and region
• Seek out groups and participate in
the discussions
• Answer (and ask) questions on
LinkedIn Answers
• Create polls
• Include your blog’s feed and
slideshare account
• Be a good member and maintain
professionalism

flickr.com
Remember to:
• Include a title
• Work the tags
• Post to relevant groups
• Embed in your blogs
• Syndicate to your social
networks

YouTube.com
• Interview people
• Short clips
• Flip camera
• Titles, descriptions and tags
• Experiment until you find
your style
• The Seesmic community

Facebook.com
• Get your username
• Manage your privacy
• Place friends and contacts in
“buckets”
• Connect with more than just
friends
• Update your status
• Include your friendfeed
• Upload photos and tag them
with your friends’ names
• Connect Twitter to Facebook

Twitter

Measure and count individual units, not just agreggate results

The social web is like water for dolphins

Like water for chocolate

http://www.forrester.com/Groundswell/book.html

Photo Credits - Creative Commons
✦ Formidable matriarch http://www.flickr.com/photos/colbycosh/1511292182/
✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/
✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/
✦ Begegnung der Lila Art http://www.flickr.com/photos/fahrradfritze/2874490443/
✦ Seth Godin http://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/159184021X
✦ Dolphins underwater http://www.flickr.com/photos/bgwilson89/459539202/
✦ puppy http://www.flickr.com/photos/klapow/39693385/
✦ garfield http://www.flickr.com/photos/pasma/580401331/
✦ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/
✦ web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/
✦ conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/
✦ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/
✦ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248
✦ child http://www.flickr.com/photos/40732566596@N01/109538354/
✦ hungry fish http://www.flickr.com/photos/75269757@N00/727422407
✦ seti http://www.flickr.com/photos/49457106@N00/280789933/
✦ attention http://www.flickr.com/photos/69148125@N00/326386880/
✦ community manager http://www.flickr.com/photos/celesteh/397931208/
✦ twitterverse http://www.flickr.com/photos/briansolis/3570379944/
✦ naked pizza http://www.techcrunch.com/2009/04/24/a-sign-of-things-to-come-naked-pizza-erects-twitter-billboard/
✦ volume http://www.flickr.com/photos/john/10196037/
✦ watercooler conversation - horses http://www.flickr.com/photos/28778497@N05/2687899926/
✦ india water http://www.flickr.com/photos/t4deux/3442829950/
✦ watercooler conversations - birds http://www.flickr.com/photos/happyyoga/2118369604/
✦ pickup game of hockey on new year’s eve http://www.flickr.com/photos/madison_guy/3158051412/
✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593
✦ 4th street basketball http://www.flickr.com/photos/riverst/2356785132/
✦ soccer game http://www.flickr.com/photos/tylercacek/739063425
✦ circular mill http://www.freedomlab.org/2007/07/23/keeping-up-with-the-jones-do-you-want-to/

The do's and don'ts of social media and
how you can make it work for you
Comcast Media Day Alex de Carvalho