AYN Brand : T3 Workshop - Social Media & Web 2.0 Primer

T3 @ HAA : Web 2.0 & Social Media Primer Presented by: Grace Rodriguez, AYN Brand wordle.net

This workshop, the first of HAA’s T3 “Tech Tools & Tips” series, will help organizations & individuals answer:
1. What are Web 2.0 and Social Media?
2. Who is using it?
3. Why should I and/or my organization use it?
4. How do I get started?
T3 Workshop Series @ Houston Arts Alliance Web 2.0 & Social Media Primer “ The Basics: What? Who? Why? How?”

WHAT ARE WEB 2.0 & SOCIAL MEDIA? Tag Cloud: Luca Cremonini/Markus Angermeier

The coining of "Web 2.0" is widely credited to Tim O'Reilly:
“… core competencies of Web 2.0 companies:”
The Web as Platform – The World is Flat (Thomas L. Friedman)
Harnessing Collective Intelligence – Crowdsourcing
Data is the Driving Force – Information Economy
End of the Software Release Cycle – Perpetual Beta
Lightweight Programming Models – Mashups
Software above the level of a single device – Virtual Mobility
Rich User Experiences – Useful, Engaging, Community-Oriented
Web 1.0 was Commerce. Web 2.0 is People. - Ross Mayfield What is Web 2.0?

What is Social Media? According to Wikipedia: Social media is the use of electronic and Internet tools to share and discuss information and experiences with other people. Social media tools include: networking sites, blogs, microblogs, vlogs, podcasts, forums, wikis, picture/ video/music sharing sites, instant messaging applications, and RSS feeds.

What is the difference? “ Web 2.0” represents the next generation of Internet companies and technology; “ Social Media” refers to the use of those tools to communicate with other people. Web 2.0 : Social Media :: TV/Cable : Broadcasts

POPULAR Web 2.0 Tools/SITES:
Communication & Community
CMS (Content Management System): Drupal, Joomla
Blogs: Wordpress, TypePad, Blogger
Microblogs: Twitter, Jaiku, Pownce, Tumblr
Social Networks: Facebook, LinkedIn, MySpace, Friendster
Social Network Aggregators: FriendFeed, Youmeo
“ White Label” Social Networks: Ning, KickApps, CollectiveX
Crowdsourcing: Wikipedia, PBWiki, crowdSPRING, Kluster, CollabandRate, NameThis
Social Bookmarking: del.icio.us, StumbleUpon, Digg, Reddit
Opinion sites: epinions, Amazon reviews, Yelp

POPULAR WEB 2.0 TOOLS/SITES:
Multimedia
Photo sharing: Flickr, SmugMug, Picasa, Photobucket
Video sharing: YouTube, Vimeo
Livecasting: Ustream, Justin.tv
Audio/Music Sharing: imeem, Last.fm, Pandora, iLike
Entertainment
Virtual Worlds: Second Life, Active Worlds, IMVU, There
Social Gaming: World of Warcraft, Halo, Miniclip.com

WHO IS USING WEB 2.0? wordle.net

Who is using it? Nearly half of all online consumers participate in at least one Web 2.0 activity.

The Numbers:
47% of people’s time on the internet is spent on content; 33% on communicating
91% of users are likely to act on a friend’s recommendation
330 million online video viewers
Twitter @ 1 million users and 3 million messages per day
LinkedIn @ 19 million users
MySpace @ 110 million users
41% of users read blogs
Source: Vanina Delobelle, PhD – May 08
0:07:51 1,655 Yahoo! 360° 1:00:10 1,749 MyYearbook 0:02:15 1,887 Buzznet.com 0:16:38 1,900 Meetup.com 0:23:34 2,025 hi5 0:20:33 2,176 Bebo 0:06:57 2,271 Ning 0:03:46 2,622 Last.fm 0:35:58 2,818 AOL Community 0:33:27 2,867 Tagged.com 0:12:03 3,558 Imeem 0:04:09 3,662 Flixster 0:32:47 4,347 Club Penguin 0:01:53 5,539 AOL Hometown 0:04:43 7,481 Reunion.com 0:06:13 8,546 Windows Live Spaces 0:12:52 9,566 LinkedIn 0:08:30 15,451 Classmates Online 1:21:14 29,226 Facebook 2:19:38 59,482 Myspace.com Time/Person Users (000) Top 20 Social Sites, 06/08

ALL IN: Multigenerational Use Source: Rapleaf
Facebook Users
2.6 million users identified: 63% female, 36% male
17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs | 5%>45 yrs
2.9 major social networking sites used on average
MySpace Users
LinkedIn Users:
Plaxo Users:

XYZ: Youth DOMINATES ONLINE Base: US online consumers Source: NACTAS Q4 2006 North American Devices & Access Online Survey, Forrester NACTAS Q4 2006 Youth Media & Marketing And Finance Online Survey Percent of each generation in each Social Technographics® category

The RenGen *Source: “Decoding Generational Differences” by W. Stanton Smith, Principal, Next Generation Initiatives
Short for Renaissance Generation, RenGen was coined by Patricia Martin to identify the new “Cultural Consumer” that has emerged alongside social media. This market comprises people from various age groups who are united by similar psychographics, rather than by traditional demographics:
Their world is wired , flat , social , and democratic .
They want authenticity , meaning , good design, natural / organic experiences and products .
They want to feel connected to a mission* and have fun.
They believe strongly in community service * and volunteering for a good cause .
They connect through the Web frequently and regularly .

Case Study: Barack Obama $32 million raised from 275,000 people who gave $100 or less

The Long Tail 20% The New Way (with a bigger, longer tail) The Old Way (Pareto Principle, or 80/20 rule) Control When Web 2.0 is applied… Source: http://en.wikipedia.org/wiki/The_Long_Tail

Change is Here! 20% Source: http://en.wikipedia.org/wiki/The_Long_Tail High $ value donors, Smaller distribution Low $ value donors, Larger distribution Control Web 2.0 significantly increases total value contributed/received by aggregating the “long tail” of smaller value donors.

Organizations Going Social:

WHY SHOULD I USE IT? wordle.net

Social media allows you to effectively engage audiences to:
Enhance your image
Raise awareness for your organization, programs, and services
Share news and event notices
Get actionable feedback
Build donor, member, stakeholder, and volunteer relationships
Develop community around your mission
Manage volunteers & staff
Research opportunities
… all at little-to-no cost, with high ROI in comparison to traditional media. Your only cost is time & dedication!
The Future is Social

Join the Conversation Web 1.0 Web 2.0 Audience Audience YOU YOU
Monologue – One Way
Mass Broadcast
Static
No Consumer Community
Shotgun Approach: Hard to Target Specific Audiences
Hard to Engage Audience
Dialogue – Two Ways
Personalized Communications
Dynamic & Real-time
Interactive & Collaborative
Rich Data & Interest Groups Allow for Better Targeting
Easy to Build Community

If you don’t have a Web site right now, you are missing out on tapping into the highest concentration of educated, affluent, and socially-conscious people around the world: the Internet users.
Many non-profits and artists don’t have the time or resources to invest in developing their own Web sites
Free 2.0 tools like blog platforms, content management systems, and white label social networks can help you develop a Web presence quickly, easily, and cheaply.
If your primary need is to post basic information and content, and your outreach strategy involves the type of people who are likely to be using specific 2.0 tools, then consider using those same tools to create your Web presence, rather than building a site from scratch.
Be Seen: Establish a Web Presence

Social media is one of the most effective and inexpensive ways to tap into the “long tail” market to develop support for your cause, and to promote your organization, its programs, events, and initiatives.
Targeted email newsletters, microblogging platforms like Twitter, and apps like Causes in Facebook, provide you with ways to quickly and easily trigger a “Butterfly Effect” that builds awareness and buzz for:
Calls to Action
Online Petitions
Event Attendance
Volunteer Recruitment and Mobilization
Organizational Information and Updates
Be Heard: Advocate & Promote

Listen and learn from constituent/audience feedback.
Social media is a great way to get candid, honest feedback and provide great constituent/member service. By joining the conversation, you can:
Find out what people are saying about your organization
Immediately address any issues or criticisms
Correct misunderstandings or misconceptions
Learn how you can improve programs and services
Research VIPs, potential donors, employees, and others.
A vast amount of information about people is volunteered on social networking sites. You can use that to research:
The history & interests of a potential donor or Board Member
The background & affiliations of a potential employee
Be Advised: Listen & Learn

Social media encourages user participation. It’s up to you to “answer the phone” and complete the connection, engaging people in dialogue that enhances audience development, loyalty, and lifespan.
Build Relationships with Your Audience
Continually share your vision and enthusiasm to develop Brand Ambassadors and Citizen Marketers among current constituents and stakeholders.
Look for emergent opportunities to meaningfully communicate your mission with new audiences.
Look for ongoing opportunities to recruit and develop potential donors, members, volunteers, and staff.
Be a Friend: Build Relationships

As your social media efforts snowball and spread by Word of Mouth (WOM) around the Web, you develop a community of supporters and advocates, with you positioned as the hub for information and interaction.
Become a resource: By providing relevant and useful information for current members and new audiences, they will continue to come back to you for more.
Build bridges: By adding ways for people to interact with you, it becomes easier for them to support you.
Cultivate culture: By regularly encouraging proactive participation among your audience, you build good habits of “buy-in” and support for your organization.
… And it will only cost you time, commitment, & patience.
Be a Hub: Build Community

HOW DO I GET STARTED? wordle.net

FIRST: Is 2.0 REALLY Right for You?
Before committing resources to pursuing a social media strategy or campaign, consider and assess the following:
Is your audience online?
How willing are you to experiment, take risks, and adapt?
Are you ready to face bad news? Platforms like blogs allow for candid comments, both positive and negative, and some organizations aren’t ready to address those opinions. (Avoidance is not a good long-term solution, though!)
Do you have enough resources to effectively pursue this?
Do you have Board and stakeholder buy-in?
Who will manage the strategy/campaign?
How will you fit this into people’s day-to-day responsibilities?
How will you track and measure results?
How long are you willing to give it a try?

Know Your Destination
Begin with the End in Mind
To map a social media strategy, you need to clearly define your goals and fully grasp how the strategy will help you achieve them. Where are you going? How will you get there? How will you know you’ve arrived? For a non-profit organization, those goals may include:
Build awareness and recognition
Increase audience / membership / volunteer / donor base
Generate leads for new funding sources
Increase overall or per-program revenue
Improve internal communications
Educate constituents
Establish thought leadership
Crowdsource projects

Develop a Strategy: Structure
Once you’ve clearly defined your goals, map the strategic path you will take to achieve them. Points to address:
Method : Decide on the mix of content you will create, then design your organization’s workflow around it.
Community : Determine how you will reach and engage the people you seek to gather around your organization.
Communication : Build a central “home” for your communications, whether an aggregator, blog, or CMS.
Outposts : Create social network outposts where you can interact with others and share the way to your platform.
Design & Linkage : Link all profiles to target audiences, community sites, industry sites, business sites, portals, blogs

Develop a Strategy: Engage
With your structure set, map your engagement strategy:
Outreach : Determine how you’ll build awareness and develop relationships with the media you’re making.
Participate : Regularly join in the conversation, posting comments, kudos, questions, etc., on related sites.
Listen : Implement a listening system or process that monitors your profiles/feeds to follow the conversation.
Subscribe to Google Alerts to monitor URLs and keywords
Set up a Technorati account
Set up Feedburner for your blog and track subscribers
Use TweetBeep to monitor keywords on Twitter
Google your organization regularly
Respond promptly to all comments and questions

Remember: It’s Social
When your strategy is mapped and you’re ready to begin execution, remember to make sure every communication is aligned with your organization’s mission; and focus on the experience and benefits you provide for your audience:
It’s not about coffee – it’s about the café culture
It’s not about a hog – it’s about a lifestyle
It’s not about an event – it’s about sharing a culture
It’s not about seats – it’s about an inspiring performance
It’s not about heads – it’s about a community of individuals
It’s not about education – it’s about helping a child achieve a better future
Always keep in mind: On the receiving end of every message you send is a real, live, sentient person – aim to connect !

Now, Just Do It!
Embrace Transparency, Authenticity, and Meaning.
Be Transparent : Being open and honest is essential to developing trust among audiences. Many people already approach social media with skepticism. Let people know you have nothing to hide: Adopt a policy of full disclosure.
Be Authentic : Let your organization’s culture and character shine through. With so much “spin” bombarding audiences, use your unique voice to let them know you’re the real deal.
Make it Meaningful : Remember, this is a conversation, not a business mixer. You want to engage people, not just add emails to a list. Make your communications relevant, useful, on mission, and of real value/benefit for your audience.

Now, Just Do It!
Get Online and Connect with People
Visit them where they congregate: In forums? Start discussions. On blogs? Comment to posts. On social networks? Add them as friends. On Twitter? Follow them. Share your mission. Support their interests and causes, and they will return the favor.
Create profiles on the social networking sites most relevant for your organization. Make your profile & branding consistent!
Search for and reach out to people with similar interests
Be Proactive: Share Everywhere!
Post videos on YouTube, announce events on Twitter, post comments on Facebook, blog about your organization, etc.
Reciprocate support by sharing other people’s videos, tweets, comments, posts, etc., - it’s a two-way street!

Now, Just Do It!
Facebook
Create a Profile & populate it with organization information
Customize it to be consistent with your brand
Seek and invite people to Add You as a Friend
Start a Cause & invite people to join it!
Join relevant groups

Now, Just Do It!
MySpace
Create a Profile & populate it with organization information
Seek and invite people to Add You as a Friend
Join relevant Groups

Now, Just Do It!
LinkedIn
Create a Profile & populate it with your professional information
Create a group for your stakeholders/members/ team
Invite them to join

Now, Just Do It!
Twitter
Create a Profile & populate it with your info
Seek individuals who share relevant interests to follow and @reply to
Tweet!

Now, Just Do It!
YouTube
Create Viral Videos
Record Events, Forums
Upload them
Blog/Tweet and Share

Now, Just Do It!
SlideShare
Create Useful Presentations
Upload them
Blog/Tweet and Share

THANK YOU! Grace Rodriguez President, AYN Brand grace@aynbrand.com | 713.568.6835 twitter: gracerodriguez | facebook: gracejrodriguez

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AYN Brand : T3 Workshop - Social Media & Web 2.0 Primer

by Culture Pilot (formerly AYN Brand) on Aug 27, 2008

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