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Web 2.0 & Social Media Workshop by Grace Rodriguez of AYN Brand for Spacetaker (October 2008)

Web 2.0 & Social Media Workshop by Grace Rodriguez of AYN Brand for Spacetaker (October 2008)

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Web 2.0 & Social Media Workshop - Spacetaker Web 2.0 & Social Media Workshop - Spacetaker Presentation Transcript

  • WEB 2.0 & SOCIAL MEDIA Primer Presented by: Grace Rodriguez, AYN Brand blog.aynbrand.com | grace@aynbrand.com | twitter: gracerodriguez | 713.568.6835 Tag Cloud: Luca Cremonini/Markus Angermeier
    • Our goal is to help you answer & understand:
      • 1. What are Web 2.0 and Social Media?
      • 2. Who is using it?
      • 3. Why should I use it?
      • 4. How do I begin?
    Web 2.0 & Social Media Primer “ The Basics: What? Who? Why? How?”
  • WHAT ARE WEB 2.0 & SOCIAL MEDIA?
    • "Web 2.0" credited to Tim O'Reilly:
    • Web as “Flatform”
    • Crowdsourcing - Collective Intelligence
    • Data in the Driver’s Seat
    • Perpetual Beta
    • Mashups
    • Mobility -> Ubiquity
    • 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? Social Media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings in more efficient ways. - BenParr.com
  • What is the difference? Web 2.0 : Social Media :: TV/Cable : Broadcasts Social Media is simply another way for you to connect with people and share your message … efficiently, effectively, and practically free.
  • Social Media Tools:
    • CMS (Content Management Systems): Drupal, Joomla
    • Blogs: Wordpress, Blogger
    • Microblogs: Twitter, Tumblr, Jaiku, Pownce
    • Photo: Flickr, SmugMug, Picasa, Photobucket
    • Video: YouTube, Vimeo, Seesmic, Joost, Ustream, Justin.tv
    • Audio/Music: imeem, Last.fm, Pandora, iLike
    • Social Networks: Facebook, LinkedIn, MySpace
    • “ White Label” Networks: Ning, KickApps, Flux
    • Social Network Aggregators: FriendFeed, Youmeo
    • Crowdsourcing: Wikipedia, PBWiki, crowdSPRING, Kluster
    • Bookmarking: del.icio.us, StumbleUpon, Digg, Reddit
    • Opinions: epinions, Amazon reviews, Yelp
  • WHO IS USING WEB 2.0? wordle.net
  • The Numbers …
    • 47% of people’s internet time 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
  • Generational 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
    • MySpace Users
    • 11.3 million users identified: 63% female, 36% male
    • 20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs | 6%>45 yrs
    • LinkedIn Users
    • 0.8 million users identified: 38% female, 61% male
    • 2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs | 16%>45 yrs
    • Plaxo Users
    • 1.3 million users identified: 62% female, 37% male
    • 16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs | 11%>45 yrs
  • 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 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 reach people to:
    • Establish yourself and enhance your image
    • Promote your work, group, and events
    • Build audience, donor, and stakeholder relationships
    • Develop community around your mission
    • Get immediate reviews and actionable feedback
    • Manage volunteers and staff
    • Research opportunities
    • Make money
    • … all at the low, low price of time & dedication!
    The Future is Social
    • Many artists and non-profits don’t have the time or resources to invest in developing their own Web sites or social networking sites.
    • Free online tools like blog applications, content management systems, and white label social networks can help you develop a Web presence quickly, easily, and cheaply.
    • If you need to post some simple materials, and you're planning an open, collaborative outreach strategy that involves the type of people likely to be using those tools, then using those tools to create your Web presence may be a viable option.
    Be Seen: Establish a Web Presence
    • Social Media is one of the best ways to advocate for and promote your organization, programs, and initiatives.
    • Microblogging platforms like Twitter and widgets 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
    • Organizational Information and Updates
    • Volunteer Recruitment and Mobilization
    • Event Attendance
    Be Heard: Advocate & Promote
    • Encourage and respond to constituent feedback.
    • Social networks are a great way to get open and honest feedback. Join the conversation to:
    • Find out what people are saying about your organization
    • Correct any misunderstandings or misconceptions
    • Address any issues
    • Take steps to 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 them to research:
    • The history & interests of a potential donor or Board Member
    • The background & affiliations of a potential employee
    Be Advised: Listen & Learn
    • The open, participatory Web 2.0 environment encourages user contribution, natural dialogue, and relationship building.
    • Engage People to Build Your Audience and Community
    • Get to know your market by visiting sites that appeal to them.
    • Provide people with the means to easily interact with you.
    • Cultivate a habit of keeping in touch.
    • Support their interests and causes … they may return the favor.
    • As you foster greater conversation, your message spreads via viral “word of mouth,” developing Fans, Evangelists, Citizen Marketers, and Brand Ambassadors who believe in you, support you, and are happy to be independently proactive on matters related to your group.
    Be a Friend: Build Relationships
  • HOW DO I GET STARTED? wordle.net
  • But Really: Is 2.0 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?
      • Do you have enough resources to pursue this?
      • Who will manage the strategy/campaign?
      • How will you incorporate it into day-to-day responsibilities?
      • How will you measure results?
      • How long are you willing to give it a try?
      • Do you have group and/or stakeholder buy in?
  • Map Your Social Media Strategy
    • Begin with the End in Mind
    • Clearly define your goal(s): Where are you going? How will you get there? How will you know you’ve arrived? Yours could include:
      • Increase audience / donor / member base
      • Generate leads for new funding sources
      • Build awareness and recognition
      • Increase revenue
      • Establish thought leadership
      • Educate constituents
      • Crowdsource projects
      • Improve internal communications
  • Develop a Strategy: Structure
    • Next, map the path you will take to achieve your goals. Address:
      • Method : Determine the mix of content you’ll create, and design your/your group’s workflow around it.
      • Community : Address how you will reach out to and engage the people you seek to gather around your organization.
      • Communication : Build a “home” for your conversations and develop a consistent outreach schedule.
      • Outposts : Cultivate social network outposts where you can communicate with others and share the way to your “home.”
      • Design & Linkage : Link all profiles to target audiences, community sites, industry sites, business sites, portals, blogs
  • Develop a Strategy: Engage
    • With your structure in place, commit to engagement:
      • Attention : Learn how to build awareness and encourage relationships with the media you’re making.
      • Participate : Regularly join in the conversation, posting comments, kudos, questions, etc. on other related sites.
      • Listen : Implement a listening system or process that monitors your profiles/feeds to follow the conversation.
        • Use Google (and Alerts) to monitor URLs and keywords
        • Set up a Technorati account
        • Track the number of your Feedburner subscribers
        • Use Summize to follow Twitter feeds based on keywords
        • Read and promptly respond to all comments, questions, and conversations about your group and work
  • Remember: It’s Social
    • When your strategy is mapped out and you’re ready to engage, remember to make sure that all communications are aligned consistently with your 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
    • Always keep in mind that on the other end of every message you send out is a real, live, sentient person – aim to connect !
  • Social Media: Just Do It!
    • Embrace Transparency, Authenticity, and Meaning.
    • Get Online and Meet People.
    • Connect with Your Audience.
      • Create profiles on the social networking sites you think are most relevant for your organization – Keep it consistent!
      • Search for and reach out to people with similar interests
      • Start conversations, share news, invite others to join you
    • Share and Share Alike
    • MySpace
    • Create a Profile
    • Customize it to be consistent with your brand
    • Seek and invite people to Add You as a Friend
    • Search Relevant Tags and Contact, Comment
    Social Media: Just Do It!
    • LinkedIn
    • Create a Profile
    • Customize it to be consistent with your brand
    • Create a group for your stakeholders/members/ team
    • Invite them to join
    • Search Relevant Tags and Contact, Comment
    Social Media: Just Do It!
    • Facebook
    • Create a Profile
    • Customize it to be consistent with your brand
    • Seek and Invite people to Add You as a Friend
    • Start a Cause & Group
    • Seek and invite people to join your Cause & Group
    • Search Relevant Tags and Contact, Comment
    Social Media: Just Do It!
    • Twitter
    • Create a Profile
    • Customize it to be consistent with your brand
    • Seek like-minded individuals to follow
    • Search Relevant Tags and Contact, Comment
    • Tweet!
    Social Media: Just Do It!
    • YouTube
    • Create a Profile (or use your Google ID)
    • Create Unique Videos
    • Record Events, Seminars, Workshops
    • Upload them
    • Blog/Tweet and Share
    • Search Relevant Tags and Contact, Comment
    Social Media: Just Do It!
    • Flickr
    • Create a Profile (or use your Yahoo ID)
    • Take Photos of Events, People, Work, etc.
    • Create Albums
    • Upload Photos
    • Blog/Tweet and Share
    • Search Relevant Tags and Contact, Comment
    Social Media: Just Do It!
    • SlideShare
    • Create a Profile
    • Create Useful Presentations
    • Upload them
    • Blog/Tweet and Share
    • Search Relevant Tags and Contact, Comment
    Social Media: Just Do It!
  • THANK YOU! Grace Rodriguez President, AYN Brand grace@aynbrand.com | 713.568.6835 twitter: gracerodriguez | facebook: gracejrodriguez