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?”

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?

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?

"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

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

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

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

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

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

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!

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

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.

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

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

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

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

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

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.

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?

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

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

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

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 !

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

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!

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

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!

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

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!

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

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!

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!

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!

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

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!

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

SlideShare Create a Profile Create Useful Presentations Upload them 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

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