Social Venture Network Conference 2009 Social Media

Tapping into the Power of Social Media
SVN
Oct 23, 2009

Cheryl is a Web 2.0 and Social Media expert with over 13 years of expertise. She is a partner and consultant at Fission Strategy, and also co-founder of and blogger for Jack and Jill Politics.

Status
The Revolution Will Not Be Televised

About Cheryl Contee

Fission Strategy = Social Media for Social Good
I’m also Jill Tubman @ JackandJillPolitics.com
Years of experience helping businesses and non-profits launch online campaigns
Businesses: Avaya, Lenovo, Verizon, PG&E, Blue Cross Blue Shield Association, SF 49ers & NFL
Non-profits: Amnesty Int’l, ACLU, Alliance for Climate Protection, Greenpeace, MoveOn, Oxfam
B.A. Yale; MBA Georgetown

What is Web 2.0?
Web 1.0 = Information and Transaction
Web 2.0 = Connecting People to People

Facebook in Real Life?

Marketing Using Social Media?
What’s the Imperative?
What’s the End Goal?
Who’s In Our Way?
Plan of Action
Engage!
Measure Success

CONTROL OF CONTENT
Unstructured
User-Controlled Immersive Environment
Community Defined
Semistructured
User-Generated Content
Individually Defined
Structured
Organization Defined
Access
Find
Share
Participate
Co-Create
Collaborate
Evolving Digital Channels
TheChanging Landscape
Controlled Information

Target Audience
Research
Allies & Partners
Message Strategy
Spokespeople
Measure of Success
Campaign Components

People
Objectives
Strategy
Technology
The P.O.S.T. Method

Hispanics Online

19.5 million Hispanics online – most are English speaking or bilingual
Largest ethnic audience online in U.S.
89% of Latinos who have a college degree, 70% of Latinos who completed high school, and 31% of Latinos who did not complete high school go online.
In February 2008 the average Hispanic-American over the age of 11 spent more time online (56%) than watching television (50%)
More likely than whites to use IM, Internet TV, Mobile Internet, blogs, and multitask

Ladder of Engagement

Impressions – Media, Websites, Ads
Peer-to-Peer Info Sharing
Action Steps e.g. Sign Petition, Join Email List, Become a FB Fan
Offline Action: Rally, Protest, Meeting, Movie Screening
Upload Video and Photo
Donate/Buy

Top Tier Strategy
Models
Champions
Convenors
Long Tail Strategy
Peers
Commenters
Critics
Dual Pronged Approach

DIY
Twitter and Facebook and Blogging…Oh My!

CONTROL OF CONTENT
Unstructured
User-Controlled Immersive Environment
Community Defined
Semistructured
User-Generated Content
Individually Defined
Structured
Organization Defined
Access
Find
Share
Participate
Co-Create
Collaborate
Evolving Digital Channels
TheChanging Landscape
Controlled Information

Getting Started