How to Effectively Engage with Your Target Audience Online


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Presentation for the North Carolina Land Assembly discussing low-level specific tactics and strategies around social media and effectively engaging with target markets online.

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  • In simpler terms, social media are conversations taking place online.
  • These are some pretty big numbers we are talking about. So why is all this happening. I believe there a number of factors causing the huge growth of social media.
  • Advertising and marketing are falling on deaf ears. A Yankelovich study showed that 76% of users do not believe that companies are being truthful in their marketing.
  • At the same time, your target audiences are care about and are listening to other people “like themselves”. Amazon example. The bottom line is
  • This understanding is what will help you with fundraising, advocacy, events, publicity and volunteerism. Let’s get to some specifics.
  • Margaret, This understanding is what will help you with fundraising, advocacy, events, publicity and volunteerism. Let’s get to some specifics.
  • Facebook really limits you when it comes to a look
  • Fan Appz application combines a few of the tactics utilized for ongoing user engagement, such as contests, quizzes and promotions. The good thing about this app is that its consolidation of such features keeps you from having to integrate separate apps Promotions - As a white label solution, you can create Fan Page options for contests, coupons, sweepstakes, giveaways and other types of user-centric engagement tactics Posted Items Pro - Facebook app allows you to post several media types on you Facebook Fan Page, pulling your content from YouTube, Flickr and other multimedia-sharing sites for a somewhat automated way in which to post captivating content on your Fan Page. Iendorse - Aggregate the endorsements of clients and customers to help build up relationships and your reputation. But all of these apps mean absolutely nothing unless you have this:
  • You can be real successful with social media, but one of the other areas that I would look at is:
  • First thing is you need to make sure your website is being indexed or read by the search engines.
  • Margaret Lillard - Conversation Trust for North Carolina
  • Begin by listening. What are your customers, clients, target markets saying about your brand, products, services and competitors? What are your employees saying?
  • The size of their audience How much traffic do they get? How many links are pointing to them? Do they create new conversations? Do they have JUICE? If so, no matter who they are, they need to be respected. This provides a media map.
  • Keefah
  • Keefah
  • Greenpeace put out a controversial video with the tag line “Give Orangutans a break”. pointing to how Nestle purchases palm oil from enterprises that destroy rainforests. Greenpeace encouraged Facebook users to change their avatars to a version of the Kit Kat logo, modified to say "Killer," and then to message Nestle.
  • You are no longer solely in control. Accept and embrace it. The goal is not to control the conversation. The goal is to enable, inspire, influence and ENGAGE. Your target markets are already conversing online whether you are apart of those conversations or not. Party analogy
  • How to Effectively Engage with Your Target Audience Online

    1. 1. Let Your Voice Be Heard How to Effectively Engage with Your Target Audience Online North Carolina Land Trusts Assembly May 27, 2010 Cord Silverstein, EVP Interactive and Social Media, Capstrat
    2. 2. Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” -
    3. 3. 3 out of 4 Americans use social technology Forrester, The Growth of Social Technology Adoption, 2008
    4. 4. 2/3 of the global internet population visit social networks Nielsen, Global faces and Networked places, 2009 <ul><ul><li>2/3 of the global internet population visit social networks </li></ul></ul><ul><ul><li>Nielsen, Global Faces & Networked Places, 2009 </li></ul></ul>
    5. 5. If Facebook were a country, it would be the 4 TH most populated in the world, just behind the United States.
    6. 6. Why is all this happening?
    7. 7. 76% don’t believe governments, companies or organizations tell the truth in their marketing and communications. - Yankelovich 2009
    8. 8. 68% trust other people “like themselves” up from 22% in 2003 - Edelman Trust Barometer
    9. 9. We’re human People want to connect with other people People want to help and be helped
    10. 10. <ul><li>Let’s get to some specifics already! </li></ul><ul><li>Fundraising </li></ul><ul><li>Publicity </li></ul><ul><li>Events </li></ul><ul><li>Advocacy </li></ul><ul><li>Volunteerism </li></ul>
    11. 11. Facebook Fan Pages
    12. 12. Facebook Fan Pages – Top Apps Static FBML Fan Appz Promotions Social RSS Posted Items Pro iEndorse Signup Form Extended Info Causes
    13. 13. CONTENT
    14. 14. Create and Share Content WordPress Blogger TypePad RSS ShareThis Blogs
    15. 15. Utilizing Other Mediums - Video YouTube UStream Justin.TV
    16. 16. Utilizing Other Mediums - Photos Flickr SmugMug Photobucket
    17. 17. CONTENT!
    18. 18. Search Engine Optimization <ul><li>Content </li></ul><ul><li>Links </li></ul>
    19. 19. Search Engine Optimization
    20. 20. How do you start?
    21. 21. Training and Practice Begin by listening Google Alerts Google Blog search Technorati Twitter
    22. 22. Begin by listening Identify the influencers
    23. 23. Reaching out to Social Community Understand the environment you are in Ingratiate yourself into the conversation Be transparent Be open and honest.
    24. 24. Case Studies
    25. 25. Land for Tomorrow North Carolina's Ten Natural Wonders <ul><li>Prior to April 27, 2010, 180 fans on Facebook </li></ul><ul><li>Contest launches April 27 </li></ul><ul><li>Increase in traffic to website and FB page </li></ul><ul><li>Now have1300+ fans on Facebook </li></ul><ul><li>Secured over 4K email addresses </li></ul>
    26. 26. Twestival <ul><li>Largest global grassroots social media fundraising effort </li></ul><ul><li>Series of offline / online events for causes around world </li></ul><ul><li>Raised $1.2 million within 14 months for 137 nonprofits </li></ul><ul><li>243,000 followers on Twitter </li></ul>
    27. 27. Nestle
    28. 28. Final Thoughts
    29. 29. Let go and gain more
    30. 30. Thank you! Questions? Cord Silverstein [email_address] Twitter: @cord