Learn how to make the most of social media tools to promote your social enterprise initiative. Real world case studies, and proven techniques help you spread your message farther, faster and with more authenticity.
1. Social Media for
Social Good
Corey Szopinski (@coreyszopinski)
Owner, Core Industries (@coreindustries)
#sm4sg
#SB2010BOS
Thursday, February 11, 2010
2. Me
Bio Owner of Core Industries and Gunnar.
Entrepreneur+Designer+Developer+Motorcycler.
Core Industries
Bio core industries creates interactive experiences
for organizations that do no harm. let's grow.
Location Brooklyn, NY
#sm4sg @coreyszopinski
Thursday, February 11, 2010
3. #sm4sg @coreyszopinski
Thursday, February 11, 2010
4. In the last year
#sm4sg @coreyszopinski
Thursday, February 11, 2010
5. We’re going to cover:
• Snapshot of the social media landscape
• Get the most from social media
• Case Studies
• Tactics and Analytics
• What to watch for in 2010
#sm4sg @coreyszopinski
Thursday, February 11, 2010
6. Your Turn
Tweet the hashtags that you watch.
(don’t forget to include #sm4sg)
For example, these tags are interesting to
watch: #csr, #sustainability, #socent,
#socialmedia
Thursday, February 11, 2010
7. Snapshot of
Social Media Today
#sm4sg @coreyszopinski
Thursday, February 11, 2010
8. Top 10 Social Networks
Facebook 350 Million Us. Growing Int’l
Qzone (QQ) 200 Million China
MySpace 130 Million Trends lower income
Windows Live 120 Million Blogging (MSN Spaces)
Habbo 117 Million International
Orkut 100 Million Google, Brazil & India
Friendster 90 Million Asia
hi5 80 Million India, Thailand, Cent Am.
Twitter 75 Million US & International
Tagged 70 Million
source: Wikipedia, various
#sm4sg @coreyszopinski
Thursday, February 11, 2010
9. Change over 2 years
#sm4sg @coreyszopinski
Thursday, February 11, 2010
10. Facebook age breakdown
2009 2010
42 MM (US) 117 MM (US)
2% 13%
17% 14% 11%
21%
68% 54%
0-17 18-34 35-49 50+ 0-17 18-34 35-49 50+
source: Quantcast
#sm4sg @coreyszopinski
Thursday, February 11, 2010
14. Twitter age breakdown
2009 2010
6.1 MM (US) 23 MM (US)
8%0% 13%
11%
24%
21%
68%
54%
0-17 18-34 35-49 50+ 0-17 18-34 35-49 50+
source: Quantcast
#sm4sg @coreyszopinski
Thursday, February 11, 2010
15. Twitter
#sm4sg @coreyszopinski
Thursday, February 11, 2010
16. Niche networks
• QQ - Big in China
• Orkut - Brazil, India (half of BRIC)
• Ning - create your own
• Chatter / Yammer - Corporate Twitter
• Muxlim - Muslim focus
• Cyworld - South Korea
• Vkontakte - Russia
• Foursquare / Gowalla / Loopt
#sm4sg @coreyszopinski
Thursday, February 11, 2010
17. Facebook vs Twitter
• Facebook is a two-way relationship:
you both agree to be in it
• Twitter is free form:
reciprocity is optional
#sm4sg @coreyszopinski
Thursday, February 11, 2010
18. Facebook vs Twitter
• Facebook is more private, more
similar to normal friendship
• Twitter is more public and broadcast
oriented
#sm4sg @coreyszopinski
Thursday, February 11, 2010
19. RT @unmarketing: Web 1.0 was about
content, copy, and communication. 2.0 is
about collaboration, connection, and
conversation. ;)
9:08 AM Feb 6th from TweetDeck
#sm4sg @coreyszopinski
Thursday, February 11, 2010
20. Your Turn
Tell us what social networks you’re
on (besides the obvious ones)
(don’t forget to include #sm4sg)
For example: secondlife, habbo, linkedin
asmallworld, imeem, plaxo, care2,
deviantART
Thursday, February 11, 2010
21. Make the most of
social media
#sm4sg @coreyszopinski
Thursday, February 11, 2010
23. Social media is all about
Trust
but building it takes time
#sm4sg @coreyszopinski
Thursday, February 11, 2010
24. Authentic
be honest,
(even when you have an agenda)
#sm4sg @coreyszopinski
Thursday, February 11, 2010
25. Appropriate
know your audience
#sm4sg @coreyszopinski
Thursday, February 11, 2010
26. Consistent
quantity + quality
reach and frequency
#sm4sg @coreyszopinski
Thursday, February 11, 2010
27. The top 10% of prolific Twitter users accounted
for over 90% of tweets.
June 1, 2009 from Harvard Business Review
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Thursday, February 11, 2010
28. Generous
promote like minded thinkers
#sm4sg @coreyszopinski
Thursday, February 11, 2010
29. Personal
reference people by @name,
tailor your message
#sm4sg @coreyszopinski
Thursday, February 11, 2010
30. Responsive
critical for brands online
#sm4sg @coreyszopinski
Thursday, February 11, 2010
31. #sm4sg @coreyszopinski
Thursday, February 11, 2010
32. • Don’t criticize, condemn or complain
• Give honest, sincere appreciation
• Arouse in the other person an eager want
• Smile
• A person’s name is the most important sound
• Be a good listener
• Talk about other person’s interests
• Make the other person feel important
#sm4sg @coreyszopinski
Thursday, February 11, 2010
33. IBM’s Social Media Guidelines
• Follow IBM conduct guidelines
• Be who you are
• Be thoughtful
• Respect your audience
• Don’t pick fights
• Use your best judgement
• Protect confidential information
• Add value
• Don’t forget your day job
#sm4sg @coreyszopinski
Thursday, February 11, 2010
34. Case Studies
#sm4sg @coreyszopinski
Thursday, February 11, 2010
35. Challenge
• Let the world know that 350 ppm of
CO2 is the maximum safe level
• We’re at 387ppm
#sm4sg @coreyszopinski
Thursday, February 11, 2010
36. Solution
• piggybacked on the Obama election,
and Copenhagen
• Social media, local meetings, OpEd
• robust action toolkit
http://www.350.org/action-resources
• partnerships with other organizations
#sm4sg @coreyszopinski
Thursday, February 11, 2010
37. visit 350.org
Result
• created “the most widespread day of
political action in the planet's history”
• 25,000 photos uploaded from around
the world
#sm4sg @coreyszopinski
Thursday, February 11, 2010
38. visit 350.org
Take away
Give your audience the tools
to carry your message
Be willing to give up control
#sm4sg @coreyszopinski
Thursday, February 11, 2010
39. Challenge
• Social Media experiment
• Can the viral effect be used to
generation actual money?
http://beatcancereverywhere.com/
#sm4sg @coreyszopinski
Thursday, February 11, 2010
40. Solution
• Create a 24 hour competition
• Specific, easy “ask”
• every tweet, or Facebook status
earned 1 cent
• Line up corporate sponsors
http://beatcancereverywhere.com/
#sm4sg @coreyszopinski
Thursday, February 11, 2010
41. Result
• $70,000 donated in 24 hours
• to date: 681,000 mentions
http://beatcancereverywhere.com/
#sm4sg @coreyszopinski
Thursday, February 11, 2010
42. Take away
Use a simple “ask”.
Incentivize.
http://beatcancereverywhere.com/
#sm4sg @coreyszopinski
Thursday, February 11, 2010
43. Haiti
Challenge
• Help Haiti rebuild
• Enable American’s to contribute
#sm4sg @coreyszopinski
Thursday, February 11, 2010
44. Haiti
Solution
• SMS Short code donations
• easy “ask”
• Wyclef Jean, White House, and State
Department raised awareness
#sm4sg @coreyszopinski
Thursday, February 11, 2010
45. Haiti
Result
• Over $8 Million dollars raised in the
first day
#sm4sg @coreyszopinski
Thursday, February 11, 2010
46. Haiti
Take Away
Facebook & Twitter aren’t
the only answer
#sm4sg @coreyszopinski
Thursday, February 11, 2010
47. Challenge
• Build a strong internal team
• Position Zappos as a leader
• Develop a culture
#sm4sg @coreyszopinski
Thursday, February 11, 2010
48. Solution
• CEO Tony Hsieh encourages
employees to tweet
• New employees are trained on Twitter
http://www.zapposinsights.com/
#sm4sg @coreyszopinski
Thursday, February 11, 2010
49. Result
• Many employees are prolific tweeters
• Tony has a platform for releasing info
and positioning
• over $1 Billion revenue in 10 years
• Listed on Fortune’s best companies to
work for
• purchase by Amazon for $928 MM
#sm4sg @coreyszopinski
Thursday, February 11, 2010
50. Take Away
Leading companies are encouraging
more online discussion, not less.
#sm4sg @coreyszopinski
Thursday, February 11, 2010
51. Challenge
• Build awareness around Nelson
Mandela’s legacy
• Each of us can make an imprint
• Encourage opt-in for deeper
messaging
#sm4sg @coreyszopinski
Thursday, February 11, 2010
52. Solution
• Twitter, Facebook, blog, SMS, email,
and Vimeo feeds
• Common voice and brand message
• Interactive experiences
#sm4sg @coreyszopinski
Thursday, February 11, 2010
54. #sm4sg @coreyszopinski
Thursday, February 11, 2010
55. #sm4sg @coreyszopinski
Thursday, February 11, 2010
56. #sm4sg @coreyszopinski
Thursday, February 11, 2010
57. Has social media
come of age?
RT @mashable:http://bit.ly/8NfjSP <--
Pepsi has no Super Bowl ad today- 1st
time in 23yrs. Spending $20M on social
media instead.
#sm4sg @coreyszopinski
Thursday, February 11, 2010
58. Your turn
What examples can you share?
(don’t forget to include #sm4sg)
For example: brighterplanet, livestrong,
do1thing, charitywater
Thursday, February 11, 2010
60. Before you start, ask
Why? don’t do just for sake of doing it
#sm4sg @coreyszopinski
Thursday, February 11, 2010
61. Define Success
set specific goal
(and refine your tactics on the fly)
#sm4sg @coreyszopinski
Thursday, February 11, 2010
62. Define Audience
internal or external stakeholders?
demographics
location
psychographics
#sm4sg @coreyszopinski
Thursday, February 11, 2010
63. Responsibility
who manages the community?
one person / multiple
manager / intern
#sm4sg @coreyszopinski
Thursday, February 11, 2010
64. Multiple Vectors
message where your audience is
#sm4sg @coreyszopinski
Thursday, February 11, 2010
65. Voice
use consistent messaging
across platforms
#sm4sg @coreyszopinski
Thursday, February 11, 2010
66. Cultivate your
Audience
actively pursue and cultivate
your community
(this is time consuming!)
#sm4sg @coreyszopinski
Thursday, February 11, 2010
67. Guidelines
set down the rules before
you start
#sm4sg @coreyszopinski
Thursday, February 11, 2010
68. Incentivize
for fast growth, you have to be
compelling
#sm4sg @coreyszopinski
Thursday, February 11, 2010
69. Do it like a pro
#sm4sg @coreyszopinski
Thursday, February 11, 2010
70. Right tools for the job
Co-Tweet
• manage multiple accounts
• assign follow up to other authors
(delegate)
#sm4sg @coreyszopinski
Thursday, February 11, 2010
71. #sm4sg @coreyszopinski
Thursday, February 11, 2010
72. Right tools for the job
TweetDeck
• manage multiple accounts
• desktop & iphone app
• monitor many threads, searches
and trends at once
• monitor twitter & facebook
#sm4sg @coreyszopinski
Thursday, February 11, 2010
73. Right tools for the job
Hootsuite
• manage multiple accounts
• online app
• built-in metrics
• scheduled tweets
#sm4sg @coreyszopinski
Thursday, February 11, 2010
74. Find your audience
• new “lists”
• search.twitter.com
• twitalyzer.com/benchmarks
• wefollow.com
• twittercounter.com
#sm4sg @coreyszopinski
Thursday, February 11, 2010
75. Facebook tips
• Use “Pages” rather than Groups
• Encourage photo tagging
• Facebook causes for non-profits
• Facebook ads are highly targeted
• Barter with app developers
#sm4sg @coreyszopinski
Thursday, February 11, 2010
76. Hook up your site
• live twitter stream on homepage
• re-tweet and facebook badges on
each posts
• disqus.com
#sm4sg @coreyszopinski
Thursday, February 11, 2010
77. #sm4sg @coreyszopinski
Thursday, February 11, 2010
78. The Numbers Game
Having a lot of followers is great...
#sm4sg @coreyszopinski
Thursday, February 11, 2010
79. The Numbers Game
Build a community that can be your
platform
• Will they repeat your message?
•Will they mention you?
#sm4sg @coreyszopinski
Thursday, February 11, 2010
80. Build Feedback loops
• Track your Impact, Engagement,
Influence and Clout daily
#sm4sg @coreyszopinski
Thursday, February 11, 2010
82. Call to Action
• Don’t settle for ‘slactivism’
• Ask for easy, immediate actions
• Progressive CTA
(easy, leading to more involved)
#sm4sg @coreyszopinski
Thursday, February 11, 2010
83. What’s Next?
#sm4sg @coreyszopinski
Thursday, February 11, 2010
84. 2010 Trends
• Badges and other social capital
• Collective Intelligence
• Brands co-opting social good
• Single sign on systems
• Real time / location aware
#sm4sg @coreyszopinski
Thursday, February 11, 2010
85. Thanks
This deck available at:
core-industries.com/talks/SocialMediaSocialGood.pdf
Additional resources
•Danah Boyd, Microsoft Social Media Researcher
http://www.danah.org/
•Dan Zarrella, Social Media Scientist
http://danzarrella.com/
#sm4sg @coreyszopinski
Thursday, February 11, 2010
Editor's Notes
point out the @ and hashtags quickly
I&#x2019;m not an expert, rather a student.
you&#x2019;re all experts implicitly, we are &#x2018;social&#x2019; everyday
I&#x2019;m not an expert, rather a student.
you&#x2019;re all experts implicitly, we are &#x2018;social&#x2019; everyday
I&#x2019;m not an expert, rather a student.
you&#x2019;re all experts implicitly, we are &#x2018;social&#x2019; everyday
I&#x2019;m not an expert, rather a student.
you&#x2019;re all experts implicitly, we are &#x2018;social&#x2019; everyday
I&#x2019;m not an expert, rather a student.
you&#x2019;re all experts implicitly, we are &#x2018;social&#x2019; everyday
facebook, as a country would be 3rd behind china & india
Danah Boyd
Afr American, low income: their friends are there
How to suck at facebook
snowboarders vs women with breast cancer
show screenshot of a stream
show screenshot of a stream
retweet, promote and thank in public & private
and relevant
carbon dioxide
carbon dioxide
carbon dioxide
350 ppm was adopted by Hilary Clinton & Obama&#x2019;s campaigns.
Gave credibility
Posters, flyers, stickers, getting media coverage, organize group, banners, widgets, photos, videos, PDF cheat cheats: enable grassroots movement
350 ppm was adopted by Hilary Clinton & Obama&#x2019;s campaigns.
Gave credibility
Posters, flyers, stickers, getting media coverage, organize group, banners, widgets, photos, videos, PDF cheat cheats: enable grassroots movement
350 ppm was adopted by Hilary Clinton & Obama&#x2019;s campaigns.
Gave credibility
Posters, flyers, stickers, getting media coverage, organize group, banners, widgets, photos, videos, PDF cheat cheats: enable grassroots movement
350 ppm was adopted by Hilary Clinton & Obama&#x2019;s campaigns.
Gave credibility
Posters, flyers, stickers, getting media coverage, organize group, banners, widgets, photos, videos, PDF cheat cheats: enable grassroots movement
350 ppm was adopted by Hilary Clinton & Obama&#x2019;s campaigns.
Gave credibility
Posters, flyers, stickers, getting media coverage, organize group, banners, widgets, photos, videos, PDF cheat cheats: enable grassroots movement
BHAG - Good to Great, James Collins & Jerry Porras
Record: Largest distribution of a mass message
BHAG - Good to Great, James Collins & Jerry Porras
Record: Largest distribution of a mass message
BHAG - Good to Great, James Collins & Jerry Porras
Record: Largest distribution of a mass message
BHAG - Good to Great, James Collins & Jerry Porras
Record: Largest distribution of a mass message
BHAG - Good to Great, James Collins & Jerry Porras
Record: Largest distribution of a mass message
a more corporate example, but similar to Water&#x2019;s corp
a more corporate example, but similar to Water&#x2019;s corp
a more corporate example, but similar to Water&#x2019;s corp
a more corporate example, but similar to Water&#x2019;s corp
tony &#x2018;shay&#x2019;
tony &#x2018;shay&#x2019;
tony &#x2018;shay&#x2019;
concert at radio city music hall: Stevie Wonder, Lil&#x2019; Kim, Jesse McCartney, Queen Latifah, Josh Groban, Will I Am
concert at radio city music hall: Stevie Wonder, Lil&#x2019; Kim, Jesse McCartney, Queen Latifah, Josh Groban, Will I Am
concert at radio city music hall: Stevie Wonder, Lil&#x2019; Kim, Jesse McCartney, Queen Latifah, Josh Groban, Will I Am
concert at radio city music hall: Stevie Wonder, Lil&#x2019; Kim, Jesse McCartney, Queen Latifah, Josh Groban, Will I Am
Robert Dinero, Naomi Campbell, Lawrence Fishburn, Noah Wiley, Clint Eastwood, Morgan Freeman, Christie Turlington, Forest & Keisha Whitaker,
reach 1000 new customers in 3 months
increase sales of X product by 20% by end of year
increase our mailing list by 5000 people