STT Inspiration Session: Social Networks

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On Day 1 of STT, we all gave Inspiration Sessions; this was mine on social media

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STT Inspiration Session: Social Networks

  1. 1. Inspiration: Social Networks Deanna Zandt, for Social Tech Training June 10, 2009 http://deannazandt.com/
  2. 2. What is social media? The old way…. Muy Importante Pretty Also kind of important important Everyday Everyday Everyday Everyday person person person person
  3. 3. What is social media? The new way!
  4. 4. What social networks are & aren’t Aren’t: Are:
  5. 5. Best quote ever: “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s done, there is surprise that it’s not better.” AvinashKaushik – Analytics Evangelist, Google
  6. 6. Lions, tigers and bears: oh my! • National Wildlife Federation: Green Hour • Connect kids to nature thru parents • Use social media to build email list
  7. 7. Lions, tigers and bears: results! • Focused on parenting communities: – social networks – blogs (comments, etc) – StumbleUpon • Not just ads; shared advice/expertise • List size doubled; 35% open rate • 70% of site traffic comes from social networks
  8. 8. Say it with me: Twestival! • How can we help? Have a party – connect offline – raise money – have fun • That worked; could we have more? • Partners galore
  9. 9. Say it with me: Twestival! • Worldwide: – 202 cities – $250,000 raised • What the…? – Short timeline – Loose but helpful structure – Easy, very actionable calls
  10. 10. But wait, what about… • Oh yes, Skittles. • Giving over 100% is maybe not the best idea • Won a lot of hearts in the small world of social media “gurus,” • Attracted lots of adolescent humor and spam
  11. 11. #dontgobreakin’ my heart • Summer 2008: A conservative movement arises on Twitter • Progressives catch wind and bork it • Debate continues on value of this sort of tactic, but it still happens
  12. 12. What does this all mean for my org? • Consistent with our values of empowerment, communi ty – open, participatory, democ ratic, and accountable • Create loyalty and community by connecting • True value: 2% of 10,000 on a list versus 200 dedicated followers/friends
  13. 13. How do I know if it’s working? • Differentiate – and appreciate – the difference between quantitative and qualitative metrics • Be precise in what you’re measuring • Successful campaigns do more than just “get attention”
  14. 14. A smaller case study: Wellstone • ~1700 followers on Twitter; ~1900 fans on Facebook • Get buy-in or advice on new projects • Share others’ info relevant to your work • Find like-minded folk • Connect with media
  15. 15. To sum up • Focus on organization’s goals, not tech • Be open to collaborating with your users, but you don’t have to sacrifice your overall editorial control or voice • Experiment with your users, have fun
  16. 16. the end! Deanna Zandt, http://deannazandt.com/ Twitter: @randomdeanna

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