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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

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

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  • 1. Inspiration: Social Networks Deanna Zandt, for Social Tech Training June 10, 2009
  • 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. What is social media? The new way!
  • 4. What social networks are & aren’t Aren’t: Are:
  • 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. 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. 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. 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. Say it with me: Twestival! • Worldwide: – 202 cities – $250,000 raised • What the…? – Short timeline – Loose but helpful structure – Easy, very actionable calls
  • 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. #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. 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. 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. 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. 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. the end! Deanna Zandt, Twitter: @randomdeanna