Inspiration: Social Networks
Deanna Zandt, for Social Tech Training
June 10, 2009
http://deannazandt.com/

What is social media?
The old way….
Muy
Importante
Pretty Also kind of
important important
Everyday Everyday Everyday Everyday
person person person person

What is social media?
The new way!

What social networks are & aren’t
Aren’t: Are:

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

Lions, tigers and bears: oh my!
• National Wildlife
Federation: Green Hour
• Connect kids to nature
thru parents
• Use social media to
build email list

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

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

Say it with me: Twestival!
• Worldwide:
– 202 cities
– $250,000 raised
• What the…?
– Short timeline
– Loose but helpful
structure
– Easy, very actionable
calls

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

#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

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

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”

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

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

the end!
Deanna Zandt, http://deannazandt.com/
Twitter: @randomdeanna