Social Media 101


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This presentation was given on October 21, 2008 to a group of cutting-edge non-profit professionals from Tampa Bay museums, attractions, science, arts & cultural organizations.

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  • Why you are here? What do you want to get out of it? What need to happen this morning for you to consider it a successful morning? What is the number one concern that is keeping you up at night?
  • Social Media 101

    1. 1. Welcome!
    2. 2. Introductions <ul><li>Where are your from? </li></ul><ul><li>What do you do? </li></ul><ul><li>Why are you here? </li></ul><ul><li>What do you want to get out of the workshop? </li></ul><ul><li>What needs to happen this morning for you to consider it successful? </li></ul>
    3. 4. Determine the path that’s right for you
    4. 5. What is social media?
    5. 6. <ul><ul><li>Social media is Social. </li></ul></ul><ul><ul><li>It’s a dialogue not monologue </li></ul></ul>
    6. 7. Why do people use social networks?
    7. 8. People connect around shared interests
    8. 9. Gen Y connects with people, places and brands online
    9. 10. Anyone can participate!
    10. 11. People are talking about you. With or without you.
    11. 12. The Basics The Gorzka Model
    12. 13. <ul><li>Engage in conversations to establish trust and get to know your audience </li></ul><ul><li>Listen and respond to customer needs in real time </li></ul><ul><li>Use what you learn to drive market strategies and outreach </li></ul>Build Relationships
    13. 14. Who consumes social media?
    14. 15. Social Technographics Ladder From Groundswell
    15. 17. Where is everybody?
    16. 18. People travel in packs
    17. 20. Storytelling 101 <ul><li>Raise awareness </li></ul><ul><li>Generate interest </li></ul><ul><li>Engage your fans </li></ul><ul><li>Invite participation </li></ul><ul><li>Create buzz! </li></ul>
    18. 22. Offer an unexpected view
    19. 23. Invite your audience to see things from a new perspective
    20. 24. Create an environment for collaboration
    21. 25. Engage your next generation audience
    22. 39. What does Success Look Like?
    23. 40. Opportunities <ul><ul><li>Attract new audiences </li></ul></ul><ul><ul><li>Get people coming back </li></ul></ul><ul><ul><li>Grow membership </li></ul></ul><ul><ul><li>Raise money </li></ul></ul><ul><ul><li>Show volunteer appreciation & recruit more </li></ul></ul><ul><ul><li>Develop your next generation audience </li></ul></ul><ul><ul><li>Show greater value to sponsors </li></ul></ul>People are connecting around things they are passionate about. It could be YOU!
    24. 44. <ul><li>How can you connect with your current/future audience to create a prosperous future for your organization? </li></ul><ul><li>Empower fans to share their experience with others? </li></ul><ul><li>Build community around your organization? </li></ul>
    25. 45. Embrace how social media allows you to connect with your audience and build relationships <ul><li>Marketing in the social world </li></ul><ul><li>When you says it - it’s advertising </li></ul><ul><li>When fans say it - it’s real, genuine and has value. </li></ul><ul><li>People don’t want to be marketed to . </li></ul>
    26. 46. Mobilize your fans to tell others about you
    27. 47. <ul><li>Engage & encourage your passionate fans to tell others about your awesomeness! </li></ul>
    28. 48. Barriers?
    29. 49. Who’s responsible?
    30. 50. <ul><li>Staff – empower them to share what they are doing with the world. </li></ul><ul><li>Board members – have them share their passion for your organization. </li></ul><ul><li>Volunteers – encourage them to share their experiences and help recruit new ones. </li></ul>Recruit Ambassadors Re-evaluating and re-writing job descriptions may be required
    31. 51. Educate your Leadership
    32. 52. Got Fear?
    33. 53. Provide Value Be relevant Be authentic Be real speak in the same conversation and language as your audience <ul><ul><li>When users finds relevancy and value, they will be engaged </li></ul></ul>
    34. 54. Email and Information Overload
    35. 56. It’s not just an engagement tool. It’s a measurement tool. It’s about the interaction. Measure ROI with different metrics than traditional marketing.
    36. 57. <ul><ul><li>Listening - what do people think of you? </li></ul></ul><ul><ul><li>Energizing –Word of Mouth </li></ul></ul><ul><ul><ul><li>How quickly is information spreading and who is talking about it? </li></ul></ul></ul><ul><ul><li>Embracing – Who’s participating? Why? </li></ul></ul><ul><ul><ul><li>How can you make it better for them? </li></ul></ul></ul>Metrics Listening, research and actionable insights are social marketing currency
    37. 58. Relationships Connections Free Love
    38. 61. Julia Gorzka President and Founder Brand Tampa City Linkage [email_address] (813) 690-2100