• Like
  • Save
Adding Social Media to Your Marketing Strategy
Upcoming SlideShare
Loading in...5
×
 

Adding Social Media to Your Marketing Strategy

on

  • 1,145 views

 

Statistics

Views

Total Views
1,145
Views on SlideShare
1,142
Embed Views
3

Actions

Likes
0
Downloads
24
Comments
0

2 Embeds 3

http://www.linkedin.com 2
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • EDA Consulting
  • Experience with social media – new, some experience, advanced Everyone is going to be at a different place in their experience with social media, so please be patient and save your questions until the end of each section. If I don’t get to everyone’s questions email me and I will respond individually with an answer. EDA Consulting
  • User-driven – it is important to have as many people in the organization engaged in understanding the tools. The more people who are engaged in the communication, the more ambassadors you have. Web 1.0 – refers to email lists: listservs and e-newsletters As I tell people, you learned how to use this crazy thing called “e-mail,” so even though the strategies and tools might feel foreign you may learn to love it over time! EDA Consulting
  • That’s for the younger generations. I don’t have time to learn. It’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don’t know how to use “it.” I’m worried about my privacy. I use some social media and it won’t work. What are some comments you’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting
  • Build networks and community Build relationships and trust – at a distance Build base of support/community and gather contact info Tell your story – Put a face and a personality to your work Share information and resources quickly Promote brand and cause Transparency Social and professional networking Prospecting Get feedback Promote causes and connections – viral marketing Cost effective and green Cross city, state, national, and int’l boundaries Open the door to collaboration opportunities Share resources and enhance collaboration Test ideas Andy Goodman speaks in depth about the importance of telling your organization’s story; this is the hallmark of good communications and draws people in closer to your work – helps them build a personal connection and relationship to what you do. Social media = viral recommendations EDA Consulting
  • The new technology and information is going to happen whether you are a part of it or not. It’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting
  • This is really all about communications, so people need to plan, but also be flexible. Create a strategy, but know that these technologies are so new that they often don’t have hard research behind them. Think of them as an entrepreneurial effort. EDA Consulting
  • All social media should drive back to the website. EDA Consulting
  • EDA Consulting
  • Not discussing MySpace because that is becoming filled with porn, etc. and is less reliable in some ways. It’s a less credible resource. Fastest growing group of people using FB are people over the age of 35…these are the next generation of philanthropists. VERY popular among stay at home moms. 40 million people on Facebook Does anyone know how FB started? Mark Zuckerberg founded this for students in the education system EDA Consulting
  • “ Friend” has now become a verb too! Examples of how social networking is becoming popular to other groups: Change.org = social networking site dedicated to causes. Stayclassy.org = social networking for fundraising - Care2 = social network consisting of more than 7 million activists…”largest online community of people passionate about making a difference.” EDA Consulting
  • Personal profile – I have created personal profiles for organizations because it is easier to link to Twitter and keeps it separate from your profile. All you need is a separate email address. Posting to a group/Page frequently is what creates the viral marketing. Membership restrictions – make sure you approve people in the beginning until you become more comfortable. Facebook has had matching fundraising opportunities where nonprofits have been able to raise thousands of dollars. EDA Consulting
  • Prefer fan pages because you can advertise and share information with a wider audience. Problem is that neither a group nor a fan page links with a twitter YET. Twitter only links with a personal profile. Pages – any posts show up in people’s news feeds EDA Consulting
  • Ask people to provide recommendations for you. Post information on News Feeds and Ask Questions to generate discussion. Walk through each tab, applications, and connections. Great place for recommendations. GO TO BoardSource, Philanthropy Network EDA Consulting
  • How many of you blog? Or read blogs? EDA Consulting
  • Connect a blog to stories about your organization and post the links to Facebook groups, LinkedIn groups, Twitter. Is your blog going to be open to anyone or are you going to have it closed for privacy? EDA Consulting
  • Especially good for marketing folks who are looking to sell something. EDA Consulting
  • I like blogging better than e-newsletters… Some people use them for their main websites – can make it as simple or sophisticated as you like. Start with an internal blog before starting one that you share with your donors. Readers are able to comment and share information Use resources like Feed Burner, Feed Blitz and Google analytics Some groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this) EDA Consulting
  • Simple: Just follow the instructions You can schedule blog posts; you can email the blog posts right to the blog Vlog= video blog Plog = photo blog Moblog = mobile blog (?) Create widgets to share your blog = icon that is in html code which will link to your blog (blidget) Examples: Nonprofit Consulting Cafe EDA Consulting
  • Every time you post a comment on another blog it links back to yours. I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge. Blogging makes your org more transparent and responsive….new structure! EDA Consulting
  • People have short attention spans and this is a good way to get out short, quick messages often. As your following grows, be sure to go back and follow people relevant to your cause, work, etc. Become an expert in your topic area by sharing unique posts as well as retweets. Learn who is reliable over time. Can link Twitter to company’s FB profile through a FB Twitter app or Ping. EDA Consulting
  • Twibes - A twibe is a group of Twitter people with a common interest EDA Consulting
  • EDA Consulting
  • EDA Consulting
  • Have policies on using social media – always reserve the right to ask someone to leave a group. Define the purpose for the social media tool to fall back on in case there is a problem. EDA Consulting
  • Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27 Rinse and repeat EDA Consulting
  • Use as a point of entry like you would with small testing Social media is a TOOL…no THE tool. Has to be used in conjunction with other strategies. Since social media is SO new there is limited information about its statistical effectiveness, but the anecdotal stories are promising and encouraging. Many orgs block social media – can’t share your story this way. EDA Consulting
  • EDA Consulting
  • Use strategy to build from where you are. EDA Consulting
  • EDA Consulting

Adding Social Media to Your Marketing Strategy Adding Social Media to Your Marketing Strategy Presentation Transcript

  • ADDING SOCIAL MEDIA TO YOUR MARKETING STRATEGY
    • Coronado Schools Foundation
    • June 24, 2010
    • www.edaconsulting.org
    6/24/2010 Social Media for Coronado Schools Foundation
  • Overview
    • Introductions
    • Your name and role/title
    • Experience with social media
    • Expectation(s) for workshop
    6/24/2010 Social Media for Coronado Schools Foundation
  • What is Web 2.0?
    • “ The term refers to a group of popular technologies that survived that dot-com bust, so-called 2.0 because they pick up from the previous generation of technologies invented during the last wave of Internet innovation (circa 1993-2001)…it describes not only a set of popular Internet technologies but also the phenomenon of a group of people who believe that we are entering a new era.”
    • - Ben Rigby, Mobilizing Generation 2.0
    6/24/2010 Social Media for Coronado Schools Foundation
  • What are your fears? 6/24/2010 Social Media for Coronado Schools Foundation
  • Benefits to social media
    • Social and professional networking
    • Prospecting
    • Get feedback
    • Viral Recommendations
    • Cost effective and green
    • Cross all boundaries
    • Collaboration opportunities
    • Share resources
    • Test ideas
    • Build networks and community
    • Build relationships and trust – at a distance
    • Build base of support/community and gather contact info
    • Tell your story
    • Quick access
    • Promote brand and cause
    • Transparency
    6/24/2010 Social Media for Coronado Schools Foundation
  • Cons to Using Social Media
    • Some loss of control
    • Time investment (training, maintenance )
    • New communication structure
    • Ideas and opinions that are shared may change over time
    • Getting staff/board investment in new technology
    • Transparency
    6/24/2010 Social Media for Coronado Schools Foundation
  • Social Media Planning
    • Evaluate current social media strategies to avoid duplication
    • Be clear about why you are using social media
    • Create plan including goals, strategy, and actions
    • Create a calendar for messaging
    • Obtain buy-in and participation
    • Participate in personal use of social media
    • Have fun!
    6/24/2010 Social Media for Coronado Schools Foundation
  • Websites 6/24/2010 Social Media for Coronado Schools Foundation
  • SOCIAL NETWORKING
    • What is it?
    • Why is it useful?
    • How do you set it up and use it?
    • Best practices
    • Examples
    6/24/2010 Social Media for Coronado Schools Foundation
  • What is Facebook?
    • “ The connections between every single person in the world intertwine, interplay, and interlock to form the social graph …The power of the social graph refers to how information travels quickly and reliably among folks. ”
    • - Carolyn Abram & Leah Perlman, Facebook for Dummies
    6/24/2010 Social Media for Coronado Schools Foundation
  • Facebook Uses
    • Viral recommendations
    • Build a network of “Friends” easily
    • Recruit people to your “Group” or “Page”
    • Share links and ideas quickly, link to Twitter
    • Leverage funds: low-cost, friend-to-friend
    • Promote work and cause to folks who might not otherwise access it
    6/24/2010 Social Media for Coronado Schools Foundation
  • Set Up and Features
    • Must have a personal profile to set up a Page, Group or Cause.
    • Update your profile with as much information as possible.
    • Updates and notifications
    • Birthdays, People You May Know
    • Discussion Boards/Walls/Email/News Feeds/Events
    • IM
    • Applications – Twitter (profile only), etc.
    6/24/2010 Social Media for Coronado Schools Foundation
  • Facebook Groups and Pages 6/24/2010 Social Media for Coronado Schools Foundation
  • Facebook Groups & Pages
    • Groups
    • Join a group
    • Various membership/privacy levels
    • You can list officers
    • Similar to organizational clubs
    • 5,000 member limit
    • Content comes from an individual
    • Pages
    • Become a fan
    • Similar to a personal profile
    • Share on your profile (through Info tab)
    • Add applications
    • Recommended for businesses, npos, celebrities, brands
    • Events
    • Create badge
    • Content comes from page
    6/24/2010 Social Media for Coronado Schools Foundation
  • LinkedIn
    • Great for recruiters
    • Can’t just create a profile or group and ignore it
    • Place your resume and professional information
    • Great place for recommendations
    • Link profile with Twitter
    • Need personal account to create a group account
    • Create subgroups – does your department/field already have a group?
    6/24/2010 Social Media for Coronado Schools Foundation
  • LinkedIn Home Page 6/24/2010 Social Media for Coronado Schools Foundation
  • Profiles and Recommendations 6/24/2010 Social Media for Coronado Schools Foundation
  • Companies and Job Postings 6/24/2010 Social Media for Coronado Schools Foundation
  • LinkedIn Groups
    • Similar to Facebook
    • Create subgroups
    • Create discussion topics
    • Share news links
    6/24/2010 Social Media for Coronado Schools Foundation
  • Questions 6/24/2010 Social Media for Coronado Schools Foundation
  • BLOGGING AND TWITTER
    • What is it?
    • Why is it useful?
    • How do you set it up and blog?
    • Best practices
    • Examples
    6/24/2010 Social Media for Coronado Schools Foundation
  • Why Blog?
    • “ Starting an organizational blog is one of the fastest routes for telling the story of…your cause, demonstrating expertise in your field, and engaging supporters in conversation.”
    • - Ben Rigby, Mobilizing Generation 2.0
    6/24/2010 Social Media for Coronado Schools Foundation
  • Stats…
    • 12 million Americans blog and over half of Americans read blogs.
    • Blog readers are 11% more likely than the average internet user to have incomes greater than $75,000.
    • Blog readers make more purchases online.
    • Blog readers spend 6% more online than the average Internet user.
    • Mobilizing Generation 2.0 , 2008
    6/24/2010 Social Media for Coronado Schools Foundation
  • Why is a blog useful?
    • Gives a face and a voice to a marketing campaign.
    • Share company announcements.
    • Great communications and community-building strategy.
    • Make a personal connection with your stakeholders.
    • Ongoing relationships.
    • Share opinions and personalize your work.
    • Organizational history online.
    • Internal, organizational communications.
    6/24/2010 Social Media for Coronado Schools Foundation
  • Blog Set Up
    • Free blogging software: Blogspot (Google), TypePad, Yahoo, WordPress
    • Blogging for Dummies
    • Set it up through an organization’s website
    • Clarify your goals and objectives
    • Select layout, logo, etc.
    • Blidget = blog widget (Facebook badge, social media icons, links to slideshows)
    6/24/2010 Social Media for Coronado Schools Foundation
  • Blog Best Practices
    • Plan and be consistent
    • Two-way communication
    • Everyone participate
    • Track participation: Feedburner
    • Keywords and SEO
    • Network within the blogging community
    • Let go of some control
    • Promote your blog
    • Share posts across other networks
    6/24/2010 Social Media for Coronado Schools Foundation
  • Sample Blog 6/24/2010 Social Media for Coronado Schools Foundation
  • Twitter
    • Shorter posts: 140 characters or less
    • Settings: unique url, SMS, hashtags, etc.
    • Follow people and followers
    • Tweet 5 – 20 times per day.
    • Retweet (RT) and Direct Message (DM)
    • Succinct way to communicate
    • More branding and marketing
    • Become an expert in a topic
    • Share info with people beyond your inner circle
    6/24/2010 Social Media for Coronado Schools Foundation
  • More on Tweeting
    • Hashtags - way to track tweets (i.e. #edac)
    • HootSuite/Twaitter - schedule tweets, recurring
    • Bit.ly – shorten and tracks URLs
    • Echofon, Tweet Deck – manage multiple accounts and tweets
    • Twibes– lists
    • Facebook – Twitter app, Ping
    6/24/2010 Social Media for Coronado Schools Foundation
  • Find, Follow, and Share 6/24/2010 Social Media for Coronado Schools Foundation
  • Why Bother with a Blog?
    • “ Blogging can deepen your staff members’ expertise in a subject, help you test ideas before they become set in stone (or before you’ve invested time and resources), and enable more authentic conversation with constituents.”
    • - Beth Kanter , Mobilizing Generation 2.0
    6/24/2010 Social Media for Coronado Schools Foundation
  • Questions 6/24/2010 Social Media for Coronado Schools Foundation
  • MORE SOCIAL MEDIA
    • Social Media Plan
    • Evaluation
    • Organizational investment
    • Next Steps
    • Resources
    6/24/2010 Social Media for Coronado Schools Foundation
  • Social Media Plan and Process 6/24/2010 Social Media for Coronado Schools Foundation
  • Identify Purpose
    • Learn more about social media
    • Reach a different demographic
    • Connect more with a current demographic
    • Access other research or resources
    • Promote brand/event/idea/product
    • Communicate
    • Other?
    6/24/2010 Social Media for Coronado Schools Foundation
  • Goal and Objectives Examples
    • Increase website traffic
    • Sell more product
    • Share ideas
    • Learn about resources in your field
    • Promote an event or idea
    • Develop your brand
    • Test ideas
    • Other?
    6/24/2010 Social Media for Coronado Schools Foundation
  • Tools and Implementation
    • Blog
      • How often will you blog?
      • What will you blog about?
      • Who will blog?
    • Twitter
      • How often will you tweet?
      • What will you tweet about?
      • How will you track?
      • Who will you follow?
      • Who will tweet?
    • Facebook
      • Profile/Group/Page
      • Who will manage?
      • Facebook Ads?
      • Will you link to Twitter? Ping?
    • LinkedIn
      • Group and subgroups?
      • Who will you invite to join?
      • Who will be admins?
      • How often will you post?
    6/24/2010 Social Media for Coronado Schools Foundation
  • Evaluation Examples
    • Record website hits
    • Track with Bit.ly or tinyurl
    • Use hashtags to track posts
    • Are you listed? (Twibes)
    • Facebook Ads
    • Feedburner
    • Record/note how many people:
      • Become a fan/ Join a group
      • Send links
      • Recruit other friends
      • Promote on their profile, blog, website
    • Cost: Care2 ROI calculator
    6/24/2010 Social Media for Coronado Schools Foundation
  • Investing in Social Media 6/24/2010 Social Media for Coronado Schools Foundation
  • Next Steps
    • Start at home
    • What, if anything, do you think will be useful for you and your stakeholders?
    • What concerns do you have?
    • Can you think of one way to use social media and how?
    • Look for volunteers and other board or staff members who can help you.
    6/24/2010 Social Media for Coronado Schools Foundation
  • Beth Kanter on Social Media
    • “ Web 2.0 social media tools offer many possibilities …There are challenges, of course, but these can be mitigated with low-risk forms of experimentation and learning in order to reap powerful rewards.” (Rigby, 2008)
    6/24/2010 Social Media for Coronado Schools Foundation
  • Questions 6/24/2010 Social Media for Coronado Schools Foundation
  • Resources
    • I’m on Facebook, Now What?
    • I’m on LinkedIn, Now What?
    • Ning for Dummies
    • Facebook for Dummies
    • Mobilizing Youth 2.0
    • Mashable.com
    • Nonprofit Technology Network (NTEN)
    • Beth Kanter: http://beth.typepad.com/
    • Social Media Plan Outline: www.ideaencore.com
    6/24/2010 Social Media for Coronado Schools Foundation
  • THANK YOU!
    • For questions or more information…
    • Emily Davis, MNM
    • President
    • EDA Consulting, LLC
    • 15861 Paseo Del Sur
    • San Diego, CA 92127
    • www.edaconsulting.org
    • www.edaconsultingcafe.blogspot.com
    • http://twitter.com/edaconsulting
    • www.facebook.com/edaconsulting
    • [email_address]
    6/24/2010 Social Media for Coronado Schools Foundation