What is Social Media?
Why Social Media?
People using tools free tools (blogs,
Peopletwitter) free online tools (video, twitter &
video, using and sites (Facebook &
blogs) and to connect and share
MySpace) sites (Facebook & MySpace) to
connect, share info and converse!
information online.

A closer look…

Why does it matter?
Why Social Media?
• Everybody’s doing it!
• 43% of US Internet users visited social
networking sites in Q2 2009*
• Word of mouth meets steroids
• We’re more likely to be influenced by friends vs.
traditional media
*“Consumer Internet Barometer” report from TNS and The Conference Board

Why do we do this?
Why Social Media?

What does Mozilla do?
And, more!

Official Mozilla Firefox
Fan Page: 544,000+
Fans
And Thousands more
across related Pages
and Groups
http://www.facebook.com/Firefox

http://www.orkut.com/Main#Community.aspx?rl=cpn&cmm=80527
http://www.orkut.com/Main#Community.aspx?rl=cpn&cmm=2710

The latest news,
community goodness &
updates!
http://twitter.com/firefox

Top news on Digg

Twibbon Campaigns
http://twibbon.com/

Site Badges
200K downloads per week via site badges
http://www.spreadfirefox.com/affiliates

Blogging
• Central blog
• Employee & community blogs
• Shared community blogs

Something new…
http://www.pledgebank.com/

Firefox 3.5 case study
Goals:
• Overall awareness
• Drive downloads
• Create viral activity
Full recap: http://bit.ly/Fw4jv

Donate Your Profile Image

Video
• Community generated
• Fastest Firefox campaign
• Thank you video

Orchestrated twitterstudy
Firefox 3.5 case “attack”
Shiretoko Shock!
• Campaign idea by a Campus Rep
• Created a viral way to participate in release day
• Helped “Firefox” and “#fx35” make trending topics
Viral Factor:
• Initial outreach to 600 = 24,000 visitors
• 40 x viral

How can you put Social
Media to work?
• Determine your goals - is it engagement,
fundraising, awareness, etc.?
• Identify your audiences
• Figure out where they convene online

Courtesy of Primal Media

Courtesy of Primal Media

Courtesy of Primal Media

Courtesy of Primal Media

Courtesy of Primal Media

Brainstorm!