Social media deﬁnes the activities that integrate technology, social interaction and the sharing of words, images, video and audio.
In other words… Social media is a conversation that takes place online.
It’s a conversation more people arejoining every day.
People like this guy. • By 2010, millenials will outnumber baby boomers • $350 billion in spending power • Spend over 16 hours a week online • 96% have joined a social network • They care about what their friends think and what they like, not traditional marketing and ads UniversalMcCan Comparative Study on Social Media Trends http://tinyurl.com/dlzqnx “Consumer 2.0” by Mr.Youth and RepNation Media http://tinyurl.com/cpja9q
And people like her. • 41% of babyboomers have visited a social networking site • +55 Women fastest growing demographic on Facebook • More stable, dependable income “The Fasted Growing Demographic on Facebook” http://tinyurl.com/bl99qo
Social media is...Consumer-driven Transparent Engaging Inclusive Sincere
It isn’t…ControlledImpersonal Exclusive Formal One-sided
Conversations are easy.Why is social media hard?
You may not have a social media plan. But you certainly use media.
What channels do you currently use? Email?Websites? Direct Marketing? Newsletters?Outreach programs? Phone?
Ask yourself questions... What tone do these channels convey? Who are my intended targets? Am I reaching my intended targets? Do these channels reﬂect our mission? What overall message does my brand communicate?
Most importantly… What’s missing? Where do these channels fall short? Are there people we should target but aren’t? Online, are we passive participants or active engagers?
Goodwill of DC asked questions… • Discovered their current messaging wasn’t targeting people like her (young women interested in vintage fashion) • Shame, considering Goodwill has great deals on vintage wear • Created a social media plan that targeted these women and gave Goodwill a hipper image • More on Goodwill later
Asking questions reminds you who youare and who you want to be.It also indicates how social media can beused to complement your overallmission.
Let’s get a closer look… http://www.google.com/alerts http://pipes.yahoo.com/pipes/ http://www.technorati.com/
Ask yourself…What attitudes deﬁne me and my issues?What sites have the most activity relatedto my organization?What kind of people do the most posting?What other organizations and issues arethese people connected to?What kind of negative comments ormisconceptions exist?
What will you discover? Better understanding of your brand presence Online communities you should joinTargets and inﬂuencers you should engage Values you should promote Attitudes you should change
Personas are… Descriptions of individuals that represent your target. They’re not real people. Just archetypes that represent real people.
Personas…Help you identify potential charactertraits, personalities, habits andattitudes of your target.This helps you create a social mediaplan of ideal scope and size.
Create personas through listening. But this time, not just online.
Interview stakeholders in person... Where do you go online? How much time do you spend there? Do you comment? Do you initiate online conversations? What social networks do you use? Would you feel comfortable if our organization joined you online?
Social media tools aren’t really fee. They cost time.Sometimes,lots of time.
How many hours and how many people can I devote to implementing a social media plan?
Take note of… Size and technical experience of staffVolunteer base (long-term vs short term) Time staff members can devote to social mediaContent already produced that can be used on social media sites
This makes your social media plan… Realistic Managable Achievable Efﬁcient And not the source of tears and anguish
You know your target.You know your resources. Now, what do you want to achieve?
Do you want to… Build better relationships?Raise awareness about your cause? Increase website trafﬁc? Build up your base? Inspire people to action? Increase donations?
Keep track of goals withqualitative data… Inﬂuential Friends New names added to email ﬁle Comments Voting participants Increased donationsInﬂuential blogs linked to you Increased webpage hits Content of keywords
Set benchmarks based on these metrics… We want (n) positive comments per week on Twitter. We want $(n) from our charity mall.We want (n) pagerank by a certain date.We want (n) people to sign our petition.
Never stop using them to… Find conversations to join Track responses to your social media activity Discover what messaging works, what doesn’t
After you listen, re-evaluate yourstrategy and focus on what’sworking.Consider dropping what isn’t.
Re-Invention Zen… • Susan Reynolds started a blog chronicling her battle with breast cancer • Once, she used frozen peas to lessen swelling after a biopsy and posted a pic on her blog and Twitter • Community saw it as a light, human touch to tragedy • Attracted to the powerful, unique symbol
Re-Invention Zen…• Enter the Frozen Pea Fund• Sought to promote humor andoptimism while ﬁghting cancer• Integrated Twitter, Flickr,Second Life network• Raised > $7k in ﬁrst month• Wouldn’t have happenedwithout listening/ re-inventing
Social media may be here to stay.But the tools are temporary.
Remember Friendster?• First big online social network• Founded in 2002• Gained 3 million members inﬁrst few months• Quickly lost out to MySpace,then Facebook• Now only popular in Asia