Social Networking At IYI

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My presentation to senior staff to get buy-in on the idea of social networking.

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Social Networking At IYI

  1. 1. Social Networking @ IYI Finding our audience in new circles Social Marketing Niche Marketing Multi-Channel Communications Digital Marketing Push vs. Pull Marketing Grassroots Online Social Media Optimization
  2. 2. What is Social Media? <ul><li>social media simply refers to communication platforms generated and sustained by the interpersonal interaction of individuals through a specific medium . </li></ul><ul><li>Wikipedia defines it as: </li></ul><ul><ul><li>“… the democratization of information, transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers.” </li></ul></ul>(Read this slowly)
  3. 4. Attributes of a Social Web Presence: <ul><li>Identity: who are you? </li></ul><ul><li>Reputation: what do people think you stand for? </li></ul><ul><li>Presence: where are you? </li></ul><ul><li>Relationships: who are you connected with? Who do you trust? Who trusts you? </li></ul><ul><li>Groups: how do you organize your connections? </li></ul><ul><li>Conversations: what do you discuss with others? </li></ul><ul><li>Sharing: what content do you make available? </li></ul>
  4. 5. The Marketing Funnel IYI Clients, Partners, Advocates, Volunteers, Donors… $$$
  5. 6. FLIP The Marketing Funnel IYI Clients, Partners, Advocates, Volunteers, Donors… A grassroots campaign with some great credibility and more immediate results.
  6. 7. Return on Investment <ul><li>Increased Brand Awareness </li></ul><ul><ul><li>Increased Sponsor/Donor Brand Awareness </li></ul></ul><ul><ul><li>Increased awareness of IYI’s case for support </li></ul></ul><ul><li>Improved Search Engine Rankings </li></ul><ul><ul><li>Another avenue to drive traffic to iyi.org </li></ul></ul><ul><li>Increased Relevant Visitor Traffic </li></ul><ul><ul><li>Reaching ALL of our intended audiences </li></ul></ul>
  7. 8. How well are we reaching our intended audiences? Parents & Caregivers Direct Service Youth Workers Youth Serving Organizations A Concerned Community Moms , grandpas, aunts n uncles , Dads , Babysitters, Foster Parents, Grandmas Counselors , Teachers, after-school workers , Pastors, Partners , Mentors Administrators , Principals , Presidents, Executive Directors , Coalitions, Curriculum planners Businesses, Civic Leaders , Child Advocates, other Bloggers , Legislators, PTAs, Town Councils, Media, Foundations
  8. 9. Return on Investment <ul><li>Improved “sales” for a product or service </li></ul><ul><ul><li>To Youth Workers: A more narrative venue for description of training, consulting, library, PDGs and data. </li></ul></ul><ul><ul><li>To our other audiences: A place for YIA-like storytelling (and IYI testimonials) inspiring more community involvement. </li></ul></ul><ul><li>Reputation Management </li></ul><ul><ul><li>Comments : A place to gather, analyze and respond to negative opinions of IYI and its services. </li></ul></ul>
  9. 10. Start Simple, Make Friends Users join networks organized by city, workplace, school, and region to connect and interact with other people. It’s used to send friends messages, and update personal profiles to notify friends about what’s new. IYI’s potential benefits: News Feed – appears on every user's homepage and highlights information including profile changes, upcoming events, and birthdays related to the user's friends. A repeat of IYI’s web content = minimal staff time. Photo Albums – allows IYI to upload an unlimited amount of photos and “tag” our friends. Spreads the IYI Brand around this virtual community. Online Donations?
  10. 11. Start Simple, Make Friends Facebook is the leading social networking site based on monthly unique visitors, having overtaken main competitor MySpace in April 2008. The website's ranking among all websites increased from 60th to 7th in terms of worldwide traffic, and 15th in US traffic. Facebook is also the most popular for uploading photos, with 14 million uploaded daily.
  11. 12. Start Simple, Make Friends Demographics Comparison: IYI Youth Workers Direct Service Administrators Facebook’s Population Age 18-34 47% 16% 79% Age 35-54 42% 52% 7% Age 55+ 11% 32% 1.2% *Facebook stats by iStrategyLabs.com
  12. 13. Start Simple, Make Friends Among the major Facebook age segments, the fastest growing are young (26-34) to middle-age (35-54) professionals. Noted in research is also a very strong growth in the much smaller and 55+ age groups. The 35-54 year old segment grew 172.9% in 10 months - the other two mentioned are growing at a rate of 97%+. (10/07-6/08 – source istrategylabs.com)
  13. 16. Start Simple, Make Friends Linked in is a business-oriented Social Networking Web site. It’s strictly professional and used to make connections with trusted business contacts. A contact network is built up consisting of their direct connections, the connections of each of their connections and also the connections of second degree connections. This can be used to gain an introduction to someone you wish to know through a mutual, trusted contact. Employers can list jobs and search for potential candidates.
  14. 17. Start Simple, Make Friends This is another venue to post IYI news, but perhaps in a more formal, press-release format. Again, minimal work. The searchable LinkedIn Groups feature allows users to establish new business relationships by joining alumni, industry, or professional and other relevant groups. – A place to connect with those we may be missing on Facebook. The newest LinkedIn feature is LinkedIn Polls. Not to replace SurveyMonkey, but instead to get general feedback on one specific question.
  15. 18. Start Simple, Make Friends 60% of the 30 million LinkedIn users have high personal incomes, hold executive level or consultant positions, are decision makers and likely to be active networkers… -Anderson Analytics
  16. 19. Start Simple, Make Friends LinkedIn is also a great place to brag about the amazing qualifications of IYI staff. Just being connected to IYI as a staff member, others may view our long and impressive resumes. The final benefit to both LinkedIn and Facebook are the applications that will show IYI’s blog.
  17. 20. What? A blog you say?
  18. 21. What? A blog you say? <ul><li>Blogs are a part of our daily lives.  The numbers vary but all agree that blogs are here to stay: </li></ul><ul><li>comScore MediaMetrix (August 2008) </li></ul><ul><ul><li>Blogs: 77.7 million unique visitors in the US </li></ul></ul><ul><ul><li>Facebook: 41.0 million | MySpace 75.1 million </li></ul></ul><ul><ul><li>Total internet audience 188.9 million </li></ul></ul><ul><li>eMarketer (May 2008) </li></ul><ul><ul><li>94.1 million US blog readers in 2007 (50% of Internet users) </li></ul></ul><ul><ul><li>22.6 million US bloggers in 2007 (12%) </li></ul></ul><ul><li>Universal McCann (March 2008) </li></ul><ul><ul><li>184 million WW have started a blog | 26.4 US </li></ul></ul><ul><ul><li>346 million WW read blogs | 60.3 US </li></ul></ul><ul><ul><li>77% of active Internet users read blogs </li></ul></ul>
  19. 22. What? A blog you say? “ The word blog is irrelevant, what’s important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world.” – Seth Godin, Author Tribes sethgodin.typepad.com
  20. 23. What? A blog you say?
  21. 24. The Anatomy of a Blog <ul><li>Categories </li></ul><ul><li>Tags </li></ul><ul><li>Comments </li></ul><ul><li>RSS </li></ul><ul><li>Other Feeds </li></ul><ul><li>Blogroll </li></ul><ul><li>Other widgets </li></ul>
  22. 25. NEWS From the Field LaPorte Hosts Youth Worker Café Northwest Indiana – Stephen Gill This week 47 youth workers met at the United Methodist Center in downtown LaPorte to discuss child obesity concerns with local health officials from…. [Read more] Kids Count Conference UPDATE Back by Popular Demand in ‘09! Central Office – Elizabeth Crist Darby We were all ‘moved’ by our friend Kellee McQuinn’s enthusiastic performance during the Opening Session at the 2008 Kids Count in Indiana Conference…. [Read more] Notes from the CEO Best Practices in Kid Safety On the Road Again… – Bill Stanczykiewicz As I was driving through Jasper Indiana this week, I stopped in to visit with my friends at Safety First for Kids . Partnered with the Jasper Fire Department... [Read more]
  23. 26. Notes from the CEO Best Practices in Kid Safety On the Road Again… – Bill Stanczykiewicz As I was driving through Jasper Indiana this week, I stopped in to visit with my friends at Safety First for Kids . Partnered with the Fire Department, this org... [Read more] Comments: ( 3 ) Bill, we were so glad to have you Thursday and glad you joined us for lunch. We look forward to seeing more of Joe Schrode as we partner with the Evansville Health Network to develop new programs for playground safety. Perhaps IYI could do an Issue Alert on Indiana playgrounds? Just an idea. - Susan Jones I think playground safety is a great idea for an issue alert! - Bob (Noblesville)
  24. 27. Blogophobia <ul><li>Blogophobia often manifests itself in a fear of comments.  </li></ul><ul><li>Here's the thing: </li></ul><ul><li>Everyone wants comments, but not bad comments. You don't get to choose what the comments are about.  </li></ul><ul><li>You can moderate comments. </li></ul><ul><li>If someone writes something bad about your organization, I'll betcha that they are saying it to other people, and that other people may have the same feelings. Wouldn't you rather address the complaint out in the open, where everyone can read your response, instead of having talk about you behind your back? </li></ul>* Verbatim text from the NetSquared.org blog – Net 2 ’s mission is to jumpstart the leading edge of online technological change – and to help nonprofits use that edge to change the world!
  25. 28. Blogophobia *NetSquared.org’s blog “ In general, a blog is a different communication tool than say, a newsletter.  Should it have correct spelling and grammar?  Yes . Should the content be appropriate to your audience? Yes .  But blogs are all about authenticity, transparency and the voice of a real person.  Don't stifle blogs' most precious qualities.”
  26. 29. Define: “Minimal Work” <ul><li>A new vehicle for the content we already post on the homepage and in the weekly update. </li></ul><ul><ul><li>Grant Tip of the Week </li></ul></ul><ul><ul><li>Radio show topics & links </li></ul></ul><ul><ul><li>Parent tips and Kids Count Minutes </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Narrative calendar announcements </li></ul></ul><ul><ul><li>Other Video </li></ul></ul>
  27. 30. Define: “Minimal Work” <ul><li>Data, Data, Data… </li></ul><ul><li>Gather some content on a monthly basis. </li></ul><ul><ul><li>Post daily with timed dispersal </li></ul></ul>
  28. 31. Sample Non-profit Blogs <ul><li>MCCoy Youth </li></ul><ul><li>Denver’s United Way </li></ul><ul><li>Red Cross Youth </li></ul>

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