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  • Personally, to me – Social Media is about ConversationsIt’s about taking all those conversations you have offline and putting them online through some new tools. These tools will forever be changing but the conversations should remain the same.
  • Well, I signed up, isn’t that enough?media applicationIt takes too long to realize any ROI from social media effortsIt’s already too late for me to get my business involved. I’ve missed the boat.
  • Some people say they are concerned with privacy
  • Whatever fear is keeping you from talking to your customers and making your voice part of what’s happening – get over it.Your customers don’t care why you’re afraid- they just see you don’t want to talk to them.Whether or not you decide to enter your voice into the world of social media, your brand is already there. Conversations are happening with or without you.You can either take control or hide under the desk. The only way to be “safe” in social media is to be “in” social media. Claim your VOICE@
  • Your public response demonstrates your commitment to customer satisfaction. In a recently published study conducted by Invoke Solutions, one of the most important features that inspire trust amongst social media users is that the conversation happening around your brand be open to both positive and negative comments.NO LOGO
  • Social media is not about you. It’s about people’s relationship with you. Listen before you speak.
  • Social media is about conversations and building relationships. It takes effort.Don’t just talk about yourself. Ask questions, engage people and link.Most of all, be inspiring
  • You can’t control the conversation. If you want people to spread your message, you have to trust them. Listen, Inspire, Engage. Let go.Brand and public relation disasters are not CAUSED by social media. Social media is what lets you SURVIVE them unscathed and better for the wear. – Lisa BaroneBut closing your eyes and ears does not make you safe. It makes you vulnerable. – conversations are happenings
  • You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.
  • Don’t expect immediate, easily measureable results. It takes time to build trust and make connections.
  • Social media allows people to voice their opinions to millions of listeners.Wanna know what they’re saying about you? (Don’t be afraid- take it on!)There are many sites out there that allow you tomonitor your online reputation...Tell the logo story
  • What is your objective? 100 fans? Word of mouth – number of new volunteers?It isn’t about $ - Tell story about donor from TexasPlatforms, Twitter, FB? Media guru – if you use volunteer / intern, monitor!Measure performance time of day with post change? Frequency, content?
  • Social Media Management…It’s notenough to just sign up…Very important! I go to websites, check FB page
  • It’s impossible for someone to work effectively juggling their regular responsibilities and all the social media.For example – usually I check all the sites first thing in the morning committed ¼ to ½ of a full-time staff person to social media. 30 minutes to 3 hours a day
  • #1 error, not including links in enews. Not having a call of action
  • Integrate your social media locations on your website.Make it easy for your visitors to find all the social media you are dabbling in.Make it easy for them to “follow” and subscribe to your posts.
  • First and foremost, it is important to promote your newsand social media connections by:1. Posting your news on your Web site2. Providing quick links to social sites on your Web site3. Adding bookmarking tools such as the “Share This” featureto your news, events and blogs
  • WordpressTypepadBloggerWebsite is very static, - blog allows you to change easily and have new links. Longer stories than FB or Twitter.
  • Wikipedia says “A blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog. “
  • Links to social media – always want to take them from one medium to another.
  • Story telling blog: where you share lots of anecdotes about the people you are helping, the partners you work with, the volunteers and donors who help you, and the staff  and board who keep everything moving forward. If you want donors to better understand the need for and impact of your organization . . . create a storytelling blogThis could be called an “insider” blog because much of the storytelling is about what happens behind the scenes, including the little victories and struggles along the way that may not be press release worthy, but still shed light on the realities of your work.Through stories, you are really letting donors see the world through your eyes and giving them an insider’s perspective.
  • I propose you devote a minimum of 30 minutes per day focusing on your blog marketing activities. Visit other blogs, get ideas, make comments
  • user topics and sub topics and assign days. That will help you get on track and so you’re not facing a blank page. Use as a guide. If you want to get crazy and spontaneous, all the better. Especially if there is a current event.
  • On my desktop I have stickies and when something strikes me, or someone mentions something I write it down. So If I’m ever stuck, I have something I can look at.
  • Again, they can write it ahead and you can schedule the post.I would love to have my ED – I think letters from the ED are a bit bland and old school in newsletters. I would much rather love to get a day to day account or a special personal view from my ED. Goes with the culture of Social Networks, transparency, behind the scenes, creating a sense of community and being “in the know”
  • Board Members
  • A widget is a stand-alone application that can be embedded into third party sites by any user on a page where they have rights of authorship (eg. a webpage, blog, or profile on a social media site). Widgets are fun, engaging, and useful applications that allow users to turn personal content into dynamic web apps that can be shared on just about any website. Little pieces of code you add to your blog
  • Don’t know how to do something, Google it!
  • Go to your profile, and the left column, click it and it will bring you to badges page, click badges home and you can get to this page. Click social media plugins and then you can choose your activity feed. There is an easy way to do this, Blogger, Typepad, other i.e. website and then you can punch in the html code and decide where that goes.
  • With over 500 million users, Facebook is now used by 1 in every 13 people on earth, with over 250 million of them (over 50%) who log in every day. The average user still has about 130 friends, but that should expand in 2011.48% of 18-34 year olds check Facebook when they wake up, with 28% doing so before even getting out of bed. The 35+ demographic is growing rapidly, now with over 30% of the entire Facebook user base. The core 18-24 year old segment is now growing the fastest at 74% year on year. Almost 72% of all US internet users are on now Facebook, while 70% of the entire user base is located outside of the US.Over 700 Billion minutes a month are spent on Facebook, 20 million applications are installed per day and over 250 million people interact with Facebook from outside the official website on a monthly basis, across 2 million websites. Over 200 million people access Facebook via their mobile phone. 48% of young people said they now get their news through Facebook. Meanwhile, in just 20 minutes on Facebook over 1 million links are shared, 2 million friend requests are accepted and almost 3 million messages are sent.
  • Once selected, it can’t be changedpublic—anyone can find and view your page whether they are logged into Facebook or not." Facebook is an Internet site that allows users to post online profiles (including photos, information about themselves, etc.) and then connect to other users who share the same interests, experiences, etc. Facebook is built around groups and is made up of many networks, each based around a company, region, high school or college. Many nonprofits already have accounts and are reaping the benefits for their organization and their cause.One reason why it's so popular is because it's just very easy to use. Adding friends, updating your profile, changing your status message - whatever you do takes just minutes.
  • 1) Sharing quality, relevant content and 2) inciting comments. – post 2X a WEEK ( at least) Newsfeed– join and participate in groups– events, photos and notes features
  • Keep your status updates short and simple with one topic. You have up to 420 characters per update, but I recommend about half that for an ideal size.
  • In other words, your content doesn’t always have to be directly related to your product or service. You might share an inspirational quote and add your own thoughts, for example.
  • How to get to insights? While in fanpage, go to the right hand side – and it has insights – notificationsYou can use facebook as Windrush
  • It’s sort of like text messaging but on the web. When you first start to tweet, it feels really odd. Why would you share what you’re eating? And why would anyone care? It seems like it’s only useful for narcissistic people or those trying to waste time. But people do.
  • If you have contacts in outlook, easy way is to create a free email account, google, etc. import contacts and then let twitter find your peeps.
  • Wordpress has an easy way to do this.
  • There are different ways to do this. There are aps that cross tweet, or you can add this like I have from involver.
  • You wouldn’t carry around a business card without your phone number on it, would you? So why would you send an email without your Twitter handle in it? I think this is the single most important think you can do! Your staff too
  • Uploaded video clip to Youtube and Social Media history was made.

SM Prez 2011 Presentation Transcript

  • 1. Social Media for Equine Assisted Organizations
    What, Why, How, Now What?
    Presented by: Jennifer Tartaglia
    Director of Development, Windrush Farm
    facebook.com/windrushfarm
  • 2. Agenda
    What is Social Media?
    Where do I begin?
    Putting Social Media into Action
    Now What?
    Case Studies
    Q & A
  • 3. What is Social Media?
    Simply put, it’s about people talking, engaging, communicating locally but with the power to affect globally.
  • 4. What‘s Your Excuse?
    I’m not a “tech” person
    Not enough time
    I don’t have anything
    interesting to say.
    My nonprofit is too important to
    “play” around with twitter!
  • 5. Biggest misconception
    It’s just a bunch of kids talking about nonsense and wasting time, right?
  • 6. What‘s Your Objection?
    I don’t want to rock the boat
    I don’t want to be different
    I’m afraid of being called out
    and attacked
  • 7. Fearful organizations believe…
    Social Media = taking your precious brand and throwing it to the wolves!
    Source: Lisa Barone
  • 8. FACT
    The only thing avoiding social media does for you is take your voice entirely out of the conversation.
    It doesn’t make you invisible – it makes you mute!
    Source: Lisa Barone
  • 9. FACT
    Social media isn’t Twitter. It’s not blog posts. Nor Facebook.
    Social media is your customers and your prospective customers.
    Social media is people.
    Claim your voice!
    Source: Lisa Barone
  • 10. How to deal with negative
    **Address the comment immediately**
    In most cases, negative comments offer the opportunity to learn and improve, engage in meaningful conversation, or correct a mistake.
  • 11. Five Guidelines for Social Media
    1) Listen
  • 12. Five Guidelines for Social Media
    2) Get Involved
  • 13. Five Guidelines for Social Media
    3) Give up Control
  • 14. Five Guidelines for Social Media
    4) Be Honest
  • 15. Five Guidelines for Social Media
    5) Think long term
  • 16. Dialogue Vs. Monologue
    Want to know what they’re saying about you?
    Monitor your reputation:
    Google alerts
    Social mention
    Trackur.com
    Brands eye
    Yelp.com
    Urbanspoon.com
  • 17. Your strategy to start
    Establish Objectives
    Platforms
    Choose media guru
    Deploy / Maintain
    Measure Performance
    Refine
  • 18. You gotta show up
    It’s not just enough to sign up…
  • 19. Staff Time
    Schedule dedicated time to:
    Monitor
    Report
    Create
    Engage
  • 20. eNewsletters
  • 21. eNewsletters
    Keep them short
    Always include “Call to action”
    Use to drive people to social media and website
    Source: Joel Comm
  • 22. Website
  • 23. Your Website
    Integrate
    Make it easy
    Add bookmarking tools “share this”
    There must be a call to action
  • 24. Your Website
    Social media links
  • 25. Blog
  • 26. Do you have a blog?
    What is a blog?!
    Think journal on the web…
  • 27. Bloggin’ to get noticed
    Be creative! Have fun!
    Short and sweet (200 words)
    Include links and keywords
    Widgets
  • 28.
  • 29. What do I write about?
    YOUR GOAL…
    …Create community, inspire conversations!
  • 30. What do I write about?
    People love reading about the process.
    The behind-the scenes. It makes them feel like they are part of the inner circle.
  • 31.
  • 32. 6 Ways to Produce Quality Blog Content
    #1. Create an editorial calendar
    Assign time slots to do this:
    Mon / Wed / Fri 9-9:30am
    Source: Denise Wakeman
  • 33. 6 Ways to Produce Quality Blog Content
    #2. Plug in types of posts and topics you want to write about
    Make a list of categories that interest your community. i.e.
    How –To
    Top 10
    Opinion
    Case Study
    Testimonial
    Q & A
    Guest Post
    Source: Denise Wakeman
  • 34. 6 Ways to Produce Quality Blog Content
    #3. Keep a running list of blog topics
    The more you blog, the more ideas you get!
    Source: Denise Wakeman
  • 35. 6 Ways to Produce Quality Blog Content
    #4. Write several posts at one time
    In the mood? Write ‘em and
    schedule them for a later date!
    Source: Denise Wakeman
  • 36. 6 Ways to Produce Quality Blog Content
    #5. Find guest bloggers to help you out with content
    Perhaps once a month you showcase the ideas of other members of your team, your vendors, your colleagues or clients!
    Source: Denise Wakeman
  • 37.
  • 38. 6 Ways to Produce Quality Blog Content
    #6. Interview Experts
    Interview volunteers,
    clients, donors, etc!
    Source: Denise Wakeman
  • 39. How much?
    Posting two to three times per week keeps your blog fresh and relevant.
    Investing a couple of hours a week on creating content that works for you 24/7 will pay off in more traffic, more leads and more opportunities for your business.
  • 40. Add widgets to your blog
    What is a widget?
    Little pieces of code that turn into a little “app” similar to what is on an iPhone.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45. Facebook. Why?
    500,000,000 users: 1 in every 13 people on earth
    35+ demographic more than 30%
    57% of people talk to people more online than in real life
    48% young Americans find out about news on FB
    About 28% check FB on smart phones before getting out of bed
    In 20 mins on FB more than 1 million links are shared
    American Idol. On a good night averages 20 million viewers. Facebook has 100 million American members.
  • 46. Facebook
    What you need to know:
    You need an account to create page
    Facebook Pages are public
    Select page title carefully
    Can add additional admins
    All content posted on your FB page indexed on Google
    Tip: Study other facebook pages to learn
  • 47.
  • 48. Content
    Include a mix of:
    Updates
    Photos
    Videos
    Links
    Events
    Always keep page current. Max 2 posts daily
  • 49. If you build it, will they stay?
    Sharing quality, relevant content
    Inciting comments
  • 50. Ask Questions
    For status updates, try ending with a question.
    Source: Mari Smith
  • 51. Use the words “you” or “your”
    Use the word “you” often – “What are your thoughts?” “What do you think about xyz?”
    Here, the Hard Rock Cafe is giving out a coupon code with the words “Our gift to you because you rock…”
    Source: Mari Smith
  • 52. Keep it short
    The easier it is for your fans to read, the more likely they are to respond.
    Short and simple with one topic.
    Source: Mari Smith
  • 53. Respond Promptly
    Do your best to respond to fan questions (as wall posts) as promptly as possible.
    Source: Mari Smith
  • 54. Address fans by name
    Come back and reply often to your fans’ comments –
    Addressing specific fans in your comments as @name.
    Source: Mari Smith
  • 55. Surprise your fans
    Don’t be afraid to stray “off topic” from time to time and surprise your fans.
    Source: Mari Smith
  • 56. Use @ taggings
    You can tag other fan pages that you’re a fan of and your own friends.
    Post show up on others’ walls, more exposure and brings more fans or potential fans back to engage.
    Source: Mari Smith
  • 57. Windrush FB
    Deep Hole RD FB
    Source: Mari Smith
  • 58. Monitor Insights
    Users, interactions, post views, etc
    Source: Mari Smith
  • 59. Hot Tip
    The more activity your fan page posts generate, the longer you’ll show up in the News Feed of your fans!
    As you build up your fan base, consistently add quality, relevant content and engage your fans.
    Start to see results that translate into an increase in brand awareness and positive brand sentiment, email and blog subscribers, and of course, sales and paying customers.
    Source: Mari Smith
  • 60. Twitter: What is it?
    Microbloggingservice answers the question "What are you doing?" by sending short text messages 140 characters called "tweets", to your friends, or "followers."
  • 61. Twitter
  • 62. Twitter: Why?
    175 million registered users
    95M tweets per day
    The majority on twitter are “lurkers”
    1 in 3 users is between the ages of 25 and 34
    Twitter users are very frequent SMS users (x’s/day)
    Source: Edison Research
  • 63.
  • 64.
  • 65. Grow a great twitter following
    #1. Look for people you know
    Under Who to Follow Tab, Find Friends
    Source: Dino Dogan
  • 66. Grow a great twitter following
    #2. Twijazzle your blog and/or website
    Make sure your twitter feed
    is on your blog on website
    Source: Dino Dogan
  • 67. Grow a great twitter following
    #3. Integrate your social networks
    Bring your tweets to facebook!
    Source: Dino Dogan
  • 68. Grow a great twitter following
    #4. Put your twitter name in your signatures
    Do you use Google? Try wisestamp
    Source: Dino Dogan
  • 69. MicroMarketing: Get Big Results by Thinking and Acting Small, Greg Verdino
    Source: Greg Verdino
  • 70. The seven shifts from mass to micro
    Source: Greg Verdino
  • 71. Make sense?
    Facebook with it’s 500 million members who share over 30 billion pieces of content each month…
    …it’s not hard to understand that there is a new sheriff in town and his name is NOT “mainstream media”.
    Source: Greg Verdino
  • 72. MicroMarketing Belief
    We now do business in an age when it is far better to be everything to the right someone than it is to attempt to offering something for everyone
    Source: Greg Verdino
  • 73. The Network Effect
    1. We spread what interests us and what we think will interest others.  Make sure your content is not just “good enough to check out” but rather “good enough to recommend.”
    2. We spread what allows us to share something about ourselves.  When we want people to share something about us, make sure there’s the opportunity and inspiration necessary for them to share something about themselves, like Drew did with Blame Drew’s Cancer.
    3. We spread what we have incentive to share.  Give people a reason to spread the word.  It could be the desire to be part of something bigger than ourselves or social currency or social status.  Or the chance to do good.
    Source: Greg Verdino
  • 74. Case Study: Lauren Luke
    Example of the Seven Shifts
    Customer-Centric Business
    You can put your customers or “friends”, as Lauren Luke calls them, at the center of your business and still generate revenue
    Source: Greg Verdino
  • 75. By Lauren Luke at Sephora
    Source: Greg Verdino
  • 76. The Story of Lauren Luke
    Started small
    Single mom selling makeup products on eBay
    Starting sharing photos of herself with various makeup looks with makeup kits she was selling
    Results: she got correspondence from customers wanting to learn her tricks of the trade
    Source: Greg Verdino
  • 77. The Story of Lauren Luke
    She decided to share her tips on Youtube
    Video after video, Lauren taught women how to apply makeup like famous actresses, musicans, or makeup seen in ads
    Micromaven sharing Microcontent
    Source: Greg Verdino
  • 78. The Story of Lauren Luke
    Time went on and Lauren built up a base of fans (Microculture) who watched videos, and requested more.
    One day, she did a video on how to do Leona Lewis’ makeup. (the video has over 3.7million views)
    Attention by agency, Anonmaly, that helped set Lauren off in the direction of her product line
    Source: Greg Verdino
  • 79. Today: Lauren Luke
    Lauren is an author
    Has her own tv pilot
    Has appeared on multiple media interviews
    Still does Youtube videos
    Source: Greg Verdino
  • 80. Unveiling Sephora Product Line
    Didn’t use traditional mass marketing outlets
    Made video of her excitement to see new product line (so people who can’t come will still be able to see what I am seeing)
    The takeaway: Not about press
    It’s about staying connected with
    friends that have been with her since the beginning of her journey
    Source: Greg Verdino
  • 81. Unveiling her product line
    Also invited bloggers and about 500 friends
    Open the flood gates to thousands of microcontent from people who actually like her! Flickr, photos, blog posts, tweets, facebook wall posts, myspace updates
    Today continues to be a two way interaction between Lauren and friends
    Source: Greg Verdino
  • 82. The Need to Act Quickly: ROI
    The Susan Boyle Story
  • 83. The Story of Susan Boyle
    Susan Boyle – “I dreamed a dream” from Britain’s Got Talent
    47.7 million views and 125,000 comments in 1 week
    By March, 348 million views and ranks #9 on visible measure lists of all time most viewed web clips.
    Not only most watched youtube video, widely considered most viral piece of content in the history of the internet.
    Source: Greg Verdino
  • 84. The Story of Susan Boyle
    Yet, none of the stakeholders translated the video’s massive audience into revenue
    Youtube and producers deadlocked into negotiations how to divide potential ad revenue
    They dawdled
    No ROI
    Happy ending for Susan –
    widely successful artist
    Source: Greg Verdino
  • 85. The Story of Susan Boyle
    The show’s failure to capitalize on one of the web’s greatest microcontent successes is a nightmare.
    Source: Greg Verdino
  • 86. The Need to Act Quickly: ROI
    The JK Wedding Entrance
  • 87. http://youtu.be/4-94JhLEiN0
  • 88. The Story of JK Wedding Entrance
    Jill Peterson and Kevin Heinz. June 20, 2009 - danced down the isle to Chris Brown’s single “Forever”
    Month later, newly weds uploaded amateur shot video to youtube
    Groundswell of online sharing, twitter, facebook news feeds, instant message, over email. Viewed more than 12 million times within just 10 days and landed on party segment on
    NBC’s Today Show
    Source: Greg Verdino
  • 89. The Story of JK Wedding Entrance
    64 million youtube views and 189,000 comments
    Real winners
    Chris Brown and Sony’s Zomba Label Group
    Source: Greg Verdino
  • 90. The Story of JK Wedding Entrance
    Track on music chart but…
    Chris Brown career struggling, domestic abuse charges
    Label saw opportunity and acted quickly
    Source: Greg Verdino
  • 91. The Story of JK Wedding Entrance
    Youtube built in content overlay to click to buy on top of clips to encourage viewers to purchase track on amazon or itunes.
    Source: Greg Verdino
  • 92. The Story of JK Wedding Entrance
    Searches for Chris Brown forever skyrocketed
    Click through rate is 2x the average to buy overlays on site
    Also influenced official “Forever” Video click through increase 2.5x
    1 year after release, Forever
    reached #4 on itune single chart
    and #3 on amazon’s best selling list
    Source: Greg Verdino
  • 93. The Story of JK Wedding Entrance
    Additionally, link to official website has raised $34,600 for Sheila Wellstone institute combating domestic violence.
    Taking action turns social media microcontent success stories into revenue
    Source: Greg Verdino
  • 94. Some Final Thoughts
    Do’s and Don’ts
  • 95. Final Thoughts
    No Blatant advertising (Conversations!)
    No long URLs & tracks (tiny urlor bit.ly)
    Don’t go in for the quick kill
    Don’t spam your social media followers
    Don’t treat social media like any other kind of media venue! It is it’s own animal.
    “Don’t be scared”
    “Do” Have fun!
  • 96. Thank You!
    Presentation and links at:
    www.windrushfarm.org/socialmedia.html
    facebook.com/windrushfarm