Social Media for Equine Assisted Organizations What, Why, How, Now What? Presented by: Jennifer Tartaglia Director of Development, Windrush Farm facebook.com/windrushfarm
Agenda What is Social Media? Where do I begin? Putting Social Media into Action Now What? Case Studies Q & A
What is Social Media? Simply put, it’s about people talking, engaging, communicating locally but with the power to affect globally.
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!
Biggest misconception It’s just a bunch of kids talking about nonsense and wasting time, right?
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
Fearful organizations believe… Social Media = taking your precious brand and throwing it to the wolves! Source: Lisa Barone
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
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
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.
Five Guidelines for Social Media 1) Listen
Five Guidelines for Social Media 2) Get Involved
Five Guidelines for Social Media 3) Give up Control
Five Guidelines for Social Media 4) Be Honest
Five Guidelines for Social Media 5) Think long term
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
Your strategy to start Establish Objectives Platforms Choose media guru Deploy / Maintain Measure Performance Refine
You gotta show up It’s not just enough to sign up…
Staff Time Schedule dedicated time to: Monitor Report Create Engage
eNewsletters Keep them short Always include “Call to action” Use to drive people to social media and website Source: Joel Comm
Your Website Integrate Make it easy Add bookmarking tools “share this” There must be a call to action
Your Website Social media links
Do you have a blog? What is a blog?! Think journal on the web…
Bloggin’ to get noticed Be creative! Have fun! Short and sweet (200 words) Include links and keywords Widgets
What do I write about? YOUR GOAL… …Create community, inspire conversations!
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.
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
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
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
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
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
6 Ways to Produce Quality Blog Content #6. Interview Experts Interview volunteers, clients, donors, etc! Source: Denise Wakeman
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.
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.
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.
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
Content Include a mix of: Updates Photos Videos Links Events Always keep page current. Max 2 posts daily
If you build it, will they stay? Sharing quality, relevant content Inciting comments
Ask Questions For status updates, try ending with a question. Source: Mari Smith
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
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
Respond Promptly Do your best to respond to fan questions (as wall posts) as promptly as possible. Source: Mari Smith
Address fans by name Come back and reply often to your fans’ comments – Addressing specific fans in your comments as @name. Source: Mari Smith
Surprise your fans Don’t be afraid to stray “off topic” from time to time and surprise your fans. Source: Mari Smith
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
Windrush FB Deep Hole RD FB Source: Mari Smith
Monitor Insights Users, interactions, post views, etc Source: Mari Smith
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
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."
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
Grow a great twitter following #1. Look for people you know Under Who to Follow Tab, Find Friends Source: Dino Dogan
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
Grow a great twitter following #3. Integrate your social networks Bring your tweets to facebook! Source: Dino Dogan
Grow a great twitter following #4. Put your twitter name in your signatures Do you use Google? Try wisestamp Source: Dino Dogan
MicroMarketing: Get Big Results by Thinking and Acting Small, Greg Verdino Source: Greg Verdino
The seven shifts from mass to micro Source: Greg Verdino
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
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
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
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
By Lauren Luke at Sephora Source: Greg Verdino
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
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
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
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
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
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
The Need to Act Quickly: ROI The Susan Boyle Story
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
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
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
The Need to Act Quickly: ROI The JK Wedding Entrance
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
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
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
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
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
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
Some Final Thoughts Do’s and Don’ts
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!
Thank You! Presentation and links at: www.windrushfarm.org/socialmedia.html facebook.com/windrushfarm