Creating Your Social Media Blueprint

Creating Your Social Media Blueprint A Workshop on Emerging Strategies and Tactics for Nonproﬁts Facilitated by Kevin S. Trowbridge

95 Theses

95 Theses 1. Markets are conversations.

95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice.

95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 64. We will not settle for the four-color brochures, for web sites chock-a-block with eye candy but lacking any substance.

95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 64. We will not settle for the four-color brochures, for web sites chock-a-block with eye candy but lacking any substance. 95. We are waking up and linking to each other. We are watching. But we are not waiting.

Where are the social media experts?

Connect with clients’ children (i.e., teenagers)

use it effectively Connect with clients’ children (i.e., teenagers)

use it effectively Learn about it in greater detail and use it more Connect with clients’ children (i.e., teenagers)

use it effectively Learn about it in greater detail and use it more Connect with Utilize FB to clients’ children connect with (i.e., teenagers) youth

use it effectively Learn about it in greater detail and use it more Not knowing the Connect with best direction to Utilize FB to clients’ children take- how to connect with (i.e., teenagers) reach right youth audience

use it effectively Lack of information to promote the positives/beneﬁts of Learn about it in greater use to boss detail and use it more Not knowing the Connect with best direction to Utilize FB to clients’ children take- how to connect with (i.e., teenagers) reach right youth audience

Today’s Agenda

Today’s Agenda • Deﬁne our terms.

Today’s Agenda • Deﬁne our terms. • Outline a strategic planning process.

Today’s Agenda • Deﬁne our terms. • Outline a strategic planning process. • Examine common social media tools.

Today’s Agenda • Deﬁne our terms. • Outline a strategic planning process. • Examine common social media tools. • Create some meaningful content.

Today’s Agenda • Deﬁne our terms. • Outline a strategic planning process. • Examine common social media tools. • Create some meaningful content. • Consider social media’s place in your communication efforts.

Today’s Agenda • Deﬁne our terms. • Outline a strategic planning process. • Examine common social media tools. • Create some meaningful content. • Consider social media’s place in your communication efforts. • Answer your questions.

Deﬁning our Terms public relations • communication social media • strategy

Public Relations

Public Relations The communication management function through which organizations build and maintain mutually beneﬁcial relationships with the publics on whom the organization’s success or failure depends.

Public Relations The communication management function through which organizations build and maintain mutually beneﬁcial relationships with the publics on whom the organization’s success or failure depends. RELA TIONS P UBLIC a as LUEP RINT SOC IAL B

Communication

Communication The systemic process of creating meaning.

Social Media

Social Media Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.

Social Media Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself. - Wikipedia, October 2007

Social Media Online technologies Online content created by people and practices that using highly accessible and scalable people use to share publishing technologies. Social media is content, opinions, a shift in how people discover, read insights, experiences, and share news, information and perspectives, and content; it's a fusion of sociology and media itself. technology, transforming monologues (one to many) into dialogues (many to - Wikipedia, October 2007 many) and is the democratization of information, transforming people from content readers into publishers.

Social Media Online technologies Online content created by people and practices that using highly accessible and scalable people use to share publishing technologies. Social media is content, opinions, a shift in how people discover, read insights, experiences, and share news, information and perspectives, and content; it's a fusion of sociology and media itself. technology, transforming monologues (one to many) into dialogues (many to - Wikipedia, October 2007 many) and is the democratization of information, transforming people from content readers into publishers. - Wikipedia, August 2009

Social Media

Social Media Technology-enabled

Social Media Technology-enabled Communication-driven

Social Media Technology-enabled Communication-driven User-controlled

Social Media Technology-enabled Communication-driven User-controlled User-generated content

Social Media Technology-enabled Communication-driven User-controlled User-generated content Relationship-centered

Old and New Media

Old and New Media • Newspapers • World Wide Web • Magazines • E-mail • Television • Newsgroups/Listservs • Cable • Blogs • Radio • Wikis • Direct Mail • Podcasts • Brochures • Viral Videos • Newsletters • Social Bookmarks • Advertisements • Social Networks • CDs/DVDs • Virtual Communities

Contrast & Comparisons

Contrast & Comparisons “Old” Media

Contrast & Comparisons “Old” Media Web 1.0

Contrast & Comparisons “Old” Media Web 1.0 One-way

Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity

Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission

Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation

Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction

Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction Image

Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Connectivity Transmission Presentation Instruction Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Transmission Presentation Instruction Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Presentation Instruction Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Instruction Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience

Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community

Why Social Media?

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before.

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Conversation

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Conversation

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Engage Conversation

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Engage Participate Conversation

Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Engage Participate Lead Conversation

Why Social Media?

Why Social Media? Why not?

Reactions to Social Media

Reactions to Social Media It’s the greatest thing since sliced bread!

Reactions to Social Media It’s not real. It’s the greatest thing since sliced bread!

Reactions to Social Media It’s not real. It’s the greatest thing since sliced bread! It’s not legit.

Reactions to Social Media Everybody’s doing it. It’s not real. So ... I must do it too. It’s the greatest thing since sliced bread! It’s not legit.

Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing since sliced bread! It’s not legit.

Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing It’s free! since sliced bread! It’s not legit.

Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing It’s free! It’s just not since sliced bread! for me. It’s not legit.

Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing It’s free! It’s just not since sliced bread! for me. It’s not legit. It’s just too overwhelming.

Strategy

Strategy A plan of action designed to achieve a major aim.

Recommended Reading

Recommended Reading Plus the plethora of blogs from social media strategists and enthusiasts.

Strategic Planning Process

Strategic Planning Process Publics

Strategic Planning Process Publics Objectives

Strategic Planning Process Publics Objectives Strategies

Strategic Planning Process Publics Objectives Strategies Technologies

Strategic Planning Publics • Objectives • Strategies • Technologies Process You and Your Publics

How Many Online Source: Internet World Stats (2009)

How Many Online Source: Internet World Stats (2009) 1,581,571,589

How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide

How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide 248,241,969

How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide 248,241,969 North America

How Many OnlineSource: Internet World Stats (2009) U.S. Internet Users (in millions)

How Many Online Source: Internet World Stats (2009) U.S. Internet Users (in millions) 225 212M 220.1M 201.7M 203.8M 180 167.2M 172.3M 142.8M 124M 135 90 45 2000 2001 2002 2003 2004 0 2005 2007 2008

How Many Online Source: Internet World Stats (2009) U.S. Internet Users (in millions) 225 212M 220.1M 201.7M 203.8M 180 167.2M 172.3M 142.8M 124M 72.5% 135 of the population 90 45 2000 2001 2002 2003 2004 0 2005 2007 2008

Who’s Online Source: Pew Internet & American Life Project (2009)

Who’s Online Source: Pew Internet & American Life Project (2009) % of Total Adult Population Ages 45-54 21% Ages 55-63 13% Ages 33-44 21% Ages 64-72 9% Ages 73+ 9% Ages 18-32 27%

What They’re Doing Source: Online Publishers Association (2007)

What They’re Doing Source: Online Publishers Association (2007) Shopping Communicating Reading Searching 0% 20% 40% 60% 80% 100% 2003 16% 46% 34% 4% 2006 18% 33% 44% 5% 2007 18% 29% 49% 5%

How It’s Changing Source: Online Publishers Association (2009)

How It’s Changing Source: Online Publishers Association (2009) Commerce Communications Community Content Search 40% 60% 80% 100% 0% 20% 43% 16% 29% 8% Jan 2008 43% 27% 11% Jan 2009 14%

How It’s Changing Source: Online Publishers Association (2009) Commerce Communications Community Content Search 40% 60% 80% 100% 0% 20% 43% 16% 29% 8% Jan 2008 43% 27% 11% Jan 2009 14% Demand for Community

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics Joiners • Maintain proﬁle on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain proﬁle on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain proﬁle on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain proﬁle on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics

Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics proﬁle, see groundswell.forrester.com. Social Technographics 2007 2008 70% 69% 60% 50% 48% 44% 40% 37% 35% 30% 25% 25% 25% 21% 20% 19% 18% 12% 10% Inactives Spectators Joiners Collectors 0% Critics Creators

Where are you? Creators Creators produce social media content of all types. Critics Critics respond to content. Collectors Collectors organize content. Joiners Joiners connect in social networks. Spectators Spectators consume social media. Inactives Inactives neither create nor consume social media of any types.

What about your publics? Internal • External

Drives to Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • Making new friendships Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • Making new friendships • Succumbing to social pressure from existing friends Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • Making new friendships • Succumbing to social pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • Succumbing to social pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social • The creative impulse pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social • The creative impulse pressure from existing friends • The validation impulse • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social • The creative impulse pressure from existing friends • The validation impulse • Paying it forward • The afﬁnity impulse Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Strategic Planning Publics • Objectives • Strategies • Technologies Process Your Organization’s Purpose, Aims & Objectives

Mission

Awareness Mission

Awareness Mission Acceptance

Awareness Mission Action Acceptance

What do you want?

What do you want? To listen

What do you want? To listen To talk

What do you want? To listen To talk To energize

What do you want? To listen To talk To energize To support

What do you want? To listen To talk To energize To support To embrace

Social Media Objectives

Social Media Objectives Communicate

Social Media Objectives Communicate Educate

Social Media Objectives Communicate Educate Entertain

Social Media Objectives Communicate Educate Entertain Collaborate

Strategic Planning Publics • Objectives • Strategies • Technologies Process Your Communication Strategy

Common Strategies

Common Strategies Establish or maintain thought leadership.

Common Strategies Establish or maintain thought leadership. Provide useful resources.

Common Strategies Establish or maintain thought leadership. Provide useful resources. Give exclusive access.

Common Strategies Establish or maintain thought leadership. Provide useful resources. Give exclusive access. Entertain.

Common Strategies Establish or maintain thought leadership. Provide useful resources. Give exclusive access. Entertain. Create community.

It’s all about the RELATIONSHIP

The Start to Your Social Media Blueprint

The Start to Your Social Media Blueprint • Key Public

The Start to Your Social Media Blueprint • Key Public • Objective

The Start to Your Social Media Blueprint • Key Public • Objective • Strategy

The Start to Your Social Media Blueprint • Key Public • Objective • Strategy • Possible Technology

Strategic Planning Publics • Objectives • Strategies • Technologies Process Traditional & New Media Technologies

Your Website

Meaningful Content

Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Accelerating Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Connecting Accelerating Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Connecting Accelerating Organizing Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Connecting Accelerating Organizing Categorizing Social Media Reacting Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Connecting Accelerating Organizing Categorizing Social Media Reacting Collaborating Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Connecting Accelerating Organizing Categorizing Social Media Reacting Creating Collaborating Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

Social Media Types & Tools

Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube

Beyond your Website

Beyond your Website • RSS Feeds • Blogging • Microblogging • Social Networking • Social Bookmarking • Media Sharing • Podcasting • Virtual Worlds

Syndicating with RSS

Syndicating with RSS • Feeds enable you to distribute your online content directly to subscribers.

Syndicating with RSS • Feeds enable you to distribute your online content directly to subscribers. • Subscribers see your updates in web- or client-based readers without having to check your Web site.

Blogging

Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order.

Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs.

Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population).

Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population).

Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population). • Bloggers are all ages (42% are 18-34 and 58% are 35+).

Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population). • Bloggers are all ages (42% are 18-34 and 58% are 35+). • Bloggers are men (57%) and women (43%).

Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population). • Bloggers are all ages (42% are 18-34 and 58% are 35+). • Bloggers are men (57%) and women (43%). • Most (76%) blog to document their personal experiences and 64% blog to share practical knowledge or skills with others.

Nonproﬁts Blog Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The ﬁrst longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.

Nonproﬁts Blog Organizations within Different Sectors using Blogs 2007-2008 2007 2008 60% 57% 45% 39% 41% 33% 34% 30% 16% 19% 15% 8% Fortune 500 0% Inc. 500 Higher Ed Charities Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The ﬁrst longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.

Meaningful Nonproﬁt Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com

Meaningful Nonproﬁt Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com Demonstrate mission relevance.

Meaningful Nonproﬁt Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com Demonstrate mission relevance. Illustrate how my gift (i.e., money, time, membership) is helping achieve your mission.

Meaningful Nonproﬁt Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com Demonstrate mission relevance. Illustrate how my gift (i.e., money, time, membership) is helping achieve your mission. Invite and involve me in the conversation through questions and other conversation-worthy topics.

Techniques & Tactics

Techniques & Tactics • Use visuals and powerful headlines to attract readers.

Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources.

Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists.

Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles.

Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage.

Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage. • Use interviews to encourage engagement.

Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage. • Use interviews to encourage engagement. • Write reviews of relevant products or services.

Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage. • Use interviews to encourage engagement. • Write reviews of relevant products or services. • Engage and listen to your readers.

Microblogging

Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio).

Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing?

Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are:

Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are: • What do we need to know?

Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are: • What do we need to know? • What just happened?

Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are: • What do we need to know? • What just happened? • Who/what inspired you?

Why would anyone care what I’m doing every minute of the day?

Social Networking

Social Networking • An all-in-one site through which to connect with others.

Social Networking • An all-in-one site through which to connect with others. • Proﬁles

Social Networking • An all-in-one site through which to connect with others. • Proﬁles • Private messaging

Social Networking • An all-in-one site through which to connect with others. • Proﬁles • Private messaging • Message boards

Social Networking • An all-in-one site through which to connect with others. • Proﬁles • Private messaging • Message boards • Groups

Social Networking • An all-in-one site through which to connect with others. • Proﬁles • Private messaging • Message boards • Groups • Blogging

Social Networking • An all-in-one site through which to connect with others. • Proﬁles • Private messaging • Message boards • Groups • Blogging • Media sharing

Social Bookmarking

Social Bookmarking • Organizing online content and sharing your ﬁndings/organization with others.

Media Sharing

Media Sharing • Utilizing sites to share photos, audio, video and other documents among your organization and its key publics.

Podcasting

Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player.

Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player. • Targets growing, niche audiences.

Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player. • Targets growing, niche audiences. • Enables time-shifting, portability and multitasking.

Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player. • Targets growing, niche audiences. • Enables time-shifting, portability and multitasking. • Is conversational and transparent.

Virtual Worlds

Virtual Worlds • Internet-based systems that enable users to interact with others through avatars and other game-like play.

Developing Your Social Media Strategy

Nonproﬁts Use Social Media Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The ﬁrst longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.

Nonproﬁts Use Social Media 80% 79% 79% 2007 2008 60% 57% 40% 41% 34% 36% 30% 32% 33% 26% 25% 20% 16% 13% 11% Message Boards Blogging V’logging Social Networking Podcasting Wikis Do Not Use Any Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The ﬁrst longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.

Your Technologies Using Short-term Long-term No Plans

Your Technologies Using Short-term Long-term No Plans 100% 60% 20% 20% 20% 20% 60% 80% 60% 20% 20% 60% 40% 40% 20% 20% Web RSS Blogging 20% Micro-blogging 20% Social Networking Media Sharing Podcasting

Critical Questions

Critical Questions • What is your organization’s mission? What are your short- and long-term objectives?

Critical Questions • What is your organization’s mission? What are your short- and long-term objectives? • Who are your key publics? What are their wants, interests and needs? How are they using social media?

Critical Questions • What is your organization’s mission? What are your short- and long-term objectives? • Who are your key publics? What are their wants, interests and needs? How are they using social media? • Is social media right for your organization? Do you want to dialogue with your publics? Are you in it for the long-haul? Can you maintain it? How can social media complement your other communication strategies?

Source: Modiﬁed from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool

Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Engine Virtual Social Private World Video Blog Objective Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback Produc brand advocates • • • Recruit • • • • • • Generate sales leads/referrals • • • • • • Solicit/gain donations and financial support • • • • •

Risks of Engagement

Risks of Engagement Negative comments and criticism Likely Loss of control over your message Likely Misunderstand the culture and make a mistake Likely Unprepared or “loose-canon” employee/volunteer Possible Legal liabilities Unlikely Jeopardize the mission Unlikely Destroy the organization Unlikely

Things to Consider

Things to Consider • User-generated and controlled media

Things to Consider • User-generated and controlled media • Portability and mobility

Things to Consider • User-generated and controlled media • Portability and mobility • Increasing competition

Things to Consider • User-generated and controlled media • Portability and mobility • Increasing competition • Fiscal sustainability

Things to Consider • User-generated and controlled media • Portability and mobility • Increasing competition • Fiscal sustainability • Skilled human resources

Social Media Myths

Social Media Myths • It’s not for me.

Social Media Myths • It’s not for me. • It’s not legitimate.

Social Media Myths • It’s not for me. • It’s not legitimate. • It’s not real.

Social Media Myths • It’s not for me. • It’s not legitimate. • It’s not real. • It’s too expensive (or it’s free).

Social Media Myths • It’s not for me. • It’s not legitimate. • It’s not real. • It’s too expensive (or it’s free). • It’s too overwhelming.

12-Step for Success

12-Step for Success 1. Relax

12-Step for Success 1. Relax 2. Have a sense of humor

12-Step for Success 1. Relax 2. Have a sense of humor 3. Find your voice and use it

12-Step for Success 1. Relax 2. Have a sense of humor 3. Find your voice and use it 4. Tell the truth

12-Step for Success 1. Relax 2. Have a sense of humor 3. Find your voice and use it 4. Tell the truth 5. Don’t panic

12-Step for Success 1. Relax 2. Have a sense of humor 3. Find your voice and use it 4. Tell the truth 5. Don’t panic 6. Enjoy yourself

12-Step for Success 1. Relax 7. Be brave 2. Have a sense of humor 3. Find your voice and use it 4. Tell the truth 5. Don’t panic 6. Enjoy yourself

12-Step for Success 1. Relax 7. Be brave 2. Have a sense of humor 8. Be curious 3. Find your voice and use it 4. Tell the truth 5. Don’t panic 6. Enjoy yourself

12-Step for Success 1. Relax 7. Be brave 2. Have a sense of humor 8. Be curious 3. Find your voice and use it 9. Play more 4. Tell the truth 5. Don’t panic 6. Enjoy yourself

12-Step for Success 1. Relax 7. Be brave 2. Have a sense of humor 8. Be curious 3. Find your voice and use it 9. Play more 4. Tell the truth 10. Dream always 5. Don’t panic 6. Enjoy yourself

12-Step for Success 1. Relax 7. Be brave 2. Have a sense of humor 8. Be curious 3. Find your voice and use it 9. Play more 4. Tell the truth 10. Dream always 5. Don’t panic 11. Listen up 6. Enjoy yourself

12-Step for Success 1. Relax 7. Be brave 2. Have a sense of humor 8. Be curious 3. Find your voice and use it 9. Play more 4. Tell the truth 10. Dream always 5. Don’t panic 11. Listen up 6. Enjoy yourself 12. Rap on

Questions & Answers

Interact with Kevin S. Trowbridge www.socbluecomm.com kevin@socbluecomm.com ktrowbridge@leeuniversity.edu www.kevinstrowbridge.com kevinstrowbridge (423) 521-0413 kevinstrowbridge Lee University kevintrowbridge 1120 N. Ocoee St. Cleveland, TN 37311 kevinstrowbridge kevinstrowbridge kevinstrowbridge

Creating Your Social Media Blueprint

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