Launching a Social Media Program

  • 453 views
Uploaded on

 

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
453
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Launching a Social Media Program
  • 2. Players
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9. Activities
  • 10.  
  • 11.  
  • 12.  
  • 13. Environment
  • 14.  
  • 15.  
  • 16.  
  • 17. Ideas
  • 18. Start Early
  • 19. Build to scale
  • 20. Innovate when necessary – do everything else incrementally better “ Do the cool well – do the boring really well” Measure success + failure
  • 21. Easy to Find + Easy to Forward Use creative urls + twitter names + same search terms Provide content, text, videos, speeches, photos, call sheets, scripts + how-to guides Encourage UGC
  • 22. Play where your supporters are – not where you think they are
  • 23. Channel online enthusiasm into specific, targeted activities that further campaign goals
  • 24. Integrate online advocacy into every element of the campaign
  • 25. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”
  • 26. Group Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Campaigning Instant Messaging + Tweeting Contributing Texting More Proactive
  • 27. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate
  • 28. Tools
  • 29.  
  • 30.  
  • 31.  
  • 32. Remember
  • 33. It is new
  • 34. Social Media + Social Marketing For You and Your Organization Marc Ross @ 2ndSix Session 1 Measuring Efforts + Activity
  • 35. Value in the long tail
  • 36. It doesn’t take a lot to be in the top
  • 37. Who is engaging with you? Tastemaker Trendspotter Opinion Leader Expert Ringleader Celebrity
  • 38. Old Way = measure what you paid for New Way = measure what happened
  • 39. You can’t manage what you can’t measure
  • 40. It takes a team effort
  • 41. DIDM
  • 42. Result D = Define your goals
  • 43. I = Identify the metrics that represent those goals
  • 44. D = Determine the tools + methodology for measuring your metrics
  • 45. M = Measure
  • 46. Qualitative
  • 47. Campaign Engagement + Participation in Relevant Discussions
  • 48. Quality of the discussions
  • 49. Loyalty of supporters
  • 50. Reputation
  • 51. Amount + Quality of interactions with supporters
  • 52. Information + Ideas your supporters provide and exchange
  • 53. Quantitative
  • 54. Number of visitors and/or amount of traffic
  • 55. Action Items Join email list Create an account Joint text messaging Follow Twitter Join Fan Page Forward video Share presentation
  • 56. Amount of time spent on site and/or with brand
  • 57. Where are they coming from? City Location Neighborhood Website Social Network WOM
  • 58. Keywords Search Terms
  • 59. What are your most popular? Webpages Activities Responses
  • 60. Trends
  • 61. Movable Press + Printing Press Telephone Motion Pictures Television
  • 62. Chief
  • 63. US Internet Users ‘ 09 = 231m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
  • 64. Online Use Next 5 Years Teens = 21% increase
  • 65. Online Use Next 5 Years Adults = 50% increase
  • 66. Online Use Next 5 Years Ages 3-11 = 61% increase
  • 67. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs
  • 68. Offline Drives Online = Online Drives Offline
  • 69. Americans spend 8 hours a day looking at and interacting with screens
  • 70. In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
  • 71. Today’s college classroom
  • 72. Amateur Agile Amped Voices
  • 73. Receive real time knowledge that is actionable
  • 74. "live connections”
  • 75. Twitter applications
  • 76. Location Location Location
  • 77.  
  • 78.  
  • 79.  
  • 80.  
  • 81. Marc A. Ross @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com