Who Are You? Mike Schaffer Social Media and Online Marketing Manager Background in Sports/Entertainment PR PR and Social Media Blogger Among PR Pros on Twitter: Top 100, Top 30, #21 Most Influential Twitter: @mikeschaffer Kelly Stewart Interactive Reporting Manager/ROI Specialist Background in Project Management, Design, Analytics and Marketing; Hiking and Eco-volunteer club head Twitter: @kellystewart
…And What Do You Do?
Advertising agency with digital, branding and design teams
Offices in Washington, DC; Nashville, TN (HQ); Hawaii
Agency in-house resources
- Brand campaign development - Online advertising - Website development - Social media management - Photography and video production - Custom publications - Contact center - Chats, comments, calls and emails with client prospects
What is Social Media? Social media is a universe of online networks that allow people around the world to connect with each other every day. Each network has different audiences and features. “Social media…is a category of online media where people are talking, participating, sharing, networking, and bookmarking … [encouraging] discussion, feedback, voting, comments, and sharing of information from all interested parties.” – Ron Jones, Search Engine Watch
Over 600 million people access social media sites daily. (laptops, desktops, mobile)
Facebook alone has over 200 million unique visitors every day.
People will spend 700 BILLION minutes per month on Facebook.
51% of active Twitter users follow companies, brands or products on social networks.
As of February 2010, Twitter reported an average of 600 Tweets per second.
LinkedIn: Growing at roughly one new member per second.
24 hours of video are uploaded to YouTube every minute, and YouTube clocks 2 billion views per day.
70,000 new blogs go onto the web every day.
The Major Networks
The Profilers Facebook: Share status updates, photos, videos, links; play games – The Super Network LinkedIn: “Online Resume,” best professional networking platform MySpace: Similar to Facebook, but much smaller, and users skew younger
The Specialists Flickr: Online photo albums YouTube: Video – uploading and sharing Twitter: Microblogging FourSquare: Geo-Location
Other Online Avenues
Bookmarking (Delcious, Digg, etc.)
Blogs (Wordpress, Blogger)
Other geo-location (GoWalla, BrightKite, etc.)
Meetup.com (local group and event mgmt.)
And even e-mail!
Strategy & The Content Calendar
Who’s Running The Show?
Knowing how to Tweet does not make you a social media expert.
Social Media is a unique blend of advertising, marketing and PR that should be integrated into your overall communication strategy.
New form of market research
New business/member/donor generation
Strategy and tactical/execution can be different people.
Strategy The BIG Question: What should you put on which networks when? Step 1 – Choose the networks you want to be on, considering functionality, target audience and sustainment. Step 2 – Find content that relates to and promotes your brand/agency image. Step 3 – Try posting different content at different times (morning, midday, afternoon, evening) to see when your network responds. Step 4 – Adjust as necessary: each network has unique standards and rhythm.
Why Use A Content Calendar
Other Tools for Content and Strategy
Mobile apps (Facebook/Twitter)
Tracking and Reporting
If it isn’t documented, it didn’t happen
Document “as you go” especially with Facebook
Think ahead, and track it even if you don’t think you’ll need to report it
Someone will ask you about ROI down the road
Keep interesting factoids in your head
Document all processes
Wufoo.com for polls
Adobe SiteCatalyst (Omniture)
Top 5 Metrics You Should Follow 1) Traffic to website via Google Analytics 2) Sources of traffic (referring domains) 3) Traffic trends to key pages (donation, membership, etc) 4) Facebook “Like” growth 5) Email marketing trends (subscriber rates, clickthrough rates, conversions)
SemperFi Fund Complete rebranding impacting all online properties New logo and website (launched last week) Using Facebook and Twitter to drive traffic to website, where they have online donation form Social Media is a traffic-builder, NOT a fundraiser Switching from Facebook “group” to a “fan page” SCREEN GRAB(S)
Hands On Nashville Official city volunteer mobilization after Nashville floods in May Used email, Facebook and Twitter to drive traffic to volunteer opportunity signups on website Social Media is a communication tool
Hands On Nashville:Flood Response Volunteerism 77,073 - The approximate number of volunteer hours donated to flood recovery by Hands On Nashville volunteers between May 2 and July 27. 19,291 - Number of volunteers who donated their time to participate in flood-related volunteer programming coordinated by Hands On Nashville between May 2 and July 28. $1,606,972 - The projected economic impact of Hands On Nashville flood volunteerism, according to Independent Sector research, between May 2 and July 27 1,026 The number of project sites coordinated by Hands On Nashville between May 2 and July 28.
Hands On Nashville:Flood Response Volunteerism Number of people reached by Hands On Nashville’s flood-related communication vehicles: 24,623 Facebook followers. 137,073 Unique users visiting ww.hon.org since May 1. 3,950 Twitter followers.
ASPCA Nearly 500,000 Facebook Fans! Over 400 videos posted on YouTube. #36 Most Subscribed of All Time for Nonprofits. Common theme and goals among all social media sites – adoption and donation. Posts frequently to Facebook and Twitter to maintain interest. *Image retrieved from www.Facebook.com/ASPCA
Southwest Airlines Blog & major networks Click ‘n Save/DING! e-blasts iPhone App Online check-in Over 1,000,000 Twitter Followers As airlines are struggling, Southwest is growing, with better-than-expected Q2 2010 profit
National Guard www.facebook.com/nationalguard www.twitter.com/nationalguard Goal-oriented campaign – recruiting Videos, photo galleries, polls & more Informative apps Messaging targeted to networks Promotional interaction Community Management Team Over 525,000 Facebook fans 7 million YouTube channel views #1 Traffic driver to website
Questions? Mike Schaffer email@example.com Twitter: @mikeschaffer Kelly Stewart firstname.lastname@example.org Twitter: @kellystewart Website: www.iostudio.com