Who Are You?<br />Mike Schaffer<br />Social Media and Online Marketing Manager<br />Background in Sports/Entertainment PR<br />PR and Social Media Blogger<br />Among PR Pros on Twitter: Top 100, Top 30, #21 Most Influential<br />Twitter: @mikeschaffer<br />Kelly Stewart<br />Interactive Reporting Manager/ROI Specialist<br />Background in Project Management, Design, Analytics and Marketing;<br />Hiking and Eco-volunteer club head<br />Twitter: @kellystewart<br />
…And What Do You Do?<br /><ul><li> Advertising agency with digital, branding and design teams
Offices in Washington, DC; Nashville, TN (HQ); Hawaii
Agency in-house resources</li></ul> - Brand campaign development<br /> - Online advertising<br /> - Website development<br /> - Social media management<br /> - Photography and video production<br /> - Custom publications<br /> - Contact center<br /> - Chats, comments, calls and emails with client prospects<br />
What is Social Media?<br />Social media is a universe of online networks that allow people around the world to connect with each other every day.<br />Each network has different audiences and features.<br />“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.” <br />– Ron Jones, Search Engine Watch <br />
Staggering Stats!<br /><ul><li> 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.</li></li></ul><li>The Major Networks<br />
The Profilers<br />Facebook: Share status updates, photos, videos, links; play games – The Super Network<br />LinkedIn: “Online Resume,” best professional networking platform<br />MySpace: Similar to Facebook, but much smaller, and users skew younger<br />
The Specialists<br />Flickr: Online photo albums<br />YouTube: Video – uploading and sharing<br />Twitter: Microblogging<br />FourSquare: Geo-Location<br />
Other Online Avenues<br /><ul><li> Bookmarking (Delcious, Digg, etc.)
Linking Strategy (celebrities, partner organizations, vendors)</li></li></ul><li>Strategy<br />The BIG Question: What should you put on which networks when?<br />Step 1 – Choose the networks you want to be on, considering functionality, target audience and sustainment.<br />Step 2 – Find content that relates to and promotes your brand/agency image.<br />Step 3 – Try posting different content at different times (morning, midday, afternoon, evening) to see when your network responds.<br />Step 4 – Adjust as necessary: each network has unique standards and rhythm.<br />
Why Use A Content Calendar<br /><ul><li> Organization
SemperFi Fund<br />Complete rebranding impacting all online properties<br />New logo and website (launched last week)<br />Using Facebook and Twitter to drive traffic to website, where they have online donation form<br />Social Media is a traffic-builder, NOT a fundraiser<br />Switching from Facebook “group” to a “fan page”<br />SCREEN GRAB(S)<br />
Hands On Nashville<br />Official city volunteer mobilization after Nashville floods in May<br />Used email, Facebook and Twitter to drive traffic to volunteer opportunity signups on website<br />Social Media is a communication tool<br />
Hands On Nashville:Flood Response Volunteerism<br />77,073 - The approximate number of volunteer hours donated to flood recovery by Hands On Nashville volunteers between May 2 and July 27.<br />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.<br />$1,606,972 - The projected economic impact of Hands On Nashville flood volunteerism, according to Independent Sector research, between May 2 and July 27<br />1,026<br />The number of project sites coordinated by Hands On Nashville between May 2 and July 28.<br />
Hands On Nashville:Flood Response Volunteerism<br />Number of people reached by Hands On Nashville’s flood-related communication vehicles:<br />24,623<br />Facebook followers.<br />137,073<br />Unique users visiting ww.hon.org since May 1.<br />3,950<br />Twitter followers. <br />
ASPCA<br />Nearly 500,000 Facebook Fans!<br />Over 400 videos posted on YouTube.<br />#36 Most Subscribed of All Time for Nonprofits.<br />Common theme and goals among all social <br /> media sites – adoption and donation.<br />Posts frequently to Facebook and Twitter to <br /> maintain interest.<br />*Image retrieved from www.Facebook.com/ASPCA<br />
Southwest Airlines<br />Blog & major networks<br />Click ‘n Save/DING! e-blasts<br />iPhone App<br />Online check-in<br />Over 1,000,000 Twitter Followers<br />As airlines are struggling, Southwest is growing, with better-than-expected Q2 2010 profit<br />