Web 1.0 Webmasters/Groups control sites-- and the message Limited options for action People go to the content Users=passive

Webmasters/Groups control sites-- and the message

Limited options for action

People go to the content

Users=passive

Web 2.0 Users and organizations share ownership of “the message” Unlimited options for action- sharing, commenting, blogging, etc. Content comes to the people Users= Extremely active

Users and organizations share ownership of “the message”

Unlimited options for action- sharing, commenting, blogging, etc.

Content comes to the people

Users=

Extremely active

Why Use Social Media? It’s Free Easy way to connect Get people invested in your brand The best part: YOU are the media

It’s Free

Easy way to connect

Get people invested in your brand

The best part: YOU are the media

… People are Getting Involved: In 2005, 8% of all adults online had a profile on a social network. Today, 35% do. Of Online Community Members: 75% participate in communities related to social causes (up 30% from ‘06) 40% do so at least monthly 21% of members said their involvement with nonprofits has increased Center for the Digital Future, USC Annenberg; Pew Internet & American Life Report, 2009

In 2005, 8% of all adults online had a profile on a social network. Today, 35% do.

Of Online Community Members:

75% participate in communities related to social causes (up 30% from ‘06)

40% do so at least monthly

21% of members said their involvement with nonprofits has increased

Center for the Digital Future, USC Annenberg; Pew Internet & American Life Report, 2009

…And other nonprofits are too 86% of nonprofits are on at least one social networking site Facebook is by far the most popular (74%) Most dedicate equivalent of 1/4 to 1/2 a regular employee

86% of nonprofits are on at least one social networking site

Facebook is by far the most popular (74%)

Most dedicate equivalent of 1/4 to 1/2 a regular employee

There’s a lot of social media out there…

Today we’ll focus on just a few:

Facebook Personal social networking site Over 300 million active users +35 demographic is fastest-growing! Facebook official statistics

Personal social networking site

Over 300 million active users

+35 demographic is fastest-growing!

Facebook official statistics

Groups & Fan Pages User-managed vs. org.-managed Pages-only features: measure traffic, no limits to fan #s and customizable

User-managed vs. org.-managed

Pages-only features: measure traffic, no limits to fan #s and customizable

Elements of a Successful Fan Page: Compelling character Encourages interaction Regular content updates

Compelling character

Encourages interaction

Regular content updates

Good Practices Provide regular content- including pictures, discussion topics and links to articles from the Internet Invite people to comment and contribute, provide incentives Regular updates to Fans reminds them you’re around

Provide regular content- including pictures, discussion topics and links to articles from the Internet

Invite people to comment and contribute, provide incentives

Regular updates to Fans reminds them you’re around

Start Facebooking! Set up a personal profile and Fan Page

Set up a personal profile and Fan Page

Start Facebooking! Set up a personal profile and Fan Page Invite five people to become a Fan of your site

Set up a personal profile and Fan Page

Invite five people to become a Fan of your site

Start Facebooking! Set up a personal profile and Fan Page Invite five people to become a Fan of your site Post a link to an interesting article on your wall

Set up a personal profile and Fan Page

Invite five people to become a Fan of your site

Post a link to an interesting article on your wall

Professional social networking site Over 36 million members Average user age is 41, with household income of more than $100,000 Source: LinkedIn Demographic Data Jun08

Professional social networking site

Over 36 million members

Average user age is 41, with household income of more than $100,000

Source: LinkedIn Demographic Data Jun08

Profile and Company Pages Employees, board members and volunteers can connect to the organization Reach out to professionals, potential donors and volunteers through networking tools

Employees, board members and volunteers can connect to the organization

Reach out to professionals, potential donors and volunteers through networking tools

Issue-focused group Provides regular updates Creates professional community Get others involved: Group Pages

Issue-focused group

Provides regular updates

Creates professional community

Good Practices Essential for staff and board members to have profiles You control affiliation- don’t just give it away Issue- or geography-based groups are most popular

Essential for staff and board members to have profiles

You control affiliation- don’t just give it away

Issue- or geography-based groups are most popular

Start Networking! Create a profile for yourself and your organization

Create a profile for yourself and your organization

Start Networking! Create a profile for yourself and your organization Connect with five people you know professionally

Create a profile for yourself and your organization

Connect with five people you know professionally

Start Networking! Create a profile for yourself and your organization Connect with five people you know professionally Join a professional or interest group

Create a profile for yourself and your organization

Connect with five people you know professionally

Join a professional or interest group

Blogs Simple publishing sites that feature posts written by amateurs (usually) Blogger and Wordpress combined have more unique worldwide visitors than any other social networking site

Simple publishing sites that feature posts written by amateurs (usually)

Blogger and Wordpress combined have more unique worldwide visitors than any other social networking site

True, compelling stories Allows comments Uses user-made content Full of feel-good content from other social media sites Telling Your Story

True, compelling stories

Allows comments

Uses user-made content

Full of feel-good content from other social media sites

Best Practices Voice can be personal and immediate Content targeted at what a specific demographic needs and wants Must be regularly updated, comments moderated Linked to from all other social sites

Voice can be personal and immediate

Content targeted at what a specific demographic needs and wants

Must be regularly updated, comments moderated

Linked to from all other social sites

Start Blogging! Sign up for a blog, write a quick post

Sign up for a blog, write a quick post

Start Blogging! Sign up for a blog, write a quick post Search for blogs that interest you (Alltop.com or google blog search)

Sign up for a blog, write a quick post

Search for blogs that interest you (Alltop.com or google blog search)

Start Blogging! Sign up for a blog, write a quick post Search for blogs that interest you (Alltop.com or google blog search) Comment on at least two posts

Sign up for a blog, write a quick post

Search for blogs that interest you (Alltop.com or google blog search)

Comment on at least two posts

Twitter “ Micro-blogging” site Very popular amongst communications professionals and journalists In December 2008 4.5 million people visited Twitter - a 753% increase from 2007 70% of users joined in 2008 5-10 thousand new accounts created each day Compete (December 2008), Hubspot State of the Twittersphere (December 2008)

“ Micro-blogging” site

Very popular amongst communications professionals and journalists

In December 2008 4.5 million people visited Twitter - a 753% increase from 2007

70% of users joined in 2008

5-10 thousand new accounts created each day

Compete (December 2008), Hubspot State of the Twittersphere (December 2008)

How it Works Posts: “Tweets” of up to 140 characters “ Followers” receive messages automatically Often include links

Posts: “Tweets” of up to 140 characters

“ Followers” receive messages automatically

Often include links

Increases their exposure Diverse content Thanks & involves community Organizational Tweets

Increases their exposure

Diverse content

Thanks & involves community

Twitter Fundraising Raised +$10,000 in 48 hours Deadline, clear call to action Recognized donors and Tweeters Integrated with other social media (widget)

Raised +$10,000 in 48 hours

Deadline, clear call to action

Recognized donors and Tweeters

Integrated with other social media (widget)

Best Practices Very regular updates- shelf-life of Tweets is 2-5 minutes max. Include shortened links to content Re-tweet (RT) relevant content from other people Remember- it’s about forming relationships

Very regular updates- shelf-life of Tweets is 2-5 minutes max.

Include shortened links to content

Re-tweet (RT) relevant content from other people

Remember- it’s about forming relationships

Tweeting Tools Third party tools are essential for Twitter Directories- find people in your area Applications- Manage your followers, schedule Tweets Link shortening sites

Third party tools are essential for Twitter

Directories- find people in your area

Applications- Manage your followers, schedule Tweets

Link shortening sites

Start Tweeting! Sign up for an account

Sign up for an account

Start Tweeting! Sign up for an account Search for nonprofits and people in your area, follow them

Sign up for an account

Search for nonprofits and people in your area, follow them

Start Tweeting! Sign up for an account Search for nonprofits and people in your area, follow them Start a conversation with five people (use @ symbol to target them)

Sign up for an account

Search for nonprofits and people in your area, follow them

Start a conversation with five people (use @ symbol to target them)

Flickr Media Sharing site- with Photos and some video 64 million users around the world Holds more than 3 billion images 2.5 to 3 million photos uploaded each day

Media Sharing site- with Photos and some video

64 million users around the world

Holds more than 3 billion images

2.5 to 3 million photos uploaded each day

Photo Campaigns Oxfam America leverages existing members for content Simple and coordinated Promoted across social media

Oxfam America leverages existing members for content

Simple and coordinated

Promoted across social media

Good Practices Post pictures online from events, etc. as soon as they end Use titles of photos and descriptions to tell a story Post pictures to groups for more exposure

Post pictures online from events, etc. as soon as they end

Use titles of photos and descriptions to tell a story

Post pictures to groups for more exposure

Start Sharing! Sign up for an account, upload your most recent batch of photos

Sign up for an account, upload your most recent batch of photos

Start Sharing! Sign up for an account, upload your most recent batch of photos Search for a group in your geographic/impact area, join it

Sign up for an account, upload your most recent batch of photos

Search for a group in your geographic/impact area, join it

Start Sharing! Sign up for an account, upload your most recent batch of photos Search for a group in your geographic/impact area, join it Submit relevant, best photos to a group; link to them online

Sign up for an account, upload your most recent batch of photos

Search for a group in your geographic/impact area, join it

Submit relevant, best photos to a group; link to them online

Quick note about Flip Video Camera- Costs Around $100 ($150 for HD) Produces high-quality video that needs very little editing Perfect for web video filmed up close

Flip Video Camera- Costs Around $100 ($150 for HD)

Produces high-quality video that needs very little editing

Perfect for web video filmed up close

GET STARTED: POST IT! P EOPLE O BJECTIVES S TRATEGY T ECHONOLOY _ SPACE I INTEGRATION T RACKING ! FUN!

P EOPLE

O BJECTIVES

S TRATEGY

T ECHONOLOY

_ SPACE

I INTEGRATION

T RACKING

! FUN!

P OST IT!: People Who are you trying to target? Write down three things your target audience wants.

Who are you trying to target?

Write down three things your target audience wants.

P O ST IT!: Objectives What are you trying to do? What do you want users to do? Write down three goals for your social media campaign (Measurable goals are best)

What are you trying to do?

What do you want users to do?

Write down three goals for your social media campaign

(Measurable goals are best)

PO S T IT!: Strategy What do you need to produce to attract users? Write down three ideas for content you can post

What do you need to produce to attract users?

Write down three ideas for content you can post

POS T IT!: Technology What tools should you use? How can you connect them? Pick one subject to post about, write how it would work on a blog, Facebook and Twitter.

What tools should you use? How can you connect them?

Pick one subject to post about, write how it would work on a blog, Facebook and Twitter.

POST I T!: Integration How can you link your social media efforts with one another? OR with what you’re already doing? Write down three things you do already that could be applied to social media.

How can you link your social media efforts with one another? OR with what you’re already doing?

Write down three things you do already that could be applied to social media.

POST I T !: Tracking How will you measure your success (or failure)? Set up a Google Alert or other account

How will you measure your success (or failure)?

Set up a Google Alert or other account

POST IT ! : HAVE FUN! Have fun!

Have fun!

The bottom line Be honest, be transparent Listening is as important as speaking Set up a Google Alert for your organization Whatever content you produce can be shared- be sure it’s useful to users Don’t be shy- ask questions & connect

Be honest, be transparent

Listening is as important as speaking

Set up a Google Alert for your organization

Whatever content you produce can be shared- be sure it’s useful to users

Don’t be shy- ask questions & connect

THANKS! Feel Free to contact me with any questions, concerns or ideas: Email: [email_address] Twitter: miketewing

Feel Free to contact me with any questions, concerns or ideas:

Email: [email_address]

Twitter: miketewing

Resources “ Social Media for Social Good,” Ian Schaefer; http://www.slideshare.net/ischafer/social-media-for-social-good-presentation “ Social Media for Nonprofits,” primalmedia; http://www.slideshare.net/PrimalMedia/social-media-non-profits?src=related_normal&rel=239962 “ LinkedIn Demographic Data Jun08,” http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation

“ Social Media for Social Good,” Ian Schaefer; http://www.slideshare.net/ischafer/social-media-for-social-good-presentation

“ Social Media for Nonprofits,” primalmedia; http://www.slideshare.net/PrimalMedia/social-media-non-profits?src=related_normal&rel=239962

“ LinkedIn Demographic Data Jun08,” http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation