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Socialmediamkting Webinar Cheryl Contee 120809

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Social Media Marketing Strategies for Social Ventures …

Social Media Marketing Strategies for Social Ventures

The session, presented by Cheryl Contee, reviewed core principals and strategies for successful social media marketing campaigns, customer outreach, and follow through.

Published in: Technology, Business

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  • Requires “database marketing expertise, a savvy sales force, adequate e-mail management software, familiarity with the rules and regulations and a lot of patience”
  • http://tinyurl.com/yljz4o5
  • HispanicBusiness.com 2006 (plus Pew Hispanic Center 2007 report) Acculturated – in U.S. for at least a few years – 82% of hispanics online The findings also showed that the Internet continues to be the best source to make a final brand decision for most Hispanics online. This year, 68 percent of online Hispanics said the Internet was their best source for making a final brand decision, compared to 51 percent in a 2004 AOL study. The number of Hispanics doing price comparisons on the Web also continues to grow. The survey found 72 percent of respondents use the Internet to compare prices of products versus 61 percent two years ago. Hispanics are also are drawn to social networking sites. The survey found that 68 percent use instant messaging, 63 percent share photos online, 52 percent read or post blogs, 43 percent visit social networking sites, and 40 percent talk on a phone using the Internet. Nearly half, 43 percent, of acculturated Hispanics are online and watching TV at the same time, the study found. One third of unacculturated Hispanics are online and watching TV simultaneously
  • http://www.youtube.com/watch?v=0N5wzr5xeWI Campaign update: Starbucks and Ethiopia signed a distribution, marketing and licensing agreement today that ends their trademark dispute and brings them together in partnership to help Ethiopian coffee farmers. International relief and development agency Oxfam welcomes the agreement that has the potential to give farmers a fairer share of the profits for their world-renowned coffee brands, Sidamo, Harar and Yirgacheffe.The Starbucks Day of Action was a huge success, and Oxfam has you to thank! Thousands of activists, Ethiopian-Americans, and coffee lovers in more than a dozen countries -- from New Zealand to Scotland to the US -- visited Starbucks stores on Saturday, December 16.For more information Oxfam's work to protect coffee farmers' rights, or to find out how you can get involved, please visit
  • Campaign update: Starbucks and Ethiopia signed a distribution, marketing and licensing agreement today that ends their trademark dispute and brings them together in partnership to help Ethiopian coffee farmers. International relief and development agency Oxfam welcomes the agreement that has the potential to give farmers a fairer share of the profits for their world-renowned coffee brands, Sidamo, Harar and Yirgacheffe.The Starbucks Day of Action was a huge success, and Oxfam has you to thank! Thousands of activists, Ethiopian-Americans, and coffee lovers in more than a dozen countries -- from New Zealand to Scotland to the US -- visited Starbucks stores on Saturday, December 16.For more information Oxfam's work to protect coffee farmers' rights, or to find out how you can get involved, please visit
  • http://www.youtube.com/watch?v=Jy0jSkblWlo
  • Transcript

    • 1. Social Media Marketing ZeroDivide Webinar Dec 8, 2009
    • 2. Cheryl is a Web 2.0 and Social Media expert with over 13 years of expertise. She is a partner and consultant at Fission Strategy, and also co-founder of and blogger for Jack and Jill Politics.
    • 3. About Cheryl Contee
      • Fission Strategy = Social Media for Social Good
      • I’m also Jill Tubman @ JackandJillPolitics.com
      • Years of experience helping businesses and non-profits launch online campaigns
      • Businesses: Avaya, Lenovo, Verizon, PG&E, Blue Cross Blue Shield Association, SF 49ers & NFL
      • Non-profits: Amnesty Int’l, ACLU, Alliance for Climate Protection, Greenpeace, MoveOn, Oxfam
      • B.A. Yale; MBA Georgetown
    • 4. Status
      • The Revolution Will Not Be Televised
    • 5. What is Web 2.0?
      • Web 1.0 = Information and Transaction
      • Web 2.0 = Connecting People to People
    • 6.  
    • 7.  
    • 8.  
    • 9. Social Media Meets NonProfits
      • The Death of Direct Mail
    • 10. Direct Mail Doomed… Long Live Email
      • Borrell Associates report projects 39% decline for direct mail over the next five years
      • Direct Mail: $49.7 billion in annual ad spending in 2008 to $29.8 billion by the end of 2013
      • In 2008, email advertising quietly moved to the No. 1 online ad category spot ($12.1 billion)
      • Email marketing: 1/10 th the cost of direct mail
      • Email marketing will rise and be local-focused
      • Major Donors prefer email or social media contacts
    • 11. Social Media and NonProfits – N-TEN
      • Nearly 3/4s of 980 nonprofit professionals surveyed report integrating social networking into their online marketing and communications
      • 74% have a presence on Facebook with an average community size of 5391 members
      • Four-fifths of survey respondents said that their nonprofit has at least one-quarter of a full-time staff person spearheading their online social networking
      • Over 50% say that they intend to increase social network staffing over the next 12 months
    • 12. Social Media and NonProfits – Weber-Shandwick/KRC Research
      • 200 non-profit and foundation executive directors
      • Reduces costs relative to traditional media outreach (77%)
      • 61% say the rewards outweigh the risks for reaching external audiences
      • 85% intend to make greater use of social media in the next two years
      • 78% will require additional and deeper social media expertise to keep communicating and garnering support for their work.
      • Challenge: Donors, Policymakers, Media
    • 13. Social Media Marketing
      • How Does It Work?
    • 14. Marketing Using Social Media
        • What’s the Imperative?
        • What’s the End Goal?
        • Who’s In Our Way?
        • Plan of Action
        • Engage!
        • Measure Success
    • 15. Evolving Digital Channels Controlled Information The Changing Landscape Community Defined Individually Defined Organization Defined CONTROL OF CONTENT User-Generated Content User-Controlled Immersive Environment Unstructured Semistructured Structured Access Find Participate Co-Create Share Collaborate
    • 16. Campaign Components Target Audience Research Allies & Partners Message Strategy Spokespeople Measure of Success
    • 17.  
    • 18. The P.O.S.T. Method P eople O bjectives S trategy T echnology
    • 19. Hispanics Online
      • 19.5 million Hispanics online – most are English speaking or bilingual
      • Largest ethnic audience online in U.S.
      • 89% of Latinos who have a college degree, 70% of Latinos who completed high school, and 31% of Latinos who did not complete high school go online.
      • In February 2008 the average Hispanic-American over the age of 11 spent more time online (56%) than watching television (50%)
      • More likely than whites to use IM, Internet TV, Mobile Internet, blogs, and multitask
    • 20. Ladder of Engagement
      • Impressions – Media, Websites, Ads
      • Peer-to-Peer Info Sharing
      • Action Steps e.g. Sign Petition, Join Email List, Become a FB Fan
      • Offline Action: Rally, Protest, Meeting, Movie Screening
      • Upload Video and Photo
      • Donate/Buy
    • 21. Dual Pronged Approach Top Tier Strategy Models Champions Convenors Long Tail Strategy Peers Commenters Critics
    • 22. DIY
      • Twitter and Facebook and Blogging …Oh My!
    • 23.  
    • 24.  
    • 25.  
    • 26.  
    • 27.  
    • 28.  
    • 29.  
    • 30.  
    • 31. Blog ROI – Forrester Research
    • 32. Evolving Digital Channels Controlled Information The Changing Landscape Community Defined Individually Defined Organization Defined CONTROL OF CONTENT User-Generated Content User-Controlled Immersive Environment Unstructured Semistructured Structured Access Find Participate Co-Create Share Collaborate
    • 33. Now What?
      • Google yourself. Then Technorati yourself.
        • Then YouTube, Flickr, Facebook and Digg yourself.
      • Start integrating new tools and techniques.
      • Follow the mainstream media.
        • They are leading consumer adoption of Web 2.0
      • Find your supporters online.
      • Talk to them. Listen to them.
      • Lead them. Follow them.
    • 34. Getting Started
        • Tweeting: Twirl, TweetDeck, Hootsuite, Echofon, Twitterberry
        • Tracking Twitter: Twittorati.com, Search.Twitter.com
        • Launch Blog: WordPress, Typepad, Blogger
        • Read Blogs: Newsgator, Google Reader
    • 35. Cheryl Contee
      • http://www.fissionstrategy.com
      • email: cheryl@fissionstrategy.com
      • mobile: 415.997.9231
      • twitter: @ch3ryl