Socialmediamkting Webinar Cheryl Contee 120809

Social Media Marketing ZeroDivide Webinar Dec 8, 2009

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.

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

Status
The Revolution Will Not Be Televised

What is Web 2.0?
Web 1.0 = Information and Transaction
Web 2.0 = Connecting People to People

Social Media Meets NonProfits
The Death of Direct Mail

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

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

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

Social Media Marketing
How Does It Work?

Marketing Using Social Media
What’s the Imperative?
What’s the End Goal?
Who’s In Our Way?
Plan of Action
Engage!
Measure Success

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

Campaign Components Target Audience Research Allies & Partners Message Strategy Spokespeople Measure of Success

The P.O.S.T. Method P eople O bjectives S trategy T echnology

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

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

Dual Pronged Approach Top Tier Strategy Models Champions Convenors Long Tail Strategy Peers Commenters Critics

DIY
Twitter and Facebook and Blogging …Oh My!

Blog ROI – Forrester Research

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

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.

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

Cheryl Contee
http://www.fissionstrategy.com
email: cheryl@fissionstrategy.com
mobile: 415.997.9231
twitter: @ch3ryl

Socialmediamkting Webinar Cheryl Contee 120809

by Margaret Stangl on Dec 10, 2009

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