Generating Buzz: Tools and Techniques Holly Ross Social Media and Nonprofits: Two-Day Intensive Workshop

WHAT IS BUZZ? Word of Mouth Tell a Friend Viral Marketing www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: abardwell

Word of Mouth

Tell a Friend

Viral Marketing

TRUST AND BUZZ Source is reliable Source is authoritative Message is authentic www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: paranoid monk

Source is reliable

Source is authoritative

Message is authentic

SOCIAL PROOF AND BUZZ Blog posts with lots of comments get more comments. Digg submissions with a high Digg count (combined with a catchy headline and summary) get Dugg before the content is viewed (even if the content is never viewed). http://www.copyblogger.com/social-media-change/ www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: Mr. Jaded

Blog posts with lots of comments get more comments.

Digg submissions with a high Digg count (combined with a catchy headline and summary) get Dugg before the content is viewed (even if the content is never viewed).

http://www.copyblogger.com/social-media-change/

THE COST OF BUZZ Tools are cheap Time is money www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: M.ADA

Tools are cheap

Time is money

MISS MANNERS AND BUZZ It’s a cocktail party Make others feel important Be smart, witty and funny! Be relevant Put your best foot forward Being awesome is the best way to SEEM awesome www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: Pete Lambert

It’s a cocktail party

Make others feel important

Be smart, witty and funny!

Be relevant

Put your best foot forward

Being awesome is the best way to SEEM awesome

CASE STUDY IN BUZZ http://tweetsgiving.org/ $10,000 48 hours 364 donations 3,000 gratitude tweets 40% from twitter + 30% direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org

http://tweetsgiving.org/

$10,000

48 hours

364 donations

3,000 gratitude tweets

40% from twitter + 30% direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits

THE TOOLS OF BUZZ Twitter http://twitter.com Digg http://digg.com/ StumbleUpon http://stumbleupon.com FriendFeed http://friendfeed.com www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: lambchops

Twitter

http://twitter.com

Digg

http://digg.com/

StumbleUpon

http://stumbleupon.com

FriendFeed

http://friendfeed.com

Buzz Tools: THE BASICS Why are you using it? Who will use it? How will you know you are succeeding? SET UP YOUR ACCOUNTS TO REFLECT THE ANSWERS TO THESE QUESTIONS www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: kastner

Why are you using it?

Who will use it?

How will you know you are succeeding?

SET UP YOUR ACCOUNTS TO REFLECT THE ANSWERS TO THESE QUESTIONS

STUMBLEUPON www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org

CASE STUDY IN STUMBLEUPON 894 visitors in 3 days 1264 in 10 days 2,0000 views of home page in 3 days www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org

894 visitors in 3 days

1264 in 10 days

2,0000 views of home page in 3 days

CASE STUDY in DIGG 1,500 page views month 1 44,000 page views month 2 29,000 page views in one day www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org

1,500 page views month 1

44,000 page views month 2

29,000 page views in one day

WHAT’S THE THEME FRIENDS! TIME! RECIPROCITY! RELEVANCE! www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org Flickr Photo: the garlands

FRIENDS!

TIME!

RECIPROCITY!

RELEVANCE!