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    Carbon Outreach Training - SM4SOCENT Carbon Outreach Training - SM4SOCENT Presentation Transcript

    • Social Media for Social Enterprise #sm4socent By @EricaGrigg and @SociallyTim of @CarbonOutreach April 9, 2011
    • INTRODUCTION
    • Who are we?
      • Carbon Outreach is a marketing & digital advertising consultancy. What makes us different from many other marketing firms is we only work with social enterprise, non-profits & corporate philanthropy.
      • We’ve worked with the likes of WWF & UN, and have trained hundreds on social media for social enterprise across the world.
      • Our mission : expand opportunities for responsible business—internationally.
    • What do we do?
      • Marketing & Digital Advertising
      • Book Series
      • Training Series
      • Industry Talks
    • Marketing & Digital Advertising
      • Marketing strategy
      • Digital advertising
        • Social media
        • Website design
        • SEO / SEM
        • Mobile website design
        • Digital video
        • Rich media
        • SMS / mobile marketing
      • Branding
        • Corporate identity
        • Brand development
      • Interactive application development
        • Website & database applications
        • Mobile applications
          • Blackberry
          • iPhone & iPad
          • Android
          • Windows phone
        • Desktop
    • Book Series
      • Book Series: Marketing & Digital Advertising for Social Enterprise
      • Will be released April 30 th
        • Facebook for Social Enterprise
        • Twitter for Social Enterprise
      • More to come in the following months
    • Trainings Series
      • Social Media for Social Enterprise April 9, 2011
      • Foursquare for Social Enterprise May 7, 2011
      • Digital Advertising for Social Enterprise June 4, 2011
      • Mobile Marketing for Social Enterprise July 9, 2011
    • Industry Talks
      • Imagining the Future of Green April 11, 2011
      • Mobile Marketing that works for Social Enterprise May 9, 2011
      • How to Get Crowdsourced Fundraising? June 6, 2011
      • Monthly meetup
        • Join the meet up!
        • meetup.com/ethicalprnyc/
    • PRESENTATION
    • Agenda
      • Section 1
        • What is Social Media?
        • Types by category
        • ‘ Personal’ v. ‘Business’
      • Section 2
        • Facebook
        • Twitter
        • Q & A
      • Intermission/ Networking
      • Section 3
        • YouTube
        • LinkedIn
        • Blogs
        • Q & A
      • Section 4
        • Integrated Approach
        • Next Steps
        • Q & A’s
      • Closing
    • SECTION 1: SOCIAL MEDIA
    • What is Social Media?
      • Definition : social media is web and mobile applications that turn communication into interactive dialogue
      • Also known as online marketing & communities; digital marketing & media; new media; web 2.0; consumer generated media (CGM); online marketing; social or online networking
    • Types of Social Media
      • Microblogging
      • Blogs/ Blog Communities
      • Social networks
      • Pictures & Videos
      • Documents
      • Location based
      • SMS/ voice
      • Crowdsourced content
      • Social bookmarks
      • Wiki
      • Music
      • LiveCasting: video & audio
      • Events
    • Personal v. Business brands
      • Personal
      • Definition : In this presentation, “personal” will be the brand development of YOU!
      • Tools: Twitter, Facebook and LinkedIn
      • Business
      • Definition : In this presentation, social media is all about improving and expanding the reach of your business brand, though this will likely happen through the personal efforts you do
      • Tools: YouTube, Twitter, Facebook and LinkedIn
    • Personal v. Business brands
      • Create sincere friends, colleagues & improve business relationships.
    • SECTION 2: FACEBOOK & TWITTER
    • FACEBOOK
    • Outline
      • Why use Facebook?
      • What is Facebook?
      • Personal Account v. Business Page & Group
      • Advertising (including stats)
      • Page Metrics
      • Case studies
        • Clorox Green Works
        • (RED)
        • Truth Campaign
      • 10+ Rules of brand engagement
        • Personal
        • Business
    • Why use Facebook?
      • What do Facebook users look like? The face of your customers, donors and contributors:
      • During the average 20-minute period in 2010 , there were: 1.5M+ wall posts, 2.7M+ photos uploaded and 10.2M+ comments posted
      • 71% of U.S. web users have Facebook accounts
        • 9 likes, makes 25 comments, invited to 3 events per month
        • Spends around 23 minutes on each visit
      • 30B+pieces of content (i.e. links, photos, notes) are shared on Facebook each month
      • Facebook generates staggering 770B+ page views per month
    • What is Facebook?
      • Definition : Facebook is a social networking website that allows users to create a profile
      • Key features [business]
        • Create Pages & Ads
        • “ Like” on behalf of your business/organization
        • Create events
        • Measure ad success with “insights”
      • Key features [personal]
        • Ability to make “ Friends ”
        • Update Status on your “wall”
        • Write personal Messages
        • Write notes & link to blog
        • Share Links, Picture & Video
        • Ability to “Like” brands, celebrities and businesses
        • Ability to RSVP to events
        • Ability to participate in causes
    • Personal Profiles
      • Definition : Account owned by a person [also, on behalf of an organization, business or otherwise]. This is where you build your personal brand—become your own brand machine!
      • Key Features
        • Posting pictures of yourself at key events (to ensure privacy, make sure all your non-professional photos are not shared)
        • Add friends and colleagues before and after events
        • Connect your Twitter account
        • Comment & “Like” links/pictures/statuses; be part of your community
        • Share your most recent successes
    • Pages
      • Definition : Facebook Pages allow the below types of organizations to grow a community. This is where your business will build a fan base and grow its brand that way.
      • Key Features
        • Have “Fans” , suggest Friends “Fan” page
        • Promote a location that can draw users back to your website or campaign microsite
        • Promotion available through Facebook Ad
        • “ Insights” or analytics available
      • Types include
        • Local business or place, Company, org. or institution; Brand or product; Artist, Band or Public Figure; Entertainment (book, movie or TV); Cause or community
    • Company v. consumer
      • Do businesses use Facebook?
        • 39% of small companies and 63% of large companies used Facebook for business/corporate purposes
      • Do consumers care about businesses?
        • 40% of users are likely to follow a brand with 51% likely purchasing that brand
        • 34% of Facebook users say they like brands in order to stay informed about company activities and get updates on future products
    • Groups
      • Definition : A Group is a self-made community to share, chat and e-mail within a circle of friends. Users can join up to 300 Groups.
      • Key features
        • Open groups require simple Fan invitation
        • Groups are far more easy to join and leave than Pages
        • Groups are more unofficial than pages, requiring more user-generated content
      • Types
        • Informal organizations [i.e. collaboratives]
        • Societies, Associations, etc.
        • Great group: See Hub NYC
    • Advertising
      • Definition : Spot on Facebook homepage (targeting users in specific locations, interests, etc), on buy-per-click (CPC) or per 1000 impressions (CPM) basis
      • Key Features
        • Ability to design your ad, choose your target audience
        • Name your campaign (duration)
        • Set your pricing (pay per click model)
        • Facebook Insights (reporting tool) helps you monitor the performance of your ad
    • Metrics [Business Pages]
      • While using Facebook (or any other social media tool), it’s important to judge how successful your campaign is. Facebook makes this very easy through their “insights”
      • “ Insights” are subsections of Facebook pages which measure:
        • Demographics
        • Age, city & language preferences
        • Comments, like & other interactions ratios
        • Number of interactions by day, week & month
    • Case study: (RED)
      • (RED) is an organization that works with brands (think GAP and Starbucks) to create and sell products to help eliminate AIDS
      • Communications objective
        • Raise awareness of the AIDS epidemic and World AID’s Day
        • Engage with active & loyal consumers
      • Results
        • RED’s Facebook Fan base increased to 225K+ during the week of “Turn Facebook (RED)”; increasing Fans by 117%
        • On World’s AIDS Day, the page grew by 148 Fans per minute
        • ~100K+ engagements occurred where people turned their profile image or shared (RED) video
    • Case study: Green Works
      • Green Works is a line of naturally derived laundry and home cleaning products
      • Communications objectives:
        • Build brand awareness of product and cause
        • Increase online presence of Green Works products
      • Solution :
        • A series of Facebook Ads campaigns driving users to download coupons on Facebook and vote on “Green Heroes” with community members could receive grants
      • Results :
        • 20K+ Facebook Fans voted on Green Heroes Grant
        • ~30K+ or 33% of total Fans due to their 2010 Facebook Ad
        • Intent to purchase the detergent among Facebook users surveyed after coupon increased 7% & increased brand awareness by 12%
    • Case study: Truth Campaign
      • Truth is an American Legacy campaign to help inform 12-17 year olds about the destructive tobacco industry advertising
      • Communications objective
        • Create awareness of Truth campaign’s message
        • Inform the public about the negative effects of smoking
      • Solution
        • - 1-day directing users to interactive content on the foundation’s landing and homepages
      • Results
        • 6K+ Fans while running Facebook Ad; 2 weeks later, 32K+ Fans or 5-fold increase
        • 1B+ Facebook Page impressions via the ad campaign
        • 99% of the people who Fanned to Truth® on Facebook after the campaign were within the target demographic of 12- to 17-year-olds
    • 7 Rules of engagement [personal]
      • Share links using social bookmarking tools like StumbleUpon, Delicious or Digg (get those sharing buttons on your own blog)
      • Create content for yourself—blogging or microblogging is best
      • Send friend requests often; make sure you’re connecting with new contacts all the time
      • Interact with your community regularly (1 or 2 times weekly at least)
      • Comment on & “Like” friends and colleagues’ shared information
      • Share pictures & videos frequently during your Google searches (using the Facebook share this button on websites)
      • In short, become your own brand machine! Make yourself an authority on responsible business.
    • 8 Rules of engagement [business pages]
      • Share content relevant to your industry (think: fun)
      • Create a Facebook Ad and utilize it well
      • When others comment on your posts, respond to them and stay active on the conversations within each post
      • Comment on & “Like” others posts as your brand or ‘Business Page’
      • Share pictures & videos frequently (at least 1 or 2 times weekly) on page updates
      • Talk about newsworthy, interesting and current issues
      • Connect with your Twitter account and you’ll draw Twitter users back to the group
      • Invite friends and contacts to join
    • 9 Rules of engagement [business ads]
      • Create more ads that target fewer people. This refines who will click on and “like” your product or service.
      • Make sure your daily budget makes sense for you
      • Use images that are attention grabbing
      • Define your market! Inside and outside Facebook, you will need to define who you’re currently selling to and who you’re looking to expand to
      • Test out multiple ads at the same time to see which works best
      • Think Long-term, how does this Facebook Ad lead into sales?
      • Create target ads for your demographic, location and keyword choices
      • Have a specific event or page in mind for your ad campaign
      • Measure initial conversions as Fans, Likes and Comments
    • TWITTER
    • Outline
      • Why use Twitter?
      • What is Twitter?
      • Personal v. business account
      • Tools
      • Metrics to measure success
      • Case studies
        • Twit Change
        • Twestival
      • Top rules of engagement for your brands:
        • Personal
        • Business
    • Why use Twitter?
      • How many people use Twitter?
      • 25B+ tweets were sent on Twitter in 2010
      • 200M+ registered accounts of January 2011
      • 110M+ tweets are sent per day on Twitter
      • Americans spend 2 hours, 12 minutes per day on Twitter
      • 62.14% of Twitter users are in the US
      • 14M+ daily active twitter accounts, 40M+ active monthly
      • 22.5% of Twitter users accounted for 90% of all activity in 2010. This means there’s lots of influencers with many people, “listening”. You want to get those influencers on your side!
    • Why use Twitter?
      • Why do people use Twitter?
      • Learn more about products or services
      • Provide opinions about product/services
      • Ask for opinions about products/services
      • Look for discounts/sales
      • Purchase products/services
      • Seek customer support
    • What is Twitter?
      • Definition : Twitter is a social networking and microblogging service that allows you to answer the question, “what are you doing?” in 140 characters or less
      • Key Features [business & personal]
        • Post links/videos/photos, follow people and businesses and have others follow you
        • Retweet what others have tweeted and have your tweets retweeted
        • Use hashtag (i.e. #green, #eco #EcoMonday #FollowFriday #AgChat) to find or be found
        • Send and receive updates via the Twitter website, SMS or client application
    • Key Metrics
      • Clicks
        • Use bit.ly or ow.ly to measure the success of each link. Who RT that link? Was it valuable?
        • Use reporting tools—judge by week/month
      • Followers
        • How many followers do you have this v. last week?
        • Are you running a special campaign to increase your follower numbers?
      • Tweets
        • Present valuable information to your followers—add value!
      • Retweets
        • Create relationships with power users and they’ll mention & recommend you
      • Mentions
        • Attending an event? Mention your hosts (wink, wink) and they’ll reciprocate. Work together to boost your Twitter following!
    • Reporting Tools (Paid)
      • Radian6
        • High cost ($500/month)
        • Best for PR/Marketing consultancies with numerous clients to manage
        • Salesforce is acquiring Radian6 so it will likely integrate with Salesforce soon
        • Up-to-date data in “Listening Stations” & On-site training ensures efficiency
      • Swix
        • Low cost ($10/month per brand)
        • Simple and straightforward
        • Free 30-day trial available
      • Raven
        • Low cost ($20/month) or ($99/month for Pro version)
        • Reports made easy with wizards, white labels and many templates for measuring your success
        • Free 30-day trial available
    • Reporting Tools (Free/low cost)
      • PeopleBrowsr
        • PeopleBrowsr allows users to create & monitor communities
        • Allows for “viral analytics” including global metrics, mentions & influencers
      • Hootsuite
        • Free/$5/monthly + 1 complimentary report monthly
        • Clear metrics on ow.ly links
        • Also manages Facebook pages & LinkedIn profiles
      • Twitter Counter
        • Simple interface and useful graphs. Premium stats at $15-150/month
      • Social Mention
        • No registration necessary
        • Clear, straightforward charts
        • Limitations on information
      • Tweetreach
        • Simple: how many people did your last 50 tweets reach?
        • Full reporting is $20. Pro version is $84/month
    • Twitter clients
      • Definition: Clients are applications that allow you to tweet and get tweets without having to log in through the twitter.com homepage
      • Mobile
        • All: Seesmic, Twitterific, UberTwitter, Twitpic & Yfrog (pictures), Gravity
        • iPhone: Tweetie, PocketTweets, TwitterlatorPro, MobileTwitter, Twitter for iPhone
        • Blackberry: Twitterberry. TwitterFon
        • Android: twidroid, Twitter for Android
      • Desktop
        • Mac: Nambu, Tweetie for Mac, Digsby, Skimmer
        • Mac & PC: PeopleBrowsr, Twhirl, Tweetdeck, HootSuite, Social Scope, CoTweet, Su.pr, EchoFon
    • Case Study: Twitchange
      • The world’s only celebrity Twitter auction, in which fans bid on the chance to be followed, mentioned or retweeted on Twitter by their favorite celebrities for charity
      • Objectives :
        • Utilize celebrity branding to raise money for charity
        • Be available throughout the year to raise awareness
        • of Twitchange
        • Enable the yearly event to grow in size, as well as increased popularity and publicity
      • Results :
        • One campaign raised $1.5M+ for tents in Haiti, as well received 35M+ unique visitors in 4 weeks
        • On Twitter, Twitchange has 44K+ Followers
        • On YouTube, 36K+ total upload views
        • Mashable recommends the "social good" of Twitchange, and its influence on Twitter
    • Case Study: Twestival
      • Twestival started in London in Fall 2008, since it has turned into a global movement. The objective: unite Twitter users around 1-day worldwide event that sponsors a popular charity.
      • Objectives :
        • Raise awareness of social good issues
        • Raise money for charity
        • Create enough buzz to expand and grow their campaign, year to year
      • Results :
        • Since starting, Twestival has raised nearly $1.2M for 137 causes, most notably in education and water
        • On Twitter, Twitchange has 234K+ Followers
        • On YouTube, 46K+ total upload views
        • Twestival has received great media
    • 10 Rules of engagement [personal]
      • Follow your peers
      • Retweet (also RT). Be a part of your community
      • Recommend those whose tweets you like with #EcoMonday or #FollowFriday
      • Participate in and organize your own chats like #csrchat #agchat or otherwise
      • Be a thoughtful & smart participant
      • Have a consistent style
      • Track your links to define your success (use reporting tools)
      • Make friends! Follow others regularly
      • Create a social media strategy that includes several tools and connect them together!
      • Put your Twitter logo onto your blog/website. Make sure your customers, business partners and target audience knows you’re on Twitter
    • 12 Rules of engagement [business]
      • Follow your competitors
      • Empower your employees—all of them—on using Twitter for business. Provide info on Twitter.
      • Follow bloggers—they’re the new PR!
      • Recommend peers and loyal followers with #EcoMonday or #FollowFriday
      • Create or participate in a Twitter chat like #csrchat or #agchat
      • Organize a Tweet-up to connect with followers
      • Retweet (also RT). Be a part of your community!
      • Thank your power users for their efforts
      • Share interesting info about your industry; relate it to your company’s mission
      • Have consistent style
      • Use bit.ly’s or otherwise to measure success
      • Make friends! Follow others regularly, no need to follow back for every user
      • Make sure your Twitter, Facebook networks are labeled on your website
    • Break!
      • 15 minute Intermission/Networking
      • Don’t forget—napkins, spoons, cups & plates go in green bins ; they’re compostable !
    • SECTION 3: YOUTUBE, LINKEDIN & BLOGS
    • YOUTUBE
    • Outline
      • Why use YouTube?
      • What is a YouTube channel?
      • Using YouTube for your company:
        • Metrics
        • Types of videos
        • 5 Don’ts of videos
      • Case studies
        • World Food Programme
        • GE:ecomaginatinon
      • 10 Rules of engagement
    • Why use YouTube?
      • Why use YouTube?
      • 94 of Advertising Age’s 100 top advertisers have run campaigns on YouTube and the Google Content Network
      • The combination of better search and discovery (and more videos) drove up the minutes per day consumption by 55% in 2009 alone
      • YouTube player is embedded across 10s of millions of websites
      • YouTube (April 2010) was #6 of the most popular brands online with 57 minutes per day viewed
      • From 2009 to 2010 alone, the average visitor spent 66% more time watching video
    • What is a YouTube channel?
      • Definition : Your channel is your home for broadcasting on YouTube. It's the place to house videos you make (Uploads), ones love (Favorites), ones you’ve organized (Playlists)
      • Key Features:
        • Uploading & sharing Videos through “Channels”
        • Searching for others’ videos
        • Embedding videos
        • Simple [publically visible] metrics tools available
        • Simple design changes to make your YouTube channel uniquely yours
    • 4 Don’ts of video
      • Don’t make a video without doing a little research beforehand
      • Don’t be boring, love what you do and make sure it shows with your body language
      • Don’t let camera quality stop you, flip cam videos are a great way to start communicating
        • Don’t do it without rehearsing
        • Don’t confuse your message
        • Let your company mission tell a story about your social enterprise
        • It’s likely the best selling point of social enterprise and cause-based marketing initiatives
    • Metrics
      • Total upload views
      • Channel views
      • Video Likes v. Dislikes
      • Channel Subscribers
      • Channel & video comments
      • Number of favorites
      • Conversions: Are you converting viewers into customers or donors?
        • Click-Thru (Via eNewsletters, Twitter or Facebook or other marketing tools—how many people are clicking on your links?)
        • Donations (Are you getting donations or otherwise via the channel?)
    • Types of videos
      • Educational: why is your company an industry leader?
      • Corporate mission
      • Product overview
      • Customer/donor testimonials
      • Employee testimonials
      • Behind the scenes
      • Tour of the business
      • Instructional videos
      • Viral videos
      • Conversion videos (enter your details, buy this product, sign this petition, etc)
    • Case study: Ecomagination
        • GE:ecomagination is a CSR initiative of GE promoting its’ developments of innovation and technology for alternative energy and eco-friendly solutions such as electric car technology, biofuels and wind power
        • Communications objectives
          • Allow viewers to engage with GE through video
          • Connect with other social media sites to allow consumer interactions (i.e. voting)
          • Allow consumers to post their own videos to raise awareness of green issues
        • Results
          • The Ecomagination video challenge bought together YouTube favs like What the Buck and Wong Fu Productions for Green How-to videos that customers
          • 1.3M+ total upload views
          • 980 Subscribers
    • World Food Programme
      • The World Food Programme is the largest humanitarian agency fighting global hunger, part of the United Nations
      • Communications objectives
        • Raise awareness of issues of hunger
        • Create compelling videos with call to actions for viewers, including, Donation form & Google Checkout
      • Results
        • #74 of Most Subscribed on YouTube (among Non-profits)
        • 5.2M+ Total upload views
        • 224K+ Channel views
        • 4.5K+ Subscribers
        • Raised $36K+
        • "In a single weekend, there were 1M+ views and raised enough to feed 140K+ children”
    • 10 Top rules of engagement
      • Review your competitors videos
      • Review successful videos in your industry and determine what you liked and didn’t like about them
      • Create and upload several types of videos to your channel
      • Add several playlists to your Channel once there are enough to categorize
      • Recommend your friends and followers subscribe to your new channel
      • Share the videos through your Blog, Facebook, Twitter, LinkedIn and social bookmarking tools
      • Add your channel to your e-mail footer alongside other social networks
      • Create videos around new campaigns
      • Insert videos on your website and blog
      • Make sure video titles are relevant to Twitter and Google searches
    • LINKEDIN
    • Outline
      • Why use LinkedIn?
      • What is LinkedIn?
      • Professional Account v. Company page and/or group
      • Case Studies
        • USGBC
        • GreenBiz.com
      • Rules of Engagement
        • Personal
        • Business (Group & Page)
    • Why use LinkedIn?
      • World’s largest professional network
      • LinkedIn is used by 69 of Fortune 100 companies
      • 101M+ users world-wide
      • 44.22% of users are from the US
      • 58.9% male, 41.1% female
      • Groups:
        • 17.8M+ members in groups
        • 1.5M+ new memberships in groups per week
        • 1.2M+ posts and comments to groups per week
    • What is LinkedIn?
      • Definition : Social network for professionals
      • Business features:
        • Groups
        • Company profiles
      • Personal features:
        • Profiles
        • Status
        • Contacts
        • Recommendations
        • Events
        • Job (listings & searches)
    • Groups
      • Definition : Groups allow users to quickly discover the most popular discussions in professional communities
      • Key features:
        • Discussions (comments & ‘Likes’ move up discussion threads)
        • Enables your [personal or business] brand to be industry leader
        • Determine what your networks are talking about professionally
        • Enables company to identify and talk with consumers and potential sales
    • Company Pages
      • Definition : A company page is a company’s profile of record
      • Company Pages allow professionals to research, follow and review products and services
      • Establish company page with
        • Products/services
        • Company information & location
        • Employees listed
      • Key features
        • Enables users to “Follow” your business
    • Metrics [personal]
      • Are you successful? How to judge “success”?
      • Personal and professional relationships developed, how many sales have you nurtured? Are you using LinkedIn as a CRM tool?
      • How many recommendations do you have?
      • Are you judged to be an ‘Expert’?
      • Amount of sales received via LinkedIn connections
      • Numbers
        • Prospective clients, donors or sales
        • “ Likes” and comments on your profile
        • New contact requests
        • Replies in Group discussion
    • Metrics [business]
      • Company Page
        • Number of followers
        • Number of unique, page views and clicks (visible through analytics tab on company page)
      • Groups
        • Number of members
        • Discussion [quality & quantity]
        • Comments & “Likes”
    • LinkedIn apps [personal]
      • 1. Amazon Reading List
        • Allows people in your network allows you to discover what the people in your network and industry are reading
      • 2. Creative Portfolio Display
        • Showcases your creative work
        • This free, app supports unlimited multimedia content, letting you present creative accomplishments alongside work history
      • 3. Box.net
        • Share your important data on LinkedIn
        • Collaborate, share, and exchange your important documents with specific connections on LinkedIn
    • LinkedIn apps [personal] (cont)
      • 4. Tweets
        • Connect your Twitter account and you’ve got a great way to more frequently be seen by your network
      • 5. Company Buzz
        • Gives you a perspective on what your customers are saying about your company
        • Company Buzz finds relevant trends and comments about your company
      • 6. Blog Link
        • Allows you to publish recent blogposts to profile
        • Blog link also pulls in up-to-date blogposts from trusted connections
        • Collaborate, share, and exchange your important documents with your specific connections on LinkedIn.
    • Case study [business page]: USGBC
      • US Green Building Council is a non-profit organization dedicated to sustainable building design and construction; they developed LEED
      • Communications objectives
        • Create a transparent business presence on LinkedIn
        • Creating a visible presence on LinkedIn to connect with green build professionals
      • Results
        • Very professional, shareable and informative LinkedIn business page
        • Connected with Twitter to promote their social media channels
        • 834 Followers on LinkedIn
    • Case studies [group]: GreenBiz.com
      • GreenBiz.com is the business voice of the Green Economy, providing information on the state of the green economy, conferences and events info all around green business
      • Communications objectives
        • Be an industry go-to for green business
        • Create conversations fostering green business growth
      • Results
        • 25 active discussions
        • 23K+ members & growing
        • Increases and expands the reputation of GreenBiz.com
    • 10 rules of engagement [personal]
      • Be a brand machine!
      • Learn with—and from competitors
      • Connect with people in your industry
      • Insert Associations, Awards and other professional accreditations onto your profile
      • Connect your Twitter account
      • Connect your account with apps discussed above
      • Get recommendations
      • 8-10. Join Groups
        • - Create a discussion
        • - Comment on others posts
    • 6 Rules of engagement [business]
      • 1-3. Business Page
        • Include info on employees when possible
        • Include services when possible
        • Include website & logo
      • 4-6. Group
        • Create a community by inviting strategic contacts
        • Upload several conversations to get discussion moving
        • Comment on those who have posted to the discussion forum
    • BLOGS
    • Outline
      • Why blog?
      • What is blogging?
      • Where to start: 4 best tools
        • Blogger, Typepad, Posterous, etc.
      • Success Metrics
      • Case study: Echoing Green
      • Rules of engagement
    • Why blog?
      • Small businesses that blog have 102% more Twitter followers
      • Having a blog can improve SEO rankings
      • 42% of bloggers across the world want to blog about brands they love or hate
      • 40% of blogs are small and quick—encouraged by smart phones
      • 53% of bloggers are between 21-35 years old
      • Consumers trust individual opinions over mass advertising
    • What is blogging?
      • Definition : A blog is an abbreviated version of the “weblog”, a term used to describe websites that maintain on an ongoing chronicle of information
      • Key Features
        • A place to write periodic articles on a certain subject
        • A blog enables companies to present strategic information about their recent research and knowledge
        • Short to 1000s of word blogposts are OK
        • Blogs are a great way to develop thought leadership of yourself and your company
        • Blogs are also a place to develop the identity and story of your company
    • Where to start: 4 Best tools
      • 1. Blogspot
      • - Simple and easy to use interface with other Google tools
      • - Relatively easy to install social media sharable buttons, widgets
      • 2. Typepad
      • - Simple, straightforward interface
      • - Easy to share and use design tools
      • 3. Posterous
      • - Supports smaller blog posts
      • - Very shareable and user friendly
      • Wordpress
      • - Great interface and free design options
      • - Slightly more difficult to use
    • 8 Success Metrics
      • What is the Google Page Rank?
      • How many trackbacks are there (others linking to your articles)?
      • Number of views on social bookmarks (ie. StumbleUpon, Digg, Delicious)
      • Number of Feedburner, Google, NetworkBlog subscribers
      • Google Analytics: unique v. total views?
      • Bit.ly’s, ow.ly’s & other link tracking sites. How many clicks from there?
      • Business sales: has your blog created relationships not previously available?
      • Does it increase visitors to your corporate website?
    • Case Study: Echoing Green
      • Echoing Green invests in and supports outstanding emerging social entrepreneurs to launch new organizations that deliver bold, high-impact solutions in a 2-year fellowship
      • Communications objectives
        • Connect with potential fellows
        • Inform viewers about their new developments
      • Results
        • Their other areas across social media work into the success of this blog, namely
        • On Twitter, they have 352K+ Followers
    • 8 Rules of engagement
      • Update the blog periodically (at least monthly)
      • Show people the personal side of your company, blog about employees
      • Show you know something: do research around your industry and present it on your blog. It’s good for you and the reader
      • Show your blog awards
      • Create a blogroll with other notable blogs in your industry (try to get them to put your blog on their blogroll in exchange)
      • Allow subscribers to share content through Twitter, Facebook and LinkedIn buttons
      • Allow people to click to LinkedIn, Twitter and YouTube pages
      • Cross promote via:
        • Corporate web
        • Facebook
        • Twitter
        • LinkedIn
        • YouTube
    • SECTION 3: INTEGRATION & NEXT STEPS
    • INTEGRATION
    • Website
      • Does your website have your social networks clearly labeled on page 1 and subsequent pages?
      • Does your website clearly represent your organization to potential social media followers?
      • Do all your social networks led back to your website?
      • Are you promoting your website through offline marketing? ie. Business cards, receipts/ invoices, etc.
      • If you want website feedback, have you asked your followers?
      • Does your website have your blog clearly labeled?
        • Even better, does your website have the first few blog entries?
    • eNewsletter
      • Does your eNewsletter have your social networks clearly labeled?
      • Does your website clearly visible?
      • Are your best blogposts featured?
      • Are you mentioning your social media presences on your eNewsletter and encouraging people to follow your social media channels?
      • Are you tweeting abount your eNewsletter (Constant Contact and other services may do this automatically)
      • Are you doing bit.ly’s to see how many social media enthusiasts are interested in seeing your eNewsletter? If so, have you approached them to be a part of your eNewsletter?
      • Have you invited LinkedIn contacts to your eNewsletter?
    • YouTube
      • Is your website clearly visible?
      • Is the About Us section full & informative?
      • Is the mission of your company clear through the format of the page? (ie. colors, design)
      • Are user-generated videos also included (when needed)?
    • Twitter
      • Is your website clearly visible?
      • Is your URL related to your organization?
      • Is the mission of your company clear through the format of the page? (ie. colors, design)
      • Is your bio/mission clear?
      • Are you following those that are most invested in your industry?
        • (Are you taking part in the 11 Rules of Engagement?)
    • Facebook
      • Is your website clearly visible?
      • Is your URL related to your organization?
      • Is the mission of your company clear?
      • Are your other social networks available throughout the Page?
      • Are you integrating your other social networks (especially sharing your videos, blogs, podcasts or other content) via your Page?
    • Offline, Etc.
      • Do your business cards have your social networks (ie. Twitter, Facebook, etc.) included?
      • Do your event posters include your Twitter hashtag streams & social networks?
      • Does your e-mail signature have your social networks & website included?
      • Do your promo materials/ swag have your website and/or social networks?
      • All your other touch-points should also have social networks if/when possible
    • NEXT STEPS
    • 10 Qs to Move Your Org Forward!
      • Are your social networks visible on your website?
      • Are your social networks connected to your website?
      • Are you talking about what provides your sales (but not only about these things)?
      • Are you playing an active role in developing your online community?
      • Is your mission clear through your social media channels?
      • Are you on LinkedIn, Facebook, YouTube & Twitter?
      • What’s your strategy for moving forward?
      • What’s different from you and other businesses/personalities online?
      • What are you hoping to achieve from social media?
      • What role does social media play in your sales cycle?
    • Qs from You?
      • We’re here to move forward your idea, so we’d love to hear from you and move forward your idea…
      • Contact Us!
    • Contact Us
      • Email us [email_address]
      • Our office 646.233.3265
      • Visit us http://carbonoutreach.com
      • Our blog http://carbonoutreach.com/blog
      • Tweet us! @ carbonoutreach
      • Don’t forget today’s hashtag #sm4socent
    • REFERENCES
    • Facebook Bibliography
      • Sources
      • http://www.AllFacebook.com
      • http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics
      • http://www.RoyalPingdom.com
      • http://www.slideshare.net/kcorrick/the-state-of-the-twittersphere-in-february-2011
      • http://www.marketingprofs.com/charts/2010/3882/facebook-users-like-brands-for-discounts-social-badging
      • RED facebook page
      • http://www.louisesteiner.com/golden-rules-create-effective-facebook-ads/
      • http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7
      • Images
      • WWF Facebook Page
      • http://www.facebook.com/pages/create.php?campaign_id=372931622610&placement=pghm&extra_1=0
      • http://www.facebook.com/pages/create.php?campaign_id=372931622610&placement=pghm&extra_1=0
      • RED facebook page
      • http://www.visual28.com/
      • http://nerdsatthecooltable.com/wp-content/uploads/2011/02/likeme.jpg
      • http://nerdsatthecooltable.com/wp-content/uploads/2011/02/likeme.jpg
    • Twitter Bibliography
      • References
      • http://tweeternet.com/
      • http://Twitter.com
      • http://www.sysomos.com/
      • http://www.slideshare.net/kcorrick/the-state-of-the-twittersphere-in-february-2011
      • http://www.slideshare.net/kcorrick/the-state-of-the-twittersphere-in-february-2011
      • @Twestival
      • Images
      • http://Qunatcast.com
      • http://www.zendesk.com/blog/twitter-for-business
      • http://bit.ly/sm4socent +
      • http://www.radian6.com/
      • http://TwitterCounter.com
      • http://RussiaToday.com
      • http://greenflavour.blogspot.com/2009/01/compostable-logo-on-cards-this-year.html
    • YouTube Bibliography
      • References
      • http://www.onlinemarketing-trends.com/2011/01/five-years-of-youtube-statistics-and.html
      • http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/
      • http://www.youtube.com/t/about_essentials
      • http://www.reelseo.com/types-online-video-business/
      • World Food Programme YouTube channel
      • Images
      • http://YouTube.com
      • http://www.youtube.com/t/about_essentials
      • http://www.hudsonhorizons.com/pub/images/websol_mainpic.jpg
      • www.YouTube.com/user/greenbiz
      • http://www.youtube.com/user/ecomagination
      • World Food Programme YouTube channel
      • http://blogoscoped.com/files/youtube-tv-1.jpg
    • LinkedIn Bibliography
      • References
      • http://Mashable.com
      • http://blog.linkedin.com/100million
      • http://LinkedIn.com
      • Green America Business Page on LinkedIn
      • Images
      • http://www.slideshare.net/amover/linked-in-demographics-and-statistics-2011
      • Green America Business Page on LinkedIn
      • http://blog.linkedin.com/category/analytics/
    • Blogging Bibliography
      • References
      • http://blog.hubspot.com/blog/tabid/6307/bid/5459/Small-Businesses-That-Blog-Have-102-More-Twitter-Followers.aspx
      • http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic
      • http://www.e-junkie.info/2010/11/state-of-blogosphere-2010-blogging.html
      • http://www.bloggersblog.com/statistics/
      • http://www.researchrecap.com/index.php/2008/06/26/bloggers-influence-on-consumers-continues-to-rise/
      • Images
      • http://www.mendozablogday.com/?p=152