Social Media for Chicago Community Trust presentation

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Social Media for Chicago Community Trust presentation

  1. 1. NEW MODELS FOR COMMUNITY MEDIA Susan Mernit, October 2010 CCT.org talk
  2. 2. Twitter: World’s latest breaking news source
  3. 3. Local video reaches across the world We don’t need foreign correspondents
  4. 4. News happens in real time Flickr: February 27, Saturday am: Chilean earthquake 8.8, 4:34 am
  5. 5. Via search & reputation, news is both grass- roots & filtered—almost instantaneously
  6. 6. Implications to think about • Peers are our experts • Social media is our ecosystem • Mobile means access everywhere EVERYONE USES SOCIAL MEDIA It’s the drumbeat.
  7. 7. Welcome to the social media ecosystem   200 Million Americans are on Facebook   Roughly 44 million people use Twitter   There are over 2 Billion photos on photo-sharing community Flickr You are now connected to everyone on the planet via search & Facebook
  8. 8. This means: The game Has changed • Even  beyond  Google,  everyone  is  inter-­‐ connected   • We’ve  gone  beyond  centralized  authori:es  that   creden:al  us—newspapers,  universi:es,  affiliate   groups   • To  crowd-­‐sourcing,  networks,  and  the  wisdom   of  crowds   -­‐-­‐Are  you  a  part  of  the  stream?  
  9. 9. How do you show up on the Net?  Who are you connected to? What do you stand for?  You  cannot  hide  in  a  world  of   referral,  recommenda:on  and   reputa:on    And  you  have  to  connect  
  10. 10. Social media has an amplifying power. Do you know how to use it?
  11. 11. Oakland Local: Case study in community engagement & social media marketing
  12. 12. Oakland Local Quick View   Community news & media for Oakland, CA   Non-profit with social justice mission   First year’s budget: $58,000   Focuses on issues, not Oaklandlocal.com neighborhoods
  13. 13. Oaklandlocal.com: October 19, 2010
  14. 14. Who’s our audience? People in the heart of Oakland* Where do they live? • 49% live in the flatlands • 23% live in the hills How old are they? • 44% under 35 • 28% between 36-45 • 30% over 45 What do they do? • 43 % Self-employed & small biz • 27.2% Non-profits • 18.5% Private sector • 17.3 % Tech • 14.8 % Teach or gov. job (*August 2010 survey)
  15. 15. Social media & OL   Facebook: 4,300 friends; 950 active posters (Facebook Insite)   Twitter: 2,500 + followers, 5-10 retweets daily   Flickr: Active flickr site & tags   Scribd: Over 5,000 downloads   YouTube, Vimeo, etc: Active video channels   Who posts? Team of 5 rotate responsibilities
  16. 16. What does this get us?   Facebook & Twitter as top referrers   Powerful community connections: Facebook the AOL of today; people hang out   Ability to engage, discuss, interact   Genuine connections with wide, diverse community   Ability to serve and empower
  17. 17. We MEASURE like crazy!   Google analytics   Google search (reach, impact)   Facebook insites   Tweetreach   On-going analysis & course corrections
  18. 18. Some  of  the  lessons  we  have  learned  
  19. 19. Oakland Local Today  1 YEAR OLD  308,000 VISITORS  1.2 MM PAGE VIEWS  42 local partners  STRUGGLE IS OVER FUNDING: LAUNCHED WITH LITTLE $$$
  20. 20. Sustainability   Ads, sponsorships, ads for events   Paid trainings: Oakland Local Academy, focused on social media marketing   BAPP ad network (with Sac Press)   Donor campaign, 2011   It’s harder to build the sales & marketing team than the training group or the editorial team
  21. 21. Observations  As traditional news sites falter, new models emerges  Community foundations are NATURAL partners  Advocacy groups can use your platform, but you are NOT an advocacy group  Focus on issues not neighborhoods  Be lean Build a platform for independent voices to be heard, issues examined
  22. 22. Oakland Local loves to share community strategies Keep in touch Twitter: @Susanmernit, @oaklandlocal Email: susan@oaklandlocal.com Site: oaklandlocal.com Follow us on Facebook !

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