Mastering Web 2.0: How You Can Integrate New Media to Bring in Money & Promote Your Brand


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With Facebook, blogs, Twitter, email, and YouTube, how do you determine which new media will work for your organization? Kimberly will show how Ignitus Strategies has used new media to help nonprofit and for-profit clients to grow email lists, build brands, and bring in more money. She will walk through case studies demonstrating how organizations can integrate new media with traditional marketing to reach current and future customers and increase sales. Kimberly will explain how, through a 6-week new media campaign, an environmental organization raised $80,000, grew its email list by 15,000, and spread its brand to 20,000 new supporters. She will also cover:
> Advantages and disadvantages of various forms of new media
> Expectations of online customers
> Key metrics to monitor and benchmarks

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  • Who’s familiar with social media? Who’s here with a nonprofit or for-profit?
  • Mastering Web 2.0: How You Can Integrate New Media to Bring in Money & Promote Your Brand

    1. 1. Mastering Web 2.0 How You Can Integrate New Media to Bring in Money & Promote Your Brand Kimberly L. Sanberg Director, Ignitus Strategies
    2. 2. 6 Things You’ll Learn <ul><li>What exactly social media is </li></ul><ul><li>Who’s really using Facebook & Twitter </li></ul><ul><li>Advantages of different types of social media </li></ul><ul><li>How to determine what’s right for you </li></ul><ul><li>Metrics to watch </li></ul><ul><li>How to apply all of this: case study </li></ul>
    3. 3. Case Study: How to Get Here
    4. 4. New Media Is: <ul><li>The internet </li></ul><ul><li>Chat rooms </li></ul><ul><li>Digital cameras </li></ul><ul><li>Online video </li></ul><ul><li>Email </li></ul><ul><li>Websites </li></ul><ul><li>Social media </li></ul>Traditional Media Is: <ul><li>Direct mail </li></ul><ul><li>Newspapers & magazines </li></ul><ul><li>TV </li></ul><ul><li>Billboards </li></ul><ul><li>Radio </li></ul>
    5. 5. Social Media image:
    6. 6. Social Media Is Not <ul><li>A silver bullet for increasing sales or donations </li></ul><ul><li>Just a way to push out information </li></ul><ul><li>Something to dive into without a strategy </li></ul><ul><li>Just for teens and 20 somethings </li></ul><ul><li>A fad that will go away </li></ul>
    7. 7. Social Media Is <ul><li>A way to </li></ul><ul><li>Talk to customers & get feedback </li></ul><ul><li>Engage in conversation </li></ul><ul><li>Try out product ideas </li></ul><ul><li>Promote events </li></ul><ul><li>Share resources </li></ul><ul><li>Increase customer loyalty </li></ul>
    8. 8. Popular Tools At-A-Glance <ul><li>Flickr: photo sharing </li></ul><ul><li>YouTube: video sharing </li></ul><ul><li>LinkedIn: professional networking </li></ul><ul><li>MySpace & Facebook: social networking, video sharing, photo sharing, events </li></ul><ul><li>Blogs: website content, engaging customers, casual conversation </li></ul><ul><li>Twitter: short messages, rapid networking </li></ul>
    9. 9. OMG! No way. She said that?
    10. 10. Check out our new product! What do you think?
    11. 11. Social Media: How It Works
    12. 12. 5 Reasons You Should Use Social Media <ul><li>It’s free </li></ul><ul><li>Your customers are already there </li></ul><ul><li>Reach a wider audience </li></ul><ul><li>Build customer loyalty </li></ul><ul><li>Increase sales or donations </li></ul>
    13. 13. Big 3 in Social Media for Businesses blogs
    14. 14. What Your Customers Expect Online: It’s Changed <ul><li>To have a voice </li></ul><ul><li>To have their questions answered </li></ul><ul><li>Transparency </li></ul><ul><li>Honesty </li></ul><ul><li>Ability to give feedback </li></ul><ul><li>To engage in a conversation </li></ul>
    15. 15. What Your Customers Expect Online: How It Helps You <ul><li>Test product and marketing ideas </li></ul><ul><li>Engaged consumers are more loyal </li></ul><ul><li>Your product and brand can spread virally via new media </li></ul>Increased sales Greater brand recognition
    16. 16. Twitter: What Is It? <ul><li>A microblogging site </li></ul><ul><li>Combination of AOL Instant Messenger, text messaging, & a blog </li></ul><ul><li>140 characters per tweet </li></ul>
    17. 17.
    18. 18. Twitter: Who’s Using It <ul><li>Largest age demographic is 35-to-44-year-olds, who make up 25.9% of its users 1 </li></ul><ul><li>Every day, 5-10 thousand Twitter accounts are created 2 </li></ul><ul><li>It’s still growing </li></ul>1 Time Magazine, August 2008 2 ComScore, December 2008
    19. 19. <ul><li>4.5 million unique visitors in December 2008 </li></ul>Compete 2009
    20. 20. Twitter: What It’s Good For <ul><li>Rapid networking </li></ul><ul><li>Building relationships with customers </li></ul><ul><li>Finding new customers </li></ul><ul><li>Engaging in conversations about news items </li></ul><ul><li>Staying on top of trends </li></ul><ul><li>Getting feedback on products or ideas </li></ul>
    21. 21. Measuring Success on Twitter: Metrics to Monitor <ul><li>Number of followers </li></ul><ul><li>Direct messages </li></ul><ul><li>@ replies </li></ul><ul><li>Retweets </li></ul><ul><li>Tools to measure influence, eg TwitterFriends </li></ul>
    22. 22. Facebook: What Is It? <ul><li>A social networking site </li></ul><ul><li>Where your customers are connecting with family, friends, and organizations </li></ul><ul><li>Join groups, become come fans of businesses, donate money, send event invitations, share photos </li></ul>
    23. 24. Facebook: Who’s Using It <ul><li>150 million active users </li></ul><ul><li>Over half of Facebook users are outside of college </li></ul><ul><li>Fastest growing age group is 30+ </li></ul><ul><li>35-54 year old demographic is fastest: 276.4% growth rate in 6 months </li></ul><ul><li>55+ not far behind: 194.3% growth rate </li></ul>Source:
    24. 25. Facebook: What It’s Good For <ul><li>Creating an online community around your business </li></ul><ul><li>Promoting events & products </li></ul><ul><li>Engaging customers & getting feedback </li></ul><ul><li>Promoting online contests </li></ul><ul><li>Sharing videos & photos </li></ul><ul><li>Building customer loyalty </li></ul>
    25. 26. Measuring Success on Facebook: Metrics to Monitor <ul><li>Number of fans </li></ul><ul><li>Number of wall posts </li></ul><ul><li>Number of photos and videos added by fans </li></ul><ul><li>What fans are saying </li></ul>
    26. 27. What is a Blog? <ul><li>Short for “weblog” </li></ul><ul><li>Online journal </li></ul><ul><li>Originally personal, then topical, now professional </li></ul>
    27. 30. Blogs: What They’re Good For <ul><li>Commenting on news items </li></ul><ul><li>Giving your company a voice </li></ul><ul><li>Increasing customer loyalty </li></ul><ul><li>Engaging customers in a conversation </li></ul><ul><li>Search engine optimization </li></ul>
    28. 31. Measuring Success with Blogs: Metrics to Monitor <ul><li>Website traffic (measure w/ Google Analytics) </li></ul><ul><li>Number of comments </li></ul><ul><li>Quality of comments </li></ul><ul><li>Emails received related to blog </li></ul><ul><li>Links back to blog </li></ul><ul><li> </li></ul>
    29. 32. Deciding Which Social Media is Right for You
    30. 33. Think About… <ul><li>Your marketing and sales/fundraising strategies </li></ul><ul><li>Long-term plan and goals </li></ul><ul><li>Time available to commit </li></ul><ul><li>Staff involvement needed </li></ul><ul><li>Your audience: Where are they? What do they want? Ask them. </li></ul>
    31. 34. Bringing It All Together: Engaging Your Networks How an Environmental Organization Integrated Social Media to Raise $81k & Get 30,000 Petition Signatures
    32. 35. Goals <ul><li>Raise $20,000 </li></ul><ul><li>Get 10,000 online petition signatures </li></ul><ul><li>Get people excited about the Farm Bill </li></ul>
    33. 37. Create Campaign Strategy <ul><li>Target Audience : People who eat organic </li></ul><ul><li>Media to Reach Them : Email, website, social media </li></ul><ul><li>Premium : Organic cotton reusable bag </li></ul><ul><li>Pressing Issue : Tie campaign to legislation </li></ul><ul><li>Deadline </li></ul>
    34. 38. Engage Supporters / Customers <ul><li>Commit time </li></ul><ul><li>Have a plan & a timeline </li></ul><ul><li>Ask questions & get feedback </li></ul><ul><li>Answer questions: It’s a two-way conversation </li></ul><ul><li>Build momentum & excitement </li></ul>
    35. 43. The Results <ul><li>Created engaged online communities for future campaigns </li></ul><ul><li>Promoted their issue to a new audience </li></ul><ul><li>Surpassed their goals </li></ul>
    36. 44. Surpassed Their Goals
    37. 45. Follow Through
    38. 47. Integration: Taking It A Step Further <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Direct mail </li></ul><ul><li>Print advertising </li></ul><ul><li>In-person meetings & events </li></ul>
    39. 48. Integration: How To Do It <ul><li>Same look and feel </li></ul><ul><li>Similar message adapted to different media </li></ul>
    40. 49. In Conclusion
    41. 50. Decide What’s Right For You <ul><li>Establish goals, then choose social media </li></ul><ul><li>Integrate social media with existing strategy </li></ul><ul><li>Decide how much time you have to dedicate </li></ul><ul><li>Don’t be afraid to experiment </li></ul>
    42. 51. Remember… <ul><li>Engaged consumers are loyal customers </li></ul><ul><li>A stellar presence doesn’t happen overnight </li></ul><ul><li>Social media is about conversation: give and take </li></ul><ul><li>Be prepared for criticism </li></ul><ul><li>Everyone is new to social media </li></ul><ul><li>It’s not going anywhere but up </li></ul>
    43. 52. Kimberly L. Sanberg Ignitus Strategies [email_address] 612.812.0188 View this presentation: