Controlled by editors
Based on one –tomany model (also
called a broadcast
Limited channels of
Driven and Controlled
Based on many-tomany model, rooted in
Democracy of users
and no censorship
Endless Channels of
Years to Reach 50 million Users:
Radio (38 Years)
TV (13 Years)
Internet (4 Years)
IPod (3 Years)
Facebook added 100 million users in less than 9
IPhone applications hit 1 billion in 9 months.
If Facebook were a country it would be the
world‟s 3rd largest between the United States
Facebook users spend 5 billion minutes on
the site each day
20 hours of video are uploaded to YouTube
One billionth Tweet in 2008. 13.1 billion
People who are deeply engage in social media, social
Networks are already a much heavier influence on personal
choices than traditional advertising.
53% of people say that blog content influences purchase
78% of consumers say they trust other consumers'
recommendations Over all advertising/marketing avenues.
Social media is a potential growth area through which major
donors Can be cultivated.
The Social Media for Social Causes Study found that 84% of
the “social media savvy” aged 30-49 and 55% of those older
than 50 have used social media to discuss philanthropy.
Expand and extend marketing campaigns
Improve customer service
Manage crisis communications/online reputation
Solicit feedback from the public
Build relationships with employees, donors, volunteers,
influencers, fans/supporters, lawmakers and citizens
Establish yourself as an expert
Free-access social networking Web site that connects people
with friends and others who work, study and live around
Users can join networks organized by city, workplace, school,
and region to connect and interact with other people.
People can also add friends, send them messages, and
update their personal profiles to notify friends about their
Organizations should set up a Page
A social networking and micro-blogging service
that enables its users to send and read other users„
updates known as „tweets‟.
Tweets are text-based posts of up to 140
characters in length.
Updates are displayed on the user's profile page
and delivered to other users who have signed up to
YouTube is the world's most popular online video
community allowing millions of people to discover,
watch and share originally created videos.
Provides a forum for people to connect, inform
and inspire others across the globe and acts as a
distribution platform for original content creators.
YouTube accounts for 10% of all Interne traffic.
Good mediums to create thought leadership positions.
Blogs are usually maintained by an individual with regular
entries of commentary descriptions of events, or other
material such as graphics or video.
Most blogs are interactive, allowing visitors to leave
comments and even message each other via widgets on the
blogs. It is this interactivity that distinguishes them from
other static websites.
Many blogs provide commentary or news on a particular
subject; others function as more personal online diaries.
A podcast is a series of digital media files (audio or video)
that are released episodically and often downloaded through
All of the social mediums mentioned previously are accessible
via smart phone.
Mobile Marketing is meant to describe marketing on or with a
mobile device, such as a mobile phone.
Geo-location (e.g., Foursquare)
ROI is different from traditional PR and marketing models
No control over message
Needs a “human element”
Pitches and campaigns can be publicly mocked
Release dates/embargoes are not honored
Requires high level of commitment (time and energy)
Setting metrics from the onset is Key!
Web site visits resulting from
social media campaign(s)
Social media application
Responses to online offers
Audience impressions for
Blog and RSS subscriber
Audience reach for podcasts
Number of articles or
broadcast clips supporting
your social media campaign
Inclusion of your campaign(s)
in digital marketing trend
Online media audits that
measure the sentiment and
mindshare for your
organization online; audits
repeated at regular intervals
after a baseline is established
Online surveys to benchmark
and monitor a range of enduser perceptions, including
online brand awareness and
mindshare among your
Step 1: Listen……..
• Google Alerts (www.google.com/alerts)
• Google Reader account for RSS feeds
• TweetScan (www.tweetscan.com)
• Radian6/SM2 (www.radian6.com)
• Do a Technorati search for blogs of interest
• Make a list of your top 10 favorite/most relevant blogs
• Pull the blogs into your Google Reader account for easy
• Take note of posts on which you would like to comment
Set up appropriate social media vehicles
Facebook profile, page and/or cause page
LinkedIn profile and Build Your Network
Become a member of relevant groups
Facebook fan pages
Practice on personal level
Comment on relevant blogs, groups, etc., as appropriate
- LinkedIn Answers
Publish own positioning
Monitor replies and respond, when appropriate
Refresh content regularly