Yjlc meeting

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Yjlc meeting

  1. 1. Creating Engagement: Best Practices in Social Media March 22, 2011 Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, Facebook: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  2. 2. Social Media Revolution Source: http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded#
  3. 3. Agenda <ul><li>Social media overview </li></ul><ul><li>Major social media tools </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Engaging people </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  4. 4. Familiarity Level <ul><li>On a scale of 1-5 (1 = not at all, 5 = expert), how familiar are you with using: </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blogs (reading or creating) </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  5. 5. Social Media Overview Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  6. 6. What Is Social Media? <ul><li>Regular media = 1-way street </li></ul><ul><ul><li>You can read a newspaper or listen to a report on TV, but you have limited ability to give your thoughts on the matter. </li></ul></ul><ul><li>Social media= 2-way street </li></ul><ul><ul><li>Gives you the ability to communicate too. </li></ul></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  7. 7.
  8. 8. Source: http://www.briansolis.com
  9. 9. Why Is Using Social Media Important? <ul><li>People are talking about you anyway </li></ul><ul><li>People expect more targeted, personal messages </li></ul><ul><li>It’s an effective, lower cost way to market and communicate </li></ul><ul><li>Builds stronger loyalty </li></ul><ul><li>Easy to become your own “media” </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  10. 10. As Many People Are Using Social Media As Email! Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com Source: The Kbuzz
  11. 11. What Can Social Media Do for You? <ul><li>Better understand what people want </li></ul><ul><li>Strengthen your community </li></ul><ul><li>2-way communication </li></ul><ul><li>Help establish you as a thought leader </li></ul><ul><li>Help people feel heard </li></ul><ul><li>Find new members </li></ul><ul><li>Increase awareness </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  12. 12. Benefits of Social Media (% of Execs) Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  13. 13. How Does Social Media Do This? <ul><li>It’s viral </li></ul><ul><li>Fast way to communicate </li></ul><ul><li>Broader communication </li></ul><ul><li>Less intrusive </li></ul><ul><li>Less expensive </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  14. 14. How Are Non-Profits Using Social Media? <ul><li>Creating causes on Facebook </li></ul><ul><li>Blogging about what their organization does </li></ul><ul><li>Creating videos </li></ul><ul><li>Leveraging their supporters to raise money </li></ul><ul><li>Creating relationships to find new donors </li></ul><ul><li>Creating alumni groups </li></ul><ul><li>Promoting events </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  15. 15. Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com <ul><li>Blogging </li></ul><ul><li>Micro-blogging </li></ul><ul><li>Social bookmarking/tagging </li></ul><ul><li>Photo sharing </li></ul><ul><li>Online communities </li></ul><ul><li>Interactive Webinars </li></ul><ul><li>Smaller social networks that cater to business owners (Biznik and BizSugar) </li></ul><ul><li>Video sharing </li></ul><ul><li>Event sharing </li></ul><ul><li>Commenting </li></ul><ul><li>Reviews </li></ul><ul><li>Crowd Sourcing/ Wikis </li></ul><ul><li>Foursquare/ location based </li></ul><ul><li>Ratings and reviews (your site or external sites) </li></ul><ul><li>Podcasts </li></ul>What are some types of social media?
  16. 16. Major Social Media Tools Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  17. 17. Facebook <ul><li>What is Facebook? People connecting with friends and organizations </li></ul><ul><li>What can it do for you? </li></ul><ul><ul><li>Strengthen your community </li></ul></ul><ul><ul><li>2-way communication </li></ul></ul><ul><ul><li>Help people feel heard </li></ul></ul><ul><ul><li>Find new members </li></ul></ul><ul><ul><li>(Help establish you as a thought leader) </li></ul></ul><ul><ul><li>Increase awareness </li></ul></ul>
  18. 18. Demographics Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com <ul><li>Largest age group is 35-54 </li></ul><ul><li>Fastest growing age group is 55+ </li></ul><ul><li>65% over 25 years --- not just kids! </li></ul>Source: iStrategyLabs
  19. 19. Benefits and Disadvantages <ul><li>Benefits </li></ul><ul><ul><li>Viral </li></ul></ul><ul><ul><li>Create a community of fans </li></ul></ul><ul><ul><li>Growing </li></ul></ul><ul><ul><li>Widespread </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Sometimes tough to engage people on fan pages </li></ul></ul><ul><ul><li>Privacy concerns </li></ul></ul>
  20. 20. Blogs <ul><li>What is a blog? A blog (web + log) is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video. </li></ul><ul><li>Over 150 millions blogs </li></ul><ul><li>What can it do for you? </li></ul><ul><ul><li>2-way communication </li></ul></ul><ul><ul><li>Help establish you as a thought leader </li></ul></ul><ul><ul><li>Find new members </li></ul></ul><ul><ul><li>Increase awareness </li></ul></ul>
  21. 21. Benefits and Disadvantages <ul><li>Benefits </li></ul><ul><ul><li>anyone can start a blog </li></ul></ul><ul><ul><li>easy to get started </li></ul></ul><ul><ul><li>great for SEO (Search Engine Optimization) </li></ul></ul><ul><ul><li>establishes you as expert </li></ul></ul><ul><ul><li>Blog content doesn’t just have to be writing </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>many blogs </li></ul></ul><ul><ul><li>takes effort to keep current </li></ul></ul><ul><ul><li>slower impact </li></ul></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  22. 22. Blogs, cont. <ul><li>10 ways you can use blogs… </li></ul><ul><li>Report back from an event or conference </li></ul><ul><li>Involve staff and take advantage of their knowledge </li></ul><ul><li>Involve volunteers and document their work </li></ul><ul><li>Provide resources and information to constituents </li></ul><ul><li>Provide resources and information from constituents </li></ul><ul><li>Give constituents a place to voice their opinion </li></ul><ul><li>Give constituents support </li></ul><ul><li>Create the media coverage constituents want </li></ul><ul><li>Give constituents the power and tools to create change </li></ul><ul><li>Reach potential donors </li></ul>Source: Netsquared.org
  23. 23. Example Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  24. 24. Twitter <ul><li>What is Twitter? A micro-blog where people connect with people who have similar interests </li></ul><ul><li>What can it do for you? </li></ul><ul><ul><li>Better understand what people want </li></ul></ul><ul><ul><li>Strengthen your community </li></ul></ul><ul><ul><li>2-way communication </li></ul></ul><ul><ul><li>Help establish you as a thought leader </li></ul></ul><ul><ul><li>Help people feel heard </li></ul></ul><ul><ul><li>Find new members </li></ul></ul><ul><ul><li>Increase awareness </li></ul></ul>
  25. 25. Benefits and Disadvantages <ul><li>Benefits </li></ul><ul><ul><li>Easy to use </li></ul></ul><ul><ul><li>Quick bursts of information </li></ul></ul><ul><ul><li>Robust search </li></ul></ul><ul><ul><li>Open following </li></ul></ul><ul><ul><li>Very viral </li></ul></ul><ul><ul><li>Powerful relationships </li></ul></ul><ul><ul><li>“ Google Juice” </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Hard to use effectively </li></ul></ul><ul><ul><li>Takes time to build relationships </li></ul></ul>
  26. 26. Demographics <ul><li>45-54 year olds are more likely than average to use Twitter </li></ul><ul><li>12-24 year olds are less likely to use Twitter </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  27. 27. Demographics, cont. Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com Source: Social Media Today, Jan 2009
  28. 28. LinkedIn <ul><li>A database of professionals </li></ul><ul><ul><li>But it’s so much more! </li></ul></ul><ul><ul><ul><li>Discussions </li></ul></ul></ul><ul><ul><ul><li>Connections </li></ul></ul></ul><ul><ul><ul><li>News articles </li></ul></ul></ul><ul><ul><ul><li>Job postings </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><li>What can it do for you? </li></ul><ul><ul><li>2-way communication </li></ul></ul><ul><ul><li>Help establish you as a thought leader </li></ul></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  29. 29. Demographics Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com Source: ePlan, Summer 2008
  30. 30. Benefits and Disadvantages <ul><li>Benefits </li></ul><ul><ul><li>Great networking tool </li></ul></ul><ul><ul><li>Discussions can be robust </li></ul></ul><ul><ul><li>Can post events </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Only way to officially communicate as a company is with groups </li></ul></ul><ul><ul><li>Many people just use it as a database </li></ul></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  31. 31. How to Engage People Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  32. 32. How to Engage People <ul><li>Ask questions for people to answer </li></ul><ul><li>Post interesting content (not just your own) </li></ul><ul><li>Run a poll </li></ul><ul><li>Ask for people’s opinions (i.e. which name do you like better) </li></ul><ul><li>Get them to share with their friends </li></ul><ul><li>Be personable </li></ul><ul><li>Comment as your page </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  33. 33. How to Engage People <ul><li>Give away prizes </li></ul><ul><li>Ask them to create content </li></ul><ul><li>Ask them to compete for a prize </li></ul><ul><li>Ask them to link to you </li></ul><ul><li>Provide useful tips (they’ll share) </li></ul><ul><li>Write good content </li></ul><ul><li> They may be engaged by just “listening”! </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
  34. 34. How to Engage People (Twitter specific) <ul><li>Retweet their content </li></ul><ul><li>Respond to something they said </li></ul><ul><li>Ask a question about what’s in their bio </li></ul><ul><li>Say hello to new followers or people you want to follow you </li></ul><ul><li>#FollowFriday </li></ul><ul><li>Ask for help! </li></ul>Rachel Levy Consulting T: @BostonMarketer E: rachel@rachel-levy.com, FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com

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