Alex de Carvalho ● @alexdc ● alex@alexdc.org
Social Media & Building Attendee ConsensusApril 25th, 2013 Alex de Carvalho ● @alexdc
Agenda✤ Introduction & context✤ Concepts✤ Implementation✤ Software
I’m just a socialmedia user ... and nota guru, expert, orswami*!(*The only Suomiin me is from myFinnish heritage)
Adjunctfrom Fall ’07to Spring ’12
Securingthe ClicksNetwork Securityin the Age ofSocial MediaCo-author
I create spaces for individuals,companies, and brands to connect
Before a community is formed, potentialcommunity members are as fickle as crabs
They are quick to hole-up and hide out
But they are not alone
@brianbreslin@robertmurray@cwsaylor@alexdcIt took us 3 months to organize our first meetup ... and only 5people showed up ...
But we persevered, meeting up monthly ....
Within 18 months, our meetups averaged 100 peopleand our community grew to over 2,500 members
- South Florida’s largest web community- Established March 2006- Over 2,500 members- Monthly meetups average 150 participa...
facebook.com/groups/smcsfSocial Media Club of South FloridaEstablished September 2008- Over 2,500 members- Monthly meetups...
- Web and new media “un”conference- Over 1,600 have attended five events- Next one: June 2013twitter.com/barcampmiami
First one in June 2012:16 presenters & 300 attendees
500 people joined for the conferenceand networking in May 2012
Community spawns communities,like rainfall makes things grow• RefreshMiami• BarCamp Miami• Social Media Club South Florida...
Concepts
Social media is present in your marketing mixwhether you like it or not
I grew up in the age of broadcast media
Characteristics of broadcast mediaProfessionals with degreesSpace limitations EditorsPublishing process Time constraints a...
Always pitching something
•Amateurs with time•No space limitations•Self-editing•Updating, Sharing,Participating•No Deadlines•Social consumption ande...
from Traditional Media ... ... to Social MediaInstitutional Mediation• Editing Process• Publishing Process• Time and Space...
markets are conversations
This is not a conversation
Interruption marketing
Traditional marketers broadcast “crafted” messages
How traditional marketers see us
They keep pitching at us!
they might as well talk to the hand
we’re besieged by ads!
... unsolicited commercial messages
The best pitchers have a highlydeveloped sense ofPeripheralVisionThey know when bases arebeing stolen
“People don’t just connect to each other.They connect through a shared object.”-­‐	  Jyri	  Engestrom	  
TextText“So ... what’s the scuttlebutt?”
We have shared interestsIt’s the reason we speak to each otherand not someone else
social object
We can create social objectsThe market for shared experiences isinexhaustible
The social object is the reason twopeople are talking to each other asopposed to talking to someone else.
Implementation
Are you listening?
... Are you listening?What are people discussing?Who’s doing the talking?Is the content accurate?What are they passionate ...
http://wiki.kenburbary.com/
google.com/alerts
You’ll be amazed at what you’ll find out ...
•  Audit of current state•  Competitive landscape•  Listening & monitoring•  Planning•  Roadmap•  Resources•  Policies•  P...
Establish outposts on social networksThink of it this way. If you are a fisherman you wouldnot fish for the trophy catch in ...
The Social Media StarfishCredit: Robert Scoble
(Good for search engine optimization)
“In social groups, some people actively participate more than others… Socialparticipation tends to follow a 90-9-1 rule wh...
A single user may affect or “infect” many others
When listening, quality counts, not quantity
Credit: David ArmanoQuality becomes quantity: stuff gets shared between networks
Lots of cows ...
Become the purple cow
Branding
TransformYour Business by Being RemarkableSeth Godin
InfluenceAuthorityReputationCredibilityIdentityPresenceThe online objective
Strategic objectives:social media opens the door for ...✤ Increased name recognition✤ Maintaining relationships with curre...
Creating Content & Connecting✤ Find your core and connect through your passions✤ Ask people big questions, challenge them ...
Typical nonprofit metrics✤ Number of new donors✤ Number of repeat donors✤ Overall fundraising✤ Number of new volunteers✤ N...
New donorsNew volunteersCollaboration opportunitiesIncreased name recognitionRepeat givingOverall fundraisingRepeat volunt...
Software
✤ Plan content✤ Sum up events and topics✤ Define timing of output✤ Assign roles✤ Comment and collaborate
scribefire.com
google.com/reader
feedly.com
tweetdeck.com
hootsuite.com
bufferapp.com
shareaholic.com
Embrace your inner geek
We can leverage social media to buildreal bridges between communities, by:✤ Engaging people around topics of interest and ...
Alex de Carvalho ● @alexdc ● alex@alexdc.org
Photo Credits - Creative Commons✦ Swami http://www.flickr.com/photos/boskizzi/12103933/✦ Marketing mix http://www.flickr.com...
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
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Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus

  1. 1. Alex de Carvalho ● @alexdc ● alex@alexdc.org
  2. 2. Social Media & Building Attendee ConsensusApril 25th, 2013 Alex de Carvalho ● @alexdc
  3. 3. Agenda✤ Introduction & context✤ Concepts✤ Implementation✤ Software
  4. 4. I’m just a socialmedia user ... and nota guru, expert, orswami*!(*The only Suomiin me is from myFinnish heritage)
  5. 5. Adjunctfrom Fall ’07to Spring ’12
  6. 6. Securingthe ClicksNetwork Securityin the Age ofSocial MediaCo-author
  7. 7. I create spaces for individuals,companies, and brands to connect
  8. 8. Before a community is formed, potentialcommunity members are as fickle as crabs
  9. 9. They are quick to hole-up and hide out
  10. 10. But they are not alone
  11. 11. @brianbreslin@robertmurray@cwsaylor@alexdcIt took us 3 months to organize our first meetup ... and only 5people showed up (including the photographer)
  12. 12. But we persevered, meeting up monthly ....
  13. 13. Within 18 months, our meetups averaged 100 peopleand our community grew to over 2,500 members
  14. 14. - South Florida’s largest web community- Established March 2006- Over 2,500 members- Monthly meetups average 150 participantshttp://refreshmiami.orgRefreshMiami: new media community
  15. 15. facebook.com/groups/smcsfSocial Media Club of South FloridaEstablished September 2008- Over 2,500 members- Monthly meetups average 100 participantsExpand media literacyShare lessons learnedAdopt industry standardsPromote ethical practices
  16. 16. - Web and new media “un”conference- Over 1,600 have attended five events- Next one: June 2013twitter.com/barcampmiami
  17. 17. First one in June 2012:16 presenters & 300 attendees
  18. 18. 500 people joined for the conferenceand networking in May 2012
  19. 19. Community spawns communities,like rainfall makes things grow• RefreshMiami• BarCamp Miami• Social Media Club South Florida• Mobile Monday Miami• Tech Tuesday• Tweetups• Coworking Miami• Ruby Brigade• iPhone Lovers Meetup• Wordpress Meetup
  20. 20. Concepts
  21. 21. Social media is present in your marketing mixwhether you like it or not
  22. 22. I grew up in the age of broadcast media
  23. 23. Characteristics of broadcast mediaProfessionals with degreesSpace limitations EditorsPublishing process Time constraints and deadlinesDemographic targeting
  24. 24. Always pitching something
  25. 25. •Amateurs with time•No space limitations•Self-editing•Updating, Sharing,Participating•No Deadlines•Social consumption andengagement rather thandemographic targeting
  26. 26. from Traditional Media ... ... to Social MediaInstitutional Mediation• Editing Process• Publishing Process• Time and Space Constraints• Professionals with DegreesDistributed Mediation• Self-editing• Updating, Sharing, Participating• No Deadlines or Space Limitations• Amateurs with TimeIndividual ConsumptionBroadcastingSocial ConsumptionEngaging CommunitiesMy BlogPodcastsWikisForumsTVPrintRadioSocial Networks
  27. 27. markets are conversations
  28. 28. This is not a conversation
  29. 29. Interruption marketing
  30. 30. Traditional marketers broadcast “crafted” messages
  31. 31. How traditional marketers see us
  32. 32. They keep pitching at us!
  33. 33. they might as well talk to the hand
  34. 34. we’re besieged by ads!
  35. 35. ... unsolicited commercial messages
  36. 36. The best pitchers have a highlydeveloped sense ofPeripheralVisionThey know when bases arebeing stolen
  37. 37. “People don’t just connect to each other.They connect through a shared object.”-­‐  Jyri  Engestrom  
  38. 38. TextText“So ... what’s the scuttlebutt?”
  39. 39. We have shared interestsIt’s the reason we speak to each otherand not someone else
  40. 40. social object
  41. 41. We can create social objectsThe market for shared experiences isinexhaustible
  42. 42. The social object is the reason twopeople are talking to each other asopposed to talking to someone else.
  43. 43. Implementation
  44. 44. Are you listening?
  45. 45. ... Are you listening?What are people discussing?Who’s doing the talking?Is the content accurate?What are they passionate about?Can you identify relationships and communities?Are they meeting up in the real world?
  46. 46. http://wiki.kenburbary.com/
  47. 47. google.com/alerts
  48. 48. You’ll be amazed at what you’ll find out ...
  49. 49. •  Audit of current state•  Competitive landscape•  Listening & monitoring•  Planning•  Roadmap•  Resources•  Policies•  Processes•  Community management•  Content marketing•  Outreach & engagement•  Marketing & comms support•  Media buys•  Metrics•  Analysis•  OptimizationGoalsResearchStrategyImplementationMeasurementFramework for implementation
  50. 50. Establish outposts on social networksThink of it this way. If you are a fisherman you wouldnot fish for the trophy catch in stagnated water.You would need to go to where there is fresh water.Thats where the fish are.
  51. 51. The Social Media StarfishCredit: Robert Scoble
  52. 52. (Good for search engine optimization)
  53. 53. “In social groups, some people actively participate more than others… Socialparticipation tends to follow a 90-9-1 rule where:”90 - 9 - 1 rule of social participation
  54. 54. A single user may affect or “infect” many others
  55. 55. When listening, quality counts, not quantity
  56. 56. Credit: David ArmanoQuality becomes quantity: stuff gets shared between networks
  57. 57. Lots of cows ...
  58. 58. Become the purple cow
  59. 59. Branding
  60. 60. TransformYour Business by Being RemarkableSeth Godin
  61. 61. InfluenceAuthorityReputationCredibilityIdentityPresenceThe online objective
  62. 62. Strategic objectives:social media opens the door for ...✤ Increased name recognition✤ Maintaining relationships with current supporters✤ Connecting with new supporters✤ Sharing your nonprofit’s impact✤ Establishing your authority on a topic
  63. 63. Creating Content & Connecting✤ Find your core and connect through your passions✤ Ask people big questions, challenge them to think big✤ Open the side door: “The Making Of” & “B-Roll”✤ It’s about your customers, not you: provide support✤ People love a good story✤ Use outside voices: videos and interviews✤ Be real and be yourself: share your own challenges and opportunities
  64. 64. Typical nonprofit metrics✤ Number of new donors✤ Number of repeat donors✤ Overall fundraising✤ Number of new volunteers✤ Number of repeat volunteers✤ Total number of volunteer hours
  65. 65. New donorsNew volunteersCollaboration opportunitiesIncreased name recognitionRepeat givingOverall fundraisingRepeat volunteersMaintaining relationshipswith current supportersNew donorsNew volunteersCollaboration opportunitiesConnecting with new supportersNew donorsReduced donor attritionOverall fundraisingNew volunteersRepeat volunteersSharing your nonprofit’s impactImpact of social media strategiesCollaboration opportunitiesNew donorsEstablishing your authority on a topichttp://www.wiredimpact.com/library/nonprofit-social-media-defining-success/
  66. 66. Software
  67. 67. ✤ Plan content✤ Sum up events and topics✤ Define timing of output✤ Assign roles✤ Comment and collaborate
  68. 68. scribefire.com
  69. 69. google.com/reader
  70. 70. feedly.com
  71. 71. tweetdeck.com
  72. 72. hootsuite.com
  73. 73. bufferapp.com
  74. 74. shareaholic.com
  75. 75. Embrace your inner geek
  76. 76. We can leverage social media to buildreal bridges between communities, by:✤ Engaging people around topics of interest and encouraging them tocollaborate and to develop communities✤ Empowering people to use technologies to assist in improving theirlives✤ Open sharing of experiences, information and knowledge✤ Developing cultures of transparency, inclusiveness, and innovation✤ Localisation; local content creation, local resource distribution, localawareness development, local knowledge transfer, local solutiondevelopment
  77. 77. Alex de Carvalho ● @alexdc ● alex@alexdc.org
  78. 78. Photo Credits - Creative Commons✦ Swami http://www.flickr.com/photos/boskizzi/12103933/✦ Marketing mix http://www.flickr.com/photos/luc/1824234195/✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/✦ puppy http://www.flickr.com/photos/klapow/39693385/✦ garfield http://www.flickr.com/photos/pasma/580401331/✦ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/✦ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/✦ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248✦ child http://www.flickr.com/photos/40732566596@N01/109538354/✦ hungry fish http://www.flickr.com/photos/75269757@N00/727422407✦ seti http://www.flickr.com/photos/49457106@N00/280789933/✦ attention http://www.flickr.com/photos/69148125@N00/326386880/✦ community manager http://www.flickr.com/photos/celesteh/397931208/✦ volume http://www.flickr.com/photos/john/10196037/✦ india water http://www.flickr.com/photos/t4deux/3442829950/✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593✦ jellybeans http://www.flickr.com/photos/jspad/450848498/✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out

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