Case Study: The LAMP and Social
Media Marketing



     Nonprofit Social Communications Case Study Conference
     Present...
Background

   “With a commitment to address the lack of basic media literacy
    education in New York City schools and ...
Primary Social Networking Outlets




  Proprietary The LAMP 2009         3
www.thelampnyc.org



   One-stop shop for all
    LAMP media
   Del.icio.us & Twitter feeds
   Newsletter signup
   O...
Challenges

   “What’s media literacy?”
   How can we use social media to reach people who are
    not tech-savvy?
   E...
@thelampnyc




    Use Twitter to talk about Twitter
    Quick, easy dialogue on current events
    LAMP Twitter guide...
facebook.com/thelampnyc




   Most fans are people known personally by LAMP staff
   Where is the interactivity?
   Ta...
youtube.com/user/TheLAMPnyc




   Showcase for student work—process, not product
   Comment moderation, dialogue engage...
flickr.com/photos/thelampnyc




                                  Image crowdsourcing
                                 ...
thelampnyc.stumbleupon.com




   Tends to have a greater geographical reach
   Little networking, but good driver of we...
Social Media in the classroom

   Nearly all social media tools are blocked in schools
   School policies for cell phone...
www.thelampnyc.org




Proprietary The LAMP 2009                        12
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10/28/09 BDI Nonprofit Social Communications Conference - The Lamp Presentation

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Case Study: Using Social Media to Grow, Develop, and Communicate
Presented by: Emily Long, Communications Director, The LAMP and DC Vito, Executive Director, The LAMP

Published in: Business, Technology, Education
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10/28/09 BDI Nonprofit Social Communications Conference - The Lamp Presentation

  1. 1. Case Study: The LAMP and Social Media Marketing Nonprofit Social Communications Case Study Conference Presented by D.C. Vito and Emily Long October 28, 2009
  2. 2. Background  “With a commitment to address the lack of basic media literacy education in New York City schools and communities, The LAMP (Learning About Multimedia Project) offers free workshops and public events designed to help young people, parents and teachers make sense of the media barrage they encounter in their daily lives.” Proprietary The LAMP 2009 2
  3. 3. Primary Social Networking Outlets Proprietary The LAMP 2009 3
  4. 4. www.thelampnyc.org  One-stop shop for all LAMP media  Del.icio.us & Twitter feeds  Newsletter signup  Other LAMP social media sites  LAMPpost blog  Recent redesign for increased interactivity, social media Proprietary The LAMP 2009 4
  5. 5. Challenges  “What’s media literacy?”  How can we use social media to reach people who are not tech-savvy?  Existing stigma of new/social media as an educational tool  The LAMP is based in and focused on NYC, but social media reach extends beyond. How does this change policy?  What tools are worthwhile?  How is this encouraging people to be more critical media consumers? Proprietary The LAMP 2009 5
  6. 6. @thelampnyc  Use Twitter to talk about Twitter  Quick, easy dialogue on current events  LAMP Twitter guidelines specify frequency and purpose of tweets  Less value as site driver, better as marketing for The LAMP and media literacy  Also use bit.ly to track link click-throughs, shorten urls Proprietary The LAMP 2009 6
  7. 7. facebook.com/thelampnyc  Most fans are people known personally by LAMP staff  Where is the interactivity?  Target audience: parents & teachers Proprietary The LAMP 2009 7
  8. 8. youtube.com/user/TheLAMPnyc  Showcase for student work—process, not product  Comment moderation, dialogue engages new audience  Work shows media literacy, LAMP students & staff in action  Network with like-minded organizations, individuals  Non-profit channel status allows unlimited video length, feature opportunities Proprietary The LAMP 2009 8
  9. 9. flickr.com/photos/thelampnyc  Image crowdsourcing  Fast, visual networking  Interactive archive Proprietary The LAMP 2009 9
  10. 10. thelampnyc.stumbleupon.com  Tends to have a greater geographical reach  Little networking, but good driver of website traffic and brand awareness Proprietary The LAMP 2009 10
  11. 11. Social Media in the classroom  Nearly all social media tools are blocked in schools  School policies for cell phones differ, but are generally discouraged in classroom  Youth network differently than adults online; seemingly due to privacy/Internet safety concerns, age restrictions Proprietary The LAMP 2009 11
  12. 12. www.thelampnyc.org Proprietary The LAMP 2009 12

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