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Let Your Voice Be Heard  How to Effectively Engage with Your Target Audience Online North Carolina Land Trusts Assembly Ma...
Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and t...
3 out of 4 Americans use social technology Forrester, The Growth of Social Technology Adoption, 2008
2/3 of the global internet population visit social networks Nielsen, Global faces and Networked places, 2009 <ul><ul><li>2...
If Facebook were a country, it would be the 4 TH  most populated in the world, just behind the United States.
Why is all this happening?
76% don’t believe governments, companies or organizations tell the truth in their marketing and communications.  - Yankelo...
68% trust other people “like themselves” up from 22% in 2003  -  Edelman Trust Barometer
We’re human  People want to connect with other people People want to help and be helped
<ul><li>Let’s get to some specifics already! </li></ul><ul><li>Fundraising </li></ul><ul><li>Publicity </li></ul><ul><li>E...
Facebook Fan Pages
Facebook Fan Pages – Top Apps Static FBML Fan Appz Promotions Social RSS Posted Items Pro iEndorse Signup Form Extended In...
CONTENT
Create and Share Content WordPress Blogger TypePad RSS ShareThis Blogs
Utilizing Other Mediums - Video YouTube UStream Justin.TV
Utilizing Other Mediums - Photos Flickr SmugMug Photobucket
CONTENT!
Search Engine Optimization <ul><li>Content </li></ul><ul><li>Links </li></ul>
Search Engine Optimization
How do you start?
Training and Practice Begin by listening Google Alerts Google Blog search Technorati Twitter
Begin by listening Identify the influencers
Reaching out to Social Community Understand the environment you are in Ingratiate yourself into the conversation Be transp...
Case Studies
Land for Tomorrow  North Carolina's Ten Natural Wonders <ul><li>Prior to April 27, 2010, 180 fans on Facebook </li></ul><u...
Twestival <ul><li>Largest global grassroots social media fundraising effort </li></ul><ul><li>Series of offline / online e...
Nestle
Final Thoughts
Let go and  gain more
Thank you!  Questions? Cord Silverstein [email_address] Twitter:  @cord
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Presentation for the North Carolina Land Assembly discussing low-level specific tactics and strategies around social media and effectively engaging with target markets online.

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How to Effectively Engage with Your Target Audience Online

  1. 1. Let Your Voice Be Heard How to Effectively Engage with Your Target Audience Online North Carolina Land Trusts Assembly May 27, 2010 Cord Silverstein, EVP Interactive and Social Media, Capstrat
  2. 2. Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” - Wikipedia.org
  3. 3. 3 out of 4 Americans use social technology Forrester, The Growth of Social Technology Adoption, 2008
  4. 4. 2/3 of the global internet population visit social networks Nielsen, Global faces and Networked places, 2009 <ul><ul><li>2/3 of the global internet population visit social networks </li></ul></ul><ul><ul><li>Nielsen, Global Faces & Networked Places, 2009 </li></ul></ul>
  5. 5. If Facebook were a country, it would be the 4 TH most populated in the world, just behind the United States.
  6. 6. Why is all this happening?
  7. 7. 76% don’t believe governments, companies or organizations tell the truth in their marketing and communications. - Yankelovich 2009
  8. 8. 68% trust other people “like themselves” up from 22% in 2003 - Edelman Trust Barometer
  9. 9. We’re human People want to connect with other people People want to help and be helped
  10. 10. <ul><li>Let’s get to some specifics already! </li></ul><ul><li>Fundraising </li></ul><ul><li>Publicity </li></ul><ul><li>Events </li></ul><ul><li>Advocacy </li></ul><ul><li>Volunteerism </li></ul>
  11. 11. Facebook Fan Pages
  12. 12. Facebook Fan Pages – Top Apps Static FBML Fan Appz Promotions Social RSS Posted Items Pro iEndorse Signup Form Extended Info Causes
  13. 13. CONTENT
  14. 14. Create and Share Content WordPress Blogger TypePad RSS ShareThis Blogs
  15. 15. Utilizing Other Mediums - Video YouTube UStream Justin.TV
  16. 16. Utilizing Other Mediums - Photos Flickr SmugMug Photobucket
  17. 17. CONTENT!
  18. 18. Search Engine Optimization <ul><li>Content </li></ul><ul><li>Links </li></ul>
  19. 19. Search Engine Optimization
  20. 20. How do you start?
  21. 21. Training and Practice Begin by listening Google Alerts Google Blog search Technorati Twitter
  22. 22. Begin by listening Identify the influencers
  23. 23. Reaching out to Social Community Understand the environment you are in Ingratiate yourself into the conversation Be transparent Be open and honest.
  24. 24. Case Studies
  25. 25. Land for Tomorrow North Carolina's Ten Natural Wonders <ul><li>Prior to April 27, 2010, 180 fans on Facebook </li></ul><ul><li>Contest launches April 27 </li></ul><ul><li>Increase in traffic to website and FB page </li></ul><ul><li>Now have1300+ fans on Facebook </li></ul><ul><li>Secured over 4K email addresses </li></ul>
  26. 26. Twestival <ul><li>Largest global grassroots social media fundraising effort </li></ul><ul><li>Series of offline / online events for causes around world </li></ul><ul><li>Raised $1.2 million within 14 months for 137 nonprofits </li></ul><ul><li>243,000 followers on Twitter </li></ul>
  27. 27. Nestle
  28. 28. Final Thoughts
  29. 29. Let go and gain more
  30. 30. Thank you! Questions? Cord Silverstein [email_address] Twitter: @cord

Presentation for the North Carolina Land Assembly discussing low-level specific tactics and strategies around social media and effectively engaging with target markets online.

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