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Adding Social Media to Your Marketing Strategy

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Adding Social Media to Your Marketing Strategy

  1. 1. ADDING SOCIAL MEDIA TO YOUR MARKETING STRATEGY <ul><li>Coronado Schools Foundation </li></ul><ul><li>June 24, 2010 </li></ul><ul><li>www.edaconsulting.org </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  2. 2. Overview <ul><li>Introductions </li></ul><ul><li>Your name and role/title </li></ul><ul><li>Experience with social media </li></ul><ul><li>Expectation(s) for workshop </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  3. 3. What is Web 2.0? <ul><li>“ The term refers to a group of popular technologies that survived that dot-com bust, so-called 2.0 because they pick up from the previous generation of technologies invented during the last wave of Internet innovation (circa 1993-2001)…it describes not only a set of popular Internet technologies but also the phenomenon of a group of people who believe that we are entering a new era.” </li></ul><ul><li>- Ben Rigby, Mobilizing Generation 2.0 </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  4. 4. What are your fears? 6/24/2010 Social Media for Coronado Schools Foundation
  5. 5. Benefits to social media <ul><li>Social and professional networking </li></ul><ul><li>Prospecting </li></ul><ul><li>Get feedback </li></ul><ul><li>Viral Recommendations </li></ul><ul><li>Cost effective and green </li></ul><ul><li>Cross all boundaries </li></ul><ul><li>Collaboration opportunities </li></ul><ul><li>Share resources </li></ul><ul><li>Test ideas </li></ul><ul><li>Build networks and community </li></ul><ul><li>Build relationships and trust – at a distance </li></ul><ul><li>Build base of support/community and gather contact info </li></ul><ul><li>Tell your story </li></ul><ul><li>Quick access </li></ul><ul><li>Promote brand and cause </li></ul><ul><li>Transparency </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  6. 6. Cons to Using Social Media <ul><li>Some loss of control </li></ul><ul><li>Time investment (training, maintenance ) </li></ul><ul><li>New communication structure </li></ul><ul><li>Ideas and opinions that are shared may change over time </li></ul><ul><li>Getting staff/board investment in new technology </li></ul><ul><li>Transparency </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  7. 7. Social Media Planning <ul><li>Evaluate current social media strategies to avoid duplication </li></ul><ul><li>Be clear about why you are using social media </li></ul><ul><li>Create plan including goals, strategy, and actions </li></ul><ul><li>Create a calendar for messaging </li></ul><ul><li>Obtain buy-in and participation </li></ul><ul><li>Participate in personal use of social media </li></ul><ul><li>Have fun! </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  8. 8. Websites 6/24/2010 Social Media for Coronado Schools Foundation
  9. 9. SOCIAL NETWORKING <ul><li>What is it? </li></ul><ul><li>Why is it useful? </li></ul><ul><li>How do you set it up and use it? </li></ul><ul><li>Best practices </li></ul><ul><li>Examples </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  10. 10. What is Facebook? <ul><li>“ The connections between every single person in the world intertwine, interplay, and interlock to form the social graph …The power of the social graph refers to how information travels quickly and reliably among folks. ” </li></ul><ul><li>- Carolyn Abram & Leah Perlman, Facebook for Dummies </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  11. 11. Facebook Uses <ul><li>Viral recommendations </li></ul><ul><li>Build a network of “Friends” easily </li></ul><ul><li>Recruit people to your “Group” or “Page” </li></ul><ul><li>Share links and ideas quickly, link to Twitter </li></ul><ul><li>Leverage funds: low-cost, friend-to-friend </li></ul><ul><li>Promote work and cause to folks who might not otherwise access it </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  12. 12. Set Up and Features <ul><li>Must have a personal profile to set up a Page, Group or Cause. </li></ul><ul><li>Update your profile with as much information as possible. </li></ul><ul><li>Updates and notifications </li></ul><ul><li>Birthdays, People You May Know </li></ul><ul><li>Discussion Boards/Walls/Email/News Feeds/Events </li></ul><ul><li>IM </li></ul><ul><li>Applications – Twitter (profile only), etc. </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  13. 13. Facebook Groups and Pages 6/24/2010 Social Media for Coronado Schools Foundation
  14. 14. Facebook Groups & Pages <ul><li>Groups </li></ul><ul><li>Join a group </li></ul><ul><li>Various membership/privacy levels </li></ul><ul><li>You can list officers </li></ul><ul><li>Similar to organizational clubs </li></ul><ul><li>5,000 member limit </li></ul><ul><li>Content comes from an individual </li></ul><ul><li>Pages </li></ul><ul><li>Become a fan </li></ul><ul><li>Similar to a personal profile </li></ul><ul><li>Share on your profile (through Info tab) </li></ul><ul><li>Add applications </li></ul><ul><li>Recommended for businesses, npos, celebrities, brands </li></ul><ul><li>Events </li></ul><ul><li>Create badge </li></ul><ul><li>Content comes from page </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  15. 15. LinkedIn <ul><li>Great for recruiters </li></ul><ul><li>Can’t just create a profile or group and ignore it </li></ul><ul><li>Place your resume and professional information </li></ul><ul><li>Great place for recommendations </li></ul><ul><li>Link profile with Twitter </li></ul><ul><li>Need personal account to create a group account </li></ul><ul><li>Create subgroups – does your department/field already have a group? </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  16. 16. LinkedIn Home Page 6/24/2010 Social Media for Coronado Schools Foundation
  17. 17. Profiles and Recommendations 6/24/2010 Social Media for Coronado Schools Foundation
  18. 18. Companies and Job Postings 6/24/2010 Social Media for Coronado Schools Foundation
  19. 19. LinkedIn Groups <ul><li>Similar to Facebook </li></ul><ul><li>Create subgroups </li></ul><ul><li>Create discussion topics </li></ul><ul><li>Share news links </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  20. 20. Questions 6/24/2010 Social Media for Coronado Schools Foundation
  21. 21. BLOGGING AND TWITTER <ul><li>What is it? </li></ul><ul><li>Why is it useful? </li></ul><ul><li>How do you set it up and blog? </li></ul><ul><li>Best practices </li></ul><ul><li>Examples </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  22. 22. Why Blog? <ul><li>“ Starting an organizational blog is one of the fastest routes for telling the story of…your cause, demonstrating expertise in your field, and engaging supporters in conversation.” </li></ul><ul><li>- Ben Rigby, Mobilizing Generation 2.0 </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  23. 23. Stats… <ul><li>12 million Americans blog and over half of Americans read blogs. </li></ul><ul><li>Blog readers are 11% more likely than the average internet user to have incomes greater than $75,000. </li></ul><ul><li>Blog readers make more purchases online. </li></ul><ul><li>Blog readers spend 6% more online than the average Internet user. </li></ul><ul><li>Mobilizing Generation 2.0 , 2008 </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  24. 24. Why is a blog useful? <ul><li>Gives a face and a voice to a marketing campaign. </li></ul><ul><li>Share company announcements. </li></ul><ul><li>Great communications and community-building strategy. </li></ul><ul><li>Make a personal connection with your stakeholders. </li></ul><ul><li>Ongoing relationships. </li></ul><ul><li>Share opinions and personalize your work. </li></ul><ul><li>Organizational history online. </li></ul><ul><li>Internal, organizational communications. </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  25. 25. Blog Set Up <ul><li>Free blogging software: Blogspot (Google), TypePad, Yahoo, WordPress </li></ul><ul><li>Blogging for Dummies </li></ul><ul><li>Set it up through an organization’s website </li></ul><ul><li>Clarify your goals and objectives </li></ul><ul><li>Select layout, logo, etc. </li></ul><ul><li>Blidget = blog widget (Facebook badge, social media icons, links to slideshows) </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  26. 26. Blog Best Practices <ul><li>Plan and be consistent </li></ul><ul><li>Two-way communication </li></ul><ul><li>Everyone participate </li></ul><ul><li>Track participation: Feedburner </li></ul><ul><li>Keywords and SEO </li></ul><ul><li>Network within the blogging community </li></ul><ul><li>Let go of some control </li></ul><ul><li>Promote your blog </li></ul><ul><li>Share posts across other networks </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  27. 27. Sample Blog 6/24/2010 Social Media for Coronado Schools Foundation
  28. 28. Twitter <ul><li>Shorter posts: 140 characters or less </li></ul><ul><li>Settings: unique url, SMS, hashtags, etc. </li></ul><ul><li>Follow people and followers </li></ul><ul><li>Tweet 5 – 20 times per day. </li></ul><ul><li>Retweet (RT) and Direct Message (DM) </li></ul><ul><li>Succinct way to communicate </li></ul><ul><li>More branding and marketing </li></ul><ul><li>Become an expert in a topic </li></ul><ul><li>Share info with people beyond your inner circle </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  29. 29. More on Tweeting <ul><li>Hashtags - way to track tweets (i.e. #edac) </li></ul><ul><li>HootSuite/Twaitter - schedule tweets, recurring </li></ul><ul><li>Bit.ly – shorten and tracks URLs </li></ul><ul><li>Echofon, Tweet Deck – manage multiple accounts and tweets </li></ul><ul><li>Twibes– lists </li></ul><ul><li>Facebook – Twitter app, Ping </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  30. 30. Find, Follow, and Share 6/24/2010 Social Media for Coronado Schools Foundation
  31. 31. Why Bother with a Blog? <ul><li>“ Blogging can deepen your staff members’ expertise in a subject, help you test ideas before they become set in stone (or before you’ve invested time and resources), and enable more authentic conversation with constituents.” </li></ul><ul><li>- Beth Kanter , Mobilizing Generation 2.0 </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  32. 32. Questions 6/24/2010 Social Media for Coronado Schools Foundation
  33. 33. MORE SOCIAL MEDIA <ul><li>Social Media Plan </li></ul><ul><li>Evaluation </li></ul><ul><li>Organizational investment </li></ul><ul><li>Next Steps </li></ul><ul><li>Resources </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  34. 34. Social Media Plan and Process 6/24/2010 Social Media for Coronado Schools Foundation
  35. 35. Identify Purpose <ul><li>Learn more about social media </li></ul><ul><li>Reach a different demographic </li></ul><ul><li>Connect more with a current demographic </li></ul><ul><li>Access other research or resources </li></ul><ul><li>Promote brand/event/idea/product </li></ul><ul><li>Communicate </li></ul><ul><li>Other? </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  36. 36. Goal and Objectives Examples <ul><li>Increase website traffic </li></ul><ul><li>Sell more product </li></ul><ul><li>Share ideas </li></ul><ul><li>Learn about resources in your field </li></ul><ul><li>Promote an event or idea </li></ul><ul><li>Develop your brand </li></ul><ul><li>Test ideas </li></ul><ul><li>Other? </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  37. 37. Tools and Implementation <ul><li>Blog </li></ul><ul><ul><li>How often will you blog? </li></ul></ul><ul><ul><li>What will you blog about? </li></ul></ul><ul><ul><li>Who will blog? </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>How often will you tweet? </li></ul></ul><ul><ul><li>What will you tweet about? </li></ul></ul><ul><ul><li>How will you track? </li></ul></ul><ul><ul><li>Who will you follow? </li></ul></ul><ul><ul><li>Who will tweet? </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Profile/Group/Page </li></ul></ul><ul><ul><li>Who will manage? </li></ul></ul><ul><ul><li>Facebook Ads? </li></ul></ul><ul><ul><li>Will you link to Twitter? Ping? </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Group and subgroups? </li></ul></ul><ul><ul><li>Who will you invite to join? </li></ul></ul><ul><ul><li>Who will be admins? </li></ul></ul><ul><ul><li>How often will you post? </li></ul></ul>6/24/2010 Social Media for Coronado Schools Foundation
  38. 38. Evaluation Examples <ul><li>Record website hits </li></ul><ul><li>Track with Bit.ly or tinyurl </li></ul><ul><li>Use hashtags to track posts </li></ul><ul><li>Are you listed? (Twibes) </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Feedburner </li></ul><ul><li>Record/note how many people: </li></ul><ul><ul><li>Become a fan/ Join a group </li></ul></ul><ul><ul><li>Send links </li></ul></ul><ul><ul><li>Recruit other friends </li></ul></ul><ul><ul><li>Promote on their profile, blog, website </li></ul></ul><ul><li>Cost: Care2 ROI calculator </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  39. 39. Investing in Social Media 6/24/2010 Social Media for Coronado Schools Foundation
  40. 40. Next Steps <ul><li>Start at home </li></ul><ul><li>What, if anything, do you think will be useful for you and your stakeholders? </li></ul><ul><li>What concerns do you have? </li></ul><ul><li>Can you think of one way to use social media and how? </li></ul><ul><li>Look for volunteers and other board or staff members who can help you. </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  41. 41. Beth Kanter on Social Media <ul><li>“ Web 2.0 social media tools offer many possibilities …There are challenges, of course, but these can be mitigated with low-risk forms of experimentation and learning in order to reap powerful rewards.” (Rigby, 2008) </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  42. 42. Questions 6/24/2010 Social Media for Coronado Schools Foundation
  43. 43. Resources <ul><li>I’m on Facebook, Now What? </li></ul><ul><li>I’m on LinkedIn, Now What? </li></ul><ul><li>Ning for Dummies </li></ul><ul><li>Facebook for Dummies </li></ul><ul><li>Mobilizing Youth 2.0 </li></ul><ul><li>Mashable.com </li></ul><ul><li>Nonprofit Technology Network (NTEN) </li></ul><ul><li>Beth Kanter: http://beth.typepad.com/ </li></ul><ul><li>Social Media Plan Outline: www.ideaencore.com </li></ul>6/24/2010 Social Media for Coronado Schools Foundation
  44. 44. THANK YOU! <ul><li>For questions or more information… </li></ul><ul><li>Emily Davis, MNM </li></ul><ul><li>President </li></ul><ul><li>EDA Consulting, LLC </li></ul><ul><li>15861 Paseo Del Sur </li></ul><ul><li>San Diego, CA 92127 </li></ul><ul><li>www.edaconsulting.org </li></ul><ul><li>www.edaconsultingcafe.blogspot.com </li></ul><ul><li>http://twitter.com/edaconsulting </li></ul><ul><li>www.facebook.com/edaconsulting </li></ul><ul><li>[email_address] </li></ul>6/24/2010 Social Media for Coronado Schools Foundation

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