An Engaging Presentation about
         Social Media
       Ed Lee, iStudio Canada
         November 6, 2008



          ...
Agenda

•   Overview
•   The “new” Web and social media
•   Using social media
•   Building an engagement model
•   Case s...
Then




Source: David Armano - http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
Now




Source: David Armano - http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
The New Web
The New Web

• Bottom-up, devolved communications
• Voice is human, many-to-many, personal
• Personalization m...
What is Social Media?
• Describes online technologies and practices that people use
  to share opinions, insights, experie...
The New Web: Trends

• Content has become portable: no longer wants to stay on
  one site
• RSS means people care about yo...
RSS? What’s that?

• “RSS is a little like radio. Every blog and
  many news services ‘broadcast’ a tiny little
  signal t...
The New Audience
• Consumer control
   – When, where and how they access information
• Instant gratification
   – Search a...
Media Matrix -> Media “Splat”
• Media make up has changed dramatically:




Source: Robert Scoble; Fast Company
Media Splat

• Need an integrated strategy to navigate and
  harness the new media landscape
• It starts with you




    ...
Using Social Media: For You




           © iStudio 2008
Using Social Media: For You

• Social media is an investment
• Social media takes time
• Take the time to experiment perso...
Using Social Media: For You
• Find relevant blogs for you and your job

• Get an RSS reader

• Subscribe to these blogs

•...
Using Social Media: For Work




            © iStudio 2008
What are other Non-Profits doing?
• Research says charities are
  outpacing business world in use of
  social media

• Key...
Online Engagement

BUILDING AN ENGAGEMENT
MODEL
Why Online Engagement?

• The Online Marketing (eCRM) Nonprofit
  Benchmark Index™ reports a growth rate of 27 %
  in medi...
Social Media Engagement

• Social Media is tribal
  – People self-identify online
• Allows us to find and track influencer...
Before We Start

•   Content is king
•   Create compelling content
•   Create engaging content
•   Create content people w...
Tracking Engagement

• If you can define it, you can measure it
• If you can measure it, you can track it
• If you can tra...
Defining Engagement For Non-Profits

•   Contribute
•   Donate
•   Advocate
•   Evangelize




                   © iStudi...
The Engagement Ladder




    Source: http://www.forrester.com/Groundswell/profile_tool.html
The Engagement Ladder
                Publishes own content
                Has linked to your site
                Create...
Projected Lifetime Value
The Engagement Ladder
               Publishes own content
               Has linked to your site...
Engagement Cycle

     Visit the
                            Content
       Site




                                   Ta...
Engagement Tactics
                    interaction

             Visit the
                                    Content
   ...
Outcome: Evangelists
                    interaction

             Visit the
                                    Content
 ...
Outcome: Word-of-mouth
                    interaction

             Visit the
                                    Content...
Outcome: Dollars
                    interaction

             Visit the
                                    Content
     ...
Putting It All Together

• Donors Choose – mobilize donors. And their
  networks
• endMS – creating an online hub for
  co...
Donors Choose

• Pits bloggers, and
  groups of bloggers
  against each other
• Encourages competition
  and networking
• ...
endMS.ca*
• Capital campaign to raise $60m
• Uses social media to encourage and
  track interaction and participation
  on...
Projected Lifetime Value
The Engagement Ladder
               Publishes own content
               Has linked to your site...
Discussion

What can I do today?
What can I plan for tomorrow?
What resources can help me?




                    © iStud...
Follow Up?

Ed Lee
iStudio Canada
elee@istudio.ca
http://delicious.com/Edrique/COMMA




                  © iStudio 2008
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  • The Internet now:Facilitates a two way dialogue- CommentingConnects users around social objects to form communities- Social networkingLowers barriers to content publishing- BloggingAllows personalization through use of content - AmazonEnables credible robust, helpful content through “Peer Production” - Wikipedia
  • How can the BIC integrate common behaviours into its Web site?CommentingRatingFriendingPersonalizing TaggingSharingFavouriting
  • 081106 An Engaging Presentation About Social Media Comma

    1. 1. An Engaging Presentation about Social Media Ed Lee, iStudio Canada November 6, 2008 © iStudio 2008
    2. 2. Agenda • Overview • The “new” Web and social media • Using social media • Building an engagement model • Case studies • Discussion © iStudio 2008
    3. 3. Then Source: David Armano - http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
    4. 4. Now Source: David Armano - http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
    5. 5. The New Web The New Web • Bottom-up, devolved communications • Voice is human, many-to-many, personal • Personalization makes content relevant • Constantly evolving content – the more interaction with the content, the “smarter” it gets • Readers become writers, and begin to take ownership of content • The Internet is now social media © iStudio 2008
    6. 6. What is Social Media? • Describes online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other • Common behaviour in social media include: © iStudio 2008
    7. 7. The New Web: Trends • Content has become portable: no longer wants to stay on one site • RSS means people care about your content; not your site • Tagging means people save content to shared Web pages • Blogs/Social Networks mean content and brands are be discussed off-site RSS Portable Content Bookmarking/Tagging • Mash-up culture means your content will evolve – With or without you • Emergence of mobile means people want portable content Mobile Mash-up Culture Blogs & Social Networking © iStudio 2008
    8. 8. RSS? What’s that? • “RSS is a little like radio. Every blog and many news services ‘broadcast’ a tiny little signal that you can’t hear, but your RSS reader can. (It’s like a radio tuner). You tell the RSS reader which blogs and news feeds you like, and whenever it senses that signal, it goes out and grabs the post for you. Quick and free. With a good reader, you can easily keep up with 100 blogs in less than an hour.” • Source: Seth Godin - http://sethgodin.typepad.com/seths_blog/2008/10/rss- twitter-ema.html © iStudio 2008
    9. 9. The New Audience • Consumer control – When, where and how they access information • Instant gratification – Search as a cultural phenomenon • Emigration away from mainstream media – Looking for specialized, not generalized content • Niche communities – People seek out those in-the-know or in a similar circumstance • Go where the audience lives – Great way to reach target audiences and generate measurable results © iStudio 2008
    10. 10. Media Matrix -> Media “Splat” • Media make up has changed dramatically: Source: Robert Scoble; Fast Company
    11. 11. Media Splat • Need an integrated strategy to navigate and harness the new media landscape • It starts with you © iStudio 2008
    12. 12. Using Social Media: For You © iStudio 2008
    13. 13. Using Social Media: For You • Social media is an investment • Social media takes time • Take the time to experiment personally before experimenting professionally © iStudio 2008
    14. 14. Using Social Media: For You • Find relevant blogs for you and your job • Get an RSS reader • Subscribe to these blogs • Comment on blogs • Listen to some podcasts • Join a social network • Try out a shiny new object • Be social - “Join the Conversation” © iStudio 2008
    15. 15. Using Social Media: For Work © iStudio 2008
    16. 16. What are other Non-Profits doing? • Research says charities are outpacing business world in use of social media • Key finding: “Acute awareness of Web 2.0 strategies in meeting objectives”  75% use some form of social media -- blogs, podcasts, message boards, social networking, video blogging, wikis 46% report social media is very important to their fundraising strategy  30% are blogging © iStudio 2008
    17. 17. Online Engagement BUILDING AN ENGAGEMENT MODEL
    18. 18. Why Online Engagement? • The Online Marketing (eCRM) Nonprofit Benchmark Index™ reports a growth rate of 27 % in median dollars raised from 2005 to 2006 - Marketing and Retention strategies • Online donors tend to join at higher giving levels, give larger gifts, and have higher lifetime giving than offline donors • Subscribers taking 6 or more online actions in a year, made up just 5 per cent of the total email list size but accounted for 42 percent of the organizations’ total actions © iStudio 2008
    19. 19. Social Media Engagement • Social Media is tribal – People self-identify online • Allows us to find and track influencers • Provides excellent opportunities for measurement and analysis • Two-way dialogue – Be prepared to talk back © iStudio 2008
    20. 20. Before We Start • Content is king • Create compelling content • Create engaging content • Create content people want to consume • Create content people want to share • “Show don’t tell” (Vital Signs, COMMA 2008) © iStudio 2008
    21. 21. Tracking Engagement • If you can define it, you can measure it • If you can measure it, you can track it • If you can track it, you can improve it • How? © iStudio 2008
    22. 22. Defining Engagement For Non-Profits • Contribute • Donate • Advocate • Evangelize © iStudio 2008
    23. 23. The Engagement Ladder Source: http://www.forrester.com/Groundswell/profile_tool.html
    24. 24. The Engagement Ladder Publishes own content Has linked to your site Creates supporting content Engages and leads both on and off line Has commented on your site Shared your content on and off line Makes regular donations Has bookmarked your site Forwarded email to a friend Subscribed to email newsletter (s) Has made donation Visits your site regularly Consumes your content May have made a donation Source: http://www.forrester.com/Groundswell/profile_tool.html
    25. 25. Projected Lifetime Value The Engagement Ladder Publishes own content Has linked to your site 8x $X + ??? Creates supporting content Engages and leads both on and off line Has commented on your site 6x $X + ?? Shared your content on and off line Makes regular donations Has bookmarked your site 4x $X +? Forwarded email to a friend Subscribed to email newsletter (s) 2x $X Has made donation Visits your site regularly $X Consumes your content May have made a donation $0.00 Source: http://www.forrester.com/Groundswell/profile_tool.html
    26. 26. Engagement Cycle Visit the Content Site Take Community Action Advocate © iStudio 2008
    27. 27. Engagement Tactics interaction Visit the Content Site marketing build profile / track behaviour Take Community Action Advocate outreach / target messages referrals / email © iStudio 2008
    28. 28. Outcome: Evangelists interaction Visit the Content Site marketing build profile / track behaviour Take Community Action Advocate outreach / target messages referrals / email © iStudio 2008
    29. 29. Outcome: Word-of-mouth interaction Visit the Content Site marketing build profile / track behaviour Take Community Action Advocate outreach / target messages referrals / email © iStudio 2008
    30. 30. Outcome: Dollars interaction Visit the Content Site marketing build profile / track behaviour Take Community Action Advocate outreach / target messages referrals / email © iStudio 2008
    31. 31. Putting It All Together • Donors Choose – mobilize donors. And their networks • endMS – creating an online hub for conversation © iStudio 2008
    32. 32. Donors Choose • Pits bloggers, and groups of bloggers against each other • Encourages competition and networking • Creates and leverages community • Raised almost $300k in one month © iStudio 2008
    33. 33. endMS.ca* • Capital campaign to raise $60m • Uses social media to encourage and track interaction and participation on and off-site • Integrates Facebook, Flickr, YouTube and blogging efforts • Integrated email campaign to draw users up the “participation ladder” and increase lifetime value of donations • Interaction with email and on-site contributions determine the messages subscribers receive © iStudio 2008
    34. 34. Projected Lifetime Value The Engagement Ladder Publishes own content Has linked to your site 8x $X + ?? Creates supporting content Engages and leads both on and off line Has commented on your site 6x $X + ? Shared your content on and off line Makes regular donations Has bookmarked your site 4x $X Forwarded email to a friend Subscribed to email newsletter (s) 2x $X Has made donation Visits your site regularly $X Consumes your content May have made a donation $0.00 Source: http://www.forrester.com/Groundswell/profile_tool.html
    35. 35. Discussion What can I do today? What can I plan for tomorrow? What resources can help me? © iStudio 2008
    36. 36. Follow Up? Ed Lee iStudio Canada elee@istudio.ca http://delicious.com/Edrique/COMMA © iStudio 2008

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