Building Sustainable Communities With Social Media

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Idil Cakim

Slides support talking points for a talk I gave at St. Francis College based on my book and work at NY Needs You.

Business Technology

Building Sustainable
Communities
With Social Media
Idil Cakim
April 29, 2013

Amplifying Word of Mouth - Online
Images by GregKessler.net

Principles of Online WOM Marketing
Images by GregKessler.net

Networking Agents:
The New Influencers
• A new psychograhic
• Can be influential offline as well
• Lean-forward audience
• Advocates & spokespeople who publish online
• Newsmakers

AOL Customer Service -
Phone to Blog to NBC to YouTube

How to Identify and Engage
Networking Agents

Rule # 1: Reach and Relevance
Image by GregKessler.net

Rule # 3: Sharable Message
• Newsworthy
• Tells a story
• Challenges status quo
• Has clear call-to-action

Rule # 4: It’s A Long-Term
Relationship
• Share the microphone and stage
• Respond (FAST!)
• Offer value
• Stay in touch

Rule # 5: Measure Before, During and
After…
• Decide what’s success
• Capture both online and
offline WOM
• WOM is both input and
outcome
• Account for pass-alongs
• Consider qualitative
factors: engagement,
authority

NY Needs You Case Study
Situation: NY Needs You, a non-profit assisting first-generation college
students with career development, needed to boost its online
presence to communicate effectively with its mentors, students,
applicants and donors.
Solution: The NYNY team matched their social media initiatives
and communications to their organizational goals. They
developed an engaging editorial calendar. Following a survey of
their constituents, they focused their efforts on the two channels
most used by their audience: Facebook and the NYNY web site.
They also identified influencers and asked them to contribute to
their Facebook page.
Results:
• Within a year, NYNY doubled the size of its Facebook and
Twitter communities without spending any marketing dollars.
• They created a following of approximately 2,000 influencer fans.
• The organization’s site increased its traffic to more than 132,000
visits.

Thank You!
idil@infocurrents.com
@idilcakim
www.dotwom.com

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Building Sustainable Communities With Social Media

1. Building Sustainable Communities With Social Media Idil Cakim April 29, 2013

2. Amplifying Word of Mouth - Online Images by GregKessler.net

3. Principles of Online WOM Marketing Images by GregKessler.net

4. Networking Agents: The New Influencers • A new psychograhic • Can be influential offline as well • Lean-forward audience • Advocates & spokespeople who publish online • Newsmakers

5. AOL Customer Service - Phone to Blog to NBC to YouTube

6. Hoboken411.com Changes Local Politics

7. “Make Yourself” Foundation

8. How to Identify and Engage Networking Agents

9. Rule # 1: Reach and Relevance Image by GregKessler.net

10. Rule # 2: Recruit Many, Speak 1:1

11. Rule # 3: Sharable Message • Newsworthy • Tells a story • Challenges status quo • Has clear call-to-action

12. Rule # 4: It’s A Long-Term Relationship • Share the microphone and stage • Respond (FAST!) • Offer value • Stay in touch

13. Rule # 5: Measure Before, During and After… • Decide what’s success • Capture both online and offline WOM • WOM is both input and outcome • Account for pass-alongs • Consider qualitative factors: engagement, authority

14. NY Needs You Case Study Situation: NY Needs You, a non-profit assisting first-generation college students with career development, needed to boost its online presence to communicate effectively with its mentors, students, applicants and donors. Solution: The NYNY team matched their social media initiatives and communications to their organizational goals. They developed an engaging editorial calendar. Following a survey of their constituents, they focused their efforts on the two channels most used by their audience: Facebook and the NYNY web site. They also identified influencers and asked them to contribute to their Facebook page. Results: • Within a year, NYNY doubled the size of its Facebook and Twitter communities without spending any marketing dollars. • They created a following of approximately 2,000 influencer fans. • The organization’s site increased its traffic to more than 132,000 visits.

15. Thank You! idil@infocurrents.com @idilcakim www.dotwom.com

Editor's Notes

WOM is the most trusted source of information. Social media amplifies this, while in-person is still the most common way we’ll hear about news.
Very simple to do in person, but hard for companies -- to see, hear and talk to customers, constituents…
PR nightmare…
Also kickstarter, indiegogo, causes

Building Sustainable Communities With Social Media

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