Creating Your Social Media Blueprint

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Slides from a workshop with the United Way of Greater Chattanooga's Center for Nonprofits on Aug. 4, 2009.

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Creating Your Social Media Blueprint

  1. 1. Creating Your Social Media Blueprint A Workshop on Emerging Strategies and Tactics for Nonprofits Facilitated by Kevin S. Trowbridge
  2. 2. 95 Theses
  3. 3. 95 Theses 1. Markets are conversations.
  4. 4. 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice.
  5. 5. 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  6. 6. 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 64. We will not settle for the four-color brochures, for web sites chock-a-block with eye candy but lacking any substance.
  7. 7. 95 Theses 1. Markets are conversations. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 64. We will not settle for the four-color brochures, for web sites chock-a-block with eye candy but lacking any substance. 95. We are waking up and linking to each other. We are watching. But we are not waiting.
  8. 8. Where are the social media experts?
  9. 9. Where are the social media experts?
  10. 10. Connect with clients’ children (i.e., teenagers)
  11. 11. use it effectively Connect with clients’ children (i.e., teenagers)
  12. 12. use it effectively Learn about it in greater detail and use it more Connect with clients’ children (i.e., teenagers)
  13. 13. use it effectively Learn about it in greater detail and use it more Connect with Utilize FB to clients’ children connect with (i.e., teenagers) youth
  14. 14. use it effectively Learn about it in greater detail and use it more Not knowing the Connect with best direction to Utilize FB to clients’ children take- how to connect with (i.e., teenagers) reach right youth audience
  15. 15. use it effectively Lack of information to promote the positives/benefits of Learn about it in greater use to boss detail and use it more Not knowing the Connect with best direction to Utilize FB to clients’ children take- how to connect with (i.e., teenagers) reach right youth audience
  16. 16. Today’s Agenda
  17. 17. Today’s Agenda • Define our terms.
  18. 18. Today’s Agenda • Define our terms. • Outline a strategic planning process.
  19. 19. Today’s Agenda • Define our terms. • Outline a strategic planning process. • Examine common social media tools.
  20. 20. Today’s Agenda • Define our terms. • Outline a strategic planning process. • Examine common social media tools. • Create some meaningful content.
  21. 21. Today’s Agenda • Define our terms. • Outline a strategic planning process. • Examine common social media tools. • Create some meaningful content. • Consider social media’s place in your communication efforts.
  22. 22. Today’s Agenda • Define our terms. • Outline a strategic planning process. • Examine common social media tools. • Create some meaningful content. • Consider social media’s place in your communication efforts. • Answer your questions.
  23. 23. Defining our Terms public relations • communication social media • strategy
  24. 24. Public Relations
  25. 25. Public Relations The communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organization’s success or failure depends.
  26. 26. Public Relations The communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organization’s success or failure depends. RELA TIONS P UBLIC a as LUEP RINT SOC IAL B
  27. 27. Communication
  28. 28. Communication The systemic process of creating meaning.
  29. 29. Communication The systemic process of creating meaning.
  30. 30. Social Media
  31. 31. Social Media Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.
  32. 32. Social Media Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself. - Wikipedia, October 2007
  33. 33. Social Media Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself. - Wikipedia, October 2007
  34. 34. Social Media Online technologies Online content created by people and practices that using highly accessible and scalable people use to share publishing technologies. Social media is content, opinions, a shift in how people discover, read insights, experiences, and share news, information and perspectives, and content; it's a fusion of sociology and media itself. technology, transforming monologues (one to many) into dialogues (many to - Wikipedia, October 2007 many) and is the democratization of information, transforming people from content readers into publishers.
  35. 35. Social Media Online technologies Online content created by people and practices that using highly accessible and scalable people use to share publishing technologies. Social media is content, opinions, a shift in how people discover, read insights, experiences, and share news, information and perspectives, and content; it's a fusion of sociology and media itself. technology, transforming monologues (one to many) into dialogues (many to - Wikipedia, October 2007 many) and is the democratization of information, transforming people from content readers into publishers. - Wikipedia, August 2009
  36. 36. Social Media
  37. 37. Social Media Technology-enabled
  38. 38. Social Media Technology-enabled Communication-driven
  39. 39. Social Media Technology-enabled Communication-driven User-controlled
  40. 40. Social Media Technology-enabled Communication-driven User-controlled User-generated content
  41. 41. Social Media Technology-enabled Communication-driven User-controlled User-generated content Relationship-centered
  42. 42. Old and New Media
  43. 43. Old and New Media • Newspapers • World Wide Web • Magazines • E-mail • Television • Newsgroups/Listservs • Cable • Blogs • Radio • Wikis • Direct Mail • Podcasts • Brochures • Viral Videos • Newsletters • Social Bookmarks • Advertisements • Social Networks • CDs/DVDs • Virtual Communities
  44. 44. Old and New Media • Newspapers • World Wide Web • Magazines • E-mail • Television • Newsgroups/Listservs • Cable • Blogs • Radio • Wikis • Direct Mail • Podcasts • Brochures • Viral Videos • Newsletters • Social Bookmarks • Advertisements • Social Networks • CDs/DVDs • Virtual Communities
  45. 45. Contrast & Comparisons
  46. 46. Contrast & Comparisons “Old” Media
  47. 47. Contrast & Comparisons “Old” Media Web 1.0
  48. 48. Contrast & Comparisons “Old” Media Web 1.0 One-way
  49. 49. Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity
  50. 50. Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission
  51. 51. Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation
  52. 52. Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction
  53. 53. Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction Image
  54. 54. Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction Image Audience
  55. 55. Contrast & Comparisons “Old” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction Image Audience
  56. 56. Contrast & Comparisons “Old” Media “New” Media Web 1.0 One-way Connectivity Transmission Presentation Instruction Image Audience
  57. 57. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Connectivity Transmission Presentation Instruction Image Audience
  58. 58. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Transmission Presentation Instruction Image Audience
  59. 59. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Presentation Instruction Image Audience
  60. 60. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Instruction Image Audience
  61. 61. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Image Audience
  62. 62. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Audience
  63. 63. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience
  64. 64. Contrast & Comparisons “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  65. 65. Why Social Media?
  66. 66. Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before.
  67. 67. Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Conversation
  68. 68. Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Conversation
  69. 69. Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Engage Conversation
  70. 70. Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Engage Participate Conversation
  71. 71. Why Social Media? Social media enables organizations and their publics to connect, interact and collaborate like never before. Monitor Engage Participate Lead Conversation
  72. 72. Why Social Media?
  73. 73. Why Social Media? Why not?
  74. 74. Reactions to Social Media
  75. 75. Reactions to Social Media It’s the greatest thing since sliced bread!
  76. 76. Reactions to Social Media It’s not real. It’s the greatest thing since sliced bread!
  77. 77. Reactions to Social Media It’s not real. It’s the greatest thing since sliced bread! It’s not legit.
  78. 78. Reactions to Social Media Everybody’s doing it. It’s not real. So ... I must do it too. It’s the greatest thing since sliced bread! It’s not legit.
  79. 79. Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing since sliced bread! It’s not legit.
  80. 80. Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing It’s free! since sliced bread! It’s not legit.
  81. 81. Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing It’s free! It’s just not since sliced bread! for me. It’s not legit.
  82. 82. Reactions to Social Media Everybody’s doing it. It’s not real. It’s too So ... I must do it too. expensive. It’s the greatest thing It’s free! It’s just not since sliced bread! for me. It’s not legit. It’s just too overwhelming.
  83. 83. Strategy
  84. 84. Strategy A plan of action designed to achieve a major aim.
  85. 85. Strategy A plan of action designed to achieve a major aim.
  86. 86. Recommended Reading
  87. 87. Recommended Reading
  88. 88. Recommended Reading Plus the plethora of blogs from social media strategists and enthusiasts.
  89. 89. Strategic Planning Process
  90. 90. Strategic Planning Process Publics
  91. 91. Strategic Planning Process Publics Objectives
  92. 92. Strategic Planning Process Publics Objectives Strategies
  93. 93. Strategic Planning Process Publics Objectives Strategies Technologies
  94. 94. Strategic Planning Publics • Objectives • Strategies • Technologies Process You and Your Publics
  95. 95. How Many Online Source: Internet World Stats (2009)
  96. 96. How Many Online Source: Internet World Stats (2009) 1,581,571,589
  97. 97. How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide
  98. 98. How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide 248,241,969
  99. 99. How Many Online Source: Internet World Stats (2009) 1,581,571,589 Worldwide 248,241,969 North America
  100. 100. How Many OnlineSource: Internet World Stats (2009) U.S. Internet Users (in millions)
  101. 101. How Many Online Source: Internet World Stats (2009) U.S. Internet Users (in millions) 225 212M 220.1M 201.7M 203.8M 180 167.2M 172.3M 142.8M 124M 135 90 45 2000 2001 2002 2003 2004 0 2005 2007 2008
  102. 102. How Many Online Source: Internet World Stats (2009) U.S. Internet Users (in millions) 225 212M 220.1M 201.7M 203.8M 180 167.2M 172.3M 142.8M 124M 72.5% 135 of the population 90 45 2000 2001 2002 2003 2004 0 2005 2007 2008
  103. 103. Who’s Online Source: Pew Internet & American Life Project (2009)
  104. 104. Who’s Online Source: Pew Internet & American Life Project (2009) % of Total Adult Population Ages 45-54 21% Ages 55-63 13% Ages 33-44 21% Ages 64-72 9% Ages 73+ 9% Ages 18-32 27%
  105. 105. What They’re Doing Source: Online Publishers Association (2007)
  106. 106. What They’re Doing Source: Online Publishers Association (2007) Shopping Communicating Reading Searching 0% 20% 40% 60% 80% 100% 2003 16% 46% 34% 4% 2006 18% 33% 44% 5% 2007 18% 29% 49% 5%
  107. 107. How It’s Changing Source: Online Publishers Association (2009)
  108. 108. How It’s Changing Source: Online Publishers Association (2009) Commerce Communications Community Content Search 40% 60% 80% 100% 0% 20% 43% 16% 29% 8% Jan 2008 43% 27% 11% Jan 2009 14%
  109. 109. How It’s Changing Source: Online Publishers Association (2009) Commerce Communications Community Content Search 40% 60% 80% 100% 0% 20% 43% 16% 29% 8% Jan 2008 43% 27% 11% Jan 2009 14% Demand for Community
  110. 110. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics
  111. 111. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics
  112. 112. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  113. 113. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  114. 114. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Joiners • Maintain profile on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  115. 115. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain profile on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  116. 116. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain profile on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  117. 117. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics Creators • Publish a blog produce social media Creators • Publish their own Web page/site • Upload videos/audio they’ve created content of all types. 21% • Post ratings/reviews of products or services Critics Critics • Comment on others’ blogs respond to content. • Contribute in online forums 37% • Use RSS feeds Collectors Collectors • Add tags to Web pages or photos organize content. • “Vote” for Web sites online 19% Joiners • Maintain profile on a social networking site Joiners connect in social networks. • Visit social networking sites 35% • Read blogs Spectators • Watch video from other users consume social media. Spectators • Listen to podcasts • Read online forums, customer ratings/reviews 69% Inactives neither create nor consume Inactives • No involvement with social media social media of any types. 25%
  118. 118. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics
  119. 119. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Social Technographics 2007 2008 70% 69% 60% 50% 48% 44% 40% 37% 35% 30% 25% 25% 25% 21% 20% 19% 18% 12% 10% Inactives Spectators Joiners Collectors 0% Critics Creators
  120. 120. Where are you? Creators Creators produce social media content of all types. Critics Critics respond to content. Collectors Collectors organize content. Joiners Joiners connect in social networks. Spectators Spectators consume social media. Inactives Inactives neither create nor consume social media of any types.
  121. 121. What about your publics? Internal • External
  122. 122. Drives to Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  123. 123. Drives to Social Media • Keeping up friendships Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  124. 124. Drives to Social Media • Keeping up friendships • Making new friendships Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  125. 125. Drives to Social Media • Keeping up friendships • Making new friendships • Succumbing to social pressure from existing friends Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  126. 126. Drives to Social Media • Keeping up friendships • Making new friendships • Succumbing to social pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  127. 127. Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • Succumbing to social pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  128. 128. Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  129. 129. Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social • The creative impulse pressure from existing friends • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  130. 130. Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social • The creative impulse pressure from existing friends • The validation impulse • Paying it forward Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  131. 131. Drives to Social Media • Keeping up friendships • The altruistic impulse • Making new friendships • The prurient impulse • Succumbing to social • The creative impulse pressure from existing friends • The validation impulse • Paying it forward • The affinity impulse Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  132. 132. Strategic Planning Publics • Objectives • Strategies • Technologies Process Your Organization’s Purpose, Aims & Objectives
  133. 133. Mission
  134. 134. Awareness Mission
  135. 135. Awareness Mission Acceptance
  136. 136. Awareness Mission Action Acceptance
  137. 137. What do you want?
  138. 138. What do you want? To listen
  139. 139. What do you want? To listen To talk
  140. 140. What do you want? To listen To talk To energize
  141. 141. What do you want? To listen To talk To energize To support
  142. 142. What do you want? To listen To talk To energize To support To embrace
  143. 143. Social Media Objectives
  144. 144. Social Media Objectives Communicate
  145. 145. Social Media Objectives Communicate Educate
  146. 146. Social Media Objectives Communicate Educate Entertain
  147. 147. Social Media Objectives Communicate Educate Entertain Collaborate
  148. 148. Strategic Planning Publics • Objectives • Strategies • Technologies Process Your Communication Strategy
  149. 149. Common Strategies
  150. 150. Common Strategies Establish or maintain thought leadership.
  151. 151. Common Strategies Establish or maintain thought leadership. Provide useful resources.
  152. 152. Common Strategies Establish or maintain thought leadership. Provide useful resources. Give exclusive access.
  153. 153. Common Strategies Establish or maintain thought leadership. Provide useful resources. Give exclusive access. Entertain.
  154. 154. Common Strategies Establish or maintain thought leadership. Provide useful resources. Give exclusive access. Entertain. Create community.
  155. 155. It’s all about the RELATIONSHIP
  156. 156. The Start to Your Social Media Blueprint
  157. 157. The Start to Your Social Media Blueprint • Key Public
  158. 158. The Start to Your Social Media Blueprint • Key Public • Objective
  159. 159. The Start to Your Social Media Blueprint • Key Public • Objective • Strategy
  160. 160. The Start to Your Social Media Blueprint • Key Public • Objective • Strategy • Possible Technology
  161. 161. Strategic Planning Publics • Objectives • Strategies • Technologies Process Traditional & New Media Technologies
  162. 162. Your Website
  163. 163. Meaningful Content
  164. 164. Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  165. 165. Accelerating Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  166. 166. Connecting Accelerating Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  167. 167. Connecting Accelerating Organizing Categorizing Social Media Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  168. 168. Connecting Accelerating Organizing Categorizing Social Media Reacting Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  169. 169. Connecting Accelerating Organizing Categorizing Social Media Reacting Collaborating Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  170. 170. Connecting Accelerating Organizing Categorizing Social Media Reacting Creating Collaborating Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  171. 171. Social Media Types & Tools
  172. 172. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  173. 173. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  174. 174. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  175. 175. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  176. 176. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  177. 177. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  178. 178. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  179. 179. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  180. 180. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  181. 181. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  182. 182. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  183. 183. Social Media Types & Tools Category Types Popular Examples and Tools Accelerating Syndication and Aggregation RSS Feeds, Widgets Social Networking Facebook, LinkedIn, Myspace Connecting Virtual Worlds SecondLife Social News Digg Organizing Social Bookmarking, Tags del.icio.us Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions Collaborating Social Reference, Open Source Wikipedia, WikiHow Blogging Blogger, WordPress, Typepad Micro-blogging Twitter Creating Podcasting through iTunes, Podcast Alley, etc. Media Sharing Flickr, YouTube
  184. 184. Beyond your Website
  185. 185. Beyond your Website • RSS Feeds • Blogging • Microblogging • Social Networking • Social Bookmarking • Media Sharing • Podcasting • Virtual Worlds
  186. 186. Syndicating with RSS
  187. 187. Syndicating with RSS • Feeds enable you to distribute your online content directly to subscribers.
  188. 188. Syndicating with RSS • Feeds enable you to distribute your online content directly to subscribers. • Subscribers see your updates in web- or client-based readers without having to check your Web site.
  189. 189. Blogging
  190. 190. Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order.
  191. 191. Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs.
  192. 192. Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population).
  193. 193. Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population).
  194. 194. Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population). • Bloggers are all ages (42% are 18-34 and 58% are 35+).
  195. 195. Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population). • Bloggers are all ages (42% are 18-34 and 58% are 35+). • Bloggers are men (57%) and women (43%).
  196. 196. Blogging • Website maintained by an individual or group with regular entries of commentary, description of events or other multimedia content (e.g., graphics, videos, audio, etc.) displayed in reverse chronological order. • Millions of blogs. • 94.1 million U.S. blog readers in 2007 (50% of population). • 22.6 million U.S. bloggers in 2007 (12% of population). • Bloggers are all ages (42% are 18-34 and 58% are 35+). • Bloggers are men (57%) and women (43%). • Most (76%) blog to document their personal experiences and 64% blog to share practical knowledge or skills with others.
  197. 197. Nonprofits Blog Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The first longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.
  198. 198. Nonprofits Blog Organizations within Different Sectors using Blogs 2007-2008 2007 2008 60% 57% 45% 39% 41% 33% 34% 30% 16% 19% 15% 8% Fortune 500 0% Inc. 500 Higher Ed Charities Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The first longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.
  199. 199. Meaningful Nonprofit Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com
  200. 200. Meaningful Nonprofit Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com Demonstrate mission relevance.
  201. 201. Meaningful Nonprofit Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com Demonstrate mission relevance. Illustrate how my gift (i.e., money, time, membership) is helping achieve your mission.
  202. 202. Meaningful Nonprofit Blogs Source: Scott Henderson, Cause Marketing Director, Mediasauce.com Demonstrate mission relevance. Illustrate how my gift (i.e., money, time, membership) is helping achieve your mission. Invite and involve me in the conversation through questions and other conversation-worthy topics.
  203. 203. Techniques & Tactics
  204. 204. Techniques & Tactics • Use visuals and powerful headlines to attract readers.
  205. 205. Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources.
  206. 206. Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists.
  207. 207. Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles.
  208. 208. Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage.
  209. 209. Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage. • Use interviews to encourage engagement.
  210. 210. Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage. • Use interviews to encourage engagement. • Write reviews of relevant products or services.
  211. 211. Techniques & Tactics • Use visuals and powerful headlines to attract readers. • Link to appropriate and relevant sources. • Provide reader-friendly lists. • Write informative how-to articles. • Use storytelling to your advantage. • Use interviews to encourage engagement. • Write reviews of relevant products or services. • Engage and listen to your readers.
  212. 212. Microblogging
  213. 213. Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio).
  214. 214. Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing?
  215. 215. Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are:
  216. 216. Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are: • What do we need to know?
  217. 217. Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are: • What do we need to know? • What just happened?
  218. 218. Microblogging • A form of blogging that allows users to send brief updates (140 character text updates, pictures or audio). • Answers the question: What are you doing? • But better questions are: • What do we need to know? • What just happened? • Who/what inspired you?
  219. 219. Why would anyone care what I’m doing every minute of the day?
  220. 220. Social Networking
  221. 221. Social Networking
  222. 222. Social Networking • An all-in-one site through which to connect with others.
  223. 223. Social Networking • An all-in-one site through which to connect with others. • Profiles
  224. 224. Social Networking • An all-in-one site through which to connect with others. • Profiles • Private messaging
  225. 225. Social Networking • An all-in-one site through which to connect with others. • Profiles • Private messaging • Message boards
  226. 226. Social Networking • An all-in-one site through which to connect with others. • Profiles • Private messaging • Message boards • Groups
  227. 227. Social Networking • An all-in-one site through which to connect with others. • Profiles • Private messaging • Message boards • Groups • Blogging
  228. 228. Social Networking • An all-in-one site through which to connect with others. • Profiles • Private messaging • Message boards • Groups • Blogging • Media sharing
  229. 229. Social Bookmarking
  230. 230. Social Bookmarking • Organizing online content and sharing your findings/organization with others.
  231. 231. Media Sharing
  232. 232. Media Sharing • Utilizing sites to share photos, audio, video and other documents among your organization and its key publics.
  233. 233. Podcasting
  234. 234. Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player.
  235. 235. Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player. • Targets growing, niche audiences.
  236. 236. Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player. • Targets growing, niche audiences. • Enables time-shifting, portability and multitasking.
  237. 237. Podcasting • Producing and delivering audio content that is not necessarily associated with an iPod or MP3 player. • Targets growing, niche audiences. • Enables time-shifting, portability and multitasking. • Is conversational and transparent.
  238. 238. Virtual Worlds
  239. 239. Virtual Worlds • Internet-based systems that enable users to interact with others through avatars and other game-like play.
  240. 240. Developing Your Social Media Strategy
  241. 241. Nonprofits Use Social Media Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The first longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.
  242. 242. Nonprofits Use Social Media 80% 79% 79% 2007 2008 60% 57% 40% 41% 34% 36% 30% 32% 33% 26% 25% 20% 16% 13% 11% Message Boards Blogging V’logging Social Networking Podcasting Wikis Do Not Use Any Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media: The first longitudinal study of usage by the Largest Charities. University of Massachusetts Dartmouth.
  243. 243. Your Technologies Using Short-term Long-term No Plans
  244. 244. Your Technologies Using Short-term Long-term No Plans 100% 60% 20% 20% 20% 20% 60% 80% 60% 20% 20% 60% 40% 40% 20% 20% Web RSS Blogging 20% Micro-blogging 20% Social Networking Media Sharing Podcasting
  245. 245. Critical Questions
  246. 246. Critical Questions • What is your organization’s mission? What are your short- and long-term objectives?
  247. 247. Critical Questions • What is your organization’s mission? What are your short- and long-term objectives? • Who are your key publics? What are their wants, interests and needs? How are they using social media?
  248. 248. Critical Questions • What is your organization’s mission? What are your short- and long-term objectives? • Who are your key publics? What are their wants, interests and needs? How are they using social media? • Is social media right for your organization? Do you want to dialogue with your publics? Are you in it for the long-haul? Can you maintain it? How can social media complement your other communication strategies?
  249. 249. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool
  250. 250. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Engine Virtual Social Private World Video Blog Objective Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback Produc brand advocates • • • Recruit • • • • • • Generate sales leads/referrals • • • • • • Solicit/gain donations and financial support • • • • •
  251. 251. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Engine Virtual Social Private World Video Blog Objective Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback Produc brand advocates • • • Recruit • • • • • • Generate sales leads/referrals • • • • • • Solicit/gain donations and financial support • • • • •
  252. 252. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Engine Virtual Social Private World Video Blog Objective Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback Produc brand advocates • • • Recruit • • • • • • Generate sales leads/referrals • • • • • • Solicit/gain donations and financial support • • • • •
  253. 253. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Engine Virtual Social Private World Video Blog Objective Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback Produc brand advocates • • • Recruit • • • • • • Generate sales leads/referrals • • • • • • Solicit/gain donations and financial support • • • • •
  254. 254. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009 Finding the Right Tool Community Network Podcast Review Engine Virtual Social Private World Video Blog Objective Build customer community • • • • • • Counter negative publicity • • • • Crisis management • • • • • • Customer conversation • • • • • • Expose employee talent • • • • • Generate Website traffic • • • • • • Humanize the organization • • • • • • Market research/focus group testing • • • • • Media relations • • • • Generate new product/service ideas • • • • • Product/service promotion • • • • • • Product support/customer service • • • • Product/service feedback Produc brand advocates • • • Recruit • • • • • • Generate sales leads/referrals • • • • • • Solicit/gain donations and financial support • • • • •

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