This document discusses the evolution of social media from isolated online interactions to networked communities. It defines key social media concepts like memes, networks, and different types of online media tools. The rest of the document provides guidance on developing a social media strategy, including setting goals, identifying audiences, selecting appropriate tools, implementing a strategic plan, and evaluating impact. The overall message is that social media has transformed how people connect and share information online through various platforms and must be approached strategically to achieve desired outcomes.

1. From
Social to Networked

2. Pre-Reflection

4. MEME
1.) The spread of culture from
person to person. (Dawkins)

5. MEME
2.) A picture, probably of a cat,
with a caption on it. (Internet)

6. WAIT…
WHO ARE YOU?

7. Innovative communication strategies
for greater social impact.

9. WHAT IS
SOCIAL MEDIA?

10. THE REVOLUTION
http://www.youtube.com/watch?v=0eUeL3n7fDs

14. IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING
FACEBOOK MESSAGES, HAVING A GOOGLE+
HANGOUT, TWEETING YOUR THOUGHTS,
REVIEWING A RESTAURANT ON YELP, DOING
BUSINESS ON LINKEDIN, SNAPPING PHOTOS
WITH INSTAGRAM, CURATING NEWS ON
REDDIT, FINDING NEW MUSIC ON PANDORA,
BECOMING THE MAYOR OF STARBUCKS
ON FOURSQUARE, READING TUMBLR POSTS

15. SOCIAL NETWORKING
Tools for connecting people.

16. SOCIAL NETWORKING
FACEBOOK LINKEDIN
845 million 135 million
TWITTER GOOGLE+
462 million 90 million

17. DIGITAL MEDIA
Tools for creating content.

18. DIGITAL MEDIA
YOUTUBE FLICKR
4 billion 50 million
(views per day) (active users)
TUMBLR INSTAGRAM
120 million 1.5 million
(active users) (photos submitted daily)

19. LIFESTYLE MEDIA
Tools for augmenting life.

20. LIFESTYLE MEDIA
PANDORA FOURSQUARE
125 million 15 million
YELP PINTEREST
22 million 10 million

21. MEDIA CURATION
Tools for organizing information.

22. MEDIA CURATION
GOOGLE STUMBLEUPON`
300 million 20 million
REDDIT DIGG
28 million 17 million

25. WHAT IS
SOCIAL MEDIA
USED FOR?

27. What is Social Media Used For?

29. 78% of internet users conduct
product research online.
SOURCE: Pew Internet & American Life Project, 2010

31. WHO USES
SOCIAL MEDIA?

33. IS ANYBODY
OUT THERE?

34. RESEARCH
Alert Search Track

35. MEASURE
Influence Sentiment Volume

36. EVALUATE
What is the standard?
What is being said?
Who is connected? How?
Who are they connected to?

41. HOW DO WE
KEEP UP?

42. It Takes Time
5 hours/week to start listening
10 hours/week to participate
15 hours/week to create buzz
20 hours/week to build community
3-6 months until you see results

43. It Takes Resources
Creation Graphic Design
Upkeep Website Design
Blog Posts Press Releases
Good Copy Buzz Monitoring
Engagement Crisis Response
Photography Critical Response
Reposts Staff Management
Research Community Management

44. STEP 1
SET GOALS

45. Goals should be S.M.A.R.T.
Specific
Measurable
Achievable
Realistic
Timely

46. Goals should relate
back to your purpose.
Mission
Vision
Strategic Plan
Tech Plan

47. Goals should relate to time.
Short-term
Mid-term
Long-term
Vision

48. Outcome examples…
Increase traffic from Facebook
to our website by 5% in 3 months.

49. Outcome examples…
Increase sales 20% over last year
by November 20th.

50. Outcome examples…
Have Mother’s Day 5K
reposted/retweeted by 6 key
social connectors before event.

51. STEP 2
IDENTIFY AN
AUDIENCE

52. Identify an Audience

53. Identify an Audience
Clients

54. Identify an Audience
Clients
Donors

55. Identify an Audience
Clients
Donors
Volunteers

56. Identify an Audience
Clients
Donors
Volunteers
Influencers

57. Identify an Audience
Customers
Investors
Employees
Influencers

58. STEP 3
SELECT A
TOOL

59. Select a Tool

60. Select a Tool
Does it meet the goal?
What do you want?
How much time?
How much money?

61. STEP 4
IMPLEMENT
A STRATEGY

62. Develop Capabilities
Identify internal champions
Train and support implementers
Stay knowledgeable

63. Define Activities
Identify resources required
Define phases and timeline
Establish responsibilities

64. Engage in Conversation
Select the mediums for interaction
Provide relevant content
Engage the influencers
New Media Worksheet at Aids.gov
http://blog.aids.gov/downloads/new-media-strategy-map.pdf

66. Implementer
Innovator
Decision-makers
And Policies How do we get people there?
How many posts per day?
What info do they want?
Do we use events, causes, …?
Outcomes
Who in our network is influential?
Objectives

67. Start Conversations
Publish content
Engage Influencers
Scratch Backs
Call to Action

68. Make it Easy to Share

69. STEP 5
EVALUATE
THE IMPACT

70. $

71. Quality
Frequency
Likes
Reposts
Retweets
Followers
References

72. Subscribers
Linkbacks
Shares
Frequency and Quality

73. 73

74. What’s Next
There’s an
App for That.

75. What’s Next
Play.

76. What’s Next
Earn Your
Badges.

77. Cameron Kruger
cckruger@horizonnps.com
(218) 461-9799
www.horizonnps.com