2012 Social Media for Nonprofits Conference breakout session featuring Kim Mahan with IntelliGraph

1. New and Not So New Channels
ConnectVA Social Media for Nonprofits Conference
December 6, 2012
Kim Mahan
Founder, Maxx Potential
Co-Founder, IntelliGraph
@kimmahan

2. New(er) Kids on the Block
Who are they for?
What do they do?
Do I need to
be managing
these too?!?

3. US Usage Data

4. Evaluation Framework
The basics
Primary audience and usage
Best practices
Best kept secret/killer use case

5. Foursquare
Basics
Founded 2007, still private w/ IPO intentions
Social network that let’s you ‘Check-in’ and share your
location with others in your network
Like Facebook ‘Check In’ with a game layer
Users can search a directory of businesses nearby or add
new locations to the pool
Businesses can offer specials to users that check-in, or
special ‘badges’ that people can earn
Users can see other users that have checked in, and leave
tips for other users
Easy sharing to Facebook and Twitter

6. Interface
Mobile
Web

7. Audience
From Foursquare (last updated September, 2012):
25 million people worldwide
Over 3 billion check-ins
Over a million businesses using the Merchant Platform
100+ employees in NY (HQ), San Francisco, and London
From Factbrowser:
Higher daily usage among Hispanics
60% of users are male
41% are between the ages of 25 and 34
80% of active users have made a decision based on a tip

8. Best Practices
http://business.foursquare.com
Claim your business (free)
Share updates/photos (free)
Offer specials, or get a window cling (free)
Access analytics about check-ins (free)
Advertising or offer custom badges (NOT free)

9. Best Kept Secrets/Killer Apps
Their API’s
‘Explore’ section is a great city guide…explore RVA!

10. Google Plus
Basics
Launched by Google in June 2011
Similar functionality to Facebook, plus integration
with other Google tools, like Gmail and G-chat
One-directional ‘Follow’ allowed
Concept of ‘Circles’ for easy grouping of audiences
Data incorporated into search relevancy algorithms

11. Interface

12. Audience
From Google (last updated September, 2012):
400 million registered users
100 million active on a monthly basis
From ReadWriteWeb:
Early adopters of G+ have been mostly male, high
concentration of engineers & developers (71.24%)
The dominant age bracket (35%) is between 25 and 34
Amount of time spent is *significantly* lower than on
other services like Facebook and Twitter
There is higher usage while at work than at home
(consider posting during the day)

13. Best Practices
http://www.google.com/+/business/
Set up your brand page
Think of it more like Twitter
than Facebook
Use good SEO techniques:
names, places and
keywords, and Bold your
headlines and any keyword
phrases to add SEO value (use
*)
Ask questions; great platform
for dialogue and interaction

14. Best Kept Secrets/Killer Apps
Hangouts!!
Powerful and *free* videoconferencing capability

15. Instagram
Basics
Founded October 2010, sold to Facebook for
$1BILLION in September 2012
Photo-sharing network that let you easily apply
creative filters and effects to photos
Started as iOS-only, added Android in Spring 2012
Open API has fostered many add-ons and viewer apps
(ex: Pinstagram, Webstagram, Statigram, Photoflow)
Easy sharing to Flickr, Facebook and Twitter
Common to use hashtags, like twitter

16. Interface

17. Audience
From Instagram (last updated July, 2012):
More than 100 million photos have been uploaded
35+Million accounts have been created
From Pew Research:
Skewed heavily toward a younger (under 30) crowd
Extremely popular among college students
Usage is very difficult to measure through traditional
means like Alexa, because there are so many
interfaces, and the overlap with Facebook & Twitter

18. Best Practices
http://business.instagram.com
Business pages have been available for just over a month
Custom URLs http://instagram.com/businessname
Badges program for promoting from other sites

19. Best Kept Secrets/Killer Apps
The Weekend Hashtag Project
Awesome art, great way to be promoted

20. Pinterest
Basics
Founded March 2010, still private
A social network that functions as a “virtual pinboard”
Ability to follow individual boards or people, and to
reshare content to your own feed and followers
Users can choose “Pin It” from within their browser and
add pictures, along with a link, to their boards
Much of what is shared is product photos
“Visual crack” – major user interface innovation

21. Interface

22. Audience
From Pinterest (sort of :)
Reports vary: From 70% to as high as 90% are women
Much broader age range: 25 – 54
20MM+ registered, 4MM+ Unique visits per day
Above average income, interests are highly skewed
toward fashion, food, home decor and crafts

23. Best Practices
http://business.pinterest.com
Great case studies available online
(Allrecipes, Etsy, Jetsetter)
Build your profile, custom URL pinterest.com/business
Providing useful boards is key to driving interaction

24. Best Kept Secrets/Killer Apps
Pin It to Win It! Promotions

25. Honorable Mentions
Also worth your time:
Other Questions???