This document discusses communicating in the age of new media and social networks. It begins by explaining the differences between Web 1.0 which was about consuming information, and Web 2.0 which enables connecting, collaborating, and sharing. It then discusses how social networks work by connecting people through shared interests and friends of friends. The document also provides advice on developing a social media strategy including identifying target audiences, choosing appropriate networks and channels, establishing workflows, and experimenting to improve outreach and measurement over time.

1. Communicating in the Age of New Media
Beth Kanter, Beth’s Blog
Meyer Memorial Trust
December 7, 2007

2. Beth Kanter: Offline
Photo by Steve Goodman

3. Beth Kanter: Online
Profiles
&
Content in
Presence
many places
RSS
Powered
network
Sharing photos,
bookmarks, videos,
and more
Conversations
Fundraising

5. David Wilcox
http://socialmedia.wikispaces.com/Social+media+game

6. Photo by Preetam Rai

7. Social Media?
http://www.flickr.com/photos/raincitystudios/
One Minute Poll

8. Web 1.0 = Kansas

9. Reading
Surfing
Consuming Browsing
That sounds
lonely …

11. Connecting
Creating
Sharing
Collaborating
Web 2.0

12. It’s not the same web!

13. Web 1.0
Source: Alan Levine – CogDog Blog

14. Web 2.0

17. Digital Natives

19. I’m going to get your
brand and your little
logo too!

21. Why Important?

23. But wait, there is more …
http://www.nielsenbuzzmetrics.com/cgm.asp

24. Social Media matters because …
• The Trust factor
• Impacts to Google Results
• Rapid Word of Mouth
• Different than Broadcast Marketing
• To cultivate the next generation of
donors

25. The Wizard
Facebook
Myspace
Change.org
Ning
Gather
Flickr
YouTube
Twitter

26. Challenges
Skepticism
Lack of Understanding
Time suck
Individual’s authentic voice on
behalf of organization versus
institutional messaging
Too much of a good thing
Lack of resources
Need a strategy
ROI

27. Tools come and go, a strategy sustains

29. And Say …
Outcome
Strategy
Metric
Measurement

30. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Tools
Audience
Strategy Budget
Conversations
Staffing
Content
What to Measure?
Metric
Measurement

31. The Art of (online) Social Networking

32. Friend of a
Friend
Object Sharing
Platform
Open Platform
Social
Presence

33. Friend of a Friend

34. Social Networks: How It Works
1) I am linked to ->
-> to you
--->You are linked to her ->
-> to her…
Source: Slideshare by Rashmi Sinha

36. Now I
know
all
these
people!

37. Social Networks Based on Sharing Objects

38. Watercooler conversations facilitated by sharing
objects ..
1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
Source: Slideshare by Rashmi Sinha

39. Source Techcrunch/Comscore

40. Social Networks Based on Sharing Photos

41. Social Features

44. http://www.flickr.com/photos/zoomar/
Flickr it isn’t just about doggy photos

45. Start with a profile for your organization

49. Community Organizing

52. Social
Networking
Platform

54. Open Social Platform

55. White Label

56. Build or Join? “If you want your org to
become an online activism
hub, it takes a deep level of
engagement to build a
successful socnet. Staff
need to spend real time
cultivating people and need
to be given real authority to
speak on behalf of the
organization.quot;

57. Social Networking Silo

58. Where’s our target
audience?
•What social networking has my audience?
•How do they use technologies?
•What are they talking about?
•Who are they?
•What do they want?
-Ask them (surveys)
-Field research
-Look at demographics of site

59. Should we go to a general site or
niche audience site?

60. What about using more than one site?

66. Some advice from nonprofit
early adopters of
social networking sites

67. It was a trial and error
on Facebook and
MySpace. I posted the
same content. I
monitored responses
as well as the tone.
Then I modified my
messaging based on
that. Eventually, I
became familiar with
the different crowds
and learned how to
speak with them.
Feedback and Improvement

68. 2 hours a day

69. Outreach
Friendship
Profile Content
Workflow

71. Time Savers
A Few Time Savers ….

72. If I had to log into
every social
networking site I use
to keep, I'd shoot
Time Savers
myself.quot;

73. Applications that cross-post
automatically or bookmarklets

76. Establish a routine and stick to it

78. Spread the workload: Persona
Managers

79. Social Presence

82. Dip in or Stay Hyper Connected

83. How Used?
In an emergency?

95. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Channels
Audience
Strategy Map
Conversations Budget
Staffing
Content
What to Measure?
Metrics
Measurement

96. Metrics are the attributes or
factors that are important for you
to measure results or make
improvements.

98. What is measurement?
The process of determining the result
of a strategy

99. The hard truth
about social
media
measurement …

100. Social Media
measurement is
not like Martha

102. Intangible

104. AELIA
Audience
Engagement
Loyalty
Influence
Action

105. Audience
Who
# Trend for Unique
Visitors

106. Engagement = Interaction + Attention
•What do they click
on?
•How long do they
stay?
•How many people
comment on posts?
•What is the shape of
the conversation?
•What is your post to
comment ratio?

107. Posts
_____
Track backs +
Comments

109. Loyalty
RSS Subscribers - trends, not actual numbers
Repeat visitors
Tell other people about you
Grain of Salt

110. Influential Ideas: Memes,
and their intensity over time

111. Intent/Action
Goal
Conversion Rate
Qualitative Data

112. Okay, but where do I begin?

113. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Channels
Audience
Strategy Map
Conversations Budget
Staffing
Content
What to Measure?
Metrics
Measurement

114. Low Risk Experiments
http://www.flickr.com/photos/striatic

116. • A project that won’t take much
time and relates to org goals.
• Write down your successes.
• Write down your challenges.
• Ask the people you want to
connect with whether they think
your outreach and listening is
valuable.
• Watch other nonprofits and copy
and remix for your next project.
• Rinse, repeat.

117. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Channels
Audience
Strategy Map
Conversations Budget
Staffing
Content
What to Measure?
Metrics
Measurement

118. Contact Information
Beth Kanter
beth@bethkanter.org
Beth’s Blog
http://beth.typepad.com