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Social Media Brownbag
        May	
  29,	
  2012	
  

         Brian	
  Pagels	
  
   bpagels@forumone.com	
  
        Suzanne	
  Rainey	
  
   srainey@forumone.com	
  
Nice to Meet You!
    Brian	
  Pagels	
  
    Manager	
  of	
  Growth	
  &	
  Management	
  




    Suzanne	
  Rainey	
  
    Digital	
  CommunicaFons	
  Strategist	
  
A Little About Us
Get to know us…
Founded:         	
  1996	
  

Staff: 	
        	
  55	
  staff	
  in	
  Alexandria,	
  SeaMle,	
  San	
  Francisco	
  

Expertise:       	
  Web	
  Strategy,	
  User	
  Experience,	
  Web	
  and	
  Mobile	
  
 	
       	
     	
  Development,	
  Drupal	
  

Experience:      	
  More	
  than	
  1,500	
  projects	
  for	
  more	
  than	
  500	
  
 	
       	
     	
  clients	
  
Services
                               Smart	
  technology	
  decisions.	
  	
  
            Digital Strategy   Every	
  Fme.	
  


 User Experience and Design    BeauFful.	
  Usable.	
  Simple.


Web and Mobile Development     Open	
  source,	
  rock	
  solid.	
  

                               Digital	
  markeFng	
  and	
  
     Growth & Management       improvement.	
  
Growth & Management Services
!    OperaFonal	
  Strategy	
  
!    Social	
  Media	
  Strategy	
  
!    Online	
  Engagement	
  &	
  Community	
  Management	
  
!    Online	
  MarkeFng	
  &	
  SEO	
  
!    Web	
  AnalyFcs	
  
!    Website	
  Improvements	
  
!    Maintenance	
  &	
  Monitoring	
  
7
We win awards




                8	
  
Agenda
• Social	
  Media	
  at	
  Home	
  –	
  Join	
  the	
  conversa5on	
  
• Social	
  Media	
  Abroad	
  –	
  Impact	
  on	
  the	
  ground	
  
• Blogs	
  
• Listening	
  Cycle	
  –	
  Strategy	
  home	
  and	
  abroad	
  
• Open	
  Discussion	
  
Social Media at Home –
 Join the Conversation
)
Just pieces of a puzzle
Online Presence
Online	
  Presence	
  Framework	
  
•  Home	
  Base	
  –Priority	
  1	
  (50%	
  of	
  your	
  Fme	
  budget)	
  
–  “Social”	
  porFon	
  of	
  your	
  hosted	
  presence	
  

•  Outposts	
  –	
  Priority	
  2	
  (40%	
  of	
  your	
  Fme	
  budget)	
  
–  Key	
  social	
  sites	
  that	
  you	
  acFvely	
  parFcipate	
  in	
  

•  Passports	
  –	
  Priority	
  3	
  (10%	
  of	
  your	
  Fme	
  budget)	
  
–  Profiles	
  on	
  lower	
  priority	
  social	
  sites	
  
–  Mostly	
  to	
  listen,	
  occasionally	
  parFcipate	
  
•  Note:	
  Presence	
  management	
  framework	
  derived	
  from	
  original	
  work	
  by	
  Chris	
  Brogan	
  
Why Facebook Matters
•  Most	
  visited	
  site	
  on	
  the	
  Internet	
  
•  901	
  million	
  monthly	
  acFve	
  users	
  
•  80%	
  outside	
  U.S.	
  and	
  Canada	
  
•  526	
  million	
  daily	
  acFve	
  users	
  
•  3.2	
  billion	
  ‘Likes’	
  and	
  Comments	
  daily	
  
•  125	
  billion	
  friend	
  connecFons	
  
•  Largest	
  photo	
  repository	
  
•  Available	
  in	
  over	
  70	
  languages	
  
Who uses it?




•  Skews	
  female,	
  younger	
  
•  	
  Growing	
  fast	
  among	
  35+	
  and	
  55+	
  
Social Media Abroad-
  Make an impact
MXit

•  African	
  social	
  network	
  
•  Started	
  in	
  2003,	
  as	
  a	
  free	
  mobile	
  messaging	
  system.	
  
•  Africa’s	
  largest	
  social	
  network.	
  
MYMsta
                             •  Created	
  by	
  loveLife,	
  
                                paMerned	
  on	
  Mxit	
  success	
  

                             •  AdverFsed	
  heavily	
  on	
  Mxit	
  

                             •  Forums	
  with	
  job	
  advice,	
  	
  &	
  
                                emoFonal	
  support	
  for	
  
                                young	
  South	
  Africans	
  

                             •  Dedicated	
  to	
  youth	
  

                                empowerment	
  and	
  HIV	
  
                                PrevenFon	
  
hMp://www.mymsta.mobi/	
  
Opinion
Leaders
The Blog as the Focal Point
Sandro Rosell –
President of Barcelona
Football Club – wrote
  blog, and tweets it.
Listening via Social Media
The	
  Listening	
  Cycle	
  
                                    First	
  Answer:	
  
                             Why	
  are	
  you	
  engaging?	
  

                      • 	
  To	
  stay	
  informed	
  

                      • 	
  Reach	
  out	
  to	
  audience	
  

                      • 	
  Discover	
  problems	
  &	
  
                      opportuniFes	
  

                      • 	
  Monitor	
  MSH/project	
  	
  
                      	
  	
  	
  menFons	
  
Lithium Scan: Relative Volume
Lithium Scan: “Health” Share of Voice
The Social Web Opportunity
State of the Union Address
 Social Media Integration	
  
BEFORE – Build Buzz, Interest, and Awareness
DURING – Broadcast through Integrated, Interactive Media.
AFTER – Citizen Involvement and Engagement




 Starting now, ask questions for the Vice
 President and administration officials on
 Twitter using the hashtags #SOTU and
                #WHchat.	


Follow the whole interview on Twitter live
    through the @gov handle. The Vice
  President's responses will be tweeted
         from the @VP account.
CONTENT STRATEGY–
Multimedia approach to understanding the key messages of the speech
and engaging in the event.
AFTER – Citizen Involvement and Engagement
                                   The White House and Google said that
                                   227,000 users sent in 133,000 questions
                                   and cast 1.6 million votes to determine
                                    which of the questions will be asked of
                                                   Obama.	





 The event was broadcasted
  via a video stream on the
  White House’s Web site,
 Google+ Hangout page and
     the YouTube channel.
Thank you!

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Social Media Brownbag

  • 1. Social Media Brownbag May  29,  2012   Brian  Pagels   bpagels@forumone.com   Suzanne  Rainey   srainey@forumone.com  
  • 2. Nice to Meet You! Brian  Pagels   Manager  of  Growth  &  Management   Suzanne  Rainey   Digital  CommunicaFons  Strategist  
  • 4. Get to know us… Founded:  1996   Staff:    55  staff  in  Alexandria,  SeaMle,  San  Francisco   Expertise:  Web  Strategy,  User  Experience,  Web  and  Mobile        Development,  Drupal   Experience:  More  than  1,500  projects  for  more  than  500        clients  
  • 5. Services Smart  technology  decisions.     Digital Strategy Every  Fme.   User Experience and Design BeauFful.  Usable.  Simple. Web and Mobile Development Open  source,  rock  solid.   Digital  markeFng  and   Growth & Management improvement.  
  • 6. Growth & Management Services !  OperaFonal  Strategy   !  Social  Media  Strategy   !  Online  Engagement  &  Community  Management   !  Online  MarkeFng  &  SEO   !  Web  AnalyFcs   !  Website  Improvements   !  Maintenance  &  Monitoring  
  • 7. 7
  • 9. Agenda • Social  Media  at  Home  –  Join  the  conversa5on   • Social  Media  Abroad  –  Impact  on  the  ground   • Blogs   • Listening  Cycle  –  Strategy  home  and  abroad   • Open  Discussion  
  • 10. Social Media at Home – Join the Conversation
  • 11. )
  • 12.
  • 13.
  • 14. Just pieces of a puzzle
  • 16. Online  Presence  Framework   •  Home  Base  –Priority  1  (50%  of  your  Fme  budget)   –  “Social”  porFon  of  your  hosted  presence   •  Outposts  –  Priority  2  (40%  of  your  Fme  budget)   –  Key  social  sites  that  you  acFvely  parFcipate  in   •  Passports  –  Priority  3  (10%  of  your  Fme  budget)   –  Profiles  on  lower  priority  social  sites   –  Mostly  to  listen,  occasionally  parFcipate   •  Note:  Presence  management  framework  derived  from  original  work  by  Chris  Brogan  
  • 17.
  • 18. Why Facebook Matters •  Most  visited  site  on  the  Internet   •  901  million  monthly  acFve  users   •  80%  outside  U.S.  and  Canada   •  526  million  daily  acFve  users   •  3.2  billion  ‘Likes’  and  Comments  daily   •  125  billion  friend  connecFons   •  Largest  photo  repository   •  Available  in  over  70  languages  
  • 19. Who uses it? •  Skews  female,  younger   •   Growing  fast  among  35+  and  55+  
  • 20.
  • 21. Social Media Abroad- Make an impact
  • 22.
  • 23. MXit •  African  social  network   •  Started  in  2003,  as  a  free  mobile  messaging  system.   •  Africa’s  largest  social  network.  
  • 24.
  • 25. MYMsta •  Created  by  loveLife,   paMerned  on  Mxit  success   •  AdverFsed  heavily  on  Mxit   •  Forums  with  job  advice,    &   emoFonal  support  for   young  South  Africans   •  Dedicated  to  youth   empowerment  and  HIV   PrevenFon   hMp://www.mymsta.mobi/  
  • 27. The Blog as the Focal Point
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. Sandro Rosell – President of Barcelona Football Club – wrote blog, and tweets it.
  • 33.
  • 35. The  Listening  Cycle   First  Answer:   Why  are  you  engaging?   •   To  stay  informed   •   Reach  out  to  audience   •   Discover  problems  &   opportuniFes   •   Monitor  MSH/project          menFons  
  • 37. Lithium Scan: “Health” Share of Voice
  • 38.
  • 39. The Social Web Opportunity
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. State of the Union Address Social Media Integration  
  • 45. BEFORE – Build Buzz, Interest, and Awareness
  • 46. DURING – Broadcast through Integrated, Interactive Media.
  • 47. AFTER – Citizen Involvement and Engagement Starting now, ask questions for the Vice President and administration officials on Twitter using the hashtags #SOTU and #WHchat. Follow the whole interview on Twitter live through the @gov handle. The Vice President's responses will be tweeted from the @VP account.
  • 48. CONTENT STRATEGY– Multimedia approach to understanding the key messages of the speech and engaging in the event.
  • 49. AFTER – Citizen Involvement and Engagement The White House and Google said that 227,000 users sent in 133,000 questions and cast 1.6 million votes to determine which of the questions will be asked of Obama. The event was broadcasted via a video stream on the White House’s Web site, Google+ Hangout page and the YouTube channel.