We'll look at two social media success stories and discuss why each one was successful. We'll begin with a look into EdgeRank, Facebook's algorithm for prioritizing the New Feed. Then we'll talk about a Facebook success for a 501c3. We planned a celebration for an organization of 10 people and got 100 people in attendance We'll look at another story about a group of folks who thought Facebook was either a toy or evil. We were able to get folks on board and raise money for the homeless in my town using Facebook. We'll look at other social media outlets and introduce the Pew Research Center's internet data. We'll have a lively discussion and plenty of time for attendees to share their own successes and ask questions of the group.

1. It’s My Party and I’ll Post if I Want To
or
How I used a picture of my pastor
naked to pack the church
Social Media Success Stories
Viqui Dill @viqui_dill
InterChange Conference #InterChangeNE
@STCNewEngland #STCorg

2. Icebreaker: Who are you?
• Who are you?
• How do you use social media?
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

3. Agenda: What’s really going on?
• What is EdgeRank?
• Facebook story #1
• Facebook story #2
• Other social media sites
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

4. Expectations:
What do you want to chat about?
• Have fun
• Get out on time
• Hear stories
• Learn new ways to connect
• Off topic at least once
• How to manage the insane number of SM outlets
• What are the superpowers of each tool
• Marketing, pushing out, boost the signal
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

5. Social Media is big big big
• My town is a facebook town
• Our industry is a twitter and LinkedIn industry
• It’s free
• Use it wisely
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

6. What is EdgeRank?
• EdgeRank is an algorithm developed by
Facebook to govern what is displayed—
and how high—on the News Feed.
http://www.whatisedgerank.com/
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

7. How do we leverage EdgeRank?
• Affinity is user-to-user
– The more users tagged in a post, the more
chances you have of triggering an appearance in
the News Feed of another user
– Tag as many users as apply to a post
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

8. How do we leverage EdgeRank?
• Weight is heavier for photos and video than
for text
– Create a meme instead of just typing the message
– Create a meme in which you can appropriately tag
users
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

9. How do we leverage EdgeRank?
• Time decay depends on the best times to
catch users on Facebook
– Check your insights for times of day
– Check your insights for days of the week
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

10. Story #1: Naked Chris
• Objective:
– Get every seat at Chris’ licensing celebration full
• Gameplan
– Create a bunch of crazy meme invitations
– Tag a bunch of folks in the memes
– Post them regularly
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

11. Current reality
• Link only post reached 36 people
– 1 like
– 0 comments
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

12. • Naked Chris meme
– 3 tags
– Link to event
• Results
– 13 comments
– 27 likes
– 428 interactions
Crazy meme #1
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

13. • Naked Chris meme
– 3 tags
– Link to event
• Results
– 13 comments
– 27 likes
– 428 interactions
Crazy meme #1
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

14. Crazy meme #2
• American Gothic meme
– 1 comment
– 7 likes
– 141 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

15. Crazy meme #3
• Dog poker meme
– 8 likes
– 6 comments
– 232 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

16. Crazy meme #3
• Dog poker meme
– 8 likes
– 6 comments
– 232 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

17. Crazy meme #4
• Scream meme
– 2 likes
– 1 comments
– 92 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

18. Crazy meme #5
• Napoleon meme
– 4 likes
– 2 comments
– 169 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

19. Crazy meme #6
• Dos Equis meme
– 8 likes
– 2 comments
– 159 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

20. Crazy meme #7
• Lottery ticket meme
– 5 likes
– 3 comments
– 72 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

21. Crazy meme #8
• Fake ID meme
– 3 likes
– 3 comments
– 145 interactions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

22. Let’s look at a graph
• Naked Chris FTW!
0
50
100
150
200
250
300
350
400
450
Lifetime Impressions
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

23. And we filled the room!
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

24. Story #2: Singing for the homeless
• Objective
– Get 100 voices in the choir
– Invite people to the concert
– Raise money for WATTS
• Gameplan
– Get the community on board
– Photos with tags of rehearsals
– Countdown to concert day
– Infographic shape experiment
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

25. Overcoming the
mindset
@viqui_dill @STCNewEngland #STCorg #InterChangeNE
• Facebook is not evil
• Facebook is not a toy

26. Get the team on board!
• Preaching to the choir:
– Everybody has a favorite communication language.
– Tower of Babel
Communication isn’t easy anymore.
http://www.biblegateway.com/passage/?search=Genesis+
11&version=NIV
– Day of Pentecost
It’s a miracle. We all hear the good news in our own
favorite communication language.
http://www.biblegateway.com/passage/?search=Acts
+2&version=KJV
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

27. Get the team to join in!
• Users more likely to react (Like or comment)
than post a new status
– Like the page
– Connect with me
– Tag yourself
– Repost
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

28. Rehearsal photos
• Tag everyone
• Post real time
• There’s room for
you, come have fun with
us.
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

29. Countdown memes
• Generate some tension
• Schedule posts daily
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

30. Good results
• Interactions
– Up from 50 to 300
• Choir participation
– Up from 50 to near 100
• Concert attendance
– Full house
• Fundraising
– $3000 to WATTS
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

31. Twitter
• Get the community on board
• Use a hashtag
– Use lots of hashtags
• Tag with @handles
• Schedule tweets
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

32. LinkedIn
• Professional networking
• Emailed notifications
– STC members prefer to hear news via email
• Less likely to be blocked at work
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

33. Other Social Media Outlets
• Pew Internet
http://www.pewinternet.org/
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

34. Expectations?
• Did we meet your expectations today?
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

35. Questions/Feedback?
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

36. Thank you!
@viqui_dill @STCNewEngland #STCorg #InterChangeNE

37. Connect with me
• Read the bio
http://www.stcwdc.org/bios/dill_bio.shtml
• Email
social_media@stcwdc.org
• @viqui_dill https://twitter.com/viqui_dill
• Linked In
http://www.linkedin.com/pub/viqui-dill/15/79/7a5
• Slideshare
http://www.slideshare.net/viqui_dill
• Facebook
https://www.facebook.com/viqui.dill
@viqui_dill @STCNewEngland #STCorg #InterChangeNE