Virtually Connected: How organizations can use social media and Web 2.0 to prevent child abuse & neglect.

1. Virtually Connected:
How organizations can use social
media and Web 2.0 to prevent child
abuse & neglect.
Nov. 22, 2010

2. Source: http://pleaseenjoy.com/

5. Why
Should
I Care?
Why should I care?

12. Reason #7:
BECAUSE SOCIAL CONNECTIONS
PREVENT CHILD ABUSE AND
NEGLECT.

30. Social Media is…
What is Social Media?

37. THE TOOLS
SOCIAL MEDIA
TOOLS

38. o People and organizations
connect and interact
with friends, colleagues
and fans.
o Popular social networks
include Facebook and
MySpace, Linkedin,
bebo, and Ning.
o There are niche social
networks for just about
everything.
THE TOOLS

39. o create online profiles
o share photos, video, and
audio, links
o send private message and
instant message
o learn more about people and
organizations
o Follow brands, celebrities, and
gain your own fans
THE TOOLS

40. o Contains profiles of Fortune
500 executives and leading
entrepreneurs
o average individual salary
on LinkedIn is $109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional
recommendations
o Find jobs
o Forums to demonstrate
expertise and find answers
THE TOOLS

41. o Fastest growing social
network in the world
(over 500 million members)
o Powerful tools to engage
and understand your
audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls
THE TOOLS

42. o Your brand’s homepage
on Facebook.
o Allow you to post photos,
videos, events and other
messages.
o Users interact with you by
o Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page
updates in their
newsfeed
THE TOOLS

43. o Facebook ads give you
the ability to advertise
directly to specific
demographic groups
o This is unlike paid search,
the most popular form of
online advertising, which
only lets you to bid on
keywords the user is
searching for right now
THE TOOLS

44. Do
o establish a presence on the
social networks your
customers and colleagues use
o create a page to promote your
brand
o point your fans to your
company blog or contest
o encourage a discussion and
participate frequently
o explore targeted advertising
opportunities
Don’t
o create a page and fail to
maintain it
o try a hard sell approach
o censor comments
o spam your fans/friends with
frequent private messages –
you’ll drive them away
o post false information
THE TOOLS

45. o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert.
THE TOOLS

46. o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches
and events
o gain expert status by
providing useful tips
THE TOOLS

47. Do
o post on a regular schedule
o encourage conversation by
asking questions
o respond to people that
comment on your posts
o use a few bloggers from your
company for more viewpoints
Don’t
o write press releases – be real
about why something is
exciting
o let complaints go unanswered
o make users register to
comment – they won’t bother
o delete fair but critical
comments
THE TOOLS

48. o Microblogs are blogs
limited to a sentence or
two (about 140 characters)
o People use microblogging
to promote themselves,
share content and follow
friends, celebrities and
brands
o Companies use it for
marketing, public relations
and customer service by
giving their brand a voice
within the community
THE TOOLS

49. Twitter can help you:
o share timely information
o promote useful content
including resources, contests,
deals, etc.
(not just your own)
o personify your brand
o connect with your customers
and develop leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from
experts in your field
THE TOOLS

51. o September 08: Twitter founder
Biz Stone tweets about
Charity: Water, which builds
wells in Ethiopia.
o Charity: Water asks people
with September birthdays to
accept online donations in lieu
of gifts and raised $4500,
enough to build a well
o The "social media birthday"
was born; asking for donations
from online friends to celebrate
your birthday
CASE STUDY

52. o January 09: Tweets begin
promoting the First Annual
Twestival (a Twitter Festival) in
support of Charity: Water:
o 202 real-life meetups
across the globe, hosted by
volunteers
o $250,000 USD raised at
these events
o 55 wells are planned
across Africa & India
CASE STUDY

53. o April 09: The first "well that
Twitter built" is dug
o April 09: Actor Hugh
"Wolverine" Jackman
challenges Twitter to tell him, in
140 characters or less, what
charity he should support
o Convinced by Twitter, Jackman
announces his $50,000 gift to
Charity: Water on Ryan
Seacrest's radio show,
providing huge exposure for
the charity
CASE STUDY

54. o Social media campaign
expands:
o Staff post Twitter updates delivering
the results of donations
o Website hosts videos of drilling
progress made in Africa
o A driller tweets live from Central
African Republic
o Hundreds of videos uploaded to
YouTube by charity and supporters
http://www.youtube.com/user/charity
water
o Facebook Causes page with over
$61,000 donated
CASE STUDY

55. Do
o find and share useful content
o pose questions and reply to
others
o keep it fun - put a friendly face
on your brand
o promote sales, deals, news,
updates, and build buzz for
big releases or events
o know what people are saying
about your brand
Don’t
o sound like a press release –
you’re in a social space
o spam with constant links to
your company website, either
in tweets or private messages
o post useless information –
do people really care what you
had for lunch?
THE TOOLS

56. o Social bookmarking sites
allow users to save,
share, organize,
comment on and search
webpage bookmarks.
o Community votes on
your submissions so they
either rise to the top or
drop to the bottom.
THE TOOLS

57. Do
o link to relevant articles about
news in your field
(not just your own content)
o make friends with other
bookmarkers in a legitimate
way.
o respect the terms of service
o (reddit allows self-promotion,
digg does not)
Don’t
o spam by consistently
bookmarking your own
material
o cheat by tagging your
bookmarks with irrelevant
popular keywords
o open multiple accounts and
vote for yourself – you’ll be
exposed
THE TOOLS

58. THE TOOLS
o Photo sharing sites give
you a place to upload
and organize your
photos
o You can invite friends to
check out your photos
and people can find your
photos by searching for
the keywords (tags) you
apply to your photos.

59. THE TOOLS
o detail the launch of a new
product, from initial sketches
to the launch party
o promote special events,
charitable campaigns, and
awards ceremonies
o provide an inside look at your
organization, making it appear
glamorous, busy, fun, or
innovative

60. THE TOOLS
Do
o tag your photos with relevant
keywords
o use your web site address or
brand name as your Flickr
screen name
o upload quality photos of your
products/services, and things
related to your business
o link prominently from your web
site to your Flickr photostream
Don’t
o stuff linked keywords into
your photo descriptions or
comments
o plaster your URL all over the
photos you upload
o discourage people from
using your photos (as long
as they provide attribution such
as a link back to your website)

61. THE TOOLS
o A wiki is a website that
allows visitors to easily
add, remove, and edit
content – this makes
them great collaboration
tools
o Wikipedia, for example, is
an encyclopedia is written
collaboratively by
volunteers from all around
the world; anyone can
edit it

62. THE TOOLS
Do
o find references to your
organization and have
inaccuracies updated
o read the terms of use to
ensure you are allowed to
edit an entry about you
o research competition
o use wikis to collaborate with
your team
Don’t
o rely on social reference
websites to be accurate
o spam or overtly advertising –
it could get you banned
o use it for Search Engine
Optimization (Wikipedia
prevents search engines from
following links)
o Don’t sabotage competitor’s
entries about competitors
(You could get caught)

63. THE TOOLS
o A podcast is a series of audio
or video files which is
distributed by syndicated
download to your computer, for
use on an MP3 player or
computer.
o Podcasts can be simple
recordings of conversations,
presentations, or interviews
o They’re a chance to provide
build an audience around
your brand or message.

64. THE TOOLS
Do’s
o come up with a format (form,
topic, and duration)
o prepare don’t script (or you’ll
sound stiff)
o use a good microphone (but
no need to over produce)
o promote your podcast on
your website and podcast
directories
Dont’s
o worry about length
o invest in a lot of equipment –
simple tools and software are
all you need to get going
o leave too much time
between podcasts – it could
prevent you from building an
audience

65. THE TOOLS
o RSS is a way for content
publishers to make blog
entries, news headlines,
events, podcasts and
other content available to
subscribers.
o an effective way to
distribute your content
and lead users back to
your website

66. THE TOOLS
Do
o offer RSS feeds for your
website’s blog, news, events,
and podcasts
o subscribe to RSS feeds
relevant to your industry or
interests
o include a title and description
only so subscribers need to
visit your site for the full story
o track your subscribers
Don’t
o spam your subscribers by
including excessive advertising
in your RSS feed
o go overboard – limit RSS feeds
to content frequently updated
o freak out when a splogger
hijacks your content – this
could actually help your search
engine rank

67. THE TOOLS
o Video sharing sites let
you upload videos and
share them with people.
o They’re a perfect
repository for video
blogs, taped seminars,
witty Power Points,
commercials, how-to’s
and a behind-the-scene
look at your organization.

68. THE TOOLS
o helps you gain exposure and
direct traffic back to your
website
o sparks interest without a
hard-sell
o videos can be low-fi and
cheap to produce -
immediacy and content is more
important than quality.
o videos can be a place to
showcase your leadership in
a field, and spread customer
testimonials

69. THE TOOLS
Do
o be informative, useful, or
entertaining
o create a summary and
detailed description
o post video replies to others
o allow commenting and
participate in the conversation
o save bandwidth costs on your
website by hosting videos on
YouTube
Don’t
o just upload infomercials
o be afraid to experiment until
you find a formula that works.
o pull down other people’s
videos showcasing your
product for copyright
infringement
o make your video longer than it
needs to be – keep it concise
and entertaining

70. KEYS
TO SOCIAL MEDIA
SUCCESS
KEYS TO SUCCESS

71. o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share
KEYS TO SUCCESS

73. Source: http://citysand.files.wordpress.com/2009/12/matrix-social_media_examples.jpg

74. Source: http://searchengineland.com/search-illustrated-how-to-use-social-media-sites-13455

76. 1. Discovery
(people, competition,
and search engines)
3. Skills
(identify internal
resources and gaps)
5. Maintenance
(monitor and adapt)
2. Strategy
(opportunities,
objectives)
4. Execution
(tools, integration,
policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

81. o Find where your
audience is participating
and indentify the
influencers
o Read industry blogs
(including comments)
o Google your company
name & your competition
o Find tools that can help
you listen
KEYS TO SUCCESS

82. o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched
their biggest screw-up's
rise to the top 10 of a
Google search
o Admit your mistakes
right away
KEYS TO SUCCESS

83. o Don’t be afraid to share.
Corporations, like people,
need to share information
to get the value out of
social media
o Make your content easy
to share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend
KEYS TO SUCCESS

84. o Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not
a corporate marketing
shill or press secretary
o Personify your brand –
give people something
they can relate to.
KEYS TO SUCCESS

85. CASE STUDY

86. o Think like a contributor,
not a marketer
o Consider what is relevant
to the community before
contributing
o Don’t promote your
product on every post
o Win friends by promoting
other people’s content if
it interests you
KEYS TO SUCCESS

87. o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they’re ready when you
need them
KEYS TO SUCCESS

88. What next…
What next…

92. o PR 2.0
BrianSolis.com
o Social Media Today
socialmediatoday.com
o Social Media Trader
socialmediatrader.com
o Web Strategy by Jeremiah
web-strategist.com/blog
o Online Marketing Blog
toprankblog.com
o Groundswell Blog
blogs.forrester.com/groundswell
o Chris Brogan
chrisbrogan.com
o Micropersuasion
micropersuasion.com
o Six Pixels of Separation
twistimage.com/blog
o PR Squared
pr-squared.com
REFERENCES

93. For more information:
Jim McKay
State Coordinator
Prevent Child Abuse WV
http://www.preventchildabusewv.org
Email: jim@teamwv.org
Twitter: @TEAM4WVChildren
http://slideshare.net/PCAWV