Carbon Outreach Training - SM4SOCENT

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Carbon Outreach Training - SM4SOCENT

  1. 1. Social Media for Social Enterprise #sm4socent By @EricaGrigg and @SociallyTim of @CarbonOutreach April 9, 2011
  2. 2. INTRODUCTION
  3. 3. Who are we? <ul><li>Carbon Outreach is a marketing & digital advertising consultancy. What makes us different from many other marketing firms is we only work with social enterprise, non-profits & corporate philanthropy. </li></ul><ul><li>We’ve worked with the likes of WWF & UN, and have trained hundreds on social media for social enterprise across the world. </li></ul><ul><li>Our mission : expand opportunities for responsible business—internationally. </li></ul>
  4. 4. What do we do? <ul><li>Marketing & Digital Advertising </li></ul><ul><li>Book Series </li></ul><ul><li>Training Series </li></ul><ul><li>Industry Talks </li></ul>
  5. 5. Marketing & Digital Advertising <ul><li>Marketing strategy </li></ul><ul><li>Digital advertising </li></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Website design </li></ul></ul><ul><ul><li>SEO / SEM </li></ul></ul><ul><ul><li>Mobile website design </li></ul></ul><ul><ul><li>Digital video </li></ul></ul><ul><ul><li>Rich media </li></ul></ul><ul><ul><li>SMS / mobile marketing </li></ul></ul><ul><li>Branding </li></ul><ul><ul><li>Corporate identity </li></ul></ul><ul><ul><li>Brand development </li></ul></ul><ul><li>Interactive application development </li></ul><ul><ul><li>Website & database applications </li></ul></ul><ul><ul><li>Mobile applications </li></ul></ul><ul><ul><ul><li>Blackberry </li></ul></ul></ul><ul><ul><ul><li>iPhone & iPad </li></ul></ul></ul><ul><ul><ul><li>Android </li></ul></ul></ul><ul><ul><ul><li>Windows phone </li></ul></ul></ul><ul><ul><li>Desktop </li></ul></ul>
  6. 6. Book Series <ul><li>Book Series: Marketing & Digital Advertising for Social Enterprise </li></ul><ul><li>Will be released April 30 th </li></ul><ul><ul><li>Facebook for Social Enterprise </li></ul></ul><ul><ul><li>Twitter for Social Enterprise </li></ul></ul><ul><li>More to come in the following months </li></ul>
  7. 7. Trainings Series <ul><li>Social Media for Social Enterprise April 9, 2011 </li></ul><ul><li>Foursquare for Social Enterprise May 7, 2011 </li></ul><ul><li>Digital Advertising for Social Enterprise June 4, 2011 </li></ul><ul><li>Mobile Marketing for Social Enterprise July 9, 2011 </li></ul>
  8. 8. Industry Talks <ul><li>Imagining the Future of Green April 11, 2011 </li></ul><ul><li>Mobile Marketing that works for Social Enterprise May 9, 2011 </li></ul><ul><li>How to Get Crowdsourced Fundraising? June 6, 2011 </li></ul><ul><li>Monthly meetup </li></ul><ul><ul><li>Join the meet up! </li></ul></ul><ul><ul><li>meetup.com/ethicalprnyc/ </li></ul></ul>
  9. 9. PRESENTATION
  10. 10. Agenda <ul><li>Section 1 </li></ul><ul><ul><li>What is Social Media? </li></ul></ul><ul><ul><li>Types by category </li></ul></ul><ul><ul><li>‘ Personal’ v. ‘Business’ </li></ul></ul><ul><li>Section 2 </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Q & A </li></ul></ul><ul><li>Intermission/ Networking </li></ul><ul><li>Section 3 </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Q & A </li></ul></ul><ul><li>Section 4 </li></ul><ul><ul><li>Integrated Approach </li></ul></ul><ul><ul><li>Next Steps </li></ul></ul><ul><ul><li>Q & A’s </li></ul></ul><ul><li>Closing </li></ul>
  11. 11. SECTION 1: SOCIAL MEDIA
  12. 12. What is Social Media? <ul><li>Definition : social media is web and mobile applications that turn communication into interactive dialogue </li></ul><ul><li>Also known as online marketing & communities; digital marketing & media; new media; web 2.0; consumer generated media (CGM); online marketing; social or online networking </li></ul>
  13. 13. Types of Social Media <ul><li>Microblogging </li></ul><ul><li>Blogs/ Blog Communities </li></ul><ul><li>Social networks </li></ul><ul><li>Pictures & Videos </li></ul><ul><li>Documents </li></ul><ul><li>Location based </li></ul><ul><li>SMS/ voice </li></ul><ul><li>Crowdsourced content </li></ul><ul><li>Social bookmarks </li></ul><ul><li>Wiki </li></ul><ul><li>Music </li></ul><ul><li>LiveCasting: video & audio </li></ul><ul><li>Events </li></ul>
  14. 14. Personal v. Business brands <ul><li>Personal </li></ul><ul><li>Definition : In this presentation, “personal” will be the brand development of YOU! </li></ul><ul><li>Tools: Twitter, Facebook and LinkedIn </li></ul><ul><li>Business </li></ul><ul><li>Definition : In this presentation, social media is all about improving and expanding the reach of your business brand, though this will likely happen through the personal efforts you do </li></ul><ul><li>Tools: YouTube, Twitter, Facebook and LinkedIn </li></ul>
  15. 15. Personal v. Business brands <ul><li>Create sincere friends, colleagues & improve business relationships. </li></ul>
  16. 16. SECTION 2: FACEBOOK & TWITTER
  17. 17. FACEBOOK
  18. 18. Outline <ul><li>Why use Facebook? </li></ul><ul><li>What is Facebook? </li></ul><ul><li>Personal Account v. Business Page & Group </li></ul><ul><li>Advertising (including stats) </li></ul><ul><li>Page Metrics </li></ul><ul><li>Case studies </li></ul><ul><ul><li>Clorox Green Works </li></ul></ul><ul><ul><li>(RED) </li></ul></ul><ul><ul><li>Truth Campaign </li></ul></ul><ul><li>10+ Rules of brand engagement </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Business </li></ul></ul>
  19. 19. Why use Facebook? <ul><li>What do Facebook users look like? The face of your customers, donors and contributors: </li></ul><ul><li>During the average 20-minute period in 2010 , there were: 1.5M+ wall posts, 2.7M+ photos uploaded and 10.2M+ comments posted </li></ul><ul><li>71% of U.S. web users have Facebook accounts </li></ul><ul><ul><li>9 likes, makes 25 comments, invited to 3 events per month </li></ul></ul><ul><ul><li>Spends around 23 minutes on each visit </li></ul></ul><ul><li>30B+pieces of content (i.e. links, photos, notes) are shared on Facebook each month </li></ul><ul><li>Facebook generates staggering 770B+ page views per month </li></ul>
  20. 20. What is Facebook? <ul><li>Definition : Facebook is a social networking website that allows users to create a profile </li></ul><ul><li>Key features [business] </li></ul><ul><ul><li>Create Pages & Ads </li></ul></ul><ul><ul><li>“ Like” on behalf of your business/organization </li></ul></ul><ul><ul><li>Create events </li></ul></ul><ul><ul><li>Measure ad success with “insights” </li></ul></ul><ul><li>Key features [personal] </li></ul><ul><ul><li>Ability to make “ Friends ” </li></ul></ul><ul><ul><li>Update Status on your “wall” </li></ul></ul><ul><ul><li>Write personal Messages </li></ul></ul><ul><ul><li>Write notes & link to blog </li></ul></ul><ul><ul><li>Share Links, Picture & Video </li></ul></ul><ul><ul><li>Ability to “Like” brands, celebrities and businesses </li></ul></ul><ul><ul><li>Ability to RSVP to events </li></ul></ul><ul><ul><li>Ability to participate in causes </li></ul></ul>
  21. 21. Personal Profiles <ul><li>Definition : Account owned by a person [also, on behalf of an organization, business or otherwise]. This is where you build your personal brand—become your own brand machine! </li></ul><ul><li>Key Features </li></ul><ul><ul><li>Posting pictures of yourself at key events (to ensure privacy, make sure all your non-professional photos are not shared) </li></ul></ul><ul><ul><li>Add friends and colleagues before and after events </li></ul></ul><ul><ul><li>Connect your Twitter account </li></ul></ul><ul><ul><li>Comment & “Like” links/pictures/statuses; be part of your community </li></ul></ul><ul><ul><li>Share your most recent successes </li></ul></ul>
  22. 22. Pages <ul><li>Definition : Facebook Pages allow the below types of organizations to grow a community. This is where your business will build a fan base and grow its brand that way. </li></ul><ul><li>Key Features </li></ul><ul><ul><li>Have “Fans” , suggest Friends “Fan” page </li></ul></ul><ul><ul><li>Promote a location that can draw users back to your website or campaign microsite </li></ul></ul><ul><ul><li>Promotion available through Facebook Ad </li></ul></ul><ul><ul><li>“ Insights” or analytics available </li></ul></ul><ul><li>Types include </li></ul><ul><ul><li>Local business or place, Company, org. or institution; Brand or product; Artist, Band or Public Figure; Entertainment (book, movie or TV); Cause or community </li></ul></ul>
  23. 23. Company v. consumer <ul><li>Do businesses use Facebook? </li></ul><ul><ul><li>39% of small companies and 63% of large companies used Facebook for business/corporate purposes </li></ul></ul><ul><li>Do consumers care about businesses? </li></ul><ul><ul><li>40% of users are likely to follow a brand with 51% likely purchasing that brand </li></ul></ul><ul><ul><li>34% of Facebook users say they like brands in order to stay informed about company activities and get updates on future products </li></ul></ul>
  24. 24. Groups <ul><li>Definition : A Group is a self-made community to share, chat and e-mail within a circle of friends. Users can join up to 300 Groups. </li></ul><ul><li>Key features </li></ul><ul><ul><li>Open groups require simple Fan invitation </li></ul></ul><ul><ul><li>Groups are far more easy to join and leave than Pages </li></ul></ul><ul><ul><li>Groups are more unofficial than pages, requiring more user-generated content </li></ul></ul><ul><li>Types </li></ul><ul><ul><li>Informal organizations [i.e. collaboratives] </li></ul></ul><ul><ul><li>Societies, Associations, etc. </li></ul></ul><ul><ul><li>Great group: See Hub NYC </li></ul></ul>
  25. 25. Advertising <ul><li>Definition : Spot on Facebook homepage (targeting users in specific locations, interests, etc), on buy-per-click (CPC) or per 1000 impressions (CPM) basis </li></ul><ul><li>Key Features </li></ul><ul><ul><li>Ability to design your ad, choose your target audience </li></ul></ul><ul><ul><li>Name your campaign (duration) </li></ul></ul><ul><ul><li>Set your pricing (pay per click model) </li></ul></ul><ul><ul><li>Facebook Insights (reporting tool) helps you monitor the performance of your ad </li></ul></ul>
  26. 26. Metrics [Business Pages] <ul><li>While using Facebook (or any other social media tool), it’s important to judge how successful your campaign is. Facebook makes this very easy through their “insights” </li></ul><ul><li>“ Insights” are subsections of Facebook pages which measure: </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Age, city & language preferences </li></ul></ul><ul><ul><li>Comments, like & other interactions ratios </li></ul></ul><ul><ul><li>Number of interactions by day, week & month </li></ul></ul>
  27. 27. Case study: (RED) <ul><li>(RED) is an organization that works with brands (think GAP and Starbucks) to create and sell products to help eliminate AIDS </li></ul><ul><li>Communications objective </li></ul><ul><ul><li>Raise awareness of the AIDS epidemic and World AID’s Day </li></ul></ul><ul><ul><li>Engage with active & loyal consumers </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>RED’s Facebook Fan base increased to 225K+ during the week of “Turn Facebook (RED)”; increasing Fans by 117% </li></ul></ul><ul><ul><li>On World’s AIDS Day, the page grew by 148 Fans per minute </li></ul></ul><ul><ul><li>~100K+ engagements occurred where people turned their profile image or shared (RED) video </li></ul></ul>
  28. 28. Case study: Green Works <ul><li>Green Works is a line of naturally derived laundry and home cleaning products </li></ul><ul><li>Communications objectives: </li></ul><ul><ul><li>Build brand awareness of product and cause </li></ul></ul><ul><ul><li>Increase online presence of Green Works products </li></ul></ul><ul><li>Solution : </li></ul><ul><ul><li>A series of Facebook Ads campaigns driving users to download coupons on Facebook and vote on “Green Heroes” with community members could receive grants </li></ul></ul><ul><li>Results : </li></ul><ul><ul><li>20K+ Facebook Fans voted on Green Heroes Grant </li></ul></ul><ul><ul><li>~30K+ or 33% of total Fans due to their 2010 Facebook Ad </li></ul></ul><ul><ul><li>Intent to purchase the detergent among Facebook users surveyed after coupon increased 7% & increased brand awareness by 12% </li></ul></ul>
  29. 29. Case study: Truth Campaign <ul><li>Truth is an American Legacy campaign to help inform 12-17 year olds about the destructive tobacco industry advertising </li></ul><ul><li>Communications objective </li></ul><ul><ul><li>Create awareness of Truth campaign’s message </li></ul></ul><ul><ul><li>Inform the public about the negative effects of smoking </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>- 1-day directing users to interactive content on the foundation’s landing and homepages </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>6K+ Fans while running Facebook Ad; 2 weeks later, 32K+ Fans or 5-fold increase </li></ul></ul><ul><ul><li>1B+ Facebook Page impressions via the ad campaign </li></ul></ul><ul><ul><li>99% of the people who Fanned to Truth® on Facebook after the campaign were within the target demographic of 12- to 17-year-olds </li></ul></ul>
  30. 30. 7 Rules of engagement [personal] <ul><li>Share links using social bookmarking tools like StumbleUpon, Delicious or Digg (get those sharing buttons on your own blog) </li></ul><ul><li>Create content for yourself—blogging or microblogging is best </li></ul><ul><li>Send friend requests often; make sure you’re connecting with new contacts all the time </li></ul><ul><li>Interact with your community regularly (1 or 2 times weekly at least) </li></ul><ul><li>Comment on & “Like” friends and colleagues’ shared information </li></ul><ul><li>Share pictures & videos frequently during your Google searches (using the Facebook share this button on websites) </li></ul><ul><li>In short, become your own brand machine! Make yourself an authority on responsible business. </li></ul>
  31. 31. 8 Rules of engagement [business pages] <ul><li>Share content relevant to your industry (think: fun) </li></ul><ul><li>Create a Facebook Ad and utilize it well </li></ul><ul><li>When others comment on your posts, respond to them and stay active on the conversations within each post </li></ul><ul><li>Comment on & “Like” others posts as your brand or ‘Business Page’ </li></ul><ul><li>Share pictures & videos frequently (at least 1 or 2 times weekly) on page updates </li></ul><ul><li>Talk about newsworthy, interesting and current issues </li></ul><ul><li>Connect with your Twitter account and you’ll draw Twitter users back to the group </li></ul><ul><li>Invite friends and contacts to join </li></ul>
  32. 32. 9 Rules of engagement [business ads] <ul><li>Create more ads that target fewer people. This refines who will click on and “like” your product or service. </li></ul><ul><li>Make sure your daily budget makes sense for you </li></ul><ul><li>Use images that are attention grabbing </li></ul><ul><li>Define your market! Inside and outside Facebook, you will need to define who you’re currently selling to and who you’re looking to expand to </li></ul><ul><li>Test out multiple ads at the same time to see which works best </li></ul><ul><li>Think Long-term, how does this Facebook Ad lead into sales? </li></ul><ul><li>Create target ads for your demographic, location and keyword choices </li></ul><ul><li>Have a specific event or page in mind for your ad campaign </li></ul><ul><li>Measure initial conversions as Fans, Likes and Comments </li></ul>
  33. 33. TWITTER
  34. 34. Outline <ul><li>Why use Twitter? </li></ul><ul><li>What is Twitter? </li></ul><ul><li>Personal v. business account </li></ul><ul><li>Tools </li></ul><ul><li>Metrics to measure success </li></ul><ul><li>Case studies </li></ul><ul><ul><li>Twit Change </li></ul></ul><ul><ul><li>Twestival </li></ul></ul><ul><li>Top rules of engagement for your brands: </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Business </li></ul></ul>
  35. 35. Why use Twitter? <ul><li>How many people use Twitter? </li></ul><ul><li>25B+ tweets were sent on Twitter in 2010 </li></ul><ul><li>200M+ registered accounts of January 2011 </li></ul><ul><li>110M+ tweets are sent per day on Twitter </li></ul><ul><li>Americans spend 2 hours, 12 minutes per day on Twitter </li></ul><ul><li>62.14% of Twitter users are in the US </li></ul><ul><li>14M+ daily active twitter accounts, 40M+ active monthly </li></ul><ul><li>22.5% of Twitter users accounted for 90% of all activity in 2010. This means there’s lots of influencers with many people, “listening”. You want to get those influencers on your side! </li></ul>
  36. 36. Why use Twitter? <ul><li>Why do people use Twitter? </li></ul><ul><li>Learn more about products or services </li></ul><ul><li>Provide opinions about product/services </li></ul><ul><li>Ask for opinions about products/services </li></ul><ul><li>Look for discounts/sales </li></ul><ul><li>Purchase products/services </li></ul><ul><li>Seek customer support </li></ul>
  37. 37. What is Twitter? <ul><li>Definition : Twitter is a social networking and microblogging service that allows you to answer the question, “what are you doing?” in 140 characters or less </li></ul><ul><li>Key Features [business & personal] </li></ul><ul><ul><li>Post links/videos/photos, follow people and businesses and have others follow you </li></ul></ul><ul><ul><li>Retweet what others have tweeted and have your tweets retweeted </li></ul></ul><ul><ul><li>Use hashtag (i.e. #green, #eco #EcoMonday #FollowFriday #AgChat) to find or be found </li></ul></ul><ul><ul><li>Send and receive updates via the Twitter website, SMS or client application </li></ul></ul>
  38. 38. Key Metrics <ul><li>Clicks </li></ul><ul><ul><li>Use bit.ly or ow.ly to measure the success of each link. Who RT that link? Was it valuable? </li></ul></ul><ul><ul><li>Use reporting tools—judge by week/month </li></ul></ul><ul><li>Followers </li></ul><ul><ul><li>How many followers do you have this v. last week? </li></ul></ul><ul><ul><li>Are you running a special campaign to increase your follower numbers? </li></ul></ul><ul><li>Tweets </li></ul><ul><ul><li>Present valuable information to your followers—add value! </li></ul></ul><ul><li>Retweets </li></ul><ul><ul><li>Create relationships with power users and they’ll mention & recommend you </li></ul></ul><ul><li>Mentions </li></ul><ul><ul><li>Attending an event? Mention your hosts (wink, wink) and they’ll reciprocate. Work together to boost your Twitter following! </li></ul></ul>
  39. 39. Reporting Tools (Paid) <ul><li>Radian6 </li></ul><ul><ul><li>High cost ($500/month) </li></ul></ul><ul><ul><li>Best for PR/Marketing consultancies with numerous clients to manage </li></ul></ul><ul><ul><li>Salesforce is acquiring Radian6 so it will likely integrate with Salesforce soon </li></ul></ul><ul><ul><li>Up-to-date data in “Listening Stations” & On-site training ensures efficiency </li></ul></ul><ul><li>Swix </li></ul><ul><ul><li>Low cost ($10/month per brand) </li></ul></ul><ul><ul><li>Simple and straightforward </li></ul></ul><ul><ul><li>Free 30-day trial available </li></ul></ul><ul><li>Raven </li></ul><ul><ul><li>Low cost ($20/month) or ($99/month for Pro version) </li></ul></ul><ul><ul><li>Reports made easy with wizards, white labels and many templates for measuring your success </li></ul></ul><ul><ul><li>Free 30-day trial available </li></ul></ul>
  40. 40. Reporting Tools (Free/low cost) <ul><li>PeopleBrowsr </li></ul><ul><ul><li>PeopleBrowsr allows users to create & monitor communities </li></ul></ul><ul><ul><li>Allows for “viral analytics” including global metrics, mentions & influencers </li></ul></ul><ul><li>Hootsuite </li></ul><ul><ul><li>Free/$5/monthly + 1 complimentary report monthly </li></ul></ul><ul><ul><li>Clear metrics on ow.ly links </li></ul></ul><ul><ul><li>Also manages Facebook pages & LinkedIn profiles </li></ul></ul><ul><li>Twitter Counter </li></ul><ul><ul><li>Simple interface and useful graphs. Premium stats at $15-150/month </li></ul></ul><ul><li>Social Mention </li></ul><ul><ul><li>No registration necessary </li></ul></ul><ul><ul><li>Clear, straightforward charts </li></ul></ul><ul><ul><li>Limitations on information </li></ul></ul><ul><li>Tweetreach </li></ul><ul><ul><li>Simple: how many people did your last 50 tweets reach? </li></ul></ul><ul><ul><li>Full reporting is $20. Pro version is $84/month </li></ul></ul>
  41. 41. Twitter clients <ul><li>Definition: Clients are applications that allow you to tweet and get tweets without having to log in through the twitter.com homepage </li></ul><ul><li>Mobile </li></ul><ul><ul><li>All: Seesmic, Twitterific, UberTwitter, Twitpic & Yfrog (pictures), Gravity </li></ul></ul><ul><ul><li>iPhone: Tweetie, PocketTweets, TwitterlatorPro, MobileTwitter, Twitter for iPhone </li></ul></ul><ul><ul><li>Blackberry: Twitterberry. TwitterFon </li></ul></ul><ul><ul><li>Android: twidroid, Twitter for Android </li></ul></ul><ul><li>Desktop </li></ul><ul><ul><li>Mac: Nambu, Tweetie for Mac, Digsby, Skimmer </li></ul></ul><ul><ul><li>Mac & PC: PeopleBrowsr, Twhirl, Tweetdeck, HootSuite, Social Scope, CoTweet, Su.pr, EchoFon </li></ul></ul>
  42. 42. Case Study: Twitchange <ul><li>The world’s only celebrity Twitter auction, in which fans bid on the chance to be followed, mentioned or retweeted on Twitter by their favorite celebrities for charity </li></ul><ul><li>Objectives : </li></ul><ul><ul><li>Utilize celebrity branding to raise money for charity </li></ul></ul><ul><ul><li>Be available throughout the year to raise awareness </li></ul></ul><ul><ul><li>of Twitchange </li></ul></ul><ul><ul><li>Enable the yearly event to grow in size, as well as increased popularity and publicity </li></ul></ul><ul><li>Results : </li></ul><ul><ul><li>One campaign raised $1.5M+ for tents in Haiti, as well received 35M+ unique visitors in 4 weeks </li></ul></ul><ul><ul><li>On Twitter, Twitchange has 44K+ Followers </li></ul></ul><ul><ul><li>On YouTube, 36K+ total upload views </li></ul></ul><ul><ul><li>Mashable recommends the &quot;social good&quot; of Twitchange, and its influence on Twitter </li></ul></ul>
  43. 43. Case Study: Twestival <ul><li>Twestival started in London in Fall 2008, since it has turned into a global movement. The objective: unite Twitter users around 1-day worldwide event that sponsors a popular charity. </li></ul><ul><li>Objectives : </li></ul><ul><ul><li>Raise awareness of social good issues </li></ul></ul><ul><ul><li>Raise money for charity </li></ul></ul><ul><ul><li>Create enough buzz to expand and grow their campaign, year to year </li></ul></ul><ul><li>Results : </li></ul><ul><ul><li>Since starting, Twestival has raised nearly $1.2M for 137 causes, most notably in education and water </li></ul></ul><ul><ul><li>On Twitter, Twitchange has 234K+ Followers </li></ul></ul><ul><ul><li>On YouTube, 46K+ total upload views </li></ul></ul><ul><ul><li>Twestival has received great media </li></ul></ul>
  44. 44. 10 Rules of engagement [personal] <ul><li>Follow your peers </li></ul><ul><li>Retweet (also RT). Be a part of your community </li></ul><ul><li>Recommend those whose tweets you like with #EcoMonday or #FollowFriday </li></ul><ul><li>Participate in and organize your own chats like #csrchat #agchat or otherwise </li></ul><ul><li>Be a thoughtful & smart participant </li></ul><ul><li>Have a consistent style </li></ul><ul><li>Track your links to define your success (use reporting tools) </li></ul><ul><li>Make friends! Follow others regularly </li></ul><ul><li>Create a social media strategy that includes several tools and connect them together! </li></ul><ul><li>Put your Twitter logo onto your blog/website. Make sure your customers, business partners and target audience knows you’re on Twitter </li></ul>
  45. 45. 12 Rules of engagement [business] <ul><li>Follow your competitors </li></ul><ul><li>Empower your employees—all of them—on using Twitter for business. Provide info on Twitter. </li></ul><ul><li>Follow bloggers—they’re the new PR! </li></ul><ul><li>Recommend peers and loyal followers with #EcoMonday or #FollowFriday </li></ul><ul><li>Create or participate in a Twitter chat like #csrchat or #agchat </li></ul><ul><li>Organize a Tweet-up to connect with followers </li></ul><ul><li>Retweet (also RT). Be a part of your community! </li></ul><ul><li>Thank your power users for their efforts </li></ul><ul><li>Share interesting info about your industry; relate it to your company’s mission </li></ul><ul><li>Have consistent style </li></ul><ul><li>Use bit.ly’s or otherwise to measure success </li></ul><ul><li>Make friends! Follow others regularly, no need to follow back for every user </li></ul><ul><li>Make sure your Twitter, Facebook networks are labeled on your website </li></ul>
  46. 46. Break! <ul><li>15 minute Intermission/Networking </li></ul><ul><li>Don’t forget—napkins, spoons, cups & plates go in green bins ; they’re compostable ! </li></ul>
  47. 47. SECTION 3: YOUTUBE, LINKEDIN & BLOGS
  48. 48. YOUTUBE
  49. 49. Outline <ul><li>Why use YouTube? </li></ul><ul><li>What is a YouTube channel? </li></ul><ul><li>Using YouTube for your company: </li></ul><ul><ul><li>Metrics </li></ul></ul><ul><ul><li>Types of videos </li></ul></ul><ul><ul><li>5 Don’ts of videos </li></ul></ul><ul><li>Case studies </li></ul><ul><ul><li>World Food Programme </li></ul></ul><ul><ul><li>GE:ecomaginatinon </li></ul></ul><ul><li>10 Rules of engagement </li></ul>
  50. 50. Why use YouTube? <ul><li>Why use YouTube? </li></ul><ul><li>94 of Advertising Age’s 100 top advertisers have run campaigns on YouTube and the Google Content Network </li></ul><ul><li>The combination of better search and discovery (and more videos) drove up the minutes per day consumption by 55% in 2009 alone </li></ul><ul><li>YouTube player is embedded across 10s of millions of websites </li></ul><ul><li>YouTube (April 2010) was #6 of the most popular brands online with 57 minutes per day viewed </li></ul><ul><li>From 2009 to 2010 alone, the average visitor spent 66% more time watching video </li></ul>
  51. 51. What is a YouTube channel? <ul><li>Definition : Your channel is your home for broadcasting on YouTube. It's the place to house videos you make (Uploads), ones love (Favorites), ones you’ve organized (Playlists) </li></ul><ul><li>Key Features: </li></ul><ul><ul><li>Uploading & sharing Videos through “Channels” </li></ul></ul><ul><ul><li>Searching for others’ videos </li></ul></ul><ul><ul><li>Embedding videos </li></ul></ul><ul><ul><li>Simple [publically visible] metrics tools available </li></ul></ul><ul><ul><li>Simple design changes to make your YouTube channel uniquely yours </li></ul></ul>
  52. 52. 4 Don’ts of video <ul><li>Don’t make a video without doing a little research beforehand </li></ul><ul><li>Don’t be boring, love what you do and make sure it shows with your body language </li></ul><ul><li>Don’t let camera quality stop you, flip cam videos are a great way to start communicating </li></ul><ul><ul><li>Don’t do it without rehearsing </li></ul></ul><ul><ul><li>Don’t confuse your message </li></ul></ul><ul><ul><li>Let your company mission tell a story about your social enterprise </li></ul></ul><ul><ul><li>It’s likely the best selling point of social enterprise and cause-based marketing initiatives </li></ul></ul>
  53. 53. Metrics <ul><li>Total upload views </li></ul><ul><li>Channel views </li></ul><ul><li>Video Likes v. Dislikes </li></ul><ul><li>Channel Subscribers </li></ul><ul><li>Channel & video comments </li></ul><ul><li>Number of favorites </li></ul><ul><li>Conversions: Are you converting viewers into customers or donors? </li></ul><ul><ul><li>Click-Thru (Via eNewsletters, Twitter or Facebook or other marketing tools—how many people are clicking on your links?) </li></ul></ul><ul><ul><li>Donations (Are you getting donations or otherwise via the channel?) </li></ul></ul>
  54. 54. Types of videos <ul><li>Educational: why is your company an industry leader? </li></ul><ul><li>Corporate mission </li></ul><ul><li>Product overview </li></ul><ul><li>Customer/donor testimonials </li></ul><ul><li>Employee testimonials </li></ul><ul><li>Behind the scenes </li></ul><ul><li>Tour of the business </li></ul><ul><li>Instructional videos </li></ul><ul><li>Viral videos </li></ul><ul><li>Conversion videos (enter your details, buy this product, sign this petition, etc) </li></ul>
  55. 55. Case study: Ecomagination <ul><ul><li>GE:ecomagination is a CSR initiative of GE promoting its’ developments of innovation and technology for alternative energy and eco-friendly solutions such as electric car technology, biofuels and wind power </li></ul></ul><ul><ul><li>Communications objectives </li></ul></ul><ul><ul><ul><li>Allow viewers to engage with GE through video </li></ul></ul></ul><ul><ul><ul><li>Connect with other social media sites to allow consumer interactions (i.e. voting) </li></ul></ul></ul><ul><ul><ul><li>Allow consumers to post their own videos to raise awareness of green issues </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>The Ecomagination video challenge bought together YouTube favs like What the Buck and Wong Fu Productions for Green How-to videos that customers </li></ul></ul></ul><ul><ul><ul><li>1.3M+ total upload views </li></ul></ul></ul><ul><ul><ul><li>980 Subscribers </li></ul></ul></ul>
  56. 56. World Food Programme <ul><li>The World Food Programme is the largest humanitarian agency fighting global hunger, part of the United Nations </li></ul><ul><li>Communications objectives </li></ul><ul><ul><li>Raise awareness of issues of hunger </li></ul></ul><ul><ul><li>Create compelling videos with call to actions for viewers, including, Donation form & Google Checkout </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>#74 of Most Subscribed on YouTube (among Non-profits) </li></ul></ul><ul><ul><li>5.2M+ Total upload views </li></ul></ul><ul><ul><li>224K+ Channel views </li></ul></ul><ul><ul><li>4.5K+ Subscribers </li></ul></ul><ul><ul><li>Raised $36K+ </li></ul></ul><ul><ul><li>&quot;In a single weekend, there were 1M+ views and raised enough to feed 140K+ children” </li></ul></ul>
  57. 57. 10 Top rules of engagement <ul><li>Review your competitors videos </li></ul><ul><li>Review successful videos in your industry and determine what you liked and didn’t like about them </li></ul><ul><li>Create and upload several types of videos to your channel </li></ul><ul><li>Add several playlists to your Channel once there are enough to categorize </li></ul><ul><li>Recommend your friends and followers subscribe to your new channel </li></ul><ul><li>Share the videos through your Blog, Facebook, Twitter, LinkedIn and social bookmarking tools </li></ul><ul><li>Add your channel to your e-mail footer alongside other social networks </li></ul><ul><li>Create videos around new campaigns </li></ul><ul><li>Insert videos on your website and blog </li></ul><ul><li>Make sure video titles are relevant to Twitter and Google searches </li></ul>
  58. 58. LINKEDIN
  59. 59. Outline <ul><li>Why use LinkedIn? </li></ul><ul><li>What is LinkedIn? </li></ul><ul><li>Professional Account v. Company page and/or group </li></ul><ul><li>Case Studies </li></ul><ul><ul><li>USGBC </li></ul></ul><ul><ul><li>GreenBiz.com </li></ul></ul><ul><li>Rules of Engagement </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Business (Group & Page) </li></ul></ul>
  60. 60. Why use LinkedIn? <ul><li>World’s largest professional network </li></ul><ul><li>LinkedIn is used by 69 of Fortune 100 companies </li></ul><ul><li>101M+ users world-wide </li></ul><ul><li>44.22% of users are from the US </li></ul><ul><li>58.9% male, 41.1% female </li></ul><ul><li>Groups: </li></ul><ul><ul><li>17.8M+ members in groups </li></ul></ul><ul><ul><li>1.5M+ new memberships in groups per week </li></ul></ul><ul><ul><li>1.2M+ posts and comments to groups per week </li></ul></ul>
  61. 61. What is LinkedIn? <ul><li>Definition : Social network for professionals </li></ul><ul><li>Business features: </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Company profiles </li></ul></ul><ul><li>Personal features: </li></ul><ul><ul><li>Profiles </li></ul></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>Contacts </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Job (listings & searches) </li></ul></ul>
  62. 62. Groups <ul><li>Definition : Groups allow users to quickly discover the most popular discussions in professional communities </li></ul><ul><li>Key features: </li></ul><ul><ul><li>Discussions (comments & ‘Likes’ move up discussion threads) </li></ul></ul><ul><ul><li>Enables your [personal or business] brand to be industry leader </li></ul></ul><ul><ul><li>Determine what your networks are talking about professionally </li></ul></ul><ul><ul><li>Enables company to identify and talk with consumers and potential sales </li></ul></ul>
  63. 63. Company Pages <ul><li>Definition : A company page is a company’s profile of record </li></ul><ul><li>Company Pages allow professionals to research, follow and review products and services </li></ul><ul><li>Establish company page with </li></ul><ul><ul><li>Products/services </li></ul></ul><ul><ul><li>Company information & location </li></ul></ul><ul><ul><li>Employees listed </li></ul></ul><ul><li>Key features </li></ul><ul><ul><li>Enables users to “Follow” your business </li></ul></ul>
  64. 64. Metrics [personal] <ul><li>Are you successful? How to judge “success”? </li></ul><ul><li>Personal and professional relationships developed, how many sales have you nurtured? Are you using LinkedIn as a CRM tool? </li></ul><ul><li>How many recommendations do you have? </li></ul><ul><li>Are you judged to be an ‘Expert’? </li></ul><ul><li>Amount of sales received via LinkedIn connections </li></ul><ul><li>Numbers </li></ul><ul><ul><li>Prospective clients, donors or sales </li></ul></ul><ul><ul><li>“ Likes” and comments on your profile </li></ul></ul><ul><ul><li>New contact requests </li></ul></ul><ul><ul><li>Replies in Group discussion </li></ul></ul>
  65. 65. Metrics [business] <ul><li>Company Page </li></ul><ul><ul><li>Number of followers </li></ul></ul><ul><ul><li>Number of unique, page views and clicks (visible through analytics tab on company page) </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>Number of members </li></ul></ul><ul><ul><li>Discussion [quality & quantity] </li></ul></ul><ul><ul><li>Comments & “Likes” </li></ul></ul>
  66. 66. LinkedIn apps [personal] <ul><li>1. Amazon Reading List </li></ul><ul><ul><li>Allows people in your network allows you to discover what the people in your network and industry are reading </li></ul></ul><ul><li>2. Creative Portfolio Display </li></ul><ul><ul><li>Showcases your creative work </li></ul></ul><ul><ul><li>This free, app supports unlimited multimedia content, letting you present creative accomplishments alongside work history </li></ul></ul><ul><li>3. Box.net </li></ul><ul><ul><li>Share your important data on LinkedIn </li></ul></ul><ul><ul><li>Collaborate, share, and exchange your important documents with specific connections on LinkedIn </li></ul></ul>
  67. 67. LinkedIn apps [personal] (cont) <ul><li>4. Tweets </li></ul><ul><ul><li>Connect your Twitter account and you’ve got a great way to more frequently be seen by your network </li></ul></ul><ul><li>5. Company Buzz </li></ul><ul><ul><li>Gives you a perspective on what your customers are saying about your company </li></ul></ul><ul><ul><li>Company Buzz finds relevant trends and comments about your company </li></ul></ul><ul><li>6. Blog Link </li></ul><ul><ul><li>Allows you to publish recent blogposts to profile </li></ul></ul><ul><ul><li>Blog link also pulls in up-to-date blogposts from trusted connections </li></ul></ul><ul><ul><li>Collaborate, share, and exchange your important documents with your specific connections on LinkedIn. </li></ul></ul>
  68. 68. Case study [business page]: USGBC <ul><li>US Green Building Council is a non-profit organization dedicated to sustainable building design and construction; they developed LEED </li></ul><ul><li>Communications objectives </li></ul><ul><ul><li>Create a transparent business presence on LinkedIn </li></ul></ul><ul><ul><li>Creating a visible presence on LinkedIn to connect with green build professionals </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Very professional, shareable and informative LinkedIn business page </li></ul></ul><ul><ul><li>Connected with Twitter to promote their social media channels </li></ul></ul><ul><ul><li>834 Followers on LinkedIn </li></ul></ul>
  69. 69. Case studies [group]: GreenBiz.com <ul><li>GreenBiz.com is the business voice of the Green Economy, providing information on the state of the green economy, conferences and events info all around green business </li></ul><ul><li>Communications objectives </li></ul><ul><ul><li>Be an industry go-to for green business </li></ul></ul><ul><ul><li>Create conversations fostering green business growth </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>25 active discussions </li></ul></ul><ul><ul><li>23K+ members & growing </li></ul></ul><ul><ul><li>Increases and expands the reputation of GreenBiz.com </li></ul></ul>
  70. 70. 10 rules of engagement [personal] <ul><li>Be a brand machine! </li></ul><ul><li>Learn with—and from competitors </li></ul><ul><li>Connect with people in your industry </li></ul><ul><li>Insert Associations, Awards and other professional accreditations onto your profile </li></ul><ul><li>Connect your Twitter account </li></ul><ul><li>Connect your account with apps discussed above </li></ul><ul><li>Get recommendations </li></ul><ul><li>8-10. Join Groups </li></ul><ul><ul><li>- Create a discussion </li></ul></ul><ul><ul><li>- Comment on others posts </li></ul></ul>
  71. 71. 6 Rules of engagement [business] <ul><li>1-3. Business Page </li></ul><ul><ul><li>Include info on employees when possible </li></ul></ul><ul><ul><li>Include services when possible </li></ul></ul><ul><ul><li>Include website & logo </li></ul></ul><ul><li>4-6. Group </li></ul><ul><ul><li>Create a community by inviting strategic contacts </li></ul></ul><ul><ul><li>Upload several conversations to get discussion moving </li></ul></ul><ul><ul><li>Comment on those who have posted to the discussion forum </li></ul></ul>
  72. 72. BLOGS
  73. 73. Outline <ul><li>Why blog? </li></ul><ul><li>What is blogging? </li></ul><ul><li>Where to start: 4 best tools </li></ul><ul><ul><li>Blogger, Typepad, Posterous, etc. </li></ul></ul><ul><li>Success Metrics </li></ul><ul><li>Case study: Echoing Green </li></ul><ul><li>Rules of engagement </li></ul>
  74. 74. Why blog? <ul><li>Small businesses that blog have 102% more Twitter followers </li></ul><ul><li>Having a blog can improve SEO rankings </li></ul><ul><li>42% of bloggers across the world want to blog about brands they love or hate </li></ul><ul><li>40% of blogs are small and quick—encouraged by smart phones </li></ul><ul><li>53% of bloggers are between 21-35 years old </li></ul><ul><li>Consumers trust individual opinions over mass advertising </li></ul>
  75. 75. What is blogging? <ul><li>Definition : A blog is an abbreviated version of the “weblog”, a term used to describe websites that maintain on an ongoing chronicle of information </li></ul><ul><li>Key Features </li></ul><ul><ul><li>A place to write periodic articles on a certain subject </li></ul></ul><ul><ul><li>A blog enables companies to present strategic information about their recent research and knowledge </li></ul></ul><ul><ul><li>Short to 1000s of word blogposts are OK </li></ul></ul><ul><ul><li>Blogs are a great way to develop thought leadership of yourself and your company </li></ul></ul><ul><ul><li>Blogs are also a place to develop the identity and story of your company </li></ul></ul>
  76. 76. Where to start: 4 Best tools <ul><li>1. Blogspot </li></ul><ul><li>- Simple and easy to use interface with other Google tools </li></ul><ul><li>- Relatively easy to install social media sharable buttons, widgets </li></ul><ul><li>2. Typepad </li></ul><ul><li>- Simple, straightforward interface </li></ul><ul><li>- Easy to share and use design tools </li></ul><ul><li>3. Posterous </li></ul><ul><li>- Supports smaller blog posts </li></ul><ul><li>- Very shareable and user friendly </li></ul><ul><li>Wordpress </li></ul><ul><li>- Great interface and free design options </li></ul><ul><li>- Slightly more difficult to use </li></ul>
  77. 77. 8 Success Metrics <ul><li>What is the Google Page Rank? </li></ul><ul><li>How many trackbacks are there (others linking to your articles)? </li></ul><ul><li>Number of views on social bookmarks (ie. StumbleUpon, Digg, Delicious) </li></ul><ul><li>Number of Feedburner, Google, NetworkBlog subscribers </li></ul><ul><li>Google Analytics: unique v. total views? </li></ul><ul><li>Bit.ly’s, ow.ly’s & other link tracking sites. How many clicks from there? </li></ul><ul><li>Business sales: has your blog created relationships not previously available? </li></ul><ul><li>Does it increase visitors to your corporate website? </li></ul>
  78. 78. Case Study: Echoing Green <ul><li>Echoing Green invests in and supports outstanding emerging social entrepreneurs to launch new organizations that deliver bold, high-impact solutions in a 2-year fellowship </li></ul><ul><li>Communications objectives </li></ul><ul><ul><li>Connect with potential fellows </li></ul></ul><ul><ul><li>Inform viewers about their new developments </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Their other areas across social media work into the success of this blog, namely </li></ul></ul><ul><ul><li>On Twitter, they have 352K+ Followers </li></ul></ul>
  79. 79. 8 Rules of engagement <ul><li>Update the blog periodically (at least monthly) </li></ul><ul><li>Show people the personal side of your company, blog about employees </li></ul><ul><li>Show you know something: do research around your industry and present it on your blog. It’s good for you and the reader </li></ul><ul><li>Show your blog awards </li></ul><ul><li>Create a blogroll with other notable blogs in your industry (try to get them to put your blog on their blogroll in exchange) </li></ul><ul><li>Allow subscribers to share content through Twitter, Facebook and LinkedIn buttons </li></ul><ul><li>Allow people to click to LinkedIn, Twitter and YouTube pages </li></ul><ul><li>Cross promote via: </li></ul><ul><ul><li>Corporate web </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>YouTube </li></ul></ul>
  80. 80. SECTION 3: INTEGRATION & NEXT STEPS
  81. 81. INTEGRATION
  82. 82. Website <ul><li>Does your website have your social networks clearly labeled on page 1 and subsequent pages? </li></ul><ul><li>Does your website clearly represent your organization to potential social media followers? </li></ul><ul><li>Do all your social networks led back to your website? </li></ul><ul><li>Are you promoting your website through offline marketing? ie. Business cards, receipts/ invoices, etc. </li></ul><ul><li>If you want website feedback, have you asked your followers? </li></ul><ul><li>Does your website have your blog clearly labeled? </li></ul><ul><ul><li>Even better, does your website have the first few blog entries? </li></ul></ul>
  83. 83. eNewsletter <ul><li>Does your eNewsletter have your social networks clearly labeled? </li></ul><ul><li>Does your website clearly visible? </li></ul><ul><li>Are your best blogposts featured? </li></ul><ul><li>Are you mentioning your social media presences on your eNewsletter and encouraging people to follow your social media channels? </li></ul><ul><li>Are you tweeting abount your eNewsletter (Constant Contact and other services may do this automatically) </li></ul><ul><li>Are you doing bit.ly’s to see how many social media enthusiasts are interested in seeing your eNewsletter? If so, have you approached them to be a part of your eNewsletter? </li></ul><ul><li>Have you invited LinkedIn contacts to your eNewsletter? </li></ul>
  84. 84. YouTube <ul><li>Is your website clearly visible? </li></ul><ul><li>Is the About Us section full & informative? </li></ul><ul><li>Is the mission of your company clear through the format of the page? (ie. colors, design) </li></ul><ul><li>Are user-generated videos also included (when needed)? </li></ul>
  85. 85. Twitter <ul><li>Is your website clearly visible? </li></ul><ul><li>Is your URL related to your organization? </li></ul><ul><li>Is the mission of your company clear through the format of the page? (ie. colors, design) </li></ul><ul><li>Is your bio/mission clear? </li></ul><ul><li>Are you following those that are most invested in your industry? </li></ul><ul><ul><li>(Are you taking part in the 11 Rules of Engagement?) </li></ul></ul>
  86. 86. Facebook <ul><li>Is your website clearly visible? </li></ul><ul><li>Is your URL related to your organization? </li></ul><ul><li>Is the mission of your company clear? </li></ul><ul><li>Are your other social networks available throughout the Page? </li></ul><ul><li>Are you integrating your other social networks (especially sharing your videos, blogs, podcasts or other content) via your Page? </li></ul>
  87. 87. Offline, Etc. <ul><li>Do your business cards have your social networks (ie. Twitter, Facebook, etc.) included? </li></ul><ul><li>Do your event posters include your Twitter hashtag streams & social networks? </li></ul><ul><li>Does your e-mail signature have your social networks & website included? </li></ul><ul><li>Do your promo materials/ swag have your website and/or social networks? </li></ul><ul><li>All your other touch-points should also have social networks if/when possible </li></ul>
  88. 88. NEXT STEPS
  89. 89. 10 Qs to Move Your Org Forward! <ul><li>Are your social networks visible on your website? </li></ul><ul><li>Are your social networks connected to your website? </li></ul><ul><li>Are you talking about what provides your sales (but not only about these things)? </li></ul><ul><li>Are you playing an active role in developing your online community? </li></ul><ul><li>Is your mission clear through your social media channels? </li></ul><ul><li>Are you on LinkedIn, Facebook, YouTube & Twitter? </li></ul><ul><li>What’s your strategy for moving forward? </li></ul><ul><li>What’s different from you and other businesses/personalities online? </li></ul><ul><li>What are you hoping to achieve from social media? </li></ul><ul><li>What role does social media play in your sales cycle? </li></ul>
  90. 90. Qs from You? <ul><li>We’re here to move forward your idea, so we’d love to hear from you and move forward your idea… </li></ul><ul><li>Contact Us! </li></ul>
  91. 91. Contact Us <ul><li>Email us [email_address] </li></ul><ul><li>Our office 646.233.3265 </li></ul><ul><li>Visit us http://carbonoutreach.com </li></ul><ul><li>Our blog http://carbonoutreach.com/blog </li></ul><ul><li>Tweet us! @ carbonoutreach </li></ul><ul><li>Don’t forget today’s hashtag #sm4socent </li></ul>
  92. 92. REFERENCES
  93. 93. Facebook Bibliography <ul><li>Sources </li></ul><ul><li>http://www.AllFacebook.com </li></ul><ul><li>http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics </li></ul><ul><li>http://www.RoyalPingdom.com </li></ul><ul><li>http://www.slideshare.net/kcorrick/the-state-of-the-twittersphere-in-february-2011 </li></ul><ul><li>http://www.marketingprofs.com/charts/2010/3882/facebook-users-like-brands-for-discounts-social-badging </li></ul><ul><li>RED facebook page </li></ul><ul><li>http://www.louisesteiner.com/golden-rules-create-effective-facebook-ads/ </li></ul><ul><li>http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7 </li></ul><ul><li>Images </li></ul><ul><li>WWF Facebook Page </li></ul><ul><li>http://www.facebook.com/pages/create.php?campaign_id=372931622610&placement=pghm&extra_1=0 </li></ul><ul><li>http://www.facebook.com/pages/create.php?campaign_id=372931622610&placement=pghm&extra_1=0 </li></ul><ul><li>RED facebook page </li></ul><ul><li>http://www.visual28.com/ </li></ul><ul><li>http://nerdsatthecooltable.com/wp-content/uploads/2011/02/likeme.jpg </li></ul><ul><li>http://nerdsatthecooltable.com/wp-content/uploads/2011/02/likeme.jpg </li></ul>
  94. 94. Twitter Bibliography <ul><li>References </li></ul><ul><li>http://tweeternet.com/ </li></ul><ul><li>http://Twitter.com </li></ul><ul><li>http://www.sysomos.com/ </li></ul><ul><li>http://www.slideshare.net/kcorrick/the-state-of-the-twittersphere-in-february-2011 </li></ul><ul><li>http://www.slideshare.net/kcorrick/the-state-of-the-twittersphere-in-february-2011 </li></ul><ul><li>@Twestival </li></ul><ul><li>Images </li></ul><ul><li>http://Qunatcast.com </li></ul><ul><li>http://www.zendesk.com/blog/twitter-for-business </li></ul><ul><li>http://bit.ly/sm4socent + </li></ul><ul><li>http://www.radian6.com/ </li></ul><ul><li>http://TwitterCounter.com </li></ul><ul><li>http://RussiaToday.com </li></ul><ul><li>http://greenflavour.blogspot.com/2009/01/compostable-logo-on-cards-this-year.html </li></ul>
  95. 95. YouTube Bibliography <ul><li>References </li></ul><ul><li>http://www.onlinemarketing-trends.com/2011/01/five-years-of-youtube-statistics-and.html </li></ul><ul><li>http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/ </li></ul><ul><li>http://www.youtube.com/t/about_essentials </li></ul><ul><li>http://www.reelseo.com/types-online-video-business/ </li></ul><ul><li>World Food Programme YouTube channel </li></ul><ul><li>Images </li></ul><ul><li>http://YouTube.com </li></ul><ul><li>http://www.youtube.com/t/about_essentials </li></ul><ul><li>http://www.hudsonhorizons.com/pub/images/websol_mainpic.jpg </li></ul><ul><li>www.YouTube.com/user/greenbiz </li></ul><ul><li>http://www.youtube.com/user/ecomagination </li></ul><ul><li>World Food Programme YouTube channel </li></ul><ul><li>http://blogoscoped.com/files/youtube-tv-1.jpg </li></ul>
  96. 96. LinkedIn Bibliography <ul><li>References </li></ul><ul><li>http://Mashable.com </li></ul><ul><li>http://blog.linkedin.com/100million </li></ul><ul><li>http://LinkedIn.com </li></ul><ul><li>Green America Business Page on LinkedIn </li></ul><ul><li>Images </li></ul><ul><li>http://www.slideshare.net/amover/linked-in-demographics-and-statistics-2011 </li></ul><ul><li>Green America Business Page on LinkedIn </li></ul><ul><li>http://blog.linkedin.com/category/analytics/ </li></ul>
  97. 97. Blogging Bibliography <ul><li>References </li></ul><ul><li>http://blog.hubspot.com/blog/tabid/6307/bid/5459/Small-Businesses-That-Blog-Have-102-More-Twitter-Followers.aspx </li></ul><ul><li>http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic </li></ul><ul><li>http://www.e-junkie.info/2010/11/state-of-blogosphere-2010-blogging.html </li></ul><ul><li>http://www.bloggersblog.com/statistics/ </li></ul><ul><li>http://www.researchrecap.com/index.php/2008/06/26/bloggers-influence-on-consumers-continues-to-rise/ </li></ul><ul><li>Images </li></ul><ul><li>http://www.mendozablogday.com/?p=152 </li></ul>

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