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1001 Ona Career Day Preso


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Reinvention=Survival may be one of the watchwords of our time. This slide show accompanied Susan Mernit's keynote address at the Online news Association Career day event on October 1, 2009.

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1001 Ona Career Day Preso

  1. 1. Case Study: Knight News Challenge  2008‐09  Using social media to drive  awareness & engagement (while  being lean but not mean)    Susan Mernit  Seizing the Moment conference  August 2009 
  2. 2. How to use social media tools—Facebook, TwiMer, Flickr  & blogs—to create awareness for your project that will  get you new audiences, deeper user engagement and  more buzz—without a lot of cost: a case study. 
  3. 3. Knight News Challenge (    Annual compeQQon awarding $5MM in funds to projects that support  local news and discussion in specific geographic communiQes (3 yrs)   Open compeQQon, anyone can enter, products MUST be open source   InternaQonal reach, proposals sought from wide range of communiQes 
  4. 4. Goals for 2008‐09 challenge:   Improve quality and diversity of  applicaQons   Improve peer support and peer  mentoring experiences at start of program   Strengthen internaQonal applicaQons,  parQcularly in Asia  What we had to work with:   Part Qme team of 3 people: 5 hours a  week each for 2 months   $2,500 events budget   Free social media tools  Results we achieved:   47 % increase in traffic to   50% increase in unique visitors   17,000 uniques at site last day of compeQQon, 100%  increase   224 blog posts about program compared to 24 the  previous year   Vibrant community: 1,800 registrants for NC Garage 
  5. 5. So how did we do that? 
  6. 6. Made A Plan w/Measurable Goals  Goals:  Increase awareness in tech & social media communities  Create viral buzz, blogosphere  Diversify applications  Build community Tactics:  Orchestrate program of blogging  Local meet-ups  Build Garage, peer review/mentoring  Multiple Facebook groups & events  Email blasts across the world  Outreach to key influencers  Multiple twitter accounts 2X day for 2 months
  7. 7. Executed plan, on a schedule  •  Built 2 month, 3X a  •  AcQve flickr groups;  week schedule for blog  •  #hashtag, #knc09  posts; asked reviewers  •  2X week email blasts  to blog  •  9 live meet ups across  •  Assigned main  US over 2 months  twiMerer; retweeted,  thanks others for  •  Video tesQmonials  retweets  •  Repeated contacts w/ influencers, bloggers 
  8. 8. Budgeted Qme & money  •  Time  •  Money  –  Assigned staffers,  –  P/T social media  distributed Qme over  community manager for  week  2 months, 15 hours week  –  Minimized lingering,  –  Free spaces for meet‐ turned social media OFF  ups, soda & chips for  –  Weekly call discussing  snacks  roles, impact, goals for  –  No hotel bills; planned  week  with Knight travel 
  9. 9. Results   2,323 entries submitted  60,000 mentions of “Knight News Challenge” on non-Knight sites in 2008; 110% increase from 2007  1,800 registrants, Garage; 50% applied  400 attendees, live meet-ups; 50% applied  700 links to mentions of the events indexed in Google, 30 photos on Flickr tagged Knight News Challenge meet up)  Write ups NYT, Valleywag
  10. 10. Why did this work ?
  11. 11. Social Networks are growing VERY  Twitter Facebook QUICKLY  FriendFeed Flickr YouTube
  12. 12. Adults have joined FB & TwiMer  In the past year, Twitter traffic has grown 3,700%; minutes spent on Facebook have increased 700% in the same time frame In the U.S, total minutes spent on social networking sites have increased 83 percent year‐over‐year.  Visitors aged 25 to 34 and 35 to 49 were the highest indexing age groups on Facebook, represenQng 27  percent and 23 percent as more likely to visit the site than the average user, respecQvely.
  13. 13. And it’s on our phones. Yes, even those crappy cell phones…
  14. 14. Web resources for follow‐up   Social media for social action, Susan Mernit, white paper documenting social media outreach by The Knight News Challenge & others  Beth Kanter’s Blog: How Nonprofits Can Use Social Media-  Deanna Zandt, forthcoming book, Share This! How You Will Change the World With Social Networking! (Barrett-Koehler) &her blog:  Rebecca Leaman, Wild Apricot’s Non Profit Tech Blog,  SocialBrite, social tools for social change,
  15. 15. Real Time Resources to learn more   Public Media Collaborative, volunteer group dedicated to free and low cost training in social media—next training October 23, 2009, Oakland, CA (  Net Squared Net Tuesdays, monthly meet-ups at Tech Soup Global, San Francisco, next meeting, September 8, 2009, 6 PM,(  Non profit boot camp, Craigslist Foundation
  16. 16. Thanks for listening! Susan Mernit Twitter: susanmernit Watch for Oakland Local, new community site coming in September, News for the people