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Socialcapital Socialmedia 090328095213 Phpapp01


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Socialcapital Socialmedia 090328095213 Phpapp01

  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, Twitter, 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. <ul><li>Knight News Challenge ( </li></ul><ul><li>Annual competition awarding $5MM in funds to projects that support local news and discussion in specific geographic communities (3 yrs) </li></ul><ul><li>Open competition, anyone can enter, products MUST be open source </li></ul><ul><li>International reach, proposals sought from wide range of communities </li></ul>
  4. 4. <ul><li>Goals for 2008-09 challenge : </li></ul><ul><li>Improve quality and diversity of applications </li></ul><ul><li>Improve peer support and peer mentoring experiences at start of program </li></ul><ul><li>Strengthen international applications, particularly in Asia </li></ul><ul><li>What we had to work with: </li></ul><ul><li>Part time team of 3 people: 5 hours a week each for 2 months </li></ul><ul><li>$2,500 events budget </li></ul><ul><li>Free social media tools </li></ul><ul><li>Results we achieved: </li></ul><ul><li>47 % increase in traffic to </li></ul><ul><li>50% increase in unique visitors </li></ul><ul><li>17,000 uniques at site last day of competition, 100% increase </li></ul><ul><li>224 blog posts about program compared to 24 the previous year </li></ul><ul><li>Vibrant community: 1,800 registrants for NC Garage </li></ul>
  5. 5. So how did we do that?
  6. 6. Made A Plan w/Measurable Goals <ul><li>Goals: </li></ul><ul><li>Increase awareness in tech & social media communities </li></ul><ul><li>Create viral buzz, blogosphere </li></ul><ul><li>Diversify applications </li></ul><ul><li>Build community </li></ul><ul><li>Tactics: </li></ul><ul><li>Orchestrate program of blogging </li></ul><ul><li>Local meet-ups </li></ul><ul><li>Build Garage, peer review/mentoring </li></ul><ul><li>Multiple Facebook groups & events </li></ul><ul><li>Email blasts across the world </li></ul><ul><li>Outreach to key influencers </li></ul><ul><li>Multiple twitter accounts 2X day for 2 months </li></ul>
  7. 7. Executed plan, on a schedule <ul><li>Built 2 month, 3X a week schedule for blog posts; asked reviewers to blog </li></ul><ul><li>Assigned main twitterer; retweeted, thanks others for retweets </li></ul><ul><li>Active flickr groups; </li></ul><ul><li>#hashtag, #knc09 </li></ul><ul><li>2X week email blasts </li></ul><ul><li>9 live meet ups across US over 2 months </li></ul><ul><li>Video testimonials </li></ul><ul><li>Repeated contacts w/influencers, bloggers </li></ul>
  8. 8. Budgeted time & money <ul><li>Time </li></ul><ul><ul><li>Assigned staffers, distributed time over week </li></ul></ul><ul><ul><li>Minimized lingering, turned social media OFF </li></ul></ul><ul><ul><li>Weekly call discussing roles, impact, goals for week </li></ul></ul><ul><li>Money </li></ul><ul><ul><li>P/T social media community manager for 2 months, 15 hours week </li></ul></ul><ul><ul><li>Free spaces for meet-ups, soda & chips for snacks </li></ul></ul><ul><ul><li>No hotel bills; planned with Knight travel </li></ul></ul>
  9. 9. Results <ul><li>2,323 entries submitted </li></ul><ul><li>60,000 mentions of “Knight News Challenge” on non-Knight sites in 2008; 110% increase from 2007 </li></ul><ul><li>1,800 registrants, Garage; 50% applied </li></ul><ul><li>400 attendees, live meet-ups; 50% applied </li></ul><ul><li>700 links to mentions of the events indexed in Google, 30 photos on Flickr tagged Knight News Challenge meet up) </li></ul><ul><li>Write ups NYT, Valleywag </li></ul>
  10. 10. Why did this work ?
  11. 11. Social Networks are growing VERY QUICKLY Twitter Facebook FriendFeed Flickr YouTube
  12. 12. Adults have joined FB & Twitter 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, representing 27 percent and 23 percent as more likely to visit the site than the average user, respectively.
  13. 13. And it’s on our phones. Yes, even those crappy cell phones…
  14. 14. Web resources for follow-up <ul><li>Social media for social action , Susan Mernit, white paper documenting social media outreach by The Knight News Challenge & others </li></ul><ul><li> </li></ul><ul><li>Beth Kanter’s Blog: How Nonprofits Can Use Social Media- </li></ul><ul><li>Deanna Zandt, forthcoming book, Share This! How You Will Change the World With Social Networking ! (Barrett-Koehler) &her blog: </li></ul><ul><li>Rebecca Leaman, Wild Apricot’s Non Profit Tech Blog, </li></ul><ul><li>SocialBrite, social tools for social change, </li></ul>
  15. 15. Real Time Resources to learn more <ul><li>Public Media Collaborative , volunteer group dedicated to free and low cost training in social media—next training October 23, 2009, Oakland, CA ( </li></ul><ul><li>Net Squared Net Tuesdays, monthly meet-ups at Tech Soup Global, San Francisco, next meeting, September 8, 2009, 6 PM,( ) </li></ul><ul><li>Non profit boot camp, Craigslist Foundation </li></ul>
  16. 16. Thanks for listening! Susan Mernit [email_address] Twitter: susanmernit Watch for Oakland Local, new community site coming in September, News for the people