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We Should Talk Social Media Integration

Kent Callison Idea Farmer, Marketing Strategist twitter.com/kentcallison | kent@wmsco.com | 423.485.4709


Agenda Section 1 9am

Section 2 10am

Introduction Social media 101 Developing a social media strategy

Activity: Question storming

Section 3 11am

Discussion: Social media and nonprofits 30 tactics for social media & nonprofits


Introduction

Idea Farmer and Marketing Strategist with Williams Web 10 years experience with online marketing Specialize in social media, strategic marketing and SEO Previously Marketing Director for Tennessee's largest CPA firm Board member, Chattanooga Nature Center Marketing Committee member, Siskin Children's Institute Marketing Committee member, Taste of Hamilton Place


Socia

Media

101

l


What is Social Media? Any tool that facilitates community and/or communication

Socia

Media 101

l


Socia

Media 101

l


Socia

Media 101

l


Generation Y currently outnumbers the Baby Boomers 77 million Americans born between 1977 and 1997 96% have joined at least one social network

Socia

Media 101

l


Social Media is the #1 activity on the web 1 out of 8 American couples married in the last year met on a social network

Socia

Media 101

l


Years to Reach 50 Million Users

38 years

13 years

4 years

3 years

Socia

Media 101

l


one billion iPod application downloads in nine months

Socia

Media 101

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Added 100 million users in less than nine months

Socia

Media 101

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1. China 2. India 3. United States 4. Facebook 5. Indonesia 6. Brazil 7. Pakistan 8. Bangladesh

If Facebook were a country it would be the world始s 4th largest

Socia

Media 101

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1 in 6 higher education students attend class online

Socia

Media 101

l


used by 80% of companies as primary recruiting tool

Socia

Media 101

l


Fastest growing segment: females 55-65 years old

Socia

Media 101

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Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the population of Ireland, Norway and Panama combined.

Socia

Media 101

l


80% of Twitter usage is on mobile devices with anywhere, anytime access

Socia

Media 101

l


Email usage is on the decline Some universities have stopped issuing email addresses to students

Socia

Media 101

l


2nd largest search engine Over 100 million videos

Socia

Media 101

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Over 200 million blogs 54% post content or tweet daily Over 150 are posted each hour

Socia

Media 101

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78% of consumers trust peer recommendations 14% trust advertisements

Socia

Media 101

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18% of traditional tv campaigns provide positive ROI 90% of DVR users skip the commercials

Socia

Media 101

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300 million new viewers in last 12 months 70% of 18-34 year olds watch television online Only 30% have watched a show on DVR or TiVO

Socia

Media 101

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24 out of 25 of the largest newspapers are experiencing sharp drops in circulation People have stopped looking for the news

Socia

Media 101

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The news is finding us.

Socia

Media 101

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Social Media is a fundamental shift in the way we communicate 1.5 million pieces of content are shared on Facebook each day 2.5 million tweets are posted on Twitter each day 80 million videos are watched on YouTube each day

Socia

Media 101

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You can ignore social media, but you do so at your own peril. Socia

Media 101

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Socia

Media 101

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Host videos on the world's largest video sharing site No cost hosting, bandwidth Easily share with other social networking sites Embed videos on your website Google SEO benefits

Socia

Media 101

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Photo sharing, video sharing, community interaction Large, passionate community of photo enthusiasts Share photos with other social networking sites Embed galleries, albums and collections on your website

Socia

Media 101

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Build a community of fans Largest social networking site in the United States Can create profile pages, groups and fan pages Facebook advertising

Socia

Media 101

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Email your newsletter 140 characters at a time Send short updates to followers Provide links to relevant content Fastest growing social networking site among mobile users

Socia

Media 101

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Network with other nonprofit professionals “Like Facebook for professionals� Every member of your team should have a profile Find talented professionals, speakers, board members, etc.

Socia

Media 101

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Questions?


Developing a Social Strategy


1

Listen Find out what people are talking about. Set up tools to monitor conversations. Determine keywords that return usable results. Tools: Google, Alltop, Social Media Firehose


2

Prepare Set social media policy (Microsoft Channel 9 Doctrine: http://channel9.msdn.com/About)


•

• •

Channel 9 is all about the conversation. Channel 9 should inspire Microsoft and our customers to talk in an honest and human voice. Channel 9 is not a marketing tool, not a PR tool, not a lead generation tool. Be a human being. Channel 9 is a place for us to be ourselves, to share who we are, and for us to learn who our customers are. Learn by listening. When our customers speak, learn from them. Don't get defensive, don't argue for the sake of argument. Listen and take what benefits you to heart.


• • •

Be smart. Think before you speak, there are some conversations which have no benefit other than to reinforce stereotypes or create negative situations. Marketing has no place on Channel 9. When we spend money on Channel 9 the goal is to surprise and delight, not to promote or preach. Don't shock the system. Lasting change only happens in baby steps.


• •

Know when to turn the mic off. There are some topics which will only result in problems when you discuss them. This has nothing to do with censorship, but with working within the reality of the system that exists in our world today. You will not change anything by taking on legal or financial issues, you will only shock the system, spook the passengers, and create a negative situation. Don't be a jerk. Nobody likes mean people. Commit to the conversation. Don't stop listening just because you are busy. Don't stop participating because you don't agree with someone. Relationships are not built in a day, be in it for the long haul and we will all reap the benefits as an industry.


2

Prepare Set social media policy (Microsoft Channel 9 Doctrine: http://channel9.msdn.com/About)

Identify your internal conversationalists


if you regularly... blog, post, tweet write reviews, post replies tag objects, use RSS update your profile read blogs

your profile is... Creator Critic Collector Joiner Spectator


2

Prepare Set social media policy (Microsoft Channel 9 Doctrine: http://channel9.msdn.com/About)

Identify your internal conversationalists Define your strategy - start deep, go wide


3

Engage Start a conversation on Facebook Tweet real time updates about your organization Comment on blogs related to your organization Post videos to YouTube, comment on other videos Upload photos to Flickr Update LinkedIn profiles and build your network


Profile

Goal

Tools

Creator

amplify word of mouth

blogs

Critic

product development

wikis

Collector

market research

RSS

Joiner

public relations

social networks

Spectator

canary in the coal mine

Google alerts


4

Integrate Offline Activities Don始t abandon face to face meetings Use social media to continue the conversation Maintain communication, validate relationships Invite followers to trade shows, special events, etc.


Questions?


n o i t s e Qu g n i m r o t S


30 Social Tactics for Nonprofits


1. Create custom Twitter background to communicate your mission and brand


1. Create custom Twitter background to communicate your mission and brand 2. Use Twitter to recruit volunteers and new staff 3. Monitor your organization始s name on search.twitter.com 4. Promote an event or cause with hash tags #alzheimers #blooddrive #livestrong 5. Use Twitpic to share photos from an event


6. Use URL shorteners (bit.ly, tinyurl.com) to track link effectiveness 7. Use Twitalyzer.com to compare Twitter stats with Google Analytics 8. Reflect your brand on your Facebook page


9. Create and add a cause to your Facebook page 10.Allow fans to post comments, photos and videos to your Facebook page 11.Connect your blog始s RSS feed to your Facebook and Twitter accounts 12.Add your events to your Facebook page 13.Start a conversation on your Facebook page


14.Request supporters to upload videos to support your cause or mission on Facebook 15.Use Facebook Insights tool to gather analytic data 16.Use YouTube nonprofit program to raise money 17.Make your videos on YouTube inspirational and/or amusing, not sad 18.Have a video contest on YouTube


19.Encourage YouTube subscribers to post video responses 20.Upgrade to a Flickr Pro account for more storage and capability 21.Submit blog posts to social news sites 22.Use the Share This widget on blog posts and web pages


23.List your social media channels on your website 24.Add live feeds from Facebook and Twitter to your website 25.Embed YouTube videos or YouTube channels on your website 26.Use social media to have a conversation 27.Use your website to conduct the transaction


28.Use your blog as your primary SEO tool 29.List your social networking handles, web address and blogs in your campaign literature 30.Allow donors to “share� their donation on social media sites and invite their friends to do the same


Questions?


Download slides, evaluate presentation online at:

websolutionsthatwork.com/cnp


websolutionsthatwork.com

We Should Talk  

Presentation to the Chattanooga Center for Nonprofits on Social Media

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