Post on 03-Dec-2014
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Sametz Blackstone Associates
An introduction to social media
Institute for Nonprofits, 17 May 2011
Sametz Blackstone Associates Director of Strategic Initiatives www.sametz.com www.sametz.com/roundthesquare @sametz
Tamsen McMahon tamsen@sametz.com @tamadear
BrassTackThinking.com
PersonalCartography.com
Who I am
The Challenges
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Managing multiple lines of business
Answering to more affinity groups than ever
…throughmore channelsthan ever
…to people with competing allegiances
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Balancing diverse income streams
…and multiple bottom lines
Creating loyalty to the forest, but not the trees
So what happens?
This.
In other words:
social media + ? = $
90% of nonprofits have a presence on social networks.
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90% of nonprofits have a presence on social networks.
But fewer than 3% have raised more the $10,000.
But why?
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640 million.175 million.100 million.
8% of Americans are active users of Twitter.
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8% of Americans are active users of Twitter.
51% are active users of Facebook.
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If Facebook were a country, it would be the world’s third largest.
…and be only six years old.
Social networking is more popular than email.
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Mashable.com
Only 10% of people trust advertisers.
GALLUP
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Only 10% of people trust advertisers.
90% of people trust recommendations from people they know.
GALLUP
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So, yes, it’s a big deal.
Today
Understanding digital strategy Understanding social media
— resistance and acceptance— definition— major tool types— key platforms— business implications
> what’s new, and isn’t> opportunities, challenges
—management implications> structures> policies
Learning more
Agenda
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Digital strategy
Web
An integrated program
WebsitesMicrositesBlogsetc.
Web Email
An integrated program
NewslettersDirect marketingOne-to-oneetc.
Web Email Social
An integrated program
Content sharingMedia sharingInteractiveetc.
Web Email Social Mobile
An integrated program
SitesAppsetc.
Web Email Social Mobile Live EventsMeetingsPhoneetc.
An integrated program
Web Email Social Mobile Live
An integrated program
Web Email Social Mobile Live
An integrated program
content
Web Email Social Mobile Live
An integrated program
content
search
Web Email Social Mobile Live
An integrated program
content
search
paid | earned | shared media
Web Email Social Mobile Live
An integrated program
content
search
paid | earned | shared media
monitoring & measurement
Your customers aren’t monolithic
And neither are you.
Where do you intersect?
Social media
The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
2. Denial"Yes, and we all loved acid
wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
5. Acceptance"A door closes... but a
Facebook chat window opens.”
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
5. Acceptance"A door closes... but a
Facebook chat window opens.”
6. Experimentation“You always remember your
first…RT.”
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
5. Acceptance"A door closes... but a
Facebook chat window opens.”
6. Experimentation“You always remember your
first…RT.”
7. Integration"Stop by our Facebook
page and tell us what you had for lunch!"
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
Energy
Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/
and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html
But, what is it?
“Social media is using the Web to have conversations with people.”
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GEORGY COHEN
In other words, it’s a fusion of technology and human behavior.
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Either way:
SOCIAL > media
What does it look like?
tools and platforms
Content sharing—blogs—microblogs—bookmarking
Multimedia sharing—photos—video—audio—presentations—documents
Interactive—social networks— location-based services
Three types of tools
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Content sharing—Blogs—Twitter
Multimedia sharing—YouTube—Flickr
Interactive—Facebook—LinkedIn—Foursquare
Key platforms
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Blogs
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175 million registered users 95 million tweets a day – a 250% increase 4 million tweets an hour
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YouTube
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24 hours uploaded every minute 2 billion views every 24 hours
YouTube
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Flickr
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3,000 images a minute 5 billion images steady growth – 25% in last 12 months
Flickr
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640 million members 50% of active users log into Facebook each day
— 250 million users every 24 hours— 40% increase in last 12 months
200 million access through mobile device— 200% increase in last 12 months — mobile users are twice as active as non-mobile
30 billion pieces of content shared each month— 7 billion pieces a week. — 90 pieces per month, per user
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100 million users worldwide >1 million companies with Company Pages 2010: >2 billion people searches
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FourSquare
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“listening”
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
So what’s (really) changed?
You heard feedback, and thought you were done.
Nope.
Now with amplification!
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Opportunities—New ways to measure and gauge response—New ways of learning about both their customers and
their competitors—New agility in messaging and responding, building
community Challenges
—Time management—Privacy—Public relations
Business implications
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Structures Policies
Management implications
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structureswho owns it?
The doughnut
Adaptation of J. Owyang concept
The tower
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Adaptation of J. Owyang concept
The solar system
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Adaptation of J. Owyang concept
policiesWho controls it?
No policy
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“No!” policy
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Spokesmodel
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A-team
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The train (all aboard!)
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Learning more
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Questions?
Sametz Blackstone Associates Director of Strategic Initiatives www.sametz.com www.sametz.com/roundthesquare @sametz
Tamsen McMahon tamsen@sametz.com @tamadear
BrassTackThinking.com
PersonalCartography.com
Who I am