Social Media Brownbag May  29,  2012  

Brian  Pagels  bpagels@forumone.com  

Suzanne  Rainey  srainey@forumone.com  

Nice to Meet You!

Brian  Pagels  Manager  of  Growth  &  Management  

Suzanne  Rainey  Digital  CommunicaFons  Strategist  

A Little About Us

Get to know us…

Founded:  1996  

Staff:    55  staff  in  Alexandria,  SeaMle,  San  Francisco  

Expertise:  Web  Strategy,  User  Experience,  Web  and  Mobile  

     Development,  Drupal  

Experience:  More  than  1,500  projects  for  more  than  500  

     clients  

Services

Digital Strategy Smart  technology  decisions.    Every  Fme.  

User Experience and Design BeauFful.  Usable.  Simple.

Web and Mobile Development Open  source,  rock  solid.  

Growth & Management Digital  markeFng  and  improvement.  

Growth & Management Services !   OperaFonal  Strategy  

!   Social  Media  Strategy  

!   Online  Engagement  &  Community  Management  

!   Online  MarkeFng  &  SEO  

!   Web  AnalyFcs  

!   Website  Improvements  

!   Maintenance  &  Monitoring  

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We win awards

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Agenda

• Social  Media  at  Home  –  Join  the  conversa5on  

• Social  Media  Abroad  –  Impact  on  the  ground  

• Blogs  

• Listening  Cycle  –  Strategy  home  and  abroad  

• Open  Discussion  

Social Media at Home – Join the Conversation

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Just pieces of a puzzle

Online Presence

Online  Presence  Framework  

• Home  Base  –Priority  1  (50%  of  your  Fme  budget)  

–  “Social”  porFon  of  your  hosted  presence  

• Outposts  –  Priority  2  (40%  of  your  Fme  budget)  

–  Key  social  sites  that  you  acFvely  parFcipate  in  

• Passports  –  Priority  3  (10%  of  your  Fme  budget)  

–  Profiles  on  lower  priority  social  sites  

–  Mostly  to  listen,  occasionally  parFcipate  •  Note:  Presence  management  framework  derived  from  original  work  by  Chris  Brogan  

Why Facebook Matters • Most  visited  site  on  the  Internet  

• 901  million  monthly  acFve  users  

• 80%  outside  U.S.  and  Canada  

• 526  million  daily  acFve  users  

• 3.2  billion  ‘Likes’  and  Comments  daily  

• 125  billion  friend  connecFons  • Largest  photo  repository  • Available  in  over  70  languages  

Who uses it?

• Skews  female,  younger  

•   Growing  fast  among  35+  and  55+  

Social Media Abroad- Make an impact

MXit

• African  social  network  

• Started  in  2003,  as  a  free  mobile  messaging  system.  

• Africa’s  largest  social  network.  

MYMsta •  Created  by  loveLife,  paMerned  on  Mxit  success  

•  AdverFsed  heavily  on  Mxit  

•  Forums  with  job  advice,    &  emoFonal  support  for  young  South  Africans  

•  Dedicated  to  youth  

empowerment  and  HIV  

PrevenFon  hMp://www.mymsta.mobi/  

Opinion Leaders

The Blog as the Focal Point

Sandro Rosell – President of Barcelona Football Club – wrote

blog, and tweets it.

Listening via Social Media

The  Listening  Cycle  

First  Answer:  Why  are  you  engaging?  

•   To  stay  informed  

•   Reach  out  to  audience  

•   Discover  problems  &  opportuniFes  

•   Monitor  MSH/project          menFons  

Lithium Scan: Relative Volume

Lithium Scan: “Health” Share of Voice

The Social Web Opportunity

State of the Union Address Social Media Integration  

BEFORE – Build Buzz, Interest, and Awareness

DURING – Broadcast through Integrated, Interactive Media.

Starting now, ask questions for the Vice President and administration officials on Twitter using the hashtags #SOTU and

#WHchat.

Follow the whole interview on Twitter live through the @gov handle. The Vice

President's responses will be tweeted from the @VP account.

AFTER – Citizen Involvement and Engagement

CONTENT STRATEGY– Multimedia approach to understanding the key messages of the speech and engaging in the event.

The White House and Google said that 227,000 users sent in 133,000 questions and cast 1.6 million votes to determine which of the questions will be asked of

Obama.

The event was broadcasted via a video stream on the White House’s Web site,

Google+ Hangout page and the YouTube channel.

AFTER – Citizen Involvement and Engagement

Thank you!