An engaging presentation about Social Media€¦ · signal that you can’t hear, but your RSS...

An Engaging Presentation about Social Media

Ed Lee, iStudio Canada

November 6, 2008

© iStudio 2008

Agenda

• Overview

• The “new” Web and social media

• Using social media

• Building an engagement model

• Case studies

• Discussion

© iStudio 2008

Then

Source: David Armano - http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

Now

Source: David Armano - http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

• Bottom-up, devolved communications

• Voice is human, many-to-many, personal

• Personalization makes content relevant

• Constantly evolving content – the more interaction with the

content, the “smarter” it gets

• Readers become writers, and begin to take ownership of

content

• The Internet is now social media

The New Web The New Web

© iStudio 2008

What is Social Media?

• Describes online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other

• Common behaviour in social media include:

© iStudio 2008

The New Web: Trends

• Content has become portable: no longer wants to stay on one site

• RSS means people care about your content; not your site• Tagging means people save content to shared Web pages• Blogs/Social Networks mean content and brands are be

discussed off-site• Mash-up culture means your content will evolve

– With or without you

• Emergence of mobile means people want portable content

Portable Content RSS Bookmarking/Tagging

Blogs & Social Networking Mash-up Culture Mobile© iStudio 2008

http://icanhascheezburger.com/

RSS? What’s that?

• “RSS is a little like radio. Every blog and many news services ‘broadcast’ a tiny little signal that you can’t hear, but your RSS reader can. (It’s like a radio tuner). You tell the RSS reader which blogs and news feeds you like, and whenever it senses that signal, it goes out and grabs the post for you. Quick and free. With a good reader, you can easily keep up with 100 blogs in less than an hour.”

• Source: Seth Godin -http://sethgodin.typepad.com/seths_blog/2008/10/rss-twitter-ema.html

© iStudio 2008

http://sethgodin.typepad.com/seths_blog/2008/10/rss-twitter-ema.html





The New Audience

• Consumer control– When, where and how they access information

• Instant gratification– Search as a cultural phenomenon

• Emigration away from mainstream media– Looking for specialized, not generalized content

• Niche communities– People seek out those in-the-know or in a similar

circumstance

• Go where the audience lives – Great way to reach target audiences and generate

measurable results

© iStudio 2008

Media Matrix -> Media “Splat”

• Media make up has changed dramatically:

Source: Robert Scoble; Fast Company

http://www.fastcompany.com/multimedia/2007/12/building-a-political-starfish.html

Media Splat

• Need an integrated strategy to navigate and harness the new media landscape

• It starts with you

© iStudio 2008

Using Social Media: For You

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Using Social Media: For You

• Social media is an investment

• Social media takes time

• Take the time to experiment personally before experimenting professionally

© iStudio 2008

Using Social Media: For You• Find relevant blogs for you and your job

• Get an RSS reader

• Subscribe to these blogs

• Comment on blogs

• Listen to some podcasts

• Join a social network

• Try out a shiny new object

• Be social - “Join the Conversation”

© iStudio 2008

Using Social Media: For Work

© iStudio 2008

What are other Non-Profits doing?

• Research says charities are

outpacing business world in use of

social media

• Key finding: “Acute awareness of Web

2.0 strategies in meeting objectives”

75% use some form of social media -- blogs, podcasts, message boards, social networking, video blogging, wikis

46% report social media is very important to their fundraising

strategy

30% are blogging

© iStudio 2008

BUILDING AN ENGAGEMENT MODEL

Online Engagement

Why Online Engagement?

• The Online Marketing (eCRM) Nonprofit Benchmark Index™ reports a growth rate of 27 % in median dollars raised from 2005 to 2006- Marketing and Retention strategies

• Online donors tend to join at higher giving levels, give larger gifts, and have higher lifetime giving than offline donors

• Subscribers taking 6 or more online actions in a year, made up just 5 per cent of the total email list size but accounted for 42 percent of the organizations’ total actions

© iStudio 2008

Social Media Engagement

• Social Media is tribal

– People self-identify online

• Allows us to find and track influencers

• Provides excellent opportunities for measurement and analysis

• Two-way dialogue

– Be prepared to talk back

© iStudio 2008

Before We Start

• Content is king

• Create compelling content

• Create engaging content

• Create content people want to consume

• Create content people want to share

• “Show don’t tell” (Vital Signs, COMMA 2008)

© iStudio 2008

Tracking Engagement

• If you can define it, you can measure it

• If you can measure it, you can track it

• If you can track it, you can improve it

• How?

© iStudio 2008

Defining Engagement For Non-Profits

• Contribute

• Donate

• Advocate

• Evangelize

© iStudio 2008

The Engagement Ladder

Source: http://www.forrester.com/Groundswell/profile_tool.html

http://www.forrester.com/Groundswell/profile_tool.html



Publishes own contentHas linked to your siteCreates supporting contentEngages and leads both on and off line

Has commented on your siteShared your content on and off lineMakes regular donations

Has bookmarked your siteForwarded email to a friend

Subscribed to email newsletter (s)Has made donation

Visits your site regularlyConsumes your contentMay have made a donation




Publishes own contentHas linked to your siteCreates supporting contentEngages and leads both on and off line





Projected Lifetime Value

8x $X + ???

$0.00

$X

2x $X

4x $X +?

6x $X + ??


Content

Take Action

Advocate

Community

Visit the Site

Engagement Tacticsinteraction

build profile / track behaviour

target messages / email

marketing

outreach / referrals

© iStudio 2008

Content

Take Action

Advocate

Community

Visit the Site

Outcome: Word-of-mouth

interaction



marketing


© iStudio 2008

Putting It All Together

• Donors Choose – mobilize donors. And their networks

• endMS – creating an online hub for conversation

© iStudio 2008

Donors Choose

• Pits bloggers, and groups of bloggers against each other

• Encourages competition and networking

• Creates and leverages community

• Raised almost $300k in one month

© iStudio 2008

http://www.donorschoose.org/

endMS.ca*

• Capital campaign to raise $60m

• Uses social media to encourage and track interaction and participation on and off-site

• Integrates Facebook, Flickr, YouTube and blogging efforts

• Integrated email campaign to draw users up the “participation ladder” and increase lifetime value of donations

• Interaction with email and on-site contributions determine the messages subscribers receive

© iStudio 2008

http://endms.ca/

http://www.endms.ca/english/scrapbook.aspx

The Engagement LadderPublishes own contentHas linked to your siteCreates supporting contentEngages and leads both on and off line





Projected Lifetime Value

8x $X + ??

$0.00

$X

2x $X

4x $X

6x $X + ?



Follow Up?

Ed Lee

iStudio Canada

[email protected]

http://delicious.com/Edrique/COMMA

© iStudio 2008

mailto:[email protected]

http://delicious.com/Edrique/COMMA

An engaging presentation about Social Media€¦ · signal that you can’t hear, but your RSS...

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