The Art of Social Media Optimization:�

Strategy and Metrics�

Impressions, Impressions

New Generation of Donors

“Younger donors expect engagement that makes them feel seen, heard and involved.”

– Katya Andresen, Robin Hood Marketing

“Social-media tools mean a substantial change in the reach of any organization, and the speed at which you can achieve that reach.”

-Robin Mansell, London School of Economics

What are Social Media? The tools we use to socialize with each other.

What is Social Marketing? Crafting a message, worthy of sharing and inspiring

action.

What is Social Media Optimization? Maximizing your message using analytics and the

human barometer.

The only way to succeed

“Do not interrupt what people are interested in; be what people are interested in.”

>> Source: Avenue A Razorfish, 2008 Digital Outlook Report

Where is the party?

Hint: Unless you’re iTunes, Amazon or CNN – the party is NOT at your house.

What can you bring to the party?

•  Content (videos, photos, stories) •  Experience (expertise, wisdom) •  Event tickets, gifts

Case Study: Fiesta Movement

Social Media in Action

The numbers

100 agents. 100 Ford Fiestas. 6 months.

•  6.2 million YouTube views •  750,000 Flickr views

•  4 million Twitter impressions •  Fiesta Movement 2 •  6,000 reserved in advance of sales

Your Message Building a social media strategy

Live Website or Blog

• Content • User capture • Analytics

Your new social circle

Social Message Pyramid

1

3

6

Main CTA

What: News Who: Cause Why: Educational

News-related Who-related Why-related

Freq/Day

What’s under there?�Social Media Metrics

True measure of success

•  Not necessarily by instant stats or views.

•  Success comes in the longevity of your campaign.

•  Is it built to last?

Long-Term Commitment

Social media fuels SEO:

•  Links •  Fresh content

•  Traffic

SEO fuels social media: •  New visitors = new followers/friends

Total Social Visits: 50,328

Search Traffic

Total: 163,902

Rule of Thumb

• Be consistent. • Be relevant. • Be constant. • Learn something new every day.

Sway Social Media Workshop April 22 -23, 2010

•  Personalized instruction •  Facebook, Twitter set-up •  Blog starter tips

SwayWorkshop.com (limited to 10 per event)