Social Media 101
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This presentation was given on October 21, 2008 to a group of cutting-edge non-profit professionals from Tampa Bay museums, attractions, science, arts & cultural organizations.
Transcript of Social Media 101
Welcome!
Introducti
ons
1. Where are your from?2. What do you do?3. Why are you here?4. What do you want to get out
of the workshop?5. What needs to happen this
morning for you to consider it successful?
Determine the path that’s right for you
What is social media?
Social media is Social.It’s a dialogue not
monologue
Why do people use social networks?
People connect around shared interests
Gen Y connects with people, places and brands online
Anyone can
participate!
People are talking about you.With or without you.
The Basics
The Gorzka Model
• Engage in conversations to establish trust and get to know your audience
• Listen and respond to customer needs in real time
• Use what you learn to drive market strategies and outreach
Build Relatio
nships
Who consumes social media?
Social Technographics Ladder From Groundswell
Where is everybody?
People travel in packs
Storytelling 101•Raise awareness
•Generate interest•Engage your fans•Invite participation•Create buzz!
Offer an unexpected view
Invite your audience to see things from a new perspective
Create an environment for collaboration
Engage your next generation audience
What does Success
Look Like?
Opportuniti
es
•Attract new audiences•Get people coming back•Grow membership•Raise money•Show volunteer appreciation & recruit more•Develop your next generation audience•Show greater value to sponsors
People are connecting around things they are passionate about.It could be YOU!
• How can you connect with your current/future audience to create a prosperous future for your organization?
• Empower fans to share their experience with others?
• Build community around your organization?
Embrace how social media allows you to connect with your audience and build relationships
Marketing in the social world •When you says it - it’s advertising•When fans say it - it’s real, genuine and has value. •People don’t want to be marketed to.
Mobilize your fans to tell others about you
Engage & encourage your passionate fans to tell others about your awesomeness!
Barriers?
Who’s responsible?
• Staff – empower them to share what they are doing with the world.
• Board members – have them share their passion for your organization.
• Volunteers – encourage them to share their experiences and help recruit new ones.
Recruit
Ambassadors
Re-evaluating and re-writing job descriptions may be required
Educate your Leadership
Got Fear?
Provide Value
Be relevantBe authenticBe realspeak in the same conversation and language as your audience
When users finds relevancy and value, they will be engaged
Email and Information Overload
It’s not just an engagement tool. It’s a measurement tool.
It’s about the interaction.
Measure ROI with different metrics than traditional
marketing.
• Listening - what do people think of you?
• Energizing –Word of Mouth • How quickly is information spreading and
who is talking about it?
• Embracing – Who’s participating? Why?• How can you make it better for them?
Metrics Listening, research and
actionable insights are social marketing currency
RelationshipsConnectionsFree Love
Julia GorzkaPresident and FounderBrand Tampa City Linkage
www.BrandTampa.comwww.CityLinkage.com
Twitter.com/[email protected](813) 690-2100
