Social Media is the democratization of information, transforming people from content readers and consumers into content publishers.

Social media is a CONVERSATION between…

•  Internet forums/groups •  Social networks •  Blogs •  Wikis •  Podcasts •  File/data-sharing

•  Vlogs •  Social tagging •  Social bookmarking •  Micro-blogging •  Virtual communities •  RSS feeds

TRADITIONAL SOCIAL Driven and controlled by users

Based on a many-to-many model, rooted in conversations

Democracy of users and no censorship restraints

Endless channels of information

Driven and controlled by editors and publishers

Based on a one-to-many model (also called a broadcast model)

Government regulation and censorship

Limited channels of information

•  Years to Reach 50 millions Users: •  Radio (38 Years) •  TV (13 Years) •  Internet (4 Years) •  iPod (3 Years) •  Facebook added 100 million users in less than 9 months •  iPhone applications hit 1 billion in 9 months

•  If Facebook were a country it would be the world’s 3rd largest between the United States and Indonesia

•  Facebook users spend 5 billion minutes on the site each day •  20 hours of video are uploaded to YouTube every minute •  One billionth Tweet in 2008. 13.1 billion currently

•  For people who are deeply immersed in social media, social networks are already a much heavier influence on personal choices than traditional advertising

•  53% of people say that blog content influences purchase decisions

•  78% of consumers say they trust other consumers' recommendations over all advertising/marketing avenues

•  According to IPG Emerging Media Lab, 87% of online community members report participating in social causes that are new to them since their involvement in online communities began

•  Social media is a potential growth area through which major donors can be cultivated. The Social Media for Social Causes Study found that 84% of the “social media savvy” aged 30-49 and 55% of those older than 50 have used social media to discuss philanthropy.

•  Expand and extend marketing campaigns

•  Improve customer service

•  Manage crisis communications/online reputation management

•  Solicit feedback from the public •  Build relationships with employees, donors, volunteers,

influencers, fans/supporters, lawmakers and citizens •  Create buzz

•  Establish yourself as an expert

•  Free-access social networking Web site that connects people with friends and others who work, study and live around them

•  Users can join networks organized by city, workplace, school, and region to connect and interact with other people

•  People can also add friends, send them messages, and update their personal profiles to notify friends about their activities

•  Organizations should set up a Page

Profile

Page

•  Facebook.com/nonprofits

•  A social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets

•  Tweets are text-based posts of up to 140 characters in length

•  Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them

•  YouTube is the world's most popular online video community allowing millions of people to discover, watch and share originally created videos

•  Provides a forum for people to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators

•  YouTube accounts for 10% of all Internet traffic

•  YouTube.com/nonprofits

•  YouTube.com/allforgood –  AllForGood.org

•  Flickr is an online photo management and sharing application for images and video hosting Web site, Web services suite, and online community platform

•  Popular Web site for users to share personal photographs, the service is widely used by bloggers as a photo repository

•  Good mediums to create thought leadership positions. •  Blogs are usually maintained by an individual with regular entries of

commentary, descriptions of events, or other material such as graphics or video.

•  Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs. It is this interactivity that distinguishes them from other static websites

•  Many blogs provide commentary or news on a particular subject; others function as more personal online diaries

•  A podcast is a series of digital media files (audio or video) that are released episodically and often downloaded through web syndication.

•  All of the social mediums mentioned previously are accessible via smart phone.

•  Mobile Marketing is meant to describe marketing on or with a mobile device, such as a mobile phone.

•  SMS •  MMS •  Games •  Mobile web •  Apps •  Geo-location (e.g., Foursquare)

Social media sites: •  Facebook.com (Facebook.com/nonprofits) •  Twitter.com

– Search.twitter.com / tweetscan.com – Tweetdeck

•  Flickr.com •  YouTube.com (YouTube.com/nonprofits)

Great resource for nonprofits: •  Beth’s blog: How nonprofits can use social media:

http://beth.typepad.com/beths_blog/

•  ROI is different from traditional PR and marketing models

•  No control over message

•  Demands transparency

•  Needs a “human element”

•  Pitches and campaigns can be publicly mocked

•  Release dates/embargoes are not honored

•  Requires high level of commitment (time and energy)

Quantitative •  Web site visits resulting from social

media campaign(s) •  Social media application downloads •  Responses to online offers •  Audience impressions for blog

coverage •  Blog and RSS subscriber numbers •  Audience reach for podcasts •  Number of articles or broadcast clips

supporting your social media campaign

Qualitative •  Inclusion of your campaign(s) in

digital marketing trend coverage •  Online media audits that measure the

sentiment and mindshare for your organization online; audits repeated at regular intervals after a baseline is established

•  Online surveys to benchmark and monitor a range of end-user perceptions, including online brand awareness and mindshare among your organization’s competitors

Step 1: Listen… •  Track

•  Google Alerts (www.google.com/alerts) •  Google Reader account for RSS feeds

(www.google.com/reader) •  TweetScan (www.tweetscan.com) •  Radian6/SM2 (www.radian6.com and

http://sm2.techrigy.com/main) •  Follow Blogs

•  Do a technorati search for blogs of interest •  Make a list of your top 10 favorite/most relevant blogs •  Pull the blogs into your Google Reader account for easy

following •  Take note of posts on which you would like to comment

Step 2: Enter… •  Develop/refine messaging •  Set up appropriate social media vehicles

•  Facebook profile, page and/or cause page •  Twitter account •  LinkedIn profile and Build Your Network •  Digg account •  Blog •  Etc.

•  Become a member of relevant groups •  Yahoo Groups •  Facebook fan pages •  Etc.

•  Practice on personal level

Step 3: Engage… •  Comment on relevant blogs, groups, etc., as appropriate

•  Favorite blogs •  Yahoo Answers •  LinkedIn Answers

•  Publish own positioning •  Facebook •  YouTube •  Twitter •  Blog

•  Monitor replies and respond, when appropriate •  Refresh content regularly

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