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Presented at the National Conference on Volunteering and Service, June 23, 2009. This was a breakout session delivered in the second hour of a three hour workshop. This is a slight modification of a presentation originally developed by Holly Ross for the first WeAreMedia workshop. For more content like this, visit wearemedia.org
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Generating Buzz:
Tools and Techniques
Laura Norvig
Leveraging Social Media and Web 2.0 for Nonprofits
We Are Media Project:The Social Media Starter Kit for Nonprofits
Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org
Funded by the Surdna Foundation
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
WHAT IS BUZZ?
• Word of Mouth• Tell a Friend• Viral Marketing
Flickr Photo: abardwell
www.wearemedia.org | Building the Buzz | Laura Norvig
TRUST AND BUZZ
• Source is reliable• Source is
authoritative• Message is
authentic
Flickr Photo: paranoid monk
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
SOCIAL PROOF AND BUZZ
• Blog posts with lots of comments get more comments.
• Digg submissions with a high Digg count (combined with a catchy headline and summary) get Dugg before the content is viewed (even if the content is never viewed).
– http://www.copyblogger.com/social-media-change/
Flickr Photo: Mr. Jaded
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
THE COST OF BUZZ
• Tools are cheap• Time is money
Flickr Photo: M.ADA
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
MISS MANNERS AND BUZZ
• It’s a cocktail party– Make others feel important– Be smart, witty and funny!– Be relevant– Put your best foot forward
• Being awesome is the best way to SEEM awesome
Flickr Photo: Pete Lambert
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
CASE STUDY IN BUZZ
http://tweetsgiving.org/• $10,000• 48 hours• 364 donations• 3,000 gratitude tweets• 40% from twitter + 30%
direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
THE TOOLS OF BUZZ
http://twitter.com• Digg
http://digg.com/• StumbleUpon
http://stumbleupon.com• FriendFeed
http://friendfeed.com
Flickr Photo: lambchops
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
Buzz Tools: THE BASICS
• Why are you using it?• Who will use it?• How will you know you are
succeeding?
SET UP YOUR ACCOUNTS TO REFLECT THE ANSWERS TO THESE QUESTIONS
Flickr Photo: kastner
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
TWITTER IN PLAIN ENGLISH
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
TWITTER: THE TIPS
• Meet People• Have Conversations• Make it Easy
Flickr Photo: jusgre
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
CASE STUDY IN TWITTER
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
TWITTER: THE APPS
• Desktop Apps– Twhirl: http://www.twhirl.org/
– TweetDeck: http://www.tweetdeck.com
• Mobile Apps– Twitteriffic:
http://iconfactory.com/software/twitterrific
– Twittermobile: http://www.twittermobile.co.uk/
• Other– TwitterFeed: http://twitterfeed.com/
– Tweetscan: http://www.tweetscan.com/
– TweetStats: http://tweetstats.com
Flickr Photo: comicbase
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
STUMBLEUPON
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
STUMBLEUPON: THE TIPS
• Make friends• Be consistent• Generosity Rules
Flickr Photo: sean drellinger
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
CASE STUDY IN STUMBLEUPON
• 894 visitors in 3 days
• 1264 in 10 days
• 2,000 views of home page in 3 days
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
DIGG
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
DIGG: THE TIPS
• Make friends• Be timely• Generosity rules
Flickr Photo: mbrubeck
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
CASE STUDY in DIGG
• 1,500 page views month 1
• 44,000 page views month 2
• 29,000 page views in one day
Increase Traffic
http://www.slideshare.net/danielle.brigida
www.wearemedia.org | Building the Buzz | Laura Norvig | @lnorvig
WHAT’S THE THEME
• FRIENDS!• TIME!• RECIPROCITY!• RELEVANCE!
Flickr Photo: the garlands
If you remix this presentation, please add your remixed version to the wiki.
Thank you
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