Social Media Presentation for Sertoma International Conference

Social Media 101

New tools for your Mission to Serve

Presented for the 90th Annual Sertoma ConventionSan Antonio, Texas July 30, 2010

Entrepreneur Advertising Group | 2120 Washington | Kansas City, MO | www.eagadv.com

28-Jul-10 | Intro to Social Media | 90th Annual Sertoma Convention | Page 2

Social Media 101 (or should we say, Social Media 1-Billion?)

1 Billion: The expected number of social media users next year

500 Million: Facebook users (recently reached)

190 Million: Twitter users

70 Million: Linkedin users


Are numbers alone important?

Not necessarily, but it’s reason for pause and consideration.

Can Social Media enhance your mission, increase membership and enhance your fundraising?

Absolutely!


Social Media:What we hope to accomplish today

1. Introduce three most popular and most used social media tools

2. Ask you to open your minds about possible uses for your club

3. Remove your inhibitions about trying social media

4. Leave you with best-practices

Jump on!


EAG: Who are we?

• A marketing firm dedicated to entrepreneurship and small business

• Holistic marketers looking at all forms of communications

• Worked with over 150 small businesses and nonprofits

• Paul Weber: business owner, teacher, reluctant social media user

• Karrin Huhmann: advertising manager, nonprofit MBA and fearless social media user


The Social Media Revolution: Don’t take our word for it…


Overwhelmed? Let’s break it down.

Where does social media fit within your club’s communications plans?


Social media does not change your communication objectives

• Promote the good work of Sertoma

• Educate the public on hearing health

• Communicate with your constituents

• Drive new members

• Solicit donations and gifts

• Enhance your Service to Mankind– And according to the numbers, Mankind is online.


Social media changes who is doing the talking

• Trust in advertising has eroded

• Old school – organizations & companies doing the talking

• New school – everyone is talking about you

• Good, bad and otherwise

• To achieve your Communications Objectives you must be part of the dialogue


Social media can take an old story and freshen it up


Social media can take an old story and freshen it up

• Original video launched in February 2010– 19 Million Viewers

• Facebook Q&A with fans

• Two days of videos responding to 180 questions

• 5.9 Million Viewers

• 22,500 Comments


Let’s look at the components of good communications (through all channels) with your members, constituents, community

• Communicate frequently

• Let them find more information if they want

• Give recipients choice: Online, Offline, Paper Newsletters, etc.

• Be honest, engaging, visual, compelling, inclusive & interactive


Now, the components of good social media communications

• Communicate frequently

• Let them find more information if they want

• Give recipients choice

• Be honest, engaging, visual, compelling, inclusive & interactive– Yes, it’s exactly the same as it

always was

– It’s just at a faster pace with more people involved


Technology stinks!

• Before we go too far, let’s acknowledge fears and concerns:– Our members and/or audience

aren’t tech savvy

– We don’t have anyone who knows how to use this stuff

– It’s too complicated

– It takes too much time

– We don’t need it

• All real concerns and we’ll definitely address these later


Let’s build your club’s social media plan… Starting with your website

• Keep it vibrant, current and full of content

• Social media is exponentially better with a website to support it

• Include calendars, photos and calls-to-action

• Ask people to get involved, join or donate


Create a blog and a committee to support it

• The greatest challenge in social media is creating content

• Content should be short and is not necessarily original

• The frequency of content is enough to gain momentum

• Not everyone on the committee needs to be technical– Create involvement among all

levels of individual tech savvy


With a vibrant, engaging website and relevant blog content. . .

• Now, pick your social media platform

• We recommend Facebook for Sertoma, but want you to know about, and understand, two others:– Twitter

– Linkedin


Twitter:Fastest growing of all social media

• People choose to speak, people choose to follow others

• Largest demographic 35-45 year olds

• Twitter is about immediacy. Here and now!

• 140 Characters or less is challenging

• Has the highest ‘orphan rate’ (people who sign up but don’t participate)


Who is using Twitter?

• Explore and follow to get ‘the experience’

• You don’t have to ‘speak’, simply follow others

• Twitter is a gateway to more information

• Where is that information?– Your website & blog


Who is using Twitter?

• Good uses:

• Conversation among clubs & members

• Promoting webinars, events and more

• Answering the question:

“Did you know?”


Linkedin:The preference of professionals

• Linkedin is about the individual, less about the organization

• A collection of individual resumes on steroids

• Within the 70 million user profiles are activities and interests– That’s where Sertoma can expand its

message & influence

• Can create groups of common interest


How can your club use Linkedin?

1.Hold a training class for members

– Get members to sign up & create a profile



2. Encourage members to add Sertoma to their personal profiles



3. Create a group on Linkedin within your community– The exponential

impact will be significant

– Did you know?

These groups already exist on Linkedin?


Facebook:Is a perfect fit

• It connects individuals with organizations

• It’s an interactive photo album, event calendar, billboard and more

• People become ‘fans’, ‘friends’ or ‘like’ – Implied endorsement

• Fastest growing segments are older users


Let’s dig deeper into Facebook

• Facebook is first about individuals

• We tell and show our friends & family what is important to us

• Implied personal endorsement



• Individuals then connect with organizations and causes

• My friends & family were exposed to Sertoma

• Your job is to impress them



• Connections on the ‘friend and neighbor’ level are the best

• Local club pages are very important for everyone



• Broadcast your events to the widest audience possible


Getting started on Facebook

• Don’t be afraid, simply sign up and watch

• We have a handout for ‘getting started on Facebook’


Social Media Etiquette:For your club…

• Respect all contributors and voices

• Don’t control, manipulate or censor (with exceptions)

• Be honest, open and sincere

• Don’t oversell. Just tell and show the good work you do.


Technology stinks! Cynics step aside.

• Social Media works. That argument aside:– There are countless examples to demonstrate the point

–Move on to ‘how’ not ‘why’


Focus on ‘how’ step-by-step

• Evaluate your website– Build it, enhance it or

leverage Sertoma HQ site

• Create a social media committee– Contributors/readers (least tech savvy)

– Contributors/writers

– Social media managers (fearless if not familiar with social media)

• Alternative: Recruit a volunteer college student – it’s a great resume builder


Create a blog. And post!

• Create your own blog or contribute to another (Sertoma HQ)

• More frequently when events and programs warrant

• Total time: Less than 2 hours a month.


Create a Facebook page

• Hold a club training session

• Contribute at least weekly

• Not all content needs to be yours

• Keep your message on your mission

• Total time: Less than 30 minutes a week


There’s plenty to talk about

• Google search articles of interest

• Solicit information from Sertoma HQ

• Convert it to a series of blog posts and Facebook posts– Ask and answer the

question, “Did you know?”

• Most people don’t.


Our hope today was to whet your appetite for social media

• To remove your hesitations

• To find a good starting point for moving forward

• To get you excited about what’s important:– Enhancing your mission to serve mankind

Now let’s get the word out!


Thank you for joining us today.

• Paul & Karrin can answer specific questions after the second break-out session

• Enjoy San Antonio

Documents

Social Media Presentation for Sertoma International Conference