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Social Networked
From
to
Pre-Reflection
MEME 1.) The spread of culture from
person to person. (Dawkins)
MEME 2.) A picture, probably of a cat,
with a caption on it. (Internet)
WAIT…
WHO ARE YOU?
Innovative communication strategies
for greater social impact.
WHAT IS
SOCIAL MEDIA?
http://www.youtube.com/watch?v=0eUeL3n7fDs
THE REVOLUTION
IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING
FACEBOOK MESSAGES, HAVING A GOOGLE+
HANGOUT, TWEETING YOUR THOUGHTS,
REVIEWING A RESTAURANT ON YELP, DOING
BUSINESS ON LINKEDIN, SNAPPING PHOTOS
WITH INSTAGRAM, CURATING NEWS ON
REDDIT, FINDING NEW MUSIC ON PANDORA,
BECOMING THE MAYOR OF STARBUCKS
ON FOURSQUARE, READING TUMBLR POSTS
SOCIAL NETWORKING
Tools for connecting people.
SOCIAL NETWORKING
845 million
462 million
135 million
GOOGLE+
90 million
DIGITAL MEDIA
Tools for creating content.
DIGITAL MEDIA
YOUTUBE
4 billion (views per day)
TUMBLR
120 million (active users)
FLICKR
50 million (active users)
1.5 million (photos submitted daily)
LIFESTYLE MEDIA
Tools for augmenting life.
LIFESTYLE MEDIA
PANDORA
125 million
FOURSQUARE
15 million
10 million
YELP
22 million
MEDIA CURATION
Tools for organizing information.
MEDIA CURATION
28 million
STUMBLEUPON`
20 million
DIGG
17 million
300 million
WHAT IS
SOCIAL MEDIA
USED FOR?
What is Social Media Used For?
78% of internet users conduct
product research online. SOURCE: Pew Internet & American Life Project, 2010
WHO USES
SOCIAL MEDIA?
IS ANYBODY
OUT THERE?
MEASURE
Influence Sentiment Volume
EVALUATE What is the standard?
What is being said?
Who is connected? How?
Who are they connected to?
HOW DO WE
KEEP UP?
It Takes Time
5 hours/week to start listening
10 hours/week to participate
15 hours/week to create buzz
20 hours/week to build community
3-6 months until you see results
Creation
Upkeep
Blog Posts
Good Copy
Engagement
Photography
Reposts
Research
Graphic Design
Website Design
Press Releases
Buzz Monitoring
Crisis Response
Critical Response
Staff Management
Community Management
It Takes Resources
STEP 1
SET GOALS
Specific
Measurable
Achievable
Realistic
Timely
Goals should be S.M.A.R.T.
Goals should relate
back to your purpose.
Mission
Vision
Strategic Plan
Tech Plan
Goals should relate to time.
Short-term
Mid-term
Long-term
Vision
Outcome examples…
Increase traffic from Facebook
to our website by 5% in 3 months.
Outcome examples…
Increase sales 20% over last year
by November 20th.
Outcome examples…
Have Mother’s Day 5K
reposted/retweeted by 6 key
social connectors before event.
STEP 2
IDENTIFY AN
AUDIENCE
Identify an Audience
Clients
Identify an Audience
Clients
Donors
Identify an Audience
Clients
Donors
Volunteers
Identify an Audience
Clients
Donors
Volunteers
Influencers
Identify an Audience
Customers
Investors
Employees
Influencers
Identify an Audience
STEP 3
SELECT A
TOOL
Select a Tool
How much time?
How much money?
Does it meet the goal?
What do you want?
Select a Tool
STEP 4
IMPLEMENT
A STRATEGY
Develop Capabilities
Identify internal champions
Train and support implementers
Stay knowledgeable
Define Activities
Identify resources required
Define phases and timeline
Establish responsibilities
Engage in Conversation
Select the mediums for interaction
Provide relevant content
Engage the influencers
New Media Worksheet at Aids.gov
http://blog.aids.gov/downloads/new-media-strategy-map.pdf
How do we get people there?
How many posts per day?
What info do they want?
Do we use events, causes, …?
Who in our network is influential?
Decision-makers
And Policies
Implementer
Innovator
Outcomes
Objectives
Scratch Backs
Call to Action
Publish content
Engage Influencers
Start Conversations
Make it Easy to Share
STEP 5
EVALUATE
THE IMPACT
$
Retweets
Followers
References
Quality
Frequency
Likes
Reposts
Subscribers
Linkbacks
Shares
Frequency and Quality
73
There’s an
App for That.
What’s Next
Play.
What’s Next
Earn Your
Badges.
What’s Next
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