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Virtually Connected: How organizations can use social media and Web 2.0 to prevent child abuse & neglect.
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Virtually Connected: How organizations can use social media and Web 2.0 to prevent child abuse & neglect.
Nov. 22, 2010
Why Should I Care?
Why should I care?
Reason #7:
BECAUSE SOCIAL CONNECTIONS PREVENT CHILD ABUSE AND NEGLECT.
Social Media is…
What is Social Media?
THE TOOLS
SOCIAL MEDIA
TOOLS
Social networking sites
o People and organizations connect and interact with friends, colleagues and fans.
o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.
o There are niche social networks for just about everything.
THE TOOLS
Social networking sites
o create online profiles
o share photos, video, and audio, links
o send private message and instant message
o learn more about people and organizations
o Follow brands, celebrities, and gain your own fans
THE TOOLS
Linked In – Professional Social Networko Contains profiles of Fortune
500 executives and leading entrepreneurso average individual salary
on LinkedIn is $109,000
o On LinkedIn your can:o Post a profile and resumeo Connect with colleagueso Share professional
recommendationso Find jobso Forums to demonstrate
expertise and find answers
THE TOOLS
o Fastest growing social network in the world (over 500 million members)
o Powerful tools to engage and understand your audience:o Brand pageso Custom applicationso Targeted advertisingo Audience insights/metricso Opinion polls
THE TOOLS
Facebook Pages
o Your brand’s homepage on Facebook.
o Allow you to post photos, videos, events and other messages.
o Users interact with you byo Becoming fanso Commenting on your postso Participating in discussionso Post photos to your page
o Fans see your page updates in their newsfeed
THE TOOLS
Facebook Advertising
o Facebook ads give you the ability to advertise directly to specific demographic groups
o This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
THE TOOLS
Social networking sites
Doo establish a presence on the
social networks your customers and colleagues use
o create a page to promote your brand
o point your fans to your company blog or contest
o encourage a discussion and participate frequently
o explore targeted advertising opportunities
Don’to create a page and fail to
maintain it
o try a hard sell approach
o censor comments
o spam your fans/friends with frequent private messages – you’ll drive them away
o post false information
THE TOOLS
Blogs
o A blog is a website with regular entries of commentary or news
o Blogs serve to establish your company as transparent, relevant, active, and expert.
THE TOOLS
Blogs
o engage in dialogue with your customers
o improve your search engine visibility
o promote product launches and events
o gain expert status by providing useful tips
THE TOOLS
Blogs
Doo post on a regular schedule
o encourage conversation by asking questions
o respond to people that comment on your posts
o use a few bloggers from your company for more viewpoints
Don’to write press releases – be real
about why something is exciting
o let complaints go unanswered
o make users register to comment – they won’t bother
o delete fair but critical comments
THE TOOLS
Microblogging
o Microblogs are blogs limited to a sentence or two (about 140 characters)
o People use microblogging to promote themselves, share content and follow friends, celebrities and brands
o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
THE TOOLS
Twitter can help you:
o share timely informationo promote useful content
including resources, contests, deals, etc.(not just your own)
o personify your brando connect with your customers
and develop leadso build credibility and influenceo listen to consumer buzzo research competitorso network and learn from
experts in your field
THE TOOLS
Charity: Water – From Twitter to Africao September 08: Twitter founder
Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.
o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well
o The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
CASE STUDY
Charity: Water - $250,000 raisedo January 09: Tweets begin
promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
o 202 real-life meetups across the globe, hosted by volunteers
o $250,000 USD raised at these events
o 55 wells are planned across Africa & India
CASE STUDY
Charity: Water – Breakthrough Exposureo April 09: The first "well that
Twitter built" is dug
o April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
o Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
CASE STUDY
Charity: Water – Phase 2
o Social media campaign expands:
o Staff post Twitter updates delivering the results of donations
o Website hosts videos of drilling progress made in Africa
o A driller tweets live from Central African Republic
o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater
o Facebook Causes page with over $61,000 donated
CASE STUDY
Microblogging
Doo find and share useful content
o pose questions and reply to others
o keep it fun - put a friendly face on your brand
o promote sales, deals, news, updates, and build buzz for big releases or events
o know what people are saying about your brand
Don’to sound like a press release –
you’re in a social space
o spam with constant links to your company website, either in tweets or private messages
o post useless information – do people really care what you had for lunch?
THE TOOLS
Social news & bookmarking
o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks.
o Community votes on your submissions so they either rise to the top or drop to the bottom.
THE TOOLS
Social news & bookmarking
Doo link to relevant articles about
news in your field(not just your own content)
o make friends with other bookmarkers in a legitimate way.
o respect the terms of serviceo (reddit allows self-promotion,
digg does not)
Don’to spam by consistently
bookmarking your own material
o cheat by tagging your bookmarks with irrelevant popular keywords
o open multiple accounts and vote for yourself – you’ll be exposed
THE TOOLS
Photo sharing
THE TOOLS
o Photo sharing sites give you a place to upload and organize your photos
o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
Photo sharing
THE TOOLS
o detail the launch of a new product, from initial sketches to the launch party
o promote special events, charitable campaigns, and awards ceremonies
o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
Photo sharing
THE TOOLS
Doo tag your photos with relevant
keywords
o use your web site address or brand name as your Flickr screen name
o upload quality photos of your products/services, and things related to your business
o link prominently from your web site to your Flickr photostream
Don’to stuff linked keywords into
your photo descriptions or comments
o plaster your URL all over the photos you upload
o discourage people from using your photos (as long as they provide attribution such as a link back to your website)
Wikis / Reference
THE TOOLS
o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools
o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
Wikis / Reference
THE TOOLS
Do o find references to your
organization and have inaccuracies updated
o read the terms of use to ensure you are allowed to edit an entry about you
o research competition
o use wikis to collaborate with your team
Don’to rely on social reference
websites to be accurate
o spam or overtly advertising – it could get you banned
o use it for Search Engine Optimization (Wikipedia prevents search engines from following links)
o Don’t sabotage competitor’s entries about competitors (You could get caught)
Podcasts (Personal On-Demand Broadcast)
THE TOOLS
o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.
o Podcasts can be simple recordings of conversations, presentations, or interviews
o They’re a chance to provide build an audience around your brand or message.
Podcasts (Personal On-Demand Broadcast)
THE TOOLS
Do’s
o come up with a format (form, topic, and duration)
o prepare don’t script (or you’ll sound stiff)
o use a good microphone (but no need to over produce)
o promote your podcast on your website and podcast directories
Dont’s
o worry about length
o invest in a lot of equipment – simple tools and software are all you need to get going
o leave too much time between podcasts – it could prevent you from building an audience
Really Simple Syndication (RSS)
THE TOOLS
o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers.
o an effective way to distribute your content and lead users back to your website
Really Simple Syndication (RSS)
THE TOOLS
Do o offer RSS feeds for your
website’s blog, news, events, and podcasts
o subscribe to RSS feeds relevant to your industry or interests
o include a title and description only so subscribers need to visit your site for the full story
o track your subscribers
Don’t o spam your subscribers by
including excessive advertising in your RSS feed
o go overboard – limit RSS feeds to content frequently updated
o freak out when a splogger hijacks your content – this could actually help your search engine rank
Video sharing
THE TOOLS
o Video sharing sites let you upload videos and share them with people.
o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
Video sharing
THE TOOLS
o helps you gain exposure and direct traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
o videos can be a place to showcase your leadership in a field, and spread customer testimonials
Video sharing
THE TOOLS
Doo be informative, useful, or
entertaining
o create a summary and detailed description
o post video replies to others
o allow commenting and participate in the conversation
o save bandwidth costs on your website by hosting videos on YouTube
Don’to just upload infomercials
o be afraid to experiment until you find a formula that works.
o pull down other people’s videos showcasing your product for copyright infringement
o make your video longer than it needs to be – keep it concise and entertaining
KEYSTO SOCIAL MEDIA
SUCCESS
KEYS TO SUCCESS
1. Experiment with social mediao Experiment personally
before professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
KEYS TO SUCCESS
Source: http://citysand.files.wordpress.com/2009/12/matrix-social_media_examples.jpg
Source: http://searchengineland.com/search-illustrated-how-to-use-social-media-sites-13455
2. Make a plan
1. Discovery(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
3. Listen
o Find where your audience is participating and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your competition
o Find tools that can help you listen
KEYS TO SUCCESS
4. Be transparent & honest
o Avoid puffery (people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
KEYS TO SUCCESS
5. Share your content
o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds,
Email a friend
KEYS TO SUCCESS
6. Be personal and act like a persono Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your brand – give people something they can relate to.
KEYS TO SUCCESS
NASA Mars Phoenix rover
CASE STUDY
7. Contribute in a meaningful way o Think like a contributor,
not a marketer
o Consider what is relevant to the community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS
8. Be proactive
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
KEYS TO SUCCESS
What next…
What next…
Useful Resources
o PR 2.0 BrianSolis.com
o Social Media Today socialmediatoday.com
o Social Media Trader socialmediatrader.com
o Web Strategy by Jeremiah web-strategist.com/blog
o Online Marketing Blog toprankblog.com
o Groundswell Blog blogs.forrester.com/groundswell
o Chris Brogan chrisbrogan.com
o Micropersuasion micropersuasion.com
o Six Pixels of Separation twistimage.com/blog
o PR Squared pr-squared.com
REFERENCES
For more information:
Jim McKay
State Coordinator
Prevent Child Abuse WV
http://www.preventchildabusewv.org
Email: [email protected]
Twitter: @TEAM4WVChildren
http://slideshare.net/PCAWV
