Aleuromedia presentation on Social Media and Community Development prepared and given on behalf of the National Association of Nature Center Administrators at the 2009 Summit, held at Squam Lake, in Holderness, NH.
Major topics include introduction to social media platforms tools and concepts. The importance of social media policies, plans and strategies and initial guidance for policy and plan development.
Social Media and Community Development Presentation - Given on behalf of the National Association of Nature Center Adminstrators 2009
1. photo courtesy of Steve Weaver via Flickr photo courtesy of luc legay via Flickr
SOCIAL NETWORKS FOR
COMMUNITY DEVELOPMENT
AleuroNPO presentation for ANCA - 8/27/09
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
2. WHO WE ARE
Tara Mahady
Follow me on Twitter
Join My LinkedIn Network
Check out my Google Profile
Kelley-sue LeBlanc
LinkedIn
Follow Me on Twitter
My Google Profile
AleuroSolutions
Aleuromedia
info@aleuromedia.com http://www.aleuronpo.com
PO Box 10251 Follow AleuroSolutions on Facebook www.aleurosolutions.com
Bedford NH 03110 Follow AleuroSolutions on Twitter www.aleuromedia.com
(603) 233-5078
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
3. photo courtesy of BenSpark via Flickr
WHAT SIDE OF THE FENCE ARE
YOU ON?
Aleuromedia LLC www.aleuromedia.com TMahady
4. Where are
you?
On the fence.
Already using it
Social and want to
know more.
Don’t believe it has a role
in your organizations. Media
Just plain terrified.
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
5. Just plain terrified.
YOU MAY BE RIGHT TO BE SCARED.
• If you are not participating you
are at risk.
• If you are participating without a
policy or a plan you are at risk.
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
6. Did you know?
The following video can be found
here -
http://www.youtube.com/watch?
v=jpEnFwiqdx8
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
7. Did you know?
All that information is already almost a year old.
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
8. On this side of the fence:
FEELING LIKE
THERE’S TOO
MUCH NOISE?
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
16. BROADCAST
Photo credit : fxgeek's photostream
licensed through Creative Commons
Photo credit: Human Productivity Lab,
licensed through Creative Commons
All of these channels pushed a message.
The audience participated by listening and buying.
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
17. EVOLUTION OF
MARKETING
The audience participates on
all levels now. Evaluating,
promoting, advising,
requesting.
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
18. EVOLUTION OF
MARKETING
Presence is no longer enough.
People are no longer going to accept a
one-sided dialogue with the brands they
consume.
Jennifer Leggio
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
19. THE POWER HAS
SHIFTED
On-demand
iTunes
American Idol
Reality TV
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
20. THE POWER HAS
SHIFTED
On-demand
iTunes
American Idol
Reality TV
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
21. THE POWER HAS
SHIFTED
On-demand
iTunes
American Idol
Reality TV
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
22. THE POWER HAS
SHIFTED
On-demand
iTunes
American Idol
Reality TV
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
23. THE POWER HAS
SHIFTED
On-demand
iTunes
American Idol
Reality TV
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
24. THE POWER HAS
SHIFTED
On-demand
iTunes
American Idol
Reality TV
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
25. THE POWER HAS
SHIFTED
On-demand
iTunes
American Idol
Reality TV
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
26. IT’S ABOUT THE PEOPLE
Relationships are made between people
Personal brands lend equity to the
organizational brand
Humanizing the organization and the mission
is key
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
27. photo courtesy of Automania via Flickr
WHY SOCIAL MEDIA FOR THE
SOCIAL SECTOR?
Aleuromedia LLC www.aleuromedia.com TMahady
28. DONOR LOYALTY Q1 2009 -
ENVIRONMENTAL ORGS.
Q1 2009 Index of National Fundraising Performance
www.blackbaud.com/targetanalytics
Aleuromedia LLC www.aleuromedia.com TMahady
29. 5-YEAR INDEX REVENUE
AND DONOR TRENDS
Q1 2009 Index of National Fundraising Performance www.blackbaud.com/targetanalytics
Aleuromedia LLC www.aleuromedia.com TMahady
30. WHY DO HIGH NET
DONORS STOP GIVING?
Bank of America 2008
Study of High Net Worth
Philanthropy
http://
newsroom.bankofameric
a.com/index.php?
s=23&item=105
Aleuromedia LLC www.aleuromedia.com TMahady
31. PEOPLE ARE TALKING...
http://mashable.com/2009/03/26/social-media-nonprofit-study/
Aleuromedia LLC www.aleuromedia.com TMahady
32. SOCIAL MEDIA DIALOGUE
http://mashable.com/2009/03/26/social-media-nonprofit-study/
Aleuromedia LLC www.aleuromedia.com TMahady
33. MEET YOUR CONSTITUENTS
WHERE THEY ARE
Photo courtesy of Dru
Bloomfield, flickr
creative commons
Aleuromedia LLC www.aleuromedia.com TMahady
34. BENEFITS OF AN ONLINE
COMMUNITY
Aleuromedia LLC www.aleuromedia.com TMahady
35. BENEFITS OF AN ONLINE
COMMUNITY
• Reinforces all other fundraising and marketing tactics.
Aleuromedia LLC www.aleuromedia.com TMahady
36. BENEFITS OF AN ONLINE
COMMUNITY
• Reinforces all other fundraising and marketing tactics.
• Builds your brand.
Aleuromedia LLC www.aleuromedia.com TMahady
37. BENEFITS OF AN ONLINE
COMMUNITY
• Reinforces all other fundraising and marketing tactics.
• Builds your brand.
• Allows constituents to connect with you & your organization
regularly.
Aleuromedia LLC www.aleuromedia.com TMahady
38. BENEFITS OF AN ONLINE
COMMUNITY
• Reinforces all other fundraising and marketing tactics.
• Builds your brand.
• Allows constituents to connect with you & your organization
regularly.
• Creates dialogue & allows a way for you to address questions,
concerns, and ideas directly.
Aleuromedia LLC www.aleuromedia.com TMahady
39. BENEFITS OF AN ONLINE
COMMUNITY
• Reinforces all other fundraising and marketing tactics.
• Builds your brand.
• Allows constituents to connect with you & your organization
regularly.
• Creates dialogue & allows a way for you to address questions,
concerns, and ideas directly.
• Another way for you to interact with your constituents regularly
without always ‘asking’ them for something.
Aleuromedia LLC www.aleuromedia.com TMahady
40. BENEFITS OF AN ONLINE
COMMUNITY
• Reinforces all other fundraising and marketing tactics.
• Builds your brand.
• Allows constituents to connect with you & your organization
regularly.
• Creates dialogue & allows a way for you to address questions,
concerns, and ideas directly.
• Another way for you to interact with your constituents regularly
without always ‘asking’ them for something.
• Provides an ongoing ‘listening lab’ for you to understand what is
most important to your constituents.
Aleuromedia LLC www.aleuromedia.com TMahady
41. BENEFITS OF AN ONLINE
COMMUNITY
• Reinforces all other fundraising and marketing tactics.
• Builds your brand.
• Allows constituents to connect with you & your organization
regularly.
• Creates dialogue & allows a way for you to address questions,
concerns, and ideas directly.
• Another way for you to interact with your constituents regularly
without always ‘asking’ them for something.
• Provides an ongoing ‘listening lab’ for you to understand what is
most important to your constituents.
• Eventually allows another fundraising and advocacy channel.
Aleuromedia LLC www.aleuromedia.com TMahady
42. SOME INFORMATION FROM YOUR
NONPROFIT COLLEAGUES
Aleuromedia LLC www.aleuromedia.com TMahady
43. photo courtesy of a river runs through via Flickr
THE TOOLS AVAILABLE
Aleuromedia LLC www.aleuromedia.com TMahady
45. TOOLS
SlideShare
• Google
• Flickr
Yammers
• Causes
• AboutUS
YouTube
• Facebook
• WordPress
Twitter
• TechSoup
• Network for
Good
Creative
• NetSquared
Commons
• GoodSearch
... to name a few
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
46. WEB 2.0 TOOLS FOR
PROFESSIONALS
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
TMahady
47. LINKEDIN
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
48. PLAXO
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
49. XING
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
50. FACEBOOK
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
51. GOOGLE PROFILE
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
52. CREATE A PLAN
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com KSLeBlanc
PO Box 10251, Bedford NH 03110
53. CREATE A PLAN
You have to start with a plan
Be selective and choose tools you will use regularly
Create rules for how and when you’ll make updates
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com KSLeBlanc
PO Box 10251, Bedford NH 03110
54. CREATE A PLAN
You have to start with a plan
Be selective and choose tools you will use regularly
Create rules for how and when you’ll make updates
Set goals for building your network
Choose businesses, organizations, and individuals with whom you want to
build a relationship
Invite them to connect with you
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com KSLeBlanc
PO Box 10251, Bedford NH 03110
55. CREATE A PLAN
You have to start with a plan
Be selective and choose tools you will use regularly
Create rules for how and when you’ll make updates
Set goals for building your network
Choose businesses, organizations, and individuals with whom you want to
build a relationship
Invite them to connect with you
Choose leaders and mentors and ask them for help
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com KSLeBlanc
PO Box 10251, Bedford NH 03110
56. CODE OF CONDUCT
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
57. CODE OF CONDUCT
Be honest - do not inflate your skills or work history
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
58. CODE OF CONDUCT
Be honest - do not inflate your skills or work history
Be transparent - post all your relevant jobs and experience
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
59. CODE OF CONDUCT
Be honest - do not inflate your skills or work history
Be transparent - post all your relevant jobs and experience
Be consistent - do not be one personality in one network and another in a
different network
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
60. CODE OF CONDUCT
Be honest - do not inflate your skills or work history
Be transparent - post all your relevant jobs and experience
Be consistent - do not be one personality in one network and another in a
different network
Be helpful, answer questions, take time to be a good internet citizen
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
61. CODE OF CONDUCT
Be honest - do not inflate your skills or work history
Be transparent - post all your relevant jobs and experience
Be consistent - do not be one personality in one network and another in a
different network
Be helpful, answer questions, take time to be a good internet citizen
Be respectful of your connections time and privacy - do not forward every
thought or make introductions that are not validated
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
62. CODE OF CONDUCT
Be honest - do not inflate your skills or work history
Be transparent - post all your relevant jobs and experience
Be consistent - do not be one personality in one network and another in a
different network
Be helpful, answer questions, take time to be a good internet citizen
Be respectful of your connections time and privacy - do not forward every
thought or make introductions that are not validated
Check your facts - do not publish fallacies
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
63. MAINTAIN AND
MEASURE
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
64. MAINTAIN AND
MEASURE
As with anything you choose to do; do it well.
do keep your profiles up to date
lagging for years and only updating them when looking for new professional
opportunities makes people feel used
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
65. MAINTAIN AND
MEASURE
As with anything you choose to do; do it well.
do keep your profiles up to date
lagging for years and only updating them when looking for new professional
opportunities makes people feel used
Discontinue your memberships in networks you are not enjoying or getting
anything from
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
66. MAINTAIN AND
MEASURE
As with anything you choose to do; do it well.
do keep your profiles up to date
lagging for years and only updating them when looking for new professional
opportunities makes people feel used
Discontinue your memberships in networks you are not enjoying or getting
anything from
Break connections with individuals who are misusing the tools and who are not
demonstrating good citizenship
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
67. MAINTAIN AND
MEASURE
As with anything you choose to do; do it well.
do keep your profiles up to date
lagging for years and only updating them when looking for new professional
opportunities makes people feel used
Discontinue your memberships in networks you are not enjoying or getting
anything from
Break connections with individuals who are misusing the tools and who are not
demonstrating good citizenship
Google yourself - make sure the professional and personal images of you are
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
68. WEB 2.0 TOOLS FOR
ORGANIZATIONS
Aleuromedia LLC www.aleuromedia.com TMahady
69. WIGGIO
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
70. FLOCK
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
71. TWITTER
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
72. SOCIAL ACTIONS
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
73. FACEBOOK
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110
74. CAUSES
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com KSLeBlanc
PO Box 10251, Bedford NH 03110
75. YAMMER
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
76. MGIVE
Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc
PO Box 10251, Bedford NH 03110
77. photo courtesy of MGSpillar via Flickr
STEPS ALONG THE PATH
Aleuromedia LLC www.aleuromedia.com TMahady
79. THE THREE P’S
Policy
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
80. THE THREE P’S
Policy
Plan
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
81. THE THREE P’S
Policy
Plan
Privacy
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
82. PLANNING AND STRATEGY
You must start with a plan.
There is no social media kit.
Awareness?
Set goals - Cost Reduction?
Engagement?
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
83. PLANNING AND STRATEGY
Marketing and Fundraising oriented goals
can be achieved through Social Media
Marketing initiatives.
Advocacy and Community Cultivation
may be served by Social Networks
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
84. ABC’s
Assess Research & Evaluate
Blueprint Define & Plan
Cultivate Educate, Participate
& Iterate
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
85. Before You Start
Is your audience using social media now?
Will social media help your business deliver
additional value customers?
What additional value can we deliver?
What additional value can we gain?
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
86. Ask Yourself
What operational goals do
we want to achieve?
What marketing goals do
we want to achieve?
How can the our organization listen, act and
respond?
Does the organization manage and promote change
well?
Does the corporate culture support a social media plan?
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
87. Develop Policies
How will we handle negatives?
Who will respond on behalf of the organization?
How will you manage employee/volunteer interaction?
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
88. Ask More Questions
How much time and money are
we willing to risk?
What budget does this belong to?
How will you measure success and
identify failure?
How agile can we be?
What are the organizations social
media policies?
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
90. MEASURE WHAT?
Do traditional web
metrics apply?
Sometimes.
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
91. ROI AND RISK MANAGEMENT
Jeremiah Owyang suggests, Social Media measurement is
more like a “GPS, which tells you where you've been,
where you are, and where you're going...more like
business intelligence..”
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
92. ROI AND RISK MANAGEMENT
“what makes social media so confounding for so many is
that its success has less to do with tactics than it does
with organizational strategy and the ability to effect
cultural change for a common goal.”
Susan Etlinger
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
93. ROI AND RISK MANAGEMENT
Profits Engagement
Prospects Brand metrics & PR
Revenue Search metrics
Retention
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
115. Revolution or Evolution
The following video can be
found here -
http://www.youtube.com/
watch?v=sIFYPQjYhv8
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
116. THANK YOU
Aleuromedia
PO Box 10251
Bedford NH 03110
(603) 233-5078
info@aleuromedia.com
Follow AleuroSolutions on Facebook
Follow AleuroSolutions on Twitter
http://www.aleuronpo.com
www.aleurosolutions.com
www.aleuromedia.com
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
Notas del editor
Tara intro
Finish this section by 2:00
KSL
Finish this section by 2:00
KSL to gage audience
Finish this section by 2:00
Finish this section by 2:00
video 2009-08-26_2052.swf
Finish this section by 2:00
Finish this section by 2:00
KSL - gage the audience
for those still on this side of the fence
lets talk about the idea of “noise”
Finish this section by 2:00
KSL
weather forecast story
Finish this section by 2:00
KSL
twitter is not only used to hammer in a brand
but it is among the best search tools we have
its about relevancy
Finish this section by 2:00
This is important because the rules of marketing have changed.
presenting you message is simply not enough any longer
Finish this section by 2:00
KSL
Finish this section by 2:00
KSL
Finish this section by 2:00
Finish this section by 2:00
KSL Web 2.0 introduced interaction with users - the first wiki that enabled people to cooperatively define and enhance public facing mediaIt opened up dialogue between business and customers, now businesses listen too.Participation in marketing has become “opt-in”, permission based.
Finish this section by 2:00
KSL April 3rd, 2009 Jumping on the UGC bandwagon is a good move for businesses Posted by Jennifer Leggio @ 9:22 am“When the Internet was born, the big rush for any serious business was to get a Web site up and running to exhibit its “presence” online. Presence is no longer enough. People are no longer going to accept a one-sided dialogue with the brands they consume.They want to go and get more information about a product and connect with other people with similar interests.”
Finish this section by 2:00
KSL We made this happen - we have become empowered
Used to be we had HBO and TV Guide and built our schedules around programs (around business)
Then we created the demand for Blockbuster.
Now replaced by even more demand for immediacy and met with NetFIix.
Then we go for on demand radio...enter iPOD, on demand TV and audio casts and books iTunes
We even want to pick our celebrities.
Finish this section by 2:00
KSL We made this happen - we have become empowered
Used to be we had HBO and TV Guide and built our schedules around programs (around business)
Then we created the demand for Blockbuster.
Now replaced by even more demand for immediacy and met with NetFIix.
Then we go for on demand radio...enter iPOD, on demand TV and audio casts and books iTunes
We even want to pick our celebrities.
Finish this section by 2:00
KSL We made this happen - we have become empowered
Used to be we had HBO and TV Guide and built our schedules around programs (around business)
Then we created the demand for Blockbuster.
Now replaced by even more demand for immediacy and met with NetFIix.
Then we go for on demand radio...enter iPOD, on demand TV and audio casts and books iTunes
We even want to pick our celebrities.
Finish this section by 2:00
KSL We made this happen - we have become empowered
Used to be we had HBO and TV Guide and built our schedules around programs (around business)
Then we created the demand for Blockbuster.
Now replaced by even more demand for immediacy and met with NetFIix.
Then we go for on demand radio...enter iPOD, on demand TV and audio casts and books iTunes
We even want to pick our celebrities.
Finish this section by 2:00
KSL We made this happen - we have become empowered
Used to be we had HBO and TV Guide and built our schedules around programs (around business)
Then we created the demand for Blockbuster.
Now replaced by even more demand for immediacy and met with NetFIix.
Then we go for on demand radio...enter iPOD, on demand TV and audio casts and books iTunes
We even want to pick our celebrities.
Finish this section by 2:00
KSL We made this happen - we have become empowered
Used to be we had HBO and TV Guide and built our schedules around programs (around business)
Then we created the demand for Blockbuster.
Now replaced by even more demand for immediacy and met with NetFIix.
Then we go for on demand radio...enter iPOD, on demand TV and audio casts and books iTunes
We even want to pick our celebrities.
Finish this section by 2:00
KSL to transition to Tara
Should be 2:00
Tara - who are we here in the room... roles in their orgs
(need to be finished this section by 2:20)
Tara One of the ways npo’s measure the strength of constituent connection to an organization is through donor loyalty. These stats come from Target Analytics showing third quarter 2009 giving data for a environmental orgs. They have seen recent declines in revenue and donors similar in scale to declines in the index as a whole.
(need to be finished this section by 2:20)
Tara Revenue per donor has increased since 2004. So those who are committed are shouldering more of the financial burden.
(need to be finished this section by 2:20)
Tara Three top reasons for ceasing to contribute to an organization can be partially addressed through social media in many organizations.
(need to be finished this section by 2:20)
Tara People are using social media to talk about philanthropy and nonprofits
(need to be finished this section by 2:20)
Tara Donors who use social media and are philanthropically oriented are looking for certain things from npo social media...
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Tara
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Tara Last slide of section - go through... give examples and then pass of to KSL. “So, I’ve made the case for why social media should be added to every npo’s marketing and development toolkit. Now Kelley-Sue is going to talk with you about what exactly social networks are and their broader impact.”
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Tara Last slide of section - go through... give examples and then pass of to KSL. “So, I’ve made the case for why social media should be added to every npo’s marketing and development toolkit. Now Kelley-Sue is going to talk with you about what exactly social networks are and their broader impact.”
(need to be finished this section by 2:20)
Tara Last slide of section - go through... give examples and then pass of to KSL. “So, I’ve made the case for why social media should be added to every npo’s marketing and development toolkit. Now Kelley-Sue is going to talk with you about what exactly social networks are and their broader impact.”
(need to be finished this section by 2:20)
Tara Last slide of section - go through... give examples and then pass of to KSL. “So, I’ve made the case for why social media should be added to every npo’s marketing and development toolkit. Now Kelley-Sue is going to talk with you about what exactly social networks are and their broader impact.”
(need to be finished this section by 2:20)
Tara Last slide of section - go through... give examples and then pass of to KSL. “So, I’ve made the case for why social media should be added to every npo’s marketing and development toolkit. Now Kelley-Sue is going to talk with you about what exactly social networks are and their broader impact.”
(need to be finished this section by 2:20)
Tara Last slide of section - go through... give examples and then pass of to KSL. “So, I’ve made the case for why social media should be added to every npo’s marketing and development toolkit. Now Kelley-Sue is going to talk with you about what exactly social networks are and their broader impact.”
(need to be finished this section by 2:20)
Tara Last slide of section - go through... give examples and then pass of to KSL. “So, I’ve made the case for why social media should be added to every npo’s marketing and development toolkit. Now Kelley-Sue is going to talk with you about what exactly social networks are and their broader impact.”
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Take a break for 10 minutes when you come back we’ll take just a few mins for Q& before we launch into the introduction of tools and planning. (Ideally we’ll be at 2:20 right now)
KSL & TNM Q&A
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All of social media is based on the individuals that come together for a shared interest, opportunity or mission
at the heart of any network are the people - so lets talk about some tools for individuals
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In this next section I’m going to introduce you all to some social networking tools and platforms you organization should know about. These are the tools that will help your org connect with all the individuals and gain equity from each individuals brand.
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KSL
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KSL
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KSL
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KSL
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are you just keeping up with the Jones’ or have you identified goals that may be achieved through social media and community development
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KSL
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KSL
The process is iterative. This is not a do it once activity.
assess - blueprint - cultivate
assess - question where your audience is?
blueprint - build your policy and plan, define your measurement criteria
cultivate - this takes time, its no silver bullet, you must educate the employees, mgmt, customers,
you must participate, and then start the ABC’s over again.
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KSL
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KSL
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KSL
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KSL
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KSL
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KSL
web traffic - sure try to qualify it with interaction and sales
* Dell discovered that it made 1mil from Twitter in 18 months & Blendtec - the will it blend campaign on you tube helped to drive a five fold increase in sales. I think coming up with you engagement equation is most valuable measure you take
followed closely by influence. -the thing is this change is cultural and does not take effect “outside” other activities
so it can’t be accurately measured in isolation
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KSL
http://horngroup.blogs.com/horn_group_weblog/2009/04/why-social-media-marketing-fails-and-how-to-fix-it.html (should be done this section by 3:20)
KSL
http://horngroup.blogs.com/horn_group_weblog/2009/04/why-social-media-marketing-fails-and-how-to-fix-it.html
Susan Etlinger
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some examples of what success could look like
- you were able to tell your story to customers and they shared it with others
- a blog effort where more customers are talking back in comments than in posts
- a community where customers are self supporting each other and costs are reduced
- you were able to learn something from customers that you didn’t already know
Prompt for questions on planning section .. (should be done this section by 3:20) Transition to Tara for some examples