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Today’s Objectives

1. A greater understanding of the shift that has
occurred in how we communicate and interact
as a result of Web 2.0
2. An overview of some of the larger social media
networks including some tips on how to use
them at Compassion Canada
3. Deeper insights into shaping your social media
strategy.

Shaping Your Online Presence

Websites

Blogs/Microblogs Social Media

What Is Social Media?

Technology that fosters communication.

How does Social Media work?

Multimedia tools let users
tell stories in new ways.

Social Media lets people connect with each
other based on common interests.

The internet then and now
2000 2009
46% of adults use internet 77-79% of adults use internet
5% with broadband at home 63% with broadband at home
50% own a cell phone 85% own a cell phone
0% connect to internet wirelessly 54-56% connect to internet wirelessly
<10% use “cloud” >two-thirds use “cloud”
= slow, stationary connections built = fast, mobile connections built
around my computer around outside servers and storage

5/2/2010 10

SOCIAL MEDIA HAS BECOME UBIQUITOUS

184 million bloggers

73% of active online users have read a blog

45% have started their own blog

57% have joined a social network

55% have uploaded photos

83% have watched video clips

39% subscribe to an RSS feed

Source: Universal McCann Comparative Study on Social Media Trends April 2008

Older adults are growing
increasingly comfortable with
online content creation

5/2/2010 15

“The desire
to be part of
a group that
shares,
cooperates,
or acts in
concert is a
basic
human
instinct.”
Clay Shirky

Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/

COMMUNICATIONS MEDIA SOCIAL MEDIA

Space defined by Media Owner Space defined by Consumer

Brand in control Consumer in control

One way / Delivering a message Two way / Being a part of a conversation

Repeating the message Adapting the message/ beta

Focused on the brand Focused on the consumer / Adding value

Entertaining Influencing, involving

Company created content User created content / Co-creation

“THE PHYSICS OF MEDIA ARE CHANGING”*

Limited distribution channels Unlimited distribution

Abundant attention Attention scarcity

*http://www.fistfulayen.com/blog/?p=147

THE RELATIONSHIP WITH YOUR
AUDIENCE HAS CHANGED
FOREVER

EMPOWERED USERS, UNLIMITED CHOICE

Everyone is a media owner

The means of production and distribution are now free (Moore’s Law)

Control is shared
http://www.flickr.com/photos/esparta/

SUDDENLY MEDIA IS A MASS OF CONVERSATIONS

AND YOU CAN’T CONTROL THEM

http://www.flickr.com/photos/artsyt/

“We’ve been too busy trying

to dictate the experience,

building walls, obsessing over

the gates rather than the experience”

Ian Rogers

Ref:http://www.fistfulayen.com/blog/ Image: http://www.flickr.com/photos/stoyan/

SO HOW CAN I CREATE
COMMUNITY?

“Communities already
exist. Instead, think
about how you can
help that community
do what it wants to do.”
Mark Zuckerberg

UNDERSTAND HOW THEY WORK

1 9 90

Every community has super-users – high authority, highly active
Know who they are.

LISTEN

Act on their feedback
Encourage discussion, be a part of it

http://www.flickr.com/photos/twenty_questions/

AND ADD VALUE

Understand what they are trying to do
Creat tools and content to help them do it
Interact with them, engage with them, respect them

http://www.flickr.com/photos/artsyt/

UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT

Blog Her/Compass Partners 2008 Social Media Study

Be Useful

"...journalism is shifting from being a product to a service and, with this, a news
outlet shifts from being a final destination to being part of a network."
Alfred Hermida, reportr.net

http://www.flickr.com/photos/jonasj/

NEW JOURNALISM – CONTENT PRODUCERS TAKE ON A BROADER ROLE

Authenticator: Help the audience figure out what
to believe, what can they trust

Sense-maker: Help the audience derive meaning from what
is happening in the world

Navigator: Help the audience find their way around a story
or issue and point them to the “good stuff”

Forum-leader: Help the audience engage in a
discussion in a knowledgeable way

Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/

ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING

"In the past you were what you owned. Now you are what you share."
Charles Leadbeater – We Think

“On the web, audiences are more fragmented. People are using personal devices to
communicate. That means, what works best is the conversational voice, a personal point of
view, and a mindset that says, “I’m sharing,” rather than, “I’m reporting.”
Howard Owens

THE LINK IS THE CURRENCY OF SOCIAL MEDIA.
USE IT.

“Do what you do best and link to the rest” Jeff Jarvis

http://www.flickr.com/photos/jairo_abud/

AND IT’S NOT ABOUT THE
TECHNOLOGY

"Over and over again, connecting people with one
another is what lasts online. Some folks thought it was
about technology, but it's not.“
Seth Godin

Image: http://www.gapingvoid.com/

LINEAR NETWORKED

Scheduled On demand

Appointment Whenever, wherever

Sit back Participative

Messages Experiences

Content we think you’d like Content we know you like
(because you’ve told us)

We control the way it is We allow you to play with it, pass it
delivered on

• Free
• Complex social network
• Over 400,000,000 users world wide

• Individuals have profiles
• Highly-customizable security features

Applications let users customize profiles
and share content from other social media
sites.

Integrate other
channels via
Facebook fan
page tabs.

Businesses set up public pages (NOT
profiles) to create their communities.

The Insights feature lets businesses
monitor statistics about their page.

Reflect your brand on
your Facebook page.

Open up your Facebook
page by allowing fans to
post on wall updates,
photos, videos, and
discussions.

Create a Cause
and add it to your
page.

Add your blog’s feed
to your fan page
wall.

Ask your Facebook
fans a question and
participate in the
conversation.

Ask Facebook fans to
upload videos that
support your mission.

Start a discussion that
will engage your
Facebook fans.

• Free
• most popular video site
• Over 25% of all Google searches end on
YouTube

• Channels (profiles) and avatars are
customizable
• Users can subscribe to other users’
channels

Upload as many videos (up to 10 minutes
long, 2GB in size) as you want.

Videos can be
public or private.

Videos don’t always have to look
professional

Unlike Facebook, a YouTube account can
only have one admin.

Users can track statistics on views,
demographics, embeds and geography
through the Insights feature.

Integrate
content by
sharing videos
on Facebook

Partners and non-profits can participate in
sharing programs to boost views.

Visit: www.youtube.com/partners

OR

Visit: www.youtube.com/nonprofits

Use the YouTube Nonprofit Program to
raise money or for advocacy.

Make a funny or compelling
video, not a sad one.

Encourage supporters to
upload video responses.

What’s a “microblog?”

Every post is limited to
140 characters… making it a tiny blog, or
“microblog.”

You build a network by following other users.

By following users, you can see their tweets.

When you follow a user, their Tweets
appear on your home page and vice
versa.

Lists let users
organize the
people they follow
via customized
categories.

Lists can be public
or private.

Hashtags (#)
organize Tweets
by topic.

Using a hashtag
lets users follow
live events, find
fresh info &
discover new
people.

Other third-party apps let you shorten and
track links; share photos and record
videos.

Create a custom Twitter
background that reflects
your organization's mission
and brand.

List the Twitter handles of
the staff contributing to
your org's feed.

Use Twitterholic.com to
connect with the top 50
tweeters in your city.

Monitor your city’s Twitter
hashtag for relevant information
(#chs #nyc #dc).

Build real relationships by
replying, retweeting, and
joining discussions.

Recruit new staff and
volunteers via Twitter.

Piggyback on Twitter's trending
topics if they are related to your
cause (#haiti)

Promote an event, campaign, or
movement with twitter hashtags
(#beatcancer #memorywalk)

Create a fundraising campaign
organized with Twitter.

Empower your
followers with
actionable
information in
support of your
mission.

Organize a petition
with act.ly.

Read a persons
Twitter feed as
prep for a
meeting.

Integrate
twitter and
other feeds

SOCIAL MEDIA

46
TACTIC

Submit key blog
posts & articles to
social news sites.

Use short URLs to track
link performance (bit.ly,
tinyurl.com).

Use a "Share
This" widget
on blog posts,
web pages,
etc.

Use Twitalyzer.com
to mashup Google
Analytics with
Twitter visitors.

Track and benchmark
key Twitter stats.

Promote your social
media channels via
websites, emails,
footers, etc.

LISTEN

http://www.flickr.com/photos/twenty_questions/

Lead
Act
Care

Know

Offering

Partner/Donor

Ambassador/Evangelist

Word of Mouth

Repeat Visitor

Information Seeker

Laura Lee S. Dooley, Online
Engagement Strategist, World
Resources Institute

Approach to ROI
“I know that my social media efforts drive revenue, but how? And how will I
be able to measure this effect?”

Corporate Social Consumer Engagement Business
Involvement Action Metrics Impact

A company sets up …which will lead …which we will …and then
social discussion on consumers to interact measure using correlate to
social networks like with the brand, form various social business impact,
Facebook and opinions, and take network tools… such as bacon
YouTube… action online… revenue.

The accuracy of a solid ROI model lies in the last
step: translating engagement metrics (like
YouTube video views or sentiment analysis on a
blog) into financial results.

123

Return from social media investment will
materialize in multiple ways…
Increased revenue from visits Positive social involvement drives individuals to the doctor’s office, retail store
or to the corporate sites – each such visit moves the consumer 1 step closer to
to website or store purchase

Decreased cost from traditional YouTube videos replace TV spots, Facebook contests replace official PR efforts,
media channels Flickr pictures replace print ads

Decreased cost from business Consumer opinions from blogs, posts, and discussion groups provide insights
replacement (customer service and intelligence normally obtained through focus groups and market research.
focus groups, market research) Also, product user forums lessen the need for official customer service.

Increased revenue from Social involvement develops and empowers brand ambassadors, who work to
Word Of Mouth bring others into the conversation around the brand

Increased revenue from loyalty Increased interaction with the brand through social sites will build loyalty,
and social affirmation of purchase which drives repeat purchases

Increase revenue Decrease cost

124

Additional (and indirect) sources of
return from social involvement
Increased revenue from press Well-executed social interaction initiatives will create favorable
coverage and PR press coverage and PR (example: GM FastLane blog)

Decreased cost from monitoring Monitoring the social network sites will allow marketers to hear
adverse events and opinions adverse opinions early and to get a handle on problems quickly

Social networks provide the company a unique medium through
Decreased cost from
which to comment on financial results, corporate changes and
shareholder communications other news with the shareholders and investment community

The “best and brightest” will leverage employee posts
Decreased cost from
and other discussion boards in their decision to apply
HR/recruiting to and work for the company

Increased sales from employee Employees will be happier and more productive when they have
forums where they can share their passion with their work with the
productivity outside world

125

METRICS MANTRA:

“You can’t manage what you can’t
measure.”

Use Google Analytics to answer …

• How are visitors using my site?
• How can I make marketing campaigns more
effective and accountable?
• Am I creating effective content?
• How can I improve my site navigation?

Resources Institute

No reporting tool is 100%
accurate

Resources Institute

Key options
• Setting active date range
• Setting comparison date range
• Graphing by day, week, and month
• Multi-line graphs
• Graph roll-overs
• Date exports
• Email reports

Resources Institute

Visitors |Online
Laura Lee S. Dooley,
Subscribers | Fans-Friends-Followers
Resources Institute

Pageviews | Clickthroughs
Resources Institute

Referrers | Reposts | Retweets
Resources Institute

Regular Traffic Trends
Resources Institute

Laura Lee S. Dooley, Online Bounce Rate
Resources Institute

Pages Per Visit | Comments | Posts
Resources Institute

Time on Site | Time on Page
Resources Institute

Jon Fravel
New v. Returning Visitors
Resources Institute

Geography | Demography
Resources Institute

Trends Over Time | Changing Metrics
Resources Institute

WHAT THIS MEANS - NETWORKED MEDIA

Social media thinking has to run through the organization

Models built on ubiquity not scarcity

“Most items of value derive that value from scarcity. Digital changes that, and you
can derive value from ubiquity now.”
Ian Rogers

http://www.flickr.com/photos/arbegofoto/

WHAT THIS MEANS – FREE FLOWING CONTENT

“Content Ubiquity” Peter Chernin, News Corp

Services, applications and content are scalable and portable

Platforms that are seamlessly inter-connectable

No barriers to interaction - interfaces that get out of the way
Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg

CREATE CONTENT THAT IS REMARKABLE

If the web is a mass of conversations, then
get talked about

Create content and services that are worth passing on

Make it as easy as possible for your fans to find it and spread the word

http://www.flickr.com/photos/oldflints/

LEVERAGE YOUR CONSUMER INSIGHT

Listen to your community

Use the feedback and insight to shape what you do

Reframe problems, Identify ‘swells’ in your market

“Good insight helps you know what your customers need before
they know themselves.”
Matthew Milan, Critical Mass

http://experiencematters.criticalmass.com/

THINK ABOUT HOW YOU MEASURE

It’s not all about page impressions

Broader use of hard metrics – users, time spent, interactions, pass-alongs
…combined with digital ethnographic measures

http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html

ACCEPT UNCERTAINTY

Be flexible
Experiment more
Embrace failure

Image: http://russelldavies.typepad.com/planning/

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