Social media has democratized information by allowing users to publish content in addition to consuming it. It has transformed one-way broadcasting into two-way conversations. Key social media platforms include Facebook, Twitter, YouTube, and blogs. While traditional media was controlled by editors, social media is driven and controlled by users. It also faces less censorship. Marketers can use social media to expand campaigns, improve customer service, and build relationships. Measurement of social media success includes both quantitative metrics like website traffic and qualitative factors like sentiment. Effective social media use involves listening, engaging, and refreshing content regularly.

2. Social Media is the democratization of information,
transforming people from content readers and
consumers into content publishers.

3. Social media is a CONVERSATION between…

4. • Internet forums/groups • Vlogs
• Social networks • Social tagging
• Blogs • Social bookmarking
• Wikis • Micro-blogging
• Podcasts • Virtual communities
• File/data-sharing • RSS feeds

5. TRADITIONAL SOCIAL
Driven and controlled by Driven and controlled by users
editors and publishers
Based on a one-to-many Based on a many-to-many
model (also called a broadcast model, rooted in conversations
model)
Government regulation and Democracy of users and no
censorship censorship restraints
Limited channels of Endless channels of
information information

8. • Years to Reach 50 millions Users:
• Radio (38 Years)
• TV (13 Years)
• Internet (4 Years)
• iPod (3 Years)
• Facebook added 100 million users in less than 9 months
• iPhone applications hit 1 billion in 9 months
• If Facebook were a country it would be the world’s 3rd largest between
the United States and Indonesia
• Facebook users spend 5 billion minutes on the site each day
• 20 hours of video are uploaded to YouTube every minute
• One billionth Tweet in 2008. 13.1 billion currently

9. • For people who are deeply immersed in social media, social
networks are already a much heavier influence on personal choices
than traditional advertising
• 53% of people say that blog content influences purchase decisions
• 78% of consumers say they trust other consumers' recommendations
over all advertising/marketing avenues
• According to IPG Emerging Media Lab, 87% of online community
members report participating in social causes that are new to them
since their involvement in online communities began
• Social media is a potential growth area through which major donors
can be cultivated. The Social Media for Social Causes Study found
that 84% of the “social media savvy” aged 30-49 and 55% of those
older than 50 have used social media to discuss philanthropy.

10. • Expand and extend marketing campaigns
• Improve customer service
• Manage crisis communications/online reputation
management
• Solicit feedback from the public
• Build relationships with employees, donors, volunteers,
influencers, fans/supporters, lawmakers and citizens
• Create buzz
• Establish yourself as an expert

11. • Free-access social networking Web site that connects
people with friends and others who work, study and live
around them
• Users can join networks organized by city,
workplace, school, and region to connect and interact
with other people
• People can also add friends, send them messages,
and update their personal profiles to notify friends about
their activities
• Organizations should set up a Page

12. Page
Profile
• Facebook.com/nonprofits

14. • A social networking and
micro-blogging service that
enables its users to send
and read other users'
updates known as tweets
• Tweets are text-based posts
of up to 140 characters in
length
• Updates are displayed on
the user's profile page and
delivered to other users
who have signed up to
receive them

17. • YouTube is the world's most
popular online video
community allowing millions of
people to discover, watch and
share originally created videos
• Provides a forum for people to
connect, inform and inspire
others across the globe and
acts as a distribution platform
for original content creators
• YouTube accounts for 10% of
all Internet traffic

18. • YouTube.com/nonprofits

19. • YouTube.com/allforgood
– AllForGood.org

20. • Flickr is an online photo
management and sharing
application for images and
video hosting Web site, Web
services suite, and online
community platform
• Popular Web site for users to
share personal photographs,
the service is widely used by
bloggers as a photo repository

23. • Good mediums to create thought leadership positions.
• Blogs are usually maintained by an individual with regular entries of
commentary, descriptions of events, or other material such as
graphics or video.
• Most blogs are interactive, allowing visitors to leave comments
and even message each other via widgets on the blogs. It is this
interactivity that distinguishes them from other static websites
• Many blogs provide commentary or news on a particular subject;
others function as more personal online diaries
• A podcast is a series of digital media files (audio or video) that are
released episodically and often downloaded through web syndication.

26. • All of the social mediums mentioned previously are accessible via
smart phone.
• Mobile Marketing is meant to describe marketing on or with a mobile
device, such as a mobile phone.
• SMS
• MMS
• Games
• Mobile web
• Apps
• Geo-location (e.g., Foursquare)

28. Social media sites:
• Facebook.com (Facebook.com/nonprofits)
• Twitter.com
– Search.twitter.com / tweetscan.com
– Tweetdeck
• Flickr.com
• YouTube.com (YouTube.com/nonprofits)
Great resource for nonprofits:
• Beth’s blog: How nonprofits can use social media:
http://beth.typepad.com/beths_blog/

29. • ROI is different from traditional PR and marketing models
• No control over message
• Demands transparency
• Needs a “human element”
• Pitches and campaigns can be publicly mocked
• Release dates/embargoes are not honored
• Requires high level of commitment (time and energy)

30. Quantitative Qualitative
• Web site visits resulting from social • Inclusion of your campaign(s) in
media campaign(s) digital marketing trend coverage
• Social media application downloads • Online media audits that measure the
sentiment and mindshare for your
• Responses to online offers organization online; audits repeated
• Audience impressions for blog at regular intervals after a baseline is
coverage established
• Blog and RSS subscriber numbers • Online surveys to benchmark and
monitor a range of end-user
• Audience reach for podcasts perceptions, including online brand
• Number of articles or broadcast clips awareness and mindshare among
supporting your social media your organization’s competitors
campaign

32. Step 1: Listen…
• Track
• Google Alerts (www.google.com/alerts)
• Google Reader account for RSS feeds
(www.google.com/reader)
• TweetScan (www.tweetscan.com)
• Radian6/SM2 (www.radian6.com and
http://sm2.techrigy.com/main)
• Follow Blogs
• Do a technorati search for blogs of interest
• Make a list of your top 10 favorite/most relevant blogs
• Pull the blogs into your Google Reader account for easy
following
• Take note of posts on which you would like to comment

33. Step 2: Enter…
• Develop/refine messaging
• Set up appropriate social media vehicles
• Facebook profile, page and/or cause page
• Twitter account
• LinkedIn profile and Build Your Network
• Digg account
• Blog
• Etc.
• Become a member of relevant groups
• Yahoo Groups
• Facebook fan pages
• Etc.
• Practice on personal level

34. Step 3: Engage…
• Comment on relevant blogs, groups, etc., as appropriate
• Favorite blogs
• Yahoo Answers
• LinkedIn Answers
• Publish own positioning
• Facebook
• YouTube
• Twitter
• Blog
• Monitor replies and respond, when appropriate
• Refresh content regularly

35. GroundFloor Media
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