2. What is social media?
The old way….
Muy
Importante
Pretty Also kind of
important important
Everyday Everyday Everyday Everyday
person person person person
5. Best quote ever:
“Social media is like teen sex.
Everyone wants to do it. Nobody
knows how. When it’s done, there
is surprise that it’s not better.”
AvinashKaushik – Analytics Evangelist, Google
6. Lions, tigers and bears: oh my!
• National Wildlife
Federation: Green Hour
• Connect kids to nature
thru parents
• Use social media to
build email list
7. Lions, tigers and bears: results!
• Focused on parenting
communities:
– social networks
– blogs (comments, etc)
– StumbleUpon
• Not just ads; shared
advice/expertise
• List size doubled; 35%
open rate
• 70% of site traffic comes
from social networks
8. Say it with me: Twestival!
• How can we help? Have
a party
– connect offline
– raise money
– have fun
• That worked; could we
have more?
• Partners galore
9. Say it with me: Twestival!
• Worldwide:
– 202 cities
– $250,000 raised
• What the…?
– Short timeline
– Loose but helpful
structure
– Easy, very actionable
calls
10. But wait, what about…
• Oh yes, Skittles.
• Giving over 100% is
maybe not the best idea
• Won a lot of hearts in
the small world of social
media “gurus,”
• Attracted lots of
adolescent humor and
spam
11. #dontgobreakin’ my heart
• Summer 2008: A
conservative movement
arises on Twitter
• Progressives catch wind
and bork it
• Debate continues on
value of this sort of
tactic, but it still
happens
12. What does this all mean for my org?
• Consistent with our
values of
empowerment, communi
ty
– open, participatory, democ
ratic, and accountable
• Create loyalty and
community by connecting
• True value: 2% of 10,000
on a list versus 200
dedicated
followers/friends
13. How do I know if it’s working?
• Differentiate – and
appreciate – the difference
between quantitative and
qualitative metrics
• Be precise in what you’re
measuring
• Successful campaigns do
more than just “get
attention”
14. A smaller case study: Wellstone
• ~1700 followers on
Twitter; ~1900 fans on
Facebook
• Get buy-in or advice on
new projects
• Share others’ info
relevant to your work
• Find like-minded folk
• Connect with media
15. To sum up
• Focus on organization’s goals, not tech
• Be open to collaborating with your users, but
you don’t have to sacrifice your overall
editorial control or voice
• Experiment with your users, have fun