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Introduction to
                                                  Social Media
                                               Social Media Tools
                                             Social Media Campaign




Prepared for the Sonoma County Peer Outreach Coalition
Purpose of Today
To help you formulate your
     own social media
   campaign, and to be
knowledgeable in the tools
   used to support your
        campaign.
Icebreaker Activity
What is Social Media?

 What is a Social Media Campaign?

        Fact or Crap Game!

        Measuring Success

WebQuest of Social Media Campaigns

      Social Media Landscape
Worlds Collide

        Account Sign Up

           Facebook

             Twitter

Steps to Creating a Campaign Plan

           Next Steps
What is Social Media?
WikipediA

"a term used to describe the type of media that is
based on conversation and interaction between
people online. Where media means digital words,
sounds & pictures which are typically shared via the
internet and the value can be cultural, societal or
even financial."
http://www.youtube.com/watch?v=SgNIIUD_oQg
"a term used to describe the type of media
that is based on conversation and
interaction

between people online. Wheremedia
means digital words, sounds & pictures
which

are typically shared via the internet and
the value can be cultural, societal or even
financial."
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media Campaign
What is a Campaign?
What is a Campaign?
  a campaign is a marketing effort
  to sell, promote, raise awareness
…to sell, promote, raise awareness…



                       of what?
What is a Social Media Campaign?
        A social media campaign is
     marketing "X" USING social media.
What is Your X?
Intro to Social Media, Social Media Tools, Social Media Campaign
Measuring Success




  When Your Best Isn’t Good Enough
Determine Small Goals to Achieving Your X




           Measure Each Goal
Less is More. Unless You’re Standing Next To The One
      With More. Then Less Just Looks Pathetic.
Campaign
End World Hunger


Small Measurable Goal
Raise enough money to feed 50 families in Sonoma
County in 30 days.


Social Media   STRATEGY
  •Ask daily for donations on 3 sites.
  •Ask friends to share donor link with 5 people
  •Share video about family in need.
  •Feature those that donate on blog daily.
Common Metrics
                    (metrics is a “fancy” word for stats)




Publish/Posting         Visits to Pages                     Shares/Retweets
Friends/Followers       Unique Visits                       Referrals (links to you)
Subscriptions           Click Through Rates                 Activity/Likes
Comments/Posts          Donations                           Surveys/Polls
                                                                * influence & perception




                        use date ranges
Metric Tools



                    Agency
Built in Tools                       3rd Party Apps
                   Reporting
   facebook                           google analytics
   followers       referral source           bitly
     Likes          referral stats    survey monkey
     views
                                        survey gizmo
                                         twitter apps
                                       facebook apps
WebQuest!                       Successful Campaigns


 Pair Up or Work Individually
   10-15min to complete
Share Back
  The name and purpose of the campaign.

        Did you like the campaign?

What was the campaign's greatest strength?

What was the campaigns greatest weakness?

       What would you do different?

              Ideas to steal?
overview of
Social Media Campaign Tools
What Makes a Piece of
 Technology Social?
OMG! Its awesome!
Here’s my content!

                                                             Actually it Sucks!
                     Thanks!




                           two way communication

                           two way communication
Intro to Social Media, Social Media Tools, Social Media Campaign
Goals
Audience
Manageable
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Facebook: 25% of 400 million:
100million

MySpace: 42% of 110 million:
46.2 million

Bebo: 50% of 12.8 million:
6.4 million

Twitter: 20% of 15 million:
3 million
What Will You Use?

                                      Social
   Publish    Discuss     Share                  Microblog   Lifestream
                                     Network




Select tools based upon what you want to accomplish & your audience.
           Tools HELP you reach your goals, & ultimately X.
BREAK
http://www.youtube.com/watch?v=SxuYdzs4SS8
Private vs Professional
         .
Signup Accounts




facebook.com        tumblr.com   twitter.com
http://www.facebook.com/scpoc



http://scpoc.tumblr.com



http://twitter.com/scpoc




                                Follow
http://scpoc.yolasite.com/
Ways to Attract Fans/Likes

              Invites                       Facebook Ads
         Listen & Respond                  Like Other Pages
  Relationships & Partnerships            Contests / 500th fan
Add links website/blogs/newsletter   Add FB address in email/cards
Promote Your Page

- Like Button
- Activity Feed
- Like Box
- Live Stream




  http://developers.facebook.com/plugins
Popular Apps
      WARNING: Don’t just randomly add apps.




Links                                     Page Maps
Video/YouTube                             Fan Appz
Twitter                                   My Top Fanz
Photo/Flickr                              SlideShare
Use Selective Twitter                     My Countdown
FDML                                      DivShare
Page Examples
www.facebook.com   / girleffect
                    ONE
                    AFSPnational
                    Unicef
                    SierraClub
Use same username with other sites
Large Logo 200 X 600
3 Posts a Day is Good
Ask Fans to Suggest New Members
Ask Questions




        Final Tips              Have More Than 1 Admin
                                Have non-admins post/comment
                                Add Google Analytics to Page
                                Use Facebook “insights”
                                Conduct Polls (get temperature/measure)
                                Post photos, videos, links
http://www.youtube.com/watch?v=tTN9We8unmU&feature=related
Find Organizational Partnerships
                    Learn Social Media
Find Resources
                    Share
   Why ?
 Learn Content             Stay Current
   Form Relationships
http://www.howcast.com/videos/149055-How-To-Use-Twitter
Twitter Communication
Tweet: #tag

Reply: @username

Mention: via @username

Retweet: RT @username

Direct Message: DM @username
Tweet mix of professional w/personal

                       Use hashtags

 Tips                Retweetothers

                    Thank when RT
Use search tool (review tweets, bios) follow

Follow based on current following/followers

Reuse content
              Tips
Customize background/profile
Bubble Tweet
                               TweetDeck
    Twit Pic
                  Twitter          Bitly
HootSuite
                Applications
                               Twitalyzer
    Twhirl
             Twtpoll     Twinfluence
Intro to Social Media, Social Media Tools, Social Media Campaign
LISTEN
Comment
Leave Links
GOOD
     BAD                      resource   affirmation

     me
          me        How ru?                 me
me

               me
                         support
me
Because Making It Look Good Now Is More Important
      Than Providing Adequate Support Later
Step 1
       Define Your X
Plan
       Step 2
       Identify Your Audience

       Step 3
       Set Small Measurable Goals to Achieve X
       Step 4
       Strategize
          • Identify approaches/tools

       Step 5
       Implement Plan
       Step 6
       Assess/Adapt
Much Work Remains To Be Done Before We Can
Announce Our Total Failure To Make Any Progress
Next Steps?
Final Questions

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Intro to Social Media, Social Media Tools, Social Media Campaign