building sustainable communities with social media
DESCRIPTION
Slides support talking points for a talk I gave at St. Francis College based on my book and work at NY Needs You.TRANSCRIPT
Building Sustainable Communities
With Social Media
Idil Cakim
April 29, 2013
Amplifying Word of Mouth - Online
Images by GregKessler.net
Principles of Online WOM Marketing
Images by GregKessler.net
Networking Agents: The New Influencers
• A new psychograhic
• Can be influential offline as well
• Lean-forward audience
• Advocates & spokespeople who publish online
• Newsmakers
Hoboken411.com Changes Local Politics
“Make Yourself” Foundation
How to Identify and Engage Networking Agents
Rule # 1: Reach and Relevance
Image by GregKessler.net
Rule # 2: Recruit Many, Speak 1:1
Rule # 3: Sharable Message
• Newsworthy• Tells a story• Challenges status quo• Has clear call-to-action
Rule # 4: It’s A Long-Term Relationship
• Share the microphone and stage
• Respond (FAST!)
• Offer value
• Stay in touch
Rule # 5: Measure Before, During and After…
• Decide what’s success• Capture both online and
offline WOM• WOM is both input and
outcome• Account for pass-alongs• Consider qualitative
factors: engagement, authority
NY Needs You Case StudySituation: NY Needs You, a non-profit assisting first-generation college
students with career development, needed to boost its online presence to communicate effectively with its mentors, students, applicants and donors.
Solution: The NYNY team matched their social media initiatives and communications to their organizational goals. They developed an engaging editorial calendar. Following a survey of their constituents, they focused their efforts on the two channels most used by their audience: Facebook and the NYNY web site. They also identified influencers and asked them to contribute to their Facebook page.
Results: • Within a year, NYNY doubled the size of its Facebook and
Twitter communities without spending any marketing dollars. • They created a following of approximately 2,000 influencer fans. • The organization’s site increased its traffic to more than 132,000
visits.
