social media 201 beyond the basics. what is social media? social media are media for social...
TRANSCRIPT
![Page 1: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/1.jpg)
Social Media 201
Beyond The Basics
![Page 2: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/2.jpg)
What is Social Media?
Social media are media for social interaction using highly accessible publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues.
![Page 3: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/3.jpg)
Social Media Revolution
View the Social Media Revolution video
![Page 4: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/4.jpg)
Social Media
Dos and Don’ts- Be personal, not a robot- Engage in dialogue, not 1 way
conversation- Post frequent, relevant content- Don’t jump on board with social
media until there is a strategy behind it
![Page 5: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/5.jpg)
Social Media Sites
![Page 6: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/6.jpg)
Social Media Sites
Most popular sites in US
![Page 7: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/7.jpg)
![Page 8: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/8.jpg)
Facebook currently has 500 million users.
18 - 34 yr olds make upalmost 1/2 of the entireUS user base.
55 - 65 yr old females is currently the fastestgrowing segment of users.
![Page 9: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/9.jpg)
![Page 10: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/10.jpg)
Facebook - Cause vs. Page
Causes are special pages that are made available to individual activists, nonprofits, foundations, organizations and companies. Unlike pages, they offer a donation option, which is paid out monthly to the group beneficiary.
![Page 11: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/11.jpg)
Cause Example- ASPCA
Click here to view the ASPCA Facebook cause
![Page 12: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/12.jpg)
Facebook - Cause vs. Page
Pages are not specific to a cause. They can be created for any type of business, product, blog, public figures, music artists, athletes and more. It’s recommended that organizations start with a page and then leverage the audience to then build up the “Cause” feature to solicit donations from this audience.
![Page 13: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/13.jpg)
Page - ASPCA
![Page 14: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/14.jpg)
![Page 15: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/15.jpg)
Twitter ended 2009 with just over 75 million user accounts. Only 21% tweet on a daily basis.
25 - 49 yr olds make up just over half of the user base.
There are over 27.3 million tweets sent per day.
![Page 16: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/16.jpg)
Twitter Example - GBFB
![Page 17: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/17.jpg)
Twitter Vocabulary - Hashtag
By placing a “#” in front of “nonprofit” I was able to make it a searchable word. Now others who are searching on that hashtag can see my tweet, even if they aren’t following me.
![Page 18: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/18.jpg)
YouTube
![Page 19: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/19.jpg)
YouTube
In 2009, YouTube had over 100 Million users and 14.8 billion hours of video loaded on it’s site.
YouTube is the 2nd largest search engine in the world (and no wonder - it’s owned by Google).
Users age 45 - 55+ are slightly more active than the younger age groups.
![Page 20: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/20.jpg)
YouTube Example - VTFB
![Page 21: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/21.jpg)
![Page 22: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/22.jpg)
LinkedIn has over 80 million professionals who use the site.
The average age of the LinkedIn user is 41.
64% of users are male. 80% are college educated.
Average income of the LinkedIn user: $109,000.
![Page 23: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/23.jpg)
LinkedIn - Contacts
Users can manage their contact lists like they would in their outlook programs. You can export, organize alphabetically and import your own contacts from outlook. This can help you find others to connect with.
![Page 24: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/24.jpg)
LinkedIn - Groups
Users can join groups based on interest, geography, workplace, and more. Groups are a great way to participate in conversation, gain visibility and make more connections.
![Page 25: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/25.jpg)
LinkedIn Example
![Page 26: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/26.jpg)
Location-based Services (LBS)
A location-based service (LBS) is an information and entertainment service (not always), accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device.
![Page 27: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/27.jpg)
Location-based Services (LBS)
Why do people use it?- Identify location of person or service- Mobile commerce
- E.g. Become the mayor of restaurant X on 4square and get a free entrée!
- Personalized weather services- Parcel and vehicle tracking
![Page 28: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/28.jpg)
LBS Example - Earthjustice
Commuters have checked in at the ads more than 5,700 times, meeting Earthjustice’s $50,000 fundraising
goal.
![Page 29: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/29.jpg)
LBS Example - Earthjustice
![Page 30: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/30.jpg)
Social Media Best Practices
The following slides contain data that was completed by the University of Massachusetts Dartmouth (Center for Marketing Research) in June of 2009. It is one of the first statistically significant studies on the usage of social media by United States charities.
The research showed that almost 85% of charitable organizations are using some form of social media including blogs, podcasts, message boards, social networking, video blogging and wikis.
![Page 31: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/31.jpg)
Social Media Best Practices
1) Blogging is the leading social media channel.
1) 57% of charitable organizations blog.
2) 52% of survey respondents said they planned to add one in the near future.
3) 90% of charities say their blogs are successful in engaging their community. (also consistent with business and academia).
![Page 32: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/32.jpg)
Social Media Best Practices
2) Vital for Fundraising, especially in reaching younger audiences.
1) 45% of charitable organizations surveyed agreed with this statement.
![Page 33: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/33.jpg)
Social Media Best Practices
3) Video is now one of the core features of social media
1) Use of video in blogs jumped from 40% in the 2007 study to 65% in 2008.
![Page 34: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/34.jpg)
Social Media Best Practices
4) Social networking sites are considered mainstream and not optional: Social networking is up by 47% since 2008.
1) Twitter is used extensively for short messages.
2) YouTube video uploads are prominent.
5) Allowing conversation is very important.
1) 85% of charities and organizations with blogs, Twitter accounts and Facebook accounts allowed comments and actively engage in dialogue.
![Page 35: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/35.jpg)
Social Media Best Practices
6) Email subscription is crucial on your blog.
7) RSS Feed use is considered a vital feature of a blog.
1) 67% of blogs have them.
2) Allow people to subscribe.
![Page 36: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/36.jpg)
Social Media Best Practices
8) Monitoring social media is also very important.
1) 75% of respondents monitor the Internet for buzz, posts, conversations and news about their institution.
2) In 2007, 47% manually searched Google with appropriate keywords.
3) In 2008, only 36% manually searched Google, while automated searches for mentions rose by 42% using Google alerts.
![Page 37: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/37.jpg)
Social Media - Monitoring
• Use Google Alerts to scan the web for conversation about your organization.
• Use link tracking (like bit.ly) to determine how many people clicked on your link and how many shared it.
• Use Google Analytics to monitor what social media sites are referring to yours.
• Use program like TweetDeck to monitor hashtags, keywords, mentions and more.
![Page 38: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/38.jpg)
Social Media and SEO
![Page 39: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/39.jpg)
Value of Social Media Strategy
• Social media should be viewed as a supporting element to campaigns the organization is running.
• Like any campaign element, it needs to fit with the overall strategy for the fundraising campaign.
![Page 40: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/40.jpg)
Social Media Strategy
• Elements covered in strategy: What is Social Media & Who uses it? Program Goals (why are they using social
media in the first place) Recommendation of tools and implementation Posting style (how to write a tweet) Building followers Search ability, Metrics and Monitoring
![Page 41: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/41.jpg)
Where do I start?
![Page 42: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/42.jpg)
Where do I start?
• Work with the client to set realistic goals for how their program will support overall fundraising objectives. Create a social media strategy. The reality is that content does not go viral
very often. Growth of followers takes time, nurturing and patience.
Creating a strategy around these goals is important in keeping sight of why the tools are being used.
![Page 43: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/43.jpg)
Where do I start?
• Look at upcoming campaigns and events. Brainstorm how social media could act as an interactive supporting element.
• Review current content like video, writings, and pictures to see what can be repackaged for the various social media sites.
![Page 44: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/44.jpg)
Where do I start?
• Determine the time commitment the client is ready to make. 2 hr weekly commitment is realistic for
maintaining a social media campaign Write and schedule posts ahead of time (1
hr) Decide how conversational the client wants
to be. Respond to appropriate comments and messages when merited (1 hr, maybe 10 mins per day)
![Page 45: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/45.jpg)
Where do I start?
• Work with the online team to create a recommendation, provide sample posts and a schedule for the client.
• Review results with client after each campaign to keep the campaign fresh and moving forward.
![Page 46: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/46.jpg)
Social Media
Great whitepaper loaded with case studies, stats and information. Social Media for Nonprofits
http://bit.ly/d24fy4
![Page 47: Social Media 201 Beyond The Basics. What is Social Media? Social media are media for social interaction using highly accessible publishing techniques](https://reader034.vdocuments.us/reader034/viewer/2022051401/5697bfe11a28abf838cb40b8/html5/thumbnails/47.jpg)
Social Media
Thanks for attending!
Questions? Comments?