stt inspiration session: social networks
DESCRIPTION
On Day 1 of STT, we all gave Inspiration Sessions; this was mine on social mediaTRANSCRIPT
Inspiration: Social Networks
Deanna Zandt, for Social Tech TrainingJune 10, 2009
http://deannazandt.com/
What is social media?
The old way….
What is social media?
The new way!
What social networks are & aren’t
Aren’t: Are:
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.”
Avinash Kaushik – Analytics Evangelist, Google
Lions, tigers and bears: oh my!
• National Wildlife Federation: Green Hour
• Connect kids to nature thru parents
• Use social media to build email list
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
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
Say it with me: Twestival!
• Worldwide:– 202 cities– $250,000 raised
• What the…?– Short timeline– Loose but helpful
structure– Easy, very actionable
calls
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
#dontgo breakin’ 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
What does this all mean for my org?
• Consistent with our values of empowerment, community– open, participatory,
democratic, and accountable
• Create loyalty and community by connecting
• True value: 2% of 10,000 on a list versus 200 dedicated followers/friends
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”
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
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
the end!
Deanna Zandt, http://deannazandt.com/Twitter: @randomdeanna