Adding Social Media to Your Marketing Strategy

ADDING SOCIAL MEDIA TO YOUR MARKETING STRATEGY

Coronado Schools FoundationJune 24, 2010www.edaconsulting.org

6/24/2010 Social Media for Coronado Schools Foundation 1

Overview

• Introductions• Your name and role/title• Experience with social media• Expectation(s) for workshop

6/24/2010 Social Media for Coronado Schools Foundation

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What is Web 2.0?“The term refers to a group of

popular technologies that survived that dot-com bust, so-called 2.0 because they pick up from the previous

generation of technologies invented during the last wave of Internet innovation (circa 1993-2001)…it describes not only a set of popular Internet

technologies but also the phenomenon of a group of people who believe that we

are entering a new era.”- Ben Rigby, Mobilizing

Generation 2.0


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What are your fears?


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Benefits to social media• Social and professional networking• Prospecting• Get feedback• Viral Recommendations• Cost effective and green• Cross all boundaries• Collaboration opportunities• Share resources• Test ideas• Build networks and community• Build relationships and trust – at a

distance• Build base of support/community

and gather contact info• Tell your story • Quick access• Promote brand and cause• Transparency


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Cons to Using Social Media•Some loss of control•Time investment (training, maintenance )•New communication structure•Ideas and opinions that are shared may change over time•Getting staff/board investment in new technology•Transparency


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Social Media Planning•Evaluate current social media strategies to avoid duplication•Be clear about why you are using social media•Create plan including goals, strategy, and actions•Create a calendar for messaging•Obtain buy-in and participation•Participate in personal use of social media•Have fun!


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Websites


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SOCIAL NETWORKING

What is it?Why is it useful?How do you set it up and use it?Best practicesExamples


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What is Facebook?“The connections between every single person in the

world intertwine, interplay, and interlock to form the

social graph…The power of the social graph refers to how information travels

quickly and reliably among folks.”

- Carolyn Abram & Leah Perlman, Facebook for

Dummies


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Facebook Uses•Viral recommendations•Build a network of “Friends” easily•Recruit people to your “Group” or “Page” •Share links and ideas quickly, link to Twitter•Leverage funds: low-cost, friend-to-friend•Promote work and cause to folks who might not otherwise access it


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Set Up and Features• Must have a personal profile to set up a Page,

Group or Cause.• Update your profile with as much information as

possible.• Updates and notifications• Birthdays, People You May Know• Discussion Boards/Walls/Email/News

Feeds/Events• IM• Applications – Twitter (profile only), etc.


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Facebook Groups and Pages


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Facebook Groups & Pages

Groups• Join a group• Various membership/privacy

levels• You can list officers• Similar to organizational clubs• 5,000 member limit• Content comes from an individual

Pages• Become a fan• Similar to a personal profile• Share on your profile (through

Info tab)• Add applications• Recommended for businesses,

npos, celebrities, brands• Events • Create badge• Content comes from page


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LinkedIn•Great for recruiters•Can’t just create a profile or group and ignore it•Place your resume and professional information•Great place for recommendations•Link profile with Twitter•Need personal account to create a group account•Create subgroups – does your department/field already have a group?


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LinkedIn Home Page


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Profiles and Recommendations


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Companies and Job Postings


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LinkedIn Groups•Similar to Facebook •Create subgroups•Create discussion topics•Share news links


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Questions


BLOGGING AND TWITTER

What is it?Why is it useful?How do you set it up and blog?Best practices Examples


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Why Blog?“Starting an organizational

blog is one of the fastest routes for telling the story

of…your cause, demonstrating expertise in

your field, and engaging supporters in

conversation.”

- Ben Rigby, Mobilizing Generation 2.0


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Stats…•12 million Americans blog and over half of Americans read blogs.•Blog readers are 11% more likely than the average internet user to have incomes greater than $75,000.•Blog readers make more purchases online.•Blog readers spend 6% more online than the average Internet user.Mobilizing Generation 2.0, 2008


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Why is a blog useful?•Gives a face and a voice to a marketing campaign.•Share company announcements.•Great communications and community-building strategy.•Make a personal connection with your stakeholders.•Ongoing relationships.•Share opinions and personalize your work.•Organizational history online.•Internal, organizational communications.


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Blog Set Up•Free blogging software: Blogspot (Google), TypePad, Yahoo, WordPress•Blogging for Dummies•Set it up through an organization’s website•Clarify your goals and objectives•Select layout, logo, etc.•Blidget = blog widget (Facebook badge, social media icons, links to slideshows)


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Blog Best Practices•Plan and be consistent•Two-way communication•Everyone participate•Track participation: Feedburner•Keywords and SEO•Network within the blogging community•Let go of some control•Promote your blog •Share posts across other networks


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Sample Blog


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Twitter•Shorter posts: 140 characters or less•Settings: unique url, SMS, hashtags, etc.•Follow people and followers•Tweet 5 – 20 times per day.•Retweet (RT) and Direct Message (DM)•Succinct way to communicate•More branding and marketing•Become an expert in a topic•Share info with people beyond your inner circle


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More on Tweeting•Hashtags - way to track tweets (i.e. #edac)•HootSuite/Twaitter - schedule tweets, recurring•Bit.ly – shorten and tracks URLs•Echofon, Tweet Deck – manage multiple accounts and tweets•Twibes– lists •Facebook – Twitter app, Ping


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Find, Follow, and Share


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Why Bother with a Blog?

“Blogging can deepen your staff members’ expertise in

a subject, help you test ideas before they become

set in stone (or before you’ve invested time and

resources), and enable more authentic

conversation with constituents.”

- Beth Kanter, Mobilizing Generation 2.0


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Questions


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MORE SOCIAL MEDIA

Social Media PlanEvaluationOrganizational investmentNext StepsResources


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Social Media Plan and Process


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Identify Purpose •Learn more about social media•Reach a different demographic•Connect more with a current demographic•Access other research or resources•Promote brand/event/idea/product•Communicate•Other?


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Goal and Objectives Examples• Increase website traffic• Sell more product• Share ideas• Learn about resources

in your field• Promote an event or

idea• Develop your brand• Test ideas• Other?


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Tools and Implementation• Blog

– How often will you blog?– What will you blog about?– Who will blog?

• Twitter– How often will you tweet?– What will you tweet about?– How will you track?– Who will you follow?– Who will tweet?

• Facebook– Profile/Group/Page– Who will manage?– Facebook Ads?– Will you link to Twitter?

Ping?

• LinkedIn– Group and subgroups?– Who will you invite to join?– Who will be admins?– How often will you post?


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Evaluation Examples• Record website hits• Track with Bit.ly or tinyurl• Use hashtags to track posts• Are you listed? (Twibes)• Facebook Ads• Feedburner• Record/note how many

people:• Become a fan/ Join a

group• Send links• Recruit other friends• Promote on their

profile, blog, website• Cost: Care2 ROI calculator


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Investing in Social Media


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Next Steps•Start at home•What, if anything, do you think will be useful for you and your stakeholders?•What concerns do you have?•Can you think of one way to use social media and how?•Look for volunteers and other board or staff members who can help you.


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Beth Kanter on Social Media“Web 2.0 social media tools offer many

possibilities …There are challenges, of course, but these can be mitigated with low-risk forms

of experimentation and learning in order to reap powerful rewards.” (Rigby, 2008)


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Questions


Resources• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Ning for Dummies• Facebook for Dummies• Mobilizing Youth 2.0• Mashable.com • Nonprofit Technology Network (NTEN)• Beth Kanter: http://beth.typepad.com/• Social Media Plan Outline: www.ideaencore.com


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THANK YOU!

For questions or more information…

Emily Davis, MNMPresident EDA Consulting, LLC15861 Paseo Del SurSan Diego, CA 92127

www.edaconsulting.org

www.edaconsultingcafe.blogspot.com

http://twitter.com/edaconsulting

www.facebook.com/edaconsulting

[email protected]


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Documents

Adding Social Media to Your Marketing Strategy