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SOCIAL MEDIA + ADVANCEMENTMelissa CheaterAdvancement Retreat
Spencer Leadership Centre
June 26, 2009
What isSocial Media/New Media/Web 2.0?
“Social media is not about technology or websites. It is about people & brands –
connections, across all media, in the coffee shop, the network is the hub.”
Eli Singer, Segal Communications
What isSocial Media/New Media/Web 2.0?
“In the era of social media, people use technologies to get what they need from each other, not traditional institutions.”
Charlene Li & Josh BernoffGroundswell: Winning in a World Transformed by Social
Technologies
At every stage…
Facebook was started by students (for students)
Almost 1/3 of applicants use Facebook to research colleges
LinkedIn & Flickr popular among mature users
My dad has more facebook friends than I do!
Top Websites in Canada
Alexa.org - June 24, 2009
10 of Canada’s 20 top websites are social
Top Websites in Canada
Alexa.org - June 3, 2008Source: Ken Steele,
Academica Group
11 in 2008’s Top 20
Create
Connect
Collaborate
React
Organize
Accelerate Consumption
45% of the social network’s US users are ages 26 and older, and
nearly 25% are over age 34.
Source: ReadWriteWeb & LinkedIn
The fastest growing member
community
microblog
140 characters
many to many public conversations
growing at 1382%
largest group is 45 – 54 year olds
web, desktop & mobile
our alumni began asking about it. The following is small (12% the
audience we do for Facebook), but the impact is more immediate –
Cornell CollegeSource: Case Communications List Serv
Greatest growth has come from people
aged 35-49 years of age (+24.1 million).
Groups bring people together within the
larger network
The power of groups disappears when you
achieve 5,000 members.
Your Facebook Page/Public Profile is
your Facebook homepage
The LinkedIn Audience: The New Influencers
A Younger, More Affluent, More Influential And Harder-To-Find Audience Than The Leading Business Sites
Property
Average
AgeAverage HHI
%Comp Co Size <100
% Comp Business Decision Makers
% Comp That Read Business Magazine Last 30 Days
LinkedIn 41$109,7
0326% 49% 29%
WSJ.com 48$101,70
118% 40% 45%
Forbes.com 47 $93,896 18% 38% 47%
BusinessWeek.com
48 $95,668 18% 42% 51%Source: @plan Summer 2008
Source: Erik Schonfield
Financial Profile
Average HHI $109,780 24% Have A Portfolio Value of $250K+ 85% Viewed/Paid Bills Online in Last 30 Days 53% Monitored/Viewed Stocks Online in Last 30 Days Credit Card Ownership
American Express: 38% Visa: 67% MasterCard: 53% Discover: 20%
Source: @plan Summer 2008
Source: Erik Schonfield
Business Decision Makers
Job Titles: C-Level Executives 7.8% EVP/SVP 6.5% Senior Management: 16% Middle Management: 18%
50% Are Business Decision Makers In Their Companies
Source: @plan Summer 2008
Source: Erik Schonfield
LinkedIn Delivers More C-Level Executives
Reach of C-Level Executives (Any)
0
100,000
200,000
300,000
400,000
500,000
600,000
LinkedIn WSJ BusinessWeek
Source: @plan Summer 2008 Source: Erik Schonfield
LinkedIn Delivers More VPs
LinkedIn Ranks #4 And Indexes 317 In Reaching VPs
Reach of EVP/SVP/VP Level Executives
050,000
100,000150,000200,000250,000300,000350,000400,000
LinkedIn WSJ BusinessWeek
Source: @plan Summer 2008
Source: Erik Schonfield
LinkedIn Delivers Affluent Individuals
LinkedIn Ranks #1 Overall And Indexes 210 in “Household Income $100K+”
LinkedIn Delivers More than 2,850,000 Individuals With HHI $100K+
%Comp HHI = $100K+
0
10
20
30
40
50
60
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008Source: Erik Schonfield
•Radio + YouTube + Sponsor Webs
•Real-Time & Archive•Enable Sharing
•Online donations up 15%
Be Present
Where your stakeholders want you Facebook Page/Public Profile Twitter Account LinkedIn Group
Best Practices
Listen (& Learn) Follow, then Lead
Provide Relevant Content Be Responsive Stay Dynamic (Repurpose)
Play with Social Media
Build a Facebook profile Watch most-watched YouTube videos
(make one) Share pics with Flickr or PhotoBucket Tag with Del.icio.us Try out MySpace, Bebo Find some blogs that interest you Comment on some blogs
Recommendations
Facebook Page + Causes Twitter Account LinkedIn Group Homecoming video, flickr & tag Sharing widgets Live tweeting at events Do nothing just because it’s always been
done Communicate across all relevant channels Watch …
Melissa Cheater, Web Communications Specialist
[email protected]/mmbcwww.linkedin.com/in/melissacheaterwww.facebook.com/melissacheater
www.melissacheater.com
Thank you
