Social Media Workshop

Sept.16, 2011 Presenter – Mike Fruchter Director of Digital Strategy

Agenda

1.Social media platforms and how they are used.2.Social media do’s and don’ts3.How the Urban League and its affiliates use social media4.How other non-profits use social media5.Tools you can use

Media inherently are not social because they are one-way forms

of communication.

Social media are a two-way form of communication

• The tools are only facilitators of the message.

• Social media are about people and the voices behind them• Social media are about story telling• Social media are about the WE not ME.

Social media are built on:•Content•Contribution•Shared interests and passions•Engagement •Listening•Community

Social media do’s and don'ts

• DO be transparent and authentic. Be human.

• DO listen and engage with your audience everyday. They want you to talk with them … not at them.

•DO be consistent. Keep your messages on target and stick to your brand.

•DO repurpose information. The key is to change up the way you present it for social media.

•DON’T overextend yourself and spread yourself too thin.

•DON’T be self-serving. Shine the spotlight on others.

•DON’T ignore negative complaints or gripes. Always respond professionally and respectfully.

•DON’T mix personal and professional.

How are social media platforms being used?

Facebook

Launched in 2004 as a social networking

platform for Harvard students and eventually

expanded to other colleges and universities.

· 2006: Facebook opened its door to anyone.

· Tens of millions of new users came to the

site.

· Dethroned MySpace.

Primary Reasons People/Brands Use Facebook

1. Connect and reconnect with friends, family and colleagues

2. Post and share content such as photos, videos and links

3. Engage with current and potential customers through community building

4. Keep up-to-date on favorite brands, bands, celebrities, politicians and entertainers

Facebook: Did you know?

• Has more than 750 million active users

• 50% of active users log on every day

• Average user has 130 friends

• People spend over 700 BILLION minutes per month on Facebook

Did you know?• If Facebook were a country, it would be the

third most populated in the world behind China and India.

• Average user creates 90 pieces of content each month

• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums) shared each month.

Twitter• Launched in 2006 as a simple way to

communicate in real-time, comparable to instant messaging.

• Allows the user to send a concise message to followers in under 140 characters.

• Has become the pulse of real-time global

news and empowered the masses to become citizen journalists.

4 Top Reasons People/Brands Use Twitter

1. Follow their favorite brands, friends, family and colleagues

2. Share informative links of interest with followers

3. Customer service tool

4. Monitor consumer chatter and sentiments

Twitter: Did you know?

· Has more than 200 million users

· More than 200 million tweets are sent each day

· 500,000 accounts created every day

Twitter: Did you know?

· 1.6 billion Twitter searches conducted every day

· Approx. 40% of all tweets come from a mobile device

Twitter & Brands

· 43 % of consumers follow a brand on Twitter for special offers/deals.

· 30% of Twitter users have a household income of over $100,000.

Twitter & Brands

· 66% of all questions asked on Twitter have some commercial intent.

· Around 80% of those customer service Tweets are negative or critical.

YouTube

· Biggest video sharing site in the world, launched in 2005

· Acquired by Google just one year later for $1.65 billion.

· Is the second largest search engine in the world

How are people and brands using YouTube?

• Publishing and sharing personal and commercial video

• Empowering people to become “citizen journalists”

• Video blogging

• Sales and marketing tool: visuals tell a compelling story

YouTube: Did you know?

• Over 35 hours of video is uploaded every minute.

• More than 2 billion views a day: double the prime-time audience of 3 major U.S. broadcast networks combined.

YouTube: Did you know?

• Each week, YouTube receives the equivalent of 115,000 full-length feature films in uploads.

• Localized in 25 countries across 43 languages

LinkedIn

• Launched in 2003 as a business-oriented social networking site.

• Users can connect with colleagues and potential employers.

• Offers resources and tools for job seekers.

How are employers & individuals using LinkedIn?

• Connecting with colleagues and HR hiring managers

• Listing jobs and searching for candidates

• Following companies and getting notifications about new employment opportunities

• Q & A forum to seek and give advice

Google +

• Launched on June 28, 2011 • Google’s attempt to take on Facebook

and Twitter• Google’s last ditch effort to make it in

the world of social networking

Google +: Did you know?

• Reached 10 million users just two weeks after it was

launched. As of August it has peaked to over 25 million users.

• Fastest growing social networking platform ever: compromised mainly of early adopters

• In under a day, the Google+ iPhone app was the most

popular free application in the Apple app store

Foursquare

• Launched in 2009 as a location- based social networking service using your GPS-enabled mobile device to “check-in” at a venue or establishment.

• Check-ins allow you to earn badges, points and coveted Mayorships.

Foursquare: Did you know?

• Has over 10 million users

• Approximately 382 million check-ins worldwide posted in 2010

• Average user checks in 3-4 times day.

• 400,000 businesses use Foursquare as a marketing tool.

Let’s look at how the National Urban League

uses social media.

National Urban League: Uses a blog Uses Facebook Uses Twitter Uses YouTube

How are Urban League Affiliates using social media?

Chicago Urban League: Uses a blog Uses Facebook Uses Twitter Uses YouTube

How do other non-profit organizations

use social media?

Big Brothers Big Sisters

Uses Facebook Uses Twitter Uses YouTube

Tools that help manage the social media fire hose

Google Alerts: simply e-mail notifications listing the latest and most relevant website pages, blog posts and videos found by Google’s search engine spiders related to a particular search term or topic.

www.google.com/alerts

www.google.com/alerts

HootSuite: a social media dashboard allowing users to manage multiple social networking accounts in one central location.

www.hootsuite.com

WildFire: allows you to easily create your own Facebook branded interactive campaigns (e.g. sweepstakes, contests, give-aways, incentive-based surveys, etc.)

www.wildfireapp.com

Thank You!