Yjlc meeting
-
Upload
webinarlistings -
Category
Documents
-
view
280 -
download
0
description
Transcript of Yjlc meeting
Creating Engagement: Best Practices in Social Media
March 22, 2011
1Rachel Levy Consulting T: @BostonMarketer E: [email protected],
Facebook: www.facebook.com/RLconsulting, W: www.rachel-levy.com
2
Social Media Revolution
Source: http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded#
Agenda1. Social media overview2. Major social media tools
– Facebook– Blog– Twitter– LinkedIn
3. Engaging people
3Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Familiarity Level
• On a scale of 1-5 (1 = not at all, 5 = expert), how familiar are you with using:– Internet– Facebook– Twitter– Blogs (reading or creating)– LinkedIn
4Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Social Media Overview
Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com 5
What Is Social Media?
• Regular media = 1-way street– You can read a newspaper or listen to
a report on TV, but you have limited ability to give your thoughts on the matter.
• Social media= 2-way street– Gives you the ability to communicate
too.
6Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
7
8Source: http://www.briansolis.com
Why Is Using Social Media Important?
• People are talking about you anyway• People expect more targeted, personal
messages• It’s an effective, lower cost way to market and
communicate• Builds stronger loyalty• Easy to become your own “media”
9Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
As Many People Are Using Social Media As Email!
10
Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Source: The Kbuzz
What Can Social Media Do for You?
1. Better understand what people want2. Strengthen your community3. 2-way communication4. Help establish you as a thought leader5. Help people feel heard6. Find new members7. Increase awareness
11Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Benefits of Social Media(% of Execs)
12Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
How Does Social Media Do This?
• It’s viral• Fast way to communicate• Broader communication • Less intrusive• Less expensive
13Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
How Are Non-Profits Using Social Media?
• Creating causes on Facebook• Blogging about what their organization does• Creating videos• Leveraging their supporters to raise money• Creating relationships to find new donors• Creating alumni groups• Promoting events
14Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com 15
• Blogging• Micro-blogging• Social
bookmarking/tagging• Photo sharing• Online communities• Interactive Webinars• Smaller social networks
that cater to business owners (Biznik and BizSugar)
• Video sharing• Event sharing• Commenting• Reviews• Crowd Sourcing/ Wikis• Foursquare/ location
based• Ratings and reviews
(your site or external sites)
• Podcasts
What are some types of social media?
Major Social Media Tools
Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com16
Facebook• What is Facebook? People connecting with friends
and organizations• What can it do for you?
1. Strengthen your community2. 2-way communication3. Help people feel heard4. Find new members5. (Help establish you as a thought leader)6. Increase awareness
17
Demographics
18Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
• Largest age group is 35-54• Fastest growing age group is 55+• 65% over 25 years --- not just kids!
Source: iStrategyLabs
Benefits and Disadvantages• Benefits
– Viral– Create a community of fans– Growing– Widespread
• Disadvantages – Sometimes tough to engage people on fan pages– Privacy concerns
19
Blogs• What is a blog? A blog (web + log) is a type of website
with regular entries of commentary, descriptions of events, or other material such as graphics or video.
• Over 150 millions blogs• What can it do for you?
1. 2-way communication2. Help establish you as a thought leader3. Find new members4. Increase awareness
20
Benefits and Disadvantages
• Benefits– anyone can start a blog– easy to get started– great for SEO (Search Engine Optimization)– establishes you as expert– Blog content doesn’t just have to be writing
• Disadvantages – many blogs– takes effort to keep current– slower impact
21Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Blogs, cont.10 ways you can use blogs…1. Report back from an event or conference2. Involve staff and take advantage of their knowledge3. Involve volunteers and document their work4. Provide resources and information to constituents5. Provide resources and information from constituents6. Give constituents a place to voice their opinion7. Give constituents support8. Create the media coverage constituents want9. Give constituents the power and tools to create change10.Reach potential donors
22
Source: Netsquared.org
Example
23Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Twitter• What is Twitter? A micro-blog where people connect
with people who have similar interests• What can it do for you?
1. Better understand what people want2. Strengthen your community3. 2-way communication4. Help establish you as a thought leader5. Help people feel heard6. Find new members7. Increase awareness
24
Benefits and Disadvantages• Benefits
– Easy to use– Quick bursts of information– Robust search– Open following– Very viral– Powerful relationships– “Google Juice”
• Disadvantages– Hard to use effectively– Takes time to build relationships
25
Demographics
• 45-54 year olds are more likely than average to use Twitter• 12-24 year olds are less likely to use Twitter
26Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Demographics, cont.
27Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Source: Social Media Today, Jan 2009
LinkedIn• A database of professionals
– But it’s so much more!• Discussions• Connections• News articles• Job postings• Events
• What can it do for you?1.2-way communication2.Help establish you as a thought leader
28Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Demographics
29Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
Source: ePlan, Summer 2008
Benefits and Disadvantages
• Benefits– Great networking tool– Discussions can be robust– Can post events
• Disadvantages– Only way to officially communicate as a company
is with groups– Many people just use it as a database
30Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
How to Engage People
Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com 31
How to Engage People• Ask questions for people to answer• Post interesting content (not just your own)• Run a poll• Ask for people’s opinions (i.e. which name do
you like better)• Get them to share with their friends• Be personable• Comment as your page
32Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
How to Engage People• Give away prizes• Ask them to create content• Ask them to compete for a prize• Ask them to link to you• Provide useful tips (they’ll share)• Write good content They may be engaged by just “listening”!
33Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com
How to Engage People (Twitter specific)
• Retweet their content• Respond to something they said• Ask a question about what’s in their bio• Say hello to new followers or people you
want to follow you• #FollowFriday• Ask for help!
34Rachel Levy Consulting T: @BostonMarketer E: [email protected], FB: www.facebook.com/RLconsulting, W: www.rachel-levy.com