These are the notes and additional links that go with the ACSO 2014 ppt.

1. 3:45
–
5pm
1
I’d
like
to
gear
my
talk
to
your
needs
-­‐
2
3
Really
dreadful
defini=ons
out
there,
but
basically
it’s
Web
2.0
–
beyond
websites.
–
tech
and
interac=on
Merriam
Webster
Want
examples?
Here’s
a
funny
but
true
set
of
descrip=ons
by
channel:
hKp://www.urbandic=onary.com/define.php?
term=Social+Media
4
Social
media
is
NOT
an
online
brochure.
5

2. Go
here
to
watch
video
or
click
on
the
arrow
in
the
above
slide
(in
slideshow
mode)
hKp://www.youtube.com/watch?feature=player_embedded&v=TXD-­‐Uqx6_Wk
Think
it’s
just
youngsters?
From
aarp:
hKps://www.youtube.com/watch?v=wPN8MLCS57Y
Boomers
have
over
$3
trillion
in
disposable
income.
6
Source:
AARP
2012
7
A
good
general
rule
for
how
to
act
on
social
media
–
would
a
good
party
guest
do
this?
8
The
web
started
out
as
a
series
of
interconnected
bulle=n
boards;
now
it’s
a
complex
network
of
conversa=ons.
Party
guest:
It’s
NOT
about
you.
(goes
for
host
as
well)
9
Is
anyone
considering
doing
less
social
media
this
year?
Facebook
may
or
may
not
be
here
in
5
years;
something
will.
Resilience
and
measurement
are
key.
e.g.
of
MySpace
CHANGE
IS
THE
ONLY
CERTAINTY
10

3. S=ll
of
video
taken
w/Google
Glass
by
conductor
Cynthia
Johnston
Turner
hKps://www.youtube.com/watch?v=smon-­‐nW7p9k
hKp://www.dailydot.com/technology/orchestra-­‐music-­‐google-­‐glass/
11
Different
channels
are
beKer
at
different
aspects
12
Paralysis
–
incremental
ac=on
–don’t
try
to
do
it
all
Control
-­‐
Get
over
it
Resources
–
social
media
expense/resource
can
replace
ac=vi=es
you
were
doing
previously
but
which
are
not
returning
as
well
as
they
used
to:
print
ads,
brochures,
maybe
even
email.
There’s
no
one
right
way
to
use
social
media.
Your
community,
your
resources
–
exper=se
of
your
volunteers/staff,
=me;
product,
your
mission
and
strategic
goals
will
dictate
different
ways
of
using
social
media.
Frankly
the
only
wrong
way
is
to
pretend
you
don’t
need
it.
13
Low
impact
easy
to
do
–
this
is
a
good
approach
if
you
don’t
have
a
lot
of
resources
–
there
are
no
silver
bullets,
just
layers
on
a
snowball
14
15

4. Photo
tweeted
by
NBC
News
comparing
the
scene
in
St.
Peter’s
Square
in
2005
vs
2013.
16
There
are
so
many
choices,
it’s
paralyzing.
This
is
a
lesson
for
us
in
our
own
marke=ng.
Let’s
break
it
down
a
bit.
First,
we’ll
look
at
channel
by
channel.
Who
uses
which
channels
(professionally)?
How
did
you
decided
which
to
use?
Which
ones
are
the
most
useful
for
you?
17
Let’s
look
at
the
strengths
and
challenges
of
each.
AND
THERE
ARE
MORE!
Note:
2/3
of
companies
in
a
recent
survey
reported
geqng
new
customers
from
FB;
63%
from
a
company
blog;
53%
from
TwiKer;
Linked
in
only
39%;
Liin
is
much
more
appropriate
for
B2B
orgs.
That
said,
spend
30
minutes
spiffing
up
your
company
profile
and
get
your
ar=sts
and
board
to
add
it.
–
contact
point.
18
hKps://www.facebook.com/notes/up-­‐crea=ve-­‐inc/do-­‐you-­‐know-­‐whats-­‐up-­‐check-­‐out-­‐these-­‐2013-­‐social-­‐media-­‐
sta=s=cs/470970089631080
Look
at
all
the
elements
of
a
FB
page
–
how
to
op=mize?
19
The
Event
20

5. 21
Some
42%
of
Facebook
users
ages
18-­‐29
and
34%
of
those
ages
30-­‐49
say
that
the
=me
they
spend
on
Facebook
on
a
typical
day
has
decreased
over
the
last
year
—
these
are
both
significantly
higher
than
the
23%
of
users
ages
50
and
older
who
report
decreased
Facebook
usage
over
the
same
=me
period.
(Pew)
Photo:
Jason
Scragz,
Flickr,
CC
license
22
But
there
are
s=ll
a
WHOLE
lot
of
people
on
FB
Note
Mark
Zuckerberg
wants
FB
to
be
the
way
people
use
the
internet
for
everything
–
he
is
working
toward
that.
hKp://www.usatoday.com/story/money/business/2013/03/09/10-­‐web-­‐sites-­‐most-­‐visited/1970835/
hKp://www.wired.com/2014/04/zuckerberg-­‐f8-­‐interview/
23
Consider:
=ming,
tone,
desired
effect.
IF
TIME:
In
groups:
jot
down
ideas
for
FB
or
TwiKer
post
topics
that
do
not
involve
directly
asking
people
to
buy
anything/come
to
a
concert.
Come
up
with
as
many
as
possible
and
“filter”
later!
24
Source:
hKp://blog.getpostrocket.com/2012/09/infographic-­‐facebook-­‐edgerank-­‐101-­‐class-­‐is-­‐now-­‐in-­‐session/
hKp://www.cmo.com/content/dam/CMO_Other/Misc./2013CMOsGuideToSocialLandscape.pdf
25

6. Pin
(stay
at
top
for
7
days)
Highlight
(Star)
a
post
to
make
it
go
across
both
columns
26
Facebook
ad
offerings
are
changing
constantly
–
CHANGE
is
the
only
certainty
J
Note:
Google
CPC
ads’
Display
Network
can
be
effec=ve
at
reaching
audiences
who
may
not
be
aware
of
you.
Our
ad
has
generated
clicks
from
YT,
about.com,
pandora,
ny=mes.com,
and
especially
from
Gmail.
27
28
Sort
videos
by
popularity
to
see
what
gathers
interest
on
YT…
PS
–
what’s
wrong
with
this
picture?
Try
to
avoid
photos
of
empty
theaters!!
29
If
there
were
a
highway
where
you
knew
a
lot
of
classical
music
fans
were
always
driving
on,
you’d
want
a
presence
there,
wouldn’t
you?
YT
is
that
highway.
YouTube
channel
home
page
takes
dona=ons
j-­‐
nonprofits
can
apply
to
Google
Grants
and
get
a
free
“Donate”
buKon
func=on
as
well
as
free
Google
Ads.
hKp://www.youtube.com/user/savethechildrenuk
30

7. TwiKer
is
good
for
a
lot
of
uses
–
last
minute
announcements
(traffic
reminders,
e.g.);
contests,
RTs
of
what
others
say
about
you…
31
32
Use
hashtags;
be
=mely;
combine
tweets
and
RTs;
respond
and
ask…
Cross
promote-­‐
reuse
content
from
FB
or
your
blog,
e.g.
33
TwiKer
users
have
an
expecta=on
of
instant
customer
service
–
how
will
you
meet
that
need?
34
LinkedIn
can
be
useful
for
finding/aKrac=ng
new
board
members.
35

8. Women
5
=mes
more
likely
to
use
Pinterest
than
men;
48.7
million
users
36
37
While
1,467
Instagram
followers
ain’t
bad,
it’s
way
less
than
CSOs
TwiKer
(44,000)
or
FB
following
(133,000).
There
is
no
Instagram
link
on
the
CSO
home
page.
38
So
there
are
a
lot
of
channels
out
there.
Once
you’ve
picked
where
you
are
going
to
be,
it’s
important
to
decide
what
you
are
going
to
say.
Authen=c
engagement
is
key.
39
40

9. 41
What
kinds
of
content
have
worked
for
you?
42
43
It’s
NOT
ALL
ABOUT
YOU!
You
exist
for
your
audience.
What
do
they
need?
Marke=ng
is
about
crea=ng
rela=onships
and
mee=ng
needs.
Social
Media
can
help.
44
Adapted
from
Boston
Globe
ar=cle:
hKp://www.bostonglobe.com/magazine/2012/11/25/one-­‐direc=on-­‐drew-­‐brees-­‐
social-­‐media-­‐goldmine-­‐for-­‐pepsi/6Z831RwgHuLKB9FipKvihP/story.html
hKp://www.youtube.com/watch?v=VdFHlMobwzQ
45

10. 46
This
is
a
screenshot
from
Hootsuite,
which
allows
you
to
manage
different
social
media
accounts
from
one
pla|orm.
There
are
several
sm
management
packages
available
at
different
prices.
Others
include
SproutSocial,
Tweetdeck
..
And?
47
hKp://mashable.com/2011/03/11/social-­‐media-­‐marke=ng-­‐chart/
48
Facebook
–
between
10
am
and
4pm
Monday
thru
Thursday.
Twi+er
–
between
1pm
and
3pm
Monday
thru
Thursday.
LinkedIn
–
focus
on
pos=ng
before
and
a}er
business
hours,
7
am
to
9
am
and
5pm
to
6pm
Tuesday
thru
Thursday.
Google+
–
9am
to
11am
on
workdays.
Pinterest
–
This
is
the
one
social
network
you
should
focus
on
pos=ng
during
weekday
evenings
and
on
the
weekends.
specifically
2pm
to
4pm
and
8pm
to
1am
on
weekdays.
The
best
=me
to
pin
items
on
Pinterest
is
on
Saturday
morning.
Flickr
Anon
Acct.
free
to
use
CC
license
49
50

11. 51
52
53
54
55

12. Trend
over
=me
can
be
more
important
than
compe=tor
comparison.
We
see
that
this
site
is
in
trouble…visits
are
declining
year
over
year.
56
Which
content
pages
are
people
using?
Which
are
they
not?
57
58
59
Nancy
Roberts,
nancy@leapingoKer.com
60

13. 61
62
63
64
65