Slides from the first class session for Delaware Association of Non Profit Agencies

1. Introduction to Social Media
Getting to Know the
Landscape
Whitney Hoffman
Hoffman Digital Media

2. Who am I??
CEO of Hoffman Digital Media
Director, Digital Medical Partners
Producer, LD Podcast, OB GYN To Go
Author, Differentiated Instruction Book of Lists
Executive Director, Podcamp Foundation
KCSD Technology Committee, Professional
Development Committee
Mom, Neighbor, Wife

3. My Story
(in 140 characters of less)
Always interested in How People Learn and Connect
Kids have ADHD; Started the LD Podcast
Had to learn how to connect and grow my passion to
try to help others
Do What You Do Best is the key to success

4. What We’re Going
to Cover

5. Session 1
The Social Media Landscape
Why Social Media Matters
A Few Words About Identifying Your Brand
Intro to the Social Platforms
Communicating Your Brand on Social
Platforms- Your Profile

6. Session 2
Online Branding - Finding and
Connecting to Your Audience
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Killer content: Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast

7. Session 3
Understanding The Numbers:
Analytics and Search Engine Marketing
Session 4
Getting More From Email
Session 5
Killer Content: Creating Great
content people want to see
and read

8. The Social
Community
Landscape

9. 2007

11. 2010

12. Building a Brand

13. What’s a Brand?

14. “The Emotional aftertaste
after a set of experiences.”

15. Compare
Old People Cookies

16. To This One
Grandma’s Cookies
What’s the Better
Brand?

17. Emotional
Resonance

18. “Your work is going to fill a large part of your life,
and the only way to be truly satisfied is to do what
you believe is great work. And the only way to do
great work is to love what you do.
If you haven’t found it yet, keep looking. Don’t
settle. As with all matters of the heart, you’ll know
when you find it.
And, like any great relationship, it just gets better
and better as the years roll on. So keep looking until
you find it. Don’t settle.”
-Steve Jobs

19. Tell Your Story

20. The Elevator Pitch
What does your organization do? Who does it
serve?
Why? Why should I care?
Tell the story of lives changed; the meaning
behind the money
“Made to Stick” rules (more later)

21. Passion Matters

22. Questions
Who are you?
If your business were a person, how would
you describe that virtual person?
What about your customers?
Where would you and your customers meet
outside of your workplace?
What makes the first impression?

23. Social Media is Dating Advice for your
Business
Find our best Potential
customers/community
Tune our profile
(brand) to demonstrate
our best assets
Hopefully find a few
winners and long term
relationships

24. Social Media is:
Conversations
and
Relationships

26. Your brand isn’t
just what you say
it is...
It’s what Google
says it is

27. Removing the evidence
isn’t really the answer

30. Consumers
&
Decision Process

32. Typical Sales Funnel-
applicable to any organization
Marketing
Sales/Donors
Product & Customer
Service- are you
delivering on promises?

35. Social networking
Isn’t new
Email started in 1971
Bulletin boards (now forums) began in 1978
AOL and instant messenger started in 1997
Friendster launches in 2002 and gains 3 million
users in 3 months
Myspace, a friendster clone, is coded in 10
days and launched in 2003

36. 2004: Facebook launches, initially for college
students. Eventually allows anyone over 13 to join,
and now has over 800 million active users, More
than 50% logging in every day
2006- Twitter launches
2008- Facebook overtakes Myspace as most
popular social networking site
2011- Facebook hits 800 Million users, Google Plus
is introduced, Pinterest starts, hits big early 2012

37. The Data

38. Metcalfe’s Law
Every new user adds to the value of the network

39. If Social Networks were countries...
135 million
140 million

48. Types of
conversations

49. Imagine all your friends got phones for
the first time...
Are you going to sit around all day waiting for a
letter?
Or are you going to go out and get a phone?

50. The New Telephone
The New Coffee Shop/Water Cooler

51. Two Types of Social
Media Calls
Incoming- Listening
Outgoing- Conversations and Engagement

52. We’ll concentrate on
the big three
Facebook
Twitter
LinkedIn
-and a dash of Mobile with Foursquare
Google+ and Pinterest

53. Facebook

58. The Page

64. Your Profile

71. Great way to form an opt-in community of
customers and prospects
Great way to create a network of like-minded
people for group events/projects
Great way to selectively target potential
customers with meaningful messages
Evaluate your need and goals in advance

73. Twitter

75. Your Profile

82. Twitter #10,233
Twitter #235,752,570

83. First
Steps

92. LinkedIn-
Rolodex on Steroids

94. LinkedIn- Your Resume and Recommendations Online

98. Expanding and Visualizing Your Network

99. http://inmaps.linkedinlabs.com

101. Pinterest

108. Google Plus

109. Google Plus
Google’s Social Network
Indexed Quickly
Hangouts- free video calls, meetings
Circles allow you to message groups
selectively, listen selectively

114. The Future:
Mobile & Location
Aware Strategy

118. Other Important
Tools

119. HARO- Help a Reporter Out
Be your own
Marketing
Department
Become an expert
Become a resource
Help out reporters,
help out your business

120. Blogging
and
Sharing

121. Social Media Laboratory
Experiment, Tweek,
Try Again

125. The End

126. Contact Info:
Whitney Hoffman
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com