1. Social Media for
Collective Impact
Amy Neumann
Social | Impact Consulting, LLC
amy@soc-impact.com | 310-729-9888 | http://soc-impact.com
October 2011 | ASU Collective Impact - Sustainability Conference
2. Agenda Highlights
What is the current social media
landscape?
Why is social media important for
collective impact? Text
Who, what, when, where, why &
how:
Twitter
Facebook
LinkedIn
Other great sites and tools
(c)StartYourDoc.com 30
3. So why is social media
important?
“Luck is quite predictable. If you want more luck,
Tex That’s what social media is. Be where
take more chances. Be more active. Show up more people are, when they are, with the
often.” message they want.
~ Brian Tracy t
On a phone...a computer...a tablet...at
work, at home, anywhere...
We all tend to like certain things.
We like to be entertained, to learn, to
save time, to save money, to be ahead
of the pack, to feel inspired, to help
others, to grow.
So how does your strategy fit into the
humanness of marketing?
(c)StartYourDoc.com 29
12. The Chain of Interest
Measure &
Goals
S Strategy Message Sites Listening
Review
(c)StartYourDoc.com 22
13. The Chain of Interest
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
accomplish?
(c)StartYourDoc.com 22
14. The Chain of Interest
Who do we want to join in our conversations?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
accomplish?
(c)StartYourDoc.com 22
15. The Chain of Interest
Who do we want to join in our conversations?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
Where are our passionate people spending time?
accomplish?
(c)StartYourDoc.com 22
16. The Chain of Interest
Who do we want to join in our conversations? What do they want to hear/ learn/ share? Why?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
Where are our passionate people spending time?
accomplish?
(c)StartYourDoc.com 22
17. The Chain of Interest
Who do we want to join in our conversations? What do they want to hear/ learn/ share? Why?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
Where are our passionate people spending time? How do we know if we’re connecting?
accomplish?
(c)StartYourDoc.com 22
18. The Chain of Interest
Who do we want to join in our conversations? What do they want to hear/ learn/ share? Why?
Goals
S Strategy Message Sites Listening
Measure &
Review Success !
What do we want to
Where are our passionate people spending time? How do we know if we’re connecting?
accomplish?
(c)StartYourDoc.com 22
19. The Big Dogs
1 Twitter
2 Facebook
3 LinkedIn
4 Others: Blogs, YouTube, Flickr, Google+, Wikipedia
20. Why Twitter?
(You can break the old rules.) Text
(c)StartYourDoc.com
21. Why Twitter?
“Twitter is a conversation.
(You can break the old rules.)
It’s truly what I love about it.”
Text
~ Scott Stratten, Unmarketing
@unmarketing
(c)StartYourDoc.com
22. T.W.E.E.T. -
Target
. Text
Text Write
Engage
Explore
Track
26. Why Facebook?
‣ 750 million people
‣Personal focus, more
Personal Time conversational
‣ More at play, some at work
‣Casual, informal, personal,
entertainment
Work
Time ‣By far the largest reach in Us
and globally
31. Why LinkedIn?
‣ 125 million people
Work Time
‣ Business focus, contacts
‣ More at work, some at play
‣ Less casual
Personal
‣Demographics skew to more
Time educated, wealthier
32. LinkedIn Tips
• Complete Your Profile
• Make Connections
• Join LinkedIn Groups
• Connect with Experts
• Use Status Updates
• Encourage Your Staff to Create 100% Complete
Profiles
• Create a Company Page at No Cost
• Create Groups at No Cost
33. LinkedIn Tips
• Complete Your Profile
• Make Connections
• Join LinkedIn Groups
• Connect with Experts
• Use Status Updates
• Encourage Your Staff to Create 100% Complete
Profiles
• Create a Company Page at No Cost
• Create Groups at No Cost
34. The Big Dogs
1 Twitter
2 Facebook
3 LinkedIn
4 Others: Blogs, YouTube, Flickr, Google+, Wikipedia
36. Where else?
Keep in mind that Content is
King...
Be everywhere people spend
time, and tailor messaging to the
audience there:
Your site / blog
YouTube
Flickr
Google+
Wikipedia
Quora
37. Ways to Keep the
Conversations
Flowing
(c)StartYourDoc.com 24
38. Ways to Keep the
Conversations
Flowing
Tools to schedule, listen & measure
(i.e. Hootesuite; Radian 6, Vitrue)
Tagging
(#hashtags on Twitter, names & orgs on FB,
Groups on LI)
Guage your progress
(Klout, feedback)
(c)StartYourDoc.com 24