The document summarizes a presentation given by Julia Shuvalova on using social media to empower communities. The presentation addressed problems non-profits have using social sites, providing easy-to-follow advice for those new to social media. It looked past metrics to focus on engagement. Shuvalova is an experienced creative professional advising on social media strategy and online PR. The presentation provided tips on understanding audiences, integrating across channels, and measuring social media return on engagement rather than just return on investment.

1. Social Media Actually
Julia Shuvalova

2. Social Media and Communities
Social Media Actually is a series of presentations on the practical aspects of using Social
Media in various sectors.
The first presentation addresses the problems communities and non-profits may have in
using various social sites to back and promote their causes. It attempts to look past
the numbers and to give the easy-to-follow advice, which will be especially useful to
those groups and individuals who are just discovering Social Media. It was presented
at Social Media Cafe in Manchester, at the BBC, on September 8, 2009
Julia Shuvalova (aka Julie Delvaux) is a versatile creative professional with experience in
Media and Digital Advertising. She is an avid user of various tools and sites, and since
2006 has been advising individuals and businesses on “how to use Social Media”,
particularly on strategy development and online PR. Julia’s personal work (writing and
photography) featured in traditional and online media, and her Arts and Culture blog
is a Google’s Blog of Note (http://www.loscuadernosdejulia.com/). More about Julia:
http://www.avidadollars.com/.

3. The term ‘social tools’ was coined in 1999

4. Social Media brings fun Or fame

5. And something new lies ahead already...

6. ...but the adoption is still too slow
2006: Using Media
to empower communities
2009: Using Social Media
to empower communities
Has something really changed?

7. Communities and Social
Media are perfect for each
other
There is only one problem
There are too many social
tools
And too many
communities
Is anybody listening?
What tools to use?

8. Are You a Social Media Sprinter or Marathoner?
Social Media can make wonders. But every wizard needs some rest.
Don’t expect wonders to happen all the time.
When they don’t, work to make them.

9. How to Make Everyone Listen
• Understand what is unique about your cause
and take it from there
• You are not alone
– There are too many communities – maybe
you can work together from the start?
• Make your project worthwhile
– nobody likes paying for nothing (even if
money is time)

10. We Are All In Advertising
Art is beer Money smells
To empower communities, don’t merely give them voice
Connect and promote them

12. •Since 2007, Blog Action Day has been uniting online publishers from all over the world to
dedicate a day to helping find a solution to one of the global issues
•Publishers included bloggers, videobloggers and podcasters, public figures, charities, and
politicians. They could use banners to promote BAD in their online profiles
•Volunteers translated the website into their native languages
•In 2008, BAD used
Twitter to update on the progress
PBWiki to host full website translations
•In 2008 during the day, a non-stop radio show was aired
•Contributors were invited to submit a short MP3 file introducing themselves and their blogs
•To determine this year’s topic, an online poll using SurveyMonkey was sent out to subscribers

13. is very rich

14. How can you choose?
DO

15. We Are Still In Advertising
If your cause is really close to your heart, understand how web, search,
Social Media, and advertising work
You will likely learn a lot of important and interesting things along the way
And meet interesting people

16. When You Do Anything in Social Media...
• Answer three questions:
– What do you want to do? (cause)
– Why do you want to do it? (purpose)
– How are you doing it? (means)
• Identify your audience
• Identify expected results
• Choose appropriate channels
– that’s where your audience is, not the latest most fashionable place to be
• Are you doing it alone or as a team?
• Estimate approximate production time and costs
– If nothing else, this should ignite your passion for results
• Identify promotion time and costs
– Recent research has shown that 1st week is vital for marketing video content
• Act!
• Track and Estimate
• Report
• Fine-tune

17. Empowering Communities?
Power
Is
Knowledge

18. •Learn all you can about your audience
•This should help gain more support for your cause
Google AdPlanner profile for Facebook in July’09

19. The Importance of Integration
• Social tools like Lijit, FriendFeed, and, of
course, a blog allow us to point people to
most other online spaces we inhabit
• If you’re still using a website as your “base”,
don’t forget to show people where they can
find you on the Social Web
• Otherwise, why are you on the Social Web?

20. Content generation level
Community and Conversation level
Improving brand presence
Content distribution level
Social Media: What Do You Want to Do?
Ticker-tape

21. New Forest Community Media
keeps all their social spaces
and calls to action on one page
NFCM flash Twitter widget
How You Can Do It

22. Resources are mixed with People’s Voice Media’s
own work
Retaggr is obviously not ideal
How You Don’t Want to Do It

23. ... Rome wasn’t built in a day
Never forget...
Facebook
Don’t Get Frustrated Too Soon

24. Social Media Strategy
What are your goals?
NB: There must be more to “I want to be heard”
NB: Difference – do we talk it or make it?
How many people are working on the project?
NB: Delegate and co-ordinate

25. How do you use your Social Media channels?
NB: Simply updating a channel once a week or once a
month is unlikely to bring any results
How people are going to find you?
NB: Integrate! Link! Embed! Tag! Categorise!
How are you going to engage them?
NB: Let them rate, like, bookmark, share, email, print,
send, comment, review
Social Media Strategy

26. How are you going to appreciate their engagement?
NB: They do spend time on your site/blog/Flickr/Facebook, and time is money
Are you evaluating this experience?
NB: ROI is not all. What is Social Media experience telling you about your cause, your
audience, your work, your team, yourself? Do you incorporate these findings into your
strategy?
Social Media Strategy

27. You know a horse can jump a ditch, therefore you accept that it can jump a Grand Canyon
Paul Arden
(dogs have already been to Space – they can jump above The Golden Gate Bridge)
It’s Never Enough in Social Media
Social Media is a journey, not a destination

28. But what about ROI?

29. What Is the ROI of Social Media?
• In Social Media, people’s interactions are in the
focus: they are naturally priceless
• In Social Media, ROI (return-on-investment)
becomes ROE (return-on-engagement)
• Social Media is free – but your time, technology,
and resources are not
• If we can track clicks and comments, we can put
a price tag on them, however speculative
• This means that the ROI/ROE of Social Media
can be calculated
BUT HOW?
“What is the ROI of putting on
trousers in the morning?” (Scott
Monty)

30. Measuring the ROI of Social Media
In Social Media, there are several metrics that can be taken into account:
Attention (=traffic)
Participation (=comments, ratings, etc.)
Authority (=Technorati rating, inbound links, trackbacks)
Influence (=subscribers, fans, followers)
Sentiment (=largely immeasurable)
Usually all these are measured post factum. But is there a way to put estimations
forward and to make “immeasurable” results carry at least a speculative price tag?
In other words... Is there a way to for your cause?

31. Social Media ROI: Blog and SlideShare
Presentation
“How to Add RSS Feed to Facebook Page” (1 May 2009):
• SlideShare presentation
• Blog post (with presentation)
Goals:
• To react to the interest expressed in a search query
• To promote the blog and the company
Promotion (1 May 2009):
• Flickr (screengrab with a link to blog post)
• Twitter (shortening and sending a link to blog post)
Total time of production and promotion – 2.5 hrs (2hrs 30mins).
Total cost - £14.32*
Reaction (since 1 May 2009):
• 269 blog post views in total (237 unique views, 02:50mins on site on average, 2 comments (on the old blog, were lost in
transition)
• 2280 presentation views in total (2122 views on SlideShare, 2 faves, 3 embeds, 4 comments, 2 downloads)
• 106 views on Flickr (with 18 clicks through to the blog)
• 2 clicks to the blog from Twitter
• 27 views of bit.ly link
• 1-2 page of Google for related queries
*The minimum hourly rate is £5.73 (until October 2009)

32. Adding Perspective
Estimates are based on the following*:
• A visitor spent approx. 1min viewing the post with presentation. This unique visit is priced at
an absolute minimum - £1** and extended on to price views on SlideShare.
• Flickr and Twitter views are priced at £0.50 (assuming it would take a visitor 30sec maximum
to see a screen grab or a link).
• Every view from embeds - £2 (minimum consumption time on SlideShare + minimum
consumption time on the embedding site).
• Every interaction is priced at £1.50 (minimum consumption time + minimum decision-making
time) – to include returning visits to the blog; visits from Flickr and Twitter; SlideShare faves,
embeds and downloads; and comments on SlideShare and blog.
*figures at the time of producing this presentation
**you may like to use “conditional currency units”

33. Social Media ROI
“Price-tags” memo:
• Unique visit to the blog post - £3 (based on
time on site)
• Each returning blog visit - £1.50
• A view on SlideShare (excl. embeds) - £1
• A view from embeds - £2
• A view of the screen grab on Flickr - £0.50
• A view of the link on Twitter/bit.ly - £0.50
• A comment - £1.50
• A SlideShare download - £1.50
• A fave on SlideShare - £1.50
• An embed from SlideShare - £1.50
• A Flickr click-through - £1.50
• A Twitter click-through - £1.50
Total Gain from Investment: £4832.5
ROI: £4832.5 / £14.32 = £337.46
Good enough? Or more can be done?

34. Seeing (and Seizing) an Opportunity
• “How to add RSS feed to Facebook Page”
came from a search query on the blog
• Blog posts can originate from a Twitter
conversation; interviews can take place
via Facebook or Twitter
• Editorial guidelines are good, but don’t
make them too restrictive
• Be real (don’t let anyone think you’re a
robot)

35. Keeping Everyone in the Loop
• “Who subscribes to my RSS feed?”
“follows my Twitter stream”
“comments on my posts/photos”
“fans me on Facebook”
• Update your followers on the progress of your
project
• Optimise your channels, so people can find you
Blog: title, copy, categories, tags, URLs
Photo sites: title, tags, descriptions, URLs
Video sites: title, descriptions, URLs
Bookmarks/News: descriptions, tags, URLs
Twitter: hashtags, link titles, URLs

36. This is not just sexy chicken
This is metadata

37. Don’t Forget to Analyse

38. Understanding Success
Do you miss on using any tools?
Social Bookmarks
Social News
Social Events
If yes, then start using them. Becoming a power-
Digger takes time
YouTube/Flickr are not the only sites for
photos/videos
Research your audience
What are their interests?
What other sites do they visit?
What do they know about your cause?
Why would they want to know about your
cause?
“Cutting Room Experiment”: How
to build on it?

39. Have your questions been answered?
Any more questions?

40. References
Slide 28:
• ‘What Is the ROI of Social Media’ – Social Media Explorer, October 28, 2008:
http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-
media/
• ‘Ford Case Study: Control Is an Illusion in Social Media Age’, Social Computing
Journal, April 7, 2009:
http://socialcomputingjournal.com/viewcolumn.cfm?colid=779
• ‘Social Media for Business’, Mashable, February 27, 2009:
http://mashable.com/2009/02/27/social-media-for-business-2/
• ‘Basics of Social Media ROI’, Olivier Blanchard on SlideShare:
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-
media-roi
Slide 29:
• ‘A Framework for Measuring Social Media’, September 24, 2008:
http://www.beingpeterkim.com/2008/09/a-framework-for.html
Slide 37:
• ‘Cutting Room Experiment’, Cahoona on SlideShare:
http://www.slideshare.net/cahoona/cutting-room-experiment-smcmcr

41. Image and Website Credits
Slide 2: Julia Shuvalova (CC: Attribution – Non-
Commercial – No Derivatives)
Slide 3: Julia Shuvalova; Travel Tracks
Slide 4: Huffington Post
Slide 5: CSV Media; Let’s Go Global; People’s Voice Media
Slide 6: Eaulive on Flickr (CC: Attribution – Non-
Commercial)
Slide 7: The Better Weigh
Slide 8: Karen’s Poetry; Beyond Madison Avenue
Slide 9: Julia Shuvalova
Slides 10 and 11: Blog Action Day
Slide 12: French Guy on Air
Slide 13: Pink Sherbet on Flickr (CC: Attribution)
Slide 16: Fictures on Flickr (CC: Attribution)
Slide 17: Google Ad Planner
Slide 18: FriendFeed; Open Golf Championship
Slide 20: New Forest Community Media
Slide 21: Tees Valley Community Media; People’s Voice
Media
Slide 22: Jaymce on Flickr (CC: Attribution – Share Alike)
Slide 23: Easy Art; Yoko Ono Official on Flickr
Slide 24: iStrat
Slide 25: Blog Action Day
Slide 26: British Council; Mylerdude on Flickr (CC:
Attribution)
Slide 27: The Lightning Bugs Lair; Julia Shuvalova
Slide 28: Andrew G Hobbs
Slide 29: Ambition
Slide 30: Lakestar Media
Slide 33: Cyber Punk Review; All Posters
Slide 34: FeedBurner; Dog Topics
Slide 35: The Daily Mail
Slide 36: Clicky; Flickr; YouTube
Slide 37: Julia Shuvalova
Slide 38: Weber State University