1.
Robin Frank [email_address] @greenrobeen Social Media: Training Session PHP 2/28/2011

2.
This Applies to Nonprofits Too!

3.
Agenda <ul><li>Social Media Market Overview </li></ul><ul><li>Strategy </li></ul><ul><li>Facebook </li></ul><ul><ul><li>Great Social Media Examples </li></ul></ul>

12.
Every Word Online is an Opportunity for Branding and Promotion <ul><li>Twitter/Facebook - the cocktail conversation/dinner party </li></ul><ul><ul><li>Facebook : maintaining relationships with friends and family </li></ul></ul><ul><ul><li>Twitter: creating new relationships - then move to LI/ FB </li></ul></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><ul><li>Intersection between social and professional lives </li></ul></ul></ul><ul><ul><ul><li>Valuable business tools AND stay in touch </li></ul></ul></ul><ul><ul><ul><li>Keep it professional but a bit more playful </li></ul></ul></ul><ul><li>Linkedin - the business meeting </li></ul><ul><ul><li>Interactive resume and rolodex </li></ul></ul><ul><ul><li>Keep it professional </li></ul></ul>

15.
5,000,000,000 The number of web links, news stories, blog posts, notes, photos, etc. shared each week on Facebook

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50,000,000 The number of Tweets per day on Twitter.com

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Social Media Influences People <ul><li>91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group </li></ul><ul><li>87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa </li></ul><ul><li>3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research </li></ul><ul><li>1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent </li></ul><ul><li>* Slide courtesy of Digital Influence Group </li></ul>

23.
Who is talking about your company? <ul><ul><li>your customers </li></ul></ul><ul><ul><li>your donors </li></ul></ul><ul><ul><li>your volunteers </li></ul></ul><ul><ul><li>your employees </li></ul></ul><ul><ul><li>your investors </li></ul></ul><ul><ul><li>your critics </li></ul></ul><ul><ul><li>your fans </li></ul></ul><ul><ul><li>your competition .... </li></ul></ul><ul><ul><li>anyone who has internet access and an opinion . </li></ul></ul>

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1. LISTEN

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Step 1: Listen <ul><li>Find where your audience is participating and indentify the influencers </li></ul><ul><li>Read industry blogs (including comments) </li></ul><ul><li>Google your company name & your competition </li></ul><ul><li>Find tools that can help you listen </li></ul>

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Step 1: Listen

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2. LEARN

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Step 2: Learn What do your customers need? <ul><li>What customer types exist? </li></ul><ul><li>What are they looking for? </li></ul><ul><li>Where do they go? </li></ul><ul><li>How do they like to interact? </li></ul><ul><li>How much time do they have? </li></ul><ul><li>How willing are they to share openly? </li></ul><ul><li>Do they want exposure? </li></ul><ul><li>Do they want to shape the industry or influence the next generation? </li></ul>

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3. LAUNCH

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Step 3: Create Your Social Media Launch Plan <ul><li>Business Goals </li></ul><ul><li>Engagement Plan </li></ul><ul><li>Measure Success </li></ul>

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Business Goals <ul><li>Boil it down to one sentence that gets to the core </li></ul><ul><li>Increase Brand Awareness , Personalize Your Brand </li></ul><ul><li>Collaborate with Customers , Gain Insight , Co-create Products </li></ul><ul><li>Decrease Cost of Customer Service </li></ul><ul><li>Optimize Site, Better Search Results, More Traffic </li></ul><ul><li>Establish Yourself as a Thought Leader, Educate Customers </li></ul><ul><li>Increase Sales </li></ul>

32.
Engagement Plan <ul><li>What will you publish? </li></ul><ul><li>Where will you publish? </li></ul><ul><li>How often will you publish? </li></ul><ul><li>Balance (content, events, 1:1, outreach) </li></ul><ul><li>Integrate with traditional channels </li></ul><ul><li>Tips </li></ul>

33.
Share your content <ul><li>Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media </li></ul><ul><li>Make your content easy to share </li></ul><ul><li>Incorporate tools that promote sharing: </li></ul><ul><ul><li>Share This, RSS feeds, Email a friend </li></ul></ul>

34.
Contribute in a meaningful way <ul><li>Think like a contributor , not a marketer </li></ul><ul><li>Consider what is relevant to the community before contributing </li></ul><ul><li>Don’t promote your product on every post </li></ul><ul><li>Win friends by promoting other people’s content if it interests you </li></ul>

35.
Be personal and act like a person <ul><li>Don't shout . Don't broadcast . Don’t brag . </li></ul><ul><li>Speak like yourself – not a corporate marketing shill or press secretary </li></ul><ul><li>Personify your brand – give people something they can relate to. </li></ul><ul><li>Don’t be a social media schizo – have a consistent presence online </li></ul>

36.
Get to know me…

37.
Facebook Now Commands 41% of Social Media Traffic Source: comScore

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Facebook <ul><li>Fastest growing social network in the world (400 million active members) </li></ul><ul><li>56% of site in US is women! </li></ul><ul><li>Powerful tools to engage and understand your audience: </li></ul><ul><ul><li>Brand pages </li></ul></ul><ul><ul><li>Custom applications </li></ul></ul><ul><ul><li>Targeted advertising </li></ul></ul><ul><ul><li>Audience insights/metrics </li></ul></ul><ul><ul><li>Opinion polls </li></ul></ul>

40.
Why Create a Facebook Page <ul><li>People spend a lot of time on FB daily </li></ul><ul><li>They are in a relaxed frame of mind when they are there </li></ul><ul><li>The average time users spend in FB monthly is almost 3x higher than the runner up </li></ul><ul><li>FB is an amazing tool for sharing stories, videos, and pictures. </li></ul><ul><li>FB updates show up conveniently in their stream (they don't have to go to other sites to find them) </li></ul><ul><ul><li>Gets around the challenge of getting them to your website/blog </li></ul></ul><ul><li>Items can be shared very quickly with others. </li></ul><ul><li>FB has become one of the most popular ways, if not the most popular, to invite people to events. </li></ul><ul><ul><li>Easy to remind people of events, share events with friends, synch with calendar </li></ul></ul>

41.
Some Compelling FB Data <ul><li>People spend over 700 billion minutes per month on Facebook </li></ul><ul><li>More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month </li></ul><ul><li>Average user is connected to 80 community pages, groups and events </li></ul><ul><li>There are more than 150 million active users currently accessing Facebook through their mobile devices </li></ul><ul><li>People that use Facebook on their mobile devices are twice as active on Facebook than non- mobile users. </li></ul><ul><li>Trendsetters: The average “liker” has 2.4x the amount of friends than that of a typical Facebook user </li></ul><ul><li>Active Explorers: Facebookers click 5.3x more links to external sites </li></ul>

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Facebook Pages <ul><li>Your brand’s homepage on Facebook. </li></ul><ul><li>Allow you to post photos, videos, events and other messages. </li></ul><ul><li>Users interact with you by </li></ul><ul><ul><li>Becoming fans </li></ul></ul><ul><ul><li>Commenting on your posts </li></ul></ul><ul><ul><li>Participating in discussions </li></ul></ul><ul><ul><li>Post photos to your page </li></ul></ul><ul><li>Fans see your page updates in their newsfeed </li></ul>

49.
Some Thoughts on Facebook Strategy <ul><li>Set a clear objective – know why you’re on FB </li></ul><ul><ul><li>Create new awareness </li></ul></ul><ul><ul><li>Increase attendance </li></ul></ul><ul><ul><li>Drive traffic/sales </li></ul></ul><ul><li>Who is your audience? </li></ul><ul><ul><li>Several of them? </li></ul></ul><ul><li>What do we want them to do? </li></ul><ul><ul><li>Know, share, attend, visit blog, buy </li></ul></ul><ul><li>Decide on a scoreboard </li></ul><ul><ul><li>How will we know/measure it is working? </li></ul></ul>

50.
Creating a Facebook Fan Base <ul><li>Offer your customers consistent value that they are not already getting through other means. </li></ul><ul><li>Promotional offers can be a good source of material once you have an established fan page, posting only true content for the first 30 days. </li></ul>

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Get People Talking/Liking <ul><li>Encourage comments by asking yes/no questions </li></ul><ul><ul><li>Require very little effort to answer </li></ul></ul><ul><li>Comment and “like” your own posts </li></ul><ul><ul><li>Leverage the promotional power of your own network (as an administrator) to help get the ball rolling. Thus, having multiple administrators and moderators can be to your page’s benefit </li></ul></ul><ul><li>Ask fans to “like” your update </li></ul>

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Make Posts Shareable/Add Value <ul><li>Keep your updates short and to the point </li></ul><ul><ul><li>Focus on creating headlines that grab attention </li></ul></ul><ul><li>Create experiences </li></ul><ul><ul><li>Ask fans to post their favorite link, tip, etc. </li></ul></ul><ul><ul><li>Expert Friday or Happy Hour Tips? </li></ul></ul><ul><li>Encourage sharing </li></ul><ul><ul><li>Ask your audience questions, start conversations and reach out directly to them. This is about building a social community, not a marketing channel. </li></ul></ul><ul><li>Post third-party articles </li></ul><ul><ul><li>Share relevant content without simply promoting your own material. </li></ul></ul><ul><ul><li>Ask for feedback and comments </li></ul></ul><ul><li>Keep the content fresh </li></ul><ul><ul><li>Offer different kinds of content — using different sources and alternating administrator voices and multimedia features. </li></ul></ul><ul><ul><li>Make it ready to cut and paste! </li></ul></ul>

53.
Copywrite your FB updates as Headlines

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FB Strategy Logistics <ul><li>Create a team who will post content </li></ul><ul><ul><li>Decide when and how often </li></ul></ul><ul><ul><li>Use a scheduling tool - Hootsuite </li></ul></ul><ul><li>Create a few admins to respond to questions and comments </li></ul><ul><li>Distribute tasks – divide and conquer </li></ul><ul><li>Write easy to follow guidelines </li></ul><ul><li>Be flexible </li></ul><ul><ul><li>Adapt to your audience </li></ul></ul><ul><ul><li>Adapt as FB and Social Media evolve </li></ul></ul>

56.
Success Metrics: Suggestions <ul><li>Increased sales </li></ul><ul><li>Increased attendance at events </li></ul><ul><li>Increased visits to website </li></ul><ul><li>Increased sharing of events/updates </li></ul><ul><li>New Likes </li></ul><ul><li>Monthly/Daily Active Users </li></ul><ul><li>Daily Page activity </li></ul><ul><li>Daily blog post feedback </li></ul><ul><ul><li>Use FB data to improve your content – get blog post recommendations, process recommendations, etc. </li></ul></ul>

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Plan for Negative Feedback <ul><li>Always support feedback </li></ul><ul><li>Always address negative comments </li></ul><ul><li>Take them offline if necessary </li></ul><ul><li>Provide a discussion outlet </li></ul><ul><li>If you delete say so, and explain why </li></ul><ul><li>Set hours of operation – where you will respond </li></ul>

58.
Use Video <ul><ul><li>If you post videos, use the FB video uploader – you get a like button inside the video </li></ul></ul>

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Target Messages <ul><li>Send different messages to different segments of your audience </li></ul>

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Facebook Integrated!

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Facebook Fundraising Success Stories

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Free the Children <ul><li>Get a sponsor and ask them to donate $1 for every LIKE </li></ul><ul><li>Free the Children is an organization that helps empower children in North America to improve the lives of children elsewhere, hosts an annual event called We Day. </li></ul><ul><ul><li>The event brings together youth in Toronto, Vancouver and Montreal for a day of motivational speeches and performances. </li></ul></ul><ul><ul><li>This year, sponsors like The Keg Spirit Foundation, CTV, and Me to We agreed to donate $1 for every “Like” that the We Day Facebook Page received. </li></ul></ul>

63.
Tyson Hunger Relief and Monterey County Food Bank <ul><li>Tyson Hunger Relief, which regularly makes donations to food banks around the country, added a Facebook twist to its food donation to the Monterey County Food Bank this September. </li></ul><ul><ul><li>For every new “Like” Tyson donated 100 pounds of food. Monterey County Food added about 900 new members who will potentially become further engaged in the organization’s activities. </li></ul></ul>

64.
Stand up to Cancer Telethon Facebook Credits <ul><li>The Entertainment Industry Foundation’s second national Stand Up To Cancer telethon accepted Facebook credits as donations this year. </li></ul><ul><ul><li>Facebook users simply visited the SU2C Facebook Page, which hosted a live stream of the pre-show and broadcast event, in order to place their donations. </li></ul></ul><ul><ul><li>They could then share their donations through wall posts, spreading the word about the charity.Facebook helped promote the cause on its Facebook Page and the Facebook credits page, and although SU2C doesn’t reveal how much it collected on the page, it did receive 150,000 new “Likes” during the campaign. </li></ul></ul>

65.
Timberland Earthkeepers Virtual Forest App <ul><li>Creating Virtual Forests with Timberland’s Earthkeeper app helps plant real trees. The original version, which launched in 2008, helped plant 1 million total trees in China, Haiti and Nepal. </li></ul><ul><li>A new version that launched in October teams up with Trees for the Future and the Yéle Haiti Foundation to focus on planting trees in Haiti. </li></ul><ul><ul><li>For each set amount of virtual trees planted, Timberland commits to planting a certain amount of real trees. For every five virtual trees planted, for example, Timberland commits to planting one real tree. After a user has planted 25 total virtual trees, another two real trees are planted. Users can plant trees in either their own forests or in their friends’ forests. In the new app’s first month, users’ tree planting has committed Timberland to planting about 3,000 new trees in Haiti. </li></ul></ul>

66.
Kohls Cares for Kids Facebook Contest <ul><li>To celebrate the 10th anniversary of its philanthropic program Kohl’s Cares, Kohl’s department stores decided to let Facebook users decide where to spend a donation to education. The company gave away $500,000 to each of the 20 schools that solicited the most votes on the company’s Facebook Page. Facebook fans could vote up to 20 times, but no more than five times for one school. </li></ul><ul><ul><li>Voters were also encouraged to leave ideas for what the schools could do with the money, and every school needed at least one idea contribution in order to be eligible for the contest. The campaign ended on September 3. More than 2 million people submitted more than 12 million votes. Although Kohl’s had committed to the same donation amount regardless of participation, the Facebook component successfully spread the word and earned the company 1.6 million new Facebook fans in six weeks. </li></ul></ul>

67.
@EdgeShaveZone: Twitter + random acts of Kindness <ul><li>Most people use Twitter to rave or complain about a product they use every day - the #soirritating campaign builds on on that! </li></ul><ul><ul><li>“ We picked Twitter because we noticed that a truth about Twitter was that people were always talking about how irritated they were about things, and we have a product that matched that truth, which was anti-irritation, so that was a good place for us,” says Katie Facada, the copywriter who composes tweets for @EdgeShaveZone. </li></ul></ul><ul><li>Edge’s Anti-Irritation Campaign – 2 people seek, respond and relieve irritation – and they have given out everything from iPads and computers to dancing panda YouTube videos in their efforts to “solve irritation.” </li></ul><ul><ul><li>One woman tweeted that she had voices in her head that were speaking in Spanish — Edge responded with the gift of a Spanish/English dictionary. </li></ul></ul><ul><li>Results: 1500 followers, 6800 hashtag uses and media buzz </li></ul>

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Endorse for a cause: Online shopping + Social Giving

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Endorse for a Cause <ul><li>Turns online shopping into a fundraiser for the cause of your choice. </li></ul><ul><li>How it works </li></ul><ul><ul><li>Visit one of Endorse for a Cause’s online retailer partners </li></ul></ul><ul><ul><li>Send a tweet or Facebook update with an endorsement of brands or products that you like. You decide exactly what to say in the message, though starter tweets that begin with phrases like “I’m a fan of…”, “Shopping for…”, and “Help me help…” are provided. </li></ul></ul><ul><ul><li>When your friends click on your endorsements and make purchases, Endorse for a Cause receives a portion of the money and allocates about 70% to your cause. </li></ul></ul><ul><ul><li>You can track how much money you’ve raised and earn badges for participation. </li></ul></ul><ul><ul><li>Right now there are only about 10 cause choices, and they are primarily large charities like the American Cancer Society and the Humane Society. You can, however, vote to add a cause if yours isn’t yet included. </li></ul></ul>

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Rec.fm: Recommendation + Social Giving

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Rec.fm <ul><li>Create a “Rec” for a product you love by telling Rec.fm exactly what you like about it. </li></ul><ul><li>The site will generate a short URL that you can share on your Facebook or Twitter profile. </li></ul><ul><li>When your friends click on it, they are taken to a Rec.fm site with more details on the product. </li></ul><ul><li>If they choose to buy the product, Rec.fm receives a payment from the retailer and more than 50% is passed on to the charity of your choice. </li></ul><ul><li>You can also add a tab to your Facebook profile that shows your friends all of your “Recs” in one place. </li></ul>

72.
Sixdegrees.org/Network for Good <ul><li>Lets people create charity endorsement widgets called “fundraising badges.” </li></ul><ul><li>These badges can be placed on their social networking profiles, blogs and websites. </li></ul><ul><li>People who visit their sites can donate to the endorsed charity via the widget. </li></ul>

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Sixdegrees.org Badge

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IKEA: photo tagging genius <ul><li>http://www.youtube.com/watch?v=0TYy_3786bo </li></ul>

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Sacrifice a Friend

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Adobe: Real or Fake? <ul><li>Guess whether an image was real or manipulated in Photoshop. </li></ul><ul><li>Results </li></ul><ul><ul><li>10% of page visitors played the game </li></ul></ul><ul><ul><li>Of those who played, 6% clicked the “Share” button </li></ul></ul><ul><ul><li>6% clicked “Buy Now” at the end of the game </li></ul></ul><ul><ul><li>Over 6,000 new fans </li></ul></ul>

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Apps for Doing Business on FB <ul><li>Great article: 30 Apps for Doing Business on FB </li></ul><ul><ul><li>http://mashable.com/2009/01/22/business-facebook-apps/ </li></ul></ul><ul><li>Blog promotion: Networked blogs, Social RSS </li></ul><ul><ul><li>Add FB Like Button to Your Blog </li></ul></ul>

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Custom Landing Pages are Sexy <ul><li>Custom content </li></ul><ul><ul><li>DIY/WYSIWYG </li></ul></ul><ul><ul><ul><li>tabsite.com </li></ul></ul></ul><ul><li>Custom </li></ul><ul><ul><li>hyperarts.com </li></ul></ul><ul><ul><li>customfanpagedesigns.com </li></ul></ul><ul><ul><li>fanpagegenerator.com </li></ul></ul><ul><li>App suites + custom </li></ul><ul><ul><li>involver.com </li></ul></ul><ul><ul><li>northsocial.com </li></ul></ul><ul><li>Fan engagement solutions </li></ul><ul><ul><li>buddymedia.com </li></ul></ul><ul><ul><li>contextoptional.com </li></ul></ul><ul><ul><li>vitrue.com </li></ul></ul>

79.
Facebook Updates Comment Plugin with Votes and More <ul><li>The voting system gives users the ability to rate a comment positively or negatively, similar to Digg’s voting system. </li></ul><ul><li>This feature will transform Facebook’s commenting platform for third-party websites into something far more advanced. </li></ul>

80.
FB Instant Search App – Great Tool

81.
Facebook Groups <ul><li>The good </li></ul><ul><ul><li>Create instant private or public spaces for your friends, co-workers, fellow hobbyists, you name it </li></ul></ul><ul><ul><li>Designating smaller circles of friends within your overall list of Facebook friends makes sharing easier </li></ul></ul><ul><li>Some things to think about </li></ul><ul><ul><li>All messages sent to a group are e-mailed to the address stored in your Facebook account. You can disable these in Account Settings </li></ul></ul><ul><ul><li>Group memberships can spiral out of control. Any of your friends can add you to any group, without your permission. Facebook won’t prompt you for your permission. If you’re not interested, you have to leave. </li></ul></ul><ul><ul><li>Groups can grow unwieldy as friends you added to a group you create start adding friends of theirs who aren’t friends of yours. </li></ul></ul><ul><ul><li>Admins can edit the group’s membership to remove people they don’t want which can be awkward </li></ul></ul>

82.
Proven Tips for Loyalty & Engagement <ul><li>Activate fans, don’t collect them </li></ul><ul><li>Create more content, more often </li></ul><ul><ul><li>Allocate resources you have, decide on a schedule </li></ul></ul><ul><li>Know when you want to post </li></ul><ul><ul><li>ie, evenings, weekends for example are popular times </li></ul></ul><ul><ul><li>Schedule in advance (Hootsuite) </li></ul></ul><ul><li>Make it worth your fan’s while to look out for your updates! Here some ideas to brainstorm how they could apply </li></ul><ul><ul><li>Razorfish published a study that asked consumers why they fan and follow brands. The greatest percentage of people, by far, responded ‘for the exclusive deals & offers’ </li></ul></ul><ul><ul><li>If you want fans to watch out for and look forward to your updates, reward them from time to time with special offers </li></ul></ul><ul><ul><ul><li>For many businesses, this can be coupons, giveaways, contests and even special info and access. </li></ul></ul></ul><ul><ul><ul><li>Regular deals (e.g. Friday specials or Tuesday giveaways) have also been shown to build highly engaged fan bases </li></ul></ul></ul>

83.
#smfail <ul><li>You think social media will solve all your problems </li></ul><ul><li>You don’t have a clear/focused strategy </li></ul><ul><li>You lack storytelling </li></ul><ul><li>You don’t listen first </li></ul><ul><li>You start then stop </li></ul>

84.
#smfail: Facebook News Feed 2006 <ul><li>The History: Facebook launched one of the most revolutionary features in social media during September 2006: the Facebook News Feed. </li></ul><ul><ul><li>Within a week, 750,000 users were protesting the feature. After several days, Facebook added privacy controls and created a Facebook group to discuss privacy and news feed issues. </li></ul></ul><ul><li>The Lesson: Prepare users for major changes and be proactive in responding to criticism. Now Facebook rolls out new features gradually. </li></ul>

85.
#smfail: Motrin Moms <ul><li>The celebration of International Baby Wearing Week also serves as a platform for the Motrin brand’s launch of their new ads touting the tagline “we feel your pain” </li></ul><ul><ul><li>Moms were not pleased with babies being made into fashion statements </li></ul></ul><ul><li>The Lesson: Understand your audience before engaging with it. People don’t mess around when you talk about their kids. </li></ul>

86.
#smfail: Pepsi AMP UP <ul><li>Pepsi apologizes for iPhone app to promote their AMP energy drink that helps guys score with pickup lines for 24 types of women – to help guys “get the job done” </li></ul><ul><li>Following the outpouring of criticism, Pepsi and AMP offered an apology over Twitter to irate consumers </li></ul>

87.
#smfail: Gap Logo Redesign <ul><li>Gap puts forth a logo redesign - met with severe backlash from passionate fans, critics, and media. </li></ul><ul><ul><li>Thousands of comments, logo redesign websites, Twitter spoof accounts and even Facebook accounts setup to lead this branding revolt. </li></ul></ul><ul><ul><li>Clearly consumers take just as much ownership in the logo as the brand. </li></ul></ul>

88.
Social Media ROI Rule #1 <ul><li>Define a clear Social Media Strategy and customize your analytics to measure your success </li></ul><ul><li>Include hard numbers </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><li>Include softer numbers </li></ul><ul><ul><li>Tie your activity to something and measure that: </li></ul></ul><ul><ul><ul><li>registrations, referrals, links, votes, reduced customer service issues, reduced costs and processes, lead generation, conversion, reduced sales cycles, inbound activity, customer insight, etc. </li></ul></ul></ul>

89.
Social Media ROI <ul><li>Return on engagement – the duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement. </li></ul><ul><li>Return on participation – measuring and valuing the time spent participating in social media through conversations or the creation of, social objects. </li></ul><ul><li>Return on involvement – touchpoints for documenting states of interaction and tying metrics and potential return of each. </li></ul><ul><li>Return on attention - assess the means to seize attention, hold it and as such measure the responses activities that we engender. </li></ul><ul><li>Return on trust – A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business.. </li></ul>

90.
Facebook Advertising <ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul><ul><li>This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now </li></ul>

91.
Facebook Ads <ul><li>Consensus says that clickthrough rates for Facebook ads remain at 0.1% compared to search (which hovers around 12%) </li></ul><ul><li>Facebook will argue that these are good rates for undirected search </li></ul>

92.
Facebook Advertising - Targeting <ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Keywords (appear in your users profile) </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Relationship status </li></ul><ul><li>Relationship interests </li></ul><ul><li>Languages </li></ul><ul><li>Friends of friends </li></ul>

93.
Facebook Advertising - Placement <ul><li>THE TOOLS </li></ul>

94.
Facebook Advertising – Design <ul><li>What you need: </li></ul><ul><li>Ad message (title and body) </li></ul><ul><li>Image (make it compelling) </li></ul><ul><li>Destination URL (where you want the ad to take people – keep it within Facebook!) </li></ul><ul><li>Social actions (optional) </li></ul>

95.
Facebook Advertising – Social Actions <ul><li>Social actions show related stories about a user’s friends alongside your ad. </li></ul><ul><li>People can vote whether they like or dislike your ad. </li></ul>

96.
Facebook Advertising – Pricing <ul><li>Very affordable and easy to control your budget </li></ul><ul><li>You can specify a daily budget </li></ul><ul><li>Schedule specific dates for your ad to run </li></ul><ul><li>Pay for clicks (CPC) or impressions (CPM) </li></ul>

97.
Facebook Advertising – Analytics <ul><li>Facebook Insights : </li></ul><ul><ul><li>Track ad performance with real-time reporting </li></ul></ul><ul><ul><li>Gain demographic and psychographic insights about people that view or take action on your ad </li></ul></ul><ul><li>Use this information to identify how you can improve your campaign to maximize your results </li></ul>

98.
Facebook Ads – What to Expect <ul><li>Consensus says that clickthrough rates for Facebook ads remain at 0.1% compared to search (which hovers around 12%) </li></ul><ul><li>Facebook will argue that these are good rates for undirected search </li></ul>

99.
Facebook Advertising – Recommendations <ul><li>Identify clear goals for your ad </li></ul><ul><li>Know who you’re trying to reach </li></ul><ul><li>Ensure ad headline, copy and image is relevant </li></ul><ul><li>Experiment to get it right </li></ul><ul><li>Monitor your campaign and adjust </li></ul><ul><li>Know when to quit </li></ul>

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Facebook Applications <ul><li>Applications are entertainment and productivity tools that run within Facebook </li></ul><ul><ul><li>Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page </li></ul></ul><ul><ul><li>When fans use your applications social stories are created that appear in their friends news feed and link back to your page </li></ul></ul>

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Facebook Applications

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Facebook Connect <ul><li>Add social capabilities to your website by integrating with Facebook: </li></ul><ul><ul><li>Users log in to your website with their Facebook identity </li></ul></ul><ul><ul><li>You can access their profile information to learn more about them and deliver targeted content </li></ul></ul><ul><ul><li>Publish information back to their friends’ streams on Facebook to bring their friend to your website </li></ul></ul>

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Simplify Your Social Media Routine <ul><li>Use simple tools </li></ul><ul><ul><li>Twitter Desktop: Hootsuite </li></ul></ul><ul><ul><li>Link/automate updates - Twitter, Linkedin, Facebook </li></ul></ul><ul><ul><li>Mobile apps </li></ul></ul><ul><ul><li>Twinfluence, Tweetreach </li></ul></ul><ul><ul><li>Signatures </li></ul></ul><ul><li>Focus on sending high impact messages </li></ul><ul><li>Figure out which social media platforms give you the most value </li></ul><ul><li>Let go of the need to read everything. Learn to scan </li></ul><ul><li>Form close relationships with people who give you the most value, not everyone </li></ul>

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Defeating Social Clutter reaching the limit of the attention span <ul><li>Big scale </li></ul><ul><ul><li>More than 80% of US online users are on social media </li></ul></ul><ul><li>Big reach </li></ul><ul><ul><li>Just a tiny handful of Mass Connectors will create 256 billion influence impressions in the US this year. </li></ul></ul><ul><li>The majority of your messages won’t get through! </li></ul><ul><li>Here’s what to do: </li></ul><ul><ul><li>Go through the clutter – a trusted source (hint: this may not be you) </li></ul></ul><ul><ul><ul><li>Peer influence will grow as social networking does </li></ul></ul></ul><ul><ul><li>Give them something interesting to talk about </li></ul></ul><ul><ul><li>Look hard for new experiences and new content to offer </li></ul></ul><ul><ul><li>Look for open spaces – audiences where clutter isn’t a problem yet </li></ul></ul><ul><ul><li>Find secondary audiences for your brand </li></ul></ul>

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Hootsuite

106.
Delicious - Bookmarking

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Wisestamp.com

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Great Social Media

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Blendtec – Will it Blend? <ul><li>Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign </li></ul><ul><li>Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout </li></ul><ul><li>Launched the website WillitBlend.com and a YouTube channel </li></ul><ul><li>http://www.youtube.com/blendtec </li></ul>

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Blendtec – ROI <ul><li>Videos went viral generating “ millions of dollars in brand recognition ” </li></ul><ul><ul><li>Channel Views: 3,469,098 </li></ul></ul><ul><ul><li>Subscribers: 183,949 </li></ul></ul><ul><li>Online Blendtec blender sales increased 500% </li></ul><ul><li>The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre </li></ul>

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Charity: Water – From Twitter to Africa <ul><li>September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia. </li></ul><ul><li>Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well </li></ul><ul><li>The &quot; social media birthday &quot; was born; asking for donations from online friends to celebrate your birthday </li></ul>

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Charity: Water - $250,000 raised <ul><li>January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: </li></ul><ul><ul><li>202 real-life meetups across the globe, hosted by volunteers </li></ul></ul><ul><ul><li>$250,000 USD raised at these events </li></ul></ul><ul><ul><li>55 wells are planned across Africa & India </li></ul></ul>

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Charity: Water – Breakthrough Exposure <ul><li>April 09: The first &quot;well that Twitter built&quot; is dug </li></ul><ul><li>April 09: Actor Hugh &quot;Wolverine&quot; Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support </li></ul><ul><li>Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity </li></ul>

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Charity: Water – Phase 2 <ul><li>Social media campaign expands: </li></ul><ul><ul><li>Staff post Twitter updates delivering the results of donations </li></ul></ul><ul><ul><li>Website hosts videos of drilling progress made in Africa </li></ul></ul><ul><ul><li>A driller tweets live from Central African Republic </li></ul></ul><ul><ul><li>Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater </li></ul></ul><ul><ul><li>Facebook Causes page with over $61,000 donated </li></ul></ul>

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IKEA: photo tagging genius <ul><li>http://www.youtube.com/watch?v=0TYy_3786bo </li></ul>

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Engaging with People: Starbucks asks for ideas My Starbucks Idea

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People vote

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The best ideas are implemented

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The T-Mobile Dance T-Mobile: An emotional connection

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18.5M views to date

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Instead of a 2010 Super Bowl ad… Pepsi decided to give money away Doing good: Pepsi Refresh Project

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$1.3M every month Pepsi Refresh Project

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Based on community voting

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GAP: Extending the brand Interactive Facebook page GAP Facebook Page

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Facebook refers more traffic to calacademy.org than any site but search engines. ~6000 visits monthly. Building the web audience: California Academy of Sciences

126.
NightLife at the California Academy of Sciences

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1300onFillmore Local businesses: Getting people in the door

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Crowdsourcing Wikipedia

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Location-based tools

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Budweiser asks consumers to help select which commercial to show during the big game

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What is Twitter <ul><li>Twitter is like public instant messaging with a timeline. </li></ul><ul><li>Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. </li></ul><ul><li>Tweets can be sent from the Twitter website, other platforms, and your mobile phone. </li></ul><ul><li>By “following” another Twitter user, their messages appear in your Twitter view so you can see the conversations that are taking place in real time. </li></ul>

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Twitter Links to websites, photos, videos, etc. Tweets Search box Similar Twitter Profiles Following Stats Stats in common

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Twitter is now mainstream <ul><li>There are currently 110 million tweets per day </li></ul><ul><li>Over 200 million registered users. </li></ul><ul><li>25 billion tweets were sent on Twitter in 2010 </li></ul><ul><li>Free to set up and get started. </li></ul><ul><li>Can be linked to your Facebook account. </li></ul>

134.
How Do I Get Started? <ul><li>Create a user-friendly Twitter ID </li></ul><ul><li>Search for people to follow </li></ul><ul><li>Learn the lingo </li></ul><ul><li>Know who @ replies to you </li></ul><ul><li>Read the bio of those who follow you </li></ul><ul><li>Reach out and say something </li></ul><ul><li>Promote others and share your best information </li></ul><ul><li>Learn the etiquette </li></ul><ul><li>Add your Twitter ID to all of your signatures </li></ul><ul><li>Direct Message (DM) private conversations </li></ul>

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Twitter Etiquette <ul><li>#hashtags: great ways to tag your Twitter update on a specific subject. This way, followers and non-followers can find your update using the Twitter search box on the Twitter homepage, or using one of the Trending Topics. </li></ul><ul><li>#followfriday: Probably one of the most popular #hashtags is #followfriday. Follow Friday is the day when you recommend users to all of your followers, and anyone watching the #followfriday trend , by including @username and #followfriday in the same tweet. </li></ul><ul><li>URL shorteners: tinyurl.com/ , bit.ly/ ow.ly – these will show a history of your recent shortened URL’s, as well as the number of clicks this shortened URL has received, and also additional Bit.ly links that have been created for the article. </li></ul>

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REI - Updates and Promos

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Sephora - Brand Per sonality

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Customer Service

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Customer/Brand Building

140.
ZAPPOS: Extending the brand <ul><li>Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.” </li></ul><ul><li>Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre) </li></ul><ul><li>Use Twitter to promote their brand </li></ul><ul><ul><li>Website displays any public tweets mentioning of their brand </li></ul></ul><ul><ul><li>CEO has over 400,000 followers </li></ul></ul><ul><ul><li>430 employees on Twitter </li></ul></ul><ul><li>$1billion in sales last year and their expanding into new product categories </li></ul>

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Emergency/Alerts

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American Red Cross

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Surfrider

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UNICEF

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Livestrong

146.
Not all Followers are Equal <ul><li>Are your followers active? Active users share your links, they give you feedback, they talk to you. </li></ul><ul><li>Do the people who follow you have influence? Would you rather get 50 retweets from users with 10 to 100 random followers? Would you rather get 10 retweets from influencers in same niche, with all of them having 1000 to 10,000 very relevant followers? </li></ul>

147.
Twitter for (Local) Businesses <ul><li>Track your sales, promotions, coupons </li></ul><ul><li>Twitter is not Facebook </li></ul><ul><ul><li>Real-time communication (if they don’t check for an hour might miss your deal) </li></ul></ul><ul><ul><li>Re-cycle tweets </li></ul></ul><ul><li>Create a conversation </li></ul><ul><ul><li>Don’t blast promotions non-stop, intersperse them with news, stories, industry, fun </li></ul></ul><ul><li>Sell last-minute inventory </li></ul><ul><ul><li>Pump up business during lulls, discount last-minute unsold goods </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Twitter search, Tweepsearch </li></ul></ul><ul><ul><li>Twitterlocal, NearbyTweets </li></ul></ul>

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Thank you! <ul><li>Robin Frank </li></ul><ul><li>@greenrobeen </li></ul><ul><li>[email_address] </li></ul>