Using Social Media to Tell Your Story
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This training was prepared for by 3fold Communications for the Sacramento Regional Community Foundation. Why are generational dynamics key to understanding social media? This presentation discussed how each generation communicates differently, and which social media tools might be useful for reaching different ages.
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Using Social Media to Tell Your Story
- 1. Telling Your Story through Social Media 1722 J Street, Suite 17 | Sacramento, CA 95811 | ph. 916.442.1394 | fax 916.442.1664 best strategy wins. 3foldcomm.com
- 2. Overwhelmed?
- 4. best strategy wins. Simplified… 3foldcomm.com
- 5. Simplified… Everyone is on different rungs of the ladder. Where are you? Where is your organization? Where is your audience? 3foldcomm.com
- 6. What are your goals?
- 7. Communications Matrix best strategy wins. 3foldcomm.com
- 9. Introduction How do we use social media to succeed in today’s market with the additional challenge of generational complexities – the different demands, values and preferences of today’s multi-generational stakeholders? best strategy wins. 3foldcomm.com
- 10. WIIFM What’s in it for me? best strategy wins. 3foldcomm.com
- 13. best strategy wins. The Four Generations 3foldcomm.com If you are... Then you are a... 62 years old + Civic / Silent Generation 43 years – 61 years old Baby Boomer 31 years – 42 years old Gen X’er 13 years – 30 years old Echo Boomer / Gen Y / Millennial
- 14. Facts Industry is dominated by… Boomers Consumer base dominated by… X’ers, Y’ers best strategy wins. The Four Generations 3foldcomm.com
- 15. Your success… Understanding the four generations and their WIIFMs. best strategy wins. The Four Generations 3foldcomm.com
- 16. Civics
- 19. What kind of social media experience will connect the best with Civics? best strategy wins. Civics 3foldcomm.com
- 26. Baby Boomers
- 34. Quick Boomer Fact Today’s 50-60 crowd is flush with over $1,000,000,000,000 In spending power per year. They should be a part of your outreach strategy! best strategy wins. Baby Boomers 3foldcomm.com
- 36. Generation X
- 47. Generation Y
- 58. Another Look…
- 59. Facebook
- 60. best strategy wins. Facebook 3foldcomm.com
- 62. Nonprofits on Facebook There are so many options…. Where do I start? Answer: Set up a Fan Page as your main presence or outpost and use a group for more adhoc, smaller organizing. In order to set up a fan page, you’ll need at least one person in your organization to have a personal presence on the site. best strategy wins. 3foldcomm.com
- 65. Foursquare
- 66. best strategy wins. Foursquare Foursquare is a location-based social networking website, software for mobile devices and also a game. Users “check-in” at venues using text messaging or a device specific application. They are then awarded points and sometimes “badges.” (Wikipedia definition) 3foldcomm.com
Notes de l'éditeur
- Introductions Show this video: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded
- It’s very common to see logos like those below, on major websites— discuss why it’s exciting so many options exist . Talk about how it’s okay to feel lost. Whether you have reservations or whether you’re gung ho, you need a strategy in order to balance your day to day responsibilities as dental professionals along with your marketing efforts.
- Communication Blogging Facebook Twitter Collaboration: Delicious, Yelp, Google Reader Multimedia Flickr, YouTube Entertainment Virtual worlds and online gaming Micro-manufacturing Etsy and Ebay
- This is where we discuss the matrix
- Discuss why we’re covering generational dynamics—because knowing WHO you’re trying to reach, and WHAT tools they are using will make your social media plan easier to determine.
- Note that those over 82 ( born before 1928) are considered the Greatest Generation
- Makes sense that Civics would have a hard time with social networking and blogs which are constantly changing, not necessarily stable or secure, and certainly don’t delay gratification– we once lived in an era where you had to wait to develop film. Now, you can immediately post a picture to the internet for everyone to see.
- Civics attach a “premium” to these “lost traits” – consider them fundamentals that have been lost in today’s fast-paced, techno driven world
- "You can have Gen Y-ers who are busy looking at their BlackBerrys. They've got their laptops flipped open, they're engaging in social networking right during the course of a meeting, and you have a boomer rolling their eyes, not understanding it," says Michael Walsh, the CEO for LexisNexis U.S. Legal Markets. "Two-thirds of boomers that were surveyed indicated that they felt that use of devices, technology — such as e-mail, social networking, the Internet, etc. — contributed to a decline in office etiquette."
- In this section you could talk about using social media to give them individualized attention– specifically @ replies, DMs, responding to complaints, etc.
- Boomers are the generation that could, eventually, very much user social media to push a cause– since they are the original involved generation.
- Boomers are the generation that could, eventually, very much user social media to push a cause– since they are the original involved generation.
- Boomers are the generation that could, eventually, very much user social media to push a cause since they are the original involved generation.
- 48 million as opposed to 78 million Boomers and 75 million Millenials (sandwiched!) Original latchkey kids - 2/3 are children of Boomers (this is an important dynamic – core values overwhelmingly developed out of the latchkey experience)
- 48 million as opposed to 78 million Boomers and 75 million Y’ers (sandwiched!) Self reliant: I can depend on me. That’s it. Change enabled: Their worlds constantly changed, i.e. divorce Technoliterate: came of age with computers; first generation to do so Pragmatic: get to the bottom line (cynical – I don’t need the fluff, thanks) Diverse: grew up with diversity, PC movements Original latchkey kids - 2/3 are children of Boomers (this is an important dynamic – core values overwhelmingly developed out of the latchkey experience)
- X’ers want to know – do you speak ‘tech’?
- Could talk here about developing a social media policy particularly for this generation Could focus on this generation being one to target for donations, and getting involved (Obama campaign, volunteering, etc.)
- This is the generation the fueled MySpace and Facebook. Takes a confident generation to put their own profiles up on the internet, right? Interesting to note they also are about community, they just may be focusing on their online community at the same time as their in-person board meeting community
- One of the reasons MySpace is so popular with high school aged kids– they like being able to personalize their page to not be like anyone else.
- Lesley’s opinion: This generation is always onto the next best thing. They try new technology. They are early adopters. When they see grandparents showing up on Facebook, they may leave for other sites like FourSquare. (In fact,
- Box to the right that says: Generally…the Creators, Critics are generally going to be Millenials and Gen X Collectors, Joiners are going to be Baby Boomers Spectators and Inactives will be our Civic Crowd
- The most popular social networking site that exists, Facebook used to be just for college students but since it’s start in 2004 has expanded to include all ages. 150 million people around the world are now actively using Facebook and almost half of them are using Facebook every day. This includes people in every continent—even Antarctica. If Facebook were a country, it would be the eighth most populated in the world, just ahead of Japan, Russia and Nigeria. Facebook is used in more than 35 different languages and 170 countries and territories. Source: Mark Zuckerberg, Jan 7, 2009 Facebook reaches 56% of the active U.S. Internet universe with an average usage of 6 hrs a month per user (Nielsen, Jan 2010) Facebook’s largest user numbers are women, ages 18-25, followed by women ages 26-34, followed by women ages 35-44. In every single age category, women outnumber men. That’s a good thing when you look at last year’s Pew Research study that says women are the key household decision-makers.
- WHY IS FACEBOOK IMPORTANT? So many functions- from social networking to photo sharing, marketplace to IM to advertising opportunities (not just under communication) Access to power- normal people like you and I can make a huge difference for an organizations (this can be a good and bad thing: talk about my role at Westmont as segway to next point)
- Profile vs. Fan Page vs. Community Page vs. Group vs. Cause? Profiles are for individuals, Pages, Groups and “Causes” are for Organizations. #1 question right now is- should my org have a group, a page, a cause, or all three? Best answer: Set up a Facebook FanPage as your main presence or outpost and use a group for more adhoc, smaller organizing. (Use Surf rider Foundation as an example. When you do a search for them there are lots of results because there are multiple chapters, high school chapters Groups: Museum Professionals Unite- a group on Facebook with over 6,000 museum professionals, Members are encouraged to post information related to jobs, conferences, current events, and/or any other subjects vaguely related to museums/collecting institutions.
- New fan page design emerged in April 2009 Recently redesigned pages look more like profiles, except they are optimized for mass communication Pros: Indexing-more searchable Activity on your Page increases “viral visability” Fan Page backend is like a cms --and if you know a little HTML you can do some spiffy stuff (One campaign: http://www.facebook.com/ONE ) Ability to add apps- which we’ll talk about later Set up for advertising Easy to set up-but not as easy as a group Insight Tool-Track everything from total interactions that week to when people visited your page, their demographic info, Like a group, you have the ability to add events Discuss how often to post Show how analytics works, and how analytics can help you determine what and when to post
- New fan page design emerged in April 2009 Recently redesigned pages look more like profiles, except they are optimized for mass communication Pros: Indexing-more searchable Activity on your Page increases “viral visability” Fan Page backend is like a cms --and if you know a little HTML you can do some spiffy stuff (One campaign: http://www.facebook.com/ONE ) Ability to add apps- which we’ll talk about later Set up for advertising Easy to set up-but not as easy as a group Insight Tool-Track everything from total interactions that week to when people visited your page, their demographic info, Like a group, you have the ability to add events Discuss how often to post Show how analytics works, and how analytics can help you determine what and when to post
- Watch this video: http://www.youtube.com/watch?v=DFXzyJ8mUh4&feature=player_embedded
- Why is Foursquare important? Foursquare , which recently surpassed the one million user mark , is now adding about 15,000 users per day according to CEO Dennis Crowley, who revealed the number this morning at Business Insider’s Startup 2010 event in New York City. Partnerships with giants like Starbucks Plays on people’s narcissism People love deals Games are addicting
- Must have an individual account to create an org account Must have a Twitter account. You can always create one, and then hide it.
- Social networking, user review, local search site Over 25 million users each month Top 100 of user internet sites Highest reviews? Crest Theatre- highest rated music venue B Street Theatre- Performing arts (our client!) Fools Foundation – Art Galleries The Torch Club- Jazz & Blues