1. Social Media for Equine Assisted Organizations What, Why, How, Now What? Presented by: Jennifer Tartaglia Director of Development, Windrush Farm facebook.com/windrushfarm
2. Agenda What is Social Media? Where do I begin? Putting Social Media into Action Now What? Case Studies Q & A
3. What is Social Media? Simply put, it’s about people talking, engaging, communicating locally but with the power to affect globally.
4. What‘s Your Excuse? I’m not a “tech” person Not enough time I don’t have anything interesting to say. My nonprofit is too important to “play” around with twitter!
6. What‘s Your Objection? I don’t want to rock the boat I don’t want to be different I’m afraid of being called out and attacked
7. Fearful organizations believe… Social Media = taking your precious brand and throwing it to the wolves! Source: Lisa Barone
8. FACT The only thing avoiding social media does for you is take your voice entirely out of the conversation. It doesn’t make you invisible – it makes you mute! Source: Lisa Barone
9. FACT Social media isn’t Twitter. It’s not blog posts. Nor Facebook. Social media is your customers and your prospective customers. Social media is people. Claim your voice! Source: Lisa Barone
10. How to deal with negative **Address the comment immediately** In most cases, negative comments offer the opportunity to learn and improve, engage in meaningful conversation, or correct a mistake.
16. Dialogue Vs. Monologue Want to know what they’re saying about you? Monitor your reputation: Google alerts Social mention Trackur.com Brands eye Yelp.com Urbanspoon.com
17. Your strategy to start Establish Objectives Platforms Choose media guru Deploy / Maintain Measure Performance Refine
26. Do you have a blog? What is a blog?! Think journal on the web…
27. Bloggin’ to get noticed Be creative! Have fun! Short and sweet (200 words) Include links and keywords Widgets
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29. What do I write about? YOUR GOAL… …Create community, inspire conversations!
30. What do I write about? People love reading about the process. The behind-the scenes. It makes them feel like they are part of the inner circle.
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32. 6 Ways to Produce Quality Blog Content #1. Create an editorial calendar Assign time slots to do this: Mon / Wed / Fri 9-9:30am Source: Denise Wakeman
33. 6 Ways to Produce Quality Blog Content #2. Plug in types of posts and topics you want to write about Make a list of categories that interest your community. i.e. How –To Top 10 Opinion Case Study Testimonial Q & A Guest Post Source: Denise Wakeman
34. 6 Ways to Produce Quality Blog Content #3. Keep a running list of blog topics The more you blog, the more ideas you get! Source: Denise Wakeman
35. 6 Ways to Produce Quality Blog Content #4. Write several posts at one time In the mood? Write ‘em and schedule them for a later date! Source: Denise Wakeman
36. 6 Ways to Produce Quality Blog Content #5. Find guest bloggers to help you out with content Perhaps once a month you showcase the ideas of other members of your team, your vendors, your colleagues or clients! Source: Denise Wakeman
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38. 6 Ways to Produce Quality Blog Content #6. Interview Experts Interview volunteers, clients, donors, etc! Source: Denise Wakeman
39. How much? Posting two to three times per week keeps your blog fresh and relevant. Investing a couple of hours a week on creating content that works for you 24/7 will pay off in more traffic, more leads and more opportunities for your business.
40. Add widgets to your blog What is a widget? Little pieces of code that turn into a little “app” similar to what is on an iPhone.
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45. Facebook. Why? 500,000,000 users: 1 in every 13 people on earth 35+ demographic more than 30% 57% of people talk to people more online than in real life 48% young Americans find out about news on FB About 28% check FB on smart phones before getting out of bed In 20 mins on FB more than 1 million links are shared American Idol. On a good night averages 20 million viewers. Facebook has 100 million American members.
46. Facebook What you need to know: You need an account to create page Facebook Pages are public Select page title carefully Can add additional admins All content posted on your FB page indexed on Google Tip: Study other facebook pages to learn
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48. Content Include a mix of: Updates Photos Videos Links Events Always keep page current. Max 2 posts daily
49. If you build it, will they stay? Sharing quality, relevant content Inciting comments
50. Ask Questions For status updates, try ending with a question. Source: Mari Smith
51. Use the words “you” or “your” Use the word “you” often – “What are your thoughts?” “What do you think about xyz?” Here, the Hard Rock Cafe is giving out a coupon code with the words “Our gift to you because you rock…” Source: Mari Smith
52. Keep it short The easier it is for your fans to read, the more likely they are to respond. Short and simple with one topic. Source: Mari Smith
53. Respond Promptly Do your best to respond to fan questions (as wall posts) as promptly as possible. Source: Mari Smith
54. Address fans by name Come back and reply often to your fans’ comments – Addressing specific fans in your comments as @name. Source: Mari Smith
55. Surprise your fans Don’t be afraid to stray “off topic” from time to time and surprise your fans. Source: Mari Smith
56. Use @ taggings You can tag other fan pages that you’re a fan of and your own friends. Post show up on others’ walls, more exposure and brings more fans or potential fans back to engage. Source: Mari Smith
59. Hot Tip The more activity your fan page posts generate, the longer you’ll show up in the News Feed of your fans! As you build up your fan base, consistently add quality, relevant content and engage your fans. Start to see results that translate into an increase in brand awareness and positive brand sentiment, email and blog subscribers, and of course, sales and paying customers. Source: Mari Smith
60. Twitter: What is it? Microbloggingservice answers the question "What are you doing?" by sending short text messages 140 characters called "tweets", to your friends, or "followers."
62. Twitter: Why? 175 million registered users 95M tweets per day The majority on twitter are “lurkers” 1 in 3 users is between the ages of 25 and 34 Twitter users are very frequent SMS users (x’s/day) Source: Edison Research
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65. Grow a great twitter following #1. Look for people you know Under Who to Follow Tab, Find Friends Source: Dino Dogan
66. Grow a great twitter following #2. Twijazzle your blog and/or website Make sure your twitter feed is on your blog on website Source: Dino Dogan
67. Grow a great twitter following #3. Integrate your social networks Bring your tweets to facebook! Source: Dino Dogan
68. Grow a great twitter following #4. Put your twitter name in your signatures Do you use Google? Try wisestamp Source: Dino Dogan
69. MicroMarketing: Get Big Results by Thinking and Acting Small, Greg Verdino Source: Greg Verdino
71. Make sense? Facebook with it’s 500 million members who share over 30 billion pieces of content each month… …it’s not hard to understand that there is a new sheriff in town and his name is NOT “mainstream media”. Source: Greg Verdino
72. MicroMarketing Belief We now do business in an age when it is far better to be everything to the right someone than it is to attempt to offering something for everyone Source: Greg Verdino
73. The Network Effect 1. We spread what interests us and what we think will interest others. Make sure your content is not just “good enough to check out” but rather “good enough to recommend.” 2. We spread what allows us to share something about ourselves. When we want people to share something about us, make sure there’s the opportunity and inspiration necessary for them to share something about themselves, like Drew did with Blame Drew’s Cancer. 3. We spread what we have incentive to share. Give people a reason to spread the word. It could be the desire to be part of something bigger than ourselves or social currency or social status. Or the chance to do good. Source: Greg Verdino
74. Case Study: Lauren Luke Example of the Seven Shifts Customer-Centric Business You can put your customers or “friends”, as Lauren Luke calls them, at the center of your business and still generate revenue Source: Greg Verdino
76. The Story of Lauren Luke Started small Single mom selling makeup products on eBay Starting sharing photos of herself with various makeup looks with makeup kits she was selling Results: she got correspondence from customers wanting to learn her tricks of the trade Source: Greg Verdino
77. The Story of Lauren Luke She decided to share her tips on Youtube Video after video, Lauren taught women how to apply makeup like famous actresses, musicans, or makeup seen in ads Micromaven sharing Microcontent Source: Greg Verdino
78. The Story of Lauren Luke Time went on and Lauren built up a base of fans (Microculture) who watched videos, and requested more. One day, she did a video on how to do Leona Lewis’ makeup. (the video has over 3.7million views) Attention by agency, Anonmaly, that helped set Lauren off in the direction of her product line Source: Greg Verdino
79. Today: Lauren Luke Lauren is an author Has her own tv pilot Has appeared on multiple media interviews Still does Youtube videos Source: Greg Verdino
80. Unveiling Sephora Product Line Didn’t use traditional mass marketing outlets Made video of her excitement to see new product line (so people who can’t come will still be able to see what I am seeing) The takeaway: Not about press It’s about staying connected with friends that have been with her since the beginning of her journey Source: Greg Verdino
81. Unveiling her product line Also invited bloggers and about 500 friends Open the flood gates to thousands of microcontent from people who actually like her! Flickr, photos, blog posts, tweets, facebook wall posts, myspace updates Today continues to be a two way interaction between Lauren and friends Source: Greg Verdino
82. The Need to Act Quickly: ROI The Susan Boyle Story
83. The Story of Susan Boyle Susan Boyle – “I dreamed a dream” from Britain’s Got Talent 47.7 million views and 125,000 comments in 1 week By March, 348 million views and ranks #9 on visible measure lists of all time most viewed web clips. Not only most watched youtube video, widely considered most viral piece of content in the history of the internet. Source: Greg Verdino
84. The Story of Susan Boyle Yet, none of the stakeholders translated the video’s massive audience into revenue Youtube and producers deadlocked into negotiations how to divide potential ad revenue They dawdled No ROI Happy ending for Susan – widely successful artist Source: Greg Verdino
85. The Story of Susan Boyle The show’s failure to capitalize on one of the web’s greatest microcontent successes is a nightmare. Source: Greg Verdino
86. The Need to Act Quickly: ROI The JK Wedding Entrance
88. The Story of JK Wedding Entrance Jill Peterson and Kevin Heinz. June 20, 2009 - danced down the isle to Chris Brown’s single “Forever” Month later, newly weds uploaded amateur shot video to youtube Groundswell of online sharing, twitter, facebook news feeds, instant message, over email. Viewed more than 12 million times within just 10 days and landed on party segment on NBC’s Today Show Source: Greg Verdino
89. The Story of JK Wedding Entrance 64 million youtube views and 189,000 comments Real winners Chris Brown and Sony’s Zomba Label Group Source: Greg Verdino
90. The Story of JK Wedding Entrance Track on music chart but… Chris Brown career struggling, domestic abuse charges Label saw opportunity and acted quickly Source: Greg Verdino
91. The Story of JK Wedding Entrance Youtube built in content overlay to click to buy on top of clips to encourage viewers to purchase track on amazon or itunes. Source: Greg Verdino
92. The Story of JK Wedding Entrance Searches for Chris Brown forever skyrocketed Click through rate is 2x the average to buy overlays on site Also influenced official “Forever” Video click through increase 2.5x 1 year after release, Forever reached #4 on itune single chart and #3 on amazon’s best selling list Source: Greg Verdino
93. The Story of JK Wedding Entrance Additionally, link to official website has raised $34,600 for Sheila Wellstone institute combating domestic violence. Taking action turns social media microcontent success stories into revenue Source: Greg Verdino
95. Final Thoughts No Blatant advertising (Conversations!) No long URLs & tracks (tiny urlor bit.ly) Don’t go in for the quick kill Don’t spam your social media followers Don’t treat social media like any other kind of media venue! It is it’s own animal. “Don’t be scared” “Do” Have fun!
96. Thank You! Presentation and links at: www.windrushfarm.org/socialmedia.html facebook.com/windrushfarm
Editor's Notes
Personally, to me – Social Media is about ConversationsIt’s about taking all those conversations you have offline and putting them online through some new tools. These tools will forever be changing but the conversations should remain the same.
Well, I signed up, isn’t that enough?media applicationIt takes too long to realize any ROI from social media effortsIt’s already too late for me to get my business involved. I’ve missed the boat.
Some people say they are concerned with privacy
Whatever fear is keeping you from talking to your customers and making your voice part of what’s happening – get over it.Your customers don’t care why you’re afraid- they just see you don’t want to talk to them.Whether or not you decide to enter your voice into the world of social media, your brand is already there. Conversations are happening with or without you.You can either take control or hide under the desk. The only way to be “safe” in social media is to be “in” social media. Claim your VOICE@
Your public response demonstrates your commitment to customer satisfaction. In a recently published study conducted by Invoke Solutions, one of the most important features that inspire trust amongst social media users is that the conversation happening around your brand be open to both positive and negative comments.NO LOGO
Social media is not about you. It’s about people’s relationship with you. Listen before you speak.
Social media is about conversations and building relationships. It takes effort.Don’t just talk about yourself. Ask questions, engage people and link.Most of all, be inspiring
You can’t control the conversation. If you want people to spread your message, you have to trust them. Listen, Inspire, Engage. Let go.Brand and public relation disasters are not CAUSED by social media. Social media is what lets you SURVIVE them unscathed and better for the wear. – Lisa BaroneBut closing your eyes and ears does not make you safe. It makes you vulnerable. – conversations are happenings
You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.
Don’t expect immediate, easily measureable results. It takes time to build trust and make connections.
Social media allows people to voice their opinions to millions of listeners.Wanna know what they’re saying about you? (Don’t be afraid- take it on!)There are many sites out there that allow you tomonitor your online reputation...Tell the logo story
What is your objective? 100 fans? Word of mouth – number of new volunteers?It isn’t about $ - Tell story about donor from TexasPlatforms, Twitter, FB? Media guru – if you use volunteer / intern, monitor!Measure performance time of day with post change? Frequency, content?
Social Media Management…It’s notenough to just sign up…Very important! I go to websites, check FB page
It’s impossible for someone to work effectively juggling their regular responsibilities and all the social media.For example – usually I check all the sites first thing in the morning committed ¼ to ½ of a full-time staff person to social media. 30 minutes to 3 hours a day
#1 error, not including links in enews. Not having a call of action
Integrate your social media locations on your website.Make it easy for your visitors to find all the social media you are dabbling in.Make it easy for them to “follow” and subscribe to your posts.
First and foremost, it is important to promote your newsand social media connections by:1. Posting your news on your Web site2. Providing quick links to social sites on your Web site3. Adding bookmarking tools such as the “Share This” featureto your news, events and blogs
WordpressTypepadBloggerWebsite is very static, - blog allows you to change easily and have new links. Longer stories than FB or Twitter.
Wikipedia says “A blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog. “
Links to social media – always want to take them from one medium to another.
Story telling blog: where you share lots of anecdotes about the people you are helping, the partners you work with, the volunteers and donors who help you, and the staff and board who keep everything moving forward. If you want donors to better understand the need for and impact of your organization . . . create a storytelling blogThis could be called an “insider” blog because much of the storytelling is about what happens behind the scenes, including the little victories and struggles along the way that may not be press release worthy, but still shed light on the realities of your work.Through stories, you are really letting donors see the world through your eyes and giving them an insider’s perspective.
I propose you devote a minimum of 30 minutes per day focusing on your blog marketing activities. Visit other blogs, get ideas, make comments
user topics and sub topics and assign days. That will help you get on track and so you’re not facing a blank page. Use as a guide. If you want to get crazy and spontaneous, all the better. Especially if there is a current event.
On my desktop I have stickies and when something strikes me, or someone mentions something I write it down. So If I’m ever stuck, I have something I can look at.
Again, they can write it ahead and you can schedule the post.I would love to have my ED – I think letters from the ED are a bit bland and old school in newsletters. I would much rather love to get a day to day account or a special personal view from my ED. Goes with the culture of Social Networks, transparency, behind the scenes, creating a sense of community and being “in the know”
Board Members
A widget is a stand-alone application that can be embedded into third party sites by any user on a page where they have rights of authorship (eg. a webpage, blog, or profile on a social media site). Widgets are fun, engaging, and useful applications that allow users to turn personal content into dynamic web apps that can be shared on just about any website. Little pieces of code you add to your blog
Don’t know how to do something, Google it!
Go to your profile, and the left column, click it and it will bring you to badges page, click badges home and you can get to this page. Click social media plugins and then you can choose your activity feed. There is an easy way to do this, Blogger, Typepad, other i.e. website and then you can punch in the html code and decide where that goes.
With over 500 million users, Facebook is now used by 1 in every 13 people on earth, with over 250 million of them (over 50%) who log in every day. The average user still has about 130 friends, but that should expand in 2011.48% of 18-34 year olds check Facebook when they wake up, with 28% doing so before even getting out of bed. The 35+ demographic is growing rapidly, now with over 30% of the entire Facebook user base. The core 18-24 year old segment is now growing the fastest at 74% year on year. Almost 72% of all US internet users are on now Facebook, while 70% of the entire user base is located outside of the US.Over 700 Billion minutes a month are spent on Facebook, 20 million applications are installed per day and over 250 million people interact with Facebook from outside the official website on a monthly basis, across 2 million websites. Over 200 million people access Facebook via their mobile phone. 48% of young people said they now get their news through Facebook. Meanwhile, in just 20 minutes on Facebook over 1 million links are shared, 2 million friend requests are accepted and almost 3 million messages are sent.
Once selected, it can’t be changedpublic—anyone can find and view your page whether they are logged into Facebook or not." Facebook is an Internet site that allows users to post online profiles (including photos, information about themselves, etc.) and then connect to other users who share the same interests, experiences, etc. Facebook is built around groups and is made up of many networks, each based around a company, region, high school or college. Many nonprofits already have accounts and are reaping the benefits for their organization and their cause.One reason why it's so popular is because it's just very easy to use. Adding friends, updating your profile, changing your status message - whatever you do takes just minutes.
1) Sharing quality, relevant content and 2) inciting comments. – post 2X a WEEK ( at least) Newsfeed– join and participate in groups– events, photos and notes features
Keep your status updates short and simple with one topic. You have up to 420 characters per update, but I recommend about half that for an ideal size.
In other words, your content doesn’t always have to be directly related to your product or service. You might share an inspirational quote and add your own thoughts, for example.
How to get to insights? While in fanpage, go to the right hand side – and it has insights – notificationsYou can use facebook as Windrush
It’s sort of like text messaging but on the web. When you first start to tweet, it feels really odd. Why would you share what you’re eating? And why would anyone care? It seems like it’s only useful for narcissistic people or those trying to waste time. But people do.
If you have contacts in outlook, easy way is to create a free email account, google, etc. import contacts and then let twitter find your peeps.
Wordpress has an easy way to do this.
There are different ways to do this. There are aps that cross tweet, or you can add this like I have from involver.
You wouldn’t carry around a business card without your phone number on it, would you? So why would you send an email without your Twitter handle in it? I think this is the single most important think you can do! Your staff too
Uploaded video clip to Youtube and Social Media history was made.
