3. WEB 1.0
them them
YOU them
them
them
them them
them
them
Web 1.0 is about orgs and companies making information available to the
general public
Organization generates content
One to many
4. YOU WEB 2.0
them them
them
them
them
them
them them
them
Web 2.0 (social media) is about user-generated content.
Highly personalized
Many-to-many
6. BY THE
NUMBERS
FACEBOOK
850m active users TWITTER
Over 100,000 non-profit pages
15m users regularly FLICKR
Average user has 27 followers Five billion
93% of US adult internet users are images
on Facebook 27m tweets per day
200m check in via mobile
BLOGS
YOUTUBE 152m blogs on
the Internet
24 hours of video
every minute
65% of internet
users read blogs
100 m
interactions daily
Nearly 2/3 of US Internet users regularly use a social network
US Internet users spend 3x as long on blogs & social networks as on email
Non-profit benchmark: for every 1000 email addresses = 110 fans on Facebook = 19 followers on Twitter
92% of the top 50 nonprofits have at least 1 social media presence on their homepage.
7. PEOPLE LISTEN TO
GENUINE OTHER PEOPLE
CONNECTION
GENERATES COMMUNITY AND INCREASED
PARTICIPATION IN YOUR CAUSE
WHY WE LIKE
SOCIAL MEDIA FREE
EVERYONE IS THERE INFORMAL
8. TIME INVESTMENT HARD TO RAISE
MONEY
WHY WE DON’T
WHAT IS THE RETURN ON
INVESTMENT??
LEARNING CURVE
TOO MANY CHOICES
10. MENTION
INFLUENCE LEGISLATOR
LEGISLATOR IN
LEGISLATOR CHANGES POSITION
TWEETS AND RTs
RECRUIT NEW 300 NEW FANS
INCREASED NAME
FANS ON BY THE END OF
RECOGNITION
FACEBOOK THE YEAR
DEFINE DEFINE
TACTICS GIVE LINK TO FANS/
GOAL SUCESS
GROW LIST GROWTH RATE
FOLLOWERS TO SIGN
EMAIL LIST INCREASES DOUBLES
UP
AFTER MEMBER
10% OF EOY
GET NEW DONATES,
DONATIONS FROM
MEMBERS ASK THEM TO
NEW MEMBERS
POST ON FB
PUT AN EVENT ON FB
RECRUIT NEW FIVE NEW VOLS AT
AND ASK FANS TO
VOLUNTEERS ANNUAL GALA
SHARE
SETTING GOALS
11. Communicate and engage
Use social capital
Make a list of your goals and what you’ll need to gather to
help meet them before you get bogged down in which
tools to use to ensure you get the data you want
them
YOU
them
them
them them
them RESULTS!
them
them them
15. LIKES & COMMENTS
Shows up in ticker
and on
user’s page
SHARE
Shows up in feeds
of user’s friends
FACEBOOK INTERACTIONS
16. LIKES & COMMENTS
Shows up in ticker
and on
user’s page I heard you
SHARE
Shows up in feeds
of user’s friends
I care
I want my
friends to know,
too!
FACEBOOK INTERACTIONS
19. POPULARITY
RELEVANCE EdgeRank
RECENCY
EdgeRank is the algorithm Facebook uses to figure out what posts show in
user feeds based on individual user’s recent interactions – the more stuff
you post that people like, the more likely they are to see the next thing you
post
23. Klout (1-100)
Your reach, your influence, important networks you’re a part of, issues on which you have more influence, which of your
followers are high ranking network hubs.
24. Hootsuite
3rd Party Apps
Seesmic
bit.ly
Tweetdeck
Allow you manage lots of social media accounts – not just Facebook and
Twitter, but multiple accounts in each
Built-in analytics
29. YOU SHOULD: COUNT
and
FOLLOW SEARCH
MONITOR
TEST &
ASK ADJUST
MONITOR: using stat-tracking tools available in Facebook, 3rd party Twitter apps, Google analytics/alerts.
ASK: asking people how they’re coming across your information or finding out about your events – in person
or using polls.
LOW TECH: Count, sometimes the best stats tracker is you. Also search Twitter and Facebook manually for
mentions of your cause and groups or individuals that may be allies.
TEST: what gets most comments? Are comments mostly positive/negative. What days/times work best for
posting? How often is most effective? What type of content?
FOLLOW: keep up with what other organizations are doing (and when) by following/friending, and don’t be
afraid to copycat.
30. FREQUENCY TIMING
BEST PRACTICES
SOME GENERAL STUFF
TO KEEP IN MIND
VOICE CONSISTENCY
Many different forums, all essentially about interacting, communication, creating, finding, and sharing contentYouTube, blogs, Twitter, Facebook, LinkedIn, Digg, etc…Bottom line: PEOPLE LISTEN TO OTHER PEOPLE, so get other individuals to be your spokespeopleOn YouTube: Make videos! People love video contentInteract with your cohort in the comment sectionsFlickr: community sourcingYou can create tags and have communities participate in uploadinghave contestsshare stories and experiences (also works on YouTube)Going to focus on just three today:Twitter: tons of infoMicroblogging,140 character postskeep your constituency updatedengage in conversationscreate hastags and join in on existing onesFacebook, the biggieEngageraise moneyhave conversationspost news, polls, etc Blogs: interact with your communities posting your own posts and encouraging feedbacktaking part in conversations on comments sections of other blogs
First of all, impossible to talk about ‘measuring’ if we don’t first talk about setting goals. While a lot of what we might be tracking in social media can be a little fuzzy, there are a lot of tools to tell us how we’re doing…but how we’re doing at what?
track hits incoming from Facebook, Twitter, Flickr, YouTubesee how your different networks are doingsee if there are particular big hits on particular postssee what is coming from mobile
Set up alert to email you or just pull into and RSS feedVariety of keywords, set up lots of alertsUse key misspellingsPost/comment on blogs that are writing about your issues (e.g., gardening blog you may not have come across makes mention of climate change affecting growing seasons…they may be a network hub for a community you haven’t tapped into yet)Will also pull from Twitter
LikesComments to posts – actually engagingBoth comments and likes:means you’ve been heardshow up in ticket (sidebar) and on individual user’s pageEither of these mean friends of your fan can see this interactions and get engaged, as wellEven better is actual share, meaning all of their friends see not just that there was an interaction, but the actual content, expanding audienceKeeping track of what works is feedback loop – lets you know
Increasing order of desirability:I heard youI careI want my friends to know, too
Analytics built in to facebookAs will all analytics: don’t worry so much about absolute numbers and how they might compare to other orgs – this whole world is still too new and fuzzy for there to be super reliable benchmarks, anyway – just worry about relative benchmarks for your org, and what you need to do to improve upon where you’re starting from.
Goes back several years, all information is exportable in a spreadsheetNew likesWatch fan base growCan see unsubscribes, as wellDaily active usersSee how fans are interactingSee what posts workSee when posts work (weekly peaks/valleys)Demographics (age and location)Page and tab viewsExternal referrers (e.g., source)Source of likes (e.g., shared item, item suggested, search on Facebook)
See friends of fans and better demographic breakdowns, much better daily post tallies
There are four key metrics that you now need to watch.“Reach” is the number of unique people who saw given post. “Talking about this” is the number of people who have created a News Feed story from your post such as liking, commenting or sharing.Liking your PagePosting to your Page’s WallLiking, commenting or sharing one of your Page posts or contentAnswering a question you postedRSVP-ing to one of your eventsMentioning your PagePhoto-tagging your PageLiking or sharing a check-in deal, or checking in at your Place.These actions are important because they generate a News Feed story, which can be seen by the share’s friends. Because of this fact, it is a critical number to pay attention to and focus on improving.“Engaged users” includes any click on the post.“Virality” is the percentage of people who saw the post who also created a story from it.Can also see demographic reach, friends of fans, and how people came to like your page in the first placeKeep track of other orgs like yours for reference
Count followers, do a tally once a week on a spreadsheetKeep in mind that the raw number of followers is pretty rough – lots of people follow and then just tune outMuch more effective to track if you’re actually getting RTs and mentions Retweet is when another user forwards your tweetMention is when someone else tags your handle in their tweet to get your attention or let others know they should be following youBasically a shout-outManually count what works and when, keep tabs on a spreadsheetManually search on twitter Search out your issues and follow other people tweeting on same subject matter – follow them and see what they’re up to, what’s working for them
Klout = Twitter influence1-100, higher the betterE.g., Grist.org = 70, NYTimes = 86, Barack Obama = 85, Justin Bieber = 100It’s free – just plug your Twitter handle in and it’ll tell you your scoreYour reach, your influence, important networks you’re a part of, issues on which you have more influence, which of your followers are high ranking network hubs
Manage multiple accountsTrack hashtags or unique users
Searches blogs, twitter, facebook, dig, youtube, stumbleupon, flickr, etc.Pull RSS feed or spreadsheet dataSee sentiment (pos or neg)See related keywordsSee hi-volume tweeters on that issueHashtags also associated withSources of discussion
What subjects/styles get comments?Get reposted elsewhereYou can repost content from your blog on other blogs
