Slides from a workshop with the United Way of Greater Chattanooga's Center for Nonprofits on Aug. 4, 2009.

1. Creating Your
Social Media
Blueprint
A Workshop on Emerging Strategies
and Tactics for Nonprofits
Facilitated by Kevin S. Trowbridge

2. 95 Theses

3. 95 Theses
1. Markets are conversations.

4. 95 Theses
1. Markets are conversations.
3. Conversations among human beings sound human.
They are conducted in a human voice.

5. 95 Theses
1. Markets are conversations.
3. Conversations among human beings sound human.
They are conducted in a human voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in the era
of mass media.

6. 95 Theses
1. Markets are conversations.
3. Conversations among human beings sound human.
They are conducted in a human voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in the era
of mass media.
64. We will not settle for the four-color brochures, for
web sites chock-a-block with eye candy but lacking
any substance.

7. 95 Theses
1. Markets are conversations.
3. Conversations among human beings sound human.
They are conducted in a human voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in the era
of mass media.
64. We will not settle for the four-color brochures, for
web sites chock-a-block with eye candy but lacking
any substance.
95. We are waking up and linking to each other. We
are watching. But we are not waiting.

8. Where are the social
media experts?

9. Where are the social
media experts?

11. Connect with
clients’ children
(i.e., teenagers)

12. use it effectively
Connect with
clients’ children
(i.e., teenagers)

13. use it effectively
Learn about it in greater
detail and use it more
Connect with
clients’ children
(i.e., teenagers)

14. use it effectively
Learn about it in greater
detail and use it more
Connect with
Utilize FB to clients’ children
connect with (i.e., teenagers)
youth

15. use it effectively
Learn about it in greater
detail and use it more
Not knowing the
Connect with best direction to
Utilize FB to clients’ children take- how to
connect with (i.e., teenagers) reach right
youth
audience

16. use it effectively Lack of information
to promote the
positives/benefits of
Learn about it in greater use to boss
detail and use it more
Not knowing the
Connect with best direction to
Utilize FB to clients’ children take- how to
connect with (i.e., teenagers) reach right
youth
audience

17. Today’s Agenda

18. Today’s Agenda
• Define our terms.

19. Today’s Agenda
• Define our terms.
• Outline a strategic planning process.

20. Today’s Agenda
• Define our terms.
• Outline a strategic planning process.
• Examine common social media tools.

21. Today’s Agenda
• Define our terms.
• Outline a strategic planning process.
• Examine common social media tools.
• Create some meaningful content.

22. Today’s Agenda
• Define our terms.
• Outline a strategic planning process.
• Examine common social media tools.
• Create some meaningful content.
• Consider social media’s place in your
communication efforts.

23. Today’s Agenda
• Define our terms.
• Outline a strategic planning process.
• Examine common social media tools.
• Create some meaningful content.
• Consider social media’s place in your
communication efforts.
• Answer your questions.

24. Defining our Terms
public relations • communication
social media • strategy

25. Public Relations

26. Public Relations
The communication management function through
which organizations build and maintain mutually
beneficial relationships with the publics on whom
the organization’s success or failure depends.

27. Public Relations
The communication management function through
which organizations build and maintain mutually
beneficial relationships with the publics on whom
the organization’s success or failure depends.
RELA TIONS
P UBLIC a
as
LUEP RINT
SOC IAL B

28. Communication

29. Communication
The systemic process of creating meaning.

30. Communication
The systemic process of creating meaning.

31. Social Media

32. Social Media
Online technologies
and practices that
people use to share
content, opinions,
insights, experiences,
perspectives, and
media itself.

33. Social Media
Online technologies
and practices that
people use to share
content, opinions,
insights, experiences,
perspectives, and
media itself.
- Wikipedia, October 2007

34. Social Media
Online technologies
and practices that
people use to share
content, opinions,
insights, experiences,
perspectives, and
media itself.
- Wikipedia, October 2007

35. Social Media
Online technologies Online content created by people
and practices that using highly accessible and scalable
people use to share publishing technologies. Social media is
content, opinions, a shift in how people discover, read
insights, experiences, and share news, information and
perspectives, and content; it's a fusion of sociology and
media itself. technology, transforming monologues
(one to many) into dialogues (many to
- Wikipedia, October 2007
many) and is the democratization of
information, transforming people from
content readers into publishers.

36. Social Media
Online technologies Online content created by people
and practices that using highly accessible and scalable
people use to share publishing technologies. Social media is
content, opinions, a shift in how people discover, read
insights, experiences, and share news, information and
perspectives, and content; it's a fusion of sociology and
media itself. technology, transforming monologues
(one to many) into dialogues (many to
- Wikipedia, October 2007
many) and is the democratization of
information, transforming people from
content readers into publishers.
- Wikipedia, August 2009

38. Social Media

39. Social Media
Technology-enabled

40. Social Media
Technology-enabled
Communication-driven

41. Social Media
Technology-enabled
Communication-driven
User-controlled

42. Social Media
Technology-enabled
Communication-driven
User-controlled
User-generated content

43. Social Media
Technology-enabled
Communication-driven
User-controlled
User-generated content
Relationship-centered

44. Old and New Media

45. Old and New Media
• Newspapers • World Wide Web
• Magazines • E-mail
• Television • Newsgroups/Listservs
• Cable • Blogs
• Radio • Wikis
• Direct Mail • Podcasts
• Brochures • Viral Videos
• Newsletters • Social Bookmarks
• Advertisements • Social Networks
• CDs/DVDs • Virtual Communities

46. Old and New Media
• Newspapers • World Wide Web
• Magazines • E-mail
• Television • Newsgroups/Listservs
• Cable • Blogs
• Radio • Wikis
• Direct Mail • Podcasts
• Brochures • Viral Videos
• Newsletters • Social Bookmarks
• Advertisements • Social Networks
• CDs/DVDs • Virtual Communities

47. Contrast & Comparisons

48. Contrast & Comparisons
“Old” Media

49. Contrast & Comparisons
“Old” Media
Web 1.0

50. Contrast & Comparisons
“Old” Media
Web 1.0
One-way

51. Contrast & Comparisons
“Old” Media
Web 1.0
One-way
Connectivity

52. Contrast & Comparisons
“Old” Media
Web 1.0
One-way
Connectivity
Transmission

53. Contrast & Comparisons
“Old” Media
Web 1.0
One-way
Connectivity
Transmission
Presentation

54. Contrast & Comparisons
“Old” Media
Web 1.0
One-way
Connectivity
Transmission
Presentation
Instruction

55. Contrast & Comparisons
“Old” Media
Web 1.0
One-way
Connectivity
Transmission
Presentation
Instruction
Image

56. Contrast & Comparisons
“Old” Media
Web 1.0
One-way
Connectivity
Transmission
Presentation
Instruction
Image
Audience

57. Contrast & Comparisons
“Old” Media
Web 1.0
One-way
Connectivity
Transmission
Presentation
Instruction
Image
Audience

58. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0
One-way
Connectivity
Transmission
Presentation
Instruction
Image
Audience

59. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way
Connectivity
Transmission
Presentation
Instruction
Image
Audience

60. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity
Transmission
Presentation
Instruction
Image
Audience

61. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity Interactivity
Transmission
Presentation
Instruction
Image
Audience

62. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity Interactivity
Transmission Participation
Presentation
Instruction
Image
Audience

63. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity Interactivity
Transmission Participation
Presentation Conversation
Instruction
Image
Audience

64. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity Interactivity
Transmission Participation
Presentation Conversation
Instruction Collaboration
Image
Audience

65. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity Interactivity
Transmission Participation
Presentation Conversation
Instruction Collaboration
Image Authenticity
Audience

66. Contrast & Comparisons
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity Interactivity
Transmission Participation
Presentation Conversation
Instruction Collaboration
Image Authenticity
Audience Community

67. Why Social Media?

68. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.

69. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.
Conversation

70. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.
Monitor
Conversation

71. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.
Monitor Engage
Conversation

72. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.
Monitor Engage Participate
Conversation

73. Why Social Media?
Social media enables organizations
and their publics to connect, interact
and collaborate like never before.
Monitor Engage Participate Lead
Conversation

74. Why Social Media?

75. Why Social Media?
Why not?

76. Reactions to Social Media

77. Reactions to Social Media
It’s the greatest thing
since sliced bread!

78. Reactions to Social Media
It’s not real.
It’s the greatest thing
since sliced bread!

79. Reactions to Social Media
It’s not real.
It’s the greatest thing
since sliced bread!
It’s not legit.

80. Reactions to Social Media
Everybody’s doing it. It’s not real.
So ... I must do it too.
It’s the greatest thing
since sliced bread!
It’s not legit.

81. Reactions to Social Media
Everybody’s doing it. It’s not real. It’s too
So ... I must do it too. expensive.
It’s the greatest thing
since sliced bread!
It’s not legit.

82. Reactions to Social Media
Everybody’s doing it. It’s not real. It’s too
So ... I must do it too. expensive.
It’s the greatest thing
It’s free!
since sliced bread!
It’s not legit.

83. Reactions to Social Media
Everybody’s doing it. It’s not real. It’s too
So ... I must do it too. expensive.
It’s the greatest thing
It’s free!
It’s just not since sliced bread!
for me.
It’s not legit.

84. Reactions to Social Media
Everybody’s doing it. It’s not real. It’s too
So ... I must do it too. expensive.
It’s the greatest thing
It’s free!
It’s just not since sliced bread!
for me.
It’s not legit. It’s just too overwhelming.

85. Strategy

86. Strategy
A plan of action designed to achieve a major aim.

87. Strategy
A plan of action designed to achieve a major aim.

88. Recommended Reading

89. Recommended Reading

90. Recommended Reading
Plus the plethora of blogs from social media strategists and enthusiasts.

91. Strategic
Planning
Process

92. Strategic
Planning
Process
Publics

93. Strategic
Planning
Process
Publics
Objectives

94. Strategic
Planning
Process
Publics
Objectives
Strategies

95. Strategic
Planning
Process
Publics
Objectives
Strategies
Technologies

96. Strategic
Planning Publics • Objectives • Strategies • Technologies
Process
You and Your
Publics

97. How Many Online
Source: Internet World Stats (2009)

98. How Many Online
Source: Internet World Stats (2009)
1,581,571,589

99. How Many Online
Source: Internet World Stats (2009)
1,581,571,589
Worldwide

100. How Many Online
Source: Internet World Stats (2009)
1,581,571,589
Worldwide
248,241,969

101. How Many Online
Source: Internet World Stats (2009)
1,581,571,589
Worldwide
248,241,969
North America

102. How Many OnlineSource: Internet World Stats (2009)
U.S. Internet Users (in millions)

103. How Many Online Source: Internet World Stats (2009)
U.S. Internet Users (in millions) 225
212M 220.1M
201.7M 203.8M
180
167.2M 172.3M
142.8M
124M
135
90
45
2000 2001
2002 2003
2004 0
2005
2007
2008

104. How Many Online Source: Internet World Stats (2009)
U.S. Internet Users (in millions) 225
212M 220.1M
201.7M 203.8M
180
167.2M 172.3M
142.8M
124M 72.5% 135
of the population
90
45
2000 2001
2002 2003
2004 0
2005
2007
2008

105. Who’s Online
Source: Pew Internet & American Life Project (2009)

106. Who’s Online
Source: Pew Internet & American Life Project (2009)
% of Total Adult Population
Ages 45-54
21%
Ages 55-63
13%
Ages 33-44
21%
Ages 64-72
9%
Ages 73+
9%
Ages 18-32
27%

107. What They’re Doing
Source: Online Publishers Association (2007)

108. What They’re Doing
Source: Online Publishers Association (2007)
Shopping Communicating Reading Searching
0% 20% 40% 60% 80% 100%
2003 16% 46%
34% 4%
2006 18% 33%
44% 5%
2007 18% 29%
49% 5%

109. How It’s Changing
Source: Online Publishers Association (2009)

110. How It’s Changing
Source: Online Publishers Association (2009)
Commerce Communications Community Content Search
40% 60% 80% 100%
0% 20%
43%
16% 29% 8%
Jan 2008
43%
27% 11%
Jan 2009 14%

111. How It’s Changing
Source: Online Publishers Association (2009)
Commerce Communications Community Content Search
40% 60% 80% 100%
0% 20%
43%
16% 29% 8%
Jan 2008
43%
27% 11%
Jan 2009 14%
Demand for Community

112. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics

113. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics

114. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types.
25%

115. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
• Read online forums, customer ratings/reviews
69%
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types.
25%

116. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics
Joiners • Maintain profile on a social networking site
Joiners
connect in social networks. • Visit social networking sites
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
• Read online forums, customer ratings/reviews
69%
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types.
25%

117. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners
connect in social networks. • Visit social networking sites
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
• Read online forums, customer ratings/reviews
69%
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types.
25%

118. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners
connect in social networks. • Visit social networking sites
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
• Read online forums, customer ratings/reviews
69%
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types.
25%

119. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners
connect in social networks. • Visit social networking sites
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
• Read online forums, customer ratings/reviews
69%
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types.
25%

120. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics

121. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics
2007 2008
70%
69%
60%
50%
48%
44% 40%
37%
35%
30%
25% 25% 25%
21%
20%
19%
18%
12% 10%
Inactives Spectators Joiners Collectors 0%
Critics Creators

122. Where are you?
Creators
Creators produce social media
content of all types.
Critics Critics
respond to content.
Collectors Collectors
organize content.
Joiners Joiners
connect in social networks.
Spectators
Spectators
consume social media.
Inactives
Inactives neither create nor consume
social media of any types.

123. What about
your publics?
Internal • External

124. Drives to Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

125. Drives to Social Media
• Keeping up friendships
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

126. Drives to Social Media
• Keeping up friendships
• Making new friendships
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

127. Drives to Social Media
• Keeping up friendships
• Making new friendships
• Succumbing to social
pressure from existing
friends
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

128. Drives to Social Media
• Keeping up friendships
• Making new friendships
• Succumbing to social
pressure from existing
friends
• Paying it forward
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

129. Drives to Social Media
• Keeping up friendships • The altruistic impulse
• Making new friendships
• Succumbing to social
pressure from existing
friends
• Paying it forward
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

130. Drives to Social Media
• Keeping up friendships • The altruistic impulse
• Making new friendships • The prurient impulse
• Succumbing to social
pressure from existing
friends
• Paying it forward
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

131. Drives to Social Media
• Keeping up friendships • The altruistic impulse
• Making new friendships • The prurient impulse
• Succumbing to social • The creative impulse
pressure from existing
friends
• Paying it forward
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

132. Drives to Social Media
• Keeping up friendships • The altruistic impulse
• Making new friendships • The prurient impulse
• Succumbing to social • The creative impulse
pressure from existing
friends • The validation impulse
• Paying it forward
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

133. Drives to Social Media
• Keeping up friendships • The altruistic impulse
• Making new friendships • The prurient impulse
• Succumbing to social • The creative impulse
pressure from existing
friends • The validation impulse
• Paying it forward • The affinity impulse
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

134. Strategic
Planning Publics • Objectives • Strategies • Technologies
Process
Your Organization’s
Purpose, Aims
& Objectives

137. Mission

138. Awareness
Mission

139. Awareness
Mission
Acceptance

140. Awareness
Mission
Action Acceptance

141. What do you want?

142. What do you want?
To listen

143. What do you want?
To listen
To talk

144. What do you want?
To listen
To talk
To energize

145. What do you want?
To listen
To talk
To energize
To support

146. What do you want?
To listen
To talk
To energize
To support
To embrace

147. Social Media Objectives

148. Social Media Objectives
Communicate

149. Social Media Objectives
Communicate
Educate

150. Social Media Objectives
Communicate
Educate Entertain

151. Social Media Objectives
Communicate
Educate Entertain
Collaborate

152. Strategic
Planning Publics • Objectives • Strategies • Technologies
Process
Your Communication
Strategy

153. Common Strategies

154. Common Strategies
Establish or maintain thought leadership.

155. Common Strategies
Establish or maintain thought leadership.
Provide useful resources.

156. Common Strategies
Establish or maintain thought leadership.
Provide useful resources.
Give exclusive access.

157. Common Strategies
Establish or maintain thought leadership.
Provide useful resources.
Give exclusive access.
Entertain.

158. Common Strategies
Establish or maintain thought leadership.
Provide useful resources.
Give exclusive access.
Entertain.
Create community.

160. It’s all about the
RELATIONSHIP

161. The Start to Your
Social Media Blueprint

162. The Start to Your
Social Media Blueprint
• Key Public

163. The Start to Your
Social Media Blueprint
• Key Public
• Objective

164. The Start to Your
Social Media Blueprint
• Key Public
• Objective
• Strategy

165. The Start to Your
Social Media Blueprint
• Key Public
• Objective
• Strategy
• Possible Technology

166. Strategic
Planning Publics • Objectives • Strategies • Technologies
Process
Traditional & New Media
Technologies

167. Your Website

168. Meaningful Content

172. Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

173. Accelerating
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

174. Connecting
Accelerating
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

175. Connecting
Accelerating Organizing
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

176. Connecting
Accelerating Organizing
Categorizing
Social Media
Reacting
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

177. Connecting
Accelerating Organizing
Categorizing
Social Media
Reacting
Collaborating
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

178. Connecting
Accelerating Organizing
Categorizing
Social Media
Reacting Creating
Collaborating
Source: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

179. Social Media Types & Tools

180. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

181. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

182. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

183. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

184. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

185. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

186. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

187. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

188. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

189. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

190. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

191. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr, YouTube

192. Beyond your Website

193. Beyond your Website
• RSS Feeds
• Blogging
• Microblogging
• Social Networking
• Social Bookmarking
• Media Sharing
• Podcasting
• Virtual Worlds

194. Syndicating with RSS

195. Syndicating with RSS
• Feeds enable you to distribute your online
content directly to subscribers.

196. Syndicating with RSS
• Feeds enable you to distribute your online
content directly to subscribers.
• Subscribers see your updates in web- or
client-based readers without having to check
your Web site.

197. Blogging

198. Blogging
• Website maintained by an individual or group with regular entries of
commentary, description of events or other multimedia content (e.g.,
graphics, videos, audio, etc.) displayed in reverse chronological
order.

199. Blogging
• Website maintained by an individual or group with regular entries of
commentary, description of events or other multimedia content (e.g.,
graphics, videos, audio, etc.) displayed in reverse chronological
order.
• Millions of blogs.

200. Blogging
• Website maintained by an individual or group with regular entries of
commentary, description of events or other multimedia content (e.g.,
graphics, videos, audio, etc.) displayed in reverse chronological
order.
• Millions of blogs.
• 94.1 million U.S. blog readers in 2007 (50% of population).

201. Blogging
• Website maintained by an individual or group with regular entries of
commentary, description of events or other multimedia content (e.g.,
graphics, videos, audio, etc.) displayed in reverse chronological
order.
• Millions of blogs.
• 94.1 million U.S. blog readers in 2007 (50% of population).
• 22.6 million U.S. bloggers in 2007 (12% of population).

202. Blogging
• Website maintained by an individual or group with regular entries of
commentary, description of events or other multimedia content (e.g.,
graphics, videos, audio, etc.) displayed in reverse chronological
order.
• Millions of blogs.
• 94.1 million U.S. blog readers in 2007 (50% of population).
• 22.6 million U.S. bloggers in 2007 (12% of population).
• Bloggers are all ages (42% are 18-34 and 58% are 35+).

203. Blogging
• Website maintained by an individual or group with regular entries of
commentary, description of events or other multimedia content (e.g.,
graphics, videos, audio, etc.) displayed in reverse chronological
order.
• Millions of blogs.
• 94.1 million U.S. blog readers in 2007 (50% of population).
• 22.6 million U.S. bloggers in 2007 (12% of population).
• Bloggers are all ages (42% are 18-34 and 58% are 35+).
• Bloggers are men (57%) and women (43%).

204. Blogging
• Website maintained by an individual or group with regular entries of
commentary, description of events or other multimedia content (e.g.,
graphics, videos, audio, etc.) displayed in reverse chronological
order.
• Millions of blogs.
• 94.1 million U.S. blog readers in 2007 (50% of population).
• 22.6 million U.S. bloggers in 2007 (12% of population).
• Bloggers are all ages (42% are 18-34 and 58% are 35+).
• Bloggers are men (57%) and women (43%).
• Most (76%) blog to document their personal experiences
and 64% blog to share practical knowledge or skills with others.

205. Nonprofits Blog
Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media:
The first longitudinal study of usage by the Largest Charities.
University of Massachusetts Dartmouth.

206. Nonprofits Blog
Organizations within Different Sectors using Blogs 2007-2008
2007 2008
60%
57%
45%
39% 41%
33% 34% 30%
16%
19% 15%
8%
Fortune 500
0%
Inc. 500 Higher Ed Charities
Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media:
The first longitudinal study of usage by the Largest Charities.
University of Massachusetts Dartmouth.

207. Meaningful Nonprofit Blogs
Source: Scott Henderson, Cause Marketing Director, Mediasauce.com

208. Meaningful Nonprofit Blogs
Source: Scott Henderson, Cause Marketing Director, Mediasauce.com
Demonstrate mission relevance.

209. Meaningful Nonprofit Blogs
Source: Scott Henderson, Cause Marketing Director, Mediasauce.com
Demonstrate mission relevance.
Illustrate how my gift
(i.e., money, time, membership)
is helping achieve your mission.

210. Meaningful Nonprofit Blogs
Source: Scott Henderson, Cause Marketing Director, Mediasauce.com
Demonstrate mission relevance.
Illustrate how my gift
(i.e., money, time, membership)
is helping achieve your mission.
Invite and involve me in the conversation through
questions and other conversation-worthy topics.

211. Techniques & Tactics

212. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.

213. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.
• Link to appropriate and relevant sources.

214. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.
• Link to appropriate and relevant sources.
• Provide reader-friendly lists.

215. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.
• Link to appropriate and relevant sources.
• Provide reader-friendly lists.
• Write informative how-to articles.

216. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.
• Link to appropriate and relevant sources.
• Provide reader-friendly lists.
• Write informative how-to articles.
• Use storytelling to your advantage.

217. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.
• Link to appropriate and relevant sources.
• Provide reader-friendly lists.
• Write informative how-to articles.
• Use storytelling to your advantage.
• Use interviews to encourage engagement.

218. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.
• Link to appropriate and relevant sources.
• Provide reader-friendly lists.
• Write informative how-to articles.
• Use storytelling to your advantage.
• Use interviews to encourage engagement.
• Write reviews of relevant products or services.

219. Techniques & Tactics
• Use visuals and powerful headlines to attract readers.
• Link to appropriate and relevant sources.
• Provide reader-friendly lists.
• Write informative how-to articles.
• Use storytelling to your advantage.
• Use interviews to encourage engagement.
• Write reviews of relevant products or services.
• Engage and listen to your readers.

220. Microblogging

221. Microblogging
• A form of blogging that allows users to send brief
updates (140 character text updates, pictures or
audio).

222. Microblogging
• A form of blogging that allows users to send brief
updates (140 character text updates, pictures or
audio).
• Answers the question: What are you doing?

223. Microblogging
• A form of blogging that allows users to send brief
updates (140 character text updates, pictures or
audio).
• Answers the question: What are you doing?
• But better questions are:

224. Microblogging
• A form of blogging that allows users to send brief
updates (140 character text updates, pictures or
audio).
• Answers the question: What are you doing?
• But better questions are:
• What do we need to know?

225. Microblogging
• A form of blogging that allows users to send brief
updates (140 character text updates, pictures or
audio).
• Answers the question: What are you doing?
• But better questions are:
• What do we need to know?
• What just happened?

226. Microblogging
• A form of blogging that allows users to send brief
updates (140 character text updates, pictures or
audio).
• Answers the question: What are you doing?
• But better questions are:
• What do we need to know?
• What just happened?
• Who/what inspired you?

227. Why would anyone care
what I’m doing every
minute of the day?

228. Social Networking

229. Social Networking

230. Social Networking
• An all-in-one site through
which to connect with others.

231. Social Networking
• An all-in-one site through
which to connect with others.
• Profiles

232. Social Networking
• An all-in-one site through
which to connect with others.
• Profiles
• Private messaging

233. Social Networking
• An all-in-one site through
which to connect with others.
• Profiles
• Private messaging
• Message boards

234. Social Networking
• An all-in-one site through
which to connect with others.
• Profiles
• Private messaging
• Message boards
• Groups

235. Social Networking
• An all-in-one site through
which to connect with others.
• Profiles
• Private messaging
• Message boards
• Groups
• Blogging

236. Social Networking
• An all-in-one site through
which to connect with others.
• Profiles
• Private messaging
• Message boards
• Groups
• Blogging
• Media sharing

237. Social Bookmarking

238. Social Bookmarking
• Organizing online content and sharing your
findings/organization with others.

239. Media Sharing

240. Media Sharing
• Utilizing sites to share photos, audio,
video and other documents among
your organization and its key publics.

241. Podcasting

242. Podcasting
• Producing and delivering audio content that is
not necessarily associated with an iPod or
MP3 player.

243. Podcasting
• Producing and delivering audio content that is
not necessarily associated with an iPod or
MP3 player.
• Targets growing, niche audiences.

244. Podcasting
• Producing and delivering audio content that is
not necessarily associated with an iPod or
MP3 player.
• Targets growing, niche audiences.
• Enables time-shifting, portability and
multitasking.

245. Podcasting
• Producing and delivering audio content that is
not necessarily associated with an iPod or
MP3 player.
• Targets growing, niche audiences.
• Enables time-shifting, portability and
multitasking.
• Is conversational and transparent.

246. Virtual Worlds

247. Virtual Worlds
• Internet-based systems that enable users to
interact with others through avatars and other
game-like play.

248. Developing Your
Social Media
Strategy

249. Nonprofits Use Social Media
Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media:
The first longitudinal study of usage by the Largest Charities.
University of Massachusetts Dartmouth.

250. Nonprofits Use Social Media
80%
79% 79%
2007 2008
60%
57%
40%
41%
34% 36%
30% 32% 33%
26% 25% 20%
16%
13% 11%
Message Boards Blogging V’logging Social Networking Podcasting Wikis Do Not Use Any
Source: Barnes, N.G., & Mattson, E. (2009). Still setting the pace in social media:
The first longitudinal study of usage by the Largest Charities.
University of Massachusetts Dartmouth.

251. Your Technologies
Using Short-term Long-term No Plans

252. Your Technologies
Using Short-term Long-term No Plans
100% 60% 20% 20% 20% 20% 60%
80% 60%
20%
20%
60%
40%
40%
20%
20%
Web
RSS
Blogging 20%
Micro-blogging 20%
Social Networking
Media Sharing
Podcasting

253. Critical Questions

254. Critical Questions
• What is your organization’s mission? What are
your short- and long-term objectives?

255. Critical Questions
• What is your organization’s mission? What are
your short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?

256. Critical Questions
• What is your organization’s mission? What are
your short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?
• Is social media right for your organization? Do
you want to dialogue with your publics? Are you in it
for the long-haul? Can you maintain it? How can
social media complement your other
communication strategies?

257. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool

258. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Engine
Virtual
Social
Private
World
Video
Blog
Objective
Build customer community
• • • • • •
Counter negative publicity
• • • •
Crisis management
• • • • • •
Customer conversation
• • • • • •
Expose employee talent
• • • • •
Generate Website traffic
• • • • • •
Humanize the organization
• • • • • •
Market research/focus group testing
• • • • •
Media relations
• • • •
Generate new product/service ideas
• • • • •
Product/service promotion
• • • • • •
Product support/customer service
• • • •
Product/service feedback
Produc brand advocates • • •
Recruit
• • • • • •
Generate sales leads/referrals
• • • • • •
Solicit/gain donations and financial support
• • • • •

259. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Engine
Virtual
Social
Private
World
Video
Blog
Objective
Build customer community
• • • • • •
Counter negative publicity
• • • •
Crisis management
• • • • • •
Customer conversation
• • • • • •
Expose employee talent
• • • • •
Generate Website traffic
• • • • • •
Humanize the organization
• • • • • •
Market research/focus group testing
• • • • •
Media relations
• • • •
Generate new product/service ideas
• • • • •
Product/service promotion
• • • • • •
Product support/customer service
• • • •
Product/service feedback
Produc brand advocates • • •
Recruit
• • • • • •
Generate sales leads/referrals
• • • • • •
Solicit/gain donations and financial support
• • • • •

260. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Engine
Virtual
Social
Private
World
Video
Blog
Objective
Build customer community
• • • • • •
Counter negative publicity
• • • •
Crisis management
• • • • • •
Customer conversation
• • • • • •
Expose employee talent
• • • • •
Generate Website traffic
• • • • • •
Humanize the organization
• • • • • •
Market research/focus group testing
• • • • •
Media relations
• • • •
Generate new product/service ideas
• • • • •
Product/service promotion
• • • • • •
Product support/customer service
• • • •
Product/service feedback
Produc brand advocates • • •
Recruit
• • • • • •
Generate sales leads/referrals
• • • • • •
Solicit/gain donations and financial support
• • • • •

261. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Engine
Virtual
Social
Private
World
Video
Blog
Objective
Build customer community
• • • • • •
Counter negative publicity
• • • •
Crisis management
• • • • • •
Customer conversation
• • • • • •
Expose employee talent
• • • • •
Generate Website traffic
• • • • • •
Humanize the organization
• • • • • •
Market research/focus group testing
• • • • •
Media relations
• • • •
Generate new product/service ideas
• • • • •
Product/service promotion
• • • • • •
Product support/customer service
• • • •
Product/service feedback
Produc brand advocates • • •
Recruit
• • • • • •
Generate sales leads/referrals
• • • • • •
Solicit/gain donations and financial support
• • • • •

262. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Engine
Virtual
Social
Private
World
Video
Blog
Objective
Build customer community
• • • • • •
Counter negative publicity
• • • •
Crisis management
• • • • • •
Customer conversation
• • • • • •
Expose employee talent
• • • • •
Generate Website traffic
• • • • • •
Humanize the organization
• • • • • •
Market research/focus group testing
• • • • •
Media relations
• • • •
Generate new product/service ideas
• • • • •
Product/service promotion
• • • • • •
Product support/customer service
• • • •
Product/service feedback
Produc brand advocates • • •
Recruit
• • • • • •
Generate sales leads/referrals
• • • • • •
Solicit/gain donations and financial support
• • • • •