Lecture Slides

Social Media Strategies

Week 1
 History of Social Media
Social media - a means of online interaction and sharing among parties

• 1969- Social media began with CompuServe, one of the first

Internet providers 1971- the first email was sent
• 1985- the emergence of America
Online or AOL 1991-the World Wide
Web went public
• 1997- blogs emerge for the first time
• 2000s- rapid iterations of some of the channels that are most
widely known today

These channels were created for SOCIAL purposes, NOT as tools to

help us do our jobs or advance our organizations. They were created to
connect people with people.

2
 History o f Socia l Media

• 2001- Wikipedia
• 2003- LinkedIn & Skype
• 2004- Facebook & Flickr
• 2005- YouTube
• 2006- Twitter
• 2010- Pinterest
• 2011- Google+

3
 History of Social Media

Friendster- many consider to be the first major social networking site

• Launched in 2002 and by 2003, it had acquired 300,000
users
• MySpace emerged, and it began to lose its glow
• Eventually, became largely defunct

4
 Three Stage s of Online Activity

• WEB 1.0 = One-directional, broadcast

web
• WEB 2.0 = Interactive or social web
• WEB 3.0 = Mobile web

5
 Web 1 .0

• Broadcast web
• Brochure sites
• One-to-many messaging
• Limited Interactivity (Fill in a
form)
• Limited sharing (Email a friend)
• Limited customization

6
 Web 2 .0
• Coined by Tim O’Reilly (O’Reilly Media Group)
• Known as “The Social Web”
• DIY publishing—blogging, podcasting, creating videos
• Social networking—social-casting (e.g., Twitter, Facebook) –
posting status updates, photos and more
• User-Generated Content (UGC)
• Sites with community functionality
• Customizable media consumption—Personalized music playlists,
unique, individualized content based on user interests

7
 Web 2.0 Parad ig m Shift

Creating messages Developing constituent connections

Delivering push Developing pull interactions

Constructing campaigns Facilitating conversations

8
 Web 3 .0

• Onslaught of new mobile tools

• Mobile phones- enabling access to the Internet regularly
• Smartphones & apps are a must for foundational social media
sites (e.g., Facebook, Twitter, Location-Based apps, etc.)
• Web 1.0 websites must be a responsively designed website
so that users can experience the core functions of your site in
a seamless way

9
 Movember

The Movember Foundation describes itself as a worldwide

organization dedicated to changing the face of men’s
health.

• Focus: important issues of men’s health (prostate cancer,

prevention, research)
• Often join forces with a range of other charitable
organizations

Movember is to men’s health what pink is to breast cancer:

all because of social media

10
 Movember

• Each November the foundation holds an event, the Movember

campaign
• Asks men to grow mustaches for the month and women to
support the men in their efforts
• The foundation hosts country-specific events to further support
the cause (5k runs, gala events, parties for colleges and
workplaces to host)
• Part of a GLOBAL effort using regional, local tactics to engage

11
 Movember

• Web 1.0: website where men can go to get information about

things like cancer screenings, or mental health – a place where
they can gather information anonymously and comfortably
• Web 2.0: social media sites--robust and active
• Web 3.0: mobile app, so all of this can be accessed wherever users
happen to be

12
 Social Media Recap

• Social media: any online technology or practice that people

use to share (content, experiences, opinions, insights,
perspectives)
• Real interactions in real time (important to keep in mind
who is staffing and monitoring your social media channels)
• 24/7 coverage—and 24/7 response
• Be clear about what users can expect by posting a note on
your sites
• Get closer to real-time engagement (if you can)

13
 Social Media Defined
• Is comprised of online applications, platforms and media-aimed
to facilitate interaction, collaboration and the sharing of content
• Is customizable, portable, shareable
• What makes it “social” is constant connection to the Web and to
a community of “friends” or like-minded individuals
• Psychology—People like to be seen as in the know and out in
front when it comes to information

The job of the organization is to create buzz by making

messages compelling and easily shareable

14
 Social Media Realities
• Social media is part public relations, part direct response, part
brand marketing, part customer intelligence, and part sales
support with no single group necessarily being accountable
• Few organizations take a fully integrated approach
• It really isn’t free – be realistic about costs such as content
creation, outside consultants, and so forth
• Be realistic about time, energy, existing skill sets, and experience
• Myth of instant viral success—most organizations don’t NEED viral
–they need a core of engaged advocates, supporters, volunteers,
and patrons

15
 Social Media Mindset

“Social media is a commitment, not a campaign.”

--Joseph Jaffe, author of Join the Conversation

(2007)

16
 Social Media Benefits

• Inexpensive way to reach public

• Offers the ability to build brand awareness, spread messages
rapidly, generate “brand” or “cause” ambassadors
• Drive new pipelines of people who would be willing to support
• Leverage existing social networks of engaged constituents
• Enables ongoing, real-time feedback loops (can be used to
gauge input on core messaging, brand enhancements,
events, fundraising campaigns, or constituent ideas and opinions)

17
Elements of Effective Social Media

• Authentic messaging communicated in the language of the

audience
• Creating an emotional connection with target groups based
on an easily identifiable brand
• Ensure that you are personalizing the experience for your
audience- focus on sending the right message to the right
person at the right time

18
Myth # 1
We no longer need to focus on our website.
REALITY:
• You must focus on your website more than ever before (this is
where you’ll want to drive your audience)
• This is the one online property that you actually OWN and
fully CONTROL
• In addition to your website, you must continue to focus on
your offline strategies to encourage engagement in the digital
space

20
Myth # 2

Social media is quick to establish and quick to

use. Therefore, I will see quick results!
REALITY:
• The results you see in social media and the time in which you see
them depend upon your social media plan
• Commitment and consistency are key
• Must have a strategy that aligns with your organization’s
objectives

20
Myth # 3
EVERYONE is online and using social media.
REALITY:
• By 2017 the global social network audience will total 2.55
billion
• Not everyone we want to or need to reach may be tuned into
these channels
• You need your existing channels to work for you just as they
always have
• Social Media can be a high-impact driver to transport
audiences to your cause

21
Show the Value of Social Med ia
• Focus on the alignment between your organization’s goals and
social media objectives (Social media can be a tool that helps
your organization)
• Detail the level of thought that went into the proposal,
highlighting how your strategic planning goes beyond just using
new tools
• Outline measurable objectives, and define how success can be
proven and measured
• Showcase examples of similar organizations having success with
social media
• Highlight the benefits of having a deeper relationship with
supporters, and how social media can develop this in an ongoing
manner

22
Top Thre e Facto rs fo r Succe ss of Social Media

• Strategy
• Prioritization
• Dedicated
staff

23
 Where to Begin

• Start small
• Set realistic expectations
• Choose quality and value over quantity
• Follow, like, listen, view, read, research, learn … BEFORE
you post any content
• Maintain an iterative approach

24
 Importance

• Adoption of social media by charities is being driven by ongoing

familiarity.
• Nonprofit organizations recognize the increasingly important
role of social media in today’s world.
• Charitable organizations reported that the importance of social
media is tied to particular goals within the organization.
• Some of the top-performing charities see the role of social
media as most important in increasing awareness of their
mission.

University of Massachusetts, Dartmouth Center for Marketing Research 4th Annual

study on the usage of social media by U.S. charities (2010). Nora Ganim Barnes.

25
 What are You Trying to Achieve ?

• Build brand awareness?

• Increase volunteer base?
• Extend outreach efforts?
• Grow donor base (participation and
dollars)?
• Create social change through call to action?
• Are my objectives short-term or long-term?

30
Nonprofit Social Networking Re p o rt
2012

• 98% of nonprofits have a Facebook page (average

community size: 8,000)
• Average nonprofit Facebook community grew by 30% in
2011
• Average nonprofit Twitter community grew by 81%
• The average value of a Like on Facebook equates to $214.81
(over a 12-month period)

27
 Facebook

• Facebook is where people go to connect and reconnect on

a social and personal level
• Most people fully commit to JUST ONE main social network
• Nonprofits can utilize Facebook by offering a more
personal (but still professional!) glimpse of staff members,
upcoming events, sneak previews, insider’s looks, etc
• Facebook is ideal for showcasing impact
• Content should make use of video, photos, and links

28
No n -Pro fits O n Fa ce b o o k

1
 Tw itte r

• Used for 140-character bursts of content

• Links, links, links!
• Promote retweets
• Drive users to your website
• Offer links to video, photos, articles
• Tweet your most compelling stats
• Thank those who have retweeted on your
behalf

30
Tw itte r: Th e Ro ya l Ba lle t Sch o o l

1
We b site : Th e Ro ya l Ba lle t Sch o o l

1
Tw itte r: ISPA

1
 Linked In

• Professional network for building relationships that connect

people to resources
• Tolerance for text is higher on LinkedIn than on other social
networks
• Excellent source for research on possible Board members,
sponsors, volunteers
• Engage in ways that are helpful and useful

34
Lin ke d In

40
 Linked In For Voluntee rs

• LinkedIn for Volunteers features volunteer opportunities and

opportunities to for seats on Boards
• LinkedIn members often list their volunteer experiences on
their personal pages, which broadens your footprint and
offers more exposure for your organization
• Gives greater reach for making your organization
discoverable and building new pipelines of supporters

36
Lin ke d In Fo r Vo lu n te e rs

1
Lin ke d In Fo r Vo lu n te e rs

1
Lin ke d In : Ha b ita t Fo r Hu m a n ity

1
Lin ke d In : Glo b a l Fu n d Fo r Wo m e n

1
 Instagram
• Photosharing app
• Launched on October 6, 2010
• #1 in the App Store within 24 hours of launch
• iPhone App of the Week
• Holds the record as quickest to reach 1 million downloads,
occurring on December 21, 2010
• Launched in 7 new languages
• An Instagram photo made the cover of the Wall Street Journal
• Surpassed 25 million users in March 2012

41
To Write Lo ve O n He r Arm s
• Began in Orlando, FL in 2006 when founder, Jamie Tworkowski,
wrote a story about a friend who struggled with self-injury and
addiction
• Story entitled “To Write Love on Her Arms,” went viral, and T-shirts
were initially printed and sold as a way to pay for that friend's
treatment
• Since then, TWLOHA has become a non-profit which serves as a
bridge to hope and help for people facing the same issues
• Is a non-profit movement dedicated to presenting hope and
finding help for people struggling with depression, addiction,
self-injury, and suicide
• Exists to encourage, inform, inspire, and invest directly into
treatment and recovery

1
In sta g ra m : @tw lo h a

1
To Write Lo ve O n He r Arm s

50
 Pinterest
Pinterest by the numbers (2013)
• Launched in 2010
• 70 million total Pinterest users
• 80% female/5% male
• 2.5 billion monthly page views
• 80% of pins are repins
• 67% growth in web traffic
referrals
• Everything in Pinterest is
clickable

47
Pin te re st: Na tio n a l Co u n cil O n
Th e Arts

1
Pin te re st: Th e Tre vo r Pro je ct

1
 Youtube
According to YouTube:
• The site has more than 1 billion users
• Every day people watch hundreds of millions of hours on YouTube
• The number of hours people are watching on YouTube each month is
up 50% year over year
• 300 hours of video are uploaded to YouTube every minute
• ~60% of a creator’s views comes from outside their home country
• YouTube is localized in 75 countries and available in 61 languages
• Half of YouTube views are on mobile devices
• Mobile revenue on YouTube is up over 100% y/y

50
 Youtube Nonprofit Program

Features include:
• Donate button
• Call to action
overlays
• Production resources
• Livestreaming
• Video annotation

51
Glo b a l Su p p o rt Missio n a n d
@Re d Ea rth Tra d e

1
 What Blogging Is…

• Blog: short for Web log, is a website or “online journal” in which

entries or posts are listed in chronological order
• Blogs allow for readers to provide comments which are posted
along with the original entry
• Goal of the blogger is to generate buzz within a niche or
targeted topic area
• Blogs become part of blog directories, and search engines, and
can become a significant source of driving traffic to your
organization

52
 Blog Stats
• 6.7 million people publish blogs on blogging websites, and another 12
million write blogs using their social networks (Source: NM Incite)
• 81% of U.S. online consumers trust information and advice from
blogs (Source: BlogHer)
• 92% of organizations who blog multiple times per day have acquired a
customer, a volunteer, or a constituent from their blog (Source: HubSpot)
• 61% of U.S. online consumers have made a purchase based on
recommendations from a blog (Source: BlogHer)
• Nearly 40% of marketers say blogs are the most valuable type of content
marketing (Source: Content Plus)
• 81% of organizations consider their blogs “useful,” “important,” or
“critical” (Source: HubSpot)

53
 Type s of Blogs

Gillen (2009) categorizes blogs into four main types:

• Online diaries
• Topical blogs*
• Advocacy
blogs
• Link blog
* Most popular and influential

60
 What Blogging Is Not…

• An institutional mouthpiece
• A marketing pitch
• A one-sided conversation
• A short-term commitment
• An insincere message telling people only what they want to
hear

55
 Be st Blogging Practice s

• Provide relevant and useful content

• Blog consistently
• Start small – two posts per week
• Ask readers what they would like to hear
about
• Link your blog back to your website
• Include a call to action

56