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Web 2.0 & Social Media Workshop - Spacetaker
The document provides an introduction and primer on Web 2.0, social media, and how non-profits and organizations can utilize social tools and platforms. It defines key concepts like Web 2.0, social media, and differences between the two. Examples of popular social media sites and tools are given. Statistics on usage demographics are presented. The document outlines reasons for non-profits to use social media for outreach, engagement, feedback, and other benefits. Steps for developing a social media strategy and beginning to engage are described.
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Web 2.0 & Social Media Workshop - Spacetaker
- 1. WEB 2.0 &SOCIAL MEDIA Primer Presented by: Grace Rodriguez, AYN Brand blog.aynbrand.com | [email protected] | twitter: gracerodriguez | 713.568.6835 Tag Cloud: Luca Cremonini/Markus Angermeier
- 2. Our goal isto help you answer & understand: 1. What are Web 2.0 and Social Media? 2. Who is using it? 3. Why should I use it? 4. How do I begin? Web 2.0 & Social Media Primer “ The Basics: What? Who? Why? How?”
- 3. WHAT ARE WEB2.0 & SOCIAL MEDIA?
- 4. "Web 2.0" creditedto Tim O'Reilly: Web as “Flatform” Crowdsourcing - Collective Intelligence Data in the Driver’s Seat Perpetual Beta Mashups Mobility -> Ubiquity Rich User Experiences - Useful, Engaging, Community-Oriented Web 1.0 was Commerce. Web 2.0 is People. - Ross Mayfield What is Web 2.0?
- 5. What is SocialMedia? Social Media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings in more efficient ways. - BenParr.com
- 6. What is thedifference? Web 2.0 : Social Media :: TV/Cable : Broadcasts Social Media is simply another way for you to connect with people and share your message … efficiently, effectively, and practically free.
- 7. Social Media Tools:CMS (Content Management Systems): Drupal, Joomla Blogs: Wordpress, Blogger Microblogs: Twitter, Tumblr, Jaiku, Pownce Photo: Flickr, SmugMug, Picasa, Photobucket Video: YouTube, Vimeo, Seesmic, Joost, Ustream, Justin.tv Audio/Music: imeem, Last.fm, Pandora, iLike Social Networks: Facebook, LinkedIn, MySpace “ White Label” Networks: Ning, KickApps, Flux Social Network Aggregators: FriendFeed, Youmeo Crowdsourcing: Wikipedia, PBWiki, crowdSPRING, Kluster Bookmarking: del.icio.us, StumbleUpon, Digg, Reddit Opinions: epinions, Amazon reviews, Yelp
- 8. WHO IS USINGWEB 2.0? wordle.net
- 9. The Numbers …47% of people’s internet time spent on content; 33% on communicating 91% of users are likely to act on a friend’s recommendation 330 million online video viewers Twitter @ 1 million users and 3 million messages per day LinkedIn @ 19 million users MySpace @ 110 million users 41% of users read blogs Source: Vanina Delobelle, PhD – May 08 0:07:51 1,655 Yahoo! 360° 1:00:10 1,749 MyYearbook 0:02:15 1,887 Buzznet.com 0:16:38 1,900 Meetup.com 0:23:34 2,025 hi5 0:20:33 2,176 Bebo 0:06:57 2,271 Ning 0:03:46 2,622 Last.fm 0:35:58 2,818 AOL Community 0:33:27 2,867 Tagged.com 0:12:03 3,558 Imeem 0:04:09 3,662 Flixster 0:32:47 4,347 Club Penguin 0:01:53 5,539 AOL Hometown 0:04:43 7,481 Reunion.com 0:06:13 8,546 Windows Live Spaces 0:12:52 9,566 LinkedIn 0:08:30 15,451 Classmates Online 1:21:14 29,226 Facebook 2:19:38 59,482 Myspace.com Time/Person Users (000) Top 20 Social Sites, 06/08
- 10. Generational Use Source:Rapleaf Facebook Users 2.6 million users identified: 63% female, 36% male 17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs | 5%>45 yrs MySpace Users 11.3 million users identified: 63% female, 36% male 20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs | 6%>45 yrs LinkedIn Users 0.8 million users identified: 38% female, 61% male 2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs | 16%>45 yrs Plaxo Users 1.3 million users identified: 62% female, 37% male 16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs | 11%>45 yrs
- 11. Case Study: BarackObama $32 million raised from 275,000 people who gave $100 or less
- 12. The Long Tail20% The New Way (with a bigger, longer tail) The Old Way (Pareto Principle, or 80/20 rule) Control When Web 2.0 is applied… Source: http://en.wikipedia.org/wiki/The_Long_Tail
- 13. Change is Here!20% Source: http://en.wikipedia.org/wiki/The_Long_Tail High $ value donors, Smaller distribution Low $ value donors, Larger distribution Web 2.0 significantly increases total value contributed/received by aggregating the “long tail” of smaller value donors.
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- 15. WHY SHOULD IUSE IT? wordle.net
- 16. Social media allowsyou to effectively reach people to: Establish yourself and enhance your image Promote your work, group, and events Build audience, donor, and stakeholder relationships Develop community around your mission Get immediate reviews and actionable feedback Manage volunteers and staff Research opportunities Make money … all at the low, low price of time & dedication! The Future is Social
- 17. Many artists andnon-profits don’t have the time or resources to invest in developing their own Web sites or social networking sites. Free online tools like blog applications, content management systems, and white label social networks can help you develop a Web presence quickly, easily, and cheaply. If you need to post some simple materials, and you're planning an open, collaborative outreach strategy that involves the type of people likely to be using those tools, then using those tools to create your Web presence may be a viable option. Be Seen: Establish a Web Presence
- 18. Social Media isone of the best ways to advocate for and promote your organization, programs, and initiatives. Microblogging platforms like Twitter and widgets like Causes in Facebook provide you with ways to quickly and easily trigger a “Butterfly Effect” that builds awareness and buzz for: Calls to Action Online Petitions Organizational Information and Updates Volunteer Recruitment and Mobilization Event Attendance Be Heard: Advocate & Promote
- 19. Encourage and respondto constituent feedback. Social networks are a great way to get open and honest feedback. Join the conversation to: Find out what people are saying about your organization Correct any misunderstandings or misconceptions Address any issues Take steps to improve programs and services Research VIPs, potential donors, employees, and others. A vast amount of information about people is volunteered on social networking sites. You can use them to research: The history & interests of a potential donor or Board Member The background & affiliations of a potential employee Be Advised: Listen & Learn
- 20. The open, participatoryWeb 2.0 environment encourages user contribution, natural dialogue, and relationship building. Engage People to Build Your Audience and Community Get to know your market by visiting sites that appeal to them. Provide people with the means to easily interact with you. Cultivate a habit of keeping in touch. Support their interests and causes … they may return the favor. As you foster greater conversation, your message spreads via viral “word of mouth,” developing Fans, Evangelists, Citizen Marketers, and Brand Ambassadors who believe in you, support you, and are happy to be independently proactive on matters related to your group. Be a Friend: Build Relationships
- 21. HOW DO IGET STARTED? wordle.net
- 22. But Really: Is2.0 Right for You? Before committing resources to pursuing a social media strategy or campaign, consider and assess the following: Is your audience online? How willing are you to experiment, take risks, and adapt? Are you ready to face bad news? Do you have enough resources to pursue this? Who will manage the strategy/campaign? How will you incorporate it into day-to-day responsibilities? How will you measure results? How long are you willing to give it a try? Do you have group and/or stakeholder buy in?
- 23. Map Your SocialMedia Strategy Begin with the End in Mind Clearly define your goal(s): Where are you going? How will you get there? How will you know you’ve arrived? Yours could include: Increase audience / donor / member base Generate leads for new funding sources Build awareness and recognition Increase revenue Establish thought leadership Educate constituents Crowdsource projects Improve internal communications
- 24. Develop a Strategy:Structure Next, map the path you will take to achieve your goals. Address: Method : Determine the mix of content you’ll create, and design your/your group’s workflow around it. Community : Address how you will reach out to and engage the people you seek to gather around your organization. Communication : Build a “home” for your conversations and develop a consistent outreach schedule. Outposts : Cultivate social network outposts where you can communicate with others and share the way to your “home.” Design & Linkage : Link all profiles to target audiences, community sites, industry sites, business sites, portals, blogs
- 25. Develop a Strategy:Engage With your structure in place, commit to engagement: Attention : Learn how to build awareness and encourage relationships with the media you’re making. Participate : Regularly join in the conversation, posting comments, kudos, questions, etc. on other related sites. Listen : Implement a listening system or process that monitors your profiles/feeds to follow the conversation. Use Google (and Alerts) to monitor URLs and keywords Set up a Technorati account Track the number of your Feedburner subscribers Use Summize to follow Twitter feeds based on keywords Read and promptly respond to all comments, questions, and conversations about your group and work
- 26. Remember: It’s SocialWhen your strategy is mapped out and you’re ready to engage, remember to make sure that all communications are aligned consistently with your mission, and focus on the experience and benefits you provide for your audience. It’s not about coffee – it’s about the café culture It’s not about a hog – it’s about a lifestyle It’s not about an event – it’s about sharing a culture It’s not about seats – it’s about an inspiring performance It’s not about heads – it’s about a community of individuals Always keep in mind that on the other end of every message you send out is a real, live, sentient person – aim to connect !
- 27. Social Media: JustDo It! Embrace Transparency, Authenticity, and Meaning. Get Online and Meet People. Connect with Your Audience. Create profiles on the social networking sites you think are most relevant for your organization – Keep it consistent! Search for and reach out to people with similar interests Start conversations, share news, invite others to join you Share and Share Alike
- 28. MySpace Create aProfile Customize it to be consistent with your brand Seek and invite people to Add You as a Friend Search Relevant Tags and Contact, Comment Social Media: Just Do It!
- 29. LinkedIn Create aProfile Customize it to be consistent with your brand Create a group for your stakeholders/members/ team Invite them to join Search Relevant Tags and Contact, Comment Social Media: Just Do It!
- 30. Facebook Create aProfile Customize it to be consistent with your brand Seek and Invite people to Add You as a Friend Start a Cause & Group Seek and invite people to join your Cause & Group Search Relevant Tags and Contact, Comment Social Media: Just Do It!
- 31. Twitter Create aProfile Customize it to be consistent with your brand Seek like-minded individuals to follow Search Relevant Tags and Contact, Comment Tweet! Social Media: Just Do It!
- 32. YouTube Create aProfile (or use your Google ID) Create Unique Videos Record Events, Seminars, Workshops Upload them Blog/Tweet and Share Search Relevant Tags and Contact, Comment Social Media: Just Do It!
- 33. Flickr Create aProfile (or use your Yahoo ID) Take Photos of Events, People, Work, etc. Create Albums Upload Photos Blog/Tweet and Share Search Relevant Tags and Contact, Comment Social Media: Just Do It!
- 34. SlideShare Create aProfile Create Useful Presentations Upload them Blog/Tweet and Share Search Relevant Tags and Contact, Comment Social Media: Just Do It!
- 35. THANK YOU! GraceRodriguez President, AYN Brand [email protected] | 713.568.6835 twitter: gracerodriguez | facebook: gracejrodriguez