family equality council: social media 101 june 21st, 2011
TRANSCRIPT
Family Equality Council: Social Media 101
June 21st, 2011
Who are the Geek Girls?
Nancy (@nylons) Meghan (@irishgirl)
Follow, Friend & Fan
Work: clockwork.net
Blog + Podcast: geekgirlsguide.com
Facebook: facebook.com/geekgirlsguide
Twitter: @geekgirlsguide
Agenda
• Overview
• Value
• Goals & Strategies
• Tactics & Measurement
Social Media Overview
Social media is not about technology.
It’s about connections, conversations and content.
Historically, connections, conversations and content were separate.
Today, web-based tools facilitate connections that are supported by content that we contribute.
Social Media
the sites and applications we use to connect, have conversations and share content with each
other.
The Ways we Share
•Personal
•Professional
•Organizational
Why Should We Care?
“There are no secrets.
The networked market knows more than
companies do about their own products.
And whether the news is good or bad, they tell
everyone.”
www.cluetrain.com
“I don’t care what anyone had for lunch.”
“It’s easy to deride this sort of thing as self-absorbed publishing - why would anyone put out such drivel in public? It’s simple. They’re not talking to you.”
First, Change Your Mind
Social media is the #1 activity on the web.
Huffington Post, September 2008
60% of Americans use social media.
93% of them expect companies to have a presence there.
Cone, September 2008
96% of Gen Y is on a social network.Gen Y outnumbers Boomers (as of 2010).
They think email is passe.
Trendspotting, July 2007
There are over 200 million blogs.
54% of bloggers post or tweet daily.34% post opinions about products and brands.
China Internet Information Center, Technorati, Wikipedia, ClickZ
If Facebook was a country, it would be the 3rd most populous in the world with 500 million people.
The United States population is 300 million.
Technology is not leading to social isolation.
Americans who use the Internet and mobile phones have larger and more diverse social networks.
Pew Internet & American Life Project, November 2009
Social Media Strategy
A good social media strategy creates, and participates in, a conversation that drives traffic and action.
But, it’s not about directly selling. It’s about connecting.
Social Media Strategy
Done right, connections can lead to conversions.
Goals are few and largely static.
Not too vague (“increase sales”) or too specific (“get on Facebook”).
They tell us what to do, when to do it and imply that we are not doing it now.
Grow market share in the education sector.
Strategies are conceptual, nonspecific ways to achieve goals.
They tell us what to do, not how to do it.
They change depending on their success or failure.
Inspire students to talk to their parents about our products and draw attention to
our products via social media sites.
Tactics & Measurement
Listening & Sharing
•How are we listening?
•When are we replying?
•Where are we publishing our own content?
•How are we making that content easy to find and share?
How Are We Listening?
•Web Stats
•Google Alerts
•Mentions (Twitter, Facebook, etc.)
Tactical Details
Tactics are experiments.
There are many and they all serve a strategy.
Measure whether each tactic helps, hurts or is neutral to the strategy.
Get on Facebook.
•Profile
•Page
•Group
•Application
• Likes
• Comments
• Reviews
• Discussions
•Profile
•Bio
•Following
•Hashtags
• Followers
• @replies
• DMs
•Profile
•Company
•Group
•Questions
Foursquare & Yelp
•Profile
•Mayor Offers
• Tips
• Reviews
Being Social
Building Social Capital
•Helping (RTs, sharing, attending and promoting events)
•Conversing (@replies, Likes, Comments)
Spending Social Capital
•Asking for stuff
•Promoting stuff
Recommended Reading• The Cluetrain Manifesto
• Here Comes Everybody, Clay Shirky
• Groundswell, Charlene Li & John Bernoff
• Friends with Benefits, Darren Barefoot & Julie Szabo
Thank you.
If you hated us, tell us.
If you loved us, tell the Internet.