Harnessing Modern Media: How to Optimize Social Networking for Your Organization

Thomas J. Fox

THOMAS J. FOX

Author,

Radio Talk Show Host,

Educator,

Social Media Advisor,

and

Producer

2

The Republican Newspaper (MA), By William Burke, April 27, 2009

Social Networking Principles

• Increase visibility,

• Solidify brand position,

• Engage donors and clients, and

• Increase traffic across all

internet platforms.

3

What is Social Networking

Online conversation

supported by online

tools

Social Networking

Popular

Platforms

New Social Media platforms

are emerging each day

Which ones will be

successful?

Which ones will not?

This is Social Media

Don’t be intimidated,

Be Targeted!

Why is Social Media Important

• Connection

• Transparency

• Powerful Relationships

• Brand Control

The media is

using, and

perpetuating

usage of,

Social Media

Internet Users

Urban Suburban Rural0%

20%

40%

60%

80%

100%26% 23% 30%

Internet users NonusersPew Internet, Internet, broadband, and cell phone statistics 2010

Who’s Using Social Media?

Millennials (14 to 26)

Generation X (27 to 43)

Boomers (44 to 62)

Matures (63 and above)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

71%

51%

30%

10%

76%

57%

31%

14%

77%

61%

46%

36%200720082009

eMarketer, Boomers and Social Media January 2010 Report

Social Media Success

• Participation

• Connections

• Conversation

• Community

• Listening

Learn what people

are saying

Create buzz for

events and

campaignsHow Can Social Media Help You?

How Can Social Media Help You?

Identify and recruit

influencers

Find new opportunities

Support your services

Build

strong relationships

How Can Social Media Help You?

Keys for Social Media Success

• Experiment

• Make A Plan

• Listen

• Share

• Teamwork

• Contribute

• Patience

• Proactive

Experiment

Make a Plan

Listen

Share

Teamwork

Contribute

Patience

Proactive

What is Facebook

Social Networking site allowing users

to interact with friends, family

members, brands and causes they

care about.

400 Million Users

Sense of Community

• The average Facebook user

– Spends 55 minutes a day

– Has 130 friends

Every Day

– 200 million users

log in

– 35 million users

update their status

– 20 million “Like”

pages

Log In Update Fan0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

Each MonthSend 8 friend requests

Clicks the Like button 9 times

Writes 25 comments

Invited to 3 events

Member of 12 groups

Each Month

2.5 billion Photos are uploaded

3.5 million Events are created

Getting the Word Out

• Each week 3.5 Billion pieces of content are

shared

– Links

– News stories

– Blog posts

– Press releases

– Notes

Continued Growth

“Facebook was the most

visited site on the web for

the week ending on March

13, 2010, surpassing even

Google in week-long stats

for the first time in history.”

-- Mashable

Demographics of US Users

Tremendous

potential to

secure volunteers

and donors

By the Numbers

Men between 55 and

65 grew the most out

of any group, at

8.8%.

Why You Need To Be On Facebook

“Facebook users are openly sharing their life’s

passions, personal interests, and their affinity –- or

lack thereof –- for corporate brands, political

candidates, and the key public policy stances.”

“In effect, they are openly sharing every bit of

marketing data a 21st century company covets.”

-- Mashable

Facebook is HUGE!

•  Searched more than sites such as:

– Amazon,

– Walmart,

– Netflix and

– Google

• Now the foremost brand name in web searches from U.S. users

-- Hitwise.

Facebook Wants You to “Like” Brands

Personalized stickers

for businesses

20% or greater

increase in

connections when

advertising Facebook.

Direct to Action

• Facebook Page is a good approach to

launch a community.

• Encourage discussion among Likers.

• Post updates daily or weekly, but be

consistent.

• Direct Likers to any off-site information –

press releases, videos, blog posts, etc.

Engagement Strategies

• Ask for opinions, insights,

compelling stories.

• Pop quiz…

• Give thanks

What’s Going On

• Welcome page

• Letters of support

• Newsletter opt-in

• Event notices

• Volunteer opportunities

• Donations

What is Twitter

• Mico-blogging site allowing messages up

to 140 characters

• Messages are call “Tweets”

• Tweets can be sent via PC, laptop, iPad,

and various mobile devices

Brand Awareness

2008 – 5% of

Americans are

aware of Twitter

2010 -- 87% of

Americans are

aware of Twitter

Tweeting Trends

Retweet; 15%

Conversa-tional; 32%

Chatter; 35%

Self promo-

tion; 10%

Spam; 5%News; 3%

Twitter Posts by Hour

12:0

0 AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

7:59

PM

9:00

PM

9:59

PM

10:5

9 PM

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Twitter Demographics

Gender

MaleFemale

3 to 12 13 to 17 18 to 34 35 to 49 50 and above

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Age

No CollegeCollegeGraduate School

College graduates

possess higher

motivation to help

those in need.

Building “Followers”

• Start with who you know

– Colleagues

– Clients

– Vendors

– Competitors

Educate

Retweet

Recommend Followers

Interact

Twitter is a

fantastic vehicle to

ask for volunteers

and donations.

Ask for Help

Thanks

If something

catches your

attention,

comment on it.

Be Heard

Ask Questions

Thank You

Thomas J. Fox

Email: thomfox@thomfox.com

Facebook: Thomas J. Fox

Twitter: @ThomasJFox

Website: www.thomfox.com

Questions?