Inspiration: Social Networks

Deanna Zandt, for Social Tech TrainingJune 10, 2009

http://deannazandt.com/

What is social media?

The old way….

What is social media?

The new way!

What social networks are & aren’t

Aren’t: Are:

Best quote ever:

“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s done, there is surprise that it’s not better.”

Avinash Kaushik – Analytics Evangelist, Google

Lions, tigers and bears: oh my!

• National Wildlife Federation: Green Hour

• Connect kids to nature thru parents

• Use social media to build email list

Lions, tigers and bears: results!

• Focused on parenting communities:– social networks– blogs (comments, etc)– StumbleUpon

• Not just ads; shared advice/expertise

• List size doubled; 35% open rate

• 70% of site traffic comes from social networks

Say it with me: Twestival!

• How can we help? Have a party– connect offline– raise money– have fun

• That worked; could we have more?

• Partners galore

Say it with me: Twestival!

• Worldwide:– 202 cities– $250,000 raised

• What the…?– Short timeline– Loose but helpful

structure– Easy, very actionable

calls

But wait, what about…

• Oh yes, Skittles.• Giving over 100% is

maybe not the best idea• Won a lot of hearts in

the small world of social media “gurus,”

• Attracted lots of adolescent humor and spam

#dontgo breakin’ my heart

• Summer 2008: A conservative movement arises on Twitter

• Progressives catch wind and bork it

• Debate continues on value of this sort of tactic, but it still happens

What does this all mean for my org?

• Consistent with our values of empowerment, community– open, participatory,

democratic, and accountable

• Create loyalty and community by connecting

• True value: 2% of 10,000 on a list versus 200 dedicated followers/friends

How do I know if it’s working?

• Differentiate – and appreciate – the difference between quantitative and qualitative metrics

• Be precise in what you’re measuring

• Successful campaigns do more than just “get attention”

A smaller case study: Wellstone

• ~1700 followers on Twitter; ~1900 fans on Facebook

• Get buy-in or advice on new projects

• Share others’ info relevant to your work

• Find like-minded folk• Connect with media

To sum up

• Focus on organization’s goals, not tech• Be open to collaborating with your users, but

you don’t have to sacrifice your overall editorial control or voice

• Experiment with your users, have fun

the end!

Deanna Zandt, http://deannazandt.com/Twitter: @randomdeanna