how to effectively engage with your target audience online

Let Your Voice Be Heard How to Effectively Engage with Your Target Audience Online

North Carolina Land Trusts AssemblyMay 27, 2010

Cord Silverstein, EVP Interactive and Social Media, Capstrat

Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.”

- Wikipedia.org

3 out of 4 Americans use social technologyForrester, The Growth of Social Technology Adoption, 2008

2/3 of the global internet population visit social networks

Nielsen, Global faces and Networked places, 2009

2/3 of the global internet population visit social networksNielsen, Global Faces & Networked Places, 2009

2/3 of the global internet population visit social networksNielsen, Global Faces & Networked Places, 2009

If Facebook were a country, it would be the 4TH most populated in the world, just behind the United States.

Why is all this happening?

76% don’t believe governments, companies or organizations tell the truth in their marketing and communications.

- Yankelovich 2009

68% trust other people “like themselves” up from 22% in 2003

- Edelman Trust Barometer

We’re human

People want to connect with other people

People want to help and be helped

Let’s get to some specifics already!

• Fundraising• Publicity• Events• Advocacy• Volunteerism

Facebook Fan Pages

Facebook Fan Pages – Top Apps

Static FBML

Fan Appz

Promotions

Social RSS

Posted Items Pro

iEndorse

Signup Form

Extended Info

Causes

CONTENT

Create and Share Content

WordPress

Blogger

TypePad

RSS

ShareThis

Blogs

Utilizing Other Mediums - Video

YouTubeUStreamJustin.TV

Utilizing Other Mediums - Photos

FlickrSmugMugPhotobucket

CONTENT!

Search Engine Optimization

1. Content2. Links3.

Search Engine Optimization

How do you start?

Training andPractice

Begin by listening

Google AlertsGoogle Blog searchTechnoratiTwitter

Begin by listening

Identify the influencers

Reaching out to Social Community

Understand the environment you are in

Ingratiate yourself into the conversation

Be transparent

Be open and honest.

Case Studies

Land for Tomorrow North Carolina's Ten Natural Wonders

• Prior to April 27, 2010, 180 fans on Facebook• Contest launches April 27• Increase in traffic to website and FB page• Now have1300+ fans on Facebook• Secured over 4K email addresses

Twestival

• Largest global grassroots social media fundraising effort• Series of offline / online events for causes around world• Raised $1.2 million within 14 months for 137 nonprofits• 243,000 followers on Twitter

Nestle

Final Thoughts

Let go and gain more

Thank you! Questions?

Cord Silversteincsilverstein@capstrat.comTwitter: @cord