demystifying communication in a digital world: social media 101
TRANSCRIPT
Demystifying Communication In a Digital World
Social Media 101
Shonali Burke, ABCPresented at Goodwill Industries International’s
2009 Summer Learning Event
“Modern” Age Milestones
1600s: ads appear in English weekliesJune 1836: La Presse first to include paid advertising
in its pages20th Century: Women enter the business1920s: Sponsored programming on radio, carries
over to TV in the ’50s1960s: Creativity and the “USP” enter the game1980s/90s: MTV makes ads the focus, Internet
marketing appears21st Century: Interactive, contextually relevant ads
“Old” Media Trends
• Newspaper circulation 16% (1997-2007)1
• Radio listening 14% over last 10 years2
• Magazine readership 5% over last 5 years3
• OOH spends 7% over last year4
• TV usage at an all-time high: 142:29 hours per month on average5
• Cable TV/Satellite use: more than 65% of US HHs6
• Ad spends 2-3% in 2008 v. 4-8% forecast7
1 Newspaper Association of America 2 Arbitron 3 MRI Fall Studies 4 Outdoor Advertising Association of America 5 6 Nielsen 7 NPR Interview with Jack Myers
“New” Media Trends
• Average time on Internet: 27 hrs per month1
• 86% of employed Americans use the Internet2
• Share of adult Internet users on social networking sites from 8% - 35% (2005-2008)3
• Video consumption on mobile/Internet devices between 2 & 4 hrs per month4
• Internet ad spends 15.2% since last year5
o #1: Search advertisingo #2: Display bannerso #3: Classifieds1 4 Nielsen 2 3 Pew Research 5 PriceWaterHouse Coopers
Public Relations Trends
• Between 1990 & 2001:o PR sector grew more than 3 times faster than
advertising1
• Between 1990 & 2007:o PR “body count” 44%2
o Advertising “body count” 14%3
• Social marketing is on the rise• Social media is here to stay1 2 3 PRWeek
Cartoon: http://www.flickr.com/photos/hubspot/3196650975/
The Shiny New Toy
Photo: http://www.flickr.com/photos/fsamuels/3323431435/
Facebook• Grow “fans”• Post regularly• Engage• Encourage action• Causes• Integrate Twitter feed, blog posts, Flickr
Twitter• Two-way conversation• “Listen” (monitor)• Respond• Participate• Research• Engage• Customer service• Quality v. quantity
GoalsRaise awareness of childhood
hunger in USGive people tools to take actionNon-profit case study on SM &
cause marketing
Metrics# of pledge signees
$$ raised for Share Our Strength
Unique site visitors, Tr.im url click-thrus, Facebook
cause members, YouTube videos viewed,
#HungerPledge usage, SXSWi podium mentions
AudienceActive Twitterati, bloggers
SXSWi attendees & followers
Corporate/non-profit email databases
Wild cards: 2-3 degrees of separation
Courtesy: Scott Henderson
Story
•1 of 6 kids hungry
•1 click feeds 140 kids
Strategy
•Standalone site online hub
•SM outposts•Easy call to
action
Tactics
•2 “co-chairs,” 50+ “champions”
•Twitter, Facebook, YouTube accounts
•Email•Avatar,
hashtag, badges
•CTA: give, volunteer and/or share
Courtesy: Scott Henderson
Results
• > 4,600 pledges• > 19,000 site visitors• $28K for Share Our
Strength (@95% 1st-time donors)
• 2,600 members of Facebook Cause
Courtesy: Scott Henderson
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
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Mar
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ilM
ayJu
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Augus
t
Septe
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Exp
osur
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0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Web
site
vis
itors
Overall exposure Web traffic
Courtesy: KD Paine & Partners
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
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Decem
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Exp
osur
e
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Don
atio
ns
Overall exposure
Online donations
Courtesy: KD Paine & Partners
The Seven Basic Steps*• Identify your audiences• Define objectives for each audience• Define your measurement criteria• Define your benchmark• Select a measurement tool• Analyze data, draw actionable conclusions,
make recommendations• Make changes, measure again
*Measuring Public Relationships, Katie Delahaye Paine
Measuring Social Media
EngagementQuantity
Influence QualityPhoto: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/
Key Performance Indicators• Track effectiveness
of your program against business objectiveso Saleso Donationso Membershipo Web traffico Subscribers
The Shiny New Toy Is…
• No longer a toy• Here to stay• An integral part of 21st century communications• What you make of it
Photo: http://www.flickr.com/photos/fsamuels/3323431435/
Questions?
Thank you!
You can find me at:E-mail: [email protected]: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Photo: http://www.flickr.com/photos/27546063@N03/3717938304/