harnessing modern media (051810 tf)
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Harnessing Modern Media: How to Optimize Social Networking for Your Organization
Thomas J. Fox
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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
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Social Networking Principles
• Increase visibility,
• Solidify brand position,
• Engage donors and clients, and
• Increase traffic across all
internet platforms.
3
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What is Social Networking
Online conversation
supported by online
tools
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Social Networking
Popular
Platforms
New Social Media platforms
are emerging each day
Which ones will be
successful?
Which ones will not?
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This is Social Media
Don’t be intimidated,
Be Targeted!
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Why is Social Media Important
• Connection
• Transparency
• Powerful Relationships
• Brand Control
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The media is
using, and
perpetuating
usage of,
Social Media
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Internet Users
Urban Suburban Rural0%
20%
40%
60%
80%
100%26% 23% 30%
Internet users NonusersPew Internet, Internet, broadband, and cell phone statistics 2010
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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
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Social Media Success
• Participation
• Connections
• Conversation
• Community
• Listening
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Learn what people
are saying
Create buzz for
events and
campaignsHow Can Social Media Help You?
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How Can Social Media Help You?
Identify and recruit
influencers
Find new opportunities
Support your services
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Build
strong relationships
How Can Social Media Help You?
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Keys for Social Media Success
• Experiment
• Make A Plan
• Listen
• Share
• Teamwork
• Contribute
• Patience
• Proactive
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Experiment
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Make a Plan
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Listen
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Share
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Teamwork
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Contribute
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Patience
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Proactive
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What is Facebook
Social Networking site allowing users
to interact with friends, family
members, brands and causes they
care about.
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400 Million Users
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Sense of Community
• The average Facebook user
– Spends 55 minutes a day
– Has 130 friends
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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
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Each MonthSend 8 friend requests
Clicks the Like button 9 times
Writes 25 comments
Invited to 3 events
Member of 12 groups
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Each Month
2.5 billion Photos are uploaded
3.5 million Events are created
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Getting the Word Out
• Each week 3.5 Billion pieces of content are
shared
– Links
– News stories
– Blog posts
– Press releases
– Notes
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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
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Demographics of US Users
Tremendous
potential to
secure volunteers
and donors
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By the Numbers
Men between 55 and
65 grew the most out
of any group, at
8.8%.
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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
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Facebook is HUGE!
• Searched more than sites such as:
– Amazon,
– Walmart,
– Netflix and
• Now the foremost brand name in web searches from U.S. users
-- Hitwise.
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Facebook Wants You to “Like” Brands
Personalized stickers
for businesses
20% or greater
increase in
connections when
advertising Facebook.
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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.
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Engagement Strategies
• Ask for opinions, insights,
compelling stories.
• Pop quiz…
• Give thanks
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What’s Going On
• Welcome page
• Letters of support
• Newsletter opt-in
• Event notices
• Volunteer opportunities
• Donations
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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
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Brand Awareness
2008 – 5% of
Americans are
aware of Twitter
2010 -- 87% of
Americans are
aware of Twitter
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Tweeting Trends
Retweet; 15%
Conversa-tional; 32%
Chatter; 35%
Self promo-
tion; 10%
Spam; 5%News; 3%
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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
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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
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No CollegeCollegeGraduate School
College graduates
possess higher
motivation to help
those in need.
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Building “Followers”
• Start with who you know
– Colleagues
– Clients
– Vendors
– Competitors
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Educate
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Retweet
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Recommend Followers
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Interact
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Twitter is a
fantastic vehicle to
ask for volunteers
and donations.
Ask for Help
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Thanks
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If something
catches your
attention,
comment on it.
Be Heard
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Ask Questions
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Thank You
Thomas J. Fox
Email: [email protected]
Facebook: Thomas J. Fox
Twitter: @ThomasJFox
Website: www.thomfox.com
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Questions?