how to effectively engage with your target audience online
DESCRIPTION
Presentation for the North Carolina Land Assembly discussing low-level specific tactics and strategies around social media and effectively engaging with target markets online.TRANSCRIPT
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
