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T3 @ HAA : Web 2.0 & Social Media

Presented by: Grace Rodriguez, AYN Brand | 713.568.6835 twitter: aynbrand

T3 Workshop Series @ Houston Arts Alliance
Web 2.0 & Social Media Primer
“The Basics: What? Who? Why? How?”

This workshop, the first of HAA’s T3 “Tech

Tools & Tips” series, will help organizations &
individuals answer:
1. What are Web 2.0 and Social Media?
2. Who is using it?
3. Why should I and/or my organization use
4. How do I get started? | 713.568.6835 twitter: aynbrand

MEDIA? | 713.568.6835

Tag Cloud: twitter:Angermeier
Luca Cremonini/Markus aynbrand
What is Web 2.0?
Web 1.0 was Commerce.
Web 2.0 is People. - Ross Mayfield
The coining of "Web 2.0" is widely credited to Tim
“…core competencies of Web 2.0 companies:”
 The Web as Platform – The World is Flat (Thomas L.
 Harnessing Collective Intelligence – Crowdsourcing
 Data is the Driving Force – Information Economy
 End of the Software Release Cycle – Perpetual Beta
 Lightweight Programming Models – Mashups
 Software above the level of a single device – Virtual
 Rich User Experiences – Useful, Engaging, Community-
Oriented | 713.568.6835 twitter: aynbrand
What is Social Media?

According to Wikipedia:
Social media is the use of electronic and
Internet tools to share and discuss information
and experiences with other people.
Social media tools include: networking sites,
blogs, microblogs, vlogs, podcasts, forums,
wikis, picture/ video/music sharing sites,
instant messaging applications, and RSS
feeds. | 713.568.6835 twitter: aynbrand

What is the difference?

“Web 2.0” represents the next generation

of Internet companies and technology;

“Social Media” refers to the use of those

tools to communicate with other people.

Web 2.0 : Social Media :: TV/Cable :

Broadcasts | 713.568.6835 twitter: aynbrand

POPULAR Web 2.0 Tools/SITES:
Communication & Community
 CMS (Content Management System): Drupal, Joomla
 Blogs: Wordpress, TypePad, Blogger
 Microblogs: Twitter, Jaiku, Pownce, Tumblr
 Social Networks: Facebook, LinkedIn, MySpace,
 Social Network Aggregators: FriendFeed, Youmeo
 “White Label” Social Networks: Ning, KickApps,
 Crowdsourcing: Wikipedia, PBWiki, crowdSPRING,
Kluster, CollabandRate, NameThis
 Social Bookmarking:, StumbleUpon, Digg,
 Opinion sites: epinions, Amazon reviews, Yelp | 713.568.6835 twitter: aynbrand
 Photo sharing: Flickr, SmugMug, Picasa, Photobucket
 Video sharing: YouTube, Vimeo
 Livecasting: Ustream,
 Audio/Music Sharing: imeem,, Pandora, iLike

 Virtual Worlds: Second Life, Active Worlds, IMVU,
 Social Gaming: World of Warcraft, Halo, | 713.568.6835 twitter: aynbrand

WHO IS USING WEB 2.0? | 713.568.6835 twitter: aynbrand

Who is using it?

Nearly half
of all online
participate in

at least one
Web 2.0
activity. | 713.568.6835 twitter: aynbrand

Top 20 Social Sites, Users Time/Pers
06/08 (000) on

The Numbers: 59,482 2:19:38
Facebook 29,226 1:21:14
Classmates Online 15,451 0:08:30
LinkedIn 9,566 0:12:52
 47% of people’s time on the
Windows Live Spaces 8,546 0:06:13
internet is spent on content;
33% on communicating 7,481 0:04:43
AOL Hometown 5,539 0:01:53
 91% of users are likely to act Club Penguin 4,347 0:32:47
on a friend’s recommendation Flixster 3,662 0:04:09
 330 million online video Imeem 3,558 0:12:03
viewers 2,867 0:33:27
AOL Community 2,818 0:35:58
 Twitter @ 1 million users and 2,622 0:03:46
3 million messages per day
Ning 2,271 0:06:57
 LinkedIn @ 19 million users Bebo 2,176 0:20:33
hi5 2,025 0:23:34
 MySpace @ 110 million users 1,900 0:16:38
 41% of users read blogs 1,887 0:02:15

Source: Vanina Delobelle, PhD – May 08 MyYearbook 1,749 1:00:10

Yahoo! 360° 1,655 0:07:51 | 713.568.6835 twitter: aynbrand

ALL IN: Multigenerational Use
Facebook Users
 2.6 million users identified: 63% female, 36% male
 17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs |
5%>45 yrs
 2.9 major social networking sites used on average

MySpace Users
 11.3 million users identified: 63% female, 36% male
 20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs |
6%>45 yrs
 2.4 major social networking sites used on average

LinkedIn Users:
 0.8 million users identified: 38% female, 61% male
 2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs |
16%>45 yrs
 3.2 major social networking sites used on average

Plaxo Users:
 1.3 million users identified: 62% female, 37% male
Source: Rapleaf
 16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs |
11%>45 yrs | 713.568.6835 twitter: aynbrand
 3.6 major social networking sites used on average
Percent of each generation in each Social Technographics® category








Gen Y Gen X Younger Boomers Older Boomers
(18-26) (27-40) (41-50) (51-61)

Creators Critics Collectors Joiners Spectators Inactives

Base: US online consumers
Source: NACTAS Q4 2006 North American Devices & Access Online Survey, Forrester
NACTAS Q4 2006 Youth Media & Marketing And Finance Online Survey | 713.568.6835 twitter: aynbrand

The RenGen
Short for Renaissance Generation, RenGen was coined by
Patricia Martin to identify the new “Cultural Consumer”
that has emerged alongside social media. This market
comprises people from various age groups who are united
by similar psychographics, rather than by traditional
 Their world is wired, flat, social, and democratic.
 They want authenticity, meaning, good design, natural
/organic experiences and products.
 They want to feel connected to a mission* and have fun.
 They believe strongly in community service* and
volunteering for a good cause.
 They connect through the Web frequently and
*Source: “Decoding Generational Differences” by W. Stanton Smith, Principal, Next Generation Initiatives
regularly. | 713.568.6835 twitter: aynbrand

Case Study: Barack Obama

$32 million raised from 275,000

who gave $100 or less | 713.568.6835 twitter: aynbrand
The Long Tail

The New Way

(with a bigger, longer tail)
The Old Way
(Pareto Principle,
or 80/20 rule)

When Web 2.0 is applied… | 713.568.6835 twitter: aynbrand

Change is Here!

Web 2.0 significantly increases

total value contributed/received
by aggregating the “long tail”
of smaller value donors.

High $
on 20%

Low $ value
donors, Larger
distribution | 713.568.6835 twitter: aynbrand

Organizations Going Social: | 713.568.6835 twitter: aynbrand

WHY SHOULD I USE IT? | 713.568.6835 twitter: aynbrand

The Future is Social
Social media allows you to effectively engage audiences to:
 Enhance your image
 Raise awareness for your organization, programs, and services
 Share news and event notices
 Get actionable feedback
 Build donor, member, stakeholder, and volunteer relationships
 Develop community around your mission
 Manage volunteers & staff
 Research opportunities

… all at little-to-no cost, with high ROI in comparison to

traditional media. Your only cost is time & dedication! | 713.568.6835 twitter: aynbrand

Join the Conversation
Web 1.0 Web 2.0

YOU Audience YOU Audience

Monologue – One Way Dialogue – Two Ways

Mass Broadcast Personalized
Static Communications
No Consumer Community Dynamic & Real-time

Shotgun Approach: Hard to Interactive & Collaborative

Target Specific Audiences Rich Data & Interest Groups

Hard to Engage Audience Allow for Better Targeting
Easy to Build Community | 713.568.6835 twitter: aynbrand

Be Seen: Establish a Web Presence
 If you don’t have a Web site right now, you are
missing out on tapping into the highest concentration
of educated, affluent, and socially-conscious people
around the world: the Internet users.
 Many non-profits and artists don’t have the time or
resources to invest in developing their own Web sites
 Free 2.0 tools like blog platforms, content
management systems, and white label social
networks can help you develop a Web presence
quickly, easily, and cheaply.
 If your primary need is to post basic information and
content, and your outreach strategy involves the type
of people who are likely to be using specific 2.0 tools,
then consider using those same tools to create your
Web presence, rather than building a site from
scratch. | 713.568.6835 twitter: aynbrand
Be Heard: Advocate & Promote
Social media is one of the most effective and
inexpensive ways to tap into the “long tail” market to
develop support for your cause, and to promote your
organization, its programs, events, and initiatives.

Targeted email newsletters, microblogging platforms

like Twitter, and apps like Causes in Facebook, provide
you with ways to quickly and easily trigger a “Butterfly
Effect” that builds awareness and buzz for:
 Calls to Action
 Online Petitions
 Event Attendance
 Volunteer Recruitment and Mobilization
 Organizational Information and Updates | 713.568.6835 twitter: aynbrand

Be Advised: Listen & Learn
Listen and learn from constituent/audience
Social media is a great way to get candid, honest feedback and
provide great constituent/member service. By joining the
conversation, you can:
 Find out what people are saying about your organization
 Immediately address any issues or criticisms
 Correct misunderstandings or misconceptions
 Learn how you can improve programs and services

Research VIPs, potential donors, employees, and

A vast amount of information about people is volunteered on
social networking sites. You can use that to research:
 The history & interests of a potential donor or Board
 The background & affiliations of a potential employee | 713.568.6835 twitter: aynbrand
Be a Friend: Build Relationships
Social media encourages user participation. It’s up to
you to “answer the phone” and complete the
connection, engaging people in dialogue that enhances
audience development, loyalty, and lifespan.

Build Relationships with Your Audience

 Continually share your vision and enthusiasm to
develop Brand Ambassadors and Citizen Marketers
among current constituents and stakeholders.
 Look for emergent opportunities to meaningfully
communicate your mission with new audiences.
 Look for ongoing opportunities to recruit and develop
potential donors, members, volunteers, and staff. | 713.568.6835 twitter: aynbrand

Be a Hub: Build Community
As your social media efforts snowball and spread by
Word of Mouth (WOM) around the Web, you develop a
community of supporters and advocates, with you
positioned as the hub for information and interaction.
 Become a resource: By providing relevant and useful
information for current members and new audiences,
they will continue to come back to you for more.
 Build bridges: By adding ways for people to interact
with you, it becomes easier for them to support you.
 Cultivate culture: By regularly encouraging proactive
participation among your audience, you build good
habits of “buy-in” and support for your organization.

…And it will only cost you time, commitment, &

patience. | 713.568.6835 twitter: aynbrand

HOW DO I GET STARTED? | 713.568.6835 twitter: aynbrand

FIRST: Is 2.0 REALLY Right for You?
Before committing resources to pursuing a social media
strategy or campaign, consider and assess the following:
 Is your audience online?
 How willing are you to experiment, take risks, and adapt?
 Are you ready to face bad news? Platforms like blogs allow
for candid comments, both positive and negative, and
some organizations aren’t ready to address those opinions.
(Avoidance is not a good long-term solution, though!)
 Do you have enough resources to effectively pursue this?
 Do you have Board and stakeholder buy-in?
 Who will manage the strategy/campaign?
 How will you fit this into people’s day-to-day
 How will you track and measure results?
 How long are you willing to give it a try? | 713.568.6835 twitter: aynbrand

Know Your Destination
Begin with the End in Mind
To map a social media strategy, you need to clearly
define your goals and fully grasp how the strategy will
help you achieve them. Where are you going? How will
you get there? How will you know you’ve arrived? For a
non-profit organization, those goals may include:
 Build awareness and recognition
 Increase audience / membership / volunteer / donor base
 Generate leads for new funding sources
 Increase overall or per-program revenue
 Improve internal communications
 Educate constituents
 Establish thought leadership
 Crowdsource projects | 713.568.6835 twitter: aynbrand

Develop a Strategy: Structure
Once you’ve clearly defined your goals, map the strategic
path you will take to achieve them. Points to address:
 Method: Decide on the mix of content you will create,
then design your organization’s workflow around it.
 Community: Determine how you will reach and
engage the people you seek to gather around your
 Communication: Build a central “home” for your
communications, whether an aggregator, blog, or CMS.
 Outposts: Create social network outposts where you
can interact with others and share the way to your
 Design & Linkage: Link all profiles to target
audiences, community sites, industry sites, business
sites, portals, blogs | 713.568.6835 twitter: aynbrand
Develop a Strategy: Engage
With your structure set, map your engagement strategy:
 Outreach: Determine how you’ll build awareness
and develop relationships with the media you’re
 Participate: Regularly join in the conversation,
posting comments, kudos, questions, etc., on related
 Listen: Implement a listening system or process that
monitors your profiles/feeds to follow the
 Subscribe to Google Alerts to monitor URLs and
 Set up a Technorati account
 Set up Feedburner for your blog and track subscribers
 Use TweetBeep to monitor keywords on Twitter
 Google your organization regularly | 713.568.6835 twitter: aynbrand
 Respond promptly to all comments and questions
Remember: It’s Social
When your strategy is mapped and you’re ready to begin
execution, remember to make sure every communication
is aligned with your organization’s mission; and focus on
the experience and benefits you provide for your
 It’s not about coffee – it’s about the café culture
 It’s not about a hog – it’s about a lifestyle
 It’s not about an event – it’s about sharing a culture
 It’s not about seats – it’s about an inspiring performance
 It’s not about heads – it’s about a community of individuals
 It’s not about education – it’s about helping a child achieve a
better future
Always keep in mind: On the receiving end of every
message you send is a real, live, sentient person – aim to
connect! | 713.568.6835 twitter: aynbrand

Now, Just Do It!
Embrace Transparency, Authenticity, and
 Be Transparent: Being open and honest is essential to
developing trust among audiences. Many people already
approach social media with skepticism. Let people know
you have nothing to hide: Adopt a policy of full disclosure.
 Be Authentic: Let your organization’s culture and
character shine through. With so much “spin”
bombarding audiences, use your unique voice to let them
know you’re the real deal.
 Make it Meaningful: Remember, this is a conversation,
not a business mixer. You want to engage people, not just
add emails to a list. Make your communications relevant,
useful, on mission, and of real value/benefit for your
audience. | 713.568.6835 twitter: aynbrand

Now, Just Do It!
Get Online and Connect with People
 Visit them where they congregate: In forums? Start
discussions. On blogs? Comment to posts. On social
networks? Add them as friends. On Twitter? Follow them.
Share your mission. Support their interests and causes, and
they will return the favor.
 Create profiles on the social networking sites most relevant
for your organization. Make your profile & branding
 Search for and reach out to people with similar interests

Be Proactive: Share Everywhere!

 Post videos on YouTube, announce events on Twitter, post
comments on Facebook, blog about your organization, etc.
 Reciprocate support by sharing other people’s videos,
tweets, comments, posts, etc., - it’s a two-way street! | 713.568.6835 twitter: aynbrand

Now, Just Do It!

 Create a Profile & populate
it with organization
 Customize it to be
consistent with your brand
 Seek and invite people to
Add You as a Friend
 Start a Cause & invite
people to join it!
 Join relevant groups | 713.568.6835 twitter: aynbrand

Now, Just Do It!

 Create a Profile &
populate it with
organization information
 Customize it to be
consistent with your
 Seek and invite people to
Add You as a Friend
 Join relevant Groups | 713.568.6835 twitter: aynbrand

Now, Just Do It!

 Create a Profile &
populate it with your
professional information
 Customize it to be
consistent with your
 Create a group for your
 Invite them to join | 713.568.6835 twitter: aynbrand

Now, Just Do It!

 Create a Profile &
populate it with your info
 Customize it to be
consistent with your
 Seek individuals who
share relevant interests
to follow and @reply to
 Tweet! | 713.568.6835 twitter: aynbrand

Now, Just Do It!

 Create Viral Videos
 Record Events, Forums
 Upload them
 Blog/Tweet and Share | 713.568.6835 twitter: aynbrand

Now, Just Do It!

 Create Useful
 Upload them
 Blog/Tweet and Share | 713.568.6835 twitter: aynbrand

Grace Rodriguez
President, AYN Brand | 713.568.6835
twitter: gracerodriguez | facebook: gracejrodriguez