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T3 @ HAA : Web 2.0 & Social Media Primer
Presented by: Grace Rodriguez, AYN Brand

blog.aynbrand.com grace@aynbrand.com | 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 it? 4. How do I get started?

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

WHAT ARE WEB 2.0 & SOCIAL MEDIA?

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter:Angermeier Tag Cloud: 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 O'Reilly:
“…core competencies of Web 2.0 companies:”  The Web as Platform – The World is Flat (Thomas L. Friedman)  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 Mobility  Rich User Experiences – Useful, Engaging, CommunityOriented

blog.aynbrand.com grace@aynbrand.com | 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.

blog.aynbrand.com grace@aynbrand.com | 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

blog.aynbrand.com grace@aynbrand.com | 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, Friendster Social Network Aggregators: FriendFeed, Youmeo “White Label” Social Networks: Ning, KickApps, CollectiveX Crowdsourcing: Wikipedia, PBWiki, crowdSPRING, Kluster, CollabandRate, NameThis Social Bookmarking: del.icio.us, StumbleUpon, Digg, Reddit Opinion sites: epinions, Amazon reviews, Yelp

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

POPULAR WEB 2.0 TOOLS/SITES:
Multimedia
   

Photo sharing: Flickr, SmugMug, Picasa, Photobucket Video sharing: YouTube, Vimeo Livecasting: Ustream, Justin.tv Audio/Music Sharing: imeem, Last.fm, Pandora, iLike

Entertainment
 

Virtual Worlds: Second Life, Active Worlds, IMVU, There Social Gaming: World of Warcraft, Halo, Miniclip.com

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

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WHO IS USING WEB 2.0?

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Who is using it?
Nearly half of all online consumers participate in at least one Web 2.0 activity.

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Top 20 Social Sites, 06/08

Users (000) 59,482 29,226 15,451 9,566 8,546 7,481 5,539 4,347 3,662 3,558 2,867 2,818 2,622 2,271 2,176 2,025 1,900 1,887 1,749 1,655

Time/Pers on 2:19:38 1:21:14 0:08:30 0:12:52 0:06:13 0:04:43 0:01:53 0:32:47 0:04:09 0:12:03 0:33:27 0:35:58 0:03:46 0:06:57 0:20:33 0:23:34 0:16:38 0:02:15 1:00:10 0:07:51

The Numbers:

Myspace.com Facebook Classmates Online LinkedIn Windows Live Spaces Reunion.com AOL Hometown Club Penguin Flixster Imeem Tagged.com AOL Community Last.fm Ning Bebo hi5 Meetup.com Buzznet.com MyYearbook Yahoo! 360°

47% of people’s time on the internet is spent on content; 33% on communicating 91% of users are likely to act on a friend’s recommendation 330 million online video viewers Twitter @ 1 million users and 3 million messages per day LinkedIn @ 19 million users MySpace @ 110 million users 41% of users read blogs
Source: Vanina Delobelle, PhD – May 08

     

blog.aynbrand.com grace@aynbrand.com | 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 blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand  3.6 major social networking sites used on average

XYZ: Youth DOMINATES ONLINE
Percent of each generation in each Social Technographics® category

70% 60% 50% 40% 30% 20% 10% 0% Gen Y (18-26) Creators Critics Gen X (27-40) Collectors Younger Boomers (41-50) Joiners Spectators Older Boomers (51-61) 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

blog.aynbrand.com grace@aynbrand.com | 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 demographics:
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.

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Case Study: Barack Obama

$32 million raised from 275,000 people who gave $100 or less

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

The Long Tail

The New Way (with a bigger, longer tail)
The Old Way (Pareto Principle, Control or 80/20 rule)
20%
Source: http://en.wikipedia.org/wiki/The_Long_Tail

When Web 2.0 is applied…

blog.aynbrand.com grace@aynbrand.com | 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 $ value donors, Smaller distributi on

20%

Source: http://en.wikipedia.org/wiki/The_Long_Tail

Control

Low $ value donors, Larger distribution

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Organizations Going Social:

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WHY SHOULD I USE IT?

blog.aynbrand.com grace@aynbrand.com | 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!

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Join the Conversation
Web 1.0
YOU Audience YOU

Web 2.0
Audience

Monologue

– One Way Mass Broadcast Static No Consumer Community Shotgun Approach: Hard to Target Specific Audiences Hard to Engage Audience

Dialogue

– Two Ways Personalized Communications Dynamic & Real-time Interactive & Collaborative Rich Data & Interest Groups Allow for Better Targeting Easy to Build Community

blog.aynbrand.com grace@aynbrand.com | 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.

blog.aynbrand.com grace@aynbrand.com | 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

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Be Advised: Listen & Learn
Listen and learn from constituent/audience feedback.
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 others.
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 Member  The background & affiliations of a potential employee

blog.aynbrand.com grace@aynbrand.com | 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.

blog.aynbrand.com grace@aynbrand.com | 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.

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

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HOW DO I GET STARTED?

blog.aynbrand.com grace@aynbrand.com | 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 responsibilities?  How will you track and measure results?  How long are you willing to give it a try?

blog.aynbrand.com grace@aynbrand.com | 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

blog.aynbrand.com grace@aynbrand.com | 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 organization.  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 platform.  Design & Linkage: Link all profiles to target audiences, community sites, industry sites, business sites, portals, blogs

blog.aynbrand.com grace@aynbrand.com | 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 making.  Participate: Regularly join in the conversation, posting comments, kudos, questions, etc., on related sites.  Listen: Implement a listening system or process that monitors your profiles/feeds to follow the conversation.

 Subscribe to Google Alerts to monitor URLs and keywords  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 blog.aynbrand.com grace@aynbrand.com | 713.568.6835  Respond promptly to all comments and questions twitter: aynbrand

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 audience:
     

It’s not about It’s not about It’s not about It’s not about It’s not about It’s not about better future

coffee – it’s about the café culture a hog – it’s about a lifestyle an event – it’s about sharing a culture seats – it’s about an inspiring performance heads – it’s about a community of individuals education – it’s about helping a child achieve a

Always keep in mind: On the receiving end of every message you send is a real, live, sentient person – aim to connect!

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Now, Just Do It!
Embrace Transparency, Authenticity, and Meaning.
 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.

blog.aynbrand.com grace@aynbrand.com | 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 consistent!  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!

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Now, Just Do It!
Facebook
    

Create a Profile & populate it with organization information 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

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Now, Just Do It!
MySpace

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

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Now, Just Do It!
LinkedIn

Create a Profile & populate it with your professional information  Customize it to be consistent with your brand  Create a group for your stakeholders/members/ team  Invite them to join

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Now, Just Do It!
Twitter

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

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Now, Just Do It!
YouTube
 

Create Viral Videos Record Events, Forums  Upload them  Blog/Tweet and Share

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

Now, Just Do It!
SlideShare
  

Create Useful Presentations Upload them Blog/Tweet and Share

blog.aynbrand.com grace@aynbrand.com | 713.568.6835 twitter: aynbrand

THANK YOU!
Grace Rodriguez President, AYN Brand
twitter: gracerodriguez | facebook: gracejrodriguez

grace@aynbrand.com | 713.568.6835

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