Family Equality Council: Social Media 101 June 21st, 2011

Who are the Geek Girls? Nancy

Follow, Friend & Fan Work: clockwork.net Blog + Podcast: geekgirlsguide.com Facebook: facebook.com/geekgirlsguide

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Agenda Overview Value Goals & Strategies Tactics & Measurement

Social Media Overview

Social media is not about technology. It’s about connections, conversations and content.

Historically, connections, conversations and content were separate.

Today, web-based tools facilitate connections that are supported by content that we contribute.

Social Media the sites and applications we use to connect, have conversations and share content with each other.

The Ways we Share Personal Professional Organizational

Why Should We Care?

“There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.”

“I don’t care what anyone had for lunch.”

“It’s easy to deride this sort of thing as self-absorbed publishing - why would anyone put out such drivel in public? It’s simple. They’re not talking to you.” First, Change Your Mind

Social media is the #1 activity on the web. Huffington Post, September 2008

60% of Americans use social media. 93% of them expect companies to have a presence there. Cone, September 2008

96% of Gen Y is on a social network. Gen Y outnumbers Boomers (as of 2010). They think is passe. Trendspotting, July 2007

There are over 200 million blogs. 54% of bloggers post or tweet daily. 34% post opinions about products and brands. China Internet Information CenterChina Internet Information Center, Technorati, Wikipedia, ClickZ

If Facebook was a country, it would be the 3rd most populous in the world with 500 million people. The United States population is 300 million. Facebook

Technology is not leading to social isolation. Americans who use the Internet and mobile phones have larger and more diverse social networks. Pew Internet & American Life Project, November 2009

Social Media Strategy A good social media strategy creates, and participates in, a conversation that drives traffic and action. But, it’s not about directly selling. It’s about connecting.

Social Media Strategy Done right, connections can lead to conversions.

Goals are few and largely static. Not too vague (“increase sales”) or too specific (“get on Facebook”). They tell us what to do, when to do it and imply that we are not doing it now. Grow market share in the education sector.

Strategies are conceptual, nonspecific ways to achieve goals. They tell us what to do, not how to do it. They change depending on their success or failure. Inspire students to talk to their parents about our products and draw attention to our products via social media sites.

Tactics & Measurement

Listening & Sharing How are we listening? When are we replying? Where are we publishing our own content? How are we making that content easy to find and share?

How Are We Listening? Web Stats Google Alerts Mentions (Twitter, Facebook, etc.)

Tactical Details

Tactics are experiments. There are many and they all serve a strategy. Measure whether each tactic helps, hurts or is neutral to the strategy. Get on Facebook.

Facebook Profile Page Group Application Likes Comments Reviews Discussions

Twitter Profile Bio Following Hashtags DMs

LinkedIn Profile Company Group Questions

Foursquare & Yelp Profile Mayor Offers Tips Reviews

Being Social

Building Social Capital Helping (RTs, sharing, attending and promoting events) Conversing Likes, Comments)

Spending Social Capital Asking for stuff Promoting stuff

Recommended Reading The Cluetrain Manifesto Here Comes Everybody, Clay Shirky Groundswell, Charlene Li & John Bernoff Friends with Benefits, Darren Barefoot & Julie Szabo

Thank you. If you hated us, tell us. If you loved us, tell the Internet.