Social Media for Small Biz and Non-Profits
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This document discusses strategies for using social media for small businesses and non-profits. It covers the history of communication from mass media like print, radio, and TV to social media. It also discusses key social media platforms like Facebook and Twitter and their growth. The document outlines the new media supply chain of content, delivery networks, hardware terminals, and conversation. It proposes a social media campaign model of identifying opportunities, creating remarkable content, developing delivery channels, and managing conversations. Finally, it discusses the need to shift from disruption marketing to building trust and transparency through social engagement.
Social Media for Small Biz and Non-Profits
- 1. SOCIAL MEDIA BLOCKBUSTER IDEAS FOR SMALL BUSINESSES AND NON-PROFITS FPRA CAPITAL CHAPTER - ER 4 PR 2012 RYAN COHN VP of Digital/Social Operations
- 2. FUNDAMENTALS OF NEW MEDIA • History of Communication (Mass vs. Social) • Growth of the Social Web • New Media Supply Chain • Social Campaign Model • Shift Away from Disruption Marketing
- 3. History of Communication (Mass vs. Social) Where we are now TV Radio Printing Press
- 5. Social Media: By the Numbers FACEBOOK (est. 2004) 955 million – Number of monthly active Facebook users as of July 1, 2012 545 million – Number of daily active Facebook users as of July 1, 2012 538 million – Number of monthly active Facebook users that log in via mobile (7/1/12) 100 billion – Estimated number of photos on Facebook by mid-2011 TWITTER (est. 2006) 225 million – Number of Twitter accounts 100 million – Number of daily active Twitter users in 2011 (31.9% annual growth) 20.2 million – People following Lady Gaga (Twitter’s most popular user) 250 million – Number of tweets per day during October 2011 Years to Reach 50 Million Users: BLOGS Radio (38 Years) 39 million – The number of Tumblr blogs TV (13 Years) at the end of 2011 Internet (4 Years) iPod (3 Years) 70 million – Total number of WordPress blogs at the end of 2011 Facebook added 100 Million in less than 9 months
- 6. The Growth of Facebook (mobile vs. all formats) Mobile Monthly Active Users Worldwide (in millions) Monthly Active Users Worldwide (in millions) 1000 950 955 900 901 850 845 800 800 750 739 700 680 650 600 608 550 550 538 500 488 482 450 431 432 400 376 350 360 325 300 305 288 250 242 245 200 196 150 155 129 100 101 75 50 50 0 1-Apr-09 1-Jul-09 1-Oct-09 1-Jan-10 1-Apr-10 1-Jul-10 1-Oct-10 1-Jan-11 1-Apr-11 1-Jul-11 1-Oct-11 1-Jan-12 1-Apr-12 1-Jul-12
- 7. Social is the hottest topic today! Always in the news: Tons of buzz words: But social is just the evolution of word of mouth, so let’s break this down…
- 8. NEW MEDIA SUPPLY CHAIN CONTENT CONTENT DELIVERY NETWORK HARDWARE TERMINAL CONVERSATION
- 9. A few content delivery networks…
- 10. Hardware terminals of today:
- 11. New hardware terminals of tomorrow:
- 13. CONTENT DELIVERY NETWORK CONVERSATION CONTENT
- 14. Without content, there is no conversation.
- 15. GIVE value if you want to GET value in return.
- 16. Social Campaign Model 1. Identify Opportunities Research; Monitor current conversation spaces 2. Create Remarkable Content “Remarkable” = Content that makes people remark/comment 3. Develop Delivery Channels Create a new channel/audience or leverage already existing? 4. Manage Conversations Long term necessity; Establish leadership presence
- 17. The Shift Away from Disruption Marketing “Only twenty years ago, our access was bounded by the books we owned, the TV shows we watched, and the books in our library. Today, because of the web, we’re seeing an exponential increase in the amount of information that we have access to. “In a world of too much information, the only way to be successful will be to fit in seamlessly and naturally into people’s lives. You can introduce new content and new ideas to people, but it will need to feel natural or it will be ignored at best, infuriating at worst. The best way to do this will be through people’s friends.” - Paul Adams, Product Development at Facebook (ex-architect of Google+)
- 18. TRUST AND TRANSPARENCY • Hierarchy of Trust • Results of 2012 Edelman Trust Barometer Study • Integration and Buy-in from Executives • Opaque Ceiling Effect
- 19. HIERARCHY OF TRUST SOCIAL EXPERT GENERAL
- 23. Google Image Search for CEO (All Results on Page 1): …woah!
- 24. Opaque Ceiling Effect I see what my friends, family, and acquaintances are doing every single day (“people like myself”), but I can’t see what is happening in the boardroom. If a business wants to build trust, transparency is a necessity!
- 25. Fantastic example of a social savvy executive:
- 26. All tweets come directly from Tony Hsieh