Social Media Marketing ZeroDivide Webinar Dec 8, 2009
Socialmediamkting Webinar Cheryl Contee 120809
Jan 13, 2015
Social Media Marketing Strategies for Social Ventures
The session, presented by Cheryl Contee, reviewed core principals and strategies for successful social media marketing campaigns, customer outreach, and follow through.
The session, presented by Cheryl Contee, reviewed core principals and strategies for successful social media marketing campaigns, customer outreach, and follow through.
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Social Media
Marketing ZeroDivide Webinar
Dec 8, 2009
Cheryl is a Web 2.0 and Social Media expert with over 13 years of expertise. She is a partner and consultant at Fission Strategy, and also co-founder of and blogger for Jack and Jill Politics.
About Cheryl Contee
Fission Strategy = Social Media for Social Good
I’m also Jill Tubman @ JackandJillPolitics.com
Years of experience helping businesses and non-profits launch online campaigns
Businesses: Avaya, Lenovo, Verizon, PG&E, Blue Cross Blue Shield Association, SF 49ers & NFL
Non-profits: Amnesty Int’l, ACLU, Alliance for Climate Protection, Greenpeace, MoveOn, Oxfam
B.A. Yale; MBA Georgetown
StatusThe Revolution Will Not Be Televised
What is Web 2.0?
Web 1.0 = Information and Transaction
Web 2.0 = Connecting People to People
Social Media Meets
NonProfitsThe Death of Direct Mail
Direct Mail Doomed…Long Live Email
Borrell Associates report projects 39% decline for direct mail over the next five years
Direct Mail: $49.7 billion in annual ad spending in 2008 to $29.8 billion by the end of 2013
In 2008, email advertising quietly moved to the No. 1 online ad category spot ($12.1 billion)
Email marketing: 1/10th the cost of direct mail
Email marketing will rise and be local-focused
Major Donors prefer email or social media contacts
Social Media and NonProfits – N-TEN
Nearly 3/4s of 980 nonprofit professionals surveyed report integrating social networking into their online marketing and communications
74% have a presence on Facebook with an average community size of 5391 members
Four-fifths of survey respondents said that their nonprofit has at least one-quarter of a full-time staff person spearheading their online social networking
Over 50% say that they intend to increase social network staffing over the next 12 months
Social Media and NonProfits – Weber-Shandwick/KRC Research
200 non-profit and foundation executive directors
Reduces costs relative to traditional media outreach (77%)
61% say the rewards outweigh the risks for reaching external audiences
85% intend to make greater use of social media in the next two years
78% will require additional and deeper social media expertise to keep communicating and garnering support for their work.
Challenge: Donors, Policymakers, Media
Social Media Marketing
How Does It Work?
Marketing Using Social Media
What’s the Imperative?
What’s the End Goal?Who’s In Our Way?Plan of ActionEngage!Measure Success
Evolving Digital Channels
Community Defined
Individually Defined
Organization DefinedControlled
Information
TheChanging Landscape
CONTROL OF CONTENT
User-Generated Content
User-Controlled Immersive
Environment Unstructured
Semistructured
Structured
Access Find Participate Co-CreateShare Collaborate
Campaign Components
Target Audience
Research
Allies & Partners
Message Strategy
Spokespeople
Measure of Success
The P.O.S.T. Method
People
Objectives
Strategy
Technology
Hispanics Online
• 19.5 million Hispanics online – most are English speaking or bilingual
• Largest ethnic audience online in U.S.
• 89% of Latinos who have a college degree, 70% of Latinos who completed high school, and 31% of Latinos who did not complete high school go online.
• In February 2008 the average Hispanic-American over the age of 11 spent more time online (56%) than watching television (50%)
• More likely than whites to use IM, Internet TV, Mobile Internet, blogs, and multitask
Ladder of Engagement
Impressions – Media, Websites, Ads
Peer-to-Peer Info Sharing
Action Steps e.g. Sign Petition, Join Email List, Become a FB Fan
Offline Action: Rally, Protest, Meeting, Movie Screening
Upload Video and Photo
Donate/Buy
Dual Pronged Approach
Top Tier Strategy ModelsChampionsConvenors
Long Tail StrategyPeersCommentersCritics
DIYTwitter and Facebook and Blogging…Oh My!
Blog ROI – Forrester Research
Evolving Digital Channels
Community Defined
Individually Defined
Organization DefinedControlled
Information
TheChanging Landscape
CONTROL OF CONTENT
User-Generated Content
User-Controlled Immersive
Environment Unstructured
Semistructured
Structured
Access Find Participate Co-CreateShare Collaborate
Now What?
Google yourself. Then Technorati yourself. Then YouTube, Flickr, Facebook and Digg yourself.
Start integrating new tools and techniques.
Follow the mainstream media. They are leading consumer adoption of Web 2.0
Find your supporters online.
Talk to them. Listen to them.
Lead them. Follow them.
Getting Started
Tweeting: Twirl, TweetDeck, Hootsuite, Echofon, Twitterberry
Tracking Twitter: Twittorati.com, Search.Twitter.com
Launch Blog: WordPress, Typepad, Blogger
Read Blogs: Newsgator, Google Reader
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