Social Networking 101

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					  Non Profits & Social Media
                       July 2009
                        Presented By:
                    Jonah Lupton
                     SocialTrak Inc.
                    Founder & President

             Cambridge Appleton Trust
           Trust Officer & Assistant Vice President

                    617-818-1529 (cell)


89% of Non Profit Organizations are using Social Media
What is Social Media?
   Social media is a combination of user generated content (UGC), consumer
    generated media (CGM) and traditional published content across a variety of
    technologies and web-based platforms including social networks, blogs, video,
    websites, mobile devices, email, and more

     Communication, Collaboration, Multimedia, Reviews, Events
      & Entertainment

   Social media has created a shift in how people discover, read and share news,
    information and content - Social media is instantaneous
        - 67% of Internet users are engaged in some way with social media

   Social media provides an INEXPENSIVE marketing and brand awareness tool
    that allows people and organizations to connect on a personal level

   Social media can spread incredibly fast but it usually won’t happen over night
     You must be committed – track results w/ Google Analytics or Hubspot

   Social media has turned content readers into content publishers and is connecting
    people around the world who otherwise would never know each other or have
    anything in common
    Connecting with YOUR audience?
   Every company, organization and nonprofit needs to define and focus on a particular
    social media strategy – REACH A GLOBAL AUDIENCE
     What does your organization do?
     Who do you want to connect with?
     Where can you find them?
     How do you get them to follow you and care about your organization?

   Before sprinting down the wrong path and wasting time and money, its important
    that you analyze your market, audience, and demographics
        Technology platform
        Time commitment
        Expected results

   Social Media can target decision makers, consumers, donors, create a buzz about
    your company, a service or product, spread good news or deal with bad news i.e.
    crisis management, get market feedback/surveys
   PR firms and Advertising agencies are developing entire departments to exclusively
    help clients develop and implement social media strategies
45% of Non Profits said that social media was critical to fundraising
Lots of social media outlets?
      Where should you focus your time!!!
Facebook, MySpace, Linked In, Twitter, YouTube,
Ning, Flickr, Bebo, Hi5, Orkut, Digg, Yelp, Multiply,
XING, Friendster, Slideshare, Tagged, Yammer

FACEBOOK – personal profiles
     - 250 million users & 130 million monthly website hits
     - 35-50 age group is fastest growing demographic on Facebook
     - 40% of Facebook users are over the age of 35
     - 74% of nonprofits have a presence on Facebook

FACEBOOK –             YOUR organization should have a:
                      Facebook Group & Facebook Fan Page

- Average NonProfit Facebook community has 5,454 members
LINKED IN – business profiles
      - 42 million users & 12 million monthly website hits
      - a new user joins Linked In every second (200 countries)

Linked In – Company Page
           (Cambridge Appleton Trust)

Linked In – Company Page

Linked In - GROUPS
     - Excellent place to begin searching for people with similar personal,
       business, and charitable interests

Linked In – GROUPS
    (Greater Boston Estate Planning Professionals) – 451 members

TWITTER – micro blogging, limited to 140 characters
                - 20 million monthly website hits
                - # of users grew 1,900% from June 2008 to June 2009 – download to iPhone or Blackberry phone – manage multiple accounts from your desktop
Ning   - start your own social network for FREE
              and choose from thousands to join

Communispace                – builds private online communities for
Fortune 1000 companies to engage their engage and understand their
customers (like a 500 person interactive focus group for global brands)
YouTube – upload and share videos with the world
                         VIRAL MARKETING
- Susan Boyle’s TV appearance was viewed 100 million times in ONE month

SocialTrak    - Project Smile,
    - founded by Jonah Lupton in 2008

Blogs – setting up a blog takes a few minutes
                  - 57% of NonProfits are blogging

        - 72% of internet users read blogs
        - More than 100 million active blogs (a new blog created every minute)  

Increase in Social Media efforts
- 80% of NonProfits have at least ¼ of a full-time person for social media

   Study by the University of Massachusetts Dartmouth Center for Marketing Research
How to maximize results on Linked In?
   Social media is all about starting conversations and building relationships

   LINKED IN is quickly becoming one of the best business tools
    of our lifetimes
     ◦ I use Linked In as an “Ice Breaker”
     ◦ I found several of my board members through Linked In
     ◦ Ask yourself – who do you want to connect with?

   1st – Connect with all your friends, former classmates, business associates, top
    donors, volunteers, etc

   2nd – Leverage your connections and ask for introductions

   Join as many groups as you can (you can join up to 50 groups)
    ◦ Begin participating in group discussions and connecting with group members

   Linked In is also good for researching bio’s and resumes, recruiting employees,
    generating leads, staying on top of relevant news, and performing due diligence on
    prospects, potential employees, potential bosses, and other professionals
Where to Get Started
   FORM A STRATEGY – consult with an expert if necessary

   Define who you want to target

   Decide which social media platforms make sense for you organization

   Time is a valuable commodity so don’t spread yourself too thin or you won’t make
    any impact and you’ll get frustrated

   Create your profile, groups, fan pages, and blogs but its critical you stay committed,
    active and keep it updated

   CONTENT is KING – a blank profile serves no purpose

   Link your profile(s) together, make sure you are promoting your blog(s), company
    websites, other social media profiles to your followers

   Start Blogging
    ◦ Talk about company news, personal news, industry news, product news, or
       anything that readers & subscribers may find useful – stay away from really
       controversial issues and never talk religion or politics

  Fears (or excuses) of social networking
 Its too late to start, I’ve already missed the opportunity
      Social media is here to stay and growing rapidly

 I’m a private person and don’t want to share personal information with the world
      Only share what you want, you can make your profiles private so only your
     friends and connections can see your information

 I don’t have anything exciting to say
       We all have something to say and we all have opinions about the industries
      we work in, trends, markets, the economy – keep it simple

 Its all too complicated
       Hopefully this presentation has made you realize its not that difficult

 I don’t have the time
       If you really want to be involved with social media, you’ll need to make the
      time and give it at least 6 months before judging the results

By 2011 more than 70 million baby boomers will be using Social media
    Should You Be Blogging
   If you have anything valuable to say, then the answer is YES

   In comparison to a company newsletter, BLOGS are meant to be short and

   Blogging is a great way to keep your followers updated, provide timely
    information and updates, and share your opinions - try not to make it too

   Blogging builds loyalty and brands and keep you on people’s minds

   51% of journalists read blogs to story ideas

   Increase search engine results
     ◦ 28% of all search engine results are now linked to social media and social
       networking sites

    ◦ “Confronted with clutter, consumers gravitate to messages from trusted
      sources. That trust comes from their relationships. Leveraging the right
      relationships is the key to delivering messages they want to receive”
             – Don Martelli, VP at MS&L Public Relations
Your Commitment

    ◦ Who spends more than 2 hours per week?
    ◦ Who spends more than 5 hours per week?
    ◦ Who spends O hours per week?

   The only cost of social networking is your TIME
    ◦ The more time you invest, the more results you should see
    ◦ Spend at least 15-20 setting up your profiles, add as much information as
      possible including work experience, education, skills, activities, etc
    ◦ You should spend at least ONE hour per week making new introductions
    ◦ Writing a BLOG could easily take 30+ minutes

   My personal belief is that the typical professional should spend 2-3 hours per
    week but depending upon your professional and commitment that number
    could be slightly more or less (I spend 6-10 hours per week)

Return on Investment
   Every user and participant of social networking will experience different levels
    of success (what are you goals?)

   Social networking & Social Media are effective business tools for reaching
    many audiences including potential referral sources but you need to find them
    and make an effort to share you message and value

   Tailor your approach depending on your target market
    ◦ Everyone in this room should be on Linked In but many of you probably
       won’t benefit from using Twitter or YouTube (with some exceptions)
    ◦ Twitter is simply used to blasting our 140-character messages
    ◦ YouTube can be effective for posting and sharing video messages

   Try to set some objectives early on:
    ◦ Are you trying to build referral sources
    ◦ Are you looking to connect directly with clients
    ◦ Are you building your company name/brand
    ◦ Are you looking to participate in ongoing discussions
Keys to Success
   Do your research and make sure you are targeting the right audience

   Spend your time wisely – don’t try to be everywhere

   Join groups and participate in discussions, make comments and share

   Connect with your friends and business contacts

   Introduce yourself to 3 new people on social media sites - EVERYDAY

   Keep content fresh and updated

   Only BLOG if you have something valuable or interesting to share

   Try to blog at least 2x per month

   Promote your social media profiles / groups / blogs / fan pages in every
    email signature, piece of letterhead, newsletter blast, website page
    and business cards

   Have fun, be patient and track your success
Questions & Answers
 Please feel to contact me anytime:

         Jonah Lupton