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NTC 2010

April 10th, 2010

It’s time for the Nonprofit Tech conference and this year it is here in Atlanta! Check it out at http://www.nten.org/ntc.

If you’re around, please attend my session on Saturday morning from 10:30 -12 and the Omni CNN Center. The session is hosted by our friends at the Georgia Center for Nonprofits and the topic is how to improve your fundraising efforts through integrated marketing.

Session Description:

Join us for a discussion on how to improve your fundraising efforts through integrated marketing. It’s important to understand the changes taking place today in both disciplines, and how these shifts are reshaping the way we approach both fundraising and marketing. In this workshop, a seasoned veteran with 15+ years experience as a nonprofit leader and business executive will outline exactly what you need to do to be successful at both.


Lights. Camera. Help!

July 31st, 2009

FREE TICKET AVAILABLE, SEE BELOW!

Time for ACTION – Lights. Camera. Help.

This weekend marks the first annual Lights. Camera. Help. awards festival, and you need to check this out!  Lights. Camera. Help. is the premiere film festival for non-profit and cause-driven organizations.

Numerous organizations are taking part in this annual event by submitting films and videos directly related to advancing their cause,  to be reviewed by a panel of judges.  The films and videos will gain recognition by being considered the best in one of several distinct categories.

I wish I knew about this group before I met and became friends with founder David J. Neff at the AMA Nonprofit Marketing Conference two weeks ago.  David was honored with a Social Media award by the AMA for his outstanding work in the field.  Lights. Camera. Help. is just one of many ways he is contributing to Online, Video and Social Media.   If I had known, I would have submitted videos from Operation Smile for consideration!  Well, we will be there next year!  

Not only is this festival a cool idea (I know, if you say “cool” it is a sure sign you are not!), but it’s importance in furthering video as a nonprofit marketing tool can’t be understated.  Video is simply a crucial cornerstone for almost any successful and rounded nonprofit marketing strategy, and an event that recognizes the best will help further our ability to spread the word, empower supporters and raise funds.  Not only will Lights. Camera. Help. highlight outstanding work in the field, they will offer support to nonprofits on how to effectively use video to further their missions.  Additionally, proceeds of the festival go to the winning nonprofit.

  

 If you can get to Austin this weekend, check it out.  A three day pass is available for only $15.  Unfortunately, I can’t make it in this weekend, but I do have a ticket to give away for free.  Just contact me and let me know you want to go, and it is yours!!!  If you can make, find David and say hi.  He is a great guy.
This festival is the first of its kind in the nation and reflects the spirit of Austin, a prominent city in the non-profit, cause-driven and activism communities. These organizations, along with filmmakers, will use the festival to spread the word about their cause, develop a community of followers, and expand the film-for-a-cause genre.

This year The Lights. Camera. Help. team viewed over 140 nonprofit and cause-driven films. One of these lucky organizations will take home all of the proceeds from these events so get your tickets today!  Pre-judging has narrowed the competition down to 19 groups:
Mills to Manhattan – Best Friends Animal Society
Survivors of Dating Abuse – Break the Cycle
Manifesto – Lance Armstrong Foundation
Family Portraits – Jewish Family Services of Seattle
Give 5 – United Way Capital Area
Reality, Mobility, Independence – Wheelchair Foundation
Think Pink Lemonade Stand – Women Playing for T.I.M.E.
Think Before You Speak – Gay, Lesbian and Straight Education Network
Aid to Artisans – Aid to Artisans
Fowl Play – Mercy for Animals
Fighting Goliath: Texas Coal Wars – Texas Clean Air Cities Coalition
Red Ink – We Are Family
Perfect Match – Michigan Humane Society
Time Bomb – charity:water
Impacting the Future – National Underground Railroad Freedom Center
Tale of Two Brothers – Los Angles Urban League
Thoughts in a Hijab – Reel Grrls
The Perfect Parent PSAs – AdoptUSKids
Art From The Streets – Art From The Streets

So, head out this weekend if you can.  Otherwise, we’ll post the winning video soon!

Sneak Preview: 140 Smiles to Launch at TwtrCon 2009.

May 28th, 2009

Get Ready!!! This weekend, Operation Smile is launching 140 Smiles (in 140 characters) campaign via Twitter. The excitment starts at the May 30th launch event in downtown San Francisco and continues on through TWTRCON the next day, with great prizes for those who help the most children, including a Grand Prize trip to New Zealand (donated by Entirely Kiwi).  You can follow the campaign on twitter as it unrolls with the hashtag #140Smiles.

Operation Smile medical volunteers repair childhood facial deformities such as cleft lip and cleft palate. (Disclaimer: I work at Operation Smile, so I’m a bit biased!) A single surgery can take as few as 45 minutes and costs as little as $240. The 140 Smiles campaign is aimed at raising funds for 140 of these reconstructive surgeries. Operation Smile has partnered with TWTRCON, the first Twitter for business conference, and Common Knowledge, an interactive agency for nonprofits, to launch this exciting campaign via social media channels, mainly twitter.

140 Smiles will kick-off Saturday, May 30, 2009, at 7pm at Le Colonial in downtown San Francisco and will be streamed live by Twooting. Also serving as the launch party for TWTRCON 2009, the event will bring together some of the top tweeters to help spread the word about this groundbreaking campaign.

While Common Knowledge and Operation Smile have joined together to produce a Case Study surrounding the use of fundraising via Twitter and Social Media to be released later this summer, the power of Twitter could aready be seen the way this entire campaign and launch event have evolved. This whole campaign is possible in thanks to Operation Smile’s Twitter support base. Twitter friend and supporter Stef Michaels, known by over 500,000 Twitter followers as Adventure Girl (@adventuregirl) stepped up and not only got Operation Smile and TWTRCON connected to form this campaign, but this media entrepreneur and travel expert then began lining up great 140 Smiles prizes, including a trip to New Zealand, airline tickets from Virgin America, and mp-3 players with Napster subscriptions! Each day, Stef added to this great event, making it better and better through the help of friends and twitter contacts.

So, how does the campaign itself work? Starting May 30th, supporters can visit www.140smiles.org to participate. Donations can be made by individuals or you can start a Twitter Smile Team to hit a larger goal. List of teams and donors will be streamed on the website, with a tag cloud illustrating who is helping the most children as the campaign unrolls. Some unique APIs have also been built to allow the website to tweet out on behalf of the donors and teams as they add to their campaign. Campaign promotion will then be targeted to several million twitter users via Twitter, and we’ll start spreading the word during the launch event and throughout TWTRCON the next day . So get your tweets ready!  Plus, the 140Smiles website will do the tweeting for you if you prefer!

Learn more via the Twooting interview with Renee Hamilton (Operation Smile’s Social Media Strategist), Jeff Patrick (President, Common Knowledge) and me.  Check it out!

If you’re going to be in San Fran this weekend shoot me a message and join the fun.  Otherwise, follow the action on 140Smiles.org with the live twooting broadcast starting Saturday, May 30 at 7pm. 

I’ll be sure to update on the progress!

Hope to see you there!

 

Author: Categories: Social Media, Social Web Tags: ,

Social Mapping to Build your Social Media Strategy

April 10th, 2009

The second workshop I attended at the Web 2.0 Expo in San Fran was a great presentation by Mark Silva and Susan MacDermid from Real Branding.  During this interactive session we looked at matching your target audience’s technographics (similar to demographics, but groups users based on their level of interaction with social media) to the social media markteting and/or toolset you plan on using to engage your consituents.  It’s a great process to go through as you get ready to plot or improve your own social media marketing plan and/or online community strategy.

First, let’s take a look at technographic breakdown and some handy tools to help you hone in on what might be the best offerings for you target audience.  Then, let’s apply them to a few markets I’m getting ready to target and see how it works.  Not surprisingly, our friends at Forrester have some great resources to get started on their Groundswell website.

Social Technographics.  Forrester’s Technographic Ladder provides the groups web users into.:  Creators, Critics, Collectors, Joiners, Spectators and Inactives.  The brief slideshow below explains each of these “rungs” (categories) on the Ladder:

View more presentations from jbernoff.

Here’s slide 10 from Forrester’s presentation with explanation of each category to refer back to as we look at the different technographics of the age and sex breakdowns available.

 technographics-ladder12

So now that you have an understanding of the various categories, let’s apply this to social media planning.  A quick way to do this is with the profile tool from Forrester’s Groundswell.

Let’s start with the United States.  You can also pull information on Europe and certain other countries.  I’m going to go a little crazy with the charts here, so bare with me.  Here are all age range demographics in the US for both male and female users, so we can track the differences and match up available social media tools to each group.  This first chart represents how adult web users (18 & older) in the United States interact with Social Media.  

us_all2

When planning strategy, match your target market, donors, customers, etc., to the age and sex breakdowns offered in the tool.  Then you can match their preferred type of engagement to the toolset you will either need to offer or reach them through to resonate with that group.  For example, if you are building an online community or planning a Social Media campaign targeted to young adults aged 18-24 you can pull the following two charts:

us_male_18to24

us_female_18to24

While the spectators categories is tops in all age groups, let’s look at what stands out.   First, the overwhelming majority like to be joiners by maintaining profiles and visiting social network sites.   They are also almost twice as likely as the general web user, males slightly more than females, to be creators.  Look for opportunities to let this group publish blogs, create their own web pages, upload videos and artwork that they create, and tell their own stories.   Third, this age group likes to interact by critiqueing, rating and commenting, so be sure to offer these abilities in your plan.  Online social networks like Facebook and YouTube also provide good outlets to reach these groups with Social Media campaigns.

OK, here are the other breakdowns you can pull:

 us_male_35-44 us_female_35to44

us_male_45to54

us_male_45to541

us_female_45to54

us_male_55

us_female_55

 So, we can definately see several trends – the younger you are, the more active you are in social media.  This may be no surprise, even with the rapid adoption among 45+ age group of social media.  However, there are also several trends we can see regarding the types of media you prefer to interact with at different ages, and perhaps life stages.

The joiners group falls in half after age 24, but still maintains strength (and is growing) through age 45.   And the desire to rate and comment content as part of the critics group remains strong across all age group, and is one of the highest points of involvement over those 45+ years old.

Finally, here is a short list of some of the opportunities for Social Map marketing.  You likely know of many more, and the list continues to evolve.  These also represent several related toolsets to use in building an online community, including blogs, wikis, ratings, video sharing, widgets, social networking, friend following, microblogging, IM, presence, and virtual collaboration tools.

Social Networking

  • Facebook
  • MySpace
  • Hi5
  • Gather
  • LinkedIn
  • Orkut
  • Plaxo

Photo Sharing

  • Flickr
  • Picassa
  • Photobucket
  • Snapfish
  • Slideshare

Blogging

  • WordPress
  • Podcasting
  • Tumblr
  • Typepad

Microblogging

  • Twitter
  • Yammer
  • Facebook (new feature offers similar microblogging functionality)

Bookmarking:

  • Delicious
  • Digg
  • Blogmarks
  • StumpleUpon
  • Ma.gnolia

Video Sharing

  • Youtube
  • Google Video
  • Livecast
  • Yahoo Video

 Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.

Designing Social Interfaces

April 2nd, 2009

Attended a great workshop Tuesday morning at the Web 2.0 Expo about designing social interfaces.  Christian Crumlish from Yahoo! and Erin Malone with Tangible ux are two of the leading experts in this field and had a lot of great information to share.  There latest book with O’Reilly Media, Designing Social Interfaces: Principles, Patterns, and Practices for Improving the User Experience, is coming out this summer, but a sneak preview will be available soon at O’Reilly Roughcuts.

Check out their presentation below from the workshop provides some great information:

View more presentations from Erin Malone.

If you really want to dive deep into social user experience design patterns, Christian and Erin have led the creation of amazing knowledge base:  Designing Social Interfaces.com.

You can find them both on twitter. Christian is @mediajunkie and Eric is @emalone.  If you are curious about designing social interfaces I suggest you follow these two!

Twitter Crazy!

April 1st, 2009

A couple of weeks back Nielsen released some new numbers on member communities.  As indicated by the title, Tweet Smell of Success, twitter was the fastest growing community (based on US traffic) from February 2008 – February 2009, growing at a whopping 1382%! 

And don’t think it is driven by youngsters just because it is new and social!  Over 41% of the tweeters are age 35-49, with another 25% over age 55. 

Marketers will certainly need to take head here, as businesses continue to grapple with ways to successfully bring social media in the fold.  Get out there, listen to what’s being said about you, and twitter might be a good place to start.  One easy way to get some great use from twitter is to monitor the dialogue about your brand and engage those already talking about you!  It can be a great customer service tool.

As the report summarizes:  “It will be interesting to watch the evolution of Twitter as it continues to gain momentum. In an unstable economy, it might prove to be an economical and important part of an employer’s marketing strategy that helps to keep consumers aware of and connected to their brand.”

But, dont’ worry – I’m still going to print up my t-shirt that says “Tweet This”:)

Go Global – Social Networks Around the World

March 18th, 2009

And the winner is….Facebook.

As promised, let’s revisit Global Faces and Networked Places by Nielsen,  this time for a look at the most popular social network sites around the globe.  Facebook took the lead from MySpace in 2008, growing their active global reach a whopping 168% to 29.9% and a global unique audience of 108.3 Million.  Thirty percent of all Internet users around the world visited Facebook in 2008.

MySpace comes in 2nd at 22.4%, followed at a distance by Classmates Online, Orkut and LinkedIn.

Facebook Leads in Global Reach

Facebook Leads in Global Reach

MySpace still held the lead in the United States, where it had built a solid following by the time Facebook emerged in 2004, but if this is still the case today, it won’t be for long unless something changes fast.  Facebook’s US growth rate will simply outpace MySpace soon.  

Gaining fast in global prominence over the last 2 years, Facebook is the most popular social network in Australia, Spain, Switzerland, France, UK and Italy.  In the UK, Facebook has almost a 50% reach, with 44% reach in Italy. Even in the US, where Facebook comes in second, it has a nearly 40% reach. 

Source:  The Nielsen Company

Source: The Nielsen Company

However, in several markets, both Facebook and MySpace have failed to gain market momentum, including China, Brazil, Germany and Japan, which are mostly led by homegrown social networks.  Japan and China (as well as the US) are dominated by social networks orginating in their own country, largely due to issues that include complexities of doing business and language barriers, that allowed local companies strong first-mover advantages.  China is led by 51, with MySpace at 5th and Facebook not even in the top ten. 

China's Most Popular Social Networks (Nielsen, 2009)

China's Most Popular Social Networks (Nielsen 2009)

The exception in this group to a native network dominating is Brazil, where Nielsen estimated Orcut’s reach at 70%, the largest domestic reach for a social network in any country.  What apparently started out as a contest by Brazilian students to make Orcut more popular in Brazil than in Orcut’s native US, has ended up Brazil’s third most popular internet site.

Why has Facebook grown so rapidly?  Nielsen attributes Facebook’s rapid growth to simple design, broad appeal, focus on connecting (not entertaining), innovative features and open architecture, member’s control over privacy and good old fashioned Media Coverage.

Time to Stop Playing Around! (with Social Media…)

March 17th, 2009

Two new reports are recently out this month, both reminding us that Social Media is not only here to stay, but is essential to future marketing and customer engagement strategies.  Playtime is over and it is time to get serious when in comes to investment in this channel!

This point is summarized in the title from Forrester’s Social Media Playtime is OverJeremiah K. Owyang explores how corporate spending continues to rise in the recession.  Some of the main points include:

  • According to 114 Global Social Media Marketers at companies with over 250 employees, 53% of them plan to increase investment in Social Media, and only 5% plan to decrease investment during the current economic turmoil. (see charts from the report below)
  • Further, they indicated that they would continue to increase investment in social media if the economic turmoil continues, even while decreasing other channels. (see charts from the report below)
  • Budgets for Social Media remain very small (too small?), with 75% budgeting only $100,000 or less (and 30% spending $3000 or less!).  This is largely due to the exploratory and experimental social plans to date as companies seek to answer how social media can help them thrive (and it can!).
  • It’s time for companies to stop experimenting and get serious -  those who are the most innovative and forward thinking will develop a long term plan.  Advertising Age quotes Jeremiah from the report: “…As one of the few marketing budget items increasing during a recession, social media marketing needs to be taken seriously and treated as a corporate asset. To be successful, social media marketing must be managed as long-term programs, not short-term experiments. To succeed, make sure you have dedicated resources in place, including both social media strategists and community managers.”  He further ads:  “If you continue to fund social applications only as experiments, you’re unlikely to be able to do enough to make an impact, or to have a secure source of funding for the future. One way to put these efforts on a firmer footing is to concentrate on objectives and measure progress… rather than just experimenting to see what happens.”

social_media_marketing_budget_breakdown

The time really is now to get serious.  As Marketing Pilgram’s Andy Beal pointed out: “If you spend peanuts on social media, you’ll get…peanut butter–not filet mignon–when it comes to seeing results.“  I love this quote, and based on my own research and experience, I couldn’t agree more.  If you are going to invest in social media, you need to consider what level of invests will be required for technology, marketing, promotion, customization, training and support – and then to integrate where necessary into your own organizational structure while still accomodating your customers’ social graphs.

social-media-spending

 

On March 9, 2009, Nielsen released “Global Faces and Networked Places:  A Nielsen report on Social Networking’s New Global Footprint.”  Findings included:

  • Time spent in ”Member Communities” (include both social networks and blogs) growing 3x faster than Overall Internet Rate
  • 67% of the global online population visit Member Communities
  • Communities account for 10% of all time on the Internet
  • Biggest increase in visitors to Member Communities in 2008 was among the 35-49 age group
  • Mobile access of Member Communities increased 249% in the UK and 156% in the US in 2008

 

This report is packed with way more information than summarized above so be sure to check it out!  I’m sure we’ll be visiting it again in this blog when to look at various global markets.

Nielsen Global Faces Charts

charts from Global Faces and Networked Places, The Nielsen Company.

 

Note:  You can purchase “Social Media Playtime Is Over” from Forrester for $749.

Where do we go from Twitter

March 16th, 2009

Some more good information from Hitwise.  Senior Online Analyst Heather Hopkins has posted Where to From Twitter looking at where web traffic goes from twitter.  Interesting.

Also, be sure to check out Bill Tancer’s Hitwise blog for some great information as well!  As of today, his latest post is about Hulu, who by the way, has some great tv ads!