Published on January 26, 2012
agenda:focus on strategies to buildsustained engagement social friending social sharing & social recognizing
millennials: 1977-1994digital natives Gen Y
“ The internet is not simply a clubhouse for wired-up kids. ~Journal of Business StrategyGenX: 1965-197634-44largest online demographic
1946-1964boomers aged 47- 65
silver surferstech-savvy seniors “ The opportunity: seniors are the “ undiscovered country for new media. ~Journal of Business Strategy
millennial parentsraising Generation Z
Baby Wants a Facebook 92% 2 yr-olds have a FB account
20kunderage accountsremoved every day
future focused enterprise knows that next gen talent (the touch generation) will be mobile literate #1 2011 for the under 2 "consumer" group? iPad hello image: fritzon
“When marketers use Twitter, 75% of the time they areusing it to disseminate news or information aboutthe brand, as opposed to actively engaging users.” report by digital agency 360i
"Marketers should be lessfocused on picking channelsand content, and moreconcerned with establishingpatterns of interactionwith consumers.
just 13% LIKE "to interact" 8 out of 10 of consumers whojust 13% LIKE to interact with brands LIKE a brand on Facebook dont feel theyve given the company permission to market to them.!
Q How can organizations engage authentically like friends do? image by See-ming Lee SML
Q How do friends engage on the social web?
Make it personal.increase transparency & authenticity
Humanize the organization,campaign, or brand.Use faces.
get the team tweetingauto-attach their initials to each update
friends ask questions
Friends share news and tell stories.
find some news to share.set up your listening stationRSS dashboard/pagecast
share it strategicallyShorten URLs, track click-thrus, schedule tweets
Dont make a PSA. Tell a story.
try vimeo as a video hosting site
b Efriends have statversations. conversations via status updates l
some of those are about statversations charities
statversations tweeting petitions
friends wish each other happy birthday on
friends like to do things togetherthe sense of belonging to something bigger social proximity
FB petitionbadge = social proof
friends sharephotos and meetfor coffee
friends indulge in nostalgia
photo blogging templates
friends sharebook recommendations curated social booklists what were reading now
share economyweb 2.0 culture were all looking for something to share
1click engagement opportunitiesmodes of microparticipation 1‐click polls, likes, ratings, diggs, retweets, shares
The top referral engines areFacebook Twitter and Google.
in the age of social search its all aboutgetting into the news friend-feed.
socialnomics: hierarchy of content sharingin the age of social media, information gains in value as it is shared.
1. status update
2. found objects
infographicsshare interesting and actionable information
social publishing meets social sharing slideshare
3. original user-generated content
user‐generated content painlessly customizable and very enchanting
gamified + social proof
Shareable content by designthe currency of the social web
key to volunteer/donor/staff satisfaction?social recognition acknowledge & recognize: feature their story in e‐newsletter interview with quotations + photo/video
visibility & recognition
visibility & recognition
VIP liststhe currency of the socialweb is P2Psocial recognizing
social software to createa culture of feedback recognition
reward & recognize:Help them connect.Reward effort as well as success.Publicise their successes.Say thank you.
offer training as a perktraining is directly connected to volunteer/staff retention encourage continuous professional development to keep morale high by encouraging a culture of learning
be reciprocal with 1:1 followbacks
networkdevelopment find relevant followers
active & continuousnetwork development
Social recruiting finding volunteers and staff via the social web
internships 2.0prizes and visibility gamification & microfame
do you need to build an app to showcase your interns?
built on mobile roadie platform
Gen Y is very socially consciouswants to make an impact in life and work
8 out of 10 agreew/using social network platforms for social good
social goodfootprinta form of self‐expression
the social mediaengagement ladder
image: the tartan podcast image by Adam Fosterabout the author Sidneyeve Matrix teaches media and marketing at Queen’s University. She can be reached via Twitter.com/sidneyeve or http://sidneyevematrix.com This presentation was prepared in January 2012 for a Kingston United Way professional development workshop series on socializing nonprofts. Thank you to Alexandra Patricia Viven Macgragor for research assistance. contents of this presentation including images have Creative Commons NonCommercial Sharealike and other CC Licences. Please share nicely.
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