Carbon Outreach Training - SM4SOCENT

Our passion is green business—and our clients can tell.

Social Media for Social Enterprise #sm4socent

By @EricaGrigg and @SociallyTim of @CarbonOutreach

April 9, 2011


INTRODUCTION


Who are we?

Carbon Outreach is a marketing & digital advertising consultancy. What makes us different from many other marketing firms is we only work with social enterprise, non-profits & corporate philanthropy.

We’ve worked with the likes of WWF & UN, and have trained hundreds on social media for social enterprise across the world.

Our mission: expand opportunities for responsible business—internationally.


What do we do?

• Marketing & Digital Advertising• Book Series• Training Series • Industry Talks


Marketing & Digital Advertising

• Marketing strategy• Digital advertising

– Social media– Website design– SEO / SEM– Mobile website design– Digital video– Rich media– SMS / mobile

marketing• Branding

– Corporate identity– Brand development

• Interactive application development– Website & database

applications– Mobile applications

• Blackberry• iPhone & iPad• Android• Windows phone

– Desktop


Book Series• Book Series:

Marketing & Digital Advertising for Social Enterprise

• Will be released April 30th

– Facebook for Social Enterprise

– Twitter for Social Enterprise

• More to come in the following months


Trainings Series

• Social Media for Social EnterpriseApril 9, 2011

• Foursquare for Social EnterpriseMay 7, 2011

• Digital Advertising for Social EnterpriseJune 4, 2011

• Mobile Marketing for Social EnterpriseJuly 9, 2011


Industry Talks

• Imagining the Future of GreenApril 11, 2011

• Mobile Marketing that works for Social EnterpriseMay 9, 2011

• How to Get Crowdsourced Fundraising?June 6, 2011

• Monthly meetup– Join the meet up!– meetup.com/ethical

prnyc/


PRESENTATION


Agenda

• Section 1– What is Social Media?– Types by category – ‘Personal’ v.

‘Business’• Section 2

– Facebook– Twitter– Q & A

• Intermission/ Networking

• Section 3– YouTube– LinkedIn– Blogs– Q & A

• Section 4– Integrated Approach– Next Steps– Q & A’s

• Closing


SECTION 1: SOCIAL MEDIA


What is Social Media?

Definition: social media is web and mobile applications that turn communication into interactive dialogue

• Also known as online marketing & communities; digital marketing & media; new media; web 2.0; consumer generated media (CGM); online marketing; social or online networking


Types of Social Media• Microblogging• Blogs/ Blog Communities • Social networks• Pictures & Videos• Documents • Location based• SMS/ voice • Crowdsourced content • Social bookmarks• Wiki• Music • LiveCasting: video & audio• Events


Personal v. Business brandsPersonal• Definition: In this

presentation, “personal” will be the brand development of YOU!

• Tools: Twitter, Facebook and LinkedIn

Business• Definition: In this

presentation, social media is all about improving and expanding the reach of your business brand, though this will likely happen through the personal efforts you do

• Tools: YouTube, Twitter, Facebook and LinkedIn


Personal v. Business brands

Create sincere friends, colleagues & improve business relationships.


SECTION 2: FACEBOOK & TWITTER


FACEBOOK


Outline• Why use Facebook?• What is Facebook? • Personal Account v. Business

Page & Group• Advertising (including stats)• Page Metrics• Case studies

– Clorox Green Works– (RED)– Truth Campaign

• 10+ Rules of brand engagement– Personal– Business


Why use Facebook?What do Facebook users look like? The

face of your customers, donors and contributors:

• During the average 20-minute period in 2010, there were: 1.5M+ wall posts, 2.7M+ photos uploaded and 10.2M+ comments posted

• 71% of U.S. web users have Facebook accounts

• 9 likes, makes 25 comments, invited to 3 events per month

• Spends around 23 minutes on each visit• 30B+pieces of content (i.e. links,

photos, notes) are shared on Facebook each month

• Facebook generates staggering 770B+ page views per month


What is Facebook?Definition: Facebook is a social networking

website that allows users to create a profile• Key features [business]

– Create Pages & Ads– “Like” on behalf of your

business/organization– Create events – Measure ad success with “insights”

• Key features [personal]– Ability to make “Friends”– Update Status on your “wall”– Write personal Messages– Write notes & link to blog– Share Links, Picture & Video– Ability to “Like” brands, celebrities and

businesses– Ability to RSVP to events– Ability to participate in causes


Personal ProfilesDefinition: Account owned by a person [also,

on behalf of an organization, business or otherwise]. This is where you build your personal brand—become your own brand machine!

• Key Features – Posting pictures of yourself at key events

(to ensure privacy, make sure all your non-professional photos are not shared)

– Add friends and colleagues before and after events

– Connect your Twitter account– Comment & “Like”

links/pictures/statuses; be part of your community

– Share your most recent successes


PagesDefinition: Facebook Pages allow the

below types of organizations to grow a community. This is where your business will build a fan base and grow its brand that way.

• Key Features – Have “Fans” , suggest Friends “Fan”

page– Promote a location that can draw

users back to your website or campaign microsite

– Promotion available through Facebook Ad

– “Insights” or analytics available• Types include

– Local business or place, Company, org. or institution; Brand or product; Artist, Band or Public Figure; Entertainment (book, movie or TV); Cause or community


Company v. consumer• Do businesses use Facebook?

– 39% of small companies and 63% of large companies used Facebook for business/corporate purposes

• Do consumers care about businesses? – 40% of users are likely to follow a

brand with 51% likely purchasing that brand

– 34% of Facebook users say they like brands in order to stay informed about company activities and get updates on future products


GroupsDefinition: A Group is a self-made community

to share, chat and e-mail within a circle of friends. Users can join up to 300 Groups.

• Key features– Open groups require simple Fan

invitation– Groups are far more easy to join and

leave than Pages– Groups are more unofficial than pages,

requiring more user-generated content • Types

– Informal organizations [i.e. collaboratives]

– Societies, Associations, etc.– Great group: See Hub NYC


Advertising

Definition: Spot on Facebook homepage (targeting users in specific locations, interests, etc), on buy-per-click (CPC) or per 1000 impressions (CPM) basis

• Key Features– Ability to design your ad, choose

your target audience – Name your campaign (duration)– Set your pricing (pay per click

model) – Facebook Insights (reporting tool)

helps you monitor the performance of your ad


Metrics [Business Pages]While using Facebook (or any other

social media tool), it’s important to judge how successful your campaign is. Facebook makes this very easy through their “insights”

• “Insights” are subsections of Facebook pages which measure:– Demographics – Age, city & language preferences – Comments, like & other

interactions ratios– Number of interactions by day,

week & month


Case study: (RED)(RED) is an organization that works with brands

(think GAP and Starbucks) to create and sell products to help eliminate AIDS

• Communications objective– Raise awareness of the AIDS epidemic and

World AID’s Day– Engage with active & loyal consumers

• Results– RED’s Facebook Fan base increased to

225K+ during the week of “Turn Facebook (RED)”; increasing Fans by 117%

– On World’s AIDS Day, the page grew by 148 Fans per minute

– ~100K+ engagements occurred where people turned their profile image or shared (RED) video


Case study: Green WorksGreen Works is a line of naturally derived laundry and

home cleaning products• Communications objectives:

– Build brand awareness of product and cause– Increase online presence of Green Works

products• Solution:

– A series of Facebook Ads campaigns driving users to download coupons on Facebook and vote on “Green Heroes” with community members could receive grants

• Results:– 20K+ Facebook Fans voted on Green Heroes

Grant– ~30K+ or 33% of total Fans due to their 2010

Facebook Ad– Intent to purchase the detergent among

Facebook users surveyed after coupon increased 7% & increased brand awareness by 12%


Case study: Truth Campaign

Truth is an American Legacy campaign to help inform 12-17 year olds about the destructive tobacco industry advertising

• Communications objective- Create awareness of Truth campaign’s message- Inform the public about the negative effects of

smoking• Solution

- 1-day directing users to interactive content on the foundation’s landing and homepages

• Results- 6K+ Fans while running Facebook Ad; 2 weeks

later, 32K+ Fans or 5-fold increase- 1B+ Facebook Page impressions via the ad

campaign- 99% of the people who Fanned to Truth® on

Facebook after the campaign were within the target demographic of 12- to 17-year-olds


7 Rules of engagement [personal]

1. Share links using social bookmarking tools like StumbleUpon, Delicious or Digg (get those sharing buttons on your own blog)

2. Create content for yourself—blogging or microblogging is best

3. Send friend requests often; make sure you’re connecting with new contacts all the time

4. Interact with your community regularly (1 or 2 times weekly at least)

5. Comment on & “Like” friends and colleagues’ shared information

6. Share pictures & videos frequently during your Google searches (using the Facebook share this button on websites)

7. In short, become your own brand machine! Make yourself an authority on responsible business.


8 Rules of engagement [business pages]

1. Share content relevant to your industry (think: fun)

2. Create a Facebook Ad and utilize it well3. When others comment on your posts, respond

to them and stay active on the conversations within each post

4. Comment on & “Like” others posts as your brand or ‘Business Page’

5. Share pictures & videos frequently (at least 1 or 2 times weekly) on page updates

6. Talk about newsworthy, interesting and current issues

7. Connect with your Twitter account and you’ll draw Twitter users back to the group

8. Invite friends and contacts to join


9 Rules of engagement [business ads]

1. Create more ads that target fewer people. This refines who will click on and “like” your product or service.

2. Make sure your daily budget makes sense for you 3. Use images that are attention grabbing4. Define your market! Inside and outside Facebook,

you will need to define who you’re currently selling to and who you’re looking to expand to

5. Test out multiple ads at the same time to see which works best

6. Think Long-term, how does this Facebook Ad lead into sales?

7. Create target ads for your demographic, location and keyword choices

8. Have a specific event or page in mind for your ad campaign

9. Measure initial conversions as Fans, Likes and Comments


TWITTER


Outline• Why use Twitter?• What is Twitter?• Personal v. business

account• Tools• Metrics to measure success• Case studies

– Twit Change– Twestival

• Top rules of engagement for your brands:– Personal– Business


Why use Twitter?How many people use Twitter? • 25B+ tweets were sent on Twitter in

2010 • 200M+ registered accounts of January

2011• 110M+ tweets are sent per day on

Twitter • Americans spend 2 hours, 12 minutes

per day on Twitter • 62.14% of Twitter users are in the US• 14M+ daily active twitter accounts,

40M+ active monthly• 22.5% of Twitter users accounted for

90% of all activity in 2010. This means there’s lots of influencers with many people, “listening”. You want to get those influencers on your side!


Why use Twitter?

Why do people use Twitter?• Learn more about products

or services• Provide opinions about

product/services • Ask for opinions about

products/services• Look for discounts/sales• Purchase products/services• Seek customer support


What is Twitter?Definition: Twitter is a social networking

and microblogging service that allows you to answer the question, “what are you doing?” in 140 characters or less

• Key Features [business & personal] – Post links/videos/photos, follow

people and businesses and have others follow you

– Retweet what others have tweeted and have your tweets retweeted

– Use hashtag (i.e. #green, #eco #EcoMonday #FollowFriday #AgChat) to find or be found

– Send and receive updates via the Twitter website, SMS or client application


Key Metrics• Clicks

– Use bit.ly or ow.ly to measure the success of each link. Who RT that link? Was it valuable?

– Use reporting tools—judge by week/month

• Followers– How many followers do you have this v.

last week?– Are you running a special campaign to

increase your follower numbers?• Tweets

– Present valuable information to your followers—add value!

• Retweets– Create relationships with power users

and they’ll mention & recommend you• Mentions

– Attending an event? Mention your hosts (wink, wink) and they’ll reciprocate. Work together to boost your Twitter following!


Reporting Tools (Paid)• Radian6

– High cost ($500/month)– Best for PR/Marketing consultancies

with numerous clients to manage– Salesforce is acquiring Radian6 so it will

likely integrate with Salesforce soon– Up-to-date data in “Listening Stations”

& On-site training ensures efficiency • Swix

– Low cost ($10/month per brand)– Simple and straightforward– Free 30-day trial available

• Raven– Low cost ($20/month) or ($99/month for

Pro version)– Reports made easy with wizards, white

labels and many templates for measuring your success

– Free 30-day trial available


Reporting Tools (Free/low cost)

• PeopleBrowsr – PeopleBrowsr allows users to create & monitor

communities– Allows for “viral analytics” including global

metrics, mentions & influencers • Hootsuite

– Free/$5/monthly + 1 complimentary report monthly

– Clear metrics on ow.ly links– Also manages Facebook pages & LinkedIn

profiles • Twitter Counter

– Simple interface and useful graphs. Premium stats at $15-150/month

• Social Mention– No registration necessary– Clear, straightforward charts– Limitations on information

• Tweetreach – Simple: how many people did your last 50

tweets reach?– Full reporting is $20. Pro version is $84/month


Twitter clientsDefinition: Clients are applications that allow you

to tweet and get tweets without having to log in through the twitter.com homepage

• Mobile – All: Seesmic, Twitterific, UberTwitter,

Twitpic & Yfrog (pictures), Gravity– iPhone: Tweetie, PocketTweets,

TwitterlatorPro, MobileTwitter, Twitter for iPhone

– Blackberry: Twitterberry. TwitterFon– Android: twidroid, Twitter for Android

• Desktop– Mac: Nambu, Tweetie for Mac, Digsby,

Skimmer– Mac & PC: PeopleBrowsr, Twhirl,

Tweetdeck, HootSuite, Social Scope, CoTweet, Su.pr, EchoFon


Case Study: TwitchangeThe world’s only celebrity Twitter auction, in which fans

bid on the chance to be followed, mentioned or retweeted on Twitter by their favorite celebrities for charity

• Objectives: – Utilize celebrity branding to raise money for

charity– Be available throughout the year to raise

awareness of Twitchange

– Enable the yearly event to grow in size, as well as increased popularity and publicity

• Results: – One campaign raised $1.5M+ for tents in Haiti, as

well received 35M+ unique visitors in 4 weeks– On Twitter, Twitchange has 44K+ Followers– On YouTube, 36K+ total upload views– Mashable recommends the "social good" of

Twitchange, and its influence on Twitter


Case Study: TwestivalTwestival started in London in Fall 2008,

since it has turned into a global movement. The objective: unite Twitter users around 1-day worldwide event that sponsors a popular charity.

• Objectives: – Raise awareness of social good

issues– Raise money for charity– Create enough buzz to expand and

grow their campaign, year to year• Results:

– Since starting, Twestival has raised nearly $1.2M for 137 causes, most notably in education and water

– On Twitter, Twitchange has 234K+ Followers

– On YouTube, 46K+ total upload views

– Twestival has received great media


10 Rules of engagement [personal]

1. Follow your peers2. Retweet (also RT). Be a part of your

community3. Recommend those whose tweets you like

with #EcoMonday or #FollowFriday4. Participate in and organize your own chats

like #csrchat #agchat or otherwise5. Be a thoughtful & smart participant6. Have a consistent style7. Track your links to define your success (use

reporting tools)8. Make friends! Follow others regularly9. Create a social media strategy that includes

several tools and connect them together!10. Put your Twitter logo onto your blog/website.

Make sure your customers, business partners and target audience knows you’re on Twitter


12 Rules of engagement [business]

1. Follow your competitors2. Empower your employees—all of them—on using

Twitter for business. Provide info on Twitter.3. Follow bloggers—they’re the new PR!4. Recommend peers and loyal followers with

#EcoMonday or #FollowFriday5. Create or participate in a Twitter chat like

#csrchat or #agchat6. Organize a Tweet-up to connect with followers7. Retweet (also RT). Be a part of your community!8. Thank your power users for their efforts9. Share interesting info about your industry; relate it

to your company’s mission10. Have consistent style11. Use bit.ly’s or otherwise to measure success12. Make friends! Follow others regularly, no need to

follow back for every user13. Make sure your Twitter, Facebook networks are

labeled on your website


Break!

15 minute Intermission/Networking

Don’t forget—napkins, spoons, cups & plates go in green bins; they’re compostable!


SECTION 3: YOUTUBE, LINKEDIN & BLOGS


YOUTUBE


Outline• Why use YouTube?• What is a YouTube

channel?• Using YouTube for your

company:– Metrics– Types of videos– 5 Don’ts of videos

• Case studies– World Food Programme– GE:ecomaginatinon

• 10 Rules of engagement


Why use YouTube?Why use YouTube? • 94 of Advertising Age’s 100 top

advertisers have run campaigns on YouTube and the Google Content Network

• The combination of better search and discovery (and more videos) drove up the minutes per day consumption by 55% in 2009 alone

• YouTube player is embedded across 10s of millions of websites

• YouTube (April 2010) was #6 of the most popular brands online with 57 minutes per day viewed

• From 2009 to 2010 alone, the average visitor spent 66% more time watching video


What is a YouTube channel?Definition: Your channel is your home for

broadcasting on YouTube. It's the place to house videos you make (Uploads), ones love (Favorites), ones you’ve organized (Playlists)

• Key Features:– Uploading & sharing Videos through

“Channels”– Searching for others’ videos– Embedding videos– Simple [publically visible] metrics

tools available– Simple design changes to make your

YouTube channel uniquely yours


4 Don’ts of video1. Don’t make a video without doing a

little research beforehand2. Don’t be boring, love what you do

and make sure it shows with your body language

3. Don’t let camera quality stop you, flip cam videos are a great way to start communicating

4. Don’t do it without rehearsing5. Don’t confuse your message - Let your company mission tell a story

about your social enterprise- It’s likely the best selling point of

social enterprise and cause-based marketing initiatives


Metrics• Total upload views• Channel views• Video Likes v. Dislikes• Channel Subscribers• Channel & video comments• Number of favorites• Conversions: Are you converting

viewers into customers or donors? – Click-Thru (Via eNewsletters,

Twitter or Facebook or other marketing tools—how many people are clicking on your links?)

– Donations (Are you getting donations or otherwise via the channel?)


Types of videos• Educational: why is your company an

industry leader?• Corporate mission• Product overview• Customer/donor testimonials• Employee testimonials• Behind the scenes• Tour of the business• Instructional videos• Viral videos• Conversion videos (enter your details,

buy this product, sign this petition, etc)


Case study: EcomaginationGE:ecomagination is a CSR initiative of GE

promoting its’ developments of innovation and technology for alternative energy and eco-friendly solutions such as electric car technology, biofuels and wind power

• Communications objectives- Allow viewers to engage with GE through

video- Connect with other social media sites to

allow consumer interactions (i.e. voting)- Allow consumers to post their own videos to

raise awareness of green issues• Results

- The Ecomagination video challenge bought together YouTube favs like What the Buck and Wong Fu Productions for Green How-to videos that customers

- 1.3M+ total upload views- 980 Subscribers


World Food ProgrammeThe World Food Programme is the largest

humanitarian agency fighting global hunger, part of the United Nations

• Communications objectives– Raise awareness of issues of hunger– Create compelling videos with call to

actions for viewers, including, Donation form & Google Checkout

• Results– #74 of Most Subscribed on YouTube

(among Non-profits)– 5.2M+ Total upload views– 224K+ Channel views– 4.5K+ Subscribers – Raised $36K+ – "In a single weekend, there were 1M+

views and raised enough to feed 140K+ children”


10 Top rules of engagement1. Review your competitors videos2. Review successful videos in your industry and

determine what you liked and didn’t like about them

3. Create and upload several types of videos to your channel

4. Add several playlists to your Channel once there are enough to categorize

5. Recommend your friends and followers subscribe to your new channel

6. Share the videos through your Blog, Facebook, Twitter, LinkedIn and social bookmarking tools

7. Add your channel to your e-mail footer alongside other social networks

8. Create videos around new campaigns9. Insert videos on your website and blog10. Make sure video titles are relevant to Twitter

and Google searches


LINKEDIN


Outline• Why use LinkedIn?• What is LinkedIn?• Professional Account v.

Company page and/or group• Case Studies– USGBC– GreenBiz.com

• Rules of Engagement– Personal – Business (Group & Page)


Why use LinkedIn?• World’s largest professional

network• LinkedIn is used by 69 of Fortune

100 companies• 101M+ users world-wide• 44.22% of users are from the US • 58.9% male, 41.1% female• Groups:

– 17.8M+ members in groups– 1.5M+ new memberships in

groups per week– 1.2M+ posts and comments to

groups per week


What is LinkedIn?• Definition: Social network for

professionals• Business features:

– Groups – Company profiles

• Personal features:– Profiles – Status– Contacts– Recommendations– Events– Job (listings & searches)


GroupsDefinition: Groups allow users

to quickly discover the most popular discussions in professional communities

• Key features:– Discussions (comments & ‘Likes’

move up discussion threads) – Enables your [personal or

business] brand to be industry leader

– Determine what your networks are talking about professionally

– Enables company to identify and talk with consumers and potential sales


Company Pages

Definition: A company page is a company’s profile of record

• Company Pages allow professionals to research, follow and review products and services

• Establish company page with – Products/services– Company information & location– Employees listed

• Key features– Enables users to “Follow” your

business


Metrics [personal]Are you successful? How to judge “success”?• Personal and professional relationships

developed, how many sales have you nurtured? Are you using LinkedIn as a CRM tool?

• How many recommendations do you have?• Are you judged to be an ‘Expert’?• Amount of sales received via LinkedIn

connections• Numbers

– Prospective clients, donors or sales– “Likes” and comments on your profile– New contact requests– Replies in Group discussion


Metrics [business]

• Company Page– Number of followers– Number of unique, page views

and clicks (visible through analytics tab on company page)

• Groups– Number of members – Discussion [quality & quantity]– Comments & “Likes”


LinkedIn apps [personal]1. Amazon Reading List

• Allows people in your network allows you to discover what the people in your network and industry are reading

2. Creative Portfolio Display – Showcases your creative work– This free, app supports unlimited

multimedia content, letting you present creative accomplishments alongside work history

3. Box.net– Share your important data on LinkedIn– Collaborate, share, and exchange your

important documents with specific connections on LinkedIn


LinkedIn apps [personal] (cont)

4. Tweets• Connect your Twitter account and you’ve

got a great way to more frequently be seen by your network

5. Company Buzz• Gives you a perspective on what your

customers are saying about your company• Company Buzz finds relevant trends and

comments about your company6. Blog Link

• Allows you to publish recent blogposts to profile

• Blog link also pulls in up-to-date blogposts from trusted connections

– Collaborate, share, and exchange your important documents with your specific connections on LinkedIn.


Case study [business page]: USGBC

US Green Building Council is a non-profit organization dedicated to sustainable building design and construction; they developed LEED

• Communications objectives– Create a transparent business

presence on LinkedIn– Creating a visible presence on

LinkedIn to connect with green build professionals

• Results– Very professional, shareable and

informative LinkedIn business page

– Connected with Twitter to promote their social media channels

– 834 Followers on LinkedIn


Case studies [group]: GreenBiz.com

GreenBiz.com is the business voice of the Green Economy, providing information on the state of the green economy, conferences and events info all around green business

• Communications objectives– Be an industry go-to for green

business– Create conversations fostering

green business growth• Results

– 25 active discussions – 23K+ members & growing– Increases and expands the

reputation of GreenBiz.com


10 rules of engagement [personal]

1. Be a brand machine!2. Learn with—and from

competitors3. Connect with people in your

industry4. Insert Associations, Awards and

other professional accreditations onto your profile

5. Connect your Twitter account6. Connect your account with apps

discussed above7. Get recommendations 8-10. Join Groups

- Create a discussion- Comment on others posts


6 Rules of engagement [business]

1-3. Business Page – Include info on employees

when possible– Include services when

possible– Include website & logo

4-6. Group– Create a community by

inviting strategic contacts– Upload several conversations

to get discussion moving– Comment on those who have

posted to the discussion forum


BLOGS


Outline

• Why blog?• What is blogging?• Where to start: 4 best

tools– Blogger, Typepad,

Posterous, etc.

• Success Metrics• Case study: Echoing

Green• Rules of engagement


Why blog?• Small businesses that blog have

102% more Twitter followers • Having a blog can improve SEO

rankings • 42% of bloggers across the

world want to blog about brands they love or hate

• 40% of blogs are small and quick—encouraged by smart phones

• 53% of bloggers are between 21-35 years old

• Consumers trust individual opinions over mass advertising


What is blogging?Definition: A blog is an abbreviated

version of the “weblog”, a term used to describe websites that maintain on an ongoing chronicle of information

• Key Features– A place to write periodic articles on a

certain subject– A blog enables companies to present

strategic information about their recent research and knowledge

– Short to 1000s of word blogposts are OK

– Blogs are a great way to develop thought leadership of yourself and your company

– Blogs are also a place to develop the identity and story of your company


Where to start: 4 Best tools1. Blogspot - Simple and easy to use

interface with other Google tools- Relatively easy to install social media sharable buttons, widgets

2. Typepad- Simple, straightforward interface- Easy to share and use design tools

3. Posterous - Supports smaller blog posts

- Very shareable and user friendly4. Wordpress

- Great interface and free design options- Slightly more difficult to use


8 Success Metrics1. What is the Google Page Rank?2. How many trackbacks are there

(others linking to your articles)?3. Number of views on social

bookmarks (ie. StumbleUpon, Digg, Delicious)

4. Number of Feedburner, Google, NetworkBlog subscribers

5. Google Analytics: unique v. total views?

6. Bit.ly’s, ow.ly’s & other link tracking sites. How many clicks from there?

7. Business sales: has your blog created relationships not previously available?

8. Does it increase visitors to your corporate website?


Case Study: Echoing GreenEchoing Green invests in and

supports outstanding emerging social entrepreneurs to launch new organizations that deliver bold, high-impact solutions in a 2-year fellowship

• Communications objectives– Connect with potential fellows– Inform viewers about their new

developments• Results

– Their other areas across social media work into the success of this blog, namely

– On Twitter, they have 352K+ Followers


8 Rules of engagement1. Update the blog periodically (at least monthly)2. Show people the personal side of your company, blog

about employees3. Show you know something: do research around your

industry and present it on your blog. It’s good for you and the reader

4. Show your blog awards5. Create a blogroll with other notable blogs in your

industry (try to get them to put your blog on their blogroll in exchange)

6. Allow subscribers to share content through Twitter, Facebook and LinkedIn buttons

7. Allow people to click to LinkedIn, Twitter and YouTube pages

8. Cross promote via:– Corporate web– Facebook– Twitter– LinkedIn– YouTube


SECTION 3: INTEGRATION & NEXT STEPS


INTEGRATION


Website• Does your website have your social

networks clearly labeled on page 1 and subsequent pages?

• Does your website clearly represent your organization to potential social media followers?

• Do all your social networks led back to your website?

• Are you promoting your website through offline marketing? ie. Business cards, receipts/ invoices, etc.

• If you want website feedback, have you asked your followers?

• Does your website have your blog clearly labeled?– Even better, does your website have

the first few blog entries?


eNewsletter• Does your eNewsletter have your social

networks clearly labeled?• Does your website clearly visible?• Are your best blogposts featured? • Are you mentioning your social media

presences on your eNewsletter and encouraging people to follow your social media channels?

• Are you tweeting abount your eNewsletter (Constant Contact and other services may do this automatically)

• Are you doing bit.ly’s to see how many social media enthusiasts are interested in seeing your eNewsletter? If so, have you approached them to be a part of your eNewsletter?

• Have you invited LinkedIn contacts to your eNewsletter?


YouTube

• Is your website clearly visible? • Is the About Us section full &

informative?• Is the mission of your company

clear through the format of the page? (ie. colors, design)

• Are user-generated videos also included (when needed)?


Twitter• Is your website clearly visible? • Is your URL related to your

organization? • Is the mission of your company

clear through the format of the page? (ie. colors, design)

• Is your bio/mission clear?• Are you following those that are

most invested in your industry? – (Are you taking part in the 11

Rules of Engagement?)


Facebook• Is your website clearly visible? • Is your URL related to your

organization? • Is the mission of your company

clear?• Are your other social networks

available throughout the Page? • Are you integrating your other

social networks (especially sharing your videos, blogs, podcasts or other content) via your Page?


Offline, Etc.• Do your business cards have your

social networks (ie. Twitter, Facebook, etc.) included?

• Do your event posters include your Twitter hashtag streams & social networks?

• Does your e-mail signature have your social networks & website included?

• Do your promo materials/ swag have your website and/or social networks?

• All your other touch-points should also have social networks if/when possible


NEXT STEPS


10 Qs to Move Your Org Forward!

1. Are your social networks visible on your website? 2. Are your social networks connected to your website? 3. Are you talking about what provides your sales (but not

only about these things)?4. Are you playing an active role in developing your online

community? 5. Is your mission clear through your social media channels?6. Are you on LinkedIn, Facebook, YouTube & Twitter?7. What’s your strategy for moving forward?8. What’s different from you and other

businesses/personalities online?9. What are you hoping to achieve from social media?10. What role does social media play in your sales cycle?


Qs from You?

We’re here to move forward your idea, so we’d love to hear from you and move forward your idea…

Contact Us!


Contact Us

• Email us [email protected] • Our office 646.233.3265• Visit us http://carbonoutreach.com• Our blog

http://carbonoutreach.com/blog • Tweet us! @carbonoutreach• Don’t forget today’s hashtag

#sm4socent


REFERENCES


Facebook Bibliography

Sources• http://www.AllFacebook.com• http://socialmediatoday.com/kenbur

bary/276356/facebook-demographics-revisited-2011-statistics

• http://www.RoyalPingdom.com• http://www.slideshare.net/kcorrick/t

he-state-of-the-twittersphere-in-february-2011

• http://www.marketingprofs.com/charts/2010/3882/facebook-users-like-brands-for-discounts-social-badging

• RED facebook page• http://www.louisesteiner.com/golde

n-rules-create-effective-facebook-ads/

• http://www.businessinsider.com/10-rules-for-advertising-on-facebook-2009-7

Images• WWF Facebook Page• http://www.facebook.com/page

s/create.php?campaign_id=372931622610&placement=pghm&extra_1=0

• http://www.facebook.com/pages/create.php?campaign_id=372931622610&placement=pghm&extra_1=0

• RED facebook page• http://www.visual28.com/• http://nerdsatthecooltable.com/

wp-content/uploads/2011/02/likeme.jpg

• http://nerdsatthecooltable.com/wp-content/uploads/2011/02/likeme.jpg


Twitter Bibliography

References• http://tweeternet.com/• http://Twitter.com• http://www.sysomos.co

m/• http://www.slideshare.n

et/kcorrick/the-state-of-the-twittersphere-in-february-2011

• http://www.slideshare.net/kcorrick/the-state-of-the-twittersphere-in-february-2011

• @Twestival

Images• http://Qunatcast.com• http://www.zendesk.com

/blog/twitter-for-business

• http://bit.ly/sm4socent+• http://www.radian6.com

/• http://TwitterCounter.co

m• http://RussiaToday.com• http://greenflavour.blog

spot.com/2009/01/compostable-logo-on-cards-this-year.html


YouTube Bibliography

References• http://www.onlinemarketing

-trends.com/2011/01/five-years-of-youtube-statistics-and.html

• http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/

• http://www.youtube.com/t/about_essentials

• http://www.reelseo.com/types-online-video-business/

• World Food Programme YouTube channel

Images• http://YouTube.com• http://www.youtube.com/t/

about_essentials• http://

www.hudsonhorizons.com/pub/images/websol_mainpic.jpg

• www.YouTube.com/user/greenbiz

• http://www.youtube.com/user/ecomagination

• World Food Programme YouTube channel

• http://blogoscoped.com/files/youtube-tv-1.jpg


LinkedIn Bibliography

References• http://Mashable.com• http://

blog.linkedin.com/100million

• http://LinkedIn.com• Green America

Business Page on LinkedIn

Images• http://

www.slideshare.net/amover/linked-in-demographics-and-statistics-2011

• Green America Business Page on LinkedIn

• http://blog.linkedin.com/category/analytics/


Blogging Bibliography

References• http://blog.hubspot.com/blog/

tabid/6307/bid/5459/Small-Businesses-That-Blog-Have-102-More-Twitter-Followers.aspx

• http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic

• http://www.e-junkie.info/2010/11/state-of-blogosphere-2010-blogging.html

• http://www.bloggersblog.com/statistics/

• http://www.researchrecap.com/index.php/2008/06/26/bloggers-influence-on-consumers-continues-to-rise/

Images• http://

www.mendozablogday.com/?p=152