I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).

1. Demystifying Communication In a Digital World Social Media 101 Shonali Burke, ABC Presented at Goodwill Industries International’s 2009 Summer Learning Event

2. Media Through the Ages © Imagesofanthropology.com Image: Alibaba.com Image: Library of Congress

4. June 1836: La Pressefirst to include paid advertising in its pages

5. 20th Century: Women enter the business

6. 1920s: Sponsored programming on radio, carries over to TV in the ’50s

7. 1960s: Creativity and the “USP” enter the game

8. 1980s/90s: MTV makes ads the focus, Internet marketing appears

10. “New” Media Trends Average time on Internet: 27 hrs per month1 86% of employed Americans use the Internet2 Share of adult Internet users on social networking sites from 8% - 35% (2005-2008)3 Video consumption on mobile/Internet devices between 2 & 4 hrs per month4 Internet ad spends 15.2% since last year5 #1: Search advertising #2: Display banners #3: Classifieds 14 Nielsen2 3 Pew Research 5PriceWaterHouse Coopers

11. Public Relations Trends Between 1990 & 2001: PR sector grew more than 3 times faster than advertising1 Between 1990 & 2007: PR “body count” 44%2 Advertising “body count” 14%3 Social marketing is on the rise Social media is here to stay 1 2 3 PRWeek

12. The Millennials Are Here Source: Pew Research

13. Image: http://www.flickr.com/photos/matthamm/2945559128/

14. The Shiny New Toy Photo: http://www.flickr.com/photos/fsamuels/3323431435/ Cartoon: http://www.flickr.com/photos/hubspot/3196650975/

16. Status updates

17. Groups

18. Recommendations

19. Q&A

21. Post regularly

22. Engage

23. Encourage action

24. Causes

26. Groups

27. Sets

30. “Listen” (monitor)

31. Respond

32. Participate

33. Research

34. Engage

35. Customer service

37. Do You Know Your Audience?

38. What Are Your Measurable Objectives?

39. Are Your Communications Integrated?

40. Do You See Communication As A Business Function?

41. Are You Listening? Image: Hulag

42. Pledge To End Hunger Source: www.pledgetoendhunger.com

43. Courtesy: Scott Henderson

44. Courtesy: Scott Henderson

45. Results > 4,600 pledges > 19,000 site visitors $28K for Share Our Strength (@95% 1st-time donors) 2,600 members of Facebook Cause Courtesy: Scott Henderson

46. KPIs Business Objectives Courtesy: KD Paine & Partners

47. KPIs Business Objectives Courtesy: KD Paine & Partners

48. The Seven Basic Steps* Identify your audiences Define objectives for each audience Define your measurement criteria Define your benchmark Select a measurement tool Analyze data, draw actionable conclusions, make recommendations Make changes, measure again *Measuring Public Relationships, Katie Delahaye Paine

49. Measuring Social Media Photo: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/ Influence Quality Quantity Engagement

50. Key Performance Indicators Track effectiveness of your program against business objectives Sales Donations Membership Web traffic Subscribers

52. Here to stay

53. An integral part of 21st century communications

54. What you make of itPhoto: http://www.flickr.com/photos/fsamuels/3323431435/

55. Questions? Photo: http://www.flickr.com/photos/27546063@N03/3717938304/ You can find me at: E-mail: info@shonaliburke.com Twitter: http://www.twitter.com/shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Thank you!