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Developing Social Media Strategies and Programs <br />(with an Education Angle)<br />April 13, 2011<br />Andy Boyer, Becky Sparks Parker<br />

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About Us<br /><ul><li>Social3i is a small but nimble marketing services consultancy

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We provide large-scale brand analysis, audience research and social marketing programs for major global brands, small to mid-sized companies and government organizations.

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We focus on social commerce and delivering ROI-based programs, not just brand impressions.

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Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.

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Join us:

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andy@social3i.com | becky@social3i.com

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www.Social3i.com | Twitter: @social3i

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Lots of Good links: www.Delicious.com/social3i</li></li></ul><li>Agenda<br />9:30 Section 1: Social Media 101<br /><ul><li>Why are We Here?

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Channel Overviews and Descriptions</li></ul> Section 2: Case Studies and Best Practices<br /><ul><li>Case Studies – Private, Public, Education</li></ul>12:15 Lunch<br />12:45 Section 3 Building Your Social Media Program<br /><ul><li>Framework for Developing Social Media Strategy (ABCDE’S) of Social Media (Audience, Budget, Content, Development, Engagement)

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Hands on Instruction on Channel Development

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Social Media Community Management Training

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Tools and Technologies

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Social Media Policy Examples

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Monitoring on Social Media Monitoring Tools

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Further Resources</li></li></ul><li>Section 1: <br />SOCIAL MEDIA 101 <br />

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Why Are We Here?<br />

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Video: Social Media Overview<br />

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The Face of the New Internet is Social <br />Facebook has passed Google & Yahoo in # of Visits Per Month<br />Jan 2010<br />Jan 2011<br />

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Now News Travels at the Speed of Social Media<br />3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile<br />New York Times broke the news at 3:48 pm and didn’t post to the front page until 4:00 pm<br />Page 8<br />

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We all know this guy<br />

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But some people think it’s just for kids and parties<br />

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However, there are a lot of reputable campaigns<br />

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You can even customize news delivery<br />

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And ~30% of users are over 35<br />40% of internet users between 30 and 49 years of age use social media every day<br />Fastest growing demographic!<br />

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Even parents and teachers are embracing it<br />Nearly half (48%) of parents add their children as friends on Facebook or instant messaging. <br />

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Some parents make it more than a hobby<br />

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In fact, we even work for an assisted living community<br />

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The Social Web is influencing customer decisions<br />Data: Nielsen Research / Comscore Media Metrix 2009<br />

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Social Media Channels – An Overview<br />

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Quiz Time: Basic Logos We Need to Know<br />Facebook<br />Twitter<br />YouTube<br />LinkedIn<br />Wordpress<br />Blogger<br />Wikipedia<br />Foursquare<br />MySpace<br />Flickr<br />

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The Heavyweights<br />Facebook, YouTube, Twitter, LinkedIn<br />

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The Social Media Heavyhitters<br />In August 2010, U.S. web users spent about 41.1 million minutes on Facebook, which represents ~10% of their entire web-surfing time that month. <br />Youtube.com increased the average minutes per viewer over the past year by 20%, with viewers watching nearly 4.5 hours of video in August 2010.<br />Users spent 2 hours and 12 minutes on Twitter.com each month in November 2010, an increase of 20% from 2009.<br />LinkedIn grew its visits by only 2% in 2010, but its unique visitors grew by 8.2%, highlighting that users are spending more time on the professional networking site.<br />

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Facebook connects friends, people who share similar interests<br />

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Questions: <br />What kind of businesses use Facebook for connecting with their audience?<br />What kinds of things can you do on a Facebook page?<br />

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Small Business – The Metropolitan Grill<br />

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Big Business: Oreo<br />

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Major Soft Drinks - Red Bull<br />

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Startups - Golazo<br />

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Startups - Golazo<br />

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Education - University of Washington<br />

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Seattle University<br />

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Education - Seattle University<br />

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YouTube Where users upload, share & watch videos for free<br />

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YouTube Content cycles<br /><ul><li>A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.

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After 20 days, a YouTube video has had 75% of its total views.

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That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views</li></ul>http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1<br />

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Classic Campaign – Old Spice<br />

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Classic Campaign - Blendtec<br />

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But it’s also used for education<br />

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The Khan Academy<br />

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Ted Conferences<br />

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Fun with Video – Coca Cola Happiness Machine<br />

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Fun with Video - The VW Fun Theory<br />

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Twitter - 140 characters of fun<br />

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The mainstream has adopted Twitter<br />

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And it is being used here in Olympia<br />

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And your boss’ boss’ boss is even using it<br />

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Some teens and young people socialize & learn on Twitter as well<br />

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So, who does the Governor follow?<br />

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Best Practice - Comcast Cares<br />

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Best Practice - Comcast Cares<br />

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Best Practice - Comcast Cares<br />

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How does Education leverage Twitter<br />

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Teachers are pulling Twitter into the classroom<br />Dr. Monica Rankin, a Professor of History at the University of Texas uses Twitter to engage more of her 90+ students into the classroom discussion. <br />Erica Robles, an assistant professor of media and communication at New York University discovered that when students were asked to answer questions using Twitter, they felt less pressure, even if the answer was incorrect. <br />“Social media allows teachers to manage social anxiety and create a safe learning environment where everybody learns.”<br />

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LinkedIn helps organizations and professionals make new contacts and keep in touch<br />

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LinkedIn<br />

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LinkedIn<br />

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LinkedIn Maps<br />

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LinkedIn Signal<br />

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Education industry professionals connect on LinkedIn<br />

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Integrated Plan: Starbucks<br />

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Integrated Plan: Starbucks<br />

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Integrated Plan: Starbucks<br />

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Case Study #Fail or #Win? - Skittles<br />Page 62<br />

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Case Study #Fail or #Win? - Skittles<br />Page 63<br />

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Case Study #Fail or #Win? - Skittles<br />April 15, 2011<br />Page 64<br />

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Case Study #Fail or #Win? - Skittles<br />

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Case Study: Building a Community<br />Launched in August 2007, The Viewspaper has quickly emerged to become India’s largest youth paper. <br />Based on the citizen journalist format, the organization has grown to a network of 5 sites with a UK edition and verticals in ads, careers, health and pet care. <br />The Viewspaper network receives 1.5 million visitors a month around 4,000 people have contributed to it.<br />

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Case Study: Viewspaper– How they did it<br />Objective: get more and more young people to share their views and to express themselves.<br />A startup with limited funds for marketing, they used a combination of people on the street and social media to gain a following. Using all volunteers, they started with extensive poster campaigns in schools <br />and colleges and conducted <br />presentations at various <br />educational institutions <br />across the country. They <br />used email campaigns<br />targeted at college students <br />and created a Facebook <br />page and FB advertising <br />with a clear call to action.<br />

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Case Study: Viewspaper – Progress <br />When they launched on day 1 they had 0 writers. By using social media and their volunteers, they got 30 writers in the 1st month and 700 by the end of the first year. It grew more rapidly from there…..<br /># of Contributors/ Writers<br />Day 1<br />Month 1<br />Year 1<br />Year 3<br />

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Case Study: Viewspaper – It doesn’t end there<br />Viewspaper built a community of intelligent and thoughtful young people on limited budgets. Their objective was not just to get another Facebook fan or a Twitter follower. Instead they focus on bringing in people who are committed and willing <br />to put in their time and effort. <br />They have cultivated their community by <br />engaging with them through their online <br />and offline engagement and recognition <br />programs.<br />Now, the average number of contributions per person to the Viewspaper is 5 which means that a person is spending at least 10 hours of his or her time in writing articles, a testament to the kind of committed and loyal community they have been able to build.<br />

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Mobile: WSDOT uses mobile app to help drivers plan their routes<br />

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Mobile: ACE reaches high school students where they are – on their phones<br />ACE needs ur help to win $250,000 this July! 10 secs, VOTE daily: http://lil.ms/lu/8sn3c - txt bck JULY 2 to get reminders + access to prizes!<br />People helping people. It’s a powerful thing. Help ACE win Clif Bar gear by logging 4 bike miles 4 the BLUE team! http://2milechallenge.com/ to get rolling!<br />

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And We Still Haven’t REALLY Gotten To….<br />iPads<br />Apps<br />Flickr <br />Yelp<br />Biznik<br />Podcasts<br />Ustream<br />Groupon / Living Social<br />Digg / Reddit<br />Etc……<br />

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Section 3: Building Your Social Marketing Strategy and Program<br />

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Before You Get Started – Know WOMMA’s Rules <br />www.womma.org<br />It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity<br />

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Section Agenda – The ABCDE’s of Social Media<br />

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Audience Identification<br />

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Audience Identification:Sample Persona<br />Jenny<br />Age: 13-18<br />Hobbies: Music, Hanging out with friends<br />Where she gets Info: Facebook<br />Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and Spotify<br />She wants to be the first of her friends to share new music and concert information. <br />She is influenced by other trend setters, and followed by many people who look to her for pop culture stories. <br />

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Audience Identification:Sample Persona<br />Steve<br />Age: 25-34<br />Hobbies: Technology, Workaholic <br />Where he gets Info: Smartphone Apps, Mobile Web<br />Steve is on the go. You can update your website all you want, but he’ll never see it unless someone sends it ot him via Twitter.<br />Steve can’t be reached via radio, print or direct mail. He listens to XM when his iPod isn’t plugged into his car stereo playing podcasts he downloaded.<br />When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events.<br />

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Audience Identification:Goal Setting<br />The Long Term Goal: <br />Giving customers a say in developing, supporting and evangelizing your brand<br />Influence<br />Integrate<br />Melding social into your overall marketing program<br />Interact<br />Enagaging with fans, followers, press, analysts and critics<br />Interest<br />Basic benchmarking, auditing and listening to conversation about your brand, customers & products<br />Ignore<br />Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors<br />

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Audience Identification:Finding Influencers<br />

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Building Channels <br />

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Building Channels Step 1:Set up a dedicated email address<br />

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Building Channels (The Brian Solis Flower)<br />

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Marketing Awareness Lifecycle<br />

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Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints<br />Crowdsourcing information to improve programs and services<br />Product / Service Development<br />Maximizing an ad campaign by extending the content to channels not covered by paid media<br />Searching for external opportunities to service customer related issues,<br />Customer Support<br />Outbound PR / Advertising<br />Page 85<br />

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Are we Building Channels for SEO?<br />

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Are we Building Channels for SEO?<br />

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Commonly Used Social Toolshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed<br />

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Building Channels - Facebook Page Tutorial<br />

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Create A PageStart at http://www.facebook.com/pages/manage/<br />

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Create A Page<br />

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Create A Page<br />

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Create A Page<br />

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Create A Page<br />

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Create A Page<br />

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Create a Page<br />

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Create a Page<br />

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Create a Page<br />

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Create a Page<br />

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Create a Page<br />

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Create a Page<br />

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Create a Page<br />

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Create a Page<br />

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Twitter – Building a Profile<br />

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Twitter – Set up<br />

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Twitter – Set up<br />

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Profile<br />

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Profile<br />

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Design<br />

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Design<br />

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Starting Up<br />

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Finding Follows<br />

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Finding Follows<br />

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Finding Follows<br />

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Following who you follow follows<br />

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Using Lists <br />

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Using #Hashtags<br />

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Using #Hashtags<br />

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Build your own Twitter Background in Powerpoint<br />Adjust Page Setup for 20x12.5 Landscape<br />Design your slide<br />Save the slide as a .PNG File<br />Upload the .PNG to Twitter<br />Tweak it until the layour is right<br />

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Twitter Tool: Paper.li<br />http://paper.li/GEARUPWA<br />

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www.twilert.com<br />

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Twitter Counter<br />

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YouTube Channel Set-Up<br />

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YouTube NonProfit Requirements<br /><ul><li>Organizations applying for the Nonprofit program must meet the following criteria.

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U.S. organizations must have current 501(c)(3) status, as assigned by the Internal Revenue Service, to be considered for the YouTube Non-profit Program

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If you're an educational institution, you should apply for the YouTube EDU program.

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The following organizations are not eligible for the YouTube Nonprofit Program:

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Programs requiring membership and/or providing benefit solely to members, such as clubs, sports teams, alumni, networking and other membership organizations.

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Religious content or proselytizing on website as well as organizations that use religion or sexual orientation as factor in hiring or populations served

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Groups serving a primarily political function such as lobbying, think tanks and special interests

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Commercial organizations, credit-counseling services, donation middleman services, fee-based organizations, universities, and nonprofit portals

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Google reserves the right to award or deny the application of any organization. Selections are made at Google's sole discretion, and decisions regarding award recipients are final. For full guidelines, please see the Google for Nonprofits site.</li></li></ul><li>Which Blog Platform is For You?<br />

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Content Creation Tools<br />

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Sample Editorial Calendar<br />

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Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)<br />

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Photo Apps<br />Instagram<br />100 Cameras in 1<br />

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Flickr Slideshows<br />

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Video Slideshows - Animoto<br />http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player<br />

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Video Production - Stupeflix<br />http://www.youtube.com/watch?v=XVfkyplkA00<br />

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Distribution<br />

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Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed <br />

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Determining Level of Effort/Time/Money<br />

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Analysis: What to Measure<br />

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Twitter Tools – TweetDeck <br />

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Twitter Tools – CoTweet <br />

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www.seesmic.com<br />

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hootsuite<br />

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Hootsuite<br />

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Syndicating Video - Tube Mogul<br /><ul><li>Allows one upload to launch to the majority of the video sharing sites simultaneously.

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Keeps stats on each of your channels that allows you to measure historically.

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Limited plans are free and then paid plans offer increased reporting and site upload options.

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http://www.tubemogul.com</li></ul>Page 151<br />

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Engagement<br />

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Best Practices Documents<br />Best Practices for Company Blogging<br />Tip #1. Recruit multiple bloggers<br />Effective blogs are updated frequently. But many small marketing teams struggle to find the time to continually feed the beast. Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Tip Tip #2. Enforce regular posting<br />Maintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board.<br />Tip #3. Share metrics and reward success<br />Run internal contests to single out the blogger whose post was shared the most. Shares the metrics from the team’s blogging and social efforts to show the rest of the company how important their contributions are.<br />Source: Marketing Sherpa<br />

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Backup / Archive<br />

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More Tools and Toys<br />

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iPad Apps<br />http://ipad.cuetoyou.net/events/2011-02-25/ipad-apps<br />

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Flavors.me<br />

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About.me<br />

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DandyID<br />

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Don’t Forget Your Measurement Tools<br />

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Radian6 – Best for the Enterprise<br />Pros: Largest company reviewed by Forrester. <br /><ul><li>Easy to use widget based dashboards

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Real-time data can be configured to listen and respond to UGC posts as they happen.

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Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.

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Allows multiple users to immediately engage with important conversions via the engagement dashboard.</li></ul>Cons: Data quality has some serious issues. <br /><ul><li>Spam hygiene requires significant time investment by the tool operator

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Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool

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Volume based pricing can make this tool expensive for novice users.</li></li></ul><li>Alterian – Best for Midsized Companies<br />Pros: One of the largest data sets among all tools, and a dashboard built for Analysts. <br /><ul><li>Data warehouse has nearly 4 Billion conversations indexed as far back as 2004

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Dashboard built for analysts to do both qualitative and quantitative analysis.

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Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.

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Email reporting capabilities are good.</li></ul>Cons: Data latency concerns and workflow tools require custom configuration to be impactful.<br /><ul><li>Volume based pricing can make this tool expensive for novice users.

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Workflow tools are complicated to configure

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Customer support services are slow to respond.</li></li></ul><li>Lithium – Good for Small Companies<br />Pros: Decent coverage at a reasonable cost<br /><ul><li>Dashboard collects data in real time.

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Excellent video capture data

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Email reporting capabilities are good.

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Flat fee pricing for unlimited search results.</li></ul>Cons: Workflow tools are not powerful enough for engagement<br /><ul><li>Facebook data coming soon

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Twitter data is incomplete </li></li></ul><li>Viral Heat – Good for Start-ups<br />Pros: Low price/ decent service<br /><ul><li>Uses data aggregators to do a better job than google alerts

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Dashboard built for quantitative analysis.

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Email reporting capabilities are good.

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Pricing as low as $9.99/month</li></ul>Cons: Data latency concerns and workflow tools require custom configuration to be impactful.<br /><ul><li>Can’t go back in time

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Workflow does not empower engagement

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Customer support services are slow to respond.</li></li></ul><li>Contact Info<br />

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social3i Management Bios<br />Andy Boyer<br />Integrated Marketing Strategy & Planning <br />As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. Hewas a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. <br />Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com<br />Xavier Jimenez<br />Integrated Marketing Research & Ideation<br />Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence.<br />Twitter: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com<br />Colin Lamont<br />Integrated Marketing & Mobile Campaigns<br />Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006.<br />Twitter: @social3i<br />Linkedin: Add Colin to your networkE-mail: Colin@social3i.com<br />

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Thank You<br />Web: http://www.social3i.com<br />Blog: http://social3i.blogspot.com<br />Twitter: @social3i<br />