Preso describing how nonprofits can plan and execute a social media campaign, based on analysis of 2008-09 Knight News Challenge. Presented at Seizing the Moment, SF State Renaissance Center conference for ethnic & community media.
ICT Role in 21st Century Education & its Challenges.pptx
Case Study: Knight News Challenge
1. Case Study: Knight News Challenge
2008‐09
Using social media to drive
awareness & engagement (while
being lean but not mean)
Susan Mernit
Seizing the Moment conference
August 2009
6. Made A Plan w/Measurable Goals
Goals:
Increase awareness in tech &
social media communities
Create viral buzz,
blogosphere
Diversify applications
Build community
Tactics:
Orchestrate program of blogging
Local meet-ups
Build Garage, peer review/mentoring
Multiple Facebook groups & events
Email blasts across the world
Outreach to key influencers
Multiple twitter accounts 2X day for 2
months
7. Executed plan, on a schedule
• Built 2 month, 3X a • AcQve flickr groups;
week schedule for blog • #hashtag, #knc09
posts; asked reviewers • 2X week email blasts
to blog
• 9 live meet ups across
• Assigned main
US over 2 months
twiMerer; retweeted,
thanks others for • Video tesQmonials
retweets • Repeated contacts w/
influencers, bloggers
8. Budgeted Qme & money
• Time • Money
– Assigned staffers, – P/T social media
distributed Qme over community manager for
week 2 months, 15 hours week
– Minimized lingering, – Free spaces for meet‐
turned social media OFF ups, soda & chips for
– Weekly call discussing snacks
roles, impact, goals for – No hotel bills; planned
week with Knight travel
9. Results
2,323 entries submitted
60,000 mentions of “Knight
News Challenge” on non-Knight
sites in 2008; 110% increase
from 2007
1,800 registrants, Garage;
50% applied
400 attendees, live meet-ups;
50% applied
700 links to mentions of the
events indexed in Google, 30
photos on Flickr tagged Knight
News Challenge meet up)
Write ups NYT, Valleywag
12. Adults have joined FB & TwiMer
In the past year, Twitter traffic has grown 3,700%; minutes
spent on Facebook have increased 700% in the same time
frame
In the U.S, total minutes spent on social networking sites have increased 83 percent year‐over‐year.
Visitors aged 25 to 34 and 35 to 49 were the highest indexing age groups on Facebook, represenQng 27
percent and 23 percent as more likely to visit the site than the average user, respecQvely.
13. And it’s on our phones.
Yes, even those crappy
cell phones…
14. Web resources for follow‐up
Social media for social action, Susan Mernit, white
paper documenting social media outreach by The Knight
News Challenge & others
http://susanmernit.com/services/
Beth Kanter’s Blog: How Nonprofits Can Use Social
Media-http://beth.typepad.com
Deanna Zandt, forthcoming book, Share This! How You
Will Change the World With Social Networking!
(Barrett-Koehler) &her blog: http://deannazandt.com
Rebecca Leaman, Wild Apricot’s Non Profit Tech Blog,
http://www.wildapricot.com/blogs/newsblog
SocialBrite, social tools for social change,
http://socialbrite.org
15. Real Time Resources to learn more
Public Media Collaborative, volunteer group
dedicated to free and low cost training in social
media—next training October 23, 2009, Oakland,
CA (http://bit.ly/1UkVC)
Net Squared Net Tuesdays, monthly meet-ups
at Tech Soup Global, San Francisco, next
meeting, September 8, 2009, 6 PM,(
http://www.netsquared.org)
Non profit boot camp, Craigslist Foundation
http://craigslistfoundation.org/schedule.html
16. Thanks for listening!
Susan Mernit
mernit@gmail.com
Twitter: susanmernit
Watch for Oakland Local, new community site coming in September,
http://oaklandlocal.com
News for the people