Sharing Your Social - The 4 P's of Social Media

Kelley-Sue and I did the first webinar in a two-part series last week for DEI - the national group for Public Radio marketing and development professionals. Sharing Your Social - The 4 P's of Social Media talked about the pillars of any successful social media strategy - Planning, Policy, Privacy and Participation.

Here's a link to the presentation.

We hope you find it useful!

Socially yours,
Tara

Fortune 100 Series... DreamWorks Animation

Please welcome Frujen Bridgewater (@Frujen) as our guest Media Words writer. He too is a student embracing social media, your comments are welcomed.


DreamWorks Animation is a film production studio that specializes in computer animated films. DreamWorks has developed an international presence operating out of the US, London, England, and Toronto, Canada. They have dominated the box office with films such as Shrek, Madagascar, and Kung Fu Panda.


So I wondered if they have implemented social media into their marketing strategy? They have a large outreach program working through schools to inspire and discover the next generation of animation superstars which dates back to 2005. I got in touch with the folks at DreamWorks to ask them more about their Social Media strategy but no one knew who was responsible for it. In many ways that's ok, proof that the many DreamWorks groups out here have grown organically.

DreamWorks is currently promoting on their homepage that they are on Twitter. They can also be found on networks such as Facebook, MySpace, Bebo and YouTube, and it seems they are creating a stronger presence all over the web. I've been able to see that they use these social networking tools for recruiting employees, promoting the business, and most obviously for promoting their products. The are using Twitter and most recently tweeted about Shrek the Musical. Twitter is also where they dropped the news, they'll increase their film quota to producing a total of 5 new movies every other year and included a link to see what's on deck.

By using social networks such as Facebook to spread the news, DreamWorks is able to push its newest productions into the minds of their fan base. Perhaps even more importantly, they enable their fans to stay connected and continue to enjoy their favorite characters and films. In Facebook alone they have fan bases that break 600,000 members just in Shrek fan clubs alone. With this kind of representation it is no wonder that films such as Kung Fu Panda are grossing approximately 632,000,000 dollars worldwide. Also while promoting the sequels of their box hits to the public, they are introducing three new movies: How to Train Your Dragon, Oobermind, and The Guardians (the title isn't set in stone).

I can't help but imagine the connection and additional loyalty that could be harnessed if DreamWorks were listening to the voices in these social streams with more focus. The additional value they could bring into the business and to their customers has tremendous potential.

By: Frujen Bridgewater
Frujen Bridgewater's Profile



Follow me on Twitter

Fortune 100 Series... Whole Foods Market

Please welcome Jenn Staretorp as a guest blogger on Media Words.  Jenn is one of my Social Media students at Daniel Webster College this term and this is her first blog post (ever).
We welcome your comments and continued support of her social media experience.

Whole Foods Market - Fortune 100 Company #22

When one thinks of the word ‘organic’, technology is the farthest thing from one’s mind. One well-known company however, has taken their natural and organic food store from a small one-store location in Austin Texas, to a dominant web based presence: Whole Foods Market. Whole Foods Market can now be found chatting away with customers and fans on one of their two blogs (Whole Story and The CEO’s Blog) Twitter (@WholeFoods), Facebook, and sharing pictures on Flickr.

Giving Social Media a Try

Since WFM first delved into the social networking world in 2005 they have become known as one of the best social networking companies. Rated #1 on the Top 3 List: Brands Using Social Media by The Beacher Agency, and can now be found ranked at #32 (based on the number of followers) on Twitterholic.com. Although their progressive attitude towards social networking is commendable (especially since most companies are having a hard time understanding the value of social media), their record in using social media sites is not completely clean.

Failing Fast

In 2007, WFM was faced with a major social backlash from customers when it was found that CEO John Mackey misused the powers of social media when he trashed Wild Oats, a WFM competitor, onYahoo!’s stock market forum under the pen name  ‘Rahodeb’. His postings had gone unnoticed until WFM began looking at acquiring the Wild Oats company, followed shortly by the Federal Trade Commission filing and administrative complaint against the merger containing the anonymous postings.

Coming Out On Top

It is safe to say that WFM learned their lesson (and were able to settle with the FTC) as they now employ a social media staff, whom probably monitor the CEO’s online posting activity now, and have become one of the top SM users.  WFM now boasts a stunning 63 Twitter accounts (not including the general @WholeFoods) as well as over 84,000 fans on Facebook. 

They recently challenged Ashton Kutcher (@Aplusk) to a “Tweet-Off” which, if accepted, could launch them into the social media record book with CNN. On the other hand, is there such a thing as too much social networking? Seeing as how multiple attempts to discuss WFM social media use was met with silence or a polite “Sorry but we can’t help you” one begins to wonder if they are reaching their limit.

Jenn Staretorp's Profile

Follow Jennifer on Twitter
Or for more info please read her bio.

KSL'ism - Twitter is like a hammer.

I'm teaching Social Media this summer and today in class we talked about Twitter. The students were not Twitter users, until today. I've found that many people have the same questions about tool.

• Why does anyone care that I did laundry last night?


• Why do I care that someone is making bread?


• Who has time for this stuff? I can barely keep up with email and Facebook.


• Does Twitter even matter?

To help them understand, I've developed another KSL'ism. (KSL'isms are what happens when I over simplify a situation and use an unlikely metaphor. Those of you who've worked with me are all too familiar. :o)

I explained that Twitter is like a hammer. One tool, with two very distinct purposes.

When you think of a hammer you probably think, like most people, that it's for driving nails. But a hammer has another job, the claw end of the hammer does significant work and shouldn't be overlooked. It can extract a nail driven deeply, with ease, exerting great leverage to pull it out of a tight binding.

Twitter is a tool much like that. Twitter is one way to drive your brand or push information. Every tweet, every link shared, every Re-Tweet, reflects and further defines your brand. But Twitter can be used to extract hyper-relevant pieces of information too. Information that might otherwise not have had the leverage, in the great online content world, to bubble up to a level of visibility that could be helpful. Without Twitter it would be very difficult to extract these pieces of information.

To demonstrate to class I typed into a Twitter search "Social Media" and "Business" or "Enterprise", selected only posts from within the past 24 hours, and only from people within 100 miles of Boston, people we could meet. Then we used google advance search to execute the query, without the location constraint b/c we can't do that easily there. Here's the results.

• Twitter stream
• Google results

Which do you think did a better job of extracting actionable content?

Keep the faith. -KSL

Adventures in the Social Universe

Discovering Ways for Nonprofits to Thrive Online


So, it's been about two months since I left my job at New Hampshire Public Radio as the Senior Director of Marketing and Development to join Aleuromedia and immerse myself in social media and online marketing. I'm absolutely loving working for myself, and having a blast meeting and talking with nonprofit professionals and business leaders looking to put social networking to use at their organizations. So much fun and so much more to learn!

I've been thinking a lot about the things I want to explore with you in this blog... And when it comes right down to it, I want to discuss everything I'm learning as I become more and more obsessed with and excited about interactive media and the evolving online Universe.

Yes, obsessed and excited are strong words - but hey - I'm a superlative sort of person. I really do feel like an adventurer... learning and discovering new things each and every day. The really cool part is I see so many ways in which nonprofits can use the things I'm learning about to thrive, both online and off.

Twitter, Facebook, Yammer, Social Actions, delicious, Digg, Flickr, blogging... they all allow you and more importantly your constituents to tell your organization's story in incredibly dynamic and vibrant ways.

Think of my space within this blog as a travelogue through the social universe, exploring successful online communities and why they work, finding the best nonprofit social and online straetgies and tools, discussing how you can delve into this world efficiently, and have fun doing it at the same time.

What questions do you have? What worries you? What excites you? What confuses you? Let me know and if I don't have answers - you can bet I'll find them for you! I'm having the time of my life connecting nonprofits with the social universe... lucky me!

You can contact me here, on Twitter, through Facebook, through LinkedIn, or email me at tara@aleurosolutions.com.

I'd love to hear from you any time!

Off to distant online lands...
Tara Mahady
*********
TMahady

Potential Consequence of Accidental Eavesdropping

My heads spinning a little, the new Facebook feed has lent to some fantastic thoughts about the potential consequence of accidental eavesdropping. Yesterday a wall-to-wall conversation between two friends was brought to my attention in the Facebook stream. Something I would have previously not seen or thought about was now front and center in the middle of my screen.

Their conversation was about trading stock and who bought what, when, and other ideas about what to buy and why. It occurred to me at that moment 'what if they or other people were talking about things that I shouldn't know about?' (Enter images of Martha Stewart) I mean ImClone founder Sam Waksal, was arrested for informing friends and family to sell their stock, and attempting to sell his own. How many conversations on Facebook might equate to a similar to situation? What if I never meant to see it, but someone shared something they shouldn't have and now I know? Could I be trouble?

So I settle down and think that people "in-the-know" of that kind of insider information would surely be savvy enough to not post it on a social network and likely wouldn't even use email.

But then...I started to think about the speed at which information travels in these new platforms, specifically Facebook and Twitter. And about what kind of an effect that rapid information disbursement could have on the stock exchange. I mean who's to say some group couldn't just agree to buy company "X" stock one day - all within minutes of each other get the word out to buy,...and then sell six hours later after the price has jumped due to the high influx of interest. I imaged Bud Fox Tweeting "Blue Horse Shoe Loves Anacot Steel." and everyone in the Twitterspehere buying. At very least we have the makings of a great new version of Wall Street.

Eavesdropping is fun but Facebook is better...

I'm an eavesdropper. I listen in on conversations everywhere I go, often to the chagrin of whoever I happen to be out with (and probably those whose privacy I'm invading). I can't help it, I'm fascinated to hear little snippets of other people's lives.

Morning conversation overheard in a coffee shop: "My daughter is going to a basketball game tonight. Of course, I only know that because I read it on her status update."

Overheard conversation #2 at lunch: "Did you see on Linda's status update that she and the kids went to the Children's Museum? Sounds like Sasha had a meltdown, poor thing."

Final overheard conversation at a bookstore cafe: "I can't believe that Mike and Allison are going out! I found out on her Facebook status. I'm so happy for her!"

These days, I eavesdrop on these sorts of conversations, in which people's and daily activities are being widely reported and then commented upon - all thanks to networks like Facebook.

Then, just today, I went to my partner's new office and ran into her boss. She's a 'newbie' to the social networking world and a friend of mine on Facebook. She gave me a hug and the first words out of her mouth were "I feel like I know what's happening with you all the time now because of Facebook! I love it!"

Yesterday on my way to the other side of the state for a meeting, I called a colleague about a conference in which I'm participating. 'Hi Tara,' she greets me. 'On your way to Portsmouth are you?' She'd read my status update on Facebook.

The fastest growing demographic on Facebook is women 50+. And you know something has gone mainstream when Oprah has three questions about it on her Hot Topics page...

I love Facebook because it's even better than eavesdropping on people's conversations. You get to be part of peoples' lives and know what's happening with them from the mundane, to the bizarre, to the dramatic. And you can insert yourself into the conversation unlike when you're eavesdropping!

Over 175,000,000 people actively use Facebook now, and it's growing to the tune of 7,000 users per day. The company is making accommodations for celebrities and companies so they can act more like 'individuals' on Facebook rather than as static sites without the ability to interact in the same ways. Oprah Winfrey will be one of the first on board, as will be Britney Spears.

"Facebook is such a cool and easy way for me to connect with my fans while I'm on the road," said Britney Spears according to Facebook's press release. "I love that I can update my status, blog and post videos and photos all in one place."

As the Facebook frenzy reaches a feverish pitch, organizations are realizing that for many of them, this is where their audience is spending their time. (This and many other social networks, like Flickr, MySpace, LinkedIn, to name a few.) And, as the old marketing adage goes - you need to meet your audience where they are.

Organizations slapping up Facebook pages, signing up for LinkedIn, or beginning to blog. And they are literally slapping them up with no real strategy in mind, or understanding of how to leverage the evolving communities and their connections. Many are attempting to apply old school marketing practices in this new environment - and it just doesn't work.

If you're going to implement a Facebook page, you need to have a strategy for how to stay connected and remain relevant with your audience. People's attention spans aren't long... so, keeping people curious and engaged is key. (As in shorter blog posts for one thing!) As with anything - knowing what, when, why, and how you are going to proceed is the only way you'll succeed.

You can begin by paying attention to the way people interact through social networks. Sign up for Facebook if you haven't already. Check out Twitter, and Flickr, and LinkedIn. And don't immediately think about what YOU want to get out of it... just be part of it for a little while (existentially FB?). Spend some time eavesdropping before inserting yourself into the conversation... as happens when you are face to face, inserting yourself in the wrong way, at the wrong time, and with the wrong tone can turn people off for good.

We the people of the United States of Facebook... What’s Your Moral Obligation?

The hullabaloo over the recent change in Facebook’s Terms of Service (which today they returned to their previous TOS until they can come up with something better), has been fascinating and all - but something else has captured my imagination.

Just within the last twenty-four hours there’s been a shift in language around this online community that's expanding exponentially as I type.  Twice there’s been reference made to the number of Facebook users - now over 175 million.  That’s not news to most of us - but what is different is that the language has expanded from referencing an online community - to comparing Facebook to a country. A country people. The first reference was made yesterday in an article by Jessi Hempel for CNN Money.  

The second was made by Mark Zuckerberg, the creator and CEO, of FB himself. On the Facebook blog page yesterday, Zuckerberg referenced the size of Facebook and the fact that if it were a country it would be the sixth most populated in the world. He upped the ante even more by claiming that the TOS needed to be something more: “Our terms aren't just a document that protect our rights; it's the governing document for how the service is used by everyone across the world. Given its importance, we need to make sure the terms reflect the principles and values of the people using the service.”

In the true spirit of the new world order in which crowdsourcing is king, Facebook posted a Facebook Bill of Rights (Now catch this - when I just did a Google Search on Bill of Rights the Facebook page rises organically to the top - the US Bill of Rights on Wikipedia is second in line.) and requested feedback and suggestions about how the document should evolve.

The scene is now set for my overactive imagination. I’ll play Angel with my runaway mind today - and Devil in a post tomorrow.  The question - what is our obligation as citizens of Facebook?

175,000,000 users - and growing by leaps and bounds - that’s a lot of power folks.  So, what are we going to do with it? 

If we start thinking of this online international (70% of users are not in the U.S.) community as an online country with governing documents as sweeping as a Bill of Rights - what could that mean for the world?  Why not write a full-on Facebook Constitution? (Of course, we have to keep in mind the countries and peoples who have the capacity to participate in this creation. Most 3rd world countries would be left out.)

So - just go with me here a minute... Imagine that Facebook becomes a young country of heavily engaged and participatory citizens who demand - as they are wont to do now - that they help define the founding documents and principles of the nation.  Millions have an intimate role in crafting a Constitution in the Facebook fashion of communication.  Millions decide what information can be shared and who owns what. Millions begin to define the culture of a country that exists in the online environment - and those millions decide how that culture permeates the offline world.  These millions decide what rights are granted to certain groups of people.  A multi-national perspective on these issues would result in one interesting Constitution...   Could it be an opportunity to craft something even better than the U.S. Constitution?  How would it influence the offline world and our daily lives?

So here it is: Is there a way to use Facebook beyond a social networking tool?  As it evolves into a larger and larger international community, a country even, are there ways for civic-minded people who care about human rights to take control of the Facebook ‘government’ and influence the world for the better?  We know Facebook is connecting millions of people with one another every day... so again I ask - what are we going to do with that power?

My Dad, a judge and constitutional scholar, used to say to me “Tara, you’re privileged and you’re smart. Because of that, you have a moral obligation to give back to society what society cannot give to itself.” (I understand the subtle arrogance in this statement, but the intention is good - believe me.)

What is our moral obligation when it comes to participating in a community of this magnitude? To keep up our 25 Random Things lists?  To share silly albeit fun photos and watch all of our friends’ kids grow up?  Can’t we find deeper inspiration?  How can we put Facebook to use for a greater purpose?

If you had a hand in crafting a Constitution for such an enormously powerful population how would it read, and what rights would you grant your fellow citizens?

We the people of the United States of Facebook...

Tomorrow I’ll tackle what moral obligations Facebook as a company and Mark Zuckerberg as it’s leader might have?  Would love your thoughts...

Splash into social media...

You know how you have these voices in your head sometimes - waging war over what you should or shouldn’t do?  Well, mine have been vacillating between "Jump!" and "Don't Jump!" for over three years.

Why? As the daughter of a political-junkie-turned-judge father I was bred for fundraising. Memories of my first house party reach back to when I was five years old. I remember passing out drinks and holding a candidate for U.S. Senate’s hand as he spun his pitch.  I’ve been stuffing envelopes since earliest memory - either for my Mom’s run for school board, or for her latest favorite cause.  My father’s mantra - ‘you have a moral obligation to give back to society what society cannot give to itself.’

I’ve lived by that code. I started working for a non-profit at eighteen and haven’t looked back.  Twenty years of fundraising and marketing for some of the best organizations and brightest non-profit visionaries in New England provide me with a wealth of experience of which I’m proud.  I’m passionate about mission-driven work and always will be...

But there’s always been this little voice... ‘Make something of your own.’ For as long as I can remember, I’ve wanted to ‘do my own thing’... have my own business. I’ve just been too afraid.  What if my idea isn’t good enough? What if I’m not ready?  Do I have enough knowledge?  And, I knew that whatever I wanted to create for a business would have to be intimately tied to the non-profit sector.  I just never knew where to start - and I didn’t know where the ‘sweet spot’ was.  

That is, until my friend Kelley-Sue started AleuroMedia.  A full-service interactive media marketing and development firm, Aleuro focuses on helping start-ups, established businesses, and non-profits leverage online and Web 2.0 tools to create and nurture community, strengthen constituent loyalty, and help make or raise more money.  At the beginning Kelley hinted that I might have something to contribute to this venture, but I was too afraid.  Afraid of the things all potential entrepreneurs are afraid of at one point or another.  The people who evolve into entrepreneurs are the ones who put the fear behind them and forge ahead.

I've decided that sometimes you just have to jump. Take the leap into a world that intuitively or otherwise, you know awaits your presence and participation (heed a calling so to speak). For me this manifested in my recent resignation from my full-time job as the Senior Director for Marketing and Development at New Hampshire Public Radio to 'do my own thing.'  I’ve joined Kelley-Sue as a partner in Aleuro. Yes - now. Yes - in this economy.  

What gives me the confidence to jump into an entrepreneurial endeavor today? I have a vision. I believe in the power of social networking to help non-profits and start-up businesses. And I believe that the time for organizations to truly embrace social media is now.  To succeed you need a community of loyal supporters.  Social media will support you in that work - especially in times like these.  Now I combine my fundraising and marketing background with my passion for social media. It’s a primary focus that allows me to help you acquire new supporters, build loyalty with your current stakeholders, and ultimately raise more money for the work you do.

If you haven’t jumped into the ocean of social media yet - hold your nose and take my hand.  The waves may be a bit choppy, but the water’s really just fine...

Getting to know Katie York

Hey y'all, so I'm at Panera hanging out with Katie York. Great story here actually, we met through a business meeting I had with one of my clients (JitterGram) at an ad house (Griffin, York, & Krause). I met Travis York and we were bantering about socnet, he's a believer but not a doer apparently. He lends his socnet side to his wife Danielle who he told me is all over the MyFaceTube thing (my new word). So long story short (too late) I look up Danielle on Twitter and we have tons in common so we start talkin'. She talks to her sister-in-law Katie (see Katie at Panera is what started this) about JitterGram. Katie is now wrapped up and excited about mobile marketing so she'll be doing a guest blog spot for us on th JG site. Sweet right?

Maybe I'll even get her to post something about herself here...trying to get her to blog on her own...we'll see.

Great summary from Brogan's guest blogger

I've been buried lately and so I apologize for the lack of Aleuro blog activity. It's exciting times at Aleuromedia. We've expanded our services from Visual Comm and Web work to include more business strategy and planning for start-ups and nonprofits.  

I've had the great pleasure to work with Kristi Scarpone of Scarpone Associates teaching her class at UNH about Social Media for Nonprofits and Social Networking for professionals. You can see the slide shows on SlideShare.

I've been working all day and decided to check in on my Twitter feed a bit ago where I read a post from Chris Brogan's guest blogger,  Teresa Wu.  I loved it! Of course I commented. 

If your at all interested in Gen-Y, or the effects of web 2.0 technologies you'll want to take five minutes and read it through.

I need your help to help others

This is personal. My younger cousin Sonya has four young children and she has late stage breast cancer.

I grew up hanging out at her childhood home on the lake in Maine during summer vacations. Down stairs you'd find us drinking Tab and singing to Kool & The Gang - (Joanna), Dexys Midnight Runners (Come on Eileen) and of course we did our share of Blondie and Rick Springfield among many others. We both were so going to famous one day. :o)

Sonya and I have another thing in common, both our moms have survived breast cancer. My Aunt Rita got to set the example by going first. Rita is about as strong as any woman I've ever known; she made her way through the challenge with little complaint and lots of humor. My Mom was diagnosed several years after her sister and followed the example well. Mom and Auntie have been cancer free for years now, so when I learned that Sonya was diagnosed I wasn't completely surprised. Cancer is not a stranger to us.

Sonya was diagnosed while her last child was still in diapers. She has been fighting breast cancer for the past few years now and she's just not catching any breaks. If motherhood wasn't hard enough, she's got to pack in as much mothering as she can into every moment because she has to. I'm a mom too, and I know she worries.

The local paper and TV news have run a story about her this past Mother's Day, some folks have come together to help her family get a home. Please take a moment to meet her and to hear her story. Then contribute to my fundraiser for Sonya - I have set a goal of $400,000.00 that I hope to attain in four rounds of fundraising. Ultimately that's 100K for each of her four kids - so that she and her husband wont have to worry about their education amongst all the other financial burdens they are facing. I want to/need to do this soon, so my goal date for the first round ($100K) is my birthday. For my birthday this year I want to fund four $25k scholarships and provide a little peace of mind, I hope that you will help.

Meet Sonya
The last quarter of the video on this link has an interview with Sonya.

Other ways to help
Check out Sonya's page on ChipIn.

PodCamp Boston 2007

Engaging the audience with audio. It's big and it's picking up players everyday. By now you'll know that the Aleuromedia team has an enthusiasm and passion for video as a major communication medium. We believe that video has value in everything from internal corporate messages and corporate culture pieces, to relaying what might have traditionally been a white paper with greater detail and cognition, to dynamic product demos using video, flash and screencasting tools.

That said, our desire to bridge communication gaps and to increase the efficiency with which we share information endears us to audio tools. The goal is to communicate with each other the way we are most inclined to receive it.

Podcasts are great for sharing information because they are so efficient. We can relay lots of material, in small doses, and with great frequency using podcasts. Who could deny that it is faster and easier to tell someone your story than it is to document it? Bigger still, it is more relate able to hear someone share their story. The pace of their words, the inflection, the tenor and diction all have meaning we are already prepared to process and these keys provide us with so much more than our interpretation of the written word. Check out Chris Brogan's blog to hear what I mean.

Whatever you think Podcast are, prepare yourself to learn how much more energy they conduct, check out PodCamp Boston 2007.

Screencasts to social networks and fundraising.

I LOVE the internet!

Kenny ran into this great article on the Non-Profit Times about screencasting. The author Beth Kantor did a great job of going "101" on the topic. It was very cool timing because I've been working with some non-profits and non-profit solution providers to give them insight about New Media and Social Networking. Helping these organization understand what social technologies can mean to fundraising, event, and constituent management, for example using Facebook to work a community based event, or using Inner Circle to connect and stay abreast of what your donors are doing.

Well I liked Beth writing enough that I went to her blog and found that she is infact managing a fundraising campaign for Leng Sopharath. Beth is using Facebook, flickr, ChipIn and her blog, among many other social technologies to coordinate and communicate her fundraising efforts and mission. Kudos Beth! The name of Beth's blog is "How Nonprofits Can Use Social Media", you should check it out.

Cool Facebook toy

Do you use Facebook? I found this great little, very useful, app called "Inner Circle". It lets you group your friends into - groups. The simple ideas are usually the best. Check it out.