Date post: | 02-Nov-2014 |
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The Power of Social Networksas Storytelling Media
Presented byMatt Sabljak &
Jacqueline Zeledon
Hi, I’m Matt SabljakFirst question: Who cares?I am NOT a social media guru or expert So what did I bring to the table?I am a storyteller. In the last year I have…
Produced a short filmCo-founded a company that creates multimedia
stories onlineCo-founded a live storytelling event series in
Milwaukee
Storytelling & Social MediaWhat are social media?Definition: all the different tools online that
allow users to interact with each otherWhere did it all begin?
Chat roomsMessage boardsLeave a comment or review
Most popular nowFacebook – over 500 million active users worldwide MySpace – 66 million Twitter – 190 million
Storytelling & Social MediaWhat are people saying about social media?Critics: It’s a waste of time. I don’t care what
kind of sandwich my friend just made.Marketers: It’s difficult to measure the impact of
social media campaigns. Fans: It’s an amazing way to connect with
anybody I want, anywhere in the world, any time! Artists: I can engage my fans like never before. THE BOTTOM LINE: No consensus whatsoever.
Storytelling & Social MediaLike any new media, social media is…Scary: It has upset the status quo
Some people stand to make a lot of money… and they have: Mark Zuckerberg, the founder of Facebook, is a 27-year-old
billionaire “The Social Network,” a major motion picture coming out this Fall
Some people stand to lose a lot of money… and they have Wikipedia all but killed Encyclopedia Britannica
Exciting: New possibilities!The Rise of The Prosumer: now anybody can produce &
broadcast media, not just consume itFlickr, YouTube, blogs
UnpredictableThink TV in the 50s vs. TV now
Storytelling & Social MediaWhat is the relevance to telling a story?BEFORE: Choose your medium
PrintRadioTelevisionFilm
NOW: Take your pickWords & PicturesAudio & MusicVideosGames
BEFORE: The medium restricts the messageNOW: The media liberate the message
Jacqueline ZeledonCommunications Manager5+ Years with BGCGM“The Duchess” of BGCGM’s Social Media
TeamMedia Queen—IMC Disciple
social media &the boys & girls clubs of greater milwaukee
presented by jacqueline zeledon & matt sabljak
Social Media is an Opportunity“Most companies see it as a threat. You
can see it as an opportunity.”Josh Bernoff and Charlene Li, two of Forrester
Research’s top analysts & authors of Groundswell
It is an opportunity to…Participate in a dynamic, two-way conversation
with your audience (i.e. B&G Clubs volunteers, members, & donors)
Tell the B&G Clubs story in a new & exciting way
MARKET!
A Revolutionary ChannelImagine if you could…
Broadcast as much video as you could shootPrint as many photos as you could takePublish as many stories as you could gatherConnect with thousands of people “one-on-one”Dynamically adjust your marketing messages
based on real-time feedback
SOCIAL MEDIA IS NOT A BUZZ PHRASE;IT’S A MARKETING COMMUNICATION
TOOL
Facebook: Most Dominant Platform On Facebook, companies & organizations
can…Create an online persona or “page”Unite fans & critics alike“Eavesdrop” on conversations about their
brandsCommunicate directly about new products &
eventsCreate additional value around their brands
Other B&G Clubs are Using FacebookMost have fallen into the usual pitfalls, namely
relying on users to create valueNo overall strategySporadic updatesMostly just casual banter between members
The B&G Clubs of Milwaukee will be innovatorsResearched best practicesFormulated a cohesive strategy to create value
for all visitors
The B&G Clubs of MKE & FacebookWe will use Facebook to personify our
missionMembers (kids), employees, & volunteers will
have faces and voicesWe will create value by…
Regularly posting photos & short videosProviding updates about volunteer opportunities Linking to media hits about The Clubs &
membersResponding to questions & participating in
conversations with our “friends” & “fans”
Goals of our Facebook StrategyConnect and interact with donors,
volunteers, & alumniAccess and build awareness with
emerging donors (18-34 year-olds = core Facebook users)50 people as fans, 50% of photos/videos2% of Facebook fans visit our official Web
sitePromote upcoming events and
campaignsFundraise for specific events like
“Wrap Party”Be an innovator: strategic use of social
media
Social Media ConcernsWho’s responsible for creating the content?How much of a time investment will this
be?How will content be controlled?What about security?
5-Person Social Media team createdTeam meets twice monthly – shares daily
updating & posting responsibilities < 3 hours per week Only 4 removals (spammers) in a year
Our Facebook Goals and ResultsGOAL: 400 fansRESULT: Almost 1,400 fans to date
GOAL: 60% of posts get “liked”RESULT: Successful—photos get most
responses
GOAL: 5% of Facebook fans will visit BGCGM website
RESULT: 7% of Facebook fans go to website
Storytelling & Social MediaThere is some amazing stuff happeningTransmedia: stories told across multiple platforms:
The WebMobile DevicesTelevisionVideo GamesBooks, Comic Books, and MagazinesFilms
Now the audience becomes part of the story:
42 ENTERTAINMENT VIDEO: “WHY SO SERIOUS”
Storytelling & Social Media
“Why So Serious” = multimillion dollar campaign
However…
FREE SOCIAL MEDIA MADE IT POSSIBLE FOR MILLIONS OF PEOPLE AROUND THE WORLD TO WORK TOGETHER.
The Next Level for BGCGMPartner with Marquette University
“Digital Storytelling” ClassesMini-documentaries about standout BGC
membersCreate more value for Facebook fans
Expand OutreachDrive donors to Virtual Online Toy Drive