0
CL201 Using Social Media
to Build Community
I’m Alexandra

I do digital media, including social
media,
for NeighborWorks America
Goals for Today
1. Understand the value of communications
planning
2. Evaluate if social media is right for your goals
3. ...
Setting Expectations
My goal is not to convert you all to using
social media

My goal is to help you understand the
possib...
Agenda
Introductions
• Part 1: Communications Planning
• Part 2: Social Media Overview
Break
• Part 3: Making Decisions
• ...
Break into groups

Hello my name is:
1. Your name
2. Where you’re from
3. Why you’re in this class
Part 1: Community engagement
What does

community engagement
look like in your neighborhood?
Engaging means two-way
communication
Does your action plan have a
communications plan for:
– Starting the project
– Continuing the project
– Announcing complet...
Who do you need to reach to make
your project successful?
1. Fill out the profile in your folder
2. Review profiles
3. How...
What actions
should these
people take as a
result of your
communications?
What is your communications
strategy?
What do you need to say?

When do you need to say it?
How will you spread the messag...
Part 2: Social Media Overview

Creative Commons license:
Jason A. Howie
Time for
Social
Media
Bingo!

Creative Commons license: Darwin Bell
What is social
media?
My definition of social media
A two-way form of digital communication
between:
1. Peers

2. People and organizations
3. Pe...
The Social in Social Media

Source: Neil Perkins, “What’s Next in Media” via SlideShare
Why is this so important?
People are more invested
when their opinions and
contributions are valued
How have you
done outreach in
the past?
Have you used
online tools?
Which of those tools enable
two way communication?
•
•
•
•
•

Knocking on doors
Posters
Leaflets
Telephone tree
Local even...
“Social media”
doesn’t just mean
Facebook and
Twitter
Source: Creative Commons, Yoel Ben Avraham
Some tools are
specifically for
community
engagement
What social media can do
What social media can do
• Enable real-time, two-way communication
between neighbors
• Help build...
Example Success: GivingTuesday

Case study: Debra Askanse, The Power of the NetWork Weaver, slide 35
Example 2: NeighborWorks Week
NeighborWorks Week on Twitter
NWW Photo
Contest 2013

75 photos entered

955 votes
263 new Facebook
fans
Example 3: Community Interviews
Key Social
Media Facts
#1: Mobile is continuing
to grow
The number of people
accessing the internet via
a mobile phone has...
Key Social Media Facts
#2 Older users are getting into social media

On Twitter the 55-64 year age bracket is the
fastest ...
It’s not just the kids

http://www.nw.org/network/SocialTechResour
ces/tgordonaarp.wmv
Who’s using what social media?

Source: Pew Center for Internet Research, via DocStoc
Caution:
Social
media is not
magic
Social media pitfalls

Some things to keep
in mind before
getting started
Social media pitfall #1
It requires internet or a data plan
- People with lower incomes are less likely
to use most social...
Social media pitfall #2

Social media doesn’t replace
face-to-face interactions
or shared experiences
Social media pitfall #3
• People need to be using it already for it
to work
– Don’t talk into the void
– Join the party
“Communities already exist. Instead
[of creating a new one], think about
how you can help that community
do what it wants ...
Social media pitfall #4
It only works if you’re working it!
– You or someone on your team needs to
monitor your social pre...
Part 3: Making Decisions
Let’s take a step back.

Creative Commons license
What tools will actually
for your project?

work
Who are you trying to reach?
Source: Waggener Edstrom
The Social Media Funnel

Copyright 2013 CommunityOrganizer2.0
Engagement and Trust

It’s not
about you
Engagement and Trust

It’s about the community
Engagement and Trust

Listen
Participate in their conversations

Involve them in the cause
Love your supporters – respond quickly
What actions
should people take?
What tools
will you
use?
Select the tool(s) based on your goals

Source: FrogLoop.com via Allyson Kapin “Which Social Media Platforms Are Worth You...
Select the tool(s) based on your audience

Source: Pew Center for Internet Research, via DocStoc
Part 4: Planning time

Creative Commons license
Get out your Communications Planning
Worksheet
List which tools match to which of your
action plan communications needs
How will you divide your
time?
Listen, Communicate, Create, Track
Time on Social Media

15%

30%
Listening
Communicating

25%

Creating/Experimenting

30...
1. Listening Tools
Search hashtags
and trending topics

Google Alerts

Comprehensive blog
searches on topics or
organizati...
2a. Communicating by participating
Go to where your
people are
Join the discussions
on your topic

Balance your
storytelli...
2b. Communicating
with effective messages
A

Attract attention

People are flooded with information. Your message should
a...
3a. Experiment with Messaging
What messages work well?
-Are you sure? Did you test them?
-Do some groups of people respond...
Experiment with Messaging: Example
Oxfam International wanted to create a message that would encourage people to
pressure ...
Group huddle: practice your core
messaging
3b. Communicating experiments
Try posting similar messages at different times of
day or different days in the week
Try sli...
Listen, Communicate, Create, Track
Time on Social Media
We are here

15%

30%
Listening
Communicating

25%

Creating/Exper...
4. Tracking
Twitonomy
TweetReach
Facebook
Insights
Internal
metrics

Hootsuite
Criteria for effective social media
1.
2.
3.
4.
5.

Frequent posts
Posts promote core business activity
Posts thank partne...
Effective social media
1. Frequent posts:
Posts should occur at least twice a week
Ideally:
• Once/day for Facebook
• 2-3 ...
Effective social media
2. Promotion
Posts should mention what your cause will
offer the community
Why?
• Show your cause/o...
Effective social media
3. Partners
Posts should acknowledge/thank partners
and funders – build the relationship online
and...
Effective social media
4. Engagement
Proof of audience through a
like, comment, retweets, mentions, etc.
Effective social media
5. Growth
Number of followers should increase
regularly

Tip: Growth may be slow until you hit a
cr...
Final
section:
Recap and
closing
thoughts
Sample Plan: Pocket Parks in St. Paul, MN
Goals for today – How did we do?
1. Understand the value of communications
planning
2. Evaluate if social media is right f...
How
can we
make
time for
social
media?
Good
luck!
Send me any questions at:
achaikin@nw.org
Follow NeighborWorks America social
media on:
Further Reading/Resources
Online
Resources

• NTEN – nten.org
• Beth Kanter – bethkanter.org
• Debra Askanase – communityo...
Cl201 using social media to build community k medit
Cl201 using social media to build community k medit
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  • This will not be a class with step by step info on how to set up Facebook, Twitter or other social media accounts
  • How many of you have a communications plan for your community projects?
  • Divide into groups. I will give you five minutes to develop profiles. Choose the two groups that are most important for your projects. Is your primary goal to engage youth? To include more immigrants from Latin America? Be specific.
  • Stop. Pause for them to answerShow of hands for use of Twitter, Facebook, Pinterest, LinkedIn
  • Gchat: Meet Bill for coffee at 5pm. Bill: How about 6?Facebook event: Let’s have a block party on October 31. Residents: We’d prefer to wait until after new sidewalks installed Nov 1.Tweeting to Cory Booker about house flooding
  • Skip the entertaining line.
  • Follow with flip chart exercise reviewing pros and cons of each type of outreach
  • How many of you have heard of Giving Tuesday?
  • Video voting contest
  • In the examples we discussed, the organizations had done lots of ground work and relationship building before they had their successes. They also built off existing networks rather than trying to invent totally new ones.
  • How do you get someone to become engaged? To trust you? To take action?
  • How do you get someone to become engaged? To trust you? To take action?
  • How do you get someone to become engaged? To trust you? To take action?
  • How do you get someone to become engaged? To trust you? To take action?
  • This doesn’t mean you need to encourage spammers or negative comments
  • Review then open the floor for discussion. Ask people what social media channels are missing and have them explain what they are.
  • Pull out stakeholder profiles worksheet
  • Pull out stakeholder profiles worksheet
  • 15 min brainstorm, then we will discuss messages from brave volunteers
  • For websites, Google Analytics is powerful and heat maps can be useful
  • Ideas from the group
  • Transcript of "Cl201 using social media to build community k medit"

    1. 1. CL201 Using Social Media to Build Community
    2. 2. I’m Alexandra I do digital media, including social media, for NeighborWorks America
    3. 3. Goals for Today 1. Understand the value of communications planning 2. Evaluate if social media is right for your goals 3. Plan your next steps
    4. 4. Setting Expectations My goal is not to convert you all to using social media My goal is to help you understand the possibilities of social media usage in your community
    5. 5. Agenda Introductions • Part 1: Communications Planning • Part 2: Social Media Overview Break • Part 3: Making Decisions • Part 4: Planning session
    6. 6. Break into groups Hello my name is: 1. Your name 2. Where you’re from 3. Why you’re in this class
    7. 7. Part 1: Community engagement
    8. 8. What does community engagement look like in your neighborhood?
    9. 9. Engaging means two-way communication
    10. 10. Does your action plan have a communications plan for: – Starting the project – Continuing the project – Announcing completion of the project ?
    11. 11. Who do you need to reach to make your project successful? 1. Fill out the profile in your folder 2. Review profiles 3. How should you adjust communication to adjust for different people? 4. What do they have in common?
    12. 12. What actions should these people take as a result of your communications?
    13. 13. What is your communications strategy? What do you need to say? When do you need to say it? How will you spread the message?
    14. 14. Part 2: Social Media Overview Creative Commons license: Jason A. Howie
    15. 15. Time for Social Media Bingo! Creative Commons license: Darwin Bell
    16. 16. What is social media?
    17. 17. My definition of social media A two-way form of digital communication between: 1. Peers 2. People and organizations 3. People and government
    18. 18. The Social in Social Media Source: Neil Perkins, “What’s Next in Media” via SlideShare
    19. 19. Why is this so important?
    20. 20. People are more invested when their opinions and contributions are valued
    21. 21. How have you done outreach in the past? Have you used online tools?
    22. 22. Which of those tools enable two way communication? • • • • • Knocking on doors Posters Leaflets Telephone tree Local events Yes No
    23. 23. “Social media” doesn’t just mean Facebook and Twitter
    24. 24. Source: Creative Commons, Yoel Ben Avraham
    25. 25. Some tools are specifically for community engagement
    26. 26. What social media can do What social media can do • Enable real-time, two-way communication between neighbors • Help build momentum for change • Track progress or concerns on issues • Include people who are shy or physically disabled
    27. 27. Example Success: GivingTuesday Case study: Debra Askanse, The Power of the NetWork Weaver, slide 35
    28. 28. Example 2: NeighborWorks Week
    29. 29. NeighborWorks Week on Twitter
    30. 30. NWW Photo Contest 2013 75 photos entered 955 votes 263 new Facebook fans
    31. 31. Example 3: Community Interviews
    32. 32. Key Social Media Facts #1: Mobile is continuing to grow The number of people accessing the internet via a mobile phone has increased 60.3% to 818.4 million in the last two years. Creative Commons
    33. 33. Key Social Media Facts #2 Older users are getting into social media On Twitter the 55-64 year age bracket is the fastest growing demographic with 79% growth rate since 2012. The fastest growing demographic on Facebook’s and Google+ are the 45 to 54 year age bracket at 46% and 56% respectively. Source: GlobalWebIndex study via JeffBullas.com
    34. 34. It’s not just the kids http://www.nw.org/network/SocialTechResour ces/tgordonaarp.wmv
    35. 35. Who’s using what social media? Source: Pew Center for Internet Research, via DocStoc
    36. 36. Caution: Social media is not magic
    37. 37. Social media pitfalls Some things to keep in mind before getting started
    38. 38. Social media pitfall #1 It requires internet or a data plan - People with lower incomes are less likely to use most social media - When they do use it, it’s often on a mobile phone.
    39. 39. Social media pitfall #2 Social media doesn’t replace face-to-face interactions or shared experiences
    40. 40. Social media pitfall #3 • People need to be using it already for it to work – Don’t talk into the void – Join the party
    41. 41. “Communities already exist. Instead [of creating a new one], think about how you can help that community do what it wants to do.” Creative Commons
    42. 42. Social media pitfall #4 It only works if you’re working it! – You or someone on your team needs to monitor your social presence and be responsible for regular updates – Social outreach needs to be a part of your overall communications strategy
    43. 43. Part 3: Making Decisions
    44. 44. Let’s take a step back. Creative Commons license
    45. 45. What tools will actually for your project? work
    46. 46. Who are you trying to reach?
    47. 47. Source: Waggener Edstrom
    48. 48. The Social Media Funnel Copyright 2013 CommunityOrganizer2.0
    49. 49. Engagement and Trust It’s not about you
    50. 50. Engagement and Trust It’s about the community
    51. 51. Engagement and Trust Listen Participate in their conversations Involve them in the cause
    52. 52. Love your supporters – respond quickly
    53. 53. What actions should people take?
    54. 54. What tools will you use?
    55. 55. Select the tool(s) based on your goals Source: FrogLoop.com via Allyson Kapin “Which Social Media Platforms Are Worth Your Time and Energy?”
    56. 56. Select the tool(s) based on your audience Source: Pew Center for Internet Research, via DocStoc
    57. 57. Part 4: Planning time Creative Commons license
    58. 58. Get out your Communications Planning Worksheet List which tools match to which of your action plan communications needs
    59. 59. How will you divide your time?
    60. 60. Listen, Communicate, Create, Track Time on Social Media 15% 30% Listening Communicating 25% Creating/Experimenting 30% Tracking Source: Danielle Brigida, National Wildlife Fund, Portland NTI symposium
    61. 61. 1. Listening Tools Search hashtags and trending topics Google Alerts Comprehensive blog searches on topics or organization names More resources on bethkanter.org
    62. 62. 2a. Communicating by participating Go to where your people are Join the discussions on your topic Balance your storytelling with responding to others
    63. 63. 2b. Communicating with effective messages A Attract attention People are flooded with information. Your message should attract attention quickly I Generate interest Get your audience to relate to and care about your message or issue. D Encourage a desire to respond Your communication needs to motivate and persuade people to act by convincing them that what you say is true and important. A Prompt action Recommend a clear, specific action and be sure it is something your audiences feel they are able to do. Source: Adapted from: Kingham, T. & Coe, J. (2005) The Good Campaigns Guide: Campaigning for Impact, NCVO Publications, London.
    64. 64. 3a. Experiment with Messaging What messages work well? -Are you sure? Did you test them? -Do some groups of people respond differently?
    65. 65. Experiment with Messaging: Example Oxfam International wanted to create a message that would encourage people to pressure their governments to invest in education in developing countries. "Basic education helps break the cycle of poverty“ Vs. "Education is every child's right" Source: Message in a Box Tactical Tech
    66. 66. Group huddle: practice your core messaging
    67. 67. 3b. Communicating experiments Try posting similar messages at different times of day or different days in the week Try slight changes to your message depending on the tool you are using to distribute the information (Twitter vs. Facebook vs. flyers vs. blog)
    68. 68. Listen, Communicate, Create, Track Time on Social Media We are here 15% 30% Listening Communicating 25% Creating/Experimenting 30% Tracking Source: Danielle Brigida, National Wildlife Fund, Portland NTI symposium
    69. 69. 4. Tracking Twitonomy TweetReach Facebook Insights Internal metrics Hootsuite
    70. 70. Criteria for effective social media 1. 2. 3. 4. 5. Frequent posts Posts promote core business activity Posts thank partners Post engage followers Channel shows regular growth
    71. 71. Effective social media 1. Frequent posts: Posts should occur at least twice a week Ideally: • Once/day for Facebook • 2-3 times/day for Twitter
    72. 72. Effective social media 2. Promotion Posts should mention what your cause will offer the community Why? • Show your cause/organization’s value
    73. 73. Effective social media 3. Partners Posts should acknowledge/thank partners and funders – build the relationship online and offline
    74. 74. Effective social media 4. Engagement Proof of audience through a like, comment, retweets, mentions, etc.
    75. 75. Effective social media 5. Growth Number of followers should increase regularly Tip: Growth may be slow until you hit a critical mass. It will relate closely to how often and how well you use social media.
    76. 76. Final section: Recap and closing thoughts
    77. 77. Sample Plan: Pocket Parks in St. Paul, MN
    78. 78. Goals for today – How did we do? 1. Understand the value of communications planning 2. Evaluate if social media is right for your goals 3. Plan your next steps
    79. 79. How can we make time for social media?
    80. 80. Good luck! Send me any questions at: achaikin@nw.org Follow NeighborWorks America social media on:
    81. 81. Further Reading/Resources Online Resources • NTEN – nten.org • Beth Kanter – bethkanter.org • Debra Askanase – communityorganzer20.com Books • Social Tech Symposium – bit.ly/SocialTechNTI • The Networked Nonprofit • Measuring the Networked Nonprofit
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