First of all I’d like to say what a pleasure it is to be here today in your company. The work that you are all involved in is truly inspiring and I hope that you will find the next half hour both informative and useful. I am passionate about Social media because it is essentially a revolution and it is facilitating a shift back to humanity where we are no longer just users, consumers and shoppers, but people again.
Listen to the conversations to find out who is talking about you and what is being said. who is talking about you what they are saying is it positive or negative where are the conversations taking place what communities talk about you what are your competitors doing in social media what’s the buzz about them what content resonates with your audience are there subjects of interest you could provide content for what social sites have the most conversation who are the “fire-starters” you need to connect with who are the influencers in these blogs or communities where are the opportunities and threats
There are millions of conversations online every day. When you tap into the ones about your industry, what share of voice do you have? Are the comments positive or negative? What is the ratio of positive/negative? Are your key messages appearing in these conversations? If not, what content is trending? How are your competitors faring in these conversations? Share of voice leads to market share. Establishing and tracking share of voice used to be an advertising metric, but since the most trusted form of advertising is now conversations, it’s become an important one for social media.
Listening to the online conversation allows us to tap into what people are interested in right now, what they talk about, what they like and dislike. This information will give you the insights that lead to the goals you should pursue in social media, whether they be; Public Relations Fundraising Campaign awareness etc
As part of the research process – listening to what’s being said online – will identify who is talking about you and where the conversations are taking place. Once you know where the majority of the conversations take place you can sensibly allocate your resources for best ROI. It’s no longer about how many people did we reach, it’s have we reached the right people who want to engage and communicate with us?
Today, influence is about accuracy and trust. We want to reach the bloggers and social networkers who have influence – those who can cause others to take action, change their perception and/or their behaviour. They might not be the A-list bloggers or power users in a network, rather someone that other people trust and listen to.
Success in social media depends on the quality of your content. It’s about engaging people and the key to engagement is good content. In social media people are creating, reading, saving, tagging and sharing content. If you don’t produce the kind of content they value, it won’t get re-published or shared.
There’s a wide array of social media tools to choose from and the task can be confusing. But if you have all your data analyzed, and your content strategy in place, it’s easy to pick the right tools for your campaign. • Search Optimized press releases • Social Media News Release format- with multimedia and social bookmarks • Search optimized articles • News Feeds (RSS) to syndicate all your content • Socializing your news content – ‘share this’ buttons, tagging & bookmarking • Blogs • Micro blogging (Twitter) • Podcasts • Images • Video • Social Networks – Facebook, LinkedIn, niche networks • Social Media News Sites – Kirtsy, Newsvine, StumbleUpon, digg • Widgets • Social Media News Room - gather and present all your social media content on your website
Once you have a content strategy based on solid research ideas will naturally flow about what to create and how to deliver this content. Good content not only sparks conversations it also build links. People will share the content and they’ll link to it from blog posts and tweets. This can raise your search visibility and drive lots of traffic to your content.
It’s not enough to push out content. Social media is not just another marketing channel you can use to reach your target audience. The biggest mistake companies and brands make is to use social media as a way to sell a product. Content should be created with a view to inspiring and participating in conversations. Social media is about a two-way flow of conversation. People are no longer willing to be passive bystanders – they want to take an active part of the conversation. Customer engagement can get you through the toughest of times – it’s both a customer acquisition and retention strategy.
If you can’t measure it you can’t manage it. What to Measure: What you are going to measure will depend on what goals you have set in the initial part of your strategy. Based on listening and research, you should have determined what actions you need to focus on in social media. Measure what you did and what impact it had, and then you can see what result it had. The value of analysis Having mountains of data is all very well, but ‘what does this mean?” is the crucial question. Being able to evaluate the data and come to a conclusion you can use to tweak or expand your program is the point.
State your Goal: Your goal should be specific; for example: “We want men in this country to know that domestic violence is a crime.” “We want to substantially reduce rates of domestic violence in this country.” “We want police officers who do not enforce domestic violence laws to be charged with breaking the law.” Be clear about each of your campaign/project goals because these will be used to inform the media you make. Create your proposition statement The next step in creating a strategy for making media involves defining the issue: What is the problem and what do you think the solution is? You should be able to state this in just one or two clear and concise sentences. Have clear objectives for making media: Objectives are even more specific than your goals. Objectives need to be SMART: An example of a clear objective is: “Our blog should encourage at least 2,000 people to sign a petition about police inaction on domestic violence within one week” Do research Background research Previous efforts and campaigns Context mapping Identify your target audience : Types of stakeholders Allies – people and organizations who already support what you do. Adversaries – people who oppose the change you want to see. Neutral – people whose position or attitude is unclear or who have not become actively involved in this issue.
Craft Your Message: Be simple and explain the cause clearly, without ambiguities. Emphasize the critical importance of the cause. Tell people something new, something they had not thought about. Be engaging, interesting, perhaps even shocking. Articulate the need to take action, and provide a solution. 2. Create a call to action All of the media you make to support your advocacy campaign or project should state clearly what action you want people to take. 3. Identify resources: Different kinds of resources you may need to include: Human resources (people, skills and time) Financial resources (access to funds) Intellectual resources (access to knowledge and information) Material resources (access to equipment and tools) 4. Budgeting and funding 5. Make your media Which media formats do your participant communities have access to? Which media formats do your target audience/s follow the most? Which media format can best carry your message? Which media format will be most likely to encourage people to take action?
Arthur guinness fund (social media presentation)
CYBERCOM, July 27th 2010 Rob Reid & David Hayes Social Media for NGOs
Your journey begins with traditional marketing
Before you leap into social media develop a marketing strategy
1. What are your marketing goals? It’s not enough to have a general idea — your goal should be specific and actionable . What does your campaign or project want to achieve? 2. Create your proposition statement (or theme) “ We need to stop child trafficking in Nepal; we must enforce the law against child traffickers.” 3. Have clear marketing objectives Objectives are even more specific than your goals. Objectives need to be SMART (Specific, Measurable, Attainable, Realistic, Timely) 4. Do your market research When you know what you want to achieve, you’ll probably discover that you need to know more about your issue. 5. Identify your target audience There are generally several communities involved with an issue, and all of them can be considered stakeholders.
6. Craft your marketing message Your message is what will pull people toward your campaign. Then convert them with a strong call to action. 7. Identify resources What kinds of resources are available within your group or organisation and what do you have access to through your supporters and networks. 8. Budgeting and funding Once you have made an estimate of what resources are available, you can create a budget. 9. Choose the right formats, tactics and tools Marketing should not drive your overall campaign; it should be a way of achieving your goals and objectives by relaying your message and calling for action. Is it press, radio, TV, search marketing, social media? 10. Create a timeline The effectiveness of a marketing campaign largely depends on timing. Your message and should be released when the need for it is greatest.
Now let’s take a quick chat about what some of you could be doing through social media
<ul><li>Resources </li></ul><ul><li>Basic </li></ul><ul><li>Facebook 101 http://mashable.com/guidebook/facebook/ </li></ul><ul><li>Twitter 101 http://mashable.com/guidebook/twitter/ </li></ul><ul><li>Advanced </li></ul><ul><li>• NTEN: We Are Media </li></ul><ul><li>http://www.wearemedia.org </li></ul><ul><li>• Beth’s Blog: Social Media and NGO/CSR Workshop in India </li></ul><ul><li>http://bit.ly/aHcpbV </li></ul><ul><li>• Frog Loop: Build Your Own Listening Dashboard </li></ul><ul><li>http://bit.ly/3JIwZ </li></ul><ul><li>• Using Social Media To Meet Nonprofit Goals </li></ul><ul><li>http://www.idealware.org/reports/using-social-media-meet-nonprofit-goals-results-survey </li></ul><ul><li>• Nonprofit Social Media Benchmark Study </li></ul><ul><li>http://www.e-benchmarksstudy.com/socialmedia/ </li></ul>
Brand mentions Google News Alerts Yahoo News Moreover How Sociable Socialmention RSS Reader like NetVibes Blog Buzz Google BlogSearch IceRocket BlogPulse Backtype – for blog comments Twitter Twitter Search Twilert Twazzup TweetBeep Hashtags Twitrratr Free Listening Tools Trends Google Trends Google Insights for Search Trendrr Serph Facebook Lexicon Message Boards and Forums BoardTracker BoardReader Google Groups Yahoo Groups Multi Media YouTube Truveo MetaCafe Viral Video Chart Flickr PhotoBucket