Dignity Social Media Strategy

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Social Media Strategy presentation for DignityUSA

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Dignity Social Media Strategy

  1. 1. Facebook and Twitter and Blogs... Oh, My! The Dignity Community And Social Media
  2. 2. What is Social Media?
  3. 4. What is Social Media? Social media is using the Internet to instantly collaborate, share information, and have a conversation about ideas, causes, and organizations we care about powered by social media tools.
  4. 5. In other words...
  5. 6. P.O.S.T. Strategic Method
  6. 7. The P.O.S.T. Method P People Access your target's social activities
  7. 8. The P.O.S.T. Method P People Access your target's social activities O Objectives Decide what you want to accomplish
  8. 9. The P.O.S.T. Method P People Access your target's social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships will change
  9. 10. The P.O.S.T. Method P People Access your target's social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships will change T Technology Decide which social technologies to use
  10. 11. Social Technographics ™ Ladder Creators Publish a blog Public your own Web page Upload video you created Upload audio/video you created Write articles or stories and post them
  11. 12. Social Technographics ™ Ladder Creators Publish a blog Public your own Web page Upload video you created Upload audio/video you created Write articles or stories and post them Critics Post ratings/reviews of products/services Comment on someone else's blog Contribute to online forum Contribute to/edit articles in a wiki
  12. 13. Social Technographics ™ Ladder Creators Publish a blog Public your own Web page Upload video you created Upload audio/video you created Write articles or stories and post them Critics Post ratings/reviews of products/services Comment on someone else's blog Contribute to online forum Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web page or photos “ Vote” for Web sites online
  13. 14. Social Technographics ™ Ladder Creators Publish a blog Public your own Web page Upload video you created Upload audio/video you created Write articles or stories and post them Critics Post ratings/reviews of products/services Comment on someone else's blog Contribute to online forum Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web page or photos “ Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites
  14. 15. Social Technographics ™ Ladder Creators Publish a blog Public your own Web page Upload video you created Upload audio/video you created Write articles or stories and post them Critics Post ratings/reviews of products/services Comment on someone else's blog Contribute to online forum Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web page or photos “ Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews
  15. 16. Social Technographics ™ Ladder Creators Publish a blog Public your own Web page Upload video you created Upload audio/video you created Write articles or stories and post them Critics Post ratings/reviews of products/services Comment on someone else's blog Contribute to online forum Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web page or photos “ Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above
  16. 17. Access Social Activities 18-24 25-34 35-44 Male Female Male Female Male Female Creators 44 48 36 31 24 22 Critics 53 47 50 43 38 31 Collectors 42 35 30 24 24 17 Joiners 84 86 67 74 50 57 Spectators 93 85 82 78 76 70 Inactives 3 3 9 10 16 18 Source: Forrester Research's North American Technographics ™ Online Benchmark Survey, Q2 2010 (US), 26913 respondents
  17. 18. Access Social Activities 45-54 55+ Male Female Male Female Creators 20 19 13 10 Critics 35 39 29 26 Collectors 20 15 13 11 Joiners 37 39 22 30 Spectators 69 73 65 62 Inactives 21 21 30 31 Source: Forrester Research's North American Technographics ™ Online Benchmark Survey, Q2 2010 (US), 26913 respondents
  18. 20. What are nonprofits doing on Facebook and Twitter? <ul><li>Building Community!!! </li></ul>www.nonprofitsocialnetworksurvey.com
  19. 21. What are nonprofits doing on Facebook and Twitter? <ul><li>Building Community!!!
  20. 22. The Facebook average member community size is up 161% in 2011 to 6,376 members compared to 2,440 and 5,391 respectively in 2010 and 2009. </li></ul>www.nonprofitsocialnetworksurvey.com
  21. 23. What are nonprofits doing on Facebook and Twitter? <ul><li>Building Community!!!
  22. 24. The Facebook average member community size is up 161% in 2011 to 6,376 members compared to 2,440 and 5,391 respectively in 2010 and 2009.
  23. 25. The average Twitter follower base is up 2% in 2011 to 1,822 followers (from 2010's 1,792 followers) and up a massive 535% from 2009 levels (287 followers). </li></ul>www.nonprofitsocialnetworksurvey.com
  24. 26. What aren't nonprofits doing on Twitter and Facebook? <ul><li>Fundraising!!! </li></ul>www.nonprofitsocialnetworksurvey.com
  25. 27. What aren't nonprofits doing on Twitter and Facebook? <ul><li>Fundraising!!!
  26. 28. Fundraising is growing but is still a minority effort. </li></ul>www.nonprofitsocialnetworksurvey.com
  27. 29. What aren't nonprofits doing on Twitter and Facebook? <ul><li>Fundraising!!!
  28. 30. Fundraising is growing but is still a minority effort.
  29. 31. The number of groups successfully generating a small revenue stream ($1 to $10K year) is 46% in 2011. </li></ul>www.nonprofitsocialnetworksurvey.com
  30. 32. Don't Just Talk Listen
  31. 33. A Helpful Worksheet “ Listening with Social Media for Nonprofits” <ul><li>http://search.twitter.com (twitter)
  32. 34. http://socialmention.com (social media)
  33. 35. http://icerocket.com (blogs)
  34. 36. http://boardreader.com (discussion boards)
  35. 37. http://backtweets.com (find twitter links that point to your website)
  36. 38. http://www.google.com/alerts (news, web, video, blogs, etc) </li></ul>
  37. 39. Who am I Listening to? <ul><li>Identify Your Social Media Personas </li><ul><li>What kind of supporters are you trying to listen to? </li></ul></ul>
  38. 40. What am I Listening For? <ul><li>Organization and Staff Members
  39. 41. Keywords Related to Organization, Mission or Campaign
  40. 42. Local Community Keywords
  41. 43. Twitter Hashtags
  42. 44. Twitter Mentions and Retweets </li></ul>
  43. 45. Final Results Dashboard
  44. 47. What Type of Page is Best? <ul><li>Profile : Only personal use.
  45. 48. Group : Cannot be customized; not found by search engines; posts come from individuals (not the organization); no insights; no vanity URLs.
  46. 49. Community Page : Set up by Facebook using Wikipedia information.
  47. 50. Page : People can 'like' without approval; messages can be sent to all members; can be customized; found by search engines; posts come from page (not admin); vanity URL; insights available. </li></ul>
  48. 51. What Type of Page is Best? <ul><li>Profile : Only personal use.
  49. 52. Group : Cannot be customized; not found by search engines; posts come from individuals (not the organization); no insights; no vanity URLs.
  50. 53. Community Page : Set up by Facebook using Wikipedia information.
  51. 54. Page : People can 'like' without approval; messages can be sent to all members; can be customized; found by search engines; posts come from page (not admin); vanity URL; insights available. </li></ul>
  52. 55. What Type of Page is Best? <ul><li>Profile : Only personal use.
  53. 56. Group : Cannot be customized; not found by search engines; posts come from individuals (not the organization); no insights; no vanity URLs.
  54. 57. Community Page : Set up by Facebook using Wikipedia information.
  55. 58. Page : People can 'like' without approval; messages can be sent to all members; can be customized; found by search engines; posts come from page (not admin); vanity URL; insights available. </li></ul>
  56. 59. What Type of Page is Best? <ul><li>Profile : Only personal use.
  57. 60. Group : Cannot be customized; not found by search engines; posts come from individuals (not the organization); no insights; no vanity URLs.
  58. 61. Community Page : Set up by Facebook using Wikipedia information.
  59. 62. Page : People can 'like' without approval; messages can be sent to all members; can be customized; found by search engines; posts come from page (not admin); vanity URL; insights available. </li></ul>
  60. 63. Facebook Pages <ul><li>You must have a profile page before you can set up a page for your group.
  61. 64. Set up your page at http://www.facebook.com/page </li></ul>
  62. 65. Customize your page <ul><li>http://www.facebook.com/applications
  63. 66. Integrate your twitter feed
  64. 67. Automatically cross-post your blog or Drupal site
  65. 68. Add a newsletter sign up form
  66. 69. Include a welcome page
  67. 70. As soon as you get 25 likes, choose a custom username ( http://www.facebook.com/pages/DignityUSA vs http://www.facebook.com/DignityUSA </li></ul>
  68. 71. Keeping Your Page Active <ul><li>Post at least once a day and post a variety of things: video, photo, links, comments, events.
  69. 72. Pay attention to people who are interacting with you: respond to questions, thank people.
  70. 73. Find other Facebook content to 'share' and 'like'. </li></ul>
  71. 75. What the Heck is Twitter? <ul><li>“Like being at a conference 24 hours/day”
  72. 76. “The swiss army knife of texting awesomeness”
  73. 77. “It's like when you want a small glass of water you go to the fire hydrant to drink”
  74. 78. But it's also an excellent tool for engaging and communicating with your constituents! </li></ul>
  75. 79. http://www.goodworksco.ca
  76. 80. Getting Started <ul><li>Go to http://www.twitter .com
  77. 81. Start with a personal account (if you don't have one already)
  78. 82. Build your personal brand by choosing a username that includes your real name </li></ul>
  79. 83. Find Some People to Follow <ul><li>Search for people you're interested in following. </li><ul><li>Then click on the list of people they follow
  80. 84. Then click on their followers
  81. 85. You'll soon have a long list! </li></ul></ul>
  82. 86. Twitter Glossary http://gravityjonesproject.com/marketing/resources/glossary-twitter-101 Tweet : A message sent via Twitter. A Tweet is a 140 character message, also referred to as a microblog. Feed/Stream : Posts on Twitter are commonly referred to as your “Twitter feed” or “stream”. These are always listed on your Home page in the order they are posted. Followers : An individual or company that is connected to you and reading your tweets. Following : These are the people who tweets you've selected to read; their tweets appear in your 'feed' or 'stream'. Direct Message (DM) : Direct messages are the Twitter equivalent of E-mail. You may only send direct messages to those following you. @username : Twitter users are identified by @username. It creates a link to their profile automatically, which is useful for your followers to track conversations or look at people you're referring to. ReTweet (RT) : To repost something that's already in the Twitter stream. Usually proceeded by 'RT' and '@username ' to give credit to the original poster. Hashtags (#) : The '#' sign. Words that follow # in Twitter are called 'hash tags'. It's a way of assigning a keyword to a tweet so that others can follow the topic.
  83. 87. Start Interacting <ul><li>Read an interesting 'tweet'? Retweet it!
  84. 88. Comment on someone's comment or link.
  85. 89. Send out information about yourself or your organization.
  86. 90. Make sure to include some of your personality, thank people, comment and interact.
  87. 91. Do not use twitter to 'push'... you'll lose followers.
  88. 92. Do not self-promote... you'll lost followers.
  89. 93. Follow your followers (so they can DM you) </li></ul>
  90. 94. Using a Social Media Dashboard via Tweetdeck
  91. 95. What is Tweetdeck? <ul><li>Tweetdeck allows you to manage all of your social media accounts in one place.
  92. 96. You can write one message and crosspost it to multiple platforms. </li></ul>

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