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Lutheran Communicators Network Presentation April 29 2009
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Lutheran Communicators Network Presentation April 29 2009

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Presentation given to marketing/PR/IT/communications professionals at a subset of the Lutheran Services America conference in Washington, DC.

Presentation given to marketing/PR/IT/communications professionals at a subset of the Lutheran Services America conference in Washington, DC.

Published in: Business, Technology

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  • 1. Lutheran Communicators Network April 29, 2009
  • 2. Megan M. Engle Former Social Media Manager Michigan Nonprofit Association [email_address] www.MNAonline.org http://MNAonline.wordpress.com Twitter: @MNAOnline About Me:
  • 3. http://www.slideshare.net/MNAOnline Where This Presentation Will Be Located:
  • 4. Quick Inventory of Suggestions
    • What would you like to see today?
      • How to utilize a Facebook page, Twitter, Blogs
      • Effective time management
      • Engaging distinct audiences
      • Monitoring for negative feedback
      • Measuring success and productivity
      • Learning proven strategies that raise awareness and funding
      • Incorporating social media into an already existing marketing program
      • Using social media to be media friendly
      • Increasing website traffic
      • Using social media to engage seniors and their children
  • 5. Today’s Agenda
    • Quick Introductions
    • Tweeting Your Message exercise
    • What is Social Media: discussion and brief examples of mainstream tools
    • Featured tool: Twitter
    • Reminder: What people do on the Internet by age
    • Featured case study: The American Red Cross
    • Break
    • Let’s talk Strategy!
    • Discussion/reflections
    • Questions
  • 6. Tweeting Your Message – on Paper*
    • Pick one or two other folks to form a pair or small group
    • Spend about 10 minutes discussing the following: “How can social media benefit my organization?”
    • Brainstorm possible benefits using the list on the next slide as inspiration
    • Select a benefit that seems most appropriate to your organization
    • Write down your answer as a “Tweet” on paper
    • Share with the group
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original exercise
  • 7. Tweeting Your Message – on Paper*
    • Possible benefits list to get you started
      • Issue Awareness
      • Issue Education
      • Content Generation
      • Improve Reputation
      • Increased Relevant Visitor Traffic
      • Generate Positive Word of Mouth
      • Recruit Volunteers
      • Acquire New Donors and/or Members
      • Other ideas?
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original exercise
  • 8. SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.commoncraft.com Reminder: A Great Resource for Basic Videos
  • 9. What Is Social Media?
    • Definition: “the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings .”
      • - Ben Parr
    • http://www.benparr.com/2008/08/its-time-we-defined-social-media-no-more-arguing-heres-the-definition
    • In other words, social media describes the tools people use and the ways people share ideas online.
  • 10. What Is Social Media?
    • What is the first word/phrase that comes to mind when you define social media?
    • Is it a tool?
    • Is it a concept?
    • Is it a way of thinking?
    • Please share with us!
  • 11. What Is Social Media?
    • The first words that come to my mind are:
    • RELATIONSHIP BUILDING
    • and LISTENING
  • 12. Examples of Social Media:
    • Social Bookmarking
    • Photo Sharing
    • Podcasting and Video
    • Blogging
    • Feed Reading & Sharing
    • Social Networking
  • 13. What Is Social Bookmarking? vs. + + Traditional bookmarking Social bookmarking
  • 14. SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.flickr.com/photos/30182286@N07/ Photo Sharing
  • 15. Photo Sharing – How Can It Be Used?
  • 16. http://www.youtube.com/nonprofits YouTube Nonprofit Channel Program
  • 17. The Importance of Storytelling
    • The best storytelling shows the story – various types of media including photos, videos, audio and text can each play a part
    • Can appeal to staff, volunteers, donors, and people who could potentially fill these roles
    • Sharing with the community
    • Relationship building!
  • 18. What is Social Networking?
    • People using the internet to connect with others online
    • Individuals often connect with friends, family, colleagues, and other internet users with similar interests and hobbies
    • Four major social networking sites are: Facebook, MySpace, LinkedIn, and Ning
    • Relationship building!
  • 19. http://www.facebook.com/pages/Nonprofit-Organizations/27795452714 Facebook Nonprofit Organizations Fan Page
  • 20. Facebook Best Practices http:// www.diosacommunications.com/facebookbestpractices.htm
  • 21. LinkedIn http://www.linkedin.com/ LinkedIn is a business oriented social networking site aimed at professionals.
  • 22. Nuts About Southwest Blog http://www.blogsouthwest.com/ Video/ YouTube Photos/Flickr Blog Poll News Feed
  • 23.
    • A form of blogging comprised of user-created brief updates ~ 140 characters
    • The truncated nature of the updates allows for less sifting and faster, more direct transmission of information
    • Can be used as a sounding board, peer forum, news feed, etc. Must be interactive!
    • http:// twitter.com/MNAonline and http://hashtags.org/ - Twitter features
    • Relationship building!
    What is Microblogging?
  • 24. The Importance of Listening
    • Good first step in listening: set up Google alerts with your organization name, key words, event names, figureheads, etc.
    • Little time on the front end = big payoffs in the long run
    • Food Stamp Challenge example – Michigan Nonprofit Association Blog
      • Blog post with most page views
      • Blog post with most comments
      • 7 th on list of “michigan food stamp” results
  • 25. The Importance of Listening
    • Use an RSS reader
    • Engage and respond to people both internally and externally – this will help staff be on board
    • Experiment with and know your keywords!!!
      • For example: Michigan Nonprofit Association, MNA, Michigan + Nonprofit, SuperConference, etc.
      • Think of event names, people names, cities, and general terms
  • 26. What People Do On The Internet (By Age) http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
  • 27. Featured Case Study: The American Red Cross http://www.slideshare.net/kanter/08ntc-social-media-roi-case-study-slam-roi-of-listening?src=embed
  • 28. Let’s Talk Strategy!
    • You need to answer certain questions before investing time and resources in social media
    • Something to be said for being spontaneous, but don’t want to look like the “cool” parent at the high school party
    • Social media is a piece of the greater communications plan pie – social media is often found in marketing, PR, etc.
  • 29. Let’s Talk Strategy!
    • The basic elements:
      • Objectives
      • Target Audience
      • Integration
      • Culture Change
      • Capacity
      • Tools and Tactics
      • Measurement
      • Experiment
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 30. Let’s Talk Strategy!
    • Objectives
      • What do you hope to accomplish by using social media? (Think about the inventory of suggestions from earlier this morning)
      • Begin thinking about your objective so that it is “SMART” – specific, measurable, attainable, realistic, and time-based
      • Example objectives: listening and learning; building relationships and issue awareness; improving reputation; increased web traffic; fundraising or other action
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 31. Let’s Talk Strategy!
    • Target Audience
      • Who do you need to reach with your social media campaign to meet your objective?
      • How does this target group fit into the overall communications plan of your organization?
      • What is their awareness level of your organization/cause?
      • What do you want to show/tell/interact/converse with them about?
      • What tools are they using?
      • http://www.cnn.com/2009/TECH/04/13/social.network.older/index.html
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 32. Let’s Talk Strategy!
    • Integration:
      • How does social media jive with the overall internet strategy of your organization?
      • Where can you create a hub? (Think of Southwest’s blog page)
      • Where are your outposts throughout the internet?
      • (Think about driving website traffic)
      • Connecting on and offline
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 33. Let’s Talk Strategy!
    • Culture Change:
      • Will everyone in your organization be on board?
      • What are common fears association with social media? How can they become +?
      • Pair up – take 15 minutes and discuss about when something new was adopted in your organization (not necessarily technology) – how did you engage people? Did something particular work?
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 34. Let’s Talk Strategy!
    • Culture Change:
      • - Loss of control over your organization's branding and marketing messages
      • - Dealing with negative comments
      • - Addressing personality vs. organizational voice
      • - Fear of failure
      • - Perception of wasted of time and resources
      • - Suffering from information overload already, this will cause more
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 35. Let’s Talk Strategy!
    • Capacity/Resources/Time Management:
      • Who will be implementing and measuring your social media strategy?
      • How much time can you spend each week?
      • Do you need any outside help?
      • Can you spend approximately one hour per day?
      • Will staff need to be trained? Will the responsibilities be shared or will one person maintain everything?
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 36. Let’s Talk Strategy!
    • Tools and Tactics:
      • What tools are you already using?
      • What tools would you like to use to engage your stakeholders?
      • What tools are your stakeholders already using?
      • What tools have the most advantages for your organization?
      • Example: Facebook – LSSM page
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 37. Let’s Talk Strategy!
    • Measurement:
      • What can you measure in the end?
        • Media coverage?
        • Blog hits/page views?
        • RSS subscribers?
        • Web traffic?
        • Comments/participation?
        • Authority/expert status/regard?
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 38. Let’s Talk Strategy!
    • Experiment:
      • What have you tried?
      • What has worked? What would you like to tweak?
      • This is the secret to success – as the “experts” say, “rinse, lather, repeat”.
    *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
  • 39. Discussion/Reflections/Questions
    • Where will you go next?
    • Take 15 minutes and reflect: what is the one thing you will promise to take on to improve social media efforts in your organization?
    • Reflections?
    • Questions?
  • 40. http://www.slideshare.net/MNAOnline Where This Presentation Will Be Located:
  • 41. Thank you!!!!