Lutheran Communicators Network April 29, 2009

Megan M. Engle Former Social Media Manager Michigan Nonprofit Association [email_address] www.MNAonline.org http://MNAonline.wordpress.com Twitter: @MNAOnline About Me:

http://www.slideshare.net/MNAOnline Where This Presentation Will Be Located:

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

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

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

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

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

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

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

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?

SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.commoncraft.com Reminder: A Great Resource for Basic Videos

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.

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.

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!

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!

What Is Social Media? The first words that come to my mind are: RELATIONSHIP BUILDING and LISTENING

The first words that come to my mind are:

RELATIONSHIP BUILDING

and LISTENING

Examples of Social Media: Social Bookmarking Photo Sharing Podcasting and Video Blogging Feed Reading & Sharing Social Networking

Social Bookmarking

Photo Sharing

Podcasting and Video

Blogging

Feed Reading & Sharing

Social Networking

What Is Social Bookmarking? vs. + + Traditional bookmarking Social bookmarking

SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.flickr.com/photos/30182286@N07/ Photo Sharing

Photo Sharing – How Can It Be Used?

http://www.youtube.com/nonprofits YouTube Nonprofit Channel Program

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!

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!

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!

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!

http://www.facebook.com/pages/Nonprofit-Organizations/27795452714 Facebook Nonprofit Organizations Fan Page

Facebook Best Practices http:// www.diosacommunications.com/facebookbestpractices.htm

LinkedIn http://www.linkedin.com/ LinkedIn is a business oriented social networking site aimed at professionals.

Nuts About Southwest Blog http://www.blogsouthwest.com/ Video/ YouTube Photos/Flickr Blog Poll News Feed

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?

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!

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

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

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

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

What People Do On The Internet (By Age) http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif

Featured Case Study: The American Red Cross http://www.slideshare.net/kanter/08ntc-social-media-roi-case-study-slam-roi-of-listening?src=embed

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.

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.

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

The basic elements:

Objectives

Target Audience

Integration

Culture Change

Capacity

Tools and Tactics

Measurement

Experiment

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

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

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

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

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

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

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

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?

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

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

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

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?

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

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

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

Measurement:

What can you measure in the end?

Media coverage?

Blog hits/page views?

RSS subscribers?

Web traffic?

Comments/participation?

Authority/expert status/regard?

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

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”.

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?

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?

http://www.slideshare.net/MNAOnline Where This Presentation Will Be Located:

Thank you!!!!