Lutheran Communicators Network  April 29, 2009
Megan M. Engle Former Social Media Manager Michigan Nonprofit Association  [email_address] www.MNAonline.org http://MNAonl...
http://www.slideshare.net/MNAOnline Where This Presentation Will Be Located:
Quick Inventory of Suggestions <ul><li>What would you like to see today?  </li></ul><ul><ul><li>How to utilize a Facebook ...
Today’s Agenda <ul><li>Quick Introductions </li></ul><ul><li>Tweeting Your Message exercise  </li></ul><ul><li>What is Soc...
Tweeting Your Message – on Paper*  <ul><li>Pick one or two other folks to form a pair or small group </li></ul><ul><li>Spe...
Tweeting Your Message – on Paper*  <ul><li>Possible benefits list to get you started </li></ul><ul><ul><li>Issue Awareness...
SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.commoncraft.com  Reminder: A Great Resource for Basic Videos
What Is Social Media? <ul><li>Definition:  “the use of electronic and    Internet tools for the purpose of    sharing   an...
What Is Social Media? <ul><li>What is the  first  word/phrase that comes to mind when you define social media?  </li></ul>...
What Is Social Media? <ul><li>The first words that come to my mind are:  </li></ul><ul><li>RELATIONSHIP BUILDING  </li></u...
Examples of Social Media: <ul><li>Social Bookmarking  </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Podcasting and Vid...
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 <ul><li>The best storytelling shows the story – various types of media including photos, vi...
What is Social Networking? <ul><li>People using the internet to connect with others online </li></ul><ul><li>Individuals o...
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
<ul><li>A form of blogging comprised of user-created brief updates ~ 140 characters  </li></ul><ul><li>The truncated natur...
The Importance of Listening <ul><li>Good first step in listening: set up  Google alerts  with your organization name, key ...
The Importance of Listening <ul><li>Use an RSS reader </li></ul><ul><li>Engage and respond to people both internally and e...
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...
Let’s Talk Strategy! <ul><li>You need to answer certain questions before investing time and resources in social media </li...
Let’s Talk Strategy! <ul><li>The basic elements:  </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Target Audie...
Let’s Talk Strategy! <ul><li>Objectives </li></ul><ul><ul><li>What do you hope to accomplish by using social media? (Think...
Let’s Talk Strategy! <ul><li>Target Audience </li></ul><ul><ul><li>Who do you need to reach with your social media campaig...
Let’s Talk Strategy! <ul><li>Integration:  </li></ul><ul><ul><li>How does social media jive with the overall internet stra...
Let’s Talk Strategy! <ul><li>Culture Change:  </li></ul><ul><ul><li>Will everyone in your organization be on board?  </li>...
Let’s Talk Strategy! <ul><li>Culture Change:  </li></ul><ul><ul><li>- Loss of control over your organization's branding an...
Let’s Talk Strategy! <ul><li>Capacity/Resources/Time Management: </li></ul><ul><ul><li>Who will be implementing and measur...
Let’s Talk Strategy! <ul><li>Tools and Tactics: </li></ul><ul><ul><li>What tools are you already using?  </li></ul></ul><u...
Let’s Talk Strategy! <ul><li>Measurement: </li></ul><ul><ul><li>What can you measure in the end?  </li></ul></ul><ul><ul><...
Let’s Talk Strategy! <ul><li>Experiment: </li></ul><ul><ul><li>What have you tried?  </li></ul></ul><ul><ul><li>What has w...
Discussion/Reflections/Questions <ul><li>Where will you go next?  </li></ul><ul><li>Take 15 minutes and reflect: what is t...
http://www.slideshare.net/MNAOnline Where This Presentation Will Be Located:
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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.

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Transcript of "Lutheran Communicators Network Presentation April 29 2009"

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