COMMUNICATING W/MEMBERS &
POTENTIAL MEMBERS
Part 1: What Is Social Media?
Part 2: Is Your Affiliate Ready to Start Using S...
Introductions
• Note to participants:
– Please sign in to
http://xxxx.groupsite.com
– Please take our Introductory Survey....
Who’s in the Room?
• What’s your name
• What’s your role in your local association?
• How much experience do you have with...
The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working wi...
Part 1: What Is Social Media?
• There's a lot of hype about social media these days,
but how are the tools that comprise s...
What is Web 2.0?
• Social Networking in Plain English
The Landscape
Social Networking:
– Facebook
– MySpace
– Friendster
Content sharing:
-You Tube
-Flickr
-Vimeo
-Photobucket
...
What is social media?
• “Social Media” is an umbrella term for describing internet-
based, digital communication that enab...
Social media characteristics
• Social Media
– It is immediate
– It is unmediated
– It is a dialogue, which…
• Increases th...
Social media values
– Authenticity
– Transparency
– Sincerity
– Dialogue over monologue
– There is only one “you”
– No gat...
• Concentrate on the relationships
NOT
the technology!
• Run when you hear “Twitter Strategy” or “Facebook Strategy”
-- it...
It’s not about the tools
Jessica Hagy, Indexed Blog
Don’t Fondle the Hammer
Social Networking
• Contrary to public perception, most of the
groups that form on social networking sites
are not made up...
• The profile page: a page that allows you to describe yourself through text,
video, and music
• A network of friends: a p...
Socialnomics Video
Why should we care about Web 2.0?
What’s in a NUMBER?
Over 80 percent of Americans use social
media tools and Web sites monthly
Social networking is now the...
• American teens sent an
average of 3,146 texts a
month in 2010
• That’s 10 text messages
per hour they are not in
school ...
Change in internet use by age, 2000-2010
Top 10 Sectors by Share of Internet Time
Profile on Social Networking site by Age
Gadget Ownership, 2010
Association Social Media Landscape
2011 NEA Mid-Atlantic Regional Leadership Conference
Agenda• Survey Says:
Affiliate Use...
Total Mid Atlantic Region Population on Facebook = ?
Mid Atlantic Affiliates on Facebook
Total Mid Atlantic Region Population on Facebook = 8,755
(Maryland, North Carolina, Ohio, Virginia, & Delaware =21 Pages o...
Total Survey Responses: 90
Number of Affiliates responding to survey: 30
States with highest response rate: Minnesota (16)...
Facebook: How Do You Measure “It…”
Facebook: Average number of Page “Likes”
Facebook: Unique Page Views
Facebook: Comments on Posts
Facebook: Daily Wall Posts
Are members communicating directly
or indirectly to you through social media?
How many social media projects is
your association managing?
Which social media tools are most useful?
Facebook: Affiliate Demographics
Source: (Idealware) The Nonprofit Social Media Decision Guide •
July 2010; http://www.idealware.org/reports/nonprofit-soci...
Source: (Idealware) The Nonprofit Social Media Decision Guide •
July 2010; http://www.idealware.org/reports/nonprofit-soci...
273 nonprofit staff members provided details of what social media channels they’re
using, who they are targeting, and what...
Association-wide responses
Association-wide responses
Association-wide
Enhancing Relations with Your Audience
Mid Atlantic Region
Mid Atlantic Region
Reaching New Supporters For Your Organization
Association-wide
State Staff
Local Leaders
Member
Enhancing Relations with Your Audience
State Staff
Local Leaders
Member
Reaching New Supporters For Your Organization
What would it take to get half of your
membership to “like” your Facebook Page?
• An act of god...
• An act of congress!
•...
The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working wi...
Part 2: Is Your Affiliate Ready to
Start Using Social Media?
• Social media tools are tools. Social media can
help with ma...
Hitting the Bullseye
Your Focus Social Focus
Sweet Spots
Launch an
Initiative
Feed &
Nurture
Objectives
& Strategy
Measure &
Evaluate
Listening
Listening & Responding
Where to sta...
• SocialMention
• Addictomatic
• HowSociable?
• Google Alerts
• Backtype*
• Google Reader
• Filter by
Subscriptions
Keywor...
Outposts vs Home base
What’s the difference between an
outpost and a home base?
(issues) (branded URL)
Social
media is an
extension of
your web
presence
Successful Social Media Branding,
Campaigning and Community Building
What is …
Branding is putting your association into t...
Successful Social Media Branding,
Campaigning and Community Building
What is …
Association Community Building (Association...
Successful Branding Using
Social Media Examples
Criteria for selection:
I looked for campaigns that…
…Take advantage of th...
Successful Branding Using
Social Media Examples
Successful Social Media Campaign Examples
Criteria for selection:
I looked for campaigns that…
…The campaign brands ONLY t...
Successful Social Media Campaign Examples
Successful Association Community Building
(Association Social Network)
Criteria for selection:
I looked for Association Co...
Successful Association Community Building
(Association Social Network)
The Biggies
Facebook
Best for: Issues & Advocacy
Read Across America Facebook
NEA Facebook
The Biggies
Twitter
Best for: Quick Communication
 Getting info out
 Gathering info
NEA Today on Twitter
The Biggies
Blogs
A blog is a conversational web site,
typically offering news or opinion on a
certain topic.
Blogs should...
EdVoices Blog
Online etiquette
What you say online doesn’t stay online
Status messages or posts, particularly as they pertain to your
employers or cowork...
Stay in your
lane
If you’re not the
expert on a topic,
don’t comment
like you are.
Keep in mind:
reporters can
quote onlin...
Talk to your family
Basic tips for social media
include:
-Don’t friend anyone you don’t
know on Facebook or social
network...
Do’s and Don’ts
• Do: review and restrict your Facebook Privacy
Settings
• Don’t: do not “friend” students and parents
• D...
NEA’s Web 2.0 Toolkit
Best for:
 Quick & easy website creation
 Sharing info (text, photos, videos…)
 Engaging members
When You Develop Your Plan…
How could you use Groupsite? Use it for…
– #1: Getting the word out
– #2: Publicizing events
–...
Groupsites
• Boise Education Association
• Metropolitan Nashville Education Association
• Wisconsin National Board Network...
• Metropolitan Nashville Education Association
• Wisconsin National Board Network
The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working wi...
Pulling it all together
1. Create Facebook Account
2. Create Twitter Account
3. Groupsites
4. Embedding YouTube videos
5. ...
The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working wi...
Part 4: Social Media Project
• Now that you understand the tools and have
had some social media “play time,” let’s get
ser...
What Organizing and Technology have in common
• Move people to action
• Create power
• Appeal to self-interests
• Are both...
Social media
alone is not a
communication
strategy…
Social media should be a part of your
communications strategy
90
Newsp...
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Social Technographics
classifies people according
to how they use...
Creators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles ...
Creators
Critics
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write a...
Creators
Critics
Collectors
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you crea...
Creators
Critics
Collectors
Joiners
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music ...
Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload a...
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blog
Publish your own Web pages
Upload video you create...
Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload a...
Be an Organizer
• Your role is to provide structure and guidance and to
encourage communication among supporters
• To be e...
Guidelines for Developing a Community Strategy
• “Build it and they will come” doesn’t work!
• Key goals to keep in mind:
...
Tips on what works
• Choose the right message
• Develop a communication strategy
• Schedule a timely release of informatio...
Planning: Steps to consider prior to launching your
brand, campaign or association community
Questions to Consider …
• What do you need to accomplish?
• Who are the people who can help you?
• What do you need them t...
Resources
• The Networked Nonprofit: Connecting with Social Media to Drive Change,
by Beth Kanter http://www.bethkanter.or...
http://www.facebook.com/target?v=wall
http://www.facebook.com/unitedairlines
http://twitter.com/#!/UnitedAirlines
http://w...
http://www.causes.com/causes/200815-read-across-
america?recruiter_id=15194384
http://www.readacrossamerica.org/
http://ww...
http://gfea.pbworks.com/w/page/12257644/FrontPage
http://networksdea.groupsite.com/main/summary
http://neamwrlc.groupsite....
Maddie Grant, CAE
Chief Social Media Strategist
maddie@socialfish.org
Skype/Twitter: maddiegrant
Lindy Dreyer
Chief Social...
2011 marlc-socialmedia-session-1-4
2011 marlc-socialmedia-session-1-4
2011 marlc-socialmedia-session-1-4
2011 marlc-socialmedia-session-1-4
2011 marlc-socialmedia-session-1-4
2011 marlc-socialmedia-session-1-4
2011 marlc-socialmedia-session-1-4
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  • There are a lot of definitions available that define what “Social Media” is. For the purposes of our conversation today I want you to think of social media in these terms:”Social Media” is an umbrella term that describes multiple internet-based platforms. In general these platforms have a number of things in common, including:-Empowering user-generated content-Facilitating commentary and conversation (dialogue)-Facilitating the sharing of content-Enabling people to connect with one another despite location-Empowering collaboration on topics of mutual interestSome of the platforms under the concept of “Social Media” include:-Social Networking: also referred to as Social Networking Service (SNS) – e.g. Facebook, MySpace, Linkedin-Blogging: the term ‘Blog’ is short for ‘Web Log’ and is one of the oldest forms of social media dating back around 10 years. Blogs can be as simple as text entries on a website. Most blogs today are facilitated by blog hosting services that use web-based software to allow for easy editing and addition of photos and video – e.g. Wordpress, Blogger-Micro-blogging: Micro-blogs started as a means of sending short snippets of content that could be easily sent and read as cell phone text messages. This kind of platform has involved its own ecosystem which includes various forms of URL Shortening services, photo and video hosting, and geo-tagging. Micro-blogging is frequently associated with mobile posting given its origins – e.g. Twitter, Yammer, Pownce-Wikis: Wikis are websites or services that are used for collaborative work. Wikis include groups working on documents or projects to crowd sourcing of information from the general public – e.g. Wikipedia-Photos & Video Sharing: As the coding for the web has advanced and the pervasiveness of broadband connections increased, the additional bandwidth has facilitated services that host and share still imagery and video content – e.g. Flickr, YouTube, Vimeo
  • Social MediaIt is immediate – Social media facilitates the ability to post content and have it immediately available to content consumers.It is unmediated – Social media offers few to no gatekeepers for content. What you post is what is made availableIt is a dialogue, which…Increases the efficiency of your communication – by receiving feedback you are better able to assess how effective you are at communicatingCreates greater trust with those you communicate with by building a relationship – by building a positive relationship with your audience they have a greater sense of trust in what you say.‘Social’ is how people communicate – Social Media is an extension of how people already communicate, that’s why it has proven to be an effective means of communicatingLead the conversation or be led by it – Conversations about you, your command, and issues of concern happen with or without your participation. If you don’t participate, you lose a chance to engage in the conversation about subjects that are important!
  • Authenticity – It is critical that people know who you are in social media. If they can’t be sure who you are then they won’t trust you and won’t form a relationship with you.Transparency – When communicating in social media you need to be as transparent as possible with those who are listening. Telling people something they don’t want to hear or that you don’t know is preferable to silence. When people understand that you will be straight forward with them they will trust what you say more.Sincerity – People want to know that they are connecting with a real person. Be sincere, show personality and more people will listen and talk to youDialogue over monologue – Social media favors a conversation with others. If all you do is talk, then soon you’ll find that no one else is listeningThere is only one “you” – Gone are the days when you could think of yourself in separate roles that would seldom meet like your work and home life. No gatekeeper – What you say is what is heard (whether that is understood is another matter)Digital is fast – Content is available as soon as it is publishedDigital is forever – Once content is on the web, and especially in social media, it will always exist on some server somewhereDigital is everywhere – with mobile devices, connection to the digital world can take place virtually anywhereResistance is futile – You can avoid using social media but if you want to connect with people, you have to do it where they are communicating and increasingly this is happening in social media
  • We are only able to use Social Media sites as an extension of our already existing websites – not instead of them.Your websites are what keep you in compliance with a number of regulations and laws -- so they are not optionalFor example compliance with record keeping, access to the handicapped (Section 508 compliance)Content you post on a social media site needs to exist in some form on a .mil website (e.g. photos, press releases, stories, etc.)Content unique to social media and derivative of content already present on a .mil site does not necessarily need to be on a .mil site (e.g. status update on Facebook, post on Twitter)
  • – getting info out, getting answers
  • – getting info out, getting answers
  • Social media, by itself, is not the solution to all of your communication challenges and it is not a communication strategy.However, social media as part of an overall communication plan is a powerful tool.
  • 2011 marlc-socialmedia-session-1-4

    1. 1. COMMUNICATING W/MEMBERS & POTENTIAL MEMBERS Part 1: What Is Social Media? Part 2: Is Your Affiliate Ready to Start Using Social Media? Part 3: Hands-On—Working with Social Media Tools Part 4: Social Media Project
    2. 2. Introductions • Note to participants: – Please sign in to http://xxxx.groupsite.com – Please take our Introductory Survey... You’ll find it on the homepage.
    3. 3. Who’s in the Room? • What’s your name • What’s your role in your local association? • How much experience do you have with Social Media? (i.e. do you use email, Facebook, Twitter or other online tools?)
    4. 4. The Plan for Today 1. What is Social Media? 2. Is Your Affiliate Ready to Start Using Social Media 3. Hands-On: Working with Social Media Tools 4. Social Media Project
    5. 5. Part 1: What Is Social Media? • There's a lot of hype about social media these days, but how are the tools that comprise social media transforming relationships between associations and members? A growing number of our members, and our potential members, already use these tools. Can effective use of social media help us engage, recruit and organize them? How are affiliates using social media, and how do they know it really works?
    6. 6. What is Web 2.0? • Social Networking in Plain English
    7. 7. The Landscape Social Networking: – Facebook – MySpace – Friendster Content sharing: -You Tube -Flickr -Vimeo -Photobucket Collaborating/ knowledge sharing: -Wikis -Message boards -Forums -Podcasts Blogging: -Blogger -Wordpress -Tumblr -Twitter (micro-blogging)
    8. 8. What is social media? • “Social Media” is an umbrella term for describing internet- based, digital communication that enables social interaction to occur more easily despite both time and distance. • Social Media favors conversation over monologue and empowers people to be not just content consumers but content producers. • Social Media includes: – Social Networking – Blogging – Micro-blogging (Twitter, Yammer) – Wikis – Photo & Video Sharing
    9. 9. Social media characteristics • Social Media – It is immediate – It is unmediated – It is a dialogue, which… • Increases the efficiency of your communication • Creates greater trust with those you communicate with by building a relationship – ‘Social’ is how people communicate – Lead the conversation or be led by it
    10. 10. Social media values – Authenticity – Transparency – Sincerity – Dialogue over monologue – There is only one “you” – No gatekeeper – Digital is fast – Digital is forever – Digital is everywhere – Resistance is futile
    11. 11. • Concentrate on the relationships NOT the technology! • Run when you hear “Twitter Strategy” or “Facebook Strategy” -- it’s putting the cart before the horse. • Instead, focus on how you’ll engage members.
    12. 12. It’s not about the tools Jessica Hagy, Indexed Blog Don’t Fondle the Hammer
    13. 13. Social Networking • Contrary to public perception, most of the groups that form on social networking sites are not made up of strangers. Although people may browse profiles of others who are unknown to them, most use social networking sites to support preexisting real-life social groups.
    14. 14. • The profile page: a page that allows you to describe yourself through text, video, and music • A network of friends: a public or semipublic list of friends, usually displayed as small photographic icons • A public commenting system: allows friends and strangers to write a short note or statement that will be displayed publicly on your profile page • A private messaging system: enables friends to send private messages to you via your profile page • Widgets or Embedded Media: Widgets are small chunks of Web contents, such as graphics, video clips, or animations that you can put on your Web site The following features define social networks and distinguish them from other types of Web sites:
    15. 15. Socialnomics Video Why should we care about Web 2.0?
    16. 16. What’s in a NUMBER? Over 80 percent of Americans use social media tools and Web sites monthly Social networking is now the #1 activity on the web Twitter: 27 Million users in October 2009 Facebook: 400 million users You Tube: 924 million unique visitors each year
    17. 17. • American teens sent an average of 3,146 texts a month in 2010 • That’s 10 text messages per hour they are not in school or sleeping, according to research by The Nielsen Company.
    18. 18. Change in internet use by age, 2000-2010
    19. 19. Top 10 Sectors by Share of Internet Time
    20. 20. Profile on Social Networking site by Age
    21. 21. Gadget Ownership, 2010
    22. 22. Association Social Media Landscape 2011 NEA Mid-Atlantic Regional Leadership Conference Agenda• Survey Says: Affiliate Use of and Attitudes on Social Media • Leveraging Social Media tools for Branding, campaigning and association community building • A look at successful association branding, campaigning and association community building • Planning: Steps to consider prior to launching your brand, campaign or association community Tweeting encouraged during this session: use #neamarlc
    23. 23. Total Mid Atlantic Region Population on Facebook = ? Mid Atlantic Affiliates on Facebook
    24. 24. Total Mid Atlantic Region Population on Facebook = 8,755 (Maryland, North Carolina, Ohio, Virginia, & Delaware =21 Pages on Facebook) 321374 2,708 1,557 1,056 168 40 145 78 28 489 356 192 56 122 285 72 96 59 314 239 Mid Atlantic Affiliates on Facebook
    25. 25. Total Survey Responses: 90 Number of Affiliates responding to survey: 30 States with highest response rate: Minnesota (16); California (14); Washington (6); Iowa & Utah (4); New Mexico, Tennessee, Utah, Wisconsin (3); Hawaii, Kentucky, Oklahoma, Oregon, (2) Mid Atlantic Responses: 6 Association roles represented: Higher Ed Local Leader Local Volunteer/Teacher NEA BOD NEA Staff State Leader State Staff UniServ 2011 Survey of Affiliate Use of and Attitudes on Social Media
    26. 26. Facebook: How Do You Measure “It…”
    27. 27. Facebook: Average number of Page “Likes”
    28. 28. Facebook: Unique Page Views
    29. 29. Facebook: Comments on Posts
    30. 30. Facebook: Daily Wall Posts
    31. 31. Are members communicating directly or indirectly to you through social media?
    32. 32. How many social media projects is your association managing?
    33. 33. Which social media tools are most useful?
    34. 34. Facebook: Affiliate Demographics
    35. 35. Source: (Idealware) The Nonprofit Social Media Decision Guide • July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide Facebook/Twitter: Demographics
    36. 36. Source: (Idealware) The Nonprofit Social Media Decision Guide • July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide Twitter
    37. 37. 273 nonprofit staff members provided details of what social media channels they’re using, who they are targeting, and what tangible results they’re seeing. nonprofits using social media found many specific channels useful for reaching out to new constituents Source: (Idealware) The Nonprofit Social Media Decision Guide • July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide
    38. 38. Association-wide responses
    39. 39. Association-wide responses
    40. 40. Association-wide Enhancing Relations with Your Audience Mid Atlantic Region
    41. 41. Mid Atlantic Region Reaching New Supporters For Your Organization Association-wide
    42. 42. State Staff Local Leaders Member Enhancing Relations with Your Audience
    43. 43. State Staff Local Leaders Member Reaching New Supporters For Your Organization
    44. 44. What would it take to get half of your membership to “like” your Facebook Page? • An act of god... • An act of congress! • A miracle • A partial dues credit :) • ? • I don't believe half our membership would use Facebook. • Post something about them on there! • Keep them extremely relevant - issues that directly affect folks on a daily basis - in their work place. • Time, member education on social media tools, contests involving Facebook, wider social media strategy • Sustained effort on the part of locals. • Education on how to use the media • Time, member education on social media tools, contests involving Facebook, wider social media strategy • A reason to sign up and return to the site; someone to manage and update it • Incentivize through contests, etc... Make the info. meaningful!
    45. 45. The Plan for Today 1. What is Social Media? 2. Is Your Affiliate Ready to Start Using Social Media 3. Hands-On: Working with Social Media Tools 4. Social Media Project
    46. 46. Part 2: Is Your Affiliate Ready to Start Using Social Media? • Social media tools are tools. Social media can help with many organizing efforts, if we know how to use it where it can be most effective. We’ll explore organizing campaigns, public engagement campaigns, Association meetings, and empowering local affiliates to engage members. What do you need to know about social media?
    47. 47. Hitting the Bullseye
    48. 48. Your Focus Social Focus
    49. 49. Sweet Spots
    50. 50. Launch an Initiative Feed & Nurture Objectives & Strategy Measure & Evaluate Listening Listening & Responding Where to start?
    51. 51. • SocialMention • Addictomatic • HowSociable? • Google Alerts • Backtype* • Google Reader • Filter by Subscriptions Keyword Listening Tools
    52. 52. Outposts vs Home base What’s the difference between an outpost and a home base? (issues) (branded URL)
    53. 53. Social media is an extension of your web presence
    54. 54. Successful Social Media Branding, Campaigning and Community Building What is … Branding is putting your association into the social mediasphere where existing and potential members can learn about you. Benefits of branding include: – Increased feedback and discussion – Drive traffic to your Web site – “Spread” information A Social Media Campaign is NOT “about” the association but rather a focus on a specific issue, project or action comprising elements specifically designed to capture consumers’ attention and bring about interest and participation (for the people, by the people). – Building email lists – Attracting event attendees – Getting people to take action – Attracting donations
    55. 55. Successful Social Media Branding, Campaigning and Community Building What is … Association Community Building (Association Social Networking) is an effort to aggregate and associate groups of members, staff and leaders across work assignments, association events, leadership roles, etc. with a goal of providing always-on, one-stop access to content, colleagues and other social capital resulting from the association social network. – Long-term, easy access to social network participants by role, etc. – Excellent way to accomplish group planning and work projects – Easy access and management of legacy content and relationships from training or conference events
    56. 56. Successful Branding Using Social Media Examples Criteria for selection: I looked for campaigns that… …Take advantage of the tools functionality …Pay attention to what is being said in tune to what the different communities were saying …Talk Like Their Audience talk like Facebook members and not spew association PR …Converse Don’t Shout talk to people first, before trying to “sell” anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members. …Leverage opportunities to help fans learn about the importance and value of unions …Showcase value of association membership
    57. 57. Successful Branding Using Social Media Examples
    58. 58. Successful Social Media Campaign Examples Criteria for selection: I looked for campaigns that… …The campaign brands ONLY the campaign issue or action …Leverage the best tool(s) for the desired outcome …Take advantage of the tools functionality …Pay attention to what is being said in tune to what the different communities were saying …Talk Like Their Audience talk like Facebook members and not spew association PR …Converse Don’t Shout talk to people first, before trying to “sell” anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members.
    59. 59. Successful Social Media Campaign Examples
    60. 60. Successful Association Community Building (Association Social Network) Criteria for selection: I looked for Association Communities that… …Strive to work in new ways New tools shouldn’t/don’t necessarily support old work habits! …Leverage the best tool(s) for the desired outcome …Take advantage of the tools functionality …Set appropriate use expectations and policy
    61. 61. Successful Association Community Building (Association Social Network)
    62. 62. The Biggies Facebook Best for: Issues & Advocacy
    63. 63. Read Across America Facebook
    64. 64. NEA Facebook
    65. 65. The Biggies Twitter Best for: Quick Communication  Getting info out  Gathering info
    66. 66. NEA Today on Twitter
    67. 67. The Biggies Blogs A blog is a conversational web site, typically offering news or opinion on a certain topic. Blogs should be written conversationally, and should be short – think op-ed length and e-mail tone. Determine how you’re already being talked about in the blogosphere before you engage yourself. 70 percent of reporters now say they use blogs for story ideas.
    68. 68. EdVoices Blog
    69. 69. Online etiquette
    70. 70. What you say online doesn’t stay online Status messages or posts, particularly as they pertain to your employers or coworkers, can have real life repercussions
    71. 71. Stay in your lane If you’re not the expert on a topic, don’t comment like you are. Keep in mind: reporters can quote online interactions. Stay in your lanet
    72. 72. Talk to your family Basic tips for social media include: -Don’t friend anyone you don’t know on Facebook or social networking platforms -Don’t post information about when you’re going on vacation or when your spouse/parent will be away. -Know how to set your privacy settings, and use them.
    73. 73. Do’s and Don’ts • Do: review and restrict your Facebook Privacy Settings • Don’t: do not “friend” students and parents • Do: Use common sense when you’re using social media. • Don’t: Post vulgar or obscene language, materials, photos or links that may be considered inappropriate or unprofessional. Note: look for NEA-PR-GC-SocialNetworkingDosandDonts.pdf in the ALE Groupsite file cabinet
    74. 74. NEA’s Web 2.0 Toolkit Best for:  Quick & easy website creation  Sharing info (text, photos, videos…)  Engaging members
    75. 75. When You Develop Your Plan… How could you use Groupsite? Use it for… – #1: Getting the word out – #2: Publicizing events – #3: Enabling members to share information – #4: Encouraging members to talk with each other – #5: Getting your members more engaged – #6: Measuring your effectiveness
    76. 76. Groupsites • Boise Education Association • Metropolitan Nashville Education Association • Wisconsin National Board Network • Inside KNEA • Education International 6th World Congress • NEA Western Regional Leadership Conference • Ohio Campaign 2010 Planning site
    77. 77. • Metropolitan Nashville Education Association
    78. 78. • Wisconsin National Board Network
    79. 79. The Plan for Today 1. What is Social Media? 2. Is Your Affiliate Ready to Start Using Social Media 3. Hands-On: Working with Social Media Tools 4. Social Media Project
    80. 80. Pulling it all together 1. Create Facebook Account 2. Create Twitter Account 3. Groupsites 4. Embedding YouTube videos 5. Creating a Poll or Survey with PollDaddy.com 6. Putting your Tweets on a web page using a Twitter Widget
    81. 81. The Plan for Today 1. What is Social Media? 2. Is Your Affiliate Ready to Start Using Social Media 3. Hands-On: Working with Social Media Tools 4. Social Media Project
    82. 82. Part 4: Social Media Project • Now that you understand the tools and have had some social media “play time,” let’s get serious. In this final session, you will design a social media campaign that complements an affiliate campaign or project on which you are working. Participants will work in groups to create their campaign, and each project will be critiqued by the instructors.
    83. 83. What Organizing and Technology have in common • Move people to action • Create power • Appeal to self-interests • Are both a science and an art • Build organizational capacity “Organizing is a fancy word for relationship building.” Ernesto Cortes
    84. 84. Social media alone is not a communication strategy… Social media should be a part of your communications strategy 90 Newspapers/ Newsletters Publishing – Print & Web Email Nea.org Earned Media COMM PLAN Social Media ImageryPersonal engagements … it is one key component of your overall communication plan Requirements
    85. 85. Creators Critics Collectors Joiners Spectators Inactives Social Technographics classifies people according to how they use social technologies. © 2008 Forrester Research, Inc. All rights reserved The Social Technographics™ Ladder
    86. 86. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly.© 2008 Forrester Research, Inc. All rights reserved The Social Technographics™ Ladder
    87. 87. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly.© 2008 Forrester Research, Inc. All rights reserved The Social Technographics™ Ladder
    88. 88. Creators Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly.© 2008 Forrester Research, Inc. All rights reserved The Social Technographics™ Ladder
    89. 89. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Joiners connect in social networks like MySpace and Facebook Groups include people participating in at least one of the activities monthly.© 2008 Forrester Research, Inc. All rights reserved The Social Technographics™ Ladder
    90. 90. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators consumer social content including blogs, user- generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder © 2008 Forrester Research, Inc. All rights reserved
    91. 91. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Inactives neither create nor consume social content of any kind Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder © 2008 Forrester Research, Inc. All rights reserved
    92. 92. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Groups include people participating in at least one of the activities monthly. Taken together, these groups make up the ecosystem that of Social Media. By examining how they are represented in any subgroup, you can determine which sorts of strategies make sense to reach your members. The Social Technographics™ Ladder Creators Critics Collectors Joiners Spectators © 2008 Forrester Research, Inc. All rights reserved
    93. 93. Be an Organizer • Your role is to provide structure and guidance and to encourage communication among supporters • To be effective in this environment, you have to behave like an organizer: identify and develop leadership and encourage supporters to reach out to each other. • In social networks, online groups behave a lot like offline groups.
    94. 94. Guidelines for Developing a Community Strategy • “Build it and they will come” doesn’t work! • Key goals to keep in mind: – #1: Help people work together – #2: Adoption can not be mandated – #3: Don’t assume everyone works the same way – #4: Liberate information – #5: Develop strategies for group engagement – #6: Identify specific ways to measure and evaluate community-building efforts Excerpted From the Online Community Report, January 28, 2008
    95. 95. Tips on what works • Choose the right message • Develop a communication strategy • Schedule a timely release of information • Keep it concise • Synchronize efforts on all platforms • Post photos or videos of the day • Develop a mixed dose of ‘medicine’ and fun • Keep the conversation moving
    96. 96. Planning: Steps to consider prior to launching your brand, campaign or association community
    97. 97. Questions to Consider … • What do you need to accomplish? • Who are the people who can help you? • What do you need them to do? • How can you encourage members interact with one another on your site? • What are you asking members to do? • What actions and behaviors are valued? • Develop a list of actions that you'd like members to take and create easy ways to do them. • Create mechanisms to motivate offline action.
    98. 98. Resources • The Networked Nonprofit: Connecting with Social Media to Drive Change, by Beth Kanter http://www.bethkanter.org/ and Allison Fine http://afine2.wordpress.com/ • Open Community: A little book of big ideas for associations navigating the social web, by Maddie Grant and Lindy Dreyer http://www.socialfish.org • Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies to Recruit, Organize, and Engage Youth Ben Rigby — Jossey-Bass — 2008 • Social Technographics Ladder, by Josh Bernoff, Forrester Research, 2008 http://www.forrester.com/Groundswell/ladder.html • The Nonprofit Social Media Decision Guide http://www.idealware.org/reports/nonprofit-social-media-decision-guide
    99. 99. http://www.facebook.com/target?v=wall http://www.facebook.com/unitedairlines http://twitter.com/#!/UnitedAirlines http://www.facebook.com/RedHookLobsterPoundDC?v=wall http://twitter.com/#!/Redhooklobster http://twitter.com/#!/MSEAeducators http://twitter.com/#!/CATeachersAssoc http://www.facebook.com/pages/Deer-Valley-Education- Association/128904606666?v=wall http://www.facebook.com/EducationMinnesota?v=wall http://www.facebook.com/VirginiaEducationAssociation http://www.facebook.com/pages/Sweetwater-Education-Association/51594144955 http://www.weac.org/Multimedia/blogs/Editors_blog.aspx Branding Sited Examples:
    100. 100. http://www.causes.com/causes/200815-read-across- america?recruiter_id=15194384 http://www.readacrossamerica.org/ http://www.facebook.com/neareadacrossamerica?ref=search&sid=1050629622.419 4955441..1 http://twitter.com/#!/neareadacross http://www.facebook.com/home.php?sk=group_180580478620205&ap=1 http://twitter.com/#!/lahabrateachers http://www.facebook.com/pages/STOP-SENATE-BILL-6/387767488775?v=wall http://twitter.com/#!/MEAOnline http://www.facebook.com/group.php?gid=50127916730&v=wall Social Media Campaigns Sited Examples:
    101. 101. http://gfea.pbworks.com/w/page/12257644/FrontPage http://networksdea.groupsite.com/main/summary http://neamwrlc.groupsite.com/main/summary http://www.facebook.com/neamwrlc http://twitter.com/#!/neamwrlc http://nea-ale.groupsite.com/main/summary http://pikespeak.groupsite.com/main/summary http://mwro.groupsite.com/main/summary http://mwro.groupsite.com/main/summary Association Social Networks/Community Building Sited Examples:
    102. 102. Maddie Grant, CAE Chief Social Media Strategist maddie@socialfish.org Skype/Twitter: maddiegrant Lindy Dreyer Chief Social Media Marketer lindy@socialfish.org Skype/Twitter: lindydreyer http://www.socialfish.org Lorraine Wilson NEA ITS lwilson@nea.org Twitter: NEALorraine Blog: lwilson.wordpress.com Don Blake Senior Technologist dblake@nea.org Skype/Twitter: donaldblake

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