Social media training feb 2013


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Data is like homemade bread. When it’s still in the over, not quite ready, the anticipation is huge. You can’t wait to see it. When you take it out of the oven, it’s perfect. You can use it for anything. You serve it with dinner, then have it for breakfast, and make sandwiches with it for lunch. After a while, it gets old and stale and you stick in in the freezer. A few months later you take it out and make bread pudding with it. When data is fresh, you can mine it for all kinds of data and insights, but the older it gets the less useful it is. Eventually, it makes for a good benchmark, but isn’t really that useful anymore. So make sure that your data is ready and at hand when you have to make decisions.Eat It. Digest It. Make More Bread
  • Social media training feb 2013

    1. 1. SOCIAL MEDIA & SOCIAL NETWORKING• Overview & Introduction • Interact with people online through stories, discussions, media • Networking, Media (photo, video, slideshow), Recommendation, Bookmarking, Fundraising • FOI – August training led to Strategy; not realistic sitting on a shelf• How do non profits use it? • Engage members • Share stories, participation, events • Grow membership • Raise Funds • Tell a story • Build campaigns • Build community with like minded people • *More brainstorming later
    2. 2. Strategic Plan Priorities and GoalsOther Goals?
    3. 3. GOALS FOR SOCIAL MEDIALooking at the Big Picture Friends of the Inyo’s mission is to care for the public lands of the Eastern Sierra. Friends of the Inyo connects people to the wonders of this place by fostering stewardship, exploration and long-term preservation of the incomparable public lands, rivers and wildlife of California’s Eastern Sierra.Drilling Down  240k: Caring for the Eastern Sierra’s public lands  24k: Preservation, Exploration, Stewardship  2.4k: Get people to donate, come out to an event, write a letter, sign a petition, come to a public meeting, host an event, share in the discussion Grow email list of supporters Increase comments on blog Increase website visibility Increase positive mentions of organization Have visitors stick around Make content more viral Get people to take action Get people to attend an event
    4. 4. FacebookTwitterInstagramYoutubeFlickrand more!
    5. 5. LIONS AND TIGERS AND BEARS, OH MY!Social Media Tools and Inner workings you’ll ever want to know! Social Networking & Social Content Tools  Evaluation and monitoring  Facebook (social networking) (  Instagram (social photos) free-social-media-monitoring-tools/)  Twitter (144 characters, social networking)  Trend Monitoring Tools  Flickr (social and professional photos)  Social Mention  Zenfolio, Picasa (photos)  Wildfire  Youtube (video)  Topsy  Slideshare (slideshows, ppts)  Metrics Monitoring Tools  Google+ (social networking, social search  Built-In (Facebook, Twitter) engine?!)  Google Analytics  Tumblr (social blog, general media)  Klout  Pinterest (social blog, general media, links)  Edgerank Social Fundraising Tools  Email Marketing & Donor Management (part of  Crowdrise Development/Fundraising Plan)  Razoo  Constant Contact  Givezooks  Convio  Care2  GiftWorks  Causes  Raiser’s Edge Other Social Networking Tools (Google+, LinkedIn,  Other Web2.0 Tools: Pinterest, FourSquare, Social Recommendation {Diggster, Reddit, StumbleUpon}, Social center/tools/web20-tools/ Bookmarking {,, Furl}, *Virality  see for more than
    6. 6. HOW TO CHOOSE IN A DIGITAL AGE?  Who are the current users?  Who’s likely to use the network over time?  Potential Members, or have influence over potential members?  What types of content are those people passionate about and likely to share?  How does content get exposed to other people on that network?  Can we create new content to leverage the network?  What is the time/resource commitment for staff?  Foreseeable ROI?
    7. 7. A FEW NOTES…Hashtags (v. Keywords) Hashtags are NOT keywords, way to organize & categorize information and posts (Word Clouds) Trending on Twitter Don’t overuse, clutters Transitioning to an afterthought, additional commentary within post Keywords are similar, but relate more to SEOUsing Facebook’s Voice Realize when you are(not) using Facebook as: Friends of the Inyo v. Personal page You have Administrative Access, realize the responsibility of that Policy & Guidelines for posting | Use your best judgment  *See next slide for Guidelines
    8. 8. GUIDELINES FOR POSTING CONTENTGuidelines for posting (about the people and place,  Be personal. Use your own voice rather than an not the tools); build a community, not an institutional one. audience  Visuals are key. In blog posts or Facebook updates, Think of social media as a way to talk with your use photos or videos to help tell a story. supporters, partners, colleagues & stakeholders.  Trust your fellow team members. Mistakes will be Don’t rush in with an “ask.” made. That’s OK. When someone goofs, admit it. First, build relationships and a foundation of trust  It’s not all about you. Give more than you take. and collegiality.  When people leave comments or retweet you, Be a connector. Reciprocate. Follow back. Retweet respond, even if it’s just a “thanks.” and link to material from outsiders.  Don’t be defensive—be open to critical feedback. Don’t think in terms of audiences. You’re building a  Successful campaigns stir authentic enthusiasm. community. Use social media to amplify the love. Conversations can’t be controlled or managed. But  Don’t get overwhelmed! they can be engaged, informed and elevated. Be authentic and transparent about your connection with your organization.
    9. 9. INTEGRATIONIntegration Examples – Creating EngagementE-newsletter (Constant Contact) > Click on cool article > opens to our website > share the cool article via Social Media (Facebook) > friends then click back to our website (raise the issue, profile of the organization, donate now button)Write a blog on website > Share on Facebook and/or Twitter > Story shows up on Followers friend’s feed > Friend checks out website with big Donate button > Friend subscribes to E-newsletter/Likes FB or TwitterCreate Event on website > Share on Facebook > Shows up on feed > Followers and Followers friends come out to event > distribute JPJs at Event > get things done*Ladder of Engagement on next slide
    10. 10. METRICSRemember Goals do the Driving Use Goals to drive what we track Are we being effective? How should we change? Adaptive Management! Utilize targeted goal-oriented campaigns, then measure and track regularlyIdentify AudienceAnalytics and the Ladder of Engagement Reach, Engagement, Personal Action, Regional Action Fun On-Ramps > Stories of People Making Change > Personal Calls to Action > Policy Level Discussion/Calls to ActionCost and ROI (Can’t figure out ROI if no Goals are set)Content Analysis (Qualitative)  Sentiment, Themes, MessagingSurvey Research (Big Picture, Nat’l Markets)  Attitudes, Preferences, BehaviorAnalytics (the stuff we measure)  Reach, Engagement, Action (personal and regional)
    12. 12. ADAPTIVE MONITORING & MEASUREMENT Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your investments. What is it really costing you to achieve this outcome? Step 4: Define your benchmarks. Who or what are you going to compare your results to? Step 5: Define your metrics. What are the Indicators by which you will judge your progress? Step 6: Select your data collection tool(s). Step 7: Analyze your data, turn it into action, measure again.GOAL > AUDIENCE > COST > BENCHMARK > METRIC > TOOL > INSIGHT/ACTION
    13. 13. ADAPTIVE MONITORING AND MEASUREMENTAn Inbound Marketing Approach (Earn people’s interest first, create a shared pool of discussion,and Engagement Ladder/Funnel) Content Creation | Search Engine Optimization | Social Media (Empowerment of the User) Targeted Landing Pages Clear Call to Action Keywords Engagement online  Get found online  Convert visitors and “leads”  Analyze and Improve Branding and Communications (good foundation, now to market the brand) Compelling Offers (what will draw people in?) Test & Experiment  Type, Format, Positioning, Timing Ask More Questions | Don’t Know So Much
    14. 14. ENGAGEMENT It’s all about engagement When we talk about social optimisation (a term I prefer to social media) were really talking about driving engagement and interaction. The goal of any social optimisation strategy is to provide the right tools so that people can engage with your brand / people / products / services onsite and offsite. Here’s what you want to happen:  You want people to make a noise.  You want people to store and share things.  You want people to love your website.  You want people to visit more frequently  You want people to refer your [organization] to their friends.  You want people to buy into your brand.  You want people to buy your products [taking care of the Eastern Sierra].
    15. 15. KPIs – What to MeasureAlerts (register and response rates / by channel / CTR / Print page post click activity) RatingsBookmarks (onsite, offsite) Registered users (new / total / active / dormant /Comments churn)Downloads Report spam / abuseEmail subscriptions ReviewsFans (become a fan of something / someone) SettingsFavourites (add an item to favourites) Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg,Feedback (via the site) etc)Followers (follow something / someone) Tagging (user-generated metadata)Forward to a friend TestimonialsGroups (create / join / total number of groups / group Time spent on key pages activity) Time spent on site (by source / by entry page)Install widget (on a blog page, Facebook, etc) Total contributors (and % active contributors)Invite / Refer (a friend) Uploads (add an item, e.g. articles, links, images,Key page activity (post-activity) videos)Love / Like this (a simpler form of rating something) Views (videos, ads, rich images)Messaging (onsite) Widgets (number of new widgets users / embeddedPersonalisation (pages, display, theme) widgets)Posts Wishlists (save an item to wishlist)Profile (e.g. update avatar, bio, links, email, customisation, etc)
    16. 16. Crawl Walk Run FlyLacks consistent data Data collection Data from multiple Org Wide KPIs collection consistent but not sources shared No reporting or Data not linked to System and structure for Organizational synthesis results, could be wrong data collection Dashboard with data different views, sharingDecisions based on gut Rarely makes decisions Discussed at staff Data visualization, real- to improve meetings, decisions time reporting, formal made using it reflection process
    17. 17.
    18. 18. GOALS BRAINSTORMINGGrow traffic to your website or blog Grow email list of supportersGrow your newsletter list Increase comments on blogMotivate people to donate Increase website visibilityMove people to take a specific action, like signing a petition Increase positive mentions of organizationTurn supporters into volunteers Have visitors stick aroundIncrease sale of a product or service Make content more viralBuild visibility and authority for your brand or cause Get people to take actionBoost your following on Twitter or Facebook Get people to attend an eventSpur people to register to attend an eventReduce operational costs by crowdsourcing tasksTest the efficacy of one donation button vs. anotherEnhance your site’s search engine rankingsIncrease the number of blog comments people postReduce your site’s bounce rate (and increase stickiness)
    19. 19. NEXT UP: BRANDING campaigns-ever