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Holly Ross: Getting Social Media Right in 30 Minutes
 

Holly Ross: Getting Social Media Right in 30 Minutes

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The world of social media expands every day, so it can be tough to know exactly where to get started. In addition to offering tools to help you be deliberate and strategic in your approach, this ...

The world of social media expands every day, so it can be tough to know exactly where to get started. In addition to offering tools to help you be deliberate and strategic in your approach, this session will review some of the primary components of social media strategy building, online engagement, and how do get started with just 30 minutes per day.

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  • Flickr Photo: http://www.flickr.com/photos/wscullin/3770015203/sizes/o/in/photostream/
  • Flickr Photo: http://www.flickr.com/photos/wscullin/3770015203/sizes/o/in/photostream/
  • Here are some things to think about when building your strategy.In the conference materials I uploaded some worksheets to help you map out a strategy. These are also available on the WeAreMedia wiki.You’ll want to think about your:ObjectivesAudienceContentStrategyToolsHow you’ll measure successYou’ll want to think these through each time you embark on a specific campaign or experiment.
  • http://www.flickr.com/photos/climens/3911106012/
  • Now, restate your objective so it is “SMART” – SpecificMeasurableAttainableResult-FocusedTime-basedYou can use this method for large or small objectivesOutputs vs. Impact. Frequency of attendanceCuriosity to learn about the art formDepth of emotional responseQuality of social connections
  • Source: LEVERAGING SOCIAL MEDIA Understanding the Strategy and Putting it into PracticeFacilitated by Beth Kanter, Blogger and Co-Author, The Networked Nonprofit Hosted by Theatre Bay Area at the Contemporary Jewish Museum
  • http://www.flickr.com/photos/climens/3911106012/
  • Flickr Photo: http://www.flickr.com/photos/jp1958/4605284988/sizes/l/in/photostream/
  • http://www.flickr.com/photos/climens/3911106012/
  • $950,000 Raised$300,000 Online Tough to track specifically to social media46% of that came from supporters new to CSPFEmail list size grew in tandem with Facebook Fans, suggesting that they are highly related
  • Flickr Photo: http://www.flickr.com/photos/clockworkgrue/3527277010/
  • http://www.flickr.com/photos/climens/3911106012/
  • Be real
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Holly Ross: Getting Social Media Right in 30 Minutes Holly Ross: Getting Social Media Right in 30 Minutes Presentation Transcript

  • Social Media Done Right in Just 30 Minutes a Day
    #SM4NP
  • The Steps:
    Architect your successbuild for strength & Flexibilitymove inkeep it maintained
  • Step One:
    Architect your success
  • A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
    Start with Strategy
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Strategy Step by Step
    • Objectives
    • Audience
    • Integration
    • Tools and Tactics
    • Measurement
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Objective
    • What do you want to accomplish with social media?
    • Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan
  • Give Your Social Media Objective An IQ Test!
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Organization Goal: Increase online ticket sales
    Social Media Goal: Increase online community actions by 25% in one season.
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Strategy Step by Step
    • Objectives
    • Audience
    • Integration
    • Tools and Tactics
    • Measurement
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Who must you reach with your social media efforts to meet your objective? Why this target group?
    Is this a target group identified in your organization’s communications plan?
    What do they know or believe about your organization or issue? What will resonate with them?
    What key points do you want to make with your audience?
    Audience
  • These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Step Two:
    BUILD for strength & Flexibility
  • Strategy Step by Step
    • Objectives
    • Audience
    • Integration
    • Tools and Tactics
    • Measurement
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • One Way
    emailsearch engine
    ads
    Homebase
    Web Site
    AudienceObjective
    SocialListeningConversation
    Connecting
    An Integrated Strategy
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • California State Parks Foundation
    • May 2009
    • 100 Park Closures Imminent
    • 500 Facebook Fans
    • Mostly Direct Mail Supports
    New Strategy:
    Reach younger supporters to prepare for a ballot initiative to protect California parks.
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Integrated Components
    Home Base
    One Way
    Social
    Web site redesign to emphasize:
    • Petition
    • Facebook
    • Donations
    “Urgent Grams” to:
    • High Dollar Donors
    • Other Members
    • Prospects
    • Facebook Welcome Page
    • Fan Videos on YouTube
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Integrated Looks & Message
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Step Three:
    Move in
  • Strategy Step by Step
    • Objectives
    • Audience
    • Integration
    • Tools and Tactics
    • Measurement
    These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • listening
  • Listening with rss
  • Listening with rss
  • Listening with alerts
  • Listening with twitter
  • Listening dashboard
  • Listening dashboard
  • joining
  • Joining with comments
  • Joining with comments
  • Joining with signposts
  • creating
  • Creating profiles
  • Creating real profiles
  • Creating engaging profiles
  • Creating valuable profiles
  • Creating content
  • Strategy Step by Step
    • Objectives
    • Audience
    • Integration
    • Tools and Tactics
    • Measurement
  • More Resources
    • Allfacebook.com
    • John Haydon/Inbound Zombie: The Complete Facebook Guide For Small Non-Profits
    • BethKanter.org
    • Case Foundation: Social Media 101
    • Idealware Social Media Decision Making Guide
  • Resources
    Templates:
    Community Map Template: http://bit.ly/DIYcommunity
    Content Map Template: http://bit.ly/DIYtemplate
    Metrics Template: http://bit.ly/DIYmetrics
    Books & Collections:
    We Are Media: http://wearemedia.org
    Social by Social: http://socialbysocial.com
    #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.php
    Managing Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/
  • Thank You!
    Holly Ross
    ED / NTEN
    holly@nten.org
    Twitter.com/ntenhross
    Facebook.com/nten.org