MNCN Staying Sane With Social Media

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Facebook, Twitter, Digg, Flicker, RSS Feeds, YouTube, Blogs, oh my! The choices available for communication have exponentially increased over the past five years. What was once considered a “fad” or …

Facebook, Twitter, Digg, Flicker, RSS Feeds, YouTube, Blogs, oh my! The choices available for communication have exponentially increased over the past five years. What was once considered a “fad” or something just for young people has become the preferred method of communication for many. Since social media will not fade away the questions are: How do we embrace social media effectively? What is the best way to decide which tools to use? And, how can busy nonprofit professionals make time to implement their use? This session will provide participants with the tools and perspective to better navigate the social media revolution. This session will include a fun, fast overview of some of the most popular social media tools and guidelines for using social media to support fundraising and build visibility. A template for nonprofit social media policy will be shared.

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  • What is social media? How does social media fit with your organization’s current work? How can you get started? What can you do today? Where can you learn more?
  • Let the crowd answer and talk… Call on people we know if no one talks
  • That means you LISTEN, you RESPOND…it’s a conversation, not a billboard for announcements or a place to broadcast!2.In this aspect, it’s no different form any other kind of communication. 3. Again, think “relationships.” Adding value is key.Social Media is NOT Free4. It’s not as much about Facebook or Twitter as it’s about a fundamental change in how people expect to participate in information.SM is no different than caveman days, when there were designated story tellers who went from village to village to tell stories – the difference is simply the tools – and now everyone can be a storyteller…
  • Lori’s slide…she will talk about finding it from internet and how when we met to put this presentation together we realized she had a slide quoting me.
  • Blogs – allow users to easily publish and share content, similar to a personal journal.Microblogs – Allow users to post short messages, typically 140 charactersVideo sharing – Allows users to post video content for others to watch and sharePhoto sharing – allows users to publicly share photos
  • Bookmarking – Allows users to share sites of interest with others. Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them.Location services – Allows users to share their whereabouts with others. Foursquare getting the most buzz…others available via iPhone, Twitter, Google.Online communities – Social networks focused on a specific audience topic - so a community within your social network.Social networks – Allow users to build and maintain relationships
  • Social media is broadly defined as any technology that enables social activity; social activity meaning anything that’s back and forth, conversational, networked, or otherwise allowing collaboration or exchange. Thetools and who uses them are as varied and unique as personalities are… people will choose what is comfortable to them. Your job is to find and connect with your communities in a way that is helpful to them.It’s important that social media be seen as part of all your work, and a separate thing and as such it is used strategically as part of your other communications, outreach, engagement strategies. SocialMedia Policy and Strategy needed.Tell where to find some samples of policies that are easy to adapt to their own organization.
  • Difference between a social media strategy & a social media campaign.The two are definitely not the same thing.  The terms social media campaign and social media strategy have been used interchangeably quite a bit so I wanted to clarify what the difference between the two of them in a quicklist.Social media strategy Comes before a social media campaignIs set to build the social media foundation for all other social media effortswhat tools are going to be used and how are you going to use them?Is a long term umbrella approach for company social mediaaround 1 year +Includes specific objectives, strategies, tactics, and metricsi.e. social media for pr/marketing/sales/product developmentShould integrate into existing marketing effortsi.e. the company social media planClear analysis of your audienceSeeking to solve client/customer pain pointsMaps and plans out allocation of resourcesMore about providing and creating content as opposed to looking for immediate results from a communityFocused more on longer term ROI/impactnot just a financial metric but building and strengthening a brandSocial media campaignComes after the social media strategyShorter termrun campaigns before product launchedpromote products/events/servicesusually around 1-3 months (can be longer)Builds upon audience research data collected from the strategyBuilds upon the tools being used for the strategypromote the campaign through channels identified in the strategyLooking to drive a specific targeted responseincrease page viewsincrease sales for a new productLooks at shorter term ROI and impactlooking at the financial return and the short term impactnot looking at the brand as a wholehttp://www.jmorganmarketing.com/the-difference-between-a-social-media-strategy-and-a-social-media-campaign/
  • Write down your strategy…and review it often.SetGoals – Specific, measureable, Attainable, relevant, time boundIdentify Target audience – who are you trying to connect with3. Content Strategy4. What are your resources5. Create an Editorial Calendar and Measurement Spreadsheet
  • Your brand and clear messaging should carry across all your networks…look at WWF Facebook, Twitter and…
  • Website – there is no question when you land on these pages who this is, what their message is, and that they all go together…
  • Also ask about time spent eating? Time spent w-loved ones?SM can feed you in the same way…Talk about scheduling time…Hootsuite. First thing in the AM.Don’t totally depend on technology.
  • Here are a few things you can do right now, as soon as this session is over: First, start listening. You probably already have a few blogs or websites you know you visit every day, and you can subscribe to them via RSS. You can set up Google Alerts. You can even set up your listening dashboard. The first two will only take a few minutes, the dashboard will take longer though. Maybe a good Friday afternoon project!Second, send out a survey using surveymonkey or another free survey tool that asks just a couple key questions about your community’s social media use. This can jumpstart your listening by getting direct feedback about where people are going online and what kind of conversation or exchange they’d like to have with you. Remember to keep the questions as open as possible as you’ll be surprised about the honest feedback and ideas you get! Send the survey link out via email in your next enewsletter or in an email of it’s own (be sure to explain that you’re just getting started with social media and you hope to use their feedback to help you be strategic, inviting them to contribute to your work).
  • Here are a few things you can do right now, as soon as this webinar is over: First, start listening. You probably already have a few blogs or websites you know you visit every day, and you can subscribe to them via RSS. You can set up Google Alerts. You can even set up your listening dashboard. The first two will only take a few minutes, the dashboard will take longer though. Maybe a good Friday afternoon project!Second, send out a survey using surveymonkey or another free survey tool that asks just a couple key questions about your community’s social media use. This can jumpstart your listening by getting direct feedback about where people are going online and what kind of conversation or exchange they’d like to have with you. Remember to keep the questions as open as possible as you’ll be surprised about the honest feedback and ideas you get! Send the survey link out via email in your next enewsletter or in an email of it’s own (be sure to explain that you’re just getting started with social media and you hope to use their feedback to help you be strategic, inviting them to contribute to your work).
  • Of course you can stay sane…choose what you do, when you do it and schedule some time to do…and engage others in helping you do it. If you are doing it alone…it’s not working.

Transcript

  • 1. Staying Sane with Social Media
  • 2. Who is here?
    2
  • 3. Nicole Harrison
    • Social media & digital strategist
    • 4. Over a decade of experience working in nonprofits in programming, development and communications
    • 5. Nicole also serves her nonprofit peers with a one-of-a-kind Twitter chat: #NPTalk
    3
  • 6. Lori L. Jacobwith
    • 20+ years as a communication strategist & fundraising coach
    • 7. Measurable: Helped organizations raise over $100 million in last 10 years.
    • 8. Impact: My work creates environments where people find ease in their work with, and their conversations about money.
    4
  • 9. Where we are heading today
  • 10. What fears do you have about social media?
  • 11. Welcome to the ride
    7
  • 12. Is Social Media A Fad?
    8
    http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • 13.  
    4 Core Principals of Social Media
    It’s SOCIAL. 
    It’s about community, find it build it, add value to it
    It involves time and trust.
    It’s not if you’re going to play, but when.
  • 14.  
    "Consider social media as a game changer... Social media is an evolution of how we communicate, an essential part of businesses and organizations that want to move forward in this new economy… Prioritize it as one of your most important tasks.”
    -Nicole Harrison, Mission Makers blog
  • 15.  
    Social media =
    Collection of technology tools
    Blogs www.lorijacobwith.com/blog
    www.socialnicole.com/blog
    Microblogs
    Video sharing
    Photo sharing
  • 16.  
    Social media =
    Collection of technology tools
    Bookmarking
    Location services
    Online communities
    Social networks
  • 17.  
    What is Social Media?
  • 18.  
    Social Media Strategy v. Campaign
  • 19. Nicole’s 5 Steps: Social Media Strategy
    Set SMART Goals
    Identify Your Target Audience
    Content Strategy
    What are your resources
    Create an Editorial Calendar and Measurement Spreadsheet
    Review Often, Track Outcomes, Make Changes to Strategy
  • 20. How does it fit? The Kitchen
  • 21. Make Connections
  • 22. Shared Content
  • 23. Signposting
  • 24. Where to start? Listening
  • 25. Listening: RSS
  • 26. Listening: Google Alerts
  • 27. Listening: Dashboard
  • 28. Listening: Twitter
  • 29. Getting Started: Your Brand
    25
  • 30. 26
  • 31. 27
  • 32. Getting Started: Profiles
  • 33. Profiles: Be Real
  • 34. Profiles: Be Engaging
  • 35. Profiles: Be Valuable
  • 36. Getting Started: Joining
  • 37. Joining: Comments
  • 38. Getting Started: Creating
  • 39. Creating: Content
  • 40. Who has time?
  • 41. What you can do today
    .
    Start listening:
    • Subscribe to blogs or news
    • 42. Set up Google Alerts
    • 43. Set up a listening dashboard
  • What you can do today
    .
    Start asking your community:
    • Where do you go?
    • 44. What do you do?
    • 45. What do you want to do with us?
  • Staying Sane with Social Media
  • 46. How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?
    40
  • 47. Tell us:
    One thing you learned
    Your next action
    41
  • 48. Resources & Links
    Social Media Revolution 2 (Refresh)
    YouTube video: http://www.youtube.com/watch?v=IFZ0z5Fm-Ng
    Social Media Marketing – Opportunities & Challengesby Pastor Ken Freeman on March 27, 2009http://awsblog4you.blogspot.com/2009/03/mar-27-2009-social-media-marketing.html
    10 Must Have’s for Your Social Media Policyby SharlynLaubyMashable Bloghttp://mashable.com/2009/06/02/social-media-policy-musts/
    The Difference Between a Social Media Strategy & a Social Media Campaignby Jacob Morgan, July 21, 2009 http://www.jmorganmarketing.com/the-difference-between-a-social-media-strategy-and-a-social-media-campaign/
    Tips for Writing Your First Social Media Policyby Maddie Grant & Lyndy Dryer Social Fish LLC & Leslie T. White, Croydon Consulting LLC, February 2010 http://www.nten.org/blog/2010/02/17/tips-writing-your-first-social-media-policy
    42
  • 49. Resources & Links
    10 Highly Successful Social Media Habits On Wild Apricot Blog, November 2, 2010 http://www.wildapricot.com/blogs/newsblog/archive/2010/11/02/10-highly-successful-social-media-habits-for-nonprofits.aspx
    The Networked Nonprofitby Beth Kanter & Allison H. Fine, Jossey Bass 2010
    Trust Agentsby Chris Brogan & Julien Smith, John Wiley & Sons 2009
    Engageby Brian Solis, John Wiley & Sons 2010
    RSS in Plain English by CommonCraft You Tube Video http://www.youtube.com/watch?v=0klgLsSxGsU
    43
  • 50. Staying Sane with Social Media
    lori@LoriJacobwith.com
    www.LoriJacobwith.com
    952- 949-2105
    http://twitter.com/LJacobwith
    Lori Jacobwith
    Nicole Harrison
    nicole@socialnicole.com
    www.socialnicole.org
    612-670-0337
    http://twitter.com/SocialNicole