Social Media Capacity Building


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  • Cher uses ALL CAPS, tweets longer than 140 so her stream is one long, disjointed tweet
  • and
  • Take advantage of FB’s graphical interface, don’t usehashtags, they aren’t serving their purpose on FB, tag via FB’s tagging convention.
  • Having events gives you a reason to share with your community, helps you reach outside communities, gives you the opportunity to be found on topical communities in the archiving, like Slideshare. Enlisting volunteer bloggers and tweeters opens your community up to more people, giving them ownership of the community. Helps create user-generated content.
  • Social Media Capacity Building

    1. 1. SOCIAL MEDIA CAPACITY BUILDING<br />Step by Step Solutions for Your Nonprofit Organization<br />Susan Tenby @Suzboop<br />Online Community & Social Media Director<br />TechSoup Global<br />
    2. 2. Social Media <br />Conversation in Community<br />Susan Tenby<br />Online Community/Social Media Director,<br />TechSoup Global<br /><br />@suzboop<br /><br />
    3. 3. We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential<br />
    4. 4. TechSoup Global has established an extensive partner network in 32 countries<br />Australia<br />Belgium <br />Botswana<br />Brazil<br />Bulgaria<br />Canada <br />Chile <br />Croatia<br />France<br />Germany <br />Hong Kong <br />Hungary<br />India <br />Ireland<br />Japan <br />Kenya <br />Luxembourg <br />Macau<br />Mexico <br />Netherlands <br />New Zealand <br />Poland <br />Romania<br />Russia<br />Slovakia<br />Slovenia<br />South Africa<br />Spain<br />Taiwan<br />United Kingdom<br />United States<br />
    5. 5. Online Community and Social Media Team<br />Double-click to enter title<br />Communicating across social media channels for the TechSoup Global online networks<br />Double-click to enter text<br />
    6. 6.
    7. 7. CAPACITY BUILDING<br />Begins with creating a map of social engagement<br />
    8. 8. Cause, campaign or organizational plan?<br />
    9. 9.
    10. 10. FloridaHousing<br />Campaignor organizational plan?<br />Mission & Purpose?<br />What do you want to accomplish?<br />Measurable Goals<br />Call to Action Request<br />Organizational voice and brandAuthority Position?<br />Step One:<br />CHART THE COURSE:<br />Determine which<br />Channels are right for you – and right for your audiences to receive you<br />
    11. 11. WHY Social Media?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY<br />Mission<br />
    12. 12. Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?<br />
    13. 13. What do you want by having & monitoring your social media presence?<br /><ul><li>Drive traffic to your website?
    14. 14. Increase your org’s thought leadership?
    15. 15. Generate partnerships?
    16. 16. Donations?
    17. 17. Buzz?
    18. 18. Volunteers?</li></ul>What is your call to action?<br />Pick one or two goals: <br />Stay Focused!<br />
    19. 19. SOCIAL ESSENTIALS<br />Mission, Goals, Vision for sharing your story<br /><ul><li>Minimal Outreach and Community: Facebook & Twitter
    20. 20. Minimal Listening: Google Alert & Twilert
    21. 21. Minimal Tracking: Hootsuite & Insights</li></li></ul><li>
    22. 22.
    23. 23.
    24. 24. Social Media Planning: Methods,Options, Outlets <br />Storytelling Channels & Elements<br />Video (short)   <br />Documentary <br />Other film/TV  <br />Streaming Media   <br />Events  <br />Games Checkins- Geocaching  <br />Online Ads   <br />Print Media   <br />Visual Advertising    <br />Websites   <br />Twitter  <br />Facebook  <br />LinkedIn  <br />Google+  <br />Groups and ListsOther Web Communities<br />A sample of media channels and places to consider story and campaign integration<br />
    25. 25. The Right Formula = Your Secret Sauce<br />
    26. 26. Managing your internal voices<br />Listening to your external voices<br />
    27. 27. Who do you want to participate?How do they participate?At a minimum...<br />When setting up your networks, make sure you include the following:<br />1) Photo and/or logo<br />2) Links back to your website<br />3) Content about you or your organization<br />
    28. 28.
    29. 29. DigiTAL STORYTELLING<br /><br />Social stories shared amongst trusted friends<br />
    30. 30. What is your story?<br />
    31. 31. Organizational voice and branding…What is yourAuthority Position?<br />
    32. 32. Digital Storytelling: Content Production &Distribution<br />Who voices<br />your social sites? <br />Outreach:<br />Identify new<br />Potential partners<br />Across many media <br />Outlets & Channels<br />What is your story?<br />Who is telling it?<br />With what voice?<br />Find your peeps through hashtags and Twellow<br />
    33. 33. Don’t Tweet Like CHER.<br /><ul><li>Don’t tweet like Cher
    34. 34. Don’t make up #uselesshashtags
    35. 35. Don’t spam via DM
    36. 36. Don’t call yourself a rockstar or guru
    37. 37. Don’t put an emoticon or exclamation mark after every tweet
    38. 38. Don’t be self-referential in all your tweets
    39. 39. Track click-thru using & do what works</li></li></ul><li>
    40. 40. ENGINEER SHARING!<br />
    41. 41. CONVERSATION<br />
    42. 42. Hashtags<br />#NPtech<br />Research and find tags from many communities related to your field<br />Participate in conversations that help you engage new audiences and strengthen your authority positions<br />Use tags to organize<br />Information and grow diverse conversations<br />
    43. 43. Social: What to do & what NOT to do<br /><ul><li>DO find a third party listening dashboard tool that you like such as NetVibesor Google Reader for RSS/alerts
    44. 44. DO subscribe to Alerts about relevant topics
    45. 45. Don’t delete or Ignore negative feedback, address it
    46. 46. Don’t use your friends and followers for their networks
    47. 47. DO tag Strategically, redundantly across many channels
    48. 48. Don’t only broadcast about your org, share stories & respond
    49. 49. Don’t be a control freak: guide conversations
    50. 50. Don’t just expect someone will run your SM channels, designate someone!
    51. 51. DO track your progress using social analytics tools that help you track success </li></li></ul><li>Amplify, but speak the right local language <br />Don’t use other people’s pages as a platform for your spam<br />Don’tAuto Feed your Status updates to Facebook<br />Don’t use Selective Tweets<br />Do take a little time, show you care<br />Do take advantage of features of the channel such as crosstagging to groups, people and places at once with links<br />Do find your niche community & stay focused on that topic<br />
    52. 52. LISTENING<br />
    53. 53.
    54. 54. A few good <br />dashboards<br />
    55. 55. Hootsuite<br />Pros:<br /><ul><li>Good for listening, include tags, common misspellings, lists/groups
    56. 56. Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations
    57. 57. Paid version gives downloadable reports for ROI information</li></ul>Cons:<br /><ul><li> Free version won’t allow for multiple accounts or multiple users</li></li></ul><li>CoTweet<br />Pros: FREE<br /><ul><li>Schedule & assign Tweets ahead of time PR releases & allows teams to manage accounts
    58. 58. CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each request</li></ul>Cons: Not as easy to use as a listening interface<br />
    59. 59. Use Delicious to serendipitously search for your peeps<br /><ul><li>Look for others using a tag you choose
    60. 60. Find what else those people bookmarked
    61. 61. Find other relevant tags
    62. 62. = Twitter + Delicious (you tweet, it bookmarks automatically)
    63. 63. Share your resources via social media
    64. 64. If you’re listening, you can learn new tags on twitter & search other networks too</li></li></ul><li>INTEGRATION<br />
    65. 65. Create your own special sauce<br /><ul><li>Figure out what your needs are, use a combination of tools
    66. 66. Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface)
    67. 67. Many mobile clients have pic uploader installed in the app (Peep)
    68. 68. Figure out a workflow that isn’t confusing to avoid Freudian tweets
    69. 69. When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely
    70. 70. Think more about RETWEETS & amplification than followers</li></li></ul><li>Social MediaPolicy?<br />Don’t bother writing your own. There are TONS out there!<br />See:<br /><br />
    71. 71. Be Redundant: Amplify Your Events & Message<br /><ul><li>Remember your audience is in more than one community
    72. 72. Think about these channels as communities, speak their language, use the local media
    73. 73. Broadcast your events via livestreaming & Twitter
    74. 74. Follow all your events with wrap-ups & broadcast the Slideshare link
    75. 75. Have regular events and be consistent about how you share them
    76. 76. Enlist volunteers to live-tweet / blog</li></li></ul><li>SHARING is a deeply passionate activity for engaged audiences to continue conversations+SHARING is an act of conversion<br />
    77. 77. Curate, Point to others, Save bookmarks & Share <br /><ul><li>Don’t ever be afraid of having nothing to say: you can always Curate!
    78. 78. Use Delicious to save bookmarks and share them
    79. 79. Use Scoop.It to help you find topical, relevant, reusable content
    80. 80. Share it and content from others
    81. 81. When in doubt, ReTweet and be generous with @replies</li></li></ul><li>
    82. 82. CROWDFUNDING?<br />
    83. 83. BENCHMARKS & SUCCESS<br />Aim for realistic goals as you grow your social presence<br />
    84. 84. Know your goals and communicate the steps<br />Timelines:<br />VISION <br />STRATEGY<br />PROGRAM TIMINGDELEGATIONINVOCATION<br />COMMUNITY CARECEREMONIOUS CLOSINGANALYSIS & WRAPUP<br />STEP TWO:<br />STRATEGY<br />Know your course, deadlines, and work out a plan step by step<br />
    85. 85. EXAMPLE OF CAMPAIGN TIMELINE<br />Reminder to promote all this week from TS and personal accounts.<br /> <br />Here’s a trackable to use:<br /> <br />Marketing timelineSeptember 19 Promo blog post synopsis due to Patrick by MichaelSeptember 21 Promo blog post due in blog tool by Susan ChavezSeptember 22 By the Cup (9/27) text due by MichaelSeptember 26 Content spotlight on homepage goes liveWeek of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by MichaelSeptember 29 By the Cup (10/4) text due by MichaelOctober 3 Targeted outreach and DMs to friendly tweeters and content experts<br />#Text2Give <br />tweetchat<br />
    86. 86.
    87. 87.
    88. 88.
    89. 89. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web<br />Most organizations have almost no budget for social media yet some leverage thousands in support thru volunteers<br />
    90. 90. Timing and Investment Needed<br />Blogs: 1-4 hours per post<br />Twitter: 5-30 minutes a day<br />Facebook: 5-30 minutes a day<br />LinkedIn: 15-30 minutes, weekly<br />Listservs: 30 minutes weekly<br />Other Groups: 30 minutes weekly<br />Photo Uploads: 15 minutes weekly<br />Videos: 2-4 hours a week<br />Curation: 1 hour a week<br />Total Average Social Media Time: <br />90 minutes per day<br />11 hours per week<br />
    91. 91. MINIMUM Time it will take: 10 minutes a day<br />3 minutes: Check for Twitter chatter about yr organization and sub-sector.2 minutes: Scan Google News and Blogs Alerts for important articles and mentions.3 minutes: Filter and flag relevant sector-related LinkedIn group and Quora questions.2 minutes: Log in to Facebook to scan your wall and comments.If you have 5 extra minutes, chime into a listserv to keep yr presence there!<br />
    92. 92. Questions?<br />
    93. 93. Contact Me.. Really!<br /><br />@suzboop<br />@techsoup<br />@npsl<br /><br /><br /><br /><br /><br />