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Social Media Capacity Building
 

Social Media Capacity Building

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  • Cher uses ALL CAPS, tweets longer than 140 so her stream is one long, disjointed tweet
  • Janetfouts.com/listen and http://janetfouts.com/controlling-the-conversation/
  • 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 Social Media Capacity Building Presentation Transcript

  • SOCIAL MEDIA CAPACITY BUILDING
    Step by Step Solutions for Your Nonprofit Organization
    Susan Tenby @Suzboop
    Online Community & Social Media Director
    TechSoup Global
  • Social Media
    Conversation in Community
    Susan Tenby
    Online Community/Social Media Director,
    TechSoup Global
    susan@techsoup.org
    @suzboop
    Susantenby.com
  • 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
  • TechSoup Global has established an extensive partner network in 32 countries
    Australia
    Belgium
    Botswana
    Brazil
    Bulgaria
    Canada
    Chile
    Croatia
    France
    Germany
    Hong Kong
    Hungary
    India
    Ireland
    Japan
    Kenya
    Luxembourg
    Macau
    Mexico
    Netherlands
    New Zealand
    Poland
    Romania
    Russia
    Slovakia
    Slovenia
    South Africa
    Spain
    Taiwan
    United Kingdom
    United States
  • Online Community and Social Media Team
    Double-click to enter title
    Communicating across social media channels for the TechSoup Global online networks
    Double-click to enter text
  • CAPACITY BUILDING
    Begins with creating a map of social engagement
  • Cause, campaign or organizational plan?
  • FloridaHousing
    Campaignor organizational plan?
    Mission & Purpose?
    What do you want to accomplish?
    Measurable Goals
    Call to Action Request
    Organizational voice and brandAuthority Position?
    Step One:
    CHART THE COURSE:
    Determine which
    Channels are right for you – and right for your audiences to receive you
  • WHY Social Media?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY
    Mission
  • Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?
  • What do you want by having & monitoring your social media presence?
    • Drive traffic to your website?
    • Increase your org’s thought leadership?
    • Generate partnerships?
    • Donations?
    • Buzz?
    • Volunteers?
    What is your call to action?
    Pick one or two goals:
    Stay Focused!
  • SOCIAL ESSENTIALS
    Mission, Goals, Vision for sharing your story
    • Minimal Outreach and Community: Facebook & Twitter
    • Minimal Listening: Google Alert & Twilert
    • Minimal Tracking: Hootsuite & Insights
  • Social Media Planning: Methods,Options, Outlets
    Storytelling Channels & Elements
    Video (short)   
    Documentary
    Other film/TV  
    Streaming Media   
    Events  
    Games Checkins- Geocaching  
    Online Ads   
    Print Media   
    Visual Advertising    
    Websites   
    Twitter  
    Facebook  
    LinkedIn  
    Google+  
    Groups and ListsOther Web Communities
    A sample of media channels and places to consider story and campaign integration
  • The Right Formula = Your Secret Sauce
  • Managing your internal voices
    Listening to your external voices
  • Who do you want to participate?How do they participate?At a minimum...
    When setting up your networks, make sure you include the following:
    1) Photo and/or logo
    2) Links back to your website
    3) Content about you or your organization
  • DigiTAL STORYTELLING
    http://tiny.cc/tsdigs
    Social stories shared amongst trusted friends
  • What is your story?
  • Organizational voice and branding…What is yourAuthority Position?
  • Digital Storytelling: Content Production &Distribution
    Who voices
    your social sites?
    Outreach:
    Identify new
    Potential partners
    Across many media
    Outlets & Channels
    What is your story?
    Who is telling it?
    With what voice?
    Find your peeps through hashtags and Twellow
  • Don’t Tweet Like CHER.
    • Don’t tweet like Cher
    • Don’t make up #uselesshashtags
    • Don’t spam via DM
    • Don’t call yourself a rockstar or guru
    • Don’t put an emoticon or exclamation mark after every tweet
    • Don’t be self-referential in all your tweets
    • Track click-thru using Bit.ly & do what works
  • ENGINEER SHARING!
  • CONVERSATION
  • Hashtags
    #NPtech
    Research and find tags from many communities related to your field
    Participate in conversations that help you engage new audiences and strengthen your authority positions
    Use tags to organize
    Information and grow diverse conversations
  • Social: What to do & what NOT to do
    • DO find a third party listening dashboard tool that you like such as NetVibesor Google Reader for RSS/alerts
    • DO subscribe to Alerts about relevant topics
    • Don’t delete or Ignore negative feedback, address it
    • Don’t use your friends and followers for their networks
    • DO tag Strategically, redundantly across many channels
    • Don’t only broadcast about your org, share stories & respond
    • Don’t be a control freak: guide conversations
    • Don’t just expect someone will run your SM channels, designate someone!
    • DO track your progress using social analytics tools that help you track success
  • Amplify, but speak the right local language
    Don’t use other people’s pages as a platform for your spam
    Don’tAuto Feed your Status updates to Facebook
    Don’t use Selective Tweets
    Do take a little time, show you care
    Do take advantage of features of the channel such as crosstagging to groups, people and places at once with links
    Do find your niche community & stay focused on that topic
  • LISTENING
  • A few good
    dashboards
  • Hootsuite
    Pros:
    • Good for listening, include tags, common misspellings, lists/groups
    • Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations
    • Paid version gives downloadable reports for ROI information
    Cons:
    • Free version won’t allow for multiple accounts or multiple users
  • CoTweet
    Pros: FREE
    • Schedule & assign Tweets ahead of time PR releases & allows teams to manage accounts
    • CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each request
    Cons: Not as easy to use as a listening interface
  • Use Delicious to serendipitously search for your peeps
    • Look for others using a tag you choose
    • Find what else those people bookmarked
    • Find other relevant tags
    • Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)
    • Share your resources via social media
    • If you’re listening, you can learn new tags on twitter & search other networks too
  • INTEGRATION
  • Create your own special sauce
    • Figure out what your needs are, use a combination of tools
    • Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface)
    • Many mobile clients have pic uploader installed in the app (Peep)
    • Figure out a workflow that isn’t confusing to avoid Freudian tweets
    • When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely
    • Think more about RETWEETS & amplification than followers
  • Social MediaPolicy?
    Don’t bother writing your own. There are TONS out there!
    See: http://npsocialmedia101.wikispaces.com/Facebook
    http://www.scoop.it/t/social-media-policies-in-the-work-place
  • Be Redundant: Amplify Your Events & Message
    • Remember your audience is in more than one community
    • Think about these channels as communities, speak their language, use the local media
    • Broadcast your events via livestreaming & Twitter
    • Follow all your events with wrap-ups & broadcast the Slideshare link
    • Have regular events and be consistent about how you share them
    • Enlist volunteers to live-tweet / blog
  • SHARING is a deeply passionate activity for engaged audiences to continue conversations+SHARING is an act of conversion
  • Curate, Point to others, Save bookmarks & Share
    • Don’t ever be afraid of having nothing to say: you can always Curate!
    • Use Delicious to save bookmarks and share them
    • Use Scoop.It to help you find topical, relevant, reusable content
    • Share it and content from others
    • When in doubt, ReTweet and be generous with @replies
  • CROWDFUNDING?
  • BENCHMARKS & SUCCESS
    Aim for realistic goals as you grow your social presence
  • Know your goals and communicate the steps
    Timelines:
    VISION
    STRATEGY
    PROGRAM TIMINGDELEGATIONINVOCATION
    COMMUNITY CARECEREMONIOUS CLOSINGANALYSIS & WRAPUP
    STEP TWO:
    STRATEGY
    Know your course, deadlines, and work out a plan step by step
  • EXAMPLE OF CAMPAIGN TIMELINE
    Reminder to promote all this week from TS and personal accounts.
     
    Here’s a trackable bit.ly to use: http://bit.ly/tstext2give
     
    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
    #Text2Give
    tweetchat
  • Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web
    Most organizations have almost no budget for social media yet some leverage thousands in support thru volunteers
  • Timing and Investment Needed
    Blogs: 1-4 hours per post
    Twitter: 5-30 minutes a day
    Facebook: 5-30 minutes a day
    LinkedIn: 15-30 minutes, weekly
    Listservs: 30 minutes weekly
    Other Groups: 30 minutes weekly
    Photo Uploads: 15 minutes weekly
    Videos: 2-4 hours a week
    Curation: 1 hour a week
    Total Average Social Media Time:
    90 minutes per day
    11 hours per week
  • MINIMUM Time it will take: 10 minutes a day
    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!
  • Questions?
  • Contact Me.. Really!
    http://susantenby.com/
    @suzboop
    @techsoup
    @npsl
    www.techsoup.org
    susan@techsoup.org
    http://www.slideshare.net/suzboop
    http://www.delicious.com/suzboop
    http://npsocialmedia101.wikispaces.com/