Social Media Capacity Building

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
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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
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Communicating across social media channels for the TechSoup Global online networks
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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/

Social Media Capacity Building

by TechSoup Global on Oct 10, 2011

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Social Media Capacity Building — Presentation Transcript