Social Media Capacity BuildingPresentation 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 firstname.lastname@example.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?
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
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
A few good dashboards
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
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
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
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!