Day 1 Overview of Tactical Approaches

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Listening:Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit.� (5 hours per week)Participate:Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment.� You can also participate vicariously through bloggers by encouraging them to write about your organization.� (10 hours per week - also includes listening tasks as they go hand-in-hand)Generate Buzz:Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content.� Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category.� (10-15 hours per week - also includes some listening tasks)Share Your Story:You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site.� Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks.� �But even better is getting your constituents to share their stories about your organization with others (which takes more time) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill)Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising.� (20 plus hours a week)

http://www.flickr.com/photos/niclindh/1389750548/

Observe them in their natural environment, listen to them, and have a conversation ..

Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences. By using search.twitter (formerly summize), we follow conversations about stroke. Looking at the comments on just a \"one at a time\" basis is good, but seeing a long string of messages is very insightful. We shared this \"trail\" back with our staff responsible for our stroke survivor and caregiver networks. From this very visible series of conversations, they were able to see for themselves how social media is a powerful way of communicating and sharing in these experiences and in being in the right place to provide support and resources to those in need. They are now developing a plan to put social media front and center to expand reach to those who might never come to us.Christian Caldwell & Kristi MillerAmerican Heart Assocation/American Stroke Association

Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment.� You can also participate vicariously through bloggers by encouraging them to write about your organization.� (10 hours per week - also includes listening tasks as they go hand-in-hand)

http://www.flickr.com/photos/dharmasphere/20993325/

http://blog.givewell.net/?p=31Katya’s response http://www.nonprofitmarketingblog.com/comments/listening_to_the_bad_and_using_it_for_good/

Happy Ending! Givewell uses NFG on their site for donations (http://givewell.net/recommended-charities) – nearly $70K to several worthy cha

http://www.flickr.com/photos/lab2112/Once you've engaged people in conversations, the next step is to share your story or inspire your supporters to share their stories about your organization. Blogging, podcasting, photo sharing, or using videos takes a bit more investment of your time to create and maintain, and, if you are encouraging people to create their own stories about your organizations, there's a bit of community building involved, too. An easy way to start is to get others to tell your story, outreach to bloggers or searching through video and photo sharing sites for people who are already creating stories about your issue or organization (remember all the techniques we shared about listening?).

This is a blog that provides information about the organization's programs and services.� The content includes announcements, events, program happenings, staff changes, commentary, stories about volunteers or donors, and answers to stakeholder questions.� �The blogging platform makes it easy for non-technical staff to update a web presence.� �

http://www.flickr.com/photos/ecstaticist/1224913250/Generate Buzz:Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content.� Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category.� (10-15 hours per week - also includes some listening tasks)

The Nature Conservancy and its partners recently announced the purchase and preservation of over 161,000 acres of working forest in the Adirondacks of New York. As part of our efforts to promote this announcement, I posted a link on Digg.com to our content for this story, a process that took about five minutes. Within twelve hours, the post became \"popular\" and was promoted to the Digg.com homepage for everyone to see. Once there, it generated the following activity on my organization's nature.org web site:

7,600+ unique visitors to nature.org in a single hour (a level high enough to significantly impact the performance of our web site)More than 35,000 unique visitors to nature.org in one day (making it, at the time, our best day ever)Over 21,000 views of our landing page for this story in just one day

http://www.nten.org/blog/2008/07/23/web-traffic-spikes-when-you-need-attention-now

http://epicchange.org/blog/2008/12/05/why-tweetsgiving-worked-imho/

http://www.flickr.com/photos/timcaynes/216760345/Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising.� (20 plus hours a week)

http://www.chrisbrogan.com/essential-skills-of-a-community-manager/http://www.nten.org/blog/2008/07/24/are-you-a-marketer-or-a-community-manager

Work together to come up with a \"tweet on paper\" (brief sentence) answering the question: How can social media benefit our organization? Each person should write their own sentence, but work together to make it brief. Share with the full group as \"retweets\"

Favorites, Groups & Events

Day 1 Overview of Tactical Approaches - Presentation Transcript

Social Media Tactical Approaches and Tools Social Media and Nonprofits: Two-Day Intensive Workshop
We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation
Objectives • Introduction to tactical framework and tools
Tactical Approaches Community Building & Social Networking Generate Buzz Share Story Participate Listen
Listen Participate Share Your Story Social Networks Buzz
Tactical Approaches Tactical Approaches and Tools Community Building & Generate Social Buzz Share Networking Story Listen Participate 10hr 15hr 20hr Less Time More time
Listening is knowing what is being said online about your organization and your field.
A few listening tools …
Listening • What decisions will you link your listening to? • What key words will you use? • How will share or summarize what you learn from listening with others in your organization?
Key Words Are King!
A homeless person isn’t someone you pass on your way into a fancy restaurant
Listening with Twitter Search
Twitter Search
“Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences.” – American Stroke Association
Listening leads to participation
Participation • Who is empowered to respond and in what circumstances? • How will you address negative comments or perceptions? • What is the goal of your participation?
Participation Tools
Less about tool, more about technique Respond Don’t Respond • They’ve paid you a • Trolls compliment • Competitors • Valid client complaint • Not you • If information is incorrect • If you have something of value to offer
Happy Ending! Givewell uses Network for Good - nearly $70,000 raised
Sharing your story social media style …
•What content or information will be used to update or feed the social media sites? •Who will assist or support users in remixing your message? •If you’re aggregating content to establish expertise, what sources? • What skills or expertise do you need?
What type of blog? Institutional Blog Aggregates Content Specialized Content Personality Blog Adapted from Nina Simon: Museum 2.0 Blog
Institutional Aggregates Content
Specialized Content Personality
Podcasting How will you maintain a consistent work flow and content? Who will be your .org’s voice?
Photo Sharing
How are you engaging with people and encouraging content creation?
Spreading Buzz
A Few Tools
• How will you “brand” your presence on buzz sites? (Personal/Organizational) • Who will implement and build relationships with influencers? • How will you get fans to talk about you to their friends? • What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)
Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
Digg Effect
Twitter for generating buzz and spreading charitable giving …
Community Building and Social Networking Community Building & Social Networking
Questions How will your organization represent itself on social networks? Who will develop or repurpose content? How will it integrate with your web presence? What’s your engagement strategy? Who will implement?
Growth of Facebook fans since Community Manager involvement
Is that growth natural or guided? Month ending # of fans Fan growth Event 7/19/08 158 0 Started page 8/19/08 225 67 No action 9/19/08 464 239 Community Mgr begins to post and interact 10/19/08 1023 559 Comm Mgr talks with fans • Fan growth by ORDER OF 10 with campaign!
Small Groups Exercise • Which tactical approach is the best match for your organization? • Why?
All sources and additional material can be found on the WeAreMedia Wiki http://www.wearemedia.org/
If you remix this presentation, please add your remixed version to the wiki. Thank you