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Highlights from the We Are Media Workshop (http://www.wearemedia.org/) for an internal AIDS.gov team meeting.

Highlights from the We Are Media Workshop (http://www.wearemedia.org/) for an internal AIDS.gov team meeting.

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  • 1. Highlights for the AIDS.gov Team February 23, 2009 Social Media and Nonprofits: Two-Day Intensive Workshop
  • 2.
    • Workshop overview
    • Training tools 
    • Take away messages
    • Next steps
    • Questions
    Today’s Agenda
  • 3. Overview
  • 4. Working in a networked way to identify the best existing resources, people, and case studies that will give nonprofit organizations the knowledge and resources they need to use social media effectively. Funded by the Surdna Foundation What is WeAreMedia?
  • 5. Our Wiki – Home Base http://www.wearemedia.org
  • 6.  
  • 7. Beth Kanter Holly Ross Nina Simon Rachel Weidinger Britt Bravo David Cohn John Kenyon JD Lasica Workshop Leaders
  • 8. Learning Goals
    • Learn to integrate social media into web communications plan
    • Learn to design, implement, and evaluate social media projects
    • Experience a variety of web tools that are essential in listening, participation, content creation, generating buzz, and community building tactical approaches
  • 9. Agenda
    • Day 1: Strategy
    • Day 2: Tactics & Tools
  • 10. Training Tools
  • 11. Stand Up If … http://www.flickr.com/photos/aaronjacobs/107732128/
  • 12. Share Pair http://www.flickr.com/photos/ginable/325235488/
  • 13. Share Pair & Tweet on Paper
      • How can social media benefit your organization?
      • Write it down as “Tweet” – 1 brief sentence
      • Laser out share and retweet
    Your Tweet:
  • 14. Wordle ( http://www.wordle.net/ ) How can social media benefit your organization?
  • 15. Spectrograph
      • Where are you on the readiness scale to implement a new media plan?
  • 16. Social Media Simulation Game
  • 17. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 18. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 19. Creating Your Organization's Social Media Strategy Map
    • Goal: To introduce planning questions that a nonprofit organization needs to ask before getting started with a social media plan and examples of how other nonprofits have approach this task
    • Objectives
    • Target Audience
    • Integration
    • Culture Change
    • Capacity
    • Tools and Tactics
    • Measurement
    • Experiment
  • 20. When I get back to my organization, my first new media action step will be…. Group Sentence
  • 21. Training Tools Recap
    • Stand Up
    • Share Pair (and Tweet version)
    • Spectrograph
    • Social Media Simulation
    • Strategy Map
    • Sentence
  • 22. Take Away Messages
  • 23. Social is not slowing down ….
  • 24. Not everyone is a social media user
  • 25. Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer/Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers/clients Benefits of Social Media
  • 26. What are the limitations? http://www.flickr.com/photos/ben_pollard/2342924889
  • 27. http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
  • 28. NTEN’s Web Communications Strategy
    • 1/3 web presence
    • 1/3 one-way (email)
    • 1/3 social media aspects
  • 29.  
  • 30. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 31. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 32.  
  • 33.  
  • 34. ROI
    • Return on Insight (David Armano)
  • 35.  
  • 36. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 37.  
  • 38. Summarizing Take Away Messages
    • New media is growing, but not everyone is using it--always need to assess appropriateness for your target audience
    • Social Media is only one component of an web communications strategy (Nten’s 1/3 strategy)
    • Establish credibility and trust through a stepped approach
    • ( Obama’s crawl, walk run approach, Listen, participate, share story, generate buzz, community building and social networking)
    • 4. Transparency and reciprocity are key (Air Force blog comment policy)
    • 5. ROI = Return on Insight (listen, learn, adapt)
  • 39. Next Steps
  • 40. What’s next in new media?
    • The “Semantic” web:
    “ Watch what I want and give me more of it!” Holly Ross, ED of NTEN
  • 41. Homework
    • The Cluetrain Manifesto : The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger
    • Here Comes Everybody : The Power of Organizing Without Organizations: Clay Shirkey
    • Flipping the Funnel : Seth Godin, “ –there’s a free non-profit version—Beth thinks it should be required!
    • Groundswell : Charlene Li and Josh Bernoff
    • Smart Chart : www.smartchart.org/ --great new media assessment tool -- free for nonprofits
    • Strategy Map Handout : Remix as a handout for public health colleagues?
  • 42. Questions
  • 43. Welcome to the Social World