Social Media Planning For Medical Reserve Corps Units

  • 273 views
Uploaded on

Presented at Medical Reserve Corps 2011 Region I/II Summit

Presented at Medical Reserve Corps 2011 Region I/II Summit

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
273
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • ARIELLEPre Video: video speaks to businesses, but think of yourself as a business. You are selling like everyone else. Selling safety messages.Who wants to share what they think the key messages are from that video:The power of peer recommendations- they have more of an influence in many situations than an official source of information, therefore you need to make sure you are reaching and informing those opinion leaders.Rapid message disseminationGreater reachA fundamental shift in the way we do businessBy the way this video was taken from YouTube. 84% of internet users view videos online in the USA (Comscore)
  • ARIELLE2-way = scary to somePublic involvement- no longer passive recipients of your message.
  • ARIELLE (10 min)Learn how each other using social media.Complete entire sheetPrize?
  • In summary, having a Facebook page may help you recruit more volunteers. But having an inactive Facebook page will hurt your chances of recruiting volunteers.
  • DISCUSSIONCore tenet of marketing: if your audience is using a particular communication method, it might well benefit you to use it as wellBecoming more and more mainstream, and more and more integrated into everyday communicationsGap in communications plan / audience not reachingEngaging volunteers / 2 way conversationEducation- prep, other campaignsAwareness of orgFreeLess staff time? More flexible- no travel budget for in person eventds
  • Discussion questions:- What are people using or thinking about using? Why those tools?Core tenet of marketing: if your audience is using a particular communication method, it might well benefit you to use it as wellBecoming more and more mainstream, and more and more integrated into everyday communicationsGap in communications plan / audience not reachingEngaging volunteers / 2 way conversationEducation- prep, other campaignsAwareness of orgFreeLess staff time? More flexible- no travel budget for in person eventds
  • Before go in to how they’re all different…
  • http://www.facebook.com/press/info.php?statistics
  • ALYSONThe average FB user:Spends 55 minutes/day on FBCreates 90 pieces of content/monthIs connect to 80 pages, groups, and eventsSo this isn’t all about people just making a profile and never going back. The average FB user is very active on a daily basis.
  • ALYSONWhile Twitter isn’t as popular as Facebook, 13% of Americans use Twitter. Of those that use Twitter, a majority are engaged, with 54% accessing the site at least once a week.
  • CampaignHeightened awareness & interestMessage saturationInterest around an event or causeFocused and measurableMaintenanceKeeping followers & partners engaged with organization/causeEnsuring followers that organization is still activeSharing information and media of relevance to audience
  • CoordinationVolunteer recruitmentPublic information and warning
  • - Build in discussion time for emergency plan discussion
  • Just putting out a call for volunteers will (usually) not workFocus on recognition and retentionVolunteers may post on their page too; tag themselvesVolunteers will be happy and stick around- and maybe bring friends next timeShow potential volunteers that you appreciate your volunteersShow potential volunteers what sort of work they would be doingShow potential volunteers how much fun you have
  • GSA Office of Citizen ServicesDeveloped amended Terms of Service agreements to reflect needs of federal usersNational Association of State Chief Information Officers (NASCIO)Current establishing Terms of Service for state and local agencies
  • -- Create a version of Wksht. 11 for group to complete on own
  • Worksheet 8 can help you brainstorm metrics at a later time

Transcript

  • 1. Presented To:Medical Reserve Corps 2011 Region I/II Summit ALYSON COBB & ARIELLE SLAM JSI RESEARCH & TRAINING INSTITUTE, INC.
  • 2. During this workshop, participants will: Discuss popular social media tools, focusing on Facebook, LinkedIn, Twitter, and blogs, and their potential applications for MRC units. Learn the process for creating a social media plan, including developing goals, prioritizing channels, content mapping, implementation, and measurement. Work towards completing their own social media plan.
  • 3. The electronic tools,technologies, andapplications that startconversations,encourage people topass it on to others, andfind ways to travel on itsown.
  • 4. http://youtu.be/3SuNx0UrnEo
  • 5. Social media is a toolA tool to help you communicate in the 21stcenturyTwo way communication is key We are not just listeners anymore
  • 6. NameMRC UnitOne fact about you from BINGOWhat you are hoping to get from thissession
  • 7. 77.3% Internet StateNew Hampshire Penetration 90.1% 84.7%New Jersey 87.8% Regions 1 & 2Connecticut 86.5%Massachusetts 86.2%Maine 82.8%Vermont 81.7%New York 81.5%Rhode Island 81.0% Source: Internet World Stats, 2010
  • 8. 52% of Americans 12+ use at least 1 socialmedia networking site43% of internet users 50+ use socialnetworking sites
  • 9. 85% of Americans 18+ own a cell phone72% of cell phone users send and receivetext messages31% of Americans 12+ own a smartphone75% of social media users have posted anupdated using a mobile phone Source: The Social Habit 2011, Edison Research
  • 10. 1 in 6 residents said they haveused social media to getinformation about anemergencyAbout 50% said they would use socialmedia to let loves ones know they weresafe Source: American Red Cross Social Media Survey, Aug 2010
  • 11. 70% said that response agencies shouldregularly monitor and respond to postingon their websites and social media sitesIf they posted a request for help on asocial media website, 75% would expecthelp to arrive within an hour Source: American Red Cross Social Media Survey, Aug 2010
  • 12. In a survey of Facebook users, 38% would look for a Facebook page for an organization for which they were thinking of volunteering 12% would definitely be more likely to volunteer if the organization has a Facebook page 43% said whether or not the organization had a Facebook page might impact their decision 9% would be concerned about volunteering for a nonprofit that didn’t have a lot of likes Source: Idealware, July 2010
  • 13. It’s where the people areMore common by the dayTry to reach a gap in communications planTwo-way conversation Engaging volunteersSpread a messageRaise awareness of unit/organizationFreeMore flexible and less staff time
  • 14. In small groups, discuss: Who you are trying to reach? What you are trying to accomplish? What will change if this effort is a success? Finally, what is your social media goal?
  • 15. Who are you Community members, specifically those who aretrying to reach? not prepared for an emergencyWhat are you Increase preparedness in our communitytrying toaccomplish?What will change Households will be more prepared, which willif this effort is a lead to a decrease in those who need assistancesuccess? during an emergency, including shelter attendance.Our Social Media To promote emergency preparedness in ourGoal community in order to decrease the burden on emergency response agencies, including our MRC unit.
  • 16. In small groups, discuss: Who you are trying to reach? What you are trying to accomplish? What will change if this effort is a success? Finally, what is your social media goal?
  • 17. Social networking sites Facebook, LinkedInBlogsMicroblogs TwitterGeolocation Google Maps, FourSquare, Facebook PlacesMedia sharing sites Flickr, YouTubeWikisSocial bookmarking Reddit, StumbleUpon
  • 18. What they all have in common: Two-way flow of information Collaborative Flexible delivery Individuals have an expanded word-of-mouth reach
  • 19. Most popular social networking site in theworld More than 800 million active users (including 350 million through mobile devices)
  • 20. Organizations andcompanies createFacebook pages,which individual userscan “Like”All pages areautomatically publicCan post text, links,polls, events, photos,and videosAdditional flexibilitythrough apps
  • 21. Facebook State PenetrationRhode IslandMassachusetts 52.7% 47.3% 43.0%New Jersey 47.2%New Hampshire 44.5%New York 43.3%MaineVermont 40.3% 39.5% 44.3Connecticut 39.3% Regions 1 & 2 Source: Internet World Stats, 2010
  • 22. The average Facebook user: Is 38.4 years old Has 130 friends Spends 55 minutes a day on Facebook Creates 90 pieces of content per month Is connected to 80 pages, groups, and events
  • 23. Brainstorm the pros and cons of usingFacebook for your unitWrite your top pro on a yellow post it andyour top con on a pink post it
  • 24. social networkingsite forprofessionalnetworking Can connect with colleagues and see who they are connected withProfile= a resumeOrganizations cancreate groups Groups can hold discussions and post resources
  • 25. Over 135millionmembersAverage age ofusers is 44.3years old
  • 26. Brainstorm the pros and cons of usingLinkedIn for your unitWrite your top pro on a yellow post it andyour top con on a pink post it
  • 27. Website where 1+ people post fairlyfrequent updates, often told from apersonal perspectivePosts are often short, appear in reversechronological order, and written in thefirst personTypically text based, but can also includephotos or videos
  • 28. Brainstorm the pros and cons of usingLinkedIn for your unitWrite your top pro on a yellow post it andyour top con on a pink post it
  • 29. Users send and readtext-based posts of upto 140 characters, called“tweets”All pages and tweets areautomatically publicHas grown to includephotos and videos
  • 30. Most popular microblogging site 13% of Americans use Twitter Average age is 39.1 years oldOf people who have ever used twitter: 82% access the site at least once a month 54% access the site at least once a week 18% access the site at least once a day
  • 31. Brainstorm the pros and cons of usingLinkedIn for your unitWrite your top pro on a yellow post it andyour top con on a pink post it
  • 32. Staff/Volunteer skills and timeWhat your target audience is usingWhich tool is best for conveying yourmessageHow this will integrate in to your existingcommunications plan
  • 33. In a survey of non-profits using socialmedia: No respondents who were spending less than 1 hour per week on social media reported seeing any results Respondents who were seeing tangible, substantive results spent an average of 5 hours per week About 30% achieved success in 2 hours per week or less Source: Idealware, July 2010
  • 34. Tool Time Estimate per WeekFacebook 2 hoursLinkedIn 1 hourBlogs 3 – 5 hoursTwitter 1.5 – 2 hours
  • 35. Weigh the pros and cons of each tool, aswell as organizational considerations suchas time and skills, and checkYes, Maybe, or No for each tool
  • 36. Set date for revisiting/refreshingmaintenance planTools usedWho will manage each toolPost frequencyPlan for content Develop weekly pattern Create a message bank or pre-written messages
  • 37. Monday Tuesday Wednesday Thursday Friday Weekend•Medical •Tell a friend •Interesting •News •Recognize •Events audience link •Partner volunteers msg. outreach
  • 38. Who will Alysonmanage? Need to identify backupPost 1st 4 mnths =2x per wkfrequency? After 4 mnths= every dayTypes of Updates from MRC unitsinfo posted? throughout NH; statewide information for MRC coordinators & volunteersSample WMUR will have continuousmessage updates about the storm at this link (which works on mobile devices as well). "Share" the link with friends and family so they can stay up to date even if the power goes out
  • 39. Work in groups tocompleteworksheet 5.
  • 40. Recruitment based around a popular event Local event Online eventPublic Awareness National Preparedness Month Flu ShotsMRC ambassador message dissemination
  • 41. Campaign Name JIVE 2011 Dates 9/1/11- 10/1/11 Why is this the • Preparedness Month right time? • 9/11 10th Anniversary Specific goals • Consistent preparedness messagingWeek Dates Theme • Raise reach of local response Facebook & Twitter accounts 1 9/1-3 General Preparedness • Increase ReadyNH traffic 2 9/4-10 Stay Supports larger • Public information & warning goal • Channel redundancy 3 9/11-17 Leave 4 9/18-24 Connect audience Target Area residents who have not or have done little to prepare for an 5 9/25-30 Volunteer emergency
  • 42. Tool Facebook TwitterManagers • Agency assigned • Agency assigned • Alyson monitors • Alyson monitors • Arielle track linksPost frequency 1 post per week per agency 1 tweet per week per agency(minimum)Types of Preparedness messages by Preparedness messages by weeklyinformation weekly themes themespostedSample post How would you keep in touch Emergencies don’t wait until after with friends and family during hours. Do you know the emergency an emergency? (Question ) plan for your workplace? • Phone http://1.usa.gov/ReadyNH_Business • E-mail #NPM #ReadyNH • Visit them • Facebook • Twitter
  • 43. Work in groupsto completeWorksheet 6.
  • 44. Purpose Before-During-AfterPlan Tools Frequency ManagersContingency planPost-event evaluation Include in After Action Report
  • 45. CompleteWorksheet #7.
  • 46. Content brainstormMessage constructionPolicy considerationsMeasurement
  • 47. Encourage conversations among new and veteranvolunteersAsk current volunteers to post comments or storiesabout volunteeringEncourage potential volunteers to voice concernsRecognition programs Volunteer of the month Volunteer spotlightPost multimedia of volunteers in action
  • 48. Post multimedia linksShare news and updatesCollaborate on content with partners &repurpose existing content from partners
  • 49. Tone Less formal than a websiteNeutralityBalance between selling volunteerism andproviding valuable information to followers
  • 50. Responsibilities Supervisor Coordinator Channel authorsContent calendar reviewComments policyInteractions
  • 51. Does anyone have a policy? How is it working?Biggest barriers?
  • 52. Look at plan in short cyclesViewsFollowersEngagementConversion Tracking links “How did you hear about us?” check box Lift assumptions
  • 53. Share plan with key personnel/volunteersfor input.Set aside a few hours to a day to learntool(s) and create an account.Start developing content and ask for co-worker & volunteer input.Write policy.Start planning for your first campaign.
  • 54. Arielle Slam Alyson CobbJSI Research & Training Institute JSI Research & Training Instituteaslam@jsi.com acobb@jsi.com603.573.3341 603.573.3319http://linkd.in/ArielleSlam http://linkd.in/AlysonCobb