Demystifying Social Media

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  • AAUW National Convention
  • Demystifying Social Media
  • Presenters: Amy Blackwell, Alan Callander, Jean Lotz, Peggy Woods-Clark
  • The #hashtag for this workshop is #aauw11ws04
  • Some of the potential topics we may cover as the workshop proceeds. In “slide show” mode, these are hyperlinks to the appropriate group of slides.
  • What do we hope to accomplish? AAUW Visibilitiy Name Recognition Mission Understanding Active Advocacy Audience Reputation and Trust Amongst an audience of The General Public Potential Members Younger Women
  • At best, social media allows for interaction, dialogue, sharing, CONVERSATION. If potential “fans” or “friends” are blocked, conversation becomes preaching, a sermon. It is not longer social.
  • So how do we do that? How do we identify and assess the available tools to find the ones that will meet our objectives? We begin by identifying our Objectives (Institutional, Departmental, Programmatic) What Are We Trying to Accomplish? Grow Membership, Increase Donations, Call People to Action, Spread the Word about Our Research, Invite Others to Our Events Who Are We Trying to Reach? Students Graduates Working Women Business Owners Parents Men, Women, Youth What is Our Timeframe? Immediately, This Week, Over the Year
  • We next consider our resources: What kind of connectivity to the internet do we have? Broadband, DSL, Cable Modem, Dial-up? What computer hardware do we have available, is it fast enough, enough memory (Windows, OS X, Unix, etc.)? What software do we already own, what is the budget for software we buy? How much time can we commit to the effort, to acquiring the necessary resources, learning? If you browse the net, then you can use social media tools. Nearly all social tools are available on all major computers and operating systems. Dial-up may involve a slower screen refresh, but the tools are still the same.
  • And we consider the people behind the tools. Here we ask who is interested and vested in the purpose, what experience/expertise do they bring, and how does their personality complement, enable effective use of varioius tools (for example, what is the comfort level with the tasks involved and the technology. For Twitter this may mean finding someone very extraverted, but pithy and concise)
  • Batgirl Example Then we take these and align them. If our objectives are to attract young women to become members, what tools and resources can we tap to reach these future members where they are, and who is best prepared for the task. AAUW won ’t merely attempt to replicate successful strategies from other organizations, but rather develop its own tailored and uniquely successful strategy—one responsive to the specific ambitions, audiences, and activities of AAUW and its stakeholders.In choosing platforms, triangulation and targeting key areas of concern are required.• Triangulation involves identifying specific objectives, available resources, and appropriate personnel. • Targeting involves positioning this triangulated effort over appropriate populations. • The purpose of this strategy is to align messenger with message, objective, and audience. Answering the questions, identifying the objectives, resources, and people accurately will go a long way in building an effective, sustainable social media effort. Every branch, every entity answers these questions differently and so stories of success using one approach is rarely a recipie for absolute success for you. Taking the time and approaching the challenge methodically dramatically improves the odds in your favor. What are your experiences developing a social media strategy.
  • So using this model, or as best we can use any model, AAUW and many of its branches have primarily focused their attention on these tools. Some others include Capwiz, EventBrite, Photobucket, Flickr, Meet-Up etc. At different times, meeting different objectives, different tools are used by different people. You could say this is our Social/Online media portfolio.
  • We can use social media to advocate for AAUW AAUW social media entities have been created primarily to reach out to the general public, hopefully reaching future members; rather than used as just another tool to keep AAUW ’s existing members informed of AAUW news. We are expanding AAUW ’s name recognition, promoting AAUW’s mission, advocating action on important issues, potentially increasing AAUW’s grassroots political base and potentially increasing membership.
  • This chart shows the percentage of adult internet users, grouped by age, answering that they use social tools.
  • Facebook ’s Ad stats
  • 2009 Facebook users grouped by age.
  • 2010 Facebook users grouped by age
  • Side-by-side Facebook user age DISTRIBUTION for the years 2009-2010.Note that the total for each year is 100% (rounded). Facebook is nearly 700 million users!
  • Our out national AAUW Facebook page user age distribution. An important takeaway here is that 42% of our Facebook fans are between 25 and 44 years old and a quarter are 55 and older.
  • This slide is the basic content template for any info/bullet points/photos that you ’d like to share
  • This is an example of an individual PROFILEview
  • Standard navigation controls are on the top right and down the left side. Your Wall content is in the middle.
  • Tighten your privacy settings for you own protection. Most of the information is optional. Don ’t provide your phone number, your address, or where you work if you don’t want to.
  • Facebook offers: Individual PROFILES for individuals NOT for AAUW branches or states. There is a conversion utility if a branch profile is created instead of a group or page. PAGES for businesses, personalities, and organizations Page posts are pushed out to each fan ’s news feed COMMUNITY PAGES (not recommended at this time) GROUPS (in a new more useful format) Group activity is noted (but not the actual content) next to the group name on member ’s HOME PAGES. It is enough to encourage some to return to the group to check out the new posts and comments. Members can automatically add any friend to an open group (some people do NOT like this new feature of groups) Anyone can become a fan or join an open group. If they become disruptive, administrators can quickly remove them and their posts.
  • A branch or state page is an excellent place to post news about what you are doing. Show off photos and promote attendance by creating events whereadministrators and members can invite friends.
  • Twitter is considered a “microblogging” broadcasting tool where people wirte very short status updates called “Tweets.” Snce each tweet Is limited to 140 characters, abbreviations are often used along with some special characters. Twitter is a valuable breaking news channel and increasingly common. Twitter can be used to follow, in real- or near-real-time, the activities at a remote event.
  • A hashtag is merely a keyword prefaced by the symbol “#” Using #hashtags, Twitter users can follow specific subjects like #aauw, #aauw11 (the 2011 AAUW National Convention), #potus (President of the United States), #vaw (violence against women).
  • Tweets are limited to 140 characters so Twitter tools often use URL shorteners like bit.ly, to preserve space in the tweet for the actual message.
  • Spread the news, but give credit with a “re-tweet.” Most Twitter applications will automatically add the “RT” infront of the tweet you are re-tweeting, but you can also add it manually.
  • A handful of popular #hashtags you may see on AAUW tweets. #aauw11 is the #hashtag being used for the 2011 AAUW Convention.
  • You might link to any content on the web: videos, blogs, web pages, news stories, etc. Let your friends know what you are interested in and passionate about.
  • You might also like to become friends with those you notice contributing to discussion you agree with.
  • You might also like to become friends with those you notice contributing to discussion you agree with.
  • As yoyu can see, Facebook advertising can be very targeted to esactly who you might want to reach. The results were satisfactory: We got 755,923 impression. 17,923 (2.37%) were “social impressions” (where they saw where a friend liked the ad or page). But we ONLY paid for actual clicks! We got 128 clicks (1 was a “social click”) At the time, the average cost per click was $1.17 (advertising prices have gone up since business and politicians have learned to use them.) Total $149.84 Measurable results: The AAUW-Loisianna page grew from 104 to 130 fans during this period.
  • Demystifying Social Media

    1. 1. AAUW NATIONAL CONVENTION <ul><li>Breaking through Barriers </li></ul><ul><li>Advocating for Change </li></ul>
    2. 2. Demystifying Social Media
    3. 3. Amy Blackwell Alan Callander Jean Lotz Peggy Woods-Clark
    4. 4. #aauw11ws04 (this workshop ’s #hashtag)
    5. 5. Topics <ul><li>How We (and others) use Social Tools and Strategy </li></ul><ul><li>Demographics and Metrics </li></ul><ul><li>Welcome to Facebook… </li></ul><ul><li>Creating a Facebook Page for a Branch </li></ul><ul><li>Twitter 101 (just the basics) </li></ul><ul><li>Tips </li></ul><ul><li>Contact Information </li></ul><ul><li>Resources </li></ul>
    6. 6. How We (and others) Use Social Tools...
    7. 8. Identifying, Choosing, & Assessing Tools Objectives <ul><li>What Are We Trying to Accomplish? </li></ul><ul><li>Who Are We Trying to Reach? </li></ul><ul><li>What Is Our Timeframe to Reach Them? </li></ul>
    8. 9. Identifying, Choosing, & Assessing Tools Available (or likely) Resources <ul><li>Internet Connectivity (Dial-up vs. Broadband) </li></ul><ul><li>Computer Capacity </li></ul><ul><li>Software Applications </li></ul><ul><li>Time (including a learning curve) </li></ul>
    9. 10. Identifying, Choosing, & Assessing Tools Personality / Personnel <ul><li>Volunteers/Member </li></ul><ul><li>Technical Expertise (Photography, Video, etc.) </li></ul><ul><li>Personality (e.g. Twitter=Extraverted, Pithy, Concise, etc.) </li></ul>
    10. 11. Identifying, Choosing, & Assessing Tools A Sustainable Social Media Model
    11. 12. Identifying, Choosing, & Assessing Tools @aauw www.facebook.com/AAUW.National www.aauw.org www.aauw.org/aauwExperience www.youtube.com/AAUWinfo blog-aauw.org
    12. 13. Five C ’s of a Social Strategy <ul><li>Building Community </li></ul><ul><li>Provide Compelling Content </li></ul><ul><li>Realize Your Capacity to Deliver </li></ul><ul><li>Being Consistant </li></ul><ul><li>Crossposting Your Content </li></ul>FIVE C ’s
    13. 14. Remember… <ul><li>Don ’t expect them to come to us... But instead, </li></ul><ul><li>Go where they are… </li></ul><ul><li>Listen to what they are saying there… </li></ul><ul><li>And then, let them know we are there too. </li></ul>
    14. 15. Social Networking Sites Usage source: Pew Research Center ’s Internet & American Life Project Surveys, September, 2005—November, 2010. Adult internet users who use social networking sites in each age group
    15. 16. US Facebook Demographics
    16. 17. 2009 Age Distribution on Facebook
    17. 18. 2010 Age Distribution on Facebook
    18. 19. Age Distribution on Facebook
    19. 20. AAUW National Facebook Page
    20. 21. Welcome to Facebook…
    21. 22. My Profile (Wall) Notifications Friends About Me My own, my friend ’s updates, and other shares
    22. 23. Posting to and Navigating Facebook Navigation Additional Navigation Share Here
    23. 24. Facebook Privacy Settings Next, click “Customize settings” to Customize your Privacy Settings To set your Privacy Settings select “Account” and then select this…
    24. 25. Creating a Page for a Branch Click here to create a page
    25. 26. Choose Type of Page to Create Choose this one
    26. 27. Choose Type of Organization and Name
    27. 28. Making Sure You Are Human
    28. 29. Login to Facebook (or create an account) Login to your Facebook account
    29. 30. Start Building Your Unique Page Info about your branch A branch profile image Page options
    30. 31. A Branch Facebook Page
    31. 32. AAUW on Twitter: twitter.com/aauw
    32. 33. Example Tweets : #hashtags So excited for &quot;Why So Few [Women in STEM]? 2.0 Putting Research into Practice&quot; Panel at Convention! http://t.co/2rUMt5o #STEM #AAUW11 RT @aauw: Tomorrow (6/14), 5 to 7 p.m., Co Co. Sala; a happy hour you won ’t want to miss! #DC #fem2 #p2 #AAUW Dialog http://bit.ly/m7PS1l
    33. 34. Example Tweets : Shortened URLs So excited for &quot;Why So Few [Women in STEM]? 2.0 Putting Research into Practice&quot; Panel at Convention! http://t.co/2rUMt5o #STEM #AAUW11 RT @aauw: Tomorrow (6/14), 5 to 7 p.m., Co Co. Sala; a happy hour you won ’t want to miss! #DC #fem2 #p2 #AAUW Dialog http://bit.ly/m7PS1l
    34. 35. Example Tweets : Re-Tweets So excited for &quot;Why So Few [Women in STEM]? 2.0 Putting Research into Practice&quot; Panel at Convention! http://t.co/2rUMt5o #STEM #AAUW11 RT @aauw: Tomorrow (6/14), 5 to 7 p.m., Co Co. Sala; a happy hour you won ’t want to miss! #DC #fem2 #p2 #AAUW Dialog http://bit.ly/m7PS1l
    35. 36. A Few Popular AAUW #Hashtags #aauw #education #socsec #aauw11 #fairpay #titleix #fem2 #vaw #highered #wmnhist #p2 #woc #potus #womensrights
    36. 37. Anatomy of a (Link) Post on Facebook 1. Title - Edit this. 2. Click through the available thumbnails and find a good one. 3. Edit this to give it a good description. 4. This will appear under your name once the link is posted, just above the link. Be cleaver, its your post ’s tagline! TIP To share a link click here and then…
    37. 38. Facebook Tips <ul><li>Don ’t preach. </li></ul><ul><li>Don ’t be “straight-laced” all the time. </li></ul><ul><li>Highlight social events too! </li></ul><ul><li>Announce member accomplishments. </li></ul><ul><li>Turn off face recognigition </li></ul><ul><li>Turn off FPS marking for cell-phone photos. </li></ul><ul><li>Do not post personal data on public pages </li></ul><ul><li>If you are seeking a professional position, post in a professional, friendly manner. </li></ul>TIP
    38. 39. Get Involved, Get Engaged! <ul><li>Join Facebook and invite your friends – especially those you see infrequently </li></ul><ul><li>Announce & promote your AAUW events on your state Facebook page (It ’s FREE) </li></ul><ul><li>“ Like” posts from your friends or your favorite pages when they move you </li></ul><ul><li>Interact - comment or question postsPost open-ended questions to encourage more participation. </li></ul><ul><li>Have FUN! </li></ul>TIP
    39. 40. Louisiana Facebook Ad <ul><li>AAUW Louisiana ran a Facebook ad </li></ul><ul><li>9/14/10 – 9/30/10 </li></ul><ul><li>A “click” opened the AAUW – LA Facebook page with a link to instructions on how to “register to vote” on the official state web page. </li></ul><ul><li>This ad targeted those who: </li></ul><ul><li>* live in Louisiana </li></ul><ul><li>* are exactly 18 and older </li></ul><ul><li>* are female </li></ul><ul><li>* graduated from college </li></ul><ul><li>* are not already connected to the </li></ul><ul><ul><li>Facebook page “AAUW – Louisiana” </li></ul></ul>TIP
    40. 41. Resources <ul><li>http://www.facebook.com/AAUW.SMTF </li></ul><ul><li>http://www.wearemedia.org/ </li></ul><ul><li>http ://www.socialmediaexaminer.com / </li></ul><ul><li>http://www.mashable.com </li></ul><ul><li>http ://www.socialbrite.org / </li></ul><ul><li>http ://www.johnhaydon.com/ </li></ul>
    41. 42. The conversation continues ... #AAUW11 & #AAUW11WS4

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