How Social Media is Changing Nonprofit Communications PROED 545 November 3, 2011download these slides at:
Page 3What Am I Doing Here? And What Should I Do Now?
Page 4What Is Social Networking?The interaction between a group ofpeople who share a commoninterest. (wiktionary.org)
Page 5 Introductions• About your organization• Your role• Your experience using social media
Page 6 Expectations: What do you want to learn? Social Networking Strategies?Effective Social Networking Tactics? Valuable Takeaways?
Page 7Join us on Facebook
Page 9Err..How DoWe USE ThisThing?
Page 10Effective social media doesn’t create opportunities,it uncovers them.
Page 11Constituents have moved, organizations arefalling behind•Constituents connect with each other – happily leaving organizations behind•We know the problem will get worse before it gets better•Outdated frameworks and pet theories relegate discussions to incremental fixes
Page 12Building Relationships One Stakeholder at a Time
Page 13Building Relationships One Stakeholder at a Time
Page 14We Live In A Time Of Change
Page 15 Leadership and Common Interests• Effective Leaders Need to Know Three Things: Who are you upsetting? Who are you connecting? Who are you leading?
Page 16Noteworthy: Leaders Use Social Networks to Learn, Teach, and Communicate
Page 17 Seth Godin’s Post-Modern Cultural Evolution Model:Factory Model: Cheaper Labor, BiggerFactories, Faster ProductionTelevision model: Act Like A King! Use MassMarketing and Average Ideas With Lots Of$$$Tribes: Leading and Connecting People andIdeas
Page 18 Urbanization and Modern TribesPost-World War II, Post Industrial America:77% of the American Population isUrbanizedGeographic Ties are Lost BetweenNeighbors
Page 20A Truth:
Page 21The New, New World •The lines between program/content producers and consumers are blurred •Users and producers are engaged in co-creation of value – they become collaborators •Users have the tools to configure and/or customize their brand experience •Users and producers encourage each other and mutually define the future direction of the organization
Page 22The New, New World (contd) •Users and producers take advantage of the most advanced communications models in the channel mix •User changes to products and services have universal and commercial value and drive the sales of the product •The producer is an aggregator for the user’s creative activity •User is an advocate of the experience and, by extension, the organization
Page 23Touchpoints... There is a territory that exists in the borderlines between you and your constituents. It’s where great opportunity lives, if you know where to look.
Page 24Touchpoints are where processes, systemsand data all intersect, and are often the faultlines between different organizationaldepartments and geographic areas.
Page 25 Old versus new media• Traditional media• New, digital media – including social media
Why Social Media Matters
Page 28Social media is ubiquitoushttp://personalizemedia.com/garys-social-media-count
Page 29 How did you …• Share the last photo you took?• Find the last new restaurant you ate at?• Last communicate with your best friend?• Organize your last event?
Page 30 Distributed contentGoal = share your message, then getothers to share it with their networks
Page 31Distributed content Main Site
Page 32 Social media tools• Blogs and microblogs• Online newsrooms• Podcasts• Online forums• Wikis
Page 33 Social media tools• Online social networks• Multimedia sharing• Tagging/bookmarking• Aggregators• Sharing
Page 34 Benefits of social media• Keywords• Frequency• Ability to tap into social networks – distributed content• Numerous tickets to the search lottery• Engagement
Page 35 Marketing• The act or process of selling or purchasing in a market• The process or technique of promoting, selling, and distributing a product or service
Page 36 Marketing―Marketing is the management function thatidentifies human needs and wants, offersproducts and services to satisfy thosedemands, and causes transactions thatdeliver products and services in exchangefor something of value to the provider.‖ —Effective Public Relations by Cutlip, Center and Broom
Page 37The Six Levels of Engagement
Page 38The Six Levels of Engagement Contd.
How do you get started?Use It.
Listen. Be Social. Engage.
Page 46Three Steps to Engagement
Page 47 Getting Started• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success?
Page 48 Ask Yourself…• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where are they?• How much of our time is social media worth?• What are our competitors doing?• Who are the brands we want to emulate?
Page 49Ten Reasons You Should Listen to Social Media
Page 50New Metrics to Measure the Conversation Share of Voice Tone of Voice/Sentiment Analysis Trends Over Time
Page 51 Listen first• Why should we listen first?• How does this help as we develop, implement and evaluate our social media marketing strategy?• Listen and Monitor.
Page 52 Importance of listening• Know how effective you’ve been• Find out what others are saying• Know how to adjust your messages
Page 53 Search audit• Online search audit – first page results only – Google – Yahoo• Set the benchmark – Positive – Neutral – Negative
Page 54 Google score• Search your organization’s name• First page results are your top 10 – Highlight the positive results in green | 10 points – Neutral in yellow | 5 points – Negative in red | -5 points• What’s your Google score?
Page 55 Listening tools• Google alerts, blog search• Technorati searches• BoardTracker• Twitter search – Tweet Beep, Social Oomph
Page 56 Google Reader• Secure a Gmail account• Use Google reader as your online listening portal – RSS feeds from blogs and Twitter
Page 57Google Reader
Page 58 Top search placement• The online search audit helps you realize the importance of top organic search placement• Search placement is paramount to successfully positioning your organization online
Page 59The GoogleGolden Triangle
Page 60Google Golden Triangle
Page 62 Search lottery• 10 chances to place in Google’s top 10 search results• Get as many tickets to the search lottery as possible
Page 63Identify keywords
Page 64 Keywords• 25 keywords and phrases to guide your listening and publishing
Page 65 Organic placement• Content driven – keywords and frequency• Long tail
Page 66 Paid placement• Only works as long as you pay for it• Good for selling products, promoting events• Utilize keyword-rich landing pages
Page 67 Other Google services• Analytics• FeedBurner• Custom Site Search• Checkout
Page 71 Time Out! Return on Investment: orHow to Figure Out if You’re Making an Impact in Real World Terms
Page 73Social Media Is Not Free
Page 77Things Happen In Sequence
Page 79Social media tools, platforms and examples
Page 84The Email Example
Page 87 How to engage• Personally first• Professionally second
Page 94 Blogging• WordPress• Blogger• Moveable Type• Type Pad
Page 95 Why blog?• Be a thought leader• Engage with key constituents• Provide commentary, news and information• An unpolished, straightforward and honest approach
Page 96 Blog features• A strategy for incorporating keywords• RSS• Social media sharing• Link to other online properties
Page 99 Online newsroom• Create a one-stop-shop for information about your organization• Frequently share news• Social media sharing• Link to your other sites• Supports search optimization strategies
Page 100 News distribution• Send directly to journalists• Publish online on your own• Use a news wire service
Page 101 News format• Include keywords – the ones your constituents will use to search for and find your news• Incorporate links – keyword and phrases link to online resources• Make the release shareable on social media sites
Page 102 Create your own content• Reach donors/constituents directly• Use the newsroom to pitch journalists
Page 104 Newsrooms versus blogs• Both have search benefits – keywords and frequency• Comment management• New or existing content
Page 105 Plan your publishing• Identify content and people resources• Create social media engagement policy
Page 109 A word about crisesSocial media fuels the fire – informs themasses, unifies opposition
Page 110Egypt’s revolution
Page 111Domino’s Pizza
Page 112Motrin moms
Act Without Thinking
―After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,‖Apparently, CVS doesn’t care. And they’reactually not ―Looking forward to hearing yourstories! A ―request to follow‖ sent a weekago, has gone unanswered. A locked Twitterstream for a Community Manager is not onlyan oxymoron, it’s one of the Internet’s silliestmoves, perhaps ever. FAIL! Attack Customer No Interaction
Page 115 Thought leadership• White papers• E-books• E-mail newsletters• Wikis• Research and survey reports• Blogs• Podcasts – audio and video
Page 116 Gobbledygook• What is it?• How to avoid it gobbledygook.grader.com
Page 117 So many tools . . .. . . so little time!• Be strategic• Be consistent• Be professional
Page 118 Change is constant• Tools will change• Stay current on trends• Continue to participate
1-Hour Quick Start• Listen – (30 minutes) – What are you and your business passionate about? – Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends• Be Social – (15 minutes) – Comment – Share – Contribute – Measure• Engage – (15 minutes) – Ask for opinions, insight, experiences – Respond to questions, queries and challenges – Produce content, communicate with customers – Offer new perspective
Page 120 Research toolsPew Internet & American Life Project PewInternet.orgSherer Cybrarian Services ShererCybrarian.com
Page 121 More research toolsAlexa alexa.comAlterian socialmedia.alterian.comArgyle Social argylesocial.comBackTweets backtweets.comBlogPulse blogpulse.comBoardTracker boardtracker.comBrandwatch brandwatch.comCollective Intellect collectiveintellect.comCompete compete.comCustomScoop customscoop.comCyberAlert cyberalert.com
Page 122 More research toolsCymfony cymfony.comDelicious delicious.comDigg digg.comFeedBurner feedburner.comFiltrbox filtrbox.comFliptop fliptop.comGoogle Alerts google.com/alertsGoogle Analytics analytics.google.comGoogle Trends google.com/trendsIceRocket icerocket.comKlout klout.com
Page 123 More research toolsLithium lithium.comQuantcast quantcast.comQuarkbase quarkbase.comRadian6 radian6.comSentiment360 sentiment360.comSM2 by Techrigy techrigy.comSocial Mention socialmention.comSocial Oomph socialoomph.comSWIX swixhq.comSysomos sysomos.comTechnorati technorati.com
Page 124 More research toolsTrackur trackur.comTweetBeep tweetbeep.comVisible Technologies visibletechnologies.comWebsite Grader websitegrader.comWikiscanner wikiscanner.virgil.grWordle wordle.netXinu xinureturns.comYouTube youtube.comZoomInfo zoominfo.com
Page 125 Internet searchBing Twitter bing.com/twitterGoogle google.comMSN msn.comWolframAlpha wolframalpha.comYahoo yahoo.com