Social media 101

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Introduction to OEA social media and tactics

Introduction to OEA social media and tactics

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  • Facebook (1Billion users) and Twitter (100 Million) YouTube (800 Million) Facebook is not only the commonly used social media network, it is also the second most visited site in the country behind Google. As of August 2012:12% of online adults say they use Pinterest66% of online adults use Facebook Fifty-two percent visit Facebook daily, 20% use LinkedIn 16% use Twitter 8% DailyAs of May 2011, 71% of online adults reported watching videos on a video-sharing site such as YouTube or VimeoFacebook Users Are More Politically Savvy43% of daily users said they would definitely or probably look for a Facebook page of an organization when they were thinking about volunteering for it12% said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page and they’d “be concerned” if it did not have one43% said a Facebook page might have an impact on their decision.
  • Facebook (1Billion users) and Twitter (100 Million) YouTube (800 Million) Facebook is not only the commonly used social media network, it is also the second most visited site in the country behind Google. As of August 2012:12% of online adults say they use Pinterest66% of online adults use Facebook Fifty-two percent visit Facebook daily, 20% use LinkedIn 16% use Twitter 8% DailyAs of May 2011, 71% of online adults reported watching videos on a video-sharing site such as YouTube or Vimeoin November 2010, we found that Facebook dominated the SNS: 92% of SNS users were on Facebook; 29% used MySpace; 18% used LinkedIn; and 13% used Twitter.On Facebook on an average day:15% of Facebook users update their own status. 22% comment on another’s post or status. 20% comment on another user’s photos. 26% “Like” another user’s content. 10% send another user a private messageFacebook Users Are More Politically Savvy43% of daily users said they would definitely or probably look for a Facebookpage of an organization when they were thinking about volunteering for it12% said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page and they’d “be concerned” if it did not have one43% said a Facebook page might have an impact on their decision.
  • Facebook (1Billion users) and Twitter (100 Million) YouTube (800 Million) Facebook is not only the commonly used social media network, it is also the second most visited site in the country behind Google. As of August 2012:12% of online adults say they use Pinterest66% of online adults use Facebook Fifty-two percent visit Facebook daily, 20% use LinkedIn 16% use Twitter 8% DailyAs of May 2011, 71% of online adults reported watching videos on a video-sharing site such as YouTube or Vimeoin November 2010, we found that Facebook dominated the SNS: 92% of SNS users were on Facebook; 29% used MySpace; 18% used LinkedIn; and 13% used Twitter.On Facebook on an average day:15% of Facebook users update their own status. 22% comment on another’s post or status. 20% comment on another user’s photos. 26% “Like” another user’s content. 10% send another user a private messageFacebook Users Are More Politically Savvy43% of daily users said they would definitely or probably look for a Facebookpage of an organization when they were thinking about volunteering for it12% said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page and they’d “be concerned” if it did not have one43% said a Facebook page might have an impact on their decision.
  • Beth Kanter, nonprofit social media guru5 hours/week to start listening10 hours/week to participate10-15 hours/week to generate buzz20+ hours/week to build community(At least) 3-6 months until you see resultsEstablish a daily routine
  • These are some of the more prominent examples of social media.Different social media channels have different strengths, so you need to think about what you want to do and how much time each will take. Some of the key differences between the channels: Facebook is particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events. It’s likely to take two-to-four hours a week to manage your Facebook account. Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates. Expect to devote about two hours a week to manage a Twitter feed. Blogs are a Simple Web publishing systems that enablenontechnical people to create Web site in theform of a personal diary.Blogs can be particularly useful to showcase your organization’s expertise, educating people on a particular topic, engaging people with stories of your work, or promoting resources on your website. Expect a relatively skilled writer (or writers) to spend three to eight hours per week updating a blog, which means it’s not a given that you’ll get a good return on your time—especially if you don’t have a good writer with that much time. Video Sharing Websites and Photo Sharing Websites like YouTube and Flickrallow you to display and build community around your videos and photos. Posting photos is relatively quick, but consistently maintaining a stream of photos to catch attention and build a particular group could take an hour a week or more. And with video sharing sites the primary time consideration is the time it takes to create the video itself. If you have one already, you can set up an account and upload it in less than an hour, but making polished videos take a serious investment of time and energy.
  • These are some of the more prominent examples of social media.Different social media channels have different strengths, so you need to think about what you want to do and how much time each will take. Some of the key differences between the channels: Facebook is particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events. It’s likely to take two-to-four hours a week to manage your Facebook account. Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates. Expect to devote about two hours a week to manage a Twitter feed. Blogs are a Simple Web publishing systems that enablenontechnical people to create Web site in theform of a personal diary.Blogs can be particularly useful to showcase your organization’s expertise, educating people on a particular topic, engaging people with stories of your work, or promoting resources on your website. Expect a relatively skilled writer (or writers) to spend three to eight hours per week updating a blog, which means it’s not a given that you’ll get a good return on your time—especially if you don’t have a good writer with that much time. Video Sharing Websites and Photo Sharing Websites like YouTube and Flickrallow you to display and build community around your videos and photos. Posting photos is relatively quick, but consistently maintaining a stream of photos to catch attention and build a particular group could take an hour a week or more. And with video sharing sites the primary time consideration is the time it takes to create the video itself. If you have one already, you can set up an account and upload it in less than an hour, but making polished videos take a serious investment of time and energy.
  • These are some of the more prominent examples of social media.Different social media channels have different strengths, so you need to think about what you want to do and how much time each will take. Some of the key differences between the channels: Facebook is particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events. It’s likely to take two-to-four hours a week to manage your Facebook account. Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates. Expect to devote about two hours a week to manage a Twitter feed. Blogs are a Simple Web publishing systems that enablenontechnical people to create Web site in theform of a personal diary.Blogs can be particularly useful to showcase your organization’s expertise, educating people on a particular topic, engaging people with stories of your work, or promoting resources on your website. Expect a relatively skilled writer (or writers) to spend three to eight hours per week updating a blog, which means it’s not a given that you’ll get a good return on your time—especially if you don’t have a good writer with that much time. Video Sharing Websites and Photo Sharing Websites like YouTube and Flickrallow you to display and build community around your videos and photos. Posting photos is relatively quick, but consistently maintaining a stream of photos to catch attention and build a particular group could take an hour a week or more. And with video sharing sites the primary time consideration is the time it takes to create the video itself. If you have one already, you can set up an account and upload it in less than an hour, but making polished videos take a serious investment of time and energy.
  • Social media is ubiquitous83% of adults under 30 are online.&0 % of all adults are online.84% of Internet users have at one time or another contacted an online group. The percentage of adult internet users who have a profile on an online social network site more than quadrupled in the four years between 2005 and 2008 — from 8% to 35% according to the Pew Internet & American Life Project's December 2008 tracking survey.Many people are using the Internet to join groups that they already participate in offline such as professional and trade associations. Millions of Americans have joined communities after discovering them online. Many people are using the Internet to intensify their connection to their local community.Today we can easily get together huge numbers of people, quickly respond to crisis and opportunity, be both geographically unbound and hyper local
  • "Spectators" read blogs, watch videos and are passive voyeurs."Joiners" sign up for things, create profiles and visit sites regularly. "Collectors" are one notch up; using RSS feeds, recommending and voting for content and adding tags to photos or web pages. "Critics" are active participants posting their own content, commenting on blogs, or adding to and editing wikis. "Creators" sit atop the social media food chain publishing blogs, writing articles, posting images, making videos, creating mash-ups, etc.
  • Rating scale for the next question:  1 = Very Dissatisfied; 4 = Satisfied; 7 = Very Satisfied             1. On a scale from 1 to 7          Overall, how satisfied are you with the OEA web site?                                 How satisfied are you with the web site’s organization?                                 How satisfied are you with the search engine?               2. How do you think the new design and organization affects your overall satisfaction with the OEA web site?            Better Worse Same   Most Recent Visit Questions  3. What was the purpose of your most recent visit?      4. On a scale of 1 to 7         How satisfied were you with your most recent visit?       5.  If you were looking for specific information during your most recent visit, did you find it?            Yes                  Partially                  No                  Just browsing                6.  What was the address(es) or page(s) you were viewing?  Please list below:      7.   If you found all or some of the information you were looking for, was it helpful?           Yes                   No                  I don't know                     Please explain your answer to let us know why this information was/was not helpful:      8.  Additional comments:      9.  E-mail address (if response is needed):
  • Rating scale for the next question:  1 = Very Dissatisfied; 4 = Satisfied; 7 = Very Satisfied             1. On a scale from 1 to 7          Overall, how satisfied are you with the OEA web site?                                 How satisfied are you with the web site’s organization?                                 How satisfied are you with the search engine?               2. How do you think the new design and organization affects your overall satisfaction with the OEA web site?            Better Worse Same   Most Recent Visit Questions  3. What was the purpose of your most recent visit?      4. On a scale of 1 to 7         How satisfied were you with your most recent visit?       5.  If you were looking for specific information during your most recent visit, did you find it?            Yes                  Partially                  No                  Just browsing                6.  What was the address(es) or page(s) you were viewing?  Please list below:      7.   If you found all or some of the information you were looking for, was it helpful?           Yes                   No                  I don't know                     Please explain your answer to let us know why this information was/was not helpful:      8.  Additional comments:      9.  E-mail address (if response is needed):
  • Your role is to provide structure and guidance and to encourage communication among supporters.The first part of this task is to create ways for members take action and meet each other. Then listen and respond. And use leaders to encourage involvement.Social networking requires constant attention. You need to make time for actively participating in your community, or enlist a volunteer who is already engaged in the network to monitor and upadateIf you don't have the time, consider another alternative than social media.

Transcript

  • 1. SOCIAL MEDIA 101Dinica Quesada, Communications Specialist, quesadad@ohea.org
  • 2. VARIOUS SOCIAL NETWORKING CHANNELS
  • 3. OEA SOCIAL MEDIA PRIORITIES 2nd most visited site in the country behind 8th Google3rd 44th 17th
  • 4. SOME NUMBERSFacebook is not only the commonly used social media network, it is also the secondmost visited site in the country behind Google and number one globally.Facebook has 1 Billion usersTwitter: 100 MillionYouTube: 800 Million12% of online adults say they use Pinterest66% of online adults use Facebook (52% percent use it daily)20% use LinkedIn16% use Twitter (8% Daily)71% of online adults watch videos on a video-sharing site such as YouTube or VimeoOn Facebook on an average day:15% of Facebook users update their own status.22% comment on another’s post or status.20% comment on another user’s photos.26% ―Like‖ another user’s content.10% send another user a private message
  • 5. THE BIG THREE Expect to spend at least two-to-four hours a week to manage your Facebook account. Expect to spend at least two hours a week to manage your Twitter account. Expect to invest significant time in creating a video.
  • 6. TIME COMMITMENT• 5 hours/week to start listening• 10 hours/week to participate• 10-15 hours/week to generate buzz• 20+ hours/week to build community• (At least) 3-6 months until you see results
  • 7. FACEBOOK www.facebook.com/OhioEducationAssociation 43% of daily users said they would definitely or probably look for a Facebook page of an organization when they were thinking about volunteering for it 12% said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page and they’d ―be concerned‖ if it did not have one 43% said a Facebook page might have an impact on their decision. Increasing feedback and discussion Driving traffic to your website, blog, etc. Spreading information Attracting event attendees Getting people to take action Changing hearts and minds
  • 8. TWITTER www.twitter.com/OhioEA TWITTER BASICS ―Followers‖ subscribe to your feed & you can ―follow‖ other people’s feeds If followers retweet your post, you can reach a huge amount of people very quickly. ―Hashtags‖ (the # symbol) precede a keyword to flag your post as relating to a specific topic Connecting with like-minded organizations Connecting with the media Engaging people with frequent updates Providing near-real-time updates Coordinating a group in real time
  • 9. YOUTUBE www.youtube.com/OhioEdAssoc Building & displaying community around your videos Using the power of video to spread information, ideas, etc. Asking members engage with your videos Crowdsourcing: asking supporters to provide videos Interacting as an organization with other organizations and their videos
  • 10. BLOGS www.blog.ohea.org Publicizing your expertise Promoting your cause or educating people Telling stories about your day-to-day work Engaging people in your decisions, or your work Promoting your website and online information Blogs can be helpful if you have staff members or volunteers who can eloquently—and frequently—advocate for your cause and engage people.
  • 11. FLICKR www.flickr.oea Getting (and displaying) photos from a distributed group Participating in group photo pools Finding people posting pictures of youPosting photos is relatively quick, but consistently maintaininga stream of photos to catch attention and build a particulargroup could take an hour a week or more.With video sharing sites the primary time consideration is thetime it takes to create the video itself. Making polished (oreven unpolished) videos takes time and energy.
  • 12. PINTEREST Pinterest is informal Pinterest is visual 97% of Pinterest’s Facebook fans are women Pinterest can create phenomenal traffic for your site. TIPS Use easy to understand images. Categorize your boards thoughtfully. Don’t start following people until you’ve filled out a few boards of your own. Give them something good to follow back! Follow related boards. Log on to the network every day for a few minutes to see what’s fresh, respond to comments, and continue expanding your own inspiring boards.
  • 13. START WITH RIGHT EXPECTATIONSSOCIAL MEDIA IS NOT A MAGIC BULLETIt will NOT help if you…  have no clear goals  have no strategy & tactics for achieving those goals  have weak, ―one-way‖ messaging  have no staff or volunteers to lead the effort or willing to become community evangelists  not consistent and persistent, and willing to learn on the fly  are not willing to give up some controlIT TAKES TIME  20+ hours/week to build community  (At least) 3-6 months until you see results
  • 14. WHY AND WHEN TO USE SOCIAL MEDIASOCIAL MEDIA CAN HELP Gain volunteers and activists Increase event participation Raise money Improve perception of the association by members and general public Cultivate leaders Move members up an engagement curve, from simple actions (and increased awareness) to continually increasing asks with the possibility of a community of involved members primed for mobilization
  • 15. SOME SOCIAL MEDIA GOALSDON’T FEEL RESTRICTED TO THESE GOALS. THESE ARE JUST EXAMPLES. Increased feedback and discussion Driving traffic to website and spreading information Getting people to take action Attracting event attendees Recruiting volunteers Changing hearts and minds on a particular issue Getting members to talk to each other Branding OEA as an expert Understand what people are saying about you Gathering photos or videos from supporters State the top three goals so they are SMART: specific, measurable, attainable, realistic, and time-based
  • 16. TYPES OF AUDIENCE MEMBERS• Content creators• Active participants; editing, commenting• Use some interactive features of social media• Visit more & maker minimal profiles• Passive voyeurs• Don’t use social media Social Technographics Ladder Josh Bernoff, Forrester Research
  • 17. SAMPLE AUDIENCE SURVEYHow often do you use the following, either personally or professionally?
  • 18. SAMPLE AUDIENCE SURVEY CONT’D
  • 19. BARRIERS TO SUCCESS — IGNORE CAPACITY You don’t have sufficient staff resources  The challenge here is that if your organization only has one or two employees dedicated to online, this diverse set of skills may not exist entirely in-house. Solution: Be honest with yourself as to the diversity and quality of skills you currently possess and identify key gaps that you will need to fill either internally or with a partner.
  • 20. BARRIER TO SUCCESS — IGNORE ORGANIZATIONAL STRUCTURE: MOST COMMON STRUCTURES: Centralized — have an easier time setting goals and making decisions/plan – clear hierarchy & system for approval Decentralized—more likely to represent more of the organizational’s priorities — no hierarchy or system for approvalHybrid— more structure thanDecentralized, but not as clear asCentralized* Charts and data from “The Secret of Online Success: Why StructureMatters,” published 2007 by Convio
  • 21. SOCIAL MEDIA POLICY From Education Minnesota, Adapted from U.S. Air Force
  • 22. EFFECTIVE SOCIAL MEDIA EXPERIMENTS EXCELLENT PRACTICES FOR SETTING UP SOCIAL MEDIA EXPERIMENTS BY JOHN KENYON1. Start with a plan that includes: • WHAT you plan to do - YouTube Channel? Facebook Cause? - Tool(s) • WHO you are trying to reach – Audience • WHAT you want them to know/learn/do – Message • HOW you will measure progress/success – Results2. Investigate before you leap - Research excellent practices and advice • Review resources online and learn from others experiences. Get to know the tool(s) you will use and review examples of what other nonprofits are doing.3. Leap! • Gather your content and put it up. Spread the word through all of your current available channels about the experiment and ask others to comment.
  • 23. EFFECTIVE SOCIAL MEDIA EXPERIMENTS ~ continued ~4. Review • Regularly review the progress you are having. The plan you made before you began should include benchmarks, i.e., "2,000 Fans on Facebook within 6 months". Monitor your progress, including comments and others behavior around your experiment.5. Modify • Based on the results you see, modify your experiment based on data. If you are getting lots of fans on Facebook but few enewsletter subscriptions, how can you better highlight your enewsletter and encourage signups on your Facebook page?6. Start small and grow • Begin with a small experiment, like a page on Facebook or channel on YouTube. Once you are happy with the content and results, consider adding on more - including inks to your page or videos on your website, in emails, even in print publications.7. Evaluate • Based on your original plan and results, evaluate your progress. This neednt be a pass/fail kind of evaluation, more of one that assesses progress. If you got 500 fans on Facebook and 100 you already knew, thats 400 new potential supporters that know of your organization, there is a real value to that.