Intro to social media

Allison Treppa [email_address] @highwayt & @MNAonline Social Media: Introduction to the Tools

About Me
Allison Treppa
Director of Marketing & Communications
Michigan Nonprofit Association
[email_address]
Website: www.MNAonline.org
Blog: http://MNAonline.wordpress.com
Twitter: @MNAonline
Facebook: www.facebook.com/MNAonline
LinkedIn: search for Michigan Nonprofit Association

Goals for Today
Discuss social media plans
Explore how to use social media applications (RSS, Facebook, and Twitter specifically) to further your cause

What’s Different Today? Source: Slide 10 from “What’s Next in Media?” by Neil Perkin

Flickr: Hamed Saber Your supporters are the message

http://hwyt.me/aBBEz9

You Need a Road Map…

Creating a Strategy Map
A social media strategy map helps your organization think through objectives, audience, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

How do we integrate our social strategy with our communications plan?

Source: Inside Obama’s Social Media Tool Kit

What are the top 6 social media fears?

Loss of control over your organization's branding and marketing messages
Dealing with negative comments
Addressing personality versus organizational voice
Fear of failure
Perception of wasted of time and resources
Suffering from information overload already, this will cause more
Look at each one and brainstorm how you might turn it around...

http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

Social Media!

What’s Effective?
It depends on your audience
Facebook
Twitter
LinkedIn
Flickr
You Tube
Blogs
Great Resource: Beth’s Blog: http://beth.typepad.com/

Beth Kanter’s 8 Principles for Using Social Media Flickr photo by CyboRoZ

Listen
Engage
Relationships with influencers
Make it easy to remix and distribute
Staff time and expertise
The right metrics
Small pilots and reiterate
Assess organizational culture
Flickr photo by Melolou

What does it mean to listen? Flickr photo by Fe llya

Google Alerts

Google Alerts www.alerts.google.com

What does it mean to engage? Flickr photo by timoni

August 20, 2009 Email from C.S. Mott Foundation http://bit.ly/CaaBO

http://hwyt.me/FoundationMedia

www.commoncraft.com/rss_plain_english

www.netvibes.com/andywolber

http://hwyt.me/95DXa8

Flickr photo: laiklosse Let’s Talk Facebook

http://www.facebook.com/press/info.php?statistics

Facebook
What’s Your Goal? What do you want to share here?
Experiment and try, try again
Tagging a person
Adding photos
Suggesting to friends
Promoting other channels

Facebook (con’t)
Frequency goal – what works for you?
What do you have time for?
What kind of new content can you regularly generate?
Consider the day and time of the week (or night/weekend)
Track how you promote your Facebook page
Do you see any changes in insights?

Measuring Results (from Beth Kanter)

Facebook Demographics

Facebook (cont’d)

Facebook (cont’d)
Significant spike in domain searches for 2009
Algeria, Ethiopia, and Uruguay all experienced the largest increases.
Demographically, there were increases in older users, the 35-45 age group, and the 45-54 age group.
Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/

http://exchange.causes.com/resources/nonprofits/

www.johnhaydon.com

http://hwyt.me/9EYvm6

http://hwyt.me/DiosaNP

Flickr photo by Shovelling Son What’s up with Twitter?

Twitter
What’s Your Goal? What do you want to share here?
Twitter’s own personality
Experiment and try, try again
Sharing photos
Linking to other resources
Acknowledging donors/volunteers
Promote upcoming events/recruit

Figure Out What You Tweet
Beth Kanter’s Tweet Types:
Retweets of others
Share Links w/Brief Comment
Live Tweeting
Closing the Triangle: ( This is a network weaving technique of introducing people in your network.)
Crowdsourcing Questions: (I use this when I'm developing training materials, particularly for case studies or sometimes for demos of Twitter as a crowdsourcing tools. Usually I ask a question, and try to get people to answer in another place like a google document or wiki .)
Bytes of Wisdom or humor: (I share some geek humor now and then. I also share some meta reflections or wisdom about what works or doesn't work in using social media for nonprofits.)

Twitter Demographics

Twitter (cont’d)

Twitter (cont’d)
Searches for Twitter continue to rise sharply.
Increases in Twitter searches are occurring across the board from the US, to Europe, to Asia, to Africa, and the Middle East.
Females now search for Twitter more than males.
Significant increase in searchers from 0-17 year olds, and thus, those with less than a high school diploma.
An increase in searchers in the income brackets of $25,000 to $74,999

www.hootsuite.com

http://posterous.com/help/autopost

Redefining a Peer Group
The trusted “peer group” is changing to include both “real-life” and online friends, blog writers, reviewers, Twitter followers, etc.
Blogs and social media have emerged as key trusted and inspirational sources to discover brands and products
http://www.marketingcharts.com/interactive/gen-y-women-respond-to-interactive-non-intrusive-campaigns-11337/ Flickr photo: maxymedia

Reality Check
Most nonprofits are missing the basics. Start there.
Basics include:
Website
Good email marketing
Telling good stories
Saying thank you
Becoming a trusted source for others
Then move onto:
Facebook
Twitter
Other social media
Flickr photo: andrewcoulterenright www.nonprofitmarketingguide.com

This is NOT your only website:

This is also your website:

Getting Linked In Flickr photo by Matti Mattila

LinkedIn (cont’d)

LinkedIn (cont’d)
Major increase in searches
Much of that increase is due to continued high domain search traffic in the US and India.
Younger, less educated, and less wealthy audiences are increasing in their searches for linkedin.com.

What do you do? Flickr photo from DC Central Kitchen

Photo Sharing
Photos can be uploaded to sites like Flickr, tagged, grouped, and shared
Tagging allows photos to be organized by subject matter
Groups allow multiple users to upload photos that share a common theme

SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.flickr.com/MNAOnline Photo Sharing

Flickr photo from Thomas Hawk

Blogs
A blog is a contraction of the term “web log,” meaning an online journal or log comprised of multiple entries posted by the user. The entries are generally displayed in reverse chronological order
A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
A blog can also contain a fundraising widget for raising money

Nuts About Southwest Blog http://www.blogsouthwest.com/ Video/ YouTube Photos/Flickr Blog Poll News Feed

Let My People Go! Flickr photo: zinesklavos

Additional Resources
Shorten URLs
Use www.bit.ly to shorten URLs for your tweets and Facebook updates
Facebook Metrics
Beth’s Blog www.bethkanter.org
Flickr photo: nigelmaine

Great Book Great Website www.nonprofitmarketingguide.com

http://socialmedia.policytool.net/

Another Great Book Order Here: www.MNAonline.org/bookstore.aspx

http://hwyt.me/SocMedCalendar

SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.commoncraft.com A Great Resource for Basic Videos:

http://highwayt.org/resources

Thank You!

Intro to social media

by Highway T on Jan 18, 2011

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Intro to social media — Presentation Transcript