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Social Media Planning
 

Social Media Planning

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Presented by Joseph Piearson, Iowa Council on Foundations and Rachel Manuel, Iowa Campus Compact at the 2010 Iowa Nonprofit Summit.

Presented by Joseph Piearson, Iowa Council on Foundations and Rachel Manuel, Iowa Campus Compact at the 2010 Iowa Nonprofit Summit.

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  • How many people attended our session last year – where they were, where they are goingPlain english video
  • -Intros-questions for the group-we are not experts-47 years combined of experience-encourage people to ask questions throughout the presentation
  • -show of hands, how many have an account-raise hand if never heard of a site-Why Social media – Rachel, Old to New to Mobile, Relevance and to nonprofit, recent ceo study on social media
  • Old, New, MobileOne-way messaging to two wayNow moving to mobile
  • Rachel
  • Rachel –What are your concerns about using social media?
  • 2 hours per channelWhat other talents does your staff have?
  • 2 hours per channelWhat other talents does your staff have?
  • THINK about your message. Don’t develop it at this point, just brainstorm why you are reaching out with these tools.
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Joey
  • Joey
  • Joey
  • Joey
  • Joey
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • -size of organization doesn’t matterJoey-code of ethics-find article about nytimes, facebook users are more productive - http://www.reuters.com/article/technologyNews/idUSTRE5313G220090402
  • Audience will be defined with goals…
  • Audience will be defined with goals…
  • Transition – ask questions before go forward
  • Joey
  • Reverse aging
  • Rachel
  • Rachel
  • Joseph
  • Rachel Make your own apps- include in mobile
  • Rachel
  • -Rachel
  • Rachel
  • Joseph-blogs are content driven, but don’t need to be outrageous-
  • Susan Scora.wordpress.comCommunity Foundation Great Riverbendwww.cfgrf.org
  • Rachel
  • RachelReporting and communities
  • Joey
  • RachelDandyID-organize online presenceFlickr-PhotosDigg – share online contentTumblr - bloggingMyspace – music and profilesDelicious – socialbookmarkingVimeo-Video sharingScribd-social publishing site
  • Mention that resetting your password is easy

Social Media Planning Social Media Planning Presentation Transcript

  • Social Media: Sorting Through the Tools
    Iowa Nonprofit SummitNov. 15, 2010
  • Welcome to the Iowa Nonprofit Summit 2010
    Use the Twitter hashtag#INPOS10
    Don’t forget to check in on FourSquare!
  • Your Presenters
    Joseph Piearson, Program Associate, Iowa Council of Foundations
    Rachel Manuel, Executive Director, Iowa Campus Compact
  • Expectations for today
    Why social media?
    The Plan and Follow-up
    The Tools
    Etiquette
    Q&A
  • What is Social Media?
    “Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”
    -Joseph Thornley
  • Relevance
    Why does this matter to your organization?
    Frequented sites
    Changing in the balance of power
    Collective action
    Solving social dilemmas
    Being a reliable source
    Providing factual information
  • Pros and Cons
    Pros
    Increase visibility
    Engage audiences
    Provide access to all generations
    Direct cost inexpensive
    Increased accessibility
    Target messages
    Cons
    Staff time
    Ever changing
  • Creating A Plan
  • Self-Assessment
    Staff time
    Experience
    How does your existing marketing/communications plan look?
    Do you need to develop a social media policy? What other pieces do you need to have in place?
    Where are you at?
  • Your Message
    What do you want to say?
    Why are you choosing social media?
    What goals are you specifically trying to accomplish?
    How does this compliment your larger communications plan?
  • Goals: Are They Measurable?
    What is the purpose?
    How is it measurable?
    What does success look like?
    Consider These 3 Things
  • Goals: Are They Measurable?
    “Encourage more youth 16 to 24 to volunteer.”
    What is the purpose?
    We rely heavily on youth volunteers to staff our food pantry.
    Example
  • Goals: Are They Measurable?
    “Encourage more youth 16 to 24 to volunteer.”
    How is it measurable?
    # of youth friending/following organization
    Volume or % increase in youth volunteering
    Example
  • Goals: Are They Measurable?
    “Encourage more youth 16 to 24 to volunteer.”
    What defines success?
    20% increase in youth friending/following organization
    5% increase in youth volunteers
    Example
  • Goals: Are They Measurable?
    Example
  • Assessing Your Audience
    Do you know your audience?
    Do you know your audience for this message?
    What tools are they using?
    What is the field saying?
    How do you listen?
    Where are they at?
  • Assessing Your Audience
    Who Are You Targeting?
  • Assessing Your Audience
    Who Are You Targeting?
  • Assessing Your Audience
    Who Are You Targeting?
  • Listening
    LISTEN
    Know what is being said about your org, your field, etc
    Who is taking part?
    Where is the conversation happening?
    Consider
    What can I contribute?
    Which media will be most relevant to us?
    Are there questions I can answer?
  • Listening
    Ask colleagues
    Google
    Search for keywords
    Google Alerts
    Check out social media sites
    Begin reading blogs
    RSS Reader
  • Listening
  • Listening
  • Listening
  • Defining Your Tools
    “It’s far better to use one or two tools well than to use many tools poorly.”
    -idealware Nonprofit Social Media Decision Guide
  • Defining Your Tools
    What are your top three goals?
    What are the channels you are considering?
    Let’s think about it…
  • Defining Your Tools
    From The Nonprofit Social Media Decision Guide by idealware
  • Defining Your Tools
    From The Nonprofit Social Media Decision Guide by idealware
  • Policy
    Internet Usage Guidelines vs. Social Media Handbook
    Individual to your organization
    Organizational matrix
    Simple Spreadsheet
    Who does what and when
    Red Cross -Extensive handbook
    http://sites.google.com/site/wharman/social-media-strategy-handbook
    American Speech-Language-Hearing Association (ASHA)- Less Extensive
    http://beth.typepad.com/files/asha-social-media-guidelines.pdf
  • Implementation
    Put together a Plan
    Overview
    Goal
    Objectives
    Strategies
    Lay it all out
  • Implementation
    Assign Roles
  • Measure
    Tracking is essential!
  • Measure
    Tracking is essential!
  • Measure
    Tracking is essential!
  • The Breakdown
    Twitter
    Youtube
    Foursquare
    Facebook
    LinkedIn
    Blogs
    Wiki
    Skype
  • Twitter
    Micro-blogging
    140 characters
    Conversation-respond to others
    Post links
    Track events/conferences
    #Hashtags
    Lists
  • Twitter
  • #INPOS10
  • Fail Whale
  • Youtube
    Upload video
    ‘Page’ for videos
    Nonprofit Program
    Allows for external links
    Exclusively offered to NPOs
  • Youtube
  • FourSquare
    Places and Friends
    Tips
    To-Do
  • Facebook
    One of the most frequented Web sites
    Friends, Groups, Pages
    Likes, Comments
    Applications
    www.checkfacebook.com
  • Facebook
  • LinkedIn
    Professional Profiles
    Company Profile
    Connect to your colleagues
    Groups
    Experience, education, resume, etc.
    Recommendations
    “Office”
  • LinkedIn
  • Blogging
    Simple Web site
    Post text, photos, links, videos, music
    User friendly
    Can be used for a variety of purposes
    News
    Opinion
    Updates
    Links
    RSS
    “Home”
  • Blogging
  • Wikis
    Workspace, shared space
    Collaboration
    Communities
    Privacy settings for select group
  • Wikis
  • Skype and Talkbox
    Free video and voice calls
    Send instant messages
    Share files
  • Skype
  • Other sites
    DandyID
    Flickr
    Delicious
    Digg
    Tumblr
    Myspace
    Vimeo
    Scribd
  • Do’s and Don’ts
    Do
    Use disclaimers
    Be transparent
    Be accurate
    Be consistent
    Respect copyright
    Respect work commitments
    Uphold fundamental principals
    Don’t
    Reveal confidential information
    Spam
    Abuse cross-posting
    Sockpuppet
    Post exclusively about your own activities
  • Preparation
    Start small
    Educate your executives
    Right staff/volunteers to help
    Make sure your partners understand
    Plan for the next step and long term
    Read policies on each site you use
  • Additional Resources
    Beth’s Blog
    http://beth.typepad.com
    Lava Row
    http://www.Lavarow.com
    Inside Facebook
    http://www.insidefacebook.com
    Mashable The Social Media Guide
    http://www.mashable.com
    Case Foundation
    http://www.casefoundation.org/social-media-tutorials
  • Today’s Resources
    www.regonline.com/npsummit10
    Log in with the information you used to register
    Materials Include:
    idealware Nonprofit Social Media Decision Guide
    CMO’s Guide to the Social Media Landscape
    Our Social Media Strategy Overview
    Are Foundation Leaders Using Social Media? From Foundation Center
  • Find Us
    Joseph
    www.twitter.com/JosephPiearson
    youthphil@iowacounciloffoundations.org
    Youth Philanthropy Initiative of Iowa Council of Foundations on Facebook
    Iowa Council of Foundations on Twitter
    Rachel
    www.twitter.com/iowarachel
    rachel.manuel@gmail.com
    Iowa Campus Compact on Facebook
    Iowa Campus Compact on Twitter