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"You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning"

"You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning"
Presentation to Mosaic using "WTF?" community as example.

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You’ve dipped your toes in the social media You’ve dipped your toes in the social media Presentation Transcript

  • You’ve Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
    Presentation by Jennifer Windrum
    April 21, 2010
  • Colorful Burst of Communication
    The Conversation Prism
    Created by Brian Solis – one of most prominent thought leaders in new media and Jesse Thomas, CEO and founder of JESS3 – a creative interactive agency
    Helps us grasp the magnitude of the social media revolution
    The Conversation Prism debuted in August 2008
    Since then, more than one million people have crossed its path
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • So, You Already Have a Social Media Presence…
    On Facebook
    On Twitter
    On YouTube
    …now what?
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Did You Answer These Important Questions Before Diving In?
    What is our goal(s)?
    How do we measure our goal(s)?
    Who is our audience?
    Have we started listening?
    Have we defined our metrics and set a benchmark?
    Have we researched social media platforms and tools?
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • If Not, You’re Not Alone
    Two key issues continue to provide stumbling blocks for marketers/public relations practitioners
    Determining clear goals before jumping into strategies and tactics
    Knowing how to measure social media efforts
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • What is a True Online Community?
    Making real connections
    Connecting with common passion
    Way to collectively contribute to cause they care about
    Empowering supporters
    Providing way to communicate, share stories, ask questions, share feedback
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • The 6 Cs to “Going Social”
    Commitment
    Coffer
    Content
    Control
    Credibility
    Creativity
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Going Backward to Move Forward
    Chances are, you may need to go back and thoroughly answer each these questions before successfully moving forward
    It’s not fun, but it’s absolutely necessary!
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Moving to the Next Level
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
    Evaluate your current social media efforts
    What is our messaging?
    Is it on target?
    Is it consistent?
    Do fans/followers really know who we are and what we do?
    Are we broadcasting or engaging?
  • Online Engagement Best Practices
    Listen, Listen, Listen!
    Develop genuine relationships
    Each interaction is personalized – no cutting and pasting
    Embrace positive and negative mentions/comments
    What to Post: Quality content
    Blog
    Videos, Photos
    Events
    Polls, Surveys
    Breaking news
    Personal thoughts
    Resources and links from related causes/industry
    Useful tips
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Online Engagement Best Practices
    Understand the pace of your community
    Too many posts?
    Too few?
    Ask what supporters want from the community
    Polls
    Surveys
    Discussion forums
    Videos
    Simple question in status update
    Keep supporters updated on the fruits of their labor
    THEY are the rock stars!
    Track, measure. Track, measure.
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 5 Tips for Creating Your Online Community
    Tips by Geoff Livingston via Mashable (follow him!)
    1). The cause is the purpose
    Community needs to revolve around the common bond a non-profit has with its stakeholder community
    2). Listen
    Listening can be critical in driving community requirements for function and content.
    3). Choose platform that meets community’s needs
    Try to understand what your community’s needs are before setting up shop
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 5 Tips for Creating Your Online Community
    Tips by Geoff Livingston via Mashable (follow him!)
    4). Offer great value to your network
    Dynamic environment where members interact and drive conversation, participate in activity they can’t find on general social networks, and receive acknowledgment
    5). Use general networks as beachheads
    In many ways, there’s a larger conversation occurring and the general networks can serve as beachheads to bring people back to your network
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    “Networked nonprofits are defined not by websites and software but by the networked culture that they fully embrace.”
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    1). Transparent
    2). Value Networks
    3). Comfort With Tools
     
    4). Networked Ecosystem
     
    5). Courageous
    6). Trusting 
    7). Athletic 
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    1). Transparent 
    Kanter and Fine use a sponge (the fry-cook ocean kind, not the kitchen) to illustrate transparency:
    A sponge clings to rock no matter how many times it’s battered by waves. Your organization is firmly grounded in its cultural identity, organizational goals and mission.
    • A sponges filter out nutrients as waves pass through it. Your organization grows by making it easy for “outsiders to get in and insiders to get out.”
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    2). Value Networks 
    You value the connections your nonprofit has online and offline. And you nurture key relationships that spread the “good word” through the network.
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    3). Comfort With Tools 
    Your nonprofit is comfortable using blogs, Twitter, Facebook and other tools that facilitate two-way conversation
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    4). Networked Ecosystem 
    You’re not trying to do it all. Your nonprofit knows that it’s “part of a much larger ecosystem or organizations and individuals that are all incredible resources for their efforts.”
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    5). Courageous 
    You’re not afraid to lose control of your message, your logo, or your message. You know that the wisdom and passion of your supporters can have an infinitely greater impact than you and your staff.
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    6). Trusting 
    You trust your supporters to make good decisions on behalf of your organization. Your organization focuses on giving them the tools they need instead of enforcing copyright laws.
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine
    7). Athletic 
    Social media is not a set of tools to be used only by your IT or marketing folks. Your organization understands the power that Facebook and Twitter have in the lives of your supporters because you use the tools yourself. It’s a contact sport.
    JohnHaydon.com
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Why Did I Start “WTF?”
    My mom has Stage IV, inoperable lung cancer. She has NEVER smoked.
    Lung cancer is the #1 cancer killer and the LEAST funded.
    Smoking stigma stands in the way of lung cancer research funding.
    Fact is, 60% of all new lung cancer cases are diagnosed in people who have NEVER smoked or former smokers who quit decades ago.
    Bottom line: ANYONE can get lung cancer. ANYONE!
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Why Did I Start “WTF?”
    People need to be educated on the true facts of lung cancer
    Education will reduce the stigma
    Reduced stigma will lead to more awareness and funding for lung cancer
    SOMEONE needs to tell this story in a different way!
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • “WTF?” (Where’s the Funding) for Lung Cancer?
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
    • Personal, politically incorrect social media campaign
    • Launched Facebook Fan Page, Twitter profile and blog in October 2009
    • 1,000 Facebook fans in less than a week
    • 3,000+ fans in 6 months
  • “WTF?” Yep, That’s What I Mean!
    AAMOF – As A Matter Of Fact AFAIK – As Far As I KnowAFAIC– As Far As I’m ConcernedAFAICT– As Far As I Can TellAFK– Away From KeyboardASAP– As Soon As Possible ASL – Age,Sex,Location BAG – Big @ssGrinBAK– Back At KeyboardBBL– Be Back LaterBF – BoyFriendBFD– Big FrickenDealBITMT– But In The MeantimeBOT– Back On TopicBRB– Be Right BackBSEG– BIG Sh*t Eat’nGrinBTW– By the wayC4N – Ciao For NowCRS– Can’t Remember “Stuff”CU– See YouCUL8R – See You LaterCWOT– Complete Waste Of TimeCYA– See YaDIY– Do It YourselfEOD– End Of DiscussionEZ– EasyF2F – Face To FaceFAQ– Frequently Asked QuestionsFBOW– For Better Or WorseFOAF– Friend Of A FriendFOCL– Falling Off Chair LaughingFWIW– For What It’s WorthFYA– For Your AmusementFYI– For Your Information/ga– Go AheadGAL– Get A LifeGBTW– Get Back To WorkGF– GirlfriendGFC– Going For CoffeeGFETE– Grinning From Ear To EarGMTA– Great minds think alikeGR&D– Grinning, Running & DuckingGTG– Got To GoGTGTTBR– Got To Go To The BathroomGTRM Going To Read MailGU GeographicallyUndesirableH8 – HateHAND– Have A Nice DayHHOK– Ha Ha Only KiddingHTH– Hope This HelpsIAC– In Any CaseIAE– In Any EventIANAL– I am not a lawyerIC– I SeeIDGI– I Don’t Get ItIMCO– In My Considered OpinionIMHO– In my humble opinionIMNHO– In my NEVER humble opinionIMNSHO– in My Not So Humble OpinionIMO– In My OpinionIMPE– In My Personal ExperienceIMVHO– In My Very Humble OpinionIOW– In Other WordsIRL– In Real LifeISP– Internet Service ProviderIYKWIM– If You Know What I MeanJIC– Just In CaseJ/K – Just kiddingKISS– Keep It Simple StupidL8R – LaterLOL– Laughing Out LoudLMAO– Laughing My ArseOffLMFAO– Laughing My F*ckingArseOffLTNS– Long Time No SeeMorF– Male or FemaleMTCW– My Two Cents WorthNBD– No Big DealNRN– No Reply NecessaryNTK– Need To KnowONNA– Oh No, Not Again!OTOH– On The Other HandOTTOMH– Off the top of my headOIC– Oh I SeeOTF– On The FloorOLL– Online LovePITA– Pain In The @ssPLS– PleasePSTFU– Please…Shut The FluckUpPU– That Stinks!REHI– Hello Again (re-Hi!)RL – Real LifeROFL– Rolling On Floor LaughingROTF– Rolling On The FloorROTFL– Rolling On The Floor LaughingRSN– Real Soon NowRTDox– Read The DocumentationRTFM– Read The Frickin’ ManualRUOK– Are You OK?RW – Real WorldSNAFU– Situation Normal All Fouled UpSO– Significant OtherSOL– Smiling Out Loud (or Sh*t Out of Luck)TANSTAAFL – There Ain’t No Such Thing As A Free LunchTAFN– That’s All ForNowTEOTWAWKI– The End Of The World As WeKnowItTMI– To Much InformationTTFN– Ta Tah For NowTY– Thank YouWEG– Wicked Evil GrinWTF– What The F*ckYW– Your Welcome
    That “different” way is all in the name
    Double-entendre to cut through the clutter, be relevant and attract attention
    For those who don’t “get” the double-meaning, the messaging is still on target
    “Where’s the Funding?”
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • How and Why Did the “WTF?” Community Grow So Quickly
    My Theory: PEEP
    Passion for Change
    A new voice giving lung cancer survivors another voice for creating change through passion for the cause
    Engagement
    Daily dialogue, feedback, updates, links, etc.
    Someone dedicated to the cause
    A sense that “finally someone is listening to lung cancer”
    “WTF?” feels more like family than a community
    Empowerment
    Arming “WTF-ers” with tools, ideas and confidence that empowers them to take charge and/or participate in creating change.
    Progress
    Continuously updating supporters on the fruits of their labor
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • “WTF?” Community Components
    “WTF?” Blog
    Auto post to Tumblr and Posterous blogs
    Auto post to Facebook, Twitter, FriendFeed, Google Buzz, LinkedIn
    Facebook Fan Page
    Auto post to Twitter, FriendFeed, Google Buzz, LinkedIn
    Networked Blogs
    Twitter
    Auto post to Facebook, FriendFeed, Google Buzz, LinkedIn
    YouTube
    Use TubeMogul to auto post on additional video sites
    LinkedIn Profile & Groups
    Profiles on many cancer-related sites/blogs/communities
    Profiles on many PR/social media sites
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • “WTF?” Engagement Content
    Blog posts regarding my mom’s journey that members can relate to
    New campaign challenges
    Polls and questions for feedback
    Upcoming events
    Hard news
    Offer text and resources members can simply copy and paste to help spread the word
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Valentine’s Day Wish Campaign
    On February 2nd, “WTF-ers” were challenged to increase the number of “WTF?” Facebook Cause members from 115 to 200 members by Valentine’s Day
    On February 10th, “WTF-ers” surpassed our goal, with 218 members
    I upped the ante and challenged them to get 250 members
    “WTF-ers” came through BIG TIME, increasing the number of “WTF?” Facebook Cause members from 115 to 260 members by Valentine’s Day
    Photo: D. Sharon Pruitt & Pink Sherbet Photography
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • “ANYONE CAN GET LUNG CANCER”Social Media Campaign
    “WTF?” selected as “Socialize Your Cause” featured cause of the week
    “Socialize Your Cause” helps non-profit & charity organizations tell their story, activate people to join their cause
    Created a social media campaign around this opportunity
    Goal: $20 from 500 people in one week
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • “ANYONE CAN GET LUNG CANCER”Social Media Campaign RESULTS
    Extended campaign another week due to tremendous response
    3 generously donated prizes
    Connected with new supporters and influencers
    So far, raised nearly $7,000
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • “WTF-er” Challenge Video
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Results: “WTF?” 4 LC? Challenge
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
    Spelled out in sea shells on the beach where two sisters spread their mother’s ashes two days before
    Spelled out with lemons, pennies, dog food, M&M’s, blocks, Bendaroos, beauty products, glue sticks
  • “WTF-er” Progress Update Video
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Keeping “WTF-ers” Engaged
    Facebook poll to gauge interest in creating “WTF? Mobs” (chapters) across the country
    Poll question: “Are you interested in leading/participating in a ‘WTF? Mob’ in your city/area to help expand our efforts?”
    Incredible response!
    Able to immediately connect “WTF-ers” in same location
    Now developing a comprehensive ambassador program
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Keeping “WTF-ers” Engaged
    Created a twtpol asking: “Did you know you do NOT have to smoke to get lung cancer?”
    Sent out to my personal Twitter followers, not “WTF?” Twitter account
    More than 100 responses
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Photo Albums & Stories
    Photo Albums
    “THIS is Lung Cancer”
    “Fighting & Uniting Against Lung Cancer”
    “How to Spell ‘WTF? 4 LC?’
    “WTF?” Merchandise
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Nonprofit-Specific Platforms/Tools to Grow Your Community
    Facebook for Nonprofits
    Twitter
    Twestival
    TwitCause
    @youcanhelp
    http://www.wefollow.com/tag/nonprofit
    Hashtags (#charitytuesday)
    http://www.twitterholic.com
    Twitpic for photos
    Twitvid
    Trending topics related to cause, etc.
    YouTube Nonprofit Program
    Flickr Nonprofit Groups
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Next Step Opportunities for Mosaic
    Increase outreach and engagement
    Social media nonprofit communities
    Those with similar mission, such as #disabilities, #autism, etc.
    Create a blog
    Already have great content
    Increase engagement opportunities
    Increase online presence (SEO)
    Tumblr or Posterous – simple, easy platforms
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Next Step Opportunities for Mosaic
    Create a poll to see what people know about Mosaic
    Use as springboard to educate potential donors, volunteers, community leaders, parents, media
    Identify potential evangelists to help spread Mosaic message and increase participation (volunteers, etc.) and fundraising
    Hold contests or create campaign challenges for supporters
    Submit Mosaic to “Socialize Your Cause” and similar online efforts to become the “featured” cause
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Next Step Opportunities for Mosaic
    Don’t attack the entire social media sphere!
    Focus on the platform(s) that best suit your community:
    Where your supporters are
    Where you are comfortable
    Where you can meet your goals
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Next Step Opportunities for Mosaic
    Be patient!
    Building quality relationships takes time
    Remember this great quote!
    “To be successful using social media, nonprofits need to use different techniques, tactics messages and tools that map to the person’s level of interest. They need a portfolio of approaches that meet people where they are at and help move them to the next level.”
    - Beth Kanter
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Cause Organizations
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
    Here is a directory of organizations you can find on Socialbritemaking a difference in the social cause and nonprofit worlds.
  • Nonprofit Resources
    • Beth Kanter
    • http://bethkanter.wikispaces.com/
    Mashable
    • Change.org
    • NTEN
    • Non-profit Marketing Blog
    • A. Fine Blog
    • Case Foundation
    • KnightPulse
    • Marketing for Nonprofits
    • Getting Attention
    • Tactical Philanthropy
    • Give and Take
    • Working Wikily
    TechSoup.org
    FastForwardBlog
    The Social Signal Blog
    Blogging for the Hearts of Donors: Largest US Charities Use Social Media
    Seth's Blog (by Seth Godin)
    http://sethgodin.typepad.com/seths_blog/files/org2.0.pdf
    The Pew Internet Project
     Twitter Jump Start
    FrogLoop Care2 Blog
    Katya’s Nonprofit Marketing Blog
    Wild Apricot Blog
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!
  • Links to “WTF?”
    “WTF?” Blog: (http://www.wtflungcancer.com)
    Facebook Fan Page (http://www.facebook.com/WTFLungCancer)
    Twitter (http://www.twitter.com/wtflungcancer)
    YouTube (http://www.youtube.com/user/jenniferjwindrum
    You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!