You’ve dipped your toes in the social media

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"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

  1. 1. You’ve Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />Presentation by Jennifer Windrum<br />April 21, 2010<br />
  2. 2. Colorful Burst of Communication<br />The Conversation Prism<br />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<br />Helps us grasp the magnitude of the social media revolution<br />The Conversation Prism debuted in August 2008 <br />Since then, more than one million people have crossed its path<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  3. 3. So, You Already Have a Social Media Presence…<br />On Facebook <br />On Twitter<br />On YouTube<br />…now what?<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  4. 4. Did You Answer These Important Questions Before Diving In?<br />What is our goal(s)?<br />How do we measure our goal(s)?<br />Who is our audience?<br />Have we started listening?<br />Have we defined our metrics and set a benchmark?<br />Have we researched social media platforms and tools?<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  5. 5. If Not, You’re Not Alone<br />Two key issues continue to provide stumbling blocks for marketers/public relations practitioners<br />Determining clear goals before jumping into strategies and tactics<br />Knowing how to measure social media efforts<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  6. 6. What is a True Online Community?<br />Making real connections<br />Connecting with common passion<br />Way to collectively contribute to cause they care about<br />Empowering supporters<br />Providing way to communicate, share stories, ask questions, share feedback<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  7. 7. The 6 Cs to “Going Social” <br />Commitment <br />Coffer<br />Content<br />Control<br />Credibility<br />Creativity <br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  8. 8. Going Backward to Move Forward<br />Chances are, you may need to go back and thoroughly answer each these questions before successfully moving forward<br />It’s not fun, but it’s absolutely necessary!<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  9. 9. Moving to the Next Level<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />Evaluate your current social media efforts<br />What is our messaging?<br />Is it on target?<br />Is it consistent?<br />Do fans/followers really know who we are and what we do?<br />Are we broadcasting or engaging?<br />
  10. 10. Online Engagement Best Practices<br />Listen, Listen, Listen!<br />Develop genuine relationships<br />Each interaction is personalized – no cutting and pasting<br />Embrace positive and negative mentions/comments<br />What to Post: Quality content<br />Blog<br />Videos, Photos<br />Events<br />Polls, Surveys<br />Breaking news<br />Personal thoughts<br />Resources and links from related causes/industry<br />Useful tips<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  11. 11. Online Engagement Best Practices<br />Understand the pace of your community<br />Too many posts?<br />Too few?<br />Ask what supporters want from the community<br />Polls<br />Surveys<br />Discussion forums<br />Videos<br />Simple question in status update<br />Keep supporters updated on the fruits of their labor<br />THEY are the rock stars!<br />Track, measure. Track, measure.<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  12. 12. 5 Tips for Creating Your Online Community<br />Tips by Geoff Livingston via Mashable (follow him!)<br />1). The cause is the purpose<br />Community needs to revolve around the common bond a non-profit has with its stakeholder community<br />2). Listen<br />Listening can be critical in driving community requirements for function and content.<br />3). Choose platform that meets community’s needs<br />Try to understand what your community’s needs are before setting up shop<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  13. 13. 5 Tips for Creating Your Online Community<br />Tips by Geoff Livingston via Mashable (follow him!)<br />4). Offer great value to your network<br />Dynamic environment where members interact and drive conversation, participate in activity they can’t find on general social networks, and receive acknowledgment<br />5). Use general networks as beachheads<br />In many ways, there’s a larger conversation occurring and the general networks can serve as beachheads to bring people back to your network<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  14. 14. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />“Networked nonprofits are defined not by websites and software but by the networked culture that they fully embrace.”<br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  15. 15. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />1). Transparent <br />2). Value Networks<br />3). Comfort With Tools<br /> <br />4). Networked Ecosystem<br /> <br />5). Courageous<br />6). Trusting <br />7). Athletic <br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  16. 16. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />1). Transparent <br />Kanter and Fine use a sponge (the fry-cook ocean kind, not the kitchen) to illustrate transparency:<br />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.<br /><ul><li>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.”</li></ul>JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  17. 17. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />2). Value Networks <br />You value the connections your nonprofit has online and offline. And you nurture key relationships that spread the “good word” through the network.<br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  18. 18. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />3). Comfort With Tools <br />Your nonprofit is comfortable using blogs, Twitter, Facebook and other tools that facilitate two-way conversation<br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  19. 19. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />4). Networked Ecosystem <br />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.”<br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  20. 20. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />5). Courageous <br />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.<br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  21. 21. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />6). Trusting <br />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.<br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  22. 22. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine<br />7). Athletic <br />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.<br />JohnHaydon.com<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  23. 23. Why Did I Start “WTF?”<br />My mom has Stage IV, inoperable lung cancer. She has NEVER smoked.<br />Lung cancer is the #1 cancer killer and the LEAST funded.<br />Smoking stigma stands in the way of lung cancer research funding.<br />Fact is, 60% of all new lung cancer cases are diagnosed in people who have NEVER smoked or former smokers who quit decades ago.<br />Bottom line: ANYONE can get lung cancer. ANYONE!<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  24. 24. Why Did I Start “WTF?”<br />People need to be educated on the true facts of lung cancer<br />Education will reduce the stigma<br />Reduced stigma will lead to more awareness and funding for lung cancer<br />SOMEONE needs to tell this story in a different way!<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  25. 25. “WTF?” (Where’s the Funding) for Lung Cancer?<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br /><ul><li>Personal, politically incorrect social media campaign
  26. 26. Launched Facebook Fan Page, Twitter profile and blog in October 2009
  27. 27. 1,000 Facebook fans in less than a week
  28. 28. 3,000+ fans in 6 months</li></li></ul><li>“WTF?” Yep, That’s What I Mean!<br />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<br />That “different” way is all in the name<br />Double-entendre to cut through the clutter, be relevant and attract attention <br />For those who don’t “get” the double-meaning, the messaging is still on target<br />“Where’s the Funding?”<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  29. 29. How and Why Did the “WTF?” Community Grow So Quickly<br />My Theory: PEEP<br />Passion for Change <br />A new voice giving lung cancer survivors another voice for creating change through passion for the cause<br />Engagement <br />Daily dialogue, feedback, updates, links, etc. <br />Someone dedicated to the cause<br />A sense that “finally someone is listening to lung cancer”<br />“WTF?” feels more like family than a community<br />Empowerment<br />Arming “WTF-ers” with tools, ideas and confidence that empowers them to take charge and/or participate in creating change. <br />Progress<br />Continuously updating supporters on the fruits of their labor<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  30. 30. “WTF?” Community Components<br />“WTF?” Blog<br />Auto post to Tumblr and Posterous blogs<br />Auto post to Facebook, Twitter, FriendFeed, Google Buzz, LinkedIn<br />Facebook Fan Page <br />Auto post to Twitter, FriendFeed, Google Buzz, LinkedIn<br />Networked Blogs<br />Twitter <br />Auto post to Facebook, FriendFeed, Google Buzz, LinkedIn<br />YouTube <br />Use TubeMogul to auto post on additional video sites<br />LinkedIn Profile & Groups<br />Profiles on many cancer-related sites/blogs/communities<br />Profiles on many PR/social media sites<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  31. 31. “WTF?” Engagement Content<br />Blog posts regarding my mom’s journey that members can relate to<br />New campaign challenges <br />Polls and questions for feedback<br />Upcoming events<br />Hard news<br />Offer text and resources members can simply copy and paste to help spread the word<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  32. 32. Valentine’s Day Wish Campaign<br />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<br />On February 10th, “WTF-ers” surpassed our goal, with 218 members<br />I upped the ante and challenged them to get 250 members <br />“WTF-ers” came through BIG TIME, increasing the number of “WTF?” Facebook Cause members from 115 to 260 members by Valentine’s Day<br />Photo: D. Sharon Pruitt & Pink Sherbet Photography<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  33. 33. “ANYONE CAN GET LUNG CANCER”Social Media Campaign<br />“WTF?” selected as “Socialize Your Cause” featured cause of the week<br />“Socialize Your Cause” helps non-profit & charity organizations tell their story, activate people to join their cause <br />Created a social media campaign around this opportunity <br />Goal: $20 from 500 people in one week <br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  34. 34. “ANYONE CAN GET LUNG CANCER”Social Media Campaign RESULTS<br />Extended campaign another week due to tremendous response<br />3 generously donated prizes <br />Connected with new supporters and influencers<br />So far, raised nearly $7,000<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  35. 35. “WTF-er” Challenge Video<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  36. 36. Results: “WTF?” 4 LC? Challenge<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />Spelled out in sea shells on the beach where two sisters spread their mother’s ashes two days before<br />Spelled out with lemons, pennies, dog food, M&M’s, blocks, Bendaroos, beauty products, glue sticks<br />
  37. 37. “WTF-er” Progress Update Video<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  38. 38. Keeping “WTF-ers” Engaged<br />Facebook poll to gauge interest in creating “WTF? Mobs” (chapters) across the country<br />Poll question: “Are you interested in leading/participating in a ‘WTF? Mob’ in your city/area to help expand our efforts?”<br />Incredible response!<br />Able to immediately connect “WTF-ers” in same location<br />Now developing a comprehensive ambassador program<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  39. 39. Keeping “WTF-ers” Engaged<br />Created a twtpol asking: “Did you know you do NOT have to smoke to get lung cancer?”<br />Sent out to my personal Twitter followers, not “WTF?” Twitter account<br />More than 100 responses <br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  40. 40. Photo Albums & Stories<br />Photo Albums<br />“THIS is Lung Cancer”<br />“Fighting & Uniting Against Lung Cancer”<br />“How to Spell ‘WTF? 4 LC?’<br />“WTF?” Merchandise<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  41. 41. Nonprofit-Specific Platforms/Tools to Grow Your Community<br />Facebook for Nonprofits<br />Twitter <br />Twestival<br />TwitCause<br />@youcanhelp<br />http://www.wefollow.com/tag/nonprofit<br />Hashtags (#charitytuesday)<br />http://www.twitterholic.com<br />Twitpic for photos<br />Twitvid<br />Trending topics related to cause, etc.<br />YouTube Nonprofit Program<br />Flickr Nonprofit Groups<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  42. 42. Next Step Opportunities for Mosaic<br />Increase outreach and engagement <br />Social media nonprofit communities <br />Those with similar mission, such as #disabilities, #autism, etc.<br />Create a blog<br />Already have great content<br />Increase engagement opportunities<br />Increase online presence (SEO)<br />Tumblr or Posterous – simple, easy platforms<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  43. 43. Next Step Opportunities for Mosaic<br />Create a poll to see what people know about Mosaic <br />Use as springboard to educate potential donors, volunteers, community leaders, parents, media<br />Identify potential evangelists to help spread Mosaic message and increase participation (volunteers, etc.) and fundraising<br />Hold contests or create campaign challenges for supporters<br />Submit Mosaic to “Socialize Your Cause” and similar online efforts to become the “featured” cause<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  44. 44. Next Step Opportunities for Mosaic<br />Don’t attack the entire social media sphere!<br />Focus on the platform(s) that best suit your community:<br /> Where your supporters are<br />Where you are comfortable<br />Where you can meet your goals <br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  45. 45. Next Step Opportunities for Mosaic<br />Be patient!<br />Building quality relationships takes time<br />Remember this great quote!<br />“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.”<br /> - Beth Kanter<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  46. 46. Cause Organizations<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />Here is a directory of organizations you can find on Socialbritemaking a difference in the social cause and nonprofit worlds. <br />
  47. 47. Nonprofit Resources<br /><ul><li>Beth Kanter
  48. 48. http://bethkanter.wikispaces.com/</li></ul>Mashable<br /><ul><li>Change.org
  49. 49. NTEN
  50. 50. Non-profit Marketing Blog
  51. 51. A. Fine Blog
  52. 52. Case Foundation
  53. 53. KnightPulse
  54. 54. Marketing for Nonprofits
  55. 55. Getting Attention
  56. 56. Tactical Philanthropy
  57. 57. Give and Take
  58. 58. Working Wikily</li></ul>TechSoup.org<br />FastForwardBlog<br />The Social Signal Blog<br />Blogging for the Hearts of Donors: Largest US Charities Use Social Media<br />Seth's Blog (by Seth Godin)<br />http://sethgodin.typepad.com/seths_blog/files/org2.0.pdf<br />The Pew Internet Project<br /> Twitter Jump Start<br />FrogLoop Care2 Blog<br />Katya’s Nonprofit Marketing Blog<br />Wild Apricot Blog<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />
  59. 59. Links to “WTF?”<br />“WTF?” Blog: (http://www.wtflungcancer.com)<br />Facebook Fan Page (http://www.facebook.com/WTFLungCancer)<br />Twitter (http://www.twitter.com/wtflungcancer)<br />YouTube (http://www.youtube.com/user/jenniferjwindrum<br />You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!<br />

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