Be Prepared for Social Media


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  • Be prepared for life - to live happily and without regret, knowing that you have done your best. That's what the Scout motto means.
  • Be Prepared for Social Media

    1. 1. Beth Kanter, Beth’s Blog Flickr Photo by PingNews BAVC Workshop Be Prepared For Social Media
    2. 2. This training will prepare you for integrating social media strategies happily and without regret in your nonprofit organization…
    3. 3. This training Scouts honor!
    4. 4. This training Ready to earn your merit badges?
    5. 5. Know why social media is important ….
    6. 6. Understand what it takes for successful adoption or the cute dog theory ….
    7. 7. Have a plan so you can hit the target
    8. 8. Choose the right tools
    9. 9. Measure your success!
    10. 10. Let’s Get Started! Photo by rico
    11. 11. Beth Kanter, Beth’s Blog Flickr Photo by PingNews BAVC Workshop Be Prepared For Social Media This training will prepare you for integrating social media strategies happily and without regret in your nonprofit organization…
    12. 12. Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman
    13. 13. Beth’s Blog Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
    14. 14. Two Minute Poll Experience with …
    15. 15. Take Aways / A basic understanding Resources for further exploration An idea or two for experimentation
    16. 16.
    17. 17. Agenda Overview Intro & Icebreaker Why? Adoption Issues Getting Started Break (around 10:30) Let’s Play the Game
    18. 18. David Wilcox
    19. 19.
    20. 20. Photo by Preetam Rai
    21. 21. Ice Breaker
    22. 22. Let’s Create the Parking Lot Zkorb Flickr phot by zkrob
    23. 23. What is Web 2.0? Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.
    24. 24. Why Important …. Photo by Ned Ragget
    25. 26. How people are getting info to make decisions With my friends
    26. 29. Impact on Google Results
    27. 31. Why Important… <ul><li>The Trust factor </li></ul><ul><li>Socializing online to get information to make decisions </li></ul><ul><li>Rapid Word of Mouth </li></ul><ul><li>Impact on Google results </li></ul><ul><li>Source for main stream media </li></ul><ul><li>Digital natives </li></ul>
    28. 32. The Cute Dog Theory
    29. 34. Assess Audience Online Social Activities
    30. 36. Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want?
    31. 38. Discuss/set objectives first
    32. 39. Not a monologue
    33. 40. Listening
    34. 41. Conversation
    35. 42. Even difficult ones …
    36. 43. The audience wants a voice
    37. 46. Mixing Social Media with Communications and Fundraising Strategies afrochild_0
    38. 48. “ Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”
    39. 49. Staff Roles
    40. 50. “ I was a Facebook junkie before I was hired!”
    41. 53. Define a box Define a Box
    42. 55. Is this real work?
    43. 58. It takes time
    44. 59. Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0
    45. 60. Start small, reiterate over and over
    46. 61. <ul><li>Yes </li></ul><ul><li>Youtube Video Contest </li></ul><ul><li># of list members & video views // time spent = good </li></ul><ul><li>Our first UGC contest </li></ul><ul><li>Good, original content </li></ul><ul><li>Developed free TV PSA </li></ul><ul><li>Positive, active commenting on social networks </li></ul><ul><li>Caught attention of higher ups </li></ul><ul><li>Conveyed a powerful message to America </li></ul><ul><li>Microsoft Facebook Challenge </li></ul><ul><li>Payoff ($50k) // time spent = good </li></ul><ul><li>Recognition from contest win </li></ul><ul><li>Strong feedback and willingness from participants </li></ul><ul><li>New “Facebook responders” segment of email file </li></ul>Was it worth it? <ul><li>No </li></ul><ul><li>Wendy’s Flickr Photo Petition </li></ul><ul><li>Time spent // number of entries = bad </li></ul><ul><li>Numerous technical problems </li></ul><ul><li>Uploading process took too much time (email) </li></ul><ul><li>Campaign was too narrow </li></ul><ul><li>High volume of problem feedback </li></ul><ul><li>Case Foundation Facebook Challenge </li></ul><ul><li>Time spent // number of participants = bad </li></ul><ul><li>Raised $3k but no contest recognition </li></ul><ul><li>Wasted opportunity to message new Facebook responders </li></ul><ul><li>High volume of negative feedback – people didn’t understand </li></ul>However.. We learned from both campaigns!
    47. 62. Here’s some advice from Wendy Harmon, Red Cross Blogger
    48. 63. <ul><li>A project that won’t take much time and relates to org goals. </li></ul><ul><li>Write down your successes. </li></ul><ul><li>Write down your challenges. </li></ul><ul><li>Ask the people you want to connect with whether they think your outreach and listening is valuable. </li></ul><ul><li>Watch other nonprofits and copy and remix for your next project. </li></ul><ul><li>Rinse, repeat. </li></ul>
    49. 65. Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
    50. 66. Five step plan to started ..
    51. 67. 1: Listen and know your audience
    52. 68. Find Blogs to Read …
    53. 70. A homeless person isn’t someone you pass on your way into a fancy restaurant
    54. 74. / RSS Reader
    55. 75. Step 2: Prepare Photo by Pingnews
    56. 76. Who in your organization will have the conversation?
    57. 77. Rules of Engagement
    58. 78. <ul><li>Read someone's blog post and start a conversation: Before you leave a comment, ask yourself: </li></ul><ul><li>What did they say well? </li></ul><ul><li>What did they miss? </li></ul><ul><li>Answer questions </li></ul><ul><li>What are other people saying </li></ul><ul><li>How does it apply to you </li></ul><ul><li>Look forward </li></ul><ul><li>Look backward </li></ul><ul><li>Ask what if? </li></ul>
    59. 79. Twitter Conversations /
    60. 80. <ul><li>The point is not to just talk about yourself. Think of Twitter as a cocktail party and the types of chat you'd engage in to get to know people. </li></ul><ul><li>Tweets that make people laugh are awesome, but tweets that make people think are even better. </li></ul>
    61. 81. What might you “tweet” about?
    62. 82. Step 3: Select your tools …
    63. 83. Step 4: Jump in
    64. 84. Storytelling (with a blog)
    65. 86. <ul><li>Write personal/profesional blog about your practice </li></ul><ul><li>Internal org blog behind the firewall </li></ul><ul><li>Org public blog – group authors </li></ul><ul><li>Blogs by patients or clients as support service </li></ul>In order of amount of time/investment/complexity
    66. 87. Storytelling (with photos & video)
    67. 88. Start with an individual profile
    68. 89. Visual Petitions
    69. 90. Groups: Organize
    70. 92. If you’re lucky might go viral
    71. 93. Social Networking Sites
    72. 95. Newswire
    73. 96. At an event
    74. 99. Fundraising and Activism
    75. 100. Step 5: Measuring Success
    76. 101. <ul><li>Did we learn something about our audience that we didn’t know before? </li></ul><ul><li>Did our audience learn something about us? </li></ul><ul><li>Were we able to engage our customers in new conversations? </li></ul><ul><li>Do our employees have an effective new tool for external feedback and reputation management? </li></ul>
    77. 102. Break
    78. 103. Source: - Blogpoly Small Groups with a pack of cards Scenario and Context for outcome Choose Your Tools: What and why? One person to tell story from each group
    79. 104. Just Three Words
    80. 105. Contact Information Beth Kanter [email_address] Beth’s Blog