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Friending the Finish Line
 

Friending the Finish Line

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  • http://www.flickr.com/photos/celinesphotographer/2818335326/sizes/m/
  • http://www.flickr.com/photos/41136040@N00/3032235201/sizes/l/
  • The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
  • See the document called “Crawl Walk Run Assessment”
  • When we last convened as a group last fall, you all had already started using social media to communicate with key audiences. Most of you had a Facebook page, and collectively this group had generated just over five thousand likes. A number of you had also started using Twitter and you all had about five thousand followers. After learning a lot from our national partners and getting inspired by Beth, we challenged all of you to use social media in your advocacy, to integrate it into your communications strategy and to learn from each other along the way. So how have you all done?
  • Well, you all certainly blew the lid off the goal of increasing your social media networks by five percent! As a group, you all have almost ten thousand Facebook likes, which is an increase of 182 percent! You have over ten thousand Twitter followers, an increase of 210 percent! Even more amazing is the fact that your Tweets reached over 140 thousand Twitter users in the past month. This represents a lot of hard work on your part…let’s take a moment and give each other a hand!But the numbers only tell part of the story. This impressive growth has happened because you’ve done some smart planning and are taking note of what works. It’s also happened because you have been spreading an important and compelling message that is engaging your audiences. Let’s take a look at some of those highlights from the past nine months.
  • Note: This is not only the big outcomes, but also the evidence of peer learning work. ]You all have been doing amazing work since we last got together and your growing skills and networks really paid off recently with regard to the Supreme Court’s decision on the ACA. In her blog, Beth highlighted this day as one of those opportunities to balance strategic communications with the spontaneity of social media. You all jumped on this historic event and demonstrated your social media smarts, including:Being flexible and keeping it simple;Using multiple channels and shaping content for each channel;Leveraging the organic sharing properties of Facebook;Having a broad narrative in mind in advance (win, lose or something in between);Getting your social media ambassadors and “super-users” to help spread your message;Curating content from trusted sources; andFocusing on the story after the immediate announcement and providing analysis.There was a huge amount of activity across our network on decision day and it really was a great demonstration of putting into action what we have been learning as a peer community.
  • So where do we go from here?Advocates get better at communications - proactive/planning, partner engagement, message disciplineWritten social media policyStrategic integration into children’s health advocacyRepurpose a policy paperWritten social media planUse of editorial calendarAdvocates have more partners or better partners, more or better relationships with reporters, and more or better policymaker relationshipsIncrease fans by 5% or moreCultivate “super fans”Increase fan engagementSupport national partner Facebook chats, blog carnivalsActivate at least 25 individualsAmplify peers’ effortsCommunications have more impactSocial media content mirrors other channelsSolicit and share storiesKey influencers take action, including mediaAdvocates get more attention from policymakersLawmakers repurpose key messages
  • http://www.contentmarketinginstitute.com/2011/09/food-pyramid-for-content-marketing/http://www.flickr.com/photos/oberazzi/974939987/in/photostream/A content strategy is the process of distributing created and curated content through different channels to reach your audience and move them to action to reach your goals. coordination, creativity, and curation.
  •  Be Flexible and Keep It Simple. Brett Kincaid, Outreach Director, for Arkansas Advocates for Children and Families, said that being organic without too much structure helped them be more effective with their social media integration.    It is sort of like the difference between a play that is totally scripted and doing an improv scene where actors know the general narrative but the specific lines are spontaneous and created on the spot.Use Multiple Channels and Shape Content for each Channel. Kincaid also describes how they used multiple channels, differentiating the content for the channel.  ”We used Twitter as the decision was being released to send out the basics in plain English (as plain as possible, at least). We then worked out a blog post – based on a framework we’d already established.  Once it was published, we disseminated across all our social media channels. During the afternoon we used Facebook to post analyses from partners and Twitter to highlight what ACA is already doing in Arkansas.  And we sent our blog post as an email to our entire list.”
  • You need to plan out your content, ideally on a monthly basis.Many NGOs use an editorial calendar that is a simple spreadsheet that lists:-Date-Channel-Frequency-Content IdeaThe can be curated or created, but it has to be what your audience will respond to meet your objectives.Photo Source: http://www.flickr.com/photos/peejeebee/4042966090/sizes/o/in/photostream/
  • Use Worksheet With Instructions
  • http://mashable.com/2012/06/19/how-to-get-more-likes-shares-on-facebook-infographic/
  • Tips for Optimizing FB Content To Get Into Newsfeedshttp://blog.getpostrocket.com/2012/06/7-easy-ways-to-increase-your-pages-edgerank/
  • http://www.buddymedia.com/newsroom/2012/06/buddy-media-twitter-tweeting-best-practices/
  • Tips for optimizing content for different social media channels based on research(will draw from these resources)Making Use of the Timeline Featureshttp://www.socialmediaexaminer.com/facebook-timeline-marketing/Will illustrate with different screen captures from participants, if possible#1: Pin a PostA pinned post is a status update that you manually select to stay at the top of your Timeline, meaning it will not slip down the Timeline as you continue to add other posts to your page.First Time VisitorsWhat You Need to KnowA pinned post is located at the top of your Timeline in the left column.You can only pin one post at a time.A pinned post will stay at the top of your Timeline for 7 days, unless you unpin it before the 7 days is up.To pin a post, click on the edit pencil icon in the upper-right corner of a status update. A drop-down menu will appear, choose “Pin To Top.”To unpin a post, click on the edit pencil icon in the upper-right corner of the pinned post and you will see the option to unpin the post in the drop-down menu.#2: Highlight a PostWhat’s a Highlighted Post?A highlighted post is a status update that you have selected to expand across your Timeline, taking up the space of both columns. Highlighting a post will help you draw more attention to the most important content on your page.#Create MilestonesWhat Are Milestones?Milestones are a great way to tell the story of your business through words and images. They can appear anywhere on your Timeline, depending on the date you designate.What You Need to KnowTo create a milestone, click on the “Event, Milestones +” option in the status update bar.Milestones are automatically highlighted, meaning they will stretch across the entire width of your Timeline.You can create multiple milestones on your Timeline.You can create a milestone for the current date or go back as far as needed in history to create milestones of experiences and events that happened before today.Smart Milestone StrategiesMany businesses add milestones to their page, but fail to look at milestones as marketing channels. The more strategic you get with your milestones, the more traction you see. Here are a couple of examples to make the most out of your milestones.Always include an engaging image in your milestone. This will ensure your milestone will stand out and capture attention.Also make sure to include a call to action with a link to more information in your milestone. You don’t just want to tell people about your milestone—you want them to take action and learn more.By adding a link in your milestone, and encouraging your fans to find out more, you can build a stronger relationship with your fans and potentially sell more programs, products and services. That’s just what I did in my milestone below.
  • Tips for optimizing content for different social media channels based on research(will draw from these resources)Tips for Optimizing Content for Twitterhttp://www.buddymedia.com/newsroom/2012/06/buddy-media-twitter-tweeting-best-practices/Tweeting during the day is the way to go. Tweets during "busy hours" (8AM-7PM) receive 30% higher engagement than Tweets published outside that time frame. This includes Tweets published on Saturday and Sunday.Use hashtags, but don't overdo it. Tweets with hashtags receive two times more engagement than those without hashtags. But going overboard has a negative impact. Tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags. Using more than two hashtags actually leads to a 17% drop in engagement.
  • Use Worksheet With InstructionsA table of four people will sit down and brainstorm an editorial calendar for the month of September. These are the fish in the in the fishbowl. Everyone else will gather around and watch the fish. One volunteer for a peer assist in fleshing out editorial calendar for the month of September. Three volunteers to help with brainstorming to start. Anyone who is observing can tap anyone in the inner circle anytime and take their seat and participate. Work on coming up with an editorial calendar for the month of September. Some suggested steps:Volunteer getting assistance: Describe your editorial goals and target audienceFill in the “news hooks,” - What events, holidays, campaigns, or other activities are coming up that your audience will be paying attention to?What content will you be developing for web site, email, or other non social channels that could be chopped?Where are you curating content from?How do you need to repurpose that content for Facebook or Twitter?Facebook questions:What photos or videos or other visual content can you share? (should be 40-50% of you mix)How can you use the timeline features strategically? What should be highlighted? What should be pinned? Any milestones?Length of posts – When does it make sense to do a “long post” or “short post”Questions: How can you use Where, When, Should, or Would?Timing: Day of the week, Time – what works best for your audience?Frequency: Do you have at least one post per day?Do you have a mix of created and curated content? Twitter questions:Do you have at least four tweets per day?Keep them 120 characters or lessUse hashtags, but don’t over useCurate links to get a higher re-tweet rateWhere can you use “evergreen” content or newsjacking? 
  • Working SMARTer on Your PlatformHow can you optimize your time and increase impact? Beth Kanter will talk about some best practices for increasing your social media reach on Twitter and Facebook, and you’ll have an opportunity to try out these new strategies. 
  • Working SMARTer on Your PlatformHow can you optimize your time and increase impact? Beth Kanter will talk about some best practices for increasing your social media reach on Twitter and Facebook, and you’ll have an opportunity to try out these new strategies. Content DeliveryThe Twitter Work Flow: How To Save Time and Be EffectiveThe Facebook Work Flow: How To Save Time and Be Effective http://blog.summify.com/2011/12/20/how-to-be-awesome-on-social-media-in-20-minutes-a-day/  Hands-On Exercises Will set up 4-5 five small groups – each one will get practice a technique with their laptops. Then we will do a standing debrief by walking around to each table and having them show off what they did.  Twitter Practicing: Setting Up Lists – Based on target audiencesFacebook Practicing: Liking other similar pages – based on target audiencesExplore Scheduling Apps for Twitter like BufferApps and Facebook scheduled posts.
  • https://twitter.com/#!/UnitedWaysCA/listshttps://twitter.com/#!/JudyDarnell/lists
  • https://twitter.com/#!/UnitedWaysCA/lists
  • https://twitter.com/#!/CCMUTweets/lists
  • http://www.alexandrasamuel.com/productivity/4-easy-steps-to-creating-a-twitter-list-from-your-conference-backchannel
  • Working SMARTer on Your PlatformHow can you optimize your time and increase impact? Beth Kanter will talk about some best practices for increasing your social media reach on Twitter and Facebook, and you’ll have an opportunity to try out these new strategies. Content DeliveryThe Twitter Work Flow: How To Save Time and Be EffectiveThe Facebook Work Flow: How To Save Time and Be Effective http://blog.summify.com/2011/12/20/how-to-be-awesome-on-social-media-in-20-minutes-a-day/  Hands-On Exercises Will set up 4-5 five small groups – each one will get practice a technique with their laptops. Then we will do a standing debrief by walking around to each table and having them show off what they did.  Twitter Practicing: Setting Up Lists – Based on target audiencesFacebook Practicing: Liking other similar pages – based on target audiencesExplore Scheduling Apps for Twitter like BufferApps and Facebook scheduled posts.
  • http://www.alexandrasamuel.com/productivity/4-easy-steps-to-creating-a-twitter-list-from-your-conference-backchannel
  • Change the formWhat was the SMART objective you set back in November at the last workshop? Did you accomplish it? What did you learn? What is still a challenge?What is your SMART objective for social media for July-March, 2013? What is your audience target/category?What are some opportunities to support each other’s work through social media channels between now and March, 2013?Participants will have a worksheet with the questions and will have 30 minutes to connect with and discuss these questions in three 7 minute rotations with a colleague from another state. Every 7 minutes, we will ring a bell or tell people find another partner. At the end of the session, will do a quick report out of reflections and action steps.