Welcome!Friending the Finish Line      Conference    Westin Arlington Hotel      Thursday, July 19
Welcome!Let’s Celebrate Our Small Victories!        Each table has a collection of        examples of social media        ...
Welcome!Let’s Celebrate Our Small Victories!                  Share Pairs                  Learn more about a success     ...
Agenda2:15–2:30   Welcome and Activity2:30-2:45   Review Goals for Phase 2 of the            program2:45-3:30   Integrated...
Looking Back,                                                    Looking Ahead   Crawl                Walk                ...
Welcome2011   2012  July
Where We                  Started  5,351      5,175Facebook    Twitter  Likes    Followers
Our             Progress  9,730     10,851Facebook    Twitter  Likes    FollowersUp 182%    Up 210%
A Big Win!
Looking                                    Ahead                                  Phase 2 Goals                           ...
Integrated                         Content                         Strategy  SKILL BUILDING SESSION Using An Editorial Cal...
Integrated                                                  Content                                                  Strat...
Shift From                                          Campaign to                                           Media Site      ...
Balance                     Spontaneous                     with Strategic      Real Time             OriginalPlanned     ...
You can learn a lotfrom doing “realtime” content aspart of your strategythat you can applyto your editorialcalendar planni...
Editorial Tool: The Editorial Calendar                                         Calendar                                •  ...
Wisconsin
Editorial                                                                               Calendar                          ...
Editorial Calendar                                         September                                     Fish Bowl Exercis...
Research: Content          Optimization Tips            for FacebookSource: Dan Zarella, Hubspot
Getting Into                                          Newsfeeds:                                        Edgerank Score• Co...
Research: Content  Optimization Tips    for FacebookSource Buddy MediaOptimizing Facebook Wall Posts
Don’t Forget To Plan             for Facebook           Timeline Features#1: Pin a PostA status update that you manually s...
Write Great                        TweetsOmit NeedlessWordsDescribe, Simplify,AvoidOne thought perTweetBe HumanMake i...
Content OptimizationTips for Twitter
Debrief• How can you use an editorial  calendar in your organization  for your social content?• How can you improve your  ...
Working              SMARTer:              Twitter and               Facebook    • Share Tips• Share Examples • Hands-on T...
Working                                                           SMARTer:                                                ...
Working                                                 SMARTer:                                                   ToolsA ...
Working                             SMARTer:                              TwitterSHARE PAIR:• What is your Twitter work fl...
Twitter Lists       Audience        Targets• Filters tweets to make  good content easy to  find and curate• Subscribe to o...
Twitter Lists Audience  Targets
Twitter Lists Audience  Targets
Twitter Lists Audience  Targets
Twitter Lists     From   Hashtags1. Create a list2. Log into   Tweetbe.at3. Search Hashtag   and add users to   list4. Als...
Working                              SMARTer:                              Facebook               Share              Conte...
Working                            SMARTer:                            FacebookShare Pair:• What is your Facebook work flo...
Curating      SMARTer:      Facebook1. Find pages that   share relevant   content to like as   your page admin2. Log in, s...
Hands-On                              Laptops Up• Decide whether you want to do Facebook or  Twitter exercise• Find a part...
Speed                                             GeekShare Pairs, Report Out • What was the SMART objective you set back ...
Closing • What’s one idea or technique that you can               implement next week?• What’s one action step that you ca...
Friending the Finish Line
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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.
  • Friending the Finish Line

    1. Welcome!Friending the Finish Line Conference Westin Arlington Hotel Thursday, July 19
    2. Welcome!Let’s Celebrate Our Small Victories! Each table has a collection of examples of social media successes FFL participants during the last six months. Take a few minutes to read through them before we get started ….
    3. Welcome!Let’s Celebrate Our Small Victories! Share Pairs Learn more about a success story that intrigued from a peer.
    4. Agenda2:15–2:30 Welcome and Activity2:30-2:45 Review Goals for Phase 2 of the program2:45-3:30 Integrated Content Strategy3:30-4:15 Working SMARTer on Social Channels4:15-4:45 Speed Geeking4:45-5:00 Closing
    5. Looking Back, Looking Ahead Crawl Walk Run FlyTime Investment Link Social to Integrated Content Integrated Multiple Communications Strategy Channels ObjectiveCulture Change Social Media Policy Engage Influencers Network Building and Partners Basics Small Pilots for Best Practices in Reflection, Insights and Practice Tactics, Tangible Continually Improve Results Results
    6. Welcome2011 2012 July
    7. Where We Started 5,351 5,175Facebook Twitter Likes Followers
    8. Our Progress 9,730 10,851Facebook Twitter Likes FollowersUp 182% Up 210%
    9. A Big Win!
    10. Looking Ahead Phase 2 Goals Policymaker Attention Impact RelationshipsSkills
    11. Integrated Content Strategy SKILL BUILDING SESSION Using An Editorial Calendar andContent Optimization Techniques to Integrate Social Channels
    12. Integrated Content StrategyIntegrated Content Strategy: The coordinated process of distributingcreated and curated content through different channels to reach youraudience, and move them to action to reach your SMART objective. Creation Channels Audience Coordination SMART objective Curation
    13. Shift From Campaign to Media Site Mindset How To Think About Content Ideas Features News How ToIdea Pieces Highlights Breaking News TipsInterviews Reviews Policy News TutorialsOpinion Stories Data ListsAnalysis Case Studies Reports Resources
    14. Balance Spontaneous with Strategic Real Time OriginalPlanned Curated
    15. You can learn a lotfrom doing “realtime” content aspart of your strategythat you can applyto your editorialcalendar planning.
    16. Editorial Tool: The Editorial Calendar Calendar • Identify Audience • Channel • Frequency • Content • Optimization What will you say?What will engage your audience? Organize
    17. Wisconsin
    18. Editorial Calendar ExampleDate Hook Web Email Facebook Twitter BlogJune 27 Pre-Story Badge on site Invitation to Facebook Event Links to Rally Rally for Rally credible Invitation sources following the hearingJune 28 Supreme Court FAQ: What it Action alert Post new cover Live Tweet Decision Due means for our immediately image hearing people in our after Links to analysis of Links to state decision with what it means in Analysis News Release no matter our state Live Tweets what Share visuals from from Rally messaging other FB PagesJune 29 After Story Follow Up Post photos from RT partners Healthcare Bill Rally tweets
    19. Editorial Calendar September Fish Bowl ExerciseDate Hook Web Email Facebook Twitter Blog12 1. Brainstorm an editorial3 calendar for September. 2. Focus on how to apply the4 Facebook and Twitter optimization tips5 3. Use template, sticky notes, and poster paper67 Labor Day
    20. Research: Content Optimization Tips for FacebookSource: Dan Zarella, Hubspot
    21. Getting Into Newsfeeds: Edgerank Score• Consistent posting, but not too much per day (Test 1x every other day)• Post engaging, relevant content, not constant self- promotion• Exclusive content• Calls to action – ask your audience to share, like, or comment• Understand the right time to post – test Zarella findings with your audience using Insights data
    22. Research: Content Optimization Tips for FacebookSource Buddy MediaOptimizing Facebook Wall Posts
    23. Don’t Forget To Plan for Facebook Timeline Features#1: Pin a PostA status update that you manually select tostay at the top of your Timeline that does notslip down as you add other posts to yourpage.#2: Highlight a PostA post selected to expand across yourTimeline, taking up the space of bothcolumns. Highlighting a post will helpyou draw more attention to the mostimportant content on your page.#3: Create MilestonesSpecial dates that you can tell the story ofyour organization through words and images.
    24. Write Great TweetsOmit NeedlessWordsDescribe, Simplify,AvoidOne thought perTweetBe HumanMake it sticky withcurated links Don’t just RT,PersonalizeSay thanksAsk Questions
    25. Content OptimizationTips for Twitter
    26. Debrief• How can you use an editorial calendar in your organization for your social content?• How can you improve your content strategy using an editorial calendar?• What is one or two optimization tips that you can try and apply next week?
    27. Working SMARTer: Twitter and Facebook • Share Tips• Share Examples • Hands-on Time
    28. Working SMARTer: Twitter Reply 5 Minutes Reply Thank Scan Share Plus 15 minutes Scan your stream, lists Twitter in 20 Curate links to RT, Add ToRetweet Minutes a Day Curate Scheduler Search for new people to follow Connect with followers, influencers Connect Share Retweet Thank for Retweets Search
    29. Working SMARTer: ToolsA Scheduler: bufferapp, timely, Tweeting on the Go: Twitpic,hootsuite, etc Instagram, etc
    30. Working SMARTer: TwitterSHARE PAIR:• What is your Twitter work flow?• How much time do you spend each day?• What tips or tools make you efficient?
    31. Twitter Lists Audience Targets• Filters tweets to make good content easy to find and curate• Subscribe to other people’s lists, don’t necessarily have to create your own• Keep organized and productive
    32. Twitter Lists Audience Targets
    33. Twitter Lists Audience Targets
    34. Twitter Lists Audience Targets
    35. Twitter Lists From Hashtags1. Create a list2. Log into Tweetbe.at3. Search Hashtag and add users to list4. Also can use to clean up mess
    36. Working SMARTer: Facebook Share ContentMeasure Curate Facebook in 20 minutes a Day Engage Respond
    37. Working SMARTer: FacebookShare Pair:• What is your Facebook work flow?• How much time do you spend each day?• What tips or tools make you efficient?
    38. Curating SMARTer: Facebook1. Find pages that share relevant content to like as your page admin2. Log in, scan newsfeed3. Share relevant and high shared items
    39. Hands-On Laptops Up• Decide whether you want to do Facebook or Twitter exercise• Find a partner• Use: http://bit.ly/FFL-workSMARTer
    40. Speed GeekShare Pairs, Report Out • What 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? Completed Form should be uploaded to the Wiki by August
    41. Closing • What’s one idea or technique that you can implement next week?• What’s one action step that you can take to fill out your plan for the next nine months?• What are some of your ideas for content for the conference sessions moving forward?

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