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  • 7 minutesWe should set up a rowfeeder and bring those up …. To model listening
  • Learning Objectives To provide an introduction to tools and platforms for: listening, content discovery, social content, and networkingTo illustrate best practices for effective useTo provide hands-on exercises for Facebook and Twitter Theme of the Day: Today is about exploring the best practices of using different tools, including monitoring, blogs, Twitter, and Facebook. The purpose is to provide an introduction to the different platforms. You won’t need to adopt all of them for the action learning project, but we want to know what they are and the basic techniques.
  • Materials needed: Sticky notes & pens to write with. Have them
  •  Exercise: (10 minutes)Find someone who knows about a platform you don’t ..Share pair
  • Frame: This content is something we can do in our phone calls if everyone chooses to work on their Facebook, which I think is a good idea.That way you have the discipline of focus and time to experiment with a focus ..” (60 minute presentation) ObjectivesLook and feelWork flowListeningEngagementContentMeasurement Interactive presentation with exercises … for objectives, look/feel, content, and engagement.
  • http://www.checkfacebook.com/http://www.flickr.com/photos/humanrights/5416896608/sizes/o/in/photostream/
  • From: http://socialmedia-strategy.wikispaces.com/Facebook
  • From: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Team Rubicon is a disaster relief organization.Here, note that their cover image is updated with information on a disaster they were currently responding to. Volunteer TabPhotos’ of each missionSupporter are encouraged to use their profile as theirs while volunteers are deployed.
  •  duh.
  • Opportunity to ask - What doesn’t work about this page?-same image used everywhere.
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • You are the social media team for the “India Facebook Page” and you need to brainstorm a five questions to post that related to your editorial mission:educate
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • My audience also shares content that is highly practical. When something gets shared like this, I switch to my page admin identity, click through and see who shared it, and leave a thank you note. This always help me get more fans. It doesn’t take that long either.
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: htthttp://danzarrella.com/infographic-5-questions-and-answers-about-facebook-marketing.htmlThis comes from extensive research of shared posts and time of day and day from Dan Zarrella.Test different times of the day and days.Test frequency. Some research suggests every other day, other research post daily.The important thing is to test and see how your audience responses. And, don’t just post to post. Make sure that everything you post is high quality. Then your audience will come to depend on you.p://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook & http://www.edelmandigital.com/2011/08/09/looking-beyond-the-like-how-to-measure-your-performance-on-facebook/
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook & http://www.edelmandigital.com/2011/08/09/looking-beyond-the-like-how-to-measure-your-performance-on-facebook/
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook & http://www.edelmandigital.com/2011/08/09/looking-beyond-the-like-how-to-measure-your-performance-on-facebook/
  • Modified from: http://socialmedia-strategy.wikispaces.com/Facebook & http://www.edelmandigital.com/2011/08/09/looking-beyond-the-like-how-to-measure-your-performance-on-facebook/
  •  Exercise: (10 minutes)Find someone who knows about a platform you don’t ..Share pair
  • Facebook gif: http://home.earthlink.net/~upos/sitebuildercontent/sitebuilderpictures/facebook.gif
  • image: http://4.bp.blogspot.com/_dj7hueuj-U0/SzKOsC5LCyI/AAAAAAAABZ8/Um4e2Glzb60/s320/Tea+Cup.jpg
  • Facebook gif: http://home.earthlink.net/~upos/sitebuildercontent/sitebuilderpictures/facebook.gif
  • What is Actionable Listening? (From: http://www.bethkanter.org/action-listening/) Actionable listening on social media channels means transforming a “river of noise” into insights that are actionable.   That is, you gain insight, can make a decision, or do something.   Listening can help your organization craft conversation starters, figure out how to best start engaging,  identify social content that you can incorporate into your content strategy, identify potential brand ambassadors,  or address a potential crisis early in the game.
  • Extracted & modified from http://www.slideshare.net/kanter/emediat-workshop-2Actionable Listening: (30 minutes – 15 minute presentation/15 minute play with Netvibes)What is actionable listening?How to link listening to decision-makingWhat do you need to be listening for to support your social media strategy objectives?What are keywords? What keywords do you need?Setting up a dashboard in Netvibes  Content Curation Mini Plan: Review the mini-plan framework. Demonstration: Show how to set up tab in netvibes with RSS feeds from blogs or FB pages or Twitter sources.
  •  Exercise: (10 minutes)Find someone who knows about a platform you don’t ..Share pair
  • Modifiedfrom: http://www.slideshare.net/kanter/emediat-workshop-2
  • Note that sometimes you need to search for misspellings of your organization’s name.California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
  • http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/http://www.mindmeister.com/134760952/news-content-discovery-tools-2012-by-robin-good
  • http://www.flickr.com/photos/socialmediaonlineclassescom/6164110943/sizes/l/in/photostream/
  • http://www.flickr.com/photos/socialmediaonlineclassescom/6164110943/sizes/l/in/photostream/
  • http://www.flickr.com/photos/socialmediaonlineclassescom/6164110943/sizes/l/in/photostream/
  • http://www.flickr.com/photos/socialmediaonlineclassescom/6164110943/sizes/l/in/photostream/
  • http://www.flickr.com/photos/socialmediaonlineclassescom/6164110943/sizes/l/in/photostream/
  • http://www.flickr.com/photos/socialmediaonlineclassescom/6164110943/sizes/l/in/photostream/
  • Step 3: Who Will Tweet? Useful to have more than one person to tweet from the organizational accountAssign days of the week/”beats” to Tweet
  • Holly Ross is the ED of NTEN – NTEN has an organizational account, but all staff tweet with NTEN in their twitter account. They’re encouraged to reach out to members, talk about work, and have personality – but be professional. It’s part of their social media policy.
  • Clearly identified with organizationUses it to share professional learning about the field – live tweets from conferences and events
  • What to Tweet:Here's a basic list of what to Tweet and some tips on getting your tweets retweeted and more on the Art of Retweet. Need more Twitter conversation starters? Here they are.
  • To encourage retweets, to make your tweets shorter than 140 characters ..
  • We need to set up a page on the wiki that is linked off the agenda page for Day 3, that has links to interesting Twitter accounts , hashtags,and lists that this crowd would find of interest – family planning orgs – national, indiangos, etc – include the link on this page*** working on it!
  • Bruce Lesley 
  • Establish a 15 minute work flow twice a day and do it every day for 21 daysSearch for your keywords or hashtags and retweet or respondScan your Twitter timeline from your follower, check your lists or specific followersReply to any tweets, including thanking people for retweetingCompose your tweetsHang out for a few minutes
  • Use for measurement
  • Example from Fight Colorectal CancerStephanie Rudat’s page – checking on interactions, rt, see if you want to follow back, respond.
  • In addition to its main URL shortening service, the bit.ly website provides tools to view statistics related to users that click on generated links. In order to activate this service, you must first sign up (for free) with bit.ly and be signed in when you shorten your links.  Now when you shorten a link and tweet it, your link will show up below the shortening box along with some counters.  There are two numbers with your link and most likely it will read zero out of zero.bit.ly offers statistics of the links that it shortensThe top number will tell you the number that you really care about, how many people clicked on your bit.ly link that you just made.  If you click on the “Info Page+” link to the right, you can see insights as to when your link was clicked.  Buyer beware, however, bit.ly only shows how many clicks you got per minute for the past hour.  If you make the bit.ly, tweet it in the morning and forget to follow up on it until the afternoon, you will not be able to see your all-day traffic; you must check it periodically to see how it performs throughout the day.  If you are persistent and check throughout the day, you can see what times in the day your linked performed best.  You can then use this method over the course of several days, tweeting at different times each day, to test and see when is the best time to tweet your content.  If your bit.ly is not used in a tweet and is put somewhere more permanent (like a blog post or facebook wall, etc.), bit.ly’s click-tracking does allow you to see statistics for the past week, month, and overall.
  • The bottom number shows how many times the original URL has been clicked overall.  If the URL is a common page like one from CNN or ESPN (one that might be tweeted by multiple people), it is probable that other people have shortened that same link using bit.ly, and the bottom number shows the number of times that link has been visited through any bit.ly link.  By examining this number with your number of clicks (the number on top), you can see how your bit.ly performed compared to everyone else that tweeted that same link.
  • The bottom number shows how many times the original URL has been clicked overall.  If the URL is a common page like one from CNN or ESPN (one that might be tweeted by multiple people), it is probable that other people have shortened that same link using bit.ly, and the bottom number shows the number of times that link has been visited through any bit.ly link.  By examining this number with your number of clicks (the number on top), you can see how your bit.ly performed compared to everyone else that tweeted that same link.
  •  Exercise: (10 minutes)Find someone who knows about a platform you don’t ..Share pair
  • Time for practice and questions (30 minutes)Image: http://www.boston.com/ae/specials/culturedesk/Free-Tweeting-Twitter-Bird-Icon.gif
  • 60 minutesPhoto: BethKanter.org - Unlocking the Potential of Peer Learning
  • Pinterest is a virtual pinboard. Pinterest allows you to organize and share images and videos you find on the web in collections. Think of it as social network of visuals - where you can easily collect and add images from other sources on the web or other pinterest users. The clean interface and simplicity of features make it easy to use and gives you a calm feeling which perhaps accounts for its popularity.At first glance, the site attracts people interested in using it for non-work interests, such as wedding planning, decorating, scrapbooking, and family photos, but brands and nonprofit professionals are also using it to curate information related to professional or organizational topics in a visually pleasing way.
  • http://gigaom.com/2012/01/31/pinterest-referral-traffic-google-plus-twitter/January …has steadily amassed a very dedicated following of users that spreads far beyond the app-obsessed early adopter crowd. Shareaholic's survey showed that Pinterest is now driving more referral traffic on the web than Google+, YouTube, Reddit, and LinkedIn — combined. That’s according to Shareaholic’s January 2012 referral traffic report, which is based on aggregated data from more than 200,000 publishers that reach more than 260 million unique monthly visitors each month.Recenthttp://www.businessinsider.com/pinterest-already-drives-as-much-traffic-as-twitter-bii-chart-of-the-day-2012-5Business Insider Intelligence is a new research and analysis service for real-time insight and intelligence about the Internet industry. The product is currently in beta. For more information, and to sign up for a free 30-day trial, click here.Yesterday Pinterest raised $100 million at a $1.5 billion valuation in a round led by Japanese e-commerce giant Rakuten. The valuation seems entirely justified to us, and one datapoint that goes to showing why is the fact that, according to this chart from Capstone Investments' Rory Maher, Pinterest already drives as much referral traffic as Twitter, despite being much younger and smaller. On the internet, of course, traffic is money.All the more for Pinterest given that on the site much of the activity seems to be commerce-related. This is why Pinterest brought in Rakuten, to leverage its expertise in building successful commerce marketplaces, as we explore in a note this morning ->Read more: http://www.businessinsider.com/pinterest-already-drives-as-much-traffic-as-twitter-bii-chart-of-the-day-2012-5#ixzz1vFJJwwvG---------------Therewas a ton of coverage for Pinterest in February, and that might have spiked a lot of traffic and sign-ups from people (especially marketers, I’m one of them) wanting to check it out. A lot of those people may have since decided Pinterest wasn’t for them, which means that Pinterest can return to growing (dominating) organically the way it did before.  The copyright and “Thinspo” concerns might not have helped growth during this time period either.Pinterest successfully appeals to a powerful market most web startups utterly fail at – the ladies of middle America. Women control a ton of the household spending (some say up to 80%), and frankly most of us love shopping. It’s impressive for a startup to achieve growth beyond the early adopter tech echochamber and earn the enthusiasm of such a powerful consumer audience, and I think it spells opportunity. It will be interesting to observe what Pinterest does with their amazing traction and how publishers react by creating “pin-worthy” content to appeal to this audience and attempt to measure the outcomes of those efforts beyond referral traffic.
  • http://storify.com/kanter/nonprofits-on-pinterest
  • http://storify.com/kanter/nonprofits-on-pinterest
  • http://storify.com/kanter/nonprofits-on-pinteresthttp://pinterest.com/momsrising/health-care-stories-facts/
  • 60 minutesIntroduction to Blogging:How blogging can support your integrated content strategyEditorial FocusListening as research for blogging storiesTypes of blog postsUsing photos and videosEncouraging commentsWho does the work Platform: Blogger Measuring success Exercise: Brainstorm some ideas for blog posts
  • Now that you have some topics and ideas for your integrated content strategy, we’re going to drill deeper into specific content for your blog.
  • Based on: http://www.business2community.com/social-media/the-blueprint-for-the-perfect-blog-post-infographic-037478Components of a perfect blog postPost TitleOpening Paragraph with key wordsImage with keyword captionBody of the Post – distribute the content of your post in paragraphs and link them sensiblyConclusion – emphasize on lessons learnt and ask questions to engage the audienceRefer to posts that carry related information
  • Photos: IYCF Pakistan
  • Photo from RoohiRasheed
  • Focus Areas:YouthWomen’s IssuesEducationPoverty ReductionCivil SocietyAll Other

Transcript

  • 1. Becoming A Networked NGO Using Social Media Effectively Day Three: Social Media Tools and PracticumJune 11-14, 2012India
  • 2. Day Three: Effective Social Media Practice Overnight ReflectionsWhat are some of yourinsights from yesterday?What are you mostcurious about learningtoday?Practice tweeting yourreflections by using thehashtag #netngoin
  • 3. Day Three: Effective Social Media Practice How To Enjoy A BuffetToday is about exploring the best practices of different tools,including monitoring, blogs, Twitter, and Facebook. The purposeis to provide an introduction to the different platforms so youcan comfortably use them. You won’t need to adopt all of themfor the action learning project, but you will know what they areand the basic techniques. Flickr photo by Littlelakes
  • 4. Day Three: Effective Social Media PracticeSocial Media Tools & Practicum - Theme of the Day Shoulder to Shoulder Learning
  • 5. Day Three: Effective Social Media PracticeSocial Media Tools & Practicum Agenda AGENDA OUTCOMES Reflection Intro to tools Facebook Best Practices and Practicing Share best practices Brand Monitoring Hands-on exercises Twitter Best Practices and Practicing FRAMING Open Clinic and Practice Content Curation: Pinterest Balance of peer learning & expert sharing Blogging Basics Interactive Fun! Don’t Be Shy! Reflection Laptops up/Laptops Down
  • 6. Survey Snapshot DON’T USE HAVE DO USE DO DON’T NOVICE USE USE BEGINNER DON’T USE BrandSocial Media Skills Monitoring E-questionnaire
  • 7. Day Three: Effective Social Media PracticeToday we’re going to look at different social channels and the best practices and techniques for using them
  • 8. Day Three: Effective Social Media Practice Speed GeekingMr. Facebook Blog Ms. YouTubeTwitter
  • 9. Day Three: Effective Social Media Practice Facebook Best Practices & Practicing Objectives Look and feel Work flow Listening Engagement Content Measurement
  • 10. Why Facebook? Source: Socialbakers and Witness
  • 11. Day Three: Effective Social Media Practice Use Facebook with Intent• Keep current audiences engaged between events• Raise brand awareness• Identify and recruit new audiences to your events, programs, concerts, or exhibits• Inspire conversation online/offline to support audience development• Get new ideas and feedback on programs and services• Research what people are saying about your organization• Drive traffic to web site or blog• Social content generation• Identify and build relationships with influencers, allies & supporters
  • 12. Day Three: Effective Social Media PracticeFacebook Best Practices & Practicing - Make it SMART! S Specific 1. How Many M Measurable many?Review! A Attainable R Relevant T Timely 2. By when?
  • 13. SMART Intent - E-Mediat Tunisia Facebook Page
  • 14. Example – Intent of Your Facebook PageIntent:Inspire conversations related to E-Mediat, civil society and NGOtraining goalsObjective:By the end of December, 2012, we will increase average commentsper post from 0 to 3Between June and December, 2012 we will increase posting to oncea dayCompare to your current baseline:• What is your average comment per post?Benchmark median number of daily comments per post with yourpeer organizations.
  • 15. Example – Intent of Your Facebook PageIntent:Raise brand awarenessSMART Objective:By the end of December, we will have 1000 FansWhat’s your current baseline:How many Fans does your Page have now?Compare To:Other similar organizations
  • 16. Day Three: Effective Social Media Practice Facebook Best Practices & Practicing - Work Flow Set Up Monitor Team Measure Respond Facebook Work Flow Challenge2-6 Hours ofPer Week Engage Content Transfer
  • 17. Day Three: Effective Social Media Practice Facebook Best Practices & Practicing - Work Flow• Who is your page administrator? You can have an unlimited amount so why do it alone?• Will you post as yourself or your page? You can now toggle between both!• Time management prevents you from spending all day on Facebook. Dedicate chunks of time to have conversations. This leaves time for planning as well as collecting & analyzing data.• Tips for being effective: Spend your time being a resource, engaging, moderating & measuring.• Do you have a Facebook Use Policy? This is useful if you have a staff and/or volunteers helping you.• What is your Community Policy? This is where you can outline what types of posts are appropriate.• Thinking beyond the Brand Page: Subscribe to staff profiles
  • 18. Day Three: Effective Social Media PracticeFacebook Best Practices & Practicing - Work Flow Source: Inbound Marketing Zombie
  • 19. Day Three: Effective Social Media PracticeFacebook Best Practices & Practicing - Policy
  • 20. Day Three: Effective Social Media Practice Look and Feel Credit: Mari Smith
  • 21. Day Three: Effective Social Media PracticeFacebook Best Practices & Practicing - Brand Page Examples
  • 22. Day Three: Effective Social Media PracticeFacebook Best Practices & Practicing - Brand Page Examples
  • 23. Day Three: Effective Social Media PracticeFacebook Best Practices & Practicing - Brand Page Examples
  • 24. Day Three: Effective Social Media Practice Facebook Best Practices and Practicing Listening & NetworkingFind Out Where Your Fans Hang Out on Facebook -Identify Facebook Pages that attract a similar targetaudience and participate as your pageRecruitment campaigns – All Channels
  • 25. Day Three: Effective Social Media PracticeFacebook Best Practices and Practicing - Listening & Networking
  • 26. Day Three: Effective Social Media Practice Networking: Recruitment Campaigns
  • 27. Day Three: Effective Social Media Practice Facebook Best Practices and Practicing - Engagement• What will you do after someone likes your page?• Start conversations• Always be commenting• Tag your friends in posts, pictures & videos• Identify super fans – they are your key influencers• Call to action!
  • 28. Day Three: Effective Social Media Practice Start Conversations
  • 29. Day Three: Effective Social Media Practice Always Be Commenting
  • 30. Beethoven Festival Fan PageSpecific What is your favorite Beethoven Symphony?Yes or No Is Beethoven’s Fifth Symphony, your favorite?Timely Today is Beethoven’s Birthday! How are you celebrating?Edgy Do think music in the schools should be cut from public school budgets?Photo What do you think of Beethoven’s family portrait?True or False True or False: Beethoven was completely deaf when we wrote the 9th SymphonyDirect Why do you think people love or hate classical music?Preference Do you like early or late Beethoven?Fun If you were stuck on a deserted island with one Beethoven CD to listen to ….Events Who is attending our All-Beethoven Piano Music concert?Experience What was your favorite moment from our All-Beethoven Piano Music concert last night?Humanistic Have you seen someone fall asleep at a classical music concert?Tips What is your favorite restaurant for before concert dining?Mad Lib If Beethoven’s (fill in the name of piece) was on the concert program, I would not miss it for the world.
  • 31. Day Three: Effective Social Media PracticeExercise: Brainstorm 5 Questions for India Page
  • 32. Day Three: Effective Social Media Practice Facebook Best Practices and Practicing - Content1. Variety of content types and consistency2. Short: 80 characters or less for status updates3. Eye catching images with bright colors and relevant content4. Include a call to action: share, like, comment5. Celebrate milestones, share good news6. Timely topics with the right frame for your audience7. Experiment with varying times of day/day of the week8. Repeat proven stuff9. Always be commenting10. Weekly/monthly review of analytics to better understand what resonates
  • 33. Day Three: Facebook Best Practices and Practicing - Content: Eye Catching Images
  • 34. Day Three: Facebook Best Practices and Practicing - Content: Timely Topics Relevant Frame
  • 35. Day Three: Facebook Best Practices and Practicing - Content: Celebrate Milestones
  • 36. Day Three: Facebook Best Practices and Practicing - Content: Different Times/Days
  • 37. Day Three: Effective Social Media PracticeFish Bowl Exercise: Brainstorm Editorial CalendarMonth Content/Type Program/TopicMonday QuestionTuesday PhotoWednesday VideoThursday LinkFriday QuestionMonday QuestionTuesday PhotoWednesday VideoThursday LinkFriday Question
  • 38. Day Three: Effective Social Media PracticeFacebook Best Practices and Practicing - Measurement Reflect and Refine Facebook Insights help you look behind the “Like”
  • 39. Day Three: Effective Social Media Practice Facebook Best Practices and Practicing - MeasurementFacebook Metrics for Content Strategy 30 minutes a week1. Collect metrics that help measure per-post content resonance against your FB editorial calendar spreadsheet2. Start with reach and virality – then add date/time3. Look for patterns – successes and failures4. Do a content analysis of comments to generate insights5. Collect and analyze weekly data from FB Insights6. Reflect on patterns and use them to make adjustments to your editorial calendar
  • 40. Day Three: Effective Social Media PracticeFacebook Best Practices and Practicing - MeasurementReach = The # of unique people who have seen your post in their newsfeed (inthe past 28 days).Virality = The percentage of people who clicked, shared, liked or commentedon the post (in the past 28 days).
  • 41. Day Three: Effective Social Media PracticeFacebook Best Practices and Practicing - Measurement
  • 42. Where are the mountains? Where are the valleys?
  • 43.  Had highest virality rate
  • 44.  Post fun, geeky visual content that is useful on Fridays
  • 45. Day Three: Effective Social Media PracticeFacebook Best Practices and Practicing - Measurement  Post visual, practical, funny and geeky content on Friday and call it “Fun Friday Share”  Ask people to share it  Share content of influencers  Can get away with not posting during holidays
  • 46. Day Three: FacebookWhat did you learn? What resonated? What is still unclear?
  • 47. Day Three: Effective Social Media PracticeFacebook Best Practices and Practicing - Time to Practice! Let’s get started practicing some of these techniques or help set up a practice site. We’ll continue after the break.
  • 48. BREAK!15 minutes to enjoy coffee, tea & snacks
  • 49. Day Three: Effective Social Media PracticeFacebook Best Practices and Practicing - Continued Practicing Let’s keep practicing. Ask questions & work together.
  • 50. Day Three: Effective Social Media Practice Brand Monitoring and Listening Why Take Action Keywords “Listening” or tracking what people are saying about your brand or issue has always been hailed at the first most importantGet Insights step in building your social Observe media or network strategy. Influencers Sources
  • 51. Day Three: Effective Social Media Practice Brand Monitoring: Why?• To know what’s happening online, to have a starting point for your organization or campaign• To identify good sources and content for your content strategy• To get to know your audience, supporters, networks• To start to realize/observe patterns and have a baseline so that you can optimize your online work• To know general trends about civil society• To know what the government and your peers are doing online
  • 52. Day Three: Effective Social Media Practice What are your objectives for listening?
  • 53. Day Three: Effective Social Media Practice Keywords• Other nonprofit names in your space• Programs, services, and event names• Well-known personalities associated with your org.• Other nonprofits with similar programs or names• Your brand or tagline• URLs for your blog, website, online community• Industry terms or other phrases that illustrate your mission• What are your key words? Brainstorm a list.
  • 54. Keywords:• E-Mediat Tunisia• Emediat Tunisia• NGO• NGO and Social Media• Civil Society and NGO• Chema Gargouri
  • 55. California Shakespeare TheaterMisspellings California Shakespeare Theatre California Shakespeare Festival Cal Shakes Jonathan Moscone (name of director) Susie Falk (name of artist) As the season approaches -- the names of that seasons directors and productions.
  • 56. Day Three: Effective Social Media Practice What are your keywords for listening?
  • 57. Day Three: Effective Social Media Practice How To Use Google Alerts Type in Your Keywords Here Alternate is to use “Feed” but need to use RSS Reader http://www.google.com/alerts“As it happens” for campaign –need to use RSS Reader
  • 58. Day Three: Effective Social Media Practice• Create an alert and you can preview what it will return with different options• Might take a few tweaks to get what you need – too much, too little
  • 59. Day Three: Effective Social Media Practice Shoulder-to-Shoulder PairFind a partner and work together to explore setting up different Google Alerts
  • 60. Day Three: Effective Social Media PracticeAdd More Keyword and Content Discovery Tools As You Go
  • 61. Day Three: Effective Social Media Practice Is anyone afraid of this happening?
  • 62. Day Three: Use An RSS ReaderType in the URL of your Google Alerts or blogs
  • 63. Day Three: Google Alerts in Reader Right Click Paste URL
  • 64. Day Three: Add Source (Blogs) To RSS Reader
  • 65. Day Three: Organize
  • 66. Day Three: Organize
  • 67. Day Three: Effective Social Media Practice Shoulder-to-Shoulder ExerciseFind a partner and work together:(1) Write down the name of 3 or 4 blogs or web sites that are important to follow for your strategy(2) Add them to your reader in a folder(3) Add the RSS feeds of your google alerts to a google alerts folder
  • 68. Day Three: Good Habits • Small block of time for daily reading • Clean house, reorganize • Don’t feel obligated to read everything
  • 69. Listening and Curation WorkMedia Practice Day Three: Effective Social Flow: Who? Brand Monitoring Work Flow Read Set Up Action Analyze Team or Solo 1-2 Hours Discuss Report Per Week
  • 70. Day Three: Twitter Best Practices and PracticingObjectivesLook and feelWork flowListeningEngagementContentMeasurement
  • 71. Day Three: Twitter Best Practices and Practicing What’s your Intent?• Keep current supporters • Recruit volunteers engaged • Coordinate meetings with• Inspire conversation to officials and policy leaders support communications • Identify Influencers like goal journalists using Twitter and• Create buzz around an encourage them to use you offline event before, during, as a source and after • Identify and build• Get new ideas and feedback relationships with allies & on programs and services supporters• Program support to clients • Sharing key points about• Drive traffic to web site or your issue blog (Google)
  • 72. Day Three: Twitter Best Practices and Practicing Make It SmartS Specific INTENT: SMART OBJECTIVE:M Measurable CURRENT BASELINE:A Attainable BENCHMARK OR COMPARISON:R RelevantT Timely
  • 73. Brand Twitter Profile: Does It Match Your Brand?
  • 74. Who Will Tweet?Nonprofit Brand
  • 75. Who Will Tweet?Executive Director
  • 76. Who Will Tweet? Staff person
  • 77. What To Tweet• Tweet relevant valuable information (not just your organization’s content)• Link to editorial calendar• Use #hashtags• Reply instead of post• Share Photos• Say something provocative or funny• Ask questions
  • 78. How to Write Great TweetsOmit Needless WordsDescribe, Simplify, AvoidOne thought per Tweet
  • 79. What makes this a great tweet?
  • 80. What makes this tweet great?
  • 81. Twitter Best Practices and Practicing – Discover Demo Twitter Search and Lists • Search for Hashtags • Interesting conversations and users • Other organizations • Explore lists and other users other organizations are following
  • 82. Twitter Best Practices and Practicing – Manage Using lists helps you stay organized as you keep an eye on various groups of people or organizations.
  • 83. #netngopk
  • 84. Increase Your Twitter Followers• Converse with influencers that care• Honestly follow interesting people• Tweet relevant valuable non org centric information• Network weave• Promote on other properties (web, cards, etc.)• Hashtagged conversations
  • 85. Practice Engagement on Twitter• Re-tweet a tweet from one of the organizations you followed• Tweet a question with the #maternalhealth tag• Ask a question of a Twitter user• Respond to someone’s question• Retweet a tweet manually and add something to enhance the Tweet• MT tweet – it is a retweet that you have modified• Tweet with the #netngoin hashtag about what you discovered
  • 86. What to Tweet: Avoid RutsLink Content To Editorial Calendar
  • 87. Twitter in 20 Minutes A Day
  • 88. Increase Your Twitter Followers: Engagement Search Thank Scan Twitter Office Minutes Retweet Reply
  • 89. Twitter Best Practices and Practicing – ManageBuffer:· Create account: NGOs can usefree option that allows 10 tweetsa day or paid options that allowmore posting if the NGO canafford that· Link buffer to your NGO twitteraccount· Define settings and your NGOposting schedule
  • 90. Twitter Best Practices and Practicing – Manage Use Apps Tweet on-the-go! Document real-time happenings Stay on top of breaking news & interactions
  • 91. Twitter Best Practices and Practicing – Manage Use Apps
  • 92. Day Three: Effective Social Media PracticeTwitter Best Practices and Practicing -Engage
  • 93. Day Three: Effective Social Media PracticeTwitter Best Practices and Practicing - Measure
  • 94. Using BitLy as Your URL Shortener
  • 95. Day Three: Effective Social Media PracticeTwitter Best Practices and Practicing - Measure
  • 96. What is one idea that you can practice that can help you improve?
  • 97. Day Three: Effective Social Media Practice Twitter Best Practices and Practicing Let’s practice!#netngoin
  • 98. BREAK!15 minutes to enjoy coffee & tea while you Tweet!
  • 99. Day Three: Effective Social Media Practice Open Clinic and PracticeWe are going to practice using the platforms we’ve explored today or we demo and explore blogging, Pinterest or other tools Let’s work with one another, create, and ask questions.
  • 100. Day One: Introducing the NetworkedPractice Day Three: Effective Social Media Nonprofit End of Day Reflection – Paired Share End of Day Reflection What questions do you still have?What is clear?
  • 101. ADJOURNED! Have a wonderful evening.We look forward to seeing you in the morning.
  • 102. Day Three: Effective Social Media Practice Pinterest Pinterest is a virtual pinboard where you can organize and share images and videos in curated collections. Think of it as social network of visuals - where you can easily collect and add images from other sources on the web or other pinterest users. The clean interface and simplicity of features make it easy to use and gives you a calm feeling which perhaps accounts for its popularity.
  • 103. Pinterest Users
  • 104. Day Three: Effective Social Media Practice Pinterest Visual curation tool – can also be linked to Facebook or help you organize content for other channels.
  • 105. Day Three: Effective Social Media Practice Ideas for NGO Boards on Pinterest• Share more than just your organization’s content• Share visuals of your cause• Share infographics about your cause• Share your organization’s story through pictures• Share your stakeholders’ stories about your issue or cause• Calls to action for campaigns• Compelling photos – photo of the week• Wish lists• Products• Document events• Spread your messaging
  • 106. Day Three: Effective Social Media Practice Ideas for NGO Boards on Pinterest
  • 107. Day Three: Effective Social Media Practice Ideas for NGO Boards on Pinterest
  • 108. Day Three: Effective Social Media Practice Blogging Basics - Introduction• How blogging can support your integrated content strategy• Editorial focus• Listening as research for blogging stories• Types of blog posts• Using photos and videos• Encouraging comments• Who does the work
  • 109. Day Three: Blogging Basics - Supports Content Strategy
  • 110. Day Three: Effective Social Media Practice Blogging Basics - What is Your Editorial FocusWhat are you going to write about?Will it support your social media strategy?How can you balance writing about yourorganizations versus other issues or topics?What will be useful to your audience?How often will you publish blog posts? Answer these questions in a brief, editorial mission statement.
  • 111. Day Three: Effective Social Media Practice Blogging Basics - Editorial Focus Mission StatementThings to consider:• Our NGO blog will publish stories about our organization’s program and related topics in our country. Our social media strategy objective is to raise awareness of our organization’s work and to be regarded by others as a leader on the topic.• Our NGO blog will have 50% of our posts about our programs and 50% about the topic in general. The latter will include how to posts, tips, case studies, and summarize important research.• Our NGO will publish three blog posts per week that will be written by people on staff and occasional guest bloggers.
  • 112. Day Three: Effective Social Media Practice Blogging Basics - Listening and EngagingWho are the important NGOs, bloggers, media platforms and thoughtleaders covering your topic?Are there keywords and phrases that you want to track on your listeningdashboard to help guide your blogging content?Comment on blogs and link to them in your posts.
  • 113. Day Three: Blogging Basics -Types of Blogs Organizational and Program Delivery
  • 114. Day Three: Blogging Basics -Types of Blogs Executive Director Blog
  • 115. Day Three: Effective Social Media Practice Blogging Basics - Types of Blog PostsInstructional Informational Research InterviewsCase Study Lists Tips Guest Post
  • 116. Day Three: Blogging Basics - Types of Blog Posts Interviews
  • 117. Day Three: Blogging Basics - Types of Blog Posts Case Studies
  • 118. Day Three: Blogging Basics - Types of Blog Posts Lists
  • 119. The Perfect Blog Post The Perfect Blog Post POST TITLE 15 words Opening paragraph or less What is post about? Keyword CaptionImage to Body of the Post Keywordillustrate post Topic sentence for each paragraph phrases Sensible linking Use headers Use images or videos to support text Conclusion Lesson Learned End with a question to encourage comments Respond to allConsider commentsfollow upposts Related Posts
  • 120. Day Three: Effective Social Media Practice Blogging Basics - Why Use Images?• Because a picture is worth a 1,000 word post. Blogs with pictures tell a far more interesting story than those without.• There are millions of posts being written, those with photos grab attention• Photos make your posts more engaging and appeal to your readers emotional senses• Help improve reader comprehension• Photos add a personal touch to your blogging which fosters conversation• For those reading via RSS readers, this encourages them to ‘pop’ out of their reader because RRS readers are text-based designs.• Helps with SEO• Images are good at the start of your post to draw people into reading it.• Provides a visual example of what you are talking about• May help you make your points in a stronger way.
  • 121. Day Three: Effective Social Media Practice Blogging Basics - Ways to Use Images• Logos of orgs or events you are writing about• Screen captures if you are talking about a web-based service or something technically related• Photos of yourself, the writer or person you are interviewing• Images that prove a point• Images that show examples throughout the post• Images as Visuals For Title• Images to inspire
  • 122. Day Three: Effective Social Media Practice Blogging Basics - Where to Get ImagesYou can take your own with adigital camera – you don’t needanything fancyScreen capture software like“SnagIt”Social photo sharing sites likeFlickr, but use Creative Commonslicensed photos
  • 123. Day Three: Effective Social Media Practice Blogging BasicsShare yourthoughts!
  • 124. Day Three: Effective Social Media Practice Blogging Basics - The Work Flow ReadingWriting Commenting
  • 125. Small Group Exercise: Flesh Out Your Blog Post Ideas Steps1. Review the ideas you have for blog post topics.2. Write a description of what the post will be about and the format3. Identify if you need to do research for additional information4. What image can you use to illustrate your post?