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Networked NGO in India - Day 2

by Beth Kanter on Jun 28, 2012

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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

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Networked NGO in India - Day 2

by Beth Kanter on Jun 28, 2012

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