Packard socialmedia-lab-day 1-module 1


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  • Social media is transforming how nonprofits do their work and relate to external audiences. Strategic use of social media allows organizations to reach new people and bring added value to social change-driven work. A social media strategy is a powerful way to spread your advocacy messages, attract new members and donors, and increase awareness of your brand throughout the community. But how do you get started? A best practice is thoughtful experimentation…. but what fun is that to do it alone? Remember those hands-on science experiments in elementary school? Well, that’s what we’re going to be doing together – hands-on experiments, low-risk, high learning. This is an intimate, laboratory for a maximum of 12 like-minded, children-focused organizations in California.
  • Understand the basics of designing an effective social media strategy that supports and enhances their communication objectives. Have designed and implemented a low risk experiment that provides an opportunity for learning best practices for using Listening/Twitter/Facebook that supports their strategic objectives. Have a methodology for learning and improving a social media strategy through thoughtful experiments and analyzing its effectiveness. Document and share learning with social media.
  • social learning in a networked world
  • Packard socialmedia-lab-day 1-module 1

    1. 1. Leveraging Social Media: Understanding Strategy and Putting it into Practice Module 1: Welcome and Introductions This project is being generously supported by the David and Lucile Packard Foundation
    2. 2. Workshop Leaders, Mentors and Host
    3. 3. What is a social media lab?
    4. 4. Overview Goals: -Create effective social media strategy that supports and enhances communications objectives -Design and implement low risk, focused experiment -Method for individual learning and improving -Social Learning with social media # beth-lab
    5. 5. Social Learning In A Networked World If two minds are better than one, what about a hundred? Social Learning With Social Media
    6. 6.
    7. 8. Expectations
    8. 9. Icebreaker: Two Lines, Share Your Experience Using Social Media
    9. 10. Pre-Survey Summary: Results from Participation That Would Indicate A Success Learning Plan Techniques Results <ul><li>Understanding the role of social media </li></ul><ul><li>Deepen knowledge of how social media works </li></ul><ul><li>Outline for a social media strategy plan </li></ul><ul><li>Learning proven methods to increase our e-advocacy conversions </li></ul><ul><li>Facebook and YouTube presence that supports advocacy efforts </li></ul><ul><li>Identify existing networks using social media that we can leverage </li></ul><ul><li>Establish a growing community of followers for our organization's social media sites. </li></ul><ul><li>Take some doable, productive steps to incorporate social media into our advocacy activities. </li></ul>
    10. 11. Pre-Survey Summary: Your Critical Questions Strategy Tactics How does social media help us to accomplish our goals? How do we measure the success? What is a reasonable expectation for ROI? How much time does it take? What is the right balance of investment in traditional versus social tactics? How do we target our audience and make our message findable? How do I find influencers? How do we establish our brand presence in social media space? How do learn more about our target audience use of social media? What are the best practices of using Twitter? How can we be efficient if we’re using multiple sites? How do I apply the “ladder of engagement” to social media tactics? How do we engage with audience? Should we participate in contests? How do we incorporate a social strategy for programs, events, fundraising, and communications?
    11. 12. What struck you? How might these trends impact your nonprofit's communications now and in the next few years?