Tactics And Tools

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  • http://www.flickr.com/photos/brendanadkins/2308780765/
  • Tactics And Tools

    1. Social Media Tactics and Tools Beth Kanter, Beth’s Blog
    2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
    3. That’s my blog
    4. I wrote this post last October to help me think about the WeAreMedia project ..
    5. The tactics and tools come and go. Strategy sustains!
    6. I wrote this post to think about strategy
    7. But eventually, you need to experiment with the tools, learn the best practices, and see your social media strategy come to life!
    8.  
    9. Wow! That’s a lot of tools for my first project … how do I pick?
    10. Start with these blocks .. Generate Buzz Share Story Listen Participate Community Building & Social Networking
    11. Tactical Approaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr And a limited number of choices Share Story
    12. And there’s lots more about the tools online. They’re organized into a nonprofit tool box on the WeAreMedia wiki.
    13. Listen Buzz Share Your Story Participate Social Networks
    14. You go back later, let’s start here … Generate Buzz Share Story Listen Participate Community Building & Social Networking
    15. Listening is knowing what is being said online about your organization and your field.
    16. A few listening tools …
    17. <ul><li>What decisions will you link your listening to? </li></ul><ul><li>What key words will you use? </li></ul><ul><li>How will share or summarize what you learn from listening with others in your organization? </li></ul>Listening
    18. Key Words Are King!
    19. A homeless person isn’t someone you pass on your way into a fancy restaurant
    20. Listening with Twitter Search
    21. Twitter Search
    22. “ Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences.” – American Stroke Association
    23. Listening leads to participation
    24. Participation <ul><li>Who is empowered to respond and in what circumstances? </li></ul><ul><li>How will you address negative comments or perceptions? </li></ul><ul><li>What is the goal of your participation? </li></ul>
    25. Participation Tools
    26. Less about tool, more about technique <ul><li>They’ve paid you a compliment </li></ul><ul><li>Valid client complaint </li></ul><ul><li>If information is incorrect </li></ul><ul><li>If you have something of value to offer </li></ul>Respond Don’t Respond <ul><li>Trolls </li></ul><ul><li>Competitors </li></ul><ul><li>Not you </li></ul>
    27.  
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    29. Happy Ending! Givewell uses Network for Good - nearly $70,000 raised
    30.  
    31. Sharing your story social media style …
    32. <ul><li>What content or information will be used to update or feed the social media sites? </li></ul><ul><li>Who will assist or support users in remixing your message? </li></ul><ul><li>If you’re aggregating content to establish expertise, what sources? </li></ul><ul><li>What skills or expertise do you need? </li></ul>
    33. What type of blog? Adapted from Nina Simon: Museum 2.0 Blog Personality Blog Specialized Content Aggregates Content Institutional Blog
    34. Institutional Aggregates Content
    35. Specialized Content Personality
    36. Podcasting How will you maintain a consistent work flow and content? Who will be your .org’s voice?
    37. Photo Sharing
    38. How are you engaging with people and encouraging content creation?
    39.  
    40.  
    41. Spreading Buzz
    42. A Few Tools
    43. <ul><li>How will you “brand” your presence on buzz sites? (Personal/Organizational) </li></ul><ul><li>Who will implement and build relationships with influencers? </li></ul><ul><li>How will you get fans to talk about you to their friends? </li></ul><ul><li>What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix) </li></ul>
    44.  
    45. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
    46. Digg Effect
    47.  
    48. Twitter for generating buzz and spreading charitable giving …
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    52. Community Building and Social Networking Community Building & Social Networking
    53. How will your organization represent itself on social networks? Who will develop or repurpose content? How will it integrate with your web presence? What’s your engagement strategy? Who will implement? Questions
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    63. Growth of Facebook fans since Community Manager involvement
    64. Is that growth natural or guided? <ul><li>Fan growth by ORDER OF 10 with campaign! </li></ul>Month ending # of fans Fan growth Event 7/19/08 158 0 Started page 8/19/08 225 67 No action 9/19/08 464 239 Community Mgr begins to post and interact 10/19/08 1023 559 Comm Mgr talks with fans
    65.  
    66. Inspiration and Sources Sources of Inspiration WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) These awesome slide shows I found on SlideShare Janine Southard, Measure ROI on a Young Campaign All Photos Creative Commons Licensed from Flickr as noted on slide notes
    67. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address] All the slides you see were blog posts at one point!

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