Beyond Awareness: Making Social Media Work for Your Coalition
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Beyond Awareness: Making Social Media Work for Your Coalition

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For community coalitions to move beyond simple awareness raising strategies (push) it is critical that they work through developing a social media presence from which they can expand.

For community coalitions to move beyond simple awareness raising strategies (push) it is critical that they work through developing a social media presence from which they can expand.

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  • Data for Nancy
  • Social media is people, using technologies to connect, converse and engage each other. We meet using social media, we talk, we plan, we research, we protest, we rant, we work, we play. In the case of coalitions and nonprofits – its people using technology to make good things happen. Protest image source: http://www.flickr.com/photos/editor/4656148830/Other images: istockphoto
  • OpenVisibleTransparentReal time / anytimeWhat happens in social media is preserved for posterity … on a server .. Somewhere.
  • Purpose: to demonstrate thatSoMe is bigger than marketing … it s a huge conversation … 800,000,000 on FB alone and yet it feels local because you friend the people you know, not everyone. Your conversations contribute to the larger conversation – other coalitions can friend yours and you can share what you are doing, seeing, learning, changing. Social media opens the conversation much bigger and multi-directional. Not just expert to people but people to experts and people to people, groups to groups … coalition to coalition.
  • So we need to learn how to use social media for good.
  • Social media is a game changer. We are no longer adding on but we’re also fundamentally changing communications. No longer must we sit and consume – now, anyone with a computer, free browser and internet connection – can share their thoughts, dreams, intentions etc. with the rest of the world – or at least all their friends and acquaintances. Our work offline now has the opportunity to have a life online – to expand those we touch and engage with our work, our messages, our support.
  • From the old top down ways we are seeing shifts to:(list them)If these things are indeed shifting … what meaning can we make of it? What do these shifts mean to coalitions? When we don’t have control of our message .. When the message is what the people say it is .. How does that shift us from control to influence? Interacting, networking, engaging, learning, what do these things mean when it comes to community influence? I’m suggesting …
  • Image Source: http://www.flickr.com/photos/ross/481518848/
  • Other: Building website, county website, myspace, linkedin, youtube, alcohol & drug abuse administration
  • LinkedIn, Spigit, GovLoop, email
  • In the chat window, take a moment and type in at least one idea for why social media is or could be important to c oalitions?
  • Using the whiteboard tools, put a mark by any of these that reflect your goals? Social media can play a role in any of these. We can do and measure things we’ve never been able to do or measure before in terms of communication, collaborative development, distribution or dissemination, evaluation, and more. Ill give you some exmples today
  • Show up, Be Real, Listen (don’t just talk about yourself, celebrate others, Share, and reciprocate Do you have a following? Do they talk about you online? The only thing more disappointing than not being online at all is being online and no one noticing. Most groups make one of these mistakes: Dive in and dominate, like a bull in a china closetLurk at the edges, hang out (wallflower)
  • You won’t get engagement from traditional media
  • None of this work happens in a vacuum. Some like to start with experiments (also known as pilot projects) based on a specific need – and that works. Act- Reflect – Plan. Others like to use a more structured approach and that’s what we’ll focus on today. Source: http://www.flickr.com/photos/gregpc/452318338/in/faves-coyenator/
  • Bring your coalition together to discuss social media. If you’ve already established your purpose – revisit, clarify, look at your data, “how’re you doin”?What would you like to accomplish with social media? Increase awareness, gather data, provide information, collaborate on projects, increase visibility, build relationships, recruit members or supporters, extend the life of community events? Is there an obvious need or problem where social media holds promise?What is your goal? Outcome? Ask yourselves, what will shift as a result of our social media action?Write down your purpose, goal, outcomes. If you aren’t sure yet, come back to this before you plan.
  • Show up, Be Real, Listen (don’t just talk about yourself, celebrate others, Share, and reciprocate Do you have a following? Do they talk about you online? The only thing more disappointing than not being online at all is being online and no one noticing. Most groups make one of these mistakes: Dive in and dominate, like a bull in a china closetLurk at the edges, hang out (wallflower)
  • To what degree is your coalition already documenting your offline action – online? (arms wide by degrees to crossed to say none)When it comes to Presence … To what degree is your online presence a reflection of your offline actions? How clear? How transparent?Presence is who we are and what we do in the community– meeting, greet, serve, texting, protest, work and learn AND how we are represented both online and offline. Presence includes your profile, brand, reputation and attitude. It is how people think of you and your coalition. Photo Source: http://farm4.static.flickr.com/3623/3626223553_6c617f767a.jpg
  • 7:06 Recruitment Video http://www.youtube.com/watch?v=sAdkOZdU5Bc:57 SA Could Use Your Blank http://www.youtube.com/watch?v=_kg5vgHStPI2:26 Circles and Social Meida http://www.youtube.com/user/CirclesofSA#p/u/21/ehJSGoWbxVA1:28 Lauren http://www.youtube.com/user/CirclesofSA#p/u/47/44fnyxM2ZZQ
  • None of us come to social media in a vacuum. Same is true for coalitions. You likely have a plan. You are also likely to have a communications plan. Regardless, a social media audit will help you determine where you are stronger and need to get stronger. Do the audit activity
  • In your handout, take a moment to complete the social media audit matrix. For those that want a copy of this page to use with your coalition, we’ve provided a direct link to the form and to the complete audit. (10 minutes)What strikes you? Anything standing out as particularly exciting? Anything that appeals to you in terms of taking some kind of action?
  • Before we fill in our audit, lets take a quick look at the scale and what it means.
  • Now you’ve decided what you’d like to do, who would you like to take along with you? Who are the people you’d most like to interact with online? How?What is the communication need or opportunity?Source: http://www.flickr.com/photos/xadrian/581385733/in/faves-coyenator/
  • Activity – mapping your partners, members, stakeholders. Where are your peeps online?Where do they share information and interact? Source photo: http://farm1.static.flickr.com/73/180244645_b652a06295.jpg
  • ASK, LISTEN, TRACK There is noting more important in social media than listening. Once you know what you want to accomplish and who with, then you’ll want to listen. That means you may ask via survey or polling and consider responses; you may simply do some searching or establish some alerts so you can find where people are talking about what your coalition is focused on, and follow them, join, them, engage them. You don’t have to always build it – sometimes someone else already has. What is the conversation when it comes to your coalition mission? Where are the conversations? To find out you’ll want to do a listening project.
  • Image Source: http://www.flickr.com/photos/73645804@N00/3894173886
  • Start with your members/organizations and topics related to your coalition’s work, INSIDE OUT
  • Start with your members/organizations and topics related to your coalition’s work, INSIDE OUT
  • Start with your members/organizations and topics related to your coalition’s work, INSIDE OUT
  • Where are those you want to interact or be involved with? (formerly known as audience) Can you join them there are do you need to create a different space? If so, why?Remember, just because you can start a new space doesn’t mean you should or really need to. Where is your coalition online? Website, blog, facebook, twitter, gowalla, digg, etc. This is where you bring together the people you want to interact with and your coalition. If the people you want/need to interact with are not online, stop.
  • Given what you’ve discovered about your network, where does it make most sense for you to be present online? Where are your people? What are your communications needs? Where do you “push”? Where do you “pull”?
  • Now that we have defined ourselves a bit and gotten clearer on our community and we’ve listened for all the right stuff … its time to choose some spaces and tools for establishing our presence. Where are your people? Your job is is to figure out which tools will help you connect and engage with the community.Which tools will help you be “in the flow” of information and communications that will nurture community relationships?
  • We choose and use as elements to build the coalition presence based on what we need to meet our goals. This is where the strategy comes in. Just like in chemistry, which combination of elements is your formula help you meet your coalition’s unique social media communications goals?
  • Once you are clear on your purpose, the people you want to involve, and where (online) you want to be, you can plan. Look at your coalitions mission, vision and communications plan. Where does it make sense to include social media interaction? Are you thinking purely promotions or marketing (push) or more along the lines of conversation, relationship building, increasing awareness, networking?
  • You won’t get engagement from traditional media
  • Social Host Ordinance
  • Social Host Ordinance
  • Given what you’ve discovered about your network, where does it make most sense for you to be present online? Where are your people? What are your communications needs? Where do you “push”? Where do you “pull”?
  • Backchannel CADCA has adopted twitter at conferences for the last two years. Participation picked up significantly this past year.Hashtags are unique “tags” so that anyone can follow the conversation via Twitter (using website, desktop or mobile. MYTI2011, wibackpack (WI Conference which also included a wiki to post conference content on)
  • Listen (monitor alerts and RSS Feed)Post/tweet/update a) from listening and b) spontaneousPromote coalition action, projects, events (at least 1:5 ratio)
  • How will you achieve your social media? Do you have a communications team that can take the lead? Do you have members willing to join in and take a small part of the action?
  • Social media is Bigger than the message – it is the interaction … Our job is to create content and “be” engaging so that people want to interact with us around the information we post.
  • What often happens is we don’t prepare guidelines or policies until we have a significant social media event. Most of us are fairly new to using social media and we’re bound to make mistakes. To help your coalition members, prepare a set of social media guidelines, talk them over, edit them until you land on a set of guidelines that work for you. You still may have “uh-oh” moments but you’ll have deflected a lot of stressors by having a good set of guidelines for members. Your coalition spokesperson will need additional guidance and support in their office capacity.
  • Relationships are the most important thing we can focus on. When we have good relationships we can have increasingly meaningful conversations.
  • Work the actions you’ve planned. Listen, track
  • , when running for president with a 25% unemployment rate (1932)
  • Almost all social media platforms have built in metrics so you will have some automatic data to use to inform how you’re doing. This is not likely all the data you will want or need but it is a good, basic set of metrics to speak to what people are doing with what you post online and to the different ways people may respond to your posts.
  • Social media is a game changer. We are no longer adding on but we’re also fundamentally changing communications. No longer must we sit and consume – now, anyone with a computer, free browser and internet connection – can share their thoughts, dreams, intentions etc. with the rest of the world – or at least all their friends and acquaintances. Our work offline now has the opportunity to have a life online – to expand those we touch and engage with our work, our messages, our support.
  • OpenVisibleTransparentReal time / anytimeWhat happens in social media is preserved for posterity … on a server .. Somewhere.
  • Purpose: to demonstrate thatSoMe is bigger than marketing … it s a huge conversation … 800,000,000 on FB alone and yet it feels local because you friend the people you know, not everyone. Your conversations contribute to the larger conversation – other coalitions can friend yours and you can share what you are doing, seeing, learning, changing. Social media opens the conversation much bigger and multi-directional. Not just expert to people but people to experts and people to people, groups to groups … coalition to coalition.
  • People can get smarter faster if we use social media well.

Beyond Awareness: Making Social Media Work for Your Coalition Beyond Awareness: Making Social Media Work for Your Coalition Presentation Transcript

  • LaDonna Coy MHR, CPS, CDLAClients/Partners• CADCA Coalition Institute The surest way to provoke• CARS the imagination is to seek• CSAP• Collaborative Conversations out environments you have• Kansas AAPS no experience with.• Kansas Prevention Network• Kansas Family Partnership• Eagle Ridge Institute• Free Spirit Publishing Primary Prevention• Learn Resource Network Capacity building• MIPH• ODMHSAS Social media• Omega Point International• Oregon Research Institute communications• Paxis, Inc• PIRE Virtual Learning, Training &• Safe & Caring Schools 2 Interactive webinars• Wisconsin Clearinghouse
  • # HashtagThe Workshop #cadcawebinar
  • Our Workspace & Resources http://bit.ly/Kwn2Ih
  • Meet & GreetIn the Chat window –1.Your first name & Your Coalition Name2.Number of attendees at your location
  • Learning Objectives• Distinguish between social media communications & Marketing/PR• Determine your coalition’s social media status• Using Media & Social Media for Good• Why listening is the first step.• Develop an engaging presence to build from• Social media to celebrate/recruit members
  • What is . . . Social Media?
  • 1.Social Media… a different wayto communicate
  • 2. More than “push” Listen Share Connect Network Learn Contribute Relationships Collaborate
  • 3. Social Media … is here to stay!
  • Find things online Keep up-to-date - ListenShare Ideas, Resources,And experiences Nurture Networks
  • Social Media is a game changerInformation > Participation
  • What’s Shifting? Expert to audience Networked expertise Presentation Interaction Reach/outreach Engage Focus on information Focus on Relationships Manage content Manage community Control Influence
  • Social Media for Social GoodSource: H. Mansfield, Social Media for Social Good
  • Web 1.0 Static Web
  • Web 2.0Social Web
  • Web 3.0Mobile Web
  • Weave All Three w/ Media Web 1.0 Web 2.0 Web 3.0 Static Web Social WebSource: H. Mansfield, Social Media for Social Good Mobile Web
  • Where are we Now?Image Source: Ross Mayfield, Map of Online Communities (Creative Commons)
  • Whyis social media importantto coalitions?
  • If you have goals to:• Assess/gather data• Provide information• Collaborate on projects• Increase awareness/visibility• Recruit members or supporters• Extend the life of Trainings/events• Be a community thought leader
  • 0 1 2 3 4 5Show Listen Participate Fullyup Respond Give EngagedRate Your Coalition Presence
  • 7 CADCA Change Traditional Media Social MediaStrategies1. Provide Info PSA, Billboards, Op Eds, PSA, Web pages, social Brochures, articles, Press media releases, FB pages, Release, MSM sources Tweets, Webcast2. Enhance Skills Promote Workshops, seminars, Engage people w/ Training/TA, distance learning Interactive webinars ops Telesummits, Screencast, Video, Crowdsource via SN3. Providing Support4. EnhanceAccess/Reduce Barriers5. ChangingConsequences6. Physical Design7. Modifying/ChangingPolicies
  • Whereto begin?
  • Outline Your Process Refine YourThe Social Media Path Practice Track Your Metrics Develop Your Plan Listen Find Your People Find Your Place Clarify Your Purpose
  • Clarify YourPURPOSE
  • How clear is your coalition about its purpose?| | | |Not Very Somewhat Clearat all clear clearclear
  • To what degree?
  • Recruit members/supporters Vickie Adams Coalition Director Circles of San Antoniohttp://www.youtube.com/watch?v=sAdkOZdU5Bc
  • Have you done aCommunications Audit? A. YES B. No C. I’m not sure
  • Practice Maturity Scale
  • Sample Coalition Gap Assessment Build Capacity
  • POLO! Find Your PEOPLEStart with who’s in the pool
  • Who are your people?Who Sector email Cell/textDennis DOJ name@email.com 555-555-5555BrownEsperanza de Education name@email.com 444-444-4444la CruzSharma Parents name@email.com 888-888-8888Kapoor Make a list …
  • Now for some .. Digital Diggin’ … or just ask!Source photo: http://farm1.static.flickr.com/73/180244645_b652a06295.jpg
  • Where are members online? Build on your member/supporter listName Website Blog FB Twitter OtherDennis www… Yes Yes Yes Dennis @dbrown BrownEsperanza www… No Yes @hope4all Pinterest Hope de la CruzSharma www… Yes Sharma @sharmak Kapoor armaConnect, Follow, Friend, Engage Your Members
  • LISTEN Why?
  • Listen to find and connectwith community members?
  • Ye Old Community Listening PostImage Source: http://www.flickr.com/photos/73645804@N00/3894173886
  • Digital V Your Listening Post• Email subscriptions• RSS Reader• Google Alerts• Meetings• Surveys/Polls
  • Digital VYour Listening Post RSS Reade www.netvibes.com
  • Digital VYour Listening Post RSS Reade
  • Vanity SearchWhatis being said about you online?
  • Your Name/Topic Here
  • Your Name/Topic Here1 How wide to cast your net?
  • Your Name/Topic Here2 How often?
  • Your Name/Topic Here3 Your email address
  • If you want to track a topic … The Listening Template
  • Find Your PLACEWhere does it make the most sense for your coalition to show up online & build a following?
  • Where to show up online? Web site
  • Curious about the Tool(s)?
  • Create YourSocial Media Formula
  • www.cadca.org/somewiki
  • Develop Your PLANBuild Your Coalition Presence Engage Your People
  • What are your coalition’s … Strategies What about your social media presence?
  • Tying your strategies to yoursocial media efforts withoutbuilding your presencewould be like hosting atelevision show with no onewatching.
  • 7 CADCA Change Traditional Media Social MediaStrategies1. Provide Info PSA, Billboards, Op Eds, PSA, Web pages, social Brochures, articles, Press media releases, FB pages, Release, MSM sources Tweets, Webcast2. Enhance Skills Promote Workshops, seminars, Engage people w/ Training/TA, distance learning Interactive webinars ops Telesummits, Screencast, Video, Crowdsource via SN3. Providing Support4. EnhanceAccess/Reduce Barriers5. ChangingConsequences6. Physical Design7. Modifying/ChangingPolicies
  • Formal (Traditional) Informal (Social Media)1. Develop series of targeted social host messages2. Develop Social Host PSAs with local radio station3. Secure a guest spot on local television station morning show4. Social Host Billboard campaign5. Prepare Op-Ed for local newspaper6. Work with local news media to develop stories on local impact of social host7. Utilize Bank, school marquees
  • Formal (Traditional) Informal (Social Media)1. Develop series of targeted social host 1. Post audio PSAs on coalition website, messages post to FB, Tweet it2. Develop Social Host PSAs with local 2. Host FB conversation about social host, radio station invite an expert3. Secure a guest spot on local television 3. Develop blog post, include audio link, station morning show post to FB, Tweet it4. Social Host Billboard campaign 4. Develop a blog post about morning5. Prepare Op-Ed for local newspaper show appearance, include link to show with public Pledge campaign segment, post to FB and Tweet it6. Work with local news media to develop 5. Take photos of billboards and pin to stories on local impact of social host Pinterest, post to Flickr, FB and Tweet it7. Contact local bank to show support for (hashtag) the ordinance on the bank marquee 6. Prepare a Social Host landing page on8. Provide local businesses with digital website, pledge campaign picture frames containing social host 7. Identify influential supporters, ask ordinance messages them to post a YouTube video, Why I support a social host ordinance” 8. Post, tweet, pin ea. Influencer’s video 9. Develop mini-documentary about social host issue in the community, SEO, blog, FB, Tweet, Pin
  • What do we post about the rest ofthe time? Web site Meetings Conferences Reports Events Stories Data Editorial FB Blog Trainings Articles
  • Extend the life of Trainings/Events Use a Hashtag #cadcatrain
  • Social Media Action PlanWho? Posts what? When? Where? Results?Alicia Red Ribbon Week Insert date(s) Facebook [insert metrics]Kathy RRW History Insert date(s) Blog [insert metrics]Jake Community Event Insert date(s) YouTube [insert metrics]Jorge Social Host PSAs Insert date(s) Local Radio [insert metrics] YouTubeHope Photos of billboards Insert (date(s) Twitter, FB, [Insert metrics] Website Establish a Social Media Communications Team
  • Outline YourPROCESS
  • Social media is bigger than the messageIt is the interaction …WithPEOPLEAbout your MESSAGE• And their RESPONSE• All the TIMEThrough many CHANNELS
  • interestingGive ‘em something toV about talk
  • interestingGive ‘em something toV about talk
  • Has your coalition established social media guidelines? A. Yes B. No C. I don’t know
  • Guidelines & Policies
  • Interactions … Digg RT Like Comment Tweet“Friend” Text Follow Update … make media social!
  • Refine Your PRACTICEinto a pattern of engagement
  • It is common sense to takeone method and try it. If itfails, admit failure frankly andtry another.But above all, try something. --Franklin Roosevelt
  • Track YourMETRICS
  • Where & How is social media being used By coalitions?
  • Collaborate on Projects Kansas SPF SIG
  • Kansas Prevention NetworkQuarterly Virtual ShareFest
  • Safe Streets Coalition Topeka, KS
  • Remember …. Social Media is a game changer
  • 1.Social Media is… a different wayto communicate
  • 2. Not just about “push” Listen Sharing Connecting Network Learning Contribute Relationships Collaborate
  • 3. Social Media … is here to stay!
  • "You cannot manageknowledge,but you can manage theenvironment in which it canflourish!" --Larry Prusak
  • Resources from Todayhttp://bit.ly/Kwn2Ih
  • PrevChat For more Information & Instructionshttp://www.prevchat.com/
  • Photo Citations• David Wilcox, Designing for a Civil Society describes network structures (creative commons)• Protest image source: http://www.flickr.com/photos/editor/4656148830/• Garage http://www.flickr.com/photos/gregpc/452318338/in/faves-coyenator/• Polo http://www.flickr.com/photos/xadrian/581385733/in/faves-coyenator/• Dog http://farm1.static.flickr.com/73/180244645_b652a06295.jpg• Community Group http://farm4.static.flickr.com/3623/3626223553_6c617f767a.jpg• All other images paid via subscription from istockphoto.com or shutterstock.com
  • References & Resources• Netvibes at http://www.netvibes.com• Twitter at www.twitter.com• Google Alerts at http://alerts.google.com• TweetStats at www.tweetstats.com• A Coalition Social Media Communications Audit http://technologyinprevention.wikispaces.com/file/view/SoMeCommAuditCoy.doc• The Social Media Periodic Table, Jason Verhoosky on the CADCA SoMe Wiki listed below• Circles of San Antonio Coalition YouTube Channel http://www.youtube.com/user/CirclesofSA• DanversCARES http://danverscares.org/• CADCA Institute Social Media Primer http://www.cadca.org/somewiki• Coalition Social Media Guidelines Sample http://technologyinprevention.wikispaces.com/file/view/CCSoMeGuidelines.docx• Workshop Resources bundled here http://bit.ly/SoMeForum2012
  • This presentation is licensed under CREATIVE COMMONS.This means you can use it, or parts thereof, as long as appropriateattribution is given and your resulting product is made available under thissame license. The license prohibits using this presentation for commercialpurposes. A list of citations and links is included for your reference and use.Please cite all creative commons photos to the original source. Suggested Attribution:Source: LaDonna Coy, Learning Chi, Inc. for the CADCA Coalition Institute,May 30, 2012, via Blackboard Collaborate.