Acso socmedia wkshop roberts notes
Upcoming SlideShare
Loading in...5
×
 

Acso socmedia wkshop roberts notes

on

  • 72 views

These are the notes and additional links that go with the ACSO 2014 ppt.

These are the notes and additional links that go with the ACSO 2014 ppt.

Statistics

Views

Total Views
72
Views on SlideShare
72
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Acso socmedia wkshop roberts notes Acso socmedia wkshop roberts notes Presentation Transcript

  • 3:45  –  5pm 1 I’d  like  to  gear  my  talk  to  your  needs  -­‐   2 3 Really  dreadful  defini=ons  out  there,  but  basically  it’s  Web  2.0  –  beyond  websites.  –  tech  and  interac=on Merriam  Webster Want  examples?  Here’s  a  funny  but  true  set  of  descrip=ons  by  channel:  hKp://www.urbandic=onary.com/define.php? term=Social+Media 4 Social  media  is  NOT  an  online  brochure.     5
  • Go  here  to  watch  video  or  click  on  the  arrow  in  the  above  slide  (in  slideshow  mode) hKp://www.youtube.com/watch?feature=player_embedded&v=TXD-­‐Uqx6_Wk Think  it’s  just  youngsters?  From  aarp: hKps://www.youtube.com/watch?v=wPN8MLCS57Y Boomers  have  over  $3  trillion  in  disposable  income. 6 Source:  AARP  2012 7 A  good  general  rule  for  how  to  act  on  social  media  –  would  a  good  party  guest  do  this? 8 The  web  started  out  as  a  series  of  interconnected  bulle=n  boards;  now  it’s  a  complex  network  of  conversa=ons.   Party  guest:  It’s  NOT  about  you.    (goes  for  host  as  well) 9 Is  anyone  considering  doing  less  social  media  this  year? Facebook  may  or  may  not  be  here  in  5  years;  something  will.  Resilience  and  measurement  are  key. e.g.  of  MySpace CHANGE  IS  THE  ONLY  CERTAINTY 10
  • S=ll  of  video  taken  w/Google  Glass  by  conductor  Cynthia  Johnston  Turner hKps://www.youtube.com/watch?v=smon-­‐nW7p9k hKp://www.dailydot.com/technology/orchestra-­‐music-­‐google-­‐glass/ 11 Different  channels  are  beKer  at  different  aspects 12 Paralysis  –  incremental  ac=on  –don’t  try  to  do  it  all Control    -­‐  Get  over  it Resources  –  social  media  expense/resource  can  replace  ac=vi=es  you  were  doing  previously  but  which  are  not  returning   as  well  as  they  used  to:  print  ads,  brochures,  maybe  even  email. There’s  no  one  right  way  to  use  social  media.    Your  community,  your  resources  –  exper=se  of  your  volunteers/staff,   =me;  product,  your  mission  and  strategic  goals  will  dictate  different  ways  of  using  social  media.  Frankly  the  only  wrong   way  is  to  pretend  you  don’t  need  it. 13 Low  impact  easy  to  do  –  this  is  a  good  approach  if  you  don’t  have  a  lot  of  resources  –  there  are  no  silver  bullets,  just   layers  on  a  snowball 14 15
  • Photo  tweeted  by  NBC  News  comparing  the  scene  in  St.  Peter’s  Square  in  2005  vs  2013. 16 There  are  so  many  choices,  it’s  paralyzing.  This  is  a  lesson  for  us  in  our  own  marke=ng. Let’s  break  it  down  a  bit.  First,  we’ll  look  at  channel  by  channel. Who  uses  which  channels  (professionally)?  How  did  you  decided  which  to  use?    Which  ones  are  the  most  useful  for  you? 17 Let’s  look  at  the  strengths  and  challenges  of  each.  AND  THERE  ARE  MORE! Note:  2/3  of  companies  in  a  recent  survey  reported  geqng  new  customers  from  FB;  63%  from  a  company  blog;  53%   from  TwiKer;  Linked  in  only  39%;  Liin  is  much  more  appropriate  for  B2B  orgs.  That  said,  spend  30  minutes  spiffing  up   your  company  profile  and  get  your  ar=sts  and  board  to  add  it.  –  contact  point. 18 hKps://www.facebook.com/notes/up-­‐crea=ve-­‐inc/do-­‐you-­‐know-­‐whats-­‐up-­‐check-­‐out-­‐these-­‐2013-­‐social-­‐media-­‐ sta=s=cs/470970089631080 Look  at  all  the  elements  of  a  FB  page  –  how  to  op=mize? 19 The  Event   20
  • 21 Some  42%  of  Facebook  users  ages  18-­‐29  and  34%  of  those  ages  30-­‐49  say  that  the  =me  they  spend  on  Facebook  on  a   typical  day  has  decreased  over  the  last  year  —  these  are  both  significantly  higher  than  the  23%  of  users  ages    50  and   older  who  report  decreased  Facebook  usage  over  the  same  =me  period.  (Pew) Photo:  Jason  Scragz,  Flickr,  CC  license 22 But  there  are  s=ll  a  WHOLE  lot  of  people  on  FB Note  Mark  Zuckerberg  wants  FB  to  be  the  way  people  use  the  internet  for  everything  –  he  is  working  toward  that. hKp://www.usatoday.com/story/money/business/2013/03/09/10-­‐web-­‐sites-­‐most-­‐visited/1970835/ hKp://www.wired.com/2014/04/zuckerberg-­‐f8-­‐interview/ 23 Consider:  =ming,  tone,  desired  effect. IF  TIME:  In  groups:  jot  down  ideas  for  FB  or  TwiKer  post  topics  that  do  not  involve  directly  asking  people  to  buy   anything/come  to  a  concert.  Come  up  with  as  many  as  possible  and  “filter”  later! 24 Source:  hKp://blog.getpostrocket.com/2012/09/infographic-­‐facebook-­‐edgerank-­‐101-­‐class-­‐is-­‐now-­‐in-­‐session/ hKp://www.cmo.com/content/dam/CMO_Other/Misc./2013CMOsGuideToSocialLandscape.pdf 25
  • Pin  (stay  at  top  for  7  days) Highlight  (Star)  a  post  to  make  it  go  across  both  columns 26 Facebook  ad  offerings  are  changing  constantly  –  CHANGE  is  the  only  certainty  J Note:  Google  CPC  ads’  Display  Network  can  be  effec=ve  at  reaching  audiences  who  may  not  be  aware  of  you.    Our  ad   has  generated  clicks  from  YT,  about.com,  pandora,  ny=mes.com,  and  especially  from  Gmail. 27 28 Sort  videos  by  popularity  to  see  what  gathers  interest  on  YT… PS  –  what’s  wrong  with  this  picture?  Try  to  avoid  photos  of  empty  theaters!! 29 If  there  were  a  highway  where  you  knew  a  lot  of  classical  music  fans  were  always  driving  on,  you’d  want  a  presence   there,  wouldn’t  you?  YT  is  that  highway. YouTube  channel  home  page    takes  dona=ons  j-­‐  nonprofits  can  apply  to  Google  Grants  and  get  a  free  “Donate”  buKon   func=on  as  well  as  free  Google  Ads. hKp://www.youtube.com/user/savethechildrenuk 30
  • TwiKer  is  good  for  a  lot  of  uses  –  last  minute  announcements  (traffic  reminders,  e.g.);  contests,  RTs  of  what  others  say   about  you… 31 32 Use  hashtags;  be  =mely;  combine  tweets  and  RTs;  respond  and  ask… Cross  promote-­‐  reuse  content  from  FB  or  your  blog,  e.g. 33 TwiKer  users  have  an  expecta=on  of  instant  customer  service  –  how  will  you  meet  that  need? 34 LinkedIn  can  be  useful  for  finding/aKrac=ng  new  board  members. 35
  • Women  5  =mes  more  likely  to  use  Pinterest  than  men;  48.7  million  users 36 37 While  1,467  Instagram  followers  ain’t  bad,  it’s  way  less  than  CSOs  TwiKer  (44,000)  or  FB  following  (133,000).  There  is  no   Instagram  link  on  the  CSO  home  page. 38 So  there  are  a  lot  of  channels  out  there.  Once  you’ve  picked  where  you  are  going  to  be,  it’s  important  to  decide  what   you  are  going  to  say.  Authen=c  engagement  is  key. 39 40
  • 41 What  kinds  of  content  have  worked  for  you? 42 43 It’s  NOT  ALL  ABOUT  YOU!  You  exist  for  your  audience.    What  do  they  need?  Marke=ng  is  about  crea=ng  rela=onships   and  mee=ng  needs.  Social  Media  can  help. 44 Adapted  from  Boston  Globe  ar=cle:  hKp://www.bostonglobe.com/magazine/2012/11/25/one-­‐direc=on-­‐drew-­‐brees-­‐ social-­‐media-­‐goldmine-­‐for-­‐pepsi/6Z831RwgHuLKB9FipKvihP/story.html hKp://www.youtube.com/watch?v=VdFHlMobwzQ 45
  • 46 This  is  a  screenshot  from  Hootsuite,  which  allows  you  to  manage  different  social  media  accounts  from  one  pla|orm.   There  are  several  sm  management  packages  available  at  different  prices.  Others  include  SproutSocial,  Tweetdeck  ..  And? 47 hKp://mashable.com/2011/03/11/social-­‐media-­‐marke=ng-­‐chart/ 48 Facebook  –  between  10  am  and  4pm  Monday  thru  Thursday. Twi+er  –  between  1pm  and  3pm  Monday  thru  Thursday. LinkedIn  –  focus  on  pos=ng  before  and  a}er  business  hours,  7  am  to  9  am  and  5pm  to  6pm  Tuesday  thru  Thursday. Google+  –  9am  to  11am  on  workdays. Pinterest  –  This  is  the  one  social  network  you  should  focus  on  pos=ng  during  weekday  evenings  and  on  the  weekends.   specifically  2pm  to  4pm  and  8pm  to  1am  on  weekdays.  The  best  =me  to  pin  items  on  Pinterest  is  on  Saturday  morning. Flickr  Anon  Acct.  free  to  use  CC  license 49 50
  • 51 52 53 54 55
  • Trend  over  =me  can  be    more  important  than  compe=tor  comparison.  We  see  that  this  site  is  in  trouble…visits  are   declining  year  over  year. 56 Which  content  pages  are  people  using?  Which  are  they  not? 57 58 59 Nancy  Roberts,  nancy@leapingoKer.com 60
  • 61 62 63 64 65