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Social Media For Social Good

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A How-To Guide for Getting Your Non-Profit or Small Business to Grow on Social Media.

A How-To Guide for Getting Your Non-Profit or Small Business to Grow on Social Media.


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  • 1. Social Media for Social Good Values, Content, Engagement and AdvocacyThursday, November 29, 2012
  • 2. Ryan Arndt Community/Social Media Manager In Games/ Interactive @certainlysocialThursday, November 29, 2012
  • 3. Ryan Arndt Also an organic farmer part-time Working for social good as well :)Thursday, November 29, 2012
  • 4. BACKGROUND *HeroEngine - Social Media/Community Manager * Merging Media - facebook and twitter management, video blogging/social video creation * GameRecruiter/Game Industry Virtual Career Expo - Social Media Manager * SocialChocolate - Community Manager * International Game Developers Association – Global Community Manager - membership, volunteer, studio, social and community management with content creation on top. * Casual Connect - interviewing big players in gaming for the use on Casual Connect social web * Canadian Videogame Awards - Social Media and Community ManagementThursday, November 29, 2012
  • 5. What I do as a community/social media manager Support community members Promote the organizations I work with Offer outside perspective Create content around brand values Maintain a positive communityThursday, November 29, 2012
  • 6. Support Community Values Inclusion - welcome new people and ideas Engagement - encourage participation Empowerment - support success Humour and Creativity - do it all with a fun, full and balanced life in mind.Thursday, November 29, 2012
  • 7. Who are you? What are you passionate about? What is your level of social media experience?Thursday, November 29, 2012
  • 8. What is social media?Thursday, November 29, 2012
  • 9. Social Media basics multi-directional conversational engagement-focusedThursday, November 29, 2012
  • 10. Multi-directional anyone can join in conversations involve unlimited numbers of people often multi-focusedThursday, November 29, 2012
  • 11. Conversational friendly welcome to meet people like meeting people at a networking event talk to your heroesThursday, November 29, 2012
  • 12. Engagement focused Questions/Opinions Interaction NOT a “newsfeed” if you do not engage with others on social media, do not use it.Thursday, November 29, 2012
  • 13. So what is it good for??Thursday, November 29, 2012
  • 14. What is social media good for? - Increasing Brand Awareness - Connecting with the Broader Non-Profit/Business Community - Getting to know your customers/advocates betterThursday, November 29, 2012
  • 15. What is social media good for? - Getting known as a leader in the perspective field - Customer Service - Empathy/Humanizing the brand - Over time, soliciting donations/salesThursday, November 29, 2012
  • 16. How is it done??Thursday, November 29, 2012
  • 17. Technical stuff -Differences between a page and a group -Page setup and edit -How to use facebook as a page -Question feature and market research implications -Message function -Sharing images, links, video, text (pros and cons of each) -Liking other pages and sharing their content -Share for Share -Highlight content on a page and when to do soThursday, November 29, 2012
  • 18. Be where they are Make it easy to find the Community/Welcoming Team in multiple places online, not just main website. Create content that is welcoming and friendlyThursday, November 29, 2012
  • 19. Help them to join in Encourage people to ask themselves “How can I get involved?” If a conversation starts on one social network, don’t start by automatically telling them to contact you elsewhere, as this may lose them.Thursday, November 29, 2012
  • 20. The Facebook community conversion funnel Donation/ Purchase Likelihood increasesThursday, November 29, 2012
  • 21. What are your Facebook page goals? - more likes - more donors -more purchases - public education etcThursday, November 29, 2012
  • 22. Developing a communication plan for FacebookThursday, November 29, 2012
  • 23. with partner What are the communication needs of the organization? (tie it to pre-existing communications)Thursday, November 29, 2012
  • 24. How is it done well??Thursday, November 29, 2012
  • 25. Content Creation/Curation A quick overviewThursday, November 29, 2012
  • 26. Why do people share/engage with content? The 4 Ss - Surprising - Serious - Silly - StunningThursday, November 29, 2012
  • 27. What’s in it for them?Thursday, November 29, 2012
  • 28. Engagement tips Support the flow of ideas between people Community news/Current events Contests/Crowdsourced Content Inspiring questions Casual/fun questionsThursday, November 29, 2012
  • 29. Think BIG Together “What is something you are finding to be a challenge?” Open-ended question: Where do you need support?/ How can I help you to succeed? Support a person’s ability to innovate and surprise youThursday, November 29, 2012
  • 30. Best Practice The Posting Ratio Out of 10 posts....Thursday, November 29, 2012
  • 31. FIVE - Example 1 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  • 32. FIVE - Example 2 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  • 33. FIVE - Example 3 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  • 34. FIVE - Example 4 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  • 35. TWO 2 fun/funny/inspiringThursday, November 29, 2012
  • 36. ONE 1 involving brand directlyThursday, November 29, 2012
  • 37. ONE 1 share from another pageThursday, November 29, 2012
  • 38. ONE! 1 recognizing volunteers/donors/ customers directlyThursday, November 29, 2012
  • 39. Other social networks Twitter, Pinterest, Google+ and RedditThursday, November 29, 2012
  • 40. Best Practice Twitter Excellent for meeting strangers “If you want to talk to your hero, try Twitter” - Kris Krug (United Nations Social Media Manager) - #hashtag chats and communities - Follow, Retweet, Reply, Share - think of it like wooing. - Slower to grow than Facebook, growth requires being very conversational, build relationshipsThursday, November 29, 2012
  • 41. Best Practice Pinterest Pin content that is useful, or funny. Repin others’ content, build relationships Strongest percentage of female audience of all social networksThursday, November 29, 2012
  • 42. Best Practice Reddit and Google+ Users are highly technical, heavily skewed towards males. Share and re-share tech related content, build relationships. Reddit and (4chan) is often where people say “content on the internet begins”Thursday, November 29, 2012
  • 43. Best Practice for using MyspaceThursday, November 29, 2012
  • 44. Important: Once a culture of sharing has been established, THEN bring in asking for sales/donationsThursday, November 29, 2012
  • 45. Successes and Dangers: Old Spice, Greenpeace, McDonalds, Pepsi Refresh Aviva Community fund http://www.youtube.com/watch?v=owGykVbfgUEThursday, November 29, 2012
  • 46. Summary: Foundations For Using Social Media to Create Social GoodThursday, November 29, 2012
  • 47. Values Inclusion - welcome new people and ideas Engagement - encourage participation Empowerment - support success Humour and Creativity - do it all with a fun, full and balanced life in mind.Thursday, November 29, 2012
  • 48. Thursday, November 29, 2012
  • 49. Questions? @certainlysocial ryan@certainlysocial.com http://facebook.com/ryan80e http://facebook.com/certainlysocialcsmm http://certainlysocial.comThursday, November 29, 2012

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