Social Media for Social Good                              Values, Content, Engagement and AdvocacyThursday, November 29, 2...
Ryan Arndt              Community/Social Media                Manager In Games/                   Interactive             ...
Ryan Arndt                  Also an organic farmer                        part-time               Working for social      ...
BACKGROUND             *HeroEngine - Social Media/Community Manager            * Merging Media - facebook and twitter mana...
What I do as a community/social media                          manager                    Support community members       ...
Support Community Values                   Inclusion - welcome new people and ideas                   Engagement - encoura...
Who are you?                        What are you passionate                                about?                 What is ...
What is social media?Thursday, November 29, 2012
Social Media basics                   multi-directional                   conversational                   engagement-focu...
Multi-directional                   anyone can join in                   conversations involve unlimited numbers of people...
Conversational                   friendly                   welcome to meet people                   like meeting people a...
Engagement focused                   Questions/Opinions                   Interaction                   NOT a “newsfeed”  ...
So what is it                               good for??Thursday, November 29, 2012
What is social media good for?             - Increasing Brand Awareness             - Connecting with the Broader Non-Profi...
What is social media good for?             - Getting known as a leader in the perspective field             - Customer Serv...
How is it                               done??Thursday, November 29, 2012
Technical stuff             -Differences between a page and a group             -Page setup and edit             -How to u...
Be where they are                   Make it easy to find the Community/Welcoming                   Team in multiple places ...
Help them to join in                   Encourage people to ask themselves “How can I get                   involved?”     ...
The Facebook           community        conversion funnel     Donation/                              Purchase             ...
What are your Facebook page goals?                             - more likes                           - more donors       ...
Developing a                 communication plan for                      FacebookThursday, November 29, 2012
with                                                  partner                     What are the                communicatio...
How is it done                                 well??Thursday, November 29, 2012
Content Creation/Curation                   A quick overviewThursday, November 29, 2012
Why do people share/engage                         with content?             The 4 Ss             - Surprising            ...
What’s in it for them?Thursday, November 29, 2012
Engagement tips                   Support the flow of ideas between people                   Community news/Current events ...
Think BIG Together                   “What is something you are finding to be a                   challenge?”              ...
Best Practice                              The Posting Ratio                                 Out of 10 posts....Thursday, ...
FIVE - Example 1                     5 built around core values – quotes,                        pictures, fill in the blan...
FIVE - Example 2                     5 built around core values – quotes,                        pictures, fill in the blan...
FIVE - Example 3                  5 built around core values – quotes,                     pictures, fill in the blank, lig...
FIVE - Example 4                      5 built around core values – quotes,                         pictures, fill in the bl...
TWO                              2 fun/funny/inspiringThursday, November 29, 2012
ONE                              1 involving brand directlyThursday, November 29, 2012
ONE                              1 share from another pageThursday, November 29, 2012
ONE!                      1 recognizing volunteers/donors/                              customers directlyThursday, Novemb...
Other social networks              Twitter, Pinterest, Google+ and                           RedditThursday, November 29, ...
Best Practice Twitter             Excellent for meeting strangers             “If you want to talk to your hero, try Twitt...
Best Practice Pinterest             Pin content that is useful, or funny. Repin others’               content, build relat...
Best Practice Reddit and                                      Google+             Users are highly technical, heavily skew...
Best Practice for using                                     MyspaceThursday, November 29, 2012
Important:                              Once a culture of sharing                               has been established,     ...
Successes and Dangers:                         Old Spice, Greenpeace,                        McDonalds, Pepsi Refresh     ...
Summary:               Foundations For Using Social               Media to Create Social GoodThursday, November 29, 2012
Values                   Inclusion - welcome new people and ideas                   Engagement - encourage participation  ...
Thursday, November 29, 2012
Questions?                       @certainlysocial                   ryan@certainlysocial.com                http://faceboo...
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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.

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Social Media For Social Good

  1. 1. Social Media for Social Good Values, Content, Engagement and AdvocacyThursday, November 29, 2012
  2. 2. Ryan Arndt Community/Social Media Manager In Games/ Interactive @certainlysocialThursday, November 29, 2012
  3. 3. Ryan Arndt Also an organic farmer part-time Working for social good as well :)Thursday, November 29, 2012
  4. 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. 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. 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. 7. Who are you? What are you passionate about? What is your level of social media experience?Thursday, November 29, 2012
  8. 8. What is social media?Thursday, November 29, 2012
  9. 9. Social Media basics multi-directional conversational engagement-focusedThursday, November 29, 2012
  10. 10. Multi-directional anyone can join in conversations involve unlimited numbers of people often multi-focusedThursday, November 29, 2012
  11. 11. Conversational friendly welcome to meet people like meeting people at a networking event talk to your heroesThursday, November 29, 2012
  12. 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. 13. So what is it good for??Thursday, November 29, 2012
  14. 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. 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. 16. How is it done??Thursday, November 29, 2012
  17. 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. 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. 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. 20. The Facebook community conversion funnel Donation/ Purchase Likelihood increasesThursday, November 29, 2012
  21. 21. What are your Facebook page goals? - more likes - more donors -more purchases - public education etcThursday, November 29, 2012
  22. 22. Developing a communication plan for FacebookThursday, November 29, 2012
  23. 23. with partner What are the communication needs of the organization? (tie it to pre-existing communications)Thursday, November 29, 2012
  24. 24. How is it done well??Thursday, November 29, 2012
  25. 25. Content Creation/Curation A quick overviewThursday, November 29, 2012
  26. 26. Why do people share/engage with content? The 4 Ss - Surprising - Serious - Silly - StunningThursday, November 29, 2012
  27. 27. What’s in it for them?Thursday, November 29, 2012
  28. 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. 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. 30. Best Practice The Posting Ratio Out of 10 posts....Thursday, November 29, 2012
  31. 31. FIVE - Example 1 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  32. 32. FIVE - Example 2 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  33. 33. FIVE - Example 3 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  34. 34. FIVE - Example 4 5 built around core values – quotes, pictures, fill in the blank, light engagementThursday, November 29, 2012
  35. 35. TWO 2 fun/funny/inspiringThursday, November 29, 2012
  36. 36. ONE 1 involving brand directlyThursday, November 29, 2012
  37. 37. ONE 1 share from another pageThursday, November 29, 2012
  38. 38. ONE! 1 recognizing volunteers/donors/ customers directlyThursday, November 29, 2012
  39. 39. Other social networks Twitter, Pinterest, Google+ and RedditThursday, November 29, 2012
  40. 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. 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. 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. 43. Best Practice for using MyspaceThursday, November 29, 2012
  44. 44. Important: Once a culture of sharing has been established, THEN bring in asking for sales/donationsThursday, November 29, 2012
  45. 45. Successes and Dangers: Old Spice, Greenpeace, McDonalds, Pepsi Refresh Aviva Community fund http://www.youtube.com/watch?v=owGykVbfgUEThursday, November 29, 2012
  46. 46. Summary: Foundations For Using Social Media to Create Social GoodThursday, November 29, 2012
  47. 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. 48. Thursday, November 29, 2012
  49. 49. Questions? @certainlysocial ryan@certainlysocial.com http://facebook.com/ryan80e http://facebook.com/certainlysocialcsmm http://certainlysocial.comThursday, November 29, 2012
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