Essential Steps To Promoting Humanism and BuildingCommunity Through Social Media and Your Website
What To Expect       The Power of                        How Website &       Social Media                         Social M...
Intro - Websites & Social Media Works    Google Search [social media humanism]    AHA    From GETTING REAL Article        ...
Intro - Being Part Of A Movement - Tribes     Movement Marketing     • New Trend – Use Principles For Social Movement     ...
Intro - Becoming Part Of A Movement - Tribes     Tribes – Ordinary People Have The     Power To Make Change Happen        ...
Intro – The Power of New Media       Printing       Press -             • Changed The World - One Way Communication       ...
Possible Tactics/Tools    Many Ways Of Building & Expanding     Community To Support & Expand     Humanism Personal       ...
Possible Tactics/Tools    Home Base: Website    • Primary content to accomplish Mission & goals.    • Calls to action.    ...
Possible Tactics/Tools 2         Social Media Map: SEM Consultation For Download                Terry Plank - www.SEMConsu...
Possible Tactics/Tools 3    Graphic View Of Interconnectedness                              Blog    Slideshare        YouT...
Tactics/Tools - Website                       • Collection of interconnected pages of                         information ...
Tactics/Tools – Social Press: Blogs                          • Personal journals that have expanded to                    ...
Tactics/Tools - Social Press: Blogs 2                          •   Majority Women                          •   ½ Aged 18-3...
Tactics/Tools - Social Networks                               • Launched 2004, 845 Million Active                         ...
Tactics/Tools - Social Networks 2    Examples     •   Facebook Personal: Terry     •   Facebook Business: AHA     •   Goog...
Tactics/Tools - Microblogging: Twitter                             • A real-time information network where                ...
Tactics/Tools - Video & Photo Sharing                              • YouTube: Launched 2005 - 800                         ...
Tactics/Tools - Social Bookmarking & News                           • Tactics/Tools for organizing, storing,              ...
Tactics/Tools - Podcasts    Definition     • An episodic series of audio files you can subscribe to, download       throug...
Tactics/Tools - Others    Other Platforms     • Social Wikis     • Lifecasting     • Forums     • Groups (in Facebook & Li...
Tactics/Tools - Most Used By %              Terry Plank - www.SEMConsultation.com   21
Tactics/Tools - Demographics     Social Media Infographic                      Terry Plank - www.SEMConsultation.com   22
Planning - State Why You Exist, Your Mission     The Mission Statement – Your Purpose     • Based on specific goals & audi...
Planning - State Why You Exist, Your Mission     Examples: Mission Of Organization      • AHA - The mission of the America...
Planning - State Why You Exist, Your Mission     Example: Purposes Of A Local Humanist Chapter     by Joseph Sommer – On A...
Planning - Strategy To Accomplish Mission     Establish A Chapter & A Member Overall     Strategy (Plan) To Fulfill Your M...
Planning - Goals - What Want To Accomplish    Establish Your Goals     • What do you want to accomplish?    Examples     •...
Planning - Strategies For Each Goal     Each Goal Has Specific Actions, Strategies     • What are the specific strategies ...
Planning - Know Your Audiences    Know Your Target Audiences - Who You    Are Trying To Reach     • Major Demographics    ...
Planning - Know Your Audiences 2      • Your Chapter Members          Group or Organization Members      • General Public...
Planning - Know Your Audiences 3      • Competitors – Those With Competing Goals         You are not the only one with a m...
Planning - Know Your Audiences 4    Examples    Example:     • Demographics: Gen Y through Baby Boomers; Male & Female;   ...
Planning - Content For Various Tactics/Tools     Consider Possible Elements & Content     For Your Tactics/Tools     • Wha...
Planning - Make Sure Content Is Found     Consider Keyword Phrases That     Determine Findability & Traffic For     Websit...
Planning - Make Sure Content Is Found 2         • Keyword Phrases Placement – Optimizing For           Relevance          ...
Planning - Make Sure Content Is Found 3    Keyword Discovery Process     • Principles      •   Phrases Searched By Target ...
Planning - Make Sure Content Is Found 4       • Search Process: Website, Blog & Each Tool           Important Words In Th...
Planning - Make Sure Content Is Found 5    Keyword Discovery Process       •AHA HTML Keywords Content       •International...
Planning - Make Sure Content Is Found 6     AHA Keyword Examples (From Website)    atheism                     humanism ma...
Planning – Establish Overall Strategy    Follow Steps For Chapter Or Organization                          • Do Initial Li...
Planning – Establish Overall Strategy    Follow Steps For Chapter Or Organization                           • On Overall S...
Planning – Establish Overall Strategy    Follow Steps For Chapter Or Organization                          • Do Initial Li...
Planning – Establish Overall Strategy    Follow Steps For Chapter Or Organization                           • On Overall S...
Final Thoughts                         • To View PowerPoint Presentation: Download      Review               Presentation ...
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American Humanist Association Workshop

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Essential Steps To Promoting Humanism and Building Community Through Websites & Social Media

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  • The primary way search engines and platforms determine if they should present your content to searchers is by knowing that your content is relevant to their search, keyword phrases is how you tell them.
  • Transcript of "American Humanist Association Workshop"

    1. 1. Essential Steps To Promoting Humanism and BuildingCommunity Through Social Media and Your Website
    2. 2. What To Expect The Power of How Website & Social Media Social Media Interact How To Key Tools Develop An Demographics Overall & & Uses Specific Plan Accessible Online, Including The PowerPoint Presentation Terry Plank - www.SEMConsultation.com 2
    3. 3. Intro - Websites & Social Media Works Google Search [social media humanism] AHA From GETTING REAL Article by Brian Trent, The Humanist Michael Shermer, Skeptics Society Executive Director “Social media has been huge for us. The movement has grown and the activities of so many skeptical groups has helped legitimize it into more mainstream circles.” Dr. Steven Novella, Yale University School of Medicine, Skeptic’s Guide to the Universe “Social media has been so successful for us, but a lot of our foes are well funded and have PR machines. Social media has leveled the field.” Terry Plank - www.SEMConsultation.com 3
    4. 4. Intro - Being Part Of A Movement - Tribes Movement Marketing • New Trend – Use Principles For Social Movement • “Movement Marketing is aligning with an idea(s) and building multiplatform communications around this idea so that passionate advocates can belong, rally, engage and bring about change.” Based on Wikipedia, Movement Marketing • Wikipedia Article - Forbes Article – Uprising • TED Talks • How To Start A Movement - Tribes We Lead - Tribal Leadership • Use Principles For Social Movements Terry Plank - www.SEMConsultation.com 4
    5. 5. Intro - Becoming Part Of A Movement - Tribes Tribes – Ordinary People Have The Power To Make Change Happen Brings Change Tell A Story Lead A Connect A Movement Tribe Terry Plank - www.SEMConsultation.com 5
    6. 6. Intro – The Power of New Media Printing Press - • Changed The World - One Way Communication - Top Down Telegraph - Radio -TV • Changed The World - Two Way - Group Internet: Communication - Bottom Up • Everyone a publisher, commentator, expert, critic. Web - • Reach is Global. • Knowledge Can Expand Globally. Social • Local & Global Humanist Community can be expanded, deepened & broadened. Media Terry Plank - www.SEMConsultation.com 6
    7. 7. Possible Tactics/Tools Many Ways Of Building & Expanding Community To Support & Expand Humanism Personal Communication • Meetings - Face to Face - Phone - Skype Social Media: Printed Outposts Material Web or Blog: Home Base Terry Plank - www.SEMConsultation.com 7
    8. 8. Possible Tactics/Tools Home Base: Website • Primary content to accomplish Mission & goals. • Calls to action. • Place to expand Social Media content and interactions. Outposts: Social Media • Communicate & feed back to home base. • Support Chapter and member goals. • Don’t think of as add-ons or stand-alone Tactics/Tools; you need a separate strategy for each, integrated to your total outreach. • Are force multipliers = tool which makes a given force (website) more effective than it would be without it. Possible Strategies For Tools • Uses Of Tools Worksheet (Website & Social Media) Terry Plank - www.SEMConsultation.com 8
    9. 9. Possible Tactics/Tools 2 Social Media Map: SEM Consultation For Download Terry Plank - www.SEMConsultation.com 9
    10. 10. Possible Tactics/Tools 3 Graphic View Of Interconnectedness Blog Slideshare YouTube Social Bookmarking Delicious, Sphinn, Re Picasa, ddit, Digg, Stumbleup Flicker on, FriendFeed, Wiki pedia Website &/or LinkedIn Blog Others: Social Wikis, Lifecasting, Social FaceBook Couponing, Social Search, Mobile Podcasting Google + Twitter Terry Plank - www.SEMConsultation.com 10
    11. 11. Tactics/Tools - Website • Collection of interconnected pages of information that are indexable by search engines and searchable. Definition • Text - Links - Graphics - Video - Audio - Flash/Animation - Contact & Inquiry Forms - Social Media Connections & Promotions - Analytics Available • 8.86 Billion Pages Statistics • 615 Million Web Sites • www.worldwidewebsize.com/ www.howmanyarethere.org/ • AHA Examples • Humanist Fellowship of San Diego • SEMC Resources: US - International Terry Plank - www.SEMConsultation.com 11
    12. 12. Tactics/Tools – Social Press: Blogs • Personal journals that have expanded to commentary on particular subjects and advertising used by organizations. • Includes similar elements to websites: text, graphics etc. Blog • More personal, a human face. Definition • Interactive, a form of social networking. • Broader in content than website. • Has more current and updated content than a website. • Easier to create new content and publish. • 181 Million Blogs Statistics • 6.7 Million Blogging Websites • 12 Million Blogging On Social Networks Terry Plank - www.SEMConsultation.com 12
    13. 13. Tactics/Tools - Social Press: Blogs 2 • Majority Women • ½ Aged 18-34 • 7 Out of 10 College Demo- • 54% Parents with Kids Under 18 • Active On Variety of Social Platforms graphics • 3 of the top 10 Networking sites: Blogger, WordPress, Tumblr = 80+ million unique visitors • Rant & Reason Examples • Happiness Through Humanism Terry Plank - www.SEMConsultation.com 13
    14. 14. Tactics/Tools - Social Networks • Launched 2004, 845 Million Active Users Facebook • Personal Profile Page • Business/Organization Page • Friends, likes, photos, video, groups, ap s, links, life events, personal info, • Launched June 2011 • 90 Million Unique Visitors • Google + • Personal Profile Business/Organization Page • Plus+, Circles, Hangouts, photos, video , personal info, links • Business Related Network Linkedin • 150 Million Registered Users • Applications, Groups, Job Listing Terry Plank - www.SEMConsultation.com 14
    15. 15. Tactics/Tools - Social Networks 2 Examples • Facebook Personal: Terry • Facebook Business: AHA • Google+: Terry • Google+ Business: AHA • LinkedIn Personal Profile: Maggie Ardiente • LinkedIn Groups: RDawkins, AH Terry Plank - www.SEMConsultation.com 15
    16. 16. Tactics/Tools - Microblogging: Twitter • A real-time information network where you can post & send content of up to 140 characters to followers & also Twitter follow others tweet postings. Definition • Can have multiple accounts. • Photos, Video, Discovery (popular stories) Statistics • 127 Million Active Users • @mbhumanist Examples • @americnhumanist Terry Plank - www.SEMConsultation.com 16
    17. 17. Tactics/Tools - Video & Photo Sharing • YouTube: Launched 2005 - 800 Million Subscribers - 72 hrs Video uploaded each min. Sharing • Vimeo • Networking Sites like Facebook etc. • Picassa Photo • Flicker Sharing • Networking Sites: Facebook etc. • Youtube: AHA Examples • Vimeo: AHA • Flickr: AHA Terry Plank - www.SEMConsultation.com 17
    18. 18. Tactics/Tools - Social Bookmarking & News • Tactics/Tools for organizing, storing, managing and searching online Definition resources; it’s saving on web and tagging for later. • Websites, Blog Posts & Articles • Pinterest Major • Digg: 4.6 Million • Delicious Bookmarking • Reddit: 5.5 Million Tactics/Tools • Sphinn • Stumbleupon • Pinterest: Terry - Humanism Search Examples • Digg Terry Plank - www.SEMConsultation.com 18
    19. 19. Tactics/Tools - Podcasts Definition • An episodic series of audio files you can subscribe to, download through syndication or streamed online to a computer or mobile device; from "broadcast" + "pod", Examples • Humanist Hour • Skepticality • SEMC Podcast List Terry Plank - www.SEMConsultation.com 19
    20. 20. Tactics/Tools - Others Other Platforms • Social Wikis • Lifecasting • Forums • Groups (in Facebook & LinkedIn) • Social Couponing • Social Search • Mobile • Document Sharing and Collaboration: Google Docs , Dropbox • Local Event Websites: Meetup, Eventful, Yahoo Upcoming, Hotlist, Yelp • Fundraising and Advocacy Through Social Media: Causes, Jumo, Chipin, Change, Globalgiving Terry Plank - www.SEMConsultation.com 20
    21. 21. Tactics/Tools - Most Used By % Terry Plank - www.SEMConsultation.com 21
    22. 22. Tactics/Tools - Demographics Social Media Infographic Terry Plank - www.SEMConsultation.com 22
    23. 23. Planning - State Why You Exist, Your Mission The Mission Statement – Your Purpose • Based on specific goals & audiences, a mission statement is a clear statement of why you exist and the framework for your strategy. • Guides The Actions Of The Organization • Spells Out Its Overall Purpose • Provides A Path • Guides Decision-making Terry Plank - www.SEMConsultation.com 23
    24. 24. Planning - State Why You Exist, Your Mission Examples: Mission Of Organization • AHA - The mission of the American Humanist Association is to be a clear, democratic voice for Humanism in the United States, to increase public awareness and acceptance of Humanism, to establish, protect and promote the position of Humanists in our society, and to develop and advance Humanist thought and action. • JREF - Our mission is to promote critical thinking by reaching out to the public and media with reliable information about paranormal and supernatural ideas so widespread in our society today. • THE SKEPTICS SOCIETY is a scientific and educational organization of leading scientists, scholars, investigative journalists, historians, professors and teachers. Our mission is to investigate and provide a sound scientific viewpoint on claims of the paranormal, pseudoscience, fringe groups, cults and claims between: science, pseudoscience, junk science, voodoo science, pathological science, bad science, non science and plain old nonsense. Terry Plank - www.SEMConsultation.com 24
    25. 25. Planning - State Why You Exist, Your Mission Example: Purposes Of A Local Humanist Chapter by Joseph Sommer – On AHA Website • Be a Social support for members and friends of the group. • Educate the public about the Humanist alternative to religious philosophies. • Help members grow in their understanding and appreciation of Humanism. • Work with other organizations in areas where they have common concerns. Stated As A Mission Statement Our mission is to be a social support to members and friends, to help our members grow in their understanding of Humanism, to work with other like- minded organizations to educate the public about humanist alternatives, & to educate the public about the Humanist alternative to religious philosophies. Terry Plank - www.SEMConsultation.com 25
    26. 26. Planning - Strategy To Accomplish Mission Establish A Chapter & A Member Overall Strategy (Plan) To Fulfill Your Mission • Goals: what you want to accomplish. • Audiences: who you want to reach. • Content & Targeted Keyword Phrases: what you use to reach audiences and accomplish goals. • Tactics/Tools: where & how you include the Content. Terry Plank - www.SEMConsultation.com 26
    27. 27. Planning - Goals - What Want To Accomplish Establish Your Goals • What do you want to accomplish? Examples • To support members and friends of the group. • To educate public about the Humanist alternative to religious philosophies. • To help members grow in their understanding and appreciation of Humanism. • To work with other organizations in areas where they have common concerns. • Overall Strategy & Goal Worksheets - Template & AHA (Download From Page) Terry Plank - www.SEMConsultation.com 27
    28. 28. Planning - Strategies For Each Goal Each Goal Has Specific Actions, Strategies • What are the specific strategies chosen to accomplish each goal? Example For Goal To Educate Members About Humanism and Specific Issues • Curate Humanist Information • Broadcast News • Provide Humanist Resources • Promote Annual Conference • Sell AHA Products For Marketing • Connect Members To AHA Web & Social Media Terry Plank - www.SEMConsultation.com 28
    29. 29. Planning - Know Your Audiences Know Your Target Audiences - Who You Are Trying To Reach • Major Demographics • Age: • Silent Generation: (1925-1945) 67-87 • Baby Boomers: (1946-1965) 47-66 • Gen X: (1960-1980) 32-52 • Gen Y (1980-present) 1-32 • Gender • Race • Relationship Status • Go as granular as is helpful. Terry Plank - www.SEMConsultation.com 29
    30. 30. Planning - Know Your Audiences 2 • Your Chapter Members  Group or Organization Members • General Public Who Is Open To Learn or Who Are Searching For Truth • Allies – Those With Similar Goals You’re not alone, be support & be strengthened by those with similar goals & tactics. o Who has similar goals? o What is their message/content. How does ours differ or compliment? o How are they reaching our audience? What social networks are they using? o Where are they strong? Where are they missing? How can we shore up where they are not present? Terry Plank - www.SEMConsultation.com 30
    31. 31. Planning - Know Your Audiences 3 • Competitors – Those With Competing Goals You are not the only one with a message, goals & tactics. o Who is competing for our audiences? o What is their message/content? How does ours differ? o How are they reaching our audience? What social networks are they using? • How To Reach All Your Audiences  What social networks do they use?  What are their social habits?  How do we get noticed by them?  What messages/content do we need to reach and communicate with them to accomplish our Goals? Terry Plank - www.SEMConsultation.com 31
    32. 32. Planning - Know Your Audiences 4 Examples Example: • Demographics: Gen Y through Baby Boomers; Male & Female; Single & Married; Gay & Straight • AHA, Chapter Members, & General Public • Allies: SEMC List - US & International • Competitors: • Creationists • Racists • Anti-LGBT • Religious Ideologues & Religionists • Those Believing In The Paranormal & Supernatural • Alternative Philosophical Systems Terry Plank - www.SEMConsultation.com 32
    33. 33. Planning - Content For Various Tactics/Tools Consider Possible Elements & Content For Your Tactics/Tools • What might be the basic text Content areas? • What Programs might you use in your Website and in Social Media, like forums & response forms? • What Analytics might be helpful? • Example - AHA Overall Strategy & Goal Worksheets: Overall Strategy & Goal Worksheets- (Download And Use Overall Worksheet: Column G Terry Plank - www.SEMConsultation.com 33
    34. 34. Planning - Make Sure Content Is Found Consider Keyword Phrases That Determine Findability & Traffic For Websites & Social Media Platforms • Relevance • The search engines and Social Media platforms determine relevance from your keyword phrases. • Select for all your web pages, social media, and social interactions. Terry Plank - www.SEMConsultation.com 34
    35. 35. Planning - Make Sure Content Is Found 2 • Keyword Phrases Placement – Optimizing For Relevance  Website & Blog o Page Text o HTML Title and Description o Page File Names o Graphic Names o Keyword Usage Planning Form  Social Media Networks o All Posts/Sharing o Comments o Graphics and Video Terry Plank - www.SEMConsultation.com 35
    36. 36. Planning - Make Sure Content Is Found 3 Keyword Discovery Process • Principles • Phrases Searched By Target Audiences • Phrases Related to Content/Information/Goals • Locale If Relevant • 2-3 Keyword Phrases: Specificity • Target Phrases Unique To Specific Page/Post/Sharing • Organization Keyword Discovery Worksheet Terry Plank - www.SEMConsultation.com 36
    37. 37. Planning - Make Sure Content Is Found 4 • Search Process: Website, Blog & Each Tool  Important Words In The Content  What You Think Relevant  Friends & Group Members  Study Allies  Study Competitors  Search Google Terry Plank - www.SEMConsultation.com 37
    38. 38. Planning - Make Sure Content Is Found 5 Keyword Discovery Process •AHA HTML Keywords Content •International Humanist and Ethical Union Terry Plank - www.SEMConsultation.com 38
    39. 39. Planning - Make Sure Content Is Found 6 AHA Keyword Examples (From Website) atheism humanism magazine rational agnostic humanism reason atheist humanist activism religion equality humanist hour school prayer ethical humanist legal center secular ethics humanist magazine separation of church and euthanasia humanist state evolution humanistic skeptic feminism humanists skeptical feminist iheu social justice freethinker liberal the humanist freethought local groups gay rights morals [Note: Single keywords are glbt non-religious too broad for good godless philosophy findability in a keyword government positive outlook search. How would you homosexual rights progressive expand these for a better targeting?] Terry Plank - www.SEMConsultation.com 39
    40. 40. Planning – Establish Overall Strategy Follow Steps For Chapter Or Organization • Do Initial List of Goals, Audiences, Allies, Competitors, Content Categories, Keywords, Mission Step 1 Statement Initial Preparation Worksheet for Developing A Strategic Plan (Download From Page) • Transfer content of Initial Preparation to Overall Strategy & Goal Step 2 Worksheet Template & AHA Example (Download From Page) Terry Plank - www.SEMConsultation.com 40
    41. 41. Planning – Establish Overall Strategy Follow Steps For Chapter Or Organization • On Overall Strategy & Goal Worksheet downloaded above, fill in the separate Goal Specifics Worksheets with the relevant content from the Overall Worksheet. Step 3 • Set Strategies for each Goal in individual Specifics Worksheets. • Decide & add the Tools to use for each strategy. Uses Of Tools (Website & Social Media) Worksheet (Download From Page) • Fill in the Developing Strategic Plan. Website Development Or Social Media Development Step 4 for each Tactic/Tool. Use info from Step 2 & 3. (Download From Page) • Develop or update website, and/or set up Step 5 Social Media. • Optimize everything with targeted keywords Terry Plank - www.SEMConsultation.com 41
    42. 42. Planning – Establish Overall Strategy Follow Steps For Chapter Or Organization • Do Initial List of Goals, Audiences, Allies, Competitors, Content Categories, Keywords, Mission Step 1 Statement Initial Preparation Worksheet for Developing A Strategic Plan (Download From Page) • Transfer content of Initial Preparation to Overall Strategy & Goal Step 2 Worksheet Template & AHA Example (Download From Page) Terry Plank - www.SEMConsultation.com 42
    43. 43. Planning – Establish Overall Strategy Follow Steps For Chapter Or Organization • On Overall Strategy & Goal Worksheet downloaded above, fill in the separate Goal Specifics Worksheets with the relevant content from the Overall Worksheet. Step 3 • Set Strategies for each Goal in individual Specifics Worksheets. • Decide & add the Tools to use for each strategy. Uses Of Tools (Website & Social Media) Worksheet (Download From Page) • Fill in the Developing Strategic Plan. Website Development Or Social Media Development Step 4 for each Tactic/Tool. Use info from Step 2 & 3. (Download From Page) • Develop or update website, and/or set up Step 5 Social Media. • Optimize everything with targeted keywords Terry Plank - www.SEMConsultation.com 43
    44. 44. Final Thoughts • To View PowerPoint Presentation: Download Review Presentation - View On PowerPoint On Your Computer- If you don’t have PowerPoint Installed, Presentation Download PowerPoint Viewer • Social Media & Websites can assist in promoting Humanism like no other time in history. • As a local Chapter, you can not only serve the Recap needs of your members, you can assist them in their strategies to promote Humanism with the use of Social Media. • Initial Preparation Worksheet for Developing A Strategic Plan (Word Download) List Of • Overall Strategy & Goal Worksheets [AHA Example] (Excel Download) • Overall Strategy & Goal Worksheets [Template] (Excel Download) Major Links • Uses Of Tools (Website & Social Media) Worksheet (Excel Download) • Developing A Website Business Plan Worksheet (Word Download) • Developing a Strategic Social Media Platform Plan (Word Download) Terry Plank - www.SEMConsultation.com 44
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