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Socialmediastrategy ead iworkshopjun2012
 

Socialmediastrategy ead iworkshopjun2012

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    Socialmediastrategy ead iworkshopjun2012 Socialmediastrategy ead iworkshopjun2012 Presentation Transcript

    • Social Media Strategy: Produced by Tony Roberts for EADI based on original presentation Created by Vanessa and Colin Rhinesmith and shared on Slideshare This presentation is licensed by Tony Robertsunder a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.
    • Table of Contents: Introductions Learning Objectives & Expectations Your Existing Strategies Social Media Strategy Overview Social Media Best Practices Next Steps Resources
    • [Introductions]
    • Learning Objectives: To share experience, knowledge & skills To think critically about strategy, aims, analysts and tools To be able to develop a social media strategy for a development research organisation To understand how nonprofits can use technology to raise awareness, market services, and build community To be able to provide informed advice on social media best practices and implementatio To know how to access other resources
    • Critical Path: To develop a social media strategy we must first know the organisations overall vision, aims, objectives, goals What is the goal of social media in our organisation: thought-leadership, sales, profile, branding, advocacy? Who is the intended audience(s)? What is the key message? How will we know success?
    • Recommendations: Develop an integrated marketing and communication strategy (that includes social media specific strategy) Assess current client demographics, communication needs, and opinions through paper, phone, & survey Establish cohesive and consistent messaging that is audience specific and can span across various channels Implement social media tools as appropriate – based on resources available and survey data
    • Before You Begin:It’s tempting to jump right into socialmedia and set up a myriad of accounts,but before you begin be sure to: Determine your organization’s goals Develop a communications plan Know how to reach your audience
    • Where Does Social MediaFit in Your Strategy?Sequence of Execution:  Review your organization’s mission  Develop a message (i.e., communications strategy) that supports your organization’s mission  Identify your target audience  Determine how social media will support your communications strategy  Create consistent – not overwhelming – messaging across all communication channelsThe Four R’s:  Receive feedback from your community/members/audience  Review all feedback  Revise your marketing communications (including social media) strategies based on the needs of the community  Re-implement or adjust your strategy
    • [Getting Started with Social Media]
    • Lurking: Listen Before You Engage  Cultural Sensitivity: Listen and learn about your intended audiences culture before you engage with them  Add Value: Contribute to the community by providing resources that the community has reason to value – use bit.ly  Go where your community is Use the tools the community uses  Establish a listening post Streamline your content production Tweetdeck – Google Reader – bookmarklets
    • Survey the market Surveys are a quick and easy way to learn more about your community. Especially useful if you already have a database of email contacts, they provide valuable information prior to the creation of a social media strategy. Survey Monkey http://surveymonkey.com  Basic: Free (100 responses per survey)  Monthly Pro: $25/m. (1000/mo.)  Annual Pro: $250/year (unlimited)
    • Image courtesy of fredcavazza available on Flickr under a Creative Commons license
    • [The Audience]
    • Audience: It’s easy to get caught up in what you want to communicate, but be sure to first identify your audience – it starts with them Write out the type of audience or audiences that you want to focus on:  What are their key characteristics?  What are their communication preferences and informational needs? Some universal tips for developing and maintaining an audience regardless of what kind of media you make on the web:
    • Universal Tips &Questions: Be patient, communicating takes time. Think about what makes your organization different from others – your USP What do people say about you? What advantages does your org have? How can you emphasize these advantages and differences to your audience? How will your target audience respond to different forms of communication? Remember your goals; make sure they fit!
    • [The Message]
    • What Is Your Message? Tips for Defining Your Organization’s Message:  Review your organization’s mission and objectives  What are the key characteristics of your organization, your mission and organization’s primary purposed?  Identify what you want others to think of when they think about your organization  Determine if your message differs based on the intended audience[Slide by Vanessa Rhinesmithhttp://vanessarhinesmith.com]  Make a bulleted list of the top three to five most important message items and share them with everyone in your organization  Your message should be considered whenever you’re talking about your organization, whether your talking to donors or writing up a press release or drafting a grant proposal
    • What Is Your Message? Tips for Defining Your Organization’s Message:  Review your organization’s mission and objectives  What are the key characteristics of your organization, your mission and organization’s primary purposed?  Identify what you want others to think of when they think about your organization  Determine if your message differs based on the intended audience[Slide by Vanessa Rhinesmithhttp://vanessarhinesmith.com]  Make a bulleted list of the top three to five most important message items and share them with everyone in your organization  Your message should be considered whenever you’re talking about your organization, whether your talking to donors or writing up a press release or drafting a grant proposal
    • [The Means]
    • Are You in Control of YourDigital Identity?You, and only you, should be in control of yourorganization’s online reputation. Here’s a few tips to helpyou maintain control of your web presence: What does the web say about you? Be sure to do a basic Google search to see what conversation have already taken place or are taking place as we speak How to take control? Search Google daily, better yet, set up daily Google Alerts (containing your organization’s name) and have these alert delivered to your email each day Are you part of the conversation? If someone else is talking about you, your organization and/or your cause, then you should be open to joining the conversation (i.e., contributing to a blog or forum) How to make the web work for you? Having a solid, updated website with a blog is a great place to start
    • [Best Practices]An Overview of Social Media Best Practices and Implementation Recommendations
    • [Blogging]
    • Wordpress.com
    • Best Practices: Blogging Set up a blog at Wordpress.com http://wordpress.com/ or Blogger.com https://www.blogger.com/start Share the link to your blog on your website as well as affiliated websites Wordpress and Blogger will give you an RSS feed that can be used by your readers Keep stories short – and current Not used to writing via the web? Read “Writing for the Web”, Poynter Institute: http://www.poynter.org/content/content_view.asp?id=35
    • Best Practices: Blogging Voice. Pick a voice that is unique, interesting and reflective of your organization Links. Be sure to link to other organizations, articles or bloggers Tip: When setting up outbound links be sure to set the links to be opened in a new window Create a conversation. Invite and encourage conversation by posing a question at the end of a post and/or replying to comments in the post’s comment field
    • Blogger Outreach:  Do comment on other blogs as much as you have the time to do so (caveat remember quality over quantity)  Do contribute to the conversation by offering a unique perspective or information  Do find a couple of blogs you respect that are specific to the issue and read as well as comment frequently  Don’t evangelize your own mission, commenting is about collaborating and welcoming a conversation  Don’t take a defensive tone, even if you don’t agree with[Slide by Vanessa Rhinesmith what is being stated there are productive ways to contributehttp://vanessarhinesmith.com]  Don’t use the comment field as a marketing opportunity, valuable comments and insightful point of views is more powerful than any marketing pitch
    • [Twitter]
    •  Click to edit Master text styles  Second level  Third level  Fourth level  Fifth level
    • Best Practices: Twitter5 Easy Things To Do Daily: Check most recent @replies Review latest conversation thread Join the conversation, for example:  Share a link  Post an event  Respond to a comment Search for keyword-based conversations Chat with your community (not at them)
    • Twitter Tips for Following:It’s easy to want to follow everyone and build up a largecommunity, but quantity does not necessarily mean quality.Before you follow, review the user’s: Bio section. Is it complete? Website link. Does their website/blog look reputable? Following to follower ratio. Do they have roughly the same number (or more) of followers in comparison to the number of people they follow? Tweets. Are they offer valuable information or dialogue? Would you want to be apart of their community or would you want them to be a part of yours? Red Flag: Users who follow a high number of people (in comparison to followers) are usually spammers YOU MUST FOLLOW 50-100 people to assess value
    • Tips for Creating Content:  Promote and talk about the issue, and  Listen to community concerns  Share and comment on their stories  Share expertise and information  Establish reputation and expertise  Focus on a call to action, including:  Announce events  Prose questions to the community  Options for volunteer involvement  70-20-10 Engagement Model:  70% sharing other voices, opinions and tools  20% responding, connecting, collaboration and co-creation  10% promoting and/or chit-chatting[70-20-10 Engagement Model courtesy of David Dombrosky’s presentation SocialMedia And Social Networks From Experiment To Strategyhttp://tinyurl.com/yzz6xre]
    • Tips for Having aConversation: @ Reply: a comment or reply to a specific user. To do: start with @username - and insert comment specific to that user Re-tweet (RT): a comment tweeted by another user, but you would like to share. To do: start with or include RT @username - and then the users comment that youd like to share Direct Message (DM): a private message between two users, but you must be following one another for the functionality to be enabled @ Reply v. Direct Message: to many (public), to one (private)
    • Tip: Download TweetDeck Download TweetDeck http://www.tweetdeck.com/beta/ Its easy to use Helps you make Twitter more time efficient and manageable Customizable columns make it easier to follow the conversation and keep track of conversations Savable search functionality let’s you stay aware of conversations that contain keywords specific to your needs PC and Mac compatible, also an iPhone version available for quick mobile use
    • TweetDeck:
    • [Facebook]
    • Best Practices: Facebook Set-up a FacebookPage:  Provides analytics  Enables Fans to share your content with their Facebook friends Allow fans/supporters to create Groups Use Events to generate visibility Use Causes for donations or visibility Additional Tips:  Profiles are for People  Use Groups for Controlled Membership  Use Events to Generate Attendance
    • Multimedia Tips: Tagging. Whether writing a blog post, posting a picture or uploading a video be sure to tag (keywords specific to the content of the piece) Play with podcasts. Check out easy-to-use platforms like libsync.com and BlogTalkRadio Take it up a notch. Audacity is a free and user- friendly audio editing platform Share your photos. Post your organization’s photos at Flickr and share by setting up a quick photo gallery to share on your website or blog Need to tweak those images? GIMP offers easy (and free) image editing software
    • Multimedia Tips: Tagging. Whether writing a blog post, posting a picture or uploading a video be sure to tag (keywords specific to the content of the piece) Play with podcasts. Check out easy-to-use platforms like libsync.com and BlogTalkRadio Take it up a notch. Audacity is a free and user- friendly audio editing platform Share your photos. Post your organization’s photos at Flickr and share by setting up a quick photo gallery to share on your website or blog Need to tweak those images? GIMP offers easy (and free) image editing softwarePut Twitter/Facebook buttons on your siteshttps://www.addthis.com/get/sharing#.T_NgmUilgUQ
    • [YouTube]
    • Best Practices: YouTube Set-up a non-profit channel http://www.youtube.com/nonprofits Buy a Flip Mino video camera Produce member video spotlights Upload to YouTube and share on your website or social network (Facebook, Twitter, etc.) Make time to respond to comments Tag your videos with keywords
    • [Next Steps]Measuring Success & Sample Work Flow
    • Strategy Management Determine who will manage your online identity and accounts:  Executive staff  Marketing department  Younger staff members Determine time and resources available to spend on social media activities Establish internal policies and procedures around social media use that are agreed upon by the organization Develop user guidelines that state your expectations when others comment and what you as an organization deem appropriate as well as inappropriate
    • Measure Success Set up Google Analytics for your website as well as other types of analytics for your blog and other social media service to measure traffic to your content Examples:  FacebookPage http://www.facebook.com/advertising/?pages  Bit.ly (URL shortner) http://bit.ly/ that tracks link analytics  Google Analytics http://www.google.com/analytics/
    • Sample Social Media Workflow:  Step 1: Publish an editorial, personal story or research piece to website or blog  Step 2: Shorten the link to the published piece using Bit.ly http://bit.ly/  Step 3: Share the shorten link on Twitter  Step 4: Share the link on Facebook  Step 5: Measure success using Bit.ly, FacebookBeware of Automation: Insights, or Google Analytics Cross posting between  Step 6: Note any lessons learned (i.e., was it your blog, Twitter and viewed more on Twitter or on Facebook? Was Facebook might seem the topic interesting to your online community? easy, be sure to treat each Was it re-tweeted or shared by others on space separately. Online Facebook or blogged about) users do not like automated content and are quick to call out offenders.
    • Step 1: Publish Your Story l
    • Step 2: Use Bit.ly toShorten URL
    • Step 3: Share Link onTwitter
    • Step 3 1/2: Share Link onFacebook
    • Step 4: Measure Success(Bit.ly)
    • Step 4: Measure Success(Facebook)
    • Step 4: Measure Success (Google)http://www.google.com/analytics/
    • Next Steps:Options: Create a Social Media Strategy Learn How to Measure Success Develop Policy and Procedures Attend a Class at EADI Play! Setup a Personal Account Connect to Friends, Family & Colleagues Take Time to Become Familiar with Tools
    • Next Steps:Options: Create a Social Media Strategy Learn How to Measure Success Develop Policy and Procedures Attend a Class at EADI Play! Setup a Personal Account Connect to Friends, Family & Colleagues Take Time to Become Familiar with Tools
    • What Are Your Next Steps? Please take 5-10 minutes to think about 1-3 solid next steps that you will take. Share your next steps with your partner and be prepared to share them with the group.
    • Conclusion: Remember that blogs, social networks andother social media platforms are just tools – andtools are only as good as their users:  Take your time learning how to use the tools effectively  Identify which tools work for you and the needs of your organization  Respect your capacity and the resource/time capacity of your organization  Be flexible and adapt to the tools that are the most valuable to your community members and intended audience(s)
    • [Resources]
    • Resources:Non-Profit Social Media Workbookhttp://www.idealware.org/reports/nonprofit-social-media-policy-workbookSocial Media Guide for Non-Profits – http://nonprofitsorgs.wordpress.com/Web Analyticshttp://en.wikipedia.org/wiki/Web_analyticsGoogle Analyticshttp://www.google.com/analytics/Facebook Insightshttp://mashable.com/2010/09/03/facebook-insights-guide/Bit.ly short URLs are customisablebit.lyAdd This: social media buttonshttps://www.addthis.com/get/sharing#.T_NgmUilgUQ
    • Resources:Social Media Strategy 101:http://www.slideshare.net/billyfischer/developing-a-socialSocial Content Strategy: Beth Kanterhttp://beth.typepad.com/beths_blog/2009/11/wearemediWhat Employers Really Think About SocialMedia Usehttp://mashable.com/2012/06/10/employer-social-media/What you Klout Score Really Meanshttp://www.wired.com/business/2012/04/ff_klout/Web Analyticshttp://en.wikipedia.org/wiki/Web_analyticsDo dod
    • Resources:What Does a Social Media Strategy Look Like?http://blog.coherentia.com/index.php/2010/07/what-does-a-social-mA Social Media Strategy Examplehttp://kathyknorr.wordpress.com/social-media-strategy-examples/Return On Investment Calculator for Social Networkinghttp://www.frogloop.com/social-network-calculatorThe ROI of Social Mediahttp://nten.org/blog/2008/01/11/the-roi-of-social-mediaMedia Trust Tipshttp://resources.mediatrust.org/Social Media strategist blog: Beth Kanterhttp://beth.typepad.com/beths_blog/2008/11/your-organizations-socStep-by-Step: How to Set Up A Nonprofit Listening Posthttp://beth.typepad.com/beths_blog/2008/12/stepbystep-how-to-setMashable on Social Media Strategyhttp://mashable.com/follow/topics/social-media-strategy/
    • Thank you! Tony Roberts, ICT4D Centre Royal Holloway, University of London Contact me: tonyroberts@hotmail.comTwitter https://twitter.com/phat_controllerFacebook http://www.facebook.com/phat.controllerWordpress http://laptopburns.wordpress.com/Linked-In http://www.linkedin.com/pub/tony-roberts/1/514/98bFlickr http://www.flickr.com/photos/tonyroberts/Delicious http://www.delicious.com/stacks/phat_controllerYouTube http://www.youtube.com/roberts56tonySlideshare http://www.slideshare.net/tonyrobertsBased on an original presentation given by Colin RhinesmithLicense = creative commons share alike 3.0