Content Strategy & Social Media | by Robert Rosenthal | Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

Say What?Conteent

You Are The Future - Peter Drucker (d. 2005) “If you want to be interesting, be interested.”For internal purposes only.Photo: h.koppdelaney/Flickr 2

On Engagement - David Ogilvy

Strategy Is QueenContent Strategy Is Queen - Abigail Adams (sort of) 4

Why Content Strategy? “The main goal of content strategy is to use words and data to create unambiguous Rachel Lovinger content that supports meaningful, interactive experiences.” “If you want to be interesting, Content Strategy: The Philosophy of Data (2007) be interested.”

Communicating Your MissionUse brand architecture to go from the abstract to the specific.

Mission, Purpose, Brand We’re not that different.

Mission, Purpose, Brand YOU ARE HERE

Tie Messaging to Brand VISION: A world where good prevails over evil. Luke, I need to tell you MISSION: We leverage mystical forces as part of a Universal something. alliance to protect peace and justice. POSITION: We want everyone to think of us as mysterious but ultimately helpful bad asses. OK, Obiwan, but stay on message. MESSAGING GUIDE: The Force (n.): Good way to describe our strange powers. Reminds folks we‟re channeling energies that exist all around us. Also: #TheForce SAMPLE MESSAGE: We‟re gathering. Join us 11/3 as we use #TheForce to destroy the #DeathStar. Good v evil! Pls RSVP: jed.is/KLT72 #shhhh

0 Audience & Positioning ALL OUR AUDIENCES VolunteerMatch is the Web’s largest volunteer engagement network, offering solutions to make it easier for individuals, nonprofits and companies to make a difference. make easier for individuals, nonprofits and companies to make a difference. CORPS, GOVT, MULTICHAPTER AGENCIES, VOLUNTEERS NONPROFITS NONPROFITS CAMPUSES WeWe make it make it easier We make it easier We make easier WeWe make it make it easier WeWe make it make it easier easier for you to for you to find a for your easiermanage to to manage easiermanage to to manage find a great place great place to organization to find successful successful to volunteer. volunteer. the volunteers you national volunteer community need. recruitment engagement programs. programs.

1 Audience & Segmenting Volunteer Nonprofit Multichapter Business/Govt/Sch MSM Policy Funders Nonprofit ool/CSR Press Media/Acad Makers emic Type of Consumer B2B Advocacy & Outreach Audience Web services Web Services What they It’s hard to It’s hard to It’s hard to Good CSR is hard to It’s hard to find info about important think find a good find a good help our do. volunteer trends. place to volunteer. chapters volunteer diversify recruitment Web home VolunteerMatch.org Social home Our Engaging VolunteeringIs N/A Facebook Volunteers.org CSR.org Page Twitter @volunteermatch @vm_solutions @volunteermatch Facebook Our Facebook Page LinkedIn VolunteerMatch at Linkedin VolunteerMat VolunteerMatch at Linkedin ch Solutions Sub Group

Your Responsibilities to Brand

StorytellingUse the basics of story to connect on a human level and sustain interest.

Story Is A Journey Photo: aepoc

Be The Change WORLD COMMUNITY My family CHANGE and friends ME

The Volunteer‟s Story Achievement “Saving the Obstacle Universe? Best thing I ever did!” “Whoa, Death StarInstigation ahead. Nevermind!” “This princess totally needs me!”

The Engager‟s Story Achievement “Great work, Obstacle Luke! Just two “Yup, this is more films to hard. But go!”Instigation remember the“She‟s Force thing?depending on Give it a shot.”you, Luke. Hey,how „bout a lightsaber?

Parts of Not Volunteer StoryStories the Programs I‟m a story! I‟m a program! Who’s more engaging?

Collecting & Curating the Experience Optimizing For Storytelling

Social Media Sharing SavingPhoto: Flickr/courosa

Determine the Need ConstituentsSaving SharingSocial Sharing Public

Improve Your Odds • Invest in cameras! Remind supporters to bring cameras. • Run photo/video/story contests • Send out surveys/polls • Engagers volunteers as reporters and shooters • Monitor channels for comments/testimonials • Remind supporters to use hashtags

Corralling Your Content Professional Videos Networks (Youtube) (LinkedIn) Social Events Networks (Eventbrite) (Facebook) Volunteer Micromedia Website/ lead sources (Twitter) Blog (Volunteer Match) 23

Website Commandments “Your Support page MUST have a range of options like donating, gifts in kind, and “You MUST have “The word volunteering.” a page dedicated volunteers MUST to volunteering… appear on your with links to your home page or social networks.” your website.” Jayne Cravens, Coyote Communications 24

How Much Is Too Frequent? 25

Creating Flexible Content • Make it easy for supporters to share. • Avoid cross-posting if you can. Follow specifications for different platforms. • Write messaging guides for everyone ahead of time. • Include links to photos, graphics or videos for preview and recap. • Remember: It’s not collected until it’s archived. 26

Bringing It TogetherSocial Content & The 3 Rs of Volunteer Engagement

3 R‟s In Action Friend Recognize Recruit Coming back for more & telling others about it Work Family Retain

3 R‟s In Action Recognize, Recruit

3 R‟s In Action Recruit

3 R‟s In Action Recruit, Retain.

3 R‟s In Action Recognize

3 R‟s In Action Recruit

3 R‟s In Action Recruit, Recognize

Friends of Trees “If we can reach lots of people via social media those are part of the touches that contribute to turning volunteers out to our events” “While we dont understand the exact impacts on our other goals, we suspect only good things are coming from our social media efforts.” Jenny Bedell-Stiles Volunteer & Outreach Specialist Friends of Trees

Friends of Trees

3 R‟s In Action

Workshop!What‟s Your Social Media Content Strategy? 30 Minutes

Say What? Final Tips on Social Media & Content • As culture is changing, people want what you have. Be confident and proud. • To engage, be engaged first. • Let your brand guide your messaging. • It’s all about stories. Their story, your story, our story. • Don’t forget your website. It comes first. • Which platforms you use depend on what you intend to accomplish. There are differences. • Social media makes the 3 Rs easier.

Awesome Content ResourcesGeneral Content and Social Media Forum One www.forumone.comBeth Kanterwww.bethkanter.org Social Brite www.socialbrite.orgNTENwww.nten.org Specific to Volunteer EngagementSocial Media for Nonprofits Engaging Volunteers (VolunteerMatch)www.socialmedia4nonprofits.org www.EngagingVolunteers.orgBcause Coyote Communicationswww.bcausemedia.com www.coyotecommunications.comBig Duckwww.bigducknyc.com

Say What?Conteent

Content Strategy & Social Media | by Robert Rosenthal | Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

by VolunteerMatch on Jun 18, 2012

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Content Strategy & Social Media | by Robert Rosenthal | Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service Presentation Transcript

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