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Cl201 using social media to build community k medit


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Cl201 using social media to build community k medit

  1. 1. CL201 Using Social Media to Build Community
  2. 2. I’m Alexandra I do digital media, including social media, for NeighborWorks America
  3. 3. Goals for Today 1. Understand the value of communications planning 2. Evaluate if social media is right for your goals 3. Plan your next steps
  4. 4. Setting Expectations My goal is not to convert you all to using social media My goal is to help you understand the possibilities of social media usage in your community
  5. 5. Agenda Introductions • Part 1: Communications Planning • Part 2: Social Media Overview Break • Part 3: Making Decisions • Part 4: Planning session
  6. 6. Break into groups Hello my name is: 1. Your name 2. Where you’re from 3. Why you’re in this class
  7. 7. Part 1: Community engagement
  8. 8. What does community engagement look like in your neighborhood?
  9. 9. Engaging means two-way communication
  10. 10. Does your action plan have a communications plan for: – Starting the project – Continuing the project – Announcing completion of the project ?
  11. 11. Who do you need to reach to make your project successful? 1. Fill out the profile in your folder 2. Review profiles 3. How should you adjust communication to adjust for different people? 4. What do they have in common?
  12. 12. What actions should these people take as a result of your communications?
  13. 13. What is your communications strategy? What do you need to say? When do you need to say it? How will you spread the message?
  14. 14. Part 2: Social Media Overview Creative Commons license: Jason A. Howie
  15. 15. Time for Social Media Bingo! Creative Commons license: Darwin Bell
  16. 16. What is social media?
  17. 17. My definition of social media A two-way form of digital communication between: 1. Peers 2. People and organizations 3. People and government
  18. 18. The Social in Social Media Source: Neil Perkins, “What’s Next in Media” via SlideShare
  19. 19. Why is this so important?
  20. 20. People are more invested when their opinions and contributions are valued
  21. 21. How have you done outreach in the past? Have you used online tools?
  22. 22. Which of those tools enable two way communication? • • • • • Knocking on doors Posters Leaflets Telephone tree Local events Yes No
  23. 23. “Social media” doesn’t just mean Facebook and Twitter
  24. 24. Source: Creative Commons, Yoel Ben Avraham
  25. 25. Some tools are specifically for community engagement
  26. 26. What social media can do What social media can do • Enable real-time, two-way communication between neighbors • Help build momentum for change • Track progress or concerns on issues • Include people who are shy or physically disabled
  27. 27. Example Success: GivingTuesday Case study: Debra Askanse, The Power of the NetWork Weaver, slide 35
  28. 28. Example 2: NeighborWorks Week
  29. 29. NeighborWorks Week on Twitter
  30. 30. NWW Photo Contest 2013 75 photos entered 955 votes 263 new Facebook fans
  31. 31. Example 3: Community Interviews
  32. 32. Key Social Media Facts #1: Mobile is continuing to grow The number of people accessing the internet via a mobile phone has increased 60.3% to 818.4 million in the last two years. Creative Commons
  33. 33. Key Social Media Facts #2 Older users are getting into social media On Twitter the 55-64 year age bracket is the fastest growing demographic with 79% growth rate since 2012. The fastest growing demographic on Facebook’s and Google+ are the 45 to 54 year age bracket at 46% and 56% respectively. Source: GlobalWebIndex study via
  34. 34. It’s not just the kids ces/tgordonaarp.wmv
  35. 35. Who’s using what social media? Source: Pew Center for Internet Research, via DocStoc
  36. 36. Caution: Social media is not magic
  37. 37. Social media pitfalls Some things to keep in mind before getting started
  38. 38. Social media pitfall #1 It requires internet or a data plan - People with lower incomes are less likely to use most social media - When they do use it, it’s often on a mobile phone.
  39. 39. Social media pitfall #2 Social media doesn’t replace face-to-face interactions or shared experiences
  40. 40. Social media pitfall #3 • People need to be using it already for it to work – Don’t talk into the void – Join the party
  41. 41. “Communities already exist. Instead [of creating a new one], think about how you can help that community do what it wants to do.” Creative Commons
  42. 42. Social media pitfall #4 It only works if you’re working it! – You or someone on your team needs to monitor your social presence and be responsible for regular updates – Social outreach needs to be a part of your overall communications strategy
  43. 43. Part 3: Making Decisions
  44. 44. Let’s take a step back. Creative Commons license
  45. 45. What tools will actually for your project? work
  46. 46. Who are you trying to reach?
  47. 47. Source: Waggener Edstrom
  48. 48. The Social Media Funnel Copyright 2013 CommunityOrganizer2.0
  49. 49. Engagement and Trust It’s not about you
  50. 50. Engagement and Trust It’s about the community
  51. 51. Engagement and Trust Listen Participate in their conversations Involve them in the cause
  52. 52. Love your supporters – respond quickly
  53. 53. What actions should people take?
  54. 54. What tools will you use?
  55. 55. Select the tool(s) based on your goals Source: via Allyson Kapin “Which Social Media Platforms Are Worth Your Time and Energy?”
  56. 56. Select the tool(s) based on your audience Source: Pew Center for Internet Research, via DocStoc
  57. 57. Part 4: Planning time Creative Commons license
  58. 58. Get out your Communications Planning Worksheet List which tools match to which of your action plan communications needs
  59. 59. How will you divide your time?
  60. 60. Listen, Communicate, Create, Track Time on Social Media 15% 30% Listening Communicating 25% Creating/Experimenting 30% Tracking Source: Danielle Brigida, National Wildlife Fund, Portland NTI symposium
  61. 61. 1. Listening Tools Search hashtags and trending topics Google Alerts Comprehensive blog searches on topics or organization names More resources on
  62. 62. 2a. Communicating by participating Go to where your people are Join the discussions on your topic Balance your storytelling with responding to others
  63. 63. 2b. Communicating with effective messages A Attract attention People are flooded with information. Your message should attract attention quickly I Generate interest Get your audience to relate to and care about your message or issue. D Encourage a desire to respond Your communication needs to motivate and persuade people to act by convincing them that what you say is true and important. A Prompt action Recommend a clear, specific action and be sure it is something your audiences feel they are able to do. Source: Adapted from: Kingham, T. & Coe, J. (2005) The Good Campaigns Guide: Campaigning for Impact, NCVO Publications, London.
  64. 64. 3a. Experiment with Messaging What messages work well? -Are you sure? Did you test them? -Do some groups of people respond differently?
  65. 65. Experiment with Messaging: Example Oxfam International wanted to create a message that would encourage people to pressure their governments to invest in education in developing countries. "Basic education helps break the cycle of poverty“ Vs. "Education is every child's right" Source: Message in a Box Tactical Tech
  66. 66. Group huddle: practice your core messaging
  67. 67. 3b. Communicating experiments Try posting similar messages at different times of day or different days in the week Try slight changes to your message depending on the tool you are using to distribute the information (Twitter vs. Facebook vs. flyers vs. blog)
  68. 68. Listen, Communicate, Create, Track Time on Social Media We are here 15% 30% Listening Communicating 25% Creating/Experimenting 30% Tracking Source: Danielle Brigida, National Wildlife Fund, Portland NTI symposium
  69. 69. 4. Tracking Twitonomy TweetReach Facebook Insights Internal metrics Hootsuite
  70. 70. Criteria for effective social media 1. 2. 3. 4. 5. Frequent posts Posts promote core business activity Posts thank partners Post engage followers Channel shows regular growth
  71. 71. Effective social media 1. Frequent posts: Posts should occur at least twice a week Ideally: • Once/day for Facebook • 2-3 times/day for Twitter
  72. 72. Effective social media 2. Promotion Posts should mention what your cause will offer the community Why? • Show your cause/organization’s value
  73. 73. Effective social media 3. Partners Posts should acknowledge/thank partners and funders – build the relationship online and offline
  74. 74. Effective social media 4. Engagement Proof of audience through a like, comment, retweets, mentions, etc.
  75. 75. Effective social media 5. Growth Number of followers should increase regularly Tip: Growth may be slow until you hit a critical mass. It will relate closely to how often and how well you use social media.
  76. 76. Final section: Recap and closing thoughts
  77. 77. Sample Plan: Pocket Parks in St. Paul, MN
  78. 78. Goals for today – How did we do? 1. Understand the value of communications planning 2. Evaluate if social media is right for your goals 3. Plan your next steps
  79. 79. How can we make time for social media?
  80. 80. Good luck! Send me any questions at: Follow NeighborWorks America social media on:
  81. 81. Further Reading/Resources Online Resources • NTEN – • Beth Kanter – • Debra Askanase – Books • Social Tech Symposium – • The Networked Nonprofit • Measuring the Networked Nonprofit