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3Fold Communications Intro to Social Media Training


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This social media training was prepared for Sacramento's Nonprofit Resource Center on 6/23/09. The three hour training covers an introduction to social media, and specifically focuses on blogging, Twitter, Facebook, LinkedIn, MySpace, Delicious, Flickr and YouTube.

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3Fold Communications Intro to Social Media Training

  1. 2. A QUICK PEEK….
  2. 3. “ Social Media is anything that uses the Internet to facilitate conversations between people.” Source: Brian Solis, author and speaker on Web 2.0 Social Media Defined:
  3. 4. <ul><li>Discover what you need BEFORE diving into Web 2.0 </li></ul><ul><li>Introduce social media as an emerging arm of traditional marketing </li></ul><ul><li>Learn about today’s most popular social media platforms: blogging, Facebook, Twitter, LinkedIn, Flickr and YouTube </li></ul><ul><li>Help you assess whether your organization should pursue a social media strategy </li></ul><ul><li>Determine at what level your organization should participate </li></ul>Training Objectives
  4. 5. <ul><li>Who are you? </li></ul><ul><li>What do you do? </li></ul><ul><li>Who are you trying to reach? </li></ul>Positioning
  5. 6. <ul><li>What’s the main purpose of your website? </li></ul><ul><li>What should a good website accomplish? </li></ul><ul><li>Why is it important for you to have a strong website before engaging in social media? </li></ul>Website
  6. 7. social media overview
  7. 9. Who is participating?
  8. 10. <ul><li>Wrong reasons to participate: </li></ul><ul><li>It’s human tendency to want the newest car on the block </li></ul><ul><li>People believe it’s cheap and easy </li></ul><ul><li>You want to spy on your children </li></ul>Why are people participating?
  9. 11. <ul><li>The right reasons to participate: </li></ul><ul><li>  </li></ul><ul><li>Networking with business contacts </li></ul><ul><li>General exposure </li></ul><ul><li>Reconnecting with old friends </li></ul><ul><li>Finding information </li></ul><ul><li>Keep up on competitors </li></ul><ul><li>Reaching a new demographic </li></ul><ul><li>Appealing for donations </li></ul><ul><li>Recruiting volunteers </li></ul><ul><li>Improved search engine rankings </li></ul>Why are people participating?
  10. 13. communication
  11. 14. <ul><li>Blogs: Blogger, LiveJournal, TypePad, WordPress, Vox </li></ul><ul><li>Internet forums: vBulletin, phpBB </li></ul><ul><li>Micro-blogging / Presence applications: Twitter,Plurk, Pownce, Jaiku </li></ul><ul><li>Social networking: Avatars United, Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Netlog, Hi5 </li></ul><ul><li>Social network aggregation: FriendFeed, Youmeo </li></ul><ul><li>Events: Upcoming, Eventful, </li></ul>Communication
  12. 15. <ul><li>Blog= short for web log </li></ul><ul><li>Type of website </li></ul><ul><li>Usually maintained by one person, but not always </li></ul><ul><li>Regular entries displayed in reverse-chronological order </li></ul><ul><li>Commentary, stories, events, text, pictures, video. Usually has a place for comments and links to other blogs </li></ul><ul><li>Major types of blogs include: personal genre, and corporate </li></ul>What is blogging?
  13. 16. <ul><li>Be an expert </li></ul><ul><li>Share information in a new way </li></ul><ul><li>Improve your search engine optimization </li></ul><ul><li>Compliment conventional advertising, marketing and public relations efforts </li></ul>Why is blogging important for non-profits?
  14. 17. <ul><li>Defined purpose </li></ul><ul><li>Credibility </li></ul><ul><li>Character </li></ul><ul><li>Community </li></ul>What are the elements of a good blog?
  15. 18. <ul><li>Do you have the time? </li></ul><ul><li>Do you have someone excited about writing? </li></ul><ul><li>Do you want to position yourself as an expert? </li></ul>Should my organization blog?
  16. 19. <ul><li>Set up a GoogleAlert for your organization </li></ul><ul><li>Read other blogs </li></ul><ul><li>Find the right platform </li></ul><ul><li>Take a test drive </li></ul><ul><li>Go live, then promote, promote, promote </li></ul>How do I get started?
  17. 20. What is Twitter all about, anyway?
  18. 21. <ul><li>Conversation </li></ul><ul><li>Information </li></ul><ul><li>Access to experts </li></ul><ul><li>Building a personal brand </li></ul><ul><li>Traffic to your site </li></ul><ul><li>Building community online </li></ul><ul><li>Connecting with local community </li></ul><ul><li>Listening </li></ul><ul><li>Mobilizing </li></ul><ul><li>Raising money </li></ul>Why is Twitter important?
  19. 22. <ul><li>Determine your Twitter goals </li></ul><ul><li>Decide who will tweet for you </li></ul>Before signing up for Twitter:
  20. 23. Twitter Demonstration
  21. 24. <ul><li>Learn from the pros </li></ul><ul><li>Tweet first… </li></ul><ul><li>… the find relevant followers </li></ul>What do I do after joining Twitter?
  22. 25. <ul><li>Offer fresh, interesting content </li></ul><ul><li>Follow the rules of a cocktail party </li></ul><ul><li>Tweet often </li></ul><ul><li>Download appropriate tools </li></ul><ul><li>Check ROI </li></ul><ul><li>Attend Tweetups </li></ul><ul><li>Think BIG and CREATIVE </li></ul>How will I be successful?
  23. 26. Facebook
  24. 27. <ul><li>There’s a place for everyone- from individuals, to companies to nonprofits </li></ul><ul><li>So many functions </li></ul><ul><li>Access to power </li></ul><ul><li>Ability to mobilize and fundraise </li></ul>Why is Facebook important?
  25. 28. There are so many options…. Where do I start?   Profile vs. Fan Page vs. Group vs. Cause?   Answer: Set up a Facebook Fan Page as your main presence or outpost and use a group for more adhoc, smaller organizing. What presence should my nonprofit have on Facebook?
  26. 29. Facebook Demonstration
  27. 30. <ul><li>Pros: </li></ul><ul><li>Facebook Pages get indexed </li></ul><ul><li>Activity on your Page increases “viral visibility” </li></ul><ul><li>Ability to add apps </li></ul><ul><li>Set up for advertising </li></ul><ul><li>Ability to add events </li></ul><ul><li>  </li></ul><ul><li>Cons: </li></ul><ul><li>Can’t send mass messages </li></ul><ul><li>Not sure how and why certain things show up </li></ul>Facebook: Fan Page
  28. 31. <ul><li>TIPS: </li></ul><ul><li>Think about your Fan Page name </li></ul><ul><li>Fill out as much information as possible </li></ul><ul><li>Allow as much participation as possible </li></ul>Facebook: Setting Up Your Fan Page
  29. 32. <ul><li>Use your organization's logo as your page picture. </li></ul><ul><li>Content is the lifeblood of your page </li></ul><ul><li>Keep your page current </li></ul><ul><li>Have multiple admins </li></ul><ul><li>Ask your pre-April 2009 fans to opt-in to receive your &quot;What's on your mind?&quot; Status Updates. </li></ul><ul><li>When you send updates, put http:// before all web addresses </li></ul>Facebook: Best Practices
  30. 33. <ul><li>Ask your personal Facebook friends </li></ul><ul><li>Update often </li></ul><ul><li>Include the Facebook logo everywhere (print, eblasts, your website, email footer) </li></ul><ul><li>Run ads </li></ul>Facebook: Promoting Your Fan Page
  31. 34. <ul><li>Apps to consider: </li></ul><ul><ul><li>Causes </li></ul></ul><ul><ul><li>Simplaris Blog Cast </li></ul></ul><ul><ul><li>Twitter App </li></ul></ul><ul><ul><li>Posted Items Pro </li></ul></ul><ul><ul><li>Not all applications are optimized for pages, nor are they safe to use. </li></ul></ul><ul><li>New App directory: </li></ul>Facebook: Apps- Annoying or Useful?
  32. 35. Facebook: A Quick Guide to Using Causes <ul><li>Causes: an app created for nonprofit to raise dollars and awareness </li></ul><ul><li>Causes is first and foremost a tool for brand and reputation. </li></ul><ul><li>Things to consider: </li></ul><ul><ul><ul><li>Give it time </li></ul></ul></ul><ul><ul><ul><li>Give your Fans attention </li></ul></ul></ul><ul><ul><ul><li>Thank appropriately - that means publicly </li></ul></ul></ul>
  33. 36. LinkedIn <ul><li>What is it? </li></ul><ul><li>Why is it important for nonprofits? </li></ul><ul><li>How will I be successful? </li></ul>
  34. 37. MySpace <ul><li>What is it? </li></ul><ul><li>Why is it important for nonprofits? </li></ul><ul><li>How will I be successful? </li></ul>
  35. 38. collaboration
  36. 39. Collaboration <ul><li>Wikis: Wikipedia, PBwiki, wetpaint </li></ul><ul><li>Social bookmarking/tagging: Delicious, StumbleUpon, Stumpedia, Google Reader, CiteULike </li></ul><ul><li>Social news: Digg, Mixx, Reddit </li></ul><ul><li>Opinion sites: CharityNavigator, epinions, Yelp, Citysearch, Yahoo! Answers </li></ul><ul><li>Interest Sharing: Yahoo! Groups, LiveJournal </li></ul>
  37. 40. Delicious <ul><li>What is it? </li></ul><ul><li>Why is it important for nonprofits? </li></ul><ul><li>How will I be successful? </li></ul>
  38. 41. multimedia
  39. 42. Multimedia <ul><li>Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa </li></ul><ul><li>Video sharing: YouTube, Vimeo, Revver </li></ul><ul><li>Art sharing: deviantART </li></ul><ul><li>Livecasting:,, Skype </li></ul><ul><li>Audio and Music Sharing: Pandora, imeem, The Hype Machine,, ccMixter </li></ul>
  40. 43. Flickr What is it? Why is it important for nonprofits? How will I be successful?
  41. 44. YouTube <ul><li>What is it? </li></ul><ul><li>An online website where people upload videos of everything from the funny to the weird to the inspiring to informational. </li></ul><ul><li>In May, YouTube reported that we’re now collectively uploading 20 hours of video per minute onto YouTube. </li></ul><ul><li>Usage is up 53% from last year </li></ul>
  42. 45. YouTube: What Content Performs the Best? <ul><li>The Public Service Announcement </li></ul><ul><li>The Video Campaign </li></ul><ul><li>The Fundraising Appeal </li></ul><ul><li>The Vlog </li></ul>
  43. 46. YouTube: How Will Our Non-Profit Be Successful? <ul><li>Don’t expect to be a phenomenon </li></ul><ul><li>Add overlays </li></ul>
  44. 47. entertainment
  45. 48. Entertainment & Games <ul><li>Virtual worlds: Second Life, The Sims Online </li></ul><ul><li>Online gaming: World of Warcraft, EverQuest, Age of Conan, Spore </li></ul><ul><li>Game sharing: Miniclip </li></ul>
  46. 49. micro-manufacturing
  47. 50. Micro-Manufacturing <ul><li>One-of-a-Kind Goods: Etsy </li></ul><ul><li>Auctions: Ebay </li></ul>
  48. 51. conclusion
  49. 52. Do I have to do it all? NO!
  50. 53. Next Steps: What do I do tomorrow? <ul><li>For newbies: Build a social media strategy—and call us for help! </li></ul><ul><li>For those already using social media: it’s time to re-evaluate </li></ul>
  51. 54. Next Steps: Implementing a Social Media Policy <ul><li>When? Do it now. </li></ul><ul><li>Why? </li></ul><ul><ul><li>Because people do stupid things </li></ul></ul><ul><ul><li>Your people can be your best ambassadors, if they are empowered </li></ul></ul><ul><li>Who should the policy cover? Everyone. </li></ul><ul><li>How? Call us- we can help! </li></ul>
  52. 55. Review: Universal Social Media Success Factors <ul><li>Be a giver </li></ul><ul><li>Be a lover </li></ul><ul><li>Be courageous </li></ul><ul><li>Be respectful </li></ul><ul><li>Be interesting </li></ul>
  53. 56. Wrapping it all Up <ul><li>Social media won’t replace all the functions of a marketing strategy </li></ul><ul><li>Social media opens up marketing avenues that weren’t formerly available </li></ul><ul><li>Get excited, start brainstorming, and join us on Web 2.0 </li></ul>
  54. 57. Tell Us What You Think <ul><li>Evaluation coming soon </li></ul><ul><li>Tweet about today’s training or become our Facebook fan! </li></ul>