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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  • I don’t have to tell you how much social media has become an integral part of our society. Facts speak for themselves: 1 of 4 Americans read blogs 25 % of people visit social networking sites 1 in 11 minutes pent online globally is accounted by social networking sites Biggest increase in visitors to social websites globally in 2008 came from the 35-40 age group
  • The conversation is happening with or without you, this is your chance to shape the message and tell your side of the story.
  •   The answer for any organization—from a corporation to a small business to a nonprofit—is not whether you should participate, but how you will participate.
  • Example: March of Dimes: http://www.shareyourstory.org/
  • Defined purpose What’s your goal? What’s your topic? If you jump around all the time you won’t get consistent readers. Can you describe your blog in 10 or fewer words? Ex: We use our blog to educate clients on happenings in the world of marketing, share innovations and noteworthy achievements in communications methods and tactics, and share our admittedly quirky collection of personalities in a casual medium. Ex: another nonprofit (good and bad) Credibility Never blog anonymously Always have a bio Include your photo Make posts, and titles, short and to the point Categorize posts, make it clean & clear (also moves people around your blog to stay there longer) Own what you say-back it up with research and others opinions Link to your sources Write for your audience- in a language they understand (also touch on spelling, editing, etc.) Character Successful blogs-no matter an individual, corporate, nonprofit or small business-have a unique voice A blog can really become the heart of the organization- it’s where your share the heart warming stories or cutting edge research that reminds people why they believed in you to begin with. Community Always link Include a blog roll Always let people comment Interact with people who comment Enable RSS Have guest bloggers
  • According to a recent social media study conducted by NTEN, Common Knowledge and ThePort, nearly three-quarters of 980 nonprofit professionals surveyed are integrating some social networking into their online marketing and communications, 74% of which have a presence on Twitter
  • Growth: from 1 million users in Jan 2008 to 6 million in Jan 2009. Today, it’s at Fastest growing member site- as of March 2009 it had a 1382% growth rate (Facebook is largest)     Nielsen survey last month said 60% of new users aren’t returning Not sure where Twitter’s going, what it’s going to do  
  • Find them by using search.twitter.com, twello.com (yellow pages for Twitter)
  •   There’s close to 1,000 third party. Most are free, most are in beta: Tweetdeck Tweetberry Tweepular   Check ROI This can be difficult because the system has been compromised recently- there are spammers, etc. which screw up stats. Monitter.com Twinfluence (include our grade) Tweetwaster Tweetvalue   Bottom line, doesn’t matter your number of followers if they aren’t doing anything with the information you present   Attend Tweet Ups   Think BIG and think Creative Twestival
  • A GUIDE TO USING “CAUSES” ON FACEBOOK   An app created for nonprofit to raise dollars and awareness. If you are registered with Guidestar, you can use Causes. (Important: make sure your profile with Guidestar is updated) But, does it actually work? (Article in Washington Post late April revealed that in actuality, few people are actually raising money through this app. Only a tiny fraction of the 179,000 nonprofits that have turned to Causes as an inexpensive and green way to seek donations have brought in even $1,000) Causes is first and foremost a tool for brand and reputation Things to consider Give it time (While there are many boomers on Facebook, the majority of savy users like me are young, and not in prime donating years yet.) Give your Fans attention (interact, talk to them, build the relationship—give example of two coffee dates. Who do you think I’m going to give money to eventually-my college or the couple I don’t know?) Thank appropriately-that means publicly   New blog for causes: exchange.causes.com
  • WHAT IS IT? Social networking site mainly used for professional networking such as finding a job, or finding a new employee About 40 million people using this site   WHY IS IT IMPORTANT FOR NONPROFITS? It’s a way to use your personal network to find outstanding employees without having to use Craig’s List. It’s a way to gain exposure/awareness. Organizations are the people behind them, right? There is a portion of the site called Linked In for Good ( http://www.linkedin.com/good ) which allows you to add a badge to your profile for an org you believe in.   HOW WILL I BE SUCCESSFUL? If you set up your Outlook to be synched with Linked In so that when you add a new contact, you can automatically add them on Linked in too. "LinkedIn is about identifying a task or a business objective, and then finding someone who can help." How might I harvest this person for the future?
  • WHAT IS IT? MySpace is another social networking site, that tends to reach a younger demographic than Facebook, Twitter or LinkedIn. This is a site you’ll want to focus on if you have teen clients or volunteers. Unlike Facebook, MySpace has HTMLand CSS capaiblities which means that users can do a lot more customizing (also means more work). Teens love that they can decorate their site in its own colors, background, fonts. I dislike the site for the same reasons. (It’s not clean or organized) MySpace has really good music capabilities, which are not as much of a focus on other sites. WHY IS IT IMPORTANT FOR NONPROFITS? Gain supporters Allow you to get to know your supporters better Encourage supporters to take action (sign petition, donate etc.) Help them spread your message easily (via the use of Badges or Stickers whose code they can ad to their own profile) Keep them apprised of events or “issue alerts” – as bulletins Have another presence on the web/a type of interactive brochure: containing your video, blog posts, pictures etc.   HOW WILL I BE SUCCESSFUL? Human Society: http://www.myspace.com/thehumanesociety OXFAM: http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=48681629 Make your page fun, while also being easy to use/find information Set your age range over 17 so that it can be found in searches MySpace Impact
  • 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, Meetup.com </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: www.facebook.com/apps </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: Ustream.tv, Justin.tv, Skype </li></ul><ul><li>Audio and Music Sharing: Pandora, imeem, The Hype Machine, Last.fm, 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>