Social Media 2.0
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Presentation for my employer Council for a Strong America at our annual retreat in January 2012.
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Social Media 2.0
- 1. Social Media 2.0 Connecting with members, funders, policymakers and journalists
- 2. Welcome (back)! At the 2011 Retreat, we covered the social media basics. Today, at the 2012 Retreat, we’re going to talk about taking it to the next level!
- 3. About This Workshop 1. Brief overview & examples (10 minutes) 2. Let’s brainstorm (30 minutes)
- 4. Overview of Our Social Media Efforts WHAT social media tools are we using? WHO are we reaching through social media?
- 16. Building Relationships with Bloggers & Journalists
- 29. Looking Ahead to 2012 •Measuring social media impact •Quantitative: Monthly metrics reports (number of new followers, retweets, etc). •Qualitative: Interaction with our key audiences. •Social media campaigns •Including social media in funding proposals.
Editor's Notes
- Meg:Good morning. At last year’s retreat, I co-presented a workshop that was an introduction to social media. This workshop is version 2.0—how we are using social media strategically to reach our key audiences.Moving beyond the “what are we doing” and moving towards “how can we do it better?”
- Meg: We’d like to take the first ten minutes of the workshop to give a brief overview or our social media work over the past year and to show you some examples. Since social media is all about interaction, the remainder of the workshop will be a brainstorm session to discuss ways to become even more strategic with social media. Now David will give an overview of CSA’s social media efforts.
- David:WHAT social media tools are we using? All four organizations are using Facebook and Twitter.Some of the organizations are experimenting with LinkedIn, YouTube, blogs and online journalism. WHO are we reaching through social media? Social media isn’t just about the number of “followers” and “fans”, it’s about reaching influencers. Social media gives us another avenue to reach our four key audiences: We have used social media to recruit new members and communicate with current members.We have developed stronger relationships with reporters through social media, which has led to traditional media coverage. Social media is another way we are communicating with our funders about our accomplishments and getting quick feedback from them.We also use social media to attract policymakers’ attention to our issues. Now Meg and I will give a few examples.
- Meg discussesDavid advances slides
- Utah Attorney General Mark Shurtleff announced on Twitter that he is a proud member of Fight Crime: Invest in Kids to 8,461 followers:
- Board member and Philadelphia D.A. Seth Williams tweeted about his involvement in a Fight Crime: Invest in Kids event to 604 followers:
- America’s Edge members Steward Sandstrom and Sheri Welsh tweeted about their participation in our press conference.
- We have also used social media to recruit new members. Shepherding the Next Generation tweeted while at the Moody Pastors Conference, and sent tweets to potential members who were at the conference. Ohio Pastor Michael Millet saw the tweet and stopped by our booth.
- He followed up by joining Shepherding the Next Generation and sent this tweet after the conference.
- Fight Crime: Invest in Kids also uses Twitter to recruit potential members at eventssuch as the International Association of Chiefs of Police annual conference:
- Meg discussesDavid advances slides
- One of our most successful interactions with a policymaker included a retweet from Sen. Richard Lugar, one of the top Republicans on the Agriculture Committee who has been featured at several Mission: Readiness events. He has almost 12,000 followers.
- First Lady Michelle Obama and former Senate Majority Leader Bill Frist cited our research on childhood obesity and national security at a recent conference, and the “Twittersphere” lit up.[Continued on next slide]
- David discussesMeg advances slides
- Board member and retired Lt. Gen. Norman Seip was interviewed by an influential blogger for a two-part series on school nutrition issues.We first connected with this blogger through Twitter and Facebook.
- A reporter for Education Week, a leading trade publication for the education sector, cited Mission: Readiness in her article. We tweeted about the article and cc’d the reporter, who has her own Twitter account.
- We thanked each other and then the reporter told us to send her any press releases in the future.
- The first tweetis an example of how we use social media to let media know about an upcoming event. We mention media outlets and reporters and include a link to our media advisory.In the second tweet, a reporter from the Kalamazoo Gazette informs us that someone from the news team will attend our event. This resulted in a full news story in that newspaper.
- David discussesMeg advances slides
- Jim Marks, Senior Vice President of the Robert Wood Johnson Foundation who leads the foundation’s child obesity efforts, frequently mentions us on Twitter.
- The California Endowment LOVES Mission: Readiness on social media. Here’s an example of them sharing our letter to the editor to their 1,800 followers.
- The Kellogg Foundationshared a Mission: Readiness media hit on its “Food & Community” Facebook page.
- David discussesMeg advances slides
- The Head Start Association shared a news article that featured America’s Edge, Fight Crime: Invest in Kids and Mission: Readiness to 1,652 followers.
- The Nurse-Family Partnership highlighted the work that Fight Crime: Invest in Kids is doing in Louisiana to support home visiting programs.
- BreakPoint, part of Prison Fellowship Ministries, shared a link from Shepherding the Next Generation to 2,440 followers.
- Meg discusses measurementDavid discusses campaigns
- Meg & David: Alternate leading discussion and taking notes on flip chartMeg: Icebreaker: How many of you have a personal Facebook page? What kinds of things do you like to do on Facebook (post photos, connect with old friends)?David: Icebreaker #2: How many of you have watched a video on YouTube? What kinds of videos (stupid pet tricks, viral videos)?Have you seen effective campaigns on Facebook or YouTube (marketing, social awareness)? What makes them effective?How can we do a better job of getting our messages across? What platforms or strategies should we experiment with? (Reference the move to “digital first” campaigns in 2012)