SPECIAL OLYMPICS Project UNIFY®Social Media TrainingOctober 19 &20, 2011
2| TODAY’S CATEGORIES • General Social Media Overview • Developing a Social Media Plan • Measuring Success • Activation in Action • Tips for Developing Content • Q&A
3| WHAT IS SOCIAL MEDIA?• SOCIAL MEDIA IS NOT… • SOCIAL MEDIA IS … • Free • Pretty low cost • A silver bullet for fundraising • Growing by leaps and bounds • An opportunity to control • An opportunity for your message conversation • An opportunity to tell • A great way to reach certain everyone what you think audiences • Inherently appealing and cool • A complement to the to millenials messages you’re sharing • An alternative to clear through other channels messaging/mission
4| THE SOCIAL MEDIA REVOLUTIONThe biggest shift since the Industrial Revolution Based on Digital Buzz Data from 2010
8| LET’S START WITH A PLANDeveloping a Social Media Marketing Plan • Listen to yourself • Listen to others • Determine target audience • Define your assets • Set goals • Select your channels • Implement, listen & re-invent Adapted from Developing a Social Media Plan from ifPEOPLE
9| LISTEN: TO YOURSELF AND TO OTHERS• What channels do you currently use?• Who is your target audience?• What’s missing?• What are people saying about you?• Who are the people that are talking about you?• Are there negative comments or misconceptions?Listening tools:
10 | AUDIENCE AND ASSETS• Define the audience you hope to reach with your social media efforts and create a profile for this group • What are their offline/online habits? • General likes/dislikes • Personality traits and attitudes • Etc.• Determine the assets that will affect your social media plan: • How much time can you dedicate? • Staff members? • Technical expertise of staff? Social media tools aren’t really free. They cost time.
11 | SET GOALS AND SELECT CHANNELS• What do you hope to achieve with your Project UNIFY social media efforts? Align your social media goals with the overall communications and marketing objects for your state and PU program. • Youth recruitment? • Better awareness? • Increased website traffic? • Inspire people to action? • Increased donations?• Keep track of goals and set benchmarks to track progress• Which tool best suits my audience? My goals? My message? Words to live by: Plan for the marriage, not the wedding
12 | IMPLEMENT YOUR PLAN …but don’t forget to constantly re-evaluate!
13 | SOCIAL MEDIA ROI Measuring Success “If you come to me with a request for budget and resources for social media, to make it a priority for our business, you will lose every time…If you tie social media to our business priorities and objectives and demonstrate how engagement will enable progress, you will win every time. Social media must be an enabler to our business, just show me how.” - CEO
14 | SOCIAL MEDIA ANALYTICSFacebook Engagement Twitter EngagementNew page likes New followersPosted link clicks Posted link clicksSite Visits Site visitsComments MentionsContent likes RetweetsPhoto/video views Direct messages Track metrics/benchmarks that determine if you’re reaching your goals
15 | SOCIAL MEDIA ANALYTICS The Tools … and thousands more free and fee services.
17 | ACTIVATION IN ACTION Lessons from The Humane Society
18 | ACTIVATION IN ACTION Lessons from The Humane Society
19 | ACTIVATION IN ACTION Lessons from the United Nations World Food Programme• ORGANIZATION: United Nations World Food Programme• OBJECTIVES: Increase donations• STRATEGY: Provide ways which social media users can use games and social networking to provide more meals for hungry people around the world• TOOLS: Social gaming• RESULT: Since 2007, the Free Rice World Game has fed 4.2M+ for a day in countries like Bangladesh, Uganda and Cambodia
20 | ACTIVATION IN ACTION Lessons from the United Nations World Food ProgrammeSocial activation and integration at all levels. Players can:• Log in via Facebook connect or Twitter Profile• Easily share actions with networks on Facebook and Twitter• Create groups and compete with friends in an online community-type atmosphere
21 | BACK TO WHAT’S REALLY IMPORTANT Create good content and people will care!
22 | TIPS FOR FACEBOOK Pictures Rule! WHY? 22% more engagement than video posts 54% more engagement than text posts (BizReport) ***Statistics are helpful, but don’t forget the audience you’re targeting!
23 | TIPS FOR TWITTERLonger tweets produce more clicks, but don’t surpass130 characters. The reason: people only click on whatthey feel is valuable. You need to give them enoughinformation so they know the click is worthwhile, but ifyou go over 130 characters, you make it harder for yourfollowers to retweet your message. (HubSpot Blog)
24 | SOCIAL MEDIA FOR PROJECT UNIFY Creating new vs. using existing social media profile accounts
25 | TIMELINES AND EXPECTATIONSThe greatest misperception among most organizations is that engaging insocial media is free. This couldn’t be more WRONG! An organization thatworks with under this assumption WILL NOT succeed in the social mediaspace and will probably damage their own brand and lose supporters byhaving a misguided approach.So what is free? Tools. Facebook, You Tube, Twitter, etc.What is not free? The time for staff to implement the strategy.A generic starting timeline may resemble something like this: •5 hours/week to start listening • 10 hours/week to participate • 10-15 hours/week to generate buzz • 20+ hours/week to build community • (At least) 3-6 months until you see results
26 | FINAL WORDS OF ADVICE• Think about what you can offer • Always be listening. supporters, and how you can • The more responsive you can facilitate, not how you can “push be, the better. out messages”. • Building relationships is a long-• Speak as humans, not as a term commitment, not just a company. “campaign.”• There are natural storytellers. • Learn by doing. It’s really the only Find them, and the best stories way. your program can tell. • Experiment and don’t be afraid of• Find someone really passionate “failure”. If something doesn’t about talking with supporters. work, adjust and keep trying or try• Create ways for your supporters to something else. actively participate in content creation.