LA @Home Boot Camp PM


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Afternoon session on Networks. A project of the @home campaign combatting homelessness:

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  • Not only is microvideo super low budget and easy on your time and staff… it’s effective, too! Five tweets per second contain a vine link, and instagram videos create twice as much engagement as instagram photos.
  • There are lots of things to consider when choosing to run a video campaign using vine or instagram. First off, Instagram is a much bigger platform — with 130 million users and integration into Facebook. But, Vine, owned by Twitter, grew exponentially in its first 6 months — and was built solely for video. Instagram allows users to record for 15 seconds, giving the user a little more breathing room and making it a little more accessible. Vine, however, is popular with creatives. The fact that it loops like a gif makes it feel a little hipper, and it’s frequently used to experiment with stop-motion and effects.
  • Key features: filters, 15 seconds, can switch between camera views
  • Key features: no filters, 6 seconds
  • Vine – hipper, younger, integrated with Twitter. Instagram ideas: Documenting a short “day in the life” of a client, or perhaps sharing an inside look at what happens at your nonprofit.
    There’s no harm in experimenting with all of the above, and seeing what feels the most natural to your organization or a particular campaign. Your content people and your org have a specific personality, and to keep it authentic, I’d recommend playing to your social media strengths.
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  • LA @Home Boot Camp PM

    1. 1. Today’s Afternoon Agenda • • • • Building Your Network Microvideo Breakout and Get Working! Conclusion/Next Steps
    2. 2. Boot Camp Components • • • • Kickoff (today) Webinars (4 topics) Coaching (3 open office hours) Projects • Local stories of homelessness in your community • Goals: • • • • 100 Days Build the network Activate the network Capacity building for your org
    3. 3. Traditional Mindset: Hub & Spokes
    4. 4. Network Mindset “connect and collaborate” rather than “command and control”
    5. 5. What We’re Used To
    6. 6. How We Need to be Working
    7. 7. A Personal Story
    8. 8. Social Media Engagement Ladder
    9. 9. Benefits of Strong Networks • • • • • • • More efficient use of staff time Regenerative, constant flow Sustaining energy Responsive & generous Focus on people and community Cultivate appreciation for “host” Expand community of supporters
    10. 10. “We will all be involved in the solution. Ending chronic and veteran homelessness will only be possible if everyone gets involved, including the nonprofit sector, public and private sectors, the faith community, philanthropy, labor and community members in every region.”
    11. 11. 1. Value earns attention 2. Focus on shareable content 3. Design social into programs
    12. 12. Value Informs What You Post
    13. 13. CONTENT CURATION is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.
    14. 14. "Curation comes up when search stops working…[and] when people realize that it isn't just about information seeking, it's also about synchronizing a community.” -Clay Shirky
    15. 15. #2 Create Sharable Content • 49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action. • 94% carefully consider how the information they share will be useful to the recipient. • 68% share to give people a better sense of who they are and what they care about. • 73% share information because it helps them connect with others who share their interests. • 69% share information because it allows them to feel more involved in the world • 84% share because it is a way to support causes or issues they care about.
    16. 16. Key Factors that Influence Sharing A B C D E F
    17. 17. Mission + Format + Message + Resonance = Shared
    18. 18. Build Momentum Over Time In the 150 hours leading up the Labor Day, Goodwill Industries International (@goodwillintl) will tweet out one first-person success story per hour under the hashtag #150jobs from an individual who has found work, education or volunteer opportunities with support from Goodwill. X 150
    19. 19. #3 Design Social Into Programs
    20. 20. DESIGNING FOR SOCIAL • Don’t be a bullhorn • Integrate with programs, goals, strategies • Be people focused, not institutionally focused
    21. 21. Informational -> Relational
    22. 22. Microvideo 101
    23. 23. A great place to start • A branded Vine video is now viewed four times more often than a regular branded video • Deeply integrated with social sharing • Fun, experimental — anything goes!
    24. 24. INSTAGRAM: Charity : Water
    25. 25. VINE: Diabetes UK
    26. 26. Obligatory puppy Vine:
    27. 27. Don’t forget about gifs: /12-actual-pre-existing-conditions-from-before-the-dbl0
    28. 28. How do you choose? 1. Know your audience 2. Know your goals
    29. 29. Ideas to get the juices flowing: - A “day in the life” at your org Donor thank you messages Messages from newly-housed individuals “How-to” of putting together a move-in kit Crowdsourcing content
    30. 30. Playtime!
    31. 31. Need inspiration? Here are some great organizations and individuals to follow:
    32. 32. Looking Forward…. • • • • • Planning your content Skill building webinars Coaching & support Share what you’re doing 100 days! Email coming with dates, times, details
    33. 33. Lisa Colton Chief Learning Officer See3 Communications @See3 Laura Wilson Associate Director Kindling Group @KindlingGroup @LAUnitedWay #100days