Telling Your Coalition Story with Social Media


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One-hour presentation for Department of Education's Office of Safe and Drug-Free Schools 2011 National Conference: Making the Connection
Creating and Maintaining
Conditions for Learning

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  • Sue Introduce notion of When to day Yes and When to say No.    Adapted from Beth Kanter
  • Jason  Say YES when you want to express the "voice" of your coalition
  • Jason  Say YES to Social Media when you want to enable easy ways for people to share knowledge and information. Help them participate with confidence.
  • Jason  Are willing to share ideas in progress and let others join in and help develop
  • Jason  Say YES if you can deal with messiness Do we see messiness as a disaster or an opportunity?
  • LaDonna  Adapted from Beth Kanter
  • Say NO to social media if you stress out over controlling the message.  The message is what the people say it is.
  • Say NO to Social Media when your priority population isn't online
  • Say NO if everything must be vetted by a central authority
  • Say NO when your prevention message is written in stone rather than electricity
  • Listening opens the door to connecting in surprising ways with other coalitions you might not have met otherwise.   Photo: used with permission
  • Listening opens the door to commenting, reviewing and contributing your own insights, experience and gifts to the conversation.
  • Once in awhile the listening opens the door to correcting misinformation.  Walk gently, speak in ways that people can hear what you have to say. (no preaching or judgment). Better to ask questions that help you understand the circumstances.
  • Listening opens the door to sharing and networking in ways that amplify the topic, campaign, or idea -- creating buzz on the Net. Creating buzz is the equivalent of cross-pollination on the Web - sharing ideas and information that matters.
  • Listening opens the door to participation and collaboration on projects. 
  • How many here are already using Google Analytics? Website? Blog? Other? Why use Google Analytics - well, because they’re free, powerful and provide actionable stats (Laura Quinn, Idealware) We’re going to go live and actually show you live, how the interface works. Sue’s going to share data from the Connected Communities analytics.
  • How many of you have a Facebook Fan Page for your coalition? How are you using Facebook Insights? What are you learning?
  • How many here today are using video online at YouTube or other video hosting site?
  • How many here use Twitter already or are perhaps experimenting with it? You can use Twitter without even having an account. Go live and search on cadcasome as demo.
  • Twitalyzer will help you learn from tweeting and meet the goals and intentions you have for your tweets. Helps you plan and monitor.
  • Summarize With analytics we can know some very key things: Number of visitors or members, % increase in visitors or members How long people are on our site? How many pages they look at when they are there? Which pages they look at, land on and leave on. How often they visit? We can even figure out if they share the content in other places like news sites (Digg) and Social bookmark sites (deliciious) Count number of posts? Comments? And figure the ratio. And more. All this infers a lot about how well we are engaging those who access our online places and how well we are doing with connecting them to each other. Just like on the trip when you have all the inputs from your dashboard AND gps, you still… Sometimes we’ve just got to ask.
  • Grunig & Hon Survey In handout, w/ links to research, public domain 6 domain areas (describe) Table Talk What value do you see in being able to measure relationships? (knowledge of coalition capacity, use in grant apps to demonstrate coalition capacity and community influence. What do you want to survey about and have you built relationships (and a dbase) with people in order to be able to survey them effectively?
  • Table Talk What of value do you see in measuring coalition-community relationships? (knowledge of coalition capacity, use in grant apps to demonstrate coalition capacity and community influence. What do you want to survey about and have you built relationships (and a dbase) with people in order to be able to survey them effectively?
  • Web-based survey tools are making the task of surveying much easier and less expensive. Google Docs, forms, no cost Zoomerang free to $49 per month paid annually Survey Monkey free to $19.95
  • Telling Your Coalition Story with Social Media

    1. 1. Telling Your Coalition Story with Social Media Telling Your Coalition Story with Social Media Sue Stine Sr. Manager, Dissemination and Coalition Relations CADCA National Coalition Institute
    2. 2. What is/are Social Media? <ul><li>Interactive technology designed to enable social networking </li></ul><ul><li>Most popular examples: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul>
    3. 3. Social Media Podcast Blog tweet Vodcast Text messaging Web conferencing
    4. 4. Why Social Media? <ul><li>As a listening tool to better understand your community </li></ul><ul><ul><ul><li>As a dialogue tool to better engage with your community </li></ul></ul></ul><ul><ul><ul><li>As a communication channel to build identity and send messages </li></ul></ul></ul>
    5. 5. How can Social Media work for coalitions? <ul><li>Give everyone a voice </li></ul><ul><ul><li>Save money </li></ul></ul><ul><ul><ul><li>Get information out more quickly </li></ul></ul></ul><ul><ul><ul><ul><li>Involve youth </li></ul></ul></ul></ul>
    6. 6. Say YES   to social media  when you ...
    7. 7. ... want to express the coalition's voice
    8. 8. ... want to make it easy for people to share knowledge and information
    9. 9. ... are willing to share ideas and co-develop with others
    10. 10. ...can deal with the messiness
    11. 11. Say NO to social media  when you ...
    12. 12. ... stress over controlling the message
    13. 13. ... your priority population ... ... isn't  online
    14. 14. ... when everything must be authorized by a central authority
    15. 15. ... when your message is written in stone ..    ..not electricity
    16. 17. Listen & Track
    17. 18. Why Listen? <ul><ul><li>To better serve our community </li></ul></ul>Source: <ul><li>Stay on top of changes affecting what we do </li></ul><ul><li>Respond/engage our critics </li></ul>
    18. 19. For What Are We Listening? <ul><ul><li>What is being said about us, our organization? </li></ul></ul><ul><ul><li>What is being said about our issue or topic? </li></ul></ul><ul><ul><li>Where are the conversations happening? </li></ul></ul>
    19. 20. Listening opens the Door to ...
    20. 21.   Connect Used with permission: dswart
    21. 22. Comment & Contribute
    22. 23. Correct Misinformation
    23. 24. Share & Network Create Buzz
    24. 25. Participate &     Collaborate
    25. 27. Creating a Plan http:// -plan
    26. 28. Where are you now?
    27. 29. How are community coalitions using social media to inform and engage their stakeholders?
    28. 30. Blogs
    29. 31. Facebook
    30. 32. Twitter
    31. 33. Photo Sharing
    32. 34. Video
    33. 36. Metrics and Measures
    34. 37. What to measure? % change in downloads % change in subscribers/ registrations % change in requests for information How did people behave as a result of the outputs and outtakes? Outcomes % change in awareness % change in preference Sentiment How did people feel as a result of experiencing your outputs? What did people take-away from your efforts? Outtakes # of key messages Conversation index (CI) = # comments + trackbacks/ total number of posts The physical results produced e.g., articles, brochures, events, etc. Did your message get out there? Outputs Illustrative measure Define
    35. 38. What can Analytics tell us?
    36. 39. Analytic Metrics <ul><li>% increase in unique visitors </li></ul><ul><li>% increase in visitors that return > 5 times </li></ul><ul><li>Increase in number of different pages viewed </li></ul><ul><li># of sessions with > 5 page views </li></ul><ul><li># session > 5 minutes in duration </li></ul><ul><li>Increase in # of downloads </li></ul>
    37. 40. Analytic Metrics <ul><li>How many new subscribers/followers? </li></ul><ul><li>How often do they visit? > 5 times? </li></ul><ul><li>How long do they stay? </li></ul><ul><li>How much/often are people commenting? </li></ul><ul><li>Ratio of visits to comments or ratings? </li></ul>
    38. 41. <ul><li>Conversation index </li></ul><ul><li># Retweets (Twitter) </li></ul><ul><li># or % Fan increases (FB) </li></ul><ul><li># Interactions (comments, wall posts, likes) </li></ul><ul><li>Language, location, gender, age </li></ul>Analytic Metrics
    39. 42. Google Analytics
    40. 43. Facebook Insights (Analytics)
    41. 44. Insight
    42. 45. Insights
    43. 46. Insights
    44. 47. YouTube Insights
    45. 50. Now what?
    46. 51. Measuring Relationships
    47. 52. What of value do you see in measuring coalition-community relationships?
    48. 53. Web-based Survey Tools
    49. 54. RESOURCES
    50. 55. Connected Communities
    51. 56. How it works
    52. 57. How to join
    53. 59. SoMe Wiki
    54. 60. TOC
    55. 61. Tools
    56. 62. Social Media Action Table
    57. 63. References & Resources <ul><li>CADCA National Coalition Institute’s Social Media Primer: </li></ul><ul><li>Connected Communities: </li></ul><ul><li>Google Alerts http:// </li></ul><ul><li>Netvibes </li></ul><ul><li>Twitter Search </li></ul>
    58. 64. <ul><ul><li>Kelsey Ruger </li></ul></ul><ul><ul><li>Beth Kanter Listening for NonProfits in a Connected World at </li></ul></ul><ul><ul><li>WeAreMedia </li></ul></ul>References & Resources
    59. 65. References & Resources <ul><li>KD Paine Measuring Engagement is Just Another Term for Measuring Relationship: </li></ul><ul><li>Measuring Public Relationships from Amazon: </li></ul><ul><li>Laura Quinn, Idealware: </li></ul>
    60. 66. Coalition Examples <ul><li>Blogs: </li></ul><ul><li>GCASA Cares: http:// / </li></ul><ul><li>Working to Prevent Substance Abuse in Portland, Maine: </li></ul><ul><li>Van Buren Safe Coalition: http:// / </li></ul><ul><li>Facebook: </li></ul><ul><li>Drug-Free Caroline Coalition: http:// /?ref=home#!/pages/Drug-Free-Caroline-Coalition/108474129185407 </li></ul><ul><li>Missouri’s Youth/Adult Alliance: http:// /?ref=home#!/ group.php?gid =49669288587 </li></ul><ul><li>SAMHSA’s Recovery Month: http:// /?ref=home#!/ RecoveryMonth </li></ul>
    61. 67. Coalition Examples <ul><li>Twitter: </li></ul><ul><li>Suwanee Coalition: http://!/SuwCoalition </li></ul><ul><li>Danvers CARES: http://!/DanversCARES </li></ul><ul><li>Drug Free Monroe: http://!/drugfreemonroe </li></ul><ul><li>Photo Sharing: </li></ul><ul><li>Community Coalition: </li></ul><ul><li>Kamiah Community Partners Coalition: http:// =278879&id=147645691706#!/pages/Kamiah-Community-Partners-Coalition/147645691706 </li></ul><ul><li>CADCA: http:// </li></ul>
    62. 68. Photo Citations <ul><li>Social Networking: </li></ul><ul><li>Virtual handshake: </li></ul><ul><li>(used with permission) </li></ul>Coalition Examples <ul><li>Video: </li></ul><ul><li>Circles of San Antonio: </li></ul><ul><li>Danvers CARES: http:// </li></ul><ul><li>Community Coalition of South LA: http:// </li></ul>
    63. 69. Contact information: Sue Stine Sr. Mgr., Dissemination and Coalition Relations CADCA National Coalition Institute Phone: 800-54-CADCA (800-542-2322), ext. 260 Fax: 703-706-0579 E-mail: [email_address] Facebook: Twitter: @suestine, @cadca LinkedIn: Social network: