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Wearemedia Day 1 Tactical


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Wearemedia Day 1 Tactical

  1. 1. Social Media Tactical Approaches and Tools Social Media and Nonprofits: Two-Day Intensive Workshop
  2. 2. Objectives <ul><li>Introduction to tactical framework and tools </li></ul>
  3. 3. Tactical Approaches Generate Buzz Share Story Listen Participate Community Building & Social Networking
  4. 5. Listen Buzz Share Your Story Participate Social Networks
  5. 6. Tactical Approaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tactical Approaches and Tools Share Story
  6. 7. Listening is knowing what is being said online about your organization and your field.
  7. 8. A few listening tools …
  8. 9. <ul><li>What decisions will you link your listening to? </li></ul><ul><li>What key words will you use? </li></ul><ul><li>How will share or summarize what you learn from listening with others in your organization? </li></ul>Listening
  9. 10. Key Words Are King!
  10. 11. A homeless person isn’t someone you pass on your way into a fancy restaurant
  11. 12. Listening with Twitter Search
  12. 13. Twitter Search
  13. 14. “ Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences.” – American Stroke Association
  14. 15. Listening leads to participation
  15. 16. Participation <ul><li>Who is empowered to respond and in what circumstances? </li></ul><ul><li>How will you address negative comments or perceptions? </li></ul><ul><li>What is the goal of your participation? </li></ul>
  16. 17. Participation Tools
  17. 18. Less about tool, more about technique <ul><li>They’ve paid you a compliment </li></ul><ul><li>Valid client complaint </li></ul><ul><li>If information is incorrect </li></ul><ul><li>If you have something of value to offer </li></ul>Respond Don’t Respond <ul><li>Trolls </li></ul><ul><li>Competitors </li></ul><ul><li>Not you </li></ul>
  18. 21. Happy Ending! Givewell uses Network for Good - nearly $70,000 raised
  19. 23. Sharing your story social media style …
  20. 24. <ul><li>What content or information will be used to update or feed the social media sites? </li></ul><ul><li>Who will assist or support users in remixing your message? </li></ul><ul><li>If you’re aggregating content to establish expertise, what sources? </li></ul><ul><li>What skills or expertise do you need? </li></ul>
  21. 25. What type of blog? Adapted from Nina Simon: Museum 2.0 Blog Personality Blog Specialized Content Aggregates Content Institutional Blog
  22. 26. Institutional Aggregates Content
  23. 27. Specialized Content Personality
  24. 28. Podcasting How will you maintain a consistent work flow and content? Who will be your .org’s voice?
  25. 29. Photo Sharing
  26. 30. How are you engaging with people and encouraging content creation?
  27. 33. Spreading Buzz
  28. 34. A Few Tools
  29. 35. <ul><li>How will you “brand” your presence on buzz sites? (Personal/Organizational) </li></ul><ul><li>Who will implement and build relationships with influencers? </li></ul><ul><li>How will you get fans to talk about you to their friends? </li></ul><ul><li>What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix) </li></ul>
  30. 37. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
  31. 38. Digg Effect
  32. 40. Twitter for generating buzz and spreading charitable giving …
  33. 44. Community Building and Social Networking Community Building & Social Networking
  34. 45. How will your organization represent itself on social networks? Who will develop or repurpose content? How will it integrate with your web presence? What’s your engagement strategy? Who will implement? Questions
  35. 55. Growth of Facebook fans since Community Manager involvement
  36. 56. Is that growth natural or guided? <ul><li>Fan growth by ORDER OF 10 with campaign! </li></ul>Month ending # of fans Fan growth Event 7/19/08 158 0 Started page 8/19/08 225 67 No action 9/19/08 464 239 Community Mgr begins to post and interact 10/19/08 1023 559 Comm Mgr talks with fans
  37. 57. Small Groups Exercise <ul><li>Page 28-29 </li></ul><ul><li>Which tactical approach is the best match for your organization? </li></ul><ul><li>Why? </li></ul>
  38. 58. All sources and additional material can be found on the WeAreMedia Wiki
  39. 60. If you remix this presentation, please add your remixed version to the wiki. Thank you