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Social Media Planning for Medical Reserve Corps Units


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Presented at Medical Reserve Corps Region I/II Summit (November 16, 2011)

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Social Media Planning for Medical Reserve Corps Units

  1. 1. 11/21/2011 Presented To:Medical Reserve Corps 2011 Region I/II Summit ALYSON COBB & ARIELLE SLAM JSI RESEARCH & TRAINING INSTITUTE, INC. During this workshop, participants will:  Discuss popular social media tools, focusing on Facebook, LinkedIn, Twitter, and blogs, and their potential applications for MRC units.  Learn the process for creating a social media plan, including developing goals, prioritizing channels, content mapping, implementation, and measurement.  Work towards completing their own social media plan. 1
  2. 2. 11/21/2011The electronic tools, technologies, and applications that start conversations, encourage people to pass it on to others, and find ways to travel on its own. 2
  3. 3. 11/21/2011 Social media is a tool A tool to help you communicate in the 21st century Two way communication is key  We are not just listeners anymore 3
  4. 4. 11/21/2011 Name MRC Unit One fact about you from BINGO What you are hoping to get from this session 4
  5. 5. 11/21/2011 77.3% Internet  StateNew Hampshire Penetration 90.1% 84.7%New Jersey 87.8% Regions 1 & 2Connecticut 86.5%Massachusetts 86.2%Maine 82.8%Vermont 81.7%New York 81.5%Rhode Island 81.0% Source: Internet World Stats, 2010 52% of Americans 12+ use at least 1 social media networking site 43% of internet users 50+ use social networking sites 5
  6. 6. 11/21/2011 85% of Americans 18+ own a cell phone 72% of cell phone users send and receive text messages 31% of Americans 12+ own a smartphone 75% of social media users have posted an updated using a mobile phone Source: The Social Habit 2011, Edison Research 1 in 6 residents said they have used social media to get information about an emergency About 50% said they would use social media to let loves ones know they were safe Source: American Red Cross Social Media Survey, Aug 2010 6
  7. 7. 11/21/2011 70% said that response agencies should regularly monitor and respond to posting on their websites and social media sites If they posted a request for help on a social media website, 75% would expect help to arrive within an hour Source: American Red Cross Social Media Survey, Aug 2010 In a survey of Facebook users,  38% would look for a Facebook page for an organization for which they were thinking of volunteering  12% would definitely be more likely to volunteer if the organization has a Facebook page  43% said whether or not the organization had a Facebook page might impact their decision  9% would be concerned about volunteering for a nonprofit that didn’t have a lot of likes Source: Idealware, July 2010 7
  8. 8. 11/21/2011 It’s where the people are More common by the day Try to reach a gap in communications plan Two-way conversation  Engaging volunteers Spread a message Raise awareness of unit/organization Free More flexible and less staff time 8
  9. 9. 11/21/2011 In small groups, discuss:  Who you are trying to reach?  What you are trying to accomplish?  What will change if this effort is a success?  Finally, what is your social media goal? 9
  10. 10. 11/21/2011Who are you Community members, specifically those who aretrying to reach? not prepared for an emergencyWhat are you Increase preparedness in our communitytrying toaccomplish?What will change Households will be more prepared, which willif this effort is a lead to a decrease in those who need assistancesuccess? during an emergency, including shelter attendance.Our Social Media To promote emergency preparedness in ourGoal community in order to decrease the burden on emergency response agencies, including our MRC unit.  In small groups, discuss:  Who you are trying to reach?  What you are trying to accomplish?  What will change if this effort is a success?  Finally, what is your social media goal? 10
  11. 11. 11/21/2011 Social networking sites  Facebook, LinkedIn Blogs Microblogs  Twitter Geolocation  Google Maps, FourSquare, Facebook Places Media sharing sites  Flickr, YouTube Wikis Social bookmarking  Reddit, StumbleUpon 11
  12. 12. 11/21/2011 What they all have in common:  Two-way flow of information  Collaborative  Flexible delivery  Individuals have an expanded word-of-mouth reach 12
  13. 13. 11/21/2011 Most popular social networking site in the world  More than 800 million active users (including 350 million through mobile devices)  Organizations and companies create Facebook pages, which individual users can “Like”  All pages are automatically public  Can post text, links, polls, events, photos, and videos  Additional flexibility through apps 13
  14. 14. 11/21/2011 Facebook  State PenetrationRhode IslandMassachusetts 52.7% 47.3% 43.0%New Jersey 47.2%New Hampshire 44.5%New York 43.3%MaineVermont 40.3% 39.5% 44.3Connecticut 39.3% Regions 1 & 2 Source: Internet World Stats, 2010  The average Facebook user:  Is 38.4 years old  Has 130 friends  Spends 55 minutes a day on Facebook  Creates 90 pieces of content per month  Is connected to 80 pages, groups, and events 14
  15. 15. 11/21/2011 Brainstorm the pros and cons of using Facebook for your unit Write your top pro on a yellow post it and your top con on a pink post it 15
  16. 16. 11/21/2011 social networking site for professional networking  Can connect with colleagues and see who they are connected with Profile= a resume Organizations can create groups  Groups can hold discussions and post resources  Over 135 million members  Average age of users is 44.3 years old 16
  17. 17. 11/21/2011 Brainstorm the pros and cons of using LinkedIn for your unit Write your top pro on a yellow post it and your top con on a pink post it 17
  18. 18. 11/21/2011 Website where 1+ people post fairly frequent updates, often told from a personal perspective Posts are often short, appear in reverse chronological order, and written in the first person Typically text based, but can also include photos or videos Brainstorm the pros and cons of using LinkedIn for your unit Write your top pro on a yellow post it and your top con on a pink post it 18
  19. 19. 11/21/2011 Users send and read  text‐based posts of up  to 140 characters, called  “tweets” All pages and tweets are  automatically public Has grown to include  photos and videos 19
  20. 20. 11/21/2011 Most popular microblogging site  13% of Americans use Twitter  Average age is 39.1 years old Of people who have ever used twitter:  82% access the site at least once a month  54% access the site at least once a week  18% access the site at least once a day Brainstorm the pros and cons of using LinkedIn for your unit Write your top pro on a yellow post it and your top con on a pink post it 20
  21. 21. 11/21/2011 Staff/Volunteer skills and time What your target audience is using Which tool is best for conveying your message How this will integrate in to your existing communications plan 21
  22. 22. 11/21/2011 In a survey of non-profits using social media:  No respondents who were spending less than 1 hour per week on social media reported seeing any results  Respondents who were seeing tangible, substantive results spent an average of 5 hours per week  About 30% achieved success in 2 hours per week or less Source: Idealware, July 2010 Tool Time Estimate per Week Facebook 2 hours LinkedIn 1 hour Blogs 3 – 5 hours Twitter 1.5 – 2 hours 22
  23. 23. 11/21/2011 Weigh the pros and cons of each tool, as well as organizational considerations such as time and skills, and check Yes, Maybe, or No for each tool 23
  24. 24. 11/21/2011 24
  25. 25. 11/21/2011  Set date for revisiting/refreshing maintenance plan  Tools used  Who will manage each tool  Post frequency  Plan for content  Develop weekly pattern  Create a message bank or pre-written messages Monday Tuesday Wednesday Thursday Friday Weekend•Medical  •Tell a friend •Interesting  •News •Recognize  •Events audience  link •Partner  volunteers msg. outreach 25
  26. 26. 11/21/2011Who will  Alysonmanage? Need to identify backupPost  1st 4 mnths =2x per wkfrequency? After 4 mnths= every dayTypes of  Updates from MRC units info posted? throughout NH; statewide  information for MRC coordinators  & volunteersSample  WMUR will have continuous message updates about the storm at this  link (which works on mobile  devices as well). "Share" the link  with friends and family so they  can stay up to date even if the  power goes out  Work in groups to complete worksheet 5. 26
  27. 27. 11/21/2011 Recruitment based around a popular event  Local event  Online event Public Awareness  National Preparedness Month  Flu Shots MRC ambassador message dissemination 27
  28. 28. 11/21/2011 Campaign Name JIVE 2011 Dates 9/1/11‐ 10/1/11 Why is this the  • Preparedness Month right time? • 9/11 10th Anniversary Specific goals • Consistent preparedness  messagingWeek Dates Theme • Raise reach of local response  Facebook & Twitter accounts 1 9/1‐3 General Preparedness • Increase ReadyNH traffic 2 9/4‐10 Stay Supports larger  • Public information & warning goal • Channel redundancy 3 9/11‐17 Leave  4 9/18‐24 Connect Target audience Area residents who have not or  have done little to prepare for an  5 9/25‐30 Volunteer emergencyTool Facebook TwitterManagers • Agency assigned • Agency assigned • Alyson monitors • Alyson monitors • Arielle track linksPost frequency  1 post per week per agency 1 tweet per week per agency(minimum)Types of  Preparedness messages by  Preparedness messages by weekly information  weekly themes themespostedSample post How would you keep in touch  Emergencies don’t wait until after  with friends and family during  hours. Do you know the emergency  an emergency? (Question ) plan for your workplace?  • Phone • E‐mail #NPM #ReadyNH • Visit them • Facebook • Twitter 28
  29. 29. 11/21/2011 Work in groups to complete Worksheet 6. 29
  30. 30. 11/21/2011 Purpose  Before-During-After Plan  Tools  Frequency  Managers Contingency plan Post-event evaluation  Include in After Action Report 30
  31. 31. 11/21/2011 Complete Worksheet #7. 31
  32. 32. 11/21/2011 Content brainstorm Message construction Policy considerations Measurement  Encourage conversations among new and veteran volunteers  Ask current volunteers to post comments or stories about volunteering  Encourage potential volunteers to voice concerns  Recognition programs  Volunteer of the month  Volunteer spotlight  Post multimedia of volunteers in action 32
  33. 33. 11/21/2011  Post multimedia links  Share news and updates  Collaborate on content with partners & repurpose existing content from partners Tone  Less formal than a website Neutrality Balance between selling volunteerism and providing valuable information to followers 33
  34. 34. 11/21/2011 Responsibilities  Supervisor  Coordinator  Channel authors Content calendar review Comments policy Interactions Does anyone have a policy?  How is it working? Biggest barriers? 34
  35. 35. 11/21/2011 Look at plan in short cycles Views Followers Engagement Conversion  Tracking links  “How did you hear about us?” check box  Lift assumptions Share plan with key personnel/volunteers for input. Set aside a few hours to a day to learn tool(s) and create an account. Start developing content and ask for co- worker & volunteer input. Write policy. Start planning for your first campaign. 35
  36. 36. 11/21/2011Arielle Slam Alyson CobbJSI Research & Training Institute JSI Research & Training acobb@jsi.com603.573.3341 603.573.3319 36