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Social Media 101 July 14


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An introduction to social media, delivered as part of my social media for social change series for the Wellesley Institute. Introduces the new media landscape, and basic information about RSS, blogs, Twitter, and other "getting started" platforms.

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Social Media 101 July 14

  1. 1. Social Media 101 using the social web to build your online toolkit Aerin Guy The Wellesley Institute July 14, 2009
  2. 2. agenda • Intros and welcome • Overview of the Social Web • Basics • Strategy • Goals/Tools • Case Study • Building Capacity
  3. 3. Text Aerin Guy • Manager, Communications & Virtual Wellesley • a proud Saskatonian and newbie Ontarian • background in communications, marketing, education and technology
  4. 4. where I hang out • • • • • (under re-design, so check often!)
  5. 5. about you! • please introduce yourselves to the people at your table • what organization are you with? • what is your role? • what do you hope to get out of this workshop?
  6. 6. Overview of the social web • also known as Web 2.0 (Tim O’Reilly) • also known as the “social media explosion” • also known as the way we connect today
  7. 7. Powerful stuff
  8. 8. the next big iThing
  9. 9. • introduction to social media
  10. 10. people are talking to each other online • 2 choices: 1. Resist it, and it will happen anyway, elsewhere, outside your influence 2. Support it, participate, influence it, and leverage it for extending your brand
  11. 11. The web is about conversations, not top down delivery of information or messages.
  12. 12. some benefits of using social media • listen and learn and build relationships • publish valuable news and information • disseminate quickly and effectively • create or extend your brand personality • engage in conversations and services • efforts lead back to your website - your hub or repository of information
  13. 13. basics • feeds, tags and RSS • blogs • wikis • twitter • facebook
  14. 14. feeds • feeds are based on XML technology • subscribers are invested • commonly called RSS in your content (otherwise why would • Content can be they subscribe?) subscribed to and sent when updated • RSS readers include Google Reader, • sites and content from Bloglines, FeedReader sites come to you
  15. 15. you’ll like this demo • http:// watch?v=0klgLsSxGsU
  16. 16. tags • tags are short keywords • also allows your content that define what your to be classified, indexed online digital content is and accessed by people, about search engines, and content aggregators • tagging your content helps others locate it • choose only relevant and more easily not overly generic keywords • a way to filter and categorize the web
  17. 17. tags • tags work on the same • extend the reference XML platform as RSS, labels, associations, and except when tags are search keywords by used to categorize which any type of information on content can be found aggregator sites like Technorati and delicious • Technorati is a blog search engine organized • articles, news stories, by tags (tagged by podcasts, photos, users), identifying presentations, and video relevancy and content clips can all be tagged areas
  18. 18. v=NN2I1pWXjXI
  19. 19. blogging: Be FOUND! • high ranking in organic search • at least 44% of all web interactions begin with search • search engines love blog headlines, as they indicate what can be found on the page • search engines also love blogs because they are frequently updated • recent + relevant = RANKING!
  20. 20. elements of successful organizational blogs • trusted, authentic, and transparent source of • fast response information • authoritative • all about the words • frequency • reflects the brand • easy to find on website • delivers unique content • who’s going to write your blog? please don’t • speaks with a candid, human voice hire someone on behalf of your business. that’s just cheesy. • personality • practice makes perfect • allows for dialogue with readers • are the people at the highest level of your org willing to be authentic and transparent?
  21. 21. • Twitter is a real-time • great way to provide micro-blog links, respond instantly, and connect with • real time word of mouth “constituents” • 140 character max • using Tweetdeck (or v=ddO9idmax0o forces “tweets” to be Twhirl) can help powerful, concise and organize your followers well-chosen into manageable groups • follow and be followed • Tweet from mobile devices with Tweetie, • highly searchable Twitterberry
  22. 22. • the world’s premier • friend-raising, not social networking site fundraising • individual profiles • facebook connect • corporate pages • promote events, initiatives, community • fan pages • average user age: 35 • cause marketing 1. pages/The-Wellesley-Institute/
  23. 23. video • watch?v=VQ3d3KigPQM • • powerful, visual ways of getting messages across • user-generated content • mobile devices are everywhere, capturing content
  24. 24. social media as part of your communications strategy •! • communities connect faster, more • segments our audiences collaboratively, more inclusively, and more • build on the power of effectively! networks and burgeoning communities • proliferation of sm stories in traditional media piques interest
  25. 25. 1/3 • website • social outposts • email
  26. 26. the purpose of social media is to engage with audiences in interactive communities 1.Genuine engagement facilitates a highly involved audience that wants to interact with “the brand” 2.The more people an organization can interact with who already have strong social networks, the more likely it is that a message can be spread through those networks 3. Communities of purpose abound on the net. Common thread of success? Purpose.
  27. 27. an experiment the sticky game (it’s fun, I promise) (no really, it’s fun!)
  28. 28. building community • House Social Network • Commercial Social Network • social networking community built on a • an online community nonprofit’s own owned and operated by website. Term derived a corporation. Popular from direct mail house examples include lists Facebook, Ning, OpenSocial, CommunityZero
  29. 29. the world has changed • and so has the way we connect • “when we change the way we communicate, we change society” • “new technology enables new kinds of group- forming”
  30. 30. goals • list building • changing attitudes • galvanizing support • recruitment • education • fundraising • loyalty • motivation • exposing • organize • changing minds • info source
  31. 31. Causes and passions are online, but people increasingly resist being sold to in the communities they join. Canada’s Do Not Call list will soon expand to include email.
  32. 32. Ladder of Engagement
  33. 33. Pyramid of engagement
  34. 34. community engagement
  35. 35. some stats
  36. 36. your organization • are you a channel for your networks? Partners? Clients? • who can you connect? • 2.0 tools facilitate connection
  37. 37. baby steps • cost effective • big budget? campaign assistance & facilitation, • no budget? Facebook, website redesign Twitter, blog, optimize existing website • many agencies will do pro-bono work for • wee budget? video, file charities/NFPs sharing software, microsite • sources can be craigslist, kijiji, student sites, hire an intern
  38. 38. these resources are key non-profit social network survey 2009 eNonprofits Benchmarks Study
  39. 39. what tools are right for you? • Facebook page • streaming (podcast or vlog) • twitter account • ratings & reviews • blog • Ideastorm • community • Care2 campaign • flickrstream • email • aggregator • netvibes
  40. 40. a wellesley institute case study • Goal 1: to inform the process of the Ontario Provincial Housing Minister’s consultations • Goal 2: to connect people through the site by providing a story portal, resource section, and endorsement faculty • Goal 3: to build awareness of the need for stable and affordable housing • began in late March, 2009
  41. 41. • Organizational tie in: our strategic pillar of Affordable Housing as an indicator of urban health • Metrics: how will we measure success? • Broadcast: how do we promote our efforts and really use social media to connect people?
  42. 42. • Metrics: hits on site, stories shared, CTR (click-thru rate), media mentions, unique visitors, endorsees (private and organizational), policy impact!
  43. 43. Social Media (and other tactics) • site construction and design • video • press releases/media release • blogs • Twitter • email • promotion through WI Facebook fan page and partner networks’ pages • flyer for events
  44. 44. • over 17,000 hits • 75 stories posted • nearly 500 personal and organizational endorsees • media coverage • agreement from gov’t to include network’s recommendations in consultation process • it rocked (but is still rockin’, so add your voice!)
  45. 45. other examples • Kiva is a microlender that pairs up developing world lendees with worldwide lenders • recently branched into the US • all done via social web
  46. 46. building capacity • can require a change in culture (digital natives vs digital immigrants) • Most NFPs are used to the “tower model” of working, not the “cloud”
  47. 47. towers vs clouds
  48. 48. Mark Pearce @ Connecting Up Australia
  49. 49. Building Capacity: 5 BIG ISSUES • Inertia problem - most organizations were founded prior to the internet....they aren’t used to having control issues, intimate relationships with audiences, and they think they control their brands. • Leadership issue - often the leaders are pre-internet. Difficult to get buy-in. Threatened. Perhaps read a Seth Godin book once. • Advocate issue - who’s the squeaky wheel? • Silo issue - “that’s marketing’s job”. “IT handles our web stuff” • Fear issue - it’s all so new, and changes so quickly, budgetary responsibility
  50. 50. I have a secret for you. • and the secret is...... • this is not a fad. people don’t abandon technologies that make it easier to communicate. • shhhh....
  51. 51. • explore the tools you’d • explore your personal like to adopt by using and organizational them in your personal capacity life first • don’t be afraid to try or to fail. In social media, you learn by failing informatively (Red Cross Social Media Strategy) • develop your voice
  52. 52. how it can work • positioning. “we are the spearhead of a movement that is changing this issue. we are a vehicle for making change.” • engage leadership in new thinking. get help. • involve social media/coms people at management/strategic level. Obama’s campaign would be a good example! • Hire from the millennial generation. Their insight as digital natives will improve the strategic conversations. • Speak “human”. People like people. Relationships are where it’s at. Get out of “press release” mode.
  53. 53. More how-to • Develop a deep understanding of your “clients”. Groups who are successful are able to tap into the knowledge of who they are trying to build a relationship with. • Connect people directly. Bringing people together can be scary. Power in numbers! Your value is in your ability to do this. • Be open, ego free.....and let go of control. You never had it anyways. • Emulate, innovate. Fail, experiment. Lather, rinse, repeat.
  54. 54. How-to..... • Set up a twitter account • Set up a ning page
  55. 55. question time
  56. 56. where will you start? •