Social Media for Social Good - NCVS Pre-Con Workshp

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This workshop was presented by Amy Sample Ward of NTEN, Noland Hoshino of Bcause Media, Robert Rosenthal of VolunteerMatch, and Bob Filbin of DoSomething. Learn more at http://nten.org

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Social Media for Social Good - NCVS Pre-Con Workshp

  1. 1. Social Media For Social GoodThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  2. 2. Amy Sample Ward Melinda Chang @amyrsward NPowerNoland Hoshino Robert Rosenthal Bob Filbin@nolandhoshino @volmatchrobert @bobfilbin These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  3. 3. Agenda: 15 Minute Break • Strategy • Break • Listening • Break • Content • Break • Evaluation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  4. 4. What is Social Media?Using the Internet to instantly collaborate, shareinformation, and have a conversation about ideasand causes we care about.
  5. 5. Powered by… These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  6. 6. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  7. 7. IT’S A CONVERSATION BETWEENPEOPLE These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  8. 8. Audiences These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  9. 9. Donors These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  10. 10. VolunteersThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  11. 11. AND THAT CONVERSATION IS…These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  12. 12. Not Controlled These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  13. 13. Not Organized These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  14. 14. Not on Message These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  15. 15. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  16. 16. RelationshipsThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  17. 17. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  18. 18. GUT CHECK: SOCIAL MEDIACULTURE SHOCK These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  19. 19. Organizational Development Concerns • Acceptable Use • Business Voice and Personal Voice • Coordination with communications, HR, legal, and IT • Management tolerance, participation, endorsement • Safe zones for experimentation • Balance "quick and candid" with "thoughtful and professional” These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  20. 20. SHARE PAIR: DEALING WITHORGANIZATION CULTURE These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  21. 21. Start with StrategyA social media strategy map helps yourorganization think throughobjectives, audience, content, strategy, tools, and measurement to support yourorganization’s communications andInternet strategy. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  22. 22. Strategy Step by Step• Objectives• Audience• Integration• Tools and Tactics• Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  23. 23. Objective•What do you want to accomplish with social media?•Describe how your social media objective supports or links to aspecific goal from your organization’s strategic plan http://www.flickr.com/photos/wili/214316968/
  24. 24. Give Your Social Media ObjectiveAn IQ Test! These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  25. 25. To draw political attention to ongoing genocide in Darfur by delivering 1 millionpostcards to be sent to Obama within his first 100 days in office These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  26. 26. Strategy Step by Step• Objectives• Audience• Integration• Tools and Tactics• Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  27. 27. Audience 1. Who must you reach with your social media efforts to meet your objective? Why this target group? 2. Is this a target group identified in your organization’s communications plan? 3. What do they know or believe about your organization or issue? What will resonate with them? 4. What key points do you want to make with your audience?
  28. 28. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  29. 29. What Are They Doing Online? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  30. 30. Strategy Step by Step• Objectives• Audience• Integration• Tools and Tactics• Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  31. 31. An Integrated Strategy One Way Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  32. 32. California State Parks Foundation• May 2009• 100 Park ClosuresImminent• 500 Facebook Fans• Mostly Direct MailSupportsNew Strategy:Reach younger supportersto prepare for a ballotinitiative to protectCalifornia parks. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  33. 33. An Integrated Strategy for CSPF One Way Homebase email Web Site direct mail ads Recruit 5,000 new Facebook fans in one month Social Facebook YouTube These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  34. 34. Integrated ComponentsHome Base One Way SocialWeb site redesign “Urgent Grams” • Facebook to emphasize: to: Welcome Page• Petition • High Dollar • Fan Videos on• Facebook Donors YouTube• Donations • Other Members • Prospects These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  35. 35. Integrated Looks & Message These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  36. 36. Campaign Results These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  37. 37. The Final Tally • $950,000 Raised • $300,000 Online • Tough to track specifically to social media • 46% of that came from supporters new to CSPF • Email list size grew in tandem with Facebook Fans, suggesting that they are highly related • Ballot initiative campaign is now live These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  38. 38. HOMEWORK: START YOURSTRATEGY MAPThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  39. 39. The NOT–SO–S.M.A.R.T PLAN“We just implemented a new application processonline and need to drive traffic to it. Everyonehas a Facebook account now so I will set one upfor my org.” - Jennifer, UUEPlan Check List:Is it Specific? Not really. Depending on who you want to reach and what specifically youwant to achieve, is Facebook really the right channel?Is it Measurable? Probably but what does success look like to the org?Is it Achievable? Probably not. Where will you suddenly find the resources to maintainthese accounts? How do you ensure FB to application traffic?Is it Realistic? Probably not, how do you ensure the outcome?Is it Timely? No real way of know when this will take off.
  40. 40. The OH–SO–S.M.A.R.T PLAN“With the new online application process, UUE needs toreach its core audience – teachers. Their goalis to increase application rate by 50%. Let’s set up amulti-channel recruitment campaign targetingGrade K-6 teachers in low-income areas.” - Social Media Strategist, TCCPlan Check List:Is it Specific? Yes. Utilize their robust email list. Integrate FB with all other channels.Ensure easy online application process.Is it Measurable? Yes. Weekly check-ins. Track online visits using Google analytics andthen online application submission rates every week.Is it Achievable? Yes. Executed email campaigns in the past. Use existing content . Tapexisting network.Is it Realistic? Yes. We can devote Sara & 3 volunteers.Is it Timely? Yes. Our gala just passed, we can now prioritize this in the org.
  41. 41. What Works for Your OrgSpecific What does your org want to accomplish? What do I already have in place? What specific tasks should I focus on?Measurable What are my exact measures of success? How will we know when it is accomplished? What tools can I utilize?Achievable How can the goal be accomplished? Do we have experience in this? Can we source the right resources?Realistic Does this match other efforts/needs? Is the goal realistic given current resources? Do I have the budget?Timely Can this be made a priority? When can we do check-ins? When do we reassess?
  42. 42. Agenda: 15 Minute Break • Strategy • Break • Listening • Break • Content • Break • Evaluation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  43. 43. Strategy Step by Step• Objectives• Audience• Integration• Tools and Tactics• Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  44. 44. Agenda: 15 Minute Break • Strategy • Break • Listening • Break • Content • Break • Evaluation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  45. 45. Say What?Conteent
  46. 46. You Are The Future - Peter Drucker (d. 2005) “If you want to be interesting, be interested.”For internal purposes only.Photo: h.koppdelaney/Flickr 76
  47. 47. On Engagement - David Ogilvy
  48. 48. Strategy Is QueenContent Strategy Is Queen - Abigail Adams (sort of) 78
  49. 49. Why Content Strategy? “The main goal of content strategy is to use words and data to create unambiguous Rachel Lovinger content that supports meaningful, interactive experiences.” “If you want to be interesting, Content Strategy: The Philosophy of Data (2007) be interested.”
  50. 50. Communicating Your MissionUse brand architecture to go from the abstract to the specific.
  51. 51. Mission, Purpose, Brand We’re not that different.
  52. 52. Mission, Purpose, Brand YOU ARE HERE
  53. 53. Tie Messaging to Brand VISION: A world where good prevails over evil. Luke, I need to tell you MISSION: We leverage mystical forces as part of a Universal something. alliance to protect peace and justice. POSITION: We want everyone to think of us as mysterious but ultimately helpful bad asses. OK, Obiwan, but stay on message. MESSAGING GUIDE: The Force (n.): Good way to describe our strange powers. Reminds folks we‟re channeling energies that exist all around us. Also: #TheForce SAMPLE MESSAGE: We‟re gathering. Join us 11/3 as we use #TheForce to destroy the #DeathStar. Good v evil! Pls RSVP: jed.is/KLT72 #shhhh
  54. 54. 4 Audience & Positioning ALL OUR AUDIENCES VolunteerMatch is the Web’s largest volunteer engagement network, offering solutions to make it easier for individuals, nonprofits and companies to make a difference. make easier for individuals, nonprofits and companies to make a difference. CORPS, GOVT, A MULTICHAPTER GENCIES, CAMP VOLUNTEERS NONPROFITS NONPROFITS USES WeWe make it make it easier We make it easier We make easier WeWe make it make it easier WeWe make it make it easier easier for you to for you to find a for your easiermanage to to manage easiermanage to to manage find a great place great place to organization to find successful successful to volunteer. volunteer. the volunteers you national volunteer community need. recruitment engagement programs. programs.
  55. 55. 5 Audience &Segmenting Volunteer Nonprofit Multichapter Business/Govt/Sch MSM Policy Funders Nonprofit ool/CSR Press Media/Acad Makers emic Type of Consumer B2B Advocacy & Outreach Audience Web services Web Services What they It’s hard to It’s hard to It’s hard to Good CSR is hard to It’s hard to find info about important think find a good find a good help our do. volunteer trends. place to volunteer. chapters volunteer diversify recruitment Web home VolunteerMatch.org Social home Our Engaging VolunteeringIs N/A Facebook Volunteers.org CSR.org Page Twitter @volunteermatch @vm_solutions @volunteermatch Facebook Our Facebook Page LinkedIn VolunteerMatch at Linkedin VolunteerMat VolunteerMatch at Linkedin ch Solutions Sub Group
  56. 56. Your Responsibilities to Brand
  57. 57. StorytellingUse the basics of story to connect on a human level and sustain interest.
  58. 58. Story Is A Journey Photo: aepoc
  59. 59. Be The Change WORLD COMMUNITY My family CHANGE and friends ME
  60. 60. The Volunteer‟s Story Achievement “Saving the Obstacle Universe? Best thing I ever did!” “Whoa, Death StarInstigation ahead. Nevermind!” “This princess totally needs me!”
  61. 61. The Engager‟s Story Achievement “Great Obstacle work, Luke! Just “Yup, this is two more films to hard. But go!”Instigation remember the“She‟s Force thing?depending on Give it a shot.”you, Luke.Hey,how „bout alight saber?
  62. 62. Parts of Not Volunteer StoryStories the Programs I‟m a story! I‟m a program! Who’s more engaging?
  63. 63. Collecting & Curating the Experience Optimizing For Storytelling
  64. 64. Social Media Sharing SavingPhoto: Flickr/courosa
  65. 65. Determine the Need ConstituentsSaving SharingSocial Sharing Public
  66. 66. Improve Your Odds • Invest in cameras! Remind supporters to bring cameras. • Run photo/video/story contests • Send out surveys/polls • Engagers volunteers as reporters and shooters • Monitor channels for comments/testimonials • Remind supporters to use hashtags
  67. 67. Corralling Your Content Professional Videos Networks (Youtube) (LinkedIn) Social Events Networks (Eventbrite) (Facebook) Volunteer Micromedia Website/ lead sources (Twitter) Blog (Volunteer Match) 97
  68. 68. Website Commandments “Your Support page MUST have a range of options like donating, gifts in kind, and “You MUST have “The word volunteering.” a page dedicated volunteers MUST to volunteering… appear on your with links to your home page or social networks.” your website.” Jayne Cravens, Coyote Communications 98
  69. 69. How Much Is Too Frequent? 99
  70. 70. Creating Flexible Content • Make it easy for supporters to share. • Avoid cross-posting if you can. Follow specifications for different platforms. • Write messaging guides for everyone ahead of time. • Include links to photos, graphics or videos for preview and recap. • Remember: It’s not collected until it’s archived. 100
  71. 71. Bringing It TogetherSocial Content & The 3 Rs of Volunteer Engagement
  72. 72. 3 R‟s In Action Friend Recognize Recruit Coming back for more & telling others about it Work Family Retain
  73. 73. 3 R‟s In Action Recognize, Recruit
  74. 74. 3 R‟s In Action Recognize, Recruit
  75. 75. 3 R‟s In Action Recognize, Recruit
  76. 76. 3 R‟s In Action Recruit
  77. 77. 3 R‟s In Action Recruit, Retain.
  78. 78. 3 R‟s In Action Recognize
  79. 79. 3 R‟s In Action Recruit
  80. 80. 3 R‟s In Action Recruit, Recognize
  81. 81. Friends of Trees “If we can reach lots of people via social media those are part of the touches that contribute to turning volunteers out to our events” “While we dont understand the exact impacts on our other goals, we suspect only good things are coming from our social media efforts.” Jenny Bedell-Stiles Volunteer & Outreach Specialist Friends of Trees
  82. 82. Friends of Trees
  83. 83. Friends of Trees
  84. 84. Friends of Trees
  85. 85. Friends of Trees
  86. 86. 3 R‟s In Action
  87. 87. 3 R‟s In Action
  88. 88. 3 R‟s In Action
  89. 89. Workshop!What‟s Your Social Media Content Strategy? 30 Minutes
  90. 90. Say What? Final Tips on Social Media & Content • As culture is changing, people want what you have. Be confident and proud. • To engage, be engaged first. • Let your brand guide your messaging. • It’s all about stories. Their story, your story, our story. • Don’t forget your website. It comes first. • Which platforms you use depend on what you intend to accomplish. There are differences. • Social media makes the 3 Rs easier.
  91. 91. Awesome Content ResourcesGeneral Content and Social Media Forum One www.forumone.comBeth Kanterwww.bethkanter.org Social Brite www.socialbrite.orgNTENwww.nten.org Specific to Volunteer EngagementSocial Media for Nonprofits Engaging Volunteers (VolunteerMatch)www.socialmedia4nonprofits.org www.EngagingVolunteers.orgBcause Coyote Communicationswww.bcausemedia.com www.coyotecommunications.comBig Duckwww.bigducknyc.com
  92. 92. Say What?Conteent
  93. 93. Agenda: 15 Minute Break • Strategy • Break • Listening • Break • Content • Break • Evaluation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  94. 94. Strategy Step by Step• Objectives• Audience• Integration• Tools and Tactics• Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  95. 95. Social Media Evaluation @bobfilbin
  96. 96. Introduction: Deciding to Evaluate
  97. 97. Introduction: Deciding to EvaluateHave all of you make achange in how youevaluate social mediawhen you return towork.
  98. 98. Introduction: Deciding to Evaluate
  99. 99. Introduction: Deciding to Evaluate
  100. 100. Introduction: Who Will Evaluate?
  101. 101. Intro: Who Will Evaluate?
  102. 102. Three Steps to Evaluation Gather → Analyze → Act
  103. 103. Gathering DataProblem: So much data!- Facebook Insights alone: Over 1,000 metricsSolution: Ask “What Action Can I Take?”Otherwise, it’s 010011 100101 000110
  104. 104. Gathering DataForget ThisStart with This
  105. 105. Gathering Data(Free) Tools• Facebook: Insights – Post-Level Data, Lifetime Talking About This…• Twitter: Crowdbooster – Retweets, Replies, Impressions• Website Referral Traffic: Google Analytics – # Visitors from Social, # of Conversions
  106. 106. Analyzing Data
  107. 107. Analyzing Data
  108. 108. Analyzing Data
  109. 109. Acting on Data• 36x as many people talking about these vs. regular posts. (That’s 1 week’s worth of posts.)
  110. 110. Acting on Data
  111. 111. Acting on Data
  112. 112. Acting on Data“…the sequence of change is not ANALYZE-THINK- CHANGE, but rather SEE-FEEL-CHANGE.”
  113. 113. Acting on Data“…the sequence of change is not ANALYZE-THINK- CHANGE, but rather SEE-FEEL-CHANGE.”
  114. 114. • Amy Sample Ward • Melinda Chang • @amyrsward • NPower• Noland Hoshino • Robert Rosenthal • Bob Filbin• @nolandhoshino • @volmatchrobert • @bobfilbin These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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