Social Media, Not to Be Confused with Social Marketing


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This webinar sponsored by the Substance Abuse Mental Health Services Administration (SAMHSA) and hosted by the ICF Macro and Vanguard Communications provides an overview of how System of Care communities can use social media to achieve their social marketing goals.

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  • Using social media channels to supplement social marketing efforts -- Very Experienced -5 -- Experienced - 13 -- Somewhat Experienced -38 -- Not Experienced - 26
  • Brandi moderates introductions and introduces learning objectives for workshop – 2 minutes Everyone should have received handouts electronically that accompany this presentation. Because the universe of social and digital media is huge, we can’t cover it all in 90 minutes. We’re touching on the most important topics, but these resources are intended to help you create and implement an effective social media strategy for your organization. You can also use these handouts to educate your colleagues, family and youth living in your community and others about online communications tools and tactics. These are designed to be stand alone documents that anyone could pick up and learn from. At the end of this discussion – and with the support of the information provided in the handouts – you will be able to: Explore the social media landscape and the range of online technologies that are available to spread messages; Examine the tactical applications of social media technologies and show examples of use Outline how to integrate online technologies into existing programs, infrastructure and outreach strategies; and Discuss the basics of tracking and measuring online outreach. We’re going to kick things off today with a poll. We want to hear from all of you about the types of social and digital media tools you use. We’ll be asking several polling questions throughout our presentation today. Please take a moment and let us know what tools you use in your social marketing efforts.
  • Brandi – 4 minutes Social media is just that – it’s social! It’s a way for us to connect with one another and to gather information virtually. It goes by many names, though … online communications, digital media, new media, social media … but we’re usually talking about similar tools. There are some important reasons, though, why we are talking about social media today in the context of social marketing. There are several reasons to go online. reach greatest large number of people through one medium … consider this … three quarters percent of American adults use the Internet. offer up-to-the-minute coverage of what’s happening in your program and community; educate the community about your program and children’s mental health; build communities of supporters that can help share your messages; offer youth a sense of community where they can hang out virtually; engage constituents and potential funders with the mission and goals of your program; Let’s your listen! And you should, always; and showcase the successes your family members have achieved with your help.   Online and traditional communications media have a lot in common. They need to: support a program’s overall communications goals; communicate specific messages to intended audiences; be easily accessible to (and easily found by) intended audiences; be strategic and well-planned; and be evaluated to gauge their effectiveness.   Online communications media have the following unique advantages over traditional media. Cost-efficiency; Easily updated; Interactive; .
  • Brandi – 4 minutes Incorporate poll responses. Many of you and you’re not alone! So, we already know that nearly ¾ of people in the U.S. go online. According to the PEW Internet & American Life Project, the majority of people have daily access to the Internet: 63 percent of whites, 49 percent of African Americans and 66 percent of Hispanics go online daily. Another important thing to keep in mind … social media isn’t tied to a computer. Mobile technology – think smartphones, cell phones, PDAs – has narrowed the digital divide dramatically. Among communities of color, texting is a preference with 78 percent of African Americans and Hispanics sending and receiving text messages compared with 66 percent of whites; 39 percent of African Americans and 43 percent of Hispanics going online compared with 30 percent of whites; and 35 percent of African Americans and 36 percent of Hispanics sending e-mail compared with 27 percent of whites. Mobile access to online news is of particular importance to Hispanic audiences. Seventy-eight percent of Hispanics get news online from their handheld device compared with 64 percent of whites and 63 percent of African Americans.
  • Brandi – 1 minute Incorporate poll responses. The moral of the story is that social media is an important tool for you to consider in your social marketing efforts. It’s cost effective and can reach a large audience. But, it’s important to know what’s at risk, too.
  • Brandi – 5 minutes Whether or not you’re setting up a personal digital media presence or one for your organization, there are some considerations you should explore first. Policies: Personally, who will you engaged with? Organizationally, how will you respond? Privacy: What personal information will you share or not? Moderation: How much freedom will you allow for people to comment and interact with you? Report dangerous situations and keeping your members safe. Before we move into the strategy discussion, we have another question for all of you! Now we know a little bit about the types of social media tools you use, but we want to know if you have a plan for that outreach.
  • Brandi – 10 minutes   An integrated media strategy embraces a variety of outreach channels, both online and offline, and plans for the implementation of outreach in ways that encourage collaborative communication across channels and spokespeople to achieve a communications goal that supports an organization’s overall program goals. Integration is critical to the success of any social media effort. I’m sure we’ve all experienced a situation when an organization's online and offline presences were out of synch. It actually happened to me a few years ago, which is what got me thinking about integration. [Farm Aid example with concert announcement.] So, let’s talk about why integration has value. How can social marketers make the case for adding social media to their communications tool box? I hope I’ve sold you on the value! Now, Brittany’s going to help us all understand the strategy behind social media and why you might NOT want a Facebook page.
  • So now that we know what social media is and why it's important to use, the question is, how do you use it? Well the short answer is that you create a plan! We in the social marketing world are addicted to plans so before you jump into the social media world we recommend you develop a comprehensive strategy and pair it with good evaluation. When developing a strategy keep "POST" in mind: people, objectives, strategy, and technology. As with anything in the social marketing world you start with your target audience first.
  • There are all sorts of people out there engaging with social media in different ways. As you can see they range from Inactive (don't use social media at all) to creators (publish, maintain and upload content on social media sites at least a few times a week). Creators – publish a blog or article online, maintain a web page, or upload videos or audio at least once a month Conversationalists – participate in dialogue on sites such as Facebook or Twitter weekly Critics – post comments on blogs or online forums Collectors – save URLs and tags on a social bookmarking site such as Delicious, vote for sites on Digg or use RSS feeds Joiners – participate in or maintain profiles on a social networking site like Facebook Spectators – view and consume the content and interactions that the members higher up the ladder produce Inactives – don't participate in social media in any way Forrester Research has a tool called the Social Technographics Tool that allows you to enter key demographic information about your target audience and see if they’re creators, or conversationalists, etc. If you do a Google search for social technographics tool it’ll be the first thing to pop up. What you'll want to do is go out there and find out how your target audience is using social media. If you're reaching out to youth, they're often conversationalists but their behavior differs based upon demographic characteristics like gender. So do a bit of research and find out how your audience matches up to the groups listed on this slide.
  • Some examples of target audiences you might want to reach out to include your governance board, latino youth in your community, and family members. Talk to people in your community and find out how they're using social media and pull from some national data like the figures Brandi presented. The point is to match your engagement with the way your audience is using social media.
  • Based on your target audience, start thinking about some objectives for how to engage them. Listening – better understand your audience Talking – spreading messages and content Energizing – power influential and enthusiastic members of the community that are using social media Supporting – set up spaces and tools to allow users to support each other, rather than just receiving support from the system of care Embracing – integrate the youth and families that are receiving services into the work that you do (social media can be an effective way to identify champions) Start by listening to better understand your audience. For example, set up a Facebook profile and start going to the pages that youth in your community visit. See what they like and how they're interacting with each other. Then start talking. Let people know you're out there! After you've mastered that start energizing people in your community spread the word about your SOC and then encourage them to support each other utilizing social media. Lastly you'll start engaging those very same youth and families in your work to alter the very services they receive. Not all of this takes place in linear order. As SOC communities we're already engaging youth and families in systems change, we just need to start thinking about how to increase our reach by utilizing social media.
  • Remember that moving from listening to embracing is a process. Social media makes people uncomfortable, especially when you start talking about engaging youth, so you have to be patient and take it slow. To make sure people within your system of care feel comfortable you may have to start by simply listening to show that the world doesn’t come to a screeching halt when you create a Facebook page, and then you move on to energizing and embracing.
  • After you've mapped out your objectives you develop some strategies for how you're actually going to start engaging families and youth. This is closely related to Objectives but it's a bit more concrete. Create a plan that starts small but has room to grow Think through the implications of your strategy Plan out sample scenarios that might come up as a result of your engagement in social media and then plan for how you will handle it Make sure to get buy-in from your Principal Investigator, Project Director and Governance Board Hold an informational meeting with key stakeholders where you go over the benefits and risks of using social media Be honest about the risks but come with ways to address them Put someone in charge of managing the strategy, preferably the social marketer Recruit other staff to help monitor your social media presence Develop a social media workgroup within your social marketing workgroup Be sure to include family members and youth Ensure that your evaluator is at the table Develop social media user guidelines and policies for your system of care initiative If you plan on engaging with youth, develop specific guidelines for youth and hold informational sessions for parents on how to keep their children safe online Develop a crisis plan in case a family member or youth posts something that needs to be responded to immediately
  • This example shows that your strategy means thinking about the end game. What is your ultimate goal in creating a presence on social media?
  • Lastly we arrive at technology. When people hear about social media for some reason they have this uncontrollable urge to just dive in without thinking, so they say, "We need a Facebook page now!" without first having thought about whether or not this is a worthwhile strategy. So in the POST methodology we curb this instinct by starting with people and ending with technology. Remember, social media isn’t about technology it’s about relationships, When selecting what technology to use think about how it enables your system of care to have a relationship with the community. Select a technology that enables community members to not only engage with your system of care but also with each other Family members and youth often want to connect with each other so they can offer support and advice. Select the technology based on your target audience.
  • So based on your audience, objectives, and strategy cumulatively you decide on what technology to use. For example, if you want to reach out to behavioral health professionals in your community to get them to discuss the mental health needs of children in treatment, you might consider creating a LinkedIn group.
  • In tandem with the development of a social media strategy we recommend you think about evaluation. In the social media world this is called 'analytics.' To learn more about analytics take a look at the measuring online success worksheet. Additionally, for the worksheets for Facebook, YouTube, Twitter, and Blogs we have a section focused on how to collect analytics for those individual technologies. When thinking about how to collect data about your online presence, be sure to sit down with your evaluator. Facebook, for example, has a very robust analytics feature called Insights but it’s hard to know what data is important to pay attention to, so ask your evaluator for help. First, establish benchmarks: identify some measurable objectives such as reader engagement on your blog, or number of Twitter mentions per month and track your progress with those on a monthly basis. Also be sure to listen to your target audience, this includes both seeing whether or not they’re engaging with you on social media platforms, but also sitting down and talking with them to see if they have any recommendations for you. Another important thing to consider is your website search standing because remember that you want to have an integrated social media strategy that encompasses, social media, email marketing and your website if you have one. Improving your search standing is called search engine optimization and having links on your social media sites improves your website’s SEO. The most important aspect of analytics is to keep track of engagement. So don’t just keep track of the number of people that have ‘liked’ your Facebook page because ‘liking’ your page doesn’t necessarily mean they’re engaging with your page and the other people on it. Keep track of the number of people that visit your page daily, or the number of retweets or mentions you have on Twitter rather than just the number of followers. As I’ve said before, social media is really about those relationships so if you can, work to collect data on those relationships. Toss to Katie at end of Analytics discussion: Quality Assurance Coordinator, Impact, Ingham County, Michigan
  • Katie – 10 minutes NOTE: Brandi will pull up websites during presentation using screen sharing tool.
  • Katie – 15 minutes Incorporate examples from the field and poll responses in discussion. Key points: How to get internal and external audiences on board for using social media (SOC staff, families, etc.) How to make sure that your social media efforts are youth guided, family driven, and cultural and linguistically competent How engage other staff and community members to help monitor social media sites and curate content Toss to Brittany at end of Engaging Communities discussion.
  • Social media is wonderful because it can be used for a variety of purposes within your system of care community. It’s great for grassroots organizing, such as what we saw with the clean-up efforts after the London riots. People were using social media to organize and implement cleanups across the country. It’s also a wonderful tool for fundraising. Some nonprofits record their staff saying thank you to donors and then post that on their website or other social media sites. In addition to grassroots organizing and fundraising, social media is a wonderful tool for information sharing and partnership building. Via social media you’ll be share information in ways that are much more engaging than a flier or website and you’ll find new partnerships as well as be able to support current partnerships more effectively. Social media is also great for media outreach. Blogs in particular are a great way to engage with the media because the media really pays attention to the blogosphere and will often report on what they read in blogs. This also ties in to marketing and promotion. There’s a whole world of social media marketing out there that talks about how to strengthen your brand via social media. The best advice I can give anyone about using social media is to dive in and get wet! You may not be able to experiment too much with your system of care’s facebook page but create your own facebook profile, Twitter account, or LinkedIn profile. Explore what some of the possibilities so that you can see how awesome it is for yourself and then become a passionate advocate for it. And if I’ve said it once, I’ve said it a hundred times, social media about relationships! Whenever you’re trying to create buy in stress this point. Systems change is about building and sustaining relationships and social media is just another way to do that.
  • To use social media in these new and diverse ways, you’ll need to establish a social media toolbox. There are all sorts of tools out there to help you manage and keep track of your presence on Facebook, Twitter, YouTube, LinkedIn and the blogosphere. Some examples include HootSuite or Tweetdeck. There’s a tool out there called Buffer that lets you enter Tweets and then it posts them at times that are statistically shown to be popular times to be on Twitter. Woah! On the worksheets we have for Facebook, Twitter, YouTube, LinkedIn and Blogs we mention some of these tools, so be sure to look out for them.
  • Brandi Moderates – 10 minutes
  • Social Media, Not to Be Confused with Social Marketing

    1. 2. Social Media: Not to Be Confused with Social Marketing Brandi Horton • Brittany Smith • Katie Van Dorn
    2. 3. Learning Objectives <ul><li>Explore </li></ul><ul><li>Examine </li></ul><ul><li>Integrate </li></ul><ul><li>Measure </li></ul>
    3. 4. What Is Social Media? <ul><li>Large audience </li></ul><ul><li>Rapid response </li></ul><ul><li>Education </li></ul><ul><li>Community </li></ul><ul><li>Engagement </li></ul>
    4. 5. Who Uses Social Media? <ul><li>62 percent of adults in the U.S. go online daily. </li></ul><ul><li>92 percent of 18- to 29-year-olds in the U.S. use the Internet. </li></ul><ul><li>30 percent of adults in the U.S. send email from their handheld device, 69 percent send/receive text messages, and 34 percent go online. </li></ul>
    5. 6. Who Uses Social Media? <ul><li>200 million people are on Twitter. </li></ul><ul><li>3 billion YouTube videos are viewed daily. </li></ul><ul><li>750 million people are on Facebook. </li></ul><ul><li>120 million people are on LinkedIn. </li></ul><ul><li>One-quarter of adults read blogs. </li></ul>
    6. 7. Staying Safe <ul><li>Establish a policy. </li></ul><ul><li>Understand privacy. </li></ul><ul><li>Know when to say “no!” </li></ul>
    7. 8. Integration <ul><li>Creates an echo chamber </li></ul><ul><li>Ensures message consistency </li></ul><ul><li>Establishes multi-dimensional communications with audiences </li></ul><ul><li>Creates opportunity to measure audience engagement </li></ul>
    8. 9. Social Media Strategy <ul><li>Where do you start? </li></ul><ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S trategy </li></ul><ul><li>T echnology </li></ul>
    9. 10. POST: People <ul><li>Creators: Publish, maintain, or upload </li></ul><ul><li>Conversationalists: Participate </li></ul><ul><li>Critics: Post comments </li></ul><ul><li>Collectors: Save information </li></ul><ul><li>Joiners: Network online </li></ul><ul><li>Spectators: View and consume content </li></ul><ul><li>Inactives: Don’t participate </li></ul><ul><li>Source: Forrester Research, Social Technographs Defined 2010 </li></ul><ul><li> </li></ul>
    10. 11. POST: People <ul><li>Examples: </li></ul><ul><li>Governance board </li></ul><ul><li>Latino youth between the ages of 18 and 24 </li></ul><ul><li>Family members that have a child receiving services within the system of care </li></ul>
    11. 12. POST: Objectives <ul><li>Listening </li></ul><ul><li>Talking </li></ul><ul><li>Energizing </li></ul><ul><li>Supporting </li></ul><ul><li>Embracing </li></ul><ul><li>Source: Forrester Research, Groundswell: Winning in a World Transformed by Social Technologies. Harvard Business Press, 2008. </li></ul>
    12. 13. POST: Objectives <ul><li>Example: </li></ul><ul><li>If you want a way to let youth in the community know about an upcoming youth conference, you’ll be “talking.” As your system of care and community get more comfortable with social media, you’ll move from “listening” to “embracing.” </li></ul>
    13. 14. POST: Strategy <ul><li>Create a plan. </li></ul><ul><li>Consider implications. </li></ul><ul><li>Get buy-in. </li></ul><ul><li>Identify manager. </li></ul><ul><li>Create a social media workgroup. </li></ul><ul><li>Develop user guidelines and policies. </li></ul><ul><li>Develop a crisis plan. </li></ul>
    14. 15. POST: Strategy <ul><li>Example: </li></ul><ul><li>Do you want to have a place where community members can go to get information about your system of care? </li></ul><ul><li>Do you want to create a place where family members can actively support each other in raising children with behavioral health challenges? </li></ul>
    15. 16. POST: Technology <ul><li>Social media isn’t about technology. It’s about relationships. </li></ul><ul><li>Select a technology that encourages engagement. </li></ul><ul><li>Select the technology based on your audience. </li></ul>
    16. 17. POST: Technology <ul><li>Example: </li></ul><ul><li>If you want to reach behavioral health professionals in your community, set up a LinkedIn group. </li></ul>
    17. 18. Analytics and Measurement <ul><li>Establish benchmarks. </li></ul><ul><li>Track progress. </li></ul><ul><li>Listen and analyze. </li></ul><ul><li>Understand search. </li></ul><ul><li>Recognize engagement. </li></ul>
    18. 19. Case Study: Impact System of Care <ul><li>Integrating social media with communications </li></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>SurveyMonkey </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>
    19. 20. Engaging Communities <ul><li>Internal and external audiences </li></ul><ul><li>Youth-guided, family-driven </li></ul><ul><li>Culturally and linguistically competent </li></ul>
    20. 21. Your Social Media Toolbox <ul><li>Ways to use social media: </li></ul><ul><li>Grassroots organizing </li></ul><ul><li>Fundraising </li></ul><ul><li>Information sharing </li></ul><ul><li>Partnership building </li></ul><ul><li>Media outreach </li></ul><ul><li>Marketing and promotion </li></ul>
    21. 22. Your Social Media Toolbox <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogs </li></ul><ul><li>Analytics tools </li></ul><ul><li>And more! </li></ul>
    22. 23. <ul><li>Q&A </li></ul>
    23. 24. Presenter Contact Information Brandi Horton [email_address] Brittany Smith [email_address]