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Pro ed 545 1.11.11

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Pro ed 545 1.11.11

  1. 1. How Social Media is Changing Nonprofit Communications PROED 545 November 3, 2011download these slides at:
  2. 2. Page 2
  3. 3. Page 3What Am I Doing Here? And What Should I Do Now?
  4. 4. Page 4What Is Social Networking?The interaction between a group ofpeople who share a commoninterest. (wiktionary.org)
  5. 5. Page 5 Introductions• About your organization• Your role• Your experience using social media
  6. 6. Page 6 Expectations: What do you want to learn? Social Networking Strategies?Effective Social Networking Tactics? Valuable Takeaways?
  7. 7. Page 7Join us on Facebook
  8. 8. Page 8
  9. 9. Page 9Err..How DoWe USE ThisThing?
  10. 10. Page 10Effective social media doesn’t create opportunities,it uncovers them.
  11. 11. Page 11Constituents have moved, organizations arefalling behind•Constituents connect with each other – happily leaving organizations behind•We know the problem will get worse before it gets better•Outdated frameworks and pet theories relegate discussions to incremental fixes
  12. 12. Page 12Building Relationships One Stakeholder at a Time
  13. 13. Page 13Building Relationships One Stakeholder at a Time
  14. 14. Page 14We Live In A Time Of Change
  15. 15. Page 15 Leadership and Common Interests• Effective Leaders Need to Know Three Things: Who are you upsetting? Who are you connecting? Who are you leading?
  16. 16. Page 16Noteworthy: Leaders Use Social Networks to Learn, Teach, and Communicate
  17. 17. Page 17 Seth Godin’s Post-Modern Cultural Evolution Model:Factory Model: Cheaper Labor, BiggerFactories, Faster ProductionTelevision model: Act Like A King! Use MassMarketing and Average Ideas With Lots Of$$$Tribes: Leading and Connecting People andIdeas
  18. 18. Page 18 Urbanization and Modern TribesPost-World War II, Post Industrial America:77% of the American Population isUrbanizedGeographic Ties are Lost BetweenNeighbors
  19. 19. Page 19
  20. 20. Page 20A Truth:
  21. 21. Page 21The New, New World •The lines between program/content producers and consumers are blurred •Users and producers are engaged in co-creation of value – they become collaborators •Users have the tools to configure and/or customize their brand experience •Users and producers encourage each other and mutually define the future direction of the organization
  22. 22. Page 22The New, New World (contd) •Users and producers take advantage of the most advanced communications models in the channel mix •User changes to products and services have universal and commercial value and drive the sales of the product •The producer is an aggregator for the user’s creative activity •User is an advocate of the experience and, by extension, the organization
  23. 23. Page 23Touchpoints... There is a territory that exists in the borderlines between you and your constituents. It’s where great opportunity lives, if you know where to look.
  24. 24. Page 24Touchpoints are where processes, systemsand data all intersect, and are often the faultlines between different organizationaldepartments and geographic areas.
  25. 25. Page 25 Old versus new media• Traditional media• New, digital media – including social media
  26. 26. Page 26
  27. 27. Why Social Media Matters
  28. 28. Page 28Social media is ubiquitoushttp://personalizemedia.com/garys-social-media-count
  29. 29. Page 29 How did you …• Share the last photo you took?• Find the last new restaurant you ate at?• Last communicate with your best friend?• Organize your last event?
  30. 30. Page 30 Distributed contentGoal = share your message, then getothers to share it with their networks
  31. 31. Page 31Distributed content Main Site
  32. 32. Page 32 Social media tools• Blogs and microblogs• Online newsrooms• Podcasts• Online forums• Wikis
  33. 33. Page 33 Social media tools• Online social networks• Multimedia sharing• Tagging/bookmarking• Aggregators• Sharing
  34. 34. Page 34 Benefits of social media• Keywords• Frequency• Ability to tap into social networks – distributed content• Numerous tickets to the search lottery• Engagement
  35. 35. Page 35 Marketing• The act or process of selling or purchasing in a market• The process or technique of promoting, selling, and distributing a product or service
  36. 36. Page 36 Marketing―Marketing is the management function thatidentifies human needs and wants, offersproducts and services to satisfy thosedemands, and causes transactions thatdeliver products and services in exchangefor something of value to the provider.‖ —Effective Public Relations by Cutlip, Center and Broom
  37. 37. Page 37The Six Levels of Engagement
  38. 38. Page 38The Six Levels of Engagement Contd.
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  42. 42. Page 42
  43. 43. How do you get started?Use It.
  44. 44. 44
  45. 45. Listen. Be Social. Engage.
  46. 46. Page 46Three Steps to Engagement
  47. 47. Page 47 Getting Started• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success?
  48. 48. Page 48 Ask Yourself…• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where are they?• How much of our time is social media worth?• What are our competitors doing?• Who are the brands we want to emulate?
  49. 49. Page 49Ten Reasons You Should Listen to Social Media
  50. 50. Page 50New Metrics to Measure the Conversation Share of Voice Tone of Voice/Sentiment Analysis Trends Over Time
  51. 51. Page 51 Listen first• Why should we listen first?• How does this help as we develop, implement and evaluate our social media marketing strategy?• Listen and Monitor.
  52. 52. Page 52 Importance of listening• Know how effective you’ve been• Find out what others are saying• Know how to adjust your messages
  53. 53. Page 53 Search audit• Online search audit – first page results only – Google – Yahoo• Set the benchmark – Positive – Neutral – Negative
  54. 54. Page 54 Google score• Search your organization’s name• First page results are your top 10 – Highlight the positive results in green | 10 points – Neutral in yellow | 5 points – Negative in red | -5 points• What’s your Google score?
  55. 55. Page 55 Listening tools• Google alerts, blog search• Technorati searches• BoardTracker• Twitter search – Tweet Beep, Social Oomph
  56. 56. Page 56 Google Reader• Secure a Gmail account• Use Google reader as your online listening portal – RSS feeds from blogs and Twitter
  57. 57. Page 57Google Reader
  58. 58. Page 58 Top search placement• The online search audit helps you realize the importance of top organic search placement• Search placement is paramount to successfully positioning your organization online
  59. 59. Page 59The GoogleGolden Triangle
  60. 60. Page 60Google Golden Triangle
  61. 61. Page 61
  62. 62. Page 62 Search lottery• 10 chances to place in Google’s top 10 search results• Get as many tickets to the search lottery as possible
  63. 63. Page 63Identify keywords
  64. 64. Page 64 Keywords• 25 keywords and phrases to guide your listening and publishing
  65. 65. Page 65 Organic placement• Content driven – keywords and frequency• Long tail
  66. 66. Page 66 Paid placement• Only works as long as you pay for it• Good for selling products, promoting events• Utilize keyword-rich landing pages
  67. 67. Page 67 Other Google services• Analytics• FeedBurner• Custom Site Search• Checkout
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  70. 70. Page 70
  71. 71. Page 71 Time Out! Return on Investment: orHow to Figure Out if You’re Making an Impact in Real World Terms
  72. 72. Page 72
  73. 73. Page 73Social Media Is Not Free
  74. 74. Page 74
  75. 75. Page 75
  76. 76. Page 76
  77. 77. Page 77Things Happen In Sequence
  78. 78. Page 78
  79. 79. Page 79Social media tools, platforms and examples
  80. 80. Page 80
  81. 81. Page 81
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  84. 84. Page 84The Email Example
  85. 85. Page 85
  86. 86. Page 86
  87. 87. Page 87 How to engage• Personally first• Professionally second
  88. 88. Page 88
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  93. 93. Page 93
  94. 94. Page 94 Blogging• WordPress• Blogger• Moveable Type• Type Pad
  95. 95. Page 95 Why blog?• Be a thought leader• Engage with key constituents• Provide commentary, news and information• An unpolished, straightforward and honest approach
  96. 96. Page 96 Blog features• A strategy for incorporating keywords• RSS• Social media sharing• Link to other online properties
  97. 97. Page 97
  98. 98. Page 98
  99. 99. Page 99 Online newsroom• Create a one-stop-shop for information about your organization• Frequently share news• Social media sharing• Link to your other sites• Supports search optimization strategies
  100. 100. Page 100 News distribution• Send directly to journalists• Publish online on your own• Use a news wire service
  101. 101. Page 101 News format• Include keywords – the ones your constituents will use to search for and find your news• Incorporate links – keyword and phrases link to online resources• Make the release shareable on social media sites
  102. 102. Page 102 Create your own content• Reach donors/constituents directly• Use the newsroom to pitch journalists
  103. 103. Page 103
  104. 104. Page 104 Newsrooms versus blogs• Both have search benefits – keywords and frequency• Comment management• New or existing content
  105. 105. Page 105 Plan your publishing• Identify content and people resources• Create social media engagement policy
  106. 106. Case Studies
  107. 107. Page 109 A word about crisesSocial media fuels the fire – informs themasses, unifies opposition
  108. 108. Page 110Egypt’s revolution
  109. 109. Page 111Domino’s Pizza
  110. 110. Page 112Motrin moms
  111. 111. Act Without Thinking
  112. 112. ―After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,‖Apparently, CVS doesn’t care. And they’reactually not ―Looking forward to hearing yourstories! A ―request to follow‖ sent a weekago, has gone unanswered. A locked Twitterstream for a Community Manager is not onlyan oxymoron, it’s one of the Internet’s silliestmoves, perhaps ever. FAIL! Attack Customer No Interaction
  113. 113. Page 115 Thought leadership• White papers• E-books• E-mail newsletters• Wikis• Research and survey reports• Blogs• Podcasts – audio and video
  114. 114. Page 116 Gobbledygook• What is it?• How to avoid it gobbledygook.grader.com
  115. 115. Page 117 So many tools . . .. . . so little time!• Be strategic• Be consistent• Be professional
  116. 116. Page 118 Change is constant• Tools will change• Stay current on trends• Continue to participate
  117. 117. 1-Hour Quick Start• Listen – (30 minutes) – What are you and your business passionate about? – Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends• Be Social – (15 minutes) – Comment – Share – Contribute – Measure• Engage – (15 minutes) – Ask for opinions, insight, experiences – Respond to questions, queries and challenges – Produce content, communicate with customers – Offer new perspective
  118. 118. Page 120 Research toolsPew Internet & American Life Project PewInternet.orgSherer Cybrarian Services ShererCybrarian.com
  119. 119. Page 121 More research toolsAlexa alexa.comAlterian socialmedia.alterian.comArgyle Social argylesocial.comBackTweets backtweets.comBlogPulse blogpulse.comBoardTracker boardtracker.comBrandwatch brandwatch.comCollective Intellect collectiveintellect.comCompete compete.comCustomScoop customscoop.comCyberAlert cyberalert.com
  120. 120. Page 122 More research toolsCymfony cymfony.comDelicious delicious.comDigg digg.comFeedBurner feedburner.comFiltrbox filtrbox.comFliptop fliptop.comGoogle Alerts google.com/alertsGoogle Analytics analytics.google.comGoogle Trends google.com/trendsIceRocket icerocket.comKlout klout.com
  121. 121. Page 123 More research toolsLithium lithium.comQuantcast quantcast.comQuarkbase quarkbase.comRadian6 radian6.comSentiment360 sentiment360.comSM2 by Techrigy techrigy.comSocial Mention socialmention.comSocial Oomph socialoomph.comSWIX swixhq.comSysomos sysomos.comTechnorati technorati.com
  122. 122. Page 124 More research toolsTrackur trackur.comTweetBeep tweetbeep.comVisible Technologies visibletechnologies.comWebsite Grader websitegrader.comWikiscanner wikiscanner.virgil.grWordle wordle.netXinu xinureturns.comYouTube youtube.comZoomInfo zoominfo.com
  123. 123. Page 125 Internet searchBing Twitter bing.com/twitterGoogle google.comMSN msn.comWolframAlpha wolframalpha.comYahoo yahoo.com
  124. 124. Page 126
  125. 125. Page 127Happy social media-ing

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