Building Participation Using New Social Media Channels
Donna Guinn Kaufman A three year breast cancer survivor, Donna Guinn Kaufman is the Virginia State Lead Ambassador for ACS CAN. She is the Vice President of the Tigerlily Foundation which educates, advocates for, empowers and supports young women before, during and after breast cancer. Before cancer changed her life, Donna worked in the US and abroad and founded Sponsorship Communications, a sponsorship and event marketing agency. Taking a sabbatical in 2003, she moved to Israel with her Foreign Service spouse, working on an UN project to market traditional Palestinian embroidery for Gazan women. A former US Army Officer working in public affairs, Donna studied International Affairs and completed her undergraduate degree at CINY Albany while doing graduate studies in Religious Studies at George Mason University. Donnas hobby is fitness to fight reoccurrence and prove that you can do anything after fighting cancer. Donna lives with her two children in Northern Virginia while her husband serves his third combat tour in Afghanistan.
Domenick Casuccio An 11-year Melanoma survivor, Domenick Casuccio received his Bachelor of Science in Journalism specializing in Public Relations from West Virginia University in 2002. In 2003, He began his career with the American Cancer Society in the former Mid-Atlantic Division as a Community Manager in West Virginia. He managed patient service programs, volunteer recruitment and fundraising events in 5 rural counties. A year later he relocated to Richmond, Va. to serve as the Regional Communications and Marketing Director for both West Virginia and Virginia. In his current role he oversees all of the public relations, marketing campaigns, social media and media partnerships for the two states. Domenick also serves as the division-wide communications liaison for both Relay For Life and Making Strides Against Breast Cancer. He lives in Richmond, Va. with his two cats and enjoys cooking, exercising and connecting with friends and family through his many social networks.
Objectives• Identify what social media is and how it is different than traditional media.• Review how we can enhance our presence on social media channels in order to further the American Cancer Society’s mission of saving lives.• Identify resources that are available to help with local public relations.• Identify what social media channels can do to create more visibility and awareness.• Review the role of the local volunteer and how to conduct public relations and marketing on behalf of the American Cancer Society.
Agenda1. Introduction to Social Media2. Overview of Facebook3. Overview of Twitter4. Overview of Blogs5. Resources6. Action Items
What is Social Networking?• Websites that give you tools to help you communicate with your social circle and find new friends.• Simply put, it’s about people talking, engaging, communicating locally but with the power to affect globally.• Social networking is, at its most basic sense, a shift in how people discover, read, and share news and information and content.
Most Popular Channels1. Facebook (80%)2. Twitter (66%)3. YouTube (55%)4. LinkedIn (49%)5. Blogs (43%) *Russell Herder and Ethos Business Law study, July 2009
People on Facebook• More than 500 million active users• 50% of our active users log on to Facebook in any given day• Average user has 130 friends• People spend over 700 billion minutes per month on Facebook• More than 70 translations available on the site
Activity on Facebook• There are over 900 million objects that people interact with (fan pages, personal pages, groups and events)• Average user is connected to 80 fan pages, groups and events• Average user creates 90 pieces of content each month• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
Best Practices• Become familiar with the site.• Find old friends, family and coworkers.• Provide engaging posts.• Share albums of photos and videos.• Engage in discussions.• Broadcast what you’re doing or reading to the world.• Find social events you can attend.
Pages, Groups & Events• Check with your staff partner before creating pages, groups or events on behalf of the Society.• Only create if you are able to maintain regular posts and updates.• Use pages, groups and events to recruit your network to get more involved in Society activities and programs.
What is a Micro-blog?Micro-blogging allows users to post brief textupdates to a website that aggregates thesemessages for viewing by friends or the public.These messages can be submitted by a variety ofmeans, including text messages, mobile web, orthe website hosting the micro-blog.
What is ?Twitter is the most popular micro-blog. Itprovides real-time information, commentary, anddescriptions of events. Twitter users sendupdates, or “tweets,” that are 140 characters orless in length and displays on their profile pageand in their follower’s feed. Twitter users can alsoshare links to photos, video, news, etc.
Best Practices• Keep content short and simple.• Provide more information with a shortened URL.• Promote your Twitter profile.• Keep followers engaged.• Post other relevant content.• Search Twitter for other comments using #hashtags
Popular Twitter Feeds@AmericanCancer@ACSNews@MoreBirthdays@acschooseyou@RelayForLife@DrLen@ACSCAN@CDC_Cancer@CDCgov
Sample Society TweetsBCAMOctober is Breast Cancer Awareness Month! If you are awoman that is 40 or older, get a mammogram and clinicalbreast exam every year.Relay For LifeDon’t miss our Womanless Beauty Pageant at the Relay ForLife of Virginia Beach. Harbor Park at midnight. Come votefor your favorite!CCAMMarch is Colon Cancer Awareness Month. Most of thesecancers occur in people who are 50 and older. Talk withyour doc about screening.Find more samples at SACancerNews.org
The Art of Retweeting• Shares tweets with others on your feed with a “retweet.”• This is the way that ideas spread quickly through the Twitter community.
What is a Blog?Blogs, or web logs, are regularly updated onlinejournals that almost anyone can read. Some blogstarget a small audience, while others boast areadership comparable to national media outlets.Blogs often focus on a specific topic. Many blogsallow readers to comment on posts.
Best Practices• Observe the blogosphere.• Provide links.• Make headlines attention-grabbing.• Include numbered/bulleted lists.• Make posts easy to scan.• Keep a consistent style.
Best Practices• Use keywords strategically.• Edit your post.• Promote your blog.• Determine how to handle comments.• Make use of web analytics tools.• Evaluate your efforts.
PodcastsA podcast is a digital audio or video file that canbe saved for playback on a portable media deviceor computer. The term “podcast” refers to boththe actual content of the media file and themethod by which the content is syndicated. (Centers for Disease Control and Prevention, 2010e)
Podcasts• Relay For Life Podcasts – www.relayforlife.org/relay/podcasts – Available on the web and iTunes• Powerful Choices Podcasts – www.youtube.com/AmerCancerSociety – Available on YouTube and iTunes• CDC Podcasts – www2c.cdc.gov/podcasts/browse.asp – Available on the CDC website and iTunes
• An image and video hosting website• Easy to share via social networking sites and blogs.• Apps for most Smartphones• flickr.com/americancancersociety
The Power of the IndividualIn a nation of millions and a world ofbillions, the individual is still the firstand basic agent of change. - Lyndon B. JohnsonBecome a Brand AmbassadorVisit www.SACancerNews.org/BrandPassword: brand