NCL PreConference at COABE


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PreConference Presentation at COABE/VAACE Conference 2012
Presented by Jackie Taylor, Nell Eckersley, and Marsha Tait

Description: Gone are the days when you could simply post information to a website! Join this dynamic session to learn how to easily and effectively use social media to communicate with students, cultivate program partnerships, influence media, and change the conversation in state legislatures and in Congress. Learn a social media tool of your choice, interact with peers and experts, create a strategic plan, and bring it home. Participants are eligible for a free giveaway of the latest social media marketing books.

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  • Hi! [Introduce selves]Today we’re going to discuss why its important to use social media to amplify your voice with state and federal legislators on adult education issues and how you can do that and what can be done in minimal amounts of time.The resources and strategies we’re about to share with you are a result of research the NCL conducted with Fission Strategy and have been made possible with generous support from the Dollar General Literacy Foundation.
  • Here is our agenda. Take a moment now and on scratch paper, write down one goal you’d like to meet during our session. Share it with us in the chat box.Be sure you ask the questions you need to ask in order to meet your personal learning goal for today.
  • Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\n you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\n you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • What IS social media? Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. It allows the creation and exchange of user-generated content. Social media has substantially changed the way organizations, communities, and individuals communicate. (Wikipedia)Social media is one means to deliver a unified advocacy message to legislators and engage people both within and outside of our field in that effort.
  • Meet people where they are…and where are they? On Facebook.FB is the second-most visited website in the world. If you are already on FB and are comfortable using it, start here.If you want the quickest way to get on the radar of influentials and policymakers, start with Twitter and adopt FB as part of a long term 21st century outreach program.
  • A retweet is when someone forwards your tweet to their followers. It’s like forwarding email to an electronic discussion list.Sometimes, you’ll want to contact a person directly or to let them know you are sharing their work. The way to credit people for it, just include their twitter handle somewhere in the message and they will be notified you did that.Let’s go over to the web now and give Twitter a try.Tweet 3-5 times a daySpread tweets out throughout the dayConversational tone, but consistent messaging across social media platformsFollow influential people who are likely to be interested in your workReply and retweet at least once a dayUse relevant hashtags; but use sparingly #adulted #education #literacy #famlit #famliteracy #esl #efl #ellTrack RTs to see what gets the most attention
  • Engage with policymakers and partner organizations where existing relationships exist, or where there is potential for relationship building.Encourage your followers to RT / DM Ask legislators questionsRT their content that aligns w/adult ed; hook adult ed to their interests.Share information and actions from your organization via phone / mail. Repurpose into a tweet: “Rep. @AnderCrenshaw: thought you might be interested in… #adulted”Go to “What to say and how” for sample hooks:
  • Hash tags allow twitterers to discuss issues and events on Twitter inreal time. They are a means to organize tweets, spread informatin, and find new followers.Add # symbol and then your hashtag is automatically hyperlined within Twitter so that users can click the hastag link to view all other tweets that have the same hashtag.In the early days of Twitter there was no search function so this was a way for twitterers to to converse and find others w/similar interests.
  • If your program does not have a presence on FB, then it does not exist to hundreds of millions of people worldwide, and its through FB Pages that programs can best tap into the power of FB and make themselves available to the FB masses.-- Stats for GED test takers on FB – email Cassandra: what do we know about GED test takers and Facebook?FB Pages most important way for programs to raise awareness of adult education on FB.Next time you’re logged in to your personal account, go to and select Create Page. From there, select Company, Origanizasiton, or Institution and select Nonprofit from the dropdown.Spell out full org name to optimize search engine resultsYou cannot change the name of your FB page later, make sure you do it right the first timeDo not create a cause for your org; those are better for campaigns like save the whales or save adult edDon’t need a personal account to create a pageGo to, select Create Page, and follow instructions except when prompted select the I do not have a FB account option and complete process.In past, many not aware you could create a page w/o a personal profile, so they created a personal profile for an org which FB prohibits.If that is you, to to HELP center and search “converting your profile into a page” to locate the “business page migration appeal form.”When you complete your page you can create a vanity URL after 25 likes so ask people to like your page so that you can do that asap.
  • 90% of power of FB Page is in the status updates. #1 priority should be to find out what kind of content from your org do your fans want to read and engage with. Always share a link, pix, or vidoe in status updatesPost no more than 1-2 updates/day – or less!Do not automate content and sync FB w/other SN sitesSend updatres 1-2 xs per monthEncourage staff/volunteers to be active on your pageHave more than one adminUse “Favorites” function“Tag” other pages to build partnershipsIntegrate your FB page into your website, enewsletter, blog, priint materials and TY landing pages and emailsIntegrate into mobile campaignsAdd share or like fxn to website or blogExperiment w/adsUse “events to allow people to rsvp direcly on FBYou’ll know when you start getting comments and likesTest diff tones of voiceAdd personalityShare links to your flickr slide shows or YouTube vidoesAsk questions using FB questions
  • Like” other relevant FB pagesLeave comments on other Groups & Pages that link back to your pagePost relevant content“Tag” other pages to build partnershipsPost about federal and state level advocacy campaignsComment on NCL’s FB pages and inform federal level advocacy work!
  • Some legislators have FB pages but using FB to engage w/them can be difficult. Better known political figures often have more activity, so posting on their walls may go unnoticed amidst other posts. Combat this by:Like pages of any policymakers you intend to interact with.Interacting at first with more local policymakers w/less page activity.Focus your message to them around specific legislation (as you would when writing a letter or meeting in person). Make adult education as relevant to them as possible. Hook into their interests.Ask your followers to post messages to the policymaker’s wall to voice support or concern.Thank leaders by tagging them in your wall post w/a TY note.
  • Gives you metrics and statistics on how far your tweets travel
  • Looks at:True Reach: # of people you influenceAmplification: How much you influence peopleNetwork: the influence of others within your true reach
  • Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\n you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • In order to inform the National Coalition for Literacy’s online strategy, Fission Strategy performed research and partnered with Morningside Analytics to investigate what conversations about adult literacy are taking place online.   Morningside Analytics prepared the following data based on a list of adult literacy related keywords and websites that NCL provided Fission Strategy. This cluster map highlights the topic areas, or clusters, that most commonly reference literacy and adult literacy.   The map demonstrates how the various clusters interact with one another, and which clusters are the most relevant to adult literacy. Five prominent clusters with the highest degree of focus on adult literacy were identified: Politics/PolicyEducatorsParentsTechnology International They gave us thousands of blogs and contact information for the conversation leaders in each of these clusters so that NCL could conduct blogger outreach. I’d like to share some of our results with you, how we are using social media in advocating for adult education.
  • NCL PreConference at COABE

    1. 1. • Nell Eckersley, Director, NYSED ACCES Regional Adult Education Network of New York City • Marsha L. Tait, Grant. Manager, National Coalition for Literacy • Jackie Taylor, President Elect, COABE; Advocacy Chair, National Coalition for
    2. 2. Agenda and YOUR Goals What Is Your Experience with Social Media? Tools, Tips, & Strategies Program Issues and Solutions Hands On Practice Action Planning What are YOUR goals for this session?(5 minutes)
    3. 3. Social Media Tools—Personal Use
    4. 4. Social Media Tools—Professional Use
    5. 5. Social Media: Why You Can’t Ignore It
    6. 6. What IS Social Media? Interactive User-generated content Revolutionized the way we communicate
    7. 7. Top 100 Tools for Learning
    8. 8. Twitter Microblogging Big Picture 140 Characters Tweets, ReTweets, Hashtags Shortening your links Finding people to follow Using Twitter to advocate Keeping it manageable Best times to Tweet How do I know I’m doing this right?
    9. 9. Anatomy of a TweetAvatar User Twitter Hashtag/ Logo Name “handle ” Link to more information or photo or video
    10. 10. Anatomy of a ReTweetIndicates it has been More Twitter handle “retweeted” resources Hashtags
    11. 11. Engaging With Legislators
    12. 12. Shortening Links & Tracking Data
    13. 13. Who to Follow?!/ncladvocacy
    14. 14. Keeping It Manageable Tweetdeck or Hootsuite
    15. 15. Archiving Data for #COABE11
    16. 16. Sample Cut-and-Paste Tweets
    17. 17. Facebook Networking Big Picture Personal Profiles Program or Class Pages Topic-Specific Pages Post and tag photos Lead and respond to discussions * Second-most visited website worldwide!
    18. 18. Engaging GrassrootsShare links/media in status updatesEncourage conversationAsk questions & answer every commentPost no more than 1-2 updates/day – or less!Do not automate content and sync FB w/other SN sitesEncourage staff/volunteers to be active on your pageHave more than one adminUse “events” to allow people to RSVP directly on FBCreate topic specific pagesIntegrate your FB page into your website, e-newsletter, blog, print materials and TY landing pagesand emails
    19. 19. Engaging Grasstops
    20. 20. Engaging Legislators on Facebook
    21. 21. Example: NCL, Acting on Facebook Alerts
    22. 22. Acting on Facebook AlertsStep #1: Compose MessageSelect LegislatorsSpecify Subject “The Ask” Insert Talking Points
    23. 23. Using the Online Alert, Cont.ClosingEnterContactInformationClick SendMessage
    24. 24. Examples: Support Adult Basic Ed Arizona
    25. 25. How Do I know I’m Doing This Right?FacebookInsights Followers Views Post Feedback
    26. 26. How Do I know If I’m Doing This Right?
    27. 27. How Do I Know I’m Doing This Right?Looks at:• True Reach: # of people you influence• Amplification: How much you influence them• Network: Influence of others within your true reach
    28. 28. You Tube
    29. 29. Which Tool?
    30. 30. Blogging Big PictureCreating and DistributingContentStrategiesExamples
    31. 31. Blogging Big PictureCentral voice of your organizationDriven by fresh contentConsistent stream of timely fresh contentto tweet and post via FB and e-listsMissing piece for building e-lists & drivingtraffic to website and SM forumsImproves search engine resultsAllows you to grow fans and followers onSM sites
    32. 32. Researching the Bloggosphere
    33. 33. Grassroots StrategiesUse your organization avatar for logoSimple designMake resources easy to find by categoryHave links to related content appear beneath each blogpostAllow comments, moderated; encourage participationPost regularly about advocacy campaigns – get infofrom NCL Advocacy BlogBecome local hub for adult ed advocacy infoCross-link to resources widely used by your readershipEx: NYTimes
    34. 34. Grasstops StrategiesInvite grasstops to be guest bloggersRegularly feature local advocacy projects on blogUse email, Twitter, FB, to invite grasstops to visit and commenton blogFor Legislators: Outline the legislation you support Link to state / national organization legislative updates Send them to pertinent blog articles containing policy positions of your organization
    35. 35. Example: NCLAdvocacy Blog http://blog.ncladvocacy.org1. Click on the title of the blog post where you wish to post a commentor question.
    36. 36. How to Post to a Blog2. Enter your comment or question in the Message field below, and click“Comment” in the bottom left corner to submit your “post”.
    37. 37. Your Comment Awaits “Moderation”3. Your comment will not appear right away. Instead, you will see amessage like this one: “Your comment is waiting moderation.”4. The blog moderator will review your message in light of the blogguidelines, and also ensure it is not spam. Once the blog moderatorreviews and releases your comment, it will appear beneath the Messagebox.
    38. 38. Intermission 10 Minute BreakBreak Here If You’d Like!
    39. 39. Questions or Comments? Contact Nell Eckersley Jackie Taylor Marsha Tait Thank You.