Be Prepared for Social Media


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  • Be prepared for life - to live happily and without regret, knowing that you have done your best. That's what the Scout motto means.
  • Be Prepared for Social Media

    1. Beth Kanter, Beth’s Blog Flickr Photo by PingNews BAVC Workshop Be Prepared For Social Media
    2. This training will prepare you for integrating social media strategies happily and without regret in your nonprofit organization…
    3. This training Scouts honor!
    4. This training Ready to earn your merit badges?
    5. Know why social media is important ….
    6. Understand what it takes for successful adoption or the cute dog theory ….
    7. Have a plan so you can hit the target
    8. Choose the right tools
    9. Measure your success!
    10. Let’s Get Started! Photo by rico
    11. Beth Kanter, Beth’s Blog Flickr Photo by PingNews BAVC Workshop Be Prepared For Social Media This training will prepare you for integrating social media strategies happily and without regret in your nonprofit organization…
    12. Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman
    13. Beth’s Blog Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
    14. Two Minute Poll Experience with …
    15. Take Aways / A basic understanding Resources for further exploration An idea or two for experimentation
    17. Agenda Overview Intro & Icebreaker Why? Adoption Issues Getting Started Break (around 10:30) Let’s Play the Game
    18. David Wilcox
    20. Photo by Preetam Rai
    21. Ice Breaker
    22. Let’s Create the Parking Lot Zkorb Flickr phot by zkrob
    23. What is Web 2.0? Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.
    24. Why Important …. Photo by Ned Ragget
    26. How people are getting info to make decisions With my friends
    29. Impact on Google Results
    31. Why Important… <ul><li>The Trust factor </li></ul><ul><li>Socializing online to get information to make decisions </li></ul><ul><li>Rapid Word of Mouth </li></ul><ul><li>Impact on Google results </li></ul><ul><li>Source for main stream media </li></ul><ul><li>Digital natives </li></ul>
    32. The Cute Dog Theory
    34. Assess Audience Online Social Activities
    36. Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want?
    38. Discuss/set objectives first
    39. Not a monologue
    40. Listening
    41. Conversation
    42. Even difficult ones …
    43. The audience wants a voice
    46. Mixing Social Media with Communications and Fundraising Strategies afrochild_0
    48. “ Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”
    49. Staff Roles
    50. “ I was a Facebook junkie before I was hired!”
    53. Define a box Define a Box
    55. Is this real work?
    58. It takes time
    59. Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0
    60. Start small, reiterate over and over
    61. <ul><li>Yes </li></ul><ul><li>Youtube Video Contest </li></ul><ul><li># of list members & video views // time spent = good </li></ul><ul><li>Our first UGC contest </li></ul><ul><li>Good, original content </li></ul><ul><li>Developed free TV PSA </li></ul><ul><li>Positive, active commenting on social networks </li></ul><ul><li>Caught attention of higher ups </li></ul><ul><li>Conveyed a powerful message to America </li></ul><ul><li>Microsoft Facebook Challenge </li></ul><ul><li>Payoff ($50k) // time spent = good </li></ul><ul><li>Recognition from contest win </li></ul><ul><li>Strong feedback and willingness from participants </li></ul><ul><li>New “Facebook responders” segment of email file </li></ul>Was it worth it? <ul><li>No </li></ul><ul><li>Wendy’s Flickr Photo Petition </li></ul><ul><li>Time spent // number of entries = bad </li></ul><ul><li>Numerous technical problems </li></ul><ul><li>Uploading process took too much time (email) </li></ul><ul><li>Campaign was too narrow </li></ul><ul><li>High volume of problem feedback </li></ul><ul><li>Case Foundation Facebook Challenge </li></ul><ul><li>Time spent // number of participants = bad </li></ul><ul><li>Raised $3k but no contest recognition </li></ul><ul><li>Wasted opportunity to message new Facebook responders </li></ul><ul><li>High volume of negative feedback – people didn’t understand </li></ul>However.. We learned from both campaigns!
    62. Here’s some advice from Wendy Harmon, Red Cross Blogger
    63. <ul><li>A project that won’t take much time and relates to org goals. </li></ul><ul><li>Write down your successes. </li></ul><ul><li>Write down your challenges. </li></ul><ul><li>Ask the people you want to connect with whether they think your outreach and listening is valuable. </li></ul><ul><li>Watch other nonprofits and copy and remix for your next project. </li></ul><ul><li>Rinse, repeat. </li></ul>
    65. Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
    66. Five step plan to started ..
    67. 1: Listen and know your audience
    68. Find Blogs to Read …
    70. A homeless person isn’t someone you pass on your way into a fancy restaurant
    74. / RSS Reader
    75. Step 2: Prepare Photo by Pingnews
    76. Who in your organization will have the conversation?
    77. Rules of Engagement
    78. <ul><li>Read someone's blog post and start a conversation: Before you leave a comment, ask yourself: </li></ul><ul><li>What did they say well? </li></ul><ul><li>What did they miss? </li></ul><ul><li>Answer questions </li></ul><ul><li>What are other people saying </li></ul><ul><li>How does it apply to you </li></ul><ul><li>Look forward </li></ul><ul><li>Look backward </li></ul><ul><li>Ask what if? </li></ul>
    79. Twitter Conversations /
    80. <ul><li>The point is not to just talk about yourself. Think of Twitter as a cocktail party and the types of chat you'd engage in to get to know people. </li></ul><ul><li>Tweets that make people laugh are awesome, but tweets that make people think are even better. </li></ul>
    81. What might you “tweet” about?
    82. Step 3: Select your tools …
    83. Step 4: Jump in
    84. Storytelling (with a blog)
    86. <ul><li>Write personal/profesional blog about your practice </li></ul><ul><li>Internal org blog behind the firewall </li></ul><ul><li>Org public blog – group authors </li></ul><ul><li>Blogs by patients or clients as support service </li></ul>In order of amount of time/investment/complexity
    87. Storytelling (with photos & video)
    88. Start with an individual profile
    89. Visual Petitions
    90. Groups: Organize
    92. If you’re lucky might go viral
    93. Social Networking Sites
    95. Newswire
    96. At an event
    99. Fundraising and Activism
    100. Step 5: Measuring Success
    101. <ul><li>Did we learn something about our audience that we didn’t know before? </li></ul><ul><li>Did our audience learn something about us? </li></ul><ul><li>Were we able to engage our customers in new conversations? </li></ul><ul><li>Do our employees have an effective new tool for external feedback and reputation management? </li></ul>
    102. Break
    103. Source: - Blogpoly Small Groups with a pack of cards Scenario and Context for outcome Choose Your Tools: What and why? One person to tell story from each group
    104. Just Three Words
    105. Contact Information Beth Kanter [email_address] Beth’s Blog