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Social Media Master Class


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Social Media Master Class

  1. Effective Social Media Strategy and Powerful Tactics for Networked Nonprofits<br />Compasspoint<br />October 19, 2011<br />
  2. Workshop Goals: <br /><ul><li>Guidance on developing an effective integrated social media strategy to support your mission
  3. Practical frameworks and guidelines for effectively developing an integrated content strategy and measurement practice
  4. Best practices for effective use of common social media tools: Facebook and Twitter.</li></li></ul><li>Rock Star Workshop Leaders<br />
  5. Effective Social Media Strategy and Powerful Tactics<br />AGENDA<br />TIMES<br />ACTIVITIES<br />ROLES<br />9:00Welcome and Networking<br /> 9:30Part 1: Networked Nonprofits Campfire Stories<br />10:30Break<br />10:45Part 2: Networked Nonprofits 8 Effective Habits<br />12:00Lunch<br />1:00Mini-Workshops<br />Content, Facebook<br /> 2:30Break<br />2:45Mini-Workshops<br />Twitter, Measurement<br />4:15Break<br />4:30Closing<br />Morning is about Networked Nonprofits, Strategy, networking, and self-assessment<br />Afternoon is about the tactical and practical<br />OUTCOMES<br /><ul><li>Leave the room with a direction towards developing an integrated strategy
  6. Have some frameworks and tips about developing a content and measurement strategy
  7. Tips and techniques for Facebook and Twitter</li></ul>RULES<br /><ul><li>Everyone Participate/ No One Dominate
  8. Learning from adjacent practices
  9. Build on Each Others Ideas
  10. Have Fun!</li></li></ul><li>What tools?<br />60% track what people are saying<br />25% have blog<br />50% have YouTube<br />92.9% have Facebook<br />81.8% have Twitter<br />
  11. Part 1: We’re going share some campfire stories …<br />
  12. Networked Nonprofits<br />
  13. Walking is like climbing a mountain<br />
  14. “When the technology becomes boring, it becomes socially interesting” – Clay Shirky<br />The connectedness of living in a networked, mobile world has become more a part our daily lives. <br />These disruptive technologies are having a profound impact on the way nonprofits do their work, communicate with stakeholders, and deliver programs.<br />Remember: Disruption is can be our friend ….. <br />
  15. Networking Exercise: Social Networking Campfire Stories <br />How are online social networks impacted in your personal life? What’s different in the way that you connect with friends, family, and colleagues now compared to 5 years ago?<br />How are online social networks changing or have changed the way your nonprofit does it work, delivers programs, fundraises, or communicates with stakeholders?<br />What, if anything, is different about your organization connects and interacts with stakeholders through the web now compared to five years ago?<br />Find a person in the room from another organizationand share the answers to the above questions.<br />
  16. What is a Networked Nonprofit?<br />
  17. The Networked Nonprofit <br />
  18. In the three years since the film has been out there, there are still 10K views a day and 12 million views online. <br />People in 220 countries have viewed the film in an unknown number of group settings.  <br />Translated into dozens of languages, inspired curriculum for high school, inspired a ballet in Boston, a puppet show in Palestine.<br />
  19. To Be Successful You Need both A Network Mindset and Networking Tools<br />Information and Connections Flow in Many Directions<br />Building Relationships<br />Inspiring Others To Take Action: Credit Free Zone<br />       <br />
  20. Networked nonprofits are masters at using social media. They are adept at using tools that encourage conversations between people, and between people and organizations. They are able to scale their efforts quickly, easily and inexpensively. Networked nonprofits are also masters at blending tried and true methods with new digital tools. <br />re Masters at using social media <br />
  21. What can we learn from nonprofits born as Networked Nonprofits?<br />
  22. Key results generally include:<br />• increasing the movement size by increasing membership• garnering attention from all media through creative engagements• getting policies passed• working with aligned partner organizations• increasing capacity<br />
  23. Attention in An Age of Media Overload<br />Source: Steve Rubel<br />FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES <br />
  24. Momsrising wanted to demonstrate to Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while Medicare has a strong constituency, Medicaid did not.<br />
  25. 500 Stories from 43 states<br />Curated best ones that illustrated their message<br />Repurposed across channels<br />100K emails to congress<br />
  26. Learning Leads to Success ….<br />“Metrics Monday”<br />“Joyful Funerals”<br />
  27. Not all nonprofits are born as Networked Nonprofits with an agility to use social media effectively ….<br />It‘s a lot like learning how to juggle. You don’t start with more than 2 balls …. <br />
  28. KSW's mission is to produce, present, and promote art that empowers Asian American artists and communities.<br />
  29. Focused on one channel (Facebook) to use best practices to:<br />Increase awareness by doubling our number of fans<br />RESULT: We went from 343 to 593 fans<br /> <br />Increase engagement by doubling comments/likes per post<br />RESULT: Our post feedback went up 269%<br />Increase participation of new people in classes and events RESULT: 10% new students /attenders say they heard about us through Facebook<br />-Audience: Artists and community<br />-Strategy: Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations<br />
  30. Photos<br />Worked: Showing our faces, looking behind-the-scenes<br />Didn’t Work: Posting on evenings/weekends, links to event albums<br />AH-HA! Our FB page needed a personality makeover; we needed to be ourselves<br /> <br />Questions<br />Worked: Fun, easy to answer questions that tapped into our fans’ expertise<br />Didn’t Work: Anything too personal and open-ended questions.<br />AH-HA! We needed to engage our audience in a two-way conversation<br /> <br />Partnerships<br />Worked: Mutually supporting another page, using that page as a source of content<br />Didn’t Work: Last-minute giveaways<br />AH-HA! Partnering with another org can expand our audience and provide interesting content.<br /> <br />Other<br />Multiple posts per day<br />Weekly editorial calendaring<br />Commenting on other pages<br />Tagging<br />Enlisting board members to invite friends (result: +40 fans)<br />
  31. Share Pair: What resonated? What can apply to your organization? What have you thought about before?<br />
  32. Crawl, Walk, Run, FlyLiving Case Studies<br />
  33. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”<br />Inspiration<br />
  34. Where to focus …<br />SMART Social Media Objective<br />Pilot: Focus on one channel<br />Incremental Capacity Building<br />Ladder of Engagement<br />Content <br />Best Practices<br />Basic Measurement<br />Internet Presence: Blog or Website<br />Communications Strategy<br />Culture Change<br />Advanced Measurement<br />Network Building<br />Multi-Channel Engagement<br />
  35. Social Media Success StorySamaritan House<br />We did a Social Media Challenge this summer, which raised $10,000 for the organization. We asked participants to join our Fan page and Twitter, and there was a monetary value to each post. We had a sponsor, Franklin Templeton, who matched us - we raised $5000 on our own and they matched us for another $5,000. We did Press follow up and got written up in some of the local media.<br />
  36. Social Media Success StoryCompassPoint<br />For our Daring to Lead report we were able to leverage social media to increase the number of respondents tot he survey around the country. After the we published the report, social media was a critical distribution channel.<br />
  37. Social Media Success StoryFelidae Conservation Fund<br />We have Facebook, Twitter, and Linked In accounts that we utilize regularly. They allow us to post news and updates and promote events and and invite additional people to events.<br />
  38. Social Media Success StoryORAMRefugee<br />Only recently started with this organization. At my previous position, we successfully integrated social media in our annual conference, providing attendees with a valuable new way to interact with presenters, in workshops, and with each other.<br />
  39. Part 2: The 8 Social Media Habits <br />of Highly Effective Network Nonprofits<br />
  40. Eight Habits<br /> Aligns social media with their communications strategy and objectives<br />Scales social media by empowering everyone in the organization and integrating social into work flow<br />Monitors, listens, and researches the people in their network<br />Get feedback and start conversations about their work<br />Masters of relationship marketing<br />Curate content to capture attention from their network in an age of information overload<br />Work with free agents , champions, and influencers to spread their mission<br />Learn from experience and data<br />
  41. 1. Aligns social media with their communications strategy and objectives<br />
  42. Begin with Communications and Program Assessment<br /><ul><li>Who do you want to reach?
  43. What do you want to accomplish?
  44. Where can social improve or supplement programs, services, or communications?
  45. What’s our available budget/time?
  46. What opportunities to pilot?</li></li></ul><li>SMART Social Media Objectives<br />1. How many?<br />2.By when?<br />
  47. IQ TEST: What objective SMART?<br />Recruit 10 organizations to join our LinkedIn organization page by June 30, 2012<br />Set up LinkedIn organization page<br />
  48. Results<br />Acquire 100 new donors through social media channels by June 30, 2012<br />Tactical Increase comments with fans on Facebook to 3 comments per post by June 30, 2012<br />Capacity<br />Create one video per month to tell stories about the impact of our organization by January, 2012.<br />Integrate social media across organization staff and board to use it reach goals by September 30, 2012<br />Examples: SMART Social Media Objectives<br />
  49. To get 15,000 Facebook advocates to put a virtual pin on their profile to signal support for healthy kids and families by Jan. 2010<br />To do document virtual activity and place pins on x number of legislators to signal support for healthy kids and families by Jan. 2010<br />
  50. Share Pair<br /><ul><li>Who do you want to reach?
  51. What do you want to accomplish?
  52. Can you make it SMART?</li></li></ul><li>Charting: <br />What are your planned events, program, content, or opportunities for the year or month or quarter?<br />Where social media integration can improve or supplement programs, services, or communications? <br />What program or event is a priority in the organizational work plan?<br />What’s an area of social media practice that you want to improve? <br />
  53. Meeting To Agree on Measurable Objectives<br />1: Understand Background<br />2: Assemble Your Team<br />3: Meeting: Discuss<br />Success/Failure<br />4: Brainstorm<br />5: Vote<br />
  54. 2. Scales social media by empowering everyone in the organization and integrating social into work flow<br />
  55. Sharing control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Privacy and Security concerns<br />Suffering from information overload already, this will cause more<br />
  56. The Tension Between Privacy and Publicness<br />What information am I sharing?<br />Who am I sharing with?<br />
  57. What are the conversation starters about social media that your organization needs to have?<br />
  58. The Rule Book: Social Media Policy<br /><ul><li> Encouragement and support
  59. Why policy is needed
  60. Cases when it will be used, distributed
  61. Oversight, notifications, and legal implications
  62. Guidelines
  63. Identity and transparency
  64. Responsibility
  65. Confidentiality
  66. Judgment and common sense
  67. Best practices
  68. Tone
  69. Expertise
  70. Respect
  71. Quality
  72. Additional resources
  73. Training
  74. Operational Guidelines
  75. Escalation
  76. Policy examples available at</li></li></ul><li>Vision Statement<br /><br />
  77. Participation Guidelines for Everyone<br /><br />
  78. Trust is Cheaper than Control …..<br />
  79. Facebook Specific: Community Guidelines<br />“Girl Scouts of the USA welcomes interaction, discussion, commentary, questions and criticism but ask that comments are kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelines. Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.”<br />
  80. Three Models<br />Need to dedicate time to implementation<br />
  81. DC Jazz Fest<br />“We used social media to spread the word about a special artist performing on the National Mall. Using Twitter, we started the campaign the night prior to the 'free" concert. and sent tweet all morning long. We had 60,000 on the Mall that day. It was incredible. 10% of staff position is used to manage a group of interns.”<br />
  82. <ul><li>3 person staff
  83. Social media responsibilities in all three job descriptions
  84. Weekly 20 minute meeting to coordinate
  85. Three initiatives to support SMART objectives
  86. Weekly video
  87. Mommy blogger outreach
  88. Facebook engagement/contests</li></li></ul><li>Wendy Harman<br />American Red Cross<br />Create ROI MeasurementsDevelop Internal Education and Training<br />Apply Social Insights to the Strategic Plan<br />Get Buy-In from Stakeholders<br />Develops Listening and Monitoring Strategy<br />Gets Tools and Technologies in place<br />Facilitate policy and procedures<br />Community manager<br />Full-Time Staff Member<br />
  89. Using Measurement for Capacity Building<br />Tracked Results: Stage 1 – Integrated into staff<br />Stage 2 – Hired social media staff<br />
  90. Share Pair:<br />What does your organization need to do integrate social media into staff’s work flow?<br />What’s needed to develop a social media policy?<br />
  91. 3. Monitors, listens, and researches the people in their network<br />
  92. DIY Listening Dashboard<br />
  93. Brainstorm Keywords<br /><ul><li> Nonprofit Name
  94. Other nonprofit names in your space
  95. Program, services, and event names
  96. CEO or well-known personalities associated with your organization
  97. Other nonprofits with similar program names
  98. Your brand or tagline
  99. URLs for your blog, web site, online community
  100. Industry terms or other phrases
  101. Issue area, synonyms, geography
  102. Your known strengths and weaknesses.</li></li></ul><li>4. Get feedback and start conversations about their work<br />
  103. Crowdsource ideas from the audience ….<br />
  104. Think and Write: A question, video, or visual that will spark conversation about your organization’s programs?<br />
  105. 5. Masters of relationship marketing<br />
  106. 6. Works with free agents, champions, and influencers to spread their mission<br />
  107. USA for UNHCR  raises funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Geneva-based UNHCR undertake for refugees around the world, 24/7.   <br />USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The $5 blue key pin or pendant symbolizes the one thing most of us have and that refugees don’t: a key to their own home.<br />
  108. The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and  to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day).<br />These goals were important to USA for UNHCR first, because the entire Blue Key campaign revolves around more people purchasing keys, and second, because with a limited budget for traditional outreach, we relied on willing bloggers to help us get the word out.<br />
  109. Tweetathon held on June 13; one week before World Refugee Day (June 20). Champions signed up Tweet about the refugee crisis and #bluekey. RoyaHosseini did a Twitter Chat. <br />
  110. 7. Curates content to capture attention from people in their network in an age of information overload<br />
  111. Content curation is the organizing, filtering and “making sense of” information on the web and sharing the very best content with your network.<br />
  112. Tweets links related to organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions. <br />
  113. 8. Learns from experience and improves<br />
  114. gristastic ladder ‘o engagement<br />grist sets the agenda by showing how green is reshaping our world. we cut through the noise and empower a new generation to make change.<br />
  115.’s key results are:<br />Footprint: The reach of their activities, both online and offline<br />Engagement: Readers engage with their content<br />Individual Behavior Change: Impact on users behaviors, purchase decisions, and daily lives that are in line with sustainability<br />Societal Change: Impact on society, policy discussions, and conversations that advance sustainable practices.<br />“We have embraced intelligent decision-making, not excessive data collection. There’s so much data we could collect, but it potentially could be a morass. We pay attention to these key indicators. The data informs our editorial decisions and choices for social media tactics so they are on track for moving people up the rungs of the ladder – from passive readers to green consumers and ultimately to a more sustainable planet.” - Chip Geller<br />
  116. twitter chat: #sodawars<br />quick and effective way to <br />give content more legs<br />
  117. “super” twitter chat: #bikenomics<br />840 tweets <br />reached close to 250,000 people<br />created an entirely new avenue for the topic<br />
  118. twitsourcing #hipsterfarmerbands<br />over 815 tweets in two days<br />reach of over 290,000 people<br />being quick and opportunistic reaches outside new audience <br />
  119. Eight Habits<br /> Aligns social media with their communications strategy and objectives<br />Scales social media by empowering everyone in the organization and integrating social into work flow<br />Monitors, listens, and researches the people in their network<br />Get feedback and start conversations about their work<br />Masters of relationship marketing<br />Curate content to capture attention from their network in an age of information overload<br />Work with free agents , champions, and influencers to spread their mission<br />Learn from experience and data<br />
  120. Reflection and Book Raffle<br />What is one idea that you can put into practice?<br />What resources do you need to be successful?<br />What are the challenges?<br />What is one small step you can take tomorrow? <br />
  121. Thank you<br /><br /><br /><br />