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#SocialMedia 201: Focused Efforts, Real Results


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Social Media workshop

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#SocialMedia 201: Focused Efforts, Real Results

  1. 1. #Social Media 201: Focused Efforts, Real Results
  2. 2. <ul><li>Kevin Martone </li></ul><ul><li>Technology Program Manager, </li></ul><ul><li>Grinspoon Institute for Jewish Philanthropy </li></ul><ul><li> </li></ul>Moderator
  3. 3. <ul><li>Social Media 101 </li></ul><ul><li>How to set up a Facebook Page, Twitter account, YouTube Channel, etc </li></ul><ul><li>Risks of taking part in Social Media </li></ul>If You Want to Know About… … Find us Later
  4. 4. <ul><li>Using Social Media strategically to meet outreach and communications goals </li></ul>What We WILL Discuss Today
  5. 5. <ul><li>How many tweets have been sent worldwide since we woke up (past 2 hours)? </li></ul><ul><ul><li>25,000 </li></ul></ul><ul><ul><li>250,000 </li></ul></ul><ul><ul><li>2.5 Million </li></ul></ul>Question
  6. 6. <ul><li>How many tweets have been sent worldwide since we woke up (past 2 hours)? </li></ul><ul><ul><li>25,000 </li></ul></ul><ul><ul><li>250,000 </li></ul></ul><ul><ul><li>2.5 Million </li></ul></ul><ul><ul><li>Based on Nov. ’09 estimates (27.3 Million Tweets/day) from Pingdom (via Brian Solis) </li></ul></ul>Answer
  7. 7. <ul><li>How many of you face internal resistance re: the use of Social Media? </li></ul>Question
  8. 8. <ul><li>How many of you have a social media strategy/plan linked to your organization’s Mission and Strategic Plan? </li></ul>Question
  9. 9. Danielle Brigida, Social Media Outreach Coordinator National Wildlife Federation
  10. 10. Scott Hertz, Manager of Web & Technology Union for Reform Judaism - Camps, Israel Programs & NFTY
  11. 11. <ul><li>Strategy </li></ul><ul><li>Channels/Platforms </li></ul><ul><li>Time & Staffing </li></ul><ul><li>Boots on the Ground </li></ul>Frequently Asked Questions
  12. 12. Strategy
  13. 13. Strategy
  14. 14. Objective: What Do You Want to Accomplish with Social Media? (Label in Order of Priority) <ul><li>Research and Learning </li></ul><ul><li>Build Relationships and Issues Awareness </li></ul><ul><li>Improve Reputation </li></ul><ul><li>Content Generation and Issues Awareness </li></ul><ul><li>Driving Traffic </li></ul><ul><li>Taking Action or Fundraising </li></ul>
  15. 15. Green Hour Program 1. Build Awareness 2. Increase traffic 3. Content Generation
  16. 16. Strategy
  17. 17. Measurement Measure of Success Before Observations After
  18. 18. Strategy <ul><li>Prepare a Social Media Plan…Today! </li></ul>
  19. 19. Which Social media channel(s)?
  20. 20. Content is KING – across all mediums! Your camp is at the center of attention with the best content in the right combination of mediums .
  21. 21. LISTEN and HAVE A CONVERSATION with your camp community. They stay connected to you through CONTENT DELIVERY via these same tools, combined with e-mail communication. And everything leads back to your website!
  22. 22. Unique visitors to Twitter increased 1,382 percent year-over-year, from 475,000 unique visitors in February 2008 to 7 million in February 2009 Age Group Unique Audience Composition % 2-17 250,000 3.6 18 – 24 ** ** 25 – 34 1,379,000 19.6 35 – 49 2,935,000 41.7 55+ 1,165,000 16.6 65+ 477,000 6.8 Source: Nielsen NetView, 2/09, U.S., Home and Work **These demographics have insufficient sample sizes
  23. 23. <ul><li>Choose your Social Media Channels based on: </li></ul><ul><ul><li>Your goals/strategy </li></ul></ul><ul><ul><li>Where your constituents are </li></ul></ul><ul><li>Don’t forget </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Traditional channels </li></ul></ul>Which Social media channel(s)?
  24. 24. Time & Staffing
  25. 25. Time & Staffing
  26. 26. Time & Staffing <ul><li>Social Media = Ultimate tools for building relationships </li></ul><ul><ul><li>Time well spent…IF done strategically </li></ul></ul>
  27. 27. Boots on the Ground
  28. 28. No Two Weeks Are The Same… <ul><li>Danielle’s Social Media Time: </li></ul><ul><ul><li>I spend 15+ Hours a Week in Meetings </li></ul></ul><ul><ul><li>I recognize Social Media’s Seesaw </li></ul></ul><ul><ul><li>Each day I spend a few minutes on each site </li></ul></ul>
  29. 30. Boots on the Ground <ul><li>Focus on the content, NOT the channel </li></ul><ul><li>Find the right person </li></ul>
  30. 31. Goals…
  31. 32. … and How To Reach Them with Social Media
  32. 33. Photo adapted from – niclindh Goal: Listen
  33. 34. How to Listen Search News Search Blogs Search Social Sites
  34. 35. is Your Friend <ul><li>Google Analytics </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Reader </li></ul>
  35. 36. Pay Attention to Traffic Sources Analytics
  36. 37. Set up an alert for your topic Alerts
  37. 38. Set up an RSS Reader Reader
  38. 39. National Wildlife™ RSS Feed
  39. 40. Create a Listening Dashboard
  40. 41. Goal: Listen <ul><li>Can make it easy </li></ul><ul><ul><li>Listening posts: Feed Readers, Google Alerts, Twitter Lists, etc. </li></ul></ul><ul><li>Listen for: </li></ul><ul><ul><li>Your organization </li></ul></ul><ul><ul><li>Your leaders </li></ul></ul><ul><ul><li>Jewish Camp in general? </li></ul></ul><ul><ul><li>Your geographic area? </li></ul></ul>
  41. 42. Goal: Promote Alumni Reunion Widely
  42. 43. <ul><li>Set Goals before determining channels </li></ul><ul><li>Personal Stories </li></ul>Goal: Promote Alumni Reunion Widely
  43. 44. Goal: Engage With Constituents in a Meaningful Way During a Holiday/Event
  44. 45. Goal: Engage With Constituents in a Meaningful Way During a Holiday/Event
  45. 46. <ul><li>Focus on: </li></ul><ul><ul><li>Goal </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Metrics </li></ul></ul>Goal: Engage With Constituents in a Meaningful Way During a Holiday/Event
  46. 47. Goal: Be Relevant <ul><li>Words </li></ul><ul><li>Location </li></ul><ul><li>Dates </li></ul><ul><li>Feelings </li></ul><ul><li>Links/RTs </li></ul>
  47. 48. Use Twitter Lists To Find New People
  48. 49. Listen in on Hashtags
  49. 50. <ul><li>Join the conversation online </li></ul><ul><li>Offer help where appropriate </li></ul><ul><ul><li>Questions/comments about YOUR camp? YES! </li></ul></ul><ul><ul><li>Questions re: Jewish camp in general? Maybe </li></ul></ul><ul><ul><li>Jewish services in geographic area? Maybe </li></ul></ul><ul><ul><li>Other? </li></ul></ul>Goal: Be Relevant
  50. 51. Goal: Increase Updated Constituent Contact Info in Database
  51. 52. <ul><li>Make it easy for constituents to update their info themselves </li></ul><ul><li>Can be as simple as an eNewsletter subscription widget </li></ul>Goal: Increase Updated Constituent Contact Info in Database
  52. 53. Questions?