MNA - Lose Control


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  • Engaging in social media requires a shift in perspective from talk to conversation. As you begin to think about a social media strategy, you need to understand that although it will compiment your overall marketing and communication strategy, it needs to be different because of the conversational dynamic.
  • One of your goals will be to empower your constituents to spread your message.
  • Those of you who run Senior Corps programs should be interested in this. The orange shows 2008, the blue shows 2009. For each online activity there is a slight increase among the Gen Y population, but a very large increase among the so-called Baby Boomer population.
  • Now that are computers and data can be connected via the Internet, we are witnessing a social layer – and it is challenging our assumptions of everything and here’s why
  • [1] [2]
  • Holly’s last slide. Segue into strategy.
  • It’s like the cocktail party analogy. You don’t just walk up to someone and make a pitch. But you might make sure they have your contact info and they know what your passion is before the conversation breaks up. You show genuine interest in them. You can be authentic and be strategic at the same time. You are not going to abandon your existing marketing and communications plan, strategy, and tactics. Instead you want to enhance it with this new method of engaging your stakeholders, clients, and potential clients.
  • Here are some things to think about when building your strategy. In the conference materials I uploaded some worksheets to help you map out a strategy. These are also available on the WeAreMedia wiki. You’ll want to think about your: Objectives Audience Content Strategy Tools How you’ll measure success You’ll want to think these through each time you embark on a specific campaign or experiment.
  • You need to crawl before you can fly. Your goal is to establish online credibility and trust. That takes time and experience. These stages overlap and are not strictly sequential, but to get to a point where you can grow your community and engage other influencers, you’ll need to spend some time just listening and developing your own online presence first.
  • Ask yourself What you want to accomplish with social media. Describe how your social media objective supports or links to a goal in your organization’s communications plan. Set objectives based on a clear understanding of how social media changes the feedback loop between your organization and stakeholders. The key thing that is different with setting a social media objective is that it is not about reaching a mass audience and blasting your message out, it is more about reaching the influencers, developing relationships, having a conversation, and getting insights.
  • Now, restate your objective so it is “SMART” – Specific Measurable Attainable Result-Focused Time-based You can use this method for large or small objectives
  • Example of specific goal that meets the SMART test.
  • What social media tools are they currently using? If they congregate in certain online locales, what are they talking about in relation to your brand/goals/issues/competitors? Describe these things based on secondary research, direct observation, or primary research. What additional research do you need to do to learn about your target audience’s online social behavior or their understanding/perceptions about your organization or issues? As with any marketing effort, the first step to success is identifying who your organization wants to reach and find out how they are using social media. There is more and more audience research for users of particular social media tools and a lot of it is free. It pays to spend a few hours reviewing the demographic or “technographic” details (what people are doing online). While secondary research may help inform what general direction you may want to go in, there is no substitute for primary research. And while surveys, focus groups and other services can give you an analysis of what your current audience is doing online, direct observation works best. For instance, if you are considering a Facebook profile, before you set up an organizational presence - spend some time searching to see if anyone has set up a Fan Page or Group to talk about your organization or issue area. Or, if you are considering a blog, find out who the key bloggers are in your topic area. This will allow you to observe what your audience is saying in their natural environment. Some social media strategists call this step “listening” and it is essential first step in developing your social media strategy. Resources Beth Kanter, “ Ten Free Resources for Social Media Audience Research for Nonprofits Jeremiah Owyang, Social Network Sites Use Analysis - Compilation of Research Facts Josh Bernhoff, Social Technographics 2008
  • Technograpics This is a chart from Forrester research – where they look at what people do on the social web – across different age categories . As you can see the tools we’re going to look at today appeal to different age categories And, it may surprise you but the demographics of social networking sites is aging – and not all kids are using all tools. What's interesting is why some people don't use social networks.  The study respondents said their main problems were: privacy, time and just not seeing the point.  These stats are older than the slide we showed previously noting growth in boomer participation in the last year. It’s important to keep in mind - you don’t want to invest time in networks if your audience is not there. But you also don’t want to be scrambling to catch up when they do get there.
  • When you participate in social media, include the goal of driving people back to your website. Why? Because you want them to *do* something – you are cultivating a ladder of engagement. Be sure and drive them to the specific page on your website where they can take an action, such as signing up for your e-newsletter or donating, or learning something you want them to know. If your website or blog is not of the quality you want it to be, you need to focus on that before launching a social media campaign. You can start listening and network building right away, but don’t try to drive massive traffic to your website if there’s not much to see or do there.
  • Social media does not mean that traditional websites or emails are dead (although some people may argue that). A good rule of thumb for dividing your efforts is 1/3 web presence – make it a good one 1/3 one way – get people to sign up for your enewsletter or email list 1/3 social So, again, this is an integrated strategy and all of these things contribute to meeting your goals and objectives, whether that’s getting volunteers, getting clients, getting donors, or educating more people about your cause.
  • Partner up with someone at your table who is not a colleague. Take out a piece of paper and pen. You’re going to come up with an objective for using social media for your organization.
  • Write down one goal you have for using social media.
  • Check and see if your objective is “SMART” – Specific Measurable Attainable Results-Focused Time-based Restate it if needed. Share it with your partner.
  • Holly Listening: Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit.  (5 hours per week) Participate: Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment.  You can also participate vicariously through bloggers by encouraging them to write about your organization.  (10 hours per week - also includes listening tasks as they go hand-in-hand) Generate Buzz: Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content.  Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category.  (10-15 hours per week - also includes some listening tasks) Share Your Story: You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site.  Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks.   But even better is getting your constituents to share their stories about your organization with others (which takes more time) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill) Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising.  (20 plus hours a week)
  • MNA - Lose Control

    1. 1. Social Media: What, Why, and How? Leveraging Social Media and Web 2.0 for Nonprofits
    2. 2. We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via Funded by the Surdna Foundation
    3. 4. Objectives <ul><li>What </li></ul><ul><li>Why </li></ul><ul><li>Benefits </li></ul><ul><li>Strategy </li></ul><ul><li>Tactics </li></ul>
    4. 6. What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
    5. 7. Powered by ..
    6. 8. It is a conversation between people
    7. 9. Supporters
    8. 10. Clients
    9. 11. Audiences
    10. 12. Donors
    11. 13. And those donors too!
    12. 14. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation TALK CONVERSATIONS Source: Slide 10 from &quot; What's Next In Media ?&quot; by Neil Perkin Some differences in tactics
    13. 15. Ref: Users are inspired and enabled to talk about your organization They spread the message around the network SETH GODIN – ‘FLIPPING THE FUNNEL’
    14. 16. And guess what? That conversation is …
    15. 17. Not Controlled
    16. 18. Not Organized
    17. 19. Not On Message
    19. 21. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source : Universal McCann Comparative Study on Social Media Trends April 2008
    20. 22. Not everyone is a social media user
    21. 24. Social is not slowing down ….
    22. 25. Online Media Broadly speaking, the top 1,000 media sites fall into two categories Publisher Media Social Media
    23. 26. <ul><li>Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume </li></ul>Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media 2008
    24. 27. Welcome to the Social World
    25. 30. What if What happens?
    26. 33. Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer Improve Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers Benefits
    27. 34. How do we balance conversation and talk?
    28. 35. A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
    29. 36. Source: Inside Obama’s Social Media Tool Kit
    30. 37. Objective <ul><li>What do you want to accomplish with social media? </li></ul><ul><li>Describe how your social media objective supports or links to a specific goal from your organization’s communications plan </li></ul>
    31. 38. Give Your Social Media Objective An IQ Test!
    32. 39. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
    33. 40. Audience <ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group? </li></ul><ul><li>Is this a target group identified in your organization’s communications plan? </li></ul><ul><li>What do they know or believe about your organization or issue? What will resonate with them? </li></ul><ul><li>What key points do you want to make with your audience? </li></ul>
    34. 41. What are they doing online?
    35. 42. What research do you need?
    36. 43. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site
    37. 44. 1/3 Web Presence 1/3 One Way 1/3 Social
    38. 45. Share Pair
    39. 46. What is one goal you have for your organization for using social media? Share Pair
    40. 47. Give Your Social Media Objective An IQ Test!
    41. 48. Tactical Approaches Generate Buzz Share Story Listen Participate Community Building & Social Networking
    42. 49. Listen Buzz Share Your Story Participate Social Networks
    43. 50. Tactical Approaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tactical Approaches and Tools Share Story
    44. 51. What was your biggest “aha” moment during the session? Biggest Takeaway
    45. 52. www .wearemedia. org Holly Ross [email_address] Twitter: ntenhross Learn More and Continue Sharing