Social MediaHands on with Tools for Engagement  Heath Wickline  PickClickGive Webinar  December 4, 2012
State of the Art
2002
Holding good ideas up to the light
2011         390,011 views in       less than 2 months
2011   1,014 new “Likes” in    less than 2 months
Agenda
MEASUREMENT               GOALS      &CONVERSATION                        TEAM                                      &     ...
Goals   What are your organizational goals?   How can social media help?   How will you know if you’ve succeeded?   TOOL: ...
Goals   Engage new audience for Season of Sharing   Share stories from the campaign   New Facebook users engaged
Team   •   Who is going to do this work?   •   Who has the bandwidth?   •   What is the right voice?
tic ity                      hen               A utRight Voice?    Individuals               Pe r                      son...
Team   Me   Intern   Voice was warm, thankful, neighborly
Tools  SET UP ACCOUNTS   •    Facebook Page   •    Twitter Account                                    HootSuite   •    Lin...
Tools
Listen    •    Who are we listening to?    •    Who are THEY listening to?    •    Where are THEY talking?    •    What ar...
Audience   •   Who do you need to speak with in order       to achieve your goals?   •   Are they engaged in social media?...
Influencers    •   Whose voices are the LOUDEST in your        field?    •   Which of these are on social media?
Your     sweet spot                                 the interwebs   people         social media interested        influenc...
Influencers
How To Spot Influencers    •   Ask yourself    •   Ask your team    •   Ask your networks    •   Ask the interwebs
Ask the interwebs    •   Twitter    •   Klout.com    •   AllTop.com    •   PeerIndex.com    •   Back to Twitter: Who To Fo...
Listen    •    Evaluative    •    Active    •    Prioritized based on audience    •    TOOL: Muckrack.com
Content   •   What do you have to say?   •   What news do you have to make?   •   What channels are the best to use?
Content
Content   •   What to say when?   •   Social media editorial calendar   •   How does social media fit with your       othe...
Content  http://lightboxcollaborative.com/2012_editorial_calendar
Converse   •   30% Broadcast       70% Respond   •   Share good content   •   Play nice   •   Thank people   •   Grow your...
Converse           h/t to Beth Kanter
Converse
Measure   •   How many friends/followers have       you added?   •   How many times were you       mentioned/retweeted?   ...
Content
Questions and conversation
You can’t drink the river. Don’t try.
Everybody in the water!                          © Flickr user: dvs
Thank you.?
Holding good ideas up to the light  heath@lightboxcollaborative.com                    415-518-2580                      @...
Anatomy of a tweetRT=Re-Tweet    @ indicates a specific                  Hashtag = category    account holder at twitter  ...
URL Shorteners  Fit more into social media        http://www.worldculturepictorial.com/blog/content/        one-could-chan...
Advanced Social Media by LightBox Collaborative
Advanced Social Media by LightBox Collaborative
Advanced Social Media by LightBox Collaborative
Advanced Social Media by LightBox Collaborative
Advanced Social Media by LightBox Collaborative
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Advanced Social Media by LightBox Collaborative

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A look at how nonprofits can amplify their social media strategies.

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Advanced Social Media by LightBox Collaborative

  1. 1. Social MediaHands on with Tools for Engagement Heath Wickline PickClickGive Webinar December 4, 2012
  2. 2. State of the Art
  3. 3. 2002
  4. 4. Holding good ideas up to the light
  5. 5. 2011 390,011 views in less than 2 months
  6. 6. 2011 1,014 new “Likes” in less than 2 months
  7. 7. Agenda
  8. 8. MEASUREMENT GOALS &CONVERSATION TEAM & TOOLS LISTENING CONTENT
  9. 9. Goals What are your organizational goals? How can social media help? How will you know if you’ve succeeded? TOOL: The SMART Chart (www.smartchart.org)
  10. 10. Goals Engage new audience for Season of Sharing Share stories from the campaign New Facebook users engaged
  11. 11. Team • Who is going to do this work? • Who has the bandwidth? • What is the right voice?
  12. 12. tic ity hen A utRight Voice? Individuals Pe r son alit y
  13. 13. Team Me Intern Voice was warm, thankful, neighborly
  14. 14. Tools SET UP ACCOUNTS • Facebook Page • Twitter Account HootSuite • LinkedIn Company or • YouTube Channel TweetDeck • MySpace, Flickr, Google+, FourSquare, Pinterest • Facebook Cause
  15. 15. Tools
  16. 16. Listen • Who are we listening to? • Who are THEY listening to? • Where are THEY talking? • What are THEY talking about? • TOOL: www.Attentive.ly
  17. 17. Audience • Who do you need to speak with in order to achieve your goals? • Are they engaged in social media? • Is social media the best way to reach them? (And if so, which?)
  18. 18. Influencers • Whose voices are the LOUDEST in your field? • Which of these are on social media?
  19. 19. Your sweet spot the interwebs people social media interested influencersin your work
  20. 20. Influencers
  21. 21. How To Spot Influencers • Ask yourself • Ask your team • Ask your networks • Ask the interwebs
  22. 22. Ask the interwebs • Twitter • Klout.com • AllTop.com • PeerIndex.com • Back to Twitter: Who To Follow (suggestions) • FriendorFollow.com • Rinse & repeat
  23. 23. Listen • Evaluative • Active • Prioritized based on audience • TOOL: Muckrack.com
  24. 24. Content • What do you have to say? • What news do you have to make? • What channels are the best to use?
  25. 25. Content
  26. 26. Content • What to say when? • Social media editorial calendar • How does social media fit with your other communications activities?
  27. 27. Content http://lightboxcollaborative.com/2012_editorial_calendar
  28. 28. Converse • 30% Broadcast 70% Respond • Share good content • Play nice • Thank people • Grow your network
  29. 29. Converse h/t to Beth Kanter
  30. 30. Converse
  31. 31. Measure • How many friends/followers have you added? • How many times were you mentioned/retweeted? • How were your organizational goals advanced?
  32. 32. Content
  33. 33. Questions and conversation
  34. 34. You can’t drink the river. Don’t try.
  35. 35. Everybody in the water! © Flickr user: dvs
  36. 36. Thank you.?
  37. 37. Holding good ideas up to the light heath@lightboxcollaborative.com 415-518-2580 @hwickline
  38. 38. Anatomy of a tweetRT=Re-Tweet @ indicates a specific Hashtag = category account holder at twitter URL links to featured item Time Stamp also indicates software used to send
  39. 39. URL Shorteners Fit more into social media http://www.worldculturepictorial.com/blog/content/ one-could-change-world-with-140-characters-twitter- 113 not-for-sale http://bit.ly/fVja57 20

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