Social Media – HandsOn
Lessons
Using and Managing Social Media
Wednesday, February 19, 2014
@Google Pittsburgh
Your Social Media Panel:
Jon O’Brien,
Director of Communications,
Master Builders Association of Western PA
Karlye Rowles,...
Objectives
 Learn the ins and outs of social media
channels like Facebook, Twitter and
Linkedin.
 Using Social Media to ...
What happens online?
...is a collection
of technologies
that allow
users to
interact with
online content.
 Blogs
 Micro-...
Some Staggering Statistics
 Facebook =
◦ 1.19B Users Globally
◦ 238 M Users in the US and Canada
◦ 95% of Users log in da...
Some Staggering Statistics
 LinkedIn =
◦ 240+M Users
◦ 79% of Users are 35 or Older
 Instagram =
◦ 150 M Monthly Active ...
Reasons to Engage Social
Media
 Branding/image
creation
 Marketing
 Increase SEO/
exposure
 Communications
 Donor Eng...
Some thoughts:
 New media is inducing an incredible transformation within the
organization, introducing opportunities for...
Social Media
What are your goals:
 Build awareness
 Establish thought leadership
 Educate customers/donors
 Increase c...
Goals = Measurement:
 Build awareness = Fans/Followers/RTs
 Establish thought leadership =
Subscribers/Comments/RTs
 Ed...
The Big THREE
Facebook
Facebook Timeline
Facebook
 Setting up a
business or
organization
page
Facebook Spec Guide
Source: http://visual.ly/social-media-spec-guide August 2013
Facebook
Cover
Photo
Profile
Image
Custom
Tabs / App
Image
Timeline
Status
Update
Who is my Facebook
audience?
 Identify and
understand
YOUR audience
 Establish a
tone/voice
 Be
conversational
 Key wo...
Facebook - What do I post?
 Educate, Entertain, Inform
 Drive traffic to your web site
 Include calls to action
Source: http://allfacebook.com/infographic-intuit-pages-101_b129062 February 2014
Facebook - When do I post?
 Best Times:
◦ 1PM - 4 PM*
 Worst Times:
◦ 8 PM – 8 AM*
* This depends on YOUR
audience, test...
Facebook – When & How?
• Schedule your posts
• Use third-party app to
schedule
FACEBOOK TIPS/ BEST PRACTICES
Source: http://allfacebook.com/infographic-intuit-pages-101_b129062
February 2014
 Share yo...
The Big THREE
Twitter Sign Up
Twitter
Source: http://noellemarketingconsulting.com/a-brief-
glossary-of-twitter-terminology-annotated-graphic/
August 20...
Twitter Spec Guide
Twitter
Profile
Image
Twitter
Feed =
Tweets
Tweet
Compose a Tweet
Hey, @PittsburghCares we‟re
learning a lot today about
#SocialMedia!
What is a Hashtag?
Source: http://smallbiztrends.com/2013/08/what-is-a-hashtag.html
August 2013
• A Hashtag is a label for...
3 Keys to Use Twitter effectively:
 By listening to what is being said
about the organization
 By engaging with communit...
Twitter
 Who should I follow?
◦ Tailor based on recent visits
◦ Friends, Vendors or Competitors Lists
◦ Recommended: Who ...
Twitter
Source: http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html
• What should I tweet?
Twitter
http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html
http://www.pammarketingnut.com/2013/03...
Twitter-What to Measure
Goals Metrics
Increase Brand Awareness
• Reach (followers + RT * RT‟s
followers)
• Followers
• Bra...
Twitter – Hootsuite Dashboard
 Multiple accounts, one dashboard
Twitter – Hootsuite Dashboard
 Multiple Columns for easy
management
Twitter – Hootsuite Dashboard
 Schedule posts to save time
Twitter – Hootsuite Dashboard
 Pending posts; Hashtag Tracking
Content Curation Examples
 Complete your profile: 140 characters – think
keywords
 Use a third party app like Hootsuite,
Tweetdeck, or similar
 E...
The Big THREE
LinkedIn – Who?
 LinkedIn =
◦ 240+M Users
◦ 79% of Users are 35 or Older
 Connect with:
◦ Colleagues
◦ Board Members
◦ C...
LinkedIn - Profile
 Complete
Profile
 Professional
Image
 Key Words
◦ Title
◦ Summary
◦ Skills &
Endorsements
LinkedIn – What?
 Profile to Stand Out and
Connect with Professionals
◦ Use key words to be found
◦ Connect professionall...
LinkedIn
LinkedIn – Company Page
Cover
Photo
Profile
Image
LinkedIn
LinkedIn – What?
 Company Pages to Reach Audience Where
THEY are
◦ Post Status Updates
◦ Find Volunteers
◦ Become a Resou...
LinkedIn – Group Page
Cover
Photo
Profile
Image
LinkedIn – What?
 Group Pages to Reach Audience
Where THEY are:
◦ Share Common Interests
◦ To Gain Exposure – Share relev...
LINKEDIN TIPS/ BEST PRACTICES
 Create a company page to connect where
professionals are active
 Encourage supporters to ...
Other Social Site to consider
 Google+
◦ Divide target audiences by “Circles”
◦ Great for Search
◦ Claim „Credit‟ as Auth...
KEYS TO
SUCCESS
1. Make it an on-going dialog
2. Use conversational tone
3. Start slow..have goals
4. Consider an Editoria...
“If you build it they will come.”
In Conclusion:
 Social Media is a tool to be
integrated with your marketing and
communication effort
 Social Media sites...
Q&A
Resources
 CreativeBloq.com – site for resources for graphic design including
alternatives to Adobe Photoshop
http://www....
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Social Media HandsOn Lessons Basics for Nonprofits 2014-02-19

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Social Media workshop for nonprofit organizations on the ins and outs of specific social media channels to learn how to use and manage networks like Facebook, Twitter, and LinkedIn to effectively engage an audience, gain their support and keep people coming back.

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  • KeywordsTools to make life easier – schedule posts
  • KeywordsTools to make life easier – schedule posts
  • KeywordsTools to make life easier – schedule posts
  • KeywordsTools to make life easier – schedule posts
  • Social Media HandsOn Lessons Basics for Nonprofits 2014-02-19

    1. 1. Social Media – HandsOn Lessons Using and Managing Social Media Wednesday, February 19, 2014 @Google Pittsburgh
    2. 2. Your Social Media Panel: Jon O’Brien, Director of Communications, Master Builders Association of Western PA Karlye Rowles, Marketing Manager, Kulzer and Co., Inc and (Pgh Metro Chapter) Appraisal Institute Patty Swisher, Vice President of Corporate Communications , IKM Incorporated Architects Hosted by: HandsOn Tech, Pittsburgh Cares
    3. 3. Objectives  Learn the ins and outs of social media channels like Facebook, Twitter and Linkedin.  Using Social Media to Share your message  Some tips and tricks to make your life easier using Social Media
    4. 4. What happens online? ...is a collection of technologies that allow users to interact with online content.  Blogs  Micro-Blogs  Podcasts/Vide os  Social Networks  User Forums
    5. 5. Some Staggering Statistics  Facebook = ◦ 1.19B Users Globally ◦ 238 M Users in the US and Canada ◦ 95% of Users log in daily ◦ 73% access Facebook via Mobile  Twitter = ◦ 230+ million Users ◦ 500M Tweets daily ◦ 76% access Twitter via Mobile Source: http://newsroom.fb.com/key-facts Sept - Dec 2013 Source: Twitter, Twitter.com, Media Bistro, Oct – Dec 2013
    6. 6. Some Staggering Statistics  LinkedIn = ◦ 240+M Users ◦ 79% of Users are 35 or Older  Instagram = ◦ 150 M Monthly Active Users ◦ 75M Daily Active Users; 1.2 B Daily Likes  YouTube= ◦ 1 Billion Unique Visitors Monthly ◦ Reaches more U.S. adults ages 18-34 than any cable network ◦ 40% of global access via Mobile Source: Instagram.com/press Dec 2013 Source: Media Bistro, http://www.mediabistro.com/alltwitter/social-media- stats-2014_b54243 January 2014
    7. 7. Reasons to Engage Social Media  Branding/image creation  Marketing  Increase SEO/ exposure  Communications  Donor Engagement  Customer Service  Employee Engagement  Recruiting  Industry blogs/sites  Build relationships  Community Building  Networking  Lobbying efforts
    8. 8. Some thoughts:  New media is inducing an incredible transformation within the organization, introducing opportunities for an internal and external collaboration in customer service, product, sales, community relations and public... It's putting the public back in public relations.  To best reach people, we have to figure out who they are, where they connect, and how they share and find information  The tools are just extensions of you and your expertise and artistry. Everything starts with a commitment to the brand you are representing -- it's culture, personality, overall potential and people. Source: Engage, by Brian Solis
    9. 9. Social Media What are your goals:  Build awareness  Establish thought leadership  Educate customers/donors  Increase community base  Recruiting staff/volunteers  Generate leads  Fundraising  Improve internal communication
    10. 10. Goals = Measurement:  Build awareness = Fans/Followers/RTs  Establish thought leadership = Subscribers/Comments/RTs  Educate customers = Inquiries/Surveys  Recruiting Staff/Volunteers = Increase # of staff/volunteers  Reach new channels = Before/After Market Penetration  Fundraising = $$ earned from campaigns  Improve internal communication = Informal Surveys EXAMPLES OF MEASURING SUCCESS?
    11. 11. The Big THREE
    12. 12. Facebook
    13. 13. Facebook Timeline
    14. 14. Facebook  Setting up a business or organization page
    15. 15. Facebook Spec Guide Source: http://visual.ly/social-media-spec-guide August 2013
    16. 16. Facebook Cover Photo Profile Image Custom Tabs / App Image Timeline Status Update
    17. 17. Who is my Facebook audience?  Identify and understand YOUR audience  Establish a tone/voice  Be conversational  Key words to focus content
    18. 18. Facebook - What do I post?  Educate, Entertain, Inform  Drive traffic to your web site  Include calls to action
    19. 19. Source: http://allfacebook.com/infographic-intuit-pages-101_b129062 February 2014
    20. 20. Facebook - When do I post?  Best Times: ◦ 1PM - 4 PM*  Worst Times: ◦ 8 PM – 8 AM* * This depends on YOUR audience, test to see what works best
    21. 21. Facebook – When & How? • Schedule your posts • Use third-party app to schedule
    22. 22. FACEBOOK TIPS/ BEST PRACTICES Source: http://allfacebook.com/infographic-intuit-pages-101_b129062 February 2014  Share your story  Engage and Grow your Community  Raise Awareness and Promote your cause  Drive traffic to your website  Use multimedia posts: Photos / Videos
    23. 23. The Big THREE
    24. 24. Twitter Sign Up
    25. 25. Twitter Source: http://noellemarketingconsulting.com/a-brief- glossary-of-twitter-terminology-annotated-graphic/ August 2013 1.Home Page 2.Me Page 3.Profile Photo 4.Header image 5.Background image 6.Twitter Handle 7.Profile Description 8.Follow 9.Tweet 10.Mention 11.Retweet 12.Hashtag
    26. 26. Twitter Spec Guide
    27. 27. Twitter Profile Image Twitter Feed = Tweets Tweet
    28. 28. Compose a Tweet Hey, @PittsburghCares we‟re learning a lot today about #SocialMedia!
    29. 29. What is a Hashtag? Source: http://smallbiztrends.com/2013/08/what-is-a-hashtag.html August 2013 • A Hashtag is a label for content • Allows users to search, find, organize content around a specific subject • No spaces allowed
    30. 30. 3 Keys to Use Twitter effectively:  By listening to what is being said about the organization  By engaging with community and the public  By contributing and sharing their expertise and thought leadership. Read more at: http://www.optify.net/guides/twitter-for-business-the-ultimate- b2b-guide?_opt_r=TWITTER&_opt_rdid=6058
    31. 31. Twitter  Who should I follow? ◦ Tailor based on recent visits ◦ Friends, Vendors or Competitors Lists ◦ Recommended: Who to Follow & Find Friends ◦ Search Key Words, Hashtags ◦ Use TweetChats ◦ Promote on PR/Newsletters
    32. 32. Twitter Source: http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html • What should I tweet?
    33. 33. Twitter http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html http://www.pammarketingnut.com/2013/03/100-things-to-tweet-about-on- twitter-besides-yourself/ • What? Still not sure? • Twitter for NonProfits: Follow @nonprofits https://media.twitter.com/nonprofits
    34. 34. Twitter-What to Measure Goals Metrics Increase Brand Awareness • Reach (followers + RT * RT‟s followers) • Followers • Branded Drive Traffic • Visits Generate Leads • Leads Nurture Leads • Visits and returning leads Improve customer service • Twitter conversations • Positive mentions • Changes in customer satisfaction polls Use as help channel • Number of Twitter conversations • Number of DM • Number of mentions of your help # • Change in visits to help section on your website Read more at: http://www.optify.net/guides/twitter-for-business-the-ultimate-b2b-guide?_opt_r=TWITTER&_opt_rdid=6058
    35. 35. Twitter – Hootsuite Dashboard  Multiple accounts, one dashboard
    36. 36. Twitter – Hootsuite Dashboard  Multiple Columns for easy management
    37. 37. Twitter – Hootsuite Dashboard  Schedule posts to save time
    38. 38. Twitter – Hootsuite Dashboard  Pending posts; Hashtag Tracking
    39. 39. Content Curation Examples
    40. 40.  Complete your profile: 140 characters – think keywords  Use a third party app like Hootsuite, Tweetdeck, or similar  Establish keyword columns to search and follow  Identify/Participate in chats  Use Tweetchat to participate  Use hashtags # for search and follow  Use Hootsuite or Buffer app to schedule tweets TWITTER - TIPS/BEST PRACTICES
    41. 41. The Big THREE
    42. 42. LinkedIn – Who?  LinkedIn = ◦ 240+M Users ◦ 79% of Users are 35 or Older  Connect with: ◦ Colleagues ◦ Board Members ◦ Clients/Donors ◦ Industry leaders ◦ Volunteers ◦ Friends Source: http://nonprofits.linkedin.com/resources.html
    43. 43. LinkedIn - Profile  Complete Profile  Professional Image  Key Words ◦ Title ◦ Summary ◦ Skills & Endorsements
    44. 44. LinkedIn – What?  Profile to Stand Out and Connect with Professionals ◦ Use key words to be found ◦ Connect professionally ◦ Join Groups ◦ Search keywords for relevance  Personalize invitation to connect  Encourage supporters to promote your cause on theirSource: http://www.nonprofits.linkedin.com/
    45. 45. LinkedIn
    46. 46. LinkedIn – Company Page Cover Photo Profile Image
    47. 47. LinkedIn
    48. 48. LinkedIn – What?  Company Pages to Reach Audience Where THEY are ◦ Post Status Updates ◦ Find Volunteers ◦ Become a Resource for information ◦ Groups to Gain Exposure ◦ Partnering Opportunities  Companies that post 20X/ month on average reach 60% of their followers with one or more updates
    49. 49. LinkedIn – Group Page Cover Photo Profile Image
    50. 50. LinkedIn – What?  Group Pages to Reach Audience Where THEY are: ◦ Share Common Interests ◦ To Gain Exposure – Share relevant content ◦ Engage Group Members – Conversation ◦ Attract Volunteers – Describe the ideal candidate ◦ Upload & Share rich content ◦ Actively Manage - Questions/PollsSource: http://www.nonprofits.linkedin.com/
    51. 51. LINKEDIN TIPS/ BEST PRACTICES  Create a company page to connect where professionals are active  Encourage supporters to promote your cause  Use Groups to activate community  Spotlight events and activities  Find Board Members, Staff & Volunteers
    52. 52. Other Social Site to consider  Google+ ◦ Divide target audiences by “Circles” ◦ Great for Search ◦ Claim „Credit‟ as Author – also good for search  YouTube ◦ Second largest for search ◦ Multimedia  Instagram ◦ Great if you have a large “captive” audience ◦ Obviously, visual ◦ Drive Traffic  Pinterest ◦ Predominantly reaches women in U.S. ◦ Visual
    53. 53. KEYS TO SUCCESS 1. Make it an on-going dialog 2. Use conversational tone 3. Start slow..have goals 4. Consider an Editorial Calendar 5. Share personal stories 6. Feedback is a good thing
    54. 54. “If you build it they will come.”
    55. 55. In Conclusion:  Social Media is a tool to be integrated with your marketing and communication effort  Social Media sites should work in conjunction with organizational goals  Social Media is not a magic bullet – requires time and effort to grow organically.
    56. 56. Q&A
    57. 57. Resources  CreativeBloq.com – site for resources for graphic design including alternatives to Adobe Photoshop http://www.creativebloq.com/photoshop/alternatives-1131641  Twitter Lists to follow  http://www.postplanner.com/101-best-twitter-lists-to-follow/  List of TweetChats:  http://gnosisarts.com/index.php?title=Tweetchat_Wiki/By_Day

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