What can we expect to accomplish today?We are going to talk about what social media is and determine why it is good for you to either continue doing or start doingAfter you know it’s a good idea or are at least more intrigued than you ever have been, we will talk about a plan of action! You will actually put your thoughts down on paper so you have a great start when you get back to workThen we will talk about messaging. One of the more difficult things about social media is figuring out what to talk about. You won’t wonder after this class!
What is social media? Wikipedia Definition: The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.Social Media enables organizations and individuals to have a voice. A voice that is different from what they ever experienced before. A virtual community can be established, individuals find power and businesses become more human.
Voice: what does this mean?Think about how you “talk to” your providers or others you are attempting to reach out to without social media…You talk “at” them by providing them one sided informationThe people you are talking to have little or no opportunity to respond to youThis doesn’t cultivate much of a relationship or any loyalty…With Social Media you get to ENGAGE with the people you are reaching out to!Because of the unique opportunity Social Media provides it won’t work if you are simply talking “at” your “fans” or “followers” or whatever they might be on that network. You have to create a dialogue. Ask questionsProvide valuable informationComment on the comments made or at least “like” themDon’t ignore negative statements, acknowledge them and let people know they are hard. No person or organization is perfect and to pretend to be so on the social networks is suicide. Nothing will make a fan or create disloyalty faster.
Social media is “social.” You can talk to people, they can talk to you. We can engage in conversation. Ok. So I still don’t see the big deal.Click…. Voice+Engagement = ChangeWhether it be a change for a companies brand like Starbucks: Starbucks, starbucks ideas…Or it is a change for the “greater good” and a change in company policies: Jacqueline Crocker, Family Child Care Provider, and Jo-Ann Fabrics.
My Starbucks Idea was started proactively when starbucks was beginning to feel like their customers were feeling isolated from them. Starbucks knew they needed to get in the social media game and started their website called mystarbucksidea.com. This is a social media website where people can post their ideas for what starbucks should do. People can vote on ideas and starbucks listens. They have actually instituted many of the suggestions such as free wifi and the starbuck loyalty program.People have a voice, they are listened to and engaged with and change is made. Not just the change that was suggested but people come to mystarbucksidea.com to provide suggestions instead of harping about it on some random blog or forum.We also have the Jo-Ann Fabrics story. Or as I typically call it the Jacqueline Crocker story. Jacqueline Crocker, voiced her disappointment in JoAnn Fabrics teacher rewards program. They didn’t acknowledge home child care providers as educators. Jacque wrote JoAnn’s a letter and then posted it on the group on Linked In called the Child Care Roundtable.Tom Copeland and the providers in the group took this discussion to their other social media outlets. Facebook pages, child care forums, blogs, twitter posts and more. After getting the word via those channels, the providers took to JoAnn’s Facebook page and generated so much attention, JoAnn’s changed their policy to include child care providers within 2 weeks!
Answers:Social Media Definition Keywords: Interactive Dialogue, Creation, Exchange, User Generated ContentSocial Media Provides Individuals and organizations to have a ____________ that they didn’t have before the social media movement. Answer: VoiceDon’t Just sit back and watch the activity you need to______!Answer: Engage
We’ve talked a little bit about what social media can do, let’s bring it back to you and CACFP.PositiveReimbursement is like payment for one full time kidTax consequencesEducation in NutritionFeeding the children healthy mealsVisits from the “food lady”Tom’s blogs about CACFPhttp://www.tomcopelandblog.com/.services/blog/6a0133f3fc5805970b0133f3fc770b970b/search?filter.q=cacfpNegativeWorth it if Tier 2 providerToo much paperworkParents don’t want to fill out the paperworkToo complicated, I don’t get itParent’s don’t know what it is or what the benefits are so it doesn’t really help my businessCosts too much to purchase the foods that are on credibleMy care is primarily vegetarian so the foods I feed don’t qualify
We can use social media to <click> combat negative perceptionsWe can also use social media to <click> cultivate positive perceptions
What are your methods of reaching out to prospective and current providers? Do you reach out to parents? How?Do you go to licensing meetingsDo you (or your colleagues) speak at conferencesGo to local assocaition meetingsSend out mailersProvide flyers to providers on visitsProvide flyers to provide to parents on visitsPut resources and information on your websiteUse social media like facebook, twitter and linked in
Let’s do a quick recap of what we have gone over…Pull out your handout and start filling it in!Social Media gives people and organizations a <click> “voice”Social Media gives people and organizations an opportunity to <click> engageWe talked about <click> positive and negative perceptions of CACFP and that we can use social media to <click> Combat those perceptionsWe can also use social media for <click> outreach<click> what are some other reasons we would want to use social media?<click> Education (providing links to webinars, links to current information, latest articles, informational blurbs<click> Make your agency look awesome<click> Keep your followers/fans etc up to date with the latest news. We don’t all have constant access to our website designer etc to make those changes<clikc> Quite possibly most importantly<click> It provides an opportunity for you to talk to each other…nationwide!
I am positive you know that plans are essential to any successful project. This doesn’t change for social media. What happens if you don’t have a plan? inconsistent messaging not easy for multiple people to contribute You won’t get necessary “buy in” from colleagues You won’t be ready for “negative” comments and interactionsWhat does a plan give me? Direction Opportunity to budget time and money for it You will be ready for the “what ifs” Helps you think through what you want to say and what you want to accomplish with your social media helps you determine what social media “applications” or “channels” you want to use
We are going to fill out some parts of the social media plan so you have some ideas to start with when you go back to the office! Write all over it, you can download this (with additional hints) at anytime from childcareinfo.com, so don’t be shy)Ready?
When you start your plan you want to think about how this is going to benefit your agency. What do you want to gain from social mediaThen you want to take those general ideas and think through how this is really going to help your agency.If your one of your overall goals is to Engage with the community, explain why the engagement is going to help your agency. Will it help your customer service team communicate with a lot of people at once? Will it help you get referrals?If one of your overall goals is to get some free marketing, consider how this will help your agency. Bring in more providers, get your non-profit donations….What are some overall goals you would want to consider using social media to meet? Take a few minutes and talk together about what you might want to accomplish with social media. Jot down what you brainstorm on your plan in questions one and two.Question 2 you will probably want to fill out in more detail at a later time but jot down whatever you think might work right now.Who wants to share their ideas?
Part Two is what you will see as the “Project Scope” on your plan. That title sounds a bit daunting, my least favorite thing to see and I am a project manager ;)But it is pretty practical when we break it down. So let’s do that.Industry: When you think industry, think a little bit beyond CACFP. Of course that is a given but consider also the audience you will be speaking to. They will be interested in things in addition to CACFP, so consider other sources like own a daycare.com or teach preschool or…Since you don’t have access to a computer today to look into what the industry is doing, I listed some examples here. When you get back to the office, check them out. They have some pretty good programs going on. If you aren’t mentioned and yours is amazing, it doesn’t mean we don’t think so, these are just the ones I see often and were off the top of my head.Does anyone have any other industry examples they would like to share? What is your program? Shout it out! And everyone else, write them down!Planning and Scheduling: This is where you decide what you want to use. Is it Facebook? Twitter? Blogging? YouTube or Flickr? Linked In? Once you decide which channel you are going to use, determine your “draft schedule.” How often do you think you are going to post? Be realistic. If after you look over the schedule you determine you can’t post all of the time, you may want to change your “channel.” There is nothing wrong with changing what you were originally going to do, that’s what planning is all about!Some Tips for Scheduling:[**Some Hints For your Scheduling: A common question is "how often do I post on your channels?" One of my favorite answers to this question is to set expectations for your followers and then follow that schedule. Be consistent. If you only have time to Tweet once a day, post on Facebook twice a week and blog once a month, that is fine because your users know what to expect and will not be disappointed if you don't post on Facebook 3 times a day. Another common response is this: Twitter is meant for quick and constant information, if you haven't been active with your Twitter presence for a whole week your feed will be considered stale. Facebook doesn't have to be as consistent as Twitter but should try to update it once a week to make sure your page is up-to-date. Blogging is another dimension because it takes a lot more time to make your posts, you can't just retweet or share so if you wanted to post a blog once a month and do it consistently that is good. They suggest not going more than 6 weeks with a blog.]Implementation: With this section you are going to propose who is going to set up the accounts, who is going to get them started, if the “starting person” is different from the person who is going to maintain them determine the “transition” Are you going to phase in different channels? These are things you want to think about and write down with this section.Integrated Marketing: get other parts of your agency involved. If you send out mailers put your social media logos and presence on those. Sending out a newsletter electronically? Post it on Facebook or twitter but if the person that sends these out doesn’t tell you they are going out, you won’t know to post it. If there is something exciting one part of your organization is doing you should know about it so you can post it and vice versa. Try to make the traditional channel and the social media channel work together.Reporting and Maintenance: Measuring success is a good way to promote your plan. Setting up goals and metrics are important for this. I have listed some helpful tools here. Two I would like to mention are Bit.ly and AddThis. Whatever links you post on your network, I would suggest using Bit.ly, you can really see the affect your network is having and the types of articles your audience is clicking on. AddThis, if you can add it to your website is fantastic as you can see what pages people are sharing the most and who is clicking on those posts after they have been shared. This is sort of a reverse way of using social media but it is a big part of it!Ok…so lets move to part three
SchedulingSuccess FactorsBenefitsRequired Resources from your agencyAnd some resources to consult throughout the processThe project schedule on your plan is an example of some deadlines you want to work through. Look at your implementation ideas and schedule and put the larger pieces here. Then also take into account your measurement and maintenance part of the plan.Key success factors are what you need in order for this to succeed. Is there support you have to have in order for this to be successful. E.g. launch…do you have to have approval for this to be successful? Do you need inherent trust in your judgment so you can post as is necessary? No approval needed… Do you need to have two people posting because frequent and consistent posts are imperative to your success?The qualitative benefits are what you think are important or the agency can benefit from even if you can’t measure it’s success. Loyalty? Trust? Reputation? Advocacy? Sometimes you can measure referrals but sometimes this is going to be a qualitative thing too.Know what you need from your agency and put it in the plan. This plan is based on the staff resources you state you need. If the boss says no, revise your plan for success. It can only be successful if the resources given to the social media plan match the schedule and channels proposed for usage.
What you decide to post and share with your network is completely up to you!Make sure your messaging is on point with the goals you outlined in your plan If your entire point for using social media is encouraging a positive perception of CACFP then you are going to want to make sure that at least one post a day (or whatever your schedule is) is CACFP heavy.Make sure you consider who your audience isRocking the boat creates activity on your page, just make sure you can steady the boat after you begin rocking it. Don’t ignore comments you don’t want to interact with. If you choose to be a little controversial, be prepared for off-color remarks. It is not the end of the world, just don’t let your image or reputation get muddied.Keep in mind, depending on the channel or application you choose, your message style will be different. With Trivia, Inspirational Quotes or any other type of one liner…make sure these are sprinkled among posts with links and other valuable informationLet’s see how here
What do I mean by “style” of your message? Well, your main message could be exactly the same for each channel but the way you say it is going to change depending on the channel and the audience.Twitter and Facebook are almost as different as the two of them from youtube. You would make a youtube video with the exact same phrasing of a twitter or facebook post but the overall message could be the same. The way you are relaying that information is different.Here is an example for Facebook and Twitter.
@ is a way to talk to people on twitter, it hyperlinks their profiles and lets them know you are talking about them or to them#tag is a way to hold a conversation about a common topic in the twitterverse. If you put the hashtag in front of acronyms, abbreviations, words or phrases it places your tweet in a common conversation. It also hyperlinks it so people can click on the #tag and get a whole new stream of tweets they are interested in reading.MT – Modified Tweet – a retweet with your own spinRT is a way for you to share to your network what someone else has posted. Twitter and even hootsuite and tweetdeck make it really easy for you to do this. Just click Retweet and you are good to go.
See the differences?When scheduling this, I think it is reasonable to do 3 tweets a day and one facebook post a day.It takes more times to get the same amount of information across in twitter. There are also a LOT more “tweets” coming through so its easier for people to miss anything you put out there.We’ve talked about messaging and scheduling, does it seem kind of impossible to do all of this on top of your normal daily routines? I have an answer for you.
Hootsuite and Tweetdeck kind of do the same things, which are awesome. You can schedule your social media posts for the day or week or however far away you want to schedule them for. Although keep in mind timely posts are important so if you schedule them for the month, be sure to check in and retweet or repost a relevant link throughout the week. It really depends on which interface you like the best. You can post to all of your social networks at the same time! But beware like we said earlier facebook posts and twitter posts look different so if you are using hashtags and @ and RT in your tweets I would refrain from adding your facebook profile to those posts. It just isn’t relevant on Fb and looks kind of lazy. Also people that don’t know the twitter conventions are likely to be irritated.Paperli is one of my favorite twitter tools. Create your own paper of your twitter feed and have people subscribe to it. Child care providers most likely aren’t going to be on twitter through-out the day but they can get a daily digest of all of your tweets and the tweets of people you follow. Brilliant for the people that aren’t on twitter regularly but find the posts relevant.
You have these links in your social media plan and they are great reasources. But I would be remiss if I didn’t mention Google For Non-Profits. You need to see if this could be a good fit for your organization if for no other reason, if you qualify, which you will, you get a grant to use googleadwords to advertise your services and your agency. It is a grant so you can do it at no cost. Definitely worth a looksy.
Answers:3 things to consider:Answer: Consider the Goals in your Plan, Consider Your Audience, Consider Relevant TopicsIdeas for Messages: Answer: News, Trainings, your services, your services, your work day, mention a provider you were impressed with, ask questions about cacfp, ask questions about their care, answer questions, take polls share relevant news form the organizations or people you follow, Trivia Questions Inspirational QuotesHow are Facebook and Twitter messages going to differ?Answer: EngageWhat does @ mean? @ is a way to talk to people on twitter, it hyperlinks their profiles and lets them know you are talking about them or to them#tag is a way to hold a conversation about a common topic in the twitterverse. If you put the hashtag in front of acronyms, abbreviations, words or phrases it places your tweet in a common conversation. It also hyperlinks it so people can click on the #tag and get a whole new stream of tweets they are interested in reading.Hootsuite and Tweetdeck are ways for you to manage your profiles in one interface. You don’t have to open each account to see what is going on. You can schedule posts for the week and easily edit retweets. Paperli – get all of the tweets about something you are interested in in a 24 hour digest. A newspaper of the tweets of the people you follow or a hashtag you are interested in.You need to check out google for nonprofits. Sign up and get those adwords credits and see what else they will do for you.
Social Media and CACFP
Social Media and CACFP<br />Samantha Kay-Daleiden Marshall<br />Fall 2011<br />
Welcome to Social Media and The CACFP, Let’s Do Some Introductions<br />2<br />
Power of Social Media<br />6<br />Engagement<br />Change<br />Voice<br />=<br />+<br />
Starbucks Ideas and Jo-Ann Fabrics<br />7<br />
Social Media Definition Recap!<br />8<br />Grab a pen and Let’s Fill Out <br />Your Handout Together.<br />Social Media Definition Keywords:<br />Social Media Provides Individuals and organizations to have a ____________ that they didn’t have before the social media movement.<br />Don’t just sit back and watch the activity you need to ____________!<br />
Perceptions of the Child and Adult Care Food Program<br />9<br />Common Perceptions of CACFP? Thumbs up or Thumbs down?<br />What are you hearing about CACFP, good and bad…<br />Let’s Brainstorm.<br />
We Else Can Use Social Media for…<br />10<br />Negative <br />Perceptions<br />Use Social Media to<br />Combat<br />Cultivate<br />Positive <br />Perceptions<br />Use Social Media to<br />
Outreach, Can Social Media Help?<br />11<br />
I am a CACFP Sponsor…Why Should I Give Social Media A Try?<br />12<br />Let’s Review What We have Talked About<br />Perceptions of CACFP: – and +<br />Combating or Cultivating those Perceptions<br />Outreach<br />Engage<br />Voice<br />Why Else Would You Want to Use Social Media?<br />Education<br />Make your agency look awesome<br />Most Importantly…<br />Timeliness<br />You can talk to each other, Sponsor to Sponsor….Nationwide!<br />
How Do We “do” Social Media? Strategize<br />13<br />Ma<br />k<br />e <br />A<br />P<br />l<br />a<br />n<br />
Get your pens and your Social Media Plan Handout – out!<br />14<br />
Part One of the Social Media Plan <br />15<br />
Part Two of the Social Media Plan<br />16<br />
So now we have a plan but you still aren’t sure what to post…<br />18<br />Consider The Goals in Your Plan<br />Consider your audience<br />Consider relevant topics<br />News: CACFP and Child Care in general <br />Trainings<br />Your Services<br />Your Work Day<br />Mention a provider you were impressed with<br />Ask questions about CACFP<br />Ask questions about their child care<br />Take polls <br />Share relevant news from the organizations or people you follow<br /> Trivia Questions<br /> Inspirational Quotes<br />
Depending on the “Channel” your message “style” will be different<br />19<br />
Twitter Conventions – What do those crazy messages mean?<br />20<br />#tags<br />RT<br />MT<br />@ <br />#FF<br />These are some ways for You To Communicate with People on Twitter and Build your Twitter Network<br />
Examples of Facebook Posts vs. Tweets<br />21<br />This example is based off of one of Minute Menu’s Social Media Campaigns before the NAFCC conference<br />
NACCRRA</li></ul>Flicker<br />Consumer Product Safety Commission<br />Twitter<br />@idealware@fractweets@nonprofitorgs@PACE1955@naccrra@usedgov@CHAOhio@ChildCareAnswer@nonprofitguide@foundationnews<br />@AskTomCopeland<br />Visit ChildCareInfo.com>Knowledge Center>Business Sense<br />For more information on using Twitter: http://childcareinfo.com/KnowledgeCenter/BusinessSense/FreeWebResources/TwitterForYou.aspx<br />For more information on using Facebook:http://childcareinfo.com/KnowledgeCenter/BusinessSense/FreeWebResources/FacebookforYou.aspx<br />
How to Talk About What To Talk About Recap!<br />25<br />3 things to consider…<br />Ideas for Messages…<br />How are Facebook and Twitter messages going to differ?<br />What does @ mean or do?<br />What does # mean or do. E.G #ece or #preschool or # CACFP?<br />What does RT or MT mean?<br />Hootsuite and Tweetdeck can help me…<br />Paperli.com. What should I check it out for?<br />I need to check out google for _____<br />