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The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
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The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
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1. COMMUNICATING W/MEMBERS &
POTENTIAL MEMBERS
Part 1: What Is Social Media?
Part 2: Is Your Affiliate Ready to Start Using Social Media?
Part 3: Hands-On—Working with Social Media Tools
Part 4: Social Media Project
2. Introductions
• Note to participants:
– Please sign in to
http://xxxx.groupsite.com
– Please take our Introductory Survey... You’ll find it on
the homepage.
3. Who’s in the Room?
• What’s your name
• What’s your role in your local association?
• How much experience do you have with Social
Media? (i.e. do you use email, Facebook,
Twitter or other online tools?)
4. The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working with Social
Media Tools
4. Social Media Project
5. Part 1: What Is Social Media?
• There's a lot of hype about social media these days,
but how are the tools that comprise social media
transforming relationships between associations and
members? A growing number of our members, and
our potential members, already use these tools. Can
effective use of social media help us engage, recruit
and organize them? How are affiliates using social
media, and how do they know it really works?
6. What is Web 2.0?
• Social Networking in Plain English
8. What is social media?
• “Social Media” is an umbrella term for describing internet-
based, digital communication that enables social interaction
to occur more easily despite both time and distance.
• Social Media favors conversation over monologue and
empowers people to be not just content consumers but
content producers.
• Social Media includes:
– Social Networking
– Blogging
– Micro-blogging (Twitter, Yammer)
– Wikis
– Photo & Video Sharing
9. Social media characteristics
• Social Media
– It is immediate
– It is unmediated
– It is a dialogue, which…
• Increases the efficiency of your communication
• Creates greater trust with those you communicate with by building
a relationship
– ‘Social’ is how people communicate
– Lead the conversation or be led by it
10. Social media values
– Authenticity
– Transparency
– Sincerity
– Dialogue over monologue
– There is only one “you”
– No gatekeeper
– Digital is fast
– Digital is forever
– Digital is everywhere
– Resistance is futile
11. • Concentrate on the relationships
NOT
the technology!
• Run when you hear “Twitter Strategy” or “Facebook Strategy”
-- it’s putting the cart before the horse.
• Instead, focus on how you’ll engage members.
12. It’s not about the tools
Jessica Hagy, Indexed Blog
Don’t Fondle the Hammer
13. Social Networking
• Contrary to public perception, most of the
groups that form on social networking sites
are not made up of strangers. Although
people may browse profiles of others who are
unknown to them, most use social networking
sites to support preexisting real-life social
groups.
14. • The profile page: a page that allows you to describe yourself through text,
video, and music
• A network of friends: a public or semipublic list of friends, usually
displayed as small photographic icons
• A public commenting system: allows friends and strangers to write a short
note or statement that will be displayed publicly on your profile page
• A private messaging system: enables friends to send private messages to
you via your profile page
• Widgets or Embedded Media: Widgets are small chunks of Web contents,
such as graphics, video clips, or animations that you can put on your Web
site
The following features define social networks and distinguish
them from other types of Web sites:
16. What’s in a NUMBER?
Over 80 percent of Americans use social
media tools and Web sites monthly
Social networking is now the #1 activity on the
web
Twitter: 27 Million users in October 2009
Facebook: 400 million users
You Tube: 924 million unique visitors each year
17. • American teens sent an
average of 3,146 texts a
month in 2010
• That’s 10 text messages
per hour they are not in
school or sleeping,
according to research by
The Nielsen Company.
22. Association Social Media Landscape
2011 NEA Mid-Atlantic Regional Leadership Conference
Agenda• Survey Says:
Affiliate Use of and Attitudes on Social Media
• Leveraging Social Media tools for Branding,
campaigning and association community building
• A look at successful association branding, campaigning
and association community building
• Planning: Steps to consider prior to launching your brand,
campaign or association community
Tweeting encouraged during this session: use #neamarlc
23. Total Mid Atlantic Region Population on Facebook = ?
Mid Atlantic Affiliates on Facebook
24. Total Mid Atlantic Region Population on Facebook = 8,755
(Maryland, North Carolina, Ohio, Virginia, & Delaware =21 Pages on Facebook)
321374
2,708
1,557
1,056 168
40
145
78
28 489
356 192
56
122
285 72
96 59
314
239
Mid Atlantic Affiliates on Facebook
25. Total Survey Responses: 90
Number of Affiliates responding to survey: 30
States with highest response rate: Minnesota (16); California (14); Washington
(6); Iowa & Utah (4); New Mexico, Tennessee, Utah, Wisconsin (3); Hawaii,
Kentucky, Oklahoma, Oregon, (2)
Mid Atlantic Responses: 6
Association roles represented:
Higher Ed
Local Leader
Local Volunteer/Teacher
NEA BOD
NEA Staff
State Leader
State Staff
UniServ
2011 Survey of Affiliate Use of and
Attitudes on Social Media
35. Source: (Idealware) The Nonprofit Social Media Decision Guide •
July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide
Facebook/Twitter: Demographics
36. Source: (Idealware) The Nonprofit Social Media Decision Guide •
July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide
Twitter
37. 273 nonprofit staff members provided details of what social media channels they’re
using, who they are targeting, and what tangible results they’re seeing. nonprofits using
social media found many specific channels useful for reaching out to new constituents
Source: (Idealware) The Nonprofit Social Media Decision Guide • July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide
44. What would it take to get half of your
membership to “like” your Facebook Page?
• An act of god...
• An act of congress!
• A miracle
• A partial dues credit :)
• ?
• I don't believe half our
membership would use
Facebook.
• Post something about them on
there!
• Keep them extremely relevant -
issues that directly affect folks on
a daily basis - in their
work place.
• Time, member education on social
media tools, contests involving
Facebook, wider social media strategy
• Sustained effort on the part of locals.
• Education on how to use the media
• Time, member education on social
media tools, contests involving
Facebook, wider social media strategy
• A reason to sign up and return to the
site;
someone to manage and update it
• Incentivize through contests, etc...
Make the info. meaningful!
45. The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working with Social
Media Tools
4. Social Media Project
46. Part 2: Is Your Affiliate Ready to
Start Using Social Media?
• Social media tools are tools. Social media can
help with many organizing efforts, if we know
how to use it where it can be most effective.
We’ll explore organizing campaigns, public
engagement campaigns, Association meetings,
and empowering local affiliates to engage
members. What do you need to know about
social media?
54. Successful Social Media Branding,
Campaigning and Community Building
What is …
Branding is putting your association into the social mediasphere where existing
and potential members can learn about you. Benefits of branding include:
– Increased feedback and discussion
– Drive traffic to your Web site
– “Spread” information
A Social Media Campaign is NOT “about” the association but rather a focus on a
specific issue, project or action comprising elements specifically designed to
capture consumers’ attention and bring about interest and participation (for the
people, by the people).
– Building email lists
– Attracting event attendees
– Getting people to take action
– Attracting donations
55. Successful Social Media Branding,
Campaigning and Community Building
What is …
Association Community Building (Association Social Networking) is an effort
to aggregate and associate groups of members, staff and leaders across work
assignments, association events, leadership roles, etc. with a goal of providing
always-on, one-stop access to content, colleagues and other social capital resulting
from the association social network.
– Long-term, easy access to social network participants by role, etc.
– Excellent way to accomplish group planning and work projects
– Easy access and management of legacy content and relationships from training or
conference events
56. Successful Branding Using
Social Media Examples
Criteria for selection:
I looked for campaigns that…
…Take advantage of the tools
functionality
…Pay attention to what is being said
in tune to what the different
communities were saying
…Talk Like Their Audience
talk like Facebook members and
not spew association PR
…Converse Don’t Shout
talk to people first, before trying
to “sell” anything. Members may
expect to see design and polish,
but on a social network, your site
has to reflect the visual language
of its members.
…Leverage opportunities to help
fans learn about the importance
and value of unions
…Showcase value of association
membership
59. Successful Social Media Campaign Examples
Criteria for selection:
I looked for campaigns that…
…The campaign brands ONLY the
campaign issue or action
…Leverage the best tool(s) for the
desired outcome
…Take advantage of the tools
functionality
…Pay attention to what is being said
in tune to what the different
communities were saying
…Talk Like Their Audience
talk like Facebook members and
not spew association PR
…Converse Don’t Shout
talk to people first, before trying
to “sell” anything. Members may
expect to see design and polish,
but on a social network, your site
has to reflect the visual language
of its members.
61. Successful Association Community Building
(Association Social Network)
Criteria for selection:
I looked for Association Communities that…
…Strive to work in new ways
New tools shouldn’t/don’t necessarily support old work habits!
…Leverage the best tool(s) for the desired outcome
…Take advantage of the tools functionality
…Set appropriate use expectations and policy
68. The Biggies
Blogs
A blog is a conversational web site,
typically offering news or opinion on a
certain topic.
Blogs should be written conversationally,
and should be short – think op-ed length
and e-mail tone.
Determine how you’re already being
talked about in the blogosphere before
you engage yourself.
70 percent of reporters now say they use
blogs for story ideas.
71. What you say online doesn’t stay online
Status messages or posts, particularly as they pertain to your
employers or coworkers, can have real life repercussions
72. Stay in your
lane
If you’re not the
expert on a topic,
don’t comment
like you are.
Keep in mind:
reporters can
quote online
interactions.
Stay
in
your
lanet
73. Talk to your family
Basic tips for social media
include:
-Don’t friend anyone you don’t
know on Facebook or social
networking platforms
-Don’t post information about
when you’re going on vacation
or when your spouse/parent will
be away.
-Know how to set your privacy
settings, and use them.
74. Do’s and Don’ts
• Do: review and restrict your Facebook Privacy
Settings
• Don’t: do not “friend” students and parents
• Do: Use common sense when you’re using
social media.
• Don’t: Post vulgar or obscene language,
materials, photos or links that may be
considered inappropriate or unprofessional.
Note: look for NEA-PR-GC-SocialNetworkingDosandDonts.pdf
in the ALE Groupsite file cabinet
75. NEA’s Web 2.0 Toolkit
Best for:
Quick & easy website creation
Sharing info (text, photos, videos…)
Engaging members
76. When You Develop Your Plan…
How could you use Groupsite? Use it for…
– #1: Getting the word out
– #2: Publicizing events
– #3: Enabling members to share information
– #4: Encouraging members to talk with each other
– #5: Getting your members more engaged
– #6: Measuring your effectiveness
77. Groupsites
• Boise Education Association
• Metropolitan Nashville Education Association
• Wisconsin National Board Network
• Inside KNEA
• Education International 6th World Congress
• NEA Western Regional Leadership Conference
• Ohio Campaign 2010 Planning site
85. The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working with Social
Media Tools
4. Social Media Project
86. Pulling it all together
1. Create Facebook Account
2. Create Twitter Account
3. Groupsites
4. Embedding YouTube videos
5. Creating a Poll or Survey with PollDaddy.com
6. Putting your Tweets on a web page using a
Twitter Widget
87. The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working with Social
Media Tools
4. Social Media Project
88. Part 4: Social Media Project
• Now that you understand the tools and have
had some social media “play time,” let’s get
serious. In this final session, you will design a
social media campaign that complements an
affiliate campaign or project on which you are
working. Participants will work in groups to
create their campaign, and each project will
be critiqued by the instructors.
89. What Organizing and Technology have in common
• Move people to action
• Create power
• Appeal to self-interests
• Are both a science and an art
• Build organizational capacity
“Organizing
is a fancy word for
relationship building.”
Ernesto Cortes
90. Social media
alone is not a
communication
strategy…
Social media should be a part of your
communications strategy
90
Newspapers/
Newsletters
Publishing – Print & Web
Email
Nea.org Earned
Media
COMM
PLAN
Social
Media
ImageryPersonal
engagements
… it is one key component of your overall
communication plan
Requirements
99. Be an Organizer
• Your role is to provide structure and guidance and to
encourage communication among supporters
• To be effective in this environment, you have to behave
like an organizer: identify and develop leadership and
encourage supporters to reach out to each other.
• In social networks, online groups behave a lot like
offline groups.
100. Guidelines for Developing a Community Strategy
• “Build it and they will come” doesn’t work!
• Key goals to keep in mind:
– #1: Help people work together
– #2: Adoption can not be mandated
– #3: Don’t assume everyone works the same way
– #4: Liberate information
– #5: Develop strategies for group engagement
– #6: Identify specific ways to measure and evaluate
community-building efforts
Excerpted From the Online Community Report, January 28, 2008
101. Tips on what works
• Choose the right message
• Develop a communication strategy
• Schedule a timely release of information
• Keep it concise
• Synchronize efforts on all platforms
• Post photos or videos of the day
• Develop a mixed dose of ‘medicine’ and fun
• Keep the conversation moving
102.
103. Planning: Steps to consider prior to launching your
brand, campaign or association community
104. Questions to Consider …
• What do you need to accomplish?
• Who are the people who can help you?
• What do you need them to do?
• How can you encourage members interact with one
another on your site?
• What are you asking members to do?
• What actions and behaviors are valued?
• Develop a list of actions that you'd like members to
take and create easy ways to do them.
• Create mechanisms to motivate offline action.
105. Resources
• The Networked Nonprofit: Connecting with Social Media to Drive Change,
by Beth Kanter http://www.bethkanter.org/ and
Allison Fine http://afine2.wordpress.com/
• Open Community: A little book of big ideas for associations navigating the
social web,
by Maddie Grant and Lindy Dreyer http://www.socialfish.org
• Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies
to Recruit, Organize, and Engage Youth
Ben Rigby — Jossey-Bass — 2008
• Social Technographics Ladder, by Josh Bernoff, Forrester Research, 2008
http://www.forrester.com/Groundswell/ladder.html
• The Nonprofit Social Media Decision Guide
http://www.idealware.org/reports/nonprofit-social-media-decision-guide
109. Maddie Grant, CAE
Chief Social Media Strategist
maddie@socialfish.org
Skype/Twitter: maddiegrant
Lindy Dreyer
Chief Social Media Marketer
lindy@socialfish.org
Skype/Twitter: lindydreyer
http://www.socialfish.org
Lorraine Wilson
NEA ITS
lwilson@nea.org
Twitter: NEALorraine
Blog: lwilson.wordpress.com
Don Blake
Senior Technologist
dblake@nea.org
Skype/Twitter:
donaldblake
Editor's Notes
There are a lot of definitions available that define what “Social Media” is. For the purposes of our conversation today I want you to think of social media in these terms:”Social Media” is an umbrella term that describes multiple internet-based platforms. In general these platforms have a number of things in common, including:-Empowering user-generated content-Facilitating commentary and conversation (dialogue)-Facilitating the sharing of content-Enabling people to connect with one another despite location-Empowering collaboration on topics of mutual interestSome of the platforms under the concept of “Social Media” include:-Social Networking: also referred to as Social Networking Service (SNS) – e.g. Facebook, MySpace, Linkedin-Blogging: the term ‘Blog’ is short for ‘Web Log’ and is one of the oldest forms of social media dating back around 10 years. Blogs can be as simple as text entries on a website. Most blogs today are facilitated by blog hosting services that use web-based software to allow for easy editing and addition of photos and video – e.g. Wordpress, Blogger-Micro-blogging: Micro-blogs started as a means of sending short snippets of content that could be easily sent and read as cell phone text messages. This kind of platform has involved its own ecosystem which includes various forms of URL Shortening services, photo and video hosting, and geo-tagging. Micro-blogging is frequently associated with mobile posting given its origins – e.g. Twitter, Yammer, Pownce-Wikis: Wikis are websites or services that are used for collaborative work. Wikis include groups working on documents or projects to crowd sourcing of information from the general public – e.g. Wikipedia-Photos & Video Sharing: As the coding for the web has advanced and the pervasiveness of broadband connections increased, the additional bandwidth has facilitated services that host and share still imagery and video content – e.g. Flickr, YouTube, Vimeo
Social MediaIt is immediate – Social media facilitates the ability to post content and have it immediately available to content consumers.It is unmediated – Social media offers few to no gatekeepers for content. What you post is what is made availableIt is a dialogue, which…Increases the efficiency of your communication – by receiving feedback you are better able to assess how effective you are at communicatingCreates greater trust with those you communicate with by building a relationship – by building a positive relationship with your audience they have a greater sense of trust in what you say.‘Social’ is how people communicate – Social Media is an extension of how people already communicate, that’s why it has proven to be an effective means of communicatingLead the conversation or be led by it – Conversations about you, your command, and issues of concern happen with or without your participation. If you don’t participate, you lose a chance to engage in the conversation about subjects that are important!
Authenticity – It is critical that people know who you are in social media. If they can’t be sure who you are then they won’t trust you and won’t form a relationship with you.Transparency – When communicating in social media you need to be as transparent as possible with those who are listening. Telling people something they don’t want to hear or that you don’t know is preferable to silence. When people understand that you will be straight forward with them they will trust what you say more.Sincerity – People want to know that they are connecting with a real person. Be sincere, show personality and more people will listen and talk to youDialogue over monologue – Social media favors a conversation with others. If all you do is talk, then soon you’ll find that no one else is listeningThere is only one “you” – Gone are the days when you could think of yourself in separate roles that would seldom meet like your work and home life. No gatekeeper – What you say is what is heard (whether that is understood is another matter)Digital is fast – Content is available as soon as it is publishedDigital is forever – Once content is on the web, and especially in social media, it will always exist on some server somewhereDigital is everywhere – with mobile devices, connection to the digital world can take place virtually anywhereResistance is futile – You can avoid using social media but if you want to connect with people, you have to do it where they are communicating and increasingly this is happening in social media
We are only able to use Social Media sites as an extension of our already existing websites – not instead of them.Your websites are what keep you in compliance with a number of regulations and laws -- so they are not optionalFor example compliance with record keeping, access to the handicapped (Section 508 compliance)Content you post on a social media site needs to exist in some form on a .mil website (e.g. photos, press releases, stories, etc.)Content unique to social media and derivative of content already present on a .mil site does not necessarily need to be on a .mil site (e.g. status update on Facebook, post on Twitter)
– getting info out, getting answers
– getting info out, getting answers
Social media, by itself, is not the solution to all of your communication challenges and it is not a communication strategy.However, social media as part of an overall communication plan is a powerful tool.