The document discusses using social media tools for organizational engagement and goals. It provides an agenda that covers measurement and goals, listening, content, teams and tools, and conversation. The agenda items discuss identifying goals and audiences, finding influencers, creating content calendars, and measuring engagement. Tools mentioned include Facebook, Twitter, HootSuite, and Muckrack for listening and measuring engagement. The document emphasizes establishing goals, finding the right voice and teams, and focusing on listening, sharing content, and conversing over solely broadcasting messages.

1. Social Media
Hands on with Tools for Engagement
Heath Wickline
PickClickGive Webinar
December 4, 2012

2. State of the Art

4. 2002

6. Holding good ideas up to the light

8. 2011
390,011 views in
less than 2 months

9. 2011
1,014 new “Likes” in
less than 2 months

11. Agenda

12. MEASUREMENT GOALS
&
CONVERSATION TEAM
&
TOOLS
LISTENING
CONTENT

13. 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)

14. Goals
Engage new audience for Season of Sharing
Share stories from the campaign
New Facebook users engaged

15. Team
• Who is going to do this work?
• Who has the bandwidth?
• What is the right voice?

16. tic ity
hen
A ut
Right Voice? Individuals
Pe r
son
alit
y

17. Team
Me
Intern
Voice was warm, thankful, neighborly

18. Tools
SET UP ACCOUNTS
• Facebook Page
• Twitter Account
HootSuite
• LinkedIn Company
or
• YouTube Channel
TweetDeck
• MySpace, Flickr, Google+,
FourSquare, Pinterest
• Facebook Cause

19. Tools

20. Listen
• Who are we listening to?
• Who are THEY listening to?
• Where are THEY talking?
• What are THEY talking about?
• TOOL: www.Attentive.ly

21. 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?)

22. Influencers
• Whose voices are the LOUDEST in your
field?
• Which of these are on social media?

23. Your
sweet spot
the interwebs
people social media
interested influencers
in your work

24. Influencers

25. How To Spot Influencers
• Ask yourself
• Ask your team
• Ask your networks
• Ask the interwebs

26. Ask the interwebs
• Twitter
• Klout.com
• AllTop.com
• PeerIndex.com
• Back to Twitter: Who To Follow (suggestions)
• FriendorFollow.com
• Rinse & repeat

27. Listen
• Evaluative
• Active
• Prioritized based on audience
• TOOL: Muckrack.com

28. Content
• What do you have to say?
• What news do you have to make?
• What channels are the best to use?

29. Content

30. Content
• What to say when?
• Social media editorial calendar
• How does social media fit with your
other communications activities?

31. Content
http://lightboxcollaborative.com/2012_editorial_calendar

32. Converse
• 30% Broadcast
70% Respond
• Share good content
• Play nice
• Thank people
• Grow your network

33. Converse
h/t to Beth Kanter

34. Converse

35. Measure
• How many friends/followers have
you added?
• How many times were you
mentioned/retweeted?
• How were your organizational
goals advanced?

36. Content

37. Questions and conversation

38. You can’t drink the river. Don’t try.

39. Everybody in the water!
© Flickr user: dvs

40. Thank you.?

41. Holding good ideas up to the light
heath@lightboxcollaborative.com
415-518-2580
@hwickline

43. Anatomy of a tweet
RT=Re-Tweet
@ indicates a specific Hashtag = category
account holder at twitter
URL links to featured item
Time Stamp
also indicates
software used
to send

44. 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