Bozeman Social Media Training
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This document provides guidance and best practices for non-profits to effectively utilize social media. It discusses the importance of listening to online conversations, building relationships, and providing value to communities. It also emphasizes the need to establish goals for social media use and to select metrics to track performance and measure outcomes. A variety of social media platforms are examined, and tools for gathering analytics and insights are presented. The document stresses that social media requires ongoing learning and adaptation to changing technologies and behaviors.
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Bozeman Social Media Training
- 1. By Danielle Brigida National Wildlife Federation @starfocus
- 2. Confession: I’m a Wildlife and Technology Geek Learning about the environment is FUN!
- 4. Important Social Sites for Nonprofits Source: Nonprofit Marketing Guide
- 5. Where Nonprofits are Experimenting Source: Nonprofit Marketing Guide
- 8. Types of Social Media Source: Altimeter
- 9. Social Media Objectives • Researching and Learning • Building Relationships • Improving Reputation • Generating Content • Increasing Awareness • Driving Traffic • Taking Action • Sales • Fundraising
- 11. Reasons NWF is Active on Social Fire = Criticism Flood = Support Earth = Relationships
- 12. Typical Behaviors on Social Media Social Media Participation Chart by Oversocialized
- 13. Owned Social Media Tips for Branded Accounts
- 14. Take the Time to Learn the Communities • Listen All the Time • Be Responsive • Add Value • Spark Discussion • Be Present • Follow the Passion • Provide Visuals, Messages and an Action
- 16. Art of Quality Conversations • Speak Less- Listen More • Develop Your Sense of Humor • Know Your Current Events • Keep Track of Interesting Experiences • Be a Bearer of Good Tidings • Keep Comments Short and To the Point
- 17. Improving Reputation • Customer Service Help • Correcting Misinformation • Providing Relevant Information • Receiving Feedback
- 18. Facebook
- 19. We Remember To… • Listen and set goals • Focus on audience • Be relevant • Track and analyze • Learn and adapt
- 20. We Do NOT Just “Push it Out”
- 21. Facebook Insights • Know your popular posts • Find timing that works • Follow algorithm trends • Think of your audience first
- 22. Twitter: Personal and Professional Personal Professional
- 23. We Cater to Passion and Audience
- 24. Our Techniques Grow and Adapt
- 25. Add Social Elements to Current Programs
- 27. Make it Easy to Share Your Content addthis.com or sharethis.com
- 28. Repurpose, Alter, & Crowdsource
- 29. We Work to be a Reliable Resource
- 30. Social Media Isn’t Free– but Use the Technology
- 31. The Reality of Facebook • Difficult to foster community • Challenging to connect with individuals • Few people interact with brands • Low response to advertisements
- 32. Hone Your Maintenance and Outreach Organize Friends, Followers and Fans
- 33. Empower Staff, Volunteers and Advocates
- 34. Linkedin: Groups and Page
- 35. 5 Ways Linkedin is Better Than a Rolodex • Public Contacts • Understand Your Network • Search for People • Aggregate Job Updates • Stay Connected
- 36. Convert Career Seekers We will periodically Encourage our career seeking traffic to our page or groups on LinkedIN
- 37. Encourage Sharing Volunteer Info
- 38. Advisory Groups and Boards
- 39. Experiment with Groups • Invest Time • Monitor Posts • Keep alumni and job seekers in the loop • Offer Resources
- 41. Group Statistics Offer a Glimpse at Your Audience
- 43. Company Pages • Post Job Updates • Experiment with content • Interact with donors • Engage with volunteers
- 44. Build Out Staff Profiles as Touch Points
- 46. Social Media Management vs. Achieving Broader Goals
- 47. Make Sure People Can Find You… http://wefollow.com/ http://twellow.com
- 48. Make These Tools Work For You www.nwf.org/foursquare
- 49. Be Reciprocal! (Mutualistic and Symbiotic) Photo by James Jordan, Flickr
- 50. Learn from the Community @klsnature
- 51. We Use Tools Like Yammer and Facebook to Organize Internally
- 52. Work to Strengthen Current Programs
- 53. Celebrate the little victories!
- 54. No Need to Run and Hide (but do take a break!)
- 55. Content and Visuals: Crucial to the Social Media Ecosystem
- 56. Use Powerful Imagery – Engage Your Community
- 57. Be smart about what you choose to make into an Infographic!
- 58. Legal Places to Get Images • Your Staff • Your Community • http://list.ly/list/703-free-stock-or-low-cost-image- sites
- 59. Places to Edit Images for Social • Pixlr • PicMonkey • Liveluvcreate • Canva
- 60. Awesome Screenshot: https://chrome.google.com/webstore/detail/awesome-screenshot-captur/ alelhddbbhepgpmgidjdcjakblofbmce?hl=en
- 61. How Does NWF Use Pinterest? http://www.pinterest.com/nwfpins
- 62. Building Out Our Presence • Picking visual elements of your work • Providing visuals along with resources • Tracking Pinterest referral traffic to our site • Have fun and communicate with others! • Make more content out of “what’s working”
- 64. Use Pinterest Search to Find Inspiration Pinterest Search
- 65. Audience Specific Boards • Activism • Shopping • Crafts/Recipes • Photography • Gardening • Fun
- 66. Donors, Partners & Programs
- 69. Share Boards and Collaborate
- 70. Keep Things Light and Useful
- 72. Meet Instagram • Twitter for Photos • Relies heavily on #hashtags • 57% of US adult Instagram users visit the site once a day • 40M photos are uploaded Daily
- 73. Instagram Tips • Listen to keywords and hashtags • Make the most of events and on-the-ground • We take the fun/beautiful approach • Make the most of trends • Create content based on popular content
- 74. Using Instagram to Listen • Iconosquare • Tagboard • Hashatit
- 76. Use Search Results as Next Steps for Outreach
- 77. Visual Sites to Explore Tumblr Flickr
- 78. #WildlifeSelfies are Lighthearted and Promote Talented Photographers
- 81. Always Remember Goals Inspire Americans To Protect Wildlife For Our Children’s future Photographs Getting Outdoors Watching for Wildlife Instagram Google+ Facebook Flickr
- 82. National Wildlife Photo Contest
- 83. We Empowered Our Supporters Through Visual Content
- 84. We Selected Our Measurement Tools • Google Analytics/Adobe – Trackbacks – Referrers – Social/Content Tracking • Bitly • Sharethis.com • Source-coded links
- 85. 2013 Photo Contest Results • 3,000 people entered 32,000 photos • 10,300 were donated • Users cast 646,000 votes • Over 150,000 Page views from Facebook
- 86. Creative Storytelling and Visual Elements • What is visual about your current work? Take a moment and discuss with your neighbor ways your work could translate on social media through images.
- 87. Break Time!
- 88. How are you listening? Search Keywords • Organization’s Name • Key individuals • Branding mistakes • Program references • Important subjects Referring Traffic • Google Analytics • Facebook insights
- 89. Community, Network, and Crowd
- 90. Start With Your Community: Know Your Most Active Social Supporters
- 91. Research Those Who Already Love Your Cause
- 93. You Use Search All the Time
- 94. Just RSS Your Search Results! RSS = Real Simple Syndication
- 95. Research Social Media Search Sites • Blogs – Icerocket – Google Blog Search – Technorati • Facebook/Twitter – Search.twitter – Social Mention – Mention.net – Boardreader – RSS Notifications
- 96. Organize with Tags Feedly.com
- 97. Now That you’ve listened… •Comment and Respond •Show Respect •Ask Questions •Offer Value!
- 98. Common Response to Social Measurement
- 99. Just Remember: Good Measurement Leads to Action • Don’t stop at measuring what’s easy • Ask tough questions • Learn tool capability and experiment
- 100. And Always Remember Why You’re There
- 101. Reach
- 102. Engagement
- 103. Revenue
- 104. Ways to Measure Your Objective • Research and Learning Develop monitoring dashboard • Build Relationships/Increase Awareness # fans or number of followers • Improve Reputation Survey results • Content Generation # of passionate bloggers • Drive Traffic Increase time on site, page views • Actions Taken # of comments, tweets, etc • Fundraise or Sell # of dollars directly and indirectly
- 105. Important Questions • Who are you trying to reach? • Where do they currently interact online? • How much capacity do you have and how will you add value? • What would “success” look like? • When will you report back?
- 108. Facebook Insights: Exporting Data
- 112. Twtrland: Create a Profile and Explore
- 113. Other Twitter Measurement Tools • Twittercounter • TweetBeep • Followerwonk • Klout • Monitter • Topsy • Retweet Rank • Manageflitter • Socialbro • Tweetreach • Twazzup • Twitonomy • Rt.ly Many Free Tools Require a Login
- 114. There are Tons of Ways to Measure Twitter Specific Metrics • Crowdbooster – mentions, replies & followers • Hootsuite – mentions, replies & followers • Twitter Counter - # of followers • Rowfeeder - mentions • Topsy and Topsy Analytics
- 115. Additional Free Social Reports • Simplymeasured • Socialbakers • Quintly
- 116. Measuring Content Clicks • Bit.ly • Bufferapp • Hootsuite
- 117. Measuring Earned Social Media • Shared Content: Sharethis & Addthis • Web Analytics (ex. Google, SiteCatalyst) • Trackbacks or Linkbacks • RSS Reader (Feedly, Digg Reader) • Mentions (Mentions.net)
- 118. Track Content Sharing – not just visits
- 119. Don’t be afraid–Explore Web Analytics Ex: Pages •Pageviews •Subscribers •Shares Ex. Site Sections •Pageviews •Subscribers •Entrance paths
- 120. Familiarize Yourself with Social Performance
- 121. Track Top Content By Social Site
- 122. Explore Social Features: Trackbacks
- 123. Track links ahead of time: Tool: URL Builder
- 124. Tagboard – search hashtags
- 125. BuzzSumo: See Popular Content on a Site
- 126. Tackling Social Measurement with a Small Budget • Crowdbooster ($9 a month) • Bufferapp ($8.50 a month) • Hootsuite ($8.99 a month)
- 127. It’s VERY Important to Stay Organized
- 128. Create Your Own Excel or Google Drive Tracking System
- 129. Some of Our Social Media Reports Quarterly Report Campaign Specific Report Works to Build Respect, Accountability and Actionable Next Steps
- 130. Frequency and Audience • Audience: All Staff • Quarterly • It’s Always Changing • Encourages next steps • Worth Reading EVERY Time
- 131. Main Sections of the Report • Increasing Reach - # of followers, fans • Engagement Stats – Most shared posts • Traffic from Social Sites – Pageviews or visits • Revenue Stats – If any are applicable • Key Lessons Learned (Crowdsourced from Staff) • Trends and Industry News • Tips of the Quarter • Social Media Mentions
- 132. Report Sample National Wildlife Federation Increased from 124,343 to 136,486 *139 new likes per day @NWF Followers: Increased from 126,397 to 146,762 *229 new followers per day National Google+ Followers: Increased from 246,947 to 294,020 *517 new followers per day 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Facebook Twitter Google+
- 133. Collect Qualitative Data Too
- 134. Analyze Don’t Regurgitate • Pick metrics to measure ahead of time • Evaluate over time • Identify anomalies • Tell a story with your data • Track metrics that matter
- 135. Listen, Communicate, Create, Track Time on Social Media Listening Communicating Creating/Experimenting Tracking 30% 30% 25% 15%
- 136. Follow Helpful Resources http://www.Bethkanter.org http://www.mashable.com http://www.socialbrite.org/ http://www.johnhaydon.com/
- 137. Questions? Danielle Brigida Sr. Manager of Social Strategy National Wildlife Federation @starfocus Judy N, Flickr
Editor's Notes
- At NWF, we encourage people to write posts that one of our audiences would benefit from knowing. We then measure the posts both individually and how the blog is performing overall. This allows us to see where we can grow and where there are great examples.