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The document discusses how social media can be used by an organization like Casey Trees, including the various social media platforms they currently use and are exploring, how to understand the purpose and benefits of social media for marketing, engagement and other goals, and it provides guidance on establishing social media policies and guidelines for appropriate employee use.
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- 4. The key tounderstanding how social media applies to your company, is to understand my job :: Yes, I take pictures. Write stuff. Answer questions. Occasionally, tweet.
- 5. The key tounderstanding how social media applies to your company, is to understand my job :: Yes, I take pictures. Write stuff. Tell stories!! Answer questions. Occasionally, tweet.
- 7. Casey Trees –Social Media We are currently on: • Flickr • YouTube • Wordpress (website/ blog) • Twitter • Facebook • LinkedIn? Exploring the potential of: • • • • Instagram Google+ Pinterest Foursquare
- 17. Now that youunderstand the what to social media, it’s important you understand the why. – Marketing – Engagement/ Information sharing – Customer service – Resource development
- 18. Now that youunderstand the what to social media, it’s important you understand the why. – Marketing – Engagement/ Information sharing – Customer service – Resource development But at the core of all of these are..
- 19. Now that youunderstand the what to social media, it’s important you understand the why. – Marketing – Engagement/ Information sharing – Customer service – Resource development But at the core of all of these are.. Demographic collection.
- 20. ..which leads usto analytics. • Twitter – Metrics: @mentions, retweets (RT), etc. – Provides no capacity for analysis..yet. Only those who purchase “promoted tweets” have Twitter-based analytics available to them • https://dev.twitter.com/blog/introducing-twitter-web-analytics • https://business.twitter.com/advertise/analytics/ – Must be done through third party software (or a really, really big team of data analysts) • • • • • • Hootsuite (only one not free – and only one that archives for you) Twenty Feet The Archivist Twitonomy Twitter Counter Tweetstats
- 21. ..which leads usto analytics. • Facebook – Metrics: Likes, Page likes, comments, shares..reach, engaged users, virality rate.. • Provide a rich analytics capacity to their Pages (nonindividual profiles) • Stores information for roughly 12 months – Demographics & location: • Gender and age ranges • Location by country, city, and language • Like/ Unlike sources (page, timeline, mobile, search results)
- 24. Analytics across otherplatforms: • Foursquare – Simple design, basic (but valuable) metrics • Check-ins, unique customers, likes, long-term engagement, top/ recent visitors/ mayors, check-ins shared via other platforms.. • Youtube & Flickr – Picture/ video views, comments, shares, etc. • Wordpress is fully integratable with Google Analytics – Provides you with rich capacity to record, store, and breakdown everything from pageviews to bounce rate to time-on-page…etc.
- 25. Last but notleast.. Policy. • You have employees or coworkers on it already. Guaranteed. • Soo.. I guess we need a policy. • “A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world.” • How do we ensure no mistakes? • • • Policy should be more about what employees can do and best practices for social media use versus all the things employees can't or shouldn't do on social media. Clear guidelines will ensure that your company brand is enhanced and that your reputation is not sullied by an errant remark. http://www.inc.com/guides/2010/05/writing-a-social-mediapolicy.html
- 26. Casey Trees’ socialmedia culture • The same way it’s our shared mission to help plant trees throughout DC, it’s an opportunity that we all share to help tell the stories and cultivate those relationships as well. • Some coworkers are already doing it…
- 28. But.. • One oftwo red flags are immediately being raised in your heads right now: – For directors/ executives: “I don’t want staff just playing around on their personal accounts all day.” – For all: “I don’t want to mix my work and personal worlds – especially on the computer.” • It’s important that you understand – this is not mandatory. But it can provide you, your department and your company with some pretty high returns.
- 29. Start the processof putting together a social media policy. • “compliant and consistent standards for our organization’s social media presence.” • Basically, you should try to provide: – Tactics for important situations – Procedures to inform decisions of all staff – Definitions for a variety of actions • But until then, here are some general guidelines to go by..
- 30. Tim’s Short Listof Do’s and Do Not’s •Do Not: •Vent. “I hate my job.” •Complain about the constituency. •Don’t share personal info about coworkers. •Do: — Take a picture! — Jot down some quick notes. ― Have a conversation.. • ..and record that name!
- 31. If you don’tfeel comfortable sharing these things yourselves, or if you don’t have a personal account on a social platform.. Email them to me. I’ll post them as “Casey Trees.” thoagland@caseytrees.org
Editor's Notes
- #6 But really my job is to tell stories – to tap into peoples soft spots, to make each of those plantings and community events a more tangible experience.
- #7 A great example of this story-telling – I came across this while surfing through Twitter feeds for relevant content for Casey Trees.Note what they’re looking for in someone to fill a similar position – the capacity to tell stories! Not just big, organizational-voice stories about the newest government regulation or the latest class or event we’re having. This isn’t an attempt to jump into the latest trends by posting lots of artistically-inspired tree photos. It’s my job to shed light to the little voices that we help connect: between us, between each other – connect to people that believe in the same things we do.
- #9 *Flickr – One of the most basic platforms, one of the more archaic, but also one of the simplest, which is why it is still used organizationally quite a bit. Basically, it’s an image search engine – you post photos and then tag them, group them, etc. The biggest upside to Flickr is it’s Creative Commons licensing, but for my org, it serves simply as a photo archive – instead of holding all of these heavy photos on our website, which would be incredibly cumbersome, we house them there. It gives us a variety of ways to share them with partner companies, sponsors, donors, etc.
- #10 *YouTube – In the same way that Flickr can act as an archive, you would assume that YouTube’s sole purpose would be to hold video content for an org. But’s its important that you understand that both of these platforms have a huge element of community integrated in them. The ability to tag, use keywords, create playlists (or group), all allows for people to not only navigate the wealth of content but also communicate about it – and build networks or communities around it.
- #11 *Wordpress – Wordpress was basically a blog site – simple, streamlined, template-orientated – and it still is, but it’s also grown in capacity. It is now fully customizable, and it’s actually what my org runs our entire website and blog out of. Fully branded: everything from fonts, colors, design, widgets; it gives you totally control over your web presence. It’s really more of a service now, than a social media platformNow we’re going to get into the big platforms – the ones that really cultivate expression, and the ones that hold the biggest audiences ::
- #12 *Twitter – Twitter is a pretty basic platform – its got a few wrinkles, like photos, geo-tagging, and the ability to integrate apps, like all platforms do now. But it’s basic – you’ve got 140 characters to say something, @mention a friend, or bring up an #importanttopic. Those 140 characters, and maybe a profile picture, are really your only opportunity to cultivate a voice. It can be refreshing to some, the ability to invent or reinvent a persona or image, but for an organization it can feel constricting – how am you supposed to tell the world about all your important work in 140 characters?
- #13 *Facebook – Facebook is the biggest platform, by far. Not just because it recently reached its billionth unique individual user, but because of the levels of communication possible on it (aka the number of actions possible). Like a page, like a post, share, comment, highlight, pin, photos, cover photos, videos, milestones, offers, events, questions, app integration, bio information – not to mention the potential for advertising? The level of interaction on it is multiplied by each and every one of those components, because those are points – points of communication, points of engagement. They have the potential to generate a million little actions, or as Facebook calls them, “stories.” But Facebook can be divided into to segments – one is public profiles, and the other is called the newsfeed. Public profiles are just that – external facing “timelines” (as Facebook calls them) that organize you/ your company’s life, or posts/ content, vertically. But the newsfeed is where the money is made, and where everyone wants to be. Each personal or professional profile has a newsfeed, and it’s a collection of all your “friends” activity or actions. You see who posted what, who’s dating who, which org planted which tree, etc. We’ll refer back to this when discussing advertising.
- #14 *Instagram – Remember how I said Flickr was one of the oldest platforms, but one of the most basic? Well Instagram is one of the youngest, and by far the simplest. Primarily a mobile platform, it has the least layers of engagement and the fewest methods of communication. The idea is you have an account and you post photos. Period. Though the capacity is there to do things like comment and “like” posts your friends make, the platform is designed to minimalize the number of actions you can take. It offers a lot of creativity in the sense that it allows you to apply filters to your photos, to create cool effects, and this minimalist approach is attractive to a lot of individuals, but in terms of the community-aspect of the platform for a company, it’s not very robust, and can be difficult to realize.
- #15 *Google+ is actually the fastest growing platform out of the Big Three (Twitter, Facebook, Google+), but that comparatively makes sense (FB & TW don’t grow at the same rates because they’re already huge). The up-side to Google+ may be pretty obvious – it’s a Google product, thus it’s full-integrated with all of the other platforms that Google owns – geo-tagging with Google Maps and Local, event-planning with Google Calendar. It doesn’t help that most of us have personal Gmail accounts that easily integrate – and their killer functionality is Google Hangouts, which allows for private and public video chats which can be easily opened up to become webinars, roundtables, conference calls, etc. The downside to Google+ is the audience – it’s just not as big as Facebook and Twitter. Blame it on the timing, blame it on the fact that people are becoming more aware of Google’s data collection policies – for whatever reason, it just doesn’t have as much pull as the other platforms.
- #16 *Pinterest is a unique platform compared to all of the other visual offerings out there (i.e. Instagram, Flickr, etc.), and in my opinion it offers arguably the greatest opportunity for exploration (professionally). It’s not based around mobile consumption the same way that Instagram is (Instagram’s desktop capacities are even more striped bare than the mobile)– it’s designed to create, curate, and cultivate large numbers of photos into groups or “pinboards.” Each photo and/ or board are easily sharable, and collectively it allows for the creation of some special tools. It’s a platform where culture and personality rule – a company doesn’t just have to talk about what they do. Ice cream parlors put up boards about the most original, creative, and artistic collections of spoons they can find. Newspapers chronicle a year’s worth of content into one board, and create short, rich visual collections of decades worth of history. Etc, etc.
- #17 *Foursquare is the epitome of a geo-tagging platform. It does more than just share your location with friends; it makes recommendations based on popularity, time of day, and past decisions about food, drink, entertainment and services; it allows you to review places and leave tips; it lets you know when friends are close by, and incorporates elements of gaming (points, badges, scoreboard, etc.). For a company with one or many physical locations, it offers a lot of opportunities to drive traffic to those locations – specials, updates. And it offers a really comprehensive analytics capacity, which we’ll get into later.
- #18 Why social media?There are a lotta “whys.”Marketing – Facebook essentially serves as an open book to your customers or constituents – it’s chronological order and variety of content serve as pages for your customer to read. Twitter acts as a clean-and-easy real-time conversation with people who have an interest in you: no hesitation, no delay. Pinterest and YouTube act as tool-belts, waiting for the first time your customer has a need you can fill. The marketing potential of these platforms is unending, when done right. Social media provides opportunities, or “impressions” – the potential for these impressions on customers and constituents exists where the people are. A key tenet of social media is that you’ve got to go to them, infuse yourself into their conversations – that’s engagement, information sharing. Letting people with a want or a need know about the product or service you have, the skillset or capacity you have to solve a problem of theirs. But it doesn’t only work that way – social media acts as a real-time customer service platform as well. It provides you a capacity to handle mass numbers of inquires with far less resources. Phone calls? Emails? Those are long, tedious CS operations that have a high potential for lost opportunities at connecting (and building value/ stories) – dropped calls, long hold-times, spam filters, inbox casualties (as I like to call them). Social media allows you to break down the walls that traditionally divide customers and companies, organizations and constituents, etc.
- #19 But how can you do that without knowing who those “potentials” are – those customers or constituents that know about your product already and use it – the ones that know and don’t like it – the ones that don’t know at all? It’s imperative to better business to know the answers to these questions.. And social media gives us that demographic collection.
- #21 How do we collect that data? Here ::
- #28 I encourage you to join them!
- #29 And I don’t just mean “likes, followers, retweets, or shares.” I mean bigger class enrollments – greater community investment in potential designs and tree plantings – greater readership – more and bigger donors.
- #31 For example: home phone number, relationship status, vulgarities, etc.Examples Maisie en route to an ANCTS&R intern – data collecting in the fieldTree Farm – fall harvestingANYTHING Edu-related, because it’s so engagingAnything professional development related