Social Media Planning For Medical Reserve Corps Units
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Presented at Medical Reserve Corps 2011 Region I/II Summit
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Social Media Planning For Medical Reserve Corps Units
- 1. Presented To: Medical Reserve Corps 2011 Region I/II Summit ALYSON COBB & ARIELLE SLAM JSI RESEARCH & TRAINING INSTITUTE, INC.
- 2. During this workshop, participants will: Discuss popular social media tools, focusing on Facebook, LinkedIn, Twitter, and blogs, and their potential applications for MRC units. Learn the process for creating a social media plan, including developing goals, prioritizing channels, content mapping, implementation, and measurement. Work towards completing their own social media plan.
- 3. The electronic tools, technologies, and applications that start conversations, encourage people to pass it on to others, and find ways to travel on its own.
- 5. Social media is a tool A tool to help you communicate in the 21st century Two way communication is key We are not just listeners anymore
- 7. Name MRC Unit One fact about you from BINGO What you are hoping to get from this session
- 9. 77.3% Internet State New Hampshire Penetration 90.1% 84.7% New Jersey 87.8% Regions 1 & 2 Connecticut 86.5% Massachusetts 86.2% Maine 82.8% Vermont 81.7% New York 81.5% Rhode Island 81.0% Source: Internet World Stats, 2010
- 10. 52% of Americans 12+ use at least 1 social media networking site 43% of internet users 50+ use social networking sites
- 11. 85% of Americans 18+ own a cell phone 72% of cell phone users send and receive text messages 31% of Americans 12+ own a smartphone 75% of social media users have posted an updated using a mobile phone Source: The Social Habit 2011, Edison Research
- 12. 1 in 6 residents said they have used social media to get information about an emergency About 50% said they would use social media to let loves ones know they were safe Source: American Red Cross Social Media Survey, Aug 2010
- 13. 70% said that response agencies should regularly monitor and respond to posting on their websites and social media sites If they posted a request for help on a social media website, 75% would expect help to arrive within an hour Source: American Red Cross Social Media Survey, Aug 2010
- 14. In a survey of Facebook users, 38% would look for a Facebook page for an organization for which they were thinking of volunteering 12% would definitely be more likely to volunteer if the organization has a Facebook page 43% said whether or not the organization had a Facebook page might impact their decision 9% would be concerned about volunteering for a nonprofit that didn’t have a lot of likes Source: Idealware, July 2010
- 16. It’s where the people are More common by the day Try to reach a gap in communications plan Two-way conversation Engaging volunteers Spread a message Raise awareness of unit/organization Free More flexible and less staff time
- 18. In small groups, discuss: Who you are trying to reach? What you are trying to accomplish? What will change if this effort is a success? Finally, what is your social media goal?
- 19. Who are you Community members, specifically those who are trying to reach? not prepared for an emergency What are you Increase preparedness in our community trying to accomplish? What will change Households will be more prepared, which will if this effort is a lead to a decrease in those who need assistance success? during an emergency, including shelter attendance. Our Social Media To promote emergency preparedness in our Goal community in order to decrease the burden on emergency response agencies, including our MRC unit.
- 20. In small groups, discuss: Who you are trying to reach? What you are trying to accomplish? What will change if this effort is a success? Finally, what is your social media goal?
- 22. Social networking sites Facebook, LinkedIn Blogs Microblogs Twitter Geolocation Google Maps, FourSquare, Facebook Places Media sharing sites Flickr, YouTube Wikis Social bookmarking Reddit, StumbleUpon
- 23. What they all have in common: Two-way flow of information Collaborative Flexible delivery Individuals have an expanded word-of-mouth reach
- 25. Most popular social networking site in the world More than 800 million active users (including 350 million through mobile devices)
- 26. Organizations and companies create Facebook pages, which individual users can “Like” All pages are automatically public Can post text, links, polls, events, photos, and videos Additional flexibility through apps
- 27. Facebook State Penetration Rhode Island Massachusetts 52.7% 47.3% 43.0% New Jersey 47.2% New Hampshire 44.5% New York 43.3% Maine Vermont 40.3% 39.5% 44.3 Connecticut 39.3% Regions 1 & 2 Source: Internet World Stats, 2010
- 28. The average Facebook user: Is 38.4 years old Has 130 friends Spends 55 minutes a day on Facebook Creates 90 pieces of content per month Is connected to 80 pages, groups, and events
- 29. Brainstorm the pros and cons of using Facebook for your unit Write your top pro on a yellow post it and your top con on a pink post it
- 31. social networking site for professional networking Can connect with colleagues and see who they are connected with Profile= a resume Organizations can create groups Groups can hold discussions and post resources
- 32. Over 135 million members Average age of users is 44.3 years old
- 33. Brainstorm the pros and cons of using LinkedIn for your unit Write your top pro on a yellow post it and your top con on a pink post it
- 35. Website where 1+ people post fairly frequent updates, often told from a personal perspective Posts are often short, appear in reverse chronological order, and written in the first person Typically text based, but can also include photos or videos
- 36. Brainstorm the pros and cons of using LinkedIn for your unit Write your top pro on a yellow post it and your top con on a pink post it
- 38. Users send and read text-based posts of up to 140 characters, called “tweets” All pages and tweets are automatically public Has grown to include photos and videos
- 39. Most popular microblogging site 13% of Americans use Twitter Average age is 39.1 years old Of people who have ever used twitter: 82% access the site at least once a month 54% access the site at least once a week 18% access the site at least once a day
- 40. Brainstorm the pros and cons of using LinkedIn for your unit Write your top pro on a yellow post it and your top con on a pink post it
- 42. Staff/Volunteer skills and time What your target audience is using Which tool is best for conveying your message How this will integrate in to your existing communications plan
- 43. In a survey of non-profits using social media: No respondents who were spending less than 1 hour per week on social media reported seeing any results Respondents who were seeing tangible, substantive results spent an average of 5 hours per week About 30% achieved success in 2 hours per week or less Source: Idealware, July 2010
- 44. Tool Time Estimate per Week Facebook 2 hours LinkedIn 1 hour Blogs 3 – 5 hours Twitter 1.5 – 2 hours
- 45. Weigh the pros and cons of each tool, as well as organizational considerations such as time and skills, and check Yes, Maybe, or No for each tool
- 49. Set date for revisiting/refreshing maintenance plan Tools used Who will manage each tool Post frequency Plan for content Develop weekly pattern Create a message bank or pre-written messages
- 50. Monday Tuesday Wednesday Thursday Friday Weekend •Medical •Tell a friend •Interesting •News •Recognize •Events audience link •Partner volunteers msg. outreach
- 51. Who will Alyson manage? Need to identify backup Post 1st 4 mnths =2x per wk frequency? After 4 mnths= every day Types of Updates from MRC units info posted? throughout NH; statewide information for MRC coordinators & volunteers Sample WMUR will have continuous message updates about the storm at this link (which works on mobile devices as well). "Share" the link with friends and family so they can stay up to date even if the power goes out
- 52. Work in groups to complete worksheet 5.
- 54. Recruitment based around a popular event Local event Online event Public Awareness National Preparedness Month Flu Shots MRC ambassador message dissemination
- 55. Campaign Name JIVE 2011 Dates 9/1/11- 10/1/11 Why is this the • Preparedness Month right time? • 9/11 10th Anniversary Specific goals • Consistent preparedness messaging Week Dates Theme • Raise reach of local response Facebook & Twitter accounts 1 9/1-3 General Preparedness • Increase ReadyNH traffic 2 9/4-10 Stay Supports larger • Public information & warning goal • Channel redundancy 3 9/11-17 Leave 4 9/18-24 Connect audience Target Area residents who have not or have done little to prepare for an 5 9/25-30 Volunteer emergency
- 56. Tool Facebook Twitter Managers • Agency assigned • Agency assigned • Alyson monitors • Alyson monitors • Arielle track links Post frequency 1 post per week per agency 1 tweet per week per agency (minimum) Types of Preparedness messages by Preparedness messages by weekly information weekly themes themes posted Sample post How would you keep in touch Emergencies don’t wait until after with friends and family during hours. Do you know the emergency an emergency? (Question ) plan for your workplace? • Phone http://1.usa.gov/ReadyNH_Business • E-mail #NPM #ReadyNH • Visit them • Facebook • Twitter
- 58. Work in groups to complete Worksheet 6.
- 60. Purpose Before-During-After Plan Tools Frequency Managers Contingency plan Post-event evaluation Include in After Action Report
- 63. Content brainstorm Message construction Policy considerations Measurement
- 64. Encourage conversations among new and veteran volunteers Ask current volunteers to post comments or stories about volunteering Encourage potential volunteers to voice concerns Recognition programs Volunteer of the month Volunteer spotlight Post multimedia of volunteers in action
- 65. Post multimedia links Share news and updates Collaborate on content with partners & repurpose existing content from partners
- 66. Tone Less formal than a website Neutrality Balance between selling volunteerism and providing valuable information to followers
- 67. Responsibilities Supervisor Coordinator Channel authors Content calendar review Comments policy Interactions
- 68. Does anyone have a policy? How is it working? Biggest barriers?
- 69. Look at plan in short cycles Views Followers Engagement Conversion Tracking links “How did you hear about us?” check box Lift assumptions
- 70. Share plan with key personnel/volunteers for input. Set aside a few hours to a day to learn tool(s) and create an account. Start developing content and ask for co- worker & volunteer input. Write policy. Start planning for your first campaign.
- 72. Arielle Slam Alyson Cobb JSI Research & Training Institute JSI Research & Training Institute aslam@jsi.com acobb@jsi.com 603.573.3341 603.573.3319 http://linkd.in/ArielleSlam http://linkd.in/AlysonCobb
Editor's Notes
- ARIELLEPre Video: video speaks to businesses, but think of yourself as a business. You are selling like everyone else. Selling safety messages.Who wants to share what they think the key messages are from that video:The power of peer recommendations- they have more of an influence in many situations than an official source of information, therefore you need to make sure you are reaching and informing those opinion leaders.Rapid message disseminationGreater reachA fundamental shift in the way we do businessBy the way this video was taken from YouTube. 84% of internet users view videos online in the USA (Comscore)
- ARIELLE2-way = scary to somePublic involvement- no longer passive recipients of your message.
- ARIELLE (10 min)Learn how each other using social media.Complete entire sheetPrize?
- In summary, having a Facebook page may help you recruit more volunteers. But having an inactive Facebook page will hurt your chances of recruiting volunteers.
- DISCUSSIONCore tenet of marketing: if your audience is using a particular communication method, it might well benefit you to use it as wellBecoming more and more mainstream, and more and more integrated into everyday communicationsGap in communications plan / audience not reachingEngaging volunteers / 2 way conversationEducation- prep, other campaignsAwareness of orgFreeLess staff time? More flexible- no travel budget for in person eventds
- Discussion questions:- What are people using or thinking about using? Why those tools?Core tenet of marketing: if your audience is using a particular communication method, it might well benefit you to use it as wellBecoming more and more mainstream, and more and more integrated into everyday communicationsGap in communications plan / audience not reachingEngaging volunteers / 2 way conversationEducation- prep, other campaignsAwareness of orgFreeLess staff time? More flexible- no travel budget for in person eventds
- Before go in to how they’re all different…
- http://www.facebook.com/press/info.php?statistics
- ALYSONThe average FB user:Spends 55 minutes/day on FBCreates 90 pieces of content/monthIs connect to 80 pages, groups, and eventsSo this isn’t all about people just making a profile and never going back. The average FB user is very active on a daily basis.
- ALYSONWhile Twitter isn’t as popular as Facebook, 13% of Americans use Twitter. Of those that use Twitter, a majority are engaged, with 54% accessing the site at least once a week.
- CampaignHeightened awareness & interestMessage saturationInterest around an event or causeFocused and measurableMaintenanceKeeping followers & partners engaged with organization/causeEnsuring followers that organization is still activeSharing information and media of relevance to audience
- CoordinationVolunteer recruitmentPublic information and warning
- - Build in discussion time for emergency plan discussion
- Just putting out a call for volunteers will (usually) not workFocus on recognition and retentionVolunteers may post on their page too; tag themselvesVolunteers will be happy and stick around- and maybe bring friends next timeShow potential volunteers that you appreciate your volunteersShow potential volunteers what sort of work they would be doingShow potential volunteers how much fun you have
- GSA Office of Citizen ServicesDeveloped amended Terms of Service agreements to reflect needs of federal usersNational Association of State Chief Information Officers (NASCIO)Current establishing Terms of Service for state and local agencies
- -- Create a version of Wksht. 11 for group to complete on own
- Worksheet 8 can help you brainstorm metrics at a later time