The document outlines a workshop for nonprofits on effectively utilizing social media, focusing on strategies, tools, and the necessary planning to integrate social media into communications. Key takeaways include the importance of assessing audience readiness, developing a comprehensive web communications strategy, and understanding the benefits and limitations of social media. It emphasizes transparency, credibility, and continuous adaptation in leveraging new media for organizational growth.

1. Highlights for the AIDS.gov Team February 23, 2009 Social Media and Nonprofits: Two-Day Intensive Workshop

2. Workshop overview Training tools Take away messages Next steps Questions Today’s Agenda

3. Overview

4. Working in a networked way to identify the best existing resources, people, and case studies that will give nonprofit organizations the knowledge and resources they need to use social media effectively. Funded by the Surdna Foundation What is WeAreMedia?

5. Our Wiki – Home Base http://www.wearemedia.org

7. Beth Kanter Holly Ross Nina Simon Rachel Weidinger Britt Bravo David Cohn John Kenyon JD Lasica Workshop Leaders

8. Learning Goals Learn to integrate social media into web communications plan Learn to design, implement, and evaluate social media projects Experience a variety of web tools that are essential in listening, participation, content creation, generating buzz, and community building tactical approaches

9. Agenda Day 1: Strategy Day 2: Tactics & Tools

10. Training Tools

11. Stand Up If … http://www.flickr.com/photos/aaronjacobs/107732128/

12. Share Pair http://www.flickr.com/photos/ginable/325235488/

13. Share Pair & Tweet on Paper How can social media benefit your organization? Write it down as “Tweet” – 1 brief sentence Laser out share and retweet Your Tweet:

14. Wordle ( http://www.wordle.net/ ) How can social media benefit your organization?

15. Spectrograph Where are you on the readiness scale to implement a new media plan?

16. Social Media Simulation Game

17. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation

18. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation

19. Creating Your Organization's Social Media Strategy Map Goal: To introduce planning questions that a nonprofit organization needs to ask before getting started with a social media plan and examples of how other nonprofits have approach this task Objectives Target Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment

20. When I get back to my organization, my first new media action step will be…. Group Sentence

21. Training Tools Recap Stand Up Share Pair (and Tweet version) Spectrograph Social Media Simulation Strategy Map Sentence

22. Take Away Messages

23. Social is not slowing down ….

24. Not everyone is a social media user

25. Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer/Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers/clients Benefits of Social Media

26. What are the limitations? http://www.flickr.com/photos/ben_pollard/2342924889

27. http://www.chrisbrogan.com/social-media-is-not-a-life-raft/

28. NTEN’s Web Communications Strategy 1/3 web presence 1/3 one-way (email) 1/3 social media aspects

30. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation

31. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation

34. ROI Return on Insight (David Armano)

36. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation

38. Summarizing Take Away Messages New media is growing, but not everyone is using it--always need to assess appropriateness for your target audience Social Media is only one component of an web communications strategy (Nten’s 1/3 strategy) Establish credibility and trust through a stepped approach ( Obama’s crawl, walk run approach, Listen, participate, share story, generate buzz, community building and social networking) 4. Transparency and reciprocity are key (Air Force blog comment policy) 5. ROI = Return on Insight (listen, learn, adapt)

39. Next Steps

40. What’s next in new media? The “Semantic” web: “ Watch what I want and give me more of it!” Holly Ross, ED of NTEN

41. Homework The Cluetrain Manifesto : The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger Here Comes Everybody : The Power of Organizing Without Organizations: Clay Shirkey Flipping the Funnel : Seth Godin, “ –there’s a free non-profit version—Beth thinks it should be required! Groundswell : Charlene Li and Josh Bernoff Smart Chart : www.smartchart.org/ --great new media assessment tool -- free for nonprofits Strategy Map Handout : Remix as a handout for public health colleagues?

42. Questions

43. Welcome to the Social World