Social media surgery

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Social Media surgery half day training given at the Media trust Nov 2010

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Social media surgery

  1. 1. Social Media Surgery Sue Fidler, Director, Sue Fidler Ltd
  2. 2. Online Fundraising – How to make it work Sue Fidler Ltd Agenda • Introduction • Strategy • Audience • Branding • Making a start • Resources • Monitoring • Policies • Measurement
  3. 3. Online Fundraising – How to make it work Sue Fidler Ltd Who are you? And what do you want?
  4. 4. Online Fundraising – How to make it work Sue Fidler Ltd Who uses social media personally? • facebook? • twitter? • linkedin? • blog? • instant messenger? • text messages? • email?
  5. 5. Online Fundraising – How to make it work Sue Fidler Ltd As with any new technology, familiarity builds confidence.
  6. 6. Online Fundraising – How to make it work Sue Fidler Ltd Why is social media so different?
  7. 7. Online Fundraising – How to make it work Sue Fidler Ltd
  8. 8. Online Fundraising – How to make it work Sue Fidler Ltd
  9. 9. Online Fundraising – How to make it work Sue Fidler Ltd All of these “technologies” are one to many
  10. 10. Online Fundraising – How to make it work Sue Fidler Ltd Internet, email, blogs are still one to many
  11. 11. Online Fundraising – How to make it work Sue Fidler Ltd Web 1.0 was… • Still one to many • just • faster • cheaper • more widely available • more accessible • global
  12. 12. Online Fundraising – How to make it work Sue Fidler Ltd What changed was that we could “all” be publishers
  13. 13. Online Fundraising – How to make it work Sue Fidler Ltd
  14. 14. Online Fundraising – How to make it work Sue Fidler Ltd Web 2.0 is a many to many revolution…
  15. 15. Online Fundraising – How to make it work Sue Fidler Ltd What do we mean by social media ?
  16. 16. Online Fundraising – How to make it work Sue Fidler Ltd www.convio.com
  17. 17. Online Fundraising – How to make it work Sue Fidler Ltd  Online Communities: Ning™, BuddyPress™, Jive, Chatter Online communities are social networks focused on a specific audience or topic. Often referred to as “white label” social networks, communities help bring people together to create groups, start discussions, upload media, and include feeds of relevant information. Information in online communities usually focuses on specific topics, interests or segments of people.  Social Networks: Facebook™, MySpace™, LinkedIn™ Social networks are websites that focus on building and reflecting social relationships among people. Typically these online services allow users to setup profiles and communicate with each other by sharing information about the user and anything they choose to share with “connections” such as information, pictures, videos, webpages, etc. Boosting interactions amongst users is the capability to comment on and re- distribute information to connections in either a one-to-one personal communication or sharing information with a group of users or connections.  Blogs: Wordpress, Typepad, Blogger, Convio Content Management System Blogs are websites that allow users to easily publish information and share content, often in the format similar to a personal journal. Blogs can be used to share factual news, advice, best practices, personal opinions and personal interests. Blogs often describe real experiences and insights and provide a forum for feedback that empowers readers to share information and engage with the site beyond simply reading content.  Microblogs: Twitter™, Tumblr, Plurk™Microblogs are a shorter form of blogs that allow users to post short messages—typically 140 characters or less. Microblogs are used to share news, articles and links to web pages that may be of interest to the individual’s network. They are also popular for holding interest-driven, collaborative conversations in real-time. Unlike social networks, following users does not have to be reciprocal so users can “follow” as many people as they like. Also, because most users create public accounts, these conversations can be seen by anyone, providing an opportunity to monitor communications taking place publicly.
  18. 18. Online Fundraising – How to make it work Sue Fidler Ltd www.convio.com
  19. 19. Online Fundraising – How to make it work Sue Fidler Ltd • Video Sharing Sites: YouTube™, Vimeo™, Blip.tv™ Video sharing websites allow online users to post and distribute video content for others to watch and share. Videos can be embedded easily on other websites and shared with 9 GOING SOCIAL: Tapping into Social Media for Nonprofit Success contacts by passing along the web address or URL to a video. Some websites, such as YouTube, offer special features at no cost to nonprofit organizations. • Photosharing: Flickr™, Picasa, PhotoBucket™ Photosharing websites create a virtual place where a person or organization can publicly share pictures. Pictures can be posted that others can be directed toward or that can be found through the site’s online search. Keyword tagging capabilities in each picture helps to ensure searchers can find relevant content. • Social Bookmarking: Digg™, Delicious™, StumbleUpon™ Social bookmarking websites make it easy for your organization and its supporters to collect web pages on topics of interest and share them with your respective network of friends. Bookmarking content makes it easier to keep up to date with the latest information by “crowdsourcing,” tapping the collective intelligence of your social network to find the latest and most relevant information. Social bookmarking sites help create an easily discovered and easily shared repository of content. • GeolocationLocation Based Services: Foursquare, Gowalla, Whrrl Geolocation applications on Internet-enabled personal devices allow users to share their whereabouts with friends. These applications utilize GPS technology to help users find friends and discover new places. Sharing of tips and pictures of venues is allowed and incentives such as status badges are offered to encourage continued participation.
  20. 20. Online Fundraising – How to make it work Sue Fidler Ltd Strategy and Planning
  21. 21. Online Fundraising – How to make it work Sue Fidler Ltd Strategic Objectives: WHY do Social Media?
  22. 22. Online Fundraising – How to make it work Sue Fidler Ltd Planning… • Objectives • Audience • Tools • Resources • Policies • Monitoring and Feedback • Measurement
  23. 23. Online Fundraising – How to make it work Sue Fidler Ltd Audience
  24. 24. Online Fundraising – How to make it work Sue Fidler Ltd • Facebook has 500 million users and 50% of these people log on daily. (http://www.facebook.com) • Twitter users send out 65 million tweets per day. (http://www.twitter.com) • YouTube exceeds 2 billion views a day with the average user spending 15 minutes on the site. (http://www.website-monitoring.com) • More than 126 million blogs are on the Internet. (http://www.blogpulse.com) So just how popular are they? www.convio.com
  25. 25. Online Fundraising – How to make it work Sue Fidler Ltd In every generation more than 80% of people think friends asking them to support a charity is an acceptable means of solicitation.
  26. 26. Online Fundraising – How to make it work Sue Fidler Ltd
  27. 27. Online Fundraising – How to make it work Sue Fidler Ltd
  28. 28. Online Fundraising – How to make it work Sue Fidler Ltd http://www.andersonanalytics.com/ Sue Fidler
  29. 29. Online Fundraising – How to make it work Sue Fidler Ltd www.convio.com
  30. 30. Online Fundraising – How to make it work Sue Fidler Ltd Facebook: 38%
  31. 31. Online Fundraising – How to make it work Sue Fidler Ltd Blog Facebook Twitter
  32. 32. Online Fundraising – How to make it work Sue Fidler Ltd Branding
  33. 33. Online Fundraising – How to make it work Sue Fidler Ltd Match your branding to your audience...
  34. 34. Online Fundraising – How to make it work Sue Fidler Ltd
  35. 35. Online Fundraising – How to make it work Sue Fidler Ltd
  36. 36. Online Fundraising – How to make it work Sue Fidler Ltd
  37. 37. Online Fundraising – How to make it work Sue Fidler Ltd
  38. 38. Online Fundraising – How to make it work Sue Fidler Ltd
  39. 39. Online Fundraising – How to make it work Sue Fidler Ltd
  40. 40. Online Fundraising – How to make it work Sue Fidler Ltd
  41. 41. Online Fundraising – How to make it work Sue Fidler Ltd
  42. 42. Online Fundraising – How to make it work Sue Fidler Ltd Be clear on your branding...
  43. 43. Online Fundraising – How to make it work Sue Fidler Ltd
  44. 44. Online Fundraising – How to make it work Sue Fidler Ltd
  45. 45. Online Fundraising – How to make it work Sue Fidler Ltd Making a start...
  46. 46. Online Fundraising – How to make it work Sue Fidler Ltd Who are you going to be?
  47. 47. Online Fundraising – How to make it work Sue Fidler Ltd Create a gmail account
  48. 48. Online Fundraising – How to make it work Sue Fidler Ltd Create a blog
  49. 49. Online Fundraising – How to make it work Sue Fidler Ltd Create a facebook page
  50. 50. Online Fundraising – How to make it work Sue Fidler Ltd Create a twitter profile
  51. 51. Online Fundraising – How to make it work Sue Fidler Ltd Link them all together
  52. 52. Online Fundraising – How to make it work Sue Fidler Ltd Resources
  53. 53. Online Fundraising – How to make it work Sue Fidler Ltd • Who should Blog? • Who should manage facebook? • Who should tweet? • Who should manage the SN presence overall? • Who do you escalate to?
  54. 54. Online Fundraising – How to make it work Sue Fidler Ltd KEEP IT UP TO DATE!!! and why it is so important...
  55. 55. Online Fundraising – How to make it work Sue Fidler Ltd
  56. 56. Online Fundraising – How to make it work Sue Fidler Ltd
  57. 57. Online Fundraising – How to make it work Sue Fidler Ltd
  58. 58. Online Fundraising – How to make it work Sue Fidler Ltd
  59. 59. Online Fundraising – How to make it work Sue Fidler Ltd
  60. 60. Online Fundraising – How to make it work Sue Fidler Ltd
  61. 61. Online Fundraising – How to make it work Sue Fidler Ltd Monitoring
  62. 62. Online Fundraising – How to make it work Sue Fidler Ltd Always respond – to messages, tweets, comments, mentions
  63. 63. Online Fundraising – How to make it work Sue Fidler Ltd • Blogs: • Comments • Replies • Mentions • Facebook • Comments • Messages • Twitter • Tweets • Re-tweets • Mentions • Direct messages
  64. 64. Online Fundraising – How to make it work Sue Fidler Ltd • Monitor what people are talking about use social networking as a forum to express your organization’s stance on certain issues. They will usually respect and appreciate your authority. • Respond to everyone no matter what the question or issue. People love having an actual person to connect to from an organization, and two- way communication is what makes social networks so successful. • Search Networks for people that are interested in you, then personally message them. The viral aspect of getting one person involved who has hundreds of friends can be a huge payoff.
  65. 65. Online Fundraising – How to make it work Sue Fidler Ltd Policies
  66. 66. Online Fundraising – How to make it work Sue Fidler Ltd Internal Rules • Do you need an organisational policy? • How formal? • HR and IT rules? • Common sense: Don't say anything you wouldn't want the Director to read
  67. 67. Online Fundraising – How to make it work Sue Fidler Ltd Have clear rules of behavior and escalation policies Sue Fidler
  68. 68. Online Fundraising – How to make it work Sue Fidler Ltd The Habbo Way is like a code of conduct, a guide to how Habbos should act in the Hotel. Habbos who break the Habbo Way are not welcome in the Hotel and may be banned. The Habbo Way is a simple set of rules for all players to follow in the Habbo: * Do not bully, harass or abuse other players; avoid violent or aggressive behavior. * Do not steal or scam passwords, credits or furniture from other players. * Keep your password and personal details secret and never try to gain this information from other players. * You may not give away, sell or trade your Habbo account or seek to sell virtual items from Habbo for cash. * Do not take part in sexual activities, make sexual proposals or respond to them. * Do not use any scripts or third party software to enter, disrupt or modify Habbo. Treat other players as you would wish to be treated! And remember that a crime in a virtual world is as serious as in the real world.
  69. 69. Online Fundraising – How to make it work Sue Fidler Ltd
  70. 70. Online Fundraising – How to make it work Sue Fidler Ltd Escalation Policy If something goes wrong or starts going bad: • Only speak if you are an expert • What isn't OK? • Who do you report it to?
  71. 71. Online Fundraising – How to make it work Sue Fidler Ltd Monitoring
  72. 72. Online Fundraising – How to make it work Sue Fidler Ltd Always respond – to messages, tweets, comments, mentions
  73. 73. Online Fundraising – How to make it work Sue Fidler Ltd • Blogs: • Comments • Replies • Mentions • Facebook • Comments • Messages • Twitter • Tweets • Re-tweets • Mentions • Direct messages
  74. 74. Online Fundraising – How to make it work Sue Fidler Ltd • Monitor what people are talking about use social networking as a forum to express your organization’s stance on certain issues. They will usually respect and appreciate your authority. • Respond to everyone no matter what the question or issue. People love having an actual person to connect to from an organization, and two- way communication is what makes social networks so successful. • Search Networks for people that are interested in you, then personally message them. The viral aspect of getting one person involved who has hundreds of friends can be a huge payoff.
  75. 75. Online Fundraising – How to make it work Sue Fidler Ltd Measurement
  76. 76. Online Fundraising – How to make it work Sue Fidler Ltd  Return on Insight: What you are getting back is learning about how people feel about your organization and the issues you work on. Sometimes nonprofits don’t value this enough.  Return on Interaction: How well you are engaging with people.  Return on Investment: Are you converting people into supporters? Examining conversions will help you learn how to do social media better and where to invest your time.  Return on Impact: Track all the results online and on land. The four I’s: Beth Kanter Care2
  77. 77. Online Fundraising – How to make it work Sue Fidler Ltd • Blogs: • Subscribers • Comments • Replies • Mentions • Facebook • Likes • Comments • Messages • Twitter • Follows • Tweets • Re-tweets • Mentions • Direct messages
  78. 78. Online Fundraising – How to make it work Sue Fidler Ltd LINKS
  79. 79. Online Fundraising – How to make it work Sue Fidler Ltd Alerts
  80. 80. Online Fundraising – How to make it work Sue Fidler Ltd Mentions
  81. 81. Online Fundraising – How to make it work Sue Fidler Ltd
  82. 82. Online Fundraising – How to make it work Sue Fidler Ltd
  83. 83. Online Fundraising – How to make it work Sue Fidler Ltd
  84. 84. Online Fundraising – How to make it work Sue Fidler Ltd Social Networking - monitoring • www.checkfacebook.com • RetweetRank.com • SocialMention.com • smallact.com • socialsniffer.com • socializemedia.com • Klout.com • Twitalyzer.com • www.Act.ly • www.Bit.ly • scoopler.com • socialtoo.com • twopular.com • twitteranalyzer.com • xinureturns.com
  85. 85. Online Fundraising – How to make it work Sue Fidler Ltd In Summary:
  86. 86. Online Fundraising – How to make it work Sue Fidler Ltd Five Things To Do Before You Get Started 1. Start using the tools yourself. 2. Teach other stakeholders how to use social networking and why its important. 3. Listen to what your audience are talking about on social channels – and how they talk. 4. Sign up for alerts of your organisation/topic with tools like Google Alerts or Social Mention. 5. Follow sector leaders to gain insight into trends and topics of interest.
  87. 87. Online Fundraising – How to make it work Sue Fidler Ltd Who is your online community? Ask yourselves – What do we want to use social networking for? What are they looking for? What tools suit the audience and purpose? How will you manage and monitor ongoing communications? Sue Fidler
  88. 88. Online Fundraising – How to make it work Sue Fidler Ltd Listen – find out what they are talking about Key Activities: Share – useful information they want Engage – in the conversations already going on Drive – traffic to your site to recruit Sue Fidler Respond – when they talk to or about you
  89. 89. Online Fundraising – How to make it work Sue Fidler Ltd Keys to success: 1. Tell people who you are. 2. Choose a good picture to suit the audience. 3. Don’t setup a profile on every network. 4. Own your subject. 5. Don’t be fake. 6. Be Available. 7. Be Transparent. 8. Write for the web. http://mashable.com Sue Fidler
  90. 90. Online Fundraising – How to make it work Sue Fidler Ltd And finally – some other things to think about: • Integrating campaigns with web and email • Integrating on and offline campaigns • Building relationships • Identifying influencers • Building a buzz
  91. 91. Online Fundraising – How to make it work Sue Fidler Ltd People to follow: • @mashable • @frogloop • @NonprofitOrgs • charity webmasters forum (yahoo group) • ecampaigning forum (Fairsay) • UK Riders (LASA)
  92. 92. Online Fundraising – How to make it work Sue Fidler Ltd Safety • Childnet • * kids - http://www.childnet-int.org/safety/youngpeople.aspx * parents - http://www.childnet-int.org/safety/parents.aspx * teachers - http://www.childnet-int.org/safety/teachers.aspx http://www.childnet.com/downloads/taleaflet.pdf • CEOP http://www.thinkuknow.co.uk/Parents/InternetSafety/
  93. 93. Online Fundraising – How to make it work Sue Fidler Ltd Sue Fidler Director Sue Fidler Ltd sue@suefidler.com www.suefidler.com www.charityemail.co.uk

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