Socialmediastrategy ead iworkshopjun2012

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  • Socialmediastrategy ead iworkshopjun2012

    1. 1. Social Media Strategy: Produced by Tony Roberts for EADI based on original presentation Created by Vanessa and Colin Rhinesmith and shared on Slideshare This presentation is licensed by Tony Robertsunder a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.
    2. 2. Table of Contents: Introductions Learning Objectives & Expectations Your Existing Strategies Social Media Strategy Overview Social Media Best Practices Next Steps Resources
    3. 3. [Introductions]
    4. 4. Learning Objectives: To share experience, knowledge & skills To think critically about strategy, aims, analysts and tools To be able to develop a social media strategy for a development research organisation To understand how nonprofits can use technology to raise awareness, market services, and build community To be able to provide informed advice on social media best practices and implementatio
    5. 5. Critical Path: To develop a social media strategy we must first know the organisations overall vision, aims, objectives, goals What is the goal of social media in our organisation: thought-leadership, sales, profile, branding, advocacy? Who is the intended audience(s)? What is the key message? How will we know success?
    6. 6. Recommendations: Develop an integrated marketing and communication strategy (that includes social media specific strategy) Assess current client demographics, communication needs, and opinions through paper, phone, & survey Establish cohesive and consistent messaging that is audience specific and can span across various channels Implement social media tools as appropriate – based on resources available and survey data
    7. 7. Before You Begin:It’s tempting to jump right into social media and set up a myriad of accounts, but before you begin be sure to: Determine your organization’s goals Develop a communications plan Know how to reach your audience
    8. 8. Where Does Social Media Fitin Your Strategy?Sequence of Execution:  Review your organization’s mission  Develop a message (i.e., communications strategy) that supports your organization’s mission  Identify your target audience  Determine how social media will support your communications strategy  Create consistent – not overwhelming – messaging across all communication channelsThe Four R’s:  Receive feedback from your community/members/audience  Review all feedback
    9. 9. [Getting Startedwith Social Media]
    10. 10. Lurking: Listen Before You Engage  Cultural Sensitivity: Listen and learn about your intended audiences culture before you engage with them  Add Value: Contribute to the community by providing resources that the community has reason to value – use bit.ly  Go where your community is Use the tools the community uses  Establish a listening post Streamline your content production Tweetdeck – Google Reader – bookmarklets
    11. 11. Survey the market Surveys are a quick and easy way to learn more about your community. Especially useful if you already have a database of email contacts, they provide valuable information prior to the creation of a social media strategy. Survey Monkey http://surveymonkey.com  Basic: Free (100 responses per survey)  Monthly Pro: $25/m. (1000/mo.)  Annual Pro: $250/year (unlimited)
    12. 12. Image courtesy of fredcavazza available on Flickr under a Creative Commons license
    13. 13. [The Audience]
    14. 14. Audience: It’s easy to get caught up in what you want to communicate, but be sure to first identify your audience – it starts with them Write out the type of audience or audiences that you want to focus on:  What are their key characteristics?  What are their communication preferences and informational needs? Some universal tips for developing and maintaining an audience regardless of what kind of media you make on the web:
    15. 15. Universal Tips & Questions: Be patient, communicating takes time. Think about what makes your organization different from others – your USP What do people say about you? What advantages does your org have? How can you emphasize these advantages and differences to your audience? How will your target audience respond to different forms of communication?
    16. 16. [The Message]
    17. 17. What Is Your Message? Tips for Defining Your Organization’s Message:  Review your organization’s mission and objectives  What are the key characteristics of your[Slide by Vanessa Rhinesmithhttp://vanessarhinesmith.com] organization, your mission and organization’s primary purposed?  Identify what you want others to think of when they think about your organization  Determine if your message differs based on the intended audience
    18. 18. What Is Your Message? Tips for Defining Your Organization’s Message:  Review your organization’s mission and objectives  What are the key characteristics of your[Slide by Vanessa Rhinesmithhttp://vanessarhinesmith.com] organization, your mission and organization’s primary purposed?  Identify what you want others to think of when they think about your organization  Determine if your message differs based on the intended audience
    19. 19. [The Means]
    20. 20. Are You in Control of YourDigital Identity?You, and only you, should be in control of your organization’s online reputation. Here’s a few tips to help you maintain control of your web presence: What does the web say about you? Be sure to do a basic Google search to see what conversation have already taken place or are taking place as we speak How to take control? Search Google daily, better yet, set up daily Google Alerts (containing your organization’s name) and have these alert delivered to your email each day
    21. 21. [Best Practices]An Overview of Social Media Best Practices and Implementation Recommendations
    22. 22. [Blogging]
    23. 23. Wordpress.com
    24. 24. Best Practices: Blogging Set up a blog at Wordpress.com http://wordpress.com/ or Blogger.com https://www.blogger.com/start Share the link to your blog on your website as well as affiliated websites Wordpress and Blogger will give you an RSS feed that can be used by your readers Keep stories short – and current Not used to writing via the web? Read “Writing for the Web”, Poynter Institute: http://www.poynter.org/content/content_view.asp?id=3
    25. 25. Best Practices: Blogging Voice. Pick a voice that is unique, interesting and reflective of your organization Links. Be sure to link to other organizations, articles or bloggers Tip: When setting up outbound links be sure to set the links to be opened in a new window Create a conversation. Invite and encourage conversation by posing a question at the end of a post and/or replying to comments in the post’s comment field
    26. 26. Blogger Outreach:  Do comment on other blogs as much as you have the time to do so (caveat remember quality over quantity)  Do contribute to the conversation by offering a unique perspective or information[Slide by Vanessa Rhinesmithhttp://vanessarhinesmith.com]  Do find a couple of blogs you respect that are specific to the issue and read as well as comment frequently  Don’t evangelize your own mission, commenting is about collaborating and welcoming a conversation
    27. 27. [Twitter]
    28. 28.  Click to edit Master text styles  Second level  Third level  Fourth level  Fifth level
    29. 29. Best Practices: Twitter5 Easy Things To Do Daily: Check most recent @replies Review latest conversation thread Join the conversation, for example:  Share a link  Post an event  Respond to a comment Search for keyword-based conversations
    30. 30. Twitter Tips for Following:It’s easy to want to follow everyone and build up a large community, but quantity does not necessarily mean quality. Before you follow, review the user’s: Bio section. Is it complete? Website link. Does their website/blog look reputable? Following to follower ratio. Do they have roughly the same number (or more) of followers in comparison to the number of people they follow?
    31. 31. Tips for Creating Content:  Promote and talk about the issue, and  Listen to community concerns  Share and comment on their stories  Share expertise and information  Establish reputation and expertise  Focus on a call to action, including:  Announce events  Prose questions to the community[70-20-10 Engagement Model courtesy of David Dombrosky’s presentation Social Media AndSocial Networks From Experiment To Strategy http://tinyurl.com/yzz6xre]
    32. 32. Tips for Having aConversation: @ Reply: a comment or reply to a specific user. To do: start with @username - and insert comment specific to that user Re-tweet (RT): a comment tweeted by another user, but you would like to share. To do: start with or include RT @username - and then the users comment that youd like to share Direct Message (DM): a private message between two users, but you must be following one another for the functionality to be enabled @ Reply v. Direct Message: to many
    33. 33. Tip: Download TweetDeck Download TweetDeck http://www.tweetdeck.com/beta/ Its easy to use Helps you make Twitter more time efficient and manageable Customizable columns make it easier to follow the conversation and keep track of conversations Savable search functionality let’s you stay aware of conversations that contain keywords specific to your needs
    34. 34. TweetDeck:
    35. 35. [Facebook]
    36. 36. Best Practices: Facebook Set-up a FacebookPage:  Provides analytics  Enables Fans to share your content with their Facebook friends Allow fans/supporters to create Groups Use Events to generate visibility Use Causes for donations or visibility Additional Tips:
    37. 37. Multimedia Tips: Tagging. Whether writing a blog post, posting a picture or uploading a video be sure to tag (keywords specific to the content of the piece) Play with podcasts. Check out easy-to-use platforms like libsync.com and BlogTalkRadio Take it up a notch. Audacity is a free and user-friendly audio editing platform Share your photos. Post your organization’s photos at Flickr and share by setting up a quick photo gallery to share on your website or blog
    38. 38. Multimedia Tips: Tagging. Whether writing a blog post, posting a picture or uploading a video be sure to tag (keywords specific to the content of the piece) Play with podcasts. Check out easy-to-use platforms like libsync.com and BlogTalkRadio Take it up a notch. Audacity is a free and user-friendly audio editing platform Share your photos. Post your organization’s photos at Flickr and share by setting up a quick photo gallery to share on your website or blog
    39. 39. [YouTube]
    40. 40. Best Practices: YouTube Set-up a non-profit channel http://www.youtube.com/nonprofits Buy a Flip Mino video camera Produce member video spotlights Upload to YouTube and share on your website or social network (Facebook, Twitter, etc.) Make time to respond to comments Tag your videos with keywords
    41. 41. [Next Steps]Measuring Success & Sample Work Flow
    42. 42. Strategy Management Determine who will manage your online identity and accounts:  Executive staff  Marketing department  Younger staff members Determine time and resources available to spend on social media activities Establish internal policies and procedures around social media use that are agreed upon by the organization
    43. 43. Measure Success Set up Google Analytics for your website as well as other types of analytics for your blog and other social media service to measure traffic to your content Examples:  FacebookPage http://www.facebook.com/advertising/?pages  Bit.ly (URL shortner) http://bit.ly/ that tracks link analytics  Google Analytics http://www.google.com/analytics/
    44. 44. Sample Social Media Workflow:  Step 1: Publish an editorial, personal story or research piece to website or blog  Step 2: Shorten the link to the published piece using Bit.ly http://bit.ly/  Step 3: Share the shorten link on TwitterBeware of Automation:  Step 4: Share the link on FacebookCross posting between your blog,Twitter and Facebook might seemeasy, be sure to treat each space  Step 5: Measure success using Bit.ly,separately. Online users do not like Facebook Insights, or Google Analyticsautomated content and are quick tocall out offenders.  Step 6: Note any lessons learned (i.e., was it viewed more on Twitter or on Facebook?
    45. 45. Step 1: Publish Your Story l
    46. 46. Step 2: Use Bit.ly to ShortenURL
    47. 47. Step 3: Share Link on Twitter
    48. 48. Step 3 1/2: Share Link onFacebook
    49. 49. Step 4: Measure Success(Bit.ly)
    50. 50. Step 4: Measure Success(Facebook)
    51. 51. Step 4: Measure Success(Google)http://www.google.com/analytics/
    52. 52. Next Steps:Options: Create a Social Media Strategy Learn How to Measure Success Develop Policy and Procedures Attend a Class at EADI Play! Setup a Personal Account Connect to Friends, Family & Colleagues
    53. 53. Next Steps:Options: Create a Social Media Strategy Learn How to Measure Success Develop Policy and Procedures Attend a Class at EADI Play! Setup a Personal Account Connect to Friends, Family & Colleagues
    54. 54. What Are Your Next Steps? Please take 5-10 minutes to think about 1-3 solid next steps that you will take. Share your next steps with your partner and be prepared to share them with the group.
    55. 55. Conclusion: Remember that blogs, social networks andother social media platforms are just tools – andtools are only as good as their users:  Take your time learning how to use the tools effectively  Identify which tools work for you and the needs of your organization  Respect your capacity and the resource/time capacity of your organization  Be flexible and adapt to the tools that are the most valuable to your community members and intended audience(s)
    56. 56. [Resources]
    57. 57. Resources:Non-Profit Social Media Workbook http://www.idealware.org/reports/nonprofit-social-media-policy-workbookSocial Media Guide for Non-Profits – http://nonprofitsorgs.wordpress.com/ Web Analytics http://en.wikipedia.org/wiki/Web_analyticsGoogle Analytics http://www.google.com/analytics/Facebook Insights http://mashable.com/2010/09/03/facebook-insights-guide/ Bit.ly short URLs are customisable bit.lyAdd This: social media buttons https://www.addthis.com/get/sharing#.T_NgmUilgUQ
    58. 58. Resources:Social Media Strategy 101:http://www.slideshare.net/billyfischer/developing-a-sociaSocial Content Strategy: Beth Kanterhttp://beth.typepad.com/beths_blog/2009/11/wearemediWhat Employers Really Think About SocialMedia Usehttp://mashable.com/2012/06/10/employer-social-media/What you Klout Score Really Meanshttp://www.wired.com/business/2012/04/ff_klout/Web Analyticshttp://en.wikipedia.org/wiki/Web_analytics
    59. 59. Resources:What Does a Social Media Strategy LookLike?http://blog.coherentia.com/index.php/2010/07/what-doesA Social Media Strategy Examplehttp://kathyknorr.wordpress.com/social-media-strategy-eReturn On Investment Calculator for SocialNetworkinghttp://www.frogloop.com/social-network-calculatorThe ROI of Social Mediahttp://nten.org/blog/2008/01/11/the-roi-of-social-mediaMedia Trust Tipshttp://resources.mediatrust.org/
    60. 60. Thank you!Tony Roberts, ICT4D Centre Royal Holloway, University of London Contact me: tonyroberts@hotmail.comTwitter https://twitter.com/phat_controllerFacebook http://www.facebook.com/phat.controllerWordpress http://laptopburns.wordpress.com/Linked-In http://www.linkedin.com/pub/tony- roberts/1/514/98b

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