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From Social to Networked
- 1. From Social to Networked
- 2. Pre-Reflection Why this session? Tech Savvy W.D.Y.W. 1 (low) to 5 (high)
- 5. WHAT IS SOCIAL MEDIA AND HOW DO WE USE IT?
- 8. IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING FACEBOOK MESSAGES, TWITTERING, LOOKING AT PHOTOS ON FLICKR, BOOKMARKING WEB PAGES ON DELICIOUS, TELLING PEOPLE WHERE YOU ARE ON BRIGHTKITE, BECOMING MAYOR OF STARBUCKS ON FOURSQUARE, READING A BLOG POST, TEACHING THE WEB WITH HUNCH, OR SHARING YOUR STUMBLES.
- 9. MINIMUM ENGAGEMENT Active Facebook presence. Regularly updated web content. Current multimedia images or video. (YouTube or Flickr)
- 10. NEXT LEVEL ENGAGEMENT Topic on Linkedin. Tweet, retweet, and trend. Check-in on Foursquare.
- 11. BUT… Hat. Flames. Plan.
- 12. How it Works
- 13. How it Works I use Twitter. (Avg. 10 Tweets per day)
- 14. How it Works I support Charities. (Got a black eye raising $50K)
- 15. How it Works I Tweet my Support (Over 1 million served)
- 16. How it Works
- 17. How it Works OMG Paris Salv Army is totally saving lives. U should $ them
- 18. How it Works OMG Paris Salv Army is totally saving lives. U should $ them Thx Kim. They FB?
- 19. How it Works Thx Kim. They FB?
- 20. How it Works Ttlly. Chk it out. Thx Kim. They FB?
- 21. How it Works Ttlly. Chk it out.
- 22. How it Works Ttlly. Chk it out. Thats hot.
- 24. It Takes Time 5 hours/week to start listening 10 hours/week to participate 15 hours/week to create buzz 20 hours/week to build community 3-6 months until you see results
- 25. It Takes Resources Creation Engagement Upkeep Photography Graphic Design Reposts Website Design Donations Blog Posts Crisis Response Press Releases Critical Response Good Copy Staff Management
- 28. DISCOVERY WHO ARE THEY AND WHAT DO THEY SAY?
- 29. RESEARCH Alert Search Track “Organization Name” + City or Region Served
- 30. MEASURE Traffic Mentions Interaction Linkbacks Donations Search Trends Retention Quality
- 31. EVALUATE Comparison to outside standards. What are they saying about us? Who is connected? Who are they connected to? How are they interacting?
- 33. Set Clear Goals What outcomes are we trying to achieve?
- 34. Outcomes should be S.M.A.R.T. Specific Measurable Achievable Realistic Timely
- 35. Outcomes should relate back to the mission of your organization. Mission Vision Strategic Plan Tech Plan
- 36. Outcomes should relate to time. Short-term Mid-term Long-term Vision
- 37. Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.
- 38. Outcome examples… Receive $500 in online donations by November 20th.
- 39. Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.
- 40. Outcomes as a Logic Model… Inputs Outputs Outcomes Impact Primary form of Increase traffic 3 meaningful giving is through from Facebook to Staff Facebook posts online donation online donation Volunteers per week. system. tool by 5% in 3 Computers months Website Active Organization is Tech Skills conversations on mentioned Receive $500 in Outside Help Twitter and positively in online donations LinkedIn. organic online by November 30. interactions Logic Model Development Guide from W.K. Kellogg Foundation http://www.wkkf.org/knowledge-center/resources/2010/Logic-Model- Development-Guide.aspx
- 43. Identify an Audience Clients
- 44. Identify an Audience Clients Donors
- 45. Identify an Audience Clients Donors Volunteers
- 46. Identify an Audience Clients Donors Volunteers Influencers
- 47. Select a Tool
- 48. Select a Tool
- 49. Select a Tool Does it meet the mission? What do you want? How much time? How much money?
- 50. STRATEGY EXECUTION HOW WILL WE DO IT?
- 51. Develop Capabilities Identify internal champions Train and support implementers Stay knowledgeable
- 52. Define Activities Identify resources required Define phases and timeline Establish responsibilities
- 53. Engage in Conversation Select the mediums for interaction Provide relevant content Engage the influencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf
- 54. Implementer Innovator Decision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Outcomes Who in our network is influential? Objectives
- 55. The Implementer • Communication skills • Political savvy • Balance vision and needs • Project planning and control • Ability to influence • Can develop talent • Commitment to education • Vision 46
- 56. Start Conversations Publish content Engage Influencers Scratch Backs Call to Action
- 57. Make it Easy to Share
- 58. Evaluate Impact Qu $ raffic alit y T Reposts inkbacks L Buzz P osi tive
- 59. Quality Frequency Likes Reposts Retweets Followers References
- 61. Increased online donations Increased traffic and conversions
- 64. What’s Next Donate? There’s an App for That.
- 65. What’s Next Donate While You Play.
- 66. What’s Next Earn Your “Donate” Badge
- 71. Contact the Presenter Cameron Kruger cckruger@horizonnps.com (218) 461-9799 www.horizonnps.com
- 72. APPENDIX A FEW MORE THINGS
- 73. Considerations Source: Bluma Sussman and Mike Robert at Booz, Allen, and Hamilton http://noteandpoint.com/documents/pdf/socialmediabizdev.pdf
- 74. Links to Tools www.google.com/alerts www.bit.ly www.feedburner.com www.dimdim.com www.google.com/analytics www.tweetbeep.com www.addictomatic.com www.notify.me www.twitalyzer.com www.razoo.com www.instantconference.com
- 75. Further Reading Nonprofit Tech 2.0 blog, Heather Mansfield http://nonprofitorgs.wordpress.com Beth’s Blog, Beth Kanter http://www.bethkanter.org NTEN Nonprofit Technology Network http://www.nten.org Mashable http://www.mashable.com Tech Soup Learning Center http://www.techsoup.org/learningcenter SmartBrief on Social Media http://smartblogs.com/socialmedia/