1. Social Media for Everyone
Understanding our Options
ALIGN 2011

2. Let’s see where we are…
What is YOUR comfort with the world of
new & social media?
Rate your Organizational Readiness to engage
with these tools 2

3. Let’s Share:
What are the 3 questions you have about this
whole social media thing?
3

4. 4

5. Failure IS an Option
www.youtube.com/watch?v=-Vo4M4u5Boc
5

6. Only YOU can find what works for you
& your organization
6

7. HELP is out there – tons of it
BethKanter.org
7

8. Engage in Real Time Conversation
http://www.youtube.com/watch?v=RjD3l8edBD0
Lessons:
Numbers aren’t everything
Candor & Real-time matter
Find your voice
8

9. We can all do this! Take one step…
In the next 5-7 days:
1. For your PROGRAMS /
ORGANIZATIONS: Listen to your
clients & communities – ask them
how they use new media tools
2. For YOU: Try one new media tool to
“listen” & use social media tools to
connect.
3. For all of us – as a NETWORK: Find
and listen to your peers on-line 9

10. Candor
“It Gets Better”
Timeliness
Ease of access
CHPC 10

11. Congratulations!
You now own your
own network &
newspaper

12. But before we start…Be Strategic
• Communications Goals should rule
• What is your near-term goal?
• Long-term?
• What is your strategy?
• How do these tools fit?
• Are you the right messenger?
• Are you listening?
Photo source: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/
12

13. Thinking about your audiences
Think about your audience?
What Who In What By When? From
News? Needs to Format? Whom Do
Note the comm.
They Need to
Hear it? channel
Hear it?
List all key
audiences
Courtesy of HollyMinch.com
13

14. What new & social media tools are we using?
Website LinkedIn account
Email Listserv Micro-site
Blog Flickr
Twitter YouTube
Facebook / Groups Podcast
Facebook Like Page Other
Beth Kanter’s Continuum
Crawl, Walk, Run, Fly!
14

15. So far, so good?
Now, let’s talk about what this means.
15

16. New & Social Media Transformations
THINKING ABOUT NEW MEDIA
Common barriers we face?
Why using these tools matter?
Why you should lead the effort?
Thinking Differently 16

17. New & Social Media Transformations
PREPARE FOR HEALTH
Social Media Fellows
Alameda County Public Health
Changing Organizations CESA 2010
Using New Media to Evolve a “Field”
Changing Networks
What I’ve Seen 17

18. The New Media Big Bang
18

19. Facebook passes Google as
top visited site in the U.S.
March 2010
19

20. Five Things You &
All of Us Can Do
• Start where you are: LinkedIn as a starting point
• Become an Informer: Build presence on Twitter
• Tell you own story: Make Photos/Videos available
using Flip Cameras, Twitpic, & Flickr
• Go home! Build robust on-line home for your work
& use metrics to track success
• Build a Fan Base: Use Facebook to provide a
“home” for supporters & inform your communities
20

21. LinkedIn – a place to begin
What You Need to Know:
 Status Updates (140 character messages) keep your name, agency and your activities in
front of your connections – without any extra effort from you
 Can be sent from your cell phone!
 Share insights, make requests, announce achievements, send event invitations, solicit
help, and give or receive advice – immediately
 Status updates can appear on the LinkedIn homepages of your direct connections, where
they can comment or respond.
 Updates are visible to your connections, your entire network, or all LinkedIn members
(depending on your account settings).
 Receive expert advice or suggestions from members of your network
Note: You can link other applications to your LinkedIn
profile – SlideShare, WordPress, Twitter, Polls, etc.

22. 6 Degrees of Separation
 Access to people and information matters!: For funding
opportunities, research, recommendations, & advice.
 Concept: with 6 Degrees of Separation everyone is at most
six steps away from any other person on Earth - the “small
world phenomenon”
 The more robust your personal network, the fewer degrees
between you and the people you want to know
 Online, visible networks have benefits beyond offline
networks – portability, speed, trust, durability,
sustainability
Note: With social media, you can be better known, networked and noticed –
without leaving your desk!

23. The Possibilities
What would it mean for your program to be
connected to the leaders of your field?
What would it mean for our effectiveness, for businesses, the
nonprofit sector, and public sector partners to be connected
on LinkedIn and other social media platforms?
What would it mean for the entire non-profit sector in our
state to the most connected in the country?

24. Be an Informer
24

25. Twitter Basics
• Messages – 140 characters –
a “Tweet”
• Messages available to anyone
– but sent directly to your
“followers” accounts
• Messages from the people
you “Follow” sent to your
account – all messages
accessible through searching
• Individual users have account
names – identified by
“@NAME”
25

26. Twitter?
• 15 Billion
messages sent
• 140 characters
or less
• Millions of
individual
broadcasting
networks with
custom-built
audiences
26

27. Twitter Starting Point - Listen
• Counter-intuitive – listen first
• Follow 5 new people – see who they
“listen” to, then five more, then five
more – watch the conversation happen
• Try a search – Search.Twitter.com
• Read the conversation – who is saying
what? Follow some interesting folks.
Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php
27

28. Listen…
Search a
“hashtag”
28

29. What have you learned by listening?
• What conversations are
out there?
• Who is having them?
• Is there a voice missing
from the discussion?
• Is there information
missing?
• What value can you add?
29

30. Fear-free Tweeting
• How could you
message your peers
in 140 characters or
less?
• How would it be
different than how
you communicate
now?
30

31. Managing it all
TweetDeck
hootsuite
31

32. What could you say on H1N1?
• Take one step today to protect your parents – help
them get the #H1N1 vaccine (link)
• Most seniors in our county still haven’t been
vaccinated for #H1N1. Help them get connected today
(link)
• Prepare for summer. Sunscreen and #H1N1 vaccines
for the vulnerable people in your life (kids, seniors).
A moment of reflection:
• If you love someone, help them get vaccinated with
What are my org’s new & social media barriers?
the #H1N1 vaccine. Lots available in Alameda County.
• Whoseconds can mean a year of #H1N1 coverage.
Five are my skeptics?
Who someone you love get the vaccine today.
Help is already using these tools?
32

33. Tell your own stories
• Own it!: Make Photos/Videos Available using
Flip Cameras, Twitpic, & Flickr
33
www.flickr.com/photos/white

34. Record It!
• Flip Video
Cameras
• $100 changes
everything!
• Easy to use
• Easy to upload
• Easy to share
• Easy to evangelize
34

35. Using Video – Making a Point
www.youtube.com/watch?v=ZHRC30ZWGHA
Use the
minds of
others
35

36. Building your Broadcast Network
Lobby Day 2010
A Tree Falls &
Everyone Hears
36

37. Take Pictures –
Define the Images & Debate
Fighting Child Obesity
• Cameras
• Cellphones
• iPhones 37

38. Distribute your photos - instantly
38

39. Aggregate your photos
39

40. A moment of reflection:
So…what do you have? Video? Photos?
How could you use it to have a discussion?
Could you post it? Host it? Re-mix it?
40

41. Let’s build a home on the web
41

42. Let’s build YOUR home
• Websites are cheap
• Websites are easy
• Websites can be updated
• Websites are YOUR space
42

43. Website in 5 minutes or less
Getting Started
• URL - www.mywebsite.com OR
www.mywebsite.wordpress.com
• Easy - host your site at
wordpress.com, register an account
and you’ll be ready to begin building
your site in no time.
• 5 Minutes – Wordpress is famous
for its “Five minute” installation.
Follow the instructions and you’ll be
up and running in no time.
43

44. Track It!
Unique Visitors
Visits/Visitors
Pages
Hits
Robots/Spiders
Visits Duration
Referrers
Key words/phrases
Your Boss or Funder
44

45. Facebook passes Google as
top visited site in the U.S.
March 2010
45

46. Facebook – Your Home
Link to News Item
Promote Event 46

47. Facebook – Update Quickly
Link to Blog
Post a photo
47

48. Best Practices to Build a Following
• Ask their opinion
• Test their
knowledge
• Promotions
• Say thank you
• Recruit Fans – w/
prizes
48
Adapted from Beth Kantor’s Social Media Lab – Facebook & Mashable

49. Add Free “Apps”
That was
easy
49
http://www.involver.com/pages/gallery.html

50. Facebook Fan Page – Listen & Engage
50

51. How Do You Feel?
51

52. Fear Free New & Social Media? Discuss.
52

53. Dan Cohen, Principal
Full Court Press Communications
dan@fcpcommunications.com
510-271-0640
@dcstpaul / @FullCourtPress
Slide 53

54. Social Media Efforts
Peer Learning

55. LIST BUILDING

56. Story Telling

57. My California Story.org
Story Telling

58. Using Video – Educating (through humor)
www.youtube.com/watch?v=ZHRC30ZWGHA
Micro-targeting
a community
CHPC 58

59. Building your Broadcast Network - Advocacy
Lobby Day
2010
A Tree Falls &
Everyone
Hears
CHPC 59

60. Building your Broadcast Network - Education
CHPC 60

61. Try Something New on
Lots of Platforms for

62. New Ways
To Engage &
Build Teams /
Community

63. Twitter
Celebrity
Website Payoff

64. Piece by Piece….

68. Building your team - Advocacy on
Facebook? Twitter? JUST ADD IT IN…

69. Here’s the Talking Points…

70. Now, Take it to Facebook…

71. Now, Take it to Twitter…

72. Twitter leads to diagnosis and treatment:
The Story of Erin Turner
My E-Patient Twitter Success
Story
When I arrived at the Mayo Clinic
in Rochester, Minnesota a few
weeks ago, I was asked: "Who
referred you to us?" My answer
was…"Twitter."
UCB CHL 72

73. New
Media
http://www.youtube.com/watch?v=1tWmfRSGoMc
Success
UCB CHL 73

74. Twitter leads to diagnosis and treatment
The Story of Erin Turner
1. Mother reads story USA Today re: wrist pain
2. Tells daughter about news story
3. Daughter participates in #wristpain
tweet chat hosted by Mayo Clinic
4. Talks with same doctor from news story
and reviews Mayo site for information
5. Makes appointment with doc
6. Diagnosis made, surgery within 24 hrs Dr. Richard Berger
7. Blog post about experience, which
further spreads information…
UCB CHL 74

75. RESULTS:
Hospital Helps Someone, gets GREAT PR, demonstrates leadership
& experience…and generates even more referrals and business
UCB CHL 75