6. What is Social Media? “Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.” -Joseph Thornley
7. Relevance Why does this matter to your organization? Frequented sites Changing in the balance of power Collective action Solving social dilemmas Being a reliable source Providing factual information
8. Pros and Cons Pros Increase visibility Engage audiences Provide access to all generations Direct cost inexpensive Increased accessibility Target messages Cons Staff time Ever changing
10. Self-Assessment Staff time Experience How does your existing marketing/communications plan look? Do you need to develop a social media policy? What other pieces do you need to have in place? Where are you at?
11. Your Message What do you want to say? Why are you choosing social media? What goals are you specifically trying to accomplish? How does this compliment your larger communications plan?
12. Goals: Are They Measurable? What is the purpose? How is it measurable? What does success look like? Consider These 3 Things
13. Goals: Are They Measurable? “Encourage more youth 16 to 24 to volunteer.” What is the purpose? We rely heavily on youth volunteers to staff our food pantry. Example
14. Goals: Are They Measurable? “Encourage more youth 16 to 24 to volunteer.” How is it measurable? # of youth friending/following organization Volume or % increase in youth volunteering Example
15. Goals: Are They Measurable? “Encourage more youth 16 to 24 to volunteer.” What defines success? 20% increase in youth friending/following organization 5% increase in youth volunteers Example
17. Assessing Your Audience Do you know your audience? Do you know your audience for this message? What tools are they using? What is the field saying? How do you listen? Where are they at?
21. Listening LISTEN Know what is being said about your org, your field, etc Who is taking part? Where is the conversation happening? Consider What can I contribute? Which media will be most relevant to us? Are there questions I can answer?
22. Listening Ask colleagues Google Search for keywords Google Alerts Check out social media sites Begin reading blogs RSS Reader
26. Defining Your Tools “It’s far better to use one or two tools well than to use many tools poorly.” -idealware Nonprofit Social Media Decision Guide
27. Defining Your Tools What are your top three goals? What are the channels you are considering? Let’s think about it…
28. Defining Your Tools From The Nonprofit Social Media Decision Guide by idealware
29. Defining Your Tools From The Nonprofit Social Media Decision Guide by idealware
30.
31. Policy Internet Usage Guidelines vs. Social Media Handbook Individual to your organization Organizational matrix Simple Spreadsheet Who does what and when Red Cross -Extensive handbook http://sites.google.com/site/wharman/social-media-strategy-handbook American Speech-Language-Hearing Association (ASHA)- Less Extensive http://beth.typepad.com/files/asha-social-media-guidelines.pdf
49. Blogging Simple Web site Post text, photos, links, videos, music User friendly Can be used for a variety of purposes News Opinion Updates Links RSS “Home”
56. Do’s and Don’ts Do Use disclaimers Be transparent Be accurate Be consistent Respect copyright Respect work commitments Uphold fundamental principals Don’t Reveal confidential information Spam Abuse cross-posting Sockpuppet Post exclusively about your own activities
57. Preparation Start small Educate your executives Right staff/volunteers to help Make sure your partners understand Plan for the next step and long term Read policies on each site you use
58. Additional Resources Beth’s Blog http://beth.typepad.com Lava Row http://www.Lavarow.com Inside Facebook http://www.insidefacebook.com Mashable The Social Media Guide http://www.mashable.com Case Foundation http://www.casefoundation.org/social-media-tutorials
59. Today’s Resources www.regonline.com/npsummit10 Log in with the information you used to register Materials Include: idealware Nonprofit Social Media Decision Guide CMO’s Guide to the Social Media Landscape Our Social Media Strategy Overview Are Foundation Leaders Using Social Media? From Foundation Center
60. Find Us Joseph www.twitter.com/JosephPiearson youthphil@iowacounciloffoundations.org Youth Philanthropy Initiative of Iowa Council of Foundations on Facebook Iowa Council of Foundations on Twitter Rachel www.twitter.com/iowarachel rachel.manuel@gmail.com Iowa Campus Compact on Facebook Iowa Campus Compact on Twitter
Notas do Editor
How many people attended our session last year – where they were, where they are goingPlain english video
-Intros-questions for the group-we are not experts-47 years combined of experience-encourage people to ask questions throughout the presentation
-show of hands, how many have an account-raise hand if never heard of a site-Why Social media – Rachel, Old to New to Mobile, Relevance and to nonprofit, recent ceo study on social media
Old, New, MobileOne-way messaging to two wayNow moving to mobile
Rachel
Rachel –What are your concerns about using social media?
2 hours per channelWhat other talents does your staff have?
2 hours per channelWhat other talents does your staff have?
THINK about your message. Don’t develop it at this point, just brainstorm why you are reaching out with these tools.
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Joey
Joey
Joey
Joey
Joey
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
Audience will be defined with goals…
-size of organization doesn’t matterJoey-code of ethics-find article about nytimes, facebook users are more productive - http://www.reuters.com/article/technologyNews/idUSTRE5313G220090402
Audience will be defined with goals…
Audience will be defined with goals…
Transition – ask questions before go forward
Joey
Reverse aging
Rachel
Rachel
Joseph
Rachel Make your own apps- include in mobile
Rachel
-Rachel
Rachel
Joseph-blogs are content driven, but don’t need to be outrageous-
Susan Scora.wordpress.comCommunity Foundation Great Riverbendwww.cfgrf.org
Rachel
RachelReporting and communities
Joey
RachelDandyID-organize online presenceFlickr-PhotosDigg – share online contentTumblr - bloggingMyspace – music and profilesDelicious – socialbookmarkingVimeo-Video sharingScribd-social publishing site