social media workshop don blake, nea mwro. agenda skills & attitudes about social media: what...

social media workshopDon Blake, NEA MWRO

AgendaSkills & Attitudes about social media:

What you told us …

Social Media and Content Sharing tools:Are you familiar with them? A Primer …

Private Social Networks Ning Groupsite

Social Networks Facebook LinkedIn

Content Sharing Tools Blogs Twitter YouTube Wikis

AgendaNEA & affiliates using social media

BrandingFacebook, Groupsite, Ning, TwitterBest Practices

Association Community Building/Supporting Association WorkGroupsite, Ning, Yammer

What a Social Media Campaign Looks Like

How to develop a Social Media Campaign

Measuring effectiveness and Listening to the Social Web

Assess your readiness and capacity for starting a Social Media Campaign (Group work)

Skills & Attitudes about social media: What you told us …

Given all I know about social media, the one tool or practice I would most like to learn more about is ...

Today’s Learning Objectives:

  Understand how social media is changing how organizations communicate and engage members Learn about the basics of the most popular social media tools and be given the opportunity to engage in dialogue about potential uses of social media back in their association  Discuss safety and security issues associated with social media

Social media includes web-based and mobile technologies used to turn communication into interactive dialogue.

What is Social Media?

What is Social Media?

Successful Social Media Branding, Campaigning and Association Community Building

What is …

Branding is putting your association into the social mediasphere where existing and potential members can learn about you. Benefits of branding include: Increased feedback and discussion Drive traffic to your Web site “Spread” information

A Social Media Campaign is NOT “about” the association but rather a focus on a specific issue, project or action comprising elements specifically designed to capture consumers’ attention and bring about interest and participation (for the people, by the people). Building email lists Attracting event attendees Getting people to take action Attracting donations

What role does social media serve in our association

What is …

Association Community Building (Supporting Association Work) is an effort to aggregate and associate groups of members, staff and leaders across work assignments, association events, leadership roles, etc. with a goal of providing always-on, one-stop access to content, colleagues and other social capital resulting from the association social network. Long-term, easy access to social network participants by role, etc. Excellent way to accomplish group planning and work projects Easy access and management of legacy content and relationships from

training or conference events

What role does social media serve in our association

PR/Branding Association Work

Blogs YES YES

Facebook YES NO

Twitter YES NO

Yammer NO YES

Groupsite YES YES

Ning YES YES

Wiki YES YES

Successful Social Media Branding, Campaigning and Association Community Building

What role does social media serve in our association

Supporting Association WorkBlogs

Supporting Association Work

Associations Using Social MediaBlogs

Supporting Association WorkSupporting Association Work

Associations Using Social MediaBrandingBlogs

Branding

Associations Using Social MediaBrandingBlogs

BrandingBlogs

Branding

So how did they do that?

Association Work& Branding through Blogging

www.blogger.com

http://wordpress.com/

Blogs

Association Work& Branding through Blogging

Best Practices: Blogging

Be Transparent: Identifying yourself and your organization. Making it clear that you are contacting them in good faith with a straightforward agenda.

Get to Know Them and Keep it Relevant: Do some research. Make a point to familiarize yourself with their content. Don’t pitch issues that don’t interest them

Keep it Timely: The news cycle online is even faster than in print and on television. If you want to be a part of it, you have to keep up.

Best Practices: Blogging

Treat Them as Individuals: Avoid sending blast emails to dozens of bloggers at once. Take the time to personalize your outreach efforts with the blogger’s name, URL, and perhaps even a comment on something they have written recently.

Link to Them: All bloggers want to get links to their site. Links are a form of currency.

Best Practices: Blogging

1) Write in a witty and conversational tone.

2) Incorporate links into your post, especially links to news stories and other blogs.

3) Use multimedia. Images and videos can enhance posts considerably.

4) Diversify. There are many different types of blog posts.

5) Use timely information that is breaking news or relevant to the news cycle.

Best Practices: BloggingBest Practices: Blogging

6) Choose a descriptive and attention-grabbing title for your post.

7) Keep blog posts short – certainly below 1,000 words.

8) Encourage audience participation by asking open-ended questions that spark dialogue.

9) Respond to comments. If someone takes the time to comment on your post, you should return the favor by replying to their comment publicly.

10) Identify yourself. Blog posts written under an organizational name are not generally received as well as those posted under an individual’s name. You should also include a bio and your website links.

Best Practices: BloggingBest Practices: Blogging

Associations Using Social MediaWikis

WikisBranding Branding

WikisBranding Branding

WikisSupporting Association WorkSupporting Association Work

WikisSupporting Association WorkSupporting Association Work

How did they do that?

Wikis

http://pbworks.com/

http://www.wikispaces.com

Supporting Association Work

Associations Using Social MediaMicro Blogging (Tweeting)

Best Practices: TwitterTweet An update of 140 characters or less that goes out to all of your followers

Followers Other Twitter users who follow you

Re-Tweet A common way to give credit when forwarding someone else’s Tweet

Tweet-Up A meet-up or offline event organized on Twitter

Hashtag An easy way to organize content on Twitter by adding a # in front of popular keywords

Micro Blogging (Tweeting)

Micro Blogging (Tweeting) Public Private

Vs.

YammerSupporting Association Work

TwitterBranding

BrandingTwitter

Social NetworksPublic Private

Vs.

Social Networks

ProfileA profile is the hub of an individual’s presence on Facebook. It includes the person’s wall, notes, photos, videos and other information.

WallEach profile and fan page has a wall on which others can write or post multimedia items. This is the equivalent of a guest book on a website, in that other individuals visiting the profile can leave publicly visible messages.

Social Networks

FriendsAdding or accepting someone as a friend is the most basic way to connect on Face- book. All friendships are mutual, so if someone requests to be your friend you must accept the request before you are officially “friends.”

StatusStatus updates are Facebook’s response to Twitter. You can enter a short text statement and a photo, video, event, cause or hyperlink as your status. Under default privacy settings, your status updates are visible to all of your friends.

Social Networks

NotesThe notes application is Facebook’s version of a simplified blogging platform. Anyone on the site can create notes, which can include text, hyperlinks, photos and tags. By default, notes are visible to all of an individual’s friends.

TagTagging allows you to associate a video, photo or note with another individual’s profile. For example, if pictures are uploaded from an event, those in the photo can be “tagged” to let them know they are in the photo

Social Networks

http://www.facebook.com/help/groups/basics

Social Networks

So how do you do it?

Social Networks

Social Networks

Associations Using Social MediaAssociation Work: NING

Social Networks

Associations Using Social MediaAssociation Work: NING

Social Networks

Associations Using Social MediaAssociation Work: NING

Social Networks

Associations Using Social MediaAssociation Branding/Political Action: NING

Social Networks

Associations Using Social MediaAssociation Branding/Political Action: NING

Social Networks

Associations Using Social MediaAssociation Branding/Political Action: NING

Social Networks

So how do you do it?

Associations Using Social MediaAssociation Work: NING

Social Networks

Associations Using Social MediaAssociation Work: Groupsite

Social Networks

Associations Using Social MediaAssociation Work: Groupsite

Social Networks

Associations Using Social MediaAssociation Work: Groupsite

Social Networks

Associations Using Social MediaAssociation Work: Groupsite

Social Networks

Associations Using Social MediaPublic Relations/Branding: Groupsite

Social Networks

Associations Using Social MediaPublic Relations/Branding: Groupsite

Social Networks

Associations Using Social MediaPublic Relations/Branding: Groupsite

Social Networks

Associations Using Social MediaPublic Relations/Branding: Groupsite

Social Networks

So how did they do it

Associations Using Social MediaGroupsite

Social Networks

Successful Branding Using Social Media

Criteria for selection: I looked for campaigns that…

…Take advantage of the tools functionality

…Pay attention to what is being said

in tune to what the different communities were saying

…Talk Like Their Audience

talk like Facebook members and not spew association PR

…Converse Don’t Shout

talk to people first, before trying to “sell” anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members.

…Leverage opportunities to help fans learn about the importance and value of unions

…Showcase value of association membership

Successful Social Media Campaign

Criteria for selection:

I looked for campaigns that…

…The campaign brands ONLY the campaign issue or action

…Leverage the best tool(s) for the desired outcome

…Take advantage of the tools functionality

…Pay attention to what is being said

in tune to what the different communities were saying

…Talk Like Their Audience

talk like Facebook members and not spew association PR

…Converse Don’t Shout

talk to people first, before trying to “sell” anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members.

Successful Association Community Building

(Supporting Association Work)

Criteria for selection:

I looked for Association Communities that…

…Strive to work in new ways

…New tools shouldn’t/don’t necessarily support old work habits!

…Leverage the best tool(s) for the desired outcome

…Take advantage of the tools functionality

…Set appropriate use expectations and policy

1. What’s your social object?

Social Objects: Association issues, events or products marketed using social media (designed to engage specific groups of members)

Developing a Social Media Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

Developing a Social Media Campaign

Measuring & Tracking

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

Developing a Social Media Campaign

Developing a Social Media Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

4. Choosing the right SM tools

Developing a Social Media Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

4. Choosing the right SM tools

5. Involve, Create, Discuss, Promote & Measure!

Developing a Social Media Campaign

Social Media Planning

PDF

1. Self-assessment2. Identifying your social media goals3. Measuring your goals4. Defining your audience

Resources:

Web sites:

Books (Amazon.com): Facebook:

http://www.facebook.com/smexaminer

http://www.facebook.com/groups/SocialMediaRockStars

http://www.gcflearnfree.org/facebook101

http://nonprofitorgs.wordpress.com/http://www.socialmediaexaminer.com/