pro ed 545 1.11.11
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How Social Media is Changing Nonprofit Communications
PROED 545
November 3, 2011
download these slides at:
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What Am I Doing Here?
And What Should I Do Now?
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What Is Social Networking?
The interaction between a group of people who share a common interest. (wiktionary.org)
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Introductions
• About your organization• Your role• Your experience using social media
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Expectations:
What do you want to learn?
Social Networking Strategies?
Effective Social Networking Tactics?
Valuable Takeaways?
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Join us on Facebook
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Err..How Do We USE This Thing?
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Effective social media doesn’t create opportunities, it uncovers them.
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•Constituents connect with each other – happily leaving organizations behind
•We know the problem will get worse before it gets better
•Outdated frameworks and pet theories relegate discussions to incremental fixes
Constituents have moved, organizations are falling behind
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Building Relationships One Stakeholder at a Time
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Building Relationships One Stakeholder at a Time
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We Live In A Time Of Change
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Leadership and Common Interests
• Effective Leaders Need to Know Three Things:
Who are you upsetting?
Who are you connecting?
Who are you leading?
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Noteworthy:
Leaders Use Social Networks to Learn, Teach, and Communicate
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Seth Godin’s Post-Modern Cultural Evolution Model:
Factory Model: Cheaper Labor, Bigger Factories, Faster Production
Television model: Act Like A King! Use Mass Marketing and Average Ideas With Lots Of $$$
Tribes: Leading and Connecting People and Ideas
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Urbanization and Modern Tribes
Post-World War II, Post Industrial America:
77% of the American Population is Urbanized
Geographic Ties are Lost Between Neighbors
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A Truth:
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The New, New World
•The lines between program/content producers and consumers are blurred
•Users and producers are engaged in co-creation of value – they become collaborators
•Users have the tools to configure and/or customize their brand experience
•Users and producers encourage each other and mutually define the future direction of the organization
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The New, New World (contd)
•Users and producers take advantage of the most advanced communications models in the channel mix
•User changes to products and services have universal and commercial value and drive the sales of the product
•The producer is an aggregator for the user’s creative activity
•User is an advocate of the experience and, by extension, the organization
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Touchpoints...
There is a territory that exists in the borderlines between you and your constituents.
It’s where great opportunity lives, if you know where to look.
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Touchpoints are where processes, systems and data all intersect, and are often the fault lines between different organizational departments and geographic areas.
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Old versus new media
• Traditional media• New, digital media – including social
media
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Social media is ubiquitous
http://personalizemedia.com/garys-social-media-count
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How did you …
• Share the last photo you took?
• Find the last new restaurant you ate at?
• Last communicate with your best friend?
• Organize your last event?
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Distributed content
Goal = share your message, then get others to share it with their networks
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Distributed content
MainSite
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Social media tools
• Blogs and microblogs• Online newsrooms• Podcasts• Online forums• Wikis
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Social media tools
• Online social networks• Multimedia sharing• Tagging/bookmarking• Aggregators• Sharing
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Benefits of social media
• Keywords• Frequency• Ability to tap into social networks –
distributed content• Numerous tickets to the search lottery• Engagement
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Marketing
• The act or process of selling or purchasing in a market
• The process or technique of promoting, selling, and distributing a product or service
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Marketing
“Marketing is the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider.”
—Effective Public Relations by Cutlip, Center and Broom
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The Six Levels of Engagement
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The Six Levels of EngagementContd.
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How do you get started?
Use It.
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Listen. Be Social.
Engage.
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Three Steps to Engagement
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Getting Started
• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success?
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Ask Yourself…
• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where are they?• How much of our time is social media worth?• What are our competitors doing?• Who are the brands we want to
emulate?
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Ten Reasons You Should Listen to Social Media
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New Metrics to Measure the Conversation
Share of Voice
Tone of Voice/Sentiment Analysis
Trends Over Time
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Listen first
• Why should we listen first?• How does this help as we develop,
implement and evaluate our social media marketing strategy?
• Listen and Monitor.
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Importance of listening
• Know how effective you’ve been• Find out what others are saying• Know how to adjust your messages
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Search audit
• Online search audit – first page results only– Google– Yahoo
• Set the benchmark– Positive– Neutral– Negative
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Google score
• Search your organization’s name• First page results are your top 10
– Highlight the positive results in green | 10 points
– Neutral in yellow | 5 points– Negative in red | -5 points
• What’s your Google score?
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Listening tools
• Google alerts, blog search• Technorati searches• BoardTracker• Twitter search – Tweet Beep, Social
Oomph
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Google Reader
• Secure a Gmail account• Use Google reader as your online
listening portal– RSS feeds from blogs and Twitter
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Google Reader
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Top search placement
• The online search audit helps you realize the importance of top organic search placement
• Search placement is paramount to successfully positioning your organization online
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The GoogleGolden Triangle
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Google Golden Triangle
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Search lottery
• 10 chances to place in Google’s top 10 search results
• Get as many tickets to the search lottery as possible
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Identify keywords
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Keywords
• 25 keywords and phrases to guide your listening and publishing
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Organic placement
• Content driven – keywords and frequency
• Long tail
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Paid placement
• Only works as long as you pay for it• Good for selling products, promoting
events• Utilize keyword-rich landing pages
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Other Google services
• Analytics• FeedBurner• Custom Site Search• Checkout
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Time Out!
Return on Investment:or
How to Figure Out if You’re Making an Impact in Real
World Terms
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Social Media Is Not Free
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Things Happen In Sequence
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Social media tools, platforms and examples
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The Email Example
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How to engage
• Personally first• Professionally second
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Blogging
• WordPress• Blogger• Moveable Type• Type Pad
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Why blog?
• Be a thought leader• Engage with key constituents• Provide commentary, news and
information• An unpolished, straightforward and
honest approach
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Blog features
• A strategy for incorporating keywords• RSS• Social media sharing• Link to other online properties
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Online newsroom
• Create a one-stop-shop for information about your organization
• Frequently share news• Social media sharing• Link to your other sites• Supports search optimization strategies
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News distribution
• Send directly to journalists• Publish online on your own• Use a news wire service
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News format
• Include keywords – the ones your constituents will use to search for and find your news
• Incorporate links – keyword and phrases link to online resources
• Make the release shareable on social media sites
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Create your own content
• Reach donors/constituents directly• Use the newsroom to pitch journalists
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Newsrooms versus blogs
• Both have search benefits – keywords and frequency
• Comment management• New or existing content
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Plan your publishing
• Identify content and people resources• Create social media engagement policy
Case Studies
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A word about crises
Social media fuels the fire – informs the masses, unifies opposition
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Egypt’s revolution
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Domino’s Pizza
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Motrin moms
Act Without Thinking
Apparently, CVS doesn’t care. And they’re actually not “Looking forward to hearing your stories! A “request to follow” sent a week ago, has gone unanswered. A locked Twitter stream for a Community Manager is not only an oxymoron, it’s one of the Internet’s silliest moves, perhaps ever. FAIL!
“After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,”
No Interaction
Attack Customer
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Thought leadership
• White papers• E-books• E-mail newsletters• Wikis• Research and survey reports• Blogs• Podcasts – audio and video
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Gobbledygook
• What is it?• How to avoid it
gobbledygook.grader.com
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So many tools . . .
. . . so little time!• Be strategic• Be consistent• Be professional
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Change is constant
• Tools will change• Stay current on trends• Continue to participate
1-Hour Quick Start• Listen – (30 minutes)
– What are you and your business passionate about?– Brands, Movements, Organizations, News, Networks &
Associations, Competitors, Trends• Be Social – (15 minutes)
– Comment– Share– Contribute– Measure
• Engage – (15 minutes) – Ask for opinions, insight, experiences– Respond to questions, queries and challenges– Produce content, communicate with customers– Offer new perspective
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Research tools
Pew Internet & American Life ProjectPewInternet.org
Sherer Cybrarian ServicesShererCybrarian.com
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More research tools
Alexa alexa.com
Alterian socialmedia.alterian.com
Argyle Social argylesocial.com
BackTweets backtweets.com
BlogPulse blogpulse.com
BoardTracker boardtracker.com
Brandwatch brandwatch.com
Collective Intellect collectiveintellect.com
Compete compete.com
CustomScoop customscoop.com
CyberAlert cyberalert.com
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More research tools
Cymfony cymfony.com
Delicious delicious.com
Digg digg.com
FeedBurner feedburner.com
Filtrbox filtrbox.com
Fliptop fliptop.com
Google Alerts google.com/alerts
Google Analytics analytics.google.com
Google Trends google.com/trends
IceRocket icerocket.com
Klout klout.com
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More research tools
Lithium lithium.com
Quantcast quantcast.com
Quarkbase quarkbase.com
Radian6 radian6.com
Sentiment360 sentiment360.com
SM2 by Techrigy techrigy.com
Social Mention socialmention.com
Social Oomph socialoomph.com
SWIX swixhq.com
Sysomos sysomos.com
Technorati technorati.com
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More research tools
Trackur trackur.com
TweetBeep tweetbeep.com
Visible Technologies visibletechnologies.com
Website Grader websitegrader.com
Wikiscanner wikiscanner.virgil.gr
Wordle wordle.net
Xinu xinureturns.com
YouTube youtube.com
ZoomInfo zoominfo.com
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Internet search
Bing Twitter bing.com/twitter
Google google.com
MSN msn.com
WolframAlpha wolframalpha.com
Yahoo yahoo.com
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Happy social media-ing