social media for beginners
DESCRIPTION
Presented on a webinar for the idaho Nonprofit Center.TRANSCRIPT
Social Media for Beginners
Leveraging Social Media and Web 2.0 for Nonprofits
We Are Media Project:The Social Media Starter Kit for Nonprofits
Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org
Funded by the Surdna Foundation
Objectives
• What
• Why
• Benefits
• Strategy
• Tactics
What is Social Media?
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
Powered by ..
It is a conversation between people
Supporters
Clients
Audiences
Donors
And those donors too!
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Educating
Organization creates content
Audience in control
Two way / Being a part of a
conversation
Adapting the message/ beta
Focused on the audience / Adding
value
Influencing, involving
User created content / Co-creation
TALK CONVERSATIONS
Source: Slide 10 from "What's Next In Media?" by Neil Perkin
Some differences in tactics
And guess what?That conversation is …
Not Controlled
Not Organized
Not On Message
SOCIAL MEDIA USE IS GROWING
http://www.flickr.com/photos/dotpolka/34311984/
Social Media use up 230% since 2007
66% of Americans use a Social Network Site
41% of those 50+ visit monthly
90% of those aged 18-34 visit monthly
19% use social networks for professional purposes
43% of social media users visit sites more than once per day
Source: Simmons 2010 Social Networking Report
Not everyone is a social media user
Social is not slowing down ….
Online MediaBroadly speaking, the top 1,000 media sites fall into two categories
Publisher MediaPublisher Media Social MediaSocial Media
• Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume
Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008
15%
85%
Publisher Media
Publisher Media
Social MediaSocial Media2008
Welcome to the Social World
What if
What happens?
www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | [email protected]
CASE STUDY IN BUZZ
http://tweetsgiving.org/• $10,000• 48 hours• 364 donations• 3,000 gratitude tweets• 40% from twitter + 30%
direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits
How do we balance conversation and talk?
A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
Objective
•What do you want to accomplish with social media?
•Describe how your social media objective supports or links to a specific goal from your organization’s communications plan
http://www.flickr.com/photos/wili/214316968/
Give Your Social Media Objective An IQ Test!
To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
Audience
•Who must you reach with your social media efforts to meet your objective? Why this target group?
•Is this a target group identified in your organization’s communications plan?
•What do they know or believe about your organization or issue? What will resonate with them?
•What key points do you want to make with your audience?
http://www.flickr.com/photos/cuellar/57473280/
What are they doing online?
One Wayemail
search engineads
SocialListening
ConversationConnecting
HomebaseWeb Site
AudienceObjective
Integration with Internet Strategy
GenerateBuzzShare
Story
Listen
Community Building &
Social Networking
Tactical Approaches
Tactical Approaches
Community Building &
Social Networking
GenerateBuzz
More time
10hr 15hr 20hr
ShareStory
Tactical Approaches and Tools
Listen
Listening is knowing what is being said online about your organization and your field.
http://www.flickr.com/photos/niclindh/1389750548/
A few listening tools …
• What decisions will you link your listening to?
• What key words will you use?
• How will share or summarize what you learn from listening with others in your organization?
Listening
Key Words Are King!
Twitter Search
Listening leads to participation
Participation
• Who is empowered to respond and in what circumstances?
• How will you address negative comments or perceptions?
• What is the goal of your participation?
Less about tool, more about technique
• They’ve paid you a compliment
• Valid client complaint• If information is
incorrect• If you have something
of value to offer
RespondRespond Don’t RespondDon’t Respond
• Trolls• Competitors• Not you
Organizational Development Concerns
•Acceptable Use•Business Voice and Personal Voice•Coordination with communications, HR, legal, and IT•Management tolerance, participation, endorsement•Safe zones for experimentation•Balance "quick and candid" with "thoughtful and professional”