social media - probably the most efficient tool for volunteers to lead @ adacemy 2014
DESCRIPTION
Social Media session @ The Scout and Guide Academy 2014TRANSCRIPT
![Page 1: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/1.jpg)
Social Media Probably the Best Tool for Volunteers to Lead
THE ACADEMY 2014 ANNA MUNSTERHJELM & JO DEMAN
@annamun #thesgacademy #KeyLearnings
![Page 2: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/2.jpg)
After this session you will (hopefully)
1. Know the basics of content strategy and content planning. !2. Recognise and produce appropriate content for your target
group online. !3. Have ideas and inspiration on how to use social media as
a leadership tool. !4. Get started with your own content strategy or a content plan.
![Page 3: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/3.jpg)
How to make young people not only
interested but also involved in not-so-cool
things? Case #kutsumua
& bullying in schools
AN EXAMPLE
![Page 4: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/4.jpg)
![Page 5: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/5.jpg)
23 000 photos in 7 days
by 3 hours of planning #kutsumua
![Page 6: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/6.jpg)
Back to hello!
1. Who are you? !2. What social media content you liked/enjoyed/benefited from
recently? Why? !3. What is the most important strategic goal of your
organization/project right now?
![Page 7: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/7.jpg)
Let’s start from the very beginning. What is leadership?
![Page 8: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/8.jpg)
Leadership is making people
do things you want them to do.
(THE HARSH VERSION)
![Page 9: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/9.jpg)
We have a problem.COMPARED TO A PAID LEADER
![Page 10: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/10.jpg)
As a volunteer leader you will never have
enough time or possibilities to meet
all of your people.(SORRY.)
![Page 11: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/11.jpg)
Luckily you have these!
![Page 12: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/12.jpg)
And these.
![Page 13: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/13.jpg)
Mission: Grow Scouting and Guiding
by 20 % in 3 years.
AN EXAMPLE
![Page 14: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/14.jpg)
![Page 15: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/15.jpg)
![Page 16: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/16.jpg)
![Page 17: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/17.jpg)
Having tools is actually nothing. You need to use
them right to produce good content.
![Page 18: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/18.jpg)
Good content. Why does that matter?
![Page 19: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/19.jpg)
Internet is full of publishers.
YOU ARE ONE OF THEM.
![Page 20: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/20.jpg)
54 % of kids ask first Google, then their parents or teachers.
![Page 21: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/21.jpg)
Internet is like home. We need to really BE there.
![Page 22: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/22.jpg)
Time = value
![Page 23: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/23.jpg)
Good content. What is that?
![Page 24: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/24.jpg)
SPECIAL PRI
CE
JUST FOR YOU
MY FRIEND!!
![Page 25: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/25.jpg)
Usually the target group makes it better by themselves.
Case Scout.Me.In
AN EXAMPLE
![Page 26: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/26.jpg)
Good content = service• Good content is current and offers you new points of view. !
• Good content is not an advertisement. !
• Good content is meaningful for the target group. !
• Good content is communication between the user and the offer of some service. !
• Good content is not whatever & whenever & wherever. !• Good content makes your daily life easier (and funnier)!
![Page 27: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/27.jpg)
![Page 28: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/28.jpg)
Exercise #1 Social media
of the Academy: good content?
![Page 29: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/29.jpg)
![Page 30: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/30.jpg)
The Break. Coffee and love!
![Page 31: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/31.jpg)
OK. What is this
content strategy?
![Page 32: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/32.jpg)
Content strategy
TARGET GROUP
THE ORGANIZATION
!!
!VALUES NEEDS
PHENOMENA !
CONTENT CHANNELS ACTIONS
!
= finding things in common and using them.
VAPA
MED
IA O
Y
![Page 33: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/33.jpg)
Content strategy
• Helps you to reach your target group online and catch them with content. !
• Makes your content producing (=Facebooking and tweeting) a lot easier and possible to delegate.
![Page 34: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/34.jpg)
The 3 steps of making
a content strategy
![Page 35: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/35.jpg)
1. Explore
STRATEGIC GOALS
TARGET GROUP
CHANNELS
COMPETITORS
RESOURCES
![Page 36: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/36.jpg)
2. Analyze
MOTIVATION
NEEDS
LIKES
THEMES
TYPES OF CONTENT
![Page 37: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/37.jpg)
3. Aand action!
CHANNELS?
PLAN
TYPES OF CONTENT?
RESPONSIBILITIES?
TONE OF VOICE
VISUALITY?
![Page 38: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/38.jpg)
Exercise #2 Creating a social
media campaign for Scouting and Guiding
![Page 39: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/39.jpg)
Let’s play you are a NSO/MO.1. We will give you a goal and a target group. !2. Think, discuss & decide (20 minutes)
• Your target group’s motivation to use internet? • What themes do they discuss online? • What social media channels do they use? • What kind of content do they like most in those channels?
!3. Make a social media campaign! (20 minutes)
• Choose one channel • Choose a type of content (picture, text, video, whatever) • Make a concrete example (a real or a paper version) • Be prepared to present your campaigns (3 minutes per
group) !
3. Present your campaign (3 minutes)
![Page 40: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/40.jpg)
Something to bring back home with you:
Let’s create a content strategy
for your organization/project.
(A TO DO LIST, ACTUALLY.)
![Page 41: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/41.jpg)
To do: My very own content strategy 1/3
1. Explore • Your strategic goals? • Your target group(s)? What do they do online? • What organizations are you jealous to? What do they do
online? • What present channels of communications will you
analyze? • Your resources? !
![Page 42: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/42.jpg)
To do: My very own content strategy 2/3
!2. Analyze
• What motivates your target group to use internet? • What themes do they mostly discuss online? • What kind of content do they want to get and consume
on different channels?
![Page 43: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/43.jpg)
To do: My very own content strategy 3/3
!3. Action!
• Choose your channels. • What kind of content will you produce to those channels?
Make a list of your types of content. • When and what will you post/tweet/launch? Make a plan. • Who will actually do it? Delegate.
![Page 44: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/44.jpg)
Have we reached our goals today?
1. Know the basics of content strategy and content planning. !2. Recognise and produce appropriate content for your target
group online. !3. Have ideas and inspiration on how to use social media as
a leadership tool. !4. Get started with your own content strategy or a content plan.
![Page 45: Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014](https://reader033.vdocuments.us/reader033/viewer/2022052905/5587563bd8b42a803c8b4638/html5/thumbnails/45.jpg)
That was it. Thank you! SOCIAL MEDIA @ THE ACADEMY 2014 ANNA MUNSTERHJELM & JO DEMAN
@annamun