SOCIAL M

EDIA

S P I R I T & P L A C E F E S T I VA L 2 0 11

THE PLAN

• Check In & Room Survey

• How Organizations Use Social Media (whirlwind style)

• Plus / Delta Reflection

• Best Practices – ARM

• Three Social Media Steps – FIG

• Making It Yours

• Questions & One Word Whip

CHECK IN

• Name

• Organization

• One thing you want from today

VOTE WITH YOUR FEET

Strongly agree

Undecided/

kinda sorta

Strongly disagree

Social media is not worth the time

that staff have to put into it.

I have a clear sense of how to define

success in social media efforts.

My organization’s leadership understands and values social media as a tool for our mission.

WHY SOCIAL MEDIA?

• People are there.

• It’s FREE! (with exceptions)

• It’s a good idea – if it aligns with your primary program and communications goals.

• You can create a personal connection to your mission AND motivate action.

• It adds more spokes to your outposts.

STUFF WE ALL HAVE TO DO

If you provided us with your Twitter and Facebook account info, we’ll follow you!

• Use the S&P logo on all marketing materials, Websites, etc.

• Make sure to use the whole title, “Spirit & Place Festival”

• Follow us on Twitter: @spiritandplace

• “Like” us on Facebook: www.facebook.com/SpiritandPlace (or search Spirit & Place) – we’ll like you, too!

• Spread the word & invite conversation – that’s what Spirit & Place is all about

TWEET & RETWEET

HASHTAGS

• Hashtag= The # symbol, used to mark keywords or topics in a Tweet.

• This year’s hashtag is #thebody

• Create a hashtag for your event. Encourage tweeters to use it with signage and announcements.

• Make sure you feed the conversation – at your events and at others.

LINK TO US ON FACEBOOK

ASK QUESTIONS, ENCOURAGE CONVERSATION

WHAT ELSE CAN I DO?

• Post content related to the theme: news articles, videos, blog posts, photos

• Post photos before, during and after the festival

• Post behind the scenes video of your event

• Create a contest on Twitter giving away free tickets to your event

THE BEST KIND OF CONTENT?

Visual.

OUTPOST & HOME BASE PERSPECTIVE

Image from ProBlogger.net

Inspired by Chris Brogan – chrisbrogan.com

SPOKES

PRIMARY SOCIAL MEDIA TOOLS

• Blogs

• Twitter

• Facebook

• Niche Social Networks Smaller Indiana, Southeast Works, Musical Family Tree, etc.

• Other ToolsFlickr, Youtube, E-newsletters…

WHAT ORGANIZATIONS BLOG

• Publicly state positions or perspectives

• Provide insight into internal operations

• Highlight people served by your programs and those who support your programs*

• Highlight and discuss a specific short-term project* (like an S&P event!)

• Share information critical to your constituents or service population

*attribution to Beth Kanter

BE A GUEST BLOGGER

• www.spiritandplace.wordpress.com

• Be a guest blogger

• Link your program content to blog topics

• Include a call to action and make your content engaging & concise

• Include a photo or video

• Detailed guidelines available on the partner resources page

PUBLICLY STATE POSITIONS & PERSPECTIVES

PROVIDE INSIGHT INTO INTERNAL OPERATIONS

HIGHLIGHT PEOPLE SERVED & SUPPORTERS OF YOUR PROGRAM

HIGHLIGHT & DISCUSS SPECIFIC, SHORT-TERM PROJECTS

SHARE INFORMATION CRITICAL TO YOU CONSTITUENTS OR SERVICE POPULATION

WHAT ORGANIZATIONS TWEET

• Share information about your organization’s events, services, resources, needs

• Retweet others’ tweets to forge alliances and collaborations

WHAT ORGANIZATIONS TWEET

• Provide personal connection to mission – pictures, reminding them you exist

• Connect with press

• Recognize staff, volunteers, donors, clients, etc.

What Org’s Do on Facebook

• Highlight programs, successes, volunteers, supporters, etc.

• Connect with like-minded organizations.

• Publicize and invite people to events.

• Use built-in applications to communicate and gain donors.

• Utilize the “Ads” application to hyper-target audience (ZIP code, interest, age, musical taste, etc.) and only pay per click or per impression.

WHAT NONPROFITS DO ON NICHE SOCIAL NETWORKS

•Gain access to very specific groups.

•If you’re active, you can provide a personalized connection to your organization’s mission.

•A lot the same as Facebook…

•But you can also focus on local or topical impact of your work.

PLUS / DELTA

+ Δ

BEST PRACTICES

• Authenticity

“Hard times arouse an instinctive desire for authenticity.” – COCO CHANEL

• Reciprocity

“What you do not want done to yourself, do not do to others.” – CONFUCIOUS

• Measurement

“Not everything that can be counted counts, and not everything that counts can be counted.” – ALBERT EINSTEIN

BEST PRACTICE: AUTHENTICITY• Build real relationships

• Encourage your staff to be themselves in social media – the mission should be personal to them

• Engage when it’s easy & when it’s hard - always be honest

• Ask for help when you need it

• Make it about people (staff, volunteers, clients) – not just about services

• Know that your message is built by your community – not by your PR plan

BEST PRACTICE: RECIPROCITY

• Be a part of the conversation that already exists – don’t try to force it

• Celebrate the successes of partner organizations and those with similar missions

• When you read something great, share it – and attribute it loudly

• Be grateful, be cool, be kind.

BEST PRACTICE: MEASUREMENT

There are a wealth of tools to measure impact, but you’ll have to consider WHAT you want to measure…

•Clicks, Conversations & Mentions; Impressions; Donations; Links; Friends, Fans & Followers

•Some tools – Google Analytics, Google Alerts, tw-everything, bitly (etc.), HootSuite, Facebook measures, others?

THREE STEPS FOR SOCIAL MEDIA

1. FrameGet as much thinking, hearing, exploring done before you jump into the waterAlign to existing goals and prepare to measure

2. InitiateGet in and do it, but plan to keep doing it.Build your audience – get them engaged.

3. GrowKeep planting new ideasRefine your practices by checking in with goals & modifying them

FRAMING: SECOND HELPINGS

1. Goals = Give people insight into the human side of Second Helpings & motivate them to act.

2. Listen = Use Google and Google Alerts, Facebook knowledge, and Twitter monitoring to identify potential audiences.

3. Staff & Voice = Ben & Nora are early adopters and offer balanced perspectives; Voice will be responsive, interested, positive.

4. Strategy picked: Utilize Facebook, Twitter, and Blog to communicate thought leadership and impact in area of hunger. Measurement tools in place, but goals are fuzzy.

INITIATE & GROW: SPIRIT & PLACE

Goals = Attract new audiences & utilize social media to continue critical community conversations.

1. Create (or re-create) online identities that focus on fostering conversation and dialogue AND on sharing information.

2. Be social – in the first five months, built interaction with related organizations and thought leaders – sparked conversations and intentionally @-signed as many potential, past and current partners as possible.

3. Track everything you can – demonstrated value through retweets, through follower/fan numbers, through (once we could) impressions and – most of all – through conversations that were supported.

YOUR TURN

• What’s one of the core communication or program goals for your Spirit & Place event?

• How can social media support that goal?

COMMON CONCERNS

You can’t control it.

•True, but you can’t control what people say about you offline, either.

•But you can be a part of it online – which is an amazing opportunity.

•Also, moderation and delete buttons are helpful.

Our donors/core audience/clients aren‘t on there.

•Um, yes, they are.

•The fastest growing demographic on Facebook is composed of those 35 & older.

•People in their 20s will be in their 30s really soon – start cultivating your next generation now.

COMMON CONCERNS

Staff will just be playing around on there.

• Staff should be trained and, as always, should have measurable goals.

• Staff will have the chance to activate their network to support your organization.

• Yeah, it is social by nature, but so are traditional communications and development.

• Why not go where everyone else is?

COMMON CONCERNS

There’s no point.

• 500 million people log in to Facebook monthly and interact with an average of 124 friends.

• Online donations are growing rapidly for nonprofits. More than $6.7 million were donated JUST via Facebook Causes through October 2010.

• For a festival that’s all about conversation and engagement, social media is an ideal place to publicize, enrich conversation and explore themes – and for you to connect your organization to new audiences.

SMARTER PEOPLE THAN ME

• Beth Kanter: beth.typepad.com

• Amy Sample Ward: amysampleward.org/

• Katya Andresen: nonprofitmarketingblog.com/

• Robert Egger: www.robertegger.org/

• Michelle Murrain: www.zenofnptech.org

What is your next step?

(in 10 seconds)

ANY QUESTIONS?

BE IN TOUCH!

Kirsten Eamon-Shine • kirsten.eamonshine@gmail.com or @keeeksy

Kate Franzman• kfranzman@bohlsenpr.com or @katefranzman

• Need help? Each organization will be assigned a ‘social media helper’ to answer any questions.