SOCIAL MEDIA CAPACITY BUILDING

Transcription

1 SOCIAL MEDIA CAPACITY BUILDING Step by Step Solutions for Your Nonprofit Organization Susan Online Community & Social Media Director TechSoup Global

2 Susan Tenby Online Community/Social Media Director, TechSoup Susantenby.com Social Media Conversation in Community

3 We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential

4 TechSoup Global has established an extensive partner network in 32 countries Australia Belgium Botswana Brazil Bulgaria Canada Chile Croatia France Germany Hong Kong Hungary India Ireland Japan Kenya Luxembourg Macau Mexico Netherlands New Zealand Poland Romania Russia Slovakia Slovenia South Africa Spain Taiwan United Kingdom United States

5 Online Community and Social Media Team Double-click to enter title Communicating across Double-click social to enter text media channels for the TechSoup Global online networks

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7 CAPACITY BUILDING Begins with creating a map of social engagement

8 Cause, campaign or organizational plan?

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10 Florida Housing Campaign or organizational plan? Mission & Purpose? What do you want to accomplish? Step One: CHART THE COURSE: Determine which Channels are right for you and right for your audiences to receive you Measurable Goals Call to Action Request Organizational voice and brand Authority Position?

11 WHY Social Media? 2- Way Conversation Keeps you current Keeps you as Authority Feedback Loop Spread word abt you COMMUNITY

12 Measurable Goals Connected to Specific outcomes Call to Action Request What do you want to accomplish?

13 What do you want by having & monitoring your social media presence? Drive traffic to your website? Increase your org s thought leadership? Generate partnerships? Donations? Buzz? Volunteers? What is your call to action? Pick one or two goals: Stay Focused!

14 SOCIAL ESSENTIALS Mission, Goals, Vision for sharing your story Minimal Outreach and Community: Facebook & Twitter Minimal Listening: Google Alert & Twilert Minimal Tracking: Hootsuite & Insights

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18 Social Media Planning: Methods, Options, Outlets A sample of media channels and places to consider story and campaign integration Storytelling Channels & Elements Video (short) Documentary Other film/tv Streaming Media Events Games Checkins- Geocaching Online Ads Print Media Visual Advertising Websites Twitter Facebook LinkedIn Google+ Groups and Lists Other Web Communities

19 The Right Formula = Your Secret Sauce

20 Managing your internal voices Listening to your external voices

21 Who do you want to participate? How do they participate? At a minimum... When setting up your networks, make sure you include the following: 1) Photo and/or logo 2) Links back to your website 3) Content about you or your organization

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23 DIGITAL STORYTELLING Social stories shared amongst trusted friends

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25 Organizational voice and branding What is your Authority Position?

26 Digital Storytelling: Content Production & Distribution What is your story? Outreach: Identify new Potential partners Across many media Outlets & Channels Who is telling it? Find your peeps through hashtags and Twellow With what voice?

27 Don t Tweet Like CHER. Don t tweet like Cher Don t make up #uselesshashtags Don t spam via DM Don t call yourself a rockstar or guru Don t put an emoticon or exclamation mark after every tweet Don t be self-referential in all your tweets Track click-thru using Bit.ly & do what works

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29 ENGINEER SHARING!

30 CONVERSATION

31 Hashtags #NPtech Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information and grow diverse conversations

32 Social: What to do & what NOT to do DO find a third party listening dashboard tool that you like such as NetVibes or Google Reader for RSS/alerts DO subscribe to Alerts about relevant topics Don t delete or Ignore negative feedback, address it Don t use your friends and followers for their networks DO tag Strategically, redundantly across many channels Don t only broadcast about your org, share stories & respond Don t be a control freak: guide conversations Don t just expect someone will run your SM channels, designate someone! DO track your progress using social analytics tools that help you track success

33 Amplify, but speak the right local language Don t use other people s pages as a platform for your spam Don t Auto Feed your Status updates to Facebook Don t use Selective Tweets Do take a little time, show you care Do take advantage of features of the channel such as crosstagging to groups, people and places at once with links Do find your niche community & stay focused on that topic

34 LISTENING

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36 A few good dashboards

37 Hootsuite Pros: Good for listening, include tags, common misspellings, lists/groups Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations Paid version gives downloadable reports for ROI information Cons: Free version won t allow for multiple accounts or multiple users

38 CoTweet Pros: FREE Schedule & assign Tweets ahead of time PR releases & allows teams to manage accounts CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each request Cons: Not as easy to use as a listening interface

39 Use Delicious to serendipitously search for your peeps Look for others using a tag you choose Find what else those people bookmarked Find other relevant tags Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically) Share your resources via social media If you re listening, you can learn new tags on twitter & search other networks too

40 INTEGRATION

41 Create your own special sauce Figure out what your needs are, use a combination of tools Don t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface) Many mobile clients have pic uploader installed in the app (Peep) Figure out a workflow that isn t confusing to avoid Freudian tweets When you don t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely Think more about RETWEETS & amplification than followers

42 Social Media Policy? Don t bother writing your own. There are TONS out there! See: Facebook

43 Be Redundant: Amplify Your Events & Message Remember your audience is in more than one community Think about these channels as communities, speak their language, use the local media Broadcast your events via livestreaming & Twitter Follow all your events with wrap-ups & broadcast the Slideshare link Have regular events and be consistent about how you share them Enlist volunteers to live-tweet / blog

44 SHARING is a deeply passionate activity for engaged audiences to continue conversations + SHARING is an act of conversion

45 Curate, Point to others, Save bookmarks & Share Don t ever be afraid of having nothing to say: you can always Curate! Use Delicious to save bookmarks and share them Use Scoop.It to help you find topical, relevant, reusable content Share it and content from others When in doubt, ReTweet and be generous

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47 CROWDFUNDING?

48 BENCHMARKS & SUCCESS Aim for realistic goals as you grow your social presence

49 Know your goals and communicate the steps STEP TWO: STRATEGY Know your course, deadlines, and work out a plan step by step Timelines: VISION STRATEGY PROGRAM TIMING DELEGATION INVOCATION COMMUNITY CARE CEREMONIOUS CLOSING ANALYSIS & WRAPUP

50 EXAMPLE OF CAMPAIGN TIMELINE #Text2Give tweetchat Reminder to promote all this week from TS and personal accounts. Here s a trackable bit.ly to use: Marketing timeline September 19 Promo blog post synopsis due to Patrick by Michael September 21 Promo blog post due in blog tool by Susan Chavez September 22 By the Cup (9/27) text due by Michael September 26 Content spotlight on homepage goes live Week of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by Michael September 29 By the Cup (10/4) text due by Michael October 3 Targeted outreach and DMs to friendly tweeters and content experts

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54 Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web Most organizations have almost no budget for social media yet some leverage thousands in support thru volunteers

55 Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week

56 MINIMUM Time it will take: 10 minutes a day 3 minutes: Check for Twitter chatter about yr organization and sub-sector. 2 minutes: Scan Google News and Blogs Alerts for important articles and mentions. 3 minutes: Filter and flag relevant sector-related LinkedIn group and Quora questions. 2 minutes: Log in to Facebook to scan your wall and comments. If you have 5 extra minutes, chime into a listserv to keep yr presence there!

57 Questions?

58 Contact Me.. @npsl