The Social Media Decision-Maker s Toolkit Class #1: Goals, Audiences and Listening Logistics Ask questions! Otherwise I m speaking to a black hole! Social Introduction Media Decision- to Content Management Maker s Toolkit Systems June 2007 Enter questions into the Chat with Presenter box Use the Raise Hand button 1
Logistics I ll doing some wholesale muting and unmuting, but you can do it yourself as well. *7 to Un-mute *6 to Mute Wait for the recording to start 2
The Social Media Decision-Maker s Toolkit Class #1: Goals, Audiences and Listening Introductions: Your Trainers Andrea Berry Director of Partnerships and Learning Idealware Laura Quinn Executive Director Idealware 3
Introductions: www.idealware.org Schedule of Course Course Schedule 4/5: Goals, Audiences and Listening 4/12: Social Networking Sites 4/19: Photo and Video Sharing, Blogs 4/26: Defining Your Social Media Mix 5/3: Creating a Social Media Culture 4
Homework You will be asked to do about an hour of work outside of the sessions each week to develop your social media strategy Workbook Homework will come from Idealware s Nonprofit Social Media Decision Guide www.idealware.org/reports/no nprofit-social-media-decisionguide 5
Nonprofit Social Media Decision Guide http://idealware.org/reports/nonprofit-social-media-decision-guide What We ll Cover Today Defining Your Goals Considering Your Audience Listening to What People Are Saying 6
What is Social Media? It s Online Media Words Images Messages Video 7
That Socializes It starts conversations is shared travels.multiplies It s a Class of Tools and Techniques Blogs Online communities Social networking sites Distributed fundraising Contributed content Viral videos And more! 8
How Does it Fit In? As Part of an Overall Communications Strategy Direct Mail Email Phone Calls Social Networking Blogs Public Relations Social Networking Buzzworthy Materials Current Supporters Engagement Your Organization Website Outreach Potential Supporters 9
Start with the Fundamentals No marketing technique will work without A compelling story Clear goals And an understanding of your audience It s All About the Network Effect You post something And invite friends to view and engage with that piece of media And your friends engage their friends...who engage their friends who engage their friends 10
The Social Media Decision Maker s Toolbox Define Goals Define Target Audience Consider Facebook & Twitter Experiment with Listening Consider Blogs, Photos, Videos Decide on Tactics Define Metrics and Policies Define Your Goals 11
The Importance of Goals The social media tools you should use depend on what you want to accomplish and who you want to reach All Strategies Should Start With Goals Social media can be effective for: Getting constituents to talk to each other Getting people to take a particular action Gathering constituent feedback Specific promotions (i.e., events, resources needs, messaging) Disseminating information about an issue or topic Social media is less effective for: Engaging audiences not familiar or comfortable with social networking Press releases Bandwagon-ing ( Everyone else is doing it ) 12
What Specific Results are They Seeing? Some results were mentioned a lot in our research: Percentage of those for whom we received case studies Measurement is Key If you can t measure it, it s impossible to know: Is it working? Is it worth your time? What you can do to improve it? 13
Are we measuring success towards goals? Just over half of participants in our new Facebook survey measure at all How do measurment and success correlate? 14
What Makes a Good Goal? What is the Purpose? How is it Measurable? What Defines Success? Goals, Strategies and Tactics Your Goal: Getting backstage at a Justin Bieber concert. Strategy 1: Become friends with Justin Bieber s mom Tactics: Join her book club- make interesting insights Join her church Get your mom to introduce you Strategy 2: Get Justin to notice you from on stage Tactics: Procure front-row tickets Coordinate posters and outfits among other attendees Throw something attention-getting onstage Thanks to Kathryn Poindexter and the New Organizing Institute 15
Brainstorm Potential Social Media Goals Define Your Target Audience 16
Audience Who do you want to reach? Who can you reach? Start By Understanding Your Constituents Clients Volunteers Donors Email Recipients Constituents Event Participants Press Members 17
Who is Using Social Media? Who Can You Reach? All of your constituents Case Managers Clients Former Donors People you could reach with social media Families Friends Card Holders Event Attendees Donors Foundations Contributors Patrons Board Members Alumni People you want to reach 18
What Do They Want to Hear? Useful Information Breaking News Opportunities to Get Involved Invites to Events Requests to Participate How Do You Know What They Want? Consider a survey, or interviews with constituents. What does she think? Ask her! Nothing replaces getting actual input from a human. 19
Brainstorm Who Is Your Target Audience? Experiment with Listening 20
Listening is Important Listening is knowing what is being said online about your organization and your field. Slide Courtsey of Idealware, NPower and NTEN It s Often Interesting! 21
And A Great First Step It helps you understand what your audience is doing with social media Define Your Keywords The names of key staff members Phrases that you ve introduced Your organization name Keywords for your cause/ issues Program names Detractors or competition 22
Google www.google.com Google Alerts www.google.com/alerts 23
Search the Sites You re Interested In Like Twitter, Facebook, YouTube, Flikr Monitor Blogs Technorati or BlogPulse can help 24
Ready For That? Holy cow, that s a lot of different places! How on earth could I follow all that? Out-of-the Box Dashboards Automatically search a number of sites and sources addictomatic.com socialmention.com Paid services like Radian6, BuzzLogic, and Neilson Buzzmetrics can help (for a price) 25
Or Create Your Own! Subscribe to the Feed for each search... Usually, look for this icon: And pull it all into one place Use a Feed Reader: igoogle, Google Reader, Bloglines, or netvibes 26
For Example: HSUS They re tracking: Their own name including acronyms, misspellings Current issues that people are talking about Detractors and Competition Prominent people in their org From: Google Alerts Twitter Search Technorati Blogpulse Digg BoardReader Filtrbox (paid monitoring service) Should you respond? Define a set of operating procedures as to when you should respond. 27
Respond Like a Human Respond To: Compliments Valid client complaints Incorrect information Posts to which you have something of value to add Don t Respond To: Trolls Insults Competitors Slide Courtsey of Idealware, NPower and NTEN Questions? 28
Homework Complete Worksheets: # 2 Identifying Your Social Media Goals # 3 Measuring Your Goals # 4 Defining Your Audience 29