advanced social media by lightbox collaborative
DESCRIPTION
A look at how nonprofits can amplify their social media strategies.TRANSCRIPT
Social Media Hands on with Tools for Engagement
Heath Wickline PickClickGive WebinarDecember 4, 2012
State of the Art
2002
Holding good ideas up to the light
390,011 views in less than 2 months
2011
1,014 new “Likes” in less than 2 months
2011
Agenda
LISTENING
CONTENT
CONVERSATION
MEASUREMENT&
GOALS
TEAM&
TOOLS
Goals
What are your organizational goals?
How can social media help?
How will you know if you’ve succeeded?
TOOL: The SMART Chart (www.smartchart.org)
Goals
Engage new audience for Season of Sharing
Share stories from the campaign
New Facebook users engaged
• Who is going to do this work?
Team
• Who has the bandwidth?
• What is the right voice?
Right Voice?Authenticity
IndividualsPersonality
Team
Me
Intern
Voice was warm, thankful, neighborly
SET UP ACCOUNTS
Tools
• Facebook Page
• MySpace, Flickr, Google+, FourSquare, Pinterest
• Twitter Account
• LinkedIn Company
• YouTube Channel
• Facebook Cause
HootSuite
or
TweetDeck
Tools
• Who are we listening to?
Listen
• Who are THEY listening to?
• What are THEY talking about?
• Where are THEY talking?
• TOOL: www.Attentive.ly
• Who do you need to speak with in order to achieve your goals?
Audience
• Are they engaged in social media?
• Is social media the best way to reach them? (And if so, which?)
• Whose voices are the LOUDEST in your field?
Influencers
• Which of these are on social media?
the interwebs
people interested
in your work
social mediainfluencers
Yoursweet spot
Influencers
• Ask yourself
How To Spot Influencers
• Ask your team
• Ask your networks
• Ask the interwebs
Ask the interwebs
• Klout.com
• AllTop.com
• PeerIndex.com
• Back to Twitter: Who To Follow (suggestions)
• FriendorFollow.com
• Rinse & repeat
Listen
• Evaluative
• Active
• Prioritized based on audience
• TOOL: Muckrack.com
Content
• What do you have to say?
• What news do you have to make?
• What channels are the best to use?
Content
Content
• What to say when?
• Social media editorial calendar
• How does social media fit with your other communications activities?
Content
http://lightboxcollaborative.com/2012_editorial_calendar
Converse
• 30% Broadcast70% Respond
• Share good content
• Play nice
• Thank people
• Grow your network
Converse
h/t to Beth Kanter
Converse
Measure
• How many friends/followers have you added?
• How many times were you mentioned/retweeted?
• How were your organizational goals advanced?
Content
Questions and conversation
You can’t drink the river. Don’t try.
Everybody in the water!
© Flickr user: dvs
Thank you.?
Anatomy of a tweetRT=Re-Tweet
@ indicates a specific account holder at twitter
Hashtag = category
URL links to featured itemTime Stamp also indicates software used
to send
URL Shorteners
Fit more into social media
http://www.worldculturepictorial.com/blog/content/one-could-change-world-with-140-characters-twitter-not-for-sale
113
http://bit.ly/fVja57 20