lutheran communicators network presentation april 29 2009
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Lutheran Communicators
Network
April 29, 2009
Megan M. EngleFormer Social Media Manager
Michigan Nonprofit Association megan.engle@gmail.com
www.MNAonline.orghttp://MNAonline.wordpress.com
Twitter: @MNAOnline
About Me:
http://www.slideshare.net/MNAOnline
Where This Presentation Will Be Located:
Quick Inventory of Suggestions• What would you like to see today?
• How to utilize a Facebook page, Twitter, Blogs• Effective time management• Engaging distinct audiences• Monitoring for negative feedback• Measuring success and productivity • Learning proven strategies that raise awareness
and funding • Incorporating social media into an already
existing marketing program • Using social media to be media friendly
• Increasing website traffic • Using social media to engage seniors and their
children
Today’s Agenda• Quick Introductions• Tweeting Your Message exercise • What is Social Media: discussion and brief examples
of mainstream tools• Featured tool: Twitter
• Reminder: What people do on the Internet by age • Featured case study: The American Red Cross• Break • Let’s talk Strategy! • Discussion/reflections• Questions
Tweeting Your Message – on Paper* • Pick one or two other folks to form a pair
or small group• Spend about 10 minutes discussing the
following: “How can social media benefit my organization?”
• Brainstorm possible benefits using the list on the next slide as inspiration
• Select a benefit that seems most appropriate to your organization
• Write down your answer as a “Tweet” on paper
• Share with the group *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original exercise
Tweeting Your Message – on Paper* • Possible benefits list to get you started
• Issue Awareness• Issue Education• Content Generation • Improve Reputation • Increased Relevant Visitor Traffic• Generate Positive Word of Mouth • Recruit Volunteers • Acquire New Donors and/or Members • Other ideas?
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original exercise
SERVE STRENGTHEN
TRANSFORM COMMUNITIEShttp://www.commoncraft.com
Reminder: A Great Resource for Basic Videos
What Is Social Media?
• Definition: “the use of electronic and Internet tools for the
purpose of sharing and discussing information and experiences
with other human beings.” - Ben Parr
http://www.benparr.com/2008/08/its-time-we-defined-social-media-no-more-arguing-heres-the-definition
• In other words, social media describes the tools people use and the ways people share ideas online.
What Is Social Media?
• What is the first word/phrase that comes to mind when you define social media?
• Is it a tool? • Is it a concept? • Is it a way of thinking?
• Please share with us!
What Is Social Media?
• The first words that come to my mind are:
RELATIONSHIP BUILDING
and LISTENING
Examples of Social Media:
• Social Bookmarking
• Photo Sharing
• Podcasting and Video
• Blogging
• Feed Reading & Sharing
• Social Networking
What Is Social Bookmarking?
vs.
+ +
Traditional bookmarking
Social bookmarking
SERVE STRENGTHEN
TRANSFORM COMMUNITIES
http://www.flickr.com/photos/30182286@N07/
Photo Sharing
Photo Sharing – How Can It Be Used?
http://www.youtube.com/nonprofits
YouTube Nonprofit Channel Program
The Importance of Storytelling
• The best storytelling shows the story – various types of media including photos, videos, audio and text can each play a part
• Can appeal to staff, volunteers, donors, and people who could potentially fill these roles
• Sharing with the community• Relationship building!
What is Social Networking?
• People using the internet to connect with others online
• Individuals often connect with friends, family, colleagues, and other internet users with similar interests and hobbies
• Four major social networking sites are: Facebook, MySpace, LinkedIn, and Ning
• Relationship building!
http://www.facebook.com/pages/Nonprofit-Organizations/27795452714
Facebook Nonprofit Organizations Fan Page
Facebook Best Practices
http://www.diosacommunications.com/facebookbestpractices.htm
http://www.linkedin.com/
LinkedIn is a business oriented social networking site aimed at
professionals.
Nuts About Southwest Blog
http://www.blogsouthwest.com/
Video/YouTube
Photos/Flickr
Blog
Poll
News Feed
• A form of blogging comprised of user-created brief updates ~ 140 characters
• The truncated nature of the updates allows for less sifting and faster, more direct transmission of information
• Can be used as a sounding board, peer forum, news feed, etc. Must be interactive!
• http://twitter.com/MNAonline and http://hashtags.org/ - Twitter features
• Relationship building!
What is Microblogging?
The Importance of Listening
• Good first step in listening: set up Google alerts with your organization name, key words, event names, figureheads, etc.
• Little time on the front end = big payoffs in the long run
• Food Stamp Challenge example – Michigan Nonprofit Association Blog • Blog post with most page views • Blog post with most comments• 7th on list of “michigan food stamp”
results
The Importance of Listening
• Use an RSS reader• Engage and respond to people both
internally and externally – this will help staff be on board
• Experiment with and know your keywords!!!• For example: Michigan Nonprofit
Association, MNA, Michigan + Nonprofit, SuperConference, etc.
• Think of event names, people names, cities, and general terms
What People Do On The Internet (By Age)
http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
Featured Case Study: The American Red Cross
http://www.slideshare.net/kanter/08ntc-social-media-roi-case-study-slam-roi-of-listening?src=embed
Let’s Talk Strategy!
• You need to answer certain questions before investing time and resources in social media
• Something to be said for being spontaneous, but don’t want to look like the “cool” parent at the high school party
• Social media is a piece of the greater communications plan pie – social media is often found in marketing, PR, etc.
Let’s Talk Strategy!• The basic elements:
• Objectives• Target Audience• Integration • Culture Change • Capacity • Tools and Tactics• Measurement• Experiment
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Objectives
• What do you hope to accomplish by using social media? (Think about the inventory of suggestions from earlier this morning)
• Begin thinking about your objective so that it is “SMART” – specific, measurable, attainable, realistic, and time-based
• Example objectives: listening and learning; building relationships and issue awareness; improving reputation; increased web traffic; fundraising or other action
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Target Audience
• Who do you need to reach with your social media campaign to meet your objective?
• How does this target group fit into the overall communications plan of your organization?
• What is their awareness level of your organization/cause?
• What do you want to show/tell/interact/converse with them about?
• What tools are they using?• http://www.cnn.com/2009/TECH/04/13/social.n
etwork.older/index.html
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Integration:
• How does social media jive with the overall internet strategy of your organization?
• Where can you create a hub? (Think of Southwest’s blog page)
• Where are your outposts throughout the internet?
• (Think about driving website traffic) • Connecting on and offline
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Culture Change:
• Will everyone in your organization be on board?
• What are common fears association with social media? How can they become +?
• Pair up – take 15 minutes and discuss about when something new was adopted in your organization (not necessarily technology) – how did you engage people? Did something particular work? *Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the
original prompt
Let’s Talk Strategy!• Culture Change:
- Loss of control over your organization's branding and marketing messages
- Dealing with negative comments- Addressing personality vs. organizational voice- Fear of failure- Perception of wasted of time and resources- Suffering from information overload already,
this will cause more
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Capacity/Resources/Time Management:
• Who will be implementing and measuring your social media strategy?
• How much time can you spend each week?
• Do you need any outside help?• Can you spend approximately one hour
per day? • Will staff need to be trained? Will the
responsibilities be shared or will one person maintain everything?
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Tools and Tactics:
• What tools are you already using? • What tools would you like to use to
engage your stakeholders?• What tools are your stakeholders
already using? • What tools have the most advantages
for your organization? • Example: Facebook – LSSM page
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Measurement:
• What can you measure in the end? •Media coverage? •Blog hits/page views?•RSS subscribers?•Web traffic?•Comments/participation? •Authority/expert status/regard?
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Let’s Talk Strategy!• Experiment:
• What have you tried? • What has worked? What would you like
to tweak? • This is the secret to success – as the
“experts” say, “rinse, lather, repeat”.
*Thanks to the WeAreMedia Project (www.wearemedia.org) and NTEN for the original prompt
Discussion/Reflections/Questions
• Where will you go next? • Take 15 minutes and reflect: what is the
one thing you will promise to take on to improve social media efforts in your organization?
• Reflections? • Questions?
http://www.slideshare.net/MNAOnline
Where This Presentation Will Be Located:
Thank you!!!!
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