Listen, Seek & EngageListen, Seek & EngageCultivating your network with social mediaCultivating your network with social media

Workshop for the Mass. Nonprofit Network Conference 10/29/13Workshop for the Mass. Nonprofit Network Conference 10/29/13Presented by @davidbcrowley, Presented by @davidbcrowley,

President & Founder @socialcapPresident & Founder @socialcaphttps://www.facebook.com/SocialCapital https://www.facebook.com/SocialCapital

Use #MNNConf2013 on TwitterUse #MNNConf2013 on TwitterAdd #scitrain to connect with those in this sessionAdd #scitrain to connect with those in this session

ResourcesResources

Knowing many viewing this online are looking for Knowing many viewing this online are looking for resources I promised at the workshop, I’m putting these resources I promised at the workshop, I’m putting these items before the rest of the presentation!items before the rest of the presentation!

Sample Social Media Content Calendar from SCI:Sample Social Media Content Calendar from SCI:

http://ow.ly/qkrXJhttp://ow.ly/qkrXJ

Other resources on following slidesOther resources on following slides

Resources (cont.)Resources (cont.) Social Capital Inc.Social Capital Inc. (SCI) /David Crowley http://www.facebook.com/SocialCapital (SCI) /David Crowley http://www.facebook.com/SocialCapital@socialcap @davidbcrowley @sci_boston @socialcap @davidbcrowley @sci_boston https://plus.google.com/+SocialCapitalInc/https://plus.google.com/+SocialCapitalInc/ Google+ Google+ www.google.com/+/learnmore/nonprofitswww.google.com/+/learnmore/nonprofits FacebookFacebook

Nonprofit Facebook Guy http://www.facebook.com/NPOFBGNonprofit Facebook Guy http://www.facebook.com/NPOFBG David’s bookmarks http://www.diigo.com/user/davidbcrowley/FacebookDavid’s bookmarks http://www.diigo.com/user/davidbcrowley/Facebook

TwitterTwitter Building up your Twitter followingBuilding up your Twitter followinghttp://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-twitter-following/http://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-twitter-following/

David’s bookmarks for Twitter articles/resources: http://bit.ly/nnlA5w David’s bookmarks for Twitter articles/resources: http://bit.ly/nnlA5w Intro to Twitter presentationIntro to Twitter presentation

https://docs.google.com/present/edit?https://docs.google.com/present/edit?id=0ASr4qXx8t09iZGo2dzl3M18zMDVkZmQ2ZjlkYw id=0ASr4qXx8t09iZGo2dzl3M18zMDVkZmQ2ZjlkYw

Resources (cont.)Resources (cont.) Selected posts from David’s blogSelected posts from David’s blog

8 Reasons for Nonprofits to Get Social with Foundations8 Reasons for Nonprofits to Get Social with Foundationshttp://www.socialcapitalinc.org/node/1297http://www.socialcapitalinc.org/node/1297 7 Tips for Leveraging LinkedIn Messages 7 Tips for Leveraging LinkedIn Messages

http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-messages/messages/

10 Ways to Boost Your Community Clout 10 Ways to Boost Your Community Clout http://www.socialcapitalinc.org/node/718http://www.socialcapitalinc.org/node/718

Other blogsOther blogs Beth Kanter’s Blog: http://www.bethkanter.org/ and book “The Networked Beth Kanter’s Blog: http://www.bethkanter.org/ and book “The Networked

Nonprofit”Nonprofit” Dennis Fischman’s Blog “Communicate” http://dennisfischman.wordpress.com/Dennis Fischman’s Blog “Communicate” http://dennisfischman.wordpress.com/ Debra Askanase’s “Community Organizer 2.0” Debra Askanase’s “Community Organizer 2.0”

http://communityorganizer20.com/http://communityorganizer20.com/ 5 steps to set up your measurement program5 steps to set up your measurement program http://www.socialbrite.org/2012/03/22/5-steps-to-set-up-your-measurement-http://www.socialbrite.org/2012/03/22/5-steps-to-set-up-your-measurement-

program/program/

Warm-up TossesWarm-up Tosses

What organizational goals do you What organizational goals do you seek to advance by using social media?seek to advance by using social media?

What do you hope to learn or discuss today?What do you hope to learn or discuss today?

6

How does social mediaHow does social media fit SCI’s mission? fit SCI’s mission?

??????

Relationships MatterRelationships Matter

We apply social capital concepts to We apply social capital concepts to our use of social mediaour use of social media

Social media has helped us:Social media has helped us: recruit volunteers & staff recruit volunteers & staff create funding opportunitiescreate funding opportunities encourage event participationencourage event participation help with community crisis responsehelp with community crisis response find new partnersfind new partners

We are able to achieve these results b/c we first We are able to achieve these results b/c we first LISTEN, SEEK & ENGAGELISTEN, SEEK & ENGAGE

LISTENLISTEN

Listening via social mediaListening via social media

Listening very closely linked to finding the right Listening very closely linked to finding the right people/orgs to engage with on social media. people/orgs to engage with on social media.

Social media can be a valuable learning tool Social media can be a valuable learning tool when you organize yourself to listen well.when you organize yourself to listen well.

Twitter is especially conducive to social listening.Twitter is especially conducive to social listening.

Search & monitor key termsSearch & monitor key terms

Create & Follow Twitter ListsCreate & Follow Twitter Lists

Can make lists public or privateCan make lists public or private 20+ lists here 20+ lists here https://https://twitter.com/socialcap/liststwitter.com/socialcap/lists Boston area nonprofitsBoston area nonprofits

https://twitter.com/socialcap/lists/bostonnposhttps://twitter.com/socialcap/lists/bostonnpos SCI AmeriCorps partnersSCI AmeriCorps partners

https://twitter.com/SCIWoburn/lists/sciamericorpshttps://twitter.com/SCIWoburn/lists/sciamericorps MA Nonprofit list:MA Nonprofit list:

https://twitter.com/MA_NonprofitNet/lists/massachusettsnonprofitshttps://twitter.com/MA_NonprofitNet/lists/massachusettsnonprofits

What are some key terms you might What are some key terms you might want to listen for?want to listen for?

Listening toolsListening tools

Hootsuite and/or Tweetdeck a must for Hootsuite and/or Tweetdeck a must for effective listening & engagement on Twitter!effective listening & engagement on Twitter!

Google alerts and blog feeds also helpful.Google alerts and blog feeds also helpful.

Listening via Facebook: Listening via Facebook: Creating listsCreating lists

Use Facebook as your pageUse Facebook as your page

Get notifications to be Get notifications to be sure to get updatessure to get updates

Old stat: Average page post only shown in about Old stat: Average page post only shown in about 15% of fans’ newsfeeds.15% of fans’ newsfeeds. Trending toward 1% according to some reports.Trending toward 1% according to some reports. We are doing better than average!We are doing better than average!

Can get notifications for pages or friend posts.Can get notifications for pages or friend posts.

Listening on LinkedInListening on LinkedIn

Join groups!Join groups! MA Nonprofit Network has a group!MA Nonprofit Network has a group! What other groups have you found useful?What other groups have you found useful?

If email notices about new posts becomes If email notices about new posts becomes overwhelming, make a recurring task to visit overwhelming, make a recurring task to visit important groups regularly.important groups regularly.

SEEKSEEK

Seeking those with shared interestsSeeking those with shared interests

Follow relevant people/groups you find via your Follow relevant people/groups you find via your listening.listening.

Note people using a Twitter hashtag have more Note people using a Twitter hashtag have more intentionality related to the term.intentionality related to the term.

Twitter “Follow 5” every week, or more often to Twitter “Follow 5” every week, or more often to jumpstart an account.jumpstart an account.

Facebook ads can be targeted by geography, interests & Facebook ads can be targeted by geography, interests & demographics. (demo at end if time)demographics. (demo at end if time)

Look for social buttons when on website, follow/like if Look for social buttons when on website, follow/like if relevant.relevant.

Seeking (continued)Seeking (continued)

Look at influencers– local and/or issue experts Look at influencers– local and/or issue experts that have an active social presence.that have an active social presence. Who do they follow?Who do they follow? Who follows them?Who follows them? Have they created lists?Have they created lists?

DISCUSS: who are some key influencers in your DISCUSS: who are some key influencers in your community/on your issue that you follow—or community/on your issue that you follow—or could follow—on social media.could follow—on social media.

Seeking (cont.)Seeking (cont.)

Connect with those you meet offline.Connect with those you meet offline. LinkedIn request as a standard part of meeting LinkedIn request as a standard part of meeting

follow-up.follow-up. Check LinkedIn profiles for Twitter handles.Check LinkedIn profiles for Twitter handles.

Follow them on Twitter & add them to a list that indicates Follow them on Twitter & add them to a list that indicates they are someone you’ve met.they are someone you’ve met.

Seeking (live events)Seeking (live events)

Attend tweetups & other in-person events where Attend tweetups & other in-person events where you can connect with those active on social you can connect with those active on social media.media.

Connect with others tweeting at events you Connect with others tweeting at events you attend (in person and virtually)attend (in person and virtually)

Seeking Seeking

Other ideas for finding relevant accounts to Other ideas for finding relevant accounts to follow? follow?

Any specific follow recommendations for the Any specific follow recommendations for the group? Tweet it with #SCItrain group? Tweet it with #SCItrain

Take a few minutes to find a few new people or orgs to Take a few minutes to find a few new people or orgs to follow/like.follow/like.

ENGAGEENGAGE

Engaging via social mediaEngaging via social media

Step 1 is to prioritize your contacts that you Step 1 is to prioritize your contacts that you hope to engage via social media. E.g.hope to engage via social media. E.g. Donors & prospectsDonors & prospects VolunteersVolunteers PartnersPartners

Use the list features discussed earlier to help Use the list features discussed earlier to help focus on these priority contacts.focus on these priority contacts.

Schedule repeat tasks for engaging with key Schedule repeat tasks for engaging with key contacts.contacts.

Public PropsPublic Props

Simple public thank you’s and shout outs for the Simple public thank you’s and shout outs for the good work of others is a great way to cultivate good work of others is a great way to cultivate relationships. relationships.

LinkedIn endorsements, recsLinkedIn endorsements, recs

Endorsements are a quick way to give props, but Endorsements are a quick way to give props, but writing a recommendation will carry more writing a recommendation will carry more weight.weight.

Facebook Shout-outsFacebook Shout-outs

Be sure to use the @ symbol to link to the Be sure to use the @ symbol to link to the page(s) of organizations you are referencing, and page(s) of organizations you are referencing, and tag people where possible.tag people where possible.

Sharing friends’ contentSharing friends’ content

Retweeting (RT or MT if slightly changed) Retweeting (RT or MT if slightly changed) content helps spread info & is appreciated.content helps spread info & is appreciated. Try to be aware of what your friends’ big events or Try to be aware of what your friends’ big events or

needs are and be sure to share!needs are and be sure to share!

Prioritize those that share your content as well Prioritize those that share your content as well as those that support you offline.as those that support you offline.

Engaging (cont.)Engaging (cont.)

Initiate offline one-on-ones with those you Initiate offline one-on-ones with those you connect with online.connect with online.

Be sure to use Twitter handles and link to Be sure to use Twitter handles and link to Facebook pages when you are mentioning your Facebook pages when you are mentioning your friends on social media, so they will be aware!friends on social media, so they will be aware!

Some are more invested in social & likely to Some are more invested in social & likely to appreciate more.appreciate more.

Make sure you are monitoring those that are Make sure you are monitoring those that are mentioning you!mentioning you!

Engaging ContentEngaging Content

Need to create a plan that links goals, audience Need to create a plan that links goals, audience & messages.& messages.

Create a content schedule that flows from that Create a content schedule that flows from that overall plan.overall plan.

Twitter recipe for successTwitter recipe for success

Tweet 5x/dayTweet 5x/day 1 “promotional tweet”: promoting an opportunity, 1 “promotional tweet”: promoting an opportunity,

event, story or link to website from your orgevent, story or link to website from your org 1 tweet engaging w a partner or other contact within 1 tweet engaging w a partner or other contact within

your offline network (e.g. RT a partner org)your offline network (e.g. RT a partner org) 1 tweet engaging with one of your Twitter contacts 1 tweet engaging with one of your Twitter contacts

that you are seeking to build relationship withthat you are seeking to build relationship with 2 other tweets related to your mission (articles, 2 other tweets related to your mission (articles,

resources…typically include a link)resources…typically include a link)

Other engagement tipsOther engagement tips

Ask questions!Ask questions! Circulate good content Circulate good content

across platforms.across platforms. Be a network weaver.Be a network weaver.

Create lists & groups.Create lists & groups. Help people in your Help people in your

network meet & find each network meet & find each other.other.

Make intros!Make intros!

Engagement bonus tipsEngagement bonus tips

Don’t sell!Don’t sell! Ask questions, share resources, highlight good Ask questions, share resources, highlight good

things others are doing.things others are doing. At least 80% of tweets and 50% of Facebook At least 80% of tweets and 50% of Facebook

updates should be something other than explicit updates should be something other than explicit “selling”. “selling”.

It’s not about you!It’s not about you! Facebook ad how-to’s (time permitting)Facebook ad how-to’s (time permitting) LinkedIn messages can be targeted.LinkedIn messages can be targeted.

That’s about all folks…That’s about all folks…

Anticipate we’ll be stopping here (or sooner) but Anticipate we’ll be stopping here (or sooner) but a few bonus slides follow to demonstrate a few a few bonus slides follow to demonstrate a few things we won’t likely have time to cover.things we won’t likely have time to cover.

LinkedInLinkedIn

Reach targeted people in your community.Reach targeted people in your community. Target messages locally to lists by city (broad Target messages locally to lists by city (broad

areas via LI) or that you’ve created.areas via LI) or that you’ve created. More info on using messages here & following More info on using messages here & following

slides slides http://www.davidbcrowley.com/2012/01/19/7http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-messages/-tips-for-leveraging-linkedin-messages/