Youve Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

Youve Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!Presentation by Jennifer WindrumApril 21, 20101Colorful Burst of Communication The Conversation PrismCreated by Brian Solis one of most prominent thought leaders in new media and Jesse Thomas, CEO and founder of JESS3 a creative interactive agencyHelps us grasp the magnitude of the social media revolutionThe Conversation Prism debuted in August 2008 Since then, more than one million people have crossed its path

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

2So, You Already Have a Social Media PresenceOn Facebook On Twitter

On YouTube

now what?You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

3Did You Answer These Important Questions Before Diving In?What is our goal(s)?

How do we measure our goal(s)?

Who is our audience?

Have we started listening?

Have we defined our metrics and set a benchmark?

Have we researched social media platforms and tools?

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

4If Not, Youre Not AloneTwo key issues continue to provide stumbling blocks for marketers/public relations practitioners

Determining clear goals before jumping into strategies and tactics

Knowing how to measure social media effortsYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

5What is a True Online Community?Making real connections

Connecting with common passion

Way to collectively contribute to cause they care about

Empowering supporters

Providing way to communicate, share stories, ask questions, share feedbackYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

6The 6 Cs to Going Social

Commitment CofferContentControlCredibilityCreativity

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

7Going Backward to Move ForwardChances are, you may need to go back and thoroughly answer each these questions before successfully moving forward

Its not fun, but its absolutely necessary!You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

8Moving to the Next Level

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!Evaluate your current social media efforts

What is our messaging?Is it on target?Is it consistent?Do fans/followers really know who we are and what we do?Are we broadcasting or engaging?

9Online Engagement Best PracticesListen, Listen, Listen!

Develop genuine relationshipsEach interaction is personalized no cutting and pastingEmbrace positive and negative mentions/comments

What to Post: Quality contentBlogVideos, PhotosEventsPolls, SurveysBreaking newsPersonal thoughtsResources and links from related causes/industryUseful tips

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

10Online Engagement Best PracticesUnderstand the pace of your communityToo many posts?Too few?

Ask what supporters want from the communityPollsSurveysDiscussion forumsVideosSimple question in status update

Keep supporters updated on the fruits of their laborTHEY are the rock stars!

Track, measure. Track, measure.

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

115 Tips for Creating Your Online CommunityTips by Geoff Livingston via Mashable (follow him!)

1). The cause is the purposeCommunity needs to revolve around the common bond a non-profit has with its stakeholder community2). ListenListening can be critical in driving community requirements for function and content.3). Choose platform that meets communitys needsTry to understand what your communitys needs are before setting up shop

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

125 Tips for Creating Your Online CommunityTips by Geoff Livingston via Mashable (follow him!)

4). Offer great value to your networkDynamic environment where members interact and drive conversation, participate in activity they cant find on general social networks, and receive acknowledgment

5). Use general networks as beachheadsIn many ways, theres a larger conversation occurring and the general networks can serve as beachheads to bring people back to yournetwork

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

137 Qualities of a Networked Nonprofit by Beth Kanter and Allison FineNetworked nonprofits are defined not by websites and software but by thenetworkedculture that they fully embrace.

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

147 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine1). Transparent

2). Value Networks

3). Comfort With Tools4). Networked Ecosystem5). Courageous

6). Trusting

7). Athletic

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

157 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine1). Transparent

Kanter and Fine use a sponge (the fry-cook ocean kind, not the kitchen) to illustrate transparency:

A sponge clings to rock no matter how many times its battered by waves. Your organization is firmly grounded in its cultural identity, organizational goals and mission.

A sponges filter out nutrients as waves pass through it. Your organization grows by making it easy foroutsiders to get in and insiders to get out.

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

167 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine2). Value Networks

You value the connections your nonprofit has online and offline. And you nurture key relationships that spread thegood wordthrough the network.

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

177 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine3). Comfort With Tools

Your nonprofit is comfortable using blogs, Twitter, Facebook and other tools that facilitate two-way conversation

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

187 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine4). Networked Ecosystem

Youre not trying to do it all. Your nonprofit knows that itspart of a much larger ecosystem or organizations and individuals that are all incredible resources for their efforts.

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

197 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine5). Courageous

Youre not afraid to lose control of your message, your logo, or your message. You know that the wisdom and passion of your supporters can have an infinitely greater impact than you and your staff.

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

207 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine6). Trusting

You trust your supporters to make good decisions on behalf of your organization. Your organization focuses on giving them the tools they need instead of enforcing copyright laws.

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

217 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine7). Athletic

Social media is not a set of tools to be used only by your IT or marketing folks. Your organization understands the power that Facebook and Twitter have in the lives of your supporters because you use the tools yourself. Its a contact sport.

JohnHaydon.com

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

22Why Did I Start WTF?My mom has Stage IV, inoperable lung cancer. She has NEVER smoked.

Lung cancer is the #1 cancer killer and the LEAST funded.

Smoking stigma stands in the way of lung cancer research funding.

Fact is, 60% of all new lung cancer cases are diagnosed in people who have NEVER smoked or former smokers who quit decades ago.

Bottom line: ANYONE can get lung cancer. ANYONE!

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

23Why Did I Start WTF?People need to be educated on the true facts of lung cancer

Education will reduce the stigma

Reduced stigma will lead to more awareness and funding for lung cancer

SOMEONE needs to tell this story in a different way!

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

24WTF? (Wheres the Funding) for Lung Cancer?

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!Personal, politically incorrect social media campaign

Launched Facebook Fan Page, Twitter profile and blog in October 2009

1,000 Facebook fans in less than a week

3,000+ fans in 6 months

25WTF? Yep, Thats What I Mean!That different way is all in the name

Double-entendre to cut through the clutter, be relevant and attract attention

For those who dont get the double-meaning, the messaging is still on target

Wheres the Funding?You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!AAMOF As A Matter Of Fact AFAIK As Far As I KnowAFAIC As Far As Im ConcernedAFAICT As Far As I Can TellAFK Away From KeyboardASAP As Soon As Possible ASL Age,Sex,Location BAG Big @ss GrinBAK Back At KeyboardBBL Be Back LaterBF BoyFriendBFD Big Fricken DealBITMT But In The MeantimeBOT Back On TopicBRB Be Right BackBSEG BIG Sh*t Eatn GrinBTW By the wayC4N Ciao For NowCRS Cant Remember StuffCU See YouCUL8R See You LaterCWOT Complete Waste Of TimeCYA See YaDIY Do It YourselfEOD End Of DiscussionEZ EasyF2F Face To FaceFAQ Frequently Asked QuestionsFBOW For Better Or WorseFOAF Friend Of A FriendFOCL Falling Off Chair LaughingFWIW For What Its WorthFYA For Your AmusementFYI For Your Information/ga Go AheadGAL Get A LifeGBTW Get Back To WorkGF GirlfriendGFC Going For CoffeeGFETE Grinning From Ear To EarGMTA Great minds think alikeGR&D Grinning, Running & DuckingGTG Got To GoGTGTTBR Got To Go To The BathroomGTRM Going To Read MailGU GeographicallyUndesirableH8 HateHAND Have A Nice DayHHOK Ha Ha Only KiddingHTH Hope This HelpsIAC In Any CaseIAE In Any EventIANAL I am not a lawyerIC I SeeIDGI I Dont Get ItIMCO In My Considered OpinionIMHO In my humble opinionIMNHO In my NEVER humble opinionIMNSHO in My Not So Humble OpinionIMO In My OpinionIMPE In My Personal ExperienceIMVHO In My Very Humble OpinionIOW In Other WordsIRL In Real LifeISP Internet Service ProviderIYKWIM If You Know What I MeanJIC Just In CaseJ/K Just kiddingKISS Keep It Simple StupidL8R LaterLOL Laughing Out LoudLMAO Laughing My Arse OffLMFAO Laughing My F*cking Arse OffLTNS Long Time No SeeMorF Male or FemaleMTCW My Two Cents WorthNBD No Big DealNRN No Reply NecessaryNTK Need To KnowONNA Oh No, Not Again!OTOH On The Other HandOTTOMH Off the top of my headOIC Oh I SeeOTF On The FloorOLL Online LovePITA Pain In The @ssPLS PleasePSTFU PleaseShut The Fluck UpPU That Stinks!REHI Hello Again (re-Hi!)RL Real LifeROFL Rolling On Floor LaughingROTF Rolling On The FloorROTFL Rolling On The Floor LaughingRSN Real Soon NowRTDox Read The DocumentationRTFM Read The Frickin ManualRUOK Are You OK?RW Real WorldSNAFU Situation Normal All Fouled UpSO Significant OtherSOL Smiling Out Loud (or Sh*t Out of Luck)TANSTAAFL There Aint No Such Thing As A Free LunchTAFN Thats All ForNowTEOTWAWKI The End Of The World As WeKnow ItTMI To Much InformationTTFN Ta Tah For NowTY Thank YouWEG Wicked Evil GrinWTF What The F*ckYW Your Welcome26How and Why Did the WTF? Community Grow So QuicklyMy Theory: PEEP

Passion for Change A new voice giving lung cancer survivors another voice for creating change through passion for the cause

Engagement Daily dialogue, feedback, updates, links, etc. Someone dedicated to the causeA sense that finally someone is listening to lung cancerWTF? feels more like family than a community

EmpowermentArming WTF-ers with tools, ideas and confidence that empowers them to take charge and/or participate in creating change.

ProgressContinuously updating supporters on the fruits of their laborYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

27WTF? Community ComponentsWTF? BlogAuto post to Tumblr and Posterous blogsAuto post to Facebook, Twitter, FriendFeed, Google Buzz, LinkedIn

Facebook Fan Page Auto post to Twitter, FriendFeed, Google Buzz, LinkedInNetworked Blogs

Twitter Auto post to Facebook, FriendFeed, Google Buzz, LinkedIn

YouTube Use TubeMogul to auto post on additional video sites

LinkedIn Profile & Groups

Profiles on many cancer-related sites/blogs/communities

Profiles on many PR/social media sitesYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

28WTF? Engagement ContentBlog posts regarding my moms journey that members can relate to

New campaign challenges

Polls and questions for feedback

Upcoming events

Hard news

Offer text and resources members can simply copy and paste to help spread the word

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

29Valentines Day Wish CampaignOn February 2nd, WTF-ers were challenged to increase the number of WTF? Facebook Cause members from 115 to 200 members by Valentines Day

On February 10th, WTF-ers surpassed our goal, with 218 members

I upped the ante and challenged them to get 250 members

WTF-ers came through BIG TIME, increasing the number of WTF? Facebook Cause members from 115 to 260 members by Valentines Day

Photo: D. Sharon Pruitt & Pink Sherbet Photography

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

30ANYONE CAN GET LUNG CANCERSocial Media CampaignWTF? selected as Socialize Your Cause featured cause of the week

Socialize Your Cause helps non-profit & charity organizations tell their story, activate people to join their cause

Created a social media campaign around this opportunity

Goal: $20 from 500 people in one week

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

31ANYONE CAN GET LUNG CANCERSocial Media Campaign RESULTSExtended campaign another week due to tremendous response

3 generously donated prizes

Connected with new supporters and influencers

So far, raised nearly $7,000You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

32WTF-er Challenge Video

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!33Results: WTF? 4 LC? ChallengeYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!Spelled out in sea shells on the beach where two sisters spread their mothers ashes two days before

Spelled out with lemons, pennies, dog food, M&Ms, blocks, Bendaroos, beauty products, glue sticks

34WTF-er Progress Update Video

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!35Keeping WTF-ers EngagedFacebook poll to gauge interest in creating WTF? Mobs (chapters) across the country

Poll question: Are you interested in leading/participating in a WTF? Mob in your city/area to help expand our efforts?

Incredible response!

Able to immediately connect WTF-ers in same location Now developing a comprehensive ambassador programYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

36Keeping WTF-ers EngagedCreated a twtpol asking: Did you know you do NOT have to smoke to get lung cancer?

Sent out to my personal Twitter followers, not WTF? Twitter account

More than 100 responses You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

37Photo Albums & StoriesPhoto Albums

THIS is Lung Cancer

Fighting & Uniting Against Lung Cancer

How to Spell WTF? 4 LC?

WTF? MerchandiseYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

38Nonprofit-Specific Platforms/Tools to Grow Your CommunityFacebook for Nonprofits

Twitter TwestivalTwitCause@youcanhelphttp://www.wefollow.com/tag/nonprofitHashtags (#charitytuesday)http://www.twitterholic.comTwitpic for photosTwitvidTrending topics related to cause, etc.

YouTube Nonprofit Program

Flickr Nonprofit GroupsYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

39Next Step Opportunities for MosaicIncrease outreach and engagement Social media nonprofit communities Those with similar mission, such as #disabilities, #autism, etc.

Create a blogAlready have great contentIncrease engagement opportunitiesIncrease online presence (SEO)Tumblr or Posterous simple, easy platforms

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

40Next Step Opportunities for MosaicCreate a poll to see what people know about Mosaic Use as springboard to educate potential donors, volunteers, community leaders, parents, mediaIdentify potential evangelists to help spread Mosaic message and increase participation (volunteers, etc.) and fundraisingHold contests or create campaign challenges for supportersSubmit Mosaic to Socialize Your Cause and similar online efforts to become the featured causeYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

41Next Step Opportunities for MosaicDont attack the entire social media sphere!

Focus on the platform(s) that best suit your community: Where your supporters areWhere you are comfortableWhere you can meet your goals You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

42Next Step Opportunities for MosaicBe patient!Building quality relationships takes time

Remember this great quote!

To be successful using social media, nonprofits need to use different techniques, tactics messages and tools that map to the persons level of interest. They need a portfolio of approaches that meet people where they are at and help move them to the next level. - Beth KanterYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

43Cause OrganizationsYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!Here is a directory of organizations you can find on Socialbrite making a difference in the social cause and nonprofit worlds.

44Nonprofit ResourcesBeth Kanterhttp://bethkanter.wikispaces.com/MashableChange.orgNTENNon-profit Marketing BlogA. Fine BlogCase FoundationKnightPulseMarketing for NonprofitsGetting AttentionTactical PhilanthropyGive and TakeWorking Wikily

TechSoup.orgFastForward BlogThe Social Signal BlogBlogging for the Hearts of Donors: Largest US Charities Use Social MediaSeth's Blog (by Seth Godin)http://sethgodin.typepad.com/seths_blog/files/org2.0.pdfThe Pew Internet ProjectTwitter Jump StartFrogLoop Care2 BlogKatyas Nonprofit Marketing BlogWild Apricot Blog

You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!45Links to WTF?WTF? Blog: (http://www.wtflungcancer.com)

Facebook Fan Page (http://www.facebook.com/WTFLungCancer)

Twitter (http://www.twitter.com/wtflungcancer)

YouTube (http://www.youtube.com/user/jenniferjwindrumYou've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

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