day 1 overview of tactical approaches
DESCRIPTION
http://www.wearemedia.orgTRANSCRIPT
Social MediaTactical
Approaches andTools
Social Media and Nonprofits: Two-Day Intensive Workshop
We Are Media Project:The Social Media Starter Kit forNonprofits
Visit the WeAreMedia wiki for additionalresources and to connect with othernonprofit social media practitioners viahttp://www.wearemedia.org
Funded by the Surdna Foundation
Objectives
• Introduction to tacticalframework and tools
GenerateBuzzShare
Story
Listen
Participate
CommunityBuilding &
SocialNetworking
Tactical Approaches
Listen
Buzz
Share Your Story
Participate
Social Networks
Tactical Approaches
Listen Participate
CommunityBuilding &
SocialNetworking
GenerateBuzz
Less Time More time
10hr 15hr 20hr
ShareStory
Tactical Approaches and Tools
Listening isknowing what isbeing said onlineabout yourorganization andyour field.
A few listening tools …
• What decisions will you link yourlistening to?
• What key words will you use?
• How will share or summarizewhat you learn from listening with
others in your organization?
Listening
Key WordsAre King!
A homelessperson isn’t
someoneyou pass on
your wayinto a fancyrestaurant
Listening with Twitter Search
Twitter Search
“Stroke is a very intimidating andpersonal subject. While many strokesurvivors don’t engage in social media,at least early in their recovery, theircaregivers do reach out and share theirexperiences.” – American StrokeAssociation
Listening leads to participation
Participation
• Who is empowered to respond and inwhat circumstances?
• How will you address negativecomments or perceptions?
• What is the goal of yourparticipation?
Participation Tools
Less about tool, more abouttechnique
• They’ve paid you acompliment
• Valid client complaint
• If information isincorrect
• If you have somethingof value to offer
RespondRespond Don’t RespondDon’t Respond
• Trolls
• Competitors
• Not you
Happy Ending! Givewell uses Network for Good- nearly $70,000 raised
Sharing your story social media style …
•What content or information willbe used to update or feed thesocial media sites?
•Who will assist or support usersin remixing your message?
•If you’re aggregating content toestablish expertise, what sources?
• What skills or expertise do youneed?
Personality Blog
Specialized Content
Aggregates Content
Institutional Blog
What type of blog?
Adapted from Nina Simon: Museum 2.0 Blog
Institutional
Aggregates Content
Specialized Content
Personality
Podcasting
How will you maintain aconsistent work flow andcontent?
Who will be your .org’s voice?
Photo Sharing
How are you engaging with peopleand encouraging content creation?
Spreading Buzz
A Few Tools
• How will you “brand” your presenceon buzz sites?(Personal/Organizational)
• Who will implement and buildrelationships with influencers?
• How will you get fans to talk aboutyou to their friends?
• What actions do you want people takewhen they come in contact with yourbuzz? (Mobilize, spread, remix)
Results7,600+ unique visitors in asingle hour
More than 35,000 uniquevisitors in one day (bestever)
Digg Effect
Twitter for generating buzzand spreading charitablegiving …
Community Building andSocial Networking
CommunityBuilding &
SocialNetworking
How will your organization representitself on social networks?
Who will develop or repurposecontent?
How will it integrate with your webpresence?
What’s your engagement strategy?Who will implement?
Questions
Growth of Facebook fans sinceCommunity Manager involvement
Is that growth natural or guided?
• Fan growth by ORDER OF 10 withcampaign!
Month ending # of fans Fan growth Event
7/19/08 158 0 Started page
8/19/08 225 67 No action
9/19/08 464 239 Community Mgrbegins to postand interact
10/19/08 1023 559 Comm Mgr talkswith fans
Small GroupsExercise
• Which tactical approach isthe best match for yourorganization?
• Why?
All sources and additional material can be found onthe WeAreMedia Wiki
http://www.wearemedia.org/
If you remix this presentation,please add your remixed versionto the wiki.
Thank you