Download - Day 1 Overview of Tactical Approaches
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Social MediaTactical
Approaches andTools
Social Media and Nonprofits: Two-Day Intensive Workshop
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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
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Objectives
• Introduction to tacticalframework and tools
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GenerateBuzzShare
Story
Listen
Participate
CommunityBuilding &
SocialNetworking
Tactical Approaches
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Listen
Buzz
Share Your Story
Participate
Social Networks
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Tactical Approaches
Listen Participate
CommunityBuilding &
SocialNetworking
GenerateBuzz
Less Time More time
10hr 15hr 20hr
ShareStory
Tactical Approaches and Tools
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Listening isknowing what isbeing said onlineabout yourorganization andyour field.
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A few listening tools …
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• 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
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Key WordsAre King!
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A homelessperson isn’t
someoneyou pass on
your wayinto a fancyrestaurant
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Listening with Twitter Search
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Twitter Search
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“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
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Listening leads to participation
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Participation
• Who is empowered to respond and inwhat circumstances?
• How will you address negativecomments or perceptions?
• What is the goal of yourparticipation?
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Participation Tools
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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
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Happy Ending! Givewell uses Network for Good- nearly $70,000 raised
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Sharing your story social media style …
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•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?
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Personality Blog
Specialized Content
Aggregates Content
Institutional Blog
What type of blog?
Adapted from Nina Simon: Museum 2.0 Blog
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Institutional
Aggregates Content
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Specialized Content
Personality
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Podcasting
How will you maintain aconsistent work flow andcontent?
Who will be your .org’s voice?
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Photo Sharing
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How are you engaging with peopleand encouraging content creation?
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Spreading Buzz
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A Few Tools
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• 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)
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Results7,600+ unique visitors in asingle hour
More than 35,000 uniquevisitors in one day (bestever)
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Digg Effect
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Twitter for generating buzzand spreading charitablegiving …
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Community Building andSocial Networking
CommunityBuilding &
SocialNetworking
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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
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Growth of Facebook fans sinceCommunity Manager involvement
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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
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Small GroupsExercise
• Which tactical approach isthe best match for yourorganization?
• Why?
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All sources and additional material can be found onthe WeAreMedia Wiki
http://www.wearemedia.org/
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If you remix this presentation,please add your remixed versionto the wiki.
Thank you