Download - Social Media For Social Good
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Social Media for Social Good
Values, Content, Engagement and Advocacy
Thursday, November 29, 2012
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Ryan ArndtCommunity/Social Media
Manager In Games/Interactive
@certainlysocial
Thursday, November 29, 2012
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Ryan ArndtAlso an organic farmer
part-time
Working for social good as well :)
Thursday, November 29, 2012
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BACKGROUND *HeroEngine - Social Media/Community Manager* Merging Media - facebook and twitter management, video blogging/social video creation* GameRecruiter/Game Industry Virtual Career Expo - Social Media Manager* SocialChocolate - Community Manager* International Game Developers' Association – Global Community Manager - membership, volunteer, studio, social and community management with content creation on top.* Casual Connect - interviewing big players in gaming for the use on Casual Connect social web* Canadian Videogame Awards - Social Media and Community Management
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What I do as a community/social media manager
Support community members
Promote the organizations I work with
Offer outside perspective
Create content around brand values
Maintain a positive community
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Support Community Values
Inclusion - welcome new people and ideas
Engagement - encourage participation
Empowerment - support success
Humour and Creativity - do it all with a fun, full and balanced life in mind.
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Who are you?
What are you passionate about?
What is your level of social media experience?
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What is social media?
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Social Media basics
multi-directional
conversational
engagement-focused
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Multi-directional
anyone can join in
conversations involve unlimited numbers of people
often multi-focused
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Conversational
friendly
welcome to meet people
like meeting people at a networking event
talk to your heroes
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Engagement focused
Questions/Opinions
Interaction
NOT a “newsfeed”
if you do not engage with others on social media, do not use it.
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So what is it good for??
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What is social media good for?
- Increasing Brand Awareness- Connecting with the Broader Non-Profit/Business Community- Getting to know your customers/advocates better
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What is social media good for?
- Getting known as a leader in the perspective field- Customer Service- Empathy/Humanizing the brand
- Over time, soliciting donations/sales
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How is it done??
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Technical stuff-Differences between a page and a group
-Page setup and edit
-How to use facebook as a page
-Question feature and market research implications
-Message function
-Sharing images, links, video, text (pro's and con's of each)
-Liking other pages and sharing their content
-Share for Share
-Highlight content on a page and when to do so
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Be where they are
Make it easy to find the Community/Welcoming Team in multiple places online, not just main website.
Create content that is welcoming and friendly
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Help them to join in
Encourage people to ask themselves “How can I get involved?”
If a conversation starts on one social network, don’t start by automatically telling them to contact you elsewhere, as this may lose them.
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The Facebook community
conversion funnel Donation/Purchase Likelihood increases
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What are your Facebook page goals?- more likes
- more donors-more purchases
- public education etc
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Developing a communication plan for
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What are the communication needs of
the organization?
(tie it to pre-existing communications)
with partner
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How is it done well??
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A quick overviewContent Creation/Curation
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Why do people share/engage with content?
The 4 Ss
- Surprising
- Serious
- Silly
- Stunning
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What’s in it for them?
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Engagement tips
Support the flow of ideas between people
Community news/Current events
Contests/Crowdsourced Content
Inspiring questions
Casual/fun questions
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Think BIG Together
“What is something you are finding to be a challenge?”
Open-ended question: Where do you need support?/How can I help you to succeed?
Support a person’s ability to innovate and surprise you
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The Posting Ratio
Best Practice
Out of 10 posts....
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FIVE - Example 1
5 built around core values – quotes, pictures, fill in the blank, light
engagement
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FIVE - Example 2
5 built around core values – quotes, pictures, fill in the blank, light
engagement
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FIVE - Example 3
5 built around core values – quotes, pictures, fill in the blank, light
engagement
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FIVE - Example 4
5 built around core values – quotes, pictures, fill in the blank, light
engagement
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TWO
2 fun/funny/inspiring
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ONE
1 involving brand directly
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ONE
1 share from another page
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ONE!
1 recognizing volunteers/donors/customers directly
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Twitter, Pinterest, Google+ and Reddit
Other social networks
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Best Practice Twitter
Excellent for meeting strangers
“If you want to talk to your hero, try Twitter” - Kris Krug (United Nations Social Media Manager)
- #hashtag chats and communities
- Follow, Retweet, Reply, Share - think of it like wooing.
- Slower to grow than Facebook, growth requires being very conversational, build relationships
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Best Practice Pinterest
Pin content that is useful, or funny. Repin others’ content, build relationships
Strongest percentage of female audience of all social networks
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Best Practice Reddit and Google+
Users are highly technical, heavily skewed towards males.
Share and re-share tech related content, build relationships.
Reddit and (4chan) is often where people say “content on the internet begins”
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Best Practice for using Myspace
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Important:
Once a culture of sharing has been established,
THEN bring in asking for sales/donations
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Successes and Dangers:
Old Spice, Greenpeace, McDonalds, Pepsi Refresh
Aviva Community fundhttp://www.youtube.com/watch?v=owGykVbfgUE
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Summary:
Foundations For Using Social Media to Create Social Good
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Values
Inclusion - welcome new people and ideas
Engagement - encourage participation
Empowerment - support success
Humour and Creativity - do it all with a fun, full and balanced life in mind.
Thursday, November 29, 2012
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Questions?
http://facebook.com/ryan80e
http://facebook.com/certainlysocialcsmm
http://certainlysocial.com
Thursday, November 29, 2012