social media for social good

Social Media for Social Good

Values, Content, Engagement and Advocacy

Thursday, November 29, 2012

Ryan ArndtCommunity/Social Media

Manager In Games/Interactive

@certainlysocial


Ryan ArndtAlso an organic farmer

part-time

Working for social good as well :)


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


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


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.


Who are you?

What are you passionate about?

What is your level of social media experience?


What is social media?


Social Media basics

multi-directional

conversational

engagement-focused


Multi-directional

anyone can join in

conversations involve unlimited numbers of people

often multi-focused


Conversational

friendly

welcome to meet people

like meeting people at a networking event

talk to your heroes


Engagement focused

Questions/Opinions

Interaction

NOT a “newsfeed”

if you do not engage with others on social media, do not use it.


So what is it good for??


What is social media good for?

- Increasing Brand Awareness- Connecting with the Broader Non-Profit/Business Community- Getting to know your customers/advocates better


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


How is it done??


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


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


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.


The Facebook community

conversion funnel Donation/Purchase Likelihood increases


What are your Facebook page goals?- more likes

- more donors-more purchases

- public education etc


Developing a communication plan for

Facebook


What are the communication needs of

the organization?

(tie it to pre-existing communications)

with partner


How is it done well??


A quick overviewContent Creation/Curation


Why do people share/engage with content?

The 4 Ss

- Surprising

- Serious

- Silly

- Stunning


What’s in it for them?


Engagement tips

Support the flow of ideas between people

Community news/Current events

Contests/Crowdsourced Content

Inspiring questions

Casual/fun questions


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


The Posting Ratio

Best Practice

Out of 10 posts....


FIVE - Example 1

5 built around core values – quotes, pictures, fill in the blank, light

engagement


FIVE - Example 2


engagement


FIVE - Example 3


engagement


FIVE - Example 4


engagement


TWO

2 fun/funny/inspiring


ONE

1 involving brand directly


ONE

1 share from another page


ONE!

1 recognizing volunteers/donors/customers directly


Twitter, Pinterest, Google+ and Reddit

Other social networks


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


Best Practice Pinterest

Pin content that is useful, or funny. Repin others’ content, build relationships

Strongest percentage of female audience of all social networks


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”


Best Practice for using Myspace


Important:

Once a culture of sharing has been established,

THEN bring in asking for sales/donations


Successes and Dangers:

Old Spice, Greenpeace, McDonalds, Pepsi Refresh

Aviva Community fundhttp://www.youtube.com/watch?v=owGykVbfgUE


http://www.youtube.com/watch?v=owGykVbfgUE

http://www.youtube.com/watch?v=owGykVbfgUE

Summary:

Foundations For Using Social Media to Create Social Good


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.


Questions?

@[email protected]

http://facebook.com/ryan80e

http://facebook.com/certainlysocialcsmm

http://certainlysocial.com




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