social media in 30 minutes a day workshop
DESCRIPTION
This workshop was part of the 2012 Grassroots and Groundwork conference, at Mystic Lake, MN - given June 8, 2012 by Amy Sample Ward. learn more at http://amysampleward.org and http://nten.orgTRANSCRIPT
SOCIAL MEDIA FOR SOCIAL IMPACT
Even when you have only 30 minutes a day!
Amy Sample Ward, NTENGrassroots & Groundwork 2012
WHO’S HERE TODAY?
AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
WHAT IS SOCIAL MEDIA?
WHAT’S SO SPECIAL ABOUT IT?
• Real-Time• Public• Shareable• Multi-directional• Personal
SOCIAL MEDIA IN PRACTICE
• Be Real• Be Engaging• Be Valuable
WHERE DOES SOCIAL MEDIA FIT?
OPPORTUNITIES WITH SOCIAL MEDIA
OPPORTUNITIES WITH SOCIAL MEDIA
OPPORTUNITIES WITH SOCIAL MEDIA
OPPORTUNITIES WITH SOCIAL MEDIA
DISCUSSION
• What do you want to do with social media?
• What scares you or your organization about social media?
• Which organizations do you admire on social media?
AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
COMMUNITY
Flickr: efleming
NETWORK
Flickr: thefangmonster
CROWD
Flickr: SashaW
COMMUNITY ENGAGEMENT
Flickr: cambodia4kidsorg
CROWDSOURCING
Flickr: James Cridland & billypalooza
VALUE ADD
Flickr: Hamed Saber & jimmcclarty
ELEMENTS OF ENGAGEMENT
TIME
Flickr: joelanman
ACTION
Flickr: juniorvelo
PEOPLE
Flickr: rileyroxx
COMMUNITY MAPPING
STEP 1: GROUPS
Questions to ask:Do different programs or departments connect with different groups?Do services or products target different groups?How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?
STEP 2: GOALS
Questions to ask:Why does the community continuing needing your services, programs or work?What is in it for others to participate?
-----What do you need help with or involvement from the community to do?How can your work improve with engagement?
STEP 3: TOOLS
Questions to ask:Where does this group already talk or engage online?Which tools are most appropriate to the kind of message or content?What kind of engagement is required to match the goals?
COMMUNITY MAPPING TEMPLATE
Get this template! http://bit.ly/DIYcommunity
DISCUSSION
• What groups and segments did you come up with?
• How did you identify the goals?• Did you notice any tools that aligned
with only one or two groups?
AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
YOUR STORY
• Sharing your knowledge and experience with other volunteers
• Inspiring your friends & family to join you• Showcasing your work/organization to the crowd • Reporting your contributions to NYCares
YOUR TOOLS
• Phone• Computer• Software (open source options for most
everything you may need)• Social networks
CONTENT PLANNING
STEP 1: CONTENT
Examples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents
STEP 2: GOALS
Examples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community
STEP 3: OUTLETS
Examples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog
CONTENT PLANNING TEMPLATE
Get this template! http://bit.ly/DIYtemplate
DISCUSSION
• What were some of your content types?
• Which channels did you identify?• How did you decide which channels
you marked content for?
AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
WHAT’S WORKING?
GOALS + METRICS
• Start with your organization/department goals
• Identify the data that will help tell that story
• Test and modify, and again
GOALS + METRICS
NTEN Example:
Establish NTEN Reputation: NTEN is a trusted leader for information, resources, and education on all aspects of using technology across your organization to meet your mission. NTEN is an early adopter; transparent and open with our evaluations and experience.
GOALS + METRICS
NTEN Example:• % of Conversation• # of outside articles & speaking engagements by NTEN staff• RT’s• # of requests from Members for specific information • positive mentions of NTEN• guest content (NTEN blog) promotion • leading referral sites (external)• leading referral platforms (social media)• referral site w/longest on site time
GOOGLE ANALYTICS
ALERTS
METRICS TRACKING TEMPLATE
Get this template! http://bit.ly/DIYmetrics
METRICS: REPORTINGInternal reporting:•Weekly metrics for various platforms•Add metrics as you go•Look at long term, not just short term changes•Monthly reporting of trends and insights
External reporting:•Share when there is something worth sharing•Reporting context, not just numbers•Ask for input and feedback
DISCUSSION
• What are you tracking now?• How do you think reporting could
help in your organization?• What are some of the goals you
identified, metrics that measured them?
AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
WHAT’S MY 30 MIN LOOK LIKE?
LISTENING
LISTENING WITH RSS
LISTENING WITH RSS
LISTENING WITH ALERTS
LISTENING WITH TWITTER
LISTENING DASHBOARD
LISTENING DASHBOARD
JOINING
JOINING WITH COMMENTS
JOINING WITH COMMENTS
JOINING WITH SIGNPOSTS
CREATING
CREATING PROFILES
CREATING REAL PROFILES
CREATING ENGAGING PROFILES
CREATING VALUABLE PROFILES
CREATING CONTENT
AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
Tying it to your own practiceInstructions:
1. Circle up in groups2. 4-part grid3. Lots of questions and conversation4. Sharing with the whole room
AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
RESOURCESTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics
Books & Collections:We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.phpManaging Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/
RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-
your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-
systems-smms/ http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-
the-difference-and-the-opportunity/http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-
change/http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-
sustainable-community-building/ http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-
landscaping/
