beyond awareness: making social media work for your coalition

2

Primary Prevention Capacity building Social media communicationsVirtual Learning, Training &Interactive webinars

Clients/Partners• CADCA Coalition Institute• CARS• CSAP• Collaborative Conversations• Kansas AAPS• Kansas Prevention Network• Kansas Family Partnership• Eagle Ridge Institute • Free Spirit Publishing• Learn Resource Network• MIPH• ODMHSAS• Omega Point International• Oregon Research Institute• Paxis, Inc• PIRE• Safe & Caring Schools • Wisconsin Clearinghouse

The surest way to provoke the imagination is to seek

out environments you have no experience with.

LaDonna CoyMHR, CPS, CDLA

#cadcawebinar

# Hashtag

The Workshop

Our Workspace & Resources

http://bit.ly/Kwn2Ih

Meet & Greet

In the Chat window –1.Your first name & Your

Coalition Name2.Number of attendees at

your location

Learning Objectives

• Distinguish between social media communications & Marketing/PR

• Determine your coalition’s social media status• Using Media & Social Media for Good• Why listening is the first step. • Develop an engaging presence to build from• Social media to celebrate/recruit members

SocialMedia?

What is . . .

… a different way to communicate

SocialMedia

1.

Relationships

Learn

ConnectShare

Network

Listen

Contribute

Collaborate

More than “push”2.

… is here to stay!

SocialMedia

3.

Find things online Keep up-to-date - Listen

Nurture NetworksShare Ideas, Resources,And experiences

Coordinate & Collaborate

game changerSocial Media is a

Information > Participation

Expert to audience Networked expertisePresentation Interaction

Reach/outreach EngageFocus on information Focus on Relationships

Manage content Manage communityControl Influence

What’s Shifting?ToFrom

Social Media for

GoodSocial

Source: H. Mansfield, Social Media for Social Good

Web 1.0

Static Web

Web 2.0

Social Web

Web 3.0

Mobile Web

Web 1.0 Web 2.0 Web 3.0

Static Web

Mobile WebSocial Web

Weave All Three w/ Media

Source: H. Mansfield, Social Media for Social Good

Where are weNow?

Image Source: Ross Mayfield, Map of Online Communities (Creative Commons)

Whyis social mediaimportantto coalitions?

If you have goals to:

• Assess/gather data• Provide information • Collaborate on projects• Increase awareness/visibility • Recruit members or supporters• Extend the life of Trainings/events• Be a community thought leader

Rate Your Coalition Presence

0 53 41 2Show up

FullyEngaged

ListenRespond

Participate Give

7 CADCA Change Strategies

Traditional Media Social Media

1. Provide Info PSA, Billboards, Op Eds, Brochures, articles, Press Release, MSM sources

PSA, Web pages, social media releases, FB pages, Tweets, Webcast

2. Enhance Skills Promote Workshops, seminars, Training/TA, distance learning ops

Engage people w/ Interactive webinarsTelesummits, Screencast, Video, Crowdsource via SN

3. Providing Support

4. Enhance Access/Reduce Barriers5. Changing Consequences6. Physical Design

7. Modifying/Changing Policies

Whereto begin?

PurposeClarify Your

PeopleFind Your

Listen

PlaceFind Your

PlanDevelop Your

ProcessOutline Your

PracticeRefine Your

MetricsTrack Your

The

Soci

al M

edia

Pat

h

PURPOSEClarify Your

How clear is your coalition about its purpose?

| |||Notat allclear

Very clear

Somewhatclear

Clear

To what degree?

Recruit members/supporters

Vickie Adams Coalition Director

Circles of San Antoniohttp://www.youtube.com/watch?v=sAdkOZdU5Bc

Have you done a Communications Audit?

A. YESB. NoC. I’m not sure

Social Media Audit

Practice Maturity Scale

Sample Coalition Gap Assessment

Build Capacity

PEOPLEFind Your

POLO!

Start with who’s in the pool

Who are your people?

Who Sector email Cell/text

Dennis Brown

DOJ name@email.com 555-555-5555

Esperanza de la Cruz

Education name@email.com 444-444-4444

Sharma Kapoor

Parents name@email.com 888-888-8888

Make a list …

Digital

Now for some ..

Diggin’

… or just ask!

Source photo: http://farm1.static.flickr.com/73/180244645_b652a06295.jpg

Where are members online?

Name Website Blog FB Twitter OtherDennis www… Yes Yes

Dennis Brown

Yes@dbrown

Esperanza www… No Yes Hope de la Cruz

@hope4all Pinterest

Sharma www… Yes Sharma Kapoor

@sharmakarma

Connect, Follow, Friend, Engage Your Members

Build on your member/supporter list

LISTENWhy?

Listen to find and connect with community members?

Ye Old Community Listening PostImage Source: http://www.flickr.com/photos/73645804@N00/3894173886

Your Listening PostVDigital

• Email subscriptions• RSS Reader• Google Alerts• Meetings• Surveys/Polls

Your Listening PostVDigital

RSS Reader

www.netvibes.com

Your Listening PostVDigital

RSS Reader

Whatis beingsaid about

youonline?

Vanity Search

Your Name/Topic Here

Your Name/Topic Here

How wide to cast your net?

1

Your Name/Topic Here

2

How often?

Your Name/Topic Here

Your email address3

The Listening TemplateIf you want to track a topic …

PLACEFind Your

Where does it make the most sense for your coalition to show up online

& build a following?

Where to show up online?

Website

Curious about the Tool(s)?

Social Media FormulaCreate Your

www.cadca.org/somewiki

PLANDevelop Your

Build Your Coalition PresenceEngage Your People

What are your coalition’s …

Goals Objectives Strategies

Traditional

MediaSocial Media

What about your social media presence?

Tying your strategies to your social media efforts without building your presence would be like hosting a television show with no one watching.

7 CADCA Change Strategies

Traditional Media Social Media

1. Provide Info PSA, Billboards, Op Eds, Brochures, articles, Press Release, MSM sources

PSA, Web pages, social media releases, FB pages, Tweets, Webcast

2. Enhance Skills Promote Workshops, seminars, Training/TA, distance learning ops

Engage people w/ Interactive webinarsTelesummits, Screencast, Video, Crowdsource via SN

3. Providing Support

4. Enhance Access/Reduce Barriers5. Changing Consequences6. Physical Design

7. Modifying/Changing Policies

Formal (Traditional) Informal (Social Media)1. Develop series of targeted social host

messages 2. Develop Social Host PSAs with local

radio station3. Secure a guest spot on local television

station morning show4. Social Host Billboard campaign5. Prepare Op-Ed for local newspaper6. Work with local news media to develop

stories on local impact of social host7. Utilize Bank, school marquees

Formal (Traditional) Informal (Social Media)1. Develop series of targeted social host

messages 2. Develop Social Host PSAs with local

radio station3. Secure a guest spot on local television

station morning show4. Social Host Billboard campaign5. Prepare Op-Ed for local newspaper

with public Pledge campaign6. Work with local news media to develop

stories on local impact of social host7. Contact local bank to show support for

the ordinance on the bank marquee 8. Provide local businesses with digital

picture frames containing social host ordinance messages

1. Post audio PSAs on coalition website, post to FB, Tweet it

2. Host FB conversation about social host, invite an expert

3. Develop blog post, include audio link, post to FB, Tweet it

4. Develop a blog post about morning show appearance, include link to show segment, post to FB and Tweet it

5. Take photos of billboards and pin to Pinterest, post to Flickr, FB and Tweet it (hashtag)

6. Prepare a Social Host landing page on website, pledge campaign

7. Identify influential supporters, ask them to post a YouTube video, Why I support a social host ordinance”

8. Post, tweet, pin ea. Influencer’s video 9. Develop mini-documentary about

social host issue in the community, SEO, blog, FB, Tweet, Pin

What do we post about the rest of the time?

Website

FB Blog

Meetings

Trainings

Events

Conferences

Articles

ReportsStories

EditorialData

Extend the life of Trainings/Events

Use a Hashtag#cadcatrain

Who? Posts what? When? Where? Results?

Alicia Red Ribbon Week Insert date(s) Facebook [insert metrics]

Kathy RRW History Insert date(s) Blog [insert metrics]

Jake Community Event Insert date(s) YouTube [insert metrics]

Jorge Social Host PSAs Insert date(s) Local RadioYouTube

[insert metrics]

Hope Photos of billboards Insert (date(s) Twitter, FB, Website

[Insert metrics]

Social Media Action Plan

Establish a Social Media Communications Team

PROCESSOutline Your

Social media is bigger than

the messageIt is the interaction …

With PEOPLEAbout your MESSAGE• And their RESPONSE• All the TIMEThrough many CHANNELS

Give ‘em something to talk aboutV interesting

Give ‘em something to talk aboutV interesting

Has your coalition established social media guidelines?

A. YesB. NoC. I don’t know

Guidelines & Policies

Interactions …

… make media social!

Like“Friend”

FollowShare

Update

TweetDigg

Text

CommentRT

PRACTICERefine Your

into a pattern of engagement

It is common sense to take one method and try it. If it fails, admit failure frankly and try another.

But above all, try something.

--Franklin Roosevelt

METRICSTrack Your

Analytics

Where & Howis social media

being used By coalitions?

Collaborate on Projects

Kansas SPF SIG

Kansas Prevention NetworkQuarterly Virtual ShareFest

Safe Streets CoalitionTopeka, KS

game changerSocial Media is a

Remember ….

… a different way to communicate

SocialMedia is

1.

Relationships

Learning

ConnectingSharing

Network

Listen

Contribute

Collaborate

Not just about “push”2.

… is here to stay!

SocialMedia

3.

"You cannot manage knowledge, but you can manage the environment in which it can flourish!"

--Larry Prusak

http://bit.ly/Kwn2Ih

Resources from Today

http://www.prevchat.com/

PrevChat

For more Information & Instructions

New!

Photo Citations• David Wilcox, Designing for a Civil Society describes network structures (creative commons) • Protest image source: http://www.flickr.com/photos/editor/4656148830/ • Garage http://www.flickr.com/photos/gregpc/452318338/in/faves-coyenator/• Polo http://www.flickr.com/photos/xadrian/581385733/in/faves-coyenator/• Dog http://farm1.static.flickr.com/73/180244645_b652a06295.jpg• Community Group http://farm4.static.flickr.com/3623/3626223553_6c617f767a.jpg

• All other images paid via subscription from istockphoto.com or shutterstock.com

References & Resources • Netvibes at http://www.netvibes.com• Twitter at www.twitter.com • Google Alerts at http://alerts.google.com • TweetStats at www.tweetstats.com • A Coalition Social Media Communications Audit

http://technologyinprevention.wikispaces.com/file/view/SoMeCommAuditCoy.doc • The Social Media Periodic Table, Jason Verhoosky on the CADCA SoMe Wiki listed below• Circles of San Antonio Coalition YouTube Channel http://www.youtube.com/user/CirclesofSA• DanversCARES http://danverscares.org/• CADCA Institute Social Media Primer http://www.cadca.org/somewiki• Coalition Social Media Guidelines Sample

http://technologyinprevention.wikispaces.com/file/view/CCSoMeGuidelines.docx

• Workshop Resources bundled here http://bit.ly/SoMeForum2012

This presentation is licensed under CREATIVE COMMONS.This means you can use it, or parts thereof, as long as appropriate attribution is given and your resulting product is made available under this same license. The license prohibits using this presentation for commercial purposes. A list of citations and links is included for your reference and use. Please cite all creative commons photos to the original source.

Suggested Attribution: Source: LaDonna Coy, Learning Chi, Inc. for the CADCA Coalition Institute, May 30, 2012, via Blackboard Collaborate.