missouri-nea social media workshop don blake, nea mwro

Missouri-NEAsocial media workshop Don Blake, NEA MWRO

Agenda

Attitudes about social networking: what you said and are we in alignment with how our members say they use social media?

Social Networks and Content Sharing tools:Are you familiar with them? A Primer …

Private Social Networks Ning Groupsite

Social Networks Facebook LinkedIn

Content Sharing Tools Blogs Twitter YouTube Wikis

AgendaNEA & affiliates using social media

BrandingFacebook, Groupsite, Ning, Twitter, YouTubeBest Practices

Association project management/communicationsGroupsite, Ning, Yammer

What a Social Media Campaign Looks Like

How to develop a Social Media Campaign

Measuring effectiveness and Listening to the Social Web

Assess your readiness and capacity for starting a Social Media Campaign

K-12 Educators Survey Responses

K-12 Educators Survey Responses

K-12 Educators Survey Responses

K-12 Educators Survey Responses

K-12 Educators Survey Responses

K-12 Educators Survey Responses

K-12 Educators Survey Responses

Pre Assessment Survey of 25 Missouri-NEA Workshop Attendees

Pre Assessment Survey of 25 Missouri-NEA Workshop Attendees

Pre Assessment Survey of 25 MNEA Workshop Attendees

Companies & Social Media

Associations Using Social Media

PR/Branding

Association Work

Blogs YES YES

Facebook YES NO

Twitter YES NO

Yammer NO YES

Groupsite YES YES

Ning YES YES

Wiki YES YES

Associations Using Social MediaAssociation Work: Blogs

Associations Using Social MediaAssociation Work: Blogs

Association Work: Blogs

Associations Using Social Media

Public Relations/Branding: BLOGS

Associations Using Social Media

Public Relations/Branding: BLOGS

Associations Using Social Media

Public Relations/Branding: BLOGS

Associations Using Social Media

Associations Using Social MediaPublic Relations/Branding: BLOGS

So how did they do that?

Best Practices: BloggingBe Transparent: Identifying yourself and your organization. Making it clear that you are contacting them in good faith with a straightforward agenda.

Get to Know Them and Keep it Relevant: Do some research. Make a point to familiarize yourself with their content. Don’t pitch issues that don’t interest them

Keep it Timely: The news cycle online is even faster than in print and on television. If you want to be a part of it, you have to keep up.

Best Practices: BloggingTreat Them as Individuals: Avoid sending blast emails to dozens of bloggers at once. Take the time to personalize your outreach efforts with the blogger’s name, URL, and perhaps even a comment on something they have written recently.

Link to Them: All bloggers want to get links to their site. Links are a form of currency.

Best Practices: Blogging

IF YOU DO JUST ONE THING ...

Put together a list of the blogs you would like to see cover your organization at some point. Send those blogs an email introducing yourself and your organization to start a dialogue.

Best Practices: Blogging1) Write in a witty and conversational tone.

2) Incorporate links into your post, especially links to

news stories and other blogs.

3) Use multimedia. Images and videos can enhance posts considerably.

4) Diversify. There are many different types of blog posts.

5) Use timely information that is breaking news or relevant to the news cycle.

Best Practices: Blogging6) Choose a descriptive and attention-grabbing title for your post.

7) Keep blog posts short – certainly below 1,000 words.

8) Encourage audience participation by asking open-ended questions that spark dialogue.

9) Respond to comments. If someone takes the time to comment on your post, you should return the favor by replying to their comment publicly.

10) Identify yourself. Blog posts written under an organizational name are not generally received as well as those posted under an individual’s name. You should also include a bio and your website links.

Associations Using Social MediaWikis

Associations Using Social MediaAssociation Work: Wikis

Associations Using Social MediaAssociation Work: Wikis

Associations Using Social MediaAssociation Work: Wikis

Associations Using Social MediaAssociation Work: Wikis

How did they do that?

Associations Using Social MediaAssociation Work: Facebook

Associations Using Social MediaAssociation Work: Facebook

ProfileA profile is the hub of an individual’s presence on Facebook. It includes the person’s wall, notes, photos, videos and other information.

WallEach profile and fan page has a wall on which others can write or post multimedia items. This is the equivalent of a guest book on a website, in that other individuals visiting the profile can leave publicly visible messages.

Associations Using Social MediaFacebook

FriendsAdding or accepting someone as a friend is the most basic way to connect on Face- book. All friendships are mutual, so if someone requests to be your friend you must accept the request before you are officially “friends.”

StatusStatus updates are Facebook’s response to Twitter. You can enter a short text statement and a photo, video, event, cause or hyperlink as your status. Under default privacy settings, your status updates are visible to all of your friends.

Associations Using Social MediaFacebook

NotesThe notes application is Facebook’s version of a simplified blogging platform. Anyone on the site can create notes, which can include text, hyperlinks, photos and tags. By default, notes are visible to all of an individual’s friends.

TagTagging allows you to associate a video, photo or note with another individual’s profile. For example, if pictures are uploaded from an event, those in the photo can be “tagged” to let them know they are in the photo

Associations Using Social MediaFacebook

Associations Using Social MediaFacebook

Associations Using Social MediaPublic Relations/Branding: Facebook

Associations Using Social MediaPublic Relations/Branding: Facebook

Associations Using Social MediaPublic Relations/Branding: Facebook

Associations Using Social MediaPublic Relations/Branding: Facebook

Public Relations/Branding: Facebook

Associations Using Social Media

Best Practices: Facebook1. Actively engage your audience by sending out

messages and updates, starting discussions and updating content.

2. Use your organization’s logo as your picture. This will clearly identify your page or group as the official Facebook presence for your organization.

3. Include http:// at the beginning of all links you post or send out to ensure they are clickable hyperlinks.

4. Leverage the fans or members you have to gain new ones. Simply asking group members or page fans to invite their friends to participate can significantly increase the reach of your presence.

Best Practices: FacebookPrivacy & Security

Best Practices: FacebookPrivacy & Security

Associations Using Social MediaAssociation Work: Yammer

Associations Using Social MediaAssociation Work: Yammer

How did they do that?

Associations Using Social MediaTwitter

Associations Using Social MediaTwitter

Associations Using Social MediaPublic Relations/Branding: Twitter

Associations Using Social MediaPublic Relations/Branding: Twitter

Best Practices: TwitterTweet An update of 140 characters or less that goes out to all of your followers

Followers Other Twitter users who follow you

Re-Tweet A common way to give credit when forwarding someone else’s Tweet

Tweet-Up A meet-up or offline event organized on Twitter

Hashtag An easy way to organize content on Twitter by adding a # in front of popular keywords

Associations Using Social MediaPublic Relations/Branding: Twitter

Associations Using Social MediaPublic Relations/Branding: Twitter

Best Practices: TwitterSo how do you do it?

Best Practices: Twitter

1. Take the time to create a unique, well-designed and professional-looking background for your profile.

2. Take advantage of free third-party applications to make the most efficient use of your time

Best Practices: Twitter

3. Stay active and engage your followers. Include a good mix of Re-tweets, Tweets linking to your own content and other commentary. Keep your updates lively and interesting.

4. Seek out and follow legislators, media outlets and advocates. Tools like wefollow.com can help you identify profiles worth following.

IF YOU DO JUST ONE THING ... use Twitter’s search function to follow what people are saying about your organization and the issues on which you work.

Associations Using Social MediaAssociation Work: NING

Associations Using Social MediaAssociation Work: NING

Associations Using Social MediaAssociation Work: NING

Associations Using Social MediaAssociation Branding/Political Action: NING

Associations Using Social MediaAssociation Branding/Political Action: NING

Associations Using Social MediaAssociation Branding/Political Action: NING

So how do you do it?

Associations Using Social MediaAssociation Work: NING

Associations Using Social MediaAssociation Work: Groupsite

Associations Using Social MediaAssociation Work: Groupsite

Associations Using Social MediaAssociation Work: Groupsite

Associations Using Social MediaAssociation Work: Groupsite

Associations Using Social MediaPublic Relations/Branding: Groupsite

Associations Using Social MediaPublic Relations/Branding: Groupsite

Associations Using Social MediaPublic Relations/Branding: Groupsite

Associations Using Social MediaPublic Relations/Branding: Groupsite

So how did they do it

Associations Using Social MediaPublic Relations/Branding: Groupsite

What a Social Media Campaign Looks Like …

We Are Wisconsin

Campaign Management:• Groupsite• Google Docs

“We stand together to support workers and families of Wisconsin. We are teachers, firefighters, fathers, daughters, brothers, sisters, young, and old. We are Wisconsin.”

Community Engagement:• Multiple Facebook Pages• Twitter• Youtube• Microsite

Community Engagement:• Twitter• Facebook

What a Social Media Campaign Looks Like …

What a Social Media Campaign Looks Like …

Community Engagement:• Facebook Pages• Causes• Twitter• Youtube• Microsite• Flickr

What a Social Media Campaign Looks Like …

Community Engagement:• Facebook Page• Twitter• Web site

Campaign Management:• Groupsite

Developing a Social Media Campaign

1. What’s your social object?

Social Objects: Association issues, events or products marketed using social media (designed to engage specific groups of members)

Developing a Social Media Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

Developing a Social Media Campaign

Measuring & Tracking

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

Developing a Social Media Campaign

Developing a Social Media Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

4. Choosing the right SM tools

Developing a Social Media Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

4. Choosing the right SM tools

5. Involve, Create, Discuss, Promote & Measure!

Developing a Social Media Campaign

Developing a SM CampaignThink about your messaging:Don’t be scripted, just make sure everybody who is participating in your social media plan has a crystal clear concept of what the messaging should be. What voice do you want to portray? Analytical? Light-hearted? Have you thought about how your messaging  can engage other users rather than push a sale?How are you tracking?Have you set clear goals for your social media campaign? Long term and short term? How will you measure the results and track your performance?

Developing a SM CampaignPolish your toolsIt's not hard, true, but there still is a learning curve for some social media platforms. Make sure your profiles are properly filled out and you know how to use the tools. Do some small posts as an introduction before you dive into a full on campaign where small gaffes will be painfully obvious.RelaxReally. Once you've done the steps above you can enjoy the experience. Just like a well prepared presentation you've got your tools, your confidant in your messaging and you're ready to start the conversation.

Resources:

Web sites:

Books (Amazon.com): Facebook:

http://www.facebook.com/smexaminer

http://www.facebook.com/groups/SocialMediaRockStars

http://nonprofitorgs.wordpress.com/http://www.socialmediaexaminer.com/