project unify social media presentation

SPECIAL OLYMPICS Project UNIFY®Social Media TrainingOctober 19 &20, 2011

• General Social Media Overview

• Developing a Social Media Plan

• Measuring Success

• Activation in Action

• Tips for Developing Content

• Q&A

TODAY’S CATEGORIES2 |

• SOCIAL MEDIA IS NOT… • Free• A silver bullet for

fundraising• An opportunity to

control your message• An opportunity to tell

everyone what you think• Inherently appealing

and cool to millenials• An alternative to clear

messaging/mission

• SOCIAL MEDIA IS … • Pretty low cost• Growing by leaps and

bounds• An opportunity for

conversation• A great way to reach

certain audiences• A complement to the

messages you’re sharing through other channels

WHAT IS SOCIAL MEDIA?3 |

The biggest shift since the Industrial RevolutionTHE SOCIAL MEDIA REVOLUTION4 |

Based on Digital Buzz Data from 2010

WHAT ARE PEOPLE DOING ONLINE?5 |

WHY DOES IT MATTER?6 |

WHERE DO WE START?7 |

• Listen to yourself

• Listen to others

• Determine target audience

• Define your assets

• Set goals

• Select your channels

• Implement, listen & re-invent

LET’S START WITH A PLAN8 |

Developing a Social Media Marketing Plan

Adapted from Developing a Social Media Plan from ifPEOPLE

• What channels do you currently use? • Who is your target audience? • What’s missing?

• What are people saying about you? • Who are the people that are talking

about you?• Are there negative comments or

misconceptions?

Listening tools:

9 | LISTEN: TO YOURSELF AND TO OTHERS

10 |AUDIENCE AND ASSETS

YOUTH

EDUCATORS

POLICY MAKERS

• Define the audience you hope to reach with your social media efforts and create a profile for this group• What are their offline/online

habits?• General likes/dislikes• Personality traits and attitudes• Etc.

• Determine the assets that will affect your social media plan:• How much time can you dedicate?• Staff members?• Technical expertise of staff?

Social media tools aren’t really free. They cost time.

• What do you hope to achieve with your Project UNIFY social media efforts? Align your social media goals with the overall communications and marketing objects for your state and PU program.• Youth recruitment?• Better awareness?• Increased website traffic?• Inspire people to action?• Increased donations?

• Keep track of goals and set benchmarks to track progress

• Which tool best suits my audience? My goals? My message?

11 |SET GOALS AND SELECT CHANNELS

Words to live by: Plan for the marriage, not the wedding

12 |IMPLEMENT YOUR PLAN

…but don’t forget to constantly re-evaluate!

SOCIAL MEDIA ROI13 |

Measuring Success

“If you come to me with a request

for budget and resources for social

media, to make it a priority for our

business, you will lose every time…If

you tie social media to our business

priorities and objectives and

demonstrate how engagement will

enable progress, you will win every

time. Social media must be an

enabler to our business, just show

me how.”

- CEO

14 |SOCIAL MEDIA ANALYTICS

Facebook Engagement Twitter Engagement

New page likes New followers

Posted link clicks Posted link clicks

Site Visits Site visits

Comments Mentions

Content likes Retweets

Photo/video views Direct messages

Track metrics/benchmarks that determine if you’re reaching your goals

15 |SOCIAL MEDIA ANALYTICS

… and thousands more free and fee services.

The Tools

WHAT DOES IT LOOK LIKE?16 |

17 |ACTIVATION IN ACTIONLessons from The Humane Society

ACTIVATION IN ACTION18 |

Lessons from The Humane Society

• ORGANIZATION: United Nations World Food Programme

• OBJECTIVES: Increase donations

• STRATEGY: Provide ways which social media users can use games and social networking to provide more meals for hungry people around the world

• TOOLS: Social gaming

• RESULT: Since 2007, the Free Rice World Game has fed 4.2M+ for a day in countries like Bangladesh, Uganda and Cambodia

19 |ACTIVATION IN ACTIONLessons from the United Nations World Food Programme

20 |ACTIVATION IN ACTIONLessons from the United Nations World Food Programme

Social activation and integration at all levels. Players can:• Log in via Facebook connect or Twitter Profile• Easily share actions with networks on Facebook and Twitter• Create groups and compete with friends in an online

community-type atmosphere

21 |BACK TO WHAT’S REALLY IMPORTANTCreate good content and people will care!

TIPS FOR FACEBOOK22 |

Pictures Rule!

WHY?22% more engagement than video posts54% more engagement than text posts(BizReport)

***Statistics are helpful, but don’t forget the audience you’re targeting!

TIPS FOR TWITTER23 |

Longer tweets produce more clicks, but don’t surpass 130 characters. The reason: people only click on what they feel is valuable. You need to give them enough information so they know the click is worthwhile, but if you go over 130 characters, you make it harder for your followers to retweet your message. (HubSpot Blog)

SOCIAL MEDIA FOR PROJECT UNIFY24 |

Creating new vs. using existing social media profile accounts

VS.

The greatest misperception among most organizations is that engaging in social media is free. This couldn’t be more WRONG! An organization that works with under this assumption WILL NOT succeed in the social media space and will probably damage their own brand and lose supporters by having a misguided approach.

So what is free? Tools. Facebook, You Tube, Twitter, etc.

What is not free? The time for staff to implement the strategy.

A generic starting timeline may resemble something like this:• 5 hours/week to start listening• 10 hours/week to participate• 10-15 hours/week to generate buzz• 20+ hours/week to build community• (At least) 3-6 months until you see results

25 |TIMELINES AND EXPECTATIONS

• Think about what you can offer supporters, and how you can facilitate, not how you can “push out messages”.

• Speak as humans, not as a company.

• There are natural storytellers. Find them, and the best stories your program can tell.

• Find someone really passionate about talking with supporters.

• Create ways for your supporters to actively

participate in content creation.

• Always be listening.• The more responsive you

can be, the better.• Building relationships is a

long-term commitment, not just a “campaign.”

• Learn by doing. It’s really the only way.

• Experiment and don’t be afraid of “failure”. If something doesn’t work, adjust and keep trying or try something else.

FINAL WORDS OF ADVICE26 |

REBECCA RALSTONWeb Communications Specialist

Project UNIFY (202) 824-0212

rralston@specialolympics.org

QUESTIONS OR COMMENTS?