social media - resilient leaders – resilient organizations: a blue cross and blue shield of...

Social Media

Resilient Leaders – Resilient

Organizations: A Blue Cross and Blue

Shield of Minnesota Foundation Convening

Resilient Leaders--Resilient Organizations 2

Number of hours of video that are uploaded to YouTube every minute.

Number of years it would take to view every YouTube video

Number of YouTube videos viewed per day

Number of articles available on Wikipedia

Number of photos archived on Flickr as of June 2009

Average number of “tweets” per day on Twitter.com

The number of minutes spent on Facebook per day

If Facebook were a country; this would be it’s rank in the world.

The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook.

100,000,000

13,000,000

3,600,000,000

3,000,000

5,000,000,000

1,000,000,000

SOCIAL MEDIA – Mix & MatchANSWER SHEET

• Introductions & Input

• Face & Accept Reality−Facts & Figures

• Find Meaning−Social Media tools and how their

being used

• Improvise −Play the Social Media Game

Agenda

Resilient Leaders--Resilient Organizations 4Resilient Leaders--Resilient Organizations 4

4 reasons why your organization needs to

start dabbling in social media:

Face & Accept Reality

Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later

Find Meaning

Definition of Social Media

Social Media is people using tools (like

blogs & video) and sites (like

Facebook &

Twitter) to share content and have

conversations online.

How we communicate has changed.

Traditional – You get it from us Social – You get it from your network

Find Meaning

• Start with a FrameworkStep #1: Define a Reason to

Engage−Advocacy−Awareness−Fundraising−Special Events/Programs−Influencing Change

Find Meaning

• Start with a FrameworkStep #2: Formulate an Objective or

Goal−Advocacy: Increase Youth Engagement−Awareness: Raise Profile/Expand Base−Fundraising: Explore Online Giving

Options−Special Events/Programs: Turnout−Influencing Change: Be Recognized as a

Thought Leader on Your Subject

Find Meaning

• Start with a FrameworkStep #3: Select the Appropriate Tools−What are your Objectives−Who is your Audience−Where is your Audience spending their

time?−Strategy - How you will use the Tools−Staffing – Who will use the Tools−Measure Success

Find Meaning

• Start with a FrameworkStep #3: Select the Appropriate

Find Meaning

“No matter what you do, what you say, or how you use

technology it’s not about the tool or the wires or the

bells and whistles. It’s about the bonds.

Don’t ask, should we blog? Ask, is blogging a good way

to connect with our audience?”

Source: http://www.nonprofitmarketingblog.com/technology_isnt_about_wires_its_about_bonds/

Find Meaning

RSS & SocialBookmarking

Social Networks Allow You to:

Connect with other usersBuild mission awareness

Share content (links, news items, stories, pictures)

Engage in real time communications

Find Meaning – Social Networking

• Facebook is the 4th most popular website in the United States

• More than 1/2 of Facebook’s users are outside of college, with the fastest growing demographic being those over 30 years of age. − What do those big numbers mean? 600,000 new users

every day.

• The average user has 120 friends on the site• More than 3 billion minutes are spent on Facebook

each day (worldwide)• More than 4 million users become fans of Pages

each day (why shouldn’t they become a fan of your business?)

2 of 8

Raise Awareness, Engage Your Audience & Promote Programs

Use Your Personal Page

And a Fan Page

Explore Causes for Fundraising

Leverage Current Events

Raise Awareness, Engage Your Audience & Promote Programs

SWMN Facebook Pages

• First Baptist Church• Calvary Baptist Church • Girls Hockey Team• Class Reunions• City Governments• Redwood Area Hospital

Employees • Fusion Youth Ministries• MOPPS of Montevideo

• Serv• Stop Multiple Sclerosis

for $1• Wind Energy

Technology• Donate $5 to the

(Olympian) Brian Gust Cancer Fund

• Walk like MADD• United Way of

HutchinsonResilient Leaders--Resilient Organizations

Find Meaning - BlogsWhat is a Blog?

• Web + Log

• Blogs are frequently

updated websites

with short posts that

encourage comments

from readers.

Why blogs are a big deal

Blogs changed the way people saw the Web

You can create, react, communicate

For the first time ever, anyone could make content

for a global audience

Find Meaning - Blogs

Special Characteristics of Blogs

No technical knowledge required

Readers can leave comments

Automatically organized

Search Engine magnets

Instant distribution of information

Multiple Authors

Internal and External Links

Permalinks

Org Blog: Raise Awareness

Org Blog: Advocacy

Program Blog: Raise Awareness

Thought Leader Blog

Leverage Your Blog Content on your Website & Enews

Broadcast Using Other Social Media Tools

Resilient Leaders--Resilient Organizations

Photo & Video Sharing

Tell your organizations story through photos and/or video

Puts a human face on your work

Add them to your website, social networks, sharing sites, and more

Find Meaning – Photos/Video

Photos Help Raise Awareness & Promote Events

Find Meaning – Photo/Video

Photos for Volunteer Appreciation & Corporate Sponsors

Using Photos to Raise Friends/Funds

Tell Your Story in New Ways

Videos Can Promote Events

Video can Raise Awareness

Video can Thank Volunteers & Tell Your Story

• Microblogging−real time mini conversations in 140

characters−Similar to facebook status updates−Opportunity to extend your brand,

promote events, share resources

Find Meaning - Microblogging

Twitter Helps Raise Awareness

Share Ideas & Influence Change

Use Twitter Search

Microblogging & Public Policy

• During this session Twitter took off

at the Capital, especially to

communicate committee meeting

changes, bill updates, etc

• Tool to connect with the general

public, elected officials, lobbyists,

and others at the same time

Find Meaning – Social Bookmarking

Social Bookmarking

−Use of “tags” to find relevant content−Rate & Comment on resources you find−Archive resources you like or will need−Publish your own content for others to

find rate and comment on

Use of Social Bookmarks to Generate Resources

Find Meaning – Social Bookmarking

• Taking it to the Next Step−Combining tools can be a powerful way

to use social media (can be automated)• Examples:

−Share a blog post on your website, facebook & twitter

−Take photos on your phone & send to flickr or twitpic, share on facebook & twitter

Find Meaning – Cross Promotion

Improvise

• The Social Media Game−Directions

• Read scenario at top of page out loud• 5 minutes to discuss which tools to use• Do not exceed a total of 10 points

(see at bottom of cards)• Describe why you chose tools• Assign someone to report outcome (2

minutes)

Josh BecerraCo-founderMonkey Island Inc.

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