THE SOCIAL WEB: HOW YOU CONNECT

A Presentation for Direct Relief by Alex Beauchamp Photos from: http://www.slideshare.net/jonathanolisanchez

Whoah, hotshot,

I don’t understand your Social

Media doohickey & why I should

care. Break it down in plain

English!

I’m doing an online campaign,

using influencers & a hashtag

to get our tweets out!

THE SOCIAL WEB… Tells our story

Builds & drives community,

advocates, donations.

Drives decision making.

Answers people’s questions.

builds – or breaks – trust.

Helps create brand

awareness in authentic ways.

Allows us to engage/respond

in real-time

Connects us to donors,

employees, media & partners.

Strengthens bonds with

current ones.

Inspires, informs, educates

and entertains.

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Direct Relief Social Media 101

HOW THE SOCIAL WEB WORKS

Direct Relief Social Media 101

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GERRY Not a Donor. No Brand Awareness. Twitter User.

Gerry: I wish I could find a nonprofit to trust & be a part of. But I don’t trust any…

GINGER Donor & advocate through traditional channels. Twitter User.

Ginger: Check out @DirectRelief! They’re amazing. Read this story: http://bit.ly/dsdf

GERRY Becomes a new Donor & Advocate. Repeats Cycle.

PERCEPTION

The Holistic Approach to Social Media for Business

Our work isn’t getting noticed; we need to get

our story out there & money in stat!

Our web site is so 1974. Let’s get it

updated!

I’m sending an email & working an event – let’s

align & blow this baby up.

REALITY

ONLINE GOALS

$$ ENGAGEMENT

Digestable, shareable, searchable CONTENT

Consistent MESSAGING across

all channels

Be the “GO TO” RELIEF Org

Increase BRAND AWARENESS &

share of voice

Campaign Tracking &

METRICS

PARTNERSHIPS (Advocates, Donors & Partners)

THE WORK Create processes (content,

publication, campaigns, coordination)

Content (coordination, creation,

publishing)

Engage (internally, advocates, donors,

media, partners)

Brand Channels & Content

Humanize Brand

Monitor, listen, Respond

Online Campaigns

Update Web site (CMS, structure,

content)

Paid and Organic Search

Mobile (site, giving, communication)

Advocate Program

Internal Education & alignment

The Holistic Approach to Social Media for Business

I got the bossman to care

about social but I still

can’t explain what it is.

You have to

break it down

simply

THE CHANNELS

Photo by Douglas Wray on Instagram

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I got the basics. Now I need details.

Look at all those

tweets. Let me search

for info on

#May4Moms

TWITTER

http://twitter.com/directrelief Purpose:

Short snippets of communication

Info Sharing (ours, partners or relevant info)

Engagement & Community Connection

Great for:

Information Sharing

Reaching new & potential donors

Engaging with current donors

Real-time listening & responding

Sharing resources, content (ours & others)

Promotions & campaigns

Keeping track of media & partners

Engagement with customers, partners, PR, employees etc.

TWITTER BASICS 14

Following: People who have chosen to follow you or people you’ve chosen to follow

Tweet: 140 character message. 112 if you’re including a link.

Retweet (RT): Sharing verbatim what another person tweeted (IE RT @username I love

DirectRelief!).

@Username: A name a twitter user chooses for themselves and that is used to ‘talk’ directly to

them or include them in a conversation. (IE: Hey @DirectRelief you’re great!)

Direct Message (DM): Private message between two people who are following each other.

Hashtag (#): used for events, webinars, ideas, groupings. Is searchable. (IE: It’s

#WorldAidsDay!)

List: Private or Public way to follow/display users without having to follow them.

TWITTER CONTENT

Direct Relief Social Media 101

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TWITTER LISTS

Direct Relief Social Media 101

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Easily organize & see Twitter Users

List can be public or private

Lists can be about customers, media, analysts, magazines, thought

leaders

Easy to add/remove people

Lists can be viewed on Twitter.com

TWITTER TOOLS

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Twitter.com

The official site for twitter. They have apps for the phone and iPhone. You can easily send

out messages, tweet our photos/videos and create lists.

Hootsuite, TweetDeck

For your personal use, you can set up these to tweet from or to monitor & search our

products/competitors/partners etc. Good for saving searches or managing several

accounts.

Bit.ly:

Shortens long URLs so that they are twitter friendly. Also can be used for tracking (IE

how many people clicked the link)

I could tell you how I’m doing but I’ll just post in on Facebook

instead.

You’ll have to be friends with me first. And then decide if I like your content.

Please don’t tag me in a photo. I was supposed to

be at work.

FACEBOOK

http://facebook.com/directrelief Purpose:

Share multi-media content with a

community or friend that has chosen

to ‘like’ you.

Good for:

Engaging with our community

Promoting events

Updating donors on what we do

Reach (getting our ‘friends’ to talk

about us to their facebook friends’)

Campaigns

Sharing powerpoints, photos & videos.

Polling/feedback

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Direct Relief Social Media 101

FACEBOOK BASICS 20

The voice matters just as much – if not more – than the content shared on Facebook.

Content should & personalized (IE: not just cut and paste a news article).

You can highlight another page/person by adding @ before their name (IE

@DirectRelief)

Promote Webinars & Events on Facebook

Content can be directed to a target audience (IE to countries/regions, demographics or

language)

When you “like” a post, it helps that post get seen by others.

Create special “Landing Pages” for promotions

We’re competing with funny cat videos, baby photos & wedding announcements.

HOW WE’RE DOING

Direct Relief Social Media 101

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I’m glad I’m in your

“Opera” circle & we can “Hang

Out”

I’m confused – how did I join this circle?

It was easy. I should have made it private

though. Who’s the kid to my right?

GOOGLE+

https://plus.google.com/103659899103465675737

Purpose:

Sharing content

Segmenting connections

“Hanging Out”

Search

Good for:

Sharing news in a blog format

Photo slideshows

Sharing links

Segmenting

information/connections

Connecting live to others

(webcam/voice/content)

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Direct Relief Social Media 101

GOOGLE+ BASICS

Direct Relief Social Media 101

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Group/Search words with

#Hashtag like on Twitter.

Highlight people/companies

by adding + before their

name. IE +DirectRelief

You can add people into

circles

You can do photo slideshows

If you’re in Gmail/Google

Reader you can easily share

content

GOOGLE+ SIGN UP

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Go to https://plus.google.com/. If you have a Gmail account, click the big red

“sign in” button:

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Once you are signed in, search “Direct Relief” in the tool bar. You’ll see our logo appear – click on it.

Click “Follow”

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Next time you log into Gmail, your top navigation will look like this:

The highlighted areas are for Google+ (or G+). On the right, if there’s a number, it will notify you of new activity. On the left, your +Name is how you get to your G+ profile.

That’s easy for me to find, sir.

I’ll search Flickr right away.

You know what would make this report better?

Pretty pictures!

FLICKR

http://flickr.com/photos/directrelief Purpose: Sharing Photos & Images

Good For:

Excellent SEO

Sharing event, company &

employee photos that require

high visibility

Media/Bloggers (they can

download, use, embed)

Managing/Organizing photos

Content & Image

Management

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Direct Relief Social Media 101

FLICKR BASICS 30

There’s only one Flickr Account.

Can create sets for different events.

Trip photos, company events, community photos & employees that are shareable go up

Can easily be tweeted, blogged and shared with media.

Need permission of people in photos if you can see their face.

No photos of private information can go up (IE: if there’s a monitor with financials on it – no go!)

All content must be properly titled, describe and tagged

FLICKR CONTENT

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Have a photo to go up? Please work with Alex for uploading. Be prepared to have

and add it to a simple spreadsheet that Alex will give you. This helps our

volunteer know how to add it to Flickr and we’ll never have to ask you for the info

again!

Title: If it’s an event, use event name first. IE: Haiti.

Description: It’s searchable to use lots of reach text to help with organic search

Tag: words used to describe the photo. IE: haiti, partner, clinic, direct relief.

SETS

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THE GOAL OF EACH SET

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THE GOAL OF EACH PHOTO

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I could watch these cat videos all day.

YOUTUBE

http://youtube.com/directrelief Purpose:

Videos

Notes: 2nd largest search engine

People ‘listen’ to YouTube just as much

as they watch them

Videos are best under 2min

Great for media/bloggers (Can embed

files into blogs & get specific URL’s)

create play lists

favourite other videos & have them

shown on our channels

People can leave comments

Can shoot with your phone! Doesn’t

have to be HD – just has to happen!

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YOUTUBE

Direct Relief Social Media 101

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Direct Relief Social Media 101

38 SUBSCRIBING TO CHANNEL

GET EMAIL ALERTS FOR NEW VIDEOS

Direct Relief Social Media 101

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SHARING A VIDEO

Direct Relief Social Media 101

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If only I had a way to share our newsletter in

an email, everyone could see it as it was

intended to be seen….

SLIDESHARE

http://slideshare.net/directrelief

Direct Relief Social Media 101

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Purpose:

Easily sharing Powerpoints and PDF presentations

Having a way to socially share presentations

Leveraging organic search

TO FOLLOW

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You need to create an account first. Then you can click “Follow” to receive updates

SHARE A PRESENTATION

Direct Relief Social Media 101

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Mission successful. Let’s connect on LinkedIn so we

can work together in the future – even if it’s not on

the same planet.

Will she write a recommendation,

too?

LINKEDIN

http://www.linkedin.com/company/direct-relief-international 46

Purpose:

Business and Media “Phonebook”

Connect, follow & recommend companies/products/people

Share news and information via updates and forums

Job search

Networking with employees & partners

Group Discussions

Sharing your job history & highlighting what you now do

Add “Causes I care about” & “Organizations I support” section. You can add Direct Relief!

FOLLOWING 47

I think I am ready to get my tweet on! Find

me as @Bossman!

Well, sir? What do you think?

QUESTIONS?

CHEAT SHEET Facebook: http://facebook.com/DirectRelief You can read our content without having an account

To share our content within Facebook you need to have an account and be logged in

‘Liking’ our posts helps our posts show up on others walls

We post public events (online & offline), photos, stories, updates & thank you’s

Twitter: http://twitter.com/DirectRelief You can read our content without having an account

To share our content within Twitter you need to have an account & be logged in.

Think of Twitter as “Headline News” to share to people interested in what we do, who have donated, who are our partners or employees.

YouTube: http://youtube.com/directrelief You can watch and share our video content. You do not

need to have an account to share our videos.

If you have a Google account you can get a YouTube account and subscribe to our channel, getting email updates when we do update and also giving you the ability to ‘favorite’ videos.

Slidshare: http://slideshare.net/directrelief You do not have to have a Slideshare account to share

We put our PowerPoint and PDF presentations up here. Allows you to easily share these documents in emails, web sites and social networks.

Google+:: https://plus.google.com/103659899103465675737

You do not need an account to read or link to the information

If you have a Gmail account you can easily get the Google+ or sign up directly on Google+

More like a blog/news site; less community focused than Facebook and we can share larger amounts of content without character restriction.

Flickr: http://flickr.com/photos/directrelief You do not have to have an account to look at or share

photos

We’re working on this to make public thousands of photos we have up there that you can easily share in email, embed on web sites, create photo shows or share on social networks.

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Direct Relief Social Media 101