social media capacity building
TRANSCRIPT
SOCIAL MEDIA CAPACITY BUILDINGStep by Step Solutions for Your Nonprofit Organization
Susan Tenby @SuzboopOnline Community & Social Media DirectorTechSoup Global
Social Media Conversation in Community
Susan TenbyOnline Community/Social Media Director,TechSoup [email protected]@suzboopSusantenby.com
We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources
and knowledge they need to operate at their full potential
TechSoup Global has established an extensive partner network in 32 countries
AustraliaBelgium Botswana
BrazilBulgariaCanada
Chile CroatiaFrance
Germany Hong Kong
HungaryIndia
IrelandJapan Kenya
Luxembourg MacauMexico
Netherlands New Zealand
Poland RomaniaRussia
SlovakiaSlovenia
South AfricaSpain
TaiwanUnited
KingdomUnited States
Double-click to enter titleDouble-click to enter textCommunicating across social media channels for the TechSoup Global online networks
Online Community and Social Media Team
CAPACITY BUILDINGBegins with creating a map of social engagement
Cause, campaign or organizational
plan?
FloridaHousing
Campaign or organizational plan?
Mission & Purpose?
What do you want to accomplish?
Measurable Goals
Call to Action Request
Organizational voice and brand
Authority Position?
Step One:CHART THE COURSE:
Determine whichChannels are right for you – and right for your audiences to receive you
WHY Social Media?
_______________2- Way ConversationKeeps you current
Keeps you as Authority
Feedback LoopSpread word abt you
COMMUNITY
Mission
Measurable Goals Connected to Specific outcomes
Call to Action Request
What do you want to accomplish?
What is your call to action?
What do you want by having & monitoring your social media presence? • Drive traffic to your website? • Increase your org’s thought
leadership? • Generate partnerships? • Donations? • Buzz? • Volunteers?
Pick one or two goals: Stay Focused!
SOCIAL ESSENTIALSMission, Goals, Vision for sharing your story
• Minimal Outreach and Community: Facebook & Twitter• Minimal Listening: Google Alert & Twilert• Minimal Tracking: Hootsuite & Insights
Social Media Planning: Methods,Options, Outlets
Storytelling Channels & Elements
Video (short) Documentary Other film/TV
Streaming Media Events Games
Checkins- Geocaching Online Ads Print Media
Visual Advertising Websites
Twitter Facebook LinkedIn Google+
Groups and ListsOther Web Communities
A sample of media channels and places to consider story and campaign integration
The Right Formula = Your Secret Sauce
Managing your internal voices
Listening to your external voices
Who do you want to participate?How do they participate?At a minimum...When setting up your networks, make sure you include the following:1) Photo and/or logo2) Links back to your website3) Content about you or your organization
DIGITAL STORYTELLING
Social stories shared amongst trusted friends
http://tiny.cc/tsdigs
WHAT IS YOUR STORY?
Organizational voice and branding…
What is your Authority Position?
Digital Storytelling: Content Production &Distribution
Outreach:Identify newPotential partnersAcross many media Outlets & Channels
What is your story?
Who is telling it?
With what voice?
Who voicesyour social
sites?
Find your peeps through hashtags and Twellow
Don’t Tweet Like CHER.
• Don’t tweet like Cher• Don’t make up
#uselesshashtags• Don’t spam via DM• Don’t call yourself a
rockstar or guru• Don’t put an emoticon
or exclamation mark after every tweet
• Don’t be self-referential in all your tweets
• Track click-thru using Bit.ly & do what works
ENGINEER SHARING!
CONVERSATION
Hashtags #NPtechResearch and find tags from many communities related to your field
Participate in conversations that help you engage new audiences and strengthen your authority positions
Use tags to organizeInformation and grow diverse conversations
Social: What to do & what NOT to do
• DO find a third party listening dashboard tool that you like such as NetVibes or Google Reader for RSS/alerts
• DO subscribe to Alerts about relevant topics• Don’t delete or Ignore negative feedback,
address it• Don’t use your friends and followers for their
networks• DO tag Strategically, redundantly across
many channels• Don’t only broadcast about your org, share
stories & respond• Don’t be a control freak: guide conversations• Don’t just expect someone will run your SM
channels, designate someone!• DO track your progress using social analytics
tools that help you track success
Amplify, but speak the right local language
• Don’t use other people’s pages as a platform for your spam
• Don’t Auto Feed your Status updates to Facebook
• Don’t use Selective Tweets• Do take a little time, show
you care• Do take advantage of
features of the channel such as crosstagging to groups, people and places at once with links
• Do find your niche community & stay focused on that topic
LISTENING
A few good dashboards
HootsuitePros:• Good for listening, include tags, common misspellings, lists/groups• Allows us to follow multiple streams across many social media
sites, creating specialized campaign and search tabs for various projects, events and organizations
• Paid version gives downloadable reports for ROI information
Cons:• Free version won’t allow for multiple accounts or multiple users
CoTweetPros: FREE• Schedule & assign Tweets ahead of time PR releases &
allows teams to manage accounts• CoTweet & Hootsuire allow us to see who responded, when
& so we can figure out how to follow up to each request
Cons: Not as easy to use as a listening interface
Use Delicious to serendipitously search for your peeps
• Look for others using a tag you choose• Find what else those people bookmarked• Find other relevant tags• Packrati.us = Twitter + Delicious (you tweet, it bookmarks
automatically)• Share your resources via social media• If you’re listening, you can learn new tags on twitter & search other
networks too
INTEGRATION
Create your own special sauce
• Figure out what your needs are, use a combination of tools• Don’t forget about mobile tweeting (Tweetdeck for multiple
accounts, channels mobile interface)• Many mobile clients have pic uploader installed in the app
(Peep)• Figure out a workflow that isn’t confusing to avoid Freudian
tweets• When you don’t have anything to say: Curate, ReTweet, reply to
conversations using hashtags and Share widely• Think more about RETWEETS & amplification than followers
Social Media Policy?
Don’t bother writing your own. There are TONS out there!See: http://npsocialmedia101.wikispaces.com/Facebook
http://www.scoop.it/t/social-media-policies-in-the-work-place
Be Redundant: Amplify Your Events & Message
• Remember your audience is in more than one community
• Think about these channels as communities, speak their language, use the local media
• Broadcast your events via livestreaming & Twitter
• Follow all your events with wrap-ups & broadcast the Slideshare link
• Have regular events and be consistent about how you share them
• Enlist volunteers to live-tweet / blog
SHARING is a deeply passionate activity for engaged audiences
to continue conversations+
SHARING is an act of conversion
Curate, Point to others, Save bookmarks & Share
• Don’t ever be afraid of having nothing to say: you can always Curate!
• Use Delicious to save bookmarks and share them
• Use Scoop.It to help you find topical, relevant, reusable content
• Share it and content from others
• When in doubt, ReTweet and be generous with @replies
CROWDFUNDING?
BENCHMARKS & SUCCESSAim for realistic goals as you grow your social presence
Know your goals and communicate the steps
Timelines:
VISION
STRATEGY
PROGRAM TIMING
DELEGATION
INVOCATION
COMMUNITY CARE
CEREMONIOUS CLOSING
ANALYSIS & WRAPUP
STEP TWO:STRATEGY
Know your course, deadlines, and work out a plan step by step
EXAMPLE OF CAMPAIGN TIMELINE
• Reminder to promote all this week from TS and personal accounts.
• • Here’s a trackable bit.ly to use:
http://bit.ly/tstext2give • • Marketing timeline
September 19 Promo blog post synopsis due to Patrick by MichaelSeptember 21 Promo blog post due in blog tool by Susan ChavezSeptember 22 By the Cup (9/27) text due by MichaelSeptember 26 Content spotlight on homepage goes liveWeek of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by MichaelSeptember 29 By the Cup (10/4) text due by MichaelOctober 3 Targeted outreach and DMs to friendly tweeters and content experts
#Text2Give tweetchat
Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web
Most organizations have almost no budget for social media yet some leverage thousands in support thru volunteers
Timing and Investment Needed
Blogs: 1-4 hours per post
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: 15-30 minutes, weekly
Listservs: 30 minutes weekly
Other Groups: 30 minutes weekly
Photo Uploads: 15 minutes weekly
Videos: 2-4 hours a week
Curation: 1 hour a week
Total Average Social Media Time:
90 minutes per day
11 hours per week
3 minutes: Check for Twitter chatter about yr organization and sub-sector.2 minutes: Scan Google News and Blogs Alerts for important articles and mentions.3 minutes: Filter and flag relevant sector-related LinkedIn group and Quora questions.2 minutes: Log in to Facebook to scan your wall and comments.
If you have 5 extra minutes, chime into a listserv to keep yr presence there!
MINIMUM Time it will take: 10 minutes a day
Questions?
Contact Me.. Really!http://susantenby.com/@suzboop@techsoup@npsl
[email protected]://www.slideshare.net/suzboophttp://www.delicious.com/suzboop
http://npsocialmedia101.wikispaces.com/