social media in 30 minutes a day workshop
DESCRIPTION
This workshop was part of the 2012 Grassroots and Groundwork conference, at Mystic Lake, MN - given June 8, 2012 by Amy Sample Ward. learn more at http://amysampleward.org and http://nten.orgTRANSCRIPT
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SOCIAL MEDIA FOR SOCIAL IMPACT
Even when you have only 30 minutes a day!
Amy Sample Ward, NTENGrassroots & Groundwork 2012
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WHO’S HERE TODAY?
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AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
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WHAT IS SOCIAL MEDIA?
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WHAT’S SO SPECIAL ABOUT IT?
• Real-Time• Public• Shareable• Multi-directional• Personal
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SOCIAL MEDIA IN PRACTICE
• Be Real• Be Engaging• Be Valuable
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WHERE DOES SOCIAL MEDIA FIT?
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OPPORTUNITIES WITH SOCIAL MEDIA
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OPPORTUNITIES WITH SOCIAL MEDIA
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OPPORTUNITIES WITH SOCIAL MEDIA
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OPPORTUNITIES WITH SOCIAL MEDIA
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DISCUSSION
• What do you want to do with social media?
• What scares you or your organization about social media?
• Which organizations do you admire on social media?
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AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
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COMMUNITY
Flickr: efleming
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NETWORK
Flickr: thefangmonster
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CROWD
Flickr: SashaW
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COMMUNITY ENGAGEMENT
Flickr: cambodia4kidsorg
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CROWDSOURCING
Flickr: James Cridland & billypalooza
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VALUE ADD
Flickr: Hamed Saber & jimmcclarty
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ELEMENTS OF ENGAGEMENT
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TIME
Flickr: joelanman
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ACTION
Flickr: juniorvelo
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PEOPLE
Flickr: rileyroxx
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COMMUNITY MAPPING
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STEP 1: GROUPS
Questions to ask:Do different programs or departments connect with different groups?Do services or products target different groups?How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?
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STEP 2: GOALS
Questions to ask:Why does the community continuing needing your services, programs or work?What is in it for others to participate?
-----What do you need help with or involvement from the community to do?How can your work improve with engagement?
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STEP 3: TOOLS
Questions to ask:Where does this group already talk or engage online?Which tools are most appropriate to the kind of message or content?What kind of engagement is required to match the goals?
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COMMUNITY MAPPING TEMPLATE
Get this template! http://bit.ly/DIYcommunity
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DISCUSSION
• What groups and segments did you come up with?
• How did you identify the goals?• Did you notice any tools that aligned
with only one or two groups?
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AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
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YOUR STORY
• Sharing your knowledge and experience with other volunteers
• Inspiring your friends & family to join you• Showcasing your work/organization to the crowd • Reporting your contributions to NYCares
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YOUR TOOLS
• Phone• Computer• Software (open source options for most
everything you may need)• Social networks
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CONTENT PLANNING
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STEP 1: CONTENT
Examples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents
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STEP 2: GOALS
Examples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community
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STEP 3: OUTLETS
Examples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog
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CONTENT PLANNING TEMPLATE
Get this template! http://bit.ly/DIYtemplate
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DISCUSSION
• What were some of your content types?
• Which channels did you identify?• How did you decide which channels
you marked content for?
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AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
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WHAT’S WORKING?
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GOALS + METRICS
• Start with your organization/department goals
• Identify the data that will help tell that story
• Test and modify, and again
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GOALS + METRICS
NTEN Example:
Establish NTEN Reputation: NTEN is a trusted leader for information, resources, and education on all aspects of using technology across your organization to meet your mission. NTEN is an early adopter; transparent and open with our evaluations and experience.
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GOALS + METRICS
NTEN Example:• % of Conversation• # of outside articles & speaking engagements by NTEN staff• RT’s• # of requests from Members for specific information • positive mentions of NTEN• guest content (NTEN blog) promotion • leading referral sites (external)• leading referral platforms (social media)• referral site w/longest on site time
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GOOGLE ANALYTICS
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ALERTS
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METRICS TRACKING TEMPLATE
Get this template! http://bit.ly/DIYmetrics
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METRICS: REPORTINGInternal reporting:•Weekly metrics for various platforms•Add metrics as you go•Look at long term, not just short term changes•Monthly reporting of trends and insights
External reporting:•Share when there is something worth sharing•Reporting context, not just numbers•Ask for input and feedback
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DISCUSSION
• What are you tracking now?• How do you think reporting could
help in your organization?• What are some of the goals you
identified, metrics that measured them?
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AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
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WHAT’S MY 30 MIN LOOK LIKE?
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LISTENING
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LISTENING WITH RSS
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LISTENING WITH RSS
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LISTENING WITH ALERTS
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LISTENING WITH TWITTER
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LISTENING DASHBOARD
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LISTENING DASHBOARD
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JOINING
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JOINING WITH COMMENTS
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JOINING WITH COMMENTS
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JOINING WITH SIGNPOSTS
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CREATING
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CREATING PROFILES
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CREATING REAL PROFILES
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CREATING ENGAGING PROFILES
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CREATING VALUABLE PROFILES
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CREATING CONTENT
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AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
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Tying it to your own practiceInstructions:
1. Circle up in groups2. 4-part grid3. Lots of questions and conversation4. Sharing with the whole room
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AGENDA• Social Media Overview & Discussion• Part 1: Community Mapping• Part 2: Content Mapping• Part 3: Metrics & Evaluation• Part 4: Your 30 Min/Day• Social by Social Game• Questions & Discussion
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RESOURCESTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics
Books & Collections:We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.phpManaging Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/
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RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-
your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-
systems-smms/ http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-
the-difference-and-the-opportunity/http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-
change/http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-
sustainable-community-building/ http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-
landscaping/