social media training feb 2013
TRANSCRIPT
SOCIAL MEDIA &
SOCIAL NETWORKING
T R A I N I N G FO R F
R I E N D S OF T
H E I N Y O || F E B 2 0 1 3
SOCIAL MEDIA & SOCIAL NETWORKING
• Overview & Introduction• Interact with people online through stories, discussions, media• Networking, Media (photo, video, slideshow), Recommendation, Bookmarking,
Fundraising• FOI – August training led to Strategy; not realistic sitting on a shelf
• How do non profits use it?• Engage members• Share stories, participation, events
• Grow membership• Raise Funds• Tell a story• Build campaigns• Build community with like minded people• *More brainstorming later
GOALS DO THE DRIVING
Strategic Plan Priorities and Goals
Other Goals?What d
o we w
ant to ach
ieve?
GOALS FOR SOCIAL MEDIA
Looking at the Big Picture
Friends of the Inyo’s mission is to care for the public lands of the Eastern Sierra. Friends of the Inyo connects people to the wonders of this place by fostering stewardship, exploration and long-term preservation of the incomparable public lands, rivers and wildlife of California’s Eastern Sierra.
Drilling Down 240k: Caring for the Eastern Sierra’s public lands 24k: Preservation, Exploration, Stewardship 2.4k: Get people to donate, come out to an event, write a letter, sign a petition,
come to a public meeting, host an event, share in the discussion
Grow email list of supportersIncrease comments on blogIncrease website visibilityIncrease positive mentions of
organization Have visitors stick aroundMake content more viralGet people to take actionGet people to attend an event
SOCIAL PLATFORM TRAINING
How does this w
ork??FacebookTwitterInstagramYoutubeFlickrand more!
LIONS AND TIGERS AND BEARS, OH MY!Social Media Tools and Inner workings Social Networking & Social Content Tools
Facebook (social networking) Instagram (social photos) Twitter (144 characters, social networking) Flickr (social and professional photos) Zenfolio, Picasa (photos) Youtube (video) Slideshare (slideshows, ppts) Google+ (social networking, social search
engine?!) Tumblr (social blog, general media) Pinterest (social blog, general media, links)
Social Fundraising Tools Crowdrise Razoo Givezooks Care2 Causes
Other Social Networking Tools (Google+, LinkedIn, Pinterest, FourSquare, Social Recommendation {Diggster, Reddit, StumbleUpon}, Social Bookmarking {Bit.ly, del.icio.us, Furl}, *Virality
see http://www.go2web20.net/ for more than you’ll ever want to know!
Evaluation and monitoring (http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/) Trend Monitoring Tools
Social Mention Wildfire Topsy
Metrics Monitoring Tools Built-In (Facebook, Twitter) Google Analytics Klout Edgerank
Email Marketing & Donor Management (part of Development/Fundraising Plan) Constant Contact Convio GiftWorks Raiser’s Edge
Other Web2.0 Tools: http://www.socialbrite.org/sharing-center/tools/web20-tools/
HOW TO CHOOSE IN A DIGITAL AGE?
Who are the current users? Who’s likely to use the network over time? Potential Members, or have influence over potential members? What types of content are those people passionate about and
likely to share? How does content get exposed to other people on that network? Can we create new content to leverage the network? What is the time/resource commitment for staff? Foreseeable ROI?
A FEW NOTES…
Hashtags (v. Keywords) Hashtags are NOT keywords, way to organize & categorize information and posts (Word
Clouds) Trending on Twitter Don’t overuse, clutters Transitioning to an afterthought, additional commentary within post Keywords are similar, but relate more to SEO
Using Facebook’s Voice Realize when you are(not) using Facebook as: Friends of the Inyo v. Personal page You have Administrative Access, realize the responsibility of that Policy & Guidelines for posting | Use your best judgment
*See next slide for Guidelines
GUIDELINES FOR POSTING CONTENTGuidelines for posting (about the people and
place, not the tools); build a community, not an audience
Think of social media as a way to talk with your supporters, partners, colleagues & stakeholders.
Don’t rush in with an “ask.” First, build relationships and a foundation of trust
and collegiality. Be a connector. Reciprocate. Follow back.
Retweet and link to material from outsiders. Don’t think in terms of audiences. You’re building
a community. Conversations can’t be controlled or managed.
But they can be engaged, informed and elevated. Be authentic and transparent about your
connection with your organization. Be personal. Use your own voice rather than an
institutional one. Visuals are key. In blog posts or Facebook
updates, use photos or videos to help tell a story. Trust your fellow team members. Mistakes will be
made. That’s OK. When someone goofs, admit it. It’s not all about you. Give more than you take. When people leave comments or retweet you,
respond, even if it’s just a “thanks.” Don’t be defensive—be open to critical feedback. Successful campaigns stir authentic enthusiasm.
Use social media to amplify the love. Don’t get overwhelmed!
INTEGRATION
Integration Examples – Creating Engagement
E-newsletter (Constant Contact) > Click on cool article > opens to our website > share the cool article via Social Media (Facebook) > friends then click back to our website (raise the issue, profile of the organization, donate now button)
Write a blog on website > Share on Facebook and/or Twitter > Story shows up on Followers friend’s feed > Friend checks out website with big Donate button > Friend subscribes to E-newsletter/Likes FB or Twitter
Create Event on website > Share on Facebook > Shows up on feed > Followers and Followers friends come out to event > distribute JPJs at Event > get things done
*Ladder of Engagement on next slide
METRICS
Remember Goals do the Driving
Use Goals to drive what we track
Are we being effective? How should we change? Adaptive Management!
Utilize targeted goal-oriented campaigns, then measure and track regularly
Identify Audience
Analytics and the Ladder of Engagement
Reach, Engagement, Personal Action, Regional Action
Fun On-Ramps > Stories of People Making Change > Personal Calls to Action > Policy Level Discussion/Calls to Action
Cost and ROI (Can’t figure out ROI if no Goals are set)
Content Analysis (Qualitative) Sentiment, Themes, Messaging
Survey Research (Big Picture, Nat’l Markets) Attitudes, Preferences, Behavior
Analytics (the stuff we measure) Reach, Engagement, Action (personal and regional)
AUDIENCE
WH O
A R E WE T A R G E T I N
G ?
WH O
D O W
E WA N
T T O T A R G E T ?
HTTP://RACK.0.MSHCDN.COM/MEDIA/ZGKYMDEYLZAZLZA5LZEWXZM1XZIZXZE0ML9MAWXL/5C5B31FB
ADAPTIVE MONITORING & MEASUREMENTStep 1: Define your goal(s). What outcomes is this strategy or tactic going to
achieve? What are your measurable objectives?
Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal.
Step 3: Define your investments. What is it really costing you to achieve this outcome?
Step 4: Define your benchmarks. Who or what are you going to compare your results to?
Step 5: Define your metrics. What are the Indicators by which you will judge your progress?
Step 6: Select your data collection tool(s).
Step 7: Analyze your data, turn it into action, measure again.
GOAL > AUDIENCE > COST > BENCHMARK > METRIC > TOOL > INSIGHT/ACTION
ADAPTIVE MONITORING AND MEASUREMENT
An Inbound Marketing Approach (Earn people’s interest first, create a shared pool of discussion, and Engagement Ladder/Funnel) Content Creation | Search Engine Optimization | Social Media (Empowerment of the User) Targeted Landing Pages Clear Call to Action Keywords Engagement online
Get found online Convert visitors and “leads” Analyze and Improve
Branding and Communications (good foundation, now to market the brand) Compelling Offers (what will draw people in?) Test & Experiment
Type, Format, Positioning, Timing
Ask More Questions | Don’t Know So Much
ENGAGEMENT
It’s all about engagement
When we talk about social optimisation (a term I prefer to 'social media') we're really talking about driving engagement and interaction. The goal of any social optimisation strategy is to provide the right tools so that people can engage with your brand / people / products / services onsite and offsite.
Here’s what you want to happen: You want people to make a noise. You want people to store and share things. You want people to love your website. You want people to visit more frequently You want people to refer your [organization] to their friends. You want people to buy into your brand. You want people to buy your products [taking care of the Eastern Sierra].
http://econsultancy.com/us/blog/4887-35-social-media-kpis-to-help-measure-engagement
Alerts (register and response rates / by channel / CTR / post click activity)
Bookmarks (onsite, offsite)CommentsDownloadsEmail subscriptionsFans (become a fan of something / someone)Favourites (add an item to favourites)Feedback (via the site) Followers (follow something / someone)Forward to a friendGroups (create / join / total number of groups / group
activity)Install widget (on a blog page, Facebook, etc)Invite / Refer (a friend)Key page activity (post-activity)Love / Like this (a simpler form of rating something)Messaging (onsite)Personalisation (pages, display, theme)PostsProfile (e.g. update avatar, bio, links, email,
customisation, etc)
Print pageRatingsRegistered users (new / total / active /
dormant / churn)Report spam / abuseReviewsSettingsSocial media sharing / participation (activity on
key social media sites, e.g. Facebook, Twitter, Digg, etc)
Tagging (user-generated metadata)TestimonialsTime spent on key pagesTime spent on site (by source / by entry page)Total contributors (and % active contributors)Uploads (add an item, e.g. articles, links, images,
videos)Views (videos, ads, rich images)Widgets (number of new widgets users /
embedded widgets)Wishlists (save an item to wishlist)
KPIs – What to Measure
Crawl Walk Run Fly
Lacks consistent data collection
Data collection consistent but not
shared
Data from multiple sources
Org Wide KPIs
No reporting or synthesis
Data not linked to results, could be wrong
data
System and structure for data collection
Organizational Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions to improve
Discussed at staff meetings, decisions
made using it
Data visualization, real-time reporting, formal
reflection process
DATA IS
LIKE FRESH BREAD
Don’t eat s
tale bread
http://www.flickr.com/photos/umpqua/388856350/sizes/l/in/photostream/
Grow traffic to your website or blog
Grow your newsletter list
Motivate people to donate
Move people to take a specific action, like signing a petition
Turn supporters into volunteers
Increase sale of a product or service
Build visibility and authority for your brand or cause
Boost your following on Twitter or Facebook
Spur people to register to attend an event
Reduce operational costs by crowdsourcing tasks
Test the efficacy of one donation button vs. another
Enhance your site’s search engine rankings
Increase the number of blog comments people post
Reduce your site’s bounce rate (and increase stickiness)
GOALS BRAINSTORMING
Grow email list of supporters
Increase comments on blog
Increase website visibility
Increase positive mentions of organization
Have visitors stick around
Make content more viral
Get people to take action
Get people to attend an event
BRAINSTORMING SESH
G OA L S , C O
NT E N
T , A ND I N
T E G R A T I ON
A ND W
H O’ S G O
NN
A D O W
H A T ? !
NEXT UP: BRANDING
http://www.slideshare.net/HubSpot/the-top-10-most-remarkable-marketing-campaigns-
ever