acso socmedia wkshop roberts notes
DESCRIPTION
These are the notes and additional links that go with the ACSO 2014 ppt.TRANSCRIPT
3:45 – 5pm
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I’d like to gear my talk to your needs -‐
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Really dreadful defini=ons out there, but basically it’s Web 2.0 – beyond websites. – tech and interac=onMerriam WebsterWant examples? Here’s a funny but true set of descrip=ons by channel: hKp://www.urbandic=onary.com/define.php?term=Social+Media
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Social media is NOT an online brochure.
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Go here to watch video or click on the arrow in the above slide (in slideshow mode)
hKp://www.youtube.com/watch?feature=player_embedded&v=TXD-‐Uqx6_Wk
Think it’s just youngsters? From aarp:hKps://www.youtube.com/watch?v=wPN8MLCS57Y
Boomers have over $3 trillion in disposable income.6
Source: AARP 2012
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A good general rule for how to act on social media – would a good party guest do this?
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The web started out as a series of interconnected bulle=n boards; now it’s a complex network of conversa=ons. Party guest: It’s NOT about you. (goes for host as well)
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Is anyone considering doing less social media this year?Facebook may or may not be here in 5 years; something will. Resilience and measurement are key.e.g. of MySpaceCHANGE IS THE ONLY CERTAINTY
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S=ll of video taken w/Google Glass by conductor Cynthia Johnston TurnerhKps://www.youtube.com/watch?v=smon-‐nW7p9khKp://www.dailydot.com/technology/orchestra-‐music-‐google-‐glass/
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Different channels are beKer at different aspects
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Paralysis – incremental ac=on –don’t try to do it allControl -‐ Get over itResources – social media expense/resource can replace ac=vi=es you were doing previously but which are not returning as well as they used to: print ads, brochures, maybe even email.
There’s no one right way to use social media. Your community, your resources – exper=se of your volunteers/staff, =me; product, your mission and strategic goals will dictate different ways of using social media. Frankly the only wrong way is to pretend you don’t need it.
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Low impact easy to do – this is a good approach if you don’t have a lot of resources – there are no silver bullets, just layers on a snowball
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Photo tweeted by NBC News comparing the scene in St. Peter’s Square in 2005 vs 2013.
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There are so many choices, it’s paralyzing. This is a lesson for us in our own marke=ng.Let’s break it down a bit. First, we’ll look at channel by channel.Who uses which channels (professionally)? How did you decided which to use? Which ones are the most useful for you?
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Let’s look at the strengths and challenges of each. AND THERE ARE MORE!Note: 2/3 of companies in a recent survey reported geqng new customers from FB; 63% from a company blog; 53% from TwiKer; Linked in only 39%; Liin is much more appropriate for B2B orgs. That said, spend 30 minutes spiffing up your company profile and get your ar=sts and board to add it. – contact point.
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hKps://www.facebook.com/notes/up-‐crea=ve-‐inc/do-‐you-‐know-‐whats-‐up-‐check-‐out-‐these-‐2013-‐social-‐media-‐sta=s=cs/470970089631080Look at all the elements of a FB page – how to op=mize?
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The Event
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Some 42% of Facebook users ages 18-‐29 and 34% of those ages 30-‐49 say that the =me they spend on Facebook on a typical day has decreased over the last year — these are both significantly higher than the 23% of users ages 50 and older who report decreased Facebook usage over the same =me period. (Pew)
Photo: Jason Scragz, Flickr, CC license
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But there are s=ll a WHOLE lot of people on FBNote Mark Zuckerberg wants FB to be the way people use the internet for everything – he is working toward that.hKp://www.usatoday.com/story/money/business/2013/03/09/10-‐web-‐sites-‐most-‐visited/1970835/hKp://www.wired.com/2014/04/zuckerberg-‐f8-‐interview/
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Consider: =ming, tone, desired effect.
IF TIME: In groups: jot down ideas for FB or TwiKer post topics that do not involve directly asking people to buy anything/come to a concert. Come up with as many as possible and “filter” later!
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Source: hKp://blog.getpostrocket.com/2012/09/infographic-‐facebook-‐edgerank-‐101-‐class-‐is-‐now-‐in-‐session/hKp://www.cmo.com/content/dam/CMO_Other/Misc./2013CMOsGuideToSocialLandscape.pdf
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Pin (stay at top for 7 days)Highlight (Star) a post to make it go across both columns
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Facebook ad offerings are changing constantly – CHANGE is the only certainty JNote: Google CPC ads’ Display Network can be effec=ve at reaching audiences who may not be aware of you. Our ad has generated clicks from YT, about.com, pandora, ny=mes.com, and especially from Gmail.
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Sort videos by popularity to see what gathers interest on YT…PS – what’s wrong with this picture? Try to avoid photos of empty theaters!!
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If there were a highway where you knew a lot of classical music fans were always driving on, you’d want a presence there, wouldn’t you? YT is that highway.YouTube channel home page takes dona=ons j-‐ nonprofits can apply to Google Grants and get a free “Donate” buKon func=on as well as free Google Ads.hKp://www.youtube.com/user/savethechildrenuk
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TwiKer is good for a lot of uses – last minute announcements (traffic reminders, e.g.); contests, RTs of what others say about you…
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Use hashtags; be =mely; combine tweets and RTs; respond and ask…Cross promote-‐ reuse content from FB or your blog, e.g.
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TwiKer users have an expecta=on of instant customer service – how will you meet that need?
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LinkedIn can be useful for finding/aKrac=ng new board members.
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Women 5 =mes more likely to use Pinterest than men; 48.7 million users
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While 1,467 Instagram followers ain’t bad, it’s way less than CSOs TwiKer (44,000) or FB following (133,000). There is no Instagram link on the CSO home page.
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So there are a lot of channels out there. Once you’ve picked where you are going to be, it’s important to decide what you are going to say. Authen=c engagement is key.
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What kinds of content have worked for you?
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It’s NOT ALL ABOUT YOU! You exist for your audience. What do they need? Marke=ng is about crea=ng rela=onships and mee=ng needs. Social Media can help.
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Adapted from Boston Globe ar=cle: hKp://www.bostonglobe.com/magazine/2012/11/25/one-‐direc=on-‐drew-‐brees-‐social-‐media-‐goldmine-‐for-‐pepsi/6Z831RwgHuLKB9FipKvihP/story.htmlhKp://www.youtube.com/watch?v=VdFHlMobwzQ
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This is a screenshot from Hootsuite, which allows you to manage different social media accounts from one pla|orm. There are several sm management packages available at different prices. Others include SproutSocial, Tweetdeck .. And?
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hKp://mashable.com/2011/03/11/social-‐media-‐marke=ng-‐chart/
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Facebook – between 10 am and 4pm Monday thru Thursday.Twi+er – between 1pm and 3pm Monday thru Thursday.LinkedIn – focus on pos=ng before and a}er business hours, 7 am to 9 am and 5pm to 6pm Tuesday thru Thursday.Google+ – 9am to 11am on workdays.Pinterest – This is the one social network you should focus on pos=ng during weekday evenings and on the weekends. specifically 2pm to 4pm and 8pm to 1am on weekdays. The best =me to pin items on Pinterest is on Saturday morning.
Flickr Anon Acct. free to use CC license49
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Trend over =me can be more important than compe=tor comparison. We see that this site is in trouble…visits are declining year over year.
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Which content pages are people using? Which are they not?
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Nancy Roberts, [email protected]
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