Listen, Seek & Listen, Seek & EngageEngage
Cultivating your network with social mediaCultivating your network with social mediaWorkshop for the Mass. Nonprofit Network Conference 10/29/13Workshop for the Mass. Nonprofit Network Conference 10/29/13
Presented by @davidbcrowley, Presented by @davidbcrowley, President & Founder @socialcapPresident & Founder @socialcap
https://www.facebook.com/SocialCapital https://www.facebook.com/SocialCapital
Use #MNNConf2013 on TwitterUse #MNNConf2013 on TwitterAdd #scitrain to connect with those in this sessionAdd #scitrain to connect with those in this session
ResourcesResources
Knowing many viewing this online are Knowing many viewing this online are looking for resources I promised at looking for resources I promised at the workshop, I’m putting these items the workshop, I’m putting these items before the rest of the presentation!before the rest of the presentation!
Sample Social Media Content Sample Social Media Content Calendar from SCI:Calendar from SCI:
http://ow.ly/qkrXJhttp://ow.ly/qkrXJ
Other resources on following slidesOther resources on following slides
Resources (cont.)Resources (cont.) Social Capital Inc.Social Capital Inc. (SCI) /David Crowley (SCI) /David Crowley
http://www.facebook.com/SocialCapitalhttp://www.facebook.com/SocialCapital@socialcap @davidbcrowley @sci_boston @socialcap @davidbcrowley @sci_boston https://plus.google.com/+SocialCapitalInc/https://plus.google.com/+SocialCapitalInc/ Google+ Google+ www.google.com/+/learnmore/nonprofitswww.google.com/+/learnmore/nonprofits FacebookFacebook
Nonprofit Facebook Guy http://www.facebook.com/NPOFBGNonprofit Facebook Guy http://www.facebook.com/NPOFBG David’s bookmarks http://www.diigo.com/user/davidbcrowley/FacebookDavid’s bookmarks http://www.diigo.com/user/davidbcrowley/Facebook
TwitterTwitter Building up your Twitter followingBuilding up your Twitter followinghttp://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-http://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-
twitter-following/twitter-following/
David’s bookmarks for Twitter articles/resources: http://bit.ly/nnlA5w David’s bookmarks for Twitter articles/resources: http://bit.ly/nnlA5w Intro to Twitter presentationIntro to Twitter presentation
https://docs.google.com/present/edit?https://docs.google.com/present/edit?id=0ASr4qXx8t09iZGo2dzl3M18zMDVkZmQ2ZjlkYw id=0ASr4qXx8t09iZGo2dzl3M18zMDVkZmQ2ZjlkYw
Resources (cont.)Resources (cont.) Selected posts from David’s blogSelected posts from David’s blog
8 Reasons for Nonprofits to Get Social with Foundations8 Reasons for Nonprofits to Get Social with Foundationshttp://www.socialcapitalinc.org/node/1297http://www.socialcapitalinc.org/node/1297 7 Tips for Leveraging LinkedIn Messages 7 Tips for Leveraging LinkedIn Messages
http://www.davidbcrowley.com/2012/01/19/7-tips-for-http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-messages/leveraging-linkedin-messages/
10 Ways to Boost Your Community Clout 10 Ways to Boost Your Community Clout http://www.socialcapitalinc.org/node/718http://www.socialcapitalinc.org/node/718
Other blogsOther blogs Beth Kanter’s Blog: http://www.bethkanter.org/ and book “The Beth Kanter’s Blog: http://www.bethkanter.org/ and book “The
Networked Nonprofit”Networked Nonprofit” Dennis Fischman’s Blog “Communicate” Dennis Fischman’s Blog “Communicate”
http://dennisfischman.wordpress.com/http://dennisfischman.wordpress.com/ Debra Askanase’s “Community Organizer 2.0” Debra Askanase’s “Community Organizer 2.0”
http://communityorganizer20.com/http://communityorganizer20.com/ 5 steps to set up your measurement program5 steps to set up your measurement program http://www.socialbrite.org/2012/03/22/5-steps-to-set-up-your-http://www.socialbrite.org/2012/03/22/5-steps-to-set-up-your-
measurement-program/measurement-program/
Warm-up TossesWarm-up Tosses
What organizational goals do you What organizational goals do you seek to advance by using social seek to advance by using social media?media?
Who are the key stakeholders with Who are the key stakeholders with whom you communicate?whom you communicate?
What are some important things you What are some important things you already do to develop & strengthen already do to develop & strengthen relationships? relationships?
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What is social capital?What is social capital?
??????
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What is social capital?What is social capital?
The central premise of social capital is The central premise of social capital is that social networks have value. that social networks have value.
Social capital refers to the collective Social capital refers to the collective value of all "social networks" (who people value of all "social networks" (who people know) and the inclinations that arise from know) and the inclinations that arise from these networks to do things for each these networks to do things for each other ("norms of reciprocity"). other ("norms of reciprocity").
http://http://www.ksg.harvard.eduwww.ksg.harvard.edu/saguaro//saguaro/
Relationships MatterRelationships Matter
We apply social capital We apply social capital concepts to our use of concepts to our use of
social mediasocial media Social media has helped us:Social media has helped us:
recruit volunteers & staff recruit volunteers & staff create funding opportunitiescreate funding opportunities encourage event participationencourage event participation help with community crisis responsehelp with community crisis response find new partnersfind new partners
We are able to achieve these results We are able to achieve these results b/c we first LISTEN, SEEK & b/c we first LISTEN, SEEK & ENGAGEENGAGE
LISTENLISTEN
Listening via social Listening via social mediamedia
Listening very closely linked to finding the Listening very closely linked to finding the right people/orgs to engage with on social right people/orgs to engage with on social media. media.
Social media can be a valuable learning Social media can be a valuable learning tool when you organize yourself to listen tool when you organize yourself to listen well.well.
Twitter is especially conducive to social Twitter is especially conducive to social listening.listening.
Search & monitor key Search & monitor key termsterms
Create & Follow Twitter Create & Follow Twitter ListsLists
Can make lists public or privateCan make lists public or private 20+ lists here 20+ lists here https://https://
twitter.com/socialcap/liststwitter.com/socialcap/lists Conference list:Conference list: https://https://
twitter.com/davidbcrowley/lists/mnnconftwitter.com/davidbcrowley/lists/mnnconf MA Nonprofit list:MA Nonprofit list:
https://twitter.com/MA_NonprofitNet/lists/massachusettsnhttps://twitter.com/MA_NonprofitNet/lists/massachusettsnonprofitsonprofits
Listening toolsListening tools
Hootsuite and/or Tweetdeck a must Hootsuite and/or Tweetdeck a must for effective listening & engagement for effective listening & engagement on Twitter!on Twitter!
Google alerts and blog feeds also Google alerts and blog feeds also helpful.helpful.
Listening via Facebook: Listening via Facebook: Creating listsCreating lists
Use Facebook as your Use Facebook as your pagepage
Get notifications to be Get notifications to be sure to get updatessure to get updates
Average page post only shown in Average page post only shown in about 15% of fans’ newsfeeds.about 15% of fans’ newsfeeds.
Can get notifications for pages or Can get notifications for pages or friend posts.friend posts.
Listening on LinkedInListening on LinkedIn
Join groups!Join groups! MA Nonprofit Network has a group!MA Nonprofit Network has a group! What other groups have you found What other groups have you found
useful?useful? If email notices about new posts If email notices about new posts
becomes overwhelming, make a becomes overwhelming, make a recurring task to visit important recurring task to visit important groups regularly.groups regularly.
SEEKSEEK
Seeking those with shared Seeking those with shared interestsinterests
Follow relevant people/groups you find via Follow relevant people/groups you find via your listening.your listening.
Note people using a Twitter hashtag have Note people using a Twitter hashtag have more intentionality related to the term.more intentionality related to the term.
Twitter “Follow 5” every week, or more Twitter “Follow 5” every week, or more often to jumpstart an account.often to jumpstart an account.
Facebook ads can be targeted by Facebook ads can be targeted by geography, interests & demographics. geography, interests & demographics. (demo at end if time)(demo at end if time)
Look for social buttons when on website, Look for social buttons when on website, follow/like if relevant.follow/like if relevant.
Seeking (continued)Seeking (continued)
Look at influencers– local and/or Look at influencers– local and/or issue experts that have an active issue experts that have an active social presence.social presence. Who do they follow?Who do they follow? Who follows them?Who follows them? Have they created lists?Have they created lists?
Seeking (cont.)Seeking (cont.)
Connect with those you meet offline.Connect with those you meet offline. LinkedIn request as a standard part of LinkedIn request as a standard part of
meeting follow-up.meeting follow-up. Check LinkedIn profiles for Twitter Check LinkedIn profiles for Twitter
handles.handles. Follow them on Twitter & add them to a list Follow them on Twitter & add them to a list
that indicates they are someone you’ve met.that indicates they are someone you’ve met.
Seeking (live events)Seeking (live events)
Attend tweetups & other in-person Attend tweetups & other in-person events where you can connect with events where you can connect with those active on social media.those active on social media.
Connect with others tweeting at Connect with others tweeting at events you attend (in person and events you attend (in person and virtually)virtually)
Seeking Seeking
Other ideas for finding relevant Other ideas for finding relevant accounts to follow? accounts to follow?
Any specific recommendations for Any specific recommendations for the group? Tweet it with the group? Tweet it with #MNNConf13 and #followtuesday #MNNConf13 and #followtuesday
Take a few minutes to find a few Take a few minutes to find a few new people or orgs to follow/like.new people or orgs to follow/like.
ENGAGEENGAGE
Engaging via social Engaging via social mediamedia
Step 1 is to prioritize your contacts Step 1 is to prioritize your contacts that you hope to engage via social that you hope to engage via social media. E.g.media. E.g. Donors & prospectsDonors & prospects VolunteersVolunteers PartnersPartners
Use the list features discussed earlier Use the list features discussed earlier to help focus on these priority contacts.to help focus on these priority contacts.
Schedule repeat tasks for engaging Schedule repeat tasks for engaging with key contacts.with key contacts.
Public PropsPublic Props
Simple public thank you’s and shout Simple public thank you’s and shout outs for the good work of others is a outs for the good work of others is a great way to cultivate relationships. great way to cultivate relationships.
LinkedIn endorsements, LinkedIn endorsements, recsrecs
Endorsements are a quick way to Endorsements are a quick way to give props, but writing a give props, but writing a recommendation will carry more recommendation will carry more weight.weight.
Facebook Shout-outsFacebook Shout-outs
Be sure to use the @ symbol to link Be sure to use the @ symbol to link to the page(s) of organizations you to the page(s) of organizations you are referencing, and tag people are referencing, and tag people where possible.where possible.
Sharing friends’ contentSharing friends’ content
Retweeting (RT or MT if slightly Retweeting (RT or MT if slightly changed) content helps spread info changed) content helps spread info & is appreciated.& is appreciated. Try to be aware of what your friends’ Try to be aware of what your friends’
big events or needs are and be sure to big events or needs are and be sure to share!share!
Prioritize those that share your Prioritize those that share your content as well as those that support content as well as those that support you offline.you offline.
Engaging (cont.)Engaging (cont.)
Initiate offline one-on-ones with those Initiate offline one-on-ones with those you connect with online.you connect with online.
Be sure to use Twitter handles and Be sure to use Twitter handles and link to Facebook pages when you are link to Facebook pages when you are mentioning your friends on social mentioning your friends on social media, so they will be aware!media, so they will be aware!
Some are more invested in social & Some are more invested in social & likely to appreciate more.likely to appreciate more.
Make sure you are monitoring those Make sure you are monitoring those that are mentioning you!that are mentioning you!
Engaging ContentEngaging Content
Need to create a plan that links Need to create a plan that links goals, audience & messages.goals, audience & messages.
Create a content schedule that flows Create a content schedule that flows from that overall plan.from that overall plan.
Twitter recipe for Twitter recipe for successsuccess
Tweet 5x/dayTweet 5x/day 1 “promotional tweet”: promoting an 1 “promotional tweet”: promoting an
opportunity, event, story or link to website from opportunity, event, story or link to website from your orgyour org
1 tweet engaging w a partner or other contact 1 tweet engaging w a partner or other contact within your offline network (e.g. RT a partner within your offline network (e.g. RT a partner org)org)
1 tweet engaging with one of your Twitter 1 tweet engaging with one of your Twitter contacts that you are seeking to build contacts that you are seeking to build relationship withrelationship with
2 other tweets related to your mission (articles, 2 other tweets related to your mission (articles, resources…typically include a link)resources…typically include a link)
Other engagement tipsOther engagement tips
Ask questions!Ask questions! Circulate good Circulate good
content across content across platforms.platforms.
Be a network Be a network weaver.weaver. Create lists & groups.Create lists & groups. Help people in your Help people in your
network meet & find network meet & find each other.each other.
Make intros!Make intros!
Engagement bonus tipsEngagement bonus tips
Don’t sell!Don’t sell! Ask questions, share resources, Ask questions, share resources,
highlight good things others are doing.highlight good things others are doing. At least 80% of tweets and 50% of At least 80% of tweets and 50% of
Facebook updates should be something Facebook updates should be something other than explicit “selling”. other than explicit “selling”.
It’s not about you!It’s not about you! Facebook ad how-to’s (time permitting)Facebook ad how-to’s (time permitting) LinkedIn messages can be targeted.LinkedIn messages can be targeted.
That’s about all folks…That’s about all folks…
Anticipate we’ll be stopping here (or Anticipate we’ll be stopping here (or sooner) but a few bonus slides follow sooner) but a few bonus slides follow to demonstrate a few things we to demonstrate a few things we won’t likely have time to cover.won’t likely have time to cover.
LinkedInLinkedIn
Reach targeted people in your Reach targeted people in your community.community.
Target messages locally to lists by city Target messages locally to lists by city (broad areas via LI) or that you’ve (broad areas via LI) or that you’ve created.created.
More info on using messages here & More info on using messages here & following slides following slides http://www.davidbcrowley.com/2012/01/http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-19/7-tips-for-leveraging-linkedin-messages/messages/
