pro ed 545 1.11.11

How Social Media is Changing Nonprofit Communications

PROED 545

November 3, 2011

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What Am I Doing Here?

And What Should I Do Now?

What Is Social Networking?

The interaction between a group of people who share a common interest. (wiktionary.org)

Introductions

• About your organization• Your role• Your experience using social media

Expectations:

What do you want to learn?

Social Networking Strategies?

Effective Social Networking Tactics?

Valuable Takeaways?

Join us on Facebook

Err..How Do We USE This Thing?

Effective social media doesn’t create opportunities, it uncovers them.

•Constituents connect with each other – happily leaving organizations behind

•We know the problem will get worse before it gets better

•Outdated frameworks and pet theories relegate discussions to incremental fixes

Constituents have moved, organizations are falling behind

Building Relationships One Stakeholder at a Time

We Live In A Time Of Change

Leadership and Common Interests

• Effective Leaders Need to Know Three Things:

Who are you upsetting?

Who are you connecting?

Who are you leading?

Noteworthy:

Leaders Use Social Networks to Learn, Teach, and Communicate

Seth Godin’s Post-Modern Cultural Evolution Model:

Factory Model: Cheaper Labor, Bigger Factories, Faster Production

Television model: Act Like A King! Use Mass Marketing and Average Ideas With Lots Of $$$

Tribes: Leading and Connecting People and Ideas

Urbanization and Modern Tribes

Post-World War II, Post Industrial America:

77% of the American Population is Urbanized

Geographic Ties are Lost Between Neighbors

A Truth:

The New, New World

•The lines between program/content producers and consumers are blurred

•Users and producers are engaged in co-creation of value – they become collaborators

•Users have the tools to configure and/or customize their brand experience

•Users and producers encourage each other and mutually define the future direction of the organization

The New, New World (contd)

•Users and producers take advantage of the most advanced communications models in the channel mix

•User changes to products and services have universal and commercial value and drive the sales of the product

•The producer is an aggregator for the user’s creative activity

•User is an advocate of the experience and, by extension, the organization

Touchpoints...

There is a territory that exists in the borderlines between you and your constituents.

It’s where great opportunity lives, if you know where to look.

Touchpoints are where processes, systems and data all intersect, and are often the fault lines between different organizational departments and geographic areas.

Old versus new media

• Traditional media• New, digital media – including social

media

Why Social Media Matters

http://youtu.be/3SuNx0UrnEo

http://youtu.be/3SuNx0UrnEo

Social media is ubiquitous

http://personalizemedia.com/garys-social-media-count

How did you …

• Share the last photo you took?

• Find the last new restaurant you ate at?

• Last communicate with your best friend?

• Organize your last event?

Distributed content

Goal = share your message, then get others to share it with their networks

Distributed content

MainSite

Social media tools

• Blogs and microblogs• Online newsrooms• Podcasts• Online forums• Wikis

Social media tools

• Online social networks• Multimedia sharing• Tagging/bookmarking• Aggregators• Sharing

Benefits of social media

• Keywords• Frequency• Ability to tap into social networks –

distributed content• Numerous tickets to the search lottery• Engagement

Marketing

• The act or process of selling or purchasing in a market

• The process or technique of promoting, selling, and distributing a product or service

Marketing

“Marketing is the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider.”

—Effective Public Relations by Cutlip, Center and Broom

The Six Levels of Engagement

The Six Levels of EngagementContd.

How do you get started?

Use It.

Listen. Be Social.

Engage.

Three Steps to Engagement

Getting Started

• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success?

Ask Yourself…

• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where are they?• How much of our time is social media worth?• What are our competitors doing?• Who are the brands we want to

emulate?

Ten Reasons You Should Listen to Social Media

New Metrics to Measure the Conversation

Share of Voice

Tone of Voice/Sentiment Analysis

Trends Over Time

Listen first

• Why should we listen first?• How does this help as we develop,

implement and evaluate our social media marketing strategy?

• Listen and Monitor.

http://www.youtube.com/watch?v=ubNF9QNEQLA

Importance of listening

• Know how effective you’ve been• Find out what others are saying• Know how to adjust your messages

Search audit

• Online search audit – first page results only– Google– Yahoo

• Set the benchmark– Positive– Neutral– Negative

Google score

• Search your organization’s name• First page results are your top 10

– Highlight the positive results in green | 10 points

– Neutral in yellow | 5 points– Negative in red | -5 points

• What’s your Google score?

Listening tools

• Google alerts, blog search• Technorati searches• BoardTracker• Twitter search – Tweet Beep, Social

Oomph

Google Reader

• Secure a Gmail account• Use Google reader as your online

listening portal– RSS feeds from blogs and Twitter

Google Reader

Top search placement

• The online search audit helps you realize the importance of top organic search placement

• Search placement is paramount to successfully positioning your organization online

The GoogleGolden Triangle

Google Golden Triangle

Search lottery

• 10 chances to place in Google’s top 10 search results

• Get as many tickets to the search lottery as possible

Identify keywords

Keywords

• 25 keywords and phrases to guide your listening and publishing

Organic placement

• Content driven – keywords and frequency

• Long tail

Paid placement

• Only works as long as you pay for it• Good for selling products, promoting

events• Utilize keyword-rich landing pages

Other Google services

• Analytics• FeedBurner• Custom Site Search• Checkout

Time Out!

Return on Investment:or

How to Figure Out if You’re Making an Impact in Real

World Terms

Social Media Is Not Free

Things Happen In Sequence

Social media tools, platforms and examples

The Email Example

How to engage

• Personally first• Professionally second

Blogging

• WordPress• Blogger• Moveable Type• Type Pad

Why blog?

• Be a thought leader• Engage with key constituents• Provide commentary, news and

information• An unpolished, straightforward and

honest approach

Blog features

• A strategy for incorporating keywords• RSS• Social media sharing• Link to other online properties

Online newsroom

• Create a one-stop-shop for information about your organization

• Frequently share news• Social media sharing• Link to your other sites• Supports search optimization strategies

News distribution

• Send directly to journalists• Publish online on your own• Use a news wire service

News format

• Include keywords – the ones your constituents will use to search for and find your news

• Incorporate links – keyword and phrases link to online resources

• Make the release shareable on social media sites

Create your own content

• Reach donors/constituents directly• Use the newsroom to pitch journalists

Newsrooms versus blogs

• Both have search benefits – keywords and frequency

• Comment management• New or existing content

Plan your publishing

• Identify content and people resources• Create social media engagement policy

Case Studies

A word about crises

Social media fuels the fire – informs the masses, unifies opposition

Egypt’s revolution

Domino’s Pizza

Motrin moms

Act Without Thinking

Apparently, CVS doesn’t care. And they’re actually not “Looking forward to hearing your stories! A “request to follow” sent a week ago, has gone unanswered. A locked Twitter stream for a Community Manager is not only an oxymoron, it’s one of the Internet’s silliest moves, perhaps ever. FAIL!

“After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,”

No Interaction

Attack Customer

Thought leadership

• White papers• E-books• E-mail newsletters• Wikis• Research and survey reports• Blogs• Podcasts – audio and video

Gobbledygook

• What is it?• How to avoid it

gobbledygook.grader.com

So many tools . . .

. . . so little time!• Be strategic• Be consistent• Be professional

Change is constant

• Tools will change• Stay current on trends• Continue to participate

1-Hour Quick Start• Listen – (30 minutes)

– What are you and your business passionate about?– Brands, Movements, Organizations, News, Networks &

Associations, Competitors, Trends• Be Social – (15 minutes)

– Comment– Share– Contribute– Measure

• Engage – (15 minutes) – Ask for opinions, insight, experiences– Respond to questions, queries and challenges– Produce content, communicate with customers– Offer new perspective

Research tools

Pew Internet & American Life ProjectPewInternet.org

Sherer Cybrarian ServicesShererCybrarian.com

More research tools

Alexa alexa.com

Alterian socialmedia.alterian.com

Argyle Social argylesocial.com

BackTweets backtweets.com

BlogPulse blogpulse.com

BoardTracker boardtracker.com

Brandwatch brandwatch.com

Collective Intellect collectiveintellect.com

Compete compete.com

CustomScoop customscoop.com

CyberAlert cyberalert.com

More research tools

Cymfony cymfony.com

Delicious delicious.com

Digg digg.com

FeedBurner feedburner.com

Filtrbox filtrbox.com

Fliptop fliptop.com

Google Alerts google.com/alerts

Google Analytics analytics.google.com

Google Trends google.com/trends

IceRocket icerocket.com

Klout klout.com

More research tools

Lithium lithium.com

Quantcast quantcast.com

Quarkbase quarkbase.com

Radian6 radian6.com

Sentiment360 sentiment360.com

SM2 by Techrigy techrigy.com

Social Mention socialmention.com

Social Oomph socialoomph.com

SWIX swixhq.com

Sysomos sysomos.com

Technorati technorati.com

More research tools

Trackur trackur.com

TweetBeep tweetbeep.com

Visible Technologies visibletechnologies.com

Website Grader websitegrader.com

Wikiscanner wikiscanner.virgil.gr

Wordle wordle.net

Xinu xinureturns.com

YouTube youtube.com

ZoomInfo zoominfo.com

Internet search

Bing Twitter bing.com/twitter

Google google.com

MSN msn.com

WolframAlpha wolframalpha.com

Yahoo yahoo.com

Happy social media-ing

pro ed 545 1.11.11

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