REACH Communications & Social Media Training · 2015-09-08 · A brand is a psychological construct held in the minds of all those aware of the brand, who works in the brand, who
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+ REACH FAR Communications Training Webinar AJ Titong, Communications Specialist Asian & Pacific Islander American Health Forum Catlin Rideout, Program Manager NYU Center for the Study of Asian American Health
AJ Titong, Communications Specialist Asian & Pacific Islander American Health Forum Catlin Rideout, Program Manager NYU Center for the Study of Asian American Health
+ Housekeeping
All participants are automatically muted by the webinar administrators.
Throughout the webinar you may type in your questions under the questions feature box and I will answer as many questions as I can towards the end of the presentation.
The REACH Communications Training Webinar will be available on the APIAHF YouTube channel next week at: www.youtube.com/apiahf
1. Overview of communication deliverables for REACH FAR (Annual Objective 3.0)
2. Communications 101
3. Social Media 101
4. Q&A
+ Agenda
1. Overview of communication deliverables for REACH FAR (Annual Objective 3.0)
2. Communications 101
3. Social Media 101
4. Q&A
+ Agenda
1. Overview of communication deliverables for REACH FAR (Annual Objective 3.0)
2. Communications 101
3. Social Media 101
4. Q&A
+ Agenda
1. Overview of communication deliverables for REACH FAR (Annual Objective 3.0)
2. Communications 101
3. Social Media 101
4. Q&A
+ Training Objectives
Understand the expectations regarding meeting the REACH FAR communication deliverables
Learn different ways to build a presence for your organization’s brand and identity
Understand the importance of messaging across different communications channels
Learn how to build social media engagement into your daily work
+ Training Objectives
Understand the expectations regarding meeting the REACH FAR communication deliverables
Learn different ways to build a presence for your organization’s brand and identity
Understand the importance of messaging across different communications channels
Learn how to build social media engagement into your daily work
+ Training Objectives
Understand the expectations regarding meeting the REACH FAR communication deliverables
Learn different ways to build a presence for your organization’s brand and identity
Understand the importance of messaging across different communications channels
Learn how to build social media engagement into your daily work
+ Training Objectives
Understand the expectations regarding meeting the REACH FAR communication deliverables
Learn different ways to build a presence for your organization’s brand and identity
Understand the importance of messaging across different communications channels
Learn how to build social media engagement into your daily work
+ REACH FAR Annual Objectives (AOs)
AO1.0: Increase the number of people with access to environments with healthy food or beverage options
AO 2.0: Increase the number of people with access to prevention, risk reduction and chronic disease management opportunities (community-clinical linkages)
AO 3.0: Increase the number of targeted and tailored messages highlighting REACH FAR project efforts
Messages to support all Annual Objectives (each quarter - March 31st, June 30th, September 30th): At least 2 in-language, culturally relevant messages
related to AO1.1, AO1.2 (nutrition, HTN) disseminated through both social media and ethnic media
At least 2 in-language, culturally relevant messages related to AO2.1, A2.2 (e.g. blood pressure screenings, medication adherence, Million Hearts) disseminated through both social media and ethnic media
Total = at least 4 messages/ quarter
+ Reporting – CDC’s Media Impressions Worksheet
+ Choose Type: Earned, Partner, or Paid
Choose Strategic Direction:
Enter Date
Select Type: TV, radio, print, social, outdoor
Enter Media Outlet
Spreadsheet calculates “impressions”
Enter Circulation/Viewers/Listener
s (e.g. followers on twitter, or circulation of
newspapers
Enter No. of Placements
Media Reach Tab
+ COMMUNICATIONS 101
+ BRANDING + IDENTITY Learn different ways to build a presence for your organization’s brand and identity
+ What is your brand + identity?
Presenter
Presentation Notes
First things first… What is your brand and identity? A brand is more than a visual identity.
+ What is your brand + identity?
Presenter
Presentation Notes
A brand is a psychological construct held in the minds of all those aware of the brand, who works in the brand, who the spokesperson of the brand is, and what movements or issues the brand supports. As the person managing the communications work for your organization it’s part of your mission to make the brand go beyond your logo and really, incorporate the “what and the why” of your work. A strong brand is easily remembered. Strong brands in all sectors help organizations acquire financial, human, and social resources, and build key partnerships. Strong brands are built with a lot of trust. Strong brands
+ 5 ways to build your brand
Source: www.nonprofithub.org
1. Create and promote stories that your engaged stakeholders want to share with their tribes
2. Recruit a group of “volunteers” who are willing to share your brilliant social media content
3. Take 10 minutes a day to build your own personal brand
4. Build your street credit
5. Get your board and staff on board
Presenter
Presentation Notes
So let’s go beyond the look and feel of the brand. I’m referencing the Nonprofit Hub’s “5 Ways to Build Your non profit Brand’s Buzzibility.” but I’m putting a REACHfar touch to it. I will go more in-depth with each of the brand strategies that I share from the Nonprofit Hub when I talk about the other objectives in the webinar so I’ll go into creating the right messaging to engaging on social media. Let’s jump into it: Create and promote stories that your engaged stakeholders want to share with their tribes: Storytelling has become such a buzzword and strategy for people getting their message out there. People will be more engaged and more willing to share a story that tugs at the heart, is factual and data driven, and something that is current.
“Her only possessions were a cross, her doll, and the frilly dress she
had on.”
Source: www.msnb.com
Presenter
Presentation Notes
The person I believed to have one of the best communications styles is the president himself. While I was live tweeting the State of the Union Address, I quoted one of his stories on immigration reform. He told the story of Astrid Silva, who was a dreamer. He told her story of coming to the US by saying “Her only possessions were a cross, her doll, and the frilly dress she had on.” At the end of Astrid’s story, President Obama said: “We will always be a nation of immigrants.” That quote became the most tweeted message I had on Twitter during the whole State of the Union Address.
1. Create and promote stories that your engaged stakeholders want to share with their tribes
2. Recruit a group of “volunteers” who are willing to share your brilliant social media content
3. Take 10 minutes a day to build your own personal brand
4. Build your street credit
5. Get your board and staff on board
Presenter
Presentation Notes
Your volunteers are your closest work allies. They are the people on your staff, they are the people you serve, and they are the people you work with in this group. There is nothing wrong with asking people to share your content. When other’s share your work, it also becomes a benefit to them. Original content doesn’t just come from your own organization, but it comes from other organizations who are just like you or have similar goals. You will want to emulate competing organizations. Pay attention to what they’re doing on social media. You never know because they could be your greatest allies online.
1. Create and promote stories that your engaged stakeholders want to share with their tribes
2. Recruit a group of “volunteers” who are willing to share your brilliant social media content
3. Take 10 minutes a day to build your own personal brand
4. Build your street credit
5. Get your board and staff on board
Presenter
Presentation Notes
Some of you have the major responsibility of building your organization’s brand. But what some of you may not be aware of is that you are a part of that brand, you’re one of the main spokespersons for your organization. So whatever you do publicly can build the perception of your brand.
Let me give you an example of how to do this: Just recently we put out a join-blogpost with one of our partner organizations the Association of Asian Pacific Community Health Organizations on how CHIP Matters to our Kids. The authors of these blogs are our executive directors and this is a perfect example of how they used their own personal brand to talk about the issues their agencies are working on. I am NOT however saying that you all should go out there and create a Huffington Post account because I know that requires more capacity on your end, but if you have a public profile where you already share content, for example you have your own Twitter accounts…consider taking time to share content from your own work because when you go out there to present on behalf of your communities, there is a likelihood of someone googling you or wanting to know more about you.
1. Create and promote stories that your engaged stakeholders want to share with their tribes
2. Recruit a group of “volunteers” who are willing to share your brilliant social media content
3. Take 10 minutes a day to build your own personal brand
4. Build your street credit
5. Get your board and staff on board
Presenter
Presentation Notes
The last two tips might require a little more energy. Number 4 is to Build your street credit We already know that online world has it’s own way of doing things and that is social media, that is email marketing, and it could also mean buying sponsored ads online. But this tip has more to do with being face-to-face with someone and building street credit on the ground and not online. As the article pointed out street credit is all about word of mouth marketing and creating excitement and awareness about your work. I’m sure that you all are very passionate about the work that you do and it’s important to share that.
My advise to build that street credit, is to make sure you and your staff and or partners know exactly how to talk about your work. It’s basically having that elevator speech ready to use. I do have to note that it is important to be consistent about how your talk about your work. A good brand is also about building that trust and when two people from the same staff talk about the work they do in very different ways, your brand will most likely get lost in the world of other non profits.
+ 5 ways to build your brand
Source: www.nonprofithub.org
1. Create and promote stories that your engaged stakeholders want to share with their tribes
2. Recruit a group of “volunteers” who are willing to share your brilliant social media content
3. Take 10 minutes a day to build your own personal brand
4. Build your street credit
5. Get your board and staff on board
Presenter
Presentation Notes
And the last tip is Get your board and staff on board I get asked this question a lot. And speaking from personal experience, I started working at the health forum when social media and online communications wasn’t a fully adopted yet. So getting your board and staff to be your brand ambassadors has to start early. What helps is providing templates and guides to the staff on what are best practices when talking about the brand. Again this could go back to that elevator speech. And, as we are moving into a world where a lot of our engagement is online, one of the things that I find helpful in getting my board and staff engaged, is prompting them. For example: If I create sample twitter messages for my board and staff, all they have to do is copy and paste it into their own social media accounts or if I create a sample email message, all they have to do is forward. I always provide an outlet for individuals to customize their own messages and to only look at the messages I give them as samples. Getting your board and staff on board with communications, is a culture change. You have to start with what is easy for them to grasp and work with it until they become comfortable doing it themselves. I would also suggest finding trainings on youtube on how to use social media and other communications tools. The health forum has a couple of trainings on our youtube channel and I invite you all to visit it for more tips.
+ MESSAGING Understand the importance of messaging across different communications channels
Presenter
Presentation Notes
If you didn’t notice, I’ve already talked a little bit about messaging. In fact, communications is all about MESSAGING
Presenter
Presentation Notes
One of the first things I learned studying communications in college that has stuck with me ever since was Marshal McLuhan’s quote “the medium is the message.” Back then the medium was really about print or television, but nowadays we have the web, which I’ve already alluded to. But basically what McLuhan meant was that whatever avenue you choose to send a message, that avenue itself becomes a representation of that message and who that message goes to. So think about it this way. If I were to tell the story of Astrid Silva, the dreamer that President Obama mentioned in his speech, in person, in a blog post, a facebook post, in a 140 character tweet, and through an infographic. Which one of those mediums would you say is the most effective? The obvious one could be how Obama did it and that was presenting a live speech, but if messaged effectively through the other mediums, reaching other targeted audiences could be just as powerful through social media or through a blog post. Let’s go over messaging.
+
Persuasive Writing • Follow the news and jump at
opportunities • Make a single point • Use an active voice • Don’t be afraid to get personal • Express your opinion
“Helping working families succeed, building small businesses, tackling climate change & clean energy. Top of the agenda. #Hillary2016” @johnpodesta
Presenter
Presentation Notes
Communications writing is not the same writing we learned in grade school or in high school. In fact, the way we learned to write was to write an introduction, provide supporting facts in your body paragraphs, and then wrapping up with a concluding statement. But in communications writing the most important thing to start your writing with is the important stuff. So tips to effective op-eds and letters to the editors are to: Follow the new and jump at opportunities Make a single point when you’re writing and do it early on in your piece Use the active voice Don’t be afraid to be personal Express an opinion…you want your writing to pop out.
+
Storytelling
“Breast cancer does not discriminate,” she says, “and for that reason it is so important that we take our personal health seriously and literally take our lives into our own hands.” Source: Audrey Magazine
Presenter
Presentation Notes
Stories can be used to: Learn Initiate emotion and action Explain complicated ideas Share successes Persuade Susan Shinagawa is a survivor of three breast cancer diagnoses [1991 primary, 1997 recurrent (spine), 2001 primary]. Ms. Shinagawa is recognized as the nation's leading Asian American cancer and chronic pain advocate/ activist. Her story really had a hand in dispelling the model minority myth and encourages women like her, to get checked. Stories can make facts and statistics come alive and make you and your work memorable to your audience!
Any medium can be used to tell a story, including blogs, videos, print, social media and other multimedia channels. Just remember “the medium is the message” each medium elicits a different reaction from your audience, so stories must be tailored to fit. The key to success is knowing which story to tell in which medium. Short, snappy messages work best on television and the Internet, while online conversations, conferences and seminars provide a personal connection.
Like: The like button allows other users to know if you appreciate a particular post.
Presenter
Presentation Notes
Like Share Tag Status Timeline
+ FACEBOOK Step 1-2: Learn to speak Facebook
Share: The share button allows you to share an update or photo onto your own timeline, a friends timeline, and/or on a group or company timeline.
Presenter
Presentation Notes
Like Share Tag Status Timeline
+ FACEBOOK Step 1-2: Learn to speak Facebook
Tag: Marks a photo, video, or status with text to identify a person, group or company.
Presenter
Presentation Notes
Like Share Tag Status Timeline
+ FACEBOOK Step 1-2: Learn to speak Facebook
Presenter
Presentation Notes
Like Share Tag Status Timeline
+ TWITTER Step 1-2: Learn to speak Twitter
Reply: Use this to apply a public message to a user.
+ TWITTER Step 1-2: Learn to speak Twitter
Retweet or RT: This indicates a posting is a retweet from another user.
+ TWITTER Step 1-2: Learn to speak Twitter
Direct Message or DM: You can only send a direct message to someone who is following you.
Source: The Payroll Blog
Social Media Strategy
Source: The Payroll Blog
Social Media Strategy
Source: The Payroll Blog
Social Media Strategy
+ Strategy & Messaging
+ Strategy & Messaging
Presenter
Presentation Notes
The NY Review of Books didn’t celebrate the CIA’s first tweet like the 280K+ people on Twitter did. Instead, they shared a blog post by David Cole title The CIA’s Poisonous Tree. Let’s just say his blog on the CIA doesn’t have a happy Cinderella twist to it.
+ Strategy & Messaging
+ Strategy & Messaging
134 characters
Presenter
Presentation Notes
The 1-tweet blast was an apparent attempt to remind the Twitter world, that behind the agency’s new social media façade- lies a somewhat controversial history. The NY Review of Books’s Tweets were pretty awesome and memorable. The NY Review of Books has more than 680K followers. Twitter has a 140 character post rule. Your messages have to be short but enough to handle communicating an important message. So lets break down this tweet.
+ Strategy & Messaging
134 characters
At least 1 tag
Presenter
Presentation Notes
The 1-tweet blast was an apparent attempt to remind the Twitter world, that behind the agency’s new social media façade- lies a somewhat controversial history. The NY Review of Books’s Tweets were pretty awesome and memorable? So lets break down this tweet.
+ Strategy & Messaging
134 characters
At least 1 tag
Presenter
Presentation Notes
The 1-tweet blast was an apparent attempt to remind the Twitter world, that behind the agency’s new social media façade- lies a somewhat controversial history. The NY Review of Books’s Tweets were pretty awesome and memorable? So lets break down this tweet.
+ Strategy & Messaging
134 characters
At least 1 tag
Link shared
Presenter
Presentation Notes
The 1-tweet blast was an apparent attempt to remind the Twitter world, that behind the agency’s new social media façade- lies a somewhat controversial history. The NY Review of Books’s Tweets were pretty awesome and memorable? So lets break down this tweet.
+ Strategy & Messaging
Presenter
Presentation Notes
Aside from the character count, the tag, and the link. What makes this Twitter message memorable? The content itself is relevant and compelling Comes from a reputable source Other great twitter messages include posing a difficult question about an issue, stating facts, and sharing a story.
+ Strategy & Messaging
Source: KissMetrics
Presenter
Presentation Notes
So I talk a lot about Twitter. I like to think If I can’t put it on Twitter, then why put it on Facebook? But Facebook has a longer shelf life if you think about it. Twitter has millions of twitter posts a day. But how many people will look at your Facebook feed?...Facebook has less updates within a day and posts stay live on your page until you update again. Or you can be a serial poster on Facebook and you run the risk of your followers getting annoyed. Research by Buddy Media shows that pages that posted one or two times per day receive 40% higher user engagement than a page that posted 3 posts per day. So with 2 posts a day, what is the most effective way to write a message?
+
Facebook Messaging Template 1 This, this, or this? “What do you want to see Obama fix first? Access to health care, an affordable education, or immigration reform?” {link} Template 2 The first/best/worst…I ever…was_____. “The best day ever was March 31, 2009.” {link} Source: Post Planner
Strategy & Messaging
Presenter
Presentation Notes
So I talk a lot about Twitter. I like to think If I can’t put it on Twitter, then why put it on Facebook? But Facebook has a longer shelf life if you think about it. Twitter has millions of twitter posts a day. But how many people will look at your Facebook feed?...Facebook has less updates within a day and posts stay live on your page until you update again. Or you can be a serial poster on Facebook and you run the risk of your followers getting annoyed. Research by Buddy Media shows that pages that posted one or two times per day receive 40% higher user engagement than a page that posted 3 posts per day. So with 2 posts a day, what is the most effective way to write a message?
+
Source: Post Planner
Facebook Messaging Template 2 If I could snap my fingers and…I would___. “If I could snap my fingers and make the rules, I would make sure, that no child was left behind” {link} Template 2 If you support _____ like this update. “If you support the Affordable Care Act, like this update.” {link}
Strategy & Messaging
Presenter
Presentation Notes
So I talk a lot about Twitter. I like to think If I can’t put it on Twitter, then why put it on Facebook? But Facebook has a longer shelf life if you think about it. Twitter has millions of twitter posts a day. But how many people will look at your Facebook feed?...Facebook has less updates within a day and posts stay live on your page until you update again. Or you can be a serial poster on Facebook and you run the risk of your followers getting annoyed. Research by Buddy Media shows that pages that posted one or two times per day receive 40% higher user engagement than a page that posted 3 posts per day. So with 2 posts a day, what is the most effective way to write a message?
+
Source: Citrix and GrantCraft
Social Media Policies
Presenter
Presentation Notes
Be transparent Be discreet Play nice Play by the rules
+
Source: http://allegiancesoftware.com/
Don’t • Don't assume one size fits all • Don't target everyone • Don't neglect social networking • Don't get too promotional • Don't forget to add personality • Don't ignore mobility
Social Media Do’s and Don’ts
Presenter
Presentation Notes
Don't assume one size fits all: All social media platforms have unique designs and provide users with very different experiences. For example, Pinterest revolves around visuals, Twitter requires short, powerful statements and Facebook is a great medium for event and campaign promotion. Don't target everyone: While social media activity allows organizations to reach larger audiences, trying to attract a variety of followers will hinder targeting efforts. Don't neglect social networking: Social media strategies require a long-term commitment to maintaining post calendars, sharing frequently and connecting with followers on a regular basis. Don't get too promotional: Nonprofits that only share information about fundraising initiatives will be glossed over in favor of better posts. Katya's Non-Profit Marketing Blog recommends dedicating only 5 percent of all posts to self-promotion. Don't forget to add personality: The text and images shared on social media should reflect the voice of the organization. Everything posted should resonate with the organization's cause and member base. Don't ignore mobility: With more than half of cellphone owners now using smartphones, millions of people check their social media platforms throughout the day on mobile devices. Don't forget to share information that can be read easily on the go.
Do • Do opt for variety • Do focus on niche groups • Do assign tasks • Do produce and share rich, unique content • Do create a brand • Do vary posts
Social Media Do’s and Don’ts
Presenter
Presentation Notes
Do opt for variety: When creating a social media calendar, consider how events, related news and information should be portrayed across social media platforms and in a variety of formats, including text, photos and video. Do focus on niche groups: Using donor management software, consider who the ideal gift-giver is to determine his or her demographics and contribution patterns. This allows nonprofits to target valuable audience members with unique, tailored approaches and strengthen community engagement. Do assign tasks: Delegate the responsibility of maintaining accounts, writing posts and responding to followers' questions. It's important to maintain consistency on all accounts, but it's okay to use one platform more than others if it proves most effective. Do produce and share rich, unique content: Organizations that write informative, relevant blog entries and share them via social media, post fun or intriguing facts and circulate eye-catching photos will find develop a stronger following. Members will then share intriguing posts, furthering the reach of the organization to new prospects. Do create a brand: Logos and phrases help establish the recognizable traits of an organization. Consider using color schemes and recognizable imagery that followers will associate with the nonprofit. Do vary posts: To effectively reach mobile donors, share tons of visuals and shorter posts mixed with long-form content that desktop users can immerse themselves in.
Be the brand voice Be informal Let personality show Share your organization’s expertise Be generous and specific Show followers you know how to “talk with them and not at them” Respond to comments and inquiries Be forthcoming: own up to your mistakes Correct your errors right away Instead of deleting wrong post, link your error to a correction If you are unsure about a social media post or think you’re in a social media bind, talk to your staff about it. If you are not directly in charge of monitoring and maintaining an official social media site, disclose your partnership to the organization You are responsible for what you put out there
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[email protected] @AJTitong SOCIAL MEDIA GUIDES A Printable Guide to Social Media (#Infographic) http://www.edtechmagazine.com/k12/article/2013/02/printable-guide-social-media-infographic POLICIES Citrix Social Media Best Practices https://www.youtube.com/watch?v=iohIOxvJ97c#t=58 EVALUATION Fill out the evaluation at the end of the webinar!
Source: Citrix
Resources
Presenter
Presentation Notes
Be yourself Be informal Let personality show Share your expertise Be generous and specific Show followers you know how to “talk with them and not at them” Respond to comments and inquiries Be forthcoming: own up to your mistakes Correct your errors right away Instead of deleting wrong post, link your error to a correction If you are unsure about a social media post or think you’re in a social media bind, contact me for help. If you are not directly in charge of monitoring and maintaining an official social media site, disclose your partnership to the organization You are responsible for what you put out there
