social media with a strategy - nonprofits and religious organizations
DESCRIPTION
In "Social Media With a Strategy", Michael Hoffman will cover the fundamentals of social media, what the major tools are, and how they affect your organizational approach to engagement. Using real life case studies and best practices, he'll demonstrate how your organization can equip its members to become brand ambassadors online, how your staff can share news and events using compelling new media, and how you can turn your education and advocacy campaigns into online movements. More info: http://www.see3.net/event/religion-communication-congress-2010TRANSCRIPT
www.see3.net | [email protected] | 773-784-7333
Prepared for RCCPresented by Michael Hoffman, CEO, See3
www.see3.net | [email protected] | @Michael_hoffman
With a StrategySocial Media
www.see3.net | [email protected] | 773-784-7333
Today’s Plan
• About See3• The Big Picture• Crafting a Social Media Strategy• The Tools• Faith Based Examples• Discussion
www.see3.net | [email protected] | 773-784-7333
See3 Communications
• Interactive communications agency for nonprofits and causes specializing in video, web, and outreach
• Results-driven online strategies• Believe in technology and media to
help organizations reach their goals
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
Don’t Panic!
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
"I had a pastor ask me a month ago, 'Can you still have a real relationship online? If you mean, can I get a hug, then the answer is no. You can type bracket hug, of course, but that's not the same. But if you mean, can I engage with people? Can I build community? Then the answer is yes, as long as you're willing to be open and honest."
Anthony Coppedge, author of The Reason Your Church Must Twitter
http://www.pbs.org/mediashift/2009/06/religious-evangelists-spread-faith-through-social-media155.html
www.see3.net | [email protected] | 773-784-7333
Social Media Is Not AboutTechnology…
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Social Media Is About
• Building Relationships• Telling a Story • Listening• Showing Transparency• Being Accountable
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
Why You Use Social Media
• Monitor your issue and competitors• Find new stakeholders and build a
following• Help members stay connected• Promote publications, events, and staff• Raise awareness, stimulate discussion• Advocate and fundraise
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
Planning Your Strategy
• What are your goals?• Who are you trying to reach?• What tools do you need to use?• Do you need extra staff and/or
resources?• How will you measure success?
www.see3.net | [email protected] | 773-784-7333
Measuring Impact
• Volume– # of fans, followers, views, hits
• Engagement– comments, time spent on site, RTs,
shares, blog mentions
• Actions– donations, sales, event attendees,
signatures, sign-ups
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
Visit: www.Tangle.com
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Visit: www.MyChurch.com
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• Personal social network• Set up fan page for your organization• Share updates, photos, videos, links• Ability to run local, targeted ads
www.see3.net | [email protected] | 773-784-7333
Ways to Use Facebook:
• Create fan page for your organization or your issue
• Share links or videos from gatherings or trips – or related topics
• Organize an event and invite Friends/Fans
• Create a targeted ad to extend your audience or publicize your event
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
• “Micro-blogging” – 140 characters• Share updates, news, links, promotions• Build a “following” and “follow” other users -
good for high profile personality• Stay updated on industry trends & news
www.see3.net | [email protected] | 773-784-7333
Ways to Use Twitter:
• Use Twitter Search (http://search.twitter.com) to find people discussing your issue
• Monitor news using Tweetdeck or Hootsuite
• Determine your best content by tracking clicks (use a URL shortener such as bit.ly or tinyurl.com)
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
• Build a personal or organizational “Channel”• Upload and view online videos• Popular search engine
www.see3.net | [email protected] | 773-784-7333
Ways to Use YouTube:
• Promote an event with a simple slideshow• Get members of your org on camera• Show your supporters behind-the-scenes
videos• Host a weekly vlog (video blog) • Curate videos on a topic using playlists• Embed your and other videos on your site
www.see3.net | [email protected] | 773-784-7333
The Nonprofit Program
• Increased branding capabilities• HTML channel banner• Branded side column image
• Ability to receive donations using Google Checkout
• Ability to add Call to Action overlay and externally linkable annotations
www.see3.net | [email protected] | 773-784-7333
• Blogging platform• Post thoughts, updates, photos regarding
your work• Manage discussion through comments
features
www.see3.net | [email protected] | 773-784-7333
Ways to Use Blogs:
• Share thoughts and news from your organization (one personal view, organizational view, multiple views, guest views)
• Tell a deeper story about a topic• Use as your main website! Easy CMS
system
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
Bread for the World– Social Media Goals
• Expand and strengthen Bread’s advocacy work for poor and hungry people
• Expand our membership• Better communicate with existing
members and target audiences• Strengthen our relationships with our
members• Fulfill our mission to end hunger here and
abroadhttp://www.bread.org/get-involved/on-the-web/
www.see3.net | [email protected] | 773-784-7333
Bread for the World- Guidelines
• Establish a Bread presence wherever target audiences or constituencies already congregate online.
• Ensure that once we establish our presence in a social media site, it will be updated regularly according to the conventions of each site.
• Be flexible as we encourage experimentation and testing of new social media tools
www.see3.net | [email protected] | 773-784-7333
Bread for the World - Guidelines
• Encourage Bread staff and supporters to use social media and Web 2.0 tools.
• Provide training/resources to Bread staff. • Whenever possible, we will be supportive of social media
sites initiated by Bread’s grassroots. • We will endeavor to ensure consistency of messages and
actions across all media platforms.
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
Our Jewish Community
• OurJewishCommunity.org was launched on September 1, 2008 abd has reached 26,000 individuals in 50 U.S. states and in 130 countries
• Stream and archive services, holidays, conversations and integrate with Facebook Live - encourage conversation
• Twitter and blog managed by Rabbi Baum leader
http://www.ourjewishcommunity.org
www.see3.net | [email protected] | 773-784-7333
Visit: www.OurJewishCommunity.org
www.see3.net | [email protected] | 773-784-7333
www.see3.net | [email protected] | 773-784-7333
Our Jewish Community
“Rabbi Baum finds that many of her congregants
prefer to express concerns and ask questions online
rather than in person, and that online events can
connect people who otherwise wouldn’t partake in the
community.”http://www.thejewishweek.com/news/international/let_my_people_tweet
www.see3.net | [email protected] | 773-784-7333
Interfaith Youth Core
• “Bridge Builders”: closed network community using Ning (white label social network platform)
• Members share videos that inspire them as well as clips from recent events
• Members have access to resources from the Interfaith Youth Core
• Blog posts provide a space for members to explain their reasons for serving and talk about teaching children about peace.
www.see3.net | [email protected] | 773-784-7333
Visit: www.Bridge-Builders.Ning.com
www.see3.net | [email protected] | 773-784-7333
More Tools to Explore
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Visit: www.Google.com/Alerts
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Visit: www.Animoto.com
www.see3.net | [email protected] | 773-784-7333
Visit: www.Flickr.com
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Visit: www.CreativeCommons.org
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Visit: www.FirstGiving.com
www.see3.net | [email protected] | 773-784-7333
Visit: www.mGive.com
www.see3.net | [email protected] | 773-784-7333
5 Takeaways
• Find out where your audience is already online - don’t be afraid to ask them!
• Staff your social media presence smartly (task force, social media manager)
• Write a social media policy• Don’t forget to listen• Go deep, not wide
www.see3.net | [email protected] | 773-784-7333
DiscussionMichael Hoffman
• Email: [email protected]• Twitter: @Michael_Hoffman• Phone: 773-784-7333
The slidedeck and links will be available after this session at www.see3.net
www.see3.net | [email protected] | 773-784-7333
Photo Credits
• Audience in 3D Glasses - Diamond Geyser• Encyclopedias - Stewart Butterfield• Hammer - Austin Camera Guy
All photographs licensed under Creative Commons