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1
The Social Media Decision-Maker’s Toolkit
Class #4: Defining Your Social Media Mix
Logistics
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Introduction to Content Management Systems
June 2007
Social Media Decision-Maker’s Toolkit
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Logistics
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The Social Media Decision-Maker’s Toolkit
Class #4: Defining Your Social Media Mix
Introductions
A d BAndrea BerryDirector of
Partnerships and Learning
Idealware
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Deciding Which Tools To Use
Ask the Important Questions…
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Evaluate the Options…
Develop a Plan…
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Key Questions to Consider
Is Your Tech Infrastructure in Order ?
Social media tactics often have less bang-for-the-buck than core infrastructure like networks, websites, and email
Website Constituent Tracking
Broadcast Email
Social Media
Functional and Secure Infrastructure
(Specific Mission Based Software Packages)
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How Much Time Can You Commit?
Rule of thumb:
2 Hours per Channel
But okay, okay, it depends…
What Does the Research Say?
Overall success in social media by hours spent
Total hours per week spent on all social media
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How Frequently Can You Post?
BlogsPhotos
Videos eNews
Direct Mail
Newsletters
Multiple Times a Day
Once Every Few Months
Daily Weekly Monthly
Who Will Do The Work?
Someone should be in charge…
One person will do it all
“Everyone” will do it
…but they likely can’t do it alone
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What Expertise is Available?
Do you already have great videos? A staff of professional researchers? Deeply committed volunteers?
Build from your strengthshttp://blogs.consumerreports.org/safety/
How Much Expertise Will it Take?
Blogs
PhotosTwitter
Videos
Not Much A lot
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What Is Your Staff Using Already?
Starting with something that you have personal experience with can be a big help
A Framework to Decide
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Decide How Much Time You Can Invest
Number of hours it seems worthwhile to commit to social media
2Equals:Equals:
The number of channels you can take on
Score Each Channel for Each Goal
Goal #1:Recruityouth
Goal #2:Get feedback
Goal #3:Increase event
volunteers from youth on activities
attendance
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2
5 4
Blogs
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Score The Effort for Your Organization
Content: How easy will it be for you to produce
Expertise: How well versed are you or your staff in
the necessary content?
this channel?
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4
5
Blogs
Total and Rank the Channels
Total Across the Row
Rank of this Tool
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12
1
3
Blogs
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Total and Rank the Channels
Chose the number of channels you can keep up with
Give the Numbers a Gut Check
Think through what the
numbers tell you. Does it
feel right?
The numbers are not theThe numbers are not the
boss of you.
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Building a Community
The Ebb & Flow of Social Media Action
Don’t heavily
post to a channel
in the heat of a
campaign,
abandon it for
months, and then
plan to pick it up
again for the next
campaign
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Waves of Campaigning & MaintainingCampaigns:
• Have beginning & end
• Specific goals
• More tools & activities
Maintenance:
• Open ended
• Also with specific goals
• Base time commitment
Campaign #1
Maintenance
MixCampaign
#2Maintenance
MixCampaign
#3
• Specific success targets
• Should be evaluated
• Build & engage followers
Kick off with a Campaign
Craft a message
that will hopefully
make a splash
with your primary
audiencesaudiences
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Based on Your Goals
Which goals will youWhich goals will you
work towards?
Make sure you have:
• Beginning and End
• Specific Targets
Think Through the Timing
Sun Mon Tue Wed Thu Fri Sat
Announcement
Last
eNewsFacebook Post Facebook PostBlog PostBlog Post
Facebook Post
Facebook Post Blog Post
Email Last chance!Blog Post Facebook Post
Facebook Post
Facebook PostBlog Post
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Consider Your Organizational Voice
H
PR message
Human and engaging
Spam
Trivialities
News feed
Social outreach
Irrelevant On mission and interesting
message points
Spam News feed
Coordinating Communications
How can you coordinate across different sites and mediums?
Define the goalThink through the audience for each venue
Tailor the message
What are you trying to
Why are they h ? Wh
What will btrying to
accomplish?there? What will resonate?
best achieve your goals?
Don’t just spam the same message through every channel.
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Responding and Shepherding
Pay real attention and respond to what people are saying.
Thank people
Link to people
Follow their lead, if they have a good idea
Refine your communications according to what they say
What if They Say Bad Things?
Should you limit or moderate discussion within your community?
Will hurtful comments damage your community?
Where might people say these things instead?
??
Consider the actual damage that will be done
Will it let you show how responsive you are? ?
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A Campaign Case Study
California State Parks Foundation
• May 2009
• 100 Park Closures100 Park Closures Imminent
• 500 Facebook Fans
• Mostly Direct Mail Supports
New Strategy:
Reach younger supporters to prepare for a ballot initiative to protect California parks.
Case study thanks to NTEN
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An Integrated Strategy for CSPF
Recruit 5,000 new Facebookfans in one month
One Wayemail
direct mailads
HomebaseWeb Site
SocialFacebookYouTube
Case study thanks to NTEN
Integrated Components
Home Base One Way Social
• Web site redesign to emphasize:
• Petition
• Donations
• “Urgent Grams” to:
• High Dollar Donors
• Other Members
• FacebookWelcome Page
• Fan Videos on YouTube
• Prospects
Case study thanks to NTEN
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Integrated Looks & Message
Case study thanks to NTEN
YouTube
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Campaign Results
Case study thanks to NTEN
The Final Tally
• $950,000 Raised
• $300,000 Online
• Tough to track specifically to social mediag p y
• 46% of that came from supporters new to CSPF
• Email list size grew in tandem with Facebook Fans, suggesting that they are highly related
• Ballot initiative campaign was live, but lost on November 4th
Case study thanks to NTEN
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Maintain Channels Between Campaigns
Don’t just drop off the
face of the earth
because you don’t
have a current
campaign.
Keep the flow goingKeep the flow going.
Provide a Behind the Scenes Look
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Ask a Question
Provide News or Resources
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Thank and Link to Others
Post New Photos or Videos
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Homework
Worksheets
# 7 Deciding Which Tools Are Right For You
#8Campaign and Maintain
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