2. I’m Alexandra
I do digital media, including social
media,
for NeighborWorks America
3. Goals for Today
1. Understand the value of communications
planning
2. Evaluate if social media is right for your goals
3. Plan your next steps
4. Setting Expectations
My goal is not to convert you all to using
social media
My goal is to help you understand the
possibilities of social media usage in your
community
5. Agenda
Introductions
• Part 1: Communications Planning
• Part 2: Social Media Overview
Break
• Part 3: Making Decisions
• Part 4: Planning session
6. Break into groups
Hello my name is:
1. Your name
2. Where you’re from
3. Why you’re in this class
10. Does your action plan have a
communications plan for:
– Starting the project
– Continuing the project
– Announcing completion of the project
?
11. Who do you need to reach to make
your project successful?
1. Fill out the profile in your folder
2. Review profiles
3. How should you adjust
communication to adjust for
different people?
4. What do they have in common?
27. What social media can do
What social media can do
• Enable real-time, two-way communication
between neighbors
• Help build momentum for change
• Track progress or concerns on issues
• Include people who are shy or physically
disabled
33. Key Social
Media Facts
#1: Mobile is continuing
to grow
The number of people
accessing the internet via
a mobile phone has
increased 60.3% to
818.4 million in the
last two years.
Creative Commons
34. Key Social Media Facts
#2 Older users are getting into social media
On Twitter the 55-64 year age bracket is the
fastest growing demographic with
79% growth rate since 2012.
The fastest growing demographic on
Facebook’s and Google+ are the
45 to 54 year age bracket at 46%
and 56% respectively.
Source: GlobalWebIndex study via JeffBullas.com
35. It’s not just the kids
http://www.nw.org/network/SocialTechResour
ces/tgordonaarp.wmv
36. Who’s using what social media?
Source: Pew Center for Internet Research, via DocStoc
39. Social media pitfall #1
It requires internet or a data plan
- People with lower incomes are less likely
to use most social media
- When they do use it, it’s often on a
mobile phone.
40. Social media pitfall #2
Social media doesn’t replace
face-to-face interactions
or shared experiences
41. Social media pitfall #3
• People need to be using it already for it
to work
– Don’t talk into the void
– Join the party
42. “Communities already exist. Instead
[of creating a new one], think about
how you can help that community
do what it wants to do.”
Creative Commons
43. Social media pitfall #4
It only works if you’re working it!
– You or someone on your team needs to
monitor your social presence and be
responsible for regular updates
– Social outreach needs to be a part of your
overall communications strategy
62. Listen, Communicate, Create, Track
Time on Social Media
15%
30%
Listening
Communicating
25%
Creating/Experimenting
30%
Tracking
Source: Danielle Brigida, National Wildlife Fund, Portland NTI symposium
63. 1. Listening Tools
Search hashtags
and trending topics
Google Alerts
Comprehensive blog
searches on topics or
organization names
More resources on
bethkanter.org
64. 2a. Communicating by participating
Go to where your
people are
Join the discussions
on your topic
Balance your
storytelling with
responding to others
65. 2b. Communicating
with effective messages
A
Attract attention
People are flooded with information. Your message should
attract attention quickly
I
Generate interest
Get your audience to relate to and care about your
message or issue.
D
Encourage a
desire to respond
Your communication needs to motivate and persuade
people to act by convincing them that what you say is true
and important.
A
Prompt action
Recommend a clear, specific action and be sure it is
something your audiences feel they are able to do.
Source: Adapted from: Kingham, T. & Coe, J. (2005) The Good Campaigns Guide: Campaigning for Impact, NCVO Publications, London.
66. 3a. Experiment with Messaging
What messages work well?
-Are you sure? Did you test them?
-Do some groups of people respond differently?
67. Experiment with Messaging: Example
Oxfam International wanted to create a message that would encourage people to
pressure their governments to invest in education in developing countries.
"Basic education helps break the
cycle of poverty“
Vs.
"Education is every child's right"
Source: Message in a Box Tactical Tech
69. 3b. Communicating experiments
Try posting similar messages at different times of
day or different days in the week
Try slight changes to your message depending on
the tool you are using to distribute the information
(Twitter vs. Facebook vs. flyers vs. blog)
70. Listen, Communicate, Create, Track
Time on Social Media
We are here
15%
30%
Listening
Communicating
25%
Creating/Experimenting
30%
Tracking
Source: Danielle Brigida, National Wildlife Fund, Portland NTI symposium
72. Criteria for effective social media
1.
2.
3.
4.
5.
Frequent posts
Posts promote core business activity
Posts thank partners
Post engage followers
Channel shows regular growth
73. Effective social media
1. Frequent posts:
Posts should occur at least twice a week
Ideally:
• Once/day for Facebook
• 2-3 times/day for Twitter
74. Effective social media
2. Promotion
Posts should mention what your cause will
offer the community
Why?
• Show your cause/organization’s value
75. Effective social media
3. Partners
Posts should acknowledge/thank partners
and funders – build the relationship online
and offline
76. Effective social media
4. Engagement
Proof of audience through a
like, comment, retweets, mentions, etc.
77. Effective social media
5. Growth
Number of followers should increase
regularly
Tip: Growth may be slow until you hit a
critical mass. It will relate closely to how
often and how well you use social media.
80. Goals for today – How did we do?
1. Understand the value of communications
planning
2. Evaluate if social media is right for your goals
3. Plan your next steps
82. Good
luck!
Send me any questions at:
achaikin@nw.org
Follow NeighborWorks America social
media on:
83. Further Reading/Resources
Online
Resources
• NTEN – nten.org
• Beth Kanter – bethkanter.org
• Debra Askanase – communityorganzer20.com
Books
• Social Tech Symposium – bit.ly/SocialTechNTI
• The Networked Nonprofit
• Measuring the Networked Nonprofit
Hinweis der Redaktion
This will not be a class with step by step info on how to set up Facebook, Twitter or other social media accounts
How many of you have a communications plan for your community projects?
Divide into groups. I will give you five minutes to develop profiles. Choose the two groups that are most important for your projects. Is your primary goal to engage youth? To include more immigrants from Latin America? Be specific.
Stop. Pause for them to answerShow of hands for use of Twitter, Facebook, Pinterest, LinkedIn
Gchat: Meet Bill for coffee at 5pm. Bill: How about 6?Facebook event: Let’s have a block party on October 31. Residents: We’d prefer to wait until after new sidewalks installed Nov 1.Tweeting to Cory Booker about house flooding
Skip the entertaining line.
Follow with flip chart exercise reviewing pros and cons of each type of outreach
How many of you have heard of Giving Tuesday?
Video voting contest
In the examples we discussed, the organizations had done lots of ground work and relationship building before they had their successes. They also built off existing networks rather than trying to invent totally new ones.
How do you get someone to become engaged? To trust you? To take action?
How do you get someone to become engaged? To trust you? To take action?
How do you get someone to become engaged? To trust you? To take action?
How do you get someone to become engaged? To trust you? To take action?
This doesn’t mean you need to encourage spammers or negative comments
Review then open the floor for discussion. Ask people what social media channels are missing and have them explain what they are.
Pull out stakeholder profiles worksheet
Pull out stakeholder profiles worksheet
15 min brainstorm, then we will discuss messages from brave volunteers
For websites, Google Analytics is powerful and heat maps can be useful