Going Social: What You Need to Know to Launch a Social Media Strategy
Social Media Planning for Medical Reserve Corps Units
1. 11/21/2011
Presented To:
Medical Reserve Corps 2011 Region I/II Summit
ALYSON COBB & ARIELLE SLAM
JSI RESEARCH & TRAINING INSTITUTE, INC.
During this workshop, participants will:
Discuss popular social media tools, focusing on
Facebook, LinkedIn, Twitter, and blogs, and
their potential applications for MRC units.
Learn the process for creating a social media
plan, including developing goals, prioritizing
channels, content mapping, implementation,
and measurement.
Work towards completing their own social
media plan.
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Social media is a tool
A tool to help you communicate in the 21st
century
Two way communication is key
We are not just listeners anymore
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Name
MRC Unit
One fact about you from BINGO
What you are hoping to get from this
session
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77.3%
Internet
State
New Hampshire
Penetration
90.1% 84.7%
New Jersey 87.8% Regions 1 & 2
Connecticut 86.5%
Massachusetts 86.2%
Maine 82.8%
Vermont 81.7%
New York 81.5%
Rhode Island 81.0% Source: Internet World Stats, 2010
52% of Americans 12+ use at least 1 social
media networking site
43% of internet users 50+ use social
networking sites
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85% of Americans 18+ own a cell phone
72% of cell phone users send and receive
text messages
31% of Americans 12+ own a smartphone
75% of social media users have posted an
updated using a mobile phone
Source: The Social Habit 2011, Edison Research
1 in 6 residents said they have
used social media to get
information about an
emergency
About 50% said they would use social
media to let loves ones know they were
safe
Source: American Red Cross Social Media Survey, Aug 2010
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70% said that response agencies should
regularly monitor and respond to posting
on their websites and social media sites
If they posted a request for help on a
social media website, 75% would expect
help to arrive within an hour
Source: American Red Cross Social Media Survey, Aug 2010
In a survey of Facebook users,
38% would look for a Facebook page for an
organization for which they were thinking of
volunteering
12% would definitely be more likely to
volunteer if the organization has a Facebook
page
43% said whether or not the organization had a
Facebook page might impact their decision
9% would be concerned about volunteering for
a nonprofit that didn’t have a lot of likes
Source: Idealware, July 2010
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It’s where the people are
More common by the day
Try to reach a gap in communications plan
Two-way conversation
Engaging volunteers
Spread a message
Raise awareness of unit/organization
Free
More flexible and less staff time
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In small groups, discuss:
Who you are trying to reach?
What you are trying to accomplish?
What will change if this effort is a success?
Finally, what is your social media goal?
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Who are you Community members, specifically those who are
trying to reach? not prepared for an emergency
What are you Increase preparedness in our community
trying to
accomplish?
What will change Households will be more prepared, which will
if this effort is a lead to a decrease in those who need assistance
success? during an emergency, including shelter
attendance.
Our Social Media To promote emergency preparedness in our
Goal community in order to decrease the burden on
emergency response agencies, including our MRC
unit.
In small groups, discuss:
Who you are trying to reach?
What you are trying to accomplish?
What will change if this effort is a success?
Finally, what is your social media goal?
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Social networking sites
Facebook, LinkedIn
Blogs
Microblogs
Twitter
Geolocation
Google Maps, FourSquare, Facebook Places
Media sharing sites
Flickr, YouTube
Wikis
Social bookmarking
Reddit, StumbleUpon
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What they all have in common:
Two-way flow of information
Collaborative
Flexible delivery
Individuals have an expanded word-of-mouth
reach
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Most popular social networking site in the
world
More than 800 million active users (including
350 million through mobile devices)
Organizations and
companies create
Facebook pages,
which individual users
can “Like”
All pages are
automatically public
Can post text, links,
polls, events, photos,
and videos
Additional flexibility
through apps
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Facebook
State
Penetration
Rhode Island
Massachusetts
52.7%
47.3%
43.0%
New Jersey 47.2%
New Hampshire 44.5%
New York 43.3%
Maine
Vermont
40.3%
39.5%
44.3
Connecticut 39.3% Regions 1 & 2
Source: Internet World Stats, 2010
The average Facebook user:
Is 38.4 years old
Has 130 friends
Spends 55 minutes a day on Facebook
Creates 90 pieces of content per month
Is connected to 80 pages, groups, and events
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Brainstorm the pros and cons of using
Facebook for your unit
Write your top pro on a yellow post it and
your top con on a pink post it
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social networking
site for
professional
networking
Can connect with
colleagues and see
who they are
connected with
Profile= a resume
Organizations can
create groups
Groups can hold
discussions and post
resources
Over 135
million
members
Average age of
users is 44.3
years old
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Brainstorm the pros and cons of using
LinkedIn for your unit
Write your top pro on a yellow post it and
your top con on a pink post it
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Website where 1+ people post fairly
frequent updates, often told from a
personal perspective
Posts are often short, appear in reverse
chronological order, and written in the
first person
Typically text based, but can also include
photos or videos
Brainstorm the pros and cons of using
LinkedIn for your unit
Write your top pro on a yellow post it and
your top con on a pink post it
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Users send and read
text‐based posts of up
to 140 characters, called
“tweets”
All pages and tweets are
automatically public
Has grown to include
photos and videos
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Most popular microblogging site
13% of Americans use Twitter
Average age is 39.1 years old
Of people who have ever used twitter:
82% access the site at least once a month
54% access the site at least once a week
18% access the site at least once a day
Brainstorm the pros and cons of using
LinkedIn for your unit
Write your top pro on a yellow post it and
your top con on a pink post it
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Staff/Volunteer skills and time
What your target audience is using
Which tool is best for conveying your
message
How this will integrate in to your existing
communications plan
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22. 11/21/2011
In a survey of non-profits using social
media:
No respondents who were spending less than 1
hour per week on social media reported seeing
any results
Respondents who were seeing tangible,
substantive results spent an average of 5 hours
per week
About 30% achieved success in 2 hours per
week or less
Source: Idealware, July 2010
Tool Time Estimate per Week
Facebook 2 hours
LinkedIn 1 hour
Blogs 3 – 5 hours
Twitter 1.5 – 2 hours
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Weigh the pros and cons of each tool, as
well as organizational considerations such
as time and skills, and check Yes, Maybe,
or No for each tool
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Set date for revisiting/refreshing
maintenance plan
Tools used
Who will manage each tool
Post frequency
Plan for content
Develop weekly pattern
Create a message bank or pre-written messages
Monday Tuesday Wednesday Thursday Friday Weekend
•Medical •Tell a friend •Interesting •News •Recognize •Events
audience link •Partner volunteers
msg. outreach
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Who will Alyson
manage? Need to identify backup
Post 1st 4 mnths =2x per wk
frequency? After 4 mnths= every day
Types of Updates from MRC units
info posted? throughout NH; statewide
information for MRC coordinators
& volunteers
Sample WMUR will have continuous
message updates about the storm at this
link (which works on mobile
devices as well). "Share" the link
with friends and family so they
can stay up to date even if the
power goes out
Work in groups to
complete
worksheet 5.
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Recruitment based around a popular event
Local event
Online event
Public Awareness
National Preparedness Month
Flu Shots
MRC ambassador message dissemination
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Campaign Name JIVE 2011
Dates 9/1/11‐ 10/1/11
Why is this the • Preparedness Month
right time? • 9/11 10th Anniversary
Specific goals • Consistent preparedness
messaging
Week Dates Theme • Raise reach of local response
Facebook & Twitter accounts
1 9/1‐3 General Preparedness • Increase ReadyNH traffic
2 9/4‐10 Stay
Supports larger • Public information & warning
goal • Channel redundancy
3 9/11‐17 Leave
4 9/18‐24 Connect
Target audience Area residents who have not or
have done little to prepare for an
5 9/25‐30 Volunteer emergency
Tool Facebook Twitter
Managers • Agency assigned • Agency assigned
• Alyson monitors • Alyson monitors
• Arielle track links
Post frequency
1 post per week per agency 1 tweet per week per agency
(minimum)
Types of Preparedness messages by Preparedness messages by weekly
information weekly themes themes
posted
Sample post How would you keep in touch Emergencies don’t wait until after
with friends and family during hours. Do you know the emergency
an emergency? (Question ) plan for your workplace?
• Phone http://1.usa.gov/ReadyNH_Business
• E‐mail #NPM #ReadyNH
• Visit them
• Facebook
• Twitter
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Purpose
Before-During-After
Plan
Tools
Frequency
Managers
Contingency plan
Post-event evaluation
Include in After Action Report
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Content brainstorm
Message construction
Policy considerations
Measurement
Encourage conversations among new and veteran
volunteers
Ask current volunteers to post comments or stories
about volunteering
Encourage potential volunteers to voice concerns
Recognition programs
Volunteer of the month
Volunteer spotlight
Post multimedia of volunteers in action
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Post multimedia links
Share news and updates
Collaborate on content with partners &
repurpose existing content from partners
Tone
Less formal than a website
Neutrality
Balance between selling volunteerism and
providing valuable information to followers
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Responsibilities
Supervisor
Coordinator
Channel authors
Content calendar review
Comments policy
Interactions
Does anyone have a policy?
How is it working?
Biggest barriers?
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Look at plan in short cycles
Views
Followers
Engagement
Conversion
Tracking links
“How did you hear about us?” check box
Lift assumptions
Share plan with key personnel/volunteers
for input.
Set aside a few hours to a day to learn
tool(s) and create an account.
Start developing content and ask for co-
worker & volunteer input.
Write policy.
Start planning for your first campaign.
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Arielle Slam Alyson Cobb
JSI Research & Training Institute JSI Research & Training Institute
aslam@jsi.com
acobb@jsi.com
603.573.3341
603.573.3319
http://linkd.in/ArielleSlam
http://linkd.in/AlysonCobb
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