Slides from February 16, 2011 presentation for Enterprise Renfrew.

1. The Social Media Company

2. Learning Outcomes
• Identify the key audiences for your
organization and learn to find them online.
• Set clear objectives for your social media
campaign.
• Define a strategy for your social media
activities.
• Set up profiles on major social media sites and
understand the mechanics of each.

3. POST
• People
• Objective
• Strategy
• Technology

4. People
• Who are you trying to reach?

5. Key Audiences
People
• Volunteers • Members
• Donors • End Users
• Opinion • Free Agents
Leaders • Staff

6. Where are they
People
• Facebook • Google Plus
• LinkedIn • Industry Portal
• Email
• Twitter
• Blogs
• YouTube

7. Objective

8. Objective
• Have clear objectives about what you want
to accomplish for your organization; its
users, its donors, volunteers and
supporters.

9. Objective
• Create awareness • Increase membership
of your organization • Empower Free Agents
and its mandate
• Affect change
• Recruit volunteers
• Raise funds

10. Objective

11. Strategy
• Make sure it is in alignment with overall goals
• Social media is just another communications
tool.
• Plan to grow and build your online
community. Don’t just build it and wait for
followers.

12. Management
Strategy
• Who will your social media activities?
• Who can post to the sites / profiles?
• Will you develop a social media policy?

13. Content
Strategy
• Content is King
• What are you going to share?
• Where will you get this information?

14. What Content?
Strategy
• Topical what’s trendy • Research
• Tag along - cruise tragedy = • Presentation from events
water safety, DIFD = mental • Staff input and updates
health
• Background information, did you
• Breaking news know?
• Interviews with subject matter • Photos and videos from work in
experts the field
• The story behind your • Stories
organization (users, patients, volunteers)
• Press mentions • Links to useful sites and resources
• Guest blogs • Organizational announcements
• How to lists

15. Other People’s Content
Strategy
• Subject matter experts. • Alltop / Huffington Post
• Other organizations • Mention and link back.
(local, provincial, national or • Share and be fair.
international).
• Create a reader or feed to
catch all news and
information for your field.

16. Be Audience Specific
Strategy
• Need more • To create
volunteers, show awareness, provide facts
photos of other and information. Allow
volunteers engaging for two way
and making a communication for asking
difference. questions.
• Appeal to donors with • Empower free agents
impact statements or with ideas and
show photos of information.
recognition events.

17. Content Calendar
Strategy
• Map out your posting schedule.
• Lessen the workload.
• Avoid surfing and time wasters.

18. Be Human
Strategy
People relate
to people not
organizations
• Be careful not to automate.
• Use pictures.
• Speak as people.
• Build trust.

19. Understand Your Network / Community
Strategy
• Google your organization, • Free Agents – People who
your CEO, key staff act on their own in support
members, events & your of a cause.
competition. • Local Organization – UPS
• Find Key Influencers , the Beer Store.
• Celebrities or community
leaders – JJ Clarke, son with
CP
Use Google Reader, Twitter Search, RSS Feeds

20. Objective

21. Technology
• Target audiences identified
• Use the profiles and accounts that will reap
the biggest reward

22. Choose your tools
Technology
• Where will you spend your time?
• Where is your audience?

23. The Big Three
Technology
• Facebook
• Twitter
• Blogs

24. About Facebook
Technology
• Facebook is a social network • Second most popular
for connecting people with website in the world
those around them – (behind Google).
friends, family, coworkers, or
simply others with similar
• The most popular social
interests. network overall.
• Facebook started in 2004 as a
closed community for college
students Facebook allows
users to connect and share
information in a variety of
ways.

25. Why Facebook
Technology
• Get found by people who • Create a community around
are searching for your your organization.
products or services. • Promote other content you
• Connect and engage with create, including
current and potential stake webinars, blog articles or
holders. other resources

26. Pages, Profiles or Groups
Technology
• Personal vs. Business • Facebook has built
Accounts. significant functionality
• Profiles are meant for specifically for
people and Pages are meant businesses, and all of this
for businesses. functionality is only
available for Pages.

27. The Differences
Technology
• Multiple administrators
• Anyone can become a fan of
• Pages are public your page to access your
• Pages can be categorized for content.
more relevant search
results.

28. How to Set Up a Business Page
Technology
• Visit
www.facebook.com/pages
/create.php
• Facebook will then walk
you through a simple
wizard to create your
Page.

29. Choose a Name and Category
Technology

30. Upload a Photo
Technology
• Use your logo or
organization name.
• Make sure it looks nice as
an avatar.

31. Edit Your Page
Technology
• Click on “Edit Page” or “Edit Info” on your Page’s homepage
to add information about your business such as your
website, a short description of what you do, the services you
provide.

32. Administration
Technology
• Your name and profile will not • You can designate multiple
show up anywhere on your administrators as well to
Page. help with the maintenance
• Information posted will appear of your Page.
to be posted by the
organization

33. The News Feed
Technology
News Feed.
• Every time a fan engages with
your page that activity is
published to their “News Feed”
which can be seen by their
friends on Facebook.
• When a user first logs into
Facebook, they see a feed of
their friends‟ recent activity, so
the activity of your fans on your
Page gets shared with a greater
network, giving your business
more visibility.

34. Promote Your Page
Technology
Draw on your existing
network.
• Send a link to your mailing
list.
• Include a link to your page • Use the Share / Like button
in your email signature. on posts in other media
• Blog about your Facebook • Add social media links in
page. traditional advertising.
• Post a link to your page on • Facebook icon on business
your website & blog. card.

35. Best Practices
Technology
• Be interactive, fun and • Like' other businesses’
helpful. Facebook Pages.
• Create contests on • Don’t always ask for
Facebook. support.
• Integrate traditional • Crowdsource
advertising with • Don’t forget to respect
Facebook. the privacy of your
• Use Facebook to grow clients and donors.
your email list and vice
versa.

37. Objective

38. Twitter 101
Technology
• Twitter is also referred to as
a "micro-blogging" • 1. Send a short message to
service, meaning you can a bunch of people publicly
post short updates limited • 2. Send a short message to
to 140 characters or fewer. a specific person publicly
• Originally, this character • 3. Send a short message to
limitation was implemented a specific person privately
to make Twitter compatible
with mobile phones and
text messaging.

39. Technology
Twitter is a relationship-building and relationship
maintenance tool; the most obvious non-profit use of
Twitter is to meet potential donors, volunteer and users as
well as to create awareness of your organization and its
mandate.

40. Functionality
Technology
• Interact with your key • Promote other content
audiences and stakeholders you‘ve created, including
• Track what people are blog posts, articles or
saying about your videos. s
Organization. • Develop direct relationships
• Create buzz around with bloggers and
upcoming events, journalists for potential PR
campaigns and drives. placement

41. Sign up for Twitter
Technology
• Go to www.twitter.com
• Click “sign up”

42. Select Your Username
Technology
• Your username is very Ideas for Twitter Usernames:
important. 1. Your Organization Name
• This name will be how 2. A combination of your
people refer to you on name and your company
Twitter. (CompanyJane)
• Think of your username as 3. A combination of your
your personal brand name. name and your industry
That‘s how important it is. (RedCrossJane)

43. Username
Technology
• Don‘t make your Twitter handle
something completely random
(TigerMan). This is a lost
branding opportunity for you
and your company.
• 2. Don‘t use numbers
(Joanne123). Unless there is a
reason for the specific
numbers, it looks juvenile and
unprofessional.
• 3. Don‘t use an underscore
(PR_Max). Using an underscore CLICK “CREATE MY ACCOUNT”
won‘t hurt you, but be aware
that it generally is never
done, and you‘ll be at risk of
seeming unaware of the
―social norms.‖

44. Personalize Your Profile
Technology
• Personalize your account
before you begin interacting
with and following people.
• Account should look active.
• Better chance of being
followed back.
• Won’t be mistaken for a
spammer.
• Use your logo for your avatar.

45. Populate the BIO section
Technology
Add a link where follower can • 160 characters
get more information • Make them want to follow
– Company website
you
– Blog
– Your organization
– LinkedIn Profile
– Your mandate
• Be as descriptive as – Who you serve
possible.

46. Start Tweeting
Technology
• An Observation: Tweet about • Your Content: Post a link to
what you‘re doing, thinking or your most recent company or
feeling. personal blog article.
• What You’re Reading: Post a • Someone Else’s Content: Post
link to an interesting blog post a link to someone else‘s blog
or news article. article as a helpful resource.
• What You’re Watching: Post a • Chat With Someone: Direct
link to a video. messages to other Twitter
• What Events You’re users using an @ sign.
Attending: Share a link to the • Retweet What Someone Else
next conference you plan to Has Tweeted
attend.

47. Build Your Network
Technology
Find People to Follow
• Use Twitter’s “Who to
Follow” Feature
• Twitter Search
(http://search.twitter.com
• Follow people your
followers are following.
• Follow thought leaders
and bloggers
• Follow hashtags (#)

48. Build Your Network
Technology
Get Others to Follow You
• Make your company’s • Make your tweets useful
Twitter usernames easy resources so people need
to find. you.
• Place “Follow” buttons on • Interact with those
your blog and various people you follow who
pages of your website. don’t yet follow you back.

49. Objective

50. Technology

51. Technology

52. Why Blog
Technology
• Provide quick, up-to-the- • Increase the search ranking
minute news about your of your website.
organization and cause. • Give you access to the
• Helps you to reach more press.
people. • Allows supports or potential
• Content can be repurposed supports to get to know and
(newsletter, email blast). trust you.
• Starts conversations.

53. Blog Topics
Technology
• Breaking news in your field. • Press mentions.
• Interviews (written, audio, video). • Requests for feedback and ideas.
• Calls to action.
• Notes, photos and presentations
• Guest blog posts.
from events.
• How to lists.
• Staff and supporters' opinions. • Organizational/project news.
• The story behind your
organization/project.
• Notes and photos from your work in
the field.

54. Be Human
Technology
• Posts should be signed off in
your name. Not in the
name of an admin or the
name of your organization.
• Provide a link to a bio
page, so the reader is able
to learn more about you.

55. Make it Easy to Learn More
Technology
• Include a link back to your website.
• Make an"About Us" page for your blog that
describes the mission of your organization
or project.
• If your blog is integrated into your main
website, make sure it is easy to navigate
back and forth between the blog and your
home page.

56. MAKE IT EASY TO SHARE
Technology
• Use and “Add This” or “Share This” button on the bottom of
each blog post.
• Place an “Add This” or “Share This” button on the top of each
blog post.
• Use Facebook’s notes application to share your blog with your
Facebook community.
• Share links to your new blog post with your Twitter
community.

57. More Ideas
Technology
• Make it easy to skim, but • Use bold, italics, bullets and
irresistible to read. numbered lists to break up
• Use images with every post. the page.
• Write titles that tell the • Don't be afraid of white
reader whether or not the space.
post has information that is • Keep it short. People read
relevant to them. between 250-300 words per
minute.

58. Objective

59. Carolann Barton
Objective
613-355-9911
ca@thesocialmediacompany.ca
@socialmediaco
www.thesocialmediacompany.ca
www.facebook.com/socialmediaco