This slide deck accompanies a 60 minutes webinar by CivicActions' Social Media Strategist Gregory Heller that explains the top level concepts of social media, cover a wide variety of social media platforms (including microblogging sites like Twitter, Facebook pages and groups, blogging, photo and video sharing). We will cover examples of a variety of successful uses of social media. Learn more at http://civicactions.com/social-media
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Social Media Overview and Strategy For NGOs
1. Social Media:
Overview and Strategies for NGOs
Gregory Heller
Partner & Strategist
CivicActions
twitter @gregoryheller
2. Agenda
What is “Social Media”
Why it is important to NGOs
How to develop a Strategy
Measuring Success
3. What Is It?
Social Networks and Social Media are not the same!
photo credit: flickr :: muffet flickr :: Andrew Mason
4. Social Networks
Social Networks are the connections people make with one
another. Technology empowers this through websites like
Facebook, Twitter, Flickr and countless others.
photo credit: flickr :: kentbye
5. Social Media
Social media is online content created by
people and shared over social networks.
photo credit: Library of Congress
6. The Big Picture
Social media is fundamentally changing the way
humans connect and share information and ideas.
It is also YAPS (Yet Another Paradigm Shift) in
communications. From a one-to-many mode of
communication to a many-to-many mode.
This is unique and unprecedented.
8. Why Is It Important
This is the direction internet communication is headed
Your networks are there:
other organizations, donors, board members, etc...
People are talking behind your back!
the conversation is happening with or without you
Increasingly people are searching there
9. Modes of Social Media
Microblogging
Social Bookmarking
Media Sharing
11. Microblogging
Short: Constrained length (Twitter 140 characters)
People “follow” you, you “follow” people
Public conversation with other users
12. Social Bookmarking
People share their bookmarks
Easy to see what's interesting to people
See how other people “Tag” the same pages
(we'll talk about Keyword Research in a minute!)
delicious
bookmarks
& notes (reader)
14. One way it happens...
Share This/Service Links on websites
15. Photo Sharing
Flickr – share photos with friends and strangers
tag photos to be easily findable
add them to “groups”
Post comments, and discussions
license them under Creative Commons
2.5~3 million new photos each day, over 3 billion in total
Facebook – increasingly used for photo sharing
post to “wall” or albums
Tag and Comment
More than 1.5 million pieces of content (web links, news
stories, blog posts, notes, photos, etc.) are shared on
Facebook daily.
16. Video Sharing
YouTube – Videos, Video responses, comments,
rating, favorites
YouTube is the #2 Search engine in the World
20 hours of video uploaded to YouTube every minute
Others: Vimeo, Revver, blip.tv
uStream.tv for live streaming
20. Social Media Strategy example:
Using Video to Connect
Oxfam used a
YouTube video first to
introduce their
campaign against
Starbucks and then to
present a “Thank You”
from the people Oxfam
Supporters helped.
27. Look Around
Conduct Preliminary Research
What are other orgs like yours using/doing
Where is your audience
Nielsen Media Metrics
Pew Internet Surveys and Reports
Survey them yourselves
Who are the important/connected people
What are the keywords
28. Develop A Plan
P.O.S.T. Framework (Groundswell, Forrester Research)
People: Identify your audience
Objectives: Identify your objectives
Strategy: Develop a strategy
Technology: Identify the right tools/sites
30. Listening
Developing a Listening Strategy is essential
Where to listen
Google News and Blog search, Technorati, Twitter
How to listen
feed readers (Google reader, Bloglines)
Schedule time to listen
When & how to respond
Comment, Blog post, Tweet, letter to the editor, op-ed
31. Keywords...
And why they're important:
Search. What your audience searches
Keywords determine relevancy
Relevancy determines findability
32. Keywords...
And how to find them:
Look at “competitors”
Brainstorm with your staff, members, audience
Google Trends (http://www.google.com/trends)
Ask for help/feedback from others
On Twitter, or Facebook for example
Delicious
38. Get Connected
Go where your audience is
Facebook, MySpace, LinkedIn, WiserEarth, Ning
Twitter
YouTube
Participate, Engage, Contribute
Build and use social capital. You can't save it.
39. Growing Your Network
Make a commitment to “be there”
On Facebook: create a “page” not a group.
Start with everyone in your organization
Grow from there, use blog, website, Twitter
Don't attempt “action” until you have Critical Mass
Take the Long View
40. Join the conversation
You know who is talking
You know what they are talking about
You know where they are talking
Assign staff resources
Make time in the schedule
Check in to make sure it is happening
41. Microblogging
Find interesting people/companies and follow them
Post regularly: “What has your attention?”
Links to your blog, but be sure to provide context
Links to other interesting articles, sites, etc...
“re-tweet” interesting/useful posts
reply to the people you follow
don't post many times in a row
Provide value to the people who follow you
42. Find People To Follow
WeFollow.com
allows Twitter
users to “tag”
themselves for
others to find.
MrTweet.com makes
recommendations
43. Adding Value
Know your audience, understand what they will
find interesting and useful. Give it to them.
Provide unique insight
Share “privileged” information
45. Measuring Success
Followers, friends, subscribers
Links, retweets, mentions
Facebook “Insights”
Views, Favorites, Ratings
Numbers are useful, but don't tell the whole story
46. Tools For Measurement
Google Analytics
twitter.grader.com, twinfluence.com, twitalyzer.com
Facebook Insights
YouTube Insight
47. Google Analytics
Specifically Look at
your “Referring Sites”
report.
Look for specific
Social Media sites.
Measure their
increase correlated
with your use of tools.