3Rhino Media Effective Media Design for Dietitians
Social Media For Social Good
1. Social Media for Social Good
Values, Content, Engagement and Advocacy
Thursday, November 29, 2012
2. Ryan Arndt
Community/Social Media
Manager In Games/
Interactive
@certainlysocial
Thursday, November 29, 2012
3. Ryan Arndt
Also an organic farmer
part-time
Working for social
good as well :)
Thursday, November 29, 2012
4. BACKGROUND
*HeroEngine - Social Media/Community Manager
* Merging Media - facebook and twitter management,
video blogging/social video creation
* GameRecruiter/Game Industry Virtual Career Expo
- Social Media Manager
* SocialChocolate - Community Manager
* International Game Developers' Association –
Global Community Manager - membership,
volunteer, studio, social and community management
with content creation on top.
* Casual Connect - interviewing big players in
gaming for the use on Casual Connect social web
* Canadian Videogame Awards - Social Media and
Community Management
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5. What I do as a community/social media
manager
Support community members
Promote the organizations I work with
Offer outside perspective
Create content around brand values
Maintain a positive community
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6. Support Community Values
Inclusion - welcome new people and ideas
Engagement - encourage participation
Empowerment - support success
Humour and Creativity - do it all with a fun, full and
balanced life in mind.
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7. Who are you?
What are you passionate
about?
What is your level of social
media experience?
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9. Social Media basics
multi-directional
conversational
engagement-focused
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10. Multi-directional
anyone can join in
conversations involve unlimited numbers of people
often multi-focused
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11. Conversational
friendly
welcome to meet people
like meeting people at a networking event
talk to your heroes
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12. Engagement focused
Questions/Opinions
Interaction
NOT a “newsfeed”
if you do not engage with others on social media,
do not use it.
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13. So what is it
good for??
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14. What is social media good for?
- Increasing Brand Awareness
- Connecting with the Broader Non-Profit/Business
Community
- Getting to know your customers/advocates better
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15. What is social media good for?
- Getting known as a leader in the perspective field
- Customer Service
- Empathy/Humanizing the brand
- Over time, soliciting donations/sales
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17. Technical stuff
-Differences between a page and a group
-Page setup and edit
-How to use facebook as a page
-Question feature and market research implications
-Message function
-Sharing images, links, video, text (pro's and con's of each)
-Liking other pages and sharing their content
-Share for Share
-Highlight content on a page and when to do so
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18. Be where they are
Make it easy to find the Community/Welcoming
Team in multiple places online, not just main website.
Create content that is welcoming and friendly
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19. Help them to join in
Encourage people to ask themselves “How can I get
involved?”
If a conversation starts on one social network, don’t
start by automatically telling them to contact you
elsewhere, as this may lose them.
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20. The Facebook
community
conversion funnel Donation/
Purchase
Likelihood
increases
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21. What are your Facebook page goals?
- more likes
- more donors
-more purchases
- public education etc
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22. Developing a
communication plan for
Facebook
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23. with
partner
What are the
communication needs of
the organization?
(tie it to pre-existing communications)
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24. How is it done
well??
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26. Why do people share/engage
with content?
The 4 Ss
- Surprising
- Serious
- Silly
- Stunning
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27. What’s in it for them?
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28. Engagement tips
Support the flow of ideas between people
Community news/Current events
Contests/Crowdsourced Content
Inspiring questions
Casual/fun questions
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29. Think BIG Together
“What is something you are finding to be a
challenge?”
Open-ended question: Where do you need support?/
How can I help you to succeed?
Support a person’s ability to innovate and surprise
you
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30. Best Practice
The Posting Ratio
Out of 10 posts....
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31. FIVE - Example 1
5 built around core values – quotes,
pictures, fill in the blank, light
engagement
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32. FIVE - Example 2
5 built around core values – quotes,
pictures, fill in the blank, light
engagement
Thursday, November 29, 2012
33. FIVE - Example 3
5 built around core values – quotes,
pictures, fill in the blank, light
engagement
Thursday, November 29, 2012
34. FIVE - Example 4
5 built around core values – quotes,
pictures, fill in the blank, light
engagement
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35. TWO
2 fun/funny/inspiring
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36. ONE
1 involving brand directly
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37. ONE
1 share from another page
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39. Other social networks
Twitter, Pinterest, Google+ and
Reddit
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40. Best Practice Twitter
Excellent for meeting strangers
“If you want to talk to your hero, try Twitter” - Kris
Krug (United Nations Social Media Manager)
- #hashtag chats and communities
- Follow, Retweet, Reply, Share - think of it like wooing.
- Slower to grow than Facebook, growth requires being
very conversational, build relationships
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41. Best Practice Pinterest
Pin content that is useful, or funny. Repin others’
content, build relationships
Strongest percentage of female audience of all social
networks
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42. Best Practice Reddit and
Google+
Users are highly technical, heavily skewed towards
males.
Share and re-share tech related content, build
relationships.
Reddit and (4chan) is often where people say “content
on the internet begins”
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44. Important:
Once a culture of sharing
has been established,
THEN bring in asking for
sales/donations
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45. Successes and Dangers:
Old Spice, Greenpeace,
McDonalds, Pepsi Refresh
Aviva Community fund
http://www.youtube.com/watch?v=owGykVbfgUE
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46. Summary:
Foundations For Using Social
Media to Create Social Good
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47. Values
Inclusion - welcome new people and ideas
Engagement - encourage participation
Empowerment - support success
Humour and Creativity - do it all with a fun, full and
balanced life in mind.
Thursday, November 29, 2012