A presentation at the Ohio Child Care Resource ad Referral Agency Conference on October 13, 2010. This presentation covers an overview of social networking, best practice, social media policies, and takes a deep dive into blogging, Facebook, LinkedIn, and Twitter.

1. What Does
Social Networking
Have to Do With It?
Engaging Stakeholders in CCR&R
Fran Simon
Chief Engagement Officer
Engagement Strategies
--------
October 13, 2010
1
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2. About Me
* Multi-site child care administrator *
* Teaching Strategies *
(CreativeCurriculum.net)
* NACCRRA *
(Child Care Aware Parent Network)
* Private Consultant *
2

3. Agenda
1. Baseline
2. Overview of Social Networking
3. Using Social Media in CCR&R
g
4. Deep Dive:
a.
a Blogs
b. Facebook
c.
c LinkedIn
d. Twitter
e. Q&A & Door Prize D
D P i Drawingi
3

4. There are no ‘dumb’ questions
api app astroturfing blog campaign cause marketing civic media cloud computing copyleft
Creative Commons crowdsourcing digital inclusion digital story Drupal ebooks embedding
Facebook fair use feed flash mob Flickr geotagging GPL GPS hashtag hosting Internet
newsroom lifecasting lifestreaming mashup metadata microblogging moblog MySpace net
neutrality news reader NGO nptech open media open platform open source open video
OpenID paid search marketing permalink personal media platform podcast podsafe public
domain public media remix RSS search engine marketing SEO smart phone SMS social
bookmarking social capital social enterprise social entrepreneurship social media social
media optimization social networking social news social return on investment social tools
splogs streaming media sustainability tag cloud tags technology steward terms of service troll
tweet tweetup Twitter Twitterverse UGC videoblog virtual world Web 2.0 web analytics Web
co e e c g ebcast g eb a
conferencing webcasting webinar wi-fi widget wiki Wikipedia word-of-mouth marketing
dget ped a o d o out a et g
WordPress YouTube Creative Commons crowdsourcing digital inclusion digital story Drupal
ebooks embedding Facebook fair use feed flash mob Flickr geotagging GPL GPS hashtag
hosting Internet newsroom lifecasting lifestreaming mashup metadata microblogging moblog
MySpace net neutrality news reader NGO nptech open media open p
y p y p p p platform open source
p
open video OpenID paid search marketing permalink personal media platform podcast
podsafe public domain public media remix RSS search engine marketing SEO smart phone
SMS social bookmarking social capital social enterprise social entrepreneurship social media
social media optimization social networking social news social return on investment social
p g
tools splogs streaming media sustainability tag cloud tags technology steward terms of
4

5. Who Are You?
5 baseline questions
5

6. Question 1:
You use social networking for:
• Personal use
• Work
• Both
• I don’t use social networking

7. Question 2:
Your primary work is with:
• Parents
• Providers
• Funding/community agencies
• Legislators and advocates
• All of the above
• None of the above

8. Question 3:
Your role is:
• Front-line (phones or direct)
• Administrative
• Marketing/Fundraising/Advocacy
• Top Management
• Other
8

9. Question 4:
Your organization h
Y i ti has:
• No social media presence but
presence,
leadership is interested
• No social media presence, and
leadership is not interested (I’m here to
figure out what to do)
• Some social media but we re stuck
media, we’re
• Great social media presences (I’m
here to learn more and share)
)
9

10. Question 5:
If you could only l
ld l learn one t l t d
tool today,
which would it be?
• Facebook
• LinkedIn
• Twitter
• Blogs
10

11. Objectives: Today you will
will…
• Demystify social networking for business
• Learn basic concepts
and best practice
• Apply what’s learned
CCR&R realities
• See real-life examples
real life
• Plan for post-session
ACTION!
11

12. There’s no new Internet!
“…using the Internet
to collaborate and
interact with people
using social media
i i l di
tools.” Tim O’Reily
It is a concept.
12

13. Web 1.0 vs. Web 2.0 Cultural Evolution
Web 1.0
E Pushing out messages for
V
O TRANSACTION
L
U
T
I Web 2.0
O Inviting engagement and
N
INTERACTION
(That MAY cause transaction)
13

14. Listservs (1st generation)
Webinars
Online Meetings
Social Net orking
Networking
Text messaging
E Learning
E-Learning
Online Advocacy Tools
Blogs
g
Wikis
Video sharing
RSS
Photo sharing
Websites ith
W b it with social integration
i li t ti
14

15. Social Networking
g
Social =
Beings (people)
together i
t th in
communities
or organized groups
RELATIONSHIPS
AND…
AND
15

16. Social Networking
g
Networking =
…making contact
& exchanging information
g g
with other people or groups
who have related interests
or needs.
16

17. Social Networking is….
using social media to
• engage groups of people (who?)
• associate with others
…in online communities
in
17

18. 10 Target Audiences in CCR&R
Name th !
N them!
1. Parents
2. Current & prospective FCC providers
3. Current & prospective center CC providers
3 C t ti t id
4. Current & prospective donors/volunteers
5.
5 Current & prospective funding agencies
6. Current & prospective community partners (HR)
7. Other CCR&Rs
8. Students
9. Current & prospective employees
10. Other ECE and SA colleagues
18

19. It is “social”, but
social but..
Today we are all about how to use
social networking for business!
19

20. Social Networking is Ageless
Legacy Evolving
 Parties………………  Online chats
 Conferences……….  Webinars/Webcasts
 Clubs……………….  Groups on FB/LI
 Organizations………  FB/LI/Twitter….
 In-Person…………...
In Person…………... Online
 Face-to-face……….  Virtual
20

21. Social Networking In Plain English
CommonCraft
About Common Craft – Common Craft is a small company that produces
short and simple videos that cover complex subjects “in Plain English." 21

22. What can you do with Social
Media?
• Listen
• Drive traffic
• Raise money
• Get info
Build
• Share news credibility
•RRespond t problems
d to bl
• Share ideas
22

23. Perceived Benefits of social media
 Inexpensive?
I i ?
 Immediate?
 Pervasive
 High impact
High-impact
 Low barrier to entry?
Fallacy: Build it and they will come.
NOT!
23

24. 7 Purposes of Social Media in CCR&R
Name them!
1 • Marketing and PR
2 • Training
3 • Advocacy
4 • Fundraising
5 • Events
6 • C ll b
Collaboration
i
7 • Membership
p
24

25. Purposes of Social Media in CCR&R?
Who and why on CCRC s FB Page
CCRC’s
#1?
#2?
#3?
#4?
25

26. Purposes of Social Media in CCR&R?
26

27. Purposes of Social Media in CCR&R?
27

28. Getting to the heart of the matter
g
The tools and application in ECE
by mappamundi 28

29. Websites
HUB
Web 1.0, but the hub for and platform
29
for Web 2.0 interactivity

30. Websites
Connections to:
Social media
Fundraising
E-Mail
E Mail Lists
Web 1.0, but the hub for and platform
30
for Web 2.0 interactivity

31. Online Donation Tools HUB
On Your Website Portal Operated by NFG
Network for Good Website
31

32. Online Advocacy Tools HUB
* Capwiz * Convio * Blackbaud * Kintera
32

33. E-Mail Newsletters and Blasts HUB
E-Mail Only
E-Mail Pl
E M il Plus
Advocacy
33

34. E-Mail Blasts HUB
34

35. E-Mail Newsletters HUB
35

36. Blogs HUB
CommonCraft
36

37. HUB
Blogs are great because they:
• Are platforms for topical position/philosophy
• Are timely
• Allow readers to comment
( g g )
(engage)
• Improve web site SEO
(search engine optimization)
(Ranking on Goggle, etc.)
• Att t traffic to your site
Attract t ffi t it
37

38. HUB
Blogging Platforms
WordPress.com
WordPress com = Free
WordPress.org = Fee-based
There are many. Save time and effort!
Just use WordPress
WordPress.
38

39. Reading Blogs for ECE/CCR&R:
A few great ECE Blogs
• Birth to Thrive Online: http://birthtothrive.thrivebyfivewa.org/
• Early Ed Watch: http://earlyed.newamerica.net/blogmain
• 4 C4Kids: http://www.4cforkids.org/
• UrbanBaby: http://blogs.urbanbaby.com/buzz/
• Lead from the Start http://circle-time.blogspot.com/
• Early Stories http://earlystories.org/
•LLanguage C tl http://languagecastle.com/wordpress
Castle:
• Preschool MatttersToday: http://preschoolmatters.org/
•The Grass Stain Guru http://grassstainguru com/
The http://grassstainguru.com/
• The Pica Perspective http://raepica.typepad.com/my_weblog/ 39

40. RSS (Really Simple Syndication)
A way to manage the blogs you like!
How to use RSS to “follow” updates on blogs and websites
40

41. Webinars (Web Conferencing/Web Casts)
Seminars delivered to your computer over the
internet
For more information go to:
http://www.esbyfs.com/webinars
htt // b f / bi
41

42. Webinars (Web Conferencing/Web Casts)
Collaboration # of attendees Purpose
2-20* Remote
Online Meeting
O li M ti Highly interactive
Hi hl i t ti Business meetings
B i ti
Multi-way ******
communication Staff , client or
board meeting
Webinar 2-500 Remote
Limited 2- way presentation
communication ******
Conference session
or training
Webcast 2-Thousands Remote broadcast
1-way communication of information to
large audiences
*****
Keynote
42

43. Webinars (Web Conferencing/Web Casts)
www.investigatorclub.com/webinars
www investigatorclub com/webinars
43

44. Asynchronous eLearning
44

45. Blogs For ECE
g
Case Study: Deborah J. Stewart: “Teach Preschool”
http://littlefingersplay.blogspot.com/ http://www.preschoolprofessional.blogspot.com/
“Writing my blog was easy but g
g y g y getting
g
readers was not so easy....”
45

46. Blogs For ECE
g
Case Study: Deborah J. Stewart: “Teach Preschool”
46

47. A Few Key Sites and Tools
Click here for a comprehensive list of social media sites on InstantShift.com
47

48. Facebook Stats
• Established 2004
• > 500 million users worldwide
• US Users: 2007: 20 mil 5X
2010: 103 mil
• 50% of users log on every day
College > High School > Everyone > Business
Consumer or Peer to Peer Networking
48

49. FB for ECE
“Go where people already congregate!”
• Causes
C
• Groups
Murky!
•CCommunities
iti
Evolving
• Pages
• Ad
Ads
• “Like Button,” Widgets, etc
• M k t l
Marketplace
49

50. FB for ECE: Groups
• Based on shared interests, activities
• When first developed:
• 1st “ap” allow sending info to members
• Info showed in feeds on user’s
p g
homepages
Didn’t last long, because then came…
g
50

51. FB for ECE: Pages
• Community pages
• Business pages
51

52. FB for ECE: Pages
• Community Pages:
y g
 General topics, concepts or experiences
• Official Pages:
 Businesses, brands, celebrities, or orgs
52

53. FB for ECE: Pages
http://www.facebook.com/FacebookPages
53

54. Groups Vs. Pages
eMediaVitals.com
http://emediavitals.com/blog
/8/facebook-groups-vs-fan-
pages-which-should-you-
use
54

55. FB for ECE: Causes
Any user can:
• create a cause for any 501(c)(3) org
• recruit their friends
it th i f i d
• ask for donations
• raise awareness f i
i for issues
• update people who join
55

56. Play: 5 Facebook Tips with Randi Zuckerberg
56

57. 4ECE: Good Examples
 National: NAEYC and NACCRRA
 CCR&R: Child Care Resource Center, Ohio
,
 Child Care Centers: MCCA
 Consultant/Teacher: Teach Preschool 2
 Consultant: Teach Preschool
 College: Erikson Institute
g
57

58. YouTube
• Upload and share video clips
• Video embedding
• Public or private videos
• Subscriptions to favorites
• Record from Webcam
• Follow other users
Every minute, 24 hours of video is
uploaded to YouTube.
58
http://www.youtube.com/user/InvestiGatorClub

59. YouTube
http://www.youtube.com/childrensdefense 59

60. LinkedIn Stats
• Established in 2002
• > 80 mil members - 200 countries.
• ½ members in the US
• Very focused development
• Free and paid memberships
Business to business networking
Perfect for connecting with other
CCR&R and ECE professionals
60

61. LinkedIn for ECE
• Personal Professional Profiles
• Business Profiles
• Groups
• Questions and Answers
• Status updates
61

62. LinkedIn for CCR&R
• Jobs
• Business connections
• Partnerships
• Funders/Donors
• Advocates
A hangout for HR/Worklife &
leaderships professionals
62

63. LinkedIn
63

64. Personal Profiles
• Like a resume, but better
•NNew partnerships, collaborations
t hi ll b ti
• Perfect for consultants
• Recommendations
• Recruiting/Job hunting
g g
64

65. Homepage Overview
p g
65

66. Groups
66

67. Groups
67

68. Business Profiles
A simple snapshot of your organization
*E
Employees on LI * N
l News * K St t * F ll /U f ll
Key Stats Follow/Unfollow
68

69. To Love LinkedIn…
You must follow Jason Alba
http://imonlinkedinnowwhat.com/
p
69

70. Twitter Introduction
A Video from Common Craft
Twitter in Plan English

71. But, what is it?
Twitter is a free online “microblogging” service
that allows you to send short (140 character)
messages to people who “follow you”.

72. Why Tweet?
Give and Take
Most important reasons for your organization
• Direct people to you causes or events
• Drive traffic to your site
• Find out what your peers and colleagues
are doing, learning, sharing
doing learning
• Share ideas
• Collaborate

73. Pick Your F ll
Pi k Y Followers C f ll
Carefully
Your followers will follow you back!
 Know your target audience
 Know what they need to hear from you
y y
 Know the best vehicle for your audience
 Know the best approach or “spin”
pp p

74. Why Tweet?
More Give and Take
• Quick answers
• News from the field
• Breaking world news
• Direct people to content
• Conference briefings
• Staying in touch with others
y g
• Resources & info from trusted
sources
• Respond to problems
= Credibility builders

75. Tweeting In Action: Decoding the
Symbols
S b l
@Twitter ID
A tweet to a specific person that is visible to all
RT @Twitter ID= ReTweet
Broadcasting someone else’s tweet
g
D TwitterID
A direct message to a specific person
# = Hashtag
Hashtags d fi t i so th are searchable
H ht define topics they h bl

76. Tweeting in Action
Getting Started
Hashtag
• Basic tweet with a hashtag
• A hashtag to allow it to show in searches for “NACCRRA.”
Link to an article
• A tweet I sent to someone else, but everyone can see it.
, y
• Link to the page I want Tweeps to see.
• # play helps people looking for tweets about play

77. Tweeting in Action
Two Types of Tweets
• Drive Tweeps to an event
• Includes a link to the event info
• hashtags to make sure the right people see it
• Drive Tweeps to the CCAPN website

78. Tweeting in Action
Conversation
After conference question
Conference hashtag
g
Responses from other participants
The responders should have included the conference hashta
The responders should have included the conference hashta

79. Tweeting in Action
Tools you should use
• Tweetdeck Twitter “clients” or
tools that make
• Hootsuite tweeting and following
• Seesmic easier
• WeFollow Twitter directories
• Twellow that allow you to find
people you want to
• JustTweetit follow and let them
• Twitdir know your interests

80. Getting to the heart of the matter
g
Best Practice
by mappamundi 80

81. Your Organization’s Image
g g
Social Media Policy comes
FIRST
81

82. B t P ti
Best Practice
AUTHENTIC
Conversation
82

83. Best Practice: Participate
1. O
Once you start, you cannot stop
2. Always respond
3. Share your expertise and content
4. Be grateful and humble
5. Show your org’s personality
6. Post on other’s pages and blogs
7. Ask questions
8. Answer questions
9. Add value- It’s not just about marketing
83

84. 5 Steps of Online Engagement
Build
Listen Participate Share your Generate
Community
story Buzz
a
Q
84
Start here Concept: Beth Kanter

85. Social Networking and e-Marketing do
not replace communication tactics that
work!
Mix traditional and new media

86. Privacy
86

87. Nothing is private on the
Internet
Behave like you are
interacting with
Grandma!
If y wouldn’t say it on TV, don’t say it
you y , y
on the Internet! 87

88. Getting to the heart of the matter
How to manage the overload
by mappamundi 88

89. 6 Steps of Social Media Adoption
Social 2
1
Media 3
Adoption
4 5 6
Education Observation Broadcast Participate Relationships Collaboration
Mind shift 1: Mind shift 2: Mind shift 3:
Learning to planning 1 way to 2 way Taking value to sharing
communication value
Assessment
and policy
89

90. Resource Allocation
from Social Media Time Management: Resource Allocation, by Amber Naslund
90

91. Basic Recommendations:
social media policies
i l di li i
Colworkers and Supervisors
1.It takes a village to develop
a social media policy
91

92. Basic Recommendations:
i l di li i
social media policies
2.
2 Keep it short simple and sweet!
short, simple,
92

93. Basic Recommendations:
i l di li i
social media policies
3. It’s b t h t
3 It’ about what you CAN do! Keep
d !K
93
it positive!

94. Basic Recommendations:
S i l media policies
Social di li i
4. Think 360! Think like the people
you want to engage. 94

95. Basic Recommendations:
S i l media policies
Social di li i
5. It is a journey, not a destination! Be
prepared to revise your policy.
Often! 95

96. Activities:
1) Organization Social Media
Social Media Adoption
Assessment
2) P Pl f SM P li
Pre-Plan for Policy
3) Session Evaluation
96

97. Overwhelmed?
Break it down… one step at a time!
97

98. Extend Your Learning!
• Download slides and get links:
http://ESbyFS.com/socmedccr&r
p y
• Social Media for Newbies:
http://www.esbyfs.com/socialmediaresources
•Sign up for the ECE social media directory:
http://www.surveymonkey.com/s/C7WR8HZ
• See the ECE social media directory:
http://www.esbyfs.com/socialece
• Join Internet4ECE:
http://ow.ly/1TAo8
98 98

99. Connect with me!
My site:
www.ESbyFS.com
ESb FS
Twitter:
http://Twitter.com/FSSimon
http://Twitter com/FSSimon
LinkedIn:
http://www.LinkedIn.com/in/FranSimon
http://www LinkedIn com/in/FranSimon
Email:
Fran.Simon@ESbyFS.com
ECE Webinar Series produced by me and
sponsored by Robert-Leslie Publishing:
Robert Leslie
http://investigatorclub.com/webinars 99

100. Resources you cannot live without
The Nonprofit Marketing Guide, Kivi Leroux Miller
http://www.nonprofitmarketingguide.com
blog * website * book * webinars *
NTEN- The Nonprofit Technology Network
http://www.nten.org/
webinars * training * articles *conferences * blog
Network for Good’s Fundraising123 org
Good s Fundraising123.org
http://www.Fundraising123.org
webinars * articles * software
100

101. Questions? Evaluation!
101