Social Media United Way Columbus

1. LIVE UNITED: SOCIAL MEDIA AND ONLINE COMMUNITY ENGAGEMENT

2. AGENDA Introduction United Way Online Engagement Strategy Website Social Media Staff Preparation & Policy Social Media Tools

3. ABOUT UNITED WAY OF CENTRAL OHIO Founded in 1923 Fund 166 programs at 78 agencies in central Ohio One of the top 10 United Ways of 1,800 local chapters in 45 countries Organization focus on human services in the areas of: Education Income Health Home

4. ABOUT THE PRESENTER CHRIS GROVES E-COMMUNICATIONS MANAGER UNITED WAY OF CENTRAL OHIO Facilitate Social Media and Direct Online Engagement Strategies for the Largest Non Profit in Central Ohio Developed and Maintained Over 30 Non Profit Websites B.S. in Marketing From The Ohio State University

5. Find opportunities to engage our audience in a conversation on our website, through email, and via social media to advance the common good in central Ohio. UNITED WAY OF CENTRAL OHIO ONLINE ENGAGEMENT STRATEGY

6. UNITED WAY OF CENTRAL OHIO ONLINE ENGAGEMENT STRATEGY

7. Incorporation of social media directly into content areas WEBSITE ENGAGEMENT

8. LIVE UNITED CALL TO ACTION

9. LIVE UNITED EDUCATION PLEDGE

10. UNITED WAY OF CENTRAL OHIO SOCIAL MEDIA ENGAGEMENT STRATEGY

11. FACEBOOK Over 5000 Fans United Way of Central Ohio is ranked #1 among local United Way Established Fan Pages For Organization and 8 Giving Groups UWCO has been on Facebook for over 4 years.

13. Staff Preparation & Policy ONLINE ENGAGEMENT Train & Empower Staff Clearly Define Rules of Engagement Delegate Social Responsibility to the Appropriate Staff

14. Educate and empower staff to participate in the social media conversation. ONLINE ENGAGEMENT Conduct Internal Social Media Trainings Assist Staff with Online Setup Encourage Postings from All Staff Understand and Be Prepared for Mistakes

15. Develop framework to encourage user submitted content and interaction. ONLINE ENGAGEMENT EMAIL TWITTER FACEBOOK BLOG

16. When should we interact with an online post? ONLINE ENGAGEMENT 1. Answer Questions 2. Correct Factual Inaccuracies 3. Thank and Develop Relationships with Users 4. Apologize 5. Supply Assistance 6. Follow-up 7. General Customer Service

17. ONLINE ENGAGEMENT

18. 10 Must Haves for Developing a Staff Social Media Policy ONLINE ENGAGEMENT 1. Introduce the purpose of social media All policies need to address what’s in it for the reader/user — what should the reader take away after reading the policy? 2. Be responsible for what you write Your organization and its representatives need to take responsibility for what they write, and exercise good judgment and common sense. 3. Be authentic Include your name and, when appropriate, your company name and your title. Consumers buy from people that they know and trust, so let people know who you are. Source: Mashable.com http://mashable.com/2009/06/02/social-media-policy-musts/

19. 10 Must Haves for Developing a Staff Social Media Policy ONLINE ENGAGEMENT 4. Consider your audience When you’re out in the blogosphere or Twitterverse or other social media channels, remember that your readers include current clients, potential clients, as well as current/past/future employees. Consider that before you publish and make sure you aren’t alienating any of those groups. 5. Exercise good judgment Refrain from comments that can be interpreted as slurs, demeaning, inflammatory, etc. Your employees should understand that companies can and will monitor employee use of social media and social networking web sites, even if they are engaging in social networking or social media use away from the office. 6. Understand the concept of community Your community shouldn’t be an environment where competition is encouraged or emphasized, but rather a platform where your customers or users feel comfortable sharing, connecting, and receiving help. Source: Mashable.com http://mashable.com/2009/06/02/social-media-policy-musts/

20. 10 Must Haves for Developing a Staff Social Media Policy ONLINE ENGAGEMENT 7. Respect copyrights and fair use This should be a no-brainer, but just in case: always give people proper credit for their work, and make sure you have the right to use something with attribution before you publish. 8. Remember to protect confidential & proprietary info Being transparent doesn’t mean giving out the Colonel’s special 11 herbs and spices used in KFC chicken or the recipe for McDonald’s Big Mac special sauce. 9. Bring value Social media will more likely pay dividends for you if you add value to your followers, readers, fan, and users. 10. Productivity matters Remember that in order for your social media endeavors to be successful, you need to find the right balance between social media and other work. Source: Mashable.com http://mashable.com/2009/06/02/social-media-policy-musts/

21. Social Media Management Tools

22. Social Media Management Tools

23. Social Media Management Tools

24. QUESTIONS

25. THANK YOU