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How can boards use social media tools effectively to support the mission of the nonprofits they serve? This webinar, tailored especially for board members, introduces key strategies and tools to ensure maximum ROI for your organization.Nonprofits are making more and better use of Social Media, both as a formal part of communications plans and as something staff members are using less officially to share information and mobilize their contacts. This webinar is geared at helping boards to understand social media and the role it can (and sometimes can’t) play in moving your organization’s mission forward, so you’ll know how to support staff in getting the time and resources they need to use the tools effectively.Who is this webinar for?- Anyone currently on the board of an NGO and unsure about how the organization should be using Social Media (or improving on current Social Media use)- Anyone within an organization who needs more buy-in from board members to support use of Social Media as a tool within the organizationYou’ll learn:- How to use the most popular social media tools, i.e. Facebook, Twitter, LinkedIn, blogs, etc. – and their particular strengths- How to create a strategy and set up measures of success to assess Return on Investment for social media engagement- How much time & resources the average organization should be devoting to Social Media- How to create a Social Media policy that works for your organization
Citation preview
Understanding Social Media for Board
MembersLauren Bacon + Emira Mears
Twitter: #raisedeyebrow
Q & A
Twitter: #raisedeyebrow
Q & A
Type question here
Twitter: #raisedeyebrow
Your Hosts:
Emira MearsPartner
Raised Eyebrow Web Studio
Twitter: @emiramears
Lauren BaconPartner
Raised Eyebrow Web Studio
Twitter: @laurenbacon
Twitter: #raisedeyebrow
Social Media for Boards:
1. What is Social Media? Overview & Tools
2. How to Create a Strategy for Social Media Success
3. Measuring Impact and Return on Investment
4. Drafting a Policy and Mitigating Risk
Twitter: #raisedeyebrow
Quick Poll
Are you currently a member of a board?
• Yes
• No
• Not currently, but I have been/am about to be
Twitter: #raisedeyebrow
Quick Poll #2
How do you currently engage in Social Media?
• Not at all
• Some personal use
• Some personal and some professional use
• Quite active
Twitter: #raisedeyebrow
Social Media 101:Overview and Tools
Image credit: James Brauer on Flickr.
Twitter: #raisedeyebrow
Social Media 101:What Do We Mean by Social?
• Old way = One-way
• Traditional media & communications were all about broadcasting, top-down, “experts.”
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS
MEDIA SOCIAL MEDIA
Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com
Web 1.0 vs Web 2.0
Twitter: #raisedeyebrow
Social Media 101:How does the Social Web work?
Technology Open/InteractivePlatforms
People
Twitter: #raisedeyebrow
Social Media 101:It is also about the outcome...
• Vast networks of people & data
• Communities
• User- and provider-generated content mashed up together
• A dynamic, rapidly changing, fluid online world that both maps to and ignores real-world boundaries
Twitter: #raisedeyebrow
Tool Overview:What’s Out There?
• Google +
• YouTube/Vimeo/etc.
• Delicious
• MySpace
• Email Newsletters
• Blogs
• Foursquare
Twitter: #raisedeyebrow
Tool Overview:Facebook
• Mimics people’s real life networks
• More than 800 million active users
• 50% of users login daily
• Strong networks - average 130 friends
• Targeted/low cost ads
• More women than men
• Broad age ranges
• Can share different types of content easily: photos, text, video, etc.
Twitter: #raisedeyebrow
Tool Overview:Twitter
• Networks are much more broad
• Lower barrier to connection
• Smaller user base (225 million)
• Average user tends to be younger
• Very expensive ads
• Short text format for sharing - often about linking off to content
• Easy to retweet/share messages
Twitter: #raisedeyebrow
Tool Overview:Google+
• Still early days
• Similar to Facebook, but with different structure
• 50 million users in record time (compared to other social networks)
• Uses circles and combines some of the features of Twitter/Facebook in terms of mapping to real world relationships
Twitter: #raisedeyebrow
Tool Overview:YouTube/Vimeo
• Video only
• Integrates with other social networks like Facebook
• Great option for hosting video as they absorb bandwidth needs and includes sharing tools
Twitter: #raisedeyebrow
Tool Overview:LinkedIn
• Professional social networking
• More authoritative/less casual
• Group discussions
• Less opportunity for viral campaigns/sharing
• Maps (mostly) to real-world connections
• Establishing authority/specialization
Twitter: #raisedeyebrow
Tool Overview:Delicious
• Social bookmarking
• Smaller section of users (3% of web users)
• Great for link/resource sharing
• Others are Reddit, Digg, StumbleUpon, etc.
Twitter: #raisedeyebrow
Tool Overview:MySpace
• 14% of users (but waning)
• Users tend to be younger
• Used by a lot of bands/entertainment industry
• Casual & anonymous
Twitter: #raisedeyebrow
Tool Overview:Email newsletters
• More Web1.0 (broadcasting)
• Tools can make it more Social (ShareThis, etc)
• Good for list building
• Great support when integrated with other social media - with your website, Facebook, etc.
Twitter: #raisedeyebrow
Tool Overview:Blogs
• Powerful storytelling
• May or may not include comments
• Great for SEO
• Way to create/build content archive
• Integrate with other social media - link to blog post, ShareThis widgets, etc.
• Can set up RSS feed
Twitter: #raisedeyebrow
Tool Overview:FourSquare
• Bridging gap between offline and online
• Still small user base (less than 1 million)
• Encourages competition/game-like
• Great for brick and mortar orgs/businesses to target customers
Twitter: #raisedeyebrow
Creating a Strategy:A Roadmap for Success
Image credit: Owl Say on Flickr.
Twitter: #raisedeyebrow
Creating A Strategy:Remember Strategy Before Tools?
• What outcomes to you want?
• Who do you want to reach?
• What is your key message?
• Where can you have the most impact?
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Creating A Strategy:The Ladder of Engagement
Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
Twitter: #raisedeyebrow
Creating A Strategy:80/20 Rule
• You can generally get to 80% of a good Social Media presence with relatively little effort (20%)
• Setting up a Facebook page
• Create a Twitter account, etc.
• The rest of the work is what will get you to the top and comes in having a strategy/generating content/managing a community
Twitter: #raisedeyebrow
Creating A Strategy:The 90-9-1 Rule
• 1% of people will create content
• 9% of people will share content
• 90% will simply observe
Twitter: #raisedeyebrow
Creating A Strategy:Listen & Participate• It’s not just about broadcasting
anymore
• Find the insiders who care, listen and engage
• Don’t just build it and expect that “they” will come
Twitter: #raisedeyebrow
Creating A Strategy:Engage & Coordinate Internally• There’s a danger that Social Media can
be left for the communications team to manage alone. Be sure to engage:
• Development/Fundraising
• Organizing/Member outreach
• Volunteers
Twitter: #raisedeyebrow
Creating A Strategy:Create a Content Calendar• Helps take the “chore” out of Social
Media
• Creates a strong framework - ad hoc events will fill in the gaps
• Helps coordinate between different environments
Twitter: #raisedeyebrow
Creating A Strategy:Resource Your Team
• The set-up cost to most of these tools is $0
• However, demands on staff time can be quite heavy. Make sure you aren’t setting staff up for failure. Account for time for:
• Creating content
• Listening & Participating
• Measuring success
Twitter: #raisedeyebrow
Creating A Strategy:Resource Your Team
• Measure impact of different tools
• Don’t be afraid to limit your involvement to tools that work for your organization
• Set expectations that match the time you’re willing to give them and listen to what they are asking for
Twitter: #raisedeyebrow
Creating A Strategy:Be Adaptable
• Iterative growth works well in the Social World
• Test, measure, refine, rework
• Don’t be afraid to make a mistake - own up to it
Twitter: #raisedeyebrow
Measuring Success:What is Your Return on Investment?
Image credit: Purple Car on Flickr.
Twitter: #raisedeyebrow
Measuring Success:Return on Investment
• What matters to you:
• What outcomes do you want to achieve?
• Who do you want to reach?
• What do you want them to do?
• Measure often
• Don’t get overwhelmed in stats
Twitter: #raisedeyebrow
Measuring Success:Numbers vs. Stories• Metrics should be a combination of the
two
• # of followers
• # of petition signatories
• Increase in donations
• Stories of engagement & impact
Twitter: #raisedeyebrow
Measuring Success:Numbers vs. Stories
Twitter: #raisedeyebrow
Measuring Success:Measuring Tools
• Twitter clients: Hootsuite, Tweetdeck etc. let you measure # of followers, retweets, open rates etc.
• Saved Twitter searches
• Ask your community - on donation forms, member forms, etc.
• Newsletter stats
• Google Analytics
• Use goals to track where traffic from different tools goes on the web
Twitter: #raisedeyebrow
Measuring Success:Lies, Damn Lies, Statistics
• Find the balance between measuring success/impact and switching gears while also allowing adequate time to test the waters
• Don’t forget to track the stories/qualitative impacts
• Measure other internal #s:
• # of hours of staff time
• Reduction in mail out costs
• Ability to leverage external events quickly & have impact
Twitter: #raisedeyebrow
Drafting a Policy:Mitigating Risk
Image credit: Rionda on Flickr.
Twitter: #raisedeyebrow
Drafting A Policy:Mitigating Risk
• Fear: Total loss of control
• Reality: It’s happening anyway
Twitter: #raisedeyebrow
Drafting A Policy:Staff Resource Drain
• Fear 1: Staff will waste time online
• Fear 2: Staff will misrepresent us
• Reality: It’s happening anyway
Twitter: #raisedeyebrow
Drafting A Policy:What Can You Do?• Be pro-active: draft a policy and set
out guidelines
• How you want the organization represented
• What will be shared when
• Same policies of harassment, etc. apply online
• Respect privacy
Twitter: #raisedeyebrow
Drafting A Policy:Personal vs. Professional• Discuss privacy & personal boundaries
• You can’t control what staff do personally online
• You can help them set boundaries between personal and professional through dialogue and education about tools
Twitter: #raisedeyebrow
Drafting A Policy:Being Human is OK
Twitter: #raisedeyebrow
Drafting A Policy:Transparent & Collaborative
• Be open and engaged with staff when drafting a policy
• Ask for feedback and discuss intentions
• Overall, don’t be too prescriptive as it will stifle authenticity - think of it as a guideline
Twitter: #raisedeyebrow
• Understand the Tools
• Have a plan
• Measure success
• Mitigate risk
Conclusion:Strategy + Tools = Success
Twitter: #raisedeyebrow
Need more help?Raised Eyebrow offers:
• Usability Consulting
• Email Newsletter design, development and management
• Accessibility and Search Engine Optimization Consulting
• Custom workshops for your organization
www.raisedeyebrow.com
• Online Communications Strategy Consulting
• Information Architecture and Interaction Design
• Website Design & Development
• Web 2.0 and Social Media Consulting
Twitter: #raisedeyebrow
Questions?Please use the “raise hand” feature, or type a question into the Q&A box.
Twitter: #raisedeyebrow
Questions?Please use the “raise hand” feature, or type a question into the Q&A box.
Type question here
Twitter: #raisedeyebrow
Thank you.
raisedeyebrow.com
Lauren Bacon@laurenbacon
Emira Mears@emiramears
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