American Humanist Association Workshop

Essential Steps To Promoting Humanism and Building Community Through Social Media and Your Website

Terry Plank - www.SEMConsultation.com 2

What To Expect

The Power of Social Media

How Website & Social Media

Interact

Key Tools Demographics

& Uses

How To Develop An Overall & Specific Plan

Accessible Online, Including The PowerPoint Presentation


Intro - Websites & Social Media Works

Google Search [social media humanism]

AHA

From GETTING REAL Articleby Brian Trent, The Humanist

Michael Shermer, Skeptics Society Executive Director

“Social media has been huge for us. The movement has grown and the activities of so many skeptical groups has helped legitimize it into more mainstream circles.”

Dr. Steven Novella, Yale University School of Medicine, Skeptic’s Guide to the Universe

“Social media has been so successful for us, but a lot of our foes are well funded and have PR machines. Social media has leveled the field.”


Intro - Being Part Of A Movement - Tribes

Movement Marketing• New Trend – Use Principles For Social Movement

• “Movement Marketing is aligning with an idea(s) and building multiplatform communications around this idea so that passionate advocates can belong, rally, engage and bring about change.” Based on Wikipedia, Movement Marketing

• Wikipedia Article - Forbes Article – Uprising

• TED Talks• How To Start A Movement - Tribes We Lead -

Tribal Leadership

• Use Principles For Social Movements

http://en.wikipedia.org/wiki/Movement_Marketing

http://www.forbes.com/sites/marketshare/2012/03/15/two-on-two-an-uprising-in-movement-marketing/

http://www.uprisingmovements.com/

http://www.ted.com/talks/derek_sivers_how_to_start_a_movement.html

http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html

http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html


Intro - Becoming Part Of A Movement - Tribes

Tribes – Ordinary People Have The Power To Make Change Happen

Tell A Story

Connect A Tribe

Lead A Movement

Brings Change


Intro – The Power of New Media

•Changed The World - One Way Communication - Top DownPrinting

Press -Telegraph - Radio -TV

•Changed The World - Two Way - Group Communication - Bottom Up•Everyone a

publisher, commentator, expert, critic.

•Reach is Global.

•Knowledge Can Expand Globally.

•Local & Global Humanist Community can be expanded, deepened & broadened.

Internet: Web - Social

Media


Possible Tactics/Tools

Many Ways Of Building & Expanding Community To Support & Expand Humanism Personal

Communication• Meetings - Face to Face -

Phone - Skype

Printed Material

Web or Blog:

Home Base

Social Media:

Outposts


Possible Tactics/Tools

Home Base: Website• Primary content to accomplish Mission & goals.• Calls to action.• Place to expand Social Media content and interactions.

Outposts: Social Media• Communicate & feed back to home base.• Support Chapter and member goals.• Don’t think of as add-ons or stand-alone Tactics/Tools; you need a

separate strategy for each, integrated to your total outreach.• Are force multipliers = tool which makes a given force (website)

more effective than it would be without it.

Possible Strategies For Tools• Uses Of Tools Worksheet (Website & Social Media)

http://www.semconsultation.com/worksheets-articles/downloads/developing%20strategy/Tool-Uses.xlsx


Possible Tactics/Tools 2

Social Media Map: SEM Consultation For Download

http://semconsultation.com/search-marketing-resources/articles-worksheets/79-social-media-map


Possible Tactics/Tools 3

Website &/or Blog

Blog

Podcasting

Others: Social Wikis, Lifecasting, Social Couponing, Social

Search, Mobile

Social Bookmarking Delicious, Sphinn,

Reddit, Digg, Stumbleupon, FriendFeed, Wikipedia

Slideshare YouTube

Picasa, Flicker

LinkedIn

FaceBook

Google +Twitter

Graphic View Of Interconnectedness


Tactics/Tools - Website•Collection

of interconnected pages of information that are indexable by search engines and searchable.

•Text - Links - Graphics - Video - Audio - Flash/Animation - Contact & Inquiry Forms - Social Media Connections & Promotions - Analytics Available

Definition

•8.86 Billion Pages

•615 Million Web Sites

•www.worldwidewebsize.com/ www.howmanyarethere.org/

Statistics

•AHA

•Humanist Fellowship of San Diego

•SEMC Resources: US - International

Examples

http://www.worldwidewebsize.com/







http://www.howmanyarethere.org/






http://www.americanhumanist.org/

http://www.americanhumanist.org/

http://www.hfsd.info/













http://www.semconsultation.com/humanist-resources/us-humanist-organizations

http://www.semconsultation.com/humanist-resources/us-humanist-organizations

http://www.semconsultation.com/humanist-resources/international-humanist-organizations






Tactics/Tools – Social Press: Blogs•Personal journals that

have expanded to commentary on particular subjects and advertising used by organizations.

•Includes similar elements to websites: text, graphics etc.

•More personal, a human face.

•Interactive, a form of social networking.

•Broader in content than website.

•Has more current and updated content than a website.

•Easier to create new content and publish.

Blog Definition

•181 Million Blogs

•6.7 Million Blogging Websites

•12 Million Blogging On Social Networks

Statistics


Tactics/Tools - Social Press: Blogs 2

•Majority Women

•½ Aged 18-34

•7 Out of 10 College

•54% Parents with Kids Under 18

•Active On Variety of Social Platforms

•3 of the top 10 Networking sites: Blogger, WordPress, Tumblr = 80+ million unique visitors

Demo-graphics

•Rant & Reason

•Happiness Through Humanism

Examples

http://blog.thehumanist.org/

http://blog.thehumanist.org/

http://humanisthappiness.blogspot.com/






Tactics/Tools - Social Networks

•Launched 2004, 845 Million Active Users

•Personal Profile Page

•Business/Organization Page

•Friends, likes, photos, video, groups, aps, links, life events, personal info,

Facebook

•Launched June 2011

•90 Million Unique Visitors

•Personal Profile

•Business/Organization Page

•Plus+, Circles, Hangouts, photos, video, personal info, links

Google +

•Business Related Network

•150 Million Registered Users

•Applications, Groups, Job Listing

Linkedin


Tactics/Tools - Social Networks 2

Examples

• Facebook Personal: Terry• Facebook Business: AHA• Google+: Terry• Google+ Business: AHA• LinkedIn Personal Profile: Maggie Ardiente• LinkedIn Groups: RDawkins, AH

https://www.facebook.com/terryplank

https://www.facebook.com/AmericanHumanist

https://plus.google.com/115710280768092232296/posts

https://plus.google.com/110374515052747799255/posts

http://www.linkedin.com/profile/view?id=7261287&authType=NAME_SEARCH&authToken=ZGb-&locale=en_US&srchid=684dc3c6-ed4f-4ba9-94e9-e08abe19bf23-0&srchindex=1&srchtotal=1&goback=.fps_PBCK_Maggie+Ardiente_*1_*1_*1_*1_*1_*1_*2_*1_Y_*1_*1_*1_false_1_R_*1_*51_*1

http://www.linkedin.com/groups/Richard-Dawkins-Foundation-56797/about?report.success=H47e0Li12RJZnd8rgsxUwcNqpf5uL8dEHjnCFmoe59VKvjCaR2ZdFqoApXF8vCVAY0oCqXBPW9CSnsC4U87FIcwxGGAyX2lPJjaRPmLep5yOQsCBY0oCqWwq94ADQE4VNJnh1ZiYQIF8nJCRN0_ZzKSJp5y6XjJ2NJYc-oWgQ

http://www.linkedin.com/groups/American-Humanist-Association-145394?gid=145394&mostPopular=&trk=tyah


Tactics/Tools - Microblogging: Twitter

•A real-time information network where you can post & send content of up to 140 characters to followers & also follow others tweet postings.

•Can have multiple accounts.

•Photos, Video, Discovery (popular stories)

Twitter Definition

•127 Million Active Users

Statistics

•@mbhumanist

•@americnhumanist

Examples

http://twitter.com/mbhumanist









http://twitter.com/americnhumanist













Tactics/Tools - Video & Photo Sharing

•YouTube: Launched 2005 - 800 Million Subscribers - 72 hrs uploaded each min.

•Vimeo•Networkin

g Sites like Facebook etc.

Video Sharing

•Picassa

•Flicker•Netwo

rking Sites: Facebook etc.

Photo Sharing

•Youtube: AHA

•Vimeo: AHA

•Flickr: AHA

Examples

http://www.americanhumanist.org/Multimedia/Videos



http://vimeo.com/americanhumanist/



http://www.flickr.com/photos/americanhumanist/




Tactics/Tools - Social Bookmarking & News

•Tactics/Tools for organizing, storing, managing and searching online resources; it’s saving on web and tagging for later.

•Websites, Blog Posts & Articles

Definition

•Pinterest•Digg: 4.6

Million•Delicious•Reddit:

5.5 Million•Sphinn•Stumbleu

pon

Major Bookmarking Tactics/Tools

•Pinterest: Terry - Humanism Search

•Digg

Examples

http://pinterest.com/terryplank/humanism-freethought/





http://www.pinterest.com/















http://digg.com/

http://digg.com/

http://digg.com/

http://digg.com/


Tactics/Tools - Podcasts

Definition

• An episodic series of audio files you can subscribe to, download through syndication or streamed online to a computer or mobile device; from "broadcast" + "pod",

Examples

• Humanist Hour• Skepticality• SEMC Podcast List

http://podcast.thehumanist.org/

http://www.skeptic.com/podcasts/skepticality/

http://www.semconsultation.com/humanist-resources/podcasts


Tactics/Tools - Others

Other Platforms• Social Wikis• Lifecasting• Forums• Groups (in Facebook & LinkedIn)• Social Couponing • Social Search• Mobile• Document Sharing and Collaboration: Google Docs , Dropbox• Local Event Websites: Meetup, Eventful, Yahoo Upcoming,

Hotlist, Yelp• Fundraising and Advocacy Through Social Media: Causes, Jumo,

Chipin, Change, Globalgiving

http://docs.google.com/

http://www.dropbox.com/

http://www.meetup.com/

http://www.eventful.com/

http://upcoming.yahoo.com/

http://www.hotlist.com/

http://www.yelp.com/

http://www.causes.com/

http://www.jumo.com/

http://www.chipin.com/

http://www.change.org/

http://www.globalgiving.org/


Tactics/Tools - Most Used By %


Tactics/Tools - Demographics

Social Media Infographic

http://semconsultation.com/search-marketing-resources/articles-worksheets/79-social-media-map


Planning - State Why You Exist, Your Mission

The Mission Statement – Your Purpose• Based on specific goals & audiences, a

mission statement is a clear statement of why you exist and the framework for your strategy.• Guides The Actions Of The Organization • Spells Out Its Overall Purpose• Provides A Path• Guides Decision-making WHY DO

WE EXIST?



Examples: Mission Of Organization• AHA - The mission of the American Humanist Association is to be a

clear, democratic voice for Humanism in the United States, to increase public awareness and acceptance of Humanism, to establish, protect and promote the position of Humanists in our society, and to develop and advance Humanist thought and action.

• JREF - Our mission is to promote critical thinking by reaching out to the public and media with reliable information about paranormal and supernatural ideas so widespread in our society today.

• THE SKEPTICS SOCIETY is a scientific and educational organization of leading scientists, scholars, investigative journalists, historians, professors and teachers. Our mission is to investigate and provide a sound scientific viewpoint on claims of the paranormal, pseudoscience, fringe groups, cults and claims between: science, pseudoscience, junk science, voodoo science, pathological science, bad science, non science and plain old nonsense.



Example: Purposes Of A Local Humanist Chapter by Joseph Sommer – On AHA Website

• Be a Social support for members and friends of the group.

• Educate the public about the Humanist alternative to religious philosophies.

• Help members grow in their understanding and appreciation of Humanism.

• Work with other organizations in areas where they have common concerns.

Stated As A Mission StatementOur mission is to be a social support to members and friends, to help our members grow in their understanding of Humanism, to work with other like-minded organizations to educate the public about humanist alternatives, & to educate the public about the Humanist alternative to religious philosophies.


Planning - Strategy To Accomplish Mission

Establish A Chapter & A Member Overall Strategy (Plan) To Fulfill Your Mission

• Goals: what you want to accomplish.• Audiences: who you want to reach.• Content & Targeted Keyword

Phrases: what you use to reach audiences and accomplish goals.

• Tactics/Tools: where & how you include the Content.


Planning - Goals - What Want To Accomplish

Establish Your Goals• What do you want to accomplish?

Examples

• To support members and friends of the group.• To educate public about the Humanist alternative

to religious philosophies. • To help members grow in their understanding

and appreciation of Humanism.• To work with other organizations in areas

where they have common concerns. • Overall Strategy & Goal Worksheets - Template & AHA

(Download From Page)

http://semconsultation.com/search-marketing-resources/articles-worksheets


Planning - Strategies For Each Goal

Each Goal Has Specific Actions, Strategies• What are the specific strategies chosen to accomplish

each goal?

Example For Goal To Educate Members About Humanism and Specific Issues• Curate Humanist Information• Broadcast News• Provide Humanist Resources• Promote Annual Conference• Sell AHA Products For Marketing• Connect Members To AHA Web & Social Media


Planning - Know Your Audiences

Know Your Target Audiences - Who You Are Trying To Reach• Major Demographics

• Age: • Silent Generation: (1925-1945) 67-87• Baby Boomers: (1946-1965) 47-66• Gen X: (1960-1980) 32-52• Gen Y (1980-present) 1-32

• Gender• Race• Relationship Status• Go as granular as is helpful.


Planning - Know Your Audiences 2

• Your Chapter MembersGroup or Organization Members

• General Public Who Is Open To Learn or Who Are Searching For Truth

• Allies – Those With Similar GoalsYou’re not alone, be support & be strengthened by those with

similar goals & tactics.o Who has similar goals?o What is their message/content. How does ours differ or compliment?o How are they reaching our audience? What social networks are they

using? o Where are they strong? Where are they missing? How can we shore

up where they are not present?



• Competitors – Those With Competing GoalsYou are not the only one with a message, goals & tactics.

o Who is competing for our audiences?o What is their message/content? How does ours differ?o How are they reaching our audience? What social networks are they

using?

• How To Reach All Your Audiences What social networks do they use? What are their social habits? How do we get noticed by them? What messages/content do we need to reach and

communicate with them to accomplish our Goals?



ExamplesExample:• Demographics: Gen Y through Baby Boomers; Male & Female;

Single & Married; Gay & Straight • AHA, Chapter Members, & General Public• Allies: SEMC List - US & International• Competitors:

• Creationists• Racists• Anti-LGBT• Religious Ideologues & Religionists• Those Believing In The Paranormal & Supernatural• Alternative Philosophical Systems

http://semconsultation.com/humanist-resources/us-humanist-organizations

http://semconsultation.com/humanist-resources/international-humanist-organizations


Planning - Content For Various Tactics/Tools

Consider Possible Elements & Content For Your Tactics/Tools• What might be the basic text Content areas?

• What Programs might you use in your Website and in Social Media, like forums & response forms?

• What Analytics might be helpful?

• Example - AHA Overall Strategy & Goal Worksheets: Overall Strategy & Goal Worksheets- (Download And Use Overall Worksheet: Column G

http://semconsultation.com/worksheets-articles/downloads/developing%20strategy/Over-all-AHA-Goal-Strategy-Tool-Template.xlsx



Planning - Make Sure Content Is Found

Consider Keyword Phrases That Determine Findability & Traffic For Websites & Social Media Platforms

• Relevance• The search engines and Social Media platforms determine

relevance from your keyword phrases.• Select for all your web pages, social media, and social

interactions.


Planning - Make Sure Content Is Found 2

• Keyword Phrases Placement – Optimizing For Relevance

Website & Blogo Page Texto HTML Title and Descriptiono Page File Nameso Graphic Nameso Keyword Usage

Planning Form

Social Media Networkso All Posts/Sharingo Commentso Graphics and Video

http://www.semconsultation.com/articles-worksheets/keyword-planning

http://www.semconsultation.com/articles-worksheets/keyword-planning



Keyword Discovery Process• Principles

• Phrases Searched By Target Audiences• Phrases Related to Content/Information/Goals• Locale If Relevant• 2-3 Keyword Phrases: Specificity

• Target Phrases Unique To Specific Page/Post/Sharing• Organization Keyword Discovery Worksheet

http://www.semconsultation.com/worksheets-articles/downloads/keywords/Keyword-Discovery-Worksheet-Organization-Group.xlsx



• Search Process: Website, Blog & Each Tool Important Words In The ContentWhat You Think RelevantFriends & Group MembersStudy AlliesStudy Competitors Search Google

WHAT ARE WE ABOUT?



Keyword Discovery Process• AHA HTML Keywords Content

• International Humanist and Ethical Union



atheism agnostic atheist equality ethical ethics euthanasia evolution feminism feminist freethinker freethought gay rights glbt godless government homosexual rights

humanism magazine humanism humanist activismhumanist hour humanist legal centerhumanist magazine humanist humanistic humanists iheu liberal local groupsmorals non-religious philosophy positive outlook progressive

rational reason religion school prayer secular separation of church and state skeptic skeptical social justice the humanist

[Note: Single keywords are too broad for good findability in a keyword search. How would you expand these for a better targeting?]

AHA Keyword Examples (From Website)


Planning – Establish Overall Strategy

•Do Initial List of Goals, Audiences, Allies, Competitors, Content Categories, Keywords, Mission Statement Initial Preparation Worksheet for Developing A Strategic Plan (Download From Page)

Step 1

•Transfer content of Initial Preparation to Overall Strategy & Goal Worksheet Template & AHA Example (Download From Page)

Step 2

Follow Steps For Chapter Or Organization

















Planning – Establish Overall Strategy•On Overall

Strategy & Goal Worksheet downloaded above, fill in the separate Goal Specifics Worksheets with the relevant content from the Overall Worksheet.

•Set Strategies for each Goal in individual Specifics Worksheets.

•Decide & add the Tools to use for each strategy. Uses Of Tools (Website & Social Media) Worksheet (Download From Page)

Step 3

•Fill in the Developing Strategic Plan. Website Development Or Social Media Development for each Tactic/Tool. Use info from Step 2 & 3. (Download From Page)

Step 4

•Develop or update website, and/or set up Social Media.

•Optimize everything with targeted keywords

Step 5














Planning – Establish Overall Strategy

•Do Initial List of Goals, Audiences, Allies, Competitors, Content Categories, Keywords, Mission Statement Initial Preparation Worksheet for Developing A Strategic Plan (Download From Page)

Step 1

•Transfer content of Initial Preparation to Overall Strategy & Goal Worksheet Template & AHA Example (Download From Page)

Step 2
















Planning – Establish Overall Strategy•On Overall

Strategy & Goal Worksheet downloaded above, fill in the separate Goal Specifics Worksheets with the relevant content from the Overall Worksheet.

•Set Strategies for each Goal in individual Specifics Worksheets.

•Decide & add the Tools to use for each strategy. Uses Of Tools (Website & Social Media) Worksheet (Download From Page)

Step 3

•Fill in the Developing Strategic Plan. Website Development Or Social Media Development for each Tactic/Tool. Use info from Step 2 & 3. (Download From Page)

Step 4

•Develop or update website, and/or set up Social Media.

•Optimize everything with targeted keywords

Step 5














Final Thoughts

•To View PowerPoint Presentation: Download Presentation - View On PowerPoint On Your Computer- If you don’t have PowerPoint Installed, Download PowerPoint Viewer

Review Presentation

•Social Media & Websites can assist in promoting Humanism like no other time in history.

•As a local Chapter, you can not only serve the needs of your members, you can assist them in their strategies to promote Humanism with the use of Social Media.

Recap

•Initial Preparation Worksheet for Developing A Strategic Plan (Word Download)

•Overall Strategy & Goal Worksheets [AHA Example] (Excel Download)

•Overall Strategy & Goal Worksheets [Template] (Excel Download)

•Uses Of Tools (Website & Social Media) Worksheet (Excel Download)

•Developing A Website Business Plan Worksheet (Word Download)

•Developing a Strategic Social Media Platform Plan (Word Download)

List Of Major Links

http://semconsultation.com/worksheets-articles/downloads/developing%20strategy/AHA-Chapter-Workshop-060212.pptx



http://www.microsoft.com/en-us/download/details.aspx?id=13



http://semconsultation.com/worksheets-articles/downloads/developing%20strategy/Initial-List.docx






http://semconsultation.com/worksheets-articles/downloads/developing%20strategy/Over-all-Goal-Strategy-Tool-Template.xlsx



http://semconsultation.com/worksheets-articles/downloads/developing%20strategy/Too-Uses.xlsx



http://semconsultation.com/worksheets-articles/downloads/developing%20strategy/Developing-Strategic-Website-Business-Plan.docx



http://semconsultation.com/worksheets-articles/downloads/developing%20strategy/Developing-Strategic-Facebook-Social-Media-Plan.docx



Education

American Humanist Association Workshop