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Social Media for 2010 Special Olympics USA National GamesPrepared for SOI StaffJuly 14, 2010

Welcome!

Twitter and Facebook Overview

Special Olympics Guidelines

Using Social Media to Promote the 2010 Special Olympics USA National Games

Tools and Resources

Our categories for today are…

Today’s Goal

Social Media is an immersive world. You will not learn it in one day. What I challenge you to do today is simply this:

Pick one thing that you want to learn, improve upon, or do to share messaging about the 2010 US Games and do only that during these Games.

Teach me to fish…

Talk the talk

• Tweet: The result of posting to Twitter

• RT: The result of reposting someone else’s tweet

• @ Message: A response or a message to a specific handle. When used at the beginning, it can be found under the replies tab (a sort of public “inbox”)

• DM: Direct Message, can send only to those following you (goes into your private Direct Message “inbox”)

• Hashtag: The # sign is used to denote a major topic (like tagging/categorizing on a blog). For these Games we’re using #2010SONG – so put that in ALL your tweets!

• Twitterverse: Akin to the Blogosphere, but for Twitter

Build out your presence

How to build a Twitter Account:

• Use an email address, or create one, such as Gmail, to set up a twitter account

• Sign up at Twitter.com with your desired “handle.” It is important to consider branding when choosing a Twitter name – many people use the following:

– FirstLastName ex) @JohnSmith– Product/Brand/Organization ex) @JCPenney– Issue related ex) @EndTheWord

• Insert profile picture, background photo, a URL and short bio into profile.

• Be transparent about who you are in the profile, what you do, and your passions. Authenticity is key to a successful account.

Build out your presence

• Use the following tools jump into the conversation on Twitter:– http://search.twitter.com Search by key term to find likeminded users and join the

conversation immediately– http://www.twitpic.com/ Upload photos from events right to your twitter handle!– http://www.ubertwitter.com/ One choice of mobile app to live tweet events– http://twitter.pbworks.com/Apps Update on latest Twitter apps

• Make sure to balance the output & input ratio of tweets – don’t just publicize, also create a conversation through @ replies.

• Strategic use of direct messages and public tweets is essential to build the account.• Twitter is a two-way conversation. Make sure to link to the people you are talking about.• Thank people who mention you! (Use the popular #FF hashtag)• Make sure to check @ replies and follow up with people. • Read articles, blogs and other media sent through twitter and join the conversation by leaving a

comment on a blog and then replying to the author• Share authentic information and seek insight from others• At an event? Find out what the # tag is and live tweet it, others will follow you• Hosting an event? Choose a # tag and promote it and flagship handle

How to build a Twitter Account (cont.):

What does all that look like?

Does Privacy Still Exist?

Hey, I know this!

Pages and Profiles

Just the facts please

So why is Facebook so important?• More than 400 million active users• 50% of active users log on to Facebook in any given day• Average user spends more than 55 minutes per day on Facebook• More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums,

etc.) shared each week• More than 3 million active Pages on Facebook• More than 20 million people become fans of Pages each day• Pages have created more than 5.3 billion fans• More than 250 applications have more than one million monthly active users• There are more than 100 million active users currently accessing Facebook through their mobile

devices

How do I advocate?

Using your personal profile to promote professional activities

• Completely YOUR choice• Respect your network • Don’t just promote, provide

value• Give credit where credit is due

Use the @ key to “tag” your friends or pages you want to link to.

Provide links directly to where

you want people to go.

Words to Live by…

The Organizational Guidelines

Here are 10 social media guidelines that employees should follow whenever engaging online and talking about Special Olympics.*

1. Be Transparent. State that you work for Special Olympics. Use your real name; be clear about your role. If you have a vested interest in what you are discussing, be the first to say so. 2. Do not Deceive. Never misrepresent yourself, your identity, or present information about Special Olympics in a false or misleading way. If you make a statement, be prepared to substantiate it with a documented source. 3. Be Relevant. Your posts should add value to an ongoing conversation. Comments should be respectful of others. Please, no spam and no remarks that are off-topic or offensive. 4. Be Polite. Use common sense and common courtesy. Ask your co-worker if it’s okay to post about a conversation from a meeting. Make sure your efforts to be transparent don't violate any privacy, confidentiality, or legal guidelines. 5. Be the Expert. Stick to your area of expertise and do feel free to provide unique, individual perspectives on non-confidential activities at Special Olympics. Do not speculate in areas of which you are not “in the know.” It’s okay to say, “I don’t know, but I can help you find the answer.”6. Be Respectful. When disagreeing with others' opinions, keep it appropriate and polite. If you find yourself in a situation online that looks as if it’s becoming antagonistic, do not get overly defensive and do not disengage from the conversation abruptly. Either ask your immediate supervisor for advice on how to disengage, or disengage in a way that does not damage Special Olympics brand, image or message. 7. Do not Gossip. If you want to write about other organizations that do similar work to Special Olympics, be sure you behave diplomatically, know the facts, and have appropriate permissions. 8. Don’t play Lawyer. Never comment on anything related to legal matters, litigation, or any parties Special Olympics may be in litigation with. 9. Avoid Crisis. Do not engage in a conversation about Special Olympics when the topic being discussed may be considered a crisis communications situation. Even anonymous comments may be traced back to your or Special Olympics’ IP address. Refer any social media activity around crisis communications topics to your immediate supervisor, the Marketing and Development department or the Legal Department. 10. Be Smart. Protect yourself, your privacy, and Special Olympics’ confidential information. What you publish is widely accessible and will be around for a long time, so consider the content carefully. Google has a long memory.

* These guidelines are in draft form only. As of July 14, 2010, they have not yet been approved by SOI’s Legal Department.

Show me the stuff!

Special Olympics athletes from around the U.S. are landing today at Duncan Aviation in Lincoln, Nebraska as part of the Cessna Airlift for the 2010 Special Olympics US National Games. http://www.airlift.cessna.com/

Watch the 2010 Special Olympics US National Games Opening Ceremonies live via webcast at www.2010specialolympics.org.

Throughout the week, athletes at the @Special Olympics 2010 USA National Games Nebraska are receiving free health screenings & health information thanks to the Healthy Athletes program! http://www.specialolympics.org/2010-USA-National-Games-Healthy-Athletes.aspxAll week, youth leaders have participated in the National Youth Activation Summit and now they’re ready to activate other youth and effect social change. The future of Special Olympics is in their hands! http://www.2010specialolympics.org/page13239.asp

There are 30 different aquatics events happening at @2010SONG. Lots of swimming taking place in Nebraska! #2010SONG http://j.mp/9E1jv3

What an amazing way to end a fabulous week of sports, inclusion and unity! Fantastic Closing Ceremony! #2010SONG http://j.mp/9gbmrc

Check out a great story about a father-daughter unified pair competing in Bocce at the National Games. #2010SONG http://j.mp/9uj1dp

Day two of @2010SONG & lots of events going on! Almost 400 athletes competing in track & field – good luck! #2010SONG http://j.mp/9nNzQO

Let the Games begin! 179 athletes from 36 Special Olympics’ programs will compete in Golf. Best of luck! #SONG2010 http://j.mp/cBdb25

Find a full complement of copy and paste text and URLs for easy sharing here: https://specialolympicsorg-2.sharepoint.microsoftonline.com/marketingdevelopment/Shared%20Documents/Social%20Media/Social%20Media%20for%20Special%20Olympics%20National%20Games.docx

Where can I follow the Games?

SOI

National Games Homepage: http://www.specialolympics.org/2010-USA-National-Games-Overview.aspxNational Games Videos, Photos & Stories:http://www.specialolympics.org/2010-Special-Olympics-USA-National-Games-News.aspx

2010 SONG

Games Website http://www.2010specialolympics.org   National Education Conference Website:http://coe.unomaha.edu/sonec/

Social Media:http://www.facebook.com/SpecialOlympics  http://www.facebook.com/2010SpecialOlympics

http://twitter.com/specialolympics http://twitter.com/2010SONG

http://www.youtube.com/2010SONG

What can I do on the ground?

So you’re going to Nebraska! Congrats! You will have a front row see to all the inspiration and amazement of a Special Olympics Games event!

BUT….

How do you plan to transcend your experience to your friends, family, colleagues and others who aren’t as lucky as you in getting to go to the Games?

You need the tools!

Smart phones Laptops Photo & Video Devices

Get Mobile!

Download the smart phone app in your mobile browser at www.facebook.com

Activate your mobile phone in your account settings to upload status updates, photos and videos via SMS text and MMS messages.

Get Mobile!

Download a smart phone Twitter app like Uber Twitter on your mobile browser at www.ubertwitter.com to post tweets, upload photos and share links.

Set your Twitter profile to connect to your mobile device so you can SMS text updates from your phone to ‘40404’ by clicking on ‘SETTINGS’ on the top right of the screen, then ‘MOBILE’ under your handle name.

Don’t forget to follow @SpecialOlympics and @2010SONG and remember to use the hashtag when tweeting!!! #2010SONG

Put your device to work for you!

Smart Phones

It’s easier than ever to share pictures with your Smart Phone devices.

Use your phone’s camera capability and if you’ve downloaded Facebook or Twitter apps to your phone, you can share those photos directly to your profile.

Imagine you are at an award ceremony and the gold medal winner is from your home state. You grab your phone, snap a picture and upload it right to Twitter so it looks something like this:

Put your device to work for you!

Laptops

Sitting in the airport bored? Enjoying a morning cup of coffee and muffin in the hotel lobby? Pop open your Facebook or Twitter profile and post about why you’re on the road (hint: to be inspired by our athletes and help share the inspiration with your friends). Be sure to include a link to where your contacts can learn more – like www.2010specialolympics.org

Visit one of our web pages that has a cool photo slideshow, video or story. Find the new “Share” button on our website and post it right to your personal social media profile!

Put your device to work for you!

Photo & Video Devices

Photo and video sharing has never been easier with cameras that easily integrate with your laptop and even upload directly to social media sites!

Most digital cameras and all Flip Cameras come with software that automatically installs on your computer. Use it and let it work for you!

You can easily capture video and put it together into a short movie with Flip Cams and their Flip Share software by doing nothing more than plugging the camera into a USB port. Once you have a movie to share, just find the share box and upload it right to Facebook, You Tube, or MySpace.

Need to share it somewhere else? Just choose “other” and the Flip Cam will save a smaller compressed version of the video to your desktop for easy uploading later!

Be Fearless!

And, we’re off!

Time to get started!

Ask and you shall receive…

QUESTIONS?

Don’t Reinvent the Wheel!

Some Recommended Resources

Beth Kanter/Beth’s Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change:http://beth.typepad.com/

Mashable Guidebooks: As one of the leading blogs in the world on social media, Mashable has a dedicated guidebooks on how to use Twitter and Facebook from signing up to becoming a leader in social media – its all there!http://mashable.com/guidebook/

Full List of Copy and Paste Social Media Posts for 2010 Special Olympics USA National Gameson My SOI or on Slideshare

Top 10 Quick Tips for using Social Media for Special Olympics Staffon My SOI or on Slideshare

2010 Games Social Media Cheat Sheeton My SOI or on Slideshare

Today’s Presentationon My SOI or on Slideshare

Contact Ryan

Ryan EadesManager, Online Brand CommunicationsSpecial Olympics International

Phone: 202-824-0292Email: reades@specialolympics.orgTwitter: @ryan2499Skype: ryan2499Linkedin: www.linkedin.com/in/ryaneades