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This session was presented at the 2012 Council on Accreditation's conference in NYC August 6, 2012. For more information, visit amysampleward.org
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SOCIAL MEDIA DONE RIGHT IN JUST 30 MINUTES A DAY
#COA12
WHAT’S SO SPECIAL ABOUT COMMUNICATIONS TODAY?
• Real-Time• Public• Shareable• Multi-directional• Personal
THIS IS A PARTY.
How does it fit: Connections
How does it fit: Content
WHO’S YOUR COMMUNITY?
COMMUNITY
Flickr: efleming
NETWORK
Flickr: thefangmonster
CROWD
Flickr: SashaW
COMMUNITY MAPPING
STEP 1: GROUPS
Questions to ask:Do different programs or departments connect with different groups?Do services or products target different groups?How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?
STEP 2: GOALS
Questions to ask:Why does the community continuing needing your services, programs or work?What is in it for others to participate?
-----What do you need help with or involvement from the community to do?How can your work improve with engagement?
STEP 3: TOOLS
Questions to ask:Where does this group already talk or engage online?Which tools are most appropriate to the kind of message or content?What kind of engagement is required to match the goals?
COMMUNITY MAPPING TEMPLATE
Get this template! http://bit.ly/DIYcommunity
BONUS: DATA
What do you need?Are you pointing people to places where they can sign up directly with you?Which tools allow you to access the supporter data?What will you do to follow up and engage – remember, opt-in first!
WHAT TO TALK ABOUT?
CONTENT PLANNING
STEP 1: CONTENT
Examples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents
STEP 2: GOALS
Examples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community
STEP 3: OUTLETS
Examples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog
CONTENT PLANNING TEMPLATE
Get this template! http://bit.ly/DIYtemplate
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
WHAT’S WORKING?
GOALS + METRICS
• Start with your organization/department goals
• Identify the data that will help tell that story
• Test and modify, and again
GOALS + METRICS
NTEN aspires to a world where all nonprofit organizations use technology skillfully and confidently to meet community needs and fulfill their missions. NTEN facilitates the exchange of knowledge and information within our community. We connect our members to each other, provide professional development opportunities, educate our constituency on issues of technology use in nonprofits, and spearhead groundbreaking research, advocacy, and education on technology issues affecting our entire community.
GOALS + METRICS
Establish NTEN Reputation: NTEN is a trusted leader for information, resources, and education on all aspects of using technology across your organization to meet your mission. NTEN is an early adopter; transparent and open with our evaluations and experience.
GOALS + METRICS• % of Conversation• # of outside articles & speaking engagements by NTEN
staff• RT’s• # of requests from Members for specific information • positive mentions of NTEN• guest content (NTEN blog) promotion • leading referral sites (external)• leading referral platforms (social media)• referral site w/longest on site time
GOOGLE ANALYTICS
ALERTS
METRICS TRACKING TEMPLATE
Get this template! http://bit.ly/DIYmetrics
METRICS: REPORTINGInternal reporting:•Weekly metrics for various platforms•Add metrics as you go•Look at long term, not just short term changes•Monthly reporting of trends and insights
External reporting:•Share when there is something worth sharing•Reporting context, not just numbers•Ask for input and feedback
WHAT’S MY 30 MIN LOOK LIKE?
LISTENING
LISTENING WITH RSS
LISTENING WITH RSS
LISTENING WITH ALERTS
LISTENING WITH TWITTER
LISTENING DASHBOARD
LISTENING DASHBOARD
JOINING
JOINING WITH COMMENTS
JOINING WITH COMMENTS
JOINING WITH SIGNPOSTS
CREATING
CREATING PROFILES
CREATING REAL PROFILES
CREATING ENGAGING PROFILES
CREATING VALUABLE PROFILES
CREATING CONTENT
RESOURCESTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics
Books & Collections:We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.phpManaging Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/
RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-
systems-smms/ http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-
the-difference-and-the-opportunity/http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-
change/http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-
sustainable-community-building/ http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-
landscaping/