nicolle westlund
Transcription
nicolle westlund
The Power of Social Media Stories and Strategies from the Sector jamie millard - @jjmillard chris oien - @coien #smpower During social media presentations t ti you’re ’ like: lik This seems easy easy. I can totally do this. D h Duh. #smpower AND THEN YOU GET BACK C TO O THE OFFICE O C AND ARE LIKE: WHICH KEY IS ANY KEY?? Wait what? Social media consultants are annoying. Wh has Who h time ti for f this? #smpower Let’s hear from Real People Youth Frontiers Women’s Foundation Community Thread Bush Foundation #smpower Real Stories Stories, real organizations » Social Media Strategies & Goals » Success » Evaluation E l ti » Best Tactics » Leadership Buy-in #smpower Youth frontiers nicolle westlund communications & marketing @youthfrontiers g manager #smpower #smpower @youthfrontiers YOUTH FRONTIERS » Nonprofit, Nonprofit nonpartisan » Character education, antibullying social bullying, social-emotional emotional learning » 1.2 1 2 million illi students t d t and d educators in 25 years #smpower @youthfrontiers » Engage students in a positive online community » Provide resources to develop SEL » Connect alum to YF brand » Build a base of possible donors #smpower @youthfrontiers strategy gy » One to three meaningful g posts per day » Include photos, videos, links when possible » Shout outs to school » Quotes » Resources #smpower @youthfrontiers success » From 1,000 1 000 to more than 8,000 likes » Goal: 12 12,000 000 likes by June 2013 » Success=interactions from students (likes, comments, messages) » Quotes to use in printed materials #smpower @youthfrontiers tactics » Ask questions » Post photos » Play up Retreat Staff (the face of YF) » Reply to comments and messages » Holiday posts #smpower @youthfrontiers » Deepen educators educators’ connection to YF » Provide resources to #smpower @youthfrontiers Strategy gy » Two to four meaningful g posts per day » Include photos, videos, links when possible » Shout outs to schools » Resources » News around education/SEL #smpower @youthfrontiers success » From 200 to more than 875 followers » Retweets: Average g of 1 – 2 p per day y ,3–5 » Mentions: Retreat days, per day » Goal: 2,000 followers by June 2013 #smpower @youthfrontiers tactics » Ask for Retweets » Thank followers/mentions » Include I l d hashtags h ht » Keep posts short » Holiday posts #smpower @youthfrontiers INVOLVEMENT » Minimal » Resources, things to post/tweet » Requests to post about events, t th thanking ki sponsors, etc. #smpower @youthfrontiers Let’s g get real » Retreat Staff isn’t accessible » Legality of posting photos of minors » Facebook fights (wall posts) » Consistency – replying in a timely manner y of q quality y » Quantity resources Women’s W ’ foundation f d ti off minnesota nicole cooper reatha clark king fellow, program coordinator @womensfndnmn #smpower #smpower @womensfndnmn @womensfndnmn #smpower strategy gy @womensfndnmn » Core audience ~ ~ ~ ~ Current New Other philanthropies Policy makers » Increase visibility » Free advertising » Four grantmaking areas #smpower @womensfndnmn success » Numbers: Fans Fans, Likes Likes, Comments » Conversation starters #smpower @womensfndnmn BEST PRACTICES » Consistency » Timing » 60-30-10 rule: Retweets, responses, new » Mentions » Issues #smpower @womensfndnmn INVOLVEMENT » President and Board Chair (Limited time, but strategic in high engagement) » Staff #smpower @womensfndnmn FIND US » President and Board Chair (www.wfmn.org) www wfmn org) » www.MNGirlsNotForSale.org » Facebook » Twitter » YouTube COMMUNITY THREAD valerie jones, executive director, Community Thread 651@cmtythreadmn 651.439.7434 / @ 439 t th 7434 d [email protected] #smpower #smpower @cmtythreadmn Community y thread » Our mission is to promote, support, and d encourage volunteerism l t i to t serve the needs of the community. » We sustain volunteerism by connecting people and enriching lives through six primary programs and services. (See our Annual Report for details.) » We believe every act of service is a thread that ties people, communities, and lives together. » We believe social media has made our mission driven efforts more effective and exciting! #smpower @cmtythreadmn Social media » Joined Facebook: February 2010 » Started Tweeting: July/August 2010 » YouTube: Y T b May M 2011 » Pinterest: Still thinking! #smpower @cmtythreadmn Social media » To reach a new audience (and ( their audiences) » To expand awareness of our programs and services » To model innovation and creativity in approaching our mission » To promote our partners in a new and meaningful way » To communicate quickly in times of crisis #smpower @cmtythreadmn #smpower @cmtythreadmn Social media » Our posts, information, opportunities are easily il shared h d with ith others. th » We can track how far our messages go. » We are becoming and being seen as a community builder- through us local businesses, individuals, and partner nonprofit p organizations g can all share each other’s information. » Posting real stories of real people in real time helps deepen community connections. connections » Our approach is a philosophy of generosity. » All is measured anecdotally right now. now Our staff evaluation team is getting ready to tackle a more formal evaluation. #smpower @cmtythreadmn #smpower Social media @cmtythreadmn » Staff Communications Retreat ~ ~ ~ Taught all staff how to use social media tools Brainstormed sample posts, messages, uses for each program Staff Communications Retreat » Start slow ~ Focus on one channel at a time. Build comfort in using the tool. Celebrate small p accomplishments. » Shared responsibility, but clear process ~ We all are in charge of agency communication but have point people for each social media channel #smpower @cmtythreadmn #smpower INVOLVEMENT @cmtythreadmn » It’s It s meme that helps » We can show the board the impact p by y recounting g tales of ~ ~ ~ New publicity Inquiries about our use of social media by other nonprofits in our area And in the people who are engaging with us in our work » It’s an easy tool for board members to use too #smpower @cmtythreadmn Find us Valerie Jones Community Thread Executive Director Valerie@communitythreadm n org n.org (651) 439-7434 BUSH FOUNDATION julie cohen associate, communications @ @bushfoundation #smpower #smpower @bushfoundation SOCIAL MEDIA PEDESTAL #smpower @bushfoundation #smpower @bushfoundation #smpower @bushfoundation #smpower @bushfoundation #smpower @bushfoundation #smpower @bushfoundation SPROUT SOCIAL #smpower @bushfoundation Successful tactics #smpower @bushfoundation Successful tactics #smpower @bushfoundation Successful tactics #smpower @bushfoundation Successful tactics #smpower @bushfoundation Successful tactics #smpower @bushfoundation ORGANIZATIONAL SUPPORT #smpower @bushfoundation ORGANIZATIONAL SUPPORT IRL YOU CAN DO IT. #smpower staff t ff engagement sharer h tto creator t (facebook) doing twitter lists right g analytics content curation integration…movi integration movi ng towards one goal #smpower Staff engagement g g #smpower #smpower »S STA AFF ENG E GAG GEM MEN NT Amplifier p Affect #smpower »S STA AFF ENG E GAG GEM MEN NT Chat over lunch »S STA AFF ENG E GAG GEM MEN NT #smpower Sample social messages #smpower »S STA AFF ENG E GAG GEM MEN NT Accountability y » Offer one-on-one meetings with staff that are less comfortable or need extra accountability. » Incorporate social media updates into staff meetings—keeps the work top of mind. mind Content curation #smpower »C CON NTE ENT T CUR C RAT TION N #smpower RSS or die »C CON NTE ENT T CUR C RAT TION N #smpower Find New Content So rces Sources »C CON NTE ENT T CUR C RAT TION N #smpower Find New Content So rces Sources » Ask fellow staff what they read » Ask board members/volunteers what they read » When you click on an i t interesting ti link li k on FB/Twitter, are you then adding ddi th the source to t your RSS? »C CON NTE ENT T CUR C RAT TION N #smpower Find New Content Sources scoop.it! »C CON NTE ENT T CUR C RAT TION N #smpower Find New Content Sources trap.it »C CON NTE ENT T CUR C RAT TION N #smpower Find New Content Sources Alltop Twitter lists #smpower »T TWITTE ER LIS STS #smpower The more specific the better »T TWITTE ER LIS STS #smpower Types yp of lists » Clients, service users, stakeholders ( i t ) (private) » People who have engaged with your org—anyone who has RTed, mentioned you, you etc. etc (private) » All current staff (public) » Volunteers, board members, alumni (public) » Thought leaders and experts in your cause space (public) » Resource sources in y your cause space (public) » Influencers: reporters, celebrities, power-house social users (private) » Donors (private) ( ) » News sources in cause space and general (private/public) P t i ti ( i t ) Analytics y #smpower »A ANA ALYT TIC CS #smpower GOALS IN GOOGLE ANALYTICS »A ANA ALYT TIC CS #smpower SOCIAL VALUE REPORT »A ANA ALYT TIC CS #smpower URL BUILDER FOR ADVANCED CAMPAIGNS #smpower »A ANA ALYT TIC CS DON’T STOP THERE integration g #smpower »IN NTE EGR RAT TION #smpower WHY YOUR INTERN SHOULDN’T TWEET »IN NTE EGR RAT TION #smpower ALL COMMUNICATIONS WORKING AS ONE Sharer tto creator Sh t (FACEBOOK) #smpower »S SHA ARE ER T TO CRE C EATOR R #smpower FACEBOOK ALGORITHM CHANGES »S SHA ARE ER T TO CRE C EATOR R #smpower CREATE SHAREWORTHY CONTENT »S SHA ARE ER T TO CRE C EATOR R #smpower CREATE SHAREWORTHY CONTENT »S SHA ARE ER T TO CRE C EATOR R #smpower NETWORK EFFECT Thank you!! jamie millard - @jjmillard chris oien - @coien #smpower