central area communications webinar series

CENTRAL AREA COMMUNICATIONS WEBINAR SERIES
SESSION 2
SOCIAL MATTERS
Social Media to Winning Websites with the Links Brand
Prepared by
Central Area Communications Team 2013-2015
Link Kathy Wade, Chair, Session 1: What’s In Your Wallet
Link Michelle Fifer, Link Genma Holmes and Link Veronica Chapman, Technology Chair, Session 2:
Social Matters
Link Bonita Cornute and Link Tasha Ransom, Session 3: Electronic to Print
Communications and Organizational Effectiveness Teams, Session 4: Communication Tools To
Improve Sisterhood In Your Chapter
OBJECTIVES
• Broaden awareness, understanding and utilization of
The Links, Incorporated Brand and Communications
best practices
• Provide proven tools, templates and resources to
ensure Chapter Branding and Communications
success
• Align The Links, Incorporated brand communication
strategies and tools across Chapter, Area and
National levels
WEBINAR SERIES
SESSION 1 – November 19, 2014
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WHAT’S IN YOUR WALLET? Ten Top Tools for Links Branding to Chapter
Communications Plan – Link Kathy Wade, Central Area Communications Chair
SESSION 2 – January 14, 2015
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SOCIAL MATTERS: Social Media to Winning Websites with the Links Brand
Link Michelle Fifer, Link Genma Holmes, Central Area Communications Team and
Link Veronica Chapman, Central Area IT Chair
SESSION 3 – February 18, 2015
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AMASS YOUR MEDIA: Electronic To Print - Link Ivie Clay, Link Bonita Cornute, Link
Tasha Ransom, Link Donna Terrell and Link Felicia Thomas-Lynn
SESSION 4 – March 18, 2015
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INTERNAL CHAT: Communication Tools To Improve Sisterhood In Your Chapter –
Central Area Communications and Organizational Effectiveness Teams
TONIGHT’S PRESENTERS
LINK MICHELLE FIFER
Serial Entrepreneur/ Consultant
•Shelby County (TN) Chapter
•Central Area Communications Team
•President/CEO, Morgan Cares Senior
Care & Adult Day Care
•Founder/CEO, MFI Media Group,
LLC (Digital Marketing Agency)
•Mobile App & Website Developer
•Certified Social Media Manager
•Health Care Digital Marketing
Strategist
TONIGHT’S PRESENTERS
LINK GENMA HOLMES
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Parthenon (TN) Chapter
Central Area Communications Team
Owner, Holmes Pest Control
Executive Producer, Living Your Best
Life Radio
Editor-in-Chief, Heritage & Culture
Magazine
Managed Social Media Campaigns
for MD Anderson Cancer Center,
University of Houston, Intercultural
Cancer Council and the National Day
of the American Cowboy.
Founder, Military Fund at the Frist
Center for the Visual Arts. Raised
over 400K for military families during
annual Christmas #livingtogivenow
social media campaign.
TONIGHT’S PRESENTERS
LINK VERONICA CHAPMAN
• Queen City (OH) Chapter, Charter
Member
• Central Area Technology Chair
• IT Project Manager with Accenture, a
global management consulting,
technology services and outsourcing
company.
Central Area Communications Team
CENTRAL AREA
TEAM 68
CENTRAL AREA
TEAM 68
CENTRAL AREA
TEAM 68
CENTRAL AREA
TEAM 68
SOCIAL MATTERS
Social Media to Winning
Websites with the Links Brand
Why Does Social Media Matter
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Increase Brand Promotion (Global Reach)
Increase Engagement On Multiple Platforms
Build Relationships
Share Transformational Programs
Develop Brand Ambassadors
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(Link members can promote their chapter on their face book page)
Social Media Policy
Located in National Website’s Back office under:
- Documents
- Communications
Everyone’s attention is
Focused on Four Screen
-Smartphone
-Computer
-Tablet
-TV
Mobile Website
Mobile Ready Website
• m.chaptername.org
• No Pinch/Zoom
• Thumb Friendly
Mobile Responsive Website
Shelby County (TN) Chapter (www.shelbycoountylinks.org)
Screen Adjust to any mobile device. No pinching or zooming required.
• Grab your name,
brand or persona from
sites like
www.knowem.com
• Make sure your brand
name and presence is
consistent over all
social media platforms
Face Book Best Practices
• Timeline Cover Size (851 x 315)
– High Resolution Image
– Branding Area
• Profile Image Size (180 x 180)
– Include Logo (Branding)
• Name
– Include State in Chapter Name (example: Shelby County TN Chapter of The Links, Incorporated)
– Can Only Change Custom Name Once
– Pick a vanity name for your face book page (www.facebook.com/shelbycountylinks)
• About Section- First 140 characters found in search Engine
• -Include a link to website on your face book page
Facebook and Twitter Feeds
The Renaissance (MI) Chapter (www.renaissancelinks.org)
Include The State in Your Face Book Name
Note: Facebook
No longer
allows
Parentheses in
the Name.
Also Select
“Organization”
For the
Category
Social Media Links
ç
Central Area (centralarealinks.org)
Twitter Best Practices
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Use #hashtags (Max two)
Header cover size 1500x500
140 Max Characters
Use Logo
– (Logo Show Up on all comments)
• Twitter Terms
– 1,Post- Called a “Tweet”
– 2.Repost – Called a “Retweet”
– 3.Star – Favorite (Thank You)
1. Tweet
2.Retweet
3.Favorite
Internal Communication
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Email
Print
Text
Voice Broadcast
Teleconferencing
Video Conferencing (New)
Mobile App (New)
National & Area Conferences
Mobile Apps
Internal Communication
Mobile App
Shelby County (TN) Chapter
Launches First Chapter
Mobile App.
Purpose: Members can stay
connected and engage.
• Launch Google Play Store
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Launched January 16, 2015
• Launch for Apple
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Shelby County
Scheduled first week in February 2015
Mobile App Developed by Link Michelle Fifer
Chapter Mobile App Features
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Event Calendar
Push Notification
Service Hours
Chapter Updates
Forms
Social Media Buttons
Video Library
Membership Directory
Private Login
Video Conferencing
• Google Hangout
• Skype
Using Social Media To Attract New Partners
Using the Links Brand
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Become familiar with the channels that are used by The Links, Incorporated.
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Facebook and Twitter are the two social media channels that are most often used.
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Use our National Facebook and Twitter pages as a guide to following pages and
status updates.
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Following our National Partners (i.e. Habitat for Humanity and Go Red)
demonstrates unity and helps strengthen the relationships while showing potential
funders the power of 12,000 members bonded together for a cause.
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If your chapter is new to social media, sharing information from National and
Central Area's pages to your chapter's pages is an easy way to quickly develop
content.
Using Social Media To Attract New Partners
Using the Links Brand
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Social Media pages should engage not only community
partners and potential funders but non members as
well.
A compelling Facebook page should deliver posts that
educate, entertain, inspire and inform to reach a wide
audience.
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When building your chapters audience, be mindful of
your Facets work in the community. Sharing your
activities in the community through social media is a
very powerful visual and helps us live our mission
without every saying a word.
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The Central Area of Links, Incorporated Facebook tries
to be a resource to our members and nonmembers
while promoting the Links, Incorporated brand
through positive, consistent, and creative daily posts.
Using Social Media To Attract New Partners
Using the Links Brand
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Learn the demographics of your social media pages.
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Facebook and Twitter are two very different channels. Facebook users are older according
to researchers.
http://www.kpopstarz.com/articles/162956/20150113/facebook-users-statistics.htm
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Facebook users are early morning risers. When the Central Area of Links, Inc.'s Facebook
page is updated before 6:00am, the status update get more views than when it is updated
in the middle of the day.
Twitter users are more engaged in social justice issues like #bringbackourgirls and
#blacklivesmatter.
Our Facebook followers read more AARP Black Community posts than Essence Online
posts. But our Twitter followers are clicking on Essence Online more than AARP Black
Community articles.
Facebook users are typically early morning risers. When the Central Area of Links, Inc.'s
Facebook page is updated before 6:00am, the status update get more views than when it is
updated in the middle of the day.
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Be willing to adjust your content from one social media platform to another. But remain
consistent. Community partners and funders look for ongoing messaging when using social
media.
Using Social Media To Attract New Partners
Using the Links Brand
Building A Healthy Legacy:
Our Prescription for the Future
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Our Facebook page embraces the motto of our National
President, Dr. Glenda Newell-Harris, with weekly physical
challenges and photos of our First Lady, Mrs. Obama, in
action.
These weekly posts show our community partners we are
engaged in taking care of ourselves, first, while being role
models for the next generation.
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With healthcare being one of the most talked about issues
over the last several years, we are leading the way by
taking charge of our health and sharing it on social media.
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Our Saturday morning posts are commented on often.
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The potential to receive sponsorships from healthcare
corporations are greatly improved when you can show
that your organization is actively engaged in staying
healthy and sharing healthcare information with
community.
Using Social Media To Attract New Partners
Using the Links Brand
• Our hashtag is #calinksinc. This is tagged in every post on
Facebook and in every tweet on Twitter.
• Be sure to Like our page and status updates. And invite your
friends to like our page
WINNING WEBSITES
Your Chapter Calling Card
A good website:
• Provides an introduction to your chapter
• Is integral to the visibility of your chapter
• Lends credibility to your chapter
• Serves as a way to brand your identity
• Reflects your chapter’s personality
Website Must Have’s
• Correct Chapter Logo
– See Members Only Section of the National Website
• Documents > Logos > Chapter Logos > Central Area > Your Chapter
• 3 Color option – black, green, white
• Multiple formats – GIF, JPEG, PNG and EPS
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Chapter Name including the state abbreviation in parenthesis
User-friendly Navigation
Top Level Organization Information
Chapter Contact Information
Links to National and Area Websites
Link to National Privacy Policy
Single point of contact, e.g., Webmaster or Team 68 Member
Killer Content
Regular Maintenance
Website Considerations
When creating or updating your chapter website, keep in mind…
• Website Purpose and Objectives
– E.g., Awareness, Education, Communicating with potential partners, Selling
Fundraiser Tickets
• Target Audience
– Community / Sponsors / Members
• National Website Guidelines (under construction)
• Development Process
– Custom, build your own, or template
• Website Tools, e.g. Wordpress, Blogger and Tumbler
• Website Domain Name / Hosts / Maintenance
– Your internet server provider may be able to host your site and register your
domain name.
• Time & Cost
Website Considerations cont’d
When creating or updating your chapter website, keep in mind…
• Website Design / Layout
– Clean, Polished and Professional Looking
• Website Features
– e.g., Members-Only, Calendar function, Donation Button
• Need for E-commerce functionality
– e.g., Paypal, Online Store
• Integration with Social Media
– e.g., Twitter, Facebook, Google+
• Performance and Browser Compatibility
• Search Engine Optimization (SEO)
– Drives traffic to a website and making sure that it ranks highly in
search engines.
Who Owns Your URL?
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URL stands for Uniform Resource Locator
– The "address" of a web page commonly referred to as a "web address.“
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The URL for the National website site is www.linksinc.org.
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Recommended that all new Links, Inc. websites strive to acquire website names
using naming convention - www.yourchapternamelinksinc.org
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URLS are owned by the Internet Corporation for Assigned Names and
Numbers (ICANN)
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If you haven’t already done so, purchase your URL ASAP.
– Need to secure the URL information from whoever sets it up
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To buy a URL - Go to sites like GoDaddy.com or Register.com or Domain.com and
enter your desired URL. They will tell you whether it’s taken or not.
Messaging and Marketing
First impressions matter. Your website must be engaging to your target
audience. Ask yourself if your website:
• Tells a compelling story and engages the reader
• Makes a good first impression
– Influenced by logo, navigation menu, search box, home page main image,
written content and bottom of website
• Content is simple, direct, easy to understand
• Educates the reader about your chapter and its programs / events
• Creates an emotional and rational connection between your
chapter and your reader
• Contains pictures that are current and represent your chapter in a
positive light
• Messaging is consistent with your social media messaging
Updates and Maintenance
Website maintenance is critical to maintain the value of the website
• Chapter Presidents are responsible for the content of the website.
– Appoint a single point of contact for the Chapter website, preferably a webmaster
– Ensure a process is in place to regularly review and make updates
• Chapter websites should be reviewed regularly for:
– Currency – content should be fresh and relevant to keep audience coming back
– Quality assurance – look for errors such as broken links, missing content,
misspellings, grammatical errors and compliance with national guidelines
– Website Feedback – manage communication with website visitors
– Website Performance – utilize website metrics to measure success
– Infrastructure Issues - monitor hosting to ensure the site is not down
– Change Control – manage technical and other changes in a coordinated way
Summary
• A good website is needed to lend credibility to your chapter
and increase your brand identity
• It must be current, relevant and engaging to bring readers
back to your page
• Consider what key messages you want to share with readers
• Website maintenance is critical to your success
Thank You for Joining Us!
QUESTIONS AND ANSWERS
LIKE US
VIEW US
FOLLOW US
Speaker’s Contact Information
Link Michelle Fifer
[email protected]
Link Genma Holmes [email protected]
Link Veronica Chapman
[email protected]
Link Kathy Wade
[email protected]
CENTRAL AREA COMMUNICATIONS
UPCOMING WEBINAR SERIES
SESSION 3 – February 18, 2015:
• AMASS YOUR MEDIA: Electronic To Print - Link Ivie Clay,
Link Bonita Cornute, Link Tasha Ransom, Link Donna
Terrell and Link Felicia Thomas-Lynn
SESSION 4 – March 18, 2015
•
INTERNAL CHAT: Communication Tools To Improve Sisterhood In Your
Chapter – Central Area Communications and Organizational Effectiveness
Teams