Post on 30-Nov-2014
description
Social Media and the Connected OrganizationSocial Media and the Connected Organization
Laurie CirivelloGrand Rapids Community Media Center
Today’s SessionToday’s Session
•How Social Media is altering the communications landscape
•What that means for community organizations (the good news and the bad news)
•Basic tools and Cool Apps
•Managing & Leveraging Social Media in your Organization
•Examples of NPO social media in action
Today’s SessionToday’s Session
•How Social Media is altering the communications landscape
•What that means for community organizations (the good news and the bad news)
•Basic tools and Cool Apps
•Managing & Leveraging Social Media in your Organization
•Examples of NPO social media in action
A bit about our organizationA bit about our organization
Providing media and technology support services to individuals, organizations and the community.
Over 350 Million people have Over 350 Million people have Facebook profiles (over half interact Facebook profiles (over half interact daily)daily)
More than 30,000 NPOs have active More than 30,000 NPOs have active Facebook Pages.Facebook Pages.
Over 350 Million people have Over 350 Million people have Facebook profiles (over half interact Facebook profiles (over half interact daily)daily)
More than 30,000 NPOs have active More than 30,000 NPOs have active Facebook Pages.Facebook Pages.
78% of consumers trust peer 78% of consumers trust peer recommendations. Only 14% trust recommendations. Only 14% trust advertisementsadvertisements
78% of consumers trust peer 78% of consumers trust peer recommendations. Only 14% trust recommendations. Only 14% trust advertisementsadvertisements
The fastest growing segment The fastest growing segment on Facebook is 55-65 year-old on Facebook is 55-65 year-old females.females.
The fastest growing segment The fastest growing segment on Facebook is 55-65 year-old on Facebook is 55-65 year-old females.females.
Twitter is most popular among Twitter is most popular among working adults working adults (Nielson News)(Nielson News)
Twitter is most popular among Twitter is most popular among working adults working adults (Nielson News)(Nielson News)
WHAT we use has changed HOW we communicate.
WHAT we use has changed HOW we communicate.
““Organizations who communicate effectively with Organizations who communicate effectively with members and supporters through digital media will members and supporters through digital media will grow, while those who don’t will perish along with the grow, while those who don’t will perish along with the traditional media they cling to”.traditional media they cling to”.
Rand Cordle, PublisherRand Cordle, Publisher
Traditional CommunicationsTraditional Communications
One to many – broadcast One to many – broadcast “talking to”“talking to”
Social Media Social Media CommunicationsCommunications
Many to many – Many to many – ConversationConversation
Traditional CommunicationsTraditional Communications
One to many – broadcast One to many – broadcast “talking to”“talking to”
Social Media Social Media CommunicationsCommunications
Many to many – Many to many – ConversationConversation
What Hasn’t Changed?What Hasn’t Changed?
Why people get involved with your organization.Why people get involved with your organization.
Why people give to your organization.Why people give to your organization.
Why people care about what you do.Why people care about what you do.
The most important lessons for effective use of social media…you likely already know.
The most important lessons for effective use of social media…you already know.The most important lessons for effective use of social media…you already know.
Social Media tools offer new, and very effective ways to do what we have always done:
Inspire MotivateServeGarner Support
Build Community
Social Media tools offer new, and very effective ways to do what we have always done:
Inspire MotivateServeGarner Support
Build Community
Elements of a strong, modern, web Elements of a strong, modern, web Communications StrategyCommunications Strategy
1. Presence1. Presence
2. Delivery2. Delivery
3. Getting Social3. Getting Social
Elements of a strong, modern, web Elements of a strong, modern, web Communications StrategyCommunications Strategy
1. Presence1. Presence
2. Delivery2. Delivery
3. Getting Social3. Getting Social
Presence: Presence:
Attractive, Functional, Dynamic, InteractiveAttractive, Functional, Dynamic, Interactive
Presence: Presence:
Attractive, Functional, Dynamic, InteractiveAttractive, Functional, Dynamic, Interactive
Taking info to stakeholders and helping your Taking info to stakeholders and helping your ambassadors do the same.ambassadors do the same.
E-NewslettersE-Newsletters
RSS feedsRSS feeds
Sharing ToolsSharing Tools
DeliveryDeliveryDeliveryDelivery
Getting Social...the heart of social mediaGetting Social...the heart of social media
It's Rhizomatic!It's Rhizomatic!June Holley, Network Weaving GuruJune Holley, Network Weaving Guru
Getting Social...the heart of social mediaGetting Social...the heart of social media
It's Rhizomatic!It's Rhizomatic!June Holley, Network Weaving GuruJune Holley, Network Weaving Guru
““People are spending less time navigating the People are spending less time navigating the Internet on their own and are now navigating the Internet on their own and are now navigating the Internet based on their friends’ recommendations or Internet based on their friends’ recommendations or their friends’ activities.” their friends’ activities.” Dave Yovanno, chief executive of Gigya Inc. Dave Yovanno, chief executive of Gigya Inc.
Google (searching) vs. Facebook (socializing)Google (searching) vs. Facebook (socializing)
PromotingPromoting
ListeningListening
AskingAsking
RespondingResponding
EmpoweringEmpowering
Go to where people areGo to where people are
Evaluate, revise, do it some more…Evaluate, revise, do it some more…
“Using social media simply for marketing and fundraising, the understandable obsession of nonprofits during recessionary times, may be missing the point, experts say”.
"It's incredibly important to find that authentic voice and make personal connections”.
Philanthropy Journal, July 2009
“Using social media simply for marketing and fundraising, the understandable obsession of nonprofits during recessionary times, may be missing the point, experts say”.
"It's incredibly important to find that authentic voice and make personal connections”.
Philanthropy Journal, July 2009
Nonprofit Use of FacebookNonprofit Use of FacebookNonprofit Use of FacebookNonprofit Use of Facebook
It’s a place to It’s a place to connect with connect with your your communities in communities in authentic, authentic, personal, and personal, and engaging ways.engaging ways.
Basic Types of “PAGES”Basic Types of “PAGES”
Personal ProfilesPersonal ProfilesPeoplePeople
PagesPagesProfessionalProfessional
GroupsGroupsInformal/WorkingInformal/Working
CausesCauses501c3/fundraising501c3/fundraising
Basic Types of “PAGES”Basic Types of “PAGES”
Personal ProfilesPersonal ProfilesPeoplePeople
PagesPagesProfessionalProfessional
GroupsGroupsInformal/WorkingInformal/Working
CausesCauses501c3/fundraising501c3/fundraising
Direct Traffic to your Direct Traffic to your WebsiteWebsiteDirect Traffic to your Direct Traffic to your WebsiteWebsite
Promoting EventsPromoting EventsPromoting EventsPromoting Events
Passing Along Info & ResourcesPassing Along Info & ResourcesPassing Along Info & ResourcesPassing Along Info & Resources
HavingHavingConversations Conversations and Getting and Getting FeedbackFeedback
HavingHavingConversations Conversations and Getting and Getting FeedbackFeedback
Empowering & Mobilizing Empowering & Mobilizing Empowering & Mobilizing Empowering & Mobilizing
Comparing FB PagesComparing FB PagesComparing FB PagesComparing FB Pages
“It's a different kind of distribution where the nonprofit reaches influential people who then reach their friends with their own message about a cause”.
-Beth Kanter
“It's a different kind of distribution where the nonprofit reaches influential people who then reach their friends with their own message about a cause”.
-Beth Kanter
“To have a friend, you have to be a friend”-Laurie's Mom
“To have a friend, you have to be a friend”-Laurie's Mom
How are you doing?How are you doing?
InsightsInsights
How are you doing?How are you doing?
InsightsInsights
TwitterTwitter
Began as “what are you doing”?Began as “what are you doing”? Keeping track of friendsKeeping track of friends
Has become Has become 24/7 24/7 personalized personalized headline headline stream.stream.
A Social A Social Network Network SummarySummary
Why I Like TwitterWhy I Like TwitterWhy I Like TwitterWhy I Like Twitter
Headlining with 140 charactersHeadlining with 140 characters
The ambient media streamThe ambient media stream
Finding resources/professional developmentFinding resources/professional development
Organizing conversation around topicOrganizing conversation around topic
The value of “right now”The value of “right now”
Twitter & the NPO sectorTwitter & the NPO sectorListening:Listening:Paying attention to what matters to others (your Paying attention to what matters to others (your constituents and friends) and what they are saying (if constituents and friends) and what they are saying (if anything) about you and your causeanything) about you and your cause..
Informing/PromotingInforming/PromotingInforming/PromotingInforming/Promoting
ActivatingActivatingActivatingActivating
What’s wrong with this tweet?Plenty.
Features of TwitterFeatures of TwitterFeatures of TwitterFeatures of Twitter
The ProfileThe Profile
FollowingFollowing
Balance “following” and “followers”Balance “following” and “followers”
Select Favorites
Direct Message
Ideas for who to follow
Anatomy of a TweetAnatomy of a Tweet
retweet
linkingShortened URLhashtag
The Power and Reach of the RetweetThe Power and Reach of the Retweet
From “Beth’s Blog”Beth Kanter
A way of organizing conversationsA way of organizing conversationsthrough taggingthrough tagging
Particularly Particularly effective for effective for searchingsearching
Can be semantic Can be semantic • ex. “Check out this ex. “Check out this new new #rapidian article”article”
#Hashtags#Hashtags
ListsLists
Make a list of your staff, partners and supporters
Lets you share photos on Lets you share photos on TwitterTwitter
Particularly useful with mobile Particularly useful with mobile phones phones
TwitpicTwitpic TwitpicTwitpic
Authenticity before marketing. Have Authenticity before marketing. Have personality. Build community.personality. Build community.
Twitter Etiquette – for NPOsHeather Mansfield: Nonprofits 2.0
Twitter Etiquette – for NPOsHeather Mansfield: Nonprofits 2.0
Be nice. Be thankful. Reply and Retweet!Be nice. Be thankful. Reply and Retweet!
Follow everyone who follows you...(and Follow everyone who follows you...(and use “Favorites” to organize the chaos).use “Favorites” to organize the chaos).
Don’t only Tweet your own content.Don’t only Tweet your own content.
How are you doing?How are you doing?How are you doing?How are you doing?
Twitter Search
Adding Rich Media Content: Photos and VideosAdding Rich Media Content: Photos and VideosThe Emotional RewardThe Emotional RewardAdding Rich Media Content: Photos and VideosAdding Rich Media Content: Photos and VideosThe Emotional RewardThe Emotional Reward
3rd Party Hosting
YouTubeYouTubeVimeoVimeoArchive.orgArchive.org
3rd Party Hosting
YouTubeYouTubeVimeoVimeoArchive.orgArchive.org
The Cloud Advantage
Custom Channels
Embedding vs. LinkingEmbedding vs. Linking
Linking takes viewers away from your site.Linking takes viewers away from your site.
Embedding gives you control of everything around Embedding gives you control of everything around your videoyour video
Embedding vs. LinkingEmbedding vs. Linking
Linking takes viewers away from your site.Linking takes viewers away from your site.
Embedding gives you control of everything around Embedding gives you control of everything around your videoyour video
Notes for Making it Look (and sound) Notes for Making it Look (and sound) Good!Good!
Notes for Making it Look (and sound) Notes for Making it Look (and sound) Good!Good!
Length for Web
Light & Sound
Zoom, Pan & Stability
Special Effects (or not)
Music
Graphics
Voice Overs vs. Talking heads
Video Tips from Flip Video
Protecting Content: Protecting Content: Creative Commons Licensing Creative Commons Licensing Protecting Content: Protecting Content: Creative Commons Licensing Creative Commons Licensing
Participatory Participatory CampaignsCampaigns Participatory Participatory CampaignsCampaigns
Set a simple but powerful premiseSet a simple but powerful premise
Provide simple instructionProvide simple instruction
Invite others to share/promote.Invite others to share/promote.
Spotlight the ParticipantsSpotlight the ParticipantsEternal MoonwalkEternal Moonwalk
When Soliciting Multimedia ContentThink Collage...Not Masterpiece
Only a small percentage are “original content creators”But many are contributors
Raising Funds & Social MediaRaising Funds & Social Media
Facebook Doesn’t Raise Money, People Facebook Doesn’t Raise Money, People Raise Money.Raise Money.
(But Social Media can provide powerful new channels)(But Social Media can provide powerful new channels)
As part of As part of conversationconversationAs part of As part of conversationconversation
Causes Causes (a Facebook (a Facebook application)application)Causes Causes (a Facebook (a Facebook application)application)
33rdrd Part Apps/Tools Part Apps/Tools33rdrd Part Apps/Tools Part Apps/Tools
Mobile FundraisingMobile Fundraising
Social Media and Fundraising:Social Media and Fundraising:Behavioral EconomicsBehavioral EconomicsSocial Media and Fundraising:Social Media and Fundraising:Behavioral EconomicsBehavioral Economics
“Real people make decisions like Homer Simpson, not Spock”.
Nudge, Richard Thaler and Cass Sunstein
Money you donate will go to Rokia, a Money you donate will go to Rokia, a seven-year old girl who lives in Mali, seven-year old girl who lives in Mali, Africa.Africa.
vs. vs.
100,000 children are starving100,000 children are starving
Money you donate will go to Rokia, a Money you donate will go to Rokia, a seven-year old girl who lives in Mali, seven-year old girl who lives in Mali, Africa.Africa.
vs. vs.
100,000 children are starving100,000 children are starving
Apps for Efficiency & OrganizationApps for Efficiency & Organization
Co-tweet Co-tweet Co-tweet Co-tweet
Screen CaptureScreen Capture
““Listening” ToolsListening” Tools““Listening” ToolsListening” Tools
www.socialmention.com
www.spezify.com
Finally: Everything I need to know about social media…I learned in Kindergarten.Finally: Everything I need to know about social media…I learned in Kindergarten.
Share
Remember the Golden Rule
Be Curious
Listen
And there’s nothing like a good story
Thanks for Coming!Thanks for Coming!
Laurie Cirivellolaurie@grcmc.org