Social Media 101 for Direct Relief
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Transcript of Social Media 101 for Direct Relief
THE SOCIAL WEB: HOW YOU CONNECT
A Presentation for Direct Relief by Alex Beauchamp Photos from: http://www.slideshare.net/jonathanolisanchez
Whoah, hotshot,
I don’t understand your Social
Media doohickey & why I should
care. Break it down in plain
English!
I’m doing an online campaign,
using influencers & a hashtag
to get our tweets out!
THE SOCIAL WEB… Tells our story
Builds & drives community,
advocates, donations.
Drives decision making.
Answers people’s questions.
builds – or breaks – trust.
Helps create brand
awareness in authentic ways.
Allows us to engage/respond
in real-time
Connects us to donors,
employees, media & partners.
Strengthens bonds with
current ones.
Inspires, informs, educates
and entertains.
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Direct Relief Social Media 101
HOW THE SOCIAL WEB WORKS
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4
GERRY Not a Donor. No Brand Awareness. Twitter User.
Gerry: I wish I could find a nonprofit to trust & be a part of. But I don’t trust any…
GINGER Donor & advocate through traditional channels. Twitter User.
Ginger: Check out @DirectRelief! They’re amazing. Read this story: http://bit.ly/dsdf
GERRY Becomes a new Donor & Advocate. Repeats Cycle.
PERCEPTION
The Holistic Approach to Social Media for Business
Our work isn’t getting noticed; we need to get
our story out there & money in stat!
Our web site is so 1974. Let’s get it
updated!
I’m sending an email & working an event – let’s
align & blow this baby up.
REALITY
ONLINE GOALS
$$ ENGAGEMENT
Digestable, shareable, searchable CONTENT
Consistent MESSAGING across
all channels
Be the “GO TO” RELIEF Org
Increase BRAND AWARENESS &
share of voice
Campaign Tracking &
METRICS
PARTNERSHIPS (Advocates, Donors & Partners)
THE WORK Create processes (content,
publication, campaigns, coordination)
Content (coordination, creation,
publishing)
Engage (internally, advocates, donors,
media, partners)
Brand Channels & Content
Humanize Brand
Monitor, listen, Respond
Online Campaigns
Update Web site (CMS, structure,
content)
Paid and Organic Search
Mobile (site, giving, communication)
Advocate Program
Internal Education & alignment
The Holistic Approach to Social Media for Business
I got the bossman to care
about social but I still
can’t explain what it is.
You have to
break it down
simply
THE CHANNELS
Photo by Douglas Wray on Instagram
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I got the basics. Now I need details.
Look at all those
tweets. Let me search
for info on
#May4Moms
http://twitter.com/directrelief Purpose:
Short snippets of communication
Info Sharing (ours, partners or relevant info)
Engagement & Community Connection
Great for:
Information Sharing
Reaching new & potential donors
Engaging with current donors
Real-time listening & responding
Sharing resources, content (ours & others)
Promotions & campaigns
Keeping track of media & partners
Engagement with customers, partners, PR, employees etc.
TWITTER BASICS 14
Following: People who have chosen to follow you or people you’ve chosen to follow
Tweet: 140 character message. 112 if you’re including a link.
Retweet (RT): Sharing verbatim what another person tweeted (IE RT @username I love
DirectRelief!).
@Username: A name a twitter user chooses for themselves and that is used to ‘talk’ directly to
them or include them in a conversation. (IE: Hey @DirectRelief you’re great!)
Direct Message (DM): Private message between two people who are following each other.
Hashtag (#): used for events, webinars, ideas, groupings. Is searchable. (IE: It’s
#WorldAidsDay!)
List: Private or Public way to follow/display users without having to follow them.
TWITTER CONTENT
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TWITTER LISTS
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Easily organize & see Twitter Users
List can be public or private
Lists can be about customers, media, analysts, magazines, thought
leaders
Easy to add/remove people
Lists can be viewed on Twitter.com
TWITTER TOOLS
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Twitter.com
The official site for twitter. They have apps for the phone and iPhone. You can easily send
out messages, tweet our photos/videos and create lists.
Hootsuite, TweetDeck
For your personal use, you can set up these to tweet from or to monitor & search our
products/competitors/partners etc. Good for saving searches or managing several
accounts.
Bit.ly:
Shortens long URLs so that they are twitter friendly. Also can be used for tracking (IE
how many people clicked the link)
I could tell you how I’m doing but I’ll just post in on Facebook
instead.
You’ll have to be friends with me first. And then decide if I like your content.
Please don’t tag me in a photo. I was supposed to
be at work.
http://facebook.com/directrelief Purpose:
Share multi-media content with a
community or friend that has chosen
to ‘like’ you.
Good for:
Engaging with our community
Promoting events
Updating donors on what we do
Reach (getting our ‘friends’ to talk
about us to their facebook friends’)
Campaigns
Sharing powerpoints, photos & videos.
Polling/feedback
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Direct Relief Social Media 101
FACEBOOK BASICS 20
The voice matters just as much – if not more – than the content shared on Facebook.
Content should & personalized (IE: not just cut and paste a news article).
You can highlight another page/person by adding @ before their name (IE
@DirectRelief)
Promote Webinars & Events on Facebook
Content can be directed to a target audience (IE to countries/regions, demographics or
language)
When you “like” a post, it helps that post get seen by others.
Create special “Landing Pages” for promotions
We’re competing with funny cat videos, baby photos & wedding announcements.
HOW WE’RE DOING
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I’m glad I’m in your
“Opera” circle & we can “Hang
Out”
I’m confused – how did I join this circle?
It was easy. I should have made it private
though. Who’s the kid to my right?
GOOGLE+
https://plus.google.com/103659899103465675737
Purpose:
Sharing content
Segmenting connections
“Hanging Out”
Search
Good for:
Sharing news in a blog format
Photo slideshows
Sharing links
Segmenting
information/connections
Connecting live to others
(webcam/voice/content)
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Direct Relief Social Media 101
GOOGLE+ BASICS
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Group/Search words with
#Hashtag like on Twitter.
Highlight people/companies
by adding + before their
name. IE +DirectRelief
You can add people into
circles
You can do photo slideshows
If you’re in Gmail/Google
Reader you can easily share
content
GOOGLE+ SIGN UP
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Go to https://plus.google.com/. If you have a Gmail account, click the big red
“sign in” button:
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Once you are signed in, search “Direct Relief” in the tool bar. You’ll see our logo appear – click on it.
Click “Follow”
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Next time you log into Gmail, your top navigation will look like this:
The highlighted areas are for Google+ (or G+). On the right, if there’s a number, it will notify you of new activity. On the left, your +Name is how you get to your G+ profile.
That’s easy for me to find, sir.
I’ll search Flickr right away.
You know what would make this report better?
Pretty pictures!
FLICKR
http://flickr.com/photos/directrelief Purpose: Sharing Photos & Images
Good For:
Excellent SEO
Sharing event, company &
employee photos that require
high visibility
Media/Bloggers (they can
download, use, embed)
Managing/Organizing photos
Content & Image
Management
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Direct Relief Social Media 101
FLICKR BASICS 30
There’s only one Flickr Account.
Can create sets for different events.
Trip photos, company events, community photos & employees that are shareable go up
Can easily be tweeted, blogged and shared with media.
Need permission of people in photos if you can see their face.
No photos of private information can go up (IE: if there’s a monitor with financials on it – no go!)
All content must be properly titled, describe and tagged
FLICKR CONTENT
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Have a photo to go up? Please work with Alex for uploading. Be prepared to have
and add it to a simple spreadsheet that Alex will give you. This helps our
volunteer know how to add it to Flickr and we’ll never have to ask you for the info
again!
Title: If it’s an event, use event name first. IE: Haiti.
Description: It’s searchable to use lots of reach text to help with organic search
Tag: words used to describe the photo. IE: haiti, partner, clinic, direct relief.
SETS
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THE GOAL OF EACH SET
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THE GOAL OF EACH PHOTO
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I could watch these cat videos all day.
YOUTUBE
http://youtube.com/directrelief Purpose:
Videos
Notes: 2nd largest search engine
People ‘listen’ to YouTube just as much
as they watch them
Videos are best under 2min
Great for media/bloggers (Can embed
files into blogs & get specific URL’s)
create play lists
favourite other videos & have them
shown on our channels
People can leave comments
Can shoot with your phone! Doesn’t
have to be HD – just has to happen!
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YOUTUBE
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Direct Relief Social Media 101
38 SUBSCRIBING TO CHANNEL
GET EMAIL ALERTS FOR NEW VIDEOS
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SHARING A VIDEO
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If only I had a way to share our newsletter in
an email, everyone could see it as it was
intended to be seen….
SLIDESHARE
http://slideshare.net/directrelief
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Purpose:
Easily sharing Powerpoints and PDF presentations
Having a way to socially share presentations
Leveraging organic search
TO FOLLOW
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You need to create an account first. Then you can click “Follow” to receive updates
SHARE A PRESENTATION
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Mission successful. Let’s connect on LinkedIn so we
can work together in the future – even if it’s not on
the same planet.
Will she write a recommendation,
too?
http://www.linkedin.com/company/direct-relief-international 46
Purpose:
Business and Media “Phonebook”
Connect, follow & recommend companies/products/people
Share news and information via updates and forums
Job search
Networking with employees & partners
Group Discussions
Sharing your job history & highlighting what you now do
Add “Causes I care about” & “Organizations I support” section. You can add Direct Relief!
FOLLOWING 47
I think I am ready to get my tweet on! Find
me as @Bossman!
Well, sir? What do you think?
QUESTIONS?
CHEAT SHEET Facebook: http://facebook.com/DirectRelief You can read our content without having an account
To share our content within Facebook you need to have an account and be logged in
‘Liking’ our posts helps our posts show up on others walls
We post public events (online & offline), photos, stories, updates & thank you’s
Twitter: http://twitter.com/DirectRelief You can read our content without having an account
To share our content within Twitter you need to have an account & be logged in.
Think of Twitter as “Headline News” to share to people interested in what we do, who have donated, who are our partners or employees.
YouTube: http://youtube.com/directrelief You can watch and share our video content. You do not
need to have an account to share our videos.
If you have a Google account you can get a YouTube account and subscribe to our channel, getting email updates when we do update and also giving you the ability to ‘favorite’ videos.
Slidshare: http://slideshare.net/directrelief You do not have to have a Slideshare account to share
We put our PowerPoint and PDF presentations up here. Allows you to easily share these documents in emails, web sites and social networks.
Google+:: https://plus.google.com/103659899103465675737
You do not need an account to read or link to the information
If you have a Gmail account you can easily get the Google+ or sign up directly on Google+
More like a blog/news site; less community focused than Facebook and we can share larger amounts of content without character restriction.
Flickr: http://flickr.com/photos/directrelief You do not have to have an account to look at or share
photos
We’re working on this to make public thousands of photos we have up there that you can easily share in email, embed on web sites, create photo shows or share on social networks.
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Direct Relief Social Media 101