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Strategies for Efficiently (and Effectively) Using New Media

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Doing more with less: Efficiently and effectively using new media HHS New Media Webinar October 16, 2011 Michelle Samplin-Salgado, AIDS.gov/JSI Aisha Moore, AIDS.gov/JSI
Tips & Techniques 1. Have a plan 2. Repurpose 3. Put systems in place 4. Define roles & train staff 5. Monitor & evaluate
A Morning in Mindy’s Life… 8:30 a.m. Monitor: blog comments, social network sites, Twitter. 9:30 a.m. Listen: read blogs, alerts, look for new information. 10:30 a.m. – Content creation: work on next blog 12:30 p.m. post, update SNS as needed, develop promotional tools. Throughout Check: any ongoing campaigns, keep the day: an eye on Twitter, coordinate efforts. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
TIP 1 HAVE A PLAN
PEOPLE: Who are you trying to reach??
plug for data: pewinternet.org
OBJECTIVES: What do you want to accomplish? (Decide on your objective before you decide on technology. Then figure out how to measure it.)
STRATEGY: How will you meet your objectives? (Consider your overall communications plan, organizational culture, and capacity)
TECHNOLOGY: What’s an appropriate technology? (A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide.)
Build a movement Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj
Build a movement Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj
TIP 2 REPURPOSE
Repurpose, Repurpose! Blog Podcast Tweet YouTube Channel
Delivering Content to Other Sites Thanks CDC!
TIP 3 PUT SYSTEMS IN PLACE
Social Network Weekly Update
TIP 4 DEFINE ROLES & TRAIN STAFF
• Guide to using Google for blog management https://docs.google.com/document/d/1FnB6wxeHM6egI5jSXUE7BPsxsA2 xCV2Y41MOiceKUUw/edit?hl=en_US • Guide to Word Press https://docs.google.com/document/d/1XD9M- tIh3P3jjaWCui_75AbJJBXY85Qkwm6FVde1llw/edit?hl=en_US • Style guide https://docs.google.com/document/d/1cIBM9qGDIR2w- 4xcw_IBsY3nkyMKCRH38gBElRsj9dM/edit?hl=en_US
TIP 5 MONITOR & EVALUATE
What does success look like?
Listen. Learn. Adapt. Before After • What did you plan to • What actually happened? do? How could you have • What did you think improved would happen? • What did your audience thing? • What will you do differently next time? Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Facebook Insights
Blog Comments
YouTube Insights
A Facebook Conversation
A Few Lessons Learned… • Learn as you go. • Check out what your peers are doing. • Use the monitoring tools handed to you! • Numbers alone are meaningless. • It’s about return on insight, not just investment. • Make sure whatever you are measuring is linked to your goals! Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Questions?
msamplin@jsi.com aimoore@jsi.com blog.AIDS.gov twitter.com/AIDSgov http://m.AIDS.gov facebook.com/AIDSgov flickr.com/AIDSgov youtube.com/AIDSgov foursquare.com/AIDSgov http://locator.AIDS.gov

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Strategies for Efficiently (and Effectively) Using New Media

  • 1. Doing more with less: Efficiently and effectively using new media HHS New Media Webinar October 16, 2011 Michelle Samplin-Salgado, AIDS.gov/JSI Aisha Moore, AIDS.gov/JSI
  • 2.
  • 3. Tips & Techniques 1. Have a plan 2. Repurpose 3. Put systems in place 4. Define roles & train staff 5. Monitor & evaluate
  • 4. A Morning in Mindy’s Life… 8:30 a.m. Monitor: blog comments, social network sites, Twitter. 9:30 a.m. Listen: read blogs, alerts, look for new information. 10:30 a.m. – Content creation: work on next blog 12:30 p.m. post, update SNS as needed, develop promotional tools. Throughout Check: any ongoing campaigns, keep the day: an eye on Twitter, coordinate efforts. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 6.
  • 7. PEOPLE: Who are you trying to reach??
  • 9. OBJECTIVES: What do you want to accomplish? (Decide on your objective before you decide on technology. Then figure out how to measure it.)
  • 10. STRATEGY: How will you meet your objectives? (Consider your overall communications plan, organizational culture, and capacity)
  • 11. TECHNOLOGY: What’s an appropriate technology? (A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide.)
  • 12. Build a movement Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj
  • 13. Build a movement Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj
  • 15. Repurpose, Repurpose! Blog Podcast Tweet YouTube Channel
  • 16. Delivering Content to Other Sites Thanks CDC!
  • 17. TIP 3 PUT SYSTEMS IN PLACE
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 25. TIP 4 DEFINE ROLES & TRAIN STAFF
  • 26. • Guide to using Google for blog management https://docs.google.com/document/d/1FnB6wxeHM6egI5jSXUE7BPsxsA2 xCV2Y41MOiceKUUw/edit?hl=en_US • Guide to Word Press https://docs.google.com/document/d/1XD9M- tIh3P3jjaWCui_75AbJJBXY85Qkwm6FVde1llw/edit?hl=en_US • Style guide https://docs.google.com/document/d/1cIBM9qGDIR2w- 4xcw_IBsY3nkyMKCRH38gBElRsj9dM/edit?hl=en_US
  • 27. TIP 5 MONITOR & EVALUATE
  • 29. Listen. Learn. Adapt. Before After • What did you plan to • What actually happened? do? How could you have • What did you think improved would happen? • What did your audience thing? • What will you do differently next time? Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 34. A Few Lessons Learned… • Learn as you go. • Check out what your peers are doing. • Use the monitoring tools handed to you! • Numbers alone are meaningless. • It’s about return on insight, not just investment. • Make sure whatever you are measuring is linked to your goals! Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 36. msamplin@jsi.com aimoore@jsi.com blog.AIDS.gov twitter.com/AIDSgov http://m.AIDS.gov facebook.com/AIDSgov flickr.com/AIDSgov youtube.com/AIDSgov foursquare.com/AIDSgov http://locator.AIDS.gov