Social media can be used as powerful public health communication tools for raising awareness, connecting and engaging with your stakeholders, building and sustaining relationships, and encouraging calls to action. Yet, whether you’re a total newbie or a social media guru looking to step up your game, nothing can defeat your efforts more than winging it without a plan. In this webinar, the first session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett of the Young Invincibles share how they’ve built a social media strategy that works, is integrated with their overall communications plan, and helps them to create meaningful impact with the communities they serve. Enjoy this presentation from the training! Listen to the webinar here: https://cc.readytalk.com/cc/playback/Playback.do?id=8aarvf To view other resources from this webinar: The Art of Listening Social Media Toolkit for Nonprofits: http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html Follow Us on Twitter: @CALPACT Facebook: http://www.facebook.com/CALPACTUCB Website: www.calpact.org

1. Building
a
Social
Media
Communica1ons
Plan
Welcome to the Webinar!
Planning for Social Media Success: Part 1
Building a Social Media Communications Plan
We will begin shortly…

2. Building
a
Social
Media
Communica1ons
Plan
Today you’ll be hearing from…
JC
De
Vera
Communica/ons
Manager
The
Greenlining
Ins/tute
Rae
Roca-­‐PickeG
Communica/ons
Director
The
Young
Invincibles
Lisa
Peterson
New
Media
Educa/on
Specialist
CHL/CALPACT

3. Building
a
Social
Media
Communica1ons
Plan
Agenda
• Review of session objectives
• Housekeeping
• JC De Vera ~ The Greenlining Institute
• Rae Roca-Pickett ~ The Young Invincibles
• Conclusion

4. Building
a
Social
Media
Communica1ons
Plan
Objectives
• Understand
how
how
to
build
a
social
media
strategy
that
integrates
well
with
your
overall
communica/ons
plan
• Iden/fy
strategies
for
developing
your
communica/on
goals,
objec/ves,
audience
needs
and
interests
• Iden/fy
the
essen/al
elements
of
a
successful
social
media
strategy

5. Building
a
Social
Media
Communica1ons
Plan
How to Participate
• Please
ensure
your
phone
line
is
on
mute
by
entering
*6
• Send
our
speakers
a
ques/on
or
comment
using
the
chat
box
func/on
• Click
“raise
hand”
buGon
to
be
taken
off
mute
and
ask
a
ques/on
verbally
• We
will
reserve
your
ques/ons
for
our
Q
&
A
session
right
aZer
each
speaker
• Slides
will
be
posted
online
aZer
the
webinar
–
link
will
be
shared
with
all
par/cipants

6. Building
a
Social
Media
Communica1ons
Plan
We’re live
tweeting the
event!
Use
#calpactNM14

7. Building
a
Social
Media
Communica1ons
Plan
The Greenlining Institute
JC
De
Vera
Communica/ons
Manager
The
Greenlining
Ins/tute

8. ì
Equality
Equity
Graphic
The
Art
of
Listening
Presented
By:
JC
De
Vera,
Communica1ons
Manager

9. Greenlining
and
Social
Media
ì Used
social
media
for
a
few
years
without
a
clear
plan.
ì Invested
in
staff
+
resources
to
build
a
founda/on.
ì Produced
a
toolkit
to
share
experiences
and
lessons
learned.

10. 3
Ques/ons
to
Answer
ì What’s
social
media?
ì Why
should
I
care
about
it?
ì How
do
I
start
and
grow
a
strategy?

11. What
is
social
media?
ì Collec/on
of
tools
used
to
inform
and
connect
people.
ì Based
on
interac/ons
and
rela/onships.
ì An
earphone
to
listen
+
a
megaphone
to
amplify
messages.

12. Why
should
I
care
about
social
media?
?
ì Build
online
communi/es
and
develop
rela/onships.
ì Achieve
organiza/onal
objec/ves
(fundraising,
advocacy,
educa/on,
etc.)
ì Share
stories
on
the
fastest
disseminator
of
news.

13. But
keep
in
mind…
ì Social
media
may
not
be
for
you!
ì Not
all
organiza/ons
have
to
be
on
social
media.
ì The
fit
and
alignment
depends
on
your
organiza/onal
goals!
Always
keep
them
in
mind.

14. How
do
I
start
a
strategy?
ì

15. Start
with
a
vision
ì Ques/ons
to
ask
yourself
and
your
organiza/on:
ì Who
is
our
target
audience?
ì What
do
we
want
to
accomplish
by
using
social
media?
ì Ex:
raise
awareness,
fundraise,
educate,
take
ac/on
ì How
do
our
goals
with
social
media
connect
with
overall
organiza/onal
objec/ves?
ì How
much
/me
and
resources
can
we
invest?

16. Choose
the
right
tools
ì Our
advice:
the
first
two
tools
you
should
adopt
are
Facebook
and
TwiGer.
ì 1.15+
billion
on
FB,
500+
million
on
TwiGer
ì Always
be
mindful
of
where
your
audience
is
at,
and
what
your
goals
are

17. Create
SMART
goals
ì Specific
Example:
ì Measurable
In
one
year,
increase
the
number
of
our
Facebook
fans
by
500
through
new
engagement
strategies
like
sharing
asks,
photo
campaigns,
and
posing
ques/ons
in
posts.
ì AGainable
ì Relevant
ì Time-­‐Conscious

18. How
do
I
grow
a
strategy
and
presence?
ì

19. Listening
as
the
founda/on
ì Knowing
your
organiza/on
in
and
out
–
“the
pulse”
ì Gather
buzz
terms
and
known
influencers
in
your
work
ì Search
and
follow
buzz
terms
and
influencers
ì Learn
and
adapt
to
the
latest
social
media
best
prac/ces

20. Communicate
simply
and
succinctly
ì Learn
and
familiarize
yourself
with
messaging
conven/ons
(i.e.
hashtags)
ì Short,
simple,
to
the
point
ì Develop
an
engaging
online
voice
with
personality
ì Use
visuals
(photos,
videos,
infographics)

21. Build
your
audience
ì Start
with
who
you
know
–
your
frontline
supporters
ì Follow
partner
orgs
and
influencers
in
your
work
ì Search
and
monitor
conversa/ons
ì Hashtag
your
events
and
campaigns

22. Share
engaging
and
exci/ng
content
ì It’s
your
story
ì Be
consistent
–
aim
for
daily
posts
&
ac/vity
ì Diversify
content
–
photos,
videos,
links
to
ar/cles
ì Develop
a
flexible
post
schedule
with
daily
themes

23. Content
Ideas
ì

24. Flexible
Post
Schedule
ì

25. Manage
your
/me
efficiently
ì Use
a
content
management
tool,
like
Hootsuite!
ì Create
TwiGer
lists
for
focused
listening
ì Schedule
your
posts
ahead
of
/me
ì Set
aside
a
/me
block
in
your
schedule
to
listen,
post,
and
respond

26. HootSuite
in
Ac/on!
ì

27. Gaining
buy-­‐in:
spreading
the
social
media
love
ì Baby
steps
–
show
people
the
value
in
rela/on
to
their
work
ì Develop
technical
exper/se
–
train
others
with
this
knowledge
ì Develop
a
social
media
policy
ì Set
clear
roles
and
expecta/ons

28. 3
Takeaways
ì You
can’t
do
social
media
haphazardly.
A
smart
strategy
with
clear
goals
is
key.
ì Social
media
takes
a
certain
level
of
skill,
investment,
prac/ce,
and
risk-­‐taking.
ì There’s
no
one-­‐size-­‐fits-­‐all
solu/on.
Each
organiza/on
has
unique
priori/es
and
audiences.

29.
Thank
you!
ì
For
more
informa/on
and
to
find
this
toolkit
please
go
to
greenlining.org.
Contact:
JC
De
Vera,
Communica/ons
Manager
johnd@greenlining.org

30. Building
a
Social
Media
Communica1ons
Plan
Q & A for JC
• Send
a
ques/on
or
comment
using
the
chat
box
func/on
• Click
“raise
hand”
buGon
to
be
taken
off
mute
and
ask
a
ques/on
verbally
JC
De
Vera
Communica/ons
Coordinator
The
Greenlining
Ins/tute

31. Building
a
Social
Media
Communica1ons
Plan
We’re live
tweeting the
event!
Use
#calpactNM14

32. Building
a
Social
Media
Communica1ons
Plan
The Young Invincibles
Rae
Roca-­‐PickeG
Communica/ons
Director
The
Young
Invincibles

33. DIGITAL DOMINATION:
HOW TO BUILD AN AWESOME
SOCIAL MEDIA CAMPAIGN
Presented by: Young Invincibles
RAEANN ROCA-PICKETT, Senior National Communications Manager
JULIAN ALDANA, Digital Media Coordinator
RIANA KING, California Communications Coordinator
Tweet with us! #CalPactNM14

34. WHO ARE THE
ISSUE AREAS:
Health care Jobs/Employment Higher education

35. WHY HEALTH CARE?: IDENTIFYING THE
PROBLEM
q Young adults disproportionately uninsured (that’s over 1 in 4!)
q 28% of 18 to 34 year olds are uninsured in the United States
q Young adults are uninsured at higher rates than other groups
because of COST, not because of disinterest
q Health care is unaffordable for many young adults without
employer-based coverage
q Need younger, healthier people in the health insurance pool

36. OPEN ENROLLMENT:
THE SOCIAL MEDIA CAMPAIGN BEGINS
• What is open enrollment?
• Phases
• Pre-October 2013-ID Partners
• Oct 1 – Dec 15, 2013-execute
• 2014-assess success

37. PRE-OCTOBER 2013
BRAINSTORMING AND COMMITTING TO A CAMPAIGN
•
Capitalize on trends and pop culture
•
•
TV/Movies
•
Music/Music events
•
•
Sports
Trending hashtags you can use in a new/clever way
(Are you tweeting along yet? #CalPactNM14)
Keep in mind resources and budget
•
How much capacity do you have to create content?
• Staffing time on editing/producing
• Technology?
• If you have creating videos/photo content – do you have access to talent?
•
•
What will cost the least and produce the most?
Partnerships
•
What are partners looking for?
•
What content are partners willing to share/help with?

38. PRE-OCTOBER 2013
YOUNG INVINCIBLES’ GAMEPLAN
-
Capitalize on trends and pop culture
- Beginning of football season
Plan to tweet out images during football games
using hashtags
Keep in mind resources and budget
- Models are YI staff
- Access to Adobe programs for editing
- One day-long photo shoot generates months
worth of content
Partnerships
- Reaches out to communities with low
enrollment in health care plans (men, people of
color)
- Shareable content

39. CONTENT FOR DAYS!

40. OCTOBER 1 – DECEMBER 15, 2013
•
KEEP ENGAGEMENT UP
• CONSTITUENCY
• PARTNERS
•
USE EVERY TOOL AT YOUR DISPOSAL
• TWITTER
• TWITTER CHATS
• PHOTOS
• REPORTS
• MISCELLANEOUS FACTS
• FACEBOOK
• PROMOTE EVENTS
• PHOTOS (ESPECIALLY PHOTO
ALBUMS)
• REPORTS/MEDIA
• INSTAGRAM
• THE INSIDE SCOOP!
• BEHIND THE SCENES
• TUMBLR
• GRAPHICS
• PHOTOS
• MUSIC

41. TWITTER
#health4all Twitter Chat
• Engage with key partners:
@Calimmigrant @MomsRising
@NILC & more
• Promote Chat: Create graphics,
share on social media and get
partners to share using the
#health4all hashtag
• Prepare: Collaborate with partners to
create scripted Q&As, designate
who will ask and who will answer
each question
• Have an amazing chat!

42. TWITTER
Live Tweeting the #SOTU
•
Big ideas
• All hands on deck
• Dole out tasks and have a gameplan
•
Tweet important things
• Blend the policy and communications minds to make sure your tweets are impactful,
fact checked and in line with your organizational messages
• Use trending hashtags

43. AND NOW …
A WORD ON HASHTAGS
•
Hashtags increase visibility of your
posts by making your content
searchable and “trending”
•
Research important hashtags for your
work
•
Have fun with it! Be a trendsetter and
create your own hashtags!
•
Facebook, Twitter, Instagram and
Tumblr all use hashtags!

44. FACEBOOK
•
PROMOTED POSTS
•
BOOSTED POSTS
•
ADS

45. INSTAGRAM
•
Instagram is just for photos
•
Think about how you can use Instagram to reach a different audience
• Students/younger users on social media
•
Think about how you can use Instagram to show a different side of your organization
• We use Instagram to give followers an insider’s view of YI/show our faces

46. WHEN IN DOUBT – JUMP ON MEMES
•
What is a meme?
• Meme, n.: an element of a culture or system of behavior that may be considered to
be passed from one individual to another by nongenetic means, esp. imitation. A
trend that varies widely in written content or context but contains somewhat of a
similar image/visual.
•
Where to look for memes
• Buzzfeed
• Reddit
• Your Facebook feed! Your friends!
•
How to make memes
• Meme Generator (memegenerator.net)
• Make your own on Adobe (or Gimp, which is free)

47. GOOD MEMES
–
BAD “MEMES”

48. YOUR ORGANIZERS ON THE GROUND ARE YOUR
BEST FRIENDS
•
Social media = digital organizing
•
Organizers/outreach are your gold mines for content
• Encourage them to take photos/video for you if you can’t be on site yourself
• Make sure you get media releases for folks you snap pics/video of
•
You promote their events – they help you with content. It’s a win-win situation!

49. 2014

50. Building
a
Social
Media
Communica1ons
Plan
Q & A for Rae
• Send
a
ques/on
or
comment
using
the
chat
box
func/on
• Click
“raise
hand”
buGon
to
be
taken
off
mute
and
ask
a
ques/on
verbally
Rae
Roca-­‐PickeG
Communica/ons
Director
The
Young
Invincibles

51. Building
a
Social
Media
Communica1ons
Plan
Speaker Contact Information
JC De Vera
johnd@greenlining.org
Rae Roca-Pickett
Rae.Roca@younginvincibles.org

52. Building
a
Social
Media
Communica1ons
Plan
What action step will you take after the webinar?
• What do you think you can do in the next month to further
your goals with building a social media communications plan?
• Let us know ~ we’d love to check back with you and hear how
it’s going!
• We appreciate your feedback!

53. Building
a
Social
Media
Communica1ons
Plan
Thank you!
Have questions? Contact us at sphcalpact@berkeley.edu
To learn more about other trainings in this series visit:
http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html