Social Media for Social Good: Values, Content, Engagement

Social Media for Social Good
Values, Content, Engagement and Advocacy

Thursday, November 29, 2012

Ryan Arndt
Community/Social Media
Manager In Games/
Interactive

@certainlysocial


Ryan Arndt
Also an organic farmer
part-time

Working for social
good as well :)


BACKGROUND
*HeroEngine - Social Media/Community Manager
* Merging Media - facebook and twitter management,
video blogging/social video creation
* GameRecruiter/Game Industry Virtual Career Expo
- Social Media Manager
* SocialChocolate - Community Manager
* International Game Developers' Association –
Global Community Manager - membership,
volunteer, studio, social and community management
with content creation on top.
* Casual Connect - interviewing big players in
gaming for the use on Casual Connect social web
* Canadian Videogame Awards - Social Media and
Community Management


What I do as a community/social media
manager

Support community members

Promote the organizations I work with

Offer outside perspective

Create content around brand values

Maintain a positive community


Support Community Values

Inclusion - welcome new people and ideas

Engagement - encourage participation

Empowerment - support success

Humour and Creativity - do it all with a fun, full and
balanced life in mind.


Who are you?

What are you passionate
about?

What is your level of social
media experience?


What is social media?


Social Media basics

multi-directional

conversational

engagement-focused


Multi-directional

anyone can join in

conversations involve unlimited numbers of people

often multi-focused


Conversational

friendly

welcome to meet people

like meeting people at a networking event

talk to your heroes


Engagement focused

Questions/Opinions

Interaction

NOT a “newsfeed”

if you do not engage with others on social media,
do not use it.


So what is it
good for??


What is social media good for?

- Increasing Brand Awareness
- Connecting with the Broader Non-Proﬁt/Business
Community
- Getting to know your customers/advocates better


What is social media good for?

- Getting known as a leader in the perspective ﬁeld
- Customer Service
- Empathy/Humanizing the brand

- Over time, soliciting donations/sales


How is it
done??


Technical stuff
-Differences between a page and a group

-Page setup and edit

-How to use facebook as a page

-Question feature and market research implications

-Message function

-Sharing images, links, video, text (pro's and con's of each)

-Liking other pages and sharing their content

-Share for Share

-Highlight content on a page and when to do so


Be where they are

Make it easy to ﬁnd the Community/Welcoming
Team in multiple places online, not just main website.

Create content that is welcoming and friendly


Help them to join in

Encourage people to ask themselves “How can I get
involved?”

If a conversation starts on one social network, don’t
start by automatically telling them to contact you
elsewhere, as this may lose them.


The Facebook
community
conversion funnel Donation/
Purchase
Likelihood
increases


What are your Facebook page goals?
- more likes
- more donors
-more purchases
- public education etc


Developing a
communication plan for
Facebook


with
partner

What are the
communication needs of
the organization?

(tie it to pre-existing communications)


How is it done
well??


Content Creation/Curation
A quick overview


Why do people share/engage
with content?
The 4 Ss
- Surprising
- Serious
- Silly
- Stunning


What’s in it for them?


Engagement tips

Support the ﬂow of ideas between people

Community news/Current events

Contests/Crowdsourced Content

Inspiring questions

Casual/fun questions


Think BIG Together

“What is something you are ﬁnding to be a
challenge?”

Open-ended question: Where do you need support?/
How can I help you to succeed?

Support a person’s ability to innovate and surprise
you


Best Practice

The Posting Ratio
Out of 10 posts....


FIVE - Example 1
5 built around core values – quotes,
pictures, ﬁll in the blank, light
engagement


FIVE - Example 2
engagement


FIVE - Example 3

engagement


FIVE - Example 4

engagement


TWO

2 fun/funny/inspiring


ONE

1 involving brand directly


ONE

1 share from another page


ONE!

1 recognizing volunteers/donors/
customers directly


Other social networks

Twitter, Pinterest, Google+ and
Reddit


Best Practice Twitter
Excellent for meeting strangers

“If you want to talk to your hero, try Twitter” - Kris
Krug (United Nations Social Media Manager)

- #hashtag chats and communities

- Follow, Retweet, Reply, Share - think of it like wooing.

- Slower to grow than Facebook, growth requires being
very conversational, build relationships


Best Practice Pinterest

Pin content that is useful, or funny. Repin others’
content, build relationships

Strongest percentage of female audience of all social
networks


Best Practice Reddit and
Google+

Users are highly technical, heavily skewed towards
males.

Share and re-share tech related content, build
relationships.

Reddit and (4chan) is often where people say “content
on the internet begins”


Best Practice for using
Myspace


Important:

Once a culture of sharing
has been established,
THEN bring in asking for
sales/donations


Successes and Dangers:

Old Spice, Greenpeace,
McDonalds, Pepsi Refresh
Aviva Community fund
http://www.youtube.com/watch?v=owGykVbfgUE


Summary:

Foundations For Using Social
Media to Create Social Good


Values

Inclusion - welcome new people and ideas

Engagement - encourage participation

Empowerment - support success

Humour and Creativity - do it all with a fun, full and
balanced life in mind.


Questions?

@certainlysocial
ryan@certainlysocial.com

http://facebook.com/ryan80e

http://facebook.com/certainlysocialcsmm

http://certainlysocial.com


Social Media for Social Good: Values, Content, Engagement

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