American Humanist Association Workshop

Essential Steps To Promoting Humanism and Building
Community Through Social Media and Your Website

What To Expect

The Power of How Website &
Social Media Social Media
Interact

How To
Key Tools
Develop An
Demographics
Overall &
& Uses
Specific Plan

Accessible Online, Including The PowerPoint Presentation
Terry Plank - www.SEMConsultation.com 2

Intro - Websites & Social Media Works

Google Search [social media humanism]

AHA

From GETTING REAL Article
by Brian Trent, The Humanist

Michael Shermer, Skeptics Society Executive Director
“Social media has been huge for us. The movement has grown and the activities
of so many skeptical groups has helped legitimize it into more mainstream
circles.”
Dr. Steven Novella, Yale University School of Medicine, Skeptic’s Guide to the Universe
“Social media has been so successful for us, but a lot of our foes are well funded
and have PR machines. Social media has leveled the field.”


Intro - Being Part Of A Movement - Tribes

Movement Marketing
• New Trend – Use Principles For Social Movement
• “Movement Marketing is aligning with an idea(s)
and building multiplatform communications
around this idea so that passionate advocates can
belong, rally, engage and bring about change.”
Based on Wikipedia, Movement Marketing
• Wikipedia Article - Forbes Article – Uprising

• TED Talks
• How To Start A Movement - Tribes We Lead -
Tribal Leadership

• Use Principles For Social Movements

Intro - Becoming Part Of A Movement - Tribes

Tribes – Ordinary People Have The
Power To Make Change Happen

Brings
Change Tell A Story

Lead A Connect A
Movement Tribe


Intro – The Power of New Media

Printing
Press - • Changed The World - One Way Communication
- Top Down
Telegraph -
Radio -TV
• Changed The World - Two Way - Group
Internet: Communication - Bottom Up
• Everyone a publisher, commentator, expert, critic.
Web - • Reach is Global.
• Knowledge Can Expand Globally.
Social • Local & Global Humanist Community can be
expanded, deepened & broadened.
Media

Possible Tactics/Tools

Many Ways Of Building & Expanding
Community To Support & Expand
Humanism Personal
Communication
• Meetings - Face to Face
- Phone - Skype

Social Media: Printed
Outposts Material

Web or Blog:
Home Base


Possible Tactics/Tools

Home Base: Website
• Primary content to accomplish Mission & goals.
• Calls to action.
• Place to expand Social Media content and interactions.
Outposts: Social Media
• Communicate & feed back to home base.
• Support Chapter and member goals.
• Don’t think of as add-ons or stand-alone Tactics/Tools; you need a
separate strategy for each, integrated to your total outreach.
• Are force multipliers = tool which makes a given force (website)
more effective than it would be without it.
Possible Strategies For Tools
• Uses Of Tools Worksheet (Website & Social Media)

Possible Tactics/Tools 2

Social Media Map: SEM Consultation For Download

Possible Tactics/Tools 3
Graphic View Of Interconnectedness

Blog Slideshare YouTube

Social Bookmarking
Delicious, Sphinn, Re Picasa,
ddit, Digg, Stumbleup Flicker
on, FriendFeed, Wiki
pedia Website
&/or LinkedIn
Blog
Others: Social
Wikis, Lifecasting,
Social FaceBook
Couponing, Social
Search, Mobile
Podcasting Google +
Twitter


Tactics/Tools - Website

• Collection of interconnected pages of
information that are indexable by
search engines and searchable.
Definition • Text - Links - Graphics - Video - Audio
- Flash/Animation - Contact & Inquiry
Forms - Social Media Connections &
Promotions - Analytics Available

• 8.86 Billion Pages
Statistics • 615 Million Web Sites
• www.worldwidewebsize.com/ www.howmanyarethere.org/

• AHA
Examples • Humanist Fellowship of San Diego
• SEMC Resources: US - International


Tactics/Tools – Social Press: Blogs

• Personal journals that have expanded to
commentary on particular subjects and
advertising used by organizations.
• Includes similar elements to websites:
text, graphics etc.
Blog • More personal, a human face.
Definition • Interactive, a form of social networking.
• Broader in content than website.
• Has more current and updated content
than a website.
• Easier to create new content and
publish.

• 181 Million Blogs
Statistics • 6.7 Million Blogging Websites
• 12 Million Blogging On Social Networks

Tactics/Tools - Social Press: Blogs 2
• Majority Women
• ½ Aged 18-34
• 7 Out of 10 College
Demo- • 54% Parents with Kids Under 18
• Active On Variety of Social Platforms
graphics • 3 of the top 10 Networking sites:
Blogger, WordPress, Tumblr = 80+
million unique visitors

• Rant & Reason
Examples • Happiness Through Humanism


Tactics/Tools - Social Networks
• Launched 2004, 845 Million Active
Users
Facebook • Personal Profile Page
• Business/Organization Page
• Friends, likes, photos, video, groups, ap
s, links, life events, personal info,
• Launched June 2011
• 90 Million Unique Visitors
•
Google + •
Personal Profile
Business/Organization Page
• Plus+, Circles, Hangouts, photos, video
, personal info, links

• Business Related Network
Linkedin • 150 Million Registered Users
• Applications, Groups, Job Listing


Tactics/Tools - Social Networks 2
Examples
• Facebook Personal: Terry
• Facebook Business: AHA
• Google+: Terry
• Google+ Business: AHA
• LinkedIn Personal Profile: Maggie Ardiente
• LinkedIn Groups: RDawkins, AH


Tactics/Tools - Microblogging: Twitter

• A real-time information network where
you can post & send content of up to
140 characters to followers & also
Twitter follow others tweet postings.
Definition • Can have multiple accounts.
• Photos, Video, Discovery (popular
stories)

Statistics • 127 Million Active Users

• @mbhumanist
Examples • @americnhumanist


Tactics/Tools - Video & Photo Sharing

• YouTube: Launched 2005 - 800
Million Subscribers - 72 hrs
Video uploaded each min.
Sharing • Vimeo
• Networking Sites like Facebook
etc.

• Picassa
Photo • Flicker
Sharing • Networking Sites: Facebook
etc.

• Youtube: AHA
Examples • Vimeo: AHA
• Flickr: AHA

Tactics/Tools - Social Bookmarking & News

• Tactics/Tools for organizing, storing,
managing and searching online
Definition resources; it’s saving on web and
tagging for later.
• Websites, Blog Posts & Articles

• Pinterest
Major • Digg: 4.6 Million
• Delicious
Bookmarking • Reddit: 5.5 Million
Tactics/Tools • Sphinn
• Stumbleupon
• Pinterest: Terry - Humanism Search
Examples • Digg


Tactics/Tools - Podcasts

Definition
• An episodic series of audio files you can subscribe to, download
through syndication or streamed online to a computer or mobile
device; from "broadcast" + "pod",

Examples
• Humanist Hour
• Skepticality
• SEMC Podcast List


Tactics/Tools - Others

Other Platforms
• Social Wikis
• Lifecasting
• Forums
• Groups (in Facebook & LinkedIn)
• Social Couponing
• Social Search
• Mobile
• Document Sharing and Collaboration: Google Docs , Dropbox
• Local Event Websites: Meetup, Eventful, Yahoo
Upcoming, Hotlist, Yelp
• Fundraising and Advocacy Through Social Media:
Causes, Jumo, Chipin, Change, Globalgiving


Tactics/Tools - Most Used By %


Tactics/Tools - Demographics

Social Media Infographic


Planning - State Why You Exist, Your Mission

The Mission Statement – Your Purpose
• Based on specific goals & audiences, a
mission statement is a clear statement of why
you exist and the framework for your strategy.
• Guides The Actions Of The Organization
• Spells Out Its Overall Purpose
• Provides A Path
• Guides Decision-making



Examples: Mission Of Organization
• AHA - The mission of the American Humanist Association is to be a
clear, democratic voice for Humanism in the United States, to
increase public awareness and acceptance of Humanism, to
establish, protect and promote the position of Humanists in our
society, and to develop and advance Humanist thought and action.
• JREF - Our mission is to promote critical thinking by reaching out to
the public and media with reliable information about paranormal and
supernatural ideas so widespread in our society today.
• THE SKEPTICS SOCIETY is a scientific and educational organization of
leading scientists, scholars, investigative journalists, historians,
professors and teachers. Our mission is to investigate and provide a
sound scientific viewpoint on claims of the paranormal,
pseudoscience, fringe groups, cults and claims between: science,
pseudoscience, junk science, voodoo science, pathological science, bad
science, non science and plain old nonsense.



Example: Purposes Of A Local Humanist Chapter
by Joseph Sommer – On AHA Website

• Be a Social support for members and friends of the group.
• Educate the public about the Humanist alternative to religious
philosophies.
• Help members grow in their understanding and appreciation of
Humanism.
• Work with other organizations in areas where they have
common concerns.

Stated As A Mission Statement
Our mission is to be a social support to members and friends, to help our
members grow in their understanding of Humanism, to work with other like-
minded organizations to educate the public about humanist alternatives, & to
educate the public about the Humanist alternative to religious philosophies.


Planning - Strategy To Accomplish Mission

Establish A Chapter & A Member Overall
Strategy (Plan) To Fulfill Your Mission
• Goals: what you want to accomplish.
• Audiences: who you want to reach.
• Content & Targeted Keyword
Phrases: what you use to reach
audiences and accomplish goals.
• Tactics/Tools: where & how you
include the Content.


Planning - Goals - What Want To Accomplish

Establish Your Goals
• What do you want to accomplish?
Examples
• To support members and friends of the group.
• To educate public about the Humanist alternative
to religious philosophies.
• To help members grow in their understanding
and appreciation of Humanism.
• To work with other organizations in areas
where they have common concerns.
• Overall Strategy & Goal Worksheets - Template & AHA
(Download From Page)


Planning - Strategies For Each Goal

Each Goal Has Specific Actions, Strategies
• What are the specific strategies chosen to accomplish
each goal?
Example For Goal To Educate Members
About Humanism and Specific Issues
• Curate Humanist Information
• Broadcast News
• Provide Humanist Resources
• Promote Annual Conference
• Sell AHA Products For Marketing
• Connect Members To AHA Web & Social Media

Planning - Know Your Audiences

Know Your Target Audiences - Who You
Are Trying To Reach
• Major Demographics
• Age:
• Silent Generation: (1925-1945) 67-87
• Baby Boomers: (1946-1965) 47-66
• Gen X: (1960-1980) 32-52
• Gen Y (1980-present) 1-32
• Gender
• Race
• Relationship Status
• Go as granular as is helpful.


Planning - Know Your Audiences 2

• Your Chapter Members
 Group or Organization Members

• General Public Who Is Open To Learn or Who Are
Searching For Truth

• Allies – Those With Similar Goals
You’re not alone, be support & be strengthened by those with
similar goals & tactics.
o Who has similar goals?
o What is their message/content. How does ours differ or compliment?
o How are they reaching our audience? What social networks are they
using?
o Where are they strong? Where are they missing? How can we shore
up where they are not present?


• Competitors – Those With Competing Goals
You are not the only one with a message, goals & tactics.
o Who is competing for our audiences?
o What is their message/content? How does ours differ?
o How are they reaching our audience? What social networks are they
using?

• How To Reach All Your Audiences
 What social networks do they use?
 What are their social habits?
 How do we get noticed by them?
 What messages/content do we need to reach and
communicate with them to accomplish our Goals?



Examples
Example:
• Demographics: Gen Y through Baby Boomers; Male & Female;
Single & Married; Gay & Straight
• AHA, Chapter Members, & General Public
• Allies: SEMC List - US & International
• Competitors:
• Creationists
• Racists
• Anti-LGBT
• Religious Ideologues & Religionists
• Those Believing In The Paranormal & Supernatural
• Alternative Philosophical Systems


Planning - Content For Various Tactics/Tools

Consider Possible Elements & Content
For Your Tactics/Tools
• What might be the basic text Content areas?

• What Programs might you use in your Website and in
Social Media, like forums & response forms?
• What Analytics might be helpful?
• Example - AHA Overall Strategy & Goal Worksheets: Overall
Strategy & Goal Worksheets- (Download And Use Overall
Worksheet: Column G

Planning - Make Sure Content Is Found

Consider Keyword Phrases That
Determine Findability & Traffic For
Websites & Social Media Platforms
• Relevance
• The search engines and Social Media platforms determine
relevance from your keyword phrases.
• Select for all your web pages, social media, and social
interactions.


Planning - Make Sure Content Is Found 2

• Keyword Phrases Placement – Optimizing For
Relevance
 Website & Blog
o Page Text
o HTML Title and Description
o Page File Names
o Graphic Names
o Keyword Usage
Planning Form
 Social Media Networks
o All Posts/Sharing
o Comments
o Graphics and Video


Keyword Discovery Process
• Principles
• Phrases Searched By Target Audiences
• Phrases Related to Content/Information/Goals
• Locale If Relevant
• 2-3 Keyword Phrases: Specificity

• Target Phrases Unique To Specific Page/Post/Sharing
• Organization Keyword Discovery Worksheet



• Search Process: Website, Blog & Each Tool
 Important Words In The Content
 What You Think Relevant
 Friends & Group Members
 Study Allies
 Study Competitors
 Search Google



Keyword Discovery Process
•AHA HTML Keywords Content

•International Humanist and Ethical Union



AHA Keyword Examples (From Website)
atheism humanism magazine rational
agnostic humanism reason
atheist humanist activism religion
equality humanist hour school prayer
ethical humanist legal center secular
ethics humanist magazine separation of church and
euthanasia humanist state
evolution humanistic skeptic
feminism humanists skeptical
feminist iheu social justice
freethinker liberal the humanist
freethought local groups
gay rights morals [Note: Single keywords are
glbt non-religious too broad for good
godless philosophy findability in a keyword
government positive outlook search. How would you
homosexual rights progressive expand these for a better
targeting?]

Planning – Establish Overall Strategy
Follow Steps For Chapter Or Organization
• Do Initial List of Goals, Audiences,
Allies, Competitors, Content
Categories, Keywords, Mission
Step 1 Statement
Initial Preparation Worksheet for
Developing A Strategic Plan

• Transfer content of Initial Preparation
to Overall Strategy & Goal
Step 2 Worksheet Template & AHA Example


• On Overall Strategy & Goal Worksheet
downloaded above, fill in the separate Goal
Specifics Worksheets with the relevant
content from the Overall Worksheet.
Step 3 • Set Strategies for each Goal in individual
Specifics Worksheets.
• Decide & add the Tools to use for each
strategy. Uses Of Tools (Website & Social
Media) Worksheet (Download From Page)

• Fill in the Developing Strategic Plan. Website
Development Or Social Media Development
Step 4 for each Tactic/Tool. Use info from Step 2 &
3. (Download From Page)

• Develop or update website, and/or set up
Step 5 Social Media.
• Optimize everything with targeted keywords

• Do Initial List of Goals, Audiences,
Allies, Competitors, Content
Categories, Keywords, Mission
Step 1 Statement
Initial Preparation Worksheet for
Developing A Strategic Plan

• Transfer content of Initial Preparation
to Overall Strategy & Goal
Step 2 Worksheet Template & AHA
Example (Download From Page)


• On Overall Strategy & Goal Worksheet
downloaded above, fill in the separate Goal
Specifics Worksheets with the relevant
content from the Overall Worksheet.
Step 3 • Set Strategies for each Goal in individual
Specifics Worksheets.
• Decide & add the Tools to use for each
strategy. Uses Of Tools (Website & Social
Media) Worksheet (Download From Page)

• Fill in the Developing Strategic Plan. Website
Development Or Social Media Development
Step 4 for each Tactic/Tool. Use info from Step 2 &
3. (Download From Page)

• Develop or update website, and/or set up
Step 5 Social Media.
• Optimize everything with targeted keywords

Final Thoughts

• To View PowerPoint Presentation: Download
Review Presentation - View On PowerPoint On Your
Computer- If you don’t have PowerPoint Installed,
Presentation Download PowerPoint Viewer

• Social Media & Websites can assist in promoting
Humanism like no other time in history.
• As a local Chapter, you can not only serve the
Recap needs of your members, you can assist them in their
strategies to promote Humanism with the use of
Social Media.

• Initial Preparation Worksheet for Developing A Strategic Plan (Word
Download)
List Of • Overall Strategy & Goal Worksheets [AHA Example] (Excel Download)
• Overall Strategy & Goal Worksheets [Template] (Excel Download)
Major Links • Uses Of Tools (Website & Social Media) Worksheet (Excel Download)
• Developing A Website Business Plan Worksheet (Word Download)
• Developing a Strategic Social Media Platform Plan (Word Download)


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