Apidays New York 2024 - The value of a flexible API Management solution for O...
Day 1 Overview of Tactical Approaches
1. Social Media
Tactical
Approaches and
Tools
Social Media and Nonprofits: Two-Day Intensive Workshop
2. We Are Media Project:
The Social Media Starter Kit for
Nonprofits
Visit the WeAreMedia wiki for additional
resources and to connect with other
nonprofit social media practitioners via
http://www.wearemedia.org
Funded by the Surdna Foundation
5. Tactical Approaches
Community
Building &
Social
Networking
Generate
Buzz
Share
Story
Participate
Listen
6.
7. Listen
Participate
Share Your Story
Social Networks
Buzz
8. Tactical Approaches
Tactical Approaches and Tools
Community
Building &
Generate
Social
Buzz
Share
Networking
Story
Listen Participate
10hr 15hr 20hr
Less Time More time
11. Listening
• What decisions will you link your
listening to?
• What key words will you use?
• How will share or summarize
what you learn from listening with
others in your organization?
16. “Stroke is a very intimidating and
personal subject. While many stroke
survivors don’t engage in social media,
at least early in their recovery, their
caregivers do reach out and share their
experiences.” – American Stroke
Association
18. Participation
• Who is empowered to respond and in
what circumstances?
• How will you address negative
comments or perceptions?
• What is the goal of your
participation?
20. Less about tool, more about
technique
Respond Don’t Respond
• They’ve paid you a • Trolls
compliment
• Competitors
• Valid client complaint
• Not you
• If information is
incorrect
• If you have something
of value to offer
26. •What content or information will
be used to update or feed the
social media sites?
•Who will assist or support users
in remixing your message?
•If you’re aggregating content to
establish expertise, what sources?
• What skills or expertise do you
need?
27. What type of blog?
Institutional Blog
Aggregates Content
Specialized Content
Personality Blog
Adapted from Nina Simon: Museum 2.0 Blog
37. • How will you “brand” your presence
on buzz sites?
(Personal/Organizational)
• Who will implement and build
relationships with influencers?
• How will you get fans to talk about
you to their friends?
• What actions do you want people take
when they come in contact with your
buzz? (Mobilize, spread, remix)
47. Questions
How will your organization represent
itself on social networks?
Who will develop or repurpose
content?
How will it integrate with your web
presence?
What’s your engagement strategy?
Who will implement?
58. Is that growth natural or guided?
Month ending # of fans Fan growth Event
7/19/08 158 0 Started page
8/19/08 225 67 No action
9/19/08 464 239 Community Mgr
begins to post
and interact
10/19/08 1023 559 Comm Mgr talks
with fans
• Fan growth by ORDER OF 10 with
campaign!
59. Small Groups
Exercise
• Which tactical approach is
the best match for your
organization?
• Why?
60. All sources and additional material can be found on
the WeAreMedia Wiki
http://www.wearemedia.org/
61.
62. If you remix this presentation,
please add your remixed version
to the wiki.
Thank you
Notes de l'éditeur
Listening:Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit.
http://www.flickr.com/photos/niclindh/1389750548/
Observe them in their natural environment, listen to them, and have a conversation ..
Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences. By using search.twitter (formerly summize), we follow conversations about stroke. Looking at the comments on just a \"one at a time\" basis is good, but seeing a long string of messages is very insightful. We shared this \"trail\" back with our staff responsible for our stroke survivor and caregiver networks. From this very visible series of conversations, they were able to see for themselves how social media is a powerful way of communicating and sharing in these experiences and in being in the right place to provide support and resources to those in need. They are now developing a plan to put social media front and center to expand reach to those who might never come to us.Christian Caldwell & Kristi MillerAmerican Heart Assocation/American Stroke Association
Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences. By using search.twitter (formerly summize), we follow conversations about stroke. Looking at the comments on just a \"one at a time\" basis is good, but seeing a long string of messages is very insightful. We shared this \"trail\" back with our staff responsible for our stroke survivor and caregiver networks. From this very visible series of conversations, they were able to see for themselves how social media is a powerful way of communicating and sharing in these experiences and in being in the right place to provide support and resources to those in need. They are now developing a plan to put social media front and center to expand reach to those who might never come to us.Christian Caldwell & Kristi MillerAmerican Heart Assocation/American Stroke Association
Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment.
Happy Ending! Givewell uses NFG on their site for donations (http://givewell.net/recommended-charities) – nearly $70K to several worthy cha
http://www.flickr.com/photos/lab2112/Once you've engaged people in conversations, the next step is to share your story or inspire your supporters to share their stories about your organization. Blogging, podcasting, photo sharing, or using videos takes a bit more investment of your time to create and maintain, and, if you are encouraging people to create their own stories about your organizations, there's a bit of community building involved, too. An easy way to start is to get others to tell your story, outreach to bloggers or searching through video and photo sharing sites for people who are already creating stories about your issue or organization (remember all the techniques we shared about listening?).
This is a blog that provides information about the organization's programs and services.
http://www.flickr.com/photos/ecstaticist/1224913250/Generate Buzz:Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content.
The Nature Conservancy and its partners recently announced the purchase and preservation of over 161,000 acres of working forest in the Adirondacks of New York. As part of our efforts to promote this announcement, I posted a link on Digg.com to our content for this story, a process that took about five minutes. Within twelve hours, the post became \"popular\" and was promoted to the Digg.com homepage for everyone to see. Once there, it generated the following activity on my organization's nature.org web site:
7,600+ unique visitors to nature.org in a single hour (a level high enough to significantly impact the performance of our web site)More than 35,000 unique visitors to nature.org in one day (making it, at the time, our best day ever)Over 21,000 views of our landing page for this story in just one day
The Nature Conservancy and its partners recently announced the purchase and preservation of over 161,000 acres of working forest in the Adirondacks of New York. As part of our efforts to promote this announcement, I posted a link on Digg.com to our content for this story, a process that took about five minutes. Within twelve hours, the post became \"popular\" and was promoted to the Digg.com homepage for everyone to see. Once there, it generated the following activity on my organization's nature.org web site:
http://www.flickr.com/photos/timcaynes/216760345/Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising.
Work together to come up with a \"tweet on paper\" (brief sentence) answering the question: How can social media benefit our organization? Each person should write their own sentence, but work together to make it brief. Share with the full group as \"retweets\"
