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CSO PeerLearning on Media
- 1. Civil society organizations peer-learning on media Murakaza neza Kigali, 30th September 2014 Foyer de Charite
- 2. Do you agree? Any communication is good communication. Communications is too expensive and doesn’t add value. Human beings are rational. Telling people about how awful a situation is will compel them to take action. YES NO
- 4. The big PICTURE • Do we understand our corporate strategies and brand?
- 5. The big PICTURE • Do we understand our corporate • sHtorawte vgisieibsl ea nadre b wraen din? t he country or on a specific issue?
- 6. The big PICTURE • Do we understand our corporate • sHtorawte vgisieibsl ea nadre b wraen din? t he country or on • aW shpaet cisif itch ies sdueev?e lopment context?
- 7. The big PICTURE • Do we understand our corporate • sHtorawte vgisieibsl ea nadre b wraen din? t he country or on • aW shpaet cisif itch ies sdueev?e lopment context? • Do we have staff capacities and budget resources?
- 8. The big PICTURE • Do we understand our corporate • sHtorawte vgisieibsl ea nadre b wraen din? t he country or on • aW shpaet cisif itch ies sdueev?e lopment context? • Do we have staff capacities and • bAured goeutr rpersoogurracmesm?ing activities planned?
- 9. The big PICTURE • Do we understand our corporate • sHtorawte vgisieibsl ea nadre b wraen din? t he country or on • aW shpaet cisif itch ies sdueev?e lopment context. • Do we have staff capacities and • bAured goeutr rpersoogurracmesm?ing activities • pWlahnon aerde? our other partners?
- 10. Step – by - step
- 11. What is your objective?
- 12. What are the potential ASSETS AND OPPORTUNITIES?
- 13. What are the possible CHALLENGES AND
- 14. Whom do you need to talk to?
- 15. Whom do you need to talk to?
- 16. Is your audience listening? What do they want to hear?
- 17. What do you want to say?
- 18. What do you Devewloap nyotu tr om essasayg?e The campaign, from includes a pledge of a "personal commitment to help keep women and men safe from sexual assault" as well as "a promise not to be a bystander to the problem, but to be a part
- 19. What do you Tell yowuar anutd iteon cse awyha?t to do Have you ever witnessed corruption? Are you a victim of corruption? Send an SMS….
- 20. What do you want to say? A young girl's life gets turned upside-down in this tragic second a day video. Could this ever happen in the UK? This is what war does to children. Find out more at http://bit.ly/3y earson #SAVESYRIAS Drama helps (?)
- 21. What do you Think wdifafenretn ttlyo – ssaenys?e of humour A group of lithuanians have used a comic photo shoot to highlight #pothole problems,
- 22. What do you Pwicakn yto utro m sesasyen?g er
- 23. How do you reach your audience
- 24. STATS on use of ICT in Rwanda 63.7% mobile penetration in Rwanda (Oct 2013) 8.3% internet access in Rwanda (2011 )
- 25. What to use – what channels OBJECTIVE PLATFORM Real-time connecting news Knowledge-sharing Community building Career Building Engaging with beneficiaries
- 26. best TIPS for using social media Set Filters Exampl e from UNDP
- 27. best TIPS for using social media Schedule facebook updates and tweets (Hootsuite) for other time zones or based on your activity schedule/calendar
- 28. best TIPS for using social media Engage authentically as an institution, focus more on expert resources, BE HUMAN, BE SOCIAL.
- 29. best TIPS for using social media Be a content curator
- 30. best TIPS for using social media Understand that content frequency is dependent upon capacity
- 31. best TIPS for using social media Understand that content frequency is dependent upon capacity
- 32. best TIPS for using social media Do not automat content between social networks
- 33. best TIPS for using social media Use always corporate branding better if using Professional graphic design.
- 34. best TIPS for using social media Prioritize storytelling over marketing, meetings & handshakes
- 35. best TIPS for using social media Prioritize storytelling over marketing. BE HUMAN.
- 36. best TIPS for using social media Tell your NGO’s story in photo essay format
- 37. best TIPS for using social media Tap into the power of stats related to your mission/goal Use inspirational quotes that speak to your cause
- 38. best TIPS for using social Cmheandgiea your report into an infographic
- 39. best practices using social Tmape idntioa de power of cause awareness days, or international days
- 40. best TIPS for using social media Tap into breaking news and current affairs. Stay up to date.
- 41. best TIPS for using social media Know that all social networks are now mobile
- 42. best TIPS for using social media Monitor your brand. What is your digital footprint?
- 43. The best TIP ever…. Study mobile and social media best practices Connecting Up :: connectingup.org Idealware :: idealware.org Mashable :: mashable.com Mobile Marketer :: mobilemarketer.com Nonprofit Technology Network :: nten.org Social Media Examiner :: socialmediaexaminer.com TechSoup Global :: techsoupglobal.org The Next Web:: thenextweb.com
- 44. Who does what? and when?
- 45. Paying the bills
- 47. ONLY MYTHS !! Any communication is good communication. Communications is too expensive and doesn’t add value. Human beings are rational. Telling people about how awful a situation is will compel them to take action. YES NO
- 48. Good communication cuts through the clutter, it doesn't add to it. It does this by getting the right message, in the right medium, delivered by the right messengers, to the right audience.
- 49. Are you ready?
Notes de l'éditeur
- The Big Picture Even before drafting a communications plan, it can be useful to reflect on some general factors that may affect it. It is basically the assessment on where we stand as an institution before working on the strategy and the media plan.
- Big picture preparation work involves first a clear understanding of your corporate strategies and brand, and, for the country offices of international organizations, this include the objectives of the country programme.
- Are we reaching the audiences we needs to speak to? What is, in general, our reputation? In order to find out ask national partners, investigate local media reports and consult staff who have been in the office for some time.
- What legal, political, economic, social or post-conflict issues affect our programming and presence?
- Is the office budget structured in a way that supports communications work? Do staff have expertise on some specific aspects of communications and not others? How much money is currently available for communications?
- Which are fresh, new or potentially powerful in their impact or reach? Knowing about some of the best activities and prioritizing them in advance will yield a stronger communications plan, particularly in cases where resources are limited.
- What are they doing for communications work? What has worked/not worked? Are there opportunities for collaboration?
- Be a content curator. From Facebook to Instagram, very few nonprofits create enough quality content to have an effective content strategy when utilizing multiple social networks. Regularly getting in the habit of searching, sourcing, and posting, thus curating, interesting content to your social networks is a must-have skill for your new media manager. ORGANIZE THE INFORMATION THAT YOU ARE SHARING, DON’T INVADE THEIR INFORMATION CAPACITY
- 8. Understand that content frequency is dependent upon capacity. Many nonprofits want to know exactly how they often they should post on each social network. There are data to give you reference points (discussed in the following chapters), but to post effectively requires thought and creativity, not just hitting a quota for the day. The ability to be both effective and active on social networks is directly related to how many staff hours your nonprofit allocates to mobile and social media (see Chapter 16). Conversely, nonprofits that have the capacity to be consistently active on social networks need to also understand that there are negative consequences to posting too often.
- 8. Understand that content frequency is dependent upon capacity. Many nonprofits want to know exactly how they often they should post on each social network. There are data to give you reference points (discussed in the following chapters), but to post effectively requires thought and creativity, not just hitting a quota for the day. The ability to be both effective and active on social networks is directly related to how many staff hours your nonprofit allocates to mobile and social media (see Chapter 16). Conversely, nonprofits that have the capacity to be consistently active on social networks need to also understand that there are negative consequences to posting too often. BE THE CHAMPION BUILD THE CAPACITY SHARE THE RULES (Be aware of your resposilibity towards your organization when using social media,expand the code of conduct to the digital Do you have have a code of conduct that applies to all social networks? EMPOWER YOUR STAFF
- Do not automate content between social networks. Just because you can automate content, doesn’t mean you should. Facebook allows status updates to be automated to Twitter, but twitterers find it annoying. Instagram allows your photos to be posted to Twitter, but photos uploaded directly to Twitter get much higher retweet rates. HootSuite enables you to post the same message to multiple social networks with one click, but your donor and supporters have no interest in following robots. Be very wary of miracle marketing automation tools. Mobile and social media require authenticity and a time investment to be effective.
- Know that professional graphic design is essential for effective branding. Internet users have become highly advanced and now expect quality graphic design in all your online communications and fundraising campaigns. On social networks, they will make a snap judgment about your credibility based upon your branding. If your avatar, banners, and backgrounds are professionally designed, then users are much more likely to become followers. Whether they remain followers becomes dependent on how well your nonprofit understands and uses social networks. NO PDF. (use issuu for reports and other long documents – or link them to your website)
- People engage best with people, not abstract issues: Single case-study stories done properly can illustrate wider issue in a real, accessible and relevant way. But most information gathering is NOT geared to this. Most programmes gather information to populate their log frame KPIs in a very static and lifeless way. Prioritize storytelling over marketing. The five content approaches of success, urgency, statistics, quotes, and humor should be interwoven throughout your social network strategy. Increasingly, donors and supporters follow causes on social networks. If you make storytelling a higher priority than marketing, then over time your nonprofit’s brand becomes synonymous with the cause(s) you advocate.. In practice, for every five status updates, posts, or tweets, four should be related to storytelling (through blogs, website articles, video, photos, stats, and quotes), while only one should be a direct ask such as a marketing or fundraising pitch. The only exception is in crisis situations where urgent calls to action require mobilizing your social networking communities to donate, volunteer, or participate in advocacy campaigns.
- People engage best with people, not abstract issues: Single case-study stories done properly can illustrate wider issue in a real, accessible and relevant way. But most information gathering is NOT geared to this. Most programmes gather information to populate their log frame KPIs in a very static and lifeless way. Prioritize storytelling over marketing. The five content approaches of success, urgency, statistics, quotes, and humor should be interwoven throughout your social network strategy. Increasingly, donors and supporters follow causes on social networks. If you make storytelling a higher priority than marketing, then over time your nonprofit’s brand becomes synonymous with the cause(s) you advocate.. In practice, for every five status updates, posts, or tweets, four should be related to storytelling (through blogs, website articles, video, photos, stats, and quotes), while only one should be a direct ask such as a marketing or fundraising pitch. The only exception is in crisis situations where urgent calls to action require mobilizing your social networking communities to donate, volunteer, or participate in advocacy campaigns.
- 1) Tell your NGOs’ story in photo essay format. Donors and supporters are increasing overwhelmed by text-heavy storytelling – especially on mobile devices. Thus, your NGO should prioritize sharing your success stories in photo essay format on your website or blog. For example, for each photo essay insert five photos that communicate success, add a sentence or two caption to each photo explaining what is happening in the photo, and then include a short introduction (one or two paragraphs) that summarizes your photo essay. The photo essay should be published on your website or blog and ensure that a donate button, e-newsletter subscribe option, and social network icons are prominently featured. When distributing your photo essay in your e-newsletter only include the introduction and one photo in the body of your e-newsletter and then encourage readers to “Click to View Photo Essay” or “Click to Read More” to increase traffic to your website or blog. When posting your photo essay on social media, link to your website or blog and upload the best photo from the photo essay to increase likes, retweets, and click-throughs to your website or blog. When titling your essay, think like a journalist and craft titles that are more likely to receive interaction and engagement on social media. Finally, when formatting the essay, all five photos should be the same size and captions should be bold and at least 12 point. Free photo editing tools like PicMonkey and Photo Gallery enable your NGO to easily re-size and crop photos.
- Guaranteed to be your most liked, shared, and retweeted content, your NGO should create a page of ten powerful stats related to your mission and programs on your website or blog and another page of ten inspirational quotes that speak to your cause. Ensure that you have a prominently featured donate button, e-newsletter subscribe option, and social network icons on both pages. Then, once a week share a stat and inspirational quote on each of your social networks and always link to the associated stats and quotes pages. This will significantly increase traffic to your website, help build your e-newsletter list and social network communities, and thus increase your online fundraising success. Your stats and quotes page will become two of the most visited pages on your website or blog. Finally, learning how to convert quotes and stats into images or embedding them on photos will make your NGO even more successful on social media. Experiment with tools such as Quozio, Share As Image, and Infogram and again, use PicMonkey or Photo Gallery to embed stats or inspirational quotes on your images.
- Canadian NGO who decided to prepare this infographic to share their annual report. Great increase of visibility and much easier for their audience to grasp the highlights of the year.
- 4) Tap into the power of cause awareness days. Creating online communications campaigns around cause awareness days can help your NGO get international exposure and raise money online. The trick is to plan your campaign at least one month in advance so that your NGO has the time to create text and visual content, craft an e-newsletter to be sent the morning of the cause awareness day, schedule updates and tweets throughout the 24-hour period, and research and participate in relevant tweet chats and Google+ hangouts. For example, the next World NGO Day is February 27, 2014. Craft a strategy of how your NGO will participate and what you want to ask your donors and supporters to do on behalf of your NGO on #WorldNGODay.