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Social Media by LightBox Collaborative
- 1. Social Media for Starters Holly Minch www.lightboxcollaborative.com
- 2. Holding good ideas up to the light
- 3. WhatNobody panic! is social media? “Social media is any tool that uses the internet to facilitate conversations.” -Technology Blogger Brian Solis
- 4. Why is social media important for your Nobody panic! organization? • Listening • Awareness • Relationships • Giving • Community • Expectations
- 5. GOALS MEASUREMENT TEAM & TOOLS CONVERSATION LISTENING CONTENT
- 6. Start by listening Google alerts Twitter searches Technorati blog search
- 7. Listen Who are we listening to? Who are THEY listening to? WHERE are they talking? WHAT are they talking about?
- 8. Tools SET UP ACCOUNTS • Facebook Page • Twitter Account • LinkedIn Company HootSuite • YouTube Channel • Facebook Cause • Flickr • Pintrest • FourSquare
- 9. How can PickClickGive’s blog be useful to your Nobody panic! organization?
- 10. How can PickClickGive’s Facebook page be Nobody panic! useful to your organization?
- 11. How can PickClickGive’s YouTube channel be Nobody panic! useful to your organization?
- 12. How can PickClickGive’s Twitter feed be useful to Nobody panic! your organization?
- 13. 140 Characters
- 14. Anatomy of a Tweet RT=Re-Tweet RT=Re-Tweet @ indicates a specific @ indicates a specific Hashtag = category Hashtag = category account holder at twitter account holder at twitter URL links to featured item URL links to featured item Time Stamp also Time Stamp also indicates indicates software used to software used to send send
- 16. @LBCollab www.facebook.com/lightboxcollaborative holly@lightboxcollaborative.com
- 17. Goals Source: Beth Kanter http://www.bethkanter.org/25-smart/
- 18. Goals, Tools & Time Source: http://onemansblog.com/2010/01/26/social-media-what-it-is-how-to-use-it-and-where-to-begin/
- 19. You are the media mogul
- 21. … wherever they want to
- 22. Bu tw h o’ s in ?
- 23. participation = control .org
- 24. TRUST is the new control
- 25. Transparency is the expectation
- 26. Yeah, but…
- 27. It’s like drinking from a firehose!
- 28. Smart filtering tames the info flow
- 29. Too Much Information, Too Little Perspective
- 30. Who has time for all that noise?
- 32. You can’t drink the river. Don’t try.
- 33. Hook Up with Respect
- 34. Hook Up with Respect
- 35. Hook Up with Respect
- 36. Hook Up with Respect
- 37. Example: Voice
- 38. Boulder Valley Women’s Health Center
- 39. Your sweet spot the interwebs people social media interested influencers in your issue
- 40. How To Spot Influencers Check your gut Ask your team Ask your networks Ask the interwebs
- 41. Ask the interwebs • Twitter: Who To Follow (upload) • Klout.com • AllTop.com • PeerIndex.com • Back to Twitter: Who To Follow (suggestions) • FriendorFollow.com • Rinse & repeat
- 42. Content What do you have to say? How does social media fit with your other communications activities? Social media editorial calendar
- 43. MEASUREMENT GOALS TEAM & TOOLS CONVERSATION LISTENING CONTENT
- 44. Converse 70% Broadcast - 30% Respond Share good content Play nice Thank people Grow your network
- 45. Measure How many friends/followers have you added? How many times were you mentioned/retweeted? How were your organizational goals advanced?
- 46. Measure
- 47. Everybody in the water! © Flickr user: dvs
- 48. URL Shorteners Fit more into social media http://www.worldculturepictorial.com/blog/conte nt/one-could-change-world-with-140-characters-113 twitter-not-for-sale http://bit.ly/fVja57 20
- 49. Nobody panic! Better Case Study: It Gets
- 50. Nobody panic! Better Case Study: It Gets
- 51. Nobody panic! Better Case Study: It Gets
- 52. It Gets Better Project
- 53. Make it Better Project
- 54. Make it Better Project
- 55. Team Who is going to do this work? Who has the bandwidth? What is the right voice?
- 56. icity hent A u t Right Voice? Individuals Per s on alit y
Notes de l'éditeur
- Deliberately chose this old phone image Basically it’s a tool to make authentic connections at scale
- SKDR – This is the main diagram with the animation. On the next slide is the second level animation, which you may or may not want to use. In this graphic, the key ideas around the edge are the most important info. I think the circle should be formed by the arrows (rather than the whole thing sitting inside a circle. And measure should have 2 arrows coming off it – one that points back to goals and one that shoot off above goals to indicate the next round of planning. Also think we want the whole mess to animate in so the presenter can talk through the wheel. The ready set go wedges should be shaded subtly as that is the second level of info on the graphic. The level should animate in after the wheel is all assembled. Also in the design of the graphic – remember that we will need to create some kind of corresponding worksheet.
- Google Alerts – most basic tool to allow you to spot topics of interest Establish searches in your twitter tools to also you to monitor conversations Technorati is an Internet search engine used to search blogs.. It uses the author ’s tags on the websites to categorize search results, while ensuring the recent results are displayed first. More importantly, Technorati rates each blog's "authority", which is the number of unique blogs linking to the blog over the last six months.
- Needs some tips and/or examples following this slide – how will people know the answers to these questions. Thhis is overview of listening process
- You don ’t have to use them all, but you don’t want other people using accounts with your names, and the easiest way to see what conversations are happening on each channel is to have an account, even if you’re not posting. And you’re not posting yet!
- Can be a source of content for your own social media and/or newlsetter channels Pitch them to cover your work – tell stories of impact!
- Exposure to their ~1300 fans Source of content for your own platforms give you donors a boost by helping them feel part of something larger Remember that like Google, facebook geo targets search results, so people are going to see locally relevant resources And note that targeted ads can be a fast & cheap way to build your fan base quickly
- You can leverage their investment and pep up your web site by embedding video PSA – positive message for current & potential donors alike Pitch your stories of impact to be highlighted in future videos, and you get an awesome plug Legislator endorsements are a huge credibility boost for the sector – and your org by extension
- Check out the lists they are following – great listening tool! Politicians, media, state agencies, etc Exposure to their followers Seems they might be hungry for content – tweet at them and they will likely share! Twitter is good for self-organizing stuff – eg lots of loosely affiliated people all doing the same thing Twitter is a mixed bag. BUT. One major benefit for some orgs: forced soundbites, concise language. Could be a great internal alignment tool around shorter messages Twitter has its own weird language. Can be intimidating. I am not a super user either. But I found this silly site really helpful: http://www.jhische.com/twitter/
- SHANNON, CAN YOU ANIMATE THESE CONSECUTIVELY? 140 characters is more than you think. The Massachusetts historical society has been using Twitter to share entries from John Q. Adams ’s diary 200 years to the day after he wrote the entries– one per day, and almost all of them 140 characters. Booksin140 does Twitter book reviews… Matthew Carrozo wrote his autobiography in 240 tweets. Look at how much he ’s packing into each of these… Key point: you can fit a lot into twitter, and you shouldn ’t abbreviate everything to make your thought fit: No reason to look less intelligent because of the number of characters you’ve got to work with.
- Look at the date on this tweet – do we need something fresher? And or an interesting tibit of our own content to brag? http://www.deannazandt.com/twitter-guides/
- Use this as backdrop for questions
- HM give credentials
- Know why you want to use social media in the first place. Sample results: Increase enrollment in classes and workshops by 50% by June 30, 2012 Increase exhibition visitors by 15% by June 30, 2012 Sample capacity: Conduct an audience survey to determine where to expand, grow, and diversify social media presence for 2012 Sample tactics: Identify top 25 influencers on Twitter to build relationships to help blog, repost, and spread the word about online program by September, 30, 2012
- You are the media mogul now, the platforms are yours.
- Dialog, conversations more valuable than one-way communications. It ’s really easy to say things in public – a public commons or rally of 10,000 people can be built in a virtual space with a little savvy and time at almost no cost.
- You can ’t control but you can influence so set about aligning empowered voices, get all those megaphones working in the same direction
- As in any good conversation, we all share control – it ’s an organic exchange. Control is shared by everyone who participates
- These new tools are changing expectations. People expect you to share information, they expect to be able to engage with it and with you.
- Water Fountain HackA fire hydrant used for December 1991 Building 26 fire hose drinking fountain hack. A play on the idea that getting an education at MIT is like "drinking from a fire hose." In 1991, a group of hackers managed to embody this common expression by turning a fire hydrant into a drinking fountain in front of the largest lecture hall on campus (26-100). The fire hydrant drinking fountain made its debut during the final week of classes for the fall term.
- This presents an opportunity for your org!
- The answer is you do – According to 2009 study by the Nielsen-funded Council for Research Excellence (CRE) and Ball State University ’s Center for Media Design (CMD). Average american spends 2.3 hours a day in front of a computer. “ The average internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft Wikipedia and Amazon combined.” – Mashable
- If you spend just 15 minutes of your screen time monkeying around on social media I guarantee you ’ll learn it. Heck, that’s just the commercial breaks while you watch TV on Hulu!
- Beth Kanter’s river metaphor
- Contest Sponsored by the RI coalition against domestic violence (longtime innovator in strategic communications) Campaign aimed at teens During the month of February, teams of Rhode Island high school students are leading events in their communities to get the word out about healthy relationships. Support your favorite team by voting on their page. The team with the most votes on February 28th at 11:59pm will win $1,000 dollars and the chance to get paid to blog for hkupwithrespect.com!
- This was the entry from the winning team, with 3000 votes. By sparking the competition among the kids from different schools, this org got the kids to do theur work for them, translating the orgs message, endorsing it, and pulling their friends to the orgs ’s messages Contest Sponsored by the RI coalition against domestic violence (longtime innovator in strategic communications) Campaign aimed at teens During the month of February, teams of Rhode Island high school students are leading events in their communities to get the word out about healthy relationships. Support your favorite team by voting on their page. The team with the most votes on February 28th at 11:59pm will win $1,000 dollars and the chance to get paid to blog for hkupwithrespect.com!
- The hook up with respect FB page with 1000+ likes This was the entry from the winning team, with 3000 votes. By sparking the competition among the kids from different schools, this org got the kids to do theur work for them, translating the orgs message, endorsing it, and pulling their friends to the orgs ’s messages Contest Sponsored by the RI coalition against domestic violence (longtime innovator in strategic communications) Campaign aimed at teens During the month of February, teams of Rhode Island high school students are leading events in their communities to get the word out about healthy relationships. Support your favorite team by voting on their page. The team with the most votes on February 28th at 11:59pm will win $1,000 dollars and the chance to get paid to blog for hkupwithrespect.com!
- But note that each of the teams also had FB pages, this one with 800+ friends. The org cared more about sharing the message than building their following on the platform. This was the entry from the winning team, with 3000 votes. By sparking the competition among the kids from different schools, this org got the kids to do theur work for them, translating the orgs message, endorsing it, and pulling their friends to the orgs ’s messages Contest Sponsored by the RI coalition against domestic violence (longtime innovator in strategic communications) Campaign aimed at teens During the month of February, teams of Rhode Island high school students are leading events in their communities to get the word out about healthy relationships. Support your favorite team by voting on their page. The team with the most votes on February 28th at 11:59pm will win $1,000 dollars and the chance to get paid to blog for hkupwithrespect.com!
- Frozen pea fund The Fund is a Breast Cancer fund raising program inspired by and in support of blogger Susan Reynold. To keep bleeding down & relieve pain I ’d need to keep things cool. Traditional ice packs are hard and heavy. As much as I try to be a good sport I’m not into having a brick sitting on my chest. Enter a bag of frozen peas.I tucked it in my bra, took a picture, and was ready to tell the story later that night. That bag of peas added a touch of lightness to what could have been a sad and serious tale.A bag of peas was something everybody could relate to.Some people love them, some hate them, some use them for their own injuries.A bag of frozen peas was a vehicle for conversation and let people tease me instead of having to cry.It let people share instead of bemoaning. Of course I shared it because what is life but a series of stories. The peas have prompted stories from others, and the line-up of twitter avatars sporting peas in support of my struggle are a comfort.
- Started as a social media campaign, didn ’ t work, couldn ’ t figure out why. Realized: shared computers were a problem. School library. Mom ’ s laptop. Not a place to ask your deepest darkest sex ?s. But teens have phones!
- Orgs and individuals with juice on your issue. I think we need to give tips here – how will people find the answers to these questions?
- Twitter: Who to Follow: Upload Gmail, Yahoo, Hotmail contacts, LInkedIn contacts. PRO TIP: Upload your db to a Gmail account, then run that Gmail account through Twitter to see who ’s on it. Don’t need to follow them all, but you now have a list of who in your world is on Twitter. Klout.com can tell you which of these folks is an influencer based on their scores across several categories Alltop.com provides a curated listing of influencers blogs by keyword. Worth checking for your keywords. PeerIndex.com. Similar to Klout, adds in authority by topic area, also takes Facebook into account. Back to Twitter: Assuming you ’ve followed some folks, Twitter is now making suggestions under Who to Follow. FriendOrFollow.com. Export a spreadsheet with info on who you follow, who ’s following you back, their followers. THIS IS ONGOING!
- Plug LightBox Ed Cal.
- SKDR – I know this isn ’t the smoothest animation, but this is the best for now. NOTE: you cannot edit the large image
- Remember that this is a conversation you ’re having, and it pays to be polite.
- Tools like Facebook Pages have built-in analytics tools, so you can set goals for measurement around things like new “likes” of your page and see which of your posts were most interesting to your audience. Facebook pages also have info on your fans’ demographics, and where traffic to your Facebook page is coming from. Use the analytics built into the tools as a benchmark against which to set your goals, then measurement against your goals becomes easy
- SHANNON, CAN YOU ADD A BAR SAYING “EVERYBODY IN THE WATER!” AND A SMALL CREDIT TO “FLICKR USER dvs”
- Started with one video. Not a household name. but someone with a following. Took off. Launched a movement, an org, a book…why? Emotional, Personal. Effective. Engaging: encouraged participation and dialogue. Followed the new maxim “Self expression is the new entertainment.” . “I wish I could’ve talked to that kid for five minutes before he killed himself,” Dan recently said "It Gets Better" redirects here. For the book inspired by the project, see Gets Better is an Internet-based project founded by Dan Savage and his husband Terry Miller[1] on September 21, 2010, in response to the suicide of Billy Lucas and a number of other teenagers who were bullied because they were gay or because their peers suspected that they were gay, such as Raymond Chase, Tyler Clementi, Ryan Halligan, Asher Brown, and Seth Walsh.[2][3] Its goal is to prevent suicide among LGBT youth by having gay adults convey the message that these teens' lives will improve.[4] The project has grown rapidly: over 200 videos were uploaded in the first week,[5] and the project's YouTube channel reached the 650 video limit in the next week.[6] The project is now organized on its own website, the It Gets Better Project,[6] and includes more than 22,000 entries from people of all sexual orientations, including many celebrities.[7] A book of essays from the project was released in March 2011.[8]
- Now everyone in the act – Prez Obama, even the SF Giants!
- In September 2010, syndicated columnist and author Dan Savage created a YouTube video with his partner Terry to inspire hope for young people facing harassment. In response to a number of students taking their own lives after being bullied in school, they wanted to create a personal way for supporters everywhere to tell LGBT youth that, yes, it does indeed get better.Two months later, the It Gets Better Project (TM) has turned into a worldwide movement, inspiring nearly 10,000 user-created videos and over 30 million views. To date, the project has received submissions from celebrities, organizations, activists, politicians and media personalities, including President Barack Obama, Secretary of State Hillary Clinton, Rep. Nancy Pelosi, Adam Lambert, Anne Hathaway, Colin Farrell, Matthew Morrison of "Glee", Joe Jonas, Joel Madden, Ke$ha, Sarah Silverman, Tim Gunn, Ellen DeGeneres, Suze Orman, the staffs of The Gap, Google, Facebook, Pixar, the Broadway community, and many more. For us, every video changes a life. It doesn ’t matter who makes it.The website www.itgetsbetter.org is a place where young people who are lesbian, gay, bi, or trans can see how love and happiness can be a reality in their future. It’s a place where our straight allies can visit and support their friends and family members. It’s a place where people can share their stories, take the It Gets Better Project pledge, watch videos of love and support, and seek help through the Trevor Project and GLSEN. Who is Dan Savage?Dan Savage is author of the internationally syndicated relationship and sex column Savage Love and the weekly podcast Savage Lovecast. He is editorial director of the Seattle weekly The Stranger, where he was formerly Editor-in-Chief. He is a regular contributor to PRI's "This American Life" and has been featured as a Real Time Reporter on HBO's "Real Time with Bill Maher."Dan heard about the suicides of Justin Aaberg and Billy Lucas and had a reaction so many LGBT adults had. “I wish I could’ve talked to that kid for five minutes before he killed himself,” Dan recently said. “I’d tell him that however bad it was in high school or middle school...it gets better.” The It Gets Better Project was born.Listen to Dan and his partner Terry talk about their stories and how the project came to be:
- We can Make It Better NOW!The Make It Better Project gives youth the tools they need to make their schools better now! Through our website and YouTube channel, youth and adults can work together to make schools safer for LGBT youth right now.Columnist Dan Savage launched “It Gets Better,” a video message in response to recent youth suicides to tell LGBT youth that life gets better after high school. The Make It Better Project takes this one step further, giving youth the tools they need to make their lives better now.We aren’t waiting until high school is over for our lives to get better… We are taking action now! Join us!Here’s What You Can You Do to Make It Better Now! Write your principals campaign
- (click) – Megaphone appears to reveal “voice” (click) – “authenticity!” appears “ All communications need to come from a place of authenticity, but with social media, it’s really obvious when you’re faking it. Don’t fake it. If your ED’s name is on the account, your ED has the keys to the account and is posting.” (click) “individuals” appears “ A lot of social media is based on individuals (Twitter, Facebook, etc)-- it’s what gives it impact. Even when an org’s name is on the account, it’s clear what individuals (people) are supporting it.” (click) “Personality!” appears “ Let it shine through.” (click) Brick wall builds + “A lot to build” appears “ Acknowledge this requires capacity that you’re going to have to build. You’re going to take it slow and take the time to get it right and understand what you’re getting into, and then you’re going to put the time in that you have, and you’re going to BUILD.”