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Cool Tools, New Rules

Don Blake, PR State RelationsNational Education Association

2010MembershipBest Practices Summit

+AgendaCool Tools, New

Rules

Elements of a Membership Campaign

The Rules Developing a Social Media

Campaign

Membership recruitmentis still a face(book)-to-face(book) proposition . . .“ “

+AgendaCool Tools, New Rules

The Tools Facebook Groupsite Ning

Membership recruitmentis still a face(book)-to-face(book) proposition . . .“ “

+AgendaCool Tools, New Rules

Prerequisites:

Patience Membership recruitmentis still a face(book)-to-face(book) proposition . . .“ “

+The Rules

+The Rules

+The Rules

+The Rules

+The Rules

+The Rules

+The Rules: Developing a SM Campaign

+The Rules:Developing a SM Campaign

1. What’s your social object?

Social Objects: Association issues, events or products marketed using social media (designed to engage specific groups of members)

+The Rules:Developing a SM Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

+The Rules:Measuring & Tracking

+The Rules:Developing a SM Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

+The Rules:Developing a SM Campaign

+The Rules:Developing a SM Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

4. Choosing the right SM tools

+The Rules:Developing a SM Campaign

1. What’s your social object?

2. What’s already being done/said about your social object?

3. Audience technographics?

4. Choosing the right SM tools

5. Involve, Create, Discuss, Promote & Measure!

+The Rules:Developing a SM CampaignThink about your messaging:Don’t be scripted, just make sure everybody who is participating in your social media plan has a crystal clear concept of what the messaging should be. What voice do you want to portray? Analytical? Light-hearted? Have you thought about how your messaging  can engage other users rather than push a sale?How are you tracking?Have you set clear goals for your social media campaign? Long term and short term? How will you measure the results and track your performance?

+The Rules:Developing a SM CampaignPolish your toolsIt's not hard, true, but there still is a learning curve for some social media platforms. Make sure your profiles are properly filled out and you know how to use the tools. Do some small posts as an introduction before you dive into a full on campaign where small gaffes will be painfully obvious.RelaxReally. Once you've done the steps above you can enjoy the experience. Just like a well prepared presentation you've got your tools, your confidant in your messaging and you're ready to start the conversation.

+The Rules:Associations Using Social Media

PR/Branding

Association Work

Blogs YES YES

Facebook YES NO

Twitter YES NO

Yammer NO YES

Groupsite YES YES

Ning YES YES

Wiki YES YES

+The Tools

statewiki

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ProfileA profile is the hub of an individual’s presence on Facebook. It includes the person’s wall, notes, photos, videos and other information.

WallEach profile and fan page has a wall on which others can write or post multimedia items. This is the equivalent of a guest book on a website, in that other individuals visiting the profile can leave publicly visible messages.

The Tools: Facebook

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FriendsAdding or accepting someone as a friend is the most basic way to connect on Face- book. All friendships are mutual, so if someone requests to be your friend you must accept the request before you are officially “friends.”

StatusStatus updates are Facebook’s response to Twitter. You can enter a short text statement and a photo, video, event, cause or hyperlink as your status. Under default privacy settings, your status updates are visible to all of your friends.

The Tools: Facebook

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NotesThe notes application is Facebook’s version of a simplified blogging platform. Anyone on the site can create notes, which can include text, hyperlinks, photos and tags. By default, notes are visible to all of an individual’s friends.

TagTagging allows you to associate a video, photo or note with another individual’s profile. For example, if pictures are uploaded from an event, those in the photo can be “tagged” to let them know they are in the photo

The Tools: Facebook

+The Tools: Facebook Steps to Getting on Facebook:

Define your purpose: Why a fan page?; How will FP differ from your web site; What is your “it” factor (Social Object)?

Pages & Groups: Understand the Pro and Cons to each

Know your audience, Branding strategy, Privacy settings, Complete profile, group or page, start an event, link to your FB profile, feed social network

+The Tools: Facebook Content and Communication Methods: Wall, Notes,

Updates, Targeted updates

Create an Editorial guide: Posting strategy (consistency); What type of content?; Formatting –What will the post look like?; Engagement: How will you approach fan comments; Prepare for negative ort promotional posts

+The Tools: Facebook FBML Landing page

Communities and Strategies Direct, Managed & Participating What is your objective, who is your audience, what are you

measuring

Engaging fans Ask their opinion Test their knowledge Pair promotions with content Redirect Apologize Thank your fans

+The Tools: Facebook

+The Tools: FacebookPublic Relations/Branding: Facebook

+The Tools: Facebook

+The Tools: Facebook

+The Tools: Facebook

1. Actively engage your audience by sending out messages and updates, starting discussions and updating content.

2. Use your organization’s logo as your picture. This will clearly identify your page or group as the official Facebook presence for your organization.

3. Include http:// at the beginning of all links you post or send out to ensure they are clickable hyperlinks.

4. Leverage the fans or members you have to gain new ones. Simply asking group members or page fans to invite their friends to participate can significantly increase the reach of your presence.

+The Tools: Facebook

Privacy & Security

+The Tools: Groupsite

+The Tools: Groupsite

+The Tools: Ning

+The Tools: Ning

+The Tools: Ning

+The Tools: Ning

+The Tools: Ning

+The Tools: Ning

+The Tools: Ning