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Getting Started with Social Media An Introductory Course By Claudia Ender Feb. 16 th , 2011
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Getting Started with Social Media
An Introductory CourseBy Claudia Ender
Feb. 16th, 2011
Agenda Today & Next Week
PART ONE - INTRODUCTION• The What, The Why and the How of Social
Media• Most Popular Social Media Sites• Best PracticesPART TWO – HOW TO GET STARTED• Developing Your Social Media Plan
PART I
SOCIAL MEDIA INTRODUCTION
How to Use Social Media
• Social Media is one communication tool in the Marketing tool shed
PR
Advertising
Events/Campaigns
Direct Marketing
Social Media
Collateral
How to Use Social Media
• Important with every Marketing tool
– Setting measurable goals– Defining the audience– Specific for Social Media: Listen!!!! – Build audience and cultivate– Integrate with other tools!
Most Popular Social Media Channels
SM Channel Enhancing Existing Relationships
New Potential Supporters
Fundraising
Faceboo XX X XXTwitter XX XX XLinkedIn X X X
XX X XPhoto a XX X *Jumo ? ? ?
* Might change with new YouTube feature (call to action overlay - URL)
Old and New Face of Facebook
Facebook tabs/applications• Wall: Open forum for fans or friends to leave comments, thoughts, and ideas
about you on your Page or Profile.• Information: Manage settings for the Information application.• Discussion Boards: Enable your fans to get their ideas out into the open.
Discussion boards let you know exactly what your fans and customers think and want.
• Events: Organize gatherings or let people know about your upcoming business events.
• Notes: Share your business news (e.g. press coverage) or engage your fans through written entries.
• Photos: Upload photos to your page and allow your fans to share photos on your page also.
• Reviews: Fans and customers can leave honest opinions about your business.• Video: A high-quality video platform for pages on Facebook.• Causes: Helps you collect email addresses and download into database
Facebook Plug-Ins for Website Integration
Why Facebook
• Engaging in conversations• Receiving feedback• Communicating events• Adding a personal note to your organization• Driving traffic to website, spreading info• Building an email list• Attracting event attendees• Getting people to take action• Attracting donations
Facebook – Resources• Set up fan page at http://www.facebook.com/pages/create.php
(Choose “brand” as option)• Facebook Product Guide
http://www.facebook.com/advertising/FacebookPagesProductGuide.pdf • Insights – Metrics: http://developers.facebook.com/docs/insights/ • Measurement – article on Insights
http://mashable.com/2010/09/03/facebook-insights-guide/• Facebook/Website integration: http://developers.facebook.com/plugins • Purchase ads on Facebook: www.Facebook.com/ads • Good FB case studies:
http://mashable.com/2009/06/16/killer-facebook-fan-pages/ • Inside Facebook:
http://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/
Twitter - WhoMedian age of a Twitter user is 31 (biggest users in the range 18 – 35)Median age of a Facebook user is 26Median age of a LinkedIn user is 40
Twitter – What To Tweet
• Share• Listen• Ask• Respond• Reward• Demonstrate wider leadership and know-how• Champion your stakeholders• Establish the right voice
Making The Best Out of 140 Characters
• Mention: mention an account in your tweets by preceding it with the @ symbol, eg: “Great seeing you yesterday @claudiaender !"
• Retweet: share a tweet by another user – click “retweet” below the post. Use “RT” when manually retweeting
• Message: direct-msg to someone already following you, start your tweet with DM or D, eg: "DM @claudiaender when are you arriving?“
Making The Best Out of 140 Charactersctd.
• Hashtag: categorize a tweet for others by preceding the word with the # symbol. E.g: “Only 2 more days till #WAtech4good“ (click on a hashtag to see other similarly-themed tweets and find yours in search)
• Shorten your links with http://bit.ly/ or http://tiny.cc/
• Shorten your tweets with140it, Tweet Compressor, Twonvert, Tweetshrink, TwitterEyes, etc.
Why Twitter
• Connecting with like minded people or orgs• Connecting with media, trainers, collaborators,
bloggers• Asking questions• Providing/sharing updates (e.g. conferences,
campaigns, photos, videos) – near real time• Receiving updates, news from like minded people• Demonstrate leadership• Coordinating a group in real time (rallies, etc.)
Twitter - Resources • Twitter about Twitter
http://business.twitter.com/basics/what-is-twitter • Twitter Articles
http://www.webanalyticsworld.net/2009/02/ultimate-guide-to-twitter-marketing.html
• Best Practice: http://econsultancy.com/us/blog/7073-how-you-can-attract-more-retweets-a-10-step-guide
Why LinkedIn
• For individuals, but now getting much better for companies/organizations!!
• Networking (with individuals and industry groups, etc.) – join groups!
• Creating, developing, and maintaining business relationships
• Demonstrating your company’s competence and expertise, now also products/services
• Job posting/job search
LinkedIn Resources
• Add a company/organization profile on LinkedIn: http://mashable.com/2009/08/03/linkedin-company-profile/
• LinkedIn learning center (and User Guide): http://learn.linkedin.com/
• Article collection on how to use LinkedIn http://linkedintelligence.com/smart-ways-to-use-linkedin/
• Article on new company profile: http://mashable.com/2011/01/28/optimize-linkedin-company-profile/
• LinkedIn Companies – Strategic Toolkit http://assets.tractionco.com/traction/docs/LI_toolkit.pdf
Blogs
Blogs
Why Blogs?
• Showcasing organization’s expertise• Educating on cause/topic • Engaging supporters with stories about work• Promoting resources on websites• Engaging people – possibly…• Boosting SEO
Photo Sharing
Photo editing: Picnik, Paint.Net, Adobe Photoshop
Why Photo Sharing
• Sharing pictures among organization, staff, etc.• Pulling photos into other sites (website blog,
FB, etc…)• Community building – comments• Engage constituents – contests
Video Sharing
Video Editing: iMovie (Mac), Adobe Photoshop Premiere Elements
Video Sharing, ctd.Not For Sale Campaign
Operation Smile - “Thank You”
The Girl Effect
Wateraid: CTA!
YouTube for Nonprofit
• Premium branding capabilities and increased uploading capacity
• Option to drive fundraising through a Google Checkout "Donate" button
• Listing on the Nonprofit channels and the Nonprofit videos pages
• Ability to add a Call-to-action overlay on your videos to drive campaigns (drive sign-ups, donations, website traffic, etc.)
• Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause (???)
YouTube for Nonprofit, ctd.
Criteria• Organizations must be U.S.-based nonprofits with IRS
501(c)(3) tax status• May not be religious or political in nature• May not be focused primarily on lobbying for
political or policy change• Commercial organizations, credit-counseling
services, donation middleman services, fee-based organizations, universities, and nonprofit portals are not eligible for the program
Why Video Sharing
• Telling your story – educate• Community building – comments, voting• Hosting a video channel• Pulling videos into other sites (website blog,
FB, etc…)• Engage constituents – contests!
YouTube Resources
• Apply for Nonprofit Account: http://www.youtube.com/nonprofits
• Nonprofit Channel: http://www.youtube.com/channels?s=mv&t=a&g=7
• Nonprofit Video Pages: http://www.youtube.com/videos?s=mp&c=29
• YouTube Video Volunteers Platform: http://www.youtube.com/videovolunteers
Jumo
In their own words…• Jumo is a social network connecting
individuals and organizations who want to change the world.
• Leveraging connection technologies, Jumo enables people to find, follow and support those working toward solutions on the ground in their community and in regions across the globe.
Jumo – Chris Hughes Survives Colbert
Best Practices
• FB• Twitter• Blogs• YouTube• Integration, Integration,
Integration!
Best Practices - FB
Best Practices - FB, ctd.
Best Practices - FB, ctd.
Best Practices - FB, ctd.
Best Practices – FB, ctd.
Best Practices, FacebookSummary
• Specific landing tab/welcome page• Interactive content (map, etc.) – engage!• Provide RSS feed• Integrate other SM content: blog, twitter, photos, videos –
repurpose content!• Provide opportunity to “share” on website, on LinkedIn,
emails, newsletters, etc. • Capture email addresses• Launch: e.g., with event – write email to your list (incentive
to like you)• Use keywords in Info tab, etc. – improves SEO
Best Practices, Twitter
• Timing matters• People like to share links• Keep it personal• Slow down• Tweets about Twitter generate retweets• Hashtags can help• Include a call to action• Adjectives
Best Practices, Blogs• Brand the blog as an extension of the site or as a distinct
entity– Yourdomain.com/blog– http://www.bethkanter.org/
• Demonstrate expertise• Use posts to help people answer questions or make decisions• Keep it relevant, not commercial• Make it a hub for all you share on the social web: Videos• Pictures• Offer Deals• Connect posts to other bloggers
Best Practices YouTube
• Establish nonprofit account• Customize a channel on YouTube• Title, tag, and describe each video with important
keywords• Promote your videos in other mediums and networks• Use the free analytics tools• Make your videos useful and informative• Keep a rhythm• Quality is key• Feature customers
On and Offline Integration
Best Practices, Integration
• Place SM icons/quick links on website homepage, emails, newsletters, articles, fact sheets, white papers, press releases, etc. to drive traffic
• Add SM icons/links to staff email signature• Recruit and drive participants to events• Ask for photo or video submissions - judge, showcase and
celebrate on the web or at event• Offer special discount to drive traffic to a store• Add your URL to descriptions in videos and photos on
sharing sites• Bring your offline content online and optimize it
What We Discussed Today
PART ONE - INTRODUCTION• The What, The Why and the How of Social
Media• Most Popular Social Media Sites• Best Practices
Next Steps
PART TWO – HOW TO GET STARTED• Developing Your Social Media Plan
PREPARATION FOR NEXT SESSION• Research and write down your organization’s
objectives/priorities for the year• Review and write down your organization’s
communication objectives for the year
THANK YOU!
See you next Wednesday!
Twitter: claudiaenderLinkedIn: http://www.linkedin.com/in/claudiaender
