What is Social Media?What is Social Media?Social Media is the use of electronic and Internet tools for the Social Media is the use of electronic and Internet tools for the purpose of sharing and discussing information and purpose of sharing and discussing information and experiences with other human beings in more efficient ways.experiences with other human beings in more efficient ways.
Web 2.0 : Social Media :: TV/Cable : BroadcastsWeb 2.0 : Social Media :: TV/Cable : Broadcasts
Social Media is simply another way for you to Social Media is simply another way for you to connect with people and share your messageconnect with people and share your message
… … efficiently, effectively, and practically free.efficiently, effectively, and practically free.
The Future is SocialThe Future is SocialSocial media allows you to effectively reach people Social media allows you to effectively reach people
to:to:
Establish yourself and enhance your imageEstablish yourself and enhance your image Promote your work, group, and eventsPromote your work, group, and events Build audience, donor, and stakeholder Build audience, donor, and stakeholder
relationshipsrelationships Develop community around your missionDevelop community around your mission Get immediate reviews and actionable feedbackGet immediate reviews and actionable feedback Manage volunteers and staffManage volunteers and staff Research opportunitiesResearch opportunities Make moneyMake money
… … all at the low, low price of time & dedication!all at the low, low price of time & dedication!
Be Seen: Establish a Web PresenceBe Seen: Establish a Web Presence
Many artists and non-profits don’t have the time or resources Many artists and non-profits don’t have the time or resources to invest in developing their own Web sites or social to invest in developing their own Web sites or social networking sites.networking sites.
Free online tools like blog applications, content management Free online tools like blog applications, content management systems, and white label social networks can help you develop systems, and white label social networks can help you develop a Web presence quickly, easily, and cheaply.a Web presence quickly, easily, and cheaply.
If you need to post some simple materials, and you're If you need to post some simple materials, and you're planning an open, collaborative outreach strategy that planning an open, collaborative outreach strategy that involves the type of people likely to be using those tools, then involves the type of people likely to be using those tools, then using those tools to create your Web presence may be a using those tools to create your Web presence may be a viable option.viable option.
Be Heard: Advocate & PromoteBe Heard: Advocate & PromoteSocial Media is one of the best ways to advocate for and Social Media is one of the best ways to advocate for and
promote your organization, programs, and initiatives.promote your organization, programs, and initiatives.
Microblogging platforms like Twitter and widgets like Causes in Microblogging platforms like Twitter and widgets like Causes in Facebook provide you with ways to quickly and easily trigger Facebook provide you with ways to quickly and easily trigger a “Butterfly Effect” that builds awareness and buzz for:a “Butterfly Effect” that builds awareness and buzz for:
Calls to ActionCalls to Action Online PetitionsOnline Petitions Organizational Information and UpdatesOrganizational Information and Updates Volunteer Recruitment and MobilizationVolunteer Recruitment and Mobilization Event AttendanceEvent Attendance
Be Advised: Listen & LearnBe Advised: Listen & LearnEncourage and respond to constituent feedback.Encourage and respond to constituent feedback.
Social networks are a great way to get open and honest feedback. Join Social networks are a great way to get open and honest feedback. Join the conversation to:the conversation to:
Find out what people are saying about your organization Find out what people are saying about your organization Correct any misunderstandings or misconceptionsCorrect any misunderstandings or misconceptions Address any issuesAddress any issues Take steps to improve programs and servicesTake steps to improve programs and services
Research VIPs, potential donors, employees, and others.Research VIPs, potential donors, employees, and others.
A vast amount of information about people is volunteered on social A vast amount of information about people is volunteered on social networking sites. You can use them to research:networking sites. You can use them to research:
The history & interests of a potential donor or Board MemberThe history & interests of a potential donor or Board Member The background & affiliations of a potential employeeThe background & affiliations of a potential employee
Be a Friend: Build RelationshipsBe a Friend: Build RelationshipsThe open, participatory Web 2.0 environment encourages The open, participatory Web 2.0 environment encourages user contribution, natural dialogue, and relationship building.user contribution, natural dialogue, and relationship building.
Engage People to Build Your Audience and CommunityEngage People to Build Your Audience and Community
Get to know your market by visiting sites that appeal to Get to know your market by visiting sites that appeal to them.them.Provide people with the means to easily interact with you.Provide people with the means to easily interact with you.Cultivate a habit of keeping in touch.Cultivate a habit of keeping in touch.Support their interests and causes … they may return the Support their interests and causes … they may return the favor.favor.
As you foster greater conversation, your message spreads As you foster greater conversation, your message spreads via viral “word of mouth,” developing Fans, Evangelists, via viral “word of mouth,” developing Fans, Evangelists, Citizen Marketers, and Brand Ambassadors who believe in Citizen Marketers, and Brand Ambassadors who believe in you, support you, and are happy to be independently you, support you, and are happy to be independently proactive on matters related to your group.proactive on matters related to your group.
But Really: Is 2.0 Right for You?But Really: Is 2.0 Right for You?Before committing resources to pursuing a social media Before committing resources to pursuing a social media strategy or campaign, consider and assess the following: strategy or campaign, consider and assess the following: Is your audience online? Is your audience online? How willing are you to experiment, take risks, and How willing are you to experiment, take risks, and
adapt?adapt? Are you ready to face bad news? Are you ready to face bad news? Do you have enough resources to pursue this? Do you have enough resources to pursue this? Who will manage the strategy/campaign? Who will manage the strategy/campaign? How will you incorporate it into day-to-day How will you incorporate it into day-to-day
responsibilities? responsibilities? How will you measure results? How will you measure results? How long are you willing to give it a try?How long are you willing to give it a try? Do you have group and/or stakeholder buy in?Do you have group and/or stakeholder buy in?
Map Your Social Media Map Your Social Media StrategyStrategyBegin with the End in MindBegin with the End in Mind
Clearly define your goal(s): Where are you going? How will Clearly define your goal(s): Where are you going? How will you get there? How will you know you’ve arrived? Yours could you get there? How will you know you’ve arrived? Yours could include:include: Increase audience / donor / member baseIncrease audience / donor / member base Generate leads for new funding sourcesGenerate leads for new funding sources Build awareness and recognitionBuild awareness and recognition Increase revenueIncrease revenue Establish thought leadershipEstablish thought leadership Educate constituentsEducate constituents Crowdsource projectsCrowdsource projects Improve internal communicationsImprove internal communications
Develop a Strategy: StructureDevelop a Strategy: StructureNext, map the path you will take to achieve your goals. Address:Next, map the path you will take to achieve your goals. Address:
MethodMethod: Determine the mix of content you’ll create, and : Determine the mix of content you’ll create, and design your/your group’s workflow around it. design your/your group’s workflow around it.
CommunityCommunity: Address how you will reach out to and engage the : Address how you will reach out to and engage the people you seek to gather around your organization. people you seek to gather around your organization.
CommunicationCommunication: Build a “home” for your conversations and : Build a “home” for your conversations and develop a consistent outreach schedule.develop a consistent outreach schedule.
OutpostsOutposts: Cultivate social network outposts where you can : Cultivate social network outposts where you can communicate with others and share the way to your “home.”communicate with others and share the way to your “home.”
Design & LinkageDesign & Linkage: Link all profiles to target audiences, : Link all profiles to target audiences, community sites, industry sites, business sites, portals, blogscommunity sites, industry sites, business sites, portals, blogs
Develop a Strategy: EngageDevelop a Strategy: EngageWith your structure in place, commit to engagement:With your structure in place, commit to engagement:
AttentionAttention: Learn how to build awareness and encourage : Learn how to build awareness and encourage relationships with the media you’re making.relationships with the media you’re making.
ParticipateParticipate: Regularly join in the conversation, posting : Regularly join in the conversation, posting comments, kudos, questions, etc. on other related sites.comments, kudos, questions, etc. on other related sites.
ListenListen: Implement a listening system or process that : Implement a listening system or process that monitors your profiles/feeds to follow the conversation.monitors your profiles/feeds to follow the conversation.
Use Google (and Alerts) to monitor URLs and keywordsUse Google (and Alerts) to monitor URLs and keywordsSet up a Technorati accountSet up a Technorati accountTrack the number of your Feedburner subscribersTrack the number of your Feedburner subscribersUse Summize to follow Twitter feeds based on keywordsUse Summize to follow Twitter feeds based on keywordsRead and promptly respond to all comments, questions, and Read and promptly respond to all comments, questions, and
conversations about your group and workconversations about your group and work
Remember: It’s SocialRemember: It’s SocialWhen your strategy is mapped out and you’re ready to When your strategy is mapped out and you’re ready to engage, remember to make sure that all communications are engage, remember to make sure that all communications are aligned consistently with your mission, and focus on the aligned consistently with your mission, and focus on the experience experience and and benefitsbenefits you provide for your audience. you provide for your audience.
It’s not about coffee – it’s about the café cultureIt’s not about coffee – it’s about the café culture It’s not about a hog – it’s about a lifestyleIt’s not about a hog – it’s about a lifestyle It’s not about an event – it’s about sharing a cultureIt’s not about an event – it’s about sharing a culture It’s not about seats – it’s about an inspiring performanceIt’s not about seats – it’s about an inspiring performance It’s not about heads – it’s about a community of It’s not about heads – it’s about a community of
individualsindividuals
Always keep in mind that on the other end of every message Always keep in mind that on the other end of every message you send out is a real, live, sentient person – aim to you send out is a real, live, sentient person – aim to connectconnect!!
