Women, Economics and Peace: 2012 SummitLos Angeles, May 3, 2012

Social mediafor small budgets!

JD Lasica Founder, Socialbrite.org jd@socialbrite.org

What we’ll cover todayBig picture stuffMonitoringTwitter tacticsFacebook tactics Mobile on the cheapStorytellingUse your communitySocial fundraisingQ&AHugs, tearful goodbyes

http://socialbrite.org/wfn

Flickr photo “relaxation, the maldivian way” by notsogoodphotography

Relax!

Tweet this preso! Hashtag: #wfn12I’m @jdlasica

Creative Commons photo on Flickrby Prakhar

Today’s Twitter hashtag

12 color handouts—be happy!http://socialbrite.org/wfn

Socialbrite Sharing Centerhttp://socialbrite.org/sharing-center

Glossary for new termshttp://socialbrite.org/glossary Social media:

Any online technology or practice that lets us share (content, opinions, insights, experiences, media)

and have a conversation about the ideas we care about.

”“

BlogsSocial networksMicroblogs (Twitter)Online video Curation (Pinterest)WidgetsPhoto sharing PodcastsVirtual worldsWikisSocial bookmarkingForumsPresentation sharing

Types of social media T H E E C O S Y S T E M

77% of online US adults are frequent social media users.

150 million active blogs; 1 million blog posts created per day

Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp

Twitter: 100+ million active users, 250 million tweets per day

Flickr: 35 million people, 4 billion-plus photos

YouTube: 3 billion videos watched per day

8 trillion text messages sent in 2011

Staggering growth

Before we talk tools, technology or campaigns, do a self-assessment with your team.

Why are you doing this?

What core values drive your organization?

What change would you like to see in the world?

Is there clarity about what your organization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?

Big picture reality check L A Y T H E G R O U N D W O R K

Before you plunge in ...

Understand that social media is a series of stages: crawl, walk, run, fly Do you have buy-in from top management? Cultural shift to sharing & transparency?Do you have a social media policy or guidelines?Do you have a Strategic Social Media Plan in place?Are you listening to your constituents & community?Have you built a program before you turn to a campaign?Have you identified and trained your team members?

Boil down your cause to a strong, single sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Have you defined a clear theme?

Begin with a strategy document

Strategic Plan elements360 assessment of social media capabilities

Spell out goals

Identify online community

Proposed use of social tools & platforms

Recommendations on Action Plan & timeline

Lay out metrics program

Peer analysis

1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Reach new constituents or supporters4. Build a community of champions5. Recruit volunteers6. Get people to take real-world actions7. Enhance existing communications programs 8. Involve the community in decision-making9. Advance your organization’s mission

How can you use social media? E S T A B L I S H B U S I N E S S G O A L S

Business goals

• Grow email list

• Online visibility, branding

Things to measure

# newsletter subscribers

increase in traffic or linkback #s

Map metrics to goals

avg. # comments/post

mentions or pick-ups in blogs & social networksstick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

• Increase comments on blog

• Increase positive mentions of organization or program

• Have visitors stick around

• Make our content more viral

• Get people to take action

• Get people to attend event

Best practices for the social WebThink of social media as a way to talk with your constituents, supporters and stakeholders.

Build relationships. Good relationships take time.

It’s not all about you. Offer value. Give more than you take.

Be a connector. Reciprocate. Follow back.

Empower supporters, don’t market to consumers.

Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/products/services you promote.

Trust each other. Learn as you go. Make mistakes. Dare to fail.

Don’t be defensive — be open to critical feedback.

Successful campaigns engender authentic enthusiasm. Social media still comes down to the cause or product.

Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated.

Remember: Audience is not the same as community.

Best practices for the social Web

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor, “Trust Agents”

Build community, not eyeballs

Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this.Supplement with a social media dashboard.Engage before an Ask.

Monitoring resources: socialbrite.org/wfn

Create a listening post

socialbrite.org/wfn

Free & low-cost monitoring

Staff should be trained on how to use Twitter.Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing.Be yourself, be conversational, lose the marketing jargon.Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts.#1 traffic driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of traffic to NY Times, Facebook, etc.

Make Twitter work for you T W I T T E R

JD’s 60-30-10 Twitter rule

60% retweets, pointing to value, sharing other voices

30% responding, connecting

10% promoting, announcing

Australian Social Innovation Exchange @AuSIX

Doing Twitter right

At left, widget at: http://journchat.info

Find relevant hashtags through Twitter Search or tagdef.com

Join (but don’t spam) conversation threads

Start your own hashtag

Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media

Use hashtags to join conversations

http://search.twitter.com

Prospecting on Twitter

Twitter Advanced Search

Search by location

Tweeting about breast cancer in LA

Other ways to search on Twitter

Search operators

Save your Twitter searchesStep 1

Step 2

2,912 people have tweeted reaching 1.6 million followers

Gwendolyn Strong Foundation: thegsf.org

A D V O C A C Y C A S E S T U D Y

SMA: Tweet for a Cure

Leveraging public records

900 million members worldwide — 76% of US Internet users are on Facebook

0

300

600

900

20042005

20062007

20082009

20102011

TodayFacebook’s global growth rate, 2004-2012, in millions

Facebook: The social network F A C E B O O K

Facebook’s Timeline

Public figure pages

Conversation, not marketing

Give your content a social life

Facebook ♡s live events

Get into those news feeds!Facebook rewards conversation, punishes ‘bullhorn updates’

http://bit.ly/edgerank-checker

E X E R C I S E

Don’t overlook mobileNew Goodwill Bay Area app

M O B I L E

Text 'jdlasica' to 50500

Create your own at http://contxts.com

Create a mobile calling card E X E R C I S E

Is your site mobile-ready?WPtouch Pro, UppSite for mobile phones, Onswipe for iPad

S T O R Y T E L L I N G : C O N T E N T & C O N V E R S A T I O N

The power of storytelling

Cave drawing, Lascaux, France, 17,000 years ago

Your nonprofit is a media outlet Awareness > Influence > Action > Impact

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

S T O R Y T E L L I N G

Tell a personal story

Find your internal storytellersList staffers’ skillsWho’s good at photos?Video?Writing?Facebook or Twitter?Create a Blog SquadWho’s good at campaigns?Open your blog to guest posts

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting! U S E Y O U R C O M M U N I T Y

Open your blog to guest posts

350.org

Involve your supporterslivestrong.org

S T U D Y W H A T W O R K S

Find your champions!

Find the big kahunas in your sector by using your listening post. Then, influence the influencers.Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.Scope out Twitter Lists that intersect with your organization or social cause.Connect with other social media influencers through their blogs and other networks.

Make sure your site is conversation-enabled!Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org Top: Facebook Comments on HowStuffWorks.com.

Remove barriers to participation

Generate an Attention Wave to socialize your campaign

Use social love handles!

WordPress & its plug-insOpen Office, Google docsDrupal, Joomla

Free content! Free resources!

Free services!

Free photos Free videos (eg, TED talks)Free music & audio

Socialbrite.org/sharing-centerCreativecommons.orgTechsoup

Free expertise!BarCampPodCampWordCampSocial Media ClubFree software & platforms!

Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits

The awesome power of free

Creativecommons.orgRich source of free commercial & noncommercial images

Flickr: 220+ million licenses

Use them for your blog, website, email or print newsletter, presentations, etc.

Don’t just take. Share!

flickr.com/creativecommons

Causes now supports campaignsPost an Action

C A U S E S

Use quizzes

give2gether: 1,000 people x $1,500

Chunk it out S O C I A L F U N D R A I S I N G

Metrics on network effect

Pace yourself, don’t stress!

roundup:http://bit.ly/smdash

HootSuite

Tweetdeck Salsa

Netvibes

ThinkUp

Crowdbooster

S O C I A L M E D I A D A S H B O A R D S

Spredfast

Integrate social into the cultureCreate teams of participants.

Knock down the silos.

Get people using the tools. Use ‘reverse mentoring.’

Share monthly metrics reports.

Provide evidence of how social media moved the needle.

Shine a light on examples of employees doing social media well — reward best practices.

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Convert the skeptics

Begin with an aligned strategy, not with the tools.

Listen & measure! Evaluate, iterate, relaunch.

Tell your wonderful stories

Use your community — your biggest resource: your supporters!

Key takeaways

If you do not change direction, you may end up where you

are heading.

— Lao Tse

Don’t settle for the status quo

JD Lasica, founderSocialbrite: Social tools for social changeemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you!

Tons of resources athttp://socialbrite.org/wfn