Project UNIFY Social Media Presentation
27
SPECIAL OLYMPICS Project UNIFY® Social Media Training October 19 &20, 2011
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Transcript of Project UNIFY Social Media Presentation
SPECIAL OLYMPICS Project UNIFY®Social Media TrainingOctober 19 &20, 2011
• General Social Media Overview
• Developing a Social Media Plan
• Measuring Success
• Activation in Action
• Tips for Developing Content
• Q&A
TODAY’S CATEGORIES2 |
• SOCIAL MEDIA IS NOT… • Free• A silver bullet for
fundraising• An opportunity to
control your message• An opportunity to tell
everyone what you think• Inherently appealing
and cool to millenials• An alternative to clear
messaging/mission
• SOCIAL MEDIA IS … • Pretty low cost• Growing by leaps and
bounds• An opportunity for
conversation• A great way to reach
certain audiences• A complement to the
messages you’re sharing through other channels
WHAT IS SOCIAL MEDIA?3 |
The biggest shift since the Industrial RevolutionTHE SOCIAL MEDIA REVOLUTION4 |
Based on Digital Buzz Data from 2010
WHERE DO WE START?7 |
• Listen to yourself
• Listen to others
• Determine target audience
• Define your assets
• Set goals
• Select your channels
• Implement, listen & re-invent
LET’S START WITH A PLAN8 |
Developing a Social Media Marketing Plan
Adapted from Developing a Social Media Plan from ifPEOPLE
• What channels do you currently use? • Who is your target audience? • What’s missing?
• What are people saying about you? • Who are the people that are talking
about you?• Are there negative comments or
misconceptions?
Listening tools:
9 | LISTEN: TO YOURSELF AND TO OTHERS
10 |AUDIENCE AND ASSETS
YOUTH
EDUCATORS
POLICY MAKERS
• Define the audience you hope to reach with your social media efforts and create a profile for this group• What are their offline/online
habits?• General likes/dislikes• Personality traits and attitudes• Etc.
• Determine the assets that will affect your social media plan:• How much time can you dedicate?• Staff members?• Technical expertise of staff?
Social media tools aren’t really free. They cost time.
• What do you hope to achieve with your Project UNIFY social media efforts? Align your social media goals with the overall communications and marketing objects for your state and PU program.• Youth recruitment?• Better awareness?• Increased website traffic?• Inspire people to action?• Increased donations?
• Keep track of goals and set benchmarks to track progress
• Which tool best suits my audience? My goals? My message?
11 |SET GOALS AND SELECT CHANNELS
Words to live by: Plan for the marriage, not the wedding
12 |IMPLEMENT YOUR PLAN
…but don’t forget to constantly re-evaluate!
SOCIAL MEDIA ROI13 |
Measuring Success
“If you come to me with a request
for budget and resources for social
media, to make it a priority for our
business, you will lose every time…If
you tie social media to our business
priorities and objectives and
demonstrate how engagement will
enable progress, you will win every
time. Social media must be an
enabler to our business, just show
me how.”
- CEO
14 |SOCIAL MEDIA ANALYTICS
Facebook Engagement Twitter Engagement
New page likes New followers
Posted link clicks Posted link clicks
Site Visits Site visits
Comments Mentions
Content likes Retweets
Photo/video views Direct messages
Track metrics/benchmarks that determine if you’re reaching your goals
15 |SOCIAL MEDIA ANALYTICS
… and thousands more free and fee services.
The Tools
WHAT DOES IT LOOK LIKE?16 |
17 |ACTIVATION IN ACTIONLessons from The Humane Society
ACTIVATION IN ACTION18 |
Lessons from The Humane Society
• ORGANIZATION: United Nations World Food Programme
• OBJECTIVES: Increase donations
• STRATEGY: Provide ways which social media users can use games and social networking to provide more meals for hungry people around the world
• TOOLS: Social gaming
• RESULT: Since 2007, the Free Rice World Game has fed 4.2M+ for a day in countries like Bangladesh, Uganda and Cambodia
19 |ACTIVATION IN ACTIONLessons from the United Nations World Food Programme
20 |ACTIVATION IN ACTIONLessons from the United Nations World Food Programme
Social activation and integration at all levels. Players can:• Log in via Facebook connect or Twitter Profile• Easily share actions with networks on Facebook and Twitter• Create groups and compete with friends in an online
community-type atmosphere
21 |BACK TO WHAT’S REALLY IMPORTANTCreate good content and people will care!
TIPS FOR FACEBOOK22 |
Pictures Rule!
WHY?22% more engagement than video posts54% more engagement than text posts(BizReport)
***Statistics are helpful, but don’t forget the audience you’re targeting!
TIPS FOR TWITTER23 |
Longer tweets produce more clicks, but don’t surpass 130 characters. The reason: people only click on what they feel is valuable. You need to give them enough information so they know the click is worthwhile, but if you go over 130 characters, you make it harder for your followers to retweet your message. (HubSpot Blog)
SOCIAL MEDIA FOR PROJECT UNIFY24 |
Creating new vs. using existing social media profile accounts
VS.
The greatest misperception among most organizations is that engaging in social media is free. This couldn’t be more WRONG! An organization that works with under this assumption WILL NOT succeed in the social media space and will probably damage their own brand and lose supporters by having a misguided approach.
So what is free? Tools. Facebook, You Tube, Twitter, etc.
What is not free? The time for staff to implement the strategy.
A generic starting timeline may resemble something like this:• 5 hours/week to start listening• 10 hours/week to participate• 10-15 hours/week to generate buzz• 20+ hours/week to build community• (At least) 3-6 months until you see results
25 |TIMELINES AND EXPECTATIONS
• Think about what you can offer supporters, and how you can facilitate, not how you can “push out messages”.
• Speak as humans, not as a company.
• There are natural storytellers. Find them, and the best stories your program can tell.
• Find someone really passionate about talking with supporters.
• Create ways for your supporters to actively
participate in content creation.
• Always be listening.• The more responsive you
can be, the better.• Building relationships is a
long-term commitment, not just a “campaign.”
• Learn by doing. It’s really the only way.
• Experiment and don’t be afraid of “failure”. If something doesn’t work, adjust and keep trying or try something else.
FINAL WORDS OF ADVICE26 |
REBECCA RALSTONWeb Communications Specialist
Project UNIFY (202) 824-0212
QUESTIONS OR COMMENTS?
