Create impact witha Social Media Action Plan

American Societyfor Public AdministrationLas Vegas, March 4, 2012

JD LasicaSocialmedia.biz

Chris AbrahamAbraham-Harrison

S U P E R S E S S I O N

Tweet this preso! Hashtag: #aspacon

Creative Commons photo on Flickrby Prakhar

Today’s hashtag

What we’ll cover today1. Survey of ecosystem2. Begin with a strategy 3. Meaningful metrics 4. Content & conversation5. Gov use of social media6. Campaigns with impact7. Use your communityQ&A, summary, hugs, tearful goodbyes

Relax!

http://socialmedia.biz/aspa

Creative Commons BY photo on Flickr by Tom@HK

8 color handouts. Be happy!http://socialmedia.biz/aspa

• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube,

Vimeo, Dailymotion)• Widgets• Photo sharing (Flickr,

Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing

Social media a game-changerT H E E C O S Y S T E M

• 77% US adults are frequent social media users.*

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

• 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter)

• 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

*source: Nielsen Online, spring 2010

Staggering growth

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

Facebook: The social network

0

300

600

900

2004 20052006

20072008

20092010

2011Today

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

• Egypt: 18 days from Facebook-organized protest to Mubarak’s fall• Facebook group One Million Voices Against FARC mobilized 10 million

people to march against FARC in hundreds of cities in Colombia• Different outcome in Iran & Myanamar

Revolutionizing revolutions

Revolutionizing politics2012 Obama Re-election Campaign

Revolutionizing governance• Open gov initiatives in New York,

Chicago, elsewhere

• Nationwide 311 efforts

• Data.gov

• Utah.gov 2.0

• Virtual Alabama

• Washington, DC’s Gov 2.0 efforts

• Cook County’s open data portal

• New Orleans’ open data platform

Before you plunge in ...

• Understand that social media is a series of stages: crawl, walk, run, fly

• Do you have a social media policy or guidelines?• Do you have a Strategic Social Media Plan in place?• Have you defined a clear theme?• 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?• Do you have buy-in from top management?

2 . L A Y T H E G R O U N D W O R K

360 assessment of social media capabilitiesSpell out business goalsIdentify online communityProposed use of social tools & platformsLay out metrics programRecommendations on expanded capabilitiesCompetitive/peer analysis

Begin with a strategyElements of a Social Media Action Plan:

How can you use social media?• Raise public awareness of your program or cause

• Reach new constituents & supporters

• Involve the community in decision-making

• Build a community of passionate champions

• Get people to take real-world actions

• Enhance existing communications programs

• Raise funds for a cause

• Advance your organization’s mission

E S T A B L I S H G O A L S

Before you start, measure! 3 . M E A N I N G F U L M E T R I C S

‘Data is better than gut’: Gather, analyze, act

Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)

ACTIONFunnel of love

INSIGHTS

INFORMATION

KPIsWho, how, why

T H E M E T R I C S P R O C E S S

Goals

• Grow email list

• SEO: Increase online visibility

• 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

KPIs to measure

# newsletter subscribers

increase in traffic or linkback #s

avg. # comments/post

mentions or pick-ups in blogs & social networks

stick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

Map goals to metrics

What does your site rank for?Search your own site’s keyword juju on semrush.com & spyfu.com

K E Y W O R D S A R E K E Y

"We don't really care about page views as much as we

care about comments. If we get 1,000 video views, that is good. The comments are a

focus group with our influencers. If they like it, they'll spread it and that

helps get us to our objectives."

- Jake Brewer, PowerShift

Beyond page views

New metrics of engagement

Two cheat sheets H A N D O U T S

http://socialmedia.biz/aspa

4 . 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 organization is a media outlet Awareness > Influence > Action > Impact

C O N V E R S A T I O N F O L L O W S I N T E R E S T I N G C O N T E N T

Don’t look now but you’re a content creator! Using Animoto

Create lightweight media

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

invisiblepeople.tv

Make the stories personal F O R N O N P R O F I T S & C A U S E O R G A N I Z A T I O N S

Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts

Open government

When citizens believe their governments are

sharing more information, they are

more likely to feel satisfied with civic life.

Pew Internet & American Life Project, “How the Public

Perceives Community Information Systems”

5 . G O V E R N M E N T U S E O F S O C I A L M E D I A

Civic engagement platformSeeClickFix.com

Code for Americacodeforamerica.org

C O N N E C T I N G C I T I E S & C O D E R S

Helping kids get healthierLetsMove.gov

O B A M A I N I T I A T I V E

City of Edmontonedmontonwintercity.ideascale.com

W I N T E R C I T Y S T R A T E G Y

Twitter power users I N G O V E R N M E N T

@corybooker @bouldercolorado

@PhiladelphiaGov

@StateDept

@clairemc

@MikeBloomberg

One City Mapcapstat.oca.dc.gov & map.data.dc.gov

D . C . O F F I C E O F C I T Y A D M I N I S T R A T O R

Roll your own datadata.octo.dc.gov

D C . G O V D A T A C A T A L O G

Broadband speeds at schools & colleges in Miami

Map mashups with open data D A T A V I S U A L I Z A T I O N

visitmix.com/labs/descry/theobesityepidemic/

Descry Project’s Obesity Epidemic D A T A V I S U A L I Z A T I O N

Championing a cause onlineUnity Productions Foundation

6 . C A M P A I G N S W I T H I M P A C T

Using the Long Tailmyfellowamerican.us

U N I T Y P R O D U C T I O N S C A M P A I G N

• 1,387 bloggers responded, 800 shared My Fellow American video

• Video has received 655,000+ views

• Thousands of Americans shared personal stories about positive experiences with Muslim-American neighbors

Integrated social media F R E S H A I R F U N D

Real-world outcomes F R E S H A I R F U N D

• 1600% increase in online mentions

• Strengthened brand awareness

• Expanded donor funnel

• 11 blogger outreach campaigns

• Expanded Facebook, Twitter presences

• Enhanced website SEO

The rise of micro-givingSaveMaryLake.com: $300,000 raised in 2 months

S A V E M A R Y L A K E

http://charitywater.org/projects/map/

Make your cause tangibleC H A R I T Y : W A T E R

2,922 people have tweeted reaching 1.6 million followers

http://gwendolynstrongfoundation.org

Spinal Muscular Atrophy T W E E T F O R A C U R E

http://bit.ly/tweet4cure

SMA: Tweet for a CureE X E R C I S E

savemymid.com

Advocacy campaign S A V E M Y M O R T G A G E I N T E R E S T D E D U C T I O N

Tap into the sharing community

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting! 7 . U S E Y O U R C O M M U N I T Y

Find your external champions!

Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.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.Useful tools: Klout, SocialMention, Google Analytics.

Generate an Attention Wave to socialize your campaign

Use social love handles!

• WordPress & its plug-ins• Open Office, Google docs• Drupal, Joomla

Free content! Free resources!

Free services!

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

• Socialbrite.org/sharing-center• Creativecommons.org• Techsoup

Free expertise!• BarCamp• PodCamp• WordCamp• Social Media Club

Free software & platforms!

• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits

The awesome power of free

Creativecommons.org• Rich source of free commercial & noncommercial images

• Flickr: 210 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses

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

• Don’t just take. Share!

flickr.com/creativecommons R E S O U R C E

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

D O N ’ T F O R G E T M O B I L E !

Pace yourself, don’t stress!HootSuite

Tweetdeck Spredfast

Netvibes

http://bit.ly/smdash

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

ThinkUp

Crowdbooster

• Begin with an aligned strategy, not with the tools.

• Measure, measure, measure! Evaluate, iterate, relaunch.

• Tell your stories.

• Use your community — your biggest resource: your advocates!

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

Thank you, let’s talk!http://socialmedia.biz/aspa

JD Lasicajd@socialmedia.bizTwitter: @jdlasica

Chris Abrahamchris@socialmedia.bizTwitter: @chrisabraham