Social Media Overview and Strategy For NGOs
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Social Media:Overview and Strategies for NGOs
Gregory HellerPartner & Strategist
CivicActionstwitter @gregoryheller
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Agenda
What is “Social Media”Why it is important to NGOsHow to develop a StrategyMeasuring Success
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What Is It?
Social Networks and Social Media are not the same!
photo credit: flickr :: muffet flickr :: Andrew Mason
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Social Networks
Social Networks are the connections people make with one another. Technology empowers this through websites like Facebook, Twitter, Flickr and countless others.
photo credit: flickr :: kentbye
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Social Media
Social media is online content created by people and shared over social networks.
photo credit: Library of Congress
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The Big Picture
Social media is fundamentally changing the way humans connect and share information and ideas.
It is also YAPS (Yet Another Paradigm Shift) in communications. From a one-to-many mode of communication to a many-to-many mode.
This is unique and unprecedented.
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Social Media Is...
Connection, Conversation and Contribution through:
Sharing Participation Authenticity Adding Value
“"The Conversation Prism" Brian Solis & Jess3”
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Why Is It Important
This is the direction internet communication is headedYour networks are there:
other organizations, donors, board members, etc...People are talking behind your back!
the conversation is happening with or without youIncreasingly people are searching there
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Modes of Social MediaMicrobloggingSocial BookmarkingMedia Sharing
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MicrobloggingFrequent Status UpdatesLinks
sites news videos
Breaking NewsRapidContemporaneousConversation
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Microblogging
Short: Constrained length (Twitter 140 characters)People “follow” you, you “follow” peoplePublic conversation with other users
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Social BookmarkingPeople share their bookmarksEasy to see what's interesting to peopleSee how other people “Tag” the same pages (we'll talk about Keyword Research in a minute!)
deliciousbookmarks & notes (reader)
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Social BookmarkingInside Delicious
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One way it happens... Share This/Service Links on websites
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Photo Sharing
Flickr – share photos with friends and strangers tag photos to be easily findable add them to “groups” Post comments, and discussions license them under Creative Commons 2.5~3 million new photos each day, over 3 billion in total
Facebook – increasingly used for photo sharing post to “wall” or albums Tag and Comment More than 1.5 million pieces of content (web links, news
stories, blog posts, notes, photos, etc.) are shared on Facebook daily.
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Video Sharing
YouTube – Videos, Video responses, comments, rating, favorites
YouTube is the #2 Search engine in the World 20 hours of video uploaded to YouTube every minute
Others: Vimeo, Revver, blip.tvuStream.tv for live streaming
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Examples of NGO's Using Social Media
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Social Media Strategy example: Photo Petition
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Social Media Strategy example: Photo “Contest”
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Social Media Strategy example: Using Video to Connect
Oxfam used a YouTube video first to introduce their campaign against Starbucks and then to present a “Thank You” from the people Oxfam Supporters helped.
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Social Media Strategy example: YouTube Video Campaign
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Using Twitter
Promotion
Invitation, Engagement,
Audience Building
Petition
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Use Multiple Channels
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Facebook Fan Page
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Facebook Causes
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Developing A Strategy Of Your Own.
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Developing a Strategy
Stop. Look. Listen.Don't rush in without a plan.
Photo Credits: flickr ::Peter Kaminski ::law_keven ::law_keven
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Stop: Develop A Plan
P.O.S.T. Framework (Groundswell, Forrester Research)
People: Identify your audienceObjectives: Identify your objectivesStrategy: Develop a strategyTechnology: Identify the right tools/sites
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Look
Conduct Preliminary ResearchWhat are other orgs like yours using/doingWhere is your audienceWho are the important/connected peopleWhat are the keywords
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People & DemographicsWhere is your target audience? What sites do they use?
Consult the research:Pew Internet (http://pewinternet.org/)Nielsen Ratings
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ListenDeveloping a Listening Strategy is essential
Where to listen Google News and Blog search, Technorati, Twitter
How to listen feed readers (Google reader, Bloglines)
When & how to respond Comment, Blog post, Tweet, letter to the editor, op-ed
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Listen
Listening Strategy Essentials:KeywordsListening tools (Google Reader, Twitter search)Schedule time to listen
Revise searches as necessary!
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Keywords...
And why they're important:
Search. What your audience searches Keywords determine relevancyRelevancy determines findability
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Keywords...
And how to find them:
Look at “competitors”Brainstorm with your staff, members, audienceGoogle Trends (http://www.google.com/trends)
Ask for help/feedback from others On Twitter, or Facebook for example
Delicious
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Finding KeywordsUse Delicious to see tags used by others
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Get ConnectedGo where your audience is
Facebook MySpace LinkedIn WiserEarth Ning (many social networks) Twitter YouTube
Participate, Engage, Contribute Build and use social capital. You can't save it.
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Get ConnectedMake a commitment to “be there”On Facebook: create a “page” not a group.Start with everyone in your organizationGrow from there, use blog, website, TwitterDon't attempt “action” until you have Critical MassTake the Long View
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Listening Tools: Google Reader
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Google ReaderLeverage your listening, use Google Reader to share
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Listening Tools: Twitter Search
Search for Keywords, Look at Trending Topics
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Join the conversationYou know who is talkingYou know what they are talking aboutYou know where they are talking
Assign staff resourcesMake time in the scheduleCheck in to make sure it is happening
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MicrobloggingFind interesting people/companies and follow themPost regularly: “What has your attention?”
Links to your blog, but be sure to provide context Links to other interesting articles, sites, etc... “re-tweet” interesting/useful posts reply to the people you follow don't post many times in a row Provide value to the people who follow you
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Find People To FollowWeFollow.com
allows Twitter users to “tag” themselves for others to find.
MrTweet.com makes recommendations
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Search & Hash Tags
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Blogging & CommentsFind your voiceEstablish a scheduleRespond to Comments on your blogLink to other blogs and sitesJoin conversation on existing blogsAlways Add Value!
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Adding Value
Know your audience, understand what they will find interesting and useful. Give it to them.Provide unique insightShare “privileged” information
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Measuring Success
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Measuring Success
Followers, friends, subscribersLinks, retweets, mentionsFacebook “Insights”Views, Favorites, Ratings
Numbers are useful, but don't tell the whole story
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Tools For Measurement
Google Analyticstwitter.grader.com, twinfluence.com, twitalyzer.comFacebook InsightsYouTube Insight
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Google Analytics
Specifically Look at your “Referring Sites” report.
Look for specific Social Media sites. Measure their increase correlated with your use of tools.
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Twitter Metrics
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Twitter Metrics
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Twitter Metrics
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YouTube InsightInsight shows stats on all of YOUR videos.
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YouTube Video Stats
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Notes and Resources
Visit Our Website:http://CivicActions.com/social-media