Post on 17-Oct-2014
description
COMPELLING CONTENT HOW NONPROFITS CAN TELL STORIES THAT DRIVE ACTIONS
#SocMedSU @ZANARAMA
AGENDA What’s different about social media Create great content Sharing your content
All slides will be available for download
WE ALL LEARN TOGETHER
WHO’S IN THE ROOM?
DEFINITION Broad definition of social media as networks, technology & tools that allow us to connect with others and share information.
A DIFFERENT BEAST
Flickr: sofa
WHAT’S POSSIBLE
WHAT’S POSSIBLE
NOW EVERYONE IS
A journalist A TV star A venture capitalist
EVERYONE IS A CAUSE
IT’S TIME TO UP YOUR GAME
social media’s unique capabilities
UNDERSTAND THE NEW TOOLS
WHERE WE’VE BEEN
WHERE WE’VE BEEN
WHERE WE’RE GOING
BROADCASTER
BROADCASTER
BROADCASTER
BROADCASTER
LISTENING
Image: wwworks
LISTENING
LISTENING
LISTENING
@Zanarama #SocMedSU
Quick Tip
Share pictures on Twitter. They draw the eye better than text &
few people are doing it.
NEW WAYS OF WORKING
Image: Flickr koalazymonkey
NEW WAYS OF WORKING
NEW WAYS OF WORKING
NEW WAYS OF WORKING
HOW DO YOU BECOME MORE HULK?
BE HUMAN
STRATEGY BEFORE GADGETRY
YOU’RE NEVER DONE
Be heard & create change
CREATING GREAT CONTENT
What should we say on social media?
Can you compete with this noise?
YOUR SOCIAL MEDIA GOALS
Be seen as a thought leader in your issue area
ID & mobilize new people for your cause
Crowdsource, or get feedback, on ideas
What are your goals?
YOUR SOCIAL MEDIA GOALS
KNOW YOUR AUDIENCE
Flickr:libertinus
What problem can my nonprofit solve for them?
WORKSHEET TIME
Where do their interests and your mission connect?
HERE’S THE DEAL
Your mission
Rest of life
Work
Family
What your supporters think about What you think
about
Your mission Rest of life
CONTENT ON-RAMPS GRIST
FOUNDATION FOR EARLY LEARNING
@Zanarama #SocMedSU
Quick Tip
If you want people to talk about you, talk about them.
15 minutes & back for creating content
BREAK
Flickr:mrmac09
AVOID THE PRESS RELEASE
Your mission statement
AVOID THE PRESS RELEASE
Ending hunger in Western Washington
AVOID THE PRESS RELEASE
Ending hunger in Western Washington
Nutrition
AVOID THE PRESS RELEASE
Ending hunger in Western Washington
Nutrition
Food Waste
AVOID THE PRESS RELEASE
Ending hunger in Western Washington
Nutrition
Food Waste Gardening
AVOID THE PRESS RELEASE
Ending hunger in Western Washington
Nutrition
Food Waste Gardening
Farm Bill
WORKSHEET TIME
Your audience & what
they want
Your issues &
goals Awesome content!
MATCH AUDIENCE & MESSAGE
Entertain Educate Surprise (or shock)
YOUR CONTENT MANTRA
ENTERTAIN
TOOL TIME Find out what is entertaining everyone on the Internet. Radurls.com
EDUCATE
EDUCATE
SURPRISE OR SHOCK !
SURPRISE OR SHOCK
!
TRIFECTA!
TIMELY
CONTENT CURATION
WHAT IS CONTENT CURATION?
Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information. Beth Kanter
Content Curation basically means that – out of all the content you find on the social web – you pass on the most valuable stuff to your network. Michiel Gaasterland
CONTENT CURATION
Saves you time Positions your organization as trustworthy source Keeps you up to date
GET CURATING
Listen & find content Organize it Share it
LISTEN & FIND
Flickr:wwworks
TOOL TIME Create simple to complex listening dashboards with:
Netvibes Google alerts Addictomatic
GET ORGANIZED
Flickr:marirn
GET ORGANIZED Fodder for blog posts ‘Best of’ email newsletter or post Share to Facebook or Twitter Share with colleagues
Flickr:kasaa
TOOL TIME Quickly tag & organize content you find online or anywhere. Evernote
EVERNOTE
kulowiectech.blogspot.com
SHARE
Flickr:carlos_maya
YOUTUBE - FAVORITES
PAPER.LI
STORIFY.COM
DON’T FORGET You email newsletter Your blog Even print
Flickr:jenniwaterloo
WHEN DONE RIGHT
15 minutes & back for social media policies
BREAK
Flickr:mrmac09
Expanding your reach while protecting your brand
SOCIAL MEDIA POLICIES
A LOGO CAN’T BE AS SOCIAL
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HOW WE CONNECT NOW
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@Zanarama #SocMedSU
Quick Tip
Facebook is an advertising platform for pages. It is a pay to play channel for brands.
BEHIND THE SCENES
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PERSONALITY OF ORGANIZATION
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SPEAK TO DIFFERENT AUDIENCES
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CONTEXT & PERSONAL URGENCY
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SHOW LEADERSHIP, SUBTLY
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STARTING AT FOOD LIFELINE
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WHY CEO’S TWEET
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BLURRING THE PERSONAL & PROFESSIONAL LINES
OPPORTUNITY
“Think about the information you are sharing online and who might be reading it – but not from a place of fear or ‘something bad will happen.’ Also think about opportunities and benefits.” Beth Kanter http://www.bethkanter.org/private-parts/
WON’T HAPPEN BY ACCIDENT
Social media policies Training
Image Flickr:calsidyrose
“Whether or not I use some kind of disclaimer about my posts being personal opinion, my behavior reflects on my company and its reputation as well as mine. Period. “
Amber Naslund Blogger, Brass Tack Thinking
SOCIAL MEDIA POLICY
Flickr:noneck
SOCIAL MEDIA POLICY
Organization’s values What do you encourage people to post? What needs approval first? When to alert management flickr: sopues
SOCIAL MEDIA POLICY
Flickr:doctor_keats
SOCIAL MEDIA POLICY
SOCIAL MEDIA POLICY
SOCIAL MEDIA POLICY
Idealware – Nonprofit Social Media Policy Workbook http://bit.ly/nposmpolicy
TRAINING Bring your policy to life:
Review it with all staff
Ongoing conversation as tools evolve
Point out who’s doing it well & don’t be afraid to correct staff
TRAINING RESOURCES
NTEN
Idealware
Beth Kanter http://bit.ly/NPOSMResources
Flickr:zzpza
@Zanarama #SocMedSU
Quick Tip
In a headline creating rut? Go to www.upworthygenerator.com
“IS IT OK IF I TWEET THAT?”
Make it a habit Advance notice of things to share Tie back to organization
@zanarama
BILL & MELINDA GATES FOUNDATION
@zanarama
GETTING PERSONAL
“Do you risk losing professional credibility if you tweet about meeting with friends at a bar for happy hour, or does that help provide a human connection point? When does the personal side of social media overwhelm the professional, or vice versa?” Abby Nafziger , AmeriCorps VISTA at NPower
QUESTIONS & COMMENTS
Zan McColloch-Lussier zan@mixtapecommunications.com @zanarama on Twitter Today’s slides at Slideshare.net/MixtapeCo
STAY IN TOUCH