PR Genome: Moving Beyond Awareness – Hacking the Future of PR
Beyond Awareness: Making Social Media Work for Your Coalition
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Transcript of Beyond Awareness: Making Social Media Work for Your Coalition
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Primary Prevention Capacity building Social media communicationsVirtual Learning, Training &Interactive webinars
Clients/Partners• CADCA Coalition Institute• CARS• CSAP• Collaborative Conversations• Kansas AAPS• Kansas Prevention Network• Kansas Family Partnership• Eagle Ridge Institute • Free Spirit Publishing• Learn Resource Network• MIPH• ODMHSAS• Omega Point International• Oregon Research Institute• Paxis, Inc• PIRE• Safe & Caring Schools • Wisconsin Clearinghouse
The surest way to provoke the imagination is to seek
out environments you have no experience with.
LaDonna CoyMHR, CPS, CDLA
#cadcawebinar
# Hashtag
The Workshop
Our Workspace & Resources
http://bit.ly/Kwn2Ih
Meet & Greet
In the Chat window –1.Your first name & Your
Coalition Name2.Number of attendees at
your location
Learning Objectives
• Distinguish between social media communications & Marketing/PR
• Determine your coalition’s social media status• Using Media & Social Media for Good• Why listening is the first step. • Develop an engaging presence to build from• Social media to celebrate/recruit members
SocialMedia?
What is . . .
… a different way to communicate
SocialMedia
1.
Relationships
Learn
ConnectShare
Network
Listen
Contribute
Collaborate
More than “push”2.
… is here to stay!
SocialMedia
3.
Find things online Keep up-to-date - Listen
Nurture NetworksShare Ideas, Resources,And experiences
Coordinate & Collaborate
game changerSocial Media is a
Information > Participation
Expert to audience Networked expertisePresentation Interaction
Reach/outreach EngageFocus on information Focus on Relationships
Manage content Manage communityControl Influence
What’s Shifting?ToFrom
Social Media for
GoodSocial
Source: H. Mansfield, Social Media for Social Good
Web 1.0
Static Web
Web 2.0
Social Web
Web 3.0
Mobile Web
Web 1.0 Web 2.0 Web 3.0
Static Web
Mobile WebSocial Web
Weave All Three w/ Media
Source: H. Mansfield, Social Media for Social Good
Where are weNow?
Image Source: Ross Mayfield, Map of Online Communities (Creative Commons)
Whyis social mediaimportantto coalitions?
If you have goals to:
• Assess/gather data• Provide information • Collaborate on projects• Increase awareness/visibility • Recruit members or supporters• Extend the life of Trainings/events• Be a community thought leader
Rate Your Coalition Presence
0 53 41 2Show up
FullyEngaged
ListenRespond
Participate Give
7 CADCA Change Strategies
Traditional Media Social Media
1. Provide Info PSA, Billboards, Op Eds, Brochures, articles, Press Release, MSM sources
PSA, Web pages, social media releases, FB pages, Tweets, Webcast
2. Enhance Skills Promote Workshops, seminars, Training/TA, distance learning ops
Engage people w/ Interactive webinarsTelesummits, Screencast, Video, Crowdsource via SN
3. Providing Support
4. Enhance Access/Reduce Barriers5. Changing Consequences6. Physical Design
7. Modifying/Changing Policies
Whereto begin?
PurposeClarify Your
PeopleFind Your
Listen
PlaceFind Your
PlanDevelop Your
ProcessOutline Your
PracticeRefine Your
MetricsTrack Your
The
Soci
al M
edia
Pat
h
PURPOSEClarify Your
How clear is your coalition about its purpose?
| |||Notat allclear
Very clear
Somewhatclear
Clear
To what degree?
Recruit members/supporters
Vickie Adams Coalition Director
Circles of San Antoniohttp://www.youtube.com/watch?v=sAdkOZdU5Bc
Have you done a Communications Audit?
A. YESB. NoC. I’m not sure
Social Media Audit
Practice Maturity Scale
Sample Coalition Gap Assessment
Build Capacity
PEOPLEFind Your
POLO!
Start with who’s in the pool
Who are your people?
Who Sector email Cell/text
Dennis Brown
DOJ [email protected] 555-555-5555
Esperanza de la Cruz
Education [email protected] 444-444-4444
Sharma Kapoor
Parents [email protected] 888-888-8888
Make a list …
Digital
Now for some ..
Diggin’
… or just ask!
Source photo: http://farm1.static.flickr.com/73/180244645_b652a06295.jpg
Where are members online?
Name Website Blog FB Twitter OtherDennis www… Yes Yes
Dennis Brown
Yes@dbrown
Esperanza www… No Yes Hope de la Cruz
@hope4all Pinterest
Sharma www… Yes Sharma Kapoor
@sharmakarma
Connect, Follow, Friend, Engage Your Members
Build on your member/supporter list
LISTENWhy?
Listen to find and connect with community members?
Ye Old Community Listening PostImage Source: http://www.flickr.com/photos/73645804@N00/3894173886
Your Listening PostVDigital
• Email subscriptions• RSS Reader• Google Alerts• Meetings• Surveys/Polls
Your Listening PostVDigital
RSS Reader
www.netvibes.com
Your Listening PostVDigital
RSS Reader
Whatis beingsaid about
youonline?
Vanity Search
Your Name/Topic Here
Your Name/Topic Here
How wide to cast your net?
1
Your Name/Topic Here
2
How often?
Your Name/Topic Here
Your email address3
The Listening TemplateIf you want to track a topic …
PLACEFind Your
Where does it make the most sense for your coalition to show up online
& build a following?
Where to show up online?
Website
Curious about the Tool(s)?
Social Media FormulaCreate Your
www.cadca.org/somewiki
PLANDevelop Your
Build Your Coalition PresenceEngage Your People
What are your coalition’s …
Goals Objectives Strategies
Traditional
MediaSocial Media
What about your social media presence?
Tying your strategies to your social media efforts without building your presence would be like hosting a television show with no one watching.
7 CADCA Change Strategies
Traditional Media Social Media
1. Provide Info PSA, Billboards, Op Eds, Brochures, articles, Press Release, MSM sources
PSA, Web pages, social media releases, FB pages, Tweets, Webcast
2. Enhance Skills Promote Workshops, seminars, Training/TA, distance learning ops
Engage people w/ Interactive webinarsTelesummits, Screencast, Video, Crowdsource via SN
3. Providing Support
4. Enhance Access/Reduce Barriers5. Changing Consequences6. Physical Design
7. Modifying/Changing Policies
Formal (Traditional) Informal (Social Media)1. Develop series of targeted social host
messages 2. Develop Social Host PSAs with local
radio station3. Secure a guest spot on local television
station morning show4. Social Host Billboard campaign5. Prepare Op-Ed for local newspaper6. Work with local news media to develop
stories on local impact of social host7. Utilize Bank, school marquees
Formal (Traditional) Informal (Social Media)1. Develop series of targeted social host
messages 2. Develop Social Host PSAs with local
radio station3. Secure a guest spot on local television
station morning show4. Social Host Billboard campaign5. Prepare Op-Ed for local newspaper
with public Pledge campaign6. Work with local news media to develop
stories on local impact of social host7. Contact local bank to show support for
the ordinance on the bank marquee 8. Provide local businesses with digital
picture frames containing social host ordinance messages
1. Post audio PSAs on coalition website, post to FB, Tweet it
2. Host FB conversation about social host, invite an expert
3. Develop blog post, include audio link, post to FB, Tweet it
4. Develop a blog post about morning show appearance, include link to show segment, post to FB and Tweet it
5. Take photos of billboards and pin to Pinterest, post to Flickr, FB and Tweet it (hashtag)
6. Prepare a Social Host landing page on website, pledge campaign
7. Identify influential supporters, ask them to post a YouTube video, Why I support a social host ordinance”
8. Post, tweet, pin ea. Influencer’s video 9. Develop mini-documentary about
social host issue in the community, SEO, blog, FB, Tweet, Pin
What do we post about the rest of the time?
Website
FB Blog
Meetings
Trainings
Events
Conferences
Articles
ReportsStories
EditorialData
Extend the life of Trainings/Events
Use a Hashtag#cadcatrain
Who? Posts what? When? Where? Results?
Alicia Red Ribbon Week Insert date(s) Facebook [insert metrics]
Kathy RRW History Insert date(s) Blog [insert metrics]
Jake Community Event Insert date(s) YouTube [insert metrics]
Jorge Social Host PSAs Insert date(s) Local RadioYouTube
[insert metrics]
Hope Photos of billboards Insert (date(s) Twitter, FB, Website
[Insert metrics]
Social Media Action Plan
Establish a Social Media Communications Team
PROCESSOutline Your
Social media is bigger than
the messageIt is the interaction …
With PEOPLEAbout your MESSAGE• And their RESPONSE• All the TIMEThrough many CHANNELS
Give ‘em something to talk aboutV interesting
Give ‘em something to talk aboutV interesting
Has your coalition established social media guidelines?
A. YesB. NoC. I don’t know
Guidelines & Policies
Interactions …
… make media social!
Like“Friend”
FollowShare
Update
TweetDigg
Text
CommentRT
PRACTICERefine Your
into a pattern of engagement
It is common sense to take one method and try it. If it fails, admit failure frankly and try another.
But above all, try something.
--Franklin Roosevelt
METRICSTrack Your
Analytics
Where & Howis social media
being used By coalitions?
Collaborate on Projects
Kansas SPF SIG
Kansas Prevention NetworkQuarterly Virtual ShareFest
Safe Streets CoalitionTopeka, KS
game changerSocial Media is a
Remember ….
… a different way to communicate
SocialMedia is
1.
Relationships
Learning
ConnectingSharing
Network
Listen
Contribute
Collaborate
Not just about “push”2.
… is here to stay!
SocialMedia
3.
"You cannot manage knowledge, but you can manage the environment in which it can flourish!"
--Larry Prusak
http://bit.ly/Kwn2Ih
Resources from Today
http://www.prevchat.com/
PrevChat
For more Information & Instructions
New!
Photo Citations• David Wilcox, Designing for a Civil Society describes network structures (creative commons) • Protest image source: http://www.flickr.com/photos/editor/4656148830/ • Garage http://www.flickr.com/photos/gregpc/452318338/in/faves-coyenator/• Polo http://www.flickr.com/photos/xadrian/581385733/in/faves-coyenator/• Dog http://farm1.static.flickr.com/73/180244645_b652a06295.jpg• Community Group http://farm4.static.flickr.com/3623/3626223553_6c617f767a.jpg
• All other images paid via subscription from istockphoto.com or shutterstock.com
References & Resources • Netvibes at http://www.netvibes.com• Twitter at www.twitter.com • Google Alerts at http://alerts.google.com • TweetStats at www.tweetstats.com • A Coalition Social Media Communications Audit
http://technologyinprevention.wikispaces.com/file/view/SoMeCommAuditCoy.doc • The Social Media Periodic Table, Jason Verhoosky on the CADCA SoMe Wiki listed below• Circles of San Antonio Coalition YouTube Channel http://www.youtube.com/user/CirclesofSA• DanversCARES http://danverscares.org/• CADCA Institute Social Media Primer http://www.cadca.org/somewiki• Coalition Social Media Guidelines Sample
http://technologyinprevention.wikispaces.com/file/view/CCSoMeGuidelines.docx
• Workshop Resources bundled here http://bit.ly/SoMeForum2012
This presentation is licensed under CREATIVE COMMONS.This means you can use it, or parts thereof, as long as appropriate attribution is given and your resulting product is made available under this same license. The license prohibits using this presentation for commercial purposes. A list of citations and links is included for your reference and use. Please cite all creative commons photos to the original source.
Suggested Attribution: Source: LaDonna Coy, Learning Chi, Inc. for the CADCA Coalition Institute, May 30, 2012, via Blackboard Collaborate.