Social media for small budgets
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Women, Economics and Peace: 2012 SummitLos Angeles, May 3, 2012
Social mediafor small budgets!
JD Lasica Founder, Socialbrite.org [email protected]
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What we’ll cover todayBig picture stuffMonitoringTwitter tacticsFacebook tactics Mobile on the cheapStorytellingUse your communitySocial fundraisingQ&AHugs, tearful goodbyes
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http://socialbrite.org/wfn
Flickr photo “relaxation, the maldivian way” by notsogoodphotography
Relax!
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Tweet this preso! Hashtag: #wfn12I’m @jdlasica
Creative Commons photo on Flickrby Prakhar
Today’s Twitter hashtag
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12 color handouts—be happy!http://socialbrite.org/wfn
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Socialbrite Sharing Centerhttp://socialbrite.org/sharing-center
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Glossary for new termshttp://socialbrite.org/glossary Social media:
Any online technology or practice that lets us share (content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.
”“
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BlogsSocial networksMicroblogs (Twitter)Online video Curation (Pinterest)WidgetsPhoto sharing PodcastsVirtual worldsWikisSocial bookmarkingForumsPresentation sharing
Types of social media T H E E C O S Y S T E M
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77% of online US adults are frequent social media users.
150 million active blogs; 1 million blog posts created per day
Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp
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
8 trillion text messages sent in 2011
Staggering growth
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Before we talk tools, technology or campaigns, do a self-assessment with your team.
Why are you doing this?
What core values drive your organization?
What change would you like to see in the world?
Is there clarity about what your organization is trying to achieve?
Why should people care?
Do you have an idea worth spreading?
Big picture reality check L A Y T H E G R O U N D W O R K
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Before you plunge in ...
Understand that social media is a series of stages: crawl, walk, run, fly Do you have buy-in from top management? Cultural shift to sharing & transparency?Do you have a social media policy or guidelines?Do you have a Strategic Social Media Plan in place?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?
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Boil down your cause to a strong, single sentence
Vittana:Help anyone go to college
Alter Eco:Support fair trade
ActBlue: Elect progressive candidates
DonorsChoose: Support public classrooms in need
Have you defined a clear theme?
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Begin with a strategy document
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Strategic Plan elements360 assessment of social media capabilities
Spell out goals
Identify online community
Proposed use of social tools & platforms
Recommendations on Action Plan & timeline
Lay out metrics program
Peer analysis
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1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Reach new constituents or supporters4. Build a community of champions5. Recruit volunteers6. Get people to take real-world actions7. Enhance existing communications programs 8. Involve the community in decision-making9. Advance your organization’s mission
How can you use social media? E S T A B L I S H B U S I N E S S G O A L S
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Business goals
• Grow email list
• Online visibility, branding
Things to measure
# newsletter subscribers
increase in traffic or linkback #s
Map metrics to goals
avg. # comments/post
mentions or pick-ups in blogs & social networksstick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
• 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
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Best practices for the social WebThink of social media as a way to talk with your constituents, supporters and stakeholders.
Build relationships. Good relationships take time.
It’s not all about you. Offer value. Give more than you take.
Be a connector. Reciprocate. Follow back.
Empower supporters, don’t market to consumers.
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Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/products/services you promote.
Trust each other. Learn as you go. Make mistakes. Dare to fail.
Don’t be defensive — be open to critical feedback.
Successful campaigns engender authentic enthusiasm. Social media still comes down to the cause or product.
Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated.
Remember: Audience is not the same as community.
Best practices for the social Web
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here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a
sword. A community will fall on a sword for you.
— Chris BroganAuthor, “Trust Agents”
Build community, not eyeballs
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Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this.Supplement with a social media dashboard.Engage before an Ask.
Monitoring resources: socialbrite.org/wfn
Create a listening post
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socialbrite.org/wfn
Free & low-cost monitoring
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Staff should be trained on how to use Twitter.Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing.Be yourself, be conversational, lose the marketing jargon.Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts.#1 traffic driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
Make Twitter work for you T W I T T E R
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JD’s 60-30-10 Twitter rule
60% retweets, pointing to value, sharing other voices
30% responding, connecting
10% promoting, announcing
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Australian Social Innovation Exchange @AuSIX
Doing Twitter right
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At left, widget at: http://journchat.info
Find relevant hashtags through Twitter Search or tagdef.com
Join (but don’t spam) conversation threads
Start your own hashtag
Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media
Use hashtags to join conversations
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http://search.twitter.com
Prospecting on Twitter
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Twitter Advanced Search
Search by location
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Tweeting about breast cancer in LA
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Other ways to search on Twitter
Search operators
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Save your Twitter searchesStep 1
Step 2
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2,912 people have tweeted reaching 1.6 million followers
Gwendolyn Strong Foundation: thegsf.org
A D V O C A C Y C A S E S T U D Y
SMA: Tweet for a Cure
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Leveraging public records
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900 million members worldwide — 76% of US Internet users are on Facebook
0
300
600
900
20042005
20062007
20082009
20102011
TodayFacebook’s global growth rate, 2004-2012, in millions
Facebook: The social network F A C E B O O K
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Facebook’s Timeline
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Public figure pages
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Conversation, not marketing
Give your content a social life
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Facebook ♡s live events
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Get into those news feeds!Facebook rewards conversation, punishes ‘bullhorn updates’
http://bit.ly/edgerank-checker
E X E R C I S E
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Don’t overlook mobileNew Goodwill Bay Area app
M O B I L E
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Text 'jdlasica' to 50500
Create your own at http://contxts.com
Create a mobile calling card E X E R C I S E
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Is your site mobile-ready?WPtouch Pro, UppSite for mobile phones, Onswipe for iPad
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S T O R Y T E L L I N G : 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
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Your nonprofit is a media outlet Awareness > Influence > Action > Impact
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Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
S T O R Y T E L L I N G
Tell a personal story
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Find your internal storytellersList staffers’ skillsWho’s good at photos?Video?Writing?Facebook or Twitter?Create a Blog SquadWho’s good at campaigns?Open your blog to guest posts
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Don’t be like this guy!
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting! U S E Y O U R C O M M U N I T Y
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Open your blog to guest posts
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350.org
Involve your supporterslivestrong.org
S T U D Y W H A T W O R K S
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Find your champions!
Find the big kahunas in your sector by using your listening post. Then, influence the influencers.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.Connect with other social media influencers through their blogs and other networks.
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Make sure your site is conversation-enabled!Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org Top: Facebook Comments on HowStuffWorks.com.
Remove barriers to participation
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Generate an Attention Wave to socialize your campaign
Use social love handles!
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WordPress & its plug-insOpen Office, Google docsDrupal, Joomla
Free content! Free resources!
Free services!
Free photos Free videos (eg, TED talks)Free music & audio
Socialbrite.org/sharing-centerCreativecommons.orgTechsoup
Free expertise!BarCampPodCampWordCampSocial Media ClubFree software & platforms!
Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits
The awesome power of free
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Creativecommons.orgRich source of free commercial & noncommercial images
Flickr: 220+ million licenses
Use them for your blog, website, email or print newsletter, presentations, etc.
Don’t just take. Share!
flickr.com/creativecommons
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Causes now supports campaignsPost an Action
C A U S E S
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Use quizzes
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give2gether: 1,000 people x $1,500
Chunk it out S O C I A L F U N D R A I S I N G
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Metrics on network effect
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Pace yourself, don’t stress!
roundup:http://bit.ly/smdash
HootSuite
Tweetdeck Salsa
Netvibes
ThinkUp
Crowdbooster
S O C I A L M E D I A D A S H B O A R D S
Spredfast
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Integrate social into the cultureCreate teams of participants.
Knock down the silos.
Get people using the tools. Use ‘reverse mentoring.’
Share monthly metrics reports.
Provide evidence of how social media moved the needle.
Shine a light on examples of employees doing social media well — reward best practices.
Phot
o on
Flic
kr b
y lan
uiop
Convert the skeptics
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Begin with an aligned strategy, not with the tools.
Listen & measure! Evaluate, iterate, relaunch.
Tell your wonderful stories
Use your community — your biggest resource: your supporters!
Key takeaways
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If you do not change direction, you may end up where you
are heading.
— Lao Tse
Don’t settle for the status quo
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JD Lasica, founderSocialbrite: Social tools for social changeemail: [email protected]: @jdlasica @socialbrite
Thank you!
Tons of resources athttp://socialbrite.org/wfn