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Using Social Media EffectivelyUsing Social Media Effectively
Facilitated by: Caroline EganCarmichael Centre for Voluntary Groups
What is Social Media?What is Social Media?
Formal Explanation•The integration of all digital, computerised and online technologies into communication platforms. Referred to as Web 2.0
OR
•Basic communication. Tools such as Facebook are channels and a bridge to communicate with stakeholders. Channels are like languages and can be easily mastered. Content and value of the conversation is what really matters.
Social Media LandscapeSocial Media Landscape
Social Networks Blogs
Brand WebsiteVirtual Worlds
FacebookYouTubeFlickrPinterest
TwitterBlogger
Your website- Newsletters
Second LifePanfu (kids site)Moshi Monsters (kids)
Social Media ExamplesSocial Media Examples
IMNDA Facebook: http://www.facebook.com/IrishMND2011
Better Together Campaign (video): http://www.bettertogether.ie/
Carmichael Centre Twitter:http://twitter.com/CCVoluntaryOrgs
Social Media Platforms (hand out)
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
1. C = Communities
Users gathering to learn, talk, chat. Success arises from creating bonds between users rather than simply between the organisation/brand and users
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
2. C = Conversations
Communication is about conversation, not “pushing a message” on users
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
3. C = Content
Content needs to be fresh and timely. Users want “architecture of participation” (Tim O’Reilly)
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
4. C = Continuity
React to news and conversations. Micro strategy. Micro campaigns rather than big ideas
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
5. C = Context
If you don’t have original content, piggyback on existing conversations i.e. borrow relevance. Buts needs to reinforce what you do and stand for
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
6. C = Control
Organisations don’t control the conversation, users do!
Goal of Social MarketingGoal of Social Marketing
To get users to incorporate your social media offerings/brand into their online lives
Communicating an idea: Fundraising ExampleCommunicating an idea: Fundraising Example
You need to communicate a simple persuasive fundraising idea:
Example: Charity X Every day 100 people start to lose their hearing. We need
your support to help rebuild lives devastated by hearing loss. (less than 140 characters!)
= (NEED) (SOLUTION) (NOW)
Developing a Tweet
Reduce down an elevator pitch/communications message to 140 characters so that it can be communicated as a “tweet” on Twitter!
Plan, Communicate, Listen: Social Media Plan, Communicate, Listen: Social Media Strategy Strategy
Social Media Strategy – Reasons for FailureSocial Media Strategy – Reasons for Failure
Lack of: strategy, understanding of users, posting relevant messages, consistency, monitoring
Lack of internal resources to manage social media platforms
Failing to engage audiences and thus having a limited reach
Lack of content guidelines
Establish a Social Media Protocol Establish a Social Media Protocol
Identify what information should be kept privateWhat information would be beneficial to be made
public?What personal social media use is appropriate?How can the message be sent out consistently?What are the rules for proactive/reactive media
use?How to respond to negative engagement?
Blog ExamplesBlog Examples
Sample blogs at: http://awards.ie/blogawards
INDIVIDUAL- http://siobhanb.blogspot.com- http://blathnaidhealy.com
NEWS- http://www.broadsheet.ie- http://www.irishtimes.com/blogs/politics- http://www.guardian.co.uk/voluntary-sector-network/community-action-blog- http://www.politics.ie
Setting up a Personal BlogSetting up a Personal Blog
http://www.youtube.com/watch?v=rA4s3wN_vK8
Go to: http://www.blogger.com
- Follow the set up instructions
Ad-hoc networks and the future of social Ad-hoc networks and the future of social mediamedia
http://www.youtube.com/watch?v=Lujfikers3k
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