CIL-NET Presents…

Using Social Media for Awareness & Advocacy Part II: Applying

Social Media Case Study

January 20, 2010

Presenters:Presenters:

Carol Voss, IndependenceCarol Voss, IndependenceFirstFirst, Milwaukee WI, Milwaukee WI

Michele Martin, Social Media ConsultantMichele Martin, Social Media Consultant

CIL-NET Presents…

Using Social Media for Awareness & Advocacy Part II: Applying

Social Media Case Study

January 20, 2010

Presenters:Presenters:

Carol Voss, IndependenceCarol Voss, IndependenceFirstFirst, Milwaukee WI, Milwaukee WI

Michele Martin, Social Media ConsultantMichele Martin, Social Media Consultant

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ObjectivesObjectives

1. Learn basic social media how-to’s for your IL Center

2. Learn how social media involvement can assist IL Centers to advocate, create change

3. Case Study: IndependenceFirst

About Me (Carol)About Me (Carol)Voracious media and community Voracious media and community news junkie, resource to staff and news junkie, resource to staff and reporters, listener, persuasive reporters, listener, persuasive talker, networker, connector, talker, networker, connector, trainer, horn tootertrainer, horn tooter

cvoss@independencefirst.orgcvoss@independencefirst.org

http://card.ly/CarolVoss

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Why Bother with Social Why Bother with Social Media?Media?

Advocacy in another form— Awareness --> Advocacy in another form— Awareness --> Credibility + Customer Service + Social Credibility + Customer Service + Social Change + Volunteers + FundsChange + Volunteers + Funds

Be part of the Be part of the conversationconversation – engage with – engage with consumers, donors, volunteers, consumers, donors, volunteers, communitycommunity

Build network for changeBuild network for change No financial cost like advertising-cost is No financial cost like advertising-cost is

timetime

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Potential Social Media Potential Social Media PitfallsPitfalls

Don’t have 100% Don’t have 100% control of message – control of message – may not be all good may not be all good interactionsinteractions

Time consumingTime consuming Can be RT’dCan be RT’d Not overtly measurableNot overtly measurable Need to respond on a Need to respond on a

timely basistimely basis

Staff education Staff education needed – “play needed – “play time” argumenttime” argument

Planning Planning requiredrequired

It NEVER endsIt NEVER ends

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So…Do you want to So…Do you want to work with social media work with social media or not?or not? NO!NO! Not enough time or staff Not enough time or staff

to implement—policy still to implement—policy still needed.needed.

YES!YES! Here’s how you get Here’s how you get started…started…

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Questions & AnswersQuestions & Answers

Q & AQ & A

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Social Media:Social Media:PreparationPreparation Why do you want to participate? Why do you want to participate?

Realistic Inventory and Rationale List – Realistic Inventory and Rationale List – Goal for Social Media involvementGoal for Social Media involvement

Who will build content, respond Who will build content, respond promptly?promptly?

Consume social media – listen, learn Consume social media – listen, learn etiquette, play with social mediaetiquette, play with social media

ADVANCED: Create Social Media PolicyADVANCED: Create Social Media Policy

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Social Media Relations:Social Media Relations:Cultivating Cultivating ConversationConversation Relationship-based: Introduce Relationship-based: Introduce

YourselfYourself Corresponding with reporters, Corresponding with reporters,

consumers, donors, volunteers, consumers, donors, volunteers, other advocatesother advocates

Offer your expertise, helpOffer your expertise, help UniqueUnique and and SharedShared content content

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And Then What?…And Then What?…

Ongoing process Ongoing process Deadlines—you gotta jump—Deadlines—you gotta jump—

expectation of immediate responseexpectation of immediate response If you talk to them, they will talk to If you talk to them, they will talk to

you!you! Set goalsSet goals Training for staffTraining for staff Share Share

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Social Media, Website, Social Media, Website, Fundraising and Fundraising and EventsEvents

Can be mutually beneficialCan be mutually beneficial Can work together for maximum Can work together for maximum

effectivenesseffectiveness Can elevate social issues and Can elevate social issues and

advocacy initiatives within advocacy initiatives within community-wide audiences-community-wide audiences-sharability factor, impressions theory sharability factor, impressions theory

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Questions & AnswersQuestions & Answers

Q & AQ & A

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Case StudyCase Study

IndependenceIndependenceFirstFirst It all started with LinkedIn…It all started with LinkedIn…

individual profiles e.g.:individual profiles e.g.:http://www.LinkedIn.com/in/http://www.LinkedIn.com/in/

carolvosscarolvossthen…then…

http://www.linkedin.com/companieshttp://www.linkedin.com/companies/independencefirst/independencefirst

then…groups on LinkedInthen…groups on LinkedIn

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Facebook & Facebook & IndependenceIndependenceFirstFirst GirlsGirlsFirstFirst Group vs. Business/FanpageGroup vs. Business/Fanpagehttp://www.facebook.com/Independehttp://www.facebook.com/IndependenceFirstnceFirst

310 followers 310 followers Goal: Occasional posting events, Goal: Occasional posting events,

links, info, video – respond to links, info, video – respond to others’ posts within 24 hoursothers’ posts within 24 hours

1x/day max1x/day max

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Twitter & Twitter & IndependenceIndependenceFirstFirst LinkedIn connection-computer LinkedIn connection-computer

recyclingrecycling Conversation about usConversation about us Etiquette, mentors, mediaEtiquette, mentors, media @Independence1st nearly 1100 @Independence1st nearly 1100

followers worldwidefollowers worldwide #1 on Listorious for access and #1 on Listorious for access and

disabilities listsdisabilities lists

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Flickr & Flickr & IndependenceIndependenceFirstFirst Photo hostingPhoto hosting Easy, freeEasy, free May change, innovate or remainMay change, innovate or remain

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New Website – New Website – IndependenceFirst.orgIndependenceFirst.org Launching new website in Spring Launching new website in Spring

2010 2010 Interactive, video contentInteractive, video content Links social media…sneak peek:Links social media…sneak peek:

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2020

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Questions & AnswersQuestions & Answers

Q & AQ & A

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Wrap-Up and Wrap-Up and EvaluationEvaluation

Please complete an evaluation of Please complete an evaluation of today’s program at:today’s program at:

https://vovici.com/wsb.dll/s/12291g41https://vovici.com/wsb.dll/s/12291g41dfddfd

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Support for development of this webinar was provided by the U.S. Department of Education, Rehabilitation Services Administration under grant number H132B070002-09. No official endorsement of the Department of Education should be inferred. Permission is granted for duplication of any portion of this PowerPoint presentation, providing that the following credit is given: Presented as part of the CIL-NET, a program of the IL NET, an ILRU/NCIL/APRIL National Training and Technical Assistance Project. Material in this presentation created by Carol Voss, PR & Marketing Director for Metro Milwaukee’s ILC (in WI) IndependenceFirst (

www.independencefirst.org)