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Slides from February 16, 2011 presentation for Enterprise Renfrew.
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The Social Media Company
Learning Outcomes
• Identify the key audiences for your organization and learn to find them online.
• Set clear objectives for your social media campaign.
• Define a strategy for your social media activities.
• Set up profiles on major social media sites and understand the mechanics of each.
POST
• People
• Objective
• Strategy
• Technology
People
• Who are you trying to reach?
Peo
ple
Key Audiences
• Volunteers
• Donors
• Opinion Leaders
• Members
• End Users
• Free Agents
• Staff
Peo
ple
Where are they
• Google Plus
• Industry Portal
• Blogs
• YouTube
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Objective
• Have clear objectives about what you want to accomplish for your organization; its users, its donors, volunteers and supporters.
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• Create awareness of your organization and its mandate
• Recruit volunteers
• Raise funds
• Increase membership
• Empower Free Agents
• Affect change
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Strategy
• Make sure it is in alignment with overall goals
• Social media is just another communications tool.
• Plan to grow and build your online community. Don’t just build it and wait for followers.
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• Who will your social media activities?
• Who can post to the sites / profiles?
• Will you develop a social media policy?
Management
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Content
• Content is King
• What are you going to share?
• Where will you get this information?
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tegy
• Topical what’s trendy • Tag along - cruise tragedy =
water safety, DIFD = mental health
• Breaking news• Interviews with subject matter
experts • The story behind your
organization• Press mentions• Guest blogs• How to lists
• Research
• Presentation from events
• Staff input and updates
• Background information, did you know?
• Photos and videos from work in the field
• Stories (users, patients, volunteers)
• Links to useful sites and resources
• Organizational announcements
What Content?
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• Subject matter experts.
• Other organizations (local, provincial, national or international).
• Create a reader or feed to catch all news and information for your field.
• Alltop / Huffington Post
• Mention and link back.
• Share and be fair.
Other People’s Content
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tegy
• Need more volunteers, show photos of other volunteers engaging and making a difference.
• Appeal to donors with impact statements or show photos of recognition events.
• To create awareness, provide facts and information. Allow for two way communication for asking questions.
• Empower free agents with ideas and information.
Be Audience Specific
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• Map out your posting schedule.
• Lessen the workload.
• Avoid surfing and time wasters.
Content Calendar
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People relate
to people not
organizations
• Be careful not to automate.
• Use pictures.
• Speak as people.
• Build trust.
Be Human
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• Google your organization, your CEO, key staff members, events & your competition.
• Find Key Influencers
• Celebrities or community leaders – JJ Clarke, son with CP
• Free Agents – People who act on their own in support of a cause.
• Local Organization – UPS , the Beer Store.
Understand Your Network / Community
Use Google Reader, Twitter Search, RSS Feeds
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Technology
• Target audiences identified
• Use the profiles and accounts that will reap the biggest reward
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logy
Choose your tools
• Where will you spend your time?
• Where is your audience?
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logy The Big Three
• Blogs
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logy About Facebook
• Facebook is a social network for connecting people with those around them –friends, family, coworkers, or simply others with similar interests.
• Facebook started in 2004 as a closed community for college students Facebook allows users to connect and share information in a variety of ways.
• Second most popular website in the world (behind Google).
• The most popular social network overall.
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logy Why Facebook
• Get found by people who are searching for your products or services.
• Connect and engage with current and potential stake holders.
• Create a community around your organization.
• Promote other content you create, including webinars, blog articles or other resources
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logy Pages, Profiles or Groups
• Personal vs. Business Accounts.
• Profiles are meant for people and Pages are meant for businesses.
• Facebook has built significant functionality specifically for businesses, and all of this functionality is only available for Pages.
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logy The Differences
• Multiple administrators
• Pages are public
• Pages can be categorized for more relevant search results.
• Anyone can become a fan of your page to access your content.
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How to Set Up a Business Page
• Visit www.facebook.com/pages/create.php
• Facebook will then walk you through a simple wizard to create your Page.
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logy Choose a Name and Category
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logy Upload a Photo
• Use your logo or organization name.
• Make sure it looks nice as an avatar.
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logy Edit Your Page
• Click on “Edit Page” or “Edit Info” on your Page’s homepage to add information about your business such as your website, a short description of what you do, the services you provide.
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logy Administration
• Your name and profile will not show up anywhere on your Page.
• Information posted will appear to be posted by the organization
• You can designate multiple administrators as well to help with the maintenance of your Page.
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logy The News Feed
News Feed.
• Every time a fan engages with your page that activity is published to their “News Feed” which can be seen by their friends on Facebook.
• When a user first logs into Facebook, they see a feed of their friends‟ recent activity, so the activity of your fans on your Page gets shared with a greater network, giving your business more visibility.
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logy Promote Your Page
Draw on your existing network.
• Send a link to your mailing list.
• Include a link to your page in your email signature.
• Blog about your Facebook page.
• Post a link to your page on your website & blog.
• Use the Share / Like button on posts in other media
• Add social media links in traditional advertising.
• Facebook icon on business card.
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logy Best Practices
• Be interactive, fun and helpful.
• Create contests on Facebook.
• Integrate traditional advertising with Facebook.
• Use Facebook to grow your email list and vice versa.
• Like' other businesses’ Facebook Pages.
• Don’t always ask for support.
• Crowdsource• Don’t forget to respect
the privacy of your clients and donors.
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logy Twitter 101
• Twitter is also referred to as a "micro-blogging" service, meaning you can post short updates limited to 140 characters or fewer.
• Originally, this character limitation was implemented to make Twitter compatible with mobile phones and text messaging.
• 1. Send a short message to a bunch of people publicly
• 2. Send a short message to a specific person publicly
• 3. Send a short message to a specific person privately
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Twitter is a relationship-building and relationship maintenance tool; the most obvious non-profit use of Twitter is to meet potential donors, volunteer and users as well as to create awareness of your organization and its mandate.
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logy Functionality
• Interact with your key audiences and stakeholders
• Track what people are saying about your Organization.
• Create buzz around upcoming events, campaigns and drives.
• Promote other content you‘ve created, including blog posts, articles or videos. s
• Develop direct relationships with bloggers and journalists for potential PR placement
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logy Select Your Username
• Your username is very important.
• This name will be how people refer to you on Twitter.
• Think of your username as your personal brand name. That‘s how important it is.
Ideas for Twitter Usernames:
1. Your Organization Name
2. A combination of your name and your company (CompanyJane)
3. A combination of your name and your industry (RedCrossJane)
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logy Username
• Don‘t make your Twitter handle something completely random (TigerMan). This is a lost branding opportunity for you and your company.
• 2. Don‘t use numbers (Joanne123). Unless there is a reason for the specific numbers, it looks juvenile and unprofessional.
• 3. Don‘t use an underscore (PR_Max). Using an underscore won‘t hurt you, but be aware that it generally is never done, and you‘ll be at risk of seeming unaware of the ―social norms.‖
CLICK “CREATE MY ACCOUNT”
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logy Personalize Your Profile
• Personalize your account before you begin interacting with and following people.
• Account should look active.
• Better chance of being followed back.
• Won’t be mistaken for a spammer.
• Use your logo for your avatar.
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logy Populate the BIO section
Add a link where follower can get more information
– Company website
– Blog
– LinkedIn Profile
• Be as descriptive as possible.
• 160 characters
• Make them want to follow you– Your organization
– Your mandate
– Who you serve
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logy Start Tweeting
• An Observation: Tweet about what you‘re doing, thinking or feeling.
• What You’re Reading: Post a link to an interesting blog post or news article.
• What You’re Watching: Post a link to a video.
• What Events You’re Attending: Share a link to the next conference you plan to attend.
• Your Content: Post a link to your most recent company or personal blog article.
• Someone Else’s Content: Post a link to someone else‘s blog article as a helpful resource.
• Chat With Someone: Direct messages to other Twitter users using an @ sign.
• Retweet What Someone Else Has Tweeted
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Build Your NetworkFind People to Follow
• Use Twitter’s “Who to Follow” Feature
• Twitter Search (http://search.twitter.com
• Follow people your followers are following.
• Follow thought leaders and bloggers
• Follow hashtags (#)
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Build Your NetworkGet Others to Follow You
• Make your company’s Twitter usernames easy to find.
• Place “Follow” buttons on your blog and various pages of your website.
• Make your tweets useful resources so people need you.
• Interact with those people you follow who don’t yet follow you back.
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• Provide quick, up-to-the-minute news about your organization and cause.
• Helps you to reach more people.
• Content can be repurposed (newsletter, email blast).
• Increase the search ranking of your website.
• Give you access to the press.
• Allows supports or potential supports to get to know and trust you.
• Starts conversations.
Why Blog
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logy Blog Topics
• Breaking news in your field.
• Interviews (written, audio, video).
• Notes, photos and presentations from events.
• Staff and supporters' opinions.
• The story behind your organization/project.
• Notes and photos from your work in the field.
• Press mentions.• Requests for feedback and ideas.• Calls to action.• Guest blog posts.• How to lists.• Organizational/project news.
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logy Be Human
• Posts should be signed off in your name. Not in the name of an admin or the name of your organization.
• Provide a link to a bio page, so the reader is able to learn more about you.
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logy Make it Easy to Learn More
• Include a link back to your website.
• Make an"About Us" page for your blog that describes the mission of your organization or project.
• If your blog is integrated into your main website, make sure it is easy to navigate back and forth between the blog and your home page.
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MAKE IT EASY TO SHARE
• Use and “Add This” or “Share This” button on the bottom of each blog post.
• Place an “Add This” or “Share This” button on the top of each blog post.
• Use Facebook’s notes application to share your blog with your Facebook community.
• Share links to your new blog post with your Twitter community.
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logy More Ideas
• Make it easy to skim, but irresistible to read.
• Use images with every post.
• Write titles that tell the reader whether or not the post has information that is relevant to them.
• Use bold, italics, bullets and numbered lists to break up the page.
• Don't be afraid of white space.
• Keep it short. People read between 250-300 words per minute.
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Carolann Barton
613-355-9911
@socialmediaco
www.thesocialmediacompany.ca
www.facebook.com/socialmediaco
