@Home Chicago Social Media Boot Camp

1. WELCOME TO THE @HOMESOCIAL MEDIABOOT CAMP

2. Lisa ColtonChief Learning OfficerSee3 [email protected]@See3Laura WilsonAssociate DirectorKindling [email protected]@KindlingGroup#athomecampaignKeely JonesProject Manager@Home Social Media Boot CampKindling [email protected] 3. We produce and sponsor documentary films that explorecritical social issues, and channels them into powerfultools for community engagement and change. 4. @home_campaignThe film: 5. About See3Since 2006 we've been helping organizations to find and realize their vision for betteronline communications.Every day we're creating strategies and media that have impact for our clients' goals likefundraising, advocacy, recruitment, awareness and more.OUR TEAM OF AUDIO-VISUAL PRODUCERS, STRATEGISTS, MARKETING PROS, DESIGNERS, AND DEVELOPERS ARECOMMITTED TO BRINGING YOUR GOOD WORK TO THE PEOPLE INVESTED IN YOUR ISSUE. 6. See3 Core ServicesOnline VideoWeb Design & DevelopmentOnline Engagement 7. Todays Morning Agenda Why Social Media 5 New Rules of the Game Creating a Social Media Strategy Social Media Campaignshttp://www.slideshare.net/See3/ 8. Traditional Mindset: Hub & Spokes 9. Network Mindsetconnect and collaborate rather than command and control 10. Characteristics of Social Media Participatory: It blurs the line between producerand consumer, media and audience. Open and Democratic: It encourages comments,voting and sharing of information. For this reasonit is seen as authentic and trustworthy. Conversational: Two (or more) way conversationrather than one-directional broadcast. Is personal,specific, and engaging. Communal: Supports formation, growth &strength of communities around a particular sharedinterest. Connected: Thrives on being connected, ratherthan being territorial and proprietary. 11. Attention EconomyBe SocialAdd ValueBe RealStrengthen the Network 12. #1 THIS IS AN ATTENTION ECONOMY 13. #2: BE SOCIAL!Talk, tag, photos,questions, responses 14. Even when self-promoting, be social!Focus on your mission and goals, not your institution. 15. Being Social MeansBeing a Good Listener Too. 16. And showing appreciation 17. #3:ADDVALUE 18. SOCIAL CONTENT ISSOCIAL CAPITALSocial Capital is the valueof connections betweenand among nodes in socialnetworks.Content should benewsworthy, unique,controversial, timelyimmediately useful and/orfunny.12:1 ratio of adding value. 19. What ValueCan you Add? 20. #4: BE REAL 21. Make itPersonal 22. Make itPersonal 23. #5: Move YourNetwork toAction 24. #5: MoveYourNetworkto ActionGreat engagement! Howcould you capitalize onthis to move yournetwork to act? 25. FINDYOURVOICE 26. PEOPLE Who are you trying to engage? OBJECTIVES What are your goals, andtheirs? Map out your Venn diagram! STRATEGY How will you reach andengage them? TECHNOLOGY What tools will you use toreach them, used in what way? 27. John Fitchs Steam Engine 28. John Fitchs Steam Engine 29. CAMPAIGN! What is a campaign? Raising awareness Participatory Surf a wave! 30. EXAMPLES OFCAMPAIGNSBIG & SMALLSocial, personal, visual. 31. WHAT THE*$!@* IS A #? 32. WHAT THE *$!@* IS A #? 33. DESIGNING A SUCCESSFUL CAMPAIGN 34. CAMPAIGN DESIGNThanksgiving is a GREAT opportunity toSURF! Thus, were going to PRACTICE! Who is your audience? What are your goals?(Well dive into the weeds this afternoon!) 35. NEXT UP Lunch! Tiny Video Workshop lets play! Content & Campaign Planning Further Learning Wrap Up & Next Steps 36. Why online video? 37. Generate empathyTelling (true) storiescommunicates withpeople in a different waythan news, reports, oropinion. 38. EducateChange cultural attitudesInspire political change 39. The video train has left the stationMore than half of allInternet content is video.Online VideoEvery month 4 billionhours of video areviewed on YouTube.Every year more than350 million videos areshared on Twitter.Online Engagement 40. But there are barriers 41. Make it personal 42. Vine: 6 seconds 43. Instagram: 15 seconds tops 44. MATCHING AUDIENCE BEHAVIOR & YOUR GOALS: CONTEXT & CONTENT 45. Instagram: And now Hyperlapse!1x speed (a slower version) all the way up to 12xspeed (super fast). GYRPSCOPE stabilization magic! 46. Whats the Goal? 47. Lets Do It!Steps of the worksheet are designedto take you through a quick planningprocess.Then, make your video! It may takea few tries!Post it with #athome so we an see it! 48. Lets Take a Breather!RECONVENE IN5 MINUTES 49. CAMPAIGN DESIGNThanksgiving is a GREAT opportunity toSURF! Thus, were going to PRACTICE! Who is your audience? What are your goals? How to frame it? What to call it? How to promote it? What to measure? 50. CAMPAIGN DESIGN What kind ofcontent can youcreate thatsmission centricand also advancesthe campaigngoals? Map out your VennDiagrams! 51. CONTENT PLANNINGWEEK SOCIAL ADD VALUE ACTION CAMPAIGNTHIS WEEKNOVEMBER17-21NOVEMBER24-28Think about message, channel, content. 52. What Else Do YouWant To Learn? Webinars Coaching Facebook Group 53. WRAP UPReflections?Questions?Requests?THANK YOU!