Connect through social media

Nonprofit Management AcademyCedar Rapids, Iowa

Oct. 24, 2013By @ctrappe of @uweci

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Rules, rules, rules…

• Got a question? Ask it. That increases your chances of it being answered.

• Share your thoughts, experiences, opinions, etc.

• This session is on the record… You may Tweet.• Questions: During sessions, please.

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Please get out a piece of paper or your iPhone/iPad

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Hi

Introductions

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Reasons why we are here..

• Learn effective ways to use social.• Who are we talking to? (Audience!)• Learn/think about what to share.• Trends … forward looking, too!• Impactful posts. Gaining audience.

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Agenda• 9:15 - 9:45 History/background• 9:45 - 10:30 Networks and Examples• 10:30 - 10:45 Break• 10:45 - 11:30 What to call it• 11:30 - 12 Listening• 12 - 1 Lunch• 1 - 2 Social media strategy• 2 - 2:15 Break• 2:15 – 3 Stories• 3 – 3:30 Tools set up• 3:30 – 4 Wrap, remaining questions and

other help

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What age group uses social media?

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When did social media start?

•Early 70s•But could be ignored by larger brands

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Sharing of information

Photo by stuad70 via Flickr under Creative Commons

Sharing of information

Photo by Sivesh Kumar via Flickr under Creative Commons

Things change

• MySpace • Facebook• Twitter• Instagram• Snapchat (count this as a social network?)• Who knows…

Options..

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Options…

• Algorithms (FB/Google)• Twitter

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Questions?

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9:45-10:30 Networks and examples

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Networks

About 2,200 followers

1000+ connections

1,250 friends

Off line

Your web home

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Brand examples

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Online/offline

• Visited business and then received tweet!

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How do you know something worked?

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Questions?

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Are we on track? 10:30-10:45 Break

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10:45-11:30 What to call it?

What should you call your social media presence?

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Options

Organization name

A person

A mix of organization and strong personal brands around it

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But, aren’t some social networks for personal use?

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By Mark Smiciklas via Flickr Creative Commons

Your brand voice

• Before you can start, though, decide on your brand voice…. How do you want to come across? What’s a natural tone for your organization?

• Example for United Way in Cedar Rapids…

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Brand voice

Serious, but fun. But not silly!

For me:Conversational, professional, approachable.

Both:Definitely not markety!

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What’s markety?

• Avoid words like this:– This FANTASTIC event.– Everyone has/will have fun.– Biggest event ever.– The best– The fastest– The slickest– I’m an expert!

From: ChristophsBlog.com@ctrappe

Take a few moments …

• How would you describe your typical customer?• How would you describe a customer group that you

would like to engage but haven’t been able to?• How would you describe the atmosphere in your

business environment? This could be in your store, over the phone, etc.

• How would you describe how you want your business to be described by the public?

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Now…

How might you sound talking to those customers and describing your surroundings?

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Options

Personal or brand or a mix?

Get the name on all accounts.

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Take a few moments – define voice

Example structure: This and that but not this.

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Brand voice

Will you share?

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Questions?

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On Schedule? 11:30-12 Listening

• Listen to your audiences.– Technological tools– Organic participation

• Respond! (McDonalds example)

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Ways to listen

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Ways to listen

Ways to listen

Ways to listen

Participate!

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I’m hungry: See you at 1!

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Welcome back!

• With your neighbors: Share your highlights from this morning.

• Report out!

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Your social media plan

Many social media policies look like this…

Photo by IvanWalsh.com

Social media policy …

Seriously: Social media fits into overall communications!

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Social media strategy template

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Business (your) goals!

Examples

• We are the community connector!• We fix the community together!• We find resources to achieve our goals!

• Sharing knowledge around technology, communications, social media.

Take a minute

Define your business goals! (Have to be easy enough to remember!)

Focus!

What are you going to Tweet about?Your expertise. Needs to fit into goals!

Surround your business. Related topics.

Business: Restaurant

Example

Nutrition tips

New foods Recipes

Dining with kids

Diet tips

Other related topics

Other related topics Other

related topics

Selling

Social updates

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Define don’ts!

• Would you say it to somebody’s face?• How will this help your brand?• Could it hurt your brand?• Short and specific don’ts!

But what if something goes wrong?

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Follow up!

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Take a minute

Define your don’ts!

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Define dos!

• Social media is social! Be social! (Dinner party)• Share success stories!• Do you respond to national news?• Not much promotion. Not a print ad!• Share knowledge• Respond!

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Take a moment

Write down your dos!

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Time management

• Live• Define publicly• Define privately

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Are we on time? 2-2:15 Break

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2:15-3 Stories

How to come up with stories …

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Objective:Getting ideas to really allow your organization

and front-line employees to participate in social media!

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Participate by sharing …

• relevant content• authentic content• snackable content• constant content

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What it’s not…

• Only selling• Marketing-related departments only come up

with stories• Ads!• Interruption!• Few updates• Unrelated updates. “Happy Thursday!”

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Did I mention stories?

Anyone got a good story?

Was it a personal or business story?

Traffic ticket story

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Lessons

Stories most meaningful when personal! (Engage SMEs, employees, etc.)

Interesting, different and new things get people to pay attention!

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Create a space to share stories

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Help people spot stories

If you want to share something because it’s unique, interesting or caught your eye for another reason it might be a story!

Share the story with somebody to see if it’s interesting to others!

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New things get attention

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How people spot stories

More questions to ask on handout. (Also here: http://www.christophsblog.com/specific-questions-can-help-with-specific-stories/)

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3-3:30 Hootsuite and other tools

• Specific sites• Tweetdeck• Hootsuite• Others

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First

Sign up at: Facebook.com, Twitter.com, etc.

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Hootsuite

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Scheduling posts

• Advantages• Disadvantages

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Questions?

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3:30-4 Wrap and remaining questions

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But, but, but I only have 23 followers

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Couple more things…

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Also…

• Email signature• On business cards• On slides! • Other

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One last thing: The C/VP level

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Share some of your highlights from day

Did we go over time?

Questions?

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We didn’t go over time? Great!

Please fill out the evaluations before you go!

Stay in touch:ctrappe@uweci.org319-804-9853Twitter.com/CtrappeUWECI.ORG/MarketingChristophTrappe.com

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