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2012 NEA Northeast Regional Leadership Conference

Using Social Media To Inform & Involve Your Members


Don Blake, Organizer/Senior Technologist, NEA MWRO

Agenda
Reality & Expectations What is social media & what role does it serve in our association A few good tools
Blogs Wikis Facebook
Facebook security

Twitter (time permitting)

Social media in action: examples of good social media branding, campaigning and association community building

Todays Learning Objectives:


Understand how social media is changing how organizations communicate and engage members Learn about the basics of the most popular social media tools and be given the opportunity to engage in dialogue about potential uses of social media back in their association Discuss safety and security issues associated with social media

What is Social Media?

Social media includes web-based and mobile technologies used to turn communication into interactive dialogue.

What is Social Media?

What is Social Media?

Social media is an extension of your web presence

What role does social media serve in our association


Successful Social Media Branding, Campaigning and Association Community Building

What is
Branding is putting your association into the social mediasphere where existing
and potential members can learn about you. Benefits of branding include:
Increased feedback and discussion Drive traffic to your Web site Spread information

A Social Media Campaign is NOT about the association but rather a focus on a
specific issue, project or action comprising elements specifically designed to capture consumers attention and bring about interest and participation (for the people, by the people).
Building email lists Attracting event attendees Getting people to take action Attracting donations

What role does social media serve in our association


Successful Social Media Branding, Campaigning and Association Community Building

What is
Association Community Building (Supporting Association Work) is an effort
to aggregate and associate groups of members, staff and leaders across work assignments, association events, leadership roles, etc. with a goal of providing always-on, one-stop access to content, colleagues and other social capital resulting from the association social network.
Long-term, easy access to social network participants by role, etc. Excellent way to accomplish group planning and work projects Easy access and management of legacy content and relationships from training or conference events

What role does social media serve in our association


Successful Social Media Branding, Campaigning and Association Community Building

PR/Branding Blogs Facebook Twitter Yammer Groupsite Ning Wiki YES YES YES NO YES YES YES

Association Work YES NO NO YES YES YES YES

Supporting Association Work


Blogs

Supporting Association Work Associations Using Social Media


Blogs

Branding Associations Using Social Media


Blogs

Branding Associations Using Social Media


Blogs

Branding
Blogs

Association Work & Branding through Blogging


So how did they do that?

www.blogger.com http://wordpress.com/

Best Practices: Blogging


Be Transparent: Identifying yourself and your organization. Making it clear that you are contacting them in good faith with a straightforward agenda. Get to Know Them and Keep it Relevant: Do some research. Make a point to familiarize yourself with their content. Dont pitch issues that dont interest them Keep it Timely: The news cycle online is even faster than in print and on television. If you want to be a part of it, you have to keep up.

Best Practices: Blogging


Treat Them as Individuals: Avoid sending blast emails to dozens of bloggers at once. Take the time to personalize your outreach efforts with the bloggers name, URL, and perhaps even a comment on something they have written recently.

Link to Them: All bloggers want to get links to their site. Links are a form of currency.

Best Practices: Blogging


1) Write in a witty and conversational tone.

2) Incorporate links into your post, especially links to news stories and other blogs.
3) Use multimedia. Images and videos can enhance posts considerably. 4) Diversify. There are many different types of blog posts. 5) Use timely information that is breaking news or relevant to the news cycle.

Best Practices: Blogging


6) Choose a descriptive and attention-grabbing title for your post.
7) Keep blog posts short certainly below 1,000 words. 8) Encourage audience participation by asking open-ended questions that spark dialogue. 9) Respond to comments. If someone takes the time to comment on your post, you should return the favor by replying to their comment publicly. 10) Identify yourself. Blog posts written under an organizational name are not generally received as well as those posted under an individuals name. You should also include a bio and your website links.

Branding
Wikis

Branding
Wikis

Supporting Association Work


Wikis

Supporting Association Work


Wikis

Supporting Association Work


Wikis
How did they do that?

http://pbworks.com/ http://www.wikispaces.com

Micro Blogging
Public Private

Vs.

Supporting Association Work


Yammer

Branding
Twitter

Branding
Twitter

Social Networks
Public Private

Vs.

Social Networks

Social Networks
Profile A profile is the hub of an individuals presence on Facebook. It includes the persons wall, notes, photos, videos and other information. Wall Each profile and fan page has a wall on which others can write or post multimedia items. This is the equivalent of a guest book on a website, in that other individuals visiting the profile can leave publicly visible messages.

Social Networks
Friends Adding or accepting someone as a friend is the most basic way to connect on Face- book. All friendships are mutual, so if someone requests to be your friend you must accept the request before you are officially friends. Status Status updates are Facebooks response to Twitter. You can enter a short text statement and a photo, video, event, cause or hyperlink as your status. Under default privacy settings, your status updates are visible to all of your friends.

Social Networks
Notes The notes application is Facebooks version of a simplified blogging platform. Anyone on the site can create notes, which can include text, hyperlinks, photos and tags. By default, notes are visible to all of an individuals friends. Tag Tagging allows you to associate a video, photo or note with another individuals profile. For example, if pictures are uploaded from an event, those in the photo can be tagged to let them know they are in the photo

Social Networks

http://www.facebook.com/help/groups/basics

Social Networks

Successful Branding Using Social Media Examples


Criteria for selection:
I looked for campaigns that Take advantage of the tools functionality Pay attention to what is being said in tune to what the different communities were saying Talk Like Their Audience talk like Facebook members and not spew association PR Converse Dont Shout talk to people first, before trying to sell anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members. Leverage opportunities to help fans learn about the importance and value of unions Showcase value of association membership

Successful Social Media Campaign Examples


Criteria for selection:
I looked for campaigns that The campaign brands ONLY the campaign issue or action Leverage the best tool(s) for the desired outcome Take advantage of the tools functionality Pay attention to what is being said in tune to what the different communities were saying Talk Like Their Audience talk like Facebook members and not spew association PR Converse Dont Shout talk to people first, before trying to sell anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members.

Successful Association Community Building (Supporting Association Work)


Criteria for selection:
I looked for Association Communities that
Strive to work in new ways New tools shouldnt/dont necessarily support old work habits! Leverage the best tool(s) for the desired outcome Take advantage of the tools functionality Set appropriate use expectations and policy

Resources
Social Media for Social Good: A How-to Guide for Nonprofits http://www.amazon.com/Social-Media-Good-HowNonprofits/dp/007177081X/ref=sr_1_1?ie=UTF8&s=books&qid=1303829494&sr=1 -1 The Networked Nonprofit: Connecting with Social Media to Drive Change,
by Beth Kanter http://www.bethkanter.org/ and Allison Fine http://afine2.wordpress.com/

Open Community: A little book of big ideas for associations navigating the social web,
by Maddie Grant and Lindy Dreyer http://www.socialfish.org

Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies to Recruit, Organize, and Engage Youth
Ben Rigby Jossey-Bass 2008

Social Technographics Ladder, by Josh Bernoff, Forrester Research, 2008


http://www.forrester.com/Groundswell/ladder.html

The Nonprofit Social Media Decision Guide


http://www.idealware.org/reports/nonprofit-social-media-decision-guide

Sited Examples:
Social Media Campaigns
http://www.causes.com/causes/200815-read-acrossamerica?recruiter_id=15194384 http://www.readacrossamerica.org/ http://www.facebook.com/neareadacrossamerica?ref=search&sid=1050629622.419 4955441..1 http://twitter.com/#!/neareadacross http://www.facebook.com/home.php?sk=group_180580478620205&ap=1 http://twitter.com/#!/lahabrateachers http://www.facebook.com/pages/STOP-SENATE-BILL-6/387767488775?v=wall http://twitter.com/#!/MEAOnline http://www.facebook.com/group.php?gid=50127916730&v=wall

Sited Examples:
Association Social Networks/Community Building
http://gfea.pbworks.com/w/page/12257644/FrontPage http://networksdea.groupsite.com/main/summary http://neamwrlc.groupsite.com/main/summary http://www.facebook.com/neamwrlc http://twitter.com/#!/neamwrlc http://nea-ale.groupsite.com/main/summary http://pikespeak.groupsite.com/main/summary http://mwro.groupsite.com/main/summary http://mwro.groupsite.com/main/summary

Sited Examples:
Branding
http://www.facebook.com/target?v=wall http://www.facebook.com/unitedairlines http://twitter.com/#!/UnitedAirlines http://www.facebook.com/RedHookLobsterPoundDC?v=wall http://twitter.com/#!/Redhooklobster http://twitter.com/#!/MSEAeducators http://twitter.com/#!/CATeachersAssoc http://www.facebook.com/pages/Deer-Valley-EducationAssociation/128904606666?v=wall http://www.facebook.com/EducationMinnesota?v=wall http://www.facebook.com/VirginiaEducationAssociation http://www.facebook.com/pages/Sweetwater-Education-Association/51594144955 http://www.weac.org/Multimedia/blogs/Editors_blog.aspx

Resources:
Books (Amazon.com): Facebook: http://www.facebook.com/smexaminer http://www.facebook.com/groups/SocialMediaRockStars

Web sites:

http://nonprofitorgs.wordpress.com/ http://www.socialmediaexaminer.com/

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