Slide 1

CARD Social Media Fellows

You can do this!* Lifetime Guarantee Included *

Slide 2

We can all do this!

Slide 3

Our Plan – Grow our social media skillsHelp our community fight H1N1/Flu

• Today– Social Media Basics– Communications Basics– Twitter– Facebook– LinkedIn– Making our own News– Make your website zing– Let’s do it!

• This Summer

Slide 4

Failure IS an Option

www.youtube.com/watch?v=-Vo4M4u5Boc

Slide 5

Let’s Share:Let’s Share:What is your BHAG?What is your BHAG?How are you changing Alameda County? How are you changing Alameda County?

Slide 6

Congratulations! You now own your own network & newspaper

Slide 7

What is success? How do you get there?

• Planning now means success later

• Do a few things really well – prioritize

• Stay focused on your goals

• Use the media & social media strategies to achieve them.

Slide 8

So…You’re New To This?

• Your skills apply.– You can think.– You can write.– You can use a telephone.

• All of your daily work skills are transferable. – Persuasion– Cajoling– Consensus building

Slide 9

What tools do we have to use?

Slide 10

What social media tools are we using?

Beth Kanter’s Continuum – Crawl, Walk, Run, Fly!

Slide 11

Five Things We Can DoTo Maximize Social Media Impact

• Be Strategic: Don’t lose sight of priorities• Become an Informer: Build presence on Twitter• Build a Fan Base: Use Facebook to provide a

“home” for supporters• Make Your Own News: Make Photos/Videos

available using Flip Cameras, Twitpic, & Flickr• Go home! Build robust on-line home for your work

& use metrics to track success

Slide 12

Be Strategic

• Communications Goals should rule• What is your strategy?• Does this tool fit? • Think “Audience” and “Action”• Are you the right messenger? • Are you listening? • Starting a discussion? • Participating actively?• What is your near-term goal? • Long-term?

Photo source: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/

Slide 13

YOU are the network

• You know the field and have the “rolodex”

• You have the network & are doing the networking

• You are visible to communities that matter

• You are the frontline of communications

You are the Network

Slide 14

So – What are you trying to do?

Created at Wordle.net

Slide 15

Visualize One Year – What’s ONE Step I can take?

By September, I can…By January, I can…

By March, I can… By Next June, I can…

Visualize One Year

Slide 16

Let’s Share:What are your communications goals?What is specific / measurable?

Slide 17

What objective are you trying to achieve? Is is SMART?

•Specific•Measurable•Attainable•Realistic •Time-bound

Slide 18

Thinking about your audiences

YOUR KEY AUDIENCES ARE:•Vulnerable community members•Donors•Grantmakers •Families / Kids

•How READY are they to hear what you are saying?•What are they already thinking about you?

Slide 19

Thinking about your audiences

What other audiences are there?

•Who else matters – think “narrow”•Who influences those audiences – and how can you find them?•What are the best ways to reach the audience?

Shrink them & Surround them

Slide 20

Thinking about your audiences

What News?

Who Needs to Hear

it?List all key audiences

In What Format?

Note the comm. channel

By When?

From Whom Do They Need to Hear it?

Courtesy of HollyMinch.com

Slide 21

Let’s Share:What are the 3 questions you have about this whole social media thing?

Slide 22

Five Things We Can DoTo Maximize Social Media Impact

• Be Strategic: Don’t lose sight of priorities• Become an Informer: Build presence on Twitter• Build a Fan Base: Use Facebook to provide a

“home” for supporters• Make Your Own News: Make Photos/Videos

available using Flip Cameras, Twitpic, & Flickr• Go home! Build robust on-line home for your work

& use metrics to track success

Slide 23

Be an Informer

Slide 24

Twitter Basics

• Messages – 140 characters – a “Tweet”

• Messages available to anyone – but sent directly to your “followers” accounts

• Messages from the people you “Follow” sent to your account – all messages accessible through searching

• Individual users have account names – identified by “@NAME”

24

Slide 25

Twitter?

• 10 Billion messages sent

• 140 characters or less

• Millions of individual broadcasting networks with custom-built audiences

Twitter Basics

Slide 26

Be an Informer – Start @Twitter

• Sign up for a free account

• Fill out your profile by adding an image and one-line bio and include a link to your site.

• You can read on the web or send messages to your phone or IM client.

• You can "protect your updates" or "open." Pros/cons to each.

http://socialmedia-listening.wikispaces.com/Project+1

Slide 27

Be an Informer – Start @Twitter

• Get multiple accounts

• Encourage individual accounts – create an echo chamber

• Share the workload - should not just be one person.

• Listening on Twitter can take 5 or ten minutes of your day each day.

http://socialmedia-listening.wikispaces.com/Project+1

Slide 28

Twitter Starting Point - Listen

•Counter-intuitive – listen first• Follow 5 new people – see who they

“listen” to, then five more, then five more – watch conversation happen

• Try a search – Search.Twitter.com• Try “H1N1” “Flu” “Food” “p2”• Read the conversation – who is

saying what? Follow some interesting folks.

Slide 29

Listen…Search a

“hashtag”

Slide 30

What have you learned by listening?

• What conversations are out there?

• Who is having them?• Is there a voice missing from

the discussion? • Is there information missing?• What value can you add?

Slide 31

So – what do you have to say?

• Personal thoughts and reflections that meet your goal?• Are you first? The only? The most trusted to share it?• Replies (@twittername) - this comes from listening to

your followers (you have to follow back to see their tweets). The more personal, the higher the impact.

• Direct replies (d twittername) - this isn’t in the public timeline, but it helps build deeper bonds to talk directly to someone like this.

• New blog posts – yours & promote other people’s blog posts that are of interest

• Announcements - if it is interesting, tweet it • Shout outs - @twittername rocks! Thanks for the great

link: http://insertlink.com These make people feel great, too.

Adapted from http://www.horsepigcow.com/2008/04/tweeting-for-companies-101/

Slide 32

Twitter – Take the Plunge

/

John Myers, KQED – “…I think the broader the

focus of the tweets, the harder it gets. I sometimes find myself straying a bit beyond what I think is most valuable. I think folks who tweet anything and everything tend to water down their value. “

32

Slide 33

Twitter – Take the Plunge

@ShaneGoldmacher, LATimes “Can be most useful to point out

stories or things people would otherwise miss.”

He added, “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.”

Slide 34

TweetDeck

hootsuite

Slide 35

This is where

you type your 140

Slide 36

Twitter – on hootsuite

A twitter list…

A search term…

36Twitter for Us - Part II - FCPCommunications.com

Slide 37

Fear-free Tweeting

• How could you message H1N1 in 140 characters or less?

• How would it be different?

Slide 38

What could you say on H1N1?

• Take one step today to protect your parents – help them get the #H1N1 vaccine (link)

• Most seniors in our county still haven’t been vaccinated for #H1N1. Help them get connected today (link)

• Prepare for summer. Sunscreen and #H1N1 vaccines for the vulnerable people in your life (kids, seniors).

• If you love someone, help them get vaccinated with the #H1N1 vaccine. Lots available in Alameda County.

• Five seconds can mean a year of #H1N1 coverage. Help someone you love get the vaccine today.

Slide 39

A moment of reflection:What are my org’s social media barriers?Who are my skeptics?Who is already using social media?

Slide 40

Facebook – Get Fans, Get Real

Link to Blog

Post a photo

Slide 41

Facebook – Get Fans, Give Feedback

Slide 42

Facebook – Get Fans, Get Real

• You gotta sell it / engage it• Make it findable – embed

on your website• Invite, Invite, Invite• Engage with Facebook

Apps, Comments, & Photos • Video, video, video – yours,

others, lots!• Buy ads – don’t be shy…or

cheap

Adapted from Mari Smith’s 21 Creative Ways to Increase Your Facebook Fanbase

Slide 43

Start by Listening

• Start listening – find others like you.

• Where are they?

• What are they saying?

• Imitation is flattery?

• Do you visit fan pages?

• Link to search engine efforts

Adapted from Beth Kantor’s Social Media Lab – Facebook

Slide 44

Best Practices to Build Fans

• Ask their opinion

• Test their knowledge

• Promotions • Say thank you• Recruit Fans –

w/ prizes

Adapted from Beth Kantor’s Social Media Lab – Facebook & Mashable

Slide 45

Add Free “Apps”

http://www.involver.com/pages/gallery.html

That was easy

Slide 46

Facebook – Engage & Measure

• Just do it!– Put someone in charge & make

them accountable– Refresh, remix, reboot your ontent– Track, measure and grade your

progress

• Set it up: Set your fan page settings appropriately. Here’s a four minute video http://bit.ly/ajAXJ6

• OK – what is one thing you are doing already that you could use to engage fans?

Slide 47

Facebook.com/Insights It’s in There”

• Measure it: Some things to measure (per Beth Kanter)– Total Fans /

Unsubscribers– New / Removed

Fans– Page Views– Media

Consumption– Unsubscribes /

Re-subscribes

Slide 48

Facebook? Twitter?JUST ADD IT IN…

Slide 49

Here’s the Talking Points…

Slide 50

Now, Take it to Facebook…

Slide 51

Now, Take it to Twitter…

Slide 52

A moment of reflection:Facebook & Twitter – What do you see?How could you measure success w/ both?

Slide 53

LinkedIn – Weaving your Network

Pop Quiz What did we learn?

Slide 54

LinkedIn – Integrating your Network

Slide 55

LinkedIn – Integrating your Network

Slide 56

A moment of reflection:Why LinkedIn? How is it different?What is unique to LinkedIn?

Slide 57

Make Your Own News

Making Photos/Videos Available with Flip Cameras, Twitpic, & Flickr

www.flickr.com/photos/whiteafrican/3100136010/

Slide 58

Take Pictures – Define the Images & Discussion

• Cameras• Cellphones• iPhones

Slide 59

Record It!

• Flip Video Cameras• $75 changes

everything!• Easy to use• Easy to upload• Easy to share• Easy to evangelize

Slide 60

Using Video – Making a Point

Lobby Day 2010 A Tree Falls & Everyone Hears

Slide 61

Using Video – Making a Point

Use the minds of others

www.youtube.com/watch?v=ZHRC30ZWGHA

Slide 62

Building your Broadcast Network

Lobby Day 2010 A Tree Falls & Everyone Hears

Slide 63

Taking Video – Making it great

Taking Video• Framing: The closer the shot the better. Faces are great. Don’t be afraid to get

up close and personal with people. But DO NOT USE the ZOOM. • Background: If you have a choice between a white background and anything

else, pick anything else!• Lighting: Try to shoot with your back to the light source. • Fluidity: The goal here is to reduce jerkiness. Think of your body as a tripod. The

more solid the base (you), the more solid the shot. • Audio: The audio capabilities of a flip camera are usually very limited, so get

close – especially if you have a lot of background noise.

Other helpful tips for filming an interview: • Ask the subject not to look in the camera, but to keep eye contact with you and

carry on the conversation as naturally as possible.• Frame the shot with the head and upper chest showing and with the subject off-

center to one side or the other.• If you can, have a friend hold the camera while you stand off screen and ask the

questions. This gives a natural feel and lets you focus on engaging the interviewee.

Slide 64

Distribute your photos - instantly

Slide 65

Distribute your photos - instantly

Slide 66

Aggregate your photos

Slide 67

Keys for Success – Flickr & Photos

• Choose your photos carefully before you upload – free accounts have limited space

• Resize and compress photos before you upload – size and clarity matter

• Make friends & join groups: Flickr is more than just an image hosting site – it’s also a community. Join groups, search for friends and invite others to join you.

• S.E.O – Take advantage of the opportunity to boost your search engine optimization when you use Flickr. Always choose wisely when naming your images – and always include descriptions.

Slide 68

A moment of reflection:So…what do you have? Video? Photos?How could you use it to have a discussion?Could you post it? Host it? Re-mix it?

Slide 69

Getting More from your “Home”

Slide 70

Case Study: HHS Network

Slide 71

• Websites are cheap• Websites are easy• Websites can be updated• Websites are YOUR space

Enhancing YOUR home

Slide 72

Wordpress in 5 minutes or less

Getting Started

• URL - www.mywebsite.com OR www.mywebsite.wordpress.com

• Easy - host your site at wordpress.com, register an account and you’ll be ready to begin building your site in no time.

• Medium – Take advantage of the power of wordpress –purchase your own domain and hosting services and download wordpress software onto your website.

• 5 Minutes – Wordpress is famous for its “Five minute” installation. Follow the instructions and you’ll be up and running in no time.

Slide 73

Learn from Wordpress: YOUR Website

• Make it look like YOU: Wordpress.org offers free & customizable look & feel

• Easy content management: Upload files & media with automatic tools.

• Plugins: Vast library of free plugins (forms, twitter, data managers)

• Engage your audience! Comments, SMS, events, blogs

• Keep it Fresh – Give people a reason to return

Slide 74

Track It!

• Unique Visitors• Visits/Visitors• Pages• Hits• Robots/Spiders• Visits Duration• Referrers• Key words/

phrases

Your Boss or Funders

Slide 75

How Do You Feel?

Slide 76

Let’s go to work!

Practice Create Fail/Learn

Slide 77

Where do we go from here?• Spend a few weeks trying

• Pick tools / work with us

• Experiment & learn

• Share / Engage

• Write it up (with us)

• Ask questions – we are there for you

Slide 78

At your service:Dan Cohen, Principal

Full Court Press Communicationsdan@fcpcommunications.com

510-465-8294