CALPACT New Media Webinar: Building a Social Media Communications Plan

Welcome to the Webinar!

Planning for Social Media Success: Part 1 Building a Social Media Communications Plan

We will begin shortly…

Building a Social Media Communica1ons Plan

Today you’ll be hearing from…

JC De Vera

Communica/ons Manager The Greenlining Ins/tute

Lisa Peterson New Media Educa/on Specialist

CHL/CALPACT

Rae Roca-‐PickeG Communica/ons Director The Young Invincibles


Agenda

•  Review of session objectives •  Housekeeping •  JC De Vera ~ The Greenlining Institute •  Rae Roca-Pickett ~ The Young Invincibles •  Conclusion


Objectives

•  Understand how how to build a social media strategy that integrates well with your overall communica/ons plan

•  Iden/fy strategies for developing your communica/on

goals, objec/ves, audience needs and interests •  Iden/fy the essen/al elements of a successful social media

strategy


How to Participate •  Please ensure your phone line is on mute by entering *6

•  Send our speakers a ques/on or comment using the chat box func/on

•  Click “raise hand” buGon to be taken off mute and ask a ques/on verbally

• We will reserve your ques/ons for our Q & A session right aZer each speaker

•  Slides will be posted online aZer the webinar – link will be shared with all par/cipants


We’re live tweeting the event!

Use #calpactNM14


The Greenlining Institute

JC De Vera Communica/ons Manager The Greenlining Ins/tute


ì

The Art of Listening Presented By: JC De Vera, Communica1ons Manager

Equality Equity Graphic

Greenlining and Social Media

ì  Used social media for a few years without a clear plan.

ì  Invested in staff + resources to build a founda/on.

ì  Produced a toolkit to share experiences and lessons learned.

3 Ques/ons to Answer

ì What’s social media?

ì Why should I care about it?

ì  How do I start and grow a strategy?

What is social media?

ì  Collec/on of tools used to inform and connect people.

ì  Based on interac/ons and rela/onships.

ì  An earphone to listen + a megaphone to amplify messages.

Why should I care about social media?

ì  Build online communi/es and develop rela/onships.

ì  Achieve organiza/onal objec/ves (fundraising, advocacy, educa/on, etc.)

ì  Share stories on the fastest disseminator of news.

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But keep in mind…

ì  Social media may not be for you!

ì  Not all organiza/ons have to be on social media.

ì  The fit and alignment depends on your organiza/onal goals! Always keep them in mind.

ì How do I start a strategy?

Start with a vision

ì  Ques/ons to ask yourself and your organiza/on: ì  Who is our target audience? ì  What do we want to accomplish by using social

media? ì  Ex: raise awareness, fundraise, educate, take ac/on

ì  How do our goals with social media connect with overall organiza/onal objec/ves?

ì  How much /me and resources can we invest?

Choose the right tools

ì  Our advice: the first two tools you should adopt are Facebook and TwiGer.

ì  1.15+ billion on FB, 500+ million on TwiGer

ì  Always be mindful of where your audience is at, and what your goals are

Create SMART goals

ì  Specific

ì  Measurable

ì  AGainable

ì  Relevant

ì  Time-‐Conscious

Example:

In one year, increase the number of our Facebook fans by 500 through new engagement strategies like sharing asks, photo campaigns, and posing ques/ons in posts.

ì How do I grow a strategy and presence?

Listening as the founda/on

ì  Knowing your organiza/on in and out – “the pulse”

ì  Gather buzz terms and known influencers in your work

ì  Search and follow buzz terms and influencers

ì  Learn and adapt to the latest social media best prac/ces

Communicate simply and succinctly

ì  Learn and familiarize yourself with messaging conven/ons (i.e. hashtags)

ì  Short, simple, to the point

ì  Develop an engaging online voice with personality

ì  Use visuals (photos, videos, infographics)

Build your audience

ì  Start with who you know – your frontline supporters

ì  Follow partner orgs and influencers in your work

ì  Search and monitor conversa/ons

ì  Hashtag your events and campaigns

Share engaging and exci/ng content

ì  It’s your story

ì  Be consistent – aim for daily posts & ac/vity

ì  Diversify content – photos, videos, links to ar/cles

ì  Develop a flexible post schedule with daily themes

ì Content Ideas

ì Flexible Post Schedule

Manage your /me efficiently

ì  Use a content management tool, like Hootsuite!

ì  Create TwiGer lists for focused listening

ì  Schedule your posts ahead of /me

ì  Set aside a /me block in your schedule to listen, post, and respond

ì HootSuite in Ac/on!

Gaining buy-‐in: spreading the social media love

ì  Baby steps – show people the value in rela/on to their work

ì  Develop technical exper/se – train others with this knowledge

ì  Develop a social media policy

ì  Set clear roles and expecta/ons

3 Takeaways

ì  You can’t do social media haphazardly. A smart strategy with clear goals is key.

ì  Social media takes a certain level of skill, investment, prac/ce, and risk-‐taking.

ì  There’s no one-‐size-‐fits-‐all solu/on. Each organiza/on has unique priori/es and audiences.

ì Thank you!

For more informa/on and to find this toolkit please go to greenlining.org. Contact: JC De Vera, Communica/ons Manager [email protected]

Q & A for JC •  Send a ques/on or comment using the chat box func/on


JC De Vera Communica/ons Coordinator The Greenlining Ins/tute


We’re live tweeting the event!

Use #calpactNM14


The Young Invincibles



Presented by: Young Invincibles RAEANN ROCA-PICKETT, Senior National Communications Manager

JULIAN ALDANA, Digital Media Coordinator RIANA KING, California Communications Coordinator

Tweet with us! #CalPactNM14

DIGITAL DOMINATION: HOW TO BUILD AN AWESOME

SOCIAL MEDIA CAMPAIGN

WHO ARE THE

ISSUE AREAS: Health care Jobs/Employment Higher education

WHY HEALTH CARE?: IDENTIFYING THE PROBLEM

q Young adults disproportionately uninsured (that’s over 1 in 4!) q 28% of 18 to 34 year olds are uninsured in the United States

q Young adults are uninsured at higher rates than other groups because of COST, not because of disinterest q Health care is unaffordable for many young adults without

employer-based coverage q Need younger, healthier people in the health insurance pool

OPEN ENROLLMENT: THE SOCIAL MEDIA CAMPAIGN BEGINS

•  What is open enrollment? •  Phases

•  Pre-October 2013-ID Partners •  Oct 1 – Dec 15, 2013-execute •  2014-assess success

PRE-OCTOBER 2013 BRAINSTORMING AND COMMITTING TO A CAMPAIGN

•  Capitalize on trends and pop culture •  Sports •  TV/Movies

•  Music/Music events •  Trending hashtags you can use in a new/clever way

(Are you tweeting along yet? #CalPactNM14) •  Keep in mind resources and budget

•  How much capacity do you have to create content?

•  Staffing time on editing/producing •  Technology?

•  If you have creating videos/photo content – do you have access to talent? •  What will cost the least and produce the most?

•  Partnerships •  What are partners looking for? •  What content are partners willing to share/help with?

PRE-OCTOBER 2013 YOUNG INVINCIBLES’ GAMEPLAN

Capitalize on trends and pop culture -  Beginning of football season

-  Plan to tweet out images during football games using hashtags

Keep in mind resources and budget -  Models are YI staff

-  Access to Adobe programs for editing -  One day-long photo shoot generates months

worth of content

Partnerships -  Reaches out to communities with low

enrollment in health care plans (men, people of color)

-  Shareable content

CONTENT FOR DAYS!

OCTOBER 1 – DECEMBER 15, 2013 •  KEEP ENGAGEMENT UP

•  CONSTITUENCY

•  PARTNERS

•  USE EVERY TOOL AT YOUR DISPOSAL

•  TWITTER

•  TWITTER CHATS

•  PHOTOS

•  REPORTS

•  MISCELLANEOUS FACTS

•  FACEBOOK

•  PROMOTE EVENTS

•  PHOTOS (ESPECIALLY PHOTO ALBUMS)

•  REPORTS/MEDIA

•  INSTAGRAM

•  THE INSIDE SCOOP!

•  BEHIND THE SCENES

•  TUMBLR

•  GRAPHICS

•  PHOTOS

•  MUSIC

#health4all Twitter Chat •  Engage with key partners:

@Calimmigrant @MomsRising @NILC & more

•  Promote Chat: Create graphics, share on social media and get partners to share using the #health4all hashtag

•  Prepare: Collaborate with partners to create scripted Q&As, designate who will ask and who will answer each question

•  Have an amazing chat!

TWITTER

TWITTER Live Tweeting the #SOTU •  Big ideas

•  All hands on deck

•  Dole out tasks and have a gameplan

•  Tweet important things

•  Blend the policy and communications minds to make sure your tweets are impactful, fact checked and in line with your organizational messages

•  Use trending hashtags

•  Hashtags increase visibility of your posts by making your content searchable and “trending”

•  Research important hashtags for your work

•  Have fun with it! Be a trendsetter and create your own hashtags!

•  Facebook, Twitter, Instagram and Tumblr all use hashtags!

AND NOW … A WORD ON HASHTAGS

FACEBOOK •  PROMOTED POSTS

•  BOOSTED POSTS

•  ADS

INSTAGRAM •  Instagram is just for photos

•  Think about how you can use Instagram to reach a different audience

•  Students/younger users on social media

•  Think about how you can use Instagram to show a different side of your organization

•  We use Instagram to give followers an insider’s view of YI/show our faces

WHEN IN DOUBT – JUMP ON MEMES •  What is a meme?

•  Meme, n.: an element of a culture or system of behavior that may be considered to be passed from one individual to another by nongenetic means, esp. imitation. A trend that varies widely in written content or context but contains somewhat of a similar image/visual.

•  Where to look for memes •  Buzzfeed •  Reddit •  Your Facebook feed! Your friends!

•  How to make memes •  Meme Generator (memegenerator.net) •  Make your own on Adobe (or Gimp, which is free)

GOOD MEMES – BAD “MEMES”

YOUR ORGANIZERS ON THE GROUND ARE YOUR BEST FRIENDS

•  Social media = digital organizing •  Organizers/outreach are your gold mines for content

•  Encourage them to take photos/video for you if you can’t be on site yourself •  Make sure you get media releases for folks you snap pics/video of

•  You promote their events – they help you with content. It’s a win-win situation!

2014

Q & A for Rae •  Send a ques/on or comment using the chat box func/on




Speaker Contact Information

JC De Vera

[email protected]

Rae Roca-Pickett

[email protected]


What action step will you take after the webinar?

•  What do you think you can do in the next month to further

your goals with building a social media communications plan? •  Let us know ~ we’d love to check back with you and hear how

it’s going! •  We appreciate your feedback!


Thank you!

Have questions? Contact us at [email protected] To learn more about other trainings in this series visit:

http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html


Education

CALPACT New Media Webinar: Building a Social Media Communications Plan