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Social media strategy and tools from a food advocacy perspective
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Navigating New Media
Debra EschmeyerKellogg Food & Society Policy FellowNational Farm to School NetworkCenter for Food & Justice, Urban & Environmental Policy Institute, Occidental College
Social Media
What is social media?
How to use it
Tools
Questions
Interesting Facts
1 in 4 online Americans read blogs
Wikipedia is the 8th most popular site on the web and the masses determine what is on it!
25% of Americans visit a social networking site daily
Obama Campaign In Numbers
13 million plus e-mail list 5 million supporters on social
networking sites MyBarackObama.com
2 million profiles 400,000 blog posts 35,000 volunteer groups 70,000 people raised $30 million
Time Spent Surfing the Internet
Purpose of Social Media
To create community and conversation
Save money! Get info out without print expense
NOT a replacement of traditional relationships or organizing; a reinforcement
Strategy Before Tools
REMINDER: Relationships make a community
50% of social media efforts fail because they don’t have a strategy
4 Steps to Successful Social Media
1. Community Needs What is in it for them? Listen and react to members
2. Objectives How do you measure success? Goals?
3. Ongoing Community Management Fresh, relevant, vibrant information Schedule of content updates Sources of information Who’s responsible?
4 Steps to Successful Social Media
4. Tools and Rollout Select the technology and
infrastructure Which social applications are the best
suited to support your community goals?
Strategy first, then social application!
Publication tools with blogs (Typepad, Blogger…), wikis (Wikipedia, Wikia, Wetpaint…) and citizen journalism portals (Digg, Newsvine…)
Sharing tools for videos (YouTube…), pictures (FlickR…), links (del.icio.us, Ma.gnolia…), music (Last.fm, iLike…), slideshows (Slideshare), products reviews (Crowdstorm, Stylehive…) or products feedbacks (Feedback 2.0, GetSatisfaction…)
Discussions tools like forums (PHPbb, vBulletin, Phorum…), video forums (Seesmic), instant messaging (Yahoo! Messenger, Windows Live Messenger, Meebo…) and VoIP (Skype, Google Talk…)
Social networks (Facebook, MySpace, Bebo, Hi5, Orkut…), niche social networks (LinkedIn, Boompa…) and tools for creating social networks (Ning)
Micropublication tools (Twitter, Pownce, Jaiku, Plurk, Adocu…) and alike (twitxr, tweetpeek)
Social aggregation tools like lifestream (FriendFeed, Socializr, Socialthing!, lifestrea.ms, Profilactic…)
Tools
Publication Tools
Blogger: and tools like it are like personalized printing presses and anyone can read what you produce
Pbwiki: and other collaboration tools are like working at your kitchen table with colleagues anywhere in the world
Twitter: is like a megaphone to people who choose to hear you
Sharing Tools
YouTube: is like watching TV on demand on your computer or phone…broadcast yourself!
Flickr: is like a view finder of everyone’s pictures
Meetup:is an announcement board in a virtual town square
Slideshare: is an online PowerPoint party
Basecamp: is project management software
YouTube Contest
YouTube Group
Basecamp http://www.basecamphq.com/
Social Networks
Facebook: an online social networking website that connects its members through networks
Myspace: is like your friend who always has new music on her iTunes (is like Facebook without restraint)
Ning: is an online service to create, customize, and share a social network.
200 million users
Popularity growing most quickly among women older than 55, according to a site called Inside Facebook
1.5 million female users older than 55 on the site,-- roughly a 550% increase over six months ago. By comparison, membership among people younger than 25 grew by less than 20% over the same period
Facebook campaigns Eat the View Case Study
Ning
My Favorites that SAVE time!
Google Alerts: email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic
Google Docs: free web-based word processor, spreadsheet and presentation tools that allow for multiple users to create, share and jointly edit documents online with other Gmail users.
RSS: is like using the other 90% of your brain to keep track of news/info and putting these things in an ‘on demand’ format; Netflix v. Blockbuster (news comes to you)
Reminders:
Don’t use tools for the sake of the technology, use them for your community.
Realistically estimate your resources: staff time
Bells & whistles are cool, but expertise will make you and your community successful
Community management and execution of strategy makes a social application successful
Useful Online Resources:
Video explanations of technology in plain English: www.commoncraft.com
Helpful explanation of social media: http://socialmediaclassroom.com/community/wiki/welcome-participatory-media-literacy
Beth's Blog: How Nonprofits Can Use Social Media: A place to capture and share ideas, experiment with and exchange links and resources about the adoption challenges, strategy, and ROI of nonprofits and social media. http://beth.typepad.com/beths_blog/
Useful Books:
Cultivating the Web: High Tech Tools for the Sustainable Food Movement
Groundswell: winning in a world transformed by social technologies by Charlene Li
Bit Literacy: productivity in the age of information and e-mail overload by Mark Hurst
Here Comes Everybody: the power of organizing without organizations by Clay Shirky
Greater Good: how good marketing makes for better democracy by John Quelch and Katherine Jocz
Questions?Contact me via: Daily updated website: www.farmtoschool.org
Twitter for farm to school: http://twitter.com/FarmtoSchool and One Tray: http://twitter.com/OneTray; personal: http://twitter.com/groundtruthing
Tumblr: manage list of blog hits: http://farmtoschool.tumblr.com
Listserv: http://groups.yahoo.com/group/nationalfarmtocafeteria
Facebook Group: www.new.facebook.com/groups.php?ref=sb#/group.php?gid=35582164973
Flickr Photo Group: http://www.flickr.com/photos/uepi/sets/72157594341746884/
YouTube Group: http://www.youtube.com/user/FarmToSchool
Ning social networking site (for Network): http://farmtoschool.ning.com/