Social Media Crash Course New Leaders Council, Chicago
Elliot Greenberger www.linkedin.com/in/elliotgreenberger
Digital Marketing for Social Causes
You Use Social Media Regularly…
…But Here Are Your Concerns It’s overwhelming and time-consuming! I have the tools, but lack the strategy! How do I get people to actually do something? How do I balance personal and professional? How do I measure this stuff?
Here’s What You’re Using…
…And What You Want to Learn
What is Social Media All About? Storytelling Transparency Authenticity Relationships
Laws of Social Storytelling Be prepared to tell 3 types of stories: The story of self (organization) The story of us (community) The story of now (change the world)
“A story communicates fear, hope, and anxiety, and because we can feel it, we get the moral not just as a concept, but as a teaching of our hearts. That’s the power of story.” - Marshall Ganz
Why We Act Online Self expression Reputation and “performance” Participation in a movement Favor for a friend or family member Promise of reward
Laws of Online Communication Culture of 140 characters or less Headlines Easy-to-follow instructions Timely and deadline-driven Unique voice Talk about more than yourself
Why We Use Social Media Monitor issues and discover information Build a following and stimulate discussion Promote ideas, publications, events, and staff
Monitor Issues and Discover Info
What to Listen For Name of organization Names of competing organizations Names of key staff Brand names (projects, books, campaigns) Industry keywords
What to Do With It Compile daily info for self or group Understand landscape and language of issues Respond promptly to criticism or praise Discover key influencers Find content for outbound communications
Visit: www.Google.com/Alerts
Visit: www.Google.com/Reader
Visit: www.Google.com/Reader
Visit: Search.Twitter.com
Visit: www.TweetDeck.com
Visit: www.Slideshare.net
Build a Following and Stimulate Discussion
Why to Blog Share organizational milestones and news Write opinions and critiques of issues Tell deeper story about key work Interview industry leader, peer, volunteer Recap learnings, photos, videos from event Link to relevant resources
Why to Tweet Give voice to key staff members Promote organizational news and events Amplify related messages (ReTweet) Customer service and deeper relationshipbuilding with constituents
Why Use YouTube Promote event with slidehow (Animoto, iPhoto) Show behind-the-scenes view Host a weekly vlog Curate videos on a topic using playlists Embed your and other videos on your website
Promote Ideas, Publications, Events, and Staff
Ways to Use Facebook Create a fan page for your organization Share links to videos and news stories online Upload photos and videos of your work Organize an event and invite friends/fans Create a targeted ad to gain supporters Ask questions and get immediate feedback
Visit: www.Facebook.com/Advertising
Planning a Social Media Strategy
Questions to Ask What are your goals? Who are you trying to reach? What tools do you need to use? Who do you need on your team? How will you measure success?
What Are Your Goals? Specific, Measurable, Attainable, Relevant, Timely Raise $5,000 for cancer research by next month Get 1,000 petition signatures Influence upcoming environmental bill Feed 250 at-risk children a week Attract volunteers with educational experience
Who Are You Trying to Reach? Segment by age, interests, location, behavior, etc. Eligible voters in Evanston, IL Policymakers in Capitol Hill College students passionate about animal rights Mommy bloggers
What Tools Do You Need to Use? Consider both online and offline tools Website, Facebook, Twitter Blogger outreach Magazine/newspaper advertising Book tour
Who Do You Need on Your Team? Consider both individuals and groups Internal staff Freelance hires “Celebrities” Partner organizations Corporate sponsors
How Will You Measure Success? Attention, Attitude, Action Site visits, fans, followers, subscribers Video views and shares Discussion volume and comment quality Online mentions and mainstream press Event attendees, donations
Group Case Studies Awareness Campaign: It Gets Better Project Event Response: American Red Cross handling of Mississippi flooding Personal Brand: Living Philanthropic (Carlo Lorenzo Garcia) Organizational Communication and Fundraising: charity: water
Case Presentations Storytelling, Transparency, Authenticity, Relationships
What are their goals? Who are they trying reach? What tools do they use? Who is on their team? How do they measure success?
Group Case Studies
5 Takeaways “S.T.A.R” Go deep, not wide Begin with your goals and your audience Don’t forget to listen Start, test, and learn
Learning Resources BethKanter.org SocialEdge.org SocialMediaToday.com CauseGlobal.Blogspot.com Mashable.com/Social-Good ChrisBrogan.com
Thank you! Elliot Greenberger Email:
[email protected] Website: www.elliotgreenberger.com LinkedIn: www.linkedin. com/in/elliotgreenberger Twitter: @elliotg