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SOCIAL MEDIA CAPACITY BUILDING,[object Object],Step by Step Solutions for Your Nonprofit Organization,[object Object],Susan Tenby  @Suzboop,[object Object],Online Community & Social Media Director,[object Object],TechSoup Global,[object Object]
Social Media ,[object Object],Conversation in Community,[object Object],Susan Tenby,[object Object],Online Community/Social Media Director,,[object Object],TechSoup Global,[object Object],susan@techsoup.org,[object Object],@suzboop,[object Object],Susantenby.com,[object Object]
We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential,[object Object]
TechSoup Global has established an extensive partner network in 32 countries,[object Object],Australia,[object Object],Belgium ,[object Object],Botswana,[object Object],Brazil,[object Object],Bulgaria,[object Object],Canada ,[object Object],Chile ,[object Object],Croatia,[object Object],France,[object Object],Germany ,[object Object],Hong Kong ,[object Object],Hungary,[object Object],India ,[object Object],Ireland,[object Object],Japan ,[object Object],Kenya ,[object Object],Luxembourg ,[object Object],Macau,[object Object],Mexico ,[object Object],Netherlands ,[object Object],New Zealand ,[object Object],Poland ,[object Object],Romania,[object Object],Russia,[object Object],Slovakia,[object Object],Slovenia,[object Object],South Africa,[object Object],Spain,[object Object],Taiwan,[object Object],United Kingdom,[object Object],United States,[object Object]
Online Community and Social Media Team,[object Object],Double-click to enter title,[object Object],Communicating across social media channels for the TechSoup Global online networks,[object Object],Double-click to enter text,[object Object]
Social Media Capacity Building for Nonprofits
CAPACITY BUILDING,[object Object],Begins with creating a map of social engagement,[object Object]
Cause, campaign or organizational plan?,[object Object]
Social Media Capacity Building for Nonprofits
FloridaHousing,[object Object],Campaignor organizational plan?,[object Object],Mission & Purpose?,[object Object],What do you want to accomplish?,[object Object],Measurable Goals,[object Object],Call to Action Request,[object Object],Organizational voice and brandAuthority Position?,[object Object],Step One:,[object Object],CHART THE COURSE:,[object Object],Determine which,[object Object],Channels are right for you – and right for your audiences to receive you,[object Object]
WHY Social Media?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY,[object Object],Mission,[object Object]
Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?,[object Object]
What do you want by having & monitoring your social media presence?,[object Object],[object Object]
Increase your org’s thought leadership?
Generate partnerships?
Donations?
Buzz?
Volunteers?What is your call to action?,[object Object],Pick one or two goals: ,[object Object],Stay Focused!,[object Object]
SOCIAL ESSENTIALS,[object Object],Mission, Goals, Vision for sharing your story,[object Object],[object Object]
Minimal Listening: Google Alert & Twilert
Minimal Tracking: Hootsuite & Insights,[object Object]
Social Media Capacity Building for Nonprofits
Social Media Capacity Building for Nonprofits
Social Media Planning: Methods,Options, Outlets ,[object Object],Storytelling Channels & Elements,[object Object],Video (short)   ,[object Object],Documentary ,[object Object],Other film/TV  ,[object Object],Streaming Media   ,[object Object],Events  ,[object Object],Games Checkins- Geocaching  ,[object Object],Online Ads   ,[object Object],Print Media   ,[object Object],Visual Advertising    ,[object Object],Websites   ,[object Object],Twitter  ,[object Object],Facebook  ,[object Object],LinkedIn  ,[object Object],Google+  ,[object Object],Groups and ListsOther Web Communities,[object Object],A sample of media channels and places to consider story and campaign integration,[object Object]
The Right Formula = Your Secret Sauce,[object Object]
Managing your internal voices,[object Object],Listening to your external voices,[object Object]
Who do you want to participate?How do they participate?At a minimum...,[object Object],When setting up your networks, make sure you include the following:,[object Object],1) Photo and/or logo,[object Object],2) Links back to your website,[object Object],3) Content about you or your organization,[object Object]
Social Media Capacity Building for Nonprofits
DigiTAL STORYTELLING,[object Object],http://tiny.cc/tsdigs,[object Object],Social stories shared amongst trusted friends,[object Object]
What is your story?,[object Object]
Organizational voice and branding…What is yourAuthority Position?,[object Object]
Digital Storytelling: Content Production &Distribution,[object Object],Who voices,[object Object],your social sites? ,[object Object],Outreach:,[object Object],Identify new,[object Object],Potential partners,[object Object],Across many media ,[object Object],Outlets & Channels,[object Object],What is your story?,[object Object],Who is telling it?,[object Object],With what voice?,[object Object],Find your peeps through hashtags and Twellow,[object Object]
Don’t Tweet Like CHER.,[object Object],[object Object]
Don’t make up #uselesshashtags
Don’t spam via DM
Don’t call yourself a rockstar or guru
Don’t put an emoticon or exclamation mark after every tweet
Don’t be self-referential in all your tweets
Track click-thru using Bit.ly & do what works,[object Object]
ENGINEER SHARING!,[object Object]
CONVERSATION,[object Object]
Hashtags,[object Object],#NPtech,[object Object],Research and find tags from many communities related to your field,[object Object],Participate in conversations that help you engage new audiences and strengthen your authority positions,[object Object],Use tags to organize,[object Object],Information and grow diverse conversations,[object Object]
Social: What to do & what NOT to do,[object Object],[object Object]
DO subscribe to Alerts about relevant topics
Don’t delete or Ignore negative feedback, address it
Don’t use your friends and followers for their networks
DO tag Strategically, redundantly across many channels
Don’t only broadcast about your org, share stories & respond
Don’t be a control freak: guide conversations
Don’t just expect someone will run your SM channels, designate someone!
DO track your progress using social analytics tools that help you track success ,[object Object]
LISTENING,[object Object]
Social Media Capacity Building for Nonprofits
A few good ,[object Object],dashboards,[object Object]
Hootsuite,[object Object],Pros:,[object Object],[object Object]
Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations
Paid version gives downloadable reports for ROI informationCons:,[object Object],[object Object],[object Object]
CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each requestCons: Not as easy to use as a listening interface,[object Object]

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Social Media Capacity Building for Nonprofits

Editor's Notes

  1. Cher uses ALL CAPS, tweets longer than 140 so her stream is one long, disjointed tweet
  2. Janetfouts.com/listen and http://janetfouts.com/controlling-the-conversation/
  3. Take advantage of FB’s graphical interface, don’t usehashtags, they aren’t serving their purpose on FB, tag via FB’s tagging convention.
  4. Having events gives you a reason to share with your community, helps you reach outside communities, gives you the opportunity to be found on topical communities in the archiving, like Slideshare. Enlisting volunteer bloggers and tweeters opens your community up to more people, giving them ownership of the community. Helps create user-generated content.