+ Cool Tools, New Rules Don Blake, PR State Relations National Education Association 2010 Membership Best Practices Summit

+ Agenda Cool Tools, New Rules Elements of a Membership Campaign The Rules Developing a Social Media Campaign Membership recruitment is still a face(book)-to- face(book) proposition... “ “

+ Agenda Cool Tools, New Rules The Tools Facebook Groupsite Ning Membership recruitment is still a face(book)-to- face(book) proposition... “ “

+ Agenda Cool Tools, New Rules Prerequisites: Patience Membership recruitment is still a face(book)-to- face(book) proposition... “ “

+ The Rules

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+ The Rules: Developing a SM Campaign

+ 1.What’s your social object? Social Objects : Association issues, events or products marketed using social media (designed to engage specific groups of members)

+ The Rules: Developing a SM Campaign 1.What’s your social object? 2.What’s already being done/said about your social object?

+ The Rules: Measuring & Tracking

+ The Rules: Developing a SM Campaign 1.What’s your social object? 2.What’s already being done/said about your social object? 3.Audience technographics?

+ The Rules: Developing a SM Campaign

+ 1.What’s your social object? 2.What’s already being done/said about your social object? 3.Audience technographics? 4.Choosing the right SM tools

+ The Rules: Developing a SM Campaign 1.What’s your social object? 2.What’s already being done/said about your social object? 3.Audience technographics? 4.Choosing the right SM tools 5.Involve, Create, Discuss, Promote & Measure!

+ The Rules: Developing a SM Campaign Think about your messaging: Don’t be scripted, just make sure everybody who is participating in your social media plan has a crystal clear concept of what the messaging should be. What voice do you want to portray? Analytical? Light-hearted? Have you thought about how your messaging can engage other users rather than push a sale? How are you tracking? Have you set clear goals for your social media campaign? Long term and short term? How will you measure the results and track your performance?

+ The Rules: Developing a SM Campaign Polish your tools It's not hard, true, but there still is a learning curve for some social media platforms. Make sure your profiles are properly filled out and you know how to use the tools. Do some small posts as an introduction before you dive into a full on campaign where small gaffes will be painfully obvious. Relax Really. Once you've done the steps above you can enjoy the experience. Just like a well prepared presentation you've got your tools, your confidant in your messaging and you're ready to start the conversation.

+ The Rules: Associations Using Social Media PR/BrandingAssociation Work BlogsYES FacebookYESNO TwitterYESNO YammerNOYES GroupsiteYES NingYES WikiYES

+ The Tools statewiki

+ Profile A profile is the hub of an individual’s presence on Facebook. It includes the person’s wall, notes, photos, videos and other information. Wall Each profile and fan page has a wall on which others can write or post multimedia items. This is the equivalent of a guest book on a website, in that other individuals visiting the profile can leave publicly visible messages. The Tools: Facebook

+ Friends Adding or accepting someone as a friend is the most basic way to connect on Face- book. All friendships are mutual, so if someone requests to be your friend you must accept the request before you are officially “friends.” Status Status updates are Facebook’s response to Twitter. You can enter a short text statement and a photo, video, event, cause or hyperlink as your status. Under default privacy settings, your status updates are visible to all of your friends. The Tools: Facebook

+ Notes The notes application is Facebook’s version of a simplified blogging platform. Anyone on the site can create notes, which can include text, hyperlinks, photos and tags. By default, notes are visible to all of an individual’s friends. Tag Tagging allows you to associate a video, photo or note with another individual’s profile. For example, if pictures are uploaded from an event, those in the photo can be “tagged” to let them know they are in the photo The Tools: Facebook

+ Steps to Getting on Facebook: Define your purpose: Why a fan page?; How will FP differ from your web site; What is your “it” factor (Social Object)? Pages & Groups: Understand the Pro and Cons to each Know your audience, Branding strategy, Privacy settings, Complete profile, group or page, start an event, link to your FB profile, feed social network

+ The Tools: Facebook Content and Communication Methods: Wall, Notes, Updates, Targeted updates Create an Editorial guide: Posting strategy (consistency); What type of content?; Formatting –What will the post look like?; Engagement: How will you approach fan comments; Prepare for negative ort promotional posts

+ The Tools: Facebook FBML Landing page Communities and Strategies Direct, Managed & Participating What is your objective, who is your audience, what are you measuring Engaging fans Ask their opinion Test their knowledge Pair promotions with content Redirect Apologize Thank your fans

+ The Tools: Facebook

+ Public Relations/Branding: Facebook

+ The Tools: Facebook

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+ 1.Actively engage your audience by sending out messages and updates, starting discussions and updating content. 2.Use your organization’s logo as your picture. This will clearly identify your page or group as the official Facebook presence for your organization. 3.Include at the beginning of all links you post or send out to ensure they are clickable hyperlinks. 4.Leverage the fans or members you have to gain new ones. Simply asking group members or page fans to invite their friends to participate can significantly increase the reach of your presence.

+ The Tools: Facebook Privacy & Security

+ The Tools: Groupsite

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+ The Tools: Ning

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