1. social media workshop Don Blake, NEA MWRO

2. Agenda Skills & Attitudes about social media: What you told us … Social Media and Content Sharing tools: Are you familiar with them? A Primer … Private Social Networks Ning Groupsite Social Networks Facebook LinkedIn Content Sharing Tools Blogs Twitter YouTube Wikis

3. Agenda NEA & affiliates using social media Branding Facebook, Groupsite, Ning, Twitter Best Practices Association Community Building/Supporting Association Work Groupsite, Ning, Yammer What a Social Media Campaign Looks Like How to develop a Social Media Campaign Measuring effectiveness and Listening to the Social Web Assess your readiness and capacity for starting a Social Media Campaign (Group work)

4. Skills & Attitudes about social media: What you told us …

10. Given all I know about social media, the one tool or practice I would most like to learn more about is...

11. Today’s Learning Objectives: Understand how social media is changing how organizations communicate and engage members Learn about the basics of the most popular social media tools and be given the opportunity to engage in dialogue about potential uses of social media back in their association Discuss safety and security issues associated with social media

12. Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. What is Social Media?

14. Successful Social Media Branding, Campaigning and Association Community Building What is … Branding is putting your association into the social mediasphere where existing and potential members can learn about you. Benefits of branding include: Increased feedback and discussion Drive traffic to your Web site “Spread” information A Social Media Campaign is NOT “about” the association but rather a focus on a specific issue, project or action comprising elements specifically designed to capture consumers’ attention and bring about interest and participation (for the people, by the people). Building email lists Attracting event attendees Getting people to take action Attracting donations What role does social media serve in our association

15. What is … Association Community Building (Supporting Association Work) is an effort to aggregate and associate groups of members, staff and leaders across work assignments, association events, leadership roles, etc. with a goal of providing always-on, one-stop access to content, colleagues and other social capital resulting from the association social network. Long-term, easy access to social network participants by role, etc. Excellent way to accomplish group planning and work projects Easy access and management of legacy content and relationships from training or conference events What role does social media serve in our association

16. PR/BrandingAssociation Work BlogsYES FacebookYESNO TwitterYESNO YammerNOYES GroupsiteYES NingYES WikiYES Successful Social Media Branding, Campaigning and Association Community Building What role does social media serve in our association

17. Supporting Association Work Blogs Supporting Association Work

18. Associations Using Social Media Blogs Supporting Association Work

19. Associations Using Social Media Branding Blogs Branding

20. Associations Using Social Media Branding Blogs

21. Branding Blogs Branding

22. So how did they do that? Association Work & Branding through Blogging www.blogger.com http://wordpress.com/ Blogs Association Work & Branding through Blogging

23. Best Practices: Blogging Be Transparent: Identifying yourself and your organization. Making it clear that you are contacting them in good faith with a straightforward agenda. Get to Know Them and Keep it Relevant: Do some research. Make a point to familiarize yourself with their content. Don’t pitch issues that don’t interest them Keep it Timely: The news cycle online is even faster than in print and on television. If you want to be a part of it, you have to keep up. Best Practices: Blogging

24. Treat Them as Individuals: Avoid sending blast emails to dozens of bloggers at once. Take the time to personalize your outreach efforts with the blogger’s name, URL, and perhaps even a comment on something they have written recently. Link to Them: All bloggers want to get links to their site. Links are a form of currency. Best Practices: Blogging

25. 1)Write in a witty and conversational tone. 2)Incorporate links into your post, especially links to news stories and other blogs. 3)Use multimedia. Images and videos can enhance posts considerably. 4)Diversify. There are many different types of blog posts. 5)Use timely information that is breaking news or relevant to the news cycle. Best Practices: Blogging

26. 6) Choose a descriptive and attention-grabbing title for your post. 7) Keep blog posts short – certainly below 1,000 words. 8) Encourage audience participation by asking open-ended questions that spark dialogue. 9) Respond to comments. If someone takes the time to comment on your post, you should return the favor by replying to their comment publicly. 10) Identify yourself. Blog posts written under an organizational name are not generally received as well as those posted under an individual’s name. You should also include a bio and your website links. Best Practices: Blogging

27. Associations Using Social Media Wikis

28. Branding

29. Wikis Branding

30. Wikis Supporting Association Work

31. Wikis Supporting Association Work

32. How did they do that? Wikis http://pbworks.com/ http://www.wikispaces.com Supporting Association Work

33. Associations Using Social Media Micro Blogging (Tweeting)

34. Best Practices: Twitter Tweet An update of 140 characters or less that goes out to all of your followers Followers Other Twitter users who follow you Re-Tweet A common way to give credit when forwarding someone else’s Tweet Tweet-Up A meet-up or offline event organized on Twitter Hashtag An easy way to organize content on Twitter by adding a # in front of popular keywords Micro Blogging (Tweeting)

35. PublicPrivate Vs.

36. Yammer Supporting Association Work

37. Twitter Branding

38. Twitter

39. Social Networks PublicPrivate Vs.

40. Social Networks

41. 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. Social Networks

42. 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. Social Networks

43. 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 Social Networks

44. http://www.facebook.com/help/groups/basics Social Networks

46. So how do you do it? Social Networks

48. Associations Using Social Media Association Work: NING Social Networks

49. Associations Using Social Media Association Work: NING Social Networks

50. Associations Using Social Media Association Work: NING Social Networks

51. Associations Using Social Media Association Branding/Political Action: NING Social Networks

52. Associations Using Social Media Association Branding/Political Action: NING Social Networks

53. Associations Using Social Media Association Branding/Political Action: NING Social Networks

54. So how do you do it? Associations Using Social Media Association Work: NING Social Networks

55. Associations Using Social Media Association Work: Groupsite Social Networks

56. Associations Using Social Media Association Work: Groupsite Social Networks

57. Associations Using Social Media Association Work: Groupsite Social Networks

58. Associations Using Social Media Association Work: Groupsite Social Networks

59. Associations Using Social Media Public Relations/Branding: Groupsite Social Networks

60. Associations Using Social Media Public Relations/Branding: Groupsite Social Networks

61. Associations Using Social Media Public Relations/Branding: Groupsite Social Networks

62. Associations Using Social Media Public Relations/Branding: Groupsite Social Networks

63. So how did they do it Associations Using Social Media Groupsite Social Networks

64. Successful Branding Using Social Media Criteria for selection: I looked for campaigns that… …Take advantage of the tools functionality …Pay attention to what is being said in tune to what the different communities were saying …Talk Like Their Audience talk like Facebook members and not spew association PR …Converse Don’t Shout talk to people first, before trying to “sell” anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members. …Leverage opportunities to help fans learn about the importance and value of unions …Showcase value of association membership

65. Successful Social Media Campaign Criteria for selection: I looked for campaigns that… …The campaign brands ONLY the campaign issue or action …Leverage the best tool(s) for the desired outcome …Take advantage of the tools functionality …Pay attention to what is being said in tune to what the different communities were saying …Talk Like Their Audience talk like Facebook members and not spew association PR …Converse Don’t Shout talk to people first, before trying to “sell” anything. Members may expect to see design and polish, but on a social network, your site has to reflect the visual language of its members.

66. Successful Association Community Building (Supporting Association Work) Criteria for selection: I looked for Association Communities that… …Strive to work in new ways …New tools shouldn’t/don’t necessarily support old work habits! …Leverage the best tool(s) for the desired outcome …Take advantage of the tools functionality …Set appropriate use expectations and policy

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

68. 1.What’s your social object? 2.What’s already being done/said about your social object? Developing a Social Media Campaign

69. Measuring & Tracking

70. 1.What’s your social object? 2.What’s already being done/said about your social object? 3.Audience technographics? Developing a Social Media Campaign

72. 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 Developing a Social Media Campaign

73. 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! Developing a Social Media Campaign

74. Social Media Planning PDF 1.Self-assessment 2.Identifying your social media goals 3.Measuring your goals 4.Defining your audience

75. Resources: Web sites: Books (Amazon.com):Facebook: http://www.facebook.com/smexaminer http://www.facebook.com/groups/SocialMediaRockStars http://www.gcflearnfree.org/facebook101 http://nonprofitorgs.wordpress.com/ http://www.socialmediaexaminer.com/