Social Media - Effective Online Communications

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					Effective Online Communications: A Guide to Better Social Media   1
2009 Local History and Historic Preservation Conference
                        Most respondents do not use
                               social media




                                                       Some use Facebook and YouTube

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2009 Local History and Historic Preservation Conference
                        The internet is an integrated
                              part of our lives
          • 74% of adults use the internet

          • 65% have internet access at home




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2009 Local History and Historic Preservation Conference
                                    Social media is a large
                                    portion of internet use
          • Social media has a broad reach
                   – 4 out of 5 adult internet users in the US are using
                     social media

          • Fastest growing segment
                   – 45 to 65 year olds




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2009 Local History and Historic Preservation Conference
         Why pay attention to social media?
          • It has caused a fundamental shift in how we
            communicate
          • User expectations have changed

          • It’s where the world is headed, and it’s here to
            stay




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2009 Local History and Historic Preservation Conference
         How can we define social media?
          • Social media is also known as Web 2.0 or social
            networking
          • Next generation of how we communicate on the
            web
          • Social media integrates
                   – Social interaction between people
                   – Technology
                   – Multimedia (text, images, video, audio)




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2009 Local History and Historic Preservation Conference
           What is social media all about?




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2009 Local History and Historic Preservation Conference
         How can we classify social media?




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2009 Local History and Historic Preservation Conference
            Let’s put social media into groups




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2009 Local History and Historic Preservation Conference
                                       Communication Group
          Blogs and microblogs                                    Social networking sites




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2009 Local History and Historic Preservation Conference
                                           Collaboration Group
              Wikis                                Social         Social   Consumer
                                                bookmarking       news      reviews




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2009 Local History and Historic Preservation Conference
                                                  Multimedia Group
          Photo sharing                                           Video and audio   Document
                                                                      sharing        sharing




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2009 Local History and Historic Preservation Conference
                                              What social media
                                               can do for you
          • Promote events
          • Encourage constituent feedback & respond quickly
          • Create informal outreach opportunities
          • Compliment other marketing efforts
          • Establish a simple web presence
          • Strengthen relationships with existing contacts




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2009 Local History and Historic Preservation Conference
                     To succeed with social media
          • Your organization should
                   – Have a passion for social media
                   – Know how users prefer to be contacted
                   – Define goals and performance measures
                   – Be flexible about your approach
                   – Think through the challenges and opportunities
                     carefully
                   – Have a sense of adventure



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2009 Local History and Historic Preservation Conference
                        Four signs that social media
                             isn't for you ... yet
          • Reconsider social media if your organization
                   – Determines target audiences aren’t using it
                   – Doesn’t have time to experiment
                   – Is not willing to deal with new technology
                   – Won’t be ready to invest time to learn the medium




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2009 Local History and Historic Preservation Conference
 Getting started with a small scale plan
                        1. Define your goals
                        2. Who do you want to talk to?
                        3. Clarify your message
                        4. Assess resources
                        5. Determine the tools, tactics, timeline
                        6. Plan for maintenance needs
                        7. Set up evaluation criteria


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2009 Local History and Historic Preservation Conference
                            The rules are social media
                                  are not defined
          • But here are a few tips to keep in mind
                   – Keep it conversational
                             • A blog is not an annual report
                             • Ask questions, solicit opinions
                   – Write what you know
                             • Stick to issues relating to your organization
                             • Be the expert
                             • Add real knowledge, not just another opinion
                   – It takes trial and error to find the best fit for your
                     organization


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2009 Local History and Historic Preservation Conference
                    Worry less about the tools you are using

    Care more about the relationship you are building




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2009 Local History and Historic Preservation Conference
Getting started with a small scale social media plan
Define your goals
    • Build better relationships?
    • Raise awareness about your collections?
    • Increase website traffic?
    • Inspire people to visit your location?
    • Increase donations?

Who do you want to talk to?
   • Members of your organization?
   • Donors? Potential donors?
   • Schools? Families?

Clarify your message
    • Focus in on one point
    • Have a cohesive, unifying theme
    • Make it easily grasped by short attention spans
    • When you tear away the technology, you’re left with words and the actions they inspire — or fail to inspire.

Assess your resources
Social media tools aren’t really free. They cost time. Sometime, lots of time

    •   Size and technical experience of staff?
    •   Volunteer base (long-term vs short term)?
    •   Time staff members can devote to social media?
    •   Content already produced that can be used on social media sites?

Determine tools, tactics, timelines
What social media should you use?
    • Do you need to utilize social networking sites, blogs, real-time updates (e.g., Twitter), social news sites, media-
      sharing sites, review/directory sites, virtual worlds, or display ads on social media sites?
    • Examine the characteristics of the type of social media you want to have a presence on and how those
      characteristics fit what you're trying to accomplish to help choose the ones that will work best for you.
    • Think about: What’s the best way to have the most valuable, meaningful interaction with your target audience?
    • Survey your current members to see what social media they use.
    • Don’t get caught up in the technologies; work to understand how each tool works so you can use it to deliver a
      relevant message.
    • What are you planning to do to drive people to your social media presence?

Plan for maintenance needs
    • How much time will you need to maintain your social media tools. Daily? Weekly?
    • Once your message is out, you must have someone (or a team of people) to make sure it is repeated and
       monitored on a regular basis.

Set up evaluation criteria
    • Type of criteria depends on the social media tool
       Examples:
             o Conversions to membership or donor?
             o Are you measuring views, followers, comments, or subscribers?
             o Click throughs?
    • There is also unmeasurable criteria based on engagement with your target
       Examples:
             o Quality of comments on blog or Facebook page




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     2009 Local History and Historic Preservation Conference
    Online Resources
    These resources have been handpicked by our team to help set you on the right path in your efforts to improve your
    small organization’s website, social media, or email efforts. This handout is available online! See slides from this
    presentation, along with many other 2009 Local History and Historic Preservation presentations at our website.
    http://www.wisconsinhistory.org/localhistory/presentations


IMPROVE YOUR WEBSITE                                                               GET STARTED WITH SOCIAL MEDIA
                                                                                   •   Blogs for nonprofits. A top ten list of ideas to
Analytics                                                                              give you inspiration to start using blogs.
•   Measuring the impact of your web presence. Prove why your website                  http://netsquared.org/blog/britt-bravo/10-ways-
    is a worthy resource.                                                              nonprofits-can-use-blogs
    http://www.techsoup.org/learningcenter/webbuilding/page5929.cfm
                                                                                   •   How nonprofits can get the most out of
•     A few good web analytics tools. Measure your website’s success.                  Flickr. Use this online photo-sharing
      http://www.techsoup.org/learningcenter/internet/page6760.cfm                     community successfully.
                                                                                       http://www.techsoup.org/learningcenter/internet
Content Management                                                                     /page8291.cfm
•   A few good tools to manage content on simple sites. Learn about
    “web-site-in-a-box tools.”                                                     •   Choosing the right social network: two quick
    http://www.techsoup.org/learningcenter/webbuilding/page7235.cfm                    places to start. Tips include survey of email
                                                                                       list.
•     Joomla for nonprofits. Publish professional-looking websites without             http://www.fundraising123.org/article/choosing
      knowledge of HTML.                                                               -right-social-network-two-quick-places-start
      http://www.techsoup.org/learningcenter/webbuilding/page11968.cfm

Design                                                                             ADVICE FOR EMAIL MARKETING
•   Tips for designing or redesigning a nonprofit website. Get found on
    the World Wide Web.                                                            •   Fundraising123.org Many useful articles in
    http://www.techsoup.org/learningcenter/webbuilding/page11822.cfm                   helpful categories like email 101, website 101
                                                                                       and social networking.
Marketing
•  Promoting your new or redesigned website. Get found on the World                •   What good nonprofit e-newsletters look like.
   Wide Web.                                                                           Learn more about best practices when using
   http://www.techsoup.org/learningcenter/webbuilding/page5958.cfm                     email.
                                                                                       http://www.fundraising123.org/article/what-
Search Engine Optimization                                                             good-nonprofit-e-newsletters-look
  •   10 steps to being found on search engines. Improve your website’s
      “findablility” online.                                                       •   5 steps to email marketing. Get the biggest
      http://www.techsoup.org/learningcenter/internet/page8319.cfm                     bang for your buck out of email.
                                                                                       http://www.fundraising123.org/article/5-steps-
Service Providers                                                                      email-marketing
  •   How to switch internet service providers. Don’t pay for services you
      don’t need.                                                                  •   How to use email to build relationships and
      http://www.techsoup.org/learningcenter/connections/archives/page102              achieve marketing glory
      26.cfm                                                                           http://www.fundraising123.org/article/how-use-
User-centered Design                                                                   email-build-relationships-and-achieve-
  •   Rethink your organization's website. Offer value to your visitors.               marketing-glory
      http://www.techsoup.org/learningcenter/webbuilding/page4757.cfm
 


          Effective Online Communications: A Guide to Better Social Media                                               20
          2009 Local History and Historic Preservation Conference
                        2009 LOCAL HISTORY AND HISTORIC PRESERVATION CONFERENCE
                                                                      CONNECTING TO THE PAST
                                                                          October 9-10, 2009


                                                                         Effective Online
                                                                         Communications
                                                                                 Social Media

                                                            Presented by
                                                                  Scott Jennings
                                                                  Cathy Klima
                                                                  Angie Truby
                                                                  Web Developers, Wisconsin Historical Society

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2009 Local History and Historic Preservation Conference

				
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