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BLUE STATE DIGITAL SOCIAL MEDIA: PRIORITIES, PRACTICES, AND PEOPLE POWER April 13, 2011 Presentation team Ryan Davis Social Media Director Contents & Agenda Our Philosophy Basic Social Media Facebook Twitter Social Content Questions Contents & Agenda Our Philosophy Basic Social Media Facebook Twitter Social Content Questions A New Way to Communicate THE OLD WAY THE BSD WAY ORGANISATION ORGANISATION The Engagement Ecosystem Contents & Agenda Our Philosophy Basic Social Media Facebook Twitter Social Content Questions What is a Social Network? A social network is a social structure made up of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, dislike, romantic relationships, or relationships of beliefs, knowledge or prestige. Social networks allow your organization to potentially reach an exponential amount of new supporters each day. Through mass content dissemination and relationship facilitation, your message can reach a variety of wide audiences, instantly. What can social media do for you? Amplify your organization’s message Enhance what you’re doing offline Help your supporters spread the word Quick, free communications to supporters Rapid response to breaking news Activate, empower, and engage your members Give your supporters low barrier actions to take Play where your supporters play There are a lot of social networks Today we’ll focus on the two largest and most active: Facebook & Twitter Consider these core, social media principals: It’s all about the conversation. The rules of each social network differ. If you don’t follow the rules, people will not embrace your cause – even if it’s a good one. Social networking requires a different style and tone than you might use in an email, a blog, or any other form of communication. Social media exchanges are frequently briefer than in other media. It is difficult to move activists out of a social network and onto an organization’s homepage, so it is important to focus on improving brand loyalty within the social networking framework. Contents & Agenda Our Philosophy Basic Social Media Facebook Twitter Social Content Questions The Facebook Universe The Facebook Universe Facebook is the premiere social network, linking friends, family and colleagues 500+ Million Active Users 150 Million Americans 50% of users log on daily 35+ Million users update their statuses daily 5 Billion pieces of content posted a month Average user spends 55 minutes a day on Facebook 200 Million people use Facebook on their mobile phones Facebook: The Basic Interactions Like Share Comment Facebook: Your Profile On your profile, you can give UWW & area UWs a shout out by typing @ and then the page’s name. (You have to “like” it to use @ mentions.) You can also share a link (below) to your website, Twitter account, or any other URL. Remember: you can @ mention in the top subject box. Facebook: Add Signup Landing Tab Collects emails and pushes “likes” to non-fans. Facebook: 6 Ways To Get More Fans 1. Post Content Daily. 2. Interact & respond to user’s post on your page. 3. Add signage at events encouraging people to add you on Facebook. 4. Make sure your Facebook page is linked prominently on your website. 5. Start having all the area UWs interact with each other’s pages. 6. Favorite and interact with other pages in your community. Posting Links 19 Posting Status Kickers 20 Questions 21 Geotargeting Posts on Facebook 22 Using Facebook as a Page 23 Contents & Agenda Our Philosophy Basic Social Media Facebook Twitter Social Content Questions The Twittersphere The Twittersphere The total universe of Twitter users and their habits. Also called the “Twitosphere” and “Twitter verse.” Users “tweet” (broadcast) short messages (140 characters) to their followers – micro blogging 150+ Million Users Worldwide The 11th Most Visited Website Over 40 Million Tweets Daily 87% of Americans have heard of Twitter, but just 7% (17 million) use it. Social Twitter Following In the first month of the Twitter follow program, Vanguard’s Twitter followers grew by 25% UW Bay Area: 850 Metro UW: 750 UW Dallas: 650 UW GNH: 500 UW Silicon Valley: UW Twin Cities: UW Tarrant 475 1,475 County: 675 Twitter Outreach Hashtags 29 Direct Asks 30 Quotes 31 Blogs 32 Stats 33 Trends 34 Contents & Agenda Our Philosophy Basic Social Media Facebook Twitter Social Content Questions Sample Cross-Channel Content Integration Tip: Make sure your syncing your offline and online communications. 36 General Social Content Types of content to post, in descending order of priority: Pictures and YouTube videos Your blog posts General status updates Interesting third party news stories about the organization or exercise Status kickers – reposting important content a few days after initially posting it. General Social Content Commonly made mistakes: try to avoid the following practices when updating your News Feed: Posting press releases Setting up an RSS feed to push blog posts, press releases, or press coverage into your News or Twitter Feeds Using Facebook Notes or Deck.ly for longer content Social Content – UWW Just uploaded the new Campaign video! Day of Caring video, pics, fun times Award recipients announced Raffles and fun contests coming up (or results) – Duck races, popular during campaign time to raise money – CEO shaves off his mustache when employees reached their giving goal – Two CEOs eat cereal in a bathtub filled with milk – Taste of (your town) UW of Central Indiana’s Oscar night or Bollywood event pics Social Content – UWW Dancing with the Stars in Bartholomew County (local volunteer and community leader teaches dance instructor the Charleston!) Segmented market announcements: – New after-school initiative program is announced (new results announced) – Volunteer tutor recruiting opens for 3rd grade reading tutors Public Policy: – Third House sessions are coming to your area (time, date, location) – Senate bill “x” is up for a vote. Call your legislator. THANK YOU QUESTIONS?
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