CAP - Using Social Media For Social Change - Miami

What Well Cover Why social media?
media? State of the Internets Survey results Best practices Tools Developing your plan
THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM
Best Social Media Quote
Social media is like teen sex. Everyone wants to do it. Nobody knows how. When its over, everyone is surprised that it wasnt better.
--Avinash Kaushik, Analytics Guru
Why Social Media? No gatekeeper Cut out the middleman Social media is inbound as opposed to traditional media which is outbound Your messages are being delivered directly to consumersconsumers who want to see them! Get other peoplefansto tell your story!
State Of Media, September 2010

LA Times 6 million Washington Post 7 million Huffington Post 12 million New York Times 17 million Twitter 28 million MySpace- 59 million Youtube 106 million
Facebook 131 million
Whos Winning?
Facebook Vs. Washington Post Vs. New York Times
Social Media & Charities

Increased in almost every aspect at U.S. charities, according to a 2009 survey of U.S. charity execs. Blogging: 2007: 34% 2009: 65% Social Networking: 2007: 32% 2009: 96% Twitter 2007: 0% 2009: 90% Use none: 2007: 25% 2009: 3%
Do Journalists Use Social Media?

89% said they turn to blogs for story research. 65% turn to social media sites such as Facebook and LinkedIn. 52% turn to microblogging services such as Twitter.
Cision and Don Bates of The George Washington Universitys Masters Degree Program in Strategic Public Relations
AMERICA & THE INTERNET

PEW RESEARCH CENTER FINDINGS
Just 46% of adults used the internet < 5% had broadband at home < 22% watched video online 0% connected wirelessly Social networking? Whats that?
Almost 80% of adults use the internet 66% have broadband at home >55% watch video online Almost 60% connect wirelessly Have ever used a social networking site: 47%
If Facebook Were a Country
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Facebook Demographics
Facebook growing in every age/gender demographic. Fastest growing segment: Women over 55. Facebook growing faster with women than men in almost every age group. Women comprise 56.2% of Facebooks audience, up from 54.3% late last year. 45% of Facebooks US audience is now 26 years old or older.
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Millennials Rising
First generation raised in world of new media. 77 million Millennials vs. 74 million baby boomers Just the Headlines, please!
(Thanks, Google!)
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What The Heck Did We Do Before The Internet?
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Survey: What You Told Us
Where are community action agencies in the brave new world of social media?
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What You Told Us:

Rate Your Organizations Use of Social Media: Most said intermediate (48.3%) but a large proportion said beginner (43.3%)
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Survey: What You Told Us 90% either use Facebook now or plan to in the future. 54% either have a presence on Twitter or plan to have one in the future. 54.8% either currently have a blog or plan to start one in the future. 43.5% have no plans to blog.
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Survey: What You Told Us 93.7% do not currently reach out to bloggers. But for those who do, youre hoping to reach the General Public (73%), Media (14%), & Advocates (9.1%)
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Survey: :What You Told Us No Surprise: 98.4% of you have a website
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Survey: What You Told Us Big Surprise: 52% of you have a communications plan, but 48% of you dont
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Survey: What You Told Us

What are your social media goals? 98% Raise public awareness 81% Showcase Events 61% Build constituency 56% Raise money 51% Recruit volunteers 48% Increase Web Traffic 42% Get media coverage 20% Influence legistlation
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How Much Time Per Week Does Your Organization Spend on Social Media?
Social media is not consuming a lot of your time. Most report between 0-2 hours (51.6%) But 18% say 7 hours.
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Your Biggest Social Media Challenges
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Success Stories Local News organizations tend to pick up events and stories from our Facebook page. Facebook has been a great way of keeping in touch with supporters of a specific project... We have generated a few donations.
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Success Stories It has helped us spread the message of who we are and what we do to a whole group of people who didn't know we even existed It gives us a chance to put our own spin on it and not just rely on the media to tell our story.
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Tips
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Tip #1
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Everything I Know
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I Learned From
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Facebook Pages Best Practices

Create an organization page Post regularly Ask Converse About Us, Contact Info, Website URL, Blog URL, Twitter URL Get a Facebook user name http://www.facebook.com/usernam e
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Customize Your Facebook Page Show your personality: Add an appor two! Twitter tab Welcome Tab Email signups
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Why Do This
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Boring!
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When You Can Do This
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Facebook Best Practices

If you do just one thing
Create a customized page.
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Twitter Best Practices

Customize! Create a Profile Upload photo Design Background Create Content Good Mix of Automated and Real To Have a Friend, Be a Friend
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Twitter Best Practices

Take advantage of third-party apps (TwitterFeed, Hootsuite). Seek out and follow legislators, media outlets and journalists, and advocates (WeFollow, Twellow, MuckRack) Participate in hashtag (#) campaigns.
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Why Use #Hashtags?

Way to organize Tweets around a specific subject Include # in front of a word Trending phrases and hashtags appear on http://search.twitter.com NARAL is using #prochoicecourt Environmentalists are using #climatebill
Antipoverty activists use #poverty
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#Hashtags Regularly Tweet out what the hashtag means. Dont assume people will get it automatically.
#tcot ??
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Top Conservatives on Twitter
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TWITTER BEST PRACTICES Build a Following http://wefollow.com http://twellow.com Listen http://search.twitter.com Participate in hashtag (#) campaigns
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Even If Youre The National Council Of La Raza
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Tweet In English! RT @LatinoMovement: Apps due today for emerging #Latino leaders scholarship program: http://bit.ly/dgKm7v #DreamAct
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Twitter Best Practices If you do just one thing Follow journalists who write about your area.
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Do Good And Have Fun

USAToday #americawants Contest Free full-page ad to the charity with the most tweets and retweets #AmericaWants (insert full name of charity) to get a full-page ad in USA TODAY. 60,000 tweets in support of more than 500 organizations were posted in four days, reaching more than 67 million followers on Twitter.
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Blogging Best Practices

Make sure you have the time. Write in a conversational tone. Use links to news stories and other blogs. Keep posts short. Respond to comments. Comment on other blogs. Sign your posts with your name, not your organizations. Make it easy to subscribe, comment, & share.
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Blogging Best Practices If you do just one thing Identify a blog to which you would like to contribute guest posts from time to time.
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Exercise Critique a Community Action Agencys Facebook page Rate updates (quality/frequency) Interactions Use of applications Thoroughness Customization
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Cool Tools Find Journalists on Twitter http://muckrack.com/
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MUCKRACK.COM
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CREATE A FACEBOOK AD
Target by Country State City Age College Users Who Are Connected to Users Who Are Not Connected to Users Whose Friends Are Connected to
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Create A Facebook Ad
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Mind Your Tweets
http://www.hootsuite.com
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HOOTSUITE
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HELP A REPORTER OUT (HARO)

http://www.helpareporter.com
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BIT.LY: TRACK YOUR LINKS
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FREE BLOG PLATFORMS www.wordpress.com www.Blogger.com
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Planning
Still a good thing to do first.
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What Are Your Goals? Who are you trying to reach? Where are they likely to be found? What do you want them to do, or know? What does success look like?
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Sample Objectives
Build relationships Raise awareness Increase (relevant) website traffic Inspire people to take action Increase donations Get legislation passed Build awareness Strengthen relationships with clients, and influencers Better understand your clients Improve service Identify new ideas Improve search engine rankings Generate leads
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Make Your Objective Smart
Specific Measurable Attainable Realistic, and Time-based.
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Resources? Who Should Do Your Social Media?

Deep knowledge of your clients, field, organization Exemplifies your agencys personality Has insatiable curiosity Has integrity Has good people and communication skills Is a quick study on technology Has a very strong work ethic
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What Is Success? Things You Can Measure: Forwards Tweets Email Signups Retweets Followers/fans Likes Letters written Downloads Calls made Money donated Clicks Number of signatures on Pageviews petition Opens
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Identify Your Tools Facebook status messages Google ads Facebook ads Facebook APPS Targeted Email Facebook Causes Guest blog posts YouTube channel Videos Twitter Campaign Twitter Hashtags
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Your Social Media Plan Goals Objective Target Audience(s) Resources Metrics
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Social Media Toolbox http://www.wearemedia.org/Tool+Box
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Resources
Sreetips http://www.sreetips.com/ Beths Blog (how nonprofits can use social media for change) http://beth.typepad.com/ New Media & Social Change: How Nonprofits Are Using Webbased Technologies to Reach Their Goals http://www.thehatchergroup.com NTEN: the Nonprofit Technology Network http://www.nten.org/ Millenial marketing info http://millennialmarketing.wikispaces.com/Millennials+Dem ographics+%26+Economics
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Books Social Media 101 Chris Brogan The Networked NonProfit Beth Kanter & Allison Fine Share This! Deanna Zandt
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jeanne@thehatchergroup.com
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What Well Cover Why social media?

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Best Social Media Quote

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

State Of Media, September 2010

Facebook 131 million

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Social Media & Charities

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Do Journalists Use Social Media?

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

AMERICA & THE INTERNET

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

If Facebook Were a Country

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

What The Heck Did We Do Before The Internet?

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Survey: What You Told Us

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

What You Told Us:

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Survey: :What You Told Us No Surprise: 98.4% of you have a website

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Survey: What You Told Us

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Your Biggest Social Media Challenges

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Facebook Pages Best Practices

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

When You Can Do This

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Facebook Best Practices

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Twitter Best Practices

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Twitter Best Practices

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Why Use #Hashtags?

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Top Conservatives on Twitter

THE HATCHER GROUP | WWW.THEHATCHERGROUP.COM

Cool Tools Find Journalists on Twitter http://muckrack.com/