2011 marlc-socialmedia-session-1-4

COMMUNICATING W/MEMBERS &
POTENTIAL MEMBERS
Part 1: What Is Social Media?
Part 2: Is Your Affiliate Ready to Start Using Social Media?
Part 3: Hands-On—Working with Social Media Tools
Part 4: Social Media Project

Introductions
• Note to participants:
– Please sign in to
http://xxxx.groupsite.com
– Please take our Introductory Survey... You’ll find it on
the homepage.

Who’s in the Room?
• What’s your name
• What’s your role in your local association?
• How much experience do you have with Social
Media? (i.e. do you use email, Facebook,
Twitter or other online tools?)

The Plan for Today
1. What is Social Media?
2. Is Your Affiliate Ready to Start Using
Social Media
3. Hands-On: Working with Social
Media Tools
4. Social Media Project

Part 1: What Is Social Media?
• There's a lot of hype about social media these days,
but how are the tools that comprise social media
transforming relationships between associations and
members? A growing number of our members, and
our potential members, already use these tools. Can
effective use of social media help us engage, recruit
and organize them? How are affiliates using social
media, and how do they know it really works?

What is Web 2.0?
• Social Networking in Plain English

The Landscape
Social Networking:
– Facebook
– MySpace
– Friendster
Content sharing:
-You Tube
-Flickr
-Vimeo
-Photobucket
Collaborating/ knowledge
sharing:
-Wikis
-Message boards
-Forums
-Podcasts
Blogging:
-Blogger
-Wordpress
-Tumblr
-Twitter (micro-blogging)

What is social media?
• “Social Media” is an umbrella term for describing internet-
based, digital communication that enables social interaction
to occur more easily despite both time and distance.
• Social Media favors conversation over monologue and
empowers people to be not just content consumers but
content producers.
• Social Media includes:
– Social Networking
– Blogging
– Micro-blogging (Twitter, Yammer)
– Wikis
– Photo & Video Sharing

Social media characteristics
• Social Media
– It is immediate
– It is unmediated
– It is a dialogue, which…
• Increases the efficiency of your communication
• Creates greater trust with those you communicate with by building
a relationship
– ‘Social’ is how people communicate
– Lead the conversation or be led by it

Social media values
– Authenticity
– Transparency
– Sincerity
– Dialogue over monologue
– There is only one “you”
– No gatekeeper
– Digital is fast
– Digital is forever
– Digital is everywhere
– Resistance is futile

• Concentrate on the relationships
NOT
the technology!
• Run when you hear “Twitter Strategy” or “Facebook Strategy”
-- it’s putting the cart before the horse.
• Instead, focus on how you’ll engage members.

It’s not about the tools
Jessica Hagy, Indexed Blog
Don’t Fondle the Hammer

Social Networking
• Contrary to public perception, most of the
groups that form on social networking sites
are not made up of strangers. Although
people may browse profiles of others who are
unknown to them, most use social networking
sites to support preexisting real-life social
groups.

• The profile page: a page that allows you to describe yourself through text,
video, and music
• A network of friends: a public or semipublic list of friends, usually
displayed as small photographic icons
• A public commenting system: allows friends and strangers to write a short
note or statement that will be displayed publicly on your profile page
• A private messaging system: enables friends to send private messages to
you via your profile page
• Widgets or Embedded Media: Widgets are small chunks of Web contents,
such as graphics, video clips, or animations that you can put on your Web
site
The following features define social networks and distinguish
them from other types of Web sites:

Socialnomics Video
Why should we care about Web 2.0?

What’s in a NUMBER?
Over 80 percent of Americans use social
media tools and Web sites monthly
Social networking is now the #1 activity on the
web
Twitter: 27 Million users in October 2009
Facebook: 400 million users
You Tube: 924 million unique visitors each year

• American teens sent an
average of 3,146 texts a
month in 2010
• That’s 10 text messages
per hour they are not in
school or sleeping,
according to research by
The Nielsen Company.

Change in internet use by age, 2000-2010

Top 10 Sectors by Share of Internet Time

Profile on Social Networking site by Age

Association Social Media Landscape
2011 NEA Mid-Atlantic Regional Leadership Conference
Agenda• Survey Says:
Affiliate Use of and Attitudes on Social Media
• Leveraging Social Media tools for Branding,
campaigning and association community building
• A look at successful association branding, campaigning
and association community building
• Planning: Steps to consider prior to launching your brand,
campaign or association community
Tweeting encouraged during this session: use #neamarlc

Total Mid Atlantic Region Population on Facebook = ?
Mid Atlantic Affiliates on Facebook

Total Mid Atlantic Region Population on Facebook = 8,755
(Maryland, North Carolina, Ohio, Virginia, & Delaware =21 Pages on Facebook)
321374
2,708
1,557
1,056 168
40
145
78
28 489
356 192
56
122
285 72
96 59
314
239
Mid Atlantic Affiliates on Facebook

Total Survey Responses: 90
Number of Affiliates responding to survey: 30
States with highest response rate: Minnesota (16); California (14); Washington
(6); Iowa & Utah (4); New Mexico, Tennessee, Utah, Wisconsin (3); Hawaii,
Kentucky, Oklahoma, Oregon, (2)
Mid Atlantic Responses: 6
Association roles represented:
Higher Ed
Local Leader
Local Volunteer/Teacher
NEA BOD
NEA Staff
State Leader
State Staff
UniServ
2011 Survey of Affiliate Use of and
Attitudes on Social Media

Facebook: How Do You Measure “It…”

Facebook: Average number of Page “Likes”

Are members communicating directly
or indirectly to you through social media?

How many social media projects is
your association managing?

Which social media tools are most useful?

Facebook: Affiliate Demographics

Source: (Idealware) The Nonprofit Social Media Decision Guide •
July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide
Facebook/Twitter: Demographics

Source: (Idealware) The Nonprofit Social Media Decision Guide •
July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide
Twitter

273 nonprofit staff members provided details of what social media channels they’re
using, who they are targeting, and what tangible results they’re seeing. nonprofits using
social media found many specific channels useful for reaching out to new constituents
Source: (Idealware) The Nonprofit Social Media Decision Guide • July 2010; http://www.idealware.org/reports/nonprofit-social-media-decision-guide

Association-wide
Enhancing Relations with Your Audience
Mid Atlantic Region

Mid Atlantic Region
Reaching New Supporters For Your Organization
Association-wide

State Staff
Local Leaders
Member
Enhancing Relations with Your Audience

State Staff
Local Leaders
Member
Reaching New Supporters For Your Organization

What would it take to get half of your
membership to “like” your Facebook Page?
• An act of god...
• An act of congress!
• A miracle
• A partial dues credit :)
• ?
• I don't believe half our
membership would use
Facebook.
• Post something about them on
there!
• Keep them extremely relevant -
issues that directly affect folks on
a daily basis - in their
work place.
• Time, member education on social
media tools, contests involving
Facebook, wider social media strategy
• Sustained effort on the part of locals.
• Education on how to use the media
• Time, member education on social
media tools, contests involving
Facebook, wider social media strategy
• A reason to sign up and return to the
site;
someone to manage and update it
• Incentivize through contests, etc...
Make the info. meaningful!

Part 2: Is Your Affiliate Ready to
Start Using Social Media?
• Social media tools are tools. Social media can
help with many organizing efforts, if we know
how to use it where it can be most effective.
We’ll explore organizing campaigns, public
engagement campaigns, Association meetings,
and empowering local affiliates to engage
members. What do you need to know about
social media?

Launch an
Initiative
Feed &
Nurture
Objectives
& Strategy
Measure &
Evaluate
Listening
Listening & Responding
Where to start?

• SocialMention
• Addictomatic
• HowSociable?
• Google Alerts
• Backtype*
• Google Reader
• Filter by
Subscriptions
Keyword Listening Tools

Outposts vs Home base
What’s the difference between an
outpost and a home base?
(issues) (branded URL)

Social
media is an
extension of
your web
presence

Successful Social Media Branding,
Campaigning and 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

Successful Social Media Branding,
Campaigning and Community Building
What is …
Association Community Building (Association Social Networking) 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

Successful Branding Using
Social Media Examples
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

Successful Branding Using
Social Media Examples

Successful Social Media Campaign Examples
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.

Successful Social Media Campaign Examples

Successful Association Community Building
(Association Social Network)
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

Successful Association Community Building
(Association Social Network)

The Biggies
Facebook
Best for: Issues & Advocacy

The Biggies
Twitter
Best for: Quick Communication
 Getting info out
 Gathering info

The Biggies
Blogs
A blog is a conversational web site,
typically offering news or opinion on a
certain topic.
Blogs should be written conversationally,
and should be short – think op-ed length
and e-mail tone.
Determine how you’re already being
talked about in the blogosphere before
you engage yourself.
70 percent of reporters now say they use
blogs for story ideas.

What you say online doesn’t stay online
Status messages or posts, particularly as they pertain to your
employers or coworkers, can have real life repercussions

Stay in your
lane
If you’re not the
expert on a topic,
don’t comment
like you are.
Keep in mind:
reporters can
quote online
interactions.
Stay
in
your
lanet

Talk to your family
Basic tips for social media
include:
-Don’t friend anyone you don’t
know on Facebook or social
networking platforms
-Don’t post information about
when you’re going on vacation
or when your spouse/parent will
be away.
-Know how to set your privacy
settings, and use them.

Do’s and Don’ts
• Do: review and restrict your Facebook Privacy
Settings
• Don’t: do not “friend” students and parents
• Do: Use common sense when you’re using
social media.
• Don’t: Post vulgar or obscene language,
materials, photos or links that may be
considered inappropriate or unprofessional.
Note: look for NEA-PR-GC-SocialNetworkingDosandDonts.pdf
in the ALE Groupsite file cabinet

NEA’s Web 2.0 Toolkit
Best for:
 Quick & easy website creation
 Sharing info (text, photos, videos…)
 Engaging members

When You Develop Your Plan…
How could you use Groupsite? Use it for…
– #1: Getting the word out
– #2: Publicizing events
– #3: Enabling members to share information
– #4: Encouraging members to talk with each other
– #5: Getting your members more engaged
– #6: Measuring your effectiveness

Groupsites
• Boise Education Association
• Metropolitan Nashville Education Association
• Wisconsin National Board Network
• Inside KNEA
• Education International 6th World Congress
• NEA Western Regional Leadership Conference
• Ohio Campaign 2010 Planning site

• Metropolitan Nashville Education Association

• Wisconsin National Board Network

Pulling it all together
1. Create Facebook Account
2. Create Twitter Account
3. Groupsites
4. Embedding YouTube videos
5. Creating a Poll or Survey with PollDaddy.com
6. Putting your Tweets on a web page using a
Twitter Widget

Part 4: Social Media Project
• Now that you understand the tools and have
had some social media “play time,” let’s get
serious. In this final session, you will design a
social media campaign that complements an
affiliate campaign or project on which you are
working. Participants will work in groups to
create their campaign, and each project will
be critiqued by the instructors.

What Organizing and Technology have in common
• Move people to action
• Create power
• Appeal to self-interests
• Are both a science and an art
• Build organizational capacity
“Organizing
is a fancy word for
relationship building.”
Ernesto Cortes

Social media
alone is not a
communication
strategy…
Social media should be a part of your
communications strategy
90
Newspapers/
Newsletters
Publishing – Print & Web
Email
Nea.org Earned
Media
COMM
PLAN
Social
Media
ImageryPersonal
engagements
… it is one key component of your overall
communication plan
Requirements

Creators
Critics
Collectors
Joiners
Spectators
Inactives
Social Technographics
classifies people according
to how they use social
technologies.
© 2008 Forrester Research, Inc. All rights reserved
The Social Technographics™ Ladder

Creators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Creators make social content
go. They write blogs or upload
video, music, or text.
Groups include people participating in at least
one of the activities monthly.© 2008 Forrester Research, Inc. All rights reserved

Creators
Critics
Publish a blog
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Critics respond to content from
others. They post reviews,
comment on blogs, participate in
forums, and edit wiki articles.

Creators
Critics
Collectors
Publish a blog
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Collectors organize content for
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com

Creators
Critics
Collectors
Joiners
Publish a blog
Use RSS feeds
Maintain profile on a social networking site
Visit social networking sites
Joiners connect in social
networks like MySpace and
Facebook

Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Use RSS feeds
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
Spectators consumer social
content including blogs, user-
generated video, podcasts,
forums, or reviews
one of the activities monthly.

Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blog
Use RSS feeds
Read blogs
Listen to podcasts
Read online forums
None of the above
Inactives
neither create
nor consume
social content of
any kind

Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Use RSS feeds
Read blogs
Listen to podcasts
Read online forums
None of the above
Taken together, these groups
make up the ecosystem that of
Social Media.
By examining how they are
represented in any subgroup,
you can determine which sorts
of strategies make sense to
reach your members.
Creators
Critics
Collectors
Joiners
Spectators

Be an Organizer
• Your role is to provide structure and guidance and to
encourage communication among supporters
• To be effective in this environment, you have to behave
like an organizer: identify and develop leadership and
encourage supporters to reach out to each other.
• In social networks, online groups behave a lot like
offline groups.

Guidelines for Developing a Community Strategy
• “Build it and they will come” doesn’t work!
• Key goals to keep in mind:
– #1: Help people work together
– #2: Adoption can not be mandated
– #3: Don’t assume everyone works the same way
– #4: Liberate information
– #5: Develop strategies for group engagement
– #6: Identify specific ways to measure and evaluate
community-building efforts
Excerpted From the Online Community Report, January 28, 2008

Tips on what works
• Choose the right message
• Develop a communication strategy
• Schedule a timely release of information
• Keep it concise
• Synchronize efforts on all platforms
• Post photos or videos of the day
• Develop a mixed dose of ‘medicine’ and fun
• Keep the conversation moving

Planning: Steps to consider prior to launching your
brand, campaign or association community

Questions to Consider …
• What do you need to accomplish?
• Who are the people who can help you?
• What do you need them to do?
• How can you encourage members interact with one
another on your site?
• What are you asking members to do?
• What actions and behaviors are valued?
• Develop a list of actions that you'd like members to
take and create easy ways to do them.
• Create mechanisms to motivate offline action.

Resources
• The Networked Nonprofit: Connecting with Social Media to Drive Change,
by Beth Kanter http://www.bethkanter.org/ and
Allison Fine http://afine2.wordpress.com/
• Open Community: A little book of big ideas for associations navigating the
social web,
by Maddie Grant and Lindy Dreyer http://www.socialfish.org
• Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies
to Recruit, Organize, and Engage Youth
Ben Rigby — Jossey-Bass — 2008
• Social Technographics Ladder, by Josh Bernoff, Forrester Research, 2008
http://www.forrester.com/Groundswell/ladder.html
• The Nonprofit Social Media Decision Guide
http://www.idealware.org/reports/nonprofit-social-media-decision-guide

http://www.facebook.com/target?v=wall
http://www.facebook.com/unitedairlines
http://twitter.com/#!/UnitedAirlines
http://www.facebook.com/RedHookLobsterPoundDC?v=wall
http://twitter.com/#!/Redhooklobster
http://twitter.com/#!/MSEAeducators
http://twitter.com/#!/CATeachersAssoc
http://www.facebook.com/pages/Deer-Valley-Education-
Association/128904606666?v=wall
http://www.facebook.com/EducationMinnesota?v=wall
http://www.facebook.com/VirginiaEducationAssociation
http://www.facebook.com/pages/Sweetwater-Education-Association/51594144955
http://www.weac.org/Multimedia/blogs/Editors_blog.aspx
Branding
Sited Examples:

http://www.causes.com/causes/200815-read-across-
america?recruiter_id=15194384
http://www.readacrossamerica.org/
http://www.facebook.com/neareadacrossamerica?ref=search&sid=1050629622.419
4955441..1
http://twitter.com/#!/neareadacross
http://www.facebook.com/home.php?sk=group_180580478620205&ap=1
http://twitter.com/#!/lahabrateachers
http://www.facebook.com/pages/STOP-SENATE-BILL-6/387767488775?v=wall
http://twitter.com/#!/MEAOnline
http://www.facebook.com/group.php?gid=50127916730&v=wall
Social Media Campaigns
Sited Examples:

http://gfea.pbworks.com/w/page/12257644/FrontPage
http://networksdea.groupsite.com/main/summary
http://neamwrlc.groupsite.com/main/summary
http://www.facebook.com/neamwrlc
http://twitter.com/#!/neamwrlc
http://nea-ale.groupsite.com/main/summary
http://pikespeak.groupsite.com/main/summary
http://mwro.groupsite.com/main/summary
http://mwro.groupsite.com/main/summary
Association Social Networks/Community Building
Sited Examples:

Maddie Grant, CAE
Chief Social Media Strategist
maddie@socialfish.org
Skype/Twitter: maddiegrant
Lindy Dreyer
Chief Social Media Marketer
lindy@socialfish.org
Skype/Twitter: lindydreyer
http://www.socialfish.org
Lorraine Wilson
NEA ITS
lwilson@nea.org
Twitter: NEALorraine
Blog: lwilson.wordpress.com
Don Blake
Senior Technologist
dblake@nea.org
Skype/Twitter:
donaldblake

2011 marlc-socialmedia-session-1-4

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2011 marlc-socialmedia-session-1-4

Editor's Notes