Training for Social Capital Inc. AmeriCorps members & partners on social media

1. Listen, Seek & EngageListen, Seek & Engage
Cultivating your network with social mediaCultivating your network with social media
Workshop for the Mass. Nonprofit Network Conference 10/29/13Workshop for the Mass. Nonprofit Network Conference 10/29/13
Presented by @davidbcrowley,Presented by @davidbcrowley,
President & Founder @socialcapPresident & Founder @socialcap
https://www.facebook.com/SocialCapitalhttps://www.facebook.com/SocialCapital
Use #MNNConf2013 on TwitterUse #MNNConf2013 on Twitter
Add #scitrain to connect with those in this sessionAdd #scitrain to connect with those in this session

2. ResourcesResources
 Knowing many viewing this online are looking forKnowing many viewing this online are looking for
resources I promised at the workshop, I’m putting theseresources I promised at the workshop, I’m putting these
items before the rest of the presentation!items before the rest of the presentation!
 Sample Social Media Content Calendar from SCI:Sample Social Media Content Calendar from SCI:
http://ow.ly/qkrXJhttp://ow.ly/qkrXJ
Other resources on following slidesOther resources on following slides

3. Resources (cont.)Resources (cont.)
 Social Capital Inc.Social Capital Inc. (SCI) /David Crowley http://www.facebook.com/SocialCapital(SCI) /David Crowley http://www.facebook.com/SocialCapital
@socialcap @davidbcrowley @sci_boston@socialcap @davidbcrowley @sci_boston
https://plus.google.com/+SocialCapitalInc/https://plus.google.com/+SocialCapitalInc/
 Google+Google+ www.google.com/+/learnmore/nonprofitswww.google.com/+/learnmore/nonprofits
 FacebookFacebook
 Nonprofit Facebook Guy http://www.facebook.com/NPOFBGNonprofit Facebook Guy http://www.facebook.com/NPOFBG
 David’s bookmarks http://www.diigo.com/user/davidbcrowley/FacebookDavid’s bookmarks http://www.diigo.com/user/davidbcrowley/Facebook
 TwitterTwitter
 Building up your Twitter followingBuilding up your Twitter following
http://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-twitter-following/http://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-twitter-following/
 David’s bookmarks for Twitter articles/resources: http://bit.ly/nnlA5wDavid’s bookmarks for Twitter articles/resources: http://bit.ly/nnlA5w
Intro to Twitter presentationIntro to Twitter presentation
 https://docs.google.com/present/edit?https://docs.google.com/present/edit?
id=0ASr4qXx8t09iZGo2dzl3M18zMDVkZmQ2ZjlkYwid=0ASr4qXx8t09iZGo2dzl3M18zMDVkZmQ2ZjlkYw

4. Resources (cont.)Resources (cont.)
 Selected posts from David’s blogSelected posts from David’s blog
 8 Reasons for Nonprofits to Get Social with Foundations8 Reasons for Nonprofits to Get Social with Foundations
http://www.socialcapitalinc.org/node/1297http://www.socialcapitalinc.org/node/1297
 7 Tips for Leveraging LinkedIn Messages7 Tips for Leveraging LinkedIn Messages
http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-
messages/messages/
 10 Ways to Boost Your Community Clout10 Ways to Boost Your Community Clout
http://www.socialcapitalinc.org/node/718http://www.socialcapitalinc.org/node/718
 Other blogsOther blogs
 Beth Kanter’s Blog: http://www.bethkanter.org/ and book “The NetworkedBeth Kanter’s Blog: http://www.bethkanter.org/ and book “The Networked
Nonprofit”Nonprofit”
 Dennis Fischman’s Blog “Communicate” http://dennisfischman.wordpress.com/Dennis Fischman’s Blog “Communicate” http://dennisfischman.wordpress.com/
 Debra Askanase’s “Community Organizer 2.0”Debra Askanase’s “Community Organizer 2.0”
http://communityorganizer20.com/http://communityorganizer20.com/
 5 steps to set up your measurement program5 steps to set up your measurement program
 http://www.socialbrite.org/2012/03/22/5-steps-to-set-up-your-measurement-http://www.socialbrite.org/2012/03/22/5-steps-to-set-up-your-measurement-
program/program/

5. Warm-up TossesWarm-up Tosses
 What organizational goals do youWhat organizational goals do you
seek to advance by using social media?seek to advance by using social media?
 What do you hope to learn or discuss today?What do you hope to learn or discuss today?

6. 6
How does social mediaHow does social media
fit SCI’s mission?fit SCI’s mission?
??????

8. Relationships MatterRelationships Matter

9. We apply social capital concepts toWe apply social capital concepts to
our use of social mediaour use of social media
 Social media has helped us:Social media has helped us:
 recruit volunteers & staffrecruit volunteers & staff
 create funding opportunitiescreate funding opportunities
 encourage event participationencourage event participation
 help with community crisis responsehelp with community crisis response
 find new partnersfind new partners
 We are able to achieve these results b/c we firstWe are able to achieve these results b/c we first
LISTEN, SEEK & ENGAGELISTEN, SEEK & ENGAGE

11. LISTENLISTEN

12. Listening via social mediaListening via social media
 Listening very closely linked to finding the rightListening very closely linked to finding the right
people/orgs to engage with on social media.people/orgs to engage with on social media.
 Social media can be a valuable learning toolSocial media can be a valuable learning tool
when you organize yourself to listen well.when you organize yourself to listen well.
 Twitter is especially conducive to social listening.Twitter is especially conducive to social listening.

14. Search & monitor key termsSearch & monitor key terms

16. Create & Follow Twitter ListsCreate & Follow Twitter Lists
 Can make lists public or privateCan make lists public or private
 20+ lists here20+ lists here https://https://twitter.com/socialcap/liststwitter.com/socialcap/lists
 Boston area nonprofitsBoston area nonprofits
https://twitter.com/socialcap/lists/bostonnposhttps://twitter.com/socialcap/lists/bostonnpos
 SCI AmeriCorps partnersSCI AmeriCorps partners
https://twitter.com/SCIWoburn/lists/sciamericorpshttps://twitter.com/SCIWoburn/lists/sciamericorps
 MA Nonprofit list:MA Nonprofit list:
https://twitter.com/MA_NonprofitNet/lists/massachusettsnonprofitshttps://twitter.com/MA_NonprofitNet/lists/massachusettsnonprofits

22. What are some key terms you mightWhat are some key terms you might
want to listen for?want to listen for?

23. Listening toolsListening tools
 Hootsuite and/or Tweetdeck a must forHootsuite and/or Tweetdeck a must for
effective listening & engagement on Twitter!effective listening & engagement on Twitter!
 Google alerts and blog feeds also helpful.Google alerts and blog feeds also helpful.

28. Listening via Facebook:Listening via Facebook:
Creating listsCreating lists

33. Use Facebook as your pageUse Facebook as your page

37. Get notifications to beGet notifications to be
sure to get updatessure to get updates
 Old stat: Average page post only shown in aboutOld stat: Average page post only shown in about
15% of fans’ newsfeeds.15% of fans’ newsfeeds.
 Trending toward 1% according to some reports.Trending toward 1% according to some reports.
 We are doing better than average!We are doing better than average!
 Can get notifications for pages or friend posts.Can get notifications for pages or friend posts.

40. Listening on LinkedInListening on LinkedIn
 Join groups!Join groups!
 MA Nonprofit Network has a group!MA Nonprofit Network has a group!
 What other groups have you found useful?What other groups have you found useful?
 If email notices about new posts becomesIf email notices about new posts becomes
overwhelming, make a recurring task to visitoverwhelming, make a recurring task to visit
important groups regularly.important groups regularly.

42. SEEKSEEK

43. Seeking those with shared interestsSeeking those with shared interests
 Follow relevant people/groups you find via yourFollow relevant people/groups you find via your
listening.listening.
 Note people using a Twitter hashtag have moreNote people using a Twitter hashtag have more
intentionality related to the term.intentionality related to the term.
 Twitter “Follow 5” every week, or more often toTwitter “Follow 5” every week, or more often to
jumpstart an account.jumpstart an account.
 Facebook ads can be targeted by geography, interests &Facebook ads can be targeted by geography, interests &
demographics. (demo at end if time)demographics. (demo at end if time)
 Look for social buttons when on website, follow/like ifLook for social buttons when on website, follow/like if
relevant.relevant.

45. Seeking (continued)Seeking (continued)
 Look at influencers– local and/or issue expertsLook at influencers– local and/or issue experts
that have an active social presence.that have an active social presence.
 Who do they follow?Who do they follow?
 Who follows them?Who follows them?
 Have they created lists?Have they created lists?
 DISCUSS: who are some key influencers in yourDISCUSS: who are some key influencers in your
community/on your issue that you follow—orcommunity/on your issue that you follow—or
could follow—on social media.could follow—on social media.

49. Seeking (cont.)Seeking (cont.)
 Connect with those you meet offline.Connect with those you meet offline.
 LinkedIn request as a standard part of meetingLinkedIn request as a standard part of meeting
follow-up.follow-up.
 Check LinkedIn profiles for Twitter handles.Check LinkedIn profiles for Twitter handles.
 Follow them on Twitter & add them to a list that indicatesFollow them on Twitter & add them to a list that indicates
they are someone you’ve met.they are someone you’ve met.

52. Seeking (live events)Seeking (live events)
 Attend tweetups & other in-person events whereAttend tweetups & other in-person events where
you can connect with those active on socialyou can connect with those active on social
media.media.
 Connect with others tweeting at events youConnect with others tweeting at events you
attend (in person and virtually)attend (in person and virtually)

55. SeekingSeeking
 Other ideas for finding relevant accounts toOther ideas for finding relevant accounts to
follow?follow?
 Any specific follow recommendations for theAny specific follow recommendations for the
group? Tweet it with #SCItraingroup? Tweet it with #SCItrain
 Take a few minutes to find a few new people or orgs toTake a few minutes to find a few new people or orgs to
follow/like.follow/like.

56. ENGAGEENGAGE

57. Engaging via social mediaEngaging via social media
 Step 1 is to prioritize your contacts that youStep 1 is to prioritize your contacts that you
hope to engage via social media. E.g.hope to engage via social media. E.g.
 Donors & prospectsDonors & prospects
 VolunteersVolunteers
 PartnersPartners
 Use the list features discussed earlier to helpUse the list features discussed earlier to help
focus on these priority contacts.focus on these priority contacts.
 Schedule repeat tasks for engaging with keySchedule repeat tasks for engaging with key
contacts.contacts.

58. Public PropsPublic Props
 Simple public thank you’s and shout outs for theSimple public thank you’s and shout outs for the
good work of others is a great way to cultivategood work of others is a great way to cultivate
relationships.relationships.

61. LinkedIn endorsements, recsLinkedIn endorsements, recs
 Endorsements are a quick way to give props, butEndorsements are a quick way to give props, but
writing a recommendation will carry morewriting a recommendation will carry more
weight.weight.

63. Facebook Shout-outsFacebook Shout-outs
 Be sure to use the @ symbol to link to theBe sure to use the @ symbol to link to the
page(s) of organizations you are referencing, andpage(s) of organizations you are referencing, and
tag people where possible.tag people where possible.

65. Sharing friends’ contentSharing friends’ content
 Retweeting (RT or MT if slightly changed)Retweeting (RT or MT if slightly changed)
content helps spread info & is appreciated.content helps spread info & is appreciated.
 Try to be aware of what your friends’ big events orTry to be aware of what your friends’ big events or
needs are and be sure to share!needs are and be sure to share!
 Prioritize those that share your content as wellPrioritize those that share your content as well
as those that support you offline.as those that support you offline.

67. Engaging (cont.)Engaging (cont.)
 Initiate offline one-on-ones with those youInitiate offline one-on-ones with those you
connect with online.connect with online.
 Be sure to use Twitter handles and link toBe sure to use Twitter handles and link to
Facebook pages when you are mentioning yourFacebook pages when you are mentioning your
friends on social media, so they will be aware!friends on social media, so they will be aware!
 Some are more invested in social & likely toSome are more invested in social & likely to
appreciate more.appreciate more.
 Make sure you are monitoring those that areMake sure you are monitoring those that are
mentioning you!mentioning you!

71. Engaging ContentEngaging Content
 Need to create a plan that links goals, audienceNeed to create a plan that links goals, audience
& messages.& messages.
 Create a content schedule that flows from thatCreate a content schedule that flows from that
overall plan.overall plan.

73. Twitter recipe for successTwitter recipe for success
 Tweet 5x/dayTweet 5x/day
 1 “promotional tweet”: promoting an opportunity,1 “promotional tweet”: promoting an opportunity,
event, story or link to website from your orgevent, story or link to website from your org
 1 tweet engaging w a partner or other contact within1 tweet engaging w a partner or other contact within
your offline network (e.g. RT a partner org)your offline network (e.g. RT a partner org)
 1 tweet engaging with one of your Twitter contacts1 tweet engaging with one of your Twitter contacts
that you are seeking to build relationship withthat you are seeking to build relationship with
 2 other tweets related to your mission (articles,2 other tweets related to your mission (articles,
resources…typically include a link)resources…typically include a link)

74. Other engagement tipsOther engagement tips
 Ask questions!Ask questions!
 Circulate good contentCirculate good content
across platforms.across platforms.
 Be a network weaver.Be a network weaver.
 Create lists & groups.Create lists & groups.
 Help people in yourHelp people in your
network meet & find eachnetwork meet & find each
other.other.
 Make intros!Make intros!

75. Engagement bonus tipsEngagement bonus tips
 Don’t sell!Don’t sell!
 Ask questions, share resources, highlight goodAsk questions, share resources, highlight good
things others are doing.things others are doing.
 At least 80% of tweets and 50% of FacebookAt least 80% of tweets and 50% of Facebook
updates should be something other than explicitupdates should be something other than explicit
“selling”.“selling”.
 It’s not about you!It’s not about you!
 Facebook ad how-to’s (time permitting)Facebook ad how-to’s (time permitting)
 LinkedIn messages can be targeted.LinkedIn messages can be targeted.

76. That’s about all folks…That’s about all folks…
 Anticipate we’ll be stopping here (or sooner) butAnticipate we’ll be stopping here (or sooner) but
a few bonus slides follow to demonstrate a fewa few bonus slides follow to demonstrate a few
things we won’t likely have time to cover.things we won’t likely have time to cover.

83. LinkedInLinkedIn
 Reach targeted people in your community.Reach targeted people in your community.
 Target messages locally to lists by city (broadTarget messages locally to lists by city (broad
areas via LI) or that you’ve created.areas via LI) or that you’ve created.
 More info on using messages here & followingMore info on using messages here & following
slidesslides
http://www.davidbcrowley.com/2012/01/19/7http://www.davidbcrowley.com/2012/01/19/7
-tips-for-leveraging-linkedin-messages/-tips-for-leveraging-linkedin-messages/