Telling Our Story Digital Media Engagement

Transcription

1 Telling Our Story Digital Media Engagement In today's world not just youth are using and accessing digital media; more than 53% of adults over 65 are accessing the internet and increasing numbers are using and social media to communicate. Source: Pew Report: Older adults and internet use June 2012

2 Julie Ross - RSVP Education Prog. Coord. Seasoned volunteer manager and recent implementation of strategic e-newsletters. Mark Spurgis Nonprofit Technology Consultant for HandsOn Tech Chicago Teaches and trains and provides resources to nonprofits technology, virtual and social media strategy to nonprofit organizations. Kayla Paulson - RSVP Director Seasoned marketing and communications professional and returning to volunteer management. Meet the Panel

3 Panel Overview What is digital media? Tell me more about , social media and websites.

4 How many times a day do you check ? Facebook? Twitter? Pinterest Do a web search? Do You Use Digital Media?

5 Adventures in ing & Recruiting Volunteers Julie Ross and her story of implementation and lessons learned.

6 Over 1000 volunteers 530 of our volunteers use Wide-range of work plans and activities Two-state (4-county+) region Over 140 stations My RSVP in a Nutshell

7 Hello Volunteers I currently have requests for volunteers/tutors/mentors at the following schools in Davenport: Jackson Elementary: Listening to children read and reading to children Monroe Elementary: a variety of mentoring activities I also have a request for a Reading Buddy at Jefferson School in Milan. And finally, Rock Island District is looking for some drivers for a Walking School Bus. This would be an ideal opportunity for folks who love walking and talking. This would involve choosing one (or more) morning or afternoon per week, to walk a designated route going to or from The Primary Academy or Francis Willard Schools. If any of these opportunities are of interest to you or if you d like more information, please contact me. Thanks, Julie Julie Ross RSVP Education Program Coordinator [email protected] Initial Efforts with

8 Use Subject & Form Fields Wisely

9 Which Would You Pick?

10 Make s Memorable You re the one that sends those colorful s!

11 Mailchimp: Round 3

12 Then Initial Tracking System

13 More In-depth Tracking Now

14 Dig Into the Information

15 Track Clicks

16 How many opens? Comparative data? What devices? What programs? Know How Your Message is Read

17 Social Media Mark Spurgis sharing best practices, tips and tricks he has learned.

18 Giving people the power to share and make the world more open and connected. and competitive. Reasons to love Facebook: It s visual, like people It entertains people and lets them play games (be competitive) It has a good ad-serving platform It has messaging The Basics: What is Facebook? 18

19 Twitter is a real-time information network that connects you to the latest information about what you find interesting. Simply find the public streams you find most compelling and follow the conversations. and join the conversations! Reasons to love Twitter: It s a people search engine It s a news station and each one of us gets to be a reporter It s a chat room It s fun: Playful, New language, Light and fast The Basics: What is Twitter? 19

20 LinkedIn is a networking tool geared toward bringing together professionals and organizations in a unique blend of resume style profiles, discussion boards, news, and professional development. Reasons to love LinkedIn It s a people search engine It s a great place to discover and connect with professionals It s a discussion board, and news source Increasingly adapting NPO geared features (e.g. Board Connect) The Basics: What is LinkedIn? 20

21 1. Define Goals 2. Know your audience 3. Create Strategy 4. Find Strategic Role Social Media 5. Weigh Pros/Cons of Various platforms 6. Educate Yourself 7. Develop Content 8. Monitor and Evaluate Steps to Succeed

22 Set up a structure: Identify your staff Dedicate time and commitment Establish your voice and your editorial content Create your strategy and develop a plan Shift your perspective From Social media for the heck of it To social media with purpose Eyes on the target Persistence Social Media Strategy

23 Social engagement involves talking with people not at people. Social media engagement takes: Commitment Hard work Discipline Take the pulse: Timely Consistently Bravely Every marketing act will teach something don t ignore the teachings: Learn Adapt Go higher Keys to Social Media Success

24 Do Be Genuine and friendly Be Informative or expert in your field Be Appreciative and Confident Use social media to connect and build relationships Expect it to take patience and persistence Don t Be just a Friend Be a copycat, entitled or cocky Only a social media expert Entitled or Cocky See it only as a means to an end: Expect social media to drive traffic to events, raise $, or find volunteers (Unless you have already put in necessary work)

25 What Works Relevant Statistic Big Wins for Your Organization Announcements / What s New Thank You s Industry Information Event Invitations and Promotions Fun Photos and Videos Other:Cute/Funny/Intriguing What Doesn't Negativity Complaints or Insults Comments on the Competition Constant Calls for help or calls to action I and Me Statements the Organization is Always a We Content

26 Friend, Follow, and Connect! Get in the Conversation Listen First, Post Second Ask Questions RESPOND / INTERACT Place prominently on website Place in templates Place in signature Business Cards & Brochures Is Anyone Listening?

27 Keeping Track: Editorial Calendars

28 Step 1: Clearly define goals Step 8: Monitor, Evaluate & Reevaluate Step 2: Know your audience Step 7: Content Development Step 3: Create a communications strategy Step 6: Educate yourself Step 4: Find Strategic Role for Social Media Process Step 5: Weigh the pros and cons of platforms

29 Web Stories Kayla Paulson reminds you of leveraging your website and bringing all your digital media together.

30 They read about it in an e-newsletter They heard it on Facebook They saw a conversation on Linked In They watched it on the news Should it be on a website?

31 Use your website as a clearing house. Choose to feature current and strategic materials. Utilize your search feature. Not everything has to be navigated to. If people are talking about it make sure it can be found on your website. Overlap your digital media channels. What Goes on a Website?

32 How United Way of East Central Iowa Leveraged CNCS News Release CNCS Research Example

33 Posted it on our website. CNCS Research Example

34 Forwarded the CNCS to the media. CNCS Research Example

35 Who are you writing for? Why are you doing it? What do you want to know? What do you want the reader to do? Ask & Re-ask Questions

36 Who is my audience? Current & Potential Volunteers Baby Boomer John - a recent business retiree, age 61 Seasoned Volunteer Betty former homemaker, age 83 Current & Potential Agencies Write for the ear You are not in Mrs. Gruca s grammar class Make it easy to read on the screen Concise and engaging sentences Short paragraphs Re-ask yourself the Who, Why, and What s Create the Message

37 Websites never go to print If you see are able to see metrics from your website, USE THEM. Refine your message to deepen engagement If you find people are not clicking on the teaser try writing a new teaser. If people are clicking the teaser, but not staying on the article are you misleading them? Refine the Message

38 Utilize buttons as calls to action Suggest related articles Featured items in the sidebars Provide an easy way for them to request information Provide dynamic content Provide ways for them to navigate to additional facets of your organization. Deepen Engagement

39 Q&A Now is your chance to ask the panel questions.

40 Julie Ross RSVP Coordinator Mark Spurgis Nonprofit Tech Consultant Kayla Paulson RSVP Director x37 Contact Information