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What To Expect
Introduction: The Power of Social Media
Possible Tactics/Tools:
Website & Social Media
Specifics:
Key Tools Demographics
& Uses
Planning: Developing A
Plan
Accessible Online, Including The PowerPoint Presentation
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Intro - Websites & Social Media Works
Google Search [social media humanism]
AHA
From GETTING REAL Articleby Brian Trent, The Humanist
Michael Shermer, Skeptics Society Executive Director
“Social media has been huge for us. The movement has grown and the activities of so many skeptical groups has helped legitimize it into more mainstream circles.”
Dr. Steven Novella, Yale University School of Medicine, Skeptic’s Guide to the Universe
“Social media has been so successful for us, but a lot of our foes are well funded and have PR machines. Social media has leveled the field.”
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Intro - Being Part Of A Movement - Tribes
Movement Marketing• New Trend – Use Principles For Social Movement
• “Movement Marketing is aligning with an idea(s) and building multiplatform communications around this idea so that passionate advocates can belong, rally, engage and bring about change.” Based on Wikipedia, Movement Marketing
• Wikipedia Article - Forbes Article – Uprising
• TED Talks• How To Start A Movement - Tribes We Lead -
Tribal Leadership
• Use Principles For Social Movements
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Intro - Becoming Part Of A Movement - Tribes
Tribes – Ordinary People Have The Power To Make Change Happen
Tell A Story
Connect A Tribe
Lead A Movement
Brings Change
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Intro – The Power of New Media
•Changed The World - One Way Communication - Top DownPrinting
Press -Telegraph - Radio -TV
•Changed The World - Two Way - Group Communication - Bottom Up•Everyone a
publisher, commentator, expert, critic.
•Reach is Global.
•Knowledge Can Expand Globally.
•Local & Global Humanist Community can be expanded, deepened & broadened.
Internet: Web - Social
Media
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Possible Tactics/Tools
Ways Of Building & Expanding Community To Support & Expand Humanism
Personal Communication• Meetings - Face to Face -
Phone - Skype
Printed Material
Home Base:
Web or Blog
Outposts: Social Media
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Possible Tactics/Tools
Home Base (Website)• Primary content to accomplish Mission & goals.• Calls to action.• Place to expand Social Media content and interactions.
Outposts: Social Media• Communicate & feed back to home base.• Support Chapter and member goals.• Are not add-ons or stand-alone Tactics/Tools, you need a separate
strategy for each that’s integrated to your total outreach.• Are force multipliers = tool which makes a given force (website)
more effective than it would be without it.
Possible Strategies For Tools• Uses Of Tools Worksheet (Website & Social Media)
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Possible Tactics/Tools 2
Social Media Map: SEM Consultation For Download
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Possible Tactics/Tools 3
Website &/or Blog
Blog
Podcasting
Others: Social Wikis, Lifecasting, Social Couponing, Social
Search, Mobile
Social Bookmarking Delicious, Sphinn,
Reddit, Digg, Stumbleupon, FriendFeed, Wikipedia
Slideshare YouTube
Picasa, Flicker
Google +Twitter
Graphic View Of Interconnectedness
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Tactics/Tools - Website•Collection
of interconnected pages of information that are indexable by search engines and searchable.
•Text - Links - Graphics - Video - Audio - Flash/Animation - Contact & Inquiry Forms - Social Media Connections & Promotions - Analytics Available
Definition
•8.86 Billion Pages
•615 Million Web Sites
•www.worldwidewebsize.com/ www.howmanyarethere.org/
Statistics
•AHA
•Humanist Fellowship of San Diego
•SEMC Resources: US - International
Examples
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Tactics/Tools – Social Press: Blogs•Personal journals that
have expanded to commentary on particular subjects and advertising used by organizations.
•Includes similar elements to websites: text, graphics etc.
•More personal, a human face.
•Interactive, a form of social networking.
•Broader in content than website.
•Has more current and updated content than a website.
•Easier to create new content and publish.
Blog Definition
•181 Million Blogs
•6.7 Million Blogging Websites
•12 Million Blogging On Social Networks
Statistics
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Tactics/Tools - Social Press: Blogs 2
•Majority Women
•½ Aged 18-34
•7 Out of 10 College
•54% Parents with Kids Under 18
•Active On Variety of Social Platforms
•3 of the top 10 Networking sites: Blogger, WordPress, Tumblr = 80+ million unique visitors
Demo-graphics
•Rant & Reason
•Happiness Through Humanism
Examples
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Tactics/Tools - Social Networks
•Launched 2004, 845 Million Active Users
•Personal Profile Page
•Business/Organization Page
•Friends, likes, photos, video, groups, aps, links, life events, personal info,
•Launched June 2011
•90 Million Unique Visitors
•Personal Profile
•Business/Organization Page
•Plus+, Circles, Hangouts, photos, video, personal info, links
Google +
•Business Related Network
•150 Million Registered Users
•Applications, Groups, Job Listing
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Tactics/Tools - Social Networks 2
Examples
• Facebook Personal: Terry• Facebook Business: AHA• Google+: Terry• Google+ Business: AHA• LinkedIn Personal Profile: Maggie Ardiente• LinkedIn Groups: RDawkins, AH
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Tactics/Tools - Microblogging: Twitter
•A real-time information network where you can post & send content of up to 140 characters to followers & also follow others tweet postings.
•Can have multiple accounts.
•Photos, Video, Discovery (popular stories)
Twitter Definition
•127 Million Active Users
Statistics
•@mbhumanist
•@americnhumanist
Examples
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Tactics/Tools - Video & Photo Sharing
•YouTube: Launched 2005 - 800 Million Subscribers - 72 hrs uploaded each min.
•Vimeo•Networkin
g Sites like Facebook etc.
Video Sharing
•Picassa
•Flicker•Netwo
rking Sites: Facebook etc.
Photo Sharing
•Youtube: AHA
•Vimeo: AHA
•Flickr: AHA
Examples
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Tactics/Tools - Social Bookmarking & News
•Tactics/Tools for organizing, storing, managing and searching online resources; it’s saving on web and tagging for later.
•Websites, Blog Posts & Articles
Definition
•Pinterest•Digg: 4.6
Million•Delicious•Reddit:
5.5 Million•Sphinn•Stumbleu
pon
Major Bookmarking Tactics/Tools
•Pinterest: Terry - Humanism Search
•Digg
Examples
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Tactics/Tools - Podcasts
Definition
• An episodic series of audio files you can subscribe to, download through syndication or streamed online to a computer or mobile device; from "broadcast" + "pod",
Examples
• Humanist Hour• Skepticality• SEMC Podcast List
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Tactics/Tools - Others
Other Platforms• Social Wikis• Lifecasting• Forums• Groups (in Facebook & LinkedIn)• Social Couponing • Social Search• Mobile• Document Sharing and Collaboration: Google Docs , Dropbox• Local Event Websites: Meetup, Eventful, Yahoo Upcoming,
Hotlist, Yelp• Fundraising and Advocacy Through Social Media: Causes, Jumo,
Chipin, Change, Globalgiving
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Tactics/Tools - Demographics
Social Media Infographic
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Planning - State Why You Exist, Your Mission
The Mission Statement – Your Purpose• Based on specific goals & audiences, a
mission statement is a clear statement of why you exist and the framework for your strategy.• Guides The Actions Of The Organization • Spells Out Its Overall Purpose• Provides A Path• Guides Decision-making WHY DO
WE EXIST?
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Planning - State Why You Exist, Your Mission
Examples: Mission Of Organization• AHA - The mission of the American Humanist Association is to be a
clear, democratic voice for Humanism in the United States, to increase public awareness and acceptance of Humanism, to establish, protect and promote the position of Humanists in our society, and to develop and advance Humanist thought and action.
• JREF - Our mission is to promote critical thinking by reaching out to the public and media with reliable information about paranormal and supernatural ideas so widespread in our society today.
• THE SKEPTICS SOCIETY is a scientific and educational organization of leading scientists, scholars, investigative journalists, historians, professors and teachers. Our mission is to investigate and provide a sound scientific viewpoint on claims of the paranormal, pseudoscience, fringe groups, cults and claims between: science, pseudoscience, junk science, voodoo science, pathological science, bad science, non science and plain old nonsense.
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Planning - State Why You Exist, Your Mission
Example: Purposes Of A Local Humanist Chapter by Joseph Sommer – On AHA Website
• Be a Social support for members and friends of the group.
• Educate the public about the Humanist alternative to religious philosophies.
• Help members grow in their understanding and appreciation of Humanism.
• Work with other organizations in areas where they have common concerns.
Stated As A Mission StatementOur mission is to be a social support to members and friends, to help our members grow in their understanding of Humanism, to work with other like-minded organizations to educate the public about humanist alternatives, & to educate the public about the Humanist alternative to religious philosophies.
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Planning - Strategy To Accomplish Mission
Establish A Chapter & A Member Overall Strategy (Plan) To Fulfill The Mission
• Goals: what you want to accomplish.• Audiences: who you want to reach.• Content & Targeted Keyword
Phrases: what you use to reach audiences and accomplish goals.
• Tactics/Tools: where & how you include the Content.
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Planning - Goals - What Want To Accomplish
Your Goals• What do you want to accomplish?
Examples
• To support members and friends of the group.• To educate public about the Humanist alternative
to religious philosophies. • To help members grow in their understanding
and appreciation of Humanism.• To work with other organizations in areas
where they have common concerns. • Overall Strategy & Goal Worksheets - Template & AHA
(Download From Page)
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Planning - Strategies For Each Goal
Your Specific Actions - Strategies• What are the specific strategies chosen to accomplish
each goal?
Example For Goal To Educate Members About Humanism and Specific Issues• Curate Humanist Information• Broadcast News• Provide Humanist Resources• Promote Annual Conference• Sell AHA Products For Marketing• Connect Members to AHA Web & Social Media
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Planning - Know Your Audiences
Know Your Target Audiences - Who You Are Trying To Reach• Major Demographics
• Age: • Silent Generation: (1925-1945) 67-87• Baby Boomers: (1946-1965) 47-66• Gen X: (1960-1980) 32-52• Gen Y (1980-present) 1-32
• Gender• Race• Relationship Status• Go as granular as is helpful.
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Planning - Know Your Audiences 2
• Your Chapter MembersGroup or Organization Members
• General Public Who Is Open To Learn or Who Are Searching For Truth
• Allies – Those With Similar GoalsYou’re not alone, be strengthened by those with similar goals
& tactics.o Who has similar goals?o What is their message/content. How does ours differ or compliment?o How are they reaching our audience? What social networks are they
using? o Where are they strong? Where are they missing? How can we shore
up where they are not present?
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Planning - Know Your Audiences 3
• Competitors – Those With Competing GoalsYou are not the only one with a message, goals & tactics.
o Who is competing for our audiences?o What is their message/content? How does ours differ?o How are they reaching our audience? What social networks are they
using?
• How To Reach All Your Audiences What social networks do they use? How can we learn their social habits? How do we get noticed by them? What messages/content do we need to reach and
communicate with them to accomplish our Goals?
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Planning - Know Your Audiences 4
ExamplesExamples• Demographics: Gen Y through Baby Boomers; Male & Female;
Single & Married; Gay & Straight • AHA, Chapter Members, & General Public• Allies: SEMC List - US & International• Competitors:
• Creationists• Racists• Anti-LGBT• Religious Ideologues & Religionists• Those Believing In The Paranormal & Supernatural• Alternative Philosophical Systems
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Planning - Content For Various Tactics/Tools
What possible elements and content will be part of your Tactics/Tools• What might be the basic text Content areas?
• What Programs might you use in your Website and in Social Media, like forums & response forms?
• What Analytics might be helpful?
• Example - AHA Overall Strategy & Goal Worksheets: Overall Strategy & Goal Worksheets- (Download And Use Overall Worksheet: Column G
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Planning - Make Sure Content Is Found
Keyword Phrases Determine Findability & Traffic For Websites and Social Media Networks & Interactions
• Relevance• The search engines and Social Media platforms determine
relevance from your keyword phrases.• Select for all your web pages, social media, and social
interactions.
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Planning - Make Sure Content Is Found 2
• Keyword Phrases Placement – Optimizing For Relevance
Website & Blogo Page Texto HTML Title and Descriptiono Page File Nameso Graphic Nameso Keyword Usage
Planning Form
Social Media Networkso All Posts/Sharingo Commentso Graphics and Video
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Planning - Make Sure Content Is Found 3
Keyword Discovery Process• Principles
• Phrases Searched By Target Audiences• Phrases Related to Content/Information/Goals• Locale If Relevant• 2-3 Keyword Phrases: Specificity
• Target Phrases Unique To Specific Page/Post/Sharing• Organization Keyword Discovery Worksheet
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Planning - Make Sure Content Is Found 4
• Search Process: Website, Blog & Each Tool Important Words In The ContentWhat You Think RelevantFriends & Group MembersStudy AlliesStudy Competitors Search Google
WHAT ARE WE ABOUT?
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Planning - Make Sure Content Is Found 5
Keyword Discovery Process• AHA HTML Keywords Content
• International Humanist and Ethical Union
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Planning - Make Sure Content Is Found 6
atheism agnostic atheist equality ethical ethics euthanasia evolution feminism feminist freethinker freethought gay rights glbt godless government homosexual rights
humanism magazine humanism humanist activismhumanist hour humanist legal centerhumanist magazine humanist humanistic humanists iheu liberal local groupsmorals non-religious philosophy positive outlook progressive
rational reason religion school prayer secular separation of church and state skeptic skeptical social justice the humanist
[Note: Single keywords are too broad for good findability in a keyword search. How would you expand these for a better targeting?]
AHA Keyword Examples (From Website)
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Planning – Establish Overall Strategy
•Do Initial List of Goals, Audiences, Allies, Competitors, Content Categories, Keywords, Mission Statement Initial Preparation Worksheet for Developing A Strategic Plan (Download From Page)
Step 1
•Transfer content of Initial Preparation to Overall Strategy & Goal Worksheet Template & AHA Example (Download From Page)
Step 2
Follow Steps For Chapter Or Organization
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Planning – Establish Overall Strategy•On Overall
Strategy & Goal Worksheet downloaded above, fill in the separate Goal Specifics Worksheets with the relevant content from the Overall Worksheet.
•Set Strategies for each Goal in individual Specifics Worksheets.
•Decide & add the Tools to use for each strategy. Uses Of Tools (Website & Social Media) Worksheet (Download From Page)
Step 3
•Fill in the Developing Strategic Plan. Website Development Or Social Media Development for each Tactic/Tool. Use info from Step 2 & 3. (Download From Page)
Step 4
•Develop or update website, and/or set up Social Media.
•Optimize everything with targeted keywords
Step 5
Follow Steps For Chapter Or Organization
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Planning – Establish Overall Strategy
•Do Initial List of Goals, Audiences, Allies, Competitors, Content Categories, Keywords, Mission Statement Initial Preparation Worksheet for Developing A Strategic Plan (Download From Page)
Step 1
•Transfer content of Initial Preparation to Overall Strategy & Goal Worksheet Template & AHA Example (Download From Page)
Step 2
Follow Steps For Chapter Or Organization
Terry Plank - www.SEMConsultation.com 43
Planning – Establish Overall Strategy•On Overall
Strategy & Goal Worksheet downloaded above, fill in the separate Goal Specifics Worksheets with the relevant content from the Overall Worksheet.
•Set Strategies for each Goal in individual Specifics Worksheets.
•Decide & add the Tools to use for each strategy. Uses Of Tools (Website & Social Media) Worksheet (Download From Page)
Step 3
•Fill in the Developing Strategic Plan. Website Development Or Social Media Development for each Tactic/Tool. Use info from Step 2 & 3. (Download From Page)
Step 4
•Develop or update website, and/or set up Social Media.
•Optimize everything with targeted keywords
Step 5
Follow Steps For Chapter Or Organization
Terry Plank - www.SEMConsultation.com 44
Final Thoughts
•To View PowerPoint Presentation: Download Presentation - View On PowerPoint On Your Computer- If you don’t have PowerPoint Installed, Download PowerPoint Viewer
Review Presentation
•Social Media & Websites can assist in promoting Humanism like no other time in history.
•As a local Chapter, you can not only serve the needs of your members, you can assist them in their strategies to promote Humanism with the use of Social Media.
Recap
•Initial Preparation Worksheet for Developing A Strategic Plan (Word Download)
•Overall Strategy & Goal Worksheets [AHA Example] (Excel Download)
•Overall Strategy & Goal Worksheets [Template] (Excel Download)
•Uses Of Tools (Website & Social Media) Worksheet (Excel Download)
•Developing A Website Business Plan Worksheet (Word Download)
•Developing a Strategic Social Media Platform Plan (Word Download)
List Of Major Links