Trainer Guide Workshop 2

-914400-87884000-8875395-123253500 18421354073525Based on workshops, blog posts, and other material created by Beth Kanter http://www.bethkanter.org00Based on workshops, blog posts, and other material created by Beth Kanter http://www.bethkanter.org21234401374140Trainer’s Guide: Workshop 2Social Media & Networked NGOs Listening and Web Presence00Trainer’s Guide: Workshop 2Social Media & Networked NGOs Listening and Web Presence-68637151283335E-Mediat: Trainer’s GuideWorkshop 1: Social Media and Networked NGOs Overview and Strategic Planning00E-Mediat: Trainer’s GuideWorkshop 1: Social Media and Networked NGOs Overview and Strategic Planning -918210-127952500-572135-86423500 Table of Contents TOC \o \"
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\h \z \u Overview: E-Mediat Workshops PAGEREF _Toc290903608 \h 3 Participant Agenda5 Day 1: Listening, Security and Privacy5 Day 2: Your Home Base and Websites6 Detailed Trainer’s Outline & Worksheets7 Day 1: Listening, Security and Privacy7 Day 2: Your Home Base and Websites15 Appendix19 Social Media Strategy Template20 SMART Social Media Strategy Objectives25 Listening Worksheet26 Listening Goals27 Listening Reporting Template29 Listening Tips30 Blogging Planning Questions33 Home Base Assessment34 Overview: E-Mediat Workshops -1143010858500 WorkshopDescriptionWorkshop 1: Social Media & Networked NGOs Overview and Strategic PlanningDay 1: Introduction to social media for civil society and networked NGOs: Principles of best practices in social mediaDay 2: Creating your social media strategy planDay 3: Coaching in small groups and one-on-one for NGOs and CSOs: Training on how to use OLCDay 1 is an overview of social media and examples. Day 2 provides a framework for creating a social media strategy plan. Day 3 is focused on coaching NGOs on their plans in addition to training on the Online Learning Community.Workshop 2: Listening and Web PresenceDay 1: Listening, security, and privacyDay 2: Strategic internet presence: Blogs and/or websitesDay 1 shares techniques and tools for scanning and listening on social media channels, including how to set up and use a simple listening dashboard. Day 2 focuses on how to improve an existing web presence and/or setting up a blog, so they serve as an online home base for the NGO and links to the social media strategy plan.Workshop 3: Social Networks Day 1: Using Facebook strategically for NGOsDay 2: Using Twitter strategically for NGOsIn workshop 3, participants will learn how to use Facebook and/or Twitter and link to their social media strategy plan. If Twitter is not relevant for the participants, the Facebook workshop can be delivered in two days – with hands-on time and shoulder-to-shoulder learning.Workshop 4: Storytelling with Digital VideoDay 1: How to use simple video tools to support your social media strategy plan (Part I)Day 2: How to use simple video tools to support your social media strategy plan (Part I)This hands-on workshop will teach participants how to use storytelling principles to create compelling videos that can be part of a content strategy for a blog, website, or Facebook. Participants will learn how to use simple video tools including FLIP camera, editing software, and YouTube.Workshop 5: Mobile Strategy Day 1: An overview of text messaging campaign and the mobile generationDay 2: Sharing social media strategy plans and learningWorkshop 5 will provide an overview to mobile tools and the mobile generation. As the last workshop, participants will have the opportunity to showcase their social media strategy plans and share what they have learned. For each Workshop Day, the Trainer’s Guide will include: 1. Participant Agenda: This one page handout is a simple version of the agenda which includes times and session titles. This document can easily be printed and distributed to participants. 2. Trainer’s Agenda/Outline: This section will be a detailed version of the participant agenda and include learning goals, times/titles, and the following detailed information: - Learning goals - Content to share - Timing - Instructions for the trainer on how to facilitate a discussion or lead an exercise - Description of materials, such as checklists, PowerPoint decks, or additional resources 3. Workshop Materials: - PowerPoint Deck: The entire workshop will be in one PowerPoint deck. Additional detailed notes about what to say and points to cover will be included in the notes section of the slide. You should print a notes version of the PowerPoint, which will include talking points and additional instructions for your presentations. - Templates & Worksheets (If word document, this will follow the trainer’s outline) - Online Resources (http://emediat.wikispaces.com/Tool+Box) and the Online Learning Community (OLC) 1905043942000Participant Agenda Day 1: Listening, Security and Privacy Learning Objectives To understand and think through how information collected through listening can inform social media strategy decisions and be actionable

To introduce a simple method for using free or low cost listening tools

To provide an overview of privacy and security issues and to understand how to protect personal privacy/securitySchedule 9:00 – 9:15 Introduction, agenda review and icebreaker 9:15 – 9:45Actionable listening: Why and what 9:45 – 10:15 Google alerts and keyword searches 10:15 – 10:30Break 10:30 – 11:15Listening tools 11:15 – NoonDemo: Setting up listening dashboard on iGoogle 12:00 - 1:00Lunch 1:00 - 2:00Hands-on time: Adding search feeds to dashboard 2:00 - 2:30Workflow 2:30 – 2:45Break 2:45 - 3:30Privacy and security primer 3:30 - 4:00Hands-on time: Privacy settings 4:00 - 4:30Reflection and closing 3238515748000 Day 2: Your Home Base: Websites and Blogs Learning Objectives To understand the basics of establishing a web presence or home base that links to strategy goals and audience

To understand how to write effective blog posts and build community

To set up a simple organizational blog on the blogger platformSchedule 9:00 - 9:30Program overview and Icebreaker

9:30 - 10:30Principles of an effective strategic online presence: NGO's home base

12:00 – 1:00Lunch1:00 - 2:30Hands-on time: Setting up your “Blogger” blog 2:30 – 2:45Break 2:45-3:30Hands-on time: Writing your blog post 3:30 – 3:45Break 3:45-4:30Quiet time to incorporate ideas into social media strategy plans 4:30-5:00Reflection and closing 1905043942000Detailed Trainer’s Outline & Worksheets Day 1: Listening, Security and Privacy Learning Objectives To understand and think through how information collected through listening can inform social media strategy decisions and be actionable

To provide an overview of privacy and security issues and to understand how to protect personal privacy/security

685800014160400394271599694009:00-9:15 Introduction, agenda review and icebreaker Provide introduction and give an overview of the programIntroductions Review of Workshop 2 agenda Exchange ideas through share pairsAsk participants to find partners in the room and answer the following below. Remember, when you raise your hand, participants should stop interacting, change partners, and move to the next question. What is one thing you already know or want to learn about listening and social media? What is one thing you already know or want to learn about privacy and security on social networks? 34290008064400354330080644009:15-9:45 Actionable listening: Why and what Note: If you covered this content in Workshop 1, introduce this section as a review, andask participants to share what they remember about actionable listening and online media. Actionable listening: Actionable listening on social media channels means transforming a “river of noise” into insights that allow you to take action. That is, you gain insight, can make a decision, or do something. Listening can help your organization craft conversation starters, figure out how to best start engaging, identify social content that you can incorporate into your content strategy, identify influencers who you can transform into brand ambassadors, or address a potential crisis early in the game.

Link listening to decision making: Listening on social media channels means you'll be looking at a lot of data and unstructured information. If you don't have a clear goal and you do not identify who you want to listen to, you can get quickly overwhelmed. Here are some typical goals: To gather a baseline understanding of what is being published about your organization in online media To identify conversations about your programs that may help inform your marketing and outreach messaging To understand who the key bloggers are who write about your issues that you should cultivate To analyze the conversations that are taking place on social media channels with similar types of organizations Share pair: Find a partner Have your Social Media Strategy Objectives and Listening Goals Worksheets (Completed in Workshop 1) Discuss what your goals are for listening Fill the first column of the worksheet Keywords: These are words or phrases that are important to your organization's strategy objectives. Some basic ones include the name of your organization, other NGOs, your website url, or other terms associated with the work you do. Share pair: Find a different partner Brainstorm different key words. Write them down on sticky notes and add them to the wall. Jot them down on your Listening Goals worksheet Group Share: Find a different partner Brainstorm different key words Write them down on sticky notes and add them to the wall Jot them down on your Listening Goals worksheet Resources: Listening Literacy Skills - http://beth.typepad.com/beths_blog/2009/01/listening-literacy-skills-keywords-are-king-what-keywords-or-phrases-have-brought-you-some-insights.html 3157855114299009:45-10:15 Basic listening: Google alerts Google alerts: The easiest way to do listening is to use the free Google alerts tool and with keyword searches. Google alerts monitors the web for anything published with your key words. It sends an email or can be read as “feed” (will be demonstrated later). Here are some things you can incorporate in your training: Demonstrate how the Google alerts work in Google alerts using “E-Mediat (insert your country name)” Show how results can be previewed Explain the basics of creating a good search query Explain and show the advanced settings Explain that you can have the alert delivered to your email box. iGoogle can be used to read all alerts in one place instead of reading emails for different alerts. Show them the delivery types Show them how to cut and paste the feed url into a word document. Tell them they’ll need that url for later Ask for a volunteer to share their keywords and do the demo with their keyword Tell participants that they will need to experiment with refining the keywords Coach them in front of the group if they need to adjust their settings or keywords to get better search results Show them how to set it up as an email alert for now Please note: The presentation notes includes instructions for live demoing and additional resources. Also, If it makes sense for participants to use email, then tell them they can also use “Social Mention,” another social search tool and set it up to receive email alerts. 2)Resources: Google Alertshttp://www.google.com/alerts Google Alerts Helphttp://www.google.com/support/alerts/bin/static.py?hl=en&page=guide.cs&guide=28413&rd=1 Video Tutorialhttp://www.youtube.com/watch?v=13z8opWu5ZU&feature=related Search Tips in Arabichttps://docs.google.com/document/d/1vBnEtuGbx-8p7TydqS8xmBOnZ2vBQnpVyT0maozwEZw/edit?hl=en# 13335001035040010:15-10:30 Break 26289001416040010:30-11:15 Few Tools for Listening 1)Introduction: Google alerts or social mention alerts sent to your email are a good way for novices to get started, but it doesn’t capture everything. Therefore, to make your social media strategy more effective you might need to do more detailed listening using other search tools. Also, since it may become too much to read in your email, setting up and using software called an RSS reader like iGoogle will be more efficient. In the next section, we will demo the tools and you will have an opportunity to test your keyword searches. Do a demo of each of the tools below using “E-Mediat” as your search term Have a word document open so you can cut and paste the url of the search into the document (It will make the next step, adding it to the iGoogle dashboard, easier) After the demo, have participants do their keyword searches on the different tools. Remind them to save the url into a word document for the next step Note: There is some overlap between what these different tools will pick up with keyword searches. They should listen to their capacity. 2)Description: Social mention: (http://www.socialmention.com) Social Mention is social search tool that lets you enter key words and search through many different online social networks and social media, including blogs, YouTube, Twitter, and Facebook. You can combine searching through many platforms into one search or you can create individual searches. How you choose to search will depend on the volume of what the search results return, your social media strategy, and personal reading preferences. You can create an RSS feed and add to your dashboard. Blog search: (http://www.icerocket.com) IceRocket is a blog search tool that lets you enter keywords and search for mentions on blogs. You can create an RSS feed and add to your dashboard. Twitter search: (http://search.twitter.com) You don’t need to have an account on Twitter to use it for listening. This is a good first step to figure out if Twitter is useful for your strategy. Find out if people using Twitter are talking about your issue or organization. 3)Resources: Social mention - Video Tutorial: http://www.youtube.com/watch?v=8HRu2zowt4U Twitter - How To Use Advanced Search: http://www.youtube.com/watch?v=0VzGIICDgs0 33623251047750011:30-12:00 Demo: Setting up your dashboard This section will demonstrate how to add RSS feeds of searches, Google alerts, Social Mention, IceRocket, or Twitter to iGoogle Dashboard. 1)RSS reader: iGoogle is a dashboard that lets you read new content on the web using RSS. RSS allows information published on the social web to be read or published in another place – like your iGoogle dashboard for example. The benefit is that it doesn't add extra emails and gives you a single platform for your social media listening strategy. Also, you don’t have to constantly check for new content. There are many other RSS readers available, most are free, but we’re going to use iGoogle because it is easy and simple. 2)Adding feed into iGoogle: Demo how to add a Google alert feed into iGoogle using “E-Mediat” search. Note: If there are other RSS readers that are widely used in your country, substitute the above for those tools and do the same demo. Also, if you do use iGoogle, please note that you will need a Google Account to complete this exercise Open up iGoogle: http://www.google.com/ig Click the “add stuff »” link in the upper-right-hand corner Click the “Add feed or gadget” link in the lower-left-hand corner Cut and paste in one of the RSS feed urls, then press the “Add” button Close that box and return to your iGoogle home page (link in upper-left-hand corner) Demonstrate how to adjust multiple searches shown on your iGoogle dashboard. Participants will have time after lunch to work on adding the searches using RSS urls they created in the morning. 3)Resources A few things about how to adjust your iGoogle Settings How to use full screen: http://www.google.com/help/ig/videotour/#fullscreen How to get to iGoogle: http://www.google.com/help/ig/videotour/#backtoigoogle Learn to keep track of your dashboard feed with a listening matrix http://blog.socialsourcecommons.org/2011/06/keeping-track-of-your-dashboard-feeds-with-a-listening-matrix/ 13004801035040012:00-1:00 Lunch 354330097154001:00-2:00 Hands-On Time: Set up Your Dashboard Leave 15 minutes at the end of this session and ask participants to pull up their iGoogle dashboards on the computers Have participants look at each other’s iGoogle dashboards 2171700128269002:00-2:30 Listening Work Flow 1)Work flow: Listening takes time. There is the initial time to figure out your keywords and set up your tools. Someone will also need to be reading, summarizing, and sharing the information with other people who will be implementing your strategy, commenting or responding to people. Listening can be done in two hours a week. 2)Good habits for effective listening Reading Set up aside a small block of time to read your feeds everyday Clean house often, RSS subscriptions tend to pile up Don't feel like you have to read everything that comes through in detail. Skim and use the \"
Mark Read\"
option Keep your feeds organized on iGoogle Start with a small, select number of feeds Review feeds as part of your routine Open interesting links in new tabs Read and follow interesting links in comments Subscribe to new feeds Revise keywords as you go Identify mission critical keywords Analyzing You will want to look for patterns and trends over time. This requires stepping back Once a week, create a one-page report that includes a summary of mentions. You can include the title, url, and a sentence describing the article Share report with others in your organization Responding What if no one is talking about your organization? That means it is time to start engaging. Once you have a policy around who will respond, you will get down to commenting and engaging in conversation Add value to the conversation Don’t be afraid to disagree Keep to the point of the topic Point to relevant sources if you have more information Watch the conversation develop ReflectionAre the topics of conversation changing? Is the tone, sentiment, or volume changing? Where are the most interesting conversations taking place? What does this mean for your strategy or programs? How can you use the information to improve what you are doing? 3)Resources RSS ReadersHow To Wrangle Your RSS Feedshttp://amysampleward.org/2008/12/02/wrangling-your-rss-feeds/ Google Reader Introduction (Video Tutorial) Overviewhttp://www.youtube.com/watch?v=VSPZ2Uu_X3Y The Art of Commenting http://beth.typepad.com/beths_blog/2008/10/backtype-anothe.html 114300076199002:30-2:45 Break 2743200114299002:45-3:30 Privacy and security online 1)Presentation overview: Protecting your privacy security online You will be using the social web and Internet to communicate and share information (news reports, information, media, etc.) for NGOs, but it is important to protect your privacy and security online. The extreme approach, favored by some, is not sending anything over the Internet that you are not willing to make public. There are ways to protect yourself. The following tips and tools are based on the information developed for NGOs and citizens in the Middle East. There is a lot of detailed information and many tools available to protect your privacy and security online, but we are only covering the basics. You can add more content and adjust the outline accordingly if you feel it is important for your participants. 2)Security basics Know the difference between http: and https: Use a secure browser like Firefox with security add-ons Use a secure email service, IM client, and VoIP software Use an anonymous network and proxy to get around filtering 3)Social network privacy: General tips Don’t rely on social platforms as the single host for your information, it is very easy for governments to block access without warning Be careful about sharing too much information in your status updates – even if you “trust” your friends Screen friend requests - don’t accept friend requests from strangers Be careful about automating cross-posting from one service to another, you may be unintentionally sharing sensitive information Don’t share sensitive information on social network sites, in private groups or messages 4)Facebook privacy tips Have everything set as “Friends Only” (meaning only friends have access to your page) Turn off public search; set it so that only friends or friends of friends can find you Set it so only friends can see your friends list, education, location and likes Avoid stating your location or where you will be Only accept friend request/add friends that you regularly talk to Limit public conversation to a minimum Let only friends see your tagged photos, or only allow “me” to see tagged photos of yourself Check your PRIVACY SETTING at least ONCE A MONTH for Facebook changes Keep your Facebook account professional at all times 5)Resources Summary of the points covered in this presentationhttp://www.bethkanter.org/privacy-security/ Security in A Box https://security.ngoinabox.org/en/ Security in a Box (Arabic)https://security.ngoinabox.org/ar AccessNow Guidehttps://www.accessnow.org/pages/protecting-your-security-online Additional Privacy Resources:http://emediat.wikispaces.com/Privacy+and+Security 1798320101600003:30-4:00 Hands-on time: Making sure your privacy settings match your intention14528805908674002627630585914400 Lab time: Give participants lab time to explore and change their Facebook privacy settings 208153090804004:00-4:30 Reflection exercise Ask participants to do a series of share pairs asking these questions. Use a bell or “raise your hand” to be quiet technique. Allow participants to do 3 or 4 rotations before bringing everyone in a circle to share the takeaways for the day. What did they learn today? What is still unclear? What do they need to think about to complete the homework assignment? What is one thing they learned that they put into action? -76206032500 Day 2: Your Home Base: Websites and Blogs Learning Objectives To understand the basics of establishing a web presence or home base that links to strategy goals and audience

To set up a simple organizational blog on the “Blogger” platform

3000375102870009:00-9:30 Introduction and agenda review

Overview reflections about listening or privacy

Overnight reflection1)Overnight reflection: As participants arrive at the training, give them a sticky note and ask them to write down the answer to this question: What was your takeaway from yesterday? Ask people who are interested in sharing their thoughts with the group to share Summarize the key points Address any concerns 2)Share pairs: Do a series of share pairs. Ask people to find a partner in the room and share the answers to these questions. Use a bell or “raise your hand” and be quiet technique. Allow participants to repeat process for second question. The questions are: What is one thing you already know or want to know about establishing an effective web presence? What is one thing you already know or want to learn about blogging? 2628900146049009:30-10:30 Strategic online presence

Home base: This is your organization's website that may include a blog or just be a blogSocial outposts: This involves establishing a presence and building a relationship with your targeted audience on social media outposts like Twitter or Facebook Website, blog or both? Create a framework to help them decide

Assessing your organization's websiteThe PowerPoint presentation will take participants through a check list of items to think about on improving their websites based on the resources below Website Check Listhttp://www.nonprofitmarketingguide.com/resources/online-marketing/10-point-basic-website-checklist-for-nonprofits/

Effective Nonprofit Websiteshttp://gettingattention.org/articles/168/websites/effective-nonprofit-websites.html

Effective Nonprofit Web Design:http://gettingattention.org/2010/06/nonprofit-website-content-above-the-fold.html

Participants will work in small groups or pairs to assess their “home base” on the checklist. Make sure the small groups have a mix of NGOs that have a website, blog or both. If all workshop participants do not have a website, then have them use the checklist and give them a list of 3 - 5 NGO websites to review.

Debrief: Based on the checklist and looking at the different sites, assess:What works well on your website? What could be improved? 137160015748000

Note: Depending on your participants, you could spend the second half of the morning as “lab time” and get their blogs set up. Then do this presentation after lunch and use the second half of the afternoon as lab time to write posts.

2286000882640010:45-12:00 Blogging strategy1)Basics of blogging: This presentation covers the basics of blogging with a variety of examples Types of blogs Editorial Focus Listening as research for blogging stories Types of blog content Encouraging comments Who does the work Measuring success 2)ResourcesHow To Bloghttp://howtoblog.wikispaces.com/ Blogging for Nonprofitshttp://www.wearemedia.org/Workshop+Day+2+Sharing+Your+Story E-Mediat Resourceshttp://emediat.wikispaces.com/Blogs Blogging to Learnhttp://blogging4learning.wikispaces.com/home 12560301028690012:00-1:00 Lunch 422910070484001:00-2:15 Hands-on time: Setting up your “Blogger” blog Use the following resource to set up your blog: http://www.blogger.com/features 1151890103504002:15-2:30 Break 3086100126999002:30-3:30 Hands-on time: Writing your first post Writing Posts Break into share pairs and have them write different types of posts Break into share pairs and have them write another type of post, but incorporate an image 2)Resource Blogger Instructionshttp://www.blogger.com/features 1151890103504003:30-3:45 Break 548640080009003:45-4:30 Quiet time to incorporate ideas on their social media strategy plans Ask participants to publish their posts. Ask for volunteers to come up and share what they did

Dedicate the remaining session for participants to review their strategies and what they learned

(30 minutes) 2167890109219004:30-5:00 Reflection exercise -92583013398500

-4197353810000Appendix TOC \o \"
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\h \z \u Appendix A: Social Media Strategy Template20 Appendix B: Social Media Strategy Objectives25 Appdneix C: Listening Worksheet26 Appendix D: Listening Goals 27 Appendix E: Listening Reporting Template 29 Appendix F: Listening Tips 30 Appendix G: Blogging Planning Questions33 Appendix H: Home Base Assessment 34 1482090281178000 Social Media Strategy Plan Template 165107747000 1. Objectives Describe your organization’s objectives for your social media plan using SMART (Specific, Measurable, Attainable, Relevant, and Timely) strategy. Objective 1:Objective 2:Objective 3: Describe how these objectives support your organization’s mission: Describe what you learned from benchmarking similar organizations and their social media objectives. How are these goals are a logical evolution of your communications/marketing strategy? 2. Audience Identify the audience segments you hope to reach below: SegmentDescriptionObjectiveTarget Audience 1:Target Audience 2:Target Audience 3: 3. Internal Describe how the social media plan will be reviewed and received by senior management and board members. What questions do you anticipate? Describe or attach your social media policy – and process for ensuring it is an active, living policy. 4. Content Integration Where does a social strategy make the most sense? Where can it enhance existing marketing, program, or communications strategy? ChannelSocial Integration WebsiteLive EventsEmailPrintMainstream Media (MSM) Identify content assets that can be repurposed, remixed, or recycled for your social media strategy. 5. Listening and Audience Research Summarize what you learned about your audience from the social media audit, secondary or primary research, and listening techniques. Why are you focusing on these audience groups? What is your plan for ongoing monitoring and scanning during implementation? 6. Social Strategy Please describe your social strategy: Engagement

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Trainer Guide Workshop 2