I am honored to be asked to speak at the ieSonoma conference at the Sonoma Country Day School on June 10, 2013. The panel of speakers are: Sir Ken Robinson, Darius Anderson, Doug Barry, Dale Dougherty, Jim Glasheen, and Kerry Rego (me!). Sir Ken Robinson, the keynote, is a leader in education, development and innovation. He also gave the most watched TED talk of all time. Darius Anderson is amongst the group of partners to purchase the Press Democrat in November 2012. Doug Barry is an innovator in technology, media, and entertainment. Dale Dougherty, president of Maker Media (produces MAKE) a former division of O’Reilly Media. Jim Glasheen is a leader in the field of biotech and consumer medicine. I am an author and social media consultant. I’m also the only female speaker.
ieSonoma is an emerging partnership between public and private educational institutions and the larger community to innovate and educate for a brighter future. From their website, “We face great challenges and great opportunity as we together prepare all children for the opportunities of the 21st Century. The world has changed greatly due to increased access to technology tools for communication, collaboration and global interconnectedness. The schools we know of the 20th century can’t prepare our kids for the demands of the 21st Century.”
I look forward to speaking my mind and telling educators what they need to know in regards to technology of today and tomorrow, how this effects our students, and how to help them prepare for their lives ahead. I’ve been trying for years to get people to listen and I’m so excited to have the right audience to hear the drum I’ve been beating.
This is the Recommended Crowdfunding Resources sheet that was handed out during the presentation.
Crowdfunding: How to Harness Social Media Tools for Your Agency Fundraising
presented at The California Wellness Foundation Convention 4/16/13
The nonprofit world is abuzz with the idea of raising money and reaching new donors through new online strategies. “Crowdfunding” is one of the most talked about strategies – raising financing in small amounts from a large group of people using the Internet – but how can it work for senior service agencies? Come to this interactive training session to learn what tools are available, how to reach your target market, minimize impact on your staff, encourage passionate non-staff to take the mantle to help your organization, create a strategy, and how to set realistic expectations. Learn what it takes to launch an effective crowdfunding campaign and get a roadmap for doing so.
There are so many parts to social media, it can be overwhelming. First there’s strategy, then tools, and editorial calendars. But where I find many campaigns fall apart is in the day after day, week after week, delivery of content. How do you actually manage all of those channels? Lack of time is the number one concern for each and every company or organization I work with. Social media management tools are what make it all gel together.
I recommend, prefer, and use Hootsuite.
It’s a social media dashboard that allows the person or team managing a brand’s social media presence to visit one website and direct content to different platforms, track brand mentions, save searches, create detailed analytic reports, and schedule posts into the future. It has Free, Pro, and Enterprise versions and is available for mobile devices. I use the Pro level ($9.99 per month) because I have more than five channels connected to my account.
The social networks you are able to connect to are Twitter, Facebook (profiles, pages, events, groups, search), LinkedIn (company page, groups, profiles), Google+ business pages, Foursquare, Myspace, WordPress.com, Mixi (Japanese social network), and a host of applications.
If you work for a larger company or organization that requires reporting to a board, the custom analytics feature is excellent. You can port in Facebook Insights, Google Analytics, Twitter profile stats, your shortened click stats, Google+ page analytics and more to create reports designed just for your needs. Visual reports are a great way to communicate the achievements of a social media campaign to those that may not understand the technical details.
Working with lots of people can create headaches. Their teams features include: collaboration, team structuring, custom permissions for access to accounts, private team communication, and the best part-the ability to assign messages to specific team members for followup. This is the future of customer service! Just ask McDonald’s, Hard Rock Cafe, Virgin, Lamborghini, or PepsiCo. They use Hootsuite too.
My favorite part of Hootsuite is the scheduling feature*. You can create a message and send it out at a determined point in the future. Scheduling your posts is useful when you go on vacation, when you have a small team, when you have events that need to be promoted multiple times, when you want to your message to be viewed at different times of day in order to reach multiple audiences. The Pro version of this tool allows you to bulk upload as well (I have not had success using this feature).
*Tip: Scheduling posts ahead of time has risks. Something could change, a previously innocuous post could be viewed differently based on the happenings of the day, it can lead to complacency and a social media manager to believe they don’t need to be present on the channel. I recommend scheduling as only one kind of post. You really do need to converse, to interact, to be organic and present on top of predetermined content. Don’t put your online presence into neutral and walk away. Your audience will know and you will not get the return on investment that an engaged presence can bring you.
I know this sounds like a commercial.
I once signed up for the affiliate program but I don’t actually participate. I’m telling you the benefits of Hootsuite because I like it, I recommend it, and I use it-not because I will get a kickback (I won’t). I am a Certified Hootsuite Professional, in fact I’m the only one in Sonoma County. There are two others listed in the directory. Both have since moved out of the area.
I not only train people to use all the tools that Hootsuite manages but I train on the social media dashboard as well. If you need assistance managing the coordination of posting content to your channels, I’d be happy to help.
How do I use it?
I print out my calendar twice a month and circle all of the public presentations I’m giving, classes I’m teaching, or other events of note. I create posts to promote those events, distribute to appropriate channels, and post them multiple times. I review my blog posts and continue to promote them, on average once per month, to multiple destinations. I also recycle other content such as videos, press pieces, or other valuable links. This ensures that if I’m locked in a session room all day teaching a class, that my channels are evenly filled with useful content, my brand is being promoted, traffic is being driven to my blog, my events are being promoted, and I don’t have to worry about radio silence. I spend about 30-45 minutes on this scheduling about every 2 weeks. I’m lightly scheduled about 6 months out at any given time. I also use it to monitor any keywords of interest such as my name, brand name, industry specific terms, or projects so I can see who is talking about what so I might strike up a conversation with someone.
After every meeting or other period where I’m unable to be online, I check my messages. First thing, I pick up my phone and check email, voicemail, Facebook, Twitter, and Instagram. I answer any questions that have been asked of me and make sure that I’m reachable by my audience. I don’t rest on my laurels with scheduling. I am present as much as possible to interact, engage, communicate, and BE SOCIAL.
I’m not a Ninja.
But Hootsuite is one tool that allows me to have, what I call “Social Media Ninja Moves”. I’m asked all the time how I manage it all, how I get it all done, how I seem to be everywhere. I always have an assistant or intern but they don’t post for me. I do it all myself. Hootsuite is my trick and I want you to be able to use it too.
I have no official capacity with the City of Santa Rosa.
I live, work, and was raised here. I am a contract instructor through the Santa Rosa Recreation and Parks Department providing social media training in Facebook, Twitter, LinkedIn, and Pinterest. I worked as a subcontractor on a few city projects. I know a lot of people on staff. I am the only non-government employee to sit on the New and Social Media Workgroup, a conglomerate of city departments that use social media and flock together to find support and information. I used to sit on council appointed committee. At this point, I know my way around City Hall.
When Kevin McCallum, a reporter from the Press Democrat, called me the other day to get some quotes on the recently passed social media policy for the City of Santa Rosa, he kept repeating that I had no official capacity. He just wanted to be clear, he said.
No, I don’t have official capacity. But I am the social media trainer for the County of Sonoma, in which Santa Rosa resides, and I’m intimately familiar with the policy that just passed because I reviewed it in draft form. I reviewed the county’s policy as well. I feel like even though I’m not on the city payroll, I have room to speak about it.
My friend, Jake Bayless, is the web administrator for Santa Rosa (funny enough, we met on Twitter) and he makes sure I’ve got invites to all the good geeky stuff. He gave me the heads-up about the City Council meeting on January 8, 2013 when they voted in the new social media policy. Though I didn’t need to be there, I wanted to represent my industry. I was pleased to see social media receiving some legitimacy in the form of legal discussion, due diligence, and policy proclamations. I’m glad I was able to see it’s journey.
Only I would take this photo. It’s Jake and I the moment after the policy was voted in. I wanted to commemorate social media growing up and our part in it all.
I’ve been wanting to post this for some time and was finally prompted to do so as I listened to Chris Denny of The Engine is Red talk about “Content is King” at the Santa Rosa Young Professionals Network last week. He had so many excellent points about how to convey your company message as well as good and bad examples of how well known brands are doing so.
In order to deliver good content that communicates your brand’s message effectively, planning ahead is necessary. I provide my clients with an example editorial calendar (shown below). Sometimes I help them develop it and sometimes they take it back to homebase and use it as a springboard. I wrote the blog 15 Easy Blog Topics which gives you a solid set of content ideas for blogs as well as use with other social media platforms. I used those ideas to build a sample editorial calendar to give to my clients.
The beauty of using a calendar is that you can plan a year ahead in a very short amount of time. It can be done within one meeting or brainstorming session. Once you plan a structure for the upcoming 12 months, it allows your marketing brain to relax a little because it knows you won’t be drawing a blank when it’s time to write. You can bank the content ahead of time by writing in batches. Batch writing is great for tackling a subject that is too large for just one post. You can write parts 1, 2, and 3 in a single sitting then schedule them to publish at preset times. Writing ahead of time will allow you to look for the topical items in the news that you should be addressing, the things you could never have anticipated but fit nicely with your message.
Feel free to click on the image below for a jpg or on the link to download a pdf version of it. I build it in Excel and you can do the same. Think about your subjects and ideas as you construct it for yourself, this is just a guide. Change the channels that you use to fit your needs. You will most likely expand it to have 4-5 weeks in the month. I’ve seen calendars that show the hours. If that is what you need, make it flex to fit you.
I have two Associate degrees, one in business administration and one in software. Social media is JUST NOW creeping into colleges and wasn’t even “a twinkle in my eye” when I was in school. People in the tech field may or may not go to college (it’s about the one industry that goes either way on whether you need a degree).
How do I stay up to date? I talk to people for feedback and user opinions, I read voraciously, scan news sources frequently, and test the tools myself as much as possible.
So why don’t I consider myself an expert? I am a professional and, yes, I know a lot. I often say “I know more than your average bear.” But there’s a mental picture I want to share with you. Remember walking into a library when you were little? The stacks were the size of mountains and went on forever. I’m a knowledge junkie and this is the picture that pops into my head when I have the foolish desire to read everything. I am reminded that it is impossible to consume it all. The second I learn something, new facts or books (or a gazillion) have been created. The only thing I can do is never stop learning. Even though I’ve been using computers, both Mac and PC, for 30 years, I will NEVER run out of things to learn. Social media continues to change and grow every millisecond. It’s actually quite humbling.
I have said it before, there is no such thing as a Social Media Expert. If someone calls themselves that, turn around and walk the other way.
If you feel like you don’t know much about technology, just remember, everyone started somewhere. You probably won’t get it the first time or the second, keep practicing and it gets easier. It’s the same in computers as in life. Keep plugging away. And if it scares you (I meet a lot of scared people, you aren’t alone), I’ll hold your hand.
We are all students. Every single day.
County of Sonoma Social Media Staff Trainer
SANTA ROSA, CA — 5/16/2012 – Kerry Rego Consulting has been chosen by the County of Sonoma to provide training to county department staff. The County of Sonoma Board of Supervisors approved the County’s Social Media Policy on June 15, 2010 and personnel are required to undergo social media training prior to the implementation of a social media program.
We are proud to be named a staff trainer for the County of Sonoma. We have been providing service to the County for several years in a variety of projects for the Economic Development Board, Film Office, Green Business Program, Web Services, and as a subcontractor to First 5. We will be providing training over an 18 month period and providing the following services:
Phase 1: Pre-classes.
Review of current County social media channels for adherence to County Social Media Policy. Map out timeline of in person classes and design flow of information to follow a natural cycle of participant understanding. Information in classes to be covered (but is not limited to):
- Definition of social media
- Review County Social Media Policy
- Review department guidelines
- Main categories of social media usage
- Inform on current technology trends in general use with appropriate industry statistics and user behavior trends
- Instruct on how to complete an Assessment of Need within an organization for social media
- Establish desired outcome of use for individual departments and set social media goals for successful engagement
- Inform on user behavior, online culture variations in digital communities, best practices, psychographics, and quirks of individual systems
- Demonstrate critical thinking necessary to evaluate tools by ownership, vendor relationship and affiliate positioning, ease of use, user experience, trendiness vs. valuable, community engagement, and stability for long term use
- How to manage a social media campaign including tools for management, compliance with records retention, creating documentation for department cross training, rules for local governments, and management of public comments
- How to measure success of a social media campaign including varying ways to view success that go beyond easy to gauge numbers, collection of metrics, and determining which metrics are appropriate desired performance
- Compare social media practices of public sector vs. private sector business
- Address changes from beginning of course schedule to end and provide overview of what has occurred in tech marketplace over the lifecycle
Design support materials and documentation that align with classes. Assist in preparation of online courses to be offered by County of Sonoma, if requested.
Phase 2: Classes. Consultant will deliver instructor led courses of one 3-4 hour length course per quarter. Estimated time for completion is March 2014.
I was invited to participate in Maximum Buzz at Osmosis Day Spa Sanctuary on March 22, 2012. The goal was to have a mini-retreat for online professionals. [See my photoset on Flickr] Their words say it better than I can:
“We’re planning our own version of Web 3.0 – and it’s not [really] about the Internet, it is real people, in real-time. Social media, online networking and Internet marketing is based virtually, but it’s fueled by authentic, engaging conversation. Osmosis Day Spa Sanctuary wants to open its doors to bloggers, social media experts and online marketing professionals to network, share ideas and compare notes (and have a little fun). So much of what you do is virtually based, we want you, live and in person to come to Osmosis and unwind.” [See their photoset on Facebook]
We sometimes forget what makes technology work is people. As a culture, we are beginning to look more closely at how we live our lives. I know that technology isn’t the final answer. People are. Don’t forget the enjoyment you derive from being in the same room with other individuals. On that night, we had active conversations about technology, what it means to us personally, and how it’s effecting us.
Maybe it was the wine, maybe it was the good conversation, the chair massages, the cedar enzyme foot baths, or maybe it was the fire dancer. I don’t know. What I do know is we can’t exist in a vacuum and when I walked away from that event, I felt more alive than when I walked in.
Subscribe by Email
- Apple (1)
- Blog (5)
- Business (35)
- Disruption (5)
- Education (10)
- Email Marketing (2)
- Facebook (23)
- Google (4)
- Gov 2.0 (4)
- LinkedIn (15)
- Marketing (4)
- New Feature (4)
- Non Profit (2)
- Pinterest (3)
- Presentation (16)
- Press Release (3)
- Privacy (5)
- Professional (4)
- Reputation Management (24)
- Resource (21)
- Rockstar (1)
- Social Media Uses (14)
- Technology (30)
- Twitter (12)
- Uncategorized (1)
- Video (2)