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By Idealware—People “like” you, but what is that actually doing to support your organization’s bottom line? We’ll talk critically about how you can move constituents up a ladder of engagement from a simple “like” to actually get them to do something for your organization. Ask a question, attend an event, volunteer and yes, even donate—it’s possible to get your constituents to do all of these things as a result of social media actions, but it’s not easy. Armed with case studies, industry research and plain old common sense and experience, we’ll work together to recalibrate your social media mindset in order to provide more value and cultivate a deeper commitment.
Chris Tuttle, Idealware Expert Trainer, Principal Consultant, Tuttle Communications
Christine Mandiloff, Communications Director, Montana Legal Services Association
What We'll Cover Today
- What is engagement?
- Practicing engagement
- Next steps
Your Challenge: think like a social media user. People use social media:
- To post updates to their friends and family
- To share pictures and videos
- To market themselves
- To learn about things to do
- To have fun
When brands can tap into people, you will find engagement is much stronger.
Breaking through the social interaction
Your mission: Engage your constituents in a truly social way!
Not just pushing resources, press releases, or asking for money.
Goals are essential:
Which social media tools you use and how you use them depend on what you want to accomplish and who you want to reach.
Goals should be SMART
Define: What do you want to achieve by using social media?
Goal 1: Build the Community
Measured by followers
People talking about
Goal 2: Providing Information
Programs and Events
Goal 3: Promote Services
Educate people about how to reach your organization
Ask people how they found out about you (to measure)
Goal 4: Raise Funds
One of the most common social media goals
One of the most difficult goals to achieve
Communications that are the most successful tend to be the ones that are the most fun. Behind the scenes pictures of staff at an outing or retreat.
The Path to Deeper Engagement (# of likes)
Moving from Like to Love <3
Provide value at every stage of the pyramid:
- Offer a central place for people to ask, learn, stay informed, and join in
- You let them feel heard and answer key questions
- You built a community & offered a chance to join in
- You connected them to something great!
What does it mean to provide value:
- What services can you offer?
- Can they volunteer online?
- Can this be a portal to involvement, events, community building?
- What info can you share?
- Before each post, ask yourself: is this providing value?
What Constituents Want vs. What you Want
It's not just what you do, but how you do it.
- Don't use social media just because you think you should
- People will know when you are faking it.
- Don't share content for the sake of sharing content
Practically Practicing Engagement (how to attract attention)
- Attract followers: offer exciting things and keep them hungry for more.
- Get People "in the door"
- Ask constituents to invite friends
- Ask influencers to promote your page
- Include a link in emails and on website
- Include on business cards, email signature
- Do a campaign with an incentive
- Create a contest-photo contests work great
- Tell people!
Listening and Responding
- Tweets are threaded if you use the reply button
- Ask for feedback
- On Facebook turn on reply option. (it defaults off)
- Cross Promotion
- Ask your followers questions
- Use Hashtags
Encourage Interaction: Be engaging with every communication
- Provide resources
- Share stories
- Share related events
- Highlight your community
- Make connections between students
- Ask questions
- Share volunteer or job opportunities
By Pro Bono Net-October 15, 2014
· Paul Haidle, Director Volunteer Attorney Program, New Mexico Legal Aid
· Tony Lu, Citizenship Works Project Coordinator, Pro Bono Net
· Claudia Johnson, LawHelp Interactive Program Manager, Pro Bono Net
· Ric Morgan, Attorney, Ric N. Morgan, LLC
· Beth Andersen, Attorney, Johnson & Associates, Attorneys at Law, PC
· Adam Friedl, Program and Special Initiatives Manager, Pro Bono Net
- Emphasis on content, not location
- Two-way communication between lawyers and clients
- Combination of automated and human based guidance
- Efficient volunteer management
- Forms & E-Filing
Paul Haidle: Using technology to bridge the rural justice gap
The Problem: Lack of Access to Civil Legal Aid. In New Mexico 90% of lawyers live in 2 cities
The Solution: A Virtual Legal Fair
Steps to a Successful Rural Clinic
- Identify communities in need and potential host sites
- Identify stakeholders in the community
- Advertising for volunteers and clients
- On site screening of legal issues
- Technology "dry run"
Technology Considerations for A virtual clinic
- Internet connectivity
- Wireless availability
- Privacy concerns
- Choosing the appropriate technology
- Client/attorney familiarity and comfort level
Ric Morgan and Beth Anderson: Virtual Pro Se Clinic (VPC) Concept Presentation
Concept: free monthly clinics link parties without an attorney to counsel over the internet held at public libraries across Colorado
Combine: Technology and 'in place" public resources, volunteer attorneys statewide, partnerships with local communities
Rely on existing public infrastructure
- Capitalize on existing public infrastructure investments
- Use technology to secure broader public engagement
- Mobilize volunteer attorneys effectively and efficiently
- Enhance coordination between public service organizations
- Develop practical strategies and tools to lessen the Court's press resource problems
Phase 1: Proof of Concept
VPC relies on building partnerships:
- Clinic schedule set and published locally
- Local librarians open the link connection
- Local Court and Bar Association help with court procedures
- Interactive computer link via Zoom software interface
One-on-one attorney dialogue & instant access to:
- State Judicial forms & instructions
- Supplemental materials
- Electronic downloading & sotrage
Phase 2: Preliminary Fielding
- 6 additional counties
- Notionally: local VPC Coordinator, working with volunteer attorneys who staff the local VPC clinic
- Requires an effective coordination/calendaring tool
- Monthly press notices by VPC Coordinator
Phase 3: Build-Out
- Fully sustainable with 250 volunteer attorneys
- Uses existing infrastructure in local libraries
- Volunteer attorneys never have to leave their office
- Local bar associations and courts represented
- Feedback from the courts on VPC effectiveness
Summary: Free monthly clinics for self-represented litigants that combine technology, volunteer attorneys, and local partnerships
Tony Lu: Technology-enabled Pro Bono in Naturalization and Immigration
Currently, CitizenshipWorks is a site that uses Law Help Interactive to present a user friendly interview screening to see if users are eligible for citizenship and to get them relevant documents. The current model relies on people to go to a workshop, complete the form, and have it reviewed by an attorney. CitizenshipWorks 2, is being developed to enhance the current version and make it easier for clients and attorneys.
Current Pro Bono in Naturalization
- Immigration Attorneys in short supply
- Non-immigration attorneys--limited ability to assist
CitizenshipWorks 2 has three parts for clients:
- Prescreen-Interactive do-it yourself application
- Ask online or meet in person
- Complete and Apply
Also has an interface for attorneys:
- Expert System and Contextual Info
- Structured guidance for Pro Bono attorneys
- Information when it's needed most
- Solve red flags
Most exciting new feature: Pro Bono from your desk
- Video Chat!
- In browser program that doesn't require installation
- Live text chat
Brian Houghton: Overview of LHO's Ticket System
- Law Help Ontario
- Remote Assistance Project (Launched 2012)
- Ticket System (Launched 2013)
- The Basics of our Ticket System
LawHelp Ontario's ticket system is similar to systems used for technical support. The attorneys have access to the ticket, and everything relevant to that ticket, but the user responds via email.
Website Portal Tracks all tickets
- Users select a department for inquiry
- Call is added to a queue
- Site keeps track of everything that is being done
- Client responds with email. Seamless
- Easy to see back and forth in one spot
- See Law student taking notes or attorney taking an action
- Created a series of statuses for reporting
- Allows staff and volunteers to see where a ticket is in the system
- Can search for tickets by phone number and name
- Allows you to create basic reports
- Opening a ticket
- Managing and closing tickets
- Private comment
- Adding files
- Canned responses
- Off the shelf or customized solutions
- Programming or technical experience
- Internal or external
- Security issues: HTTPS, Storage
Claudia Johnson: Technology in pro bono legal services-of all places
What are other states doing in reaction to these changes/new trends on how people communicate, search for information, and prefer to work.
Bread and butter tools:
- Web chat/hotline/ SMS texting
- Online forms-- to do self directed check lists/triage or to create forms
- Videos and visual graphical representations of complex processes, instructions, what if type information
- Smart use of social media and other types of sites.
LawHelp Interactive- What is it?
Advocates or self-represented litigants answer questions during an interview, a personalized document is created from the answers, e-file, fax and file, and use in CMS.
- Why online forms add value
- Standardized content
- Electronic (remote sharing)
- Information reusable
- Less training required
- Self navigation or less skilled worker
- Basic computer needs
- Can create and edit from anywhere there is access to internet
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Earlier today I was helping a client with an upcoming Ignite presentation. They asked "where can I find photos?" These were my three suggestions:
RSS stands for "Rich Site Summary" and it is a dialect of XML. For a more thorough technical definition of RSS, See "What is RSS?" an LSNTAP Blog post. Although the technical definition of RSS isn't the easiest to understand, don't let that scare you away from this useful timesaving tool.
If you are unfamiliar with RSS, I recommend this short video: RSS in Plain English. It explains RSS simply and shows you how to subscribe to feeds by looking for this logo on your favorite blogs and websites.
In addition to the orange RSS icon, look for these icons as well
Once you've subscribed to several sites, you view them in your RSS reader of choice. The video recommends using Google Reader which no longer exists. Below is a list of RSS readers and dashboards to help you keep all of your RSS feeds in one convenient location. Most RSS readers allow you to subscribe to feeds directly from their website by simply typing in a URL, ie www.lsntap.org will give you the headlines for all of LSNTAP's blog posts. A lot of RSS readers have additional features which allow you to create customized dashboards with RSS feeds, email, weather, etc. There are many more RSS readers out there. If one of these isn't exactly what you are looking for, I suggest doing some more research. Here is a list of RSS readers that you might find useful.
Netvibes/Bloglines (Great Free version) Both sites allows you to create multiple dashboards. You can have a dashboard for work, home, or for different projects. You can easily add RSS feeds and customize the look. Add a google search bar to the top and make it your homepage. Easily check all your favorite websites, the weather, email, social media feeds, google analytics, create to-do lists , and more.The paid version gives you deeper insight into analytics. Which one: They are basically the same, but I think Netvibes is slightly more user friendly. Here is an example of what Netvibes/Bloglines look like:
Feeds 2:(Free) A web based RSS reader. Sign up for a free beta account. Add your RSS feeds, and feeds2 learns about content you read and personalizes your account with relevant content.
My Yahoo: (Free)Add RSS feeds, the weather, and other apps to customize your homepage which includes a Yahoo search engine.
Feedly: (Free version or $5/month) Feedly is a great basic RSS reader. You add feeds by topic or URL. The site has a nice user interface which helps you keep your feeds organized. The pro version incorporates other apps to make sharing and searching easier. For an RSS reader, the free version works great. Available on iOS and Android. Here is an example of a Feedly Feed:
NewsBlur: (Free) News blur is a real-time RSS Reader which allows you to organize your feeds by type, and then shows you content in a split screen, so you can view the feed while also reading content on the same page. There is also a sharing element which allows you to share stories on your blurblog. Newsblur has a web app and is optimized for smartphones and tablets running iOS and Android. Here is an example of NewsBlur:
Protopage:(Free) a personal dashboard/RSS reader. Add widgets and customize this page. Similar to Netvibes/Bloglines. Preprogrammed search bars for popular sites including Amazon, Google, YouTube, and Ebay. You can also add notes and tabs to multiple dashboards.
The Old Reader: (Free for up to 100 feeds which is plenty for most or $3/month for Old Reader Premium) Connect your account to Facebook or Google +. There are many options for mobile apps because of its Open API. Great RSS reader with a social component. Example:
There are many more RSS readers out there. If one of these isn't exactly what you are looking for, I suggest doing some more research. Here is a list of RSS readers that is a good place to start.
Here is an Advocate Feed List that was posted on LSNTAP's blog if you are looking for new RSS feeds to subscribe to. And here are 1,000 more feeds that aren't related to legal aid. Please share your favorite RSS feeds in the comments box and let us know which RSS reader you use!