Final+Workshop+I

= = **Workshop 1: Online Strategy, Listening & Digital Campaigns**

Learning Objectives

 * To understand what social media is and why it's important for your NGO
 * To understand the elements, timeline, benefits and responsibilities of the E-Mediat program
 * To be able to explain the importance of networks and define hubs, clusters, influencers, etc.
 * To be able to distinguish between the characteristics of a networked nonprofit/NGO vs. a fortress nonprofit/NGO

Icebreaker
Also, refer to Day 1 of the TOT, Beth's materials on the USB drive, and the "Five Things about Me" activity that Beth refers to in her first presentation, below:
 * 1) Participants give their name, NGO name and its goals.
 * 2) Go around the room and say what comes to mind when you hear "social media."

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Brief History of Communications
A brief history of communications, highlighting:
 * One-to-many vs. many-to-many
 * Message to receiver to interaction
 * Media consumer to media producer

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Introduction to the E-Mediat Program
The who, what, when, where, why and how of the E-Mediat program. Participants describe their expectations for the program. Trainers describe their expectations for the participants, set ground rules for the trainings, and ask for the participants' commitment.

IS THERE A PRESENTATION ABOUT THIS THAT IIE CAN PROVIDE IN ARABIC?

Case Studies of Successful & Unsuccessful Uses of Social Media in Your Country
Trainers will collect and show 3-5 examples of NGOs using social media strategically in their country, one to present and the others for group work. More than one group can analyze the same case study. You can use the worksheet below to prepare the case for presentation. Make sure that participants consider the expected duration of the campaign or project as well as the other criteria.

__Suggested exercise form Beth:__ Outline one case study according to the worksheet provided, paying attention to goals, audiences, what worked, what didn't, tools used, and measurement indicators. Then, divide participants into smaller groups, give each group a link to a case study you've chosen, and ask them to analyze another online presence according to the same criteria.



Networking Exercise
Participants break into pairs and take turns to introduce themselves to each other, taking notes about what they have in common. Then, they write on a sticky note how they can benefit from this person and post it on the wall next to the name of the person. The sticky notes will accumulate and show the influencers, hubs, cluster, edge, etc. Then, trainers will customize and present the Introduction to Networking from Beth's presentation and have a World Café on connecting offline networking with online networking.

This session should also refer to Beth's network mapping exercise from @Day 1 of the TOT, especially the "From Me to We" activity that uses Wordle.net.



IMAGES OF NETWORKS: Visualization of Facebook Members Worldwide Flight over the US Linkedin Maps Visual Complexity

Capture Exercise
NEED: A wrap-up exercise that measures achievement of one or more learning objectives.

Trainers' Questions:

 * Q: When does the online learning community come online? A: It's scheduled for April 15.
 * Q: Who will do the tutorial materials for the online learning community? A: Meedan.
 * Q: How can we organize the translation of materials? A: SMEXbeirut is translating materials as we finalize the curriculum.

Learning Objectives

 * To understand the importance of listening as the first step in strategic use of social media
 * To be able to identify four tools to help NGOs listen

Notes from the TOT

** Listening is the first step in adopting social media. Through listening we can find supporters and monitor the issues we care about. It's a lot like reading the newspaper everyday, talking to friends at work, or watching the news to know what's going on in our communities, local, regional, and global. **

** Listening online is easy but requires a few new techniques and concepts, including: **
 * ** Keywords **
 * ** Google Alerts **
 * RSS (Really Simple Syndication or Rich Site Summary)
 * Listening dashboard
 * hashtags and search.twitter.com (optional for this session, see Workshop 3)

QUESTION: Could a game or the social media card deck from Mary Joyce's @Day 3 be adapted to a method of introducing the ideas of the tools before training on them in detail?

**Gmail (optional)** Sometimes, when we arrive at trainings, we learn that not everyone has an email account and many people use Hotmail or Yahoo! Because it's much easier to have one sign-in for Alerts, Blogger, etc., and because Gmail is generally more secure than other web-based email services, we usually try to get people set up on Gmail. //TRAINER TIP: Create a trainer Gmail account to use throughout the training. You can even share one account for the whole team.//

Here's a Gmail tutorial from Google, part of a series of Arabic-language tutorials produced by Google about some of its services:

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**Discussion** What is listening? What does my NGO need to listen? What should my NGO be listening for? Examples: More listening notes for trainers.
 * Keywords about issues
 * NGO name
 * allies names and initiatives
 * adversaries' names and initiatives
 * identifying free agents and other potential partners (superusers, techies, etc.)

NEED HANDOUT: HOW TO LISTEN ONLINE & OFFLINE, PROS & CONS (need clarification on what this means)

**Exercise: Brainstorm Keywords Related to Your NGO**
 * Identify a strategic communication goal.
 * What do you need to reach this goal?
 * Write five words.
 * Make them more specific.
 * Try searching to see what you find.

**Exercise: Scavenger Hunt** Before giving the search presentation below, divide the participants into teams and have a little search contest to see who can find the answer the fastest and with the fewest results. You will need to define the search terms in English/Arabic and/or French.

TRAINERS SHOULD DESIGN EXERCISE SPECIFIC TO THEIR PARTICIPANTS' INTERESTS

**Presentation: Better Search & Arabic Search Tips** media type="custom" key="8572904"

NEED HANDOUT: Arabic search tips

**Exercise: Setting Up a Google News Alert **

**Exercise: Subscribing to an RSS Feed** media type="custom" key="8572002" media type="custom" key="8572204" Show the videos above. Next have a blog or website with an RSS feed ready and demonstrate how to subscribe to the feed in Google Reader. HANDOUT: 10 Reasons to Use RSS

**Exercise: Create a Listening Dashboard** Demonstrate iGoogle to show how participants can set up a listening dashboard. NEED HANDOUT: WHAT IS A DASHBOARD?
 * Handout: [|How to set up a monitoring dashboard]
 * View the trainer notes.

Wikis (optional)
Wikis are an important tool for online collaboration. A basic tutorial on how to create and edit a wiki could help workshop participants share the results of their listening between workshops. media type="custom" key="8587988" Examples of wikis:
 * Marefa wiki (in Arabic)
 * Emediat


 * Notes:**
 * Twitter does not yet have an Arabic interface (when is that coming online)?

**Communications Strategy: Online Presences & Digital Campaigns** Adapted from Day 3 in Beirut
Country teams should design the session based on the learning from Mary's days at the Beirut TOT.

Learning Objectives

 * To understand the importance of a communications strategy for your NGO and how it relates to an online presence and/or a digital campaign
 * To understand what is an online presence and how to plan one
 * To understand the components of a digital campaign and the steps in creating and executing one

Icebreakers/Energizers
NEED TO REVISIT THE ACTUAL WORKSHOP CONTENT OUTLINE REFER TO MY NOTEPAD

Communication Strategy Elements
Define a communications strategy, an online presence, and a digital campaign and how they are related to each other. NERMINE IS GOING TO UPLOAD A COMMUNICATIONS PLAN TEMPLATE

The Elements of a Successful Online Presence and the Questions You Need to Ask to Plan One
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The Difference between Classical and Digital Campaigns & the Steps of a Digital Campaign
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Case Studies Slideshow (successes and failures)
Show examples of successes and failures, with a focus on how specific implementation of tools was related to goals.

Create Your Draft Plan for an Online Presence or Digital Campaign
NEED A TEMPLATE FOR EACH

**Trainers' Guide:**



 * PowerPoint:**

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Notes:

 * Participants can't be experts in one day, so need to focus on the basics in simple terminology
 * Use the application process to assess current online presence and whether the participant NGOs want to focus on an online presence or a digital campaign in their E-Media strategic plans

**Assignment for Workshop 2**

 * Keep listening and be prepared to report back on what you hear and who's saying it, as well as on any new connections you've made. Think about who your online audiences will be and how you can work with them and other strategies to reach offline audiences.
 * Sign up for the Online Learning Community
 * Talk about your communications strategy and E-Mediat strategic plan with your NGO