Social Media Strategy DRAFT
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Social Media Strategy DRAFT
- 1. Everything you may already know about social media * Principles for Effective Social Media Strategy for Outward Facing WorkExplained byBeth Kanter, Visiting ScholarPackard Foundation (* and want to share with your friends)
- 3. Principles Flickr Photo by toby_maloy
- 4. A quick scan of your social media ant trails …
- 5. Principles Online/Offline Listen first, real time tracking, leads to engaging The Social Life of Content and Messaging Platform for Self-Organizing Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea
- 6. Community Building & Social Networking GenerateBuzz Social Content Engagement Listen Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Flyl
- 7. Social Content acticaches Social Media: Tactics and Tools Community Building & Social Networking GenerateBuzz Listen Engagement 10hr 15hr 20hr Support Overall Communications and Internet Strategy Less Time More time
- 8. 1. A Bridge to Offline Action/Change
- 10. 2. Listening First, Real Time Tracking, Engaging
- 11. If you find people talking about you …. Problem Big Problem Little Problem Be prepared to act swiftly Track themesBe prepared to engage
- 13. If you find people talking about you …. Not Problem Keep track of themesKeep track of positivesEngageRelationship BuildingLook for social content to repurpose
- 15. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ” Danielle Brigida
- 17. The Social Life of Content
- 20. Social Content and Stories
- 23. Empowering supporters without loosing control …
- 26. Allocate staff time, have expertise to implement strategy
- 27. The Right Metrics KD Paine
- 28. The Tower and The Cloud Flickr photos by jamesjordan
- 29. Common Concerns Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
- 30. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
- 31. Principles Online/Offline Listen first, real time tracking, leads to engaging The Social Life of Content and Messaging Platform for Self-Organizing Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea
- 32. Nonprofits and networks of advocates for different causes are seeing results with social media strategies and also working as bounded networks to share best practices or take action.
- 33. A story from a different sector …
- 34. Meet Apollo
- 35. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards
- 39. How can use social media in a coordinated way? Over the summer ..
- 41. Shared best practices Discovered they could learn from each other Shared listening Coordinated Twitter campaign
- 42. Established cultural norms: simplicity Technology Stewards: Shared Task of approving access to the list Opportunity for collective action/mobilization happened
- 43. A Window of Opportunity
- 50. 4:00 PM
- 51. Thank You! Beth’s Bloghttp://beth.typepad.com Have a blog post topic idea?beth@bethkanter.org
Editor's Notes
- Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
- http://www.flickr.com/photos/martinlabar/3248079595/Eugene Kim used the metaphor of the ants. They do two things leave and follow trails and haul things. They basically leave a trail that says "I was here." That way others can find them and connect. He applied the metaphor to Twitter. Twitter is simply an ant trail. We can leave a pulse, it is simple and easy. It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.
- Online/OfflineListen first, real time tracking, leads to engagingThe Social Life of Content and MessagingPlatform for Self-OrganizingStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culture
- http://www.flickr.com/photos/ari/487138904/
- http://www.flickr.com/photos/garryknight/2828365238/
- donations, leads, new subscribers, increased page rank,
- The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
- Online/OfflineListen first, real time tracking, leads to engagingThe Social Life of Content and MessagingPlatform for Self-OrganizingStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culture
- He discovered the secret of social media success: listening firstToyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.
- Set up a google group. Self-organized. Build a list of tags on both sides – pro/opposition. (1) Shared listeningOpposition Research Listening to what they are saying, how they are saying it. -to discuss tweets-special language-action – asked other organizations to retweet -Social media call to discuss what they were each doing. Realized that none of the groups were doing anything effectively alone. We discovered that most of the groups didn’t know where to start. A lot them didn’t have Twitter, no idea what hash tags. We were starting at a basic level.
- Cultural Norms:Share blog post w/ 1-2 sentence summary and with an abbreviated URL – “we don’t have time to read the whole blog post – just send us the kernelSend a tweet you want you want retweeted w/any #hashtagsDon’t send anything out to the list that isn’t a simple actionNo obligated List knows the expectations – tweet this, and it supports your work or not harmful –and don’t have to get permission internally – we didn’t retweet
- http://www.flickr.com/photos/sailorganymede/3575090989/
- During the summer, Verizon sponsored a festival event in WVA w/Hank WilliamsAnd at the last minute the event turned into a rally against the climate bill. They wrote a blog post asking Verizon to pull out of the event sponsorshipGot a lot of nasty comments, and traced where they were coming from
- Discovered that someone has posted a link on the Verizon Fan PageDiscovered that their Fan Page wall was openSent this out to the list – asked for FB Fan Page bomb
- In an hour, had filled the wall from advocate organizations and their networks – it would die down, and they’d fan the flames again