SlideShare a Scribd company logo

OSI Workshop

•
•
G
guest5b8102

The document outlines principles for effective social media strategy for non-governmental organizations (NGOs). It discusses listening to audiences, building relationships with influencers, making content easy to share, leveraging networks, allocating staff time, using appropriate metrics, assessing organizational culture, and describing social media in terms of outcomes rather than just tools. Specific techniques are provided, like using hashtags to identify influencers and track engagement. Overall, the document provides guidance on developing a social media strategy that is integrated with communications goals and builds relationships through active listening, engagement, and sharing content across networks.

1 of 66
The Dance Floor and The Balcony:Effective Social Media Strategy and Tactics for NGOsDavid Sasaki, Global VoicesBeth Kanter, Beth’s BlogOpen Society InstituteJanuary, 2010
OSI Workshop
OSI Workshop
Fried Grasshoppers
Cambodia …Photo by Steve Goodman
EngagingContent inmany placesnetworkSharingConversationsCrowdsourcingFundraisingLearning and content creationBeth’s Blog
ScholarCeoCo-Author
Dance Card
Hashtag: #OSITANGOhttp://socialmediafoundations.wikispaces.com
Stand up, Sit Down
Share PairExample of successful grantee use of social media? Why?Not so successful? Why?
Count off – 1 – 2
Principles for Effective Social Media Strategy
A Story about One Organization
Monitor brand and reputation
Identify and reach new supporters
Raise moneyListenEngageRelationshipsMobilizeScale
Listen: Monitor, Compile, DistributeI took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
Listening Drove Adoption
Influencer complaining …Customer service issueRelationship buildingEngagement
Mobilize
Scale
OSI Workshop
Social Media’s Role in Disaster Relief Effort in Haiti
OSI Workshop
The Principles of Effective Social Media Strategy
PrinciplesLinks to communications strategy or theory of changeListening and monitoring techniques and engages with audienceBuilds relationships with influencersMakes it easy to remix and share their contentLeverages a networked effectAllocated staff time and has experienceFails informativelyUses the right metricsAssesses organizational cultureDescribes social media use in terms of value, actions, and results – not tools
1. Links to Communications Strategy or Theory of Change
OSI Workshop
OSI Workshop
2. Listen First, Engage Second
Source: Communications Network Listening Presentation OSI Foundation
Engaging in the Conversation Strategically
“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
OSI Workshop
www.a1plus.am - Armenia
3. Builds Relationships with Influencers
OSI Workshop
OSI Workshop
OSI Workshop
OSI Workshop
OSI Workshop
4. Makes it easy to remix and share their content
OSI Workshop
OSI Workshop
Web Site Content
Social Media Outposts
Curated Social Content
5. Leverage A Networked Effect
Empowering supporters without loosing control …
Example
Networked Effect
6. Allocate staff time, have expertise to implement strategy
OSI Workshop
Well, maybe not dead7. Pick the right metrics to understand what is and what isn’t working
OSI Workshop
Seed Identify InfluencersTracking the FunnelATTENTIONTweetsBlog PostsFB StatusFB Wall PostsENGAGEMENTClick ThrusRetweetsCommentsCONVERSIONBased on: Sean Power and Alistair Crollhttp://bit.ly/cummunilyticsDonations/DollarsOngoing Donor
Seed: Twitalyzer to identify Influencers   # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates
Reach: What the Hashtag Tweets
Engagement: Bit.ly for Click Thrus
8. Assess Organizational Culture Flickr photos by jamesjordan
Common ConcernsLoss of control over their branding and marketing messagesDealing with negative commentsAddressing 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
Creating A Safe PlaceIdentify worst case scenariosDevelop contingency plansPrepare for the failures
Pick a social media project that won’t take much timeWrite 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.
PrinciplesLinks to communications strategy or theory of changeListening and monitoring techniques and engages with audienceBuilds relationships with influencersMakes it easy to remix and share their contentLeverages a networked effectAllocated staff time and has experienceFails informativelyUses the right metricsAssesses organizational cultureDescribes social media use in terms of value, actions, and results – not tools
Share PairsWhat was the best insight you learned today?What still isn’t clear?’What will you put into practice?What resource or information do you need to help you move forward?ClosurePhoto by Franie

More Related Content

OSI Workshop

Editor's Notes

  1. Photo by oso
  2. Next, I’m going to share a brief case study about the American Red Cross that illustrates how social media is having a huge impact on nonprofits and more importantly why it is important for nonprofits to pay attention.The Red Cross – through its social media strategy – has discovered that social media can help with:* Monitor and track their brand and reputation* Identify and reach out to new supporters* Raise moneyThis a core set of impacts for nonprofits and it is increasingly happening online and with social media.
  3. Last May, when Target announcement that it would be giving away its $3 million to ten organizations based on the percentage of votes they could rally from people on Facebook, the Red Cross was ready. They were able to mobilze enough votes to get 1/3 of the budget.When they first started their social media efforts, the communications staff needed to access Facebook but it was blocked . So, because of the earlier listening efforts had effected a change of attitude about social media, they were able to put into place an internal social media policy. They unblockdFacebook. This was important because staff members who were on Facebook all helped with the mobilization of Red Cross fans to help with the voting process.
  4. They also know that in order to have more impact, they need to scale. They wanted to go beyond having social media be a silo in the communications department, and through the Target experience they realized the value of employee use of social networks/social media. They worked on a social media policy, guidelines and an operational manual so that anyone working in affiliates as well as national could be ambassador on social networks. The guidelines also extend to volunteers. The overall policy is encouraging, not controlling. The operational handbook gives them specific steps, examples, and tips for being effective.
  5. For example, they are able to provide advice and support to their affiliates who want to use Twitter effectively. Show example of all Twitter Accountshttp://redcrosschat.org/twitter/Now they have this network set up in the event of a disaster to quickly spread news/information.Their constituents/donors/stakeholders expect them to have a presencehttp://redcrosschat.org/twitter/#comment-37060 (screen capture of this comment)Summarize: The Red Cross found value from social media – by monitoring brand, reaching out to new supporters, and mobilizing them – and they did it by following these incremental steps: listen, engagement, build relationships, mobilize and scaleIt isn’t just Red Cross that has found value in Twitter. Here’s a couple of brief examples.
  6. Links to communications strategy or theory of changeListening and monitoring techniquesEngages audienceBuilds relationships with influencersMakes it easy to remix and share their contentLeverages a networked effectAllocated staff time and has experienceFails informativelyUses the right metricsAssesses organizational cultureDescribes social media use in terms of value, actions, and results – not tools
  7. This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..