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Workshop, Santa Cruz

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Beth Kanter
Beth Kanter

This document summarizes a workshop on developing social media strategies. The workshop covered principles of effective social media strategy, playing a simulation game in small groups, and reflecting on applications to organizational communications. Attendees learned about integrating social media with overall communications plans, addressing organizational culture challenges, and taking small incremental steps towards social media adoption. The document provides examples of how nonprofits have successfully used social media and outlines a process for developing a social media strategy including identifying objectives, audiences, tools, and metrics for evaluation.

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Weaving Social Media Into Your Communications StrategyBeth KanterVisiting Scholar, Packard FoundationJune 15, 2010
ObjectivesExperience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy Address organizational culture and capacity issues that often arise when a new technology is introduced Identify one thing you can do to change your organization’s practice around social media
Agenda1:00 – 2:15 Principles of Effective Social Media Strategy2:15-2:30Spectra Gram and Quick Break2:45-4:15Small Groups to Play Simulation Game4:15-4:30Reflection
#weaveschttp://socialmedia-strategy.wikispaces.com/
Stand up, Sit Down
Beth Kanterhttp://www.bethkanter.org
Workshop, Santa Cruz
@afine @kanterJune 21st Virtual Launch Party 4-5 PM ESThttp://bit.ly/networkednp http://bit.ly/netnongo  
Why become a Networked Nonprofit?
Complex social problems that outpace the capacity of any single nonprofit organizationPhoto by uncultured
The Networked Nonprofit
Some nonprofits are born networked nonprofits, it is in their DNA ….
Connect online/offline and not afraid of letting go and letting outsiders in
Simplicity: Focus on what they do best, network the rest
Other nonprofits make that transition more slowly
Red Cross: Making the Transition to A Networked Nonprofit
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
Scale
Workshop, Santa Cruz
Social Media’s Role in Disaster Relief Effort in Haiti
Workshop, Santa Cruz
Social Media, do we have to? How many of you feel like this?
The Media Landscape: Newspapers are disappearing like Cheshire cats
The internet and social media has not replaced/ displaced traditional media but…It is fundamentally changing the way people consume and interact with information
The “New” Information EcologyLocal TV news (78%)National TV news (73%)Print national newspaper (17%)Internet (61%)Print local newspaper (50%)Radio (54%)Menu of Choices for News on a Typical Day
With my friendsHow people are getting info to make decisions
Overall, 71% of internet users get news and information through email or posts on social networking sites – PEW Internet Project – 6/2010
Workshop, Santa Cruz
Social Media Best PracticesFlickr Photo by toby_maloy
I’ve been watching you
Social Media Strategy BlocksMovement Building with Multi-ChannelsGenerate BuzzSocial ContentEngageListenIntegrated with Overall Communications and Internet StrategyDrives Offline Action, Change of Behavior, or Impact Outcome
acticachesSocial Media: Picking ToolsMovement Building and Multi-ChannelGenerateBuzzSocial ContentListenEngage 10hr 15hr 20hrCrawl ………..……Walk …….…….. Run ……..…………….FlylLess Time
Share PairsAre you in the crawl, walk, run, or fly stage with your social media?What does that look like?What’s needed to get you to the next stage?#excelsmPhoto by Franie
Strategy
Workshop, Santa Cruz
Workshop, Santa Cruz
Workshop, Santa Cruz
Communications and Program AssessmentWho do you want to reach?
What do you want to accomplish?
Where can social improve or supplement programs, services, or communications?
What’s our available budget/time?
What opportunities to pilot?Charting: What are your planned events, content, and opportunities for the year? What to socialize?
Strategy
Source: Communications Network Listening Presentation OSI Foundation
Workshop, Santa Cruz
Strategy
Conversation Starters
Workshop, Santa Cruz
Workshop, Santa Cruz
Workshop, Santa Cruz
Strategy
Workshop, Santa Cruz
Workshop, Santa Cruz
Workshop, Santa Cruz
Workshop, Santa Cruz
#excelsmDid you hear something new ?What have you thought about before?What resonated?
Strategy
The Social Life of ContentCrawl: Link and RecycleFlyWalk Run
Give yourself some link love
Workshop, Santa Cruz
Repurposing or recycling content for different channels
Repurposing or recycling content for different channels
Workshop, Santa Cruz
Workshop, Santa Cruz
Workshop, Santa Cruz
Workshop, Santa Cruz
Workshop, Santa Cruz
Social Media Outposts
Curated Social Content
Strategy
Closing the Loop with Social Media
Workshop, Santa Cruz
Tweet Ups
Capacity
Staffing
Workshop, Santa Cruz
Don’t do this to your intern ….
ADOLAS
Oh Look, A Squirrel!
Workshop, Santa Cruz
Squirrel!
Learning
Approach Social Media as if you were Thomas Edison inventing the storage battery
Workshop, Santa Cruz
Results! I have gotten a lot of results. I know what doesn’t work and won’t have to be tried again. I am not discouraged because every wrong attempt discarded is a step forward.storage battery
Pick the Right ResultObjective, Audience, Strategy, Tactics, Time investment, KD Paine
Identify the most important metric to measure it!
Spreadsheet Aerobics
Testing, Testing, Testing
Squirrel!
Social Culture
Loss of control over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Make mistakesMake senior staff too accessiblePerception of wasted of time and resources Suffering from information overload already, this will cause more
Making a strong business case
Make Learning in Public Less Stressful: Worst Case Scenarios & Contingency Plans
Reflection
Leaders Experience Personal Use
Codifying A Social Culture: Policy Encouragement and support
Why policy is needed
Cases when it will be used, distributed
Oversight, notifications, and legal implications
Guidelines
Identity and transparency
Responsibility
Confidentiality
Judgment and common sense
Best practices
Tone
Expertise
Respect

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Workshop, Santa Cruz

Editor's Notes

  1. http://www.flickr.com/photos/pandiyan/110413900/
  2. I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
  3. http://www.flickr.com/photos/nicmcphee/422442291/Problem statement: Explosion in size of nonprofit sector over last twenty years, huge increase in donations and number of nonprofits, and yet the needle hasn’t moved on any serious social issue. A sector that has focused on growing individual institutions ever larger has failed to address complex social problems that outpace the capacity of any individual org. or institution to solve them.
  4. Solution: Networks of individuals and institutions that reduces the burden on everyone, leverages the capacity, creativity, energy and resources of everyone to share solutions, solve problems. This changes the definition of scale for social change - was institutions now networks. http://www.flickr.com/photos/uncultured/1815645413/
  5. The transition of how a nonprofit goes from institution to looking like and working more like a network is what our book is aboutThe transition isn’t an easy, flip a switch – and it happens – it takes time Some nonprofits, newer ones like Mom’s Rising have networked nonprofit in their DNA, while others – institutions – make the change slowly.Way of being transforms into a way of doing
  6. http://www.flickr.com/photos/kingcoyote/101629460/in/set-72057594070147041/
  7. Focus on what you do best, network the rest
  8. 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.
  9. 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.
  10. A month after our gathering in Atlanta. Shawn Admed shared news of a meeting with the Red Cross, an organization he now describe as “unfortress.” He applauds them for exploring ways to team up with a free agent. The hardest step is for most organizations is the first one. They have to admit their fear of a loss of control that prevents them from working with free agents – and get to a conversation to explore the possibilities. The Red Cross took that first step. There are actually 12 steps – and we lay this out in the chapter on social culture.
  11. http://www.flickr.com/photos/shutterbug587/3755975504/
  12. http://www.flickr.com/photos/celinesphotographer/2598816622/
  13. http://www.flickr.com/photos/angela7/93854574/
  14. http://www.flickr.com/photos/tom-poes/505598151/in/photostreamI’ve been watching you ….Some of you already know that ….But some of you on Twitter already knew that!! http://www.lyricsdownload.com/sting-i-ll-be-watching-you-feat-the-police-lyrics.html
  15. http://www.flickr.com/photos/powi/25851http://www.flickr.com/photos/laenulfean/356868692/96427/http://www.flickr.com/photos/wurzeltod/264999759/http://www.flickr.com/photos/eag/4509163979/in/faves-cambodia4kidsorghttp://www.flickr.com/photos/prawnpie/57293107/
  16. They’re even experimenting with Four Square …. A location based social network where the status line is not what you’re doing, but where you are – so your friends can find you. Think about dogs and fire hydrants …Anyway, the Brooklyn Museum had this pilot – to test out who of their audience using it, they also had a group on staff go out into the neighborhood and check into location establishments and leave tips “Great place to have lunch while visiting the museum”The point is that social media is brilliant integrated with their membership program.http://www.flickr.com/photos/neatonjr/2346078093/in/faves-cambodia4kidsorg/
  17. How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
  18. http://www.flickr.com/photos/yandle/844341197/Lay out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
  19. 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 ..
  20. http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
  21. So, now you’re all probably freaking out and saying – OMG … I don’t have time to have one-on-one conversations with 1,000 people – you don’t have – the idea is to find the influencers .. Let me show you
  22. http://beth.typepad.com/beths_blog/2009/03/new-twitter-tool-mailana-helps-me-visualize-strong-ties-in-my-network.htmlhttp://twitter.mailana.com/
  23. Another way to say this: You need to start thinking of an integrated content strategy75% of online news consumers say they get news forwarded through email or posts on social networking sites52% say they share links to news with others via those means.http://pewresearch.org/pubs/1508/internet-cell-phone-users-news-social-experience
  24. Let’s look at this in terms of crawl, walk, run, flyDoes your web site suck?Have you not linked your social outposts?If you have, next step is to engage, spread, and remixThen get to the advanced stage of co-created contenthttp://smartblogs.com/socialmedia/2010/02/24/live-from-oms-the-10-step-content-strategy/
  25. http://beth.typepad.com/beths_blog/2010/05/icecream.html
  26. Berkley Rep Use of Events: 
  27. http://www.flickr.com/photos/notanartist/263545370/sizes/l/
  28. Thomas Alva Edison held 1,093 patents for different inventions. Many of them, like the lightbulb, the phonograph, and the motion picture camera, were brilliant creations that have a huge influence on our everyday life. However, not everything he created was a success; he also had a few failures.
  29. I have not failed, I've just found 10,000 ways that won't work. Response to the idea that he had failed after 10,000 experiments to develop a storage battery, as quoted in The World Book Encyclopedia (1993) Vol. E, p. 78; there are many variants on this quote, with the numbers mentioned ranging from 97 to 10,000.Variants:I have not failed, I've just found 10,000 ways that won't work. Response to the idea that he had failed after 10,000 experiments to develop a storage battery, as quoted in The World Book Encyclopedia (1993) Vol. E, p. 78; there are many variants on this quote, with the numbers mentioned ranging from 97 to 10,000.Variants:Results! I have gotten a lot of results. I know several thousand things that won't work.We have only found 586 ways that won't work and won't have to be tried again.Soon, we will find one that does.I have not failed 700 times. I have not failed once. I have succeeded in proving that those 700 ways will not work.If I find 10,000 ways something won't work, I haven't failed. I am not discouraged, because every wrong attempt discarded is another step forward.Failed? — why we haven't failed, we only know the thousands of ways that won't work.
  30. donations, leads, new subscribers, increased page rank,Interaction ReputationLoyaltySatisfactionSentimentFeedbackInsights about what worksDonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankSigned petitionsCalls or emails to government officials
  31. http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/http://beth.typepad.com/beths_blog/2010/04/spreadsheet.htmlMeasurement should inform specific decisions and/or actions.Do not measure everything, but do measure what is most important to your goals.The data you gather should help you learn
  32. Testing
  33. Organizational culture is the psychology, attitudes, and experiences and beliefs of the people who lead organizations. Culture impactsUse social media to engage people inside and outside the organization to improve programs, services, or reach communications goals. Embrace mistakes and take calculated risksReward learning and reflectionUse a “try it and fix it as we go” approach that emphasizes failing fastOvercomes organizational innertiaUnderstand and appreciate informality and individuality do not necessarily indicate a lack of professionalism and caring.Trust staff to make decisions and respond rapidly rather than craw through endless check-ins and approval processes
  34. http://www.flickr.com/photos/24443965@N08/3639694353/
  35. There is also a need to describe your social media strategy in terms of the value – how it will help you reach your goals. Many leaders are “yellow thinkers” – that is they need to see the results laid out in advance before they will say.Pre-school California – there is also a conversation about value – and that happens by connecting social media strategy to communications objectives.
  36. http://www.flickr.com/photos/uncorneredmarket/370672187/Examining contingency plans, worst case scenarios – having that conversation and building it into their policy and operational guides.
  37. Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidly
  38. Andy Bales Union Rescue Mission
  39. Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  40. Testing of the policy – and there may be things that you didn’t think
  41. But it really boils down to common sense ….
  42. What's one small step that your organization can take towards being a networked nonprofit? on the back of business card - and draw a winner free copy.  
  43. http://www.flickr.com/photos/jrparis/66581120/
  44. I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundation