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WeAreMedia Webinar September 23
- 1. Choose Your Own Expert! Webinar September 23, 2009
- 2. Inspiration
- 4. Agenda: Part 1 Opening Plenary: Social Media Strategy Map 10-11:00 am PST 1-2:00 pm EST Format: Presentation by Beth Q/A Chat/Back Channel by Rachel
- 5. Ten Minute Break 11:00-11:10 am PST 2:00- 2:10 pm EST
- 6. Agenda: Part 2 Breakout Sessions: Deep Dive Tools/Tactics 11:10-12:10 pm PST 2:10-3:10 pm EST Calling into a different number Logging into a different URL We’ll have a slide at the end of the plenary
- 7. Choose One for Today Listen To Recordings of Other Sessions Later
- 8. Listening/Engaging Beth Kanter, Presenter Wendy Harman, Chat Leader
- 9. Storytelling: Blog/Video Michael Hoffman, Presenter Britt Bravo, Presenter David Neff, Chat Leader
- 10. Generating Buzz Holly Ross, Presenter Danielle Brigida, Chat Leader
- 11. Social Networking Brian Reich, Presenter Rachel Weidinger, Chat Leader
- 12. Ten Minute Break 12:10-12:20 am PST 3:10- 3:20 pm EST
- 13. Agenda: Part 3 Final Q/A Each break out leader provides a 5 minute high level review of session Q/A on phone/chat 12:20-1:00 pm PST 3:20-4:00 pm EST We’ll have a slide at the end of each breakout Session w/ number and url
- 14. Social Media Strategy Map
- 15. A social media strategy map helps your organization think how social media use links to your organization’s communications and Internet strategy. Social Media Strategy Map
- 16. Objective Audience Messaging/Content Integration Culture change Capacity Metrics Pilots and Learning It includes …
- 18. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
- 20. What research/listening do you need?
- 21. What are they doing online?
- 23. Social Messaging Engaging in the Conversation Strategically Content Follow up points Content Follow up points How can you rework your message as response or question? How can you rework your message as a response or question? What are they saying that is relevant to/engages? What are they saying that is relevant to/engages? Audience Facebook O B J E C T I V E Audience Twitter
- 24. Engage
- 26. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site
- 27. 1/3 Web Presence 1/3 One Way 1/3 Social
- 29. acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Share Story
- 31. Bridge to offline action or behavior change
- 35. Allocate staff time, have expertise to implement strategy
- 36. Pick tools strategically to met objectives
- 37. The Tower and The Cloud Flickr photos by jamesjordan
- 38. 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 Common Concerns
- 39. http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html Measurement Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement … combined with digital ethnographic insights
- 40. It’s Not Just About Page Views!
- 41. Start small, reiterate over and over
- 42. 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.
- 43. Objective Audience Messaging/Content Integration Culture change Capacity Metrics Pilots and Learning It includes …
- 44. Agenda: Part 2
- 45. Choose One for Today Listen To Recordings of Other Sessions Later
- 46. Listening/Engaging Beth Kanter, Presenter Wendy Harman, Chat Leader Add call in and log in
- 47. Storytelling: Blog/Video Michael Hoffman, Presenter Britt Bravo, Presenter David Neff, Chat Leader Add call in and log in
- 48. Generating Buzz Holly Ross, Presenter Danielle Brigida, Chat Leader Add call in and log in
- 49. Social Networking Brian Reich, Presenter Rachel Weidinger, Chat Leader Add call in and log in
- 50. Break Out Sessions Add call in and log in Phone Number Online Networking Generating Buzz Storytelling URL To Login Listening
- 51. Ten Minute Break 12:10-12:20 am PST 3:10- 3:20 pm EST Remind them where to log in at 12:20/3:20
- 52. Agenda: Part 3 Final Q/A Each break out leader provides a 5 minute high level review of session Q/A on phone/chat 12:20-1:00 pm PST 3:20-4:00 pm EST
- 53. Reflection Type into the chat one thing you implement from what you learned today Reminder about evaluation and how to access content All slides/notes/chat transcripts will be on the wiki http://www.wearemedia.org
- 54. Thank you! See you on the Wiki!
Notas do Editor
- Remember: -If you’re using flickr photos, be sure they are CC licensed and include attribution. Flickr user name is okay, include URL to user’s profile page in the notes section -Feel Free to include an “instructor” slide that has your photo, your URL, etc. -You can format the rest of the slides however you want, you don’t need to put the logo in each one or use the orange text! Just use good taste. Presenter: Beth Kanter Chat Leader: Wendy Harman Goal: To understand how to use listening strategically and the tools and techniques required. This will cover monitoring and tracking tools. Objectives Examples of how nonprofits use social media to listen The value of listening, linking it to strategy Organizing listening tasks within your organization The art of keywords Using a RSS reader like a rockstar Setting up a listening dashboard: tools and techniques Engagement techniques, relationship building Advanced listening tools
- http://www.flickr.com/photos/mediafury/2515910647/ where you determined the plot arc by deciding which page to turn to?
- Opening Plenary: 45 minutes Q&A & Backchannel: 15 minutes Break: 10 minutes Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes This interactive webinar experience will begin with a plenary session providing an overview of social media strategy, organizational adoption issues, capacity, metrics, and strategy execution. Because we know you'd be disappointed in us if we didn't include them, we'll have a live question and answer and a back channel discussion. After a ten minute break, participants will have the option of joining one of four break out sessions: Listening/Engaging ; Storytelling ; Generating Buzz ; Online Networking . Each of the 60 minute sessions will include a drill down in the topic area, presented by an expert in field (see below). The back channel will be moderated by even more experts, who will add additional insights and answer participants questions.
- Opening Interactive Plenary: 45 minutes Q&A & Backchannel: 15 minutes Break: 10 minutes Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes
- http://www.flickr.com/photos/waqas http://www.flickr.com/photos/prisonerjohn
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes
- http://www.flickr.com/photos/basky_obed/931635726/
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes The Breakout Tracks Listening/Engaging Presenter: Beth Kanter Chat Leader: Wendy Harman Goal: To understand how to use listening strategically and the tools and techniques required. This will cover monitoring and tracking tools. Storytelling Presenters: Michael Hoffman and Britt Bravo Chat Leader: David Neff Goal: To understand how to use blogging and video blogging tools to strategically tell your organization’s story or get others to share the story. Generating Buzz Presenter: Holly Ross Chat Leader: Danielle Brigida Goal: To understand how to use tools like Twitter and Digg to quickly and virally spread your organization’s messages. Online Networking Presenter: Brian Reich Chat Leader: Rachel Weidinger Goal: To understand how to use social networks strategically for communications and fundraising.
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes The Breakout Tracks Listening/Engaging Presenter: Beth Kanter Chat Leader: Wendy Harman Goal: To understand how to use listening strategically and the tools and techniques required. This will cover monitoring and tracking tools. Storytelling Presenters: Michael Hoffman and Britt Bravo Chat Leader: David Neff Goal: To understand how to use blogging and video blogging tools to strategically tell your organization’s story or get others to share the story. Generating Buzz Presenter: Holly Ross Chat Leader: Danielle Brigida Goal: To understand how to use tools like Twitter and Digg to quickly and virally spread your organization’s messages. Online Networking Presenter: Brian Reich Chat Leader: Rachel Weidinger Goal: To understand how to use social networks strategically for communications and fundraising.
- Photo by JD Lasica Generating Buzz Presenter: Holly Ross Chat Leader: Danielle Brigida Goal: To understand how to use tools like Twitter and Digg to quickly and virally spread your organization’s messages.
- Online Networking Presenter: Brian Reich Chat Leader: Rachel Weidinger Goal: To understand how to use social networks strategically for communications and fundraising.
- http://www.flickr.com/photos/waqas http://www.flickr.com/photos/prisonerjohn
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes
- http://www.flickr.com/photos/ilike/2863068137/
- http://www.flickr.com/photos/wili/214316968/
- http://www.flickr.com/photos/roboppy/9625780/ http://beth.typepad.com/beths_blog/2008/09/nptech-summary.html
- And so are the technograpics … This is a chart from Forrester research – where they look at what people do on the social web – across different age categories . As you can see the tools we’re going to look at today appeal to different age categories And, it may surprise you but the demographics of social networking sites or these use profiles is aging – and not all kids are using all tools … What's interesting is why they don't use social networks. The study respondents said their main problems were: privacy, time and just not seeing the point. The Social Media Optimization blog suggests there may be opportunity to appeal to boomers through smaller niche social sites, like for AARP which has added a social networking section to its web site or this network for retirees . Of course, one could also argue that if the bulk of your audience is from the baby boomer and older and you don't plan to reach out to younger people -- perhaps social networking sites are not the best Internet strategy for your organization.
- Platform for Self-Organizing: As Tom Subak recalls, in the beginning stages of their social networking strategies, they goal was to get as many people to join their fan page. They realized quickly it was the wrong approach. " We’ve stopped cramming calls to action down people’s throats because we understand that’s not the culture of MySpace or Facebook or the way social media can be successful. We created a platform for folks to have a dialogue in the way they want. We support it, guide it." As Tom Subak adds, "On social networks, we have a very light touch – we give people the opportunity to respond. It often happens through the wall comments – we go through the discussion areas, comments, photos and videos and we take those stories to share with decision-makers." The Power of Sharing Stories: Planned Parenthood has built the infrastructure to be successful. Their online services department is in charge of web site presence, email messaging, and social networking. They work in collaboration with the communications team. As Tom Subak mentions, "But something was missing: The intersection of content that we create with what our supporters create. It doesn’t matter whether it is on our web site or somewhere else. There are millions of stories inside of Planned Parenthood – the stories are incredible. We put a human face on our work and what we’re doing. With our stories, we try to figure out how to get more people engaged and change the public’s view. We now have a department called the New Media Content team. Their job is to create, edit, repurpose, identify content across all our channels. Where does this all come together – part of the organization that is thinking about content – in the way that content exists in now. It doesn’t matter where it is or who created. Another thing to is that it doesn’t matter where the content lives – we’ve been creating widgets that can placed anywhere – not just on our site" http://beth.typepad.com/beths_blog/2009/07/planned-parenthood-movement-building-leadership-engagement-stories-and-platform-for-selforganizing.html
- While it’s not a new term, a few months ago, “slacktivism” became the topic of a firestorm debate among nonprofit advocates, online marketing professionals and social change proponents after a series of media stories including an article by Warren Clements of Toronto’s Globe and Mail, “A slacktivist and his crackberry are seldom parted.” The fire doesn’t seem to be going out any time soon. While the definition is its own debate topic, most agree that it is the act of doing something that requires very little effort and has only the perceived effect of impact. Or in the words of Urban Dictionary, “the act of participating in obviously pointless activities as an expedient alternative to actually expending effort to fix a problem.” So do “click actions” like signing a petition and becoming a Facebook fan actually make a difference?
- Talking about particular fish, clarifying the information Logo Recipes Exhibit ideas
- http://www.slideshare.net/ccmaine/tweeting-95-what-a-way-to-make-a-living-presentation Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist
- When it comes to tools, it all about making strategic choices And certainly, there are many different tools you can choose This conversation prism was created by Brian Solis, author of PR 2.0 and a great read to show you full spectrum. Earlier this year, Steve Rubel published a fantastic white paper Inside Obama’s Tool Box with some learnings. One that really reasonated was pick where you want to play – out of the 100s of social network sites, they could have been everywhere, but they were on 12 or so sites.
- http://www.flickr.com/photos/jamesjordan/2751393381/ http://www.flickr.com/photos/mkrigsman/3428179614/ http://beth.typepad.com/beths_blog/2009/05/mark-pesce-at-cua09-think-like-a-cloud-make-a-storm-kill-the-tower.html Mark Pesce Cloud: Used to describe how we're all more closely connected through social networks like Twitter, Facebook, and etc. And how our connectedness is resulting in new collective behavior that can't be controlled. The same sort of engine which powers Wikipedia can be put to work across a number of different “platforms”. The power of sharing allows individuals to come together in great “clouds” of activity, and allows them to focus their activity around a single task. It’s happening all over the social web The cloud results from the "human condition of hyperconnection." Always on Pesce points out that this condition leads to observational learning from watching other people's behaviors online. Behaviors can be replicated quickly and communities of interest can form around particular topics, or "clouds" potential. This is very different from the way most nonprofits work – which more hierarchal - control the message, command and control We’re not making a value judgment about one mode of working or the other. The problem is that the Cloud and the Tower are not compatible. Now, one isn’t going to be replaced by the other. The challenge for organizations that want to be successful in using social media – requires understanding when to work like a Tower and when to work like a cloud But nonprofits need to focus on the interfaces that connect the hierarchy to the cloud In the 21st century we now have two oppositional methods of organization: the hierarchy and the cloud. Each of them carry with them their own costs and their own strengths. Neither has yet proven to be wholly better than the other. One could make an argument that both have their own roles into the future, and that we’ll be spending a lot of time learning which works best in a given situation. What we have already learned is that these organizational types are mostly incompatible: unless very specific steps are taken, the cloud overpowers the hierarchy, or the hierarchy dissipates the cloud. We need to think about the interfaces that can connect one to the other. That’s the area that all organizations – and very specifically, non-profit organizations – will be working through in the coming years. Learning how to harness the power of the cloud will mark the difference between a modest success and overwhelming one. Yet working with the cloud will present organizational challenges of an unprecedented order. There is no way that any hierarchy can work with a cloud without becoming fundamentally changed by the experience.
- The remedy – education, discussion, policy Looks at the opportunity costs if they don’t participate Consider the worse case scenarios and have a policy that addresses
- Make it safe(er) to fail -- risk adverse - you will fail, blow ups, mistakes - how you can increase the risk adverse Start small, but think big (reiterated over and over) http://www.flickr.com/photos/trektheworld/1445122979/
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes
- http://www.flickr.com/photos/basky_obed/931635726/
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes The Breakout Tracks Listening/Engaging Presenter: Beth Kanter Chat Leader: Wendy Harman Goal: To understand how to use listening strategically and the tools and techniques required. This will cover monitoring and tracking tools. Storytelling Presenters: Michael Hoffman and Britt Bravo Chat Leader: David Neff Goal: To understand how to use blogging and video blogging tools to strategically tell your organization’s story or get others to share the story. Generating Buzz Presenter: Holly Ross Chat Leader: Danielle Brigida Goal: To understand how to use tools like Twitter and Digg to quickly and virally spread your organization’s messages. Online Networking Presenter: Brian Reich Chat Leader: Rachel Weidinger Goal: To understand how to use social networks strategically for communications and fundraising.
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes The Breakout Tracks Listening/Engaging Presenter: Beth Kanter Chat Leader: Wendy Harman Goal: To understand how to use listening strategically and the tools and techniques required. This will cover monitoring and tracking tools. Storytelling Presenters: Michael Hoffman and Britt Bravo Chat Leader: David Neff Goal: To understand how to use blogging and video blogging tools to strategically tell your organization’s story or get others to share the story. Generating Buzz Presenter: Holly Ross Chat Leader: Danielle Brigida Goal: To understand how to use tools like Twitter and Digg to quickly and virally spread your organization’s messages. Online Networking Presenter: Brian Reich Chat Leader: Rachel Weidinger Goal: To understand how to use social networks strategically for communications and fundraising.
- Photo by JD Lasica Generating Buzz Presenter: Holly Ross Chat Leader: Danielle Brigida Goal: To understand how to use tools like Twitter and Digg to quickly and virally spread your organization’s messages.
- Online Networking Presenter: Brian Reich Chat Leader: Rachel Weidinger Goal: To understand how to use social networks strategically for communications and fundraising.
- Online Networking Presenter: Brian Reich Chat Leader: Rachel Weidinger Goal: To understand how to use social networks strategically for communications and fundraising.
- http://www.flickr.com/photos/waqas http://www.flickr.com/photos/prisonerjohn
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes
- Breakout Sessions: 60 minutes Break: 10 minutes Final Q&A: 40 minutes