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Slides
- 1. An Introduction to Social Media CCC R&R Network Directors Institute 2010 Beth Kanter and Bryce Skolfield
- 2. My passion is teaching and learning …. Photo by Steve Goodman
- 3. Engaging Content in many places network Sharing Conversations Crowdsourcing Fundraising Learning and content creation Social Media
- 4. Beth Kanter, CEO, Zoetica
- 5. Bryce Skolfield, Children’s Council of San Francisco
- 6. Agenda 1:00-1:30 Social Media and YouWhy Should You Care? 1:30-1:50Effective Social Media Strategy 1:50-2:10A Case Study on Tools and Tactics: Children’s Council of San Francisco 2:10-2:25Some Easy Starters 2:25-2:30 Reflection
- 7. Spectra Gram: How comfortable are you with social media tools? NOT AT ALL VERY Somewhere in between?
- 8. Social Media, do we have to?
- 11. With my friends How people are getting info to make decisions
- 15. What’s the value for your agencies?
- 17. Identify and reach new supporters
- 19. Listen: Monitor, Compile, Distribute I 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
- 21. Influencer complaining … Customer service issue Relationship building Engagement
- 22. Mobilize
- 23. Scale
- 25. Social Media’s Role in Disaster Relief Effort in Haiti
- 26. Principles Flickr Photo by toby_maloy
- 27. Community Building & Social Networking GenerateBuzz Social Content Engagement Listen Social Media Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Flyl
- 28. Social Content acticaches Social Media: Tactics and Tools Community Building & Social Networking GenerateBuzz Listen Engagement 10hr 15hr 20hr Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome Less Time More time
- 29. Capacity: Allocate staff time, have expertise to implement strategy
- 32. Well, maybe not dead Pick the right metrics to understand what is and what isn’t working
- 34. Results
- 35. Assess Organizational Culture Flickr photos by jamesjordan
- 36. Common Social Media Myths 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
- 38. Why policy is needed
- 39. Cases when it will be used, distributed
- 40. Oversight, notifications, and legal implications
- 41. Guidelines
- 42. Identity and transparency
- 43. Responsibility
- 44. Confidentiality
- 45. Judgment and common sense
- 46. Best practices
- 47. Tone
- 48. Expertise
- 49. Respect
- 50. Quality
- 52. Training
- 53. Press referrals
- 54. Escalation
- 55. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
- 56. Creating A Safe Place for Experiments Identify worst case scenarios Develop contingency plans Prepare for the failures
- 57. 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.
- 58. Bryce Case Study: Insert Slides Here
- 59. Photo: ableman Some Easy Ways To Get Started ….
- 60. Reflection
- 61. One Small Step
- 62. Thank You! Beth’s Bloghttp://beth.typepad.com Slides and Linkshttp://socialmedia-strategy.wikispaces.com/
Notas do Editor
- http://www->flickr->com/photos/gentlemisshelen/125664888/
- http://www->flickr->com/photos/shutterbug587/3755975504/
- WebProNews recently covered a study from Chitika, which found that Facebook was the most valuable social media tool for driving repeat readers to content sites-> The study was based on 33 million unique users across Chitika's publisher network in September-> It compared the number of visitors coming from major traffic sources Digg, Facebook, Google, Yahoo, Bing, and Twitter, to the number of times those visitors came back to the referred site-> Visitors that went to a site four or more times in one week were considered loyal users-> By a wide margin, Facebook led the pack in providing loyal traffic-> 20% of all visitors from Facebook visited the site four or more times per week->
- 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->
- 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->
- 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->
- donations, leads, new subscribers, increased page rank,
- 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
- The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
- http://www->flickr->com/photos/ableman/144373997/
- http://www->flickr->com/photos/christopherdale/20756201/