1. Crawl, Walk, Run, Fly:
Principles of Social Media in Practice
UC Berkeley Center for Health Leadership
Beth Kanter, Zoetica

2. If you can’t fly then run, if you can’t
run then walk, if you can’t walk then
crawl, but whatever you do you have
to keep moving forward.”
Inspiration

3. Principles of Social Media Practice
AGENDA
OUTCOMES
• Introduction/Ice Breaker
Leave the room with
• Crawl, Walk, Run, Fly a basic understanding
• Case Studies of the social media
practice model and
one small step
Lunch
• Strategy
• Doing the work
• Social Media Policy FRAMING
• Measurement
• Practitioners: Wide Range
• Learning from adjacent
• Reflection
practices
• Interactive
• http://bit.ly/health-orgs
• #netnon

4. Photo by sveeta
Be warned: Don’t just sit back and
passively listen

5. Share Pairs and Table Shares

6. I’ve been watching you ….. if you filled out the
survey …

8. Networked NGOs in the Arab World

12. My father was a doctor and interested physical fitness
through swimming

17. “Social media is a disruptive technology because of the
connectedness of living in a networked world. We see
it in our personal lives first. But it is also having a
profound impact on the way health organizations and
nonprofits do their work, communicate with
stakeholders, and deliver programs.”
Disruption is our friend …..

18. Speedy Introductions: Table Shares
Name, Title, Organization
What is something you already
know about social media?
What is your burning question
that you want answered today?
One word about Social Media
Hands-on Social Media?
Flickr Photo by John K
Report: Popcorn and Twinkle

19. Living Assessment and Case Studies

20. How many are using social media? # of tools?
NONE ONE TWO OR THREE FOUR OR MORE

21. What is
CRAWL WALK RUN FLY
Strategy Measure Improve
Listen Promote Participate Publish Network

22. Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Network
High Engagement
CRAWL WALK RUN FLY
Original concept by Beth Kanter – remix by Aliza Sherman

23. Share Pair: Where is your nonprofit? What
do you need to move forward?
Strategy Measure Improve
Listen Promote Participate Publish Network

24. What were the
results? What’s
the value?
How much time?
Photo by edyson

25. ROI: Crawl, Walk, Run, Fly
Results
Impact
Investment
$
Interaction
Insight
Number of Months
Strategy, Measure, Improve

27. Video

28. “People regard our program as honest and informative. After almost two years on the
social media front, we’ve developed a good system to get timely and accurate public
health messaging to our communities. We firmly believe that our presence on social media
sites has really enhanced our communication with the media and public.
Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tough
economic times, SLVHD rose to the occasion and found innovative, cost effective ways to
communicate with our community. “ - Vanna Livaditis, New Media Coordinator

29. Living Case Studies: How has social media has brought value to
health organizations?

30. “Many hundreds of people have connected to us via social media. It has allowed
us to spread our message faster, wider, deeper than ever.”

31. Recruit Staff: “We used LinkedIn for the first time and found our ideal job
candidate.”

32. “Sharing videos has been a powerful way to communicate impact of our work, as well
as share ideas among participants/teams in the ten countries for how to raise
awareness. “

34. “Better connections with others in the field; found conference speakers via
social media.”

36. “Many of our supporters are spread out around the world and
Twitter in particular has allowed us to have actual interactions
with people who live far away and our using our materials in
meaningful ways. We can distribute our materials quickly when
there is a health issue/disaster.”

38. Red Cross Case Study: How To Fly

39. Smart Social Objective: Stakeholder
Empowerment to Spread Mission
First Step: Robust and agile listening
and engagement system

40. 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

41. Listening Drove Adoption

42. Influencer
Customer complaining …
Relationship
service
building
issue
Engagement

43. A Rule Book

44. Scale

47. Integrated Social Content Strategy

53. Capacity

54. Wendy Harman
Director, Social Media
Create ROI Measurements
Develop Internal Education and
Training
Apply Social Insights to the
Strategic Plan
Get Buy-In from Stakeholders
Develops Listening and
Monitoring Strategy
Gets Tools and Technologies in
place
Facilitate policy and procedures
Community manager
Two Full-Time Staff Members

55. Social Media’s Role in Disaster Relief Effort in Haiti

56. Working with Free Agents, Brand
Ambassadors, and Others
Leveraging Your Network!

57. Shawn Ahmed
Free Agent

59. “The problem is that YOU are
the fortress. Social media is
not my problem.“

61. Now working together on a
project

65. Share Pair: What resonated? What insights did you gain that you can
apply to your organization? What have you thought about before?
Flickr photo: Otis Archives

66. Survey: Social Media
Challenges No Strategy
Capacity Issues
Culture Not Open
Lacks Measurement

67. Strategy
Integrate your social media channels with your program and
communications objectives

68. Communications and Program Assessment
• Who 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?

70. S Specific Focus on encouraging the wearing of pacifier
pins, both virtual and real, to signal support for
healthy kids and families
M Measurable How many pins are distributed to MomsRising
supporters and to policymakers?
A Attainable Pins both virtual and real are relatively
inexpensive and the ask (wear a pin) is easy.
R Relevant The healthcare bill increasingly dominated
coverage and was high priority for lawmakers.
Pins signaled symbolic support from mothers.
T Time Bound The healthcare bill was almost certain to be
passed or die in the first half of 2010
To get 15,000 Facebook advocates to put a virtual pin on their profile to signal support for
healthy kids and families by Jan. 2010
To do document virtual activity and place pins on x number of legislators to signal support for
healthy kids and families by Jan. 2010

71. What’s the smart objective? Who is the
audience? How to make it measurable?

72. What’s the smart objective? Who is the
audience? How to make it measurable?

73. The fans of the page and the friends of my identity, have become patients after I expressed
empathy for their expressions of being ill. “ - Dr. Enoch Choi, PAMF

74. “I only provide medical advice via our HIPAA
compliant iPhone app, but not on insecure FB or
twitter. “

75. Table Share
• Who do you want to reach?
• What do you want to accomplish?
• How to make it SMART?

76. Strategy
Identify where social media integration can improve or supplement
programs, services, or communications.

77. Charting: What are your planned events, program,
content, or opportunities for the year or month or
quarter?

79. Table Share
• Where can social improve or
supplement programs, services, or
communications?
• What’s our available budget/time?
• What opportunities to pilot?

80. Strategy
Use actionable listening to understand your target audience – includes listening on
social media channels and other research.

82. DIY Listening Dashboard
Ego Searches Basics
Persistent Searches Key words/phrases
Influencers Blog Feeds
Other Where else does your
audience hang out?

83. What’s in Wendy’s Tool Box?

85. Brainstorm Keywords
• Nonprofit Name
• Other nonprofit names in your space
• Program, services, and event names
• CEO or well-known personalities
associated with your organization
• Other nonprofits with similar program
names
• Your brand or tagline
• URLs for your blog, web site, online
community
• Industry terms or other phrases
• Issue area, synonyms, geography
• Your known strengths and weaknesses.

86. National Wildlife

87. “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

89. What are your organization’s keywords and
phrases?

90. Strategy
Engagement: Translate your messaging and framing into conversation starters based
on listening

91. Engage: Conversation Starters
Audience O Audience
Twitter Facebook
B
What are they saying J What are they saying
that is relevant that is relevant
to/engages? E to/engages?
LISTENING LISTENING
C
How can you rework T How can you rework
your message as a your message as
response or I response or
conversation starter? conversation starter?
V
Follow up Content Follow up Content
points E points

96. Strategy
Integrate social content across channels, create micro content

100. Video

101. Micro Content doesn’t have to be new content

102. Strategy
Identify and cultivate influencers

106. Strategy
Build your network before your need it

112. Capacity

113. You want me
to start
Tweeting too?
Networked Approaches: From scarcity to
abundance

114. Leverage the Network

115. Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Community
High Engagement
CRAWL WALK RUN FLY
15 min/day + 20 min/day + 30 min/day + 3-5 hrs/wk + 5-10 hrs/wk
Original concept by Beth Kanter – remix by Aliza Sherman

116. Who is going It’s worth our
to do the time, but
work?! social media
takes time …

117. Three Models
Free Integrated Staff
• Intern • Tasks in • Full-Time
• Volunteer Job • Part-Time
• Fans
How does your organization implement social
media?

118. Volunteers and Interns

119. Make them part of your team
Tasks
Social Media Overview
Account Creation/Customization
Social Media Research
Template Creation
Blog Monitoring
Blog Drafts
Video
Post Facebook Content
Answer comments on Facebook
Collect measurement data
Don’t do this to them ….

120. Integrate into
job description

121. Wendy Harman
Director, Social Media
Create ROI Measurements
Develop Internal Education and
Training
Apply Social Insights to the
Strategic Plan
Get Buy-In from Stakeholders
Develops Listening and
Monitoring Strategy
Gets Tools and Technologies in
place
Facilitate policy and procedures
Community manager
Two Full-Time Staff Members

122. Social Media Team,
although the word
“social media” is being
replaced by
“emerging,”
“interactive,” or
“online.”
Strategy
Implementation
Community Manager

123. Strategy for Scale: Internal/External

124. Share Pair: What could your organization do less of
to allow for more capacity to implement social
media? How will your organization do the work?

125. How many are responsible for
How many of you
tactical implementation of
social media?
How many oversee it?

126. How many of you
Avoiding Wasting Time: Checking too often

127. ADOLAS Oh Look, A Squirrel!

129. 9:00 • Monitor RSS
9:30 • Post on FB
9:45 • Twitter Office Minutes
10:00 • Review Analytics

130. Culture
Everyone in the organization (board
and staff) uses social media to
engage people to improve programs,
services, or reach communications
goals.

132. Loss of control over their branding and marketing
messages
Dealing with negative comments
Addressing personality versus organizational voice
(trusting employees)
Make mistakes
Make senior staff too accessible
Privacy and security concerns
Perception of wasted of time and resources
Suffering from information overload already, this
will cause more

133. Conversation
starters, not
stoppers
What are the
conversation
starters that
you need to
have?

134. The Rule Book: Social Media Policy
• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications • Additional resources
• Training
• Guidelines • Operational Guidelines
• Identity and transparency • Escalation
• Responsibility
• Confidentiality • Policy examples available at
• Judgment and common wiki.altimetergroup.com
sense
Source: Charlene Li, Altimeter Group

140. Share Pair: What does your health organization need to do to become
more social?
Flickr photo: Otis Archives

141. Measurement

142. How to keep flying…….
Strategy Measure Improve

143. Data-Driven Decisions

144. Spreadsheet Aerobics

145. More than collecting data

146. To serve as a focus group
• Number of new ideas for blog posts
• Saved time in researching for
examples used in posts/workshops
• Number of questions answers
Testing Against FB Insights and
Export.ly
Content format
Content topics
Outreach Tactics
Frequency of Posts
Time/Date of week
FB Insights Metrics
Number of New Fans
Impressions Per Post
Feedback per Post

147. Open-Ended Question

148. Question with links ..

149. Strategy --- Measure - Improve

150. Share Pair: What system does your health organization need to put into
place to make data-driven decisions about social media strategy?
Flickr photo: Patricks Mercy Archives

151. Handling Mistakes
x
“MisTweet” – A tweet intended to come from
a personal account but sent out on an
organizational account by mistake.

153. This “MisTweet” by a Red Cross employee was
out for an hour before Wendy Harman got a call
in the middle of the night.

155. Disaster recovery on the tweet ….

156. Apologized and share on their blog

157. Employee confessed on Twitter

158. Got picked up by mainstream media and blogs

164. What are your takeaways about social
media mistakes from this story?
•You can’t hide or not respond
•Act quickly
•Admit the mistake, stakeholders are forgiving
•Use humor when appropriate
•Build your network before you need it
•Employees should use different Twitter apps for
personal/organizational tweeting
•If the mistake had been damaging to the
organization, a social media policy would have
been critical if taking appropriate action

165. Reflection and Closing
What is one idea that you can put into
practice?
What resources do you need to be
successful?
What are the challenges?
What is one small step you can take
tomorrow?

166. To be successful, learned about a try and fix West
What can we use social media like Kanye
approach to social media from Kanye West?

167. Source: @clairew

168. Source: @clairew

169. Source: @clairew

170. Source: @clairew

171. If you can’t fly then run, if you can’t
run then walk, if you can’t walk then
crawl, but whatever you do you have
to keep moving forward.”
Inspiration

172. Thank you
http://www.bethkanter.org
http://bit.ly/networkednp
http://bit.ly/health-orgs