Reaching out... connecting... involving... influencing... together

1. Y’ems Group Training and Development
Social Networking for
Organizations
Ver 1.0
Reaching out… connecting… engaging…
achieving… together
Y’ems Training & Dev’t
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2. Objectives
At the end of this course, participants should
be able to understand what social networking
is and be able to use Social networking to
promote their various organizations.
Y’ems Training & Dev’t
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3. Modules
•
•
•
•
•
•
Introduction
Why Social Networking
Features
Using Social Networking
Going Social
Now What???
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4. Group Work
You will be divided into groups
1. In your groups, define “A Social Network”
2. List 5 examples of social networks
3. Open them on your laptops
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5. Introduction…
1
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6. What is a Social Network?
“A social network is a social structure made up of a set
of actors (such as individuals or organizations) and
the dyadic ties between these actors.”
“A social networking service is an online service,
platform, or website that focuses on facilitating the
building of networks or social relations among people
who, for example, share interests, activities,
backgrounds, or real-life connections.”
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7. Why?
• To help Organizations Establish a simple Web
presence.
• Help Organizations Promote specific actions or
petitions.
• Facilitate Consolidation of existing, unofficial
social networks related to an organization.
• Permit Informal outreach that blends the
personal and professional
• Research of VIPs, potential employees, and
others.
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8. Why Social
Networking?
2
Why Should we go social? Why should
we change? Isn’t it risky?
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9. Customers have lost trust in traditional sales,
marketing and service (commonly referred to
as Customer Relationship management - CRM)
According to the Edelman trust barometer,
The most credible source for information about a
company is now “a person like me”
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10. A social network service consists of a
representation of each user (often a profile or
Page/Channel), his/her social links, and a
variety of additional services.
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11. Why?
• Builds Meritocracy, Openness and Democracy
• Diffuses power away from hierarchical
structures
• Incubates the talents and ideas of the many
• Interactivity
• Freedom to express (employees, members and
all)
• Networking
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12. • Strengthening relationships between people
who already know each other.
• Encourage and respond to constituent
feedback quickly.
• Create an ongoing, shared social space for
people who are geographically dispersed.
• Amplify innovation – (when groups get turned on
by what they can do online, they go beyond problemsolving and start inventing together.)
• Provide an ongoing context for knowledge
exchange (It can be far more effective than
memoranda.)
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13. Features of Social
Networking
3
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14. • Profile (Timeline)
A representation of Who you are…
• NewsFeed
A brief view of what your connections are doing…
• Groups and Communities
A feature in many social network services which allows
users to create, post, comment to and read from their own
interests…
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15. • Pages / Channels
Official Representation of a Public entity’s profile on a social
network.
•
•
•
•
•
•
•
Causes
Pledges
Offers
Events
Social plugins
Applications (Apps)
Etc…
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16. Pages/ Channels
A Page or Channel is an Official, Public, nonpersonal Representation of the presence of a
Public Entity on a Social Network.
It is considered distinct from an actual User
Profile in that it is created and managed by at
least one other registered user of that Social
Network
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17. Page Features
• Header / Banners / Covers
• Post, Blog or Reply as a Public
• Photos
• Videos
• Maps (including physical location of the pate),
etc.
• Administer multiple pages/Brands
• Subscribers
• Other apps
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18. “…a Page is the Organization, just as a Profile is
the Individual…”
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19. Using Social
Networking…
4
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20. • Customer and member relationship
development
• Customer support (connecting customer wit d
rite resources)
• Finding an expert/locating implicit knowledge
• Ease post-acquisition intergration (alignin
vision, etc.)
• Provide the whole product
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21. • Understand and visualize actual
communication paths
• Facilitate meetings and preparation
• Share knowledge
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22. Going Social…
5
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23. Identify Objectives
• What do you want to accomplish with social
media?
• Now, restate your objective so it is “SMART” –
Specific, Measurable, Attainable, Realistic, and
Time-based?
• Describe how your social media objective
supports or links to a goal your organization’s
communications plan?
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24. Identify the Audience
• Who must you reach with your social media
efforts to meet your objective? Why this target
group?
• Is this a target group identified in your
organization’s communications plan?
• What do they know or believe about your
organization or issue? What will resonate with
them?
• What key points do you want to make with your
audience?
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25. Integrate
• How does your social media support other
components of your Internet strategy plan?
• Is there an “offline” marketing push that you
need to support/connect?
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26. Cultural Change
• Once you have an initial strategy, how do you
get your organization to own it?
• How will you address any fears or concerns?
• What is the rate of change your organization
can tolerate?
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27. Capacity
• Who will implement your organization’s social media
strategy?
• Can you allocate a minimum of five hours per week to
your strategy once you've passed the learning curve?
• Do you have the most efficient work flow and tasks in
place?
• Do you need any outside expertise?
• Will your content updates depend on any other
resource or person?
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28. Tactics and Tools
• What tactics and tools best support your
objectives and match your targeted audience?
• What tactics and tools do you have the capacity
to implement?
• What can learn from the experience of other
organizations?
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29. Measurement
• What is your original, measurable objective
(e.g., # of event attendees or petitions signed)?
• What hard data points or metrics will you use to
track your objectives? How often will you track?
Do you have the systems and tools set up to
track efficiently?
• How will you harvest insights from hard data
and qualitative data as the project unfolds?
What questions will you ask to generate
insights? Who will participate?
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30. Experiment
• What small piece can you implement first
as a pilot?
• How will you learn from the pilot for your next
experiment?
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31. Now What?
6
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32. • Create a social network…
• Learn from others
• Jump in!! join a social network, and
join others asking similar questions…
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33. Remember
• Listening and Learning
• Build Relationships and create
Awareness
• Improve Reputation
• Content Generation
• Increasing relevant Visitor Traffic and
Page Rankings
• Taking Action or Fundraising
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34. Caution
• Blurring of organizational
boundaries.
• Avoid Excluding others…
• Think before you type.
• International Ethics
• Privacy
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35. Thank
You!!!
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