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Afternoon session-health-orgs-final

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  • 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’trun then walk, if you can’t walk thencrawl, 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 stepLunch• 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 sveetaBe warned: Don’t just sit back andpassively listen
  • 5. Share Pairs and Table Shares
  • 6. I’ve been watching you ….. if you filled out thesurvey …
  • 7. Networked NGOs in the Arab World
  • 8. My father was a doctor and interested physical fitnessthrough swimming
  • 9. “Social media is a disruptive technology because of theconnectedness of living in a networked world. We seeit in our personal lives first. But it is also having aprofound impact on the way health organizations andnonprofits do their work, communicate withstakeholders, and deliver programs.”Disruption is our friend …..
  • 10. 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
  • 11. Living Assessment and Case Studies
  • 12. How many are using social media? # of tools?NONE ONE TWO OR THREE FOUR OR MORE
  • 13. What isCRAWL WALK RUN FLY Strategy Measure ImproveListen Promote Participate Publish Network
  • 14. Listen Promote Participate Publish BuildNo Engagement Broadcast/Share Low Engagement Content Intensive Network High EngagementCRAWL WALK RUN FLY Original concept by Beth Kanter – remix by Aliza Sherman
  • 15. Share Pair: Where is your nonprofit? What do you need to move forward? Strategy Measure ImproveListen Promote Participate Publish Network
  • 16. What were theresults? What’sthe value?How much time? Photo by edyson
  • 17. ROI: Crawl, Walk, Run, Fly Results ImpactInvestment $Interaction Insight Number of Months Strategy, Measure, Improve
  • 18. Video
  • 19. “People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a good system to get timely and accurate publichealth messaging to our communities. We firmly believe that our presence on social mediasites has really enhanced our communication with the media and public.Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tougheconomic times, SLVHD rose to the occasion and found innovative, cost effective ways tocommunicate with our community. “ - Vanna Livaditis, New Media Coordinator
  • 20. Living Case Studies: How has social media has brought value tohealth organizations?
  • 21. “Many hundreds of people have connected to us via social media. It has allowedus to spread our message faster, wider, deeper than ever.”
  • 22. Recruit Staff: “We used LinkedIn for the first time and found our ideal jobcandidate.”
  • 23. “Sharing videos has been a powerful way to communicate impact of our work, as wellas share ideas among participants/teams in the ten countries for how to raiseawareness. “
  • 24. “Better connections with others in the field; found conference speakers viasocial media.”
  • 25. “Many of our supporters are spread out around the world andTwitter in particular has allowed us to have actual interactionswith people who live far away and our using our materials inmeaningful ways. We can distribute our materials quickly whenthere is a health issue/disaster.”
  • 26. Red Cross Case Study: How To Fly
  • 27. Smart Social Objective: StakeholderEmpowerment to Spread MissionFirst Step: Robust and agile listeningand engagement system
  • 28. 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
  • 29. Listening Drove Adoption
  • 30. Influencer Customer complaining …Relationship service building issueEngagement
  • 31. A Rule Book
  • 32. Scale
  • 33. Integrated Social Content Strategy
  • 34. Capacity
  • 35. 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 managerTwo Full-Time Staff Members
  • 36. Social Media’s Role in Disaster Relief Effort in Haiti
  • 37. Working with Free Agents, Brand Ambassadors, and Others Leveraging Your Network!
  • 38. Shawn AhmedFree Agent
  • 39. “The problem is that YOU arethe fortress. Social media isnot my problem.“
  • 40. Now working together on aproject
  • 41. 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
  • 42. Survey: Social MediaChallenges No Strategy Capacity Issues Culture Not Open Lacks Measurement
  • 43. StrategyIntegrate your social media channels with your program andcommunications objectives
  • 44. 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?
  • 45. 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 2010To get 15,000 Facebook advocates to put a virtual pin on their profile to signal support forhealthy kids and families by Jan. 2010To do document virtual activity and place pins on x number of legislators to signal support forhealthy kids and families by Jan. 2010
  • 46. What’s the smart objective? Who is theaudience? How to make it measurable?
  • 47. What’s the smart objective? Who is theaudience? How to make it measurable?
  • 48. The fans of the page and the friends of my identity, have become patients after I expressedempathy for their expressions of being ill. “ - Dr. Enoch Choi, PAMF
  • 49. “I only provide medical advice via our HIPAAcompliant iPhone app, but not on insecure FB ortwitter. “
  • 50. Table Share• Who do you want to reach?• What do you want to accomplish?• How to make it SMART?
  • 51. StrategyIdentify where social media integration can improve or supplementprograms, services, or communications.
  • 52. Charting: What are your planned events, program,content, or opportunities for the year or month orquarter?
  • 53. Table Share• Where can social improve or supplement programs, services, or communications?• What’s our available budget/time?• What opportunities to pilot?
  • 54. StrategyUse actionable listening to understand your target audience – includes listening onsocial media channels and other research.
  • 55. DIY Listening DashboardEgo Searches BasicsPersistent Searches Key words/phrasesInfluencers Blog FeedsOther Where else does your audience hang out?
  • 56. What’s in Wendy’s Tool Box?
  • 57. 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.
  • 58. National Wildlife
  • 59. “It is important to connect with peoplebased on their interests (I willsometimes search twitter for "kidsoutside" and then compliment them ongiving their kids a green hour!) ” Danielle Brigida
  • 60. What are your organization’s keywords andphrases?
  • 61. StrategyEngagement: Translate your messaging and framing into conversation starters basedon listening
  • 62. Engage: Conversation StartersAudience O AudienceTwitter Facebook BWhat are they saying J What are they sayingthat is relevant that is relevantto/engages? E to/engages?LISTENING LISTENING CHow can you rework T How can you reworkyour message as a your message asresponse or I response orconversation starter? conversation starter? VFollow up Content Follow up Contentpoints E points
  • 63. StrategyIntegrate social content across channels, create micro content
  • 64. Video
  • 65. Micro Content doesn’t have to be new content
  • 66. StrategyIdentify and cultivate influencers
  • 67. StrategyBuild your network before your need it
  • 68. Capacity
  • 69. You want me to start Tweeting too?Networked Approaches: From scarcity toabundance
  • 70. Leverage the Network
  • 71. Listen Promote Participate Publish BuildNo Engagement Broadcast/Share Low Engagement Content Intensive Community High Engagement CRAWL WALK RUN FLY15 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
  • 72. Who is going It’s worth our to do the time, but work?! social media takes time …
  • 73. Three ModelsFree Integrated Staff• Intern • Tasks in • Full-Time• Volunteer Job • Part-Time• FansHow does your organization implement socialmedia?
  • 74. Volunteers and Interns
  • 75. 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 dataDon’t do this to them ….
  • 76. Integrate intojob description
  • 77. 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 managerTwo Full-Time Staff Members
  • 78. Social Media Team,although the word“social media” is beingreplaced by“emerging,”“interactive,” or“online.”StrategyImplementationCommunity Manager
  • 79. Strategy for Scale: Internal/External
  • 80. Share Pair: What could your organization do less ofto allow for more capacity to implement socialmedia? How will your organization do the work?
  • 81. How many are responsible forHow many of youtactical implementation ofsocial media?How many oversee it?
  • 82. How many of youAvoiding Wasting Time: Checking too often
  • 83. ADOLAS Oh Look, A Squirrel!
  • 84. 9:00 • Monitor RSS9:30 • Post on FB9:45 • Twitter Office Minutes10:00 • Review Analytics
  • 85. CultureEveryone in the organization (boardand staff) uses social media toengage people to improve programs,services, or reach communicationsgoals.
  • 86. Loss of control over their branding and marketingmessagesDealing with negative commentsAddressing personality versus organizational voice(trusting employees)Make mistakesMake senior staff too accessiblePrivacy and security concernsPerception of wasted of time and resourcesSuffering from information overload already, thiswill cause more
  • 87. Conversationstarters, notstoppersWhat are theconversationstarters thatyou need tohave?
  • 88. 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
  • 89. Share Pair: What does your health organization need to do to become more social? Flickr photo: Otis Archives
  • 90. Measurement
  • 91. How to keep flying…….Strategy Measure Improve
  • 92. Data-Driven Decisions
  • 93. Spreadsheet Aerobics
  • 94. More than collecting data
  • 95. To serve as a focus group• Number of new ideas for blog posts• Saved time in researching forexamples used in posts/workshops• Number of questions answersTesting Against FB Insights andExport.lyContent formatContent topicsOutreach TacticsFrequency of PostsTime/Date of weekFB Insights MetricsNumber of New FansImpressions Per PostFeedback per Post
  • 96. Open-Ended Question
  • 97. Question with links ..
  • 98. Strategy --- Measure - Improve
  • 99. 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
  • 100. Handling Mistakes x“MisTweet” – A tweet intended to come froma personal account but sent out on anorganizational account by mistake.
  • 101. This “MisTweet” by a Red Cross employee wasout for an hour before Wendy Harman got a callin the middle of the night.
  • 102. Disaster recovery on the tweet ….
  • 103. Apologized and share on their blog
  • 104. Employee confessed on Twitter
  • 105. Got picked up by mainstream media and blogs
  • 106. What are your takeaways about socialmedia 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 forpersonal/organizational tweeting•If the mistake had been damaging to theorganization, a social media policy would havebeen critical if taking appropriate action
  • 107. Reflection and ClosingWhat is one idea that you can put intopractice?What resources do you need to besuccessful?What are the challenges?What is one small step you can taketomorrow?
  • 108. 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?
  • 109. Source: @clairew
  • 110. Source: @clairew
  • 111. Source: @clairew
  • 112. Source: @clairew
  • 113. If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have to keep moving forward.” Inspiration
  • 114. Thank youhttp://www.bethkanter.orghttp://bit.ly/networkednp http://bit.ly/health-orgs