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CAST May 2010

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Delivered to Children's Aid Society of Toronto, May 2010.

Delivered to Children's Aid Society of Toronto, May 2010.

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    CAST May 2010 CAST May 2010 Presentation Transcript

    • Going Social Children’s Aid Society Toronto April 14, 2010 Aerin Guy, SpaceRace Wednesday, April 14, 2010 1
    • Welcome! • Thank you for inviting me Wednesday, April 14, 2010 2
    • About me Wednesday, April 14, 2010 3
    • @aeringuy aeringuy@gmail.com www.gospacerace.com LinkedIn: Aerin Guy Facebook: Aerin Guy Delicious: Aerin Guy Wednesday, April 14, 2010 4
    • Agenda 1. Me, and you 2. Social Web: An overview 3. Tools of the trade 4. Case studies 5. Setting goals and metrics 6. Questions and follow up Wednesday, April 14, 2010 5
    • Let’s start with something visual • http://www.youtube.com/watch? v=6ILQrUrEWe8 • Wednesday, April 14, 2010 6
    • What is Social Media? • also known as Web 2.0 (Tim O’Reilly) • also known as the “social media explosion” • also known as the way we connect today Wednesday, April 14, 2010 7
    • Text People want to connect Wednesday, April 14, 2010 8
    • social media • social media refers to the tools we use to communicate in a wired world • also refers to the online content we create • also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities) Wednesday, April 14, 2010 9
    • Wednesday, April 14, 2010 10
    • shift • represents a shift in how people discover, read, and share news and information; supports human need for interaction • if I want you, I will find you • transforms “broadcast” methods into “dialogues” • democratization of information - content consumers to content producers WIKIPEDIA • Wednesday, April 14, 2010 11
    • search exercise • Imagine that you are someone else who is looking for information on your organization. Write down the types of search you would perform. What keywords would you use? Where would you check? Wednesday, April 14, 2010 12
    • some benefits of using social media • listen and learn • publish valuable news and information • disseminate quickly and effectively • create or extend your brand personality • engage in conversations and services • efforts lead back to your website - your hub or repository of information Wednesday, April 14, 2010 13
    • Communications • history • broadcasting • 2 way, 3 way, many ways Wednesday, April 14, 2010 14
    • Turn the bullhorn around (Tara Hunt, The Whuffie Factor) Wednesday, April 14, 2010 15
    • community Wednesday, April 14, 2010 16
    • community • today’s social media is about community • communities of practice • communities of shared interests • communities solving problems • tomorrow’s social media....that’s literally 24 hours away Wednesday, April 14, 2010 17
    • • by understanding how social media supports the human desire for conversation, organizations can open up vibrant interactions with individuals and communities Wednesday, April 14, 2010 18
    • tremendous changes • education • healthcare • government • international relations • art • media Wednesday, April 14, 2010 19
    • Digital is here Wednesday, April 14, 2010 20
    • The web is about conversations and connections, not top down delivery of information or messages. Wednesday, April 14, 2010 21
    • Web 1.0, 2.0, 3.0 Wednesday, April 14, 2010 22
    • New goals? Wednesday, April 14, 2010 23
    • New audience Wednesday, April 14, 2010 24
    • New channels Wednesday, April 14, 2010 25
    • New goals • share resources • connect people • establish presence • fundraise Wednesday, April 14, 2010 26
    • New audience • digital natives • Google (and others)- Search • Smartphone users • formats • beyond borders Wednesday, April 14, 2010 27
    • Wednesday, April 14, 2010 28
    • New channels • web • video • social networks • blogs • mobile • content everywhere Wednesday, April 14, 2010 29
    • The socially enabled, 2.0 experience website Wednesday, April 14, 2010 30
    • • content worth talking about • RSS • social • sharing • feedback • findable Wednesday, April 14, 2010 31
    • Blogs Wednesday, April 14, 2010 32
    • blogging: Be FOUND! • high ranking in organic search • at least 44% of all web interactions begin with search • search engines love blog headlines, as they indicate what can be found on the page • search engines also love blogs because they are frequently updated • recent + relevant = RANKING! Wednesday, April 14, 2010 33
    • Wednesday, April 14, 2010 34
    • • Twitter is a real-time • great way to provide micro-blog links, respond instantly, and connect with • real time word of mouth “constituents” • 140 character max • using Tweetdeck (or forces “tweets” to be HootSuite) can help powerful, concise and organize your followers well-chosen into manageable groups • follow and be followed • Tweet from mobile devices with Tweetie, • highly searchable UberTwitter, Echofon Wednesday, April 14, 2010 35
    • Tweetdeck/Hootsuite • most users access Twitter through a third- party application • manage multiple accounts • track mentions, direct messages • search discussions, topics, categories Wednesday, April 14, 2010 36
    • Social Networks Wednesday, April 14, 2010 37
    • goals • what are the goals of your audience/ community? • let’s come up with some Wednesday, April 14, 2010 38
    • People • Who are you trying to reach? • Who’s your audience? • Where do they hang out? • What’s the best way to reach them? Wednesday, April 14, 2010 39
    • Objectives • What are you trying to achieve? • Increase in membership? Brand repositioning? Better customer service? • How will you measure your success? Wednesday, April 14, 2010 40
    • Strategy • how will relationships with your audience change? • What will be expected of you as an organization? • How will you handle negative comments? Wednesday, April 14, 2010 41
    • Technology • now you know who, why and how • time to answer “what” • Wikis? Community? Twitter? Facebook? Flickr? Video? Wednesday, April 14, 2010 42
    • Metrics Wednesday, April 14, 2010 43
    • Define success • welcome to metrics • in order to define success, how are you going to measure it? • the cost of equivalent benefits • what are your indicators? Wednesday, April 14, 2010 44
    • ROI and metrics Wednesday, April 14, 2010 45
    • Reality sets in • what you need to do this • a new tax? RST :) • resources, time, staffing Wednesday, April 14, 2010 46
    • baby steps • cost effective • many agencies will do pro-bono work for • no budget? Facebook, charities/NFPs Twitter, blog, optimize existing website • sources can be craigslist, kijiji, student • wee budget? video, file sites, hire an intern sharing software, microsite • MyCharityConnects at NetChange Week, June • big budget? campaign 2010 assistance & facilitation, website redesign Wednesday, April 14, 2010 47
    • Building Capacity: 5 BIG ISSUES • Inertia problem - most organizations were founded prior to the internet....they aren’t used to having control issues, intimate relationships with audiences, and they think they control their brands. • Leadership issue - often the leaders are pre-internet. Difficult to get buy-in. Threatened. “This is a fad” “Our customers don’t want this” • Advocate issue - who’s the squeaky wheel? • Silo issue - “that’s marketing’s job”. “IT handles our web stuff” Believe me, neither should hold the keys to the kingdom. • Fear issue - it’s all so new, and changes so quickly, budgetary responsibility Wednesday, April 14, 2010 48
    • how it can work • positioning. “we are the spearhead of a movement that is changing this issue. we are a vehicle for making change.” • engage leadership in new thinking. get help. • involve social media/coms people at management/strategic level. Obama’s campaign would be a good example! • Hire from the millennial generation. Their insight as digital natives will improve the strategic conversations. • Speak “human”. People like people. Relationships are where it’s at. Get out of “press release” mode. Wednesday, April 14, 2010 49
    • Hot tips • Develop a deep understanding of your “clients”. Groups who are successful are able to tap into the knowledge of who they are trying to build a relationship with. • Connect people directly. Bringing people together can be scary. Power in numbers! Your value is in your ability to do this. • Be open, ego free.....and let go of control.You never had it anyways. • Emulate, innovate. Fail, experiment. Lather, rinse, repeat. Wednesday, April 14, 2010 50
    • case studies: • www.stableandaffordable.com • www.homelesshub.ca • ODEN network: Mayor’s Challenge • www.inclusionaryhousing.com Wednesday, April 14, 2010 51
    • Campaign storm Wednesday, April 14, 2010 52
    • Questions Wednesday, April 14, 2010 53
    • Thank you Wednesday, April 14, 2010 54