0
Going Social
                            Children’s Aid Society Toronto
                                    April 14, 2010...
Welcome!


                            • Thank you for inviting me



Wednesday, April 14, 2010                           ...
About me
Wednesday, April 14, 2010              3
@aeringuy
                             aeringuy@gmail.com
                            www.gospacerace.com
                ...
Agenda
                            1. Me, and you
                            2. Social Web: An overview
                 ...
Let’s start with
                              something visual

                    • http://www.youtube.com/watch?
     ...
What is Social Media?

                    •       also known as Web 2.0
                            (Tim O’Reilly)

     ...
Text




                People want to connect
Wednesday, April 14, 2010                8
social media

                    • social media refers to the tools we use to
                            communicate in ...
Wednesday, April 14, 2010   10
shift
                    • represents a shift in how people discover,
                            read, and share news an...
search exercise

                    • Imagine that you are someone else who is
                            looking for in...
some benefits of using social media

                    •       listen and learn

                    •       publish valu...
Communications

                    • history
                    • broadcasting
                    • 2 way, 3 way, many ...
Turn the bullhorn
                                 around
                                (Tara Hunt, The Whuffie Factor)
W...
community
Wednesday, April 14, 2010               16
community
                    • today’s social media is about community
                    • communities of practice
    ...
• by understanding how social media
                            supports the human desire for
                            ...
tremendous changes
                    •       education

                    •       healthcare

                    •   ...
Digital is here
Wednesday, April 14, 2010                     20
The web is about
                              conversations and
                                 connections,
           ...
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
                    ...
New audience

                            • digital natives
                            • Google (and others)- Search
    ...
Wednesday, April 14, 2010   28
New channels
                             • web
                             • video
                             • social...
The socially enabled,
                   2.0 experience website




Wednesday, April 14, 2010                   30
• content worth talking about
                            • RSS
                            • social
                     ...
Blogs
Wednesday, April 14, 2010           32
blogging: Be FOUND!
                    • high ranking in organic search
                    • at least 44% of all web int...
Wednesday, April 14, 2010   34
•         Twitter is a real-time    •   great way to provide
                            micro-blog                    lin...
Tweetdeck/Hootsuite

                    • most users access Twitter through a third-
                            party ap...
Social Networks




Wednesday, April 14, 2010                     37
goals

                            • what are the goals of your audience/
                              community?
       ...
People

                            • Who are you trying to reach?
                            • Who’s your audience?
    ...
Objectives

                            • What are you trying to achieve?
                            • Increase in member...
Strategy

                       • how will relationships with your audience
                            change?
         ...
Technology

                    • now you know who, why and how
                    • time to answer “what”
              ...
Metrics




Wednesday, April 14, 2010             43
Define success
                    •       welcome to metrics

                    •       in order to define
              ...
ROI and metrics




Wednesday, April 14, 2010                     45
Reality sets in

                            • what you need to do this
                            • a new tax? RST :)
  ...
baby steps
                    •       cost effective               •   many agencies will do
                            ...
Building Capacity: 5 BIG ISSUES


                    •       Inertia problem - most organizations were founded prior to t...
how it can work

                    •       positioning. “we are the spearhead of a movement that is changing this
      ...
Hot tips
                    •       Develop a deep understanding of your “clients”. Groups
                            wh...
case studies:

                    • www.stableandaffordable.com
                    • www.homelesshub.ca
                ...
Campaign storm
Wednesday, April 14, 2010                    52
Questions
Wednesday, April 14, 2010               53
Thank you
Wednesday, April 14, 2010               54
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CAST May 2010

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Transcript of "CAST May 2010"

  1. 1. Going Social Children’s Aid Society Toronto April 14, 2010 Aerin Guy, SpaceRace Wednesday, April 14, 2010 1
  2. 2. Welcome! • Thank you for inviting me Wednesday, April 14, 2010 2
  3. 3. About me Wednesday, April 14, 2010 3
  4. 4. @aeringuy aeringuy@gmail.com www.gospacerace.com LinkedIn: Aerin Guy Facebook: Aerin Guy Delicious: Aerin Guy Wednesday, April 14, 2010 4
  5. 5. 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
  6. 6. Let’s start with something visual • http://www.youtube.com/watch? v=6ILQrUrEWe8 • Wednesday, April 14, 2010 6
  7. 7. 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
  8. 8. Text People want to connect Wednesday, April 14, 2010 8
  9. 9. 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
  10. 10. Wednesday, April 14, 2010 10
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Communications • history • broadcasting • 2 way, 3 way, many ways Wednesday, April 14, 2010 14
  15. 15. Turn the bullhorn around (Tara Hunt, The Whuffie Factor) Wednesday, April 14, 2010 15
  16. 16. community Wednesday, April 14, 2010 16
  17. 17. 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
  18. 18. • 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
  19. 19. tremendous changes • education • healthcare • government • international relations • art • media Wednesday, April 14, 2010 19
  20. 20. Digital is here Wednesday, April 14, 2010 20
  21. 21. The web is about conversations and connections, not top down delivery of information or messages. Wednesday, April 14, 2010 21
  22. 22. Web 1.0, 2.0, 3.0 Wednesday, April 14, 2010 22
  23. 23. New goals? Wednesday, April 14, 2010 23
  24. 24. New audience Wednesday, April 14, 2010 24
  25. 25. New channels Wednesday, April 14, 2010 25
  26. 26. New goals • share resources • connect people • establish presence • fundraise Wednesday, April 14, 2010 26
  27. 27. New audience • digital natives • Google (and others)- Search • Smartphone users • formats • beyond borders Wednesday, April 14, 2010 27
  28. 28. Wednesday, April 14, 2010 28
  29. 29. New channels • web • video • social networks • blogs • mobile • content everywhere Wednesday, April 14, 2010 29
  30. 30. The socially enabled, 2.0 experience website Wednesday, April 14, 2010 30
  31. 31. • content worth talking about • RSS • social • sharing • feedback • findable Wednesday, April 14, 2010 31
  32. 32. Blogs Wednesday, April 14, 2010 32
  33. 33. 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
  34. 34. Wednesday, April 14, 2010 34
  35. 35. • 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
  36. 36. 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
  37. 37. Social Networks Wednesday, April 14, 2010 37
  38. 38. goals • what are the goals of your audience/ community? • let’s come up with some Wednesday, April 14, 2010 38
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. Technology • now you know who, why and how • time to answer “what” • Wikis? Community? Twitter? Facebook? Flickr? Video? Wednesday, April 14, 2010 42
  43. 43. Metrics Wednesday, April 14, 2010 43
  44. 44. 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
  45. 45. ROI and metrics Wednesday, April 14, 2010 45
  46. 46. Reality sets in • what you need to do this • a new tax? RST :) • resources, time, staffing Wednesday, April 14, 2010 46
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. case studies: • www.stableandaffordable.com • www.homelesshub.ca • ODEN network: Mayor’s Challenge • www.inclusionaryhousing.com Wednesday, April 14, 2010 51
  52. 52. Campaign storm Wednesday, April 14, 2010 52
  53. 53. Questions Wednesday, April 14, 2010 53
  54. 54. Thank you Wednesday, April 14, 2010 54
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