FromSocial   to              Networked
Pre-Reflection  Why this  session?             Tech Savvy  W.D.Y.W.             1 (low) to              5 (high)
WHAT ISSOCIAL MEDIAAND HOW DO WE USE IT?
The Revolutionhttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng
IT’S WATCHING A VIDEO ON YOUTUBE, LEAVINGFACEBOOK MESSAGES, TWITTERING, LOOKINGAT PHOTOS ON FLICKR, BOOKMARKING WEBPAGES O...
MINIMUM ENGAGEMENT   Active Facebook presence.   Regularly updated web content.         Current multimedia images         ...
NEXT LEVEL ENGAGEMENT   Topic on Linkedin.   Tweet, retweet, and trend.   Check-in on Foursquare.
BUT…                 Hat.       Flames.            Plan.
How it Works
How it Works    I use   Twitter. (Avg. 10 Tweets per         day)
How it Works            I support            Charities.       (Got a black eye raising $50K)
How it Works               I Tweet my                 Support               (Over 1 million served)
How it Works
How it Works                  OMG Paris Salv Army is               totally saving lives. U should                         ...
How it Works                  OMG Paris Salv Army is               totally saving lives. U should                         ...
How it Works               Thx Kim. They FB?
How it Works               Ttlly. Chk it out.               Thx Kim. They FB?
How it Works               Ttlly. Chk it out.
How it Works               Ttlly. Chk it out.                  Thats hot.
http://www.youtube.com/watch?v=M0-4FOoMJu0
It Takes Time5 hours/week to start listening10 hours/week to participate15 hours/week to create buzz20 hours/week to build...
It Takes ResourcesCreation         EngagementUpkeep           PhotographyGraphic Design   RepostsWebsite Design   Donation...
DISCOVERYWHO ARE THEY AND WHAT DO THEY SAY?
RESEARCHAlert   Search                    Track         “Organization Name” +          City or Region Served
MEASURETraffic       MentionsInteraction   LinkbacksDonations     Search TrendsRetention     Quality
EVALUATE Comparison to outside standards. What are they saying about us? Who is connected? Who are they connected to? How ...
Set Clear Goals   What outcomes are   we trying to achieve?
Outcomes should be S.M.A.R.T. Specific Measurable Achievable Realistic Timely
Outcomes should relate back tothe mission of your organization.                  Mission                  Vision          ...
Outcomes should relate to time. Short-term Mid-term Long-term Vision
Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.
Outcome examples… Receive $500 in online donations by November   20th.
Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.
Outcomes as a Logic Model…      Inputs            Outputs           Outcomes              Impact                          ...
Identify an Audience
Identify an Audience  Clients
Identify an Audience    ClientsDonors
Identify an Audience    ClientsDonors Volunteers
Identify an Audience    ClientsDonors Volunteers Influencers
Select a Tool
Select a Tool
Select a Tool     Does it meet the mission?     What do you want?     How much time?     How much money?
STRATEGY       EXECUTIONHOW WILL WE DO IT?
Develop CapabilitiesIdentify internal champions           Train and support implementers                        Stay knowl...
Define ActivitiesIdentify resources required           Define phases and timeline                        Establish responsib...
Engage in ConversationSelect the mediums for interaction           Provide relevant content                          Engag...
Implementer                    InnovatorDecision-makers  And Policies                  How do we get people there?        ...
The Implementer• Communication skills• Political savvy• Balance vision and needs• Project planning and control• Ability to...
Start Conversations     Publish content     Engage Influencers     Scratch Backs     Call to Action
Make it Easy to Share
Evaluate Impact                      Qu  $         raffic                        alit                             y       ...
QualityFrequencyLikesReposts            Retweets            Followers            References
SubscribersLinkbacksSharesFrequency and Quality
Increased online donationsIncreased trafficand conversions
What’s Next  Donate? There’s an  App for   That.
What’s Next  Donate   While You Play.
What’s Next Earn Your “Donate”   Badge
http://socialmedia.policytool.net
Contact the PresenterCameron Krugercckruger@horizonnps.com(218) 461-9799www.horizonnps.com
APPENDIXA FEW MORE THINGS
Considerations    Source: Bluma Sussman and Mike Robert at Booz, Allen, and Hamilton    http://noteandpoint.com/documents/...
Links to Tools       www.google.com/alerts       www.bit.ly        www.feedburner.com          www.dimdim.com        www.g...
Further Reading          Nonprofit Tech 2.0 blog, Heather Mansfield          http://nonprofitorgs.wordpress.com          Beth...
From Social to Networked
From Social to Networked
From Social to Networked
From Social to Networked
From Social to Networked
From Social to Networked
From Social to Networked
From Social to Networked
From Social to Networked
From Social to Networked
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  • Cameron, I really enjoyed your presentation at the MAVA event onMay 10, 2012. Outstanding presenter and great social media content.
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From Social to Networked

  1. 1. FromSocial to Networked
  2. 2. Pre-Reflection Why this session? Tech Savvy W.D.Y.W. 1 (low) to 5 (high)
  3. 3. WHAT ISSOCIAL MEDIAAND HOW DO WE USE IT?
  4. 4. The Revolutionhttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  5. 5. IT’S WATCHING A VIDEO ON YOUTUBE, LEAVINGFACEBOOK MESSAGES, TWITTERING, LOOKINGAT PHOTOS ON FLICKR, BOOKMARKING WEBPAGES ON DELICIOUS, TELLING PEOPLEWHERE YOU ARE ON BRIGHTKITE, BECOMINGMAYOR OF STARBUCKS ON FOURSQUARE,READING A BLOG POST, TEACHING THE WEBWITH HUNCH, OR SHARING YOUR STUMBLES.
  6. 6. MINIMUM ENGAGEMENT Active Facebook presence. Regularly updated web content. Current multimedia images or video. (YouTube or Flickr)
  7. 7. NEXT LEVEL ENGAGEMENT Topic on Linkedin. Tweet, retweet, and trend. Check-in on Foursquare.
  8. 8. BUT… Hat. Flames. Plan.
  9. 9. How it Works
  10. 10. How it Works I use Twitter. (Avg. 10 Tweets per day)
  11. 11. How it Works I support Charities. (Got a black eye raising $50K)
  12. 12. How it Works I Tweet my Support (Over 1 million served)
  13. 13. How it Works
  14. 14. How it Works OMG Paris Salv Army is totally saving lives. U should $ them
  15. 15. How it Works OMG Paris Salv Army is totally saving lives. U should $ them Thx Kim. They FB?
  16. 16. How it Works Thx Kim. They FB?
  17. 17. How it Works Ttlly. Chk it out. Thx Kim. They FB?
  18. 18. How it Works Ttlly. Chk it out.
  19. 19. How it Works Ttlly. Chk it out. Thats hot.
  20. 20. http://www.youtube.com/watch?v=M0-4FOoMJu0
  21. 21. It Takes Time5 hours/week to start listening10 hours/week to participate15 hours/week to create buzz20 hours/week to build community3-6 months until you see results
  22. 22. It Takes ResourcesCreation EngagementUpkeep PhotographyGraphic Design RepostsWebsite Design DonationsBlog Posts Crisis ResponsePress Releases Critical ResponseGood Copy Staff Management
  23. 23. DISCOVERYWHO ARE THEY AND WHAT DO THEY SAY?
  24. 24. RESEARCHAlert Search Track “Organization Name” + City or Region Served
  25. 25. MEASURETraffic MentionsInteraction LinkbacksDonations Search TrendsRetention Quality
  26. 26. EVALUATE Comparison to outside standards. What are they saying about us? Who is connected? Who are they connected to? How are they interacting?
  27. 27. Set Clear Goals What outcomes are we trying to achieve?
  28. 28. Outcomes should be S.M.A.R.T. Specific Measurable Achievable Realistic Timely
  29. 29. Outcomes should relate back tothe mission of your organization. Mission Vision Strategic Plan Tech Plan
  30. 30. Outcomes should relate to time. Short-term Mid-term Long-term Vision
  31. 31. Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.
  32. 32. Outcome examples… Receive $500 in online donations by November 20th.
  33. 33. Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.
  34. 34. Outcomes as a Logic Model… Inputs Outputs Outcomes Impact Primary form of Increase traffic 3 meaningful giving is through from Facebook to Staff Facebook posts online donation online donation Volunteers per week. system. tool by 5% in 3 Computers months Website Active Organization is Tech Skills conversations on mentioned Receive $500 in Outside Help Twitter and positively in online donations LinkedIn. organic online by November 30. interactionsLogic Model Development Guide from W.K. Kellogg Foundationhttp://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-Development-Guide.aspx
  35. 35. Identify an Audience
  36. 36. Identify an Audience Clients
  37. 37. Identify an Audience ClientsDonors
  38. 38. Identify an Audience ClientsDonors Volunteers
  39. 39. Identify an Audience ClientsDonors Volunteers Influencers
  40. 40. Select a Tool
  41. 41. Select a Tool
  42. 42. Select a Tool Does it meet the mission? What do you want? How much time? How much money?
  43. 43. STRATEGY EXECUTIONHOW WILL WE DO IT?
  44. 44. Develop CapabilitiesIdentify internal champions Train and support implementers Stay knowledgeable
  45. 45. Define ActivitiesIdentify resources required Define phases and timeline Establish responsibilities
  46. 46. Engage in ConversationSelect the mediums for interaction Provide relevant content Engage the influencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf
  47. 47. Implementer InnovatorDecision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Outcomes Who in our network is influential? Objectives
  48. 48. The Implementer• Communication skills• Political savvy• Balance vision and needs• Project planning and control• Ability to influence• Can develop talent• Commitment to education• Vision 46
  49. 49. Start Conversations Publish content Engage Influencers Scratch Backs Call to Action
  50. 50. Make it Easy to Share
  51. 51. Evaluate Impact Qu $ raffic alit y T Reposts inkbacks L BuzzP osi tive
  52. 52. QualityFrequencyLikesReposts Retweets Followers References
  53. 53. SubscribersLinkbacksSharesFrequency and Quality
  54. 54. Increased online donationsIncreased trafficand conversions
  55. 55. What’s Next Donate? There’s an App for That.
  56. 56. What’s Next Donate While You Play.
  57. 57. What’s Next Earn Your “Donate” Badge
  58. 58. http://socialmedia.policytool.net
  59. 59. Contact the PresenterCameron Krugercckruger@horizonnps.com(218) 461-9799www.horizonnps.com
  60. 60. APPENDIXA FEW MORE THINGS
  61. 61. Considerations Source: Bluma Sussman and Mike Robert at Booz, Allen, and Hamilton http://noteandpoint.com/documents/pdf/socialmediabizdev.pdf
  62. 62. Links to Tools www.google.com/alerts www.bit.ly www.feedburner.com www.dimdim.com www.google.com/analytics www.tweetbeep.com www.addictomatic.com www.notify.me www.twitalyzer.com www.razoo.com www.instantconference.com
  63. 63. Further Reading Nonprofit Tech 2.0 blog, Heather Mansfield http://nonprofitorgs.wordpress.com Beth’s Blog, Beth Kanter http://www.bethkanter.org NTEN Nonprofit Technology Network http://www.nten.org Mashable http://www.mashable.com Tech Soup Learning Center http://www.techsoup.org/learningcenter SmartBrief on Social Media http://smartblogs.com/socialmedia/

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