UJA Agencies

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Lisa Colton's presentation to UJA Federation NY Agency execs May 17, 2010.

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UJA Agencies

  1. 1. The 5 Commandments of Social Media: Strategy, Tools and Culture Presented by Lisa Colton, Founder & President Darim Online lisa@darimonline.org 434.977.1170
  2. 2. Agenda Communications Revolution Social Media Basics 5 Stages of Social Media Participation – Listening – Engaging – Social Content – Generate Buzz – Community Building Tachlis Next Steps
  3. 3. Goals Demystify social media Help you think strategically Build vocabulary Show examples Turn you on to resources Warning: You may feel overwhelmed! (And excited, and inspired.)
  4. 4. COMMUNICATIONS REVOLUTION
  5. 5. COMMUNICATIONS REVOLUTION
  6. 6. W Between H a PIONEER E & R a TORTOISE E Source: Flickr user ucumari T O Source: Flickr user smitag4 B Is a E FAST FOLLOWER
  7. 7. AJWS AJWS Red Cross receiving half of their donations by text msg. $27m by 1/19 Source: mcommons.com/blog
  8. 8. Characteristics of Social Media The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is: • Participatory: It blurs the line between producer and consumer, media and audience. • Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy. • Conversational: Two (or more) way conversation rather than one- directional broadcast. Is personal, specific, and engaging. • Communal: Supports formation, growth and strength of communities around a particular shared interest. • Connected: Thrives on being connected, making use of links to other sites, resources and people, rather than being territorial and proprietary.
  9. 9. It’s a Tool Success of the tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.
  10. 10. GROUNDSWELL’s P.O.S.T. 1. PEOPLE: Identify audience(s) 2. OBJECTIVES – What are you goals and objectives for this audience? – What are your audience’s goals? 3. What is the STRATEGY to reach these goals? 4. Determine the specifics of the TECHNOLOGIES you’ll use. Implement, measure, refine!
  11. 11. A Tool Can Be A Game Changer Traditional Media Social Media Brand in control Audience in control One way / Deliver msg Two way / Conversation Repeat message Adapt the message Focused on the brand Focused on the audience Educating Influencing, Involving Org creates content User and co-created content How are you adapting?
  12. 12. LISTENING Source: Flickr user andyadontstop
  13. 13. HOW TO LISTEN Who’s talking about you? Who’s talking about your field? Keywords What’s most important to your audience? Breadth, Depth, Reach Influencers Are you on their radar? What will they pass on? Staffing Who is listening? How do they respond? What are they learning? How do they pass on info?
  14. 14. Google Alerts
  15. 15. Open Your Ears Temple Israel, Memphis Facebook Page
  16. 16. Open Your Ears Temple Sinai, Oakland, CA
  17. 17. Twitter
  18. 18. • Identify Keywords • Key people’s names, URLs, related organizations, grantees, industry keywords, etc. How • Identify Key Influencers • Who is sharing info on your industry To • Who is connected to the Begin audiences you want to engage with Listening • Who are your online mavens and connectors (internal and external) • Set up tools, people, communication SocialFish offers Listening Audits
  19. 19. ENGAGING #1 Social media is continuing to evolve. Fast.
  20. 20. Red Cross
  21. 21. A Person, Not Just A Brand
  22. 22. Unofficial Outposts Find places where your target audience goes. Participate in the conversation. Add value, educate, include links. Use your “listening” to identify these places.
  23. 23. Respond when: - Someone has given you a compliment; - Someone has a valid complaint; - You have something to offer; - Information is incorrect. When to Respond
  24. 24. Real Life Example
  25. 25. Social Content is Social Capital • Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. • Content should be newsworthy, unique, controversial, timely immediately useful and/or funny. • 1:12 or 1:20 ratio
  26. 26. Invite User Generated Content Examples: • CNN iReport • Tags in Flickr, blogs, Youtube • Crowdsource by asking questions (learn, connect, engage, respond) • Guest bloggers • Hashtags on Twitter
  27. 27. Use Your Outposts! Get out and socialize. Add value. Connect.
  28. 28. Allow Users to Remix
  29. 29. Generate Buzz What is BUZZ? What is VIRAL? Remember POST
  30. 30. Lead Up To Events or Campaigns • Energize - Sixth and I tent video and tweets • Empower others to spread the news • Tweetsgiving hashtag about Thankfulness IS marketing their campaign, and walking the walk. • Use your relationships Source: Edelman
  31. 31. Use Multiple Channels Blog Beth Kanter is 53 Twitter (#beth53) Facebook (Causes) 475 Tweets with the #beth53 66 blog posts (others) 2047 clicks on the link 40% new donors 8 years -- guess total raised?
  32. 32. Community Building Source: Flickr user JYRO
  33. 33. Community Building Source: Flickr user Rick Neves
  34. 34. Community Building Source: Flickr user divemasterking2000
  35. 35. Review of 5 Stages 1. LISTENING • Tools e.g. Google Alerts and blog readers • Who will be listening? • Internal communications, tracking 2. ENGAGING • Find places to engage (influencers, blogs, conversations) • Add value • Be human 3. USING SOCIAL CONTENT • Create content for social uses • Invite others’ voices • Create structures for conversations around your mission 4. GENERATING BUZZ • Find your voice • Build relationships with key energizers • Use multiple channels 5. COMMUNITY BUILDING • Cooperative pursuit of your mission • Empower your community and collaborate with them
  36. 36. MEASUREMENT Tangible Intangible • Donations • Learning • Leads • Interaction • Subscribers • Engagement • Members • Branding • Saved time saved • Loyalty cost • Satisfaction • Increased hits/rank, • Feedback PR • Action Source: KD Paine, a social media metrics expert.
  37. 37. FINAL THOUGHTS • Stay nimble - Change will continue • Know what you want to measure and how you’ll know if you’re successful • Think about staffing and guidelines • Address your whole culture, not just marketing/PR.
  38. 38. John Fitch’s Steam Engine
  39. 39. John Fitch’s Steam Engine
  40. 40. IT’S NOT ABOUT TECHNOLOGY

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