Weinberg Fellows - Foundations of Social Media

The Foundations of Social Media: Strategy, Tools and Culture Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170

Agenda
Communications Revolution
Social Media Basics
New Rules of the Game
Break
Planning Your Strategy: P.O.S.T.

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.)

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.

COMMUNICATIONS REVOLUTION

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.

A Tool Can Be A Game Changer
Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?

#1 THIS IS AN ATTENTION ECONOMY

#2: FIND YOUR VOICE

Who is talking? Why do you want to listen? Do you want to engage? Person & Personality

#1 Social media is continuing to evolve. Fast. # 3: LISTEN & ENGAGE

Open
Your
Ears
Temple Israel, Memphis Facebook Page

Notice
the
Action

Red Cross

A Person, Not Just A Brand

Real Life Example

LISTENING: @ mentions

LISTENING: Searches

#4: ADD VALUE & BE GENEROUS

WHERE CAN YOU ADD VALUE?

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
Social Content is Social Capital

#5: NETWORKS

Crowdsource
-for your own info
-to be a platform for sharing info
-to surface voices
Invite User Generated Content

Allow Users to Remix

Find places where your target audience goes.
Participate in the conversation. Add value, educate, include links.
Use your “listening” to identify these places.
Unofficial Outposts

Who do you want to reach? What’s “viral” for you? LEVERAGING NETWORKS

#6: TRANSPARENCY

http://dashboard.imamuseum.org

#7: BE NIMBLE

#8: NEW MEASUREMENTS

What is BUZZ?
What is VIRAL?
Remember POST
KEEP YOUR EYES ON THE GOAL

Tangible
Donations
Leads
Subscribers
Members
Saved time saved cost
Increased hits/rank, PR
Action
MEASUREMENT
Intangible
Learning
Interaction
Engagement
Branding
Loyalty
Satisfaction
Feedback
Source: KD Paine, a social media metrics expert.

#9: STAFFING, JOB DESCRIPTIONS & PROF DEV

Listening, then delegating as needed Conversationalist, not techie Adding value Building community Marketing your feed Integration of multiple channels, etc. STAFFING

#10: LEADERSHIP

W
H
E
R
E
T
O
B
E
Between a PIONEER & a TORTOISE Is a FAST FOLLOWER Source: Flickr user ucumari Source: Flickr user smitag4

AJWS
Source: mcommons.com/blog Are you on the list? Red Cross receiving half of their donations by text msg. $27m by 1/19

Source: Flickr user JYRO

Source: Flickr user Rick Neves

Source: Flickr user divemasterking2000

Review
Attention Economy
Find Your Voice
Add Value, Be Generous
Listen and Engage
Design for Networks
Transparency
Be Nimble
New Measurements
Staffing & Job Descriptions Shift
Leadership in a Revolution

John Fitch’s Steam Engine

IT’S NOT ABOUT TECHNOLOGY

BREAK!
When we return:
Creating a strategy
for your organization!

GROUNDSWELL’s P.O.S.T.
P EOPLE: Identify audience(s)
O BJECTIVES
What are you goals and objectives for this audience?
What are your audience’s goals?
What is the S TRATEGY to reach these goals?
Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine!

WRAP UP
“ Ah-ha moments” Action steps for you What else do you need to learn?

Weinberg Fellows - Foundations of Social Media

by Darim Online

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