OSI Workshop

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  • Photo by oso
  • Next, I’m going to share a brief case study about the American Red Cross that illustrates how social media is having a huge impact on nonprofits and more importantly why it is important for nonprofits to pay attention.The Red Cross – through its social media strategy – has discovered that social media can help with:* Monitor and track their brand and reputation* Identify and reach out to new supporters* Raise moneyThis a core set of impacts for nonprofits and it is increasingly happening online and with social media.
  • Last May, when Target announcement that it would be giving away its $3 million to ten organizations based on the percentage of votes they could rally from people on Facebook, the Red Cross was ready. They were able to mobilze enough votes to get 1/3 of the budget.When they first started their social media efforts, the communications staff needed to access Facebook but it was blocked . So, because of the earlier listening efforts had effected a change of attitude about social media, they were able to put into place an internal social media policy. They unblockdFacebook. This was important because staff members who were on Facebook all helped with the mobilization of Red Cross fans to help with the voting process.
  • They also know that in order to have more impact, they need to scale. They wanted to go beyond having social media be a silo in the communications department, and through the Target experience they realized the value of employee use of social networks/social media. They worked on a social media policy, guidelines and an operational manual so that anyone working in affiliates as well as national could be ambassador on social networks. The guidelines also extend to volunteers. The overall policy is encouraging, not controlling. The operational handbook gives them specific steps, examples, and tips for being effective.
  • For example, they are able to provide advice and support to their affiliates who want to use Twitter effectively. Show example of all Twitter Accountshttp://redcrosschat.org/twitter/Now they have this network set up in the event of a disaster to quickly spread news/information.Their constituents/donors/stakeholders expect them to have a presencehttp://redcrosschat.org/twitter/#comment-37060 (screen capture of this comment)Summarize: The Red Cross found value from social media – by monitoring brand, reaching out to new supporters, and mobilizing them – and they did it by following these incremental steps: listen, engagement, build relationships, mobilize and scaleIt isn’t just Red Cross that has found value in Twitter. Here’s a couple of brief examples.
  • Links to communications strategy or theory of changeListening and monitoring techniquesEngages audienceBuilds relationships with influencersMakes it easy to remix and share their contentLeverages a networked effectAllocated staff time and has experienceFails informativelyUses the right metricsAssesses organizational cultureDescribes social media use in terms of value, actions, and results – not tools
  • This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
  • OSI Workshop

    1. 1. The Dance Floor and The Balcony:<br />Effective Social Media Strategy and Tactics for NGOs<br />David Sasaki, Global Voices<br />Beth Kanter, Beth’s Blog<br />Open Society InstituteJanuary, 2010 <br />
    2. 2.
    3. 3.
    4. 4. Fried Grasshoppers<br />
    5. 5. Cambodia …<br />Photo by Steve Goodman<br />
    6. 6. Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising<br />Learning and content creation<br />Beth’s Blog<br />
    7. 7. Scholar<br />Ceo<br />Co-Author<br />
    8. 8. Dance Card<br />
    9. 9. Hashtag: #OSITANGO<br />http://socialmediafoundations.wikispaces.com<br />
    10. 10. Stand up, Sit Down<br />
    11. 11. Share Pair<br />Example of successful grantee use of social media? Why?<br />Not so successful? Why?<br />
    12. 12. Count off – 1 – 2 <br />
    13. 13. Principles for Effective Social Media Strategy<br />
    14. 14. A Story about One Organization <br />
    15. 15. <ul><li> Monitor brand and reputation
    16. 16. Identify and reach new supporters
    17. 17. Raise money</li></li></ul><li>ListenEngageRelationshipsMobilize<br />Scale<br />
    18. 18. Listen: Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger<br />
    19. 19. Listening Drove Adoption<br />
    20. 20. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br />
    21. 21. Mobilize<br />
    22. 22. Scale<br />
    23. 23.
    24. 24. Social Media’s Role in Disaster Relief Effort in Haiti <br />
    25. 25.
    26. 26. The Principles of Effective Social Media Strategy<br />
    27. 27. Principles<br />Links to communications strategy or theory of change<br />Listening and monitoring techniques and engages with audience<br />Builds relationships with influencers<br />Makes it easy to remix and share their content<br />Leverages a networked effect<br />Allocated staff time and has experience<br />Fails informatively<br />Uses the right metrics<br />Assesses organizational culture<br />Describes social media use in terms of value, actions, and results – not tools<br />
    28. 28. 1. Links to Communications Strategy or Theory of Change<br />
    29. 29.
    30. 30.
    31. 31. 2. Listen First, Engage Second<br />
    32. 32. Source: Communications Network Listening Presentation OSI Foundation<br />
    33. 33. Engaging in the Conversation Strategically<br />
    34. 34. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
    35. 35.
    36. 36. www.a1plus.am - Armenia<br />
    37. 37. 3. Builds Relationships with Influencers<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43. 4. Makes it easy to remix and share their content<br />
    44. 44.
    45. 45.
    46. 46. Web Site Content<br />
    47. 47. Social Media Outposts<br />
    48. 48. Curated Social Content<br />
    49. 49. 5. Leverage A Networked Effect<br />
    50. 50. Empowering supporters without loosing control …<br />
    51. 51. Example<br />
    52. 52. Networked Effect<br />
    53. 53. 6. Allocate staff time, have expertise to implement strategy<br />
    54. 54.
    55. 55. Well, maybe not dead<br />7. Pick the right metrics to understand what is and what isn’t working<br />
    56. 56.
    57. 57. Seed <br />Identify Influencers<br />Tracking the Funnel<br />ATTENTION<br />Tweets<br />Blog PostsFB StatusFB Wall Posts<br />ENGAGEMENT<br />Click Thrus<br />Retweets<br />Comments<br />CONVERSION<br />Based on: <br />Sean Power and Alistair Croll<br />http://bit.ly/cummunilytics<br />Donations/DollarsOngoing Donor<br />
    58. 58. Seed: Twitalyzer to identify Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
    59. 59. Reach: What the Hashtag Tweets<br />
    60. 60. Engagement: Bit.ly for Click Thrus<br />
    61. 61. 8. Assess Organizational Culture <br />Flickr photos by jamesjordan<br />
    62. 62. Common Concerns<br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
    63. 63. Creating A Safe Place<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
    64. 64. Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn&apos;t <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
    65. 65. Principles<br />Links to communications strategy or theory of change<br />Listening and monitoring techniques and engages with audience<br />Builds relationships with influencers<br />Makes it easy to remix and share their content<br />Leverages a networked effect<br />Allocated staff time and has experience<br />Fails informatively<br />Uses the right metrics<br />Assesses organizational culture<br />Describes social media use in terms of value, actions, and results – not tools<br />
    66. 66. Share Pairs<br />What was the best insight you learned today?<br />What still isn’t clear?’<br />What will you put into practice?<br />What resource or information do you need to help you move forward?<br />Closure<br />Photo by Franie<br />
    67. 67. Thank You! <br />Beth’s Bloghttp://beth.typepad.com<br />Slides and Linkshttp://socialmediafoundations.wikispaces.com/<br />

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