8 Principles for Using Social Media Effectively, by Beth Kanter

5/19/09 8 Principles for Using Social Media Effectively Beth Kanter, Visiting Scholar Packard Foundation Flickr photo by euart Effective Social Media Strategy Learning Capacity Culture Flickr Photo by toby_maloy 1

5/19/09 The Tower and The Cloud Flickr photos by jamesjordan How are they different? Traditional Media Social Media Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin 2

5/19/09 Social Media: Strategy Blocks Community Building & Social Generate Networking Share Buzz Story Participate Listen Crawl ………..……Walk …….…….. Run ……..…………….Flyl acticaches Tool Selection Community Generate Building & Share Buzz Social Story Networking Listen Participate 10hr 15hr 20hr Pick the right the tools and sites Less Time More time 3

5/19/09 1. Use listening and monitoring techniques to develop understanding of the audience 4

5/19/09 The Red Cross Case Study: Listening Comes First • First project was a listening project over two years ago • People were talking and they needed to listen • At first, felt like going to war, but changed internal perception of social media Listen: Monitor, Compile, Distribute Wendy Harman 5

5/19/09 Listen: Leads to Participation “I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” - Blogger Listen: Everyone in the Network is Listening 6

5/19/09 Listen: What’s the Value? • Changes internal perception of social media value • Improves relationships with audience and identifies influencers • Incremental improvements for campaigns • Working with affiliates Email Marketing Social Media 2. Engage in two-way conversation with audience versus blasting out message 7

5/19/09 People share their wildlife sightings 8

5/19/09 3: Build relationships with influencers in their social media online space 9

5/19/09 Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever) Empowering supporters without loosing control … 10

5/19/09 4. Makes it easy for their supporters to remix and distribute their content 11

5/19/09 9:00 • Monitor RSS 9:30 • Twitter 10:00 •Content Creation 11:00 •Social Networking 5: Allocate enough staff time and has the expertise to implement strategy 12

5/19/09 Well, maybe not dead 6. Uses the right metrics to understand what is and what isn’t working Engagement Create Metrics Critic Comment 5 Collect Click 13

5/19/09 7. Launches small pilots and reiterates and understands how to fail in the right way 14

5/19/09 Culture: 8: Assessed organizational culture and has strategies to address fears, concerns, and other barriers to adoption Common Concerns Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more 15

5/19/09 Can employees participate on organization time? Should there be an oversight committee? Should the organization indicate what employees do with their personal use of social media? Should employees disclose or hide their organizational affiliation? Discussion on possible scenarios and resulting decisions Eight Principles 1. Listen 2. Engage 3. Relationships with influencers 4. Make it easy to remix and distribute 5. Staff time and expertise 6. The right metrics 7. Small pilots and reiterate 8. Assess organizational culture Allocate enough staff time and has the expertise to implement strategy blasting out message 16

5/19/09 Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org 17

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8 Principles for Using Social Media Effectively, by Beth Kanter

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8 Principles for Using Social Media Effectively, by Beth Kanter Document Transcript