9. Listen: Monitor, Compile, Distribute 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
17. Principles A Bridge to Offline Behavior Change or Action Listen First, Engage Second Build Relationships with Influencers Leveraging A Networked Effect Web Content Has A Social Life Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea
18. Community Building & Social Networking GenerateBuzz Social Content Engage Listen Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Flyl
19. Social Content acticaches Social Media: Tactics and Tools Community Building & Social Networking GenerateBuzz Listen Engagement 10hr 15hr 20hr Support Overall Communications and Internet Strategy Less Time More time
24. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ” Danielle Brigida
43. 8. Assess Organizational Culture Flickr photos by jamesjordan
44. 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
64. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
65. Creating A Safe Place Identify worst case scenarios Develop contingency plans Prepare for the failures
66. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
67. Principles A Bridge to Offline Behavior Change or Action Listen First, Engage Second Build Relationships with Influencers Leveraging A Networked Effect Web Content Has A Social Life Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea
68. Thank You! Beth’s Bloghttp://beth.typepad.com Have a blog post topic idea?beth@bethkanter.org
Editor's Notes
http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
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.
A Bridge to Offline Behavior Change or ActionListen First, Engage SecondBuild Relationships with InfluencersLeveraging A Networked EffectWeb Content Has A Social LifeStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culturea
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 ..
