Community Media Workshop: Chicago

The Secret Sauce to Social Media Strategy Success! Beth Kanter, Beth’s Blog Chicago Media Workshop Chicago, 2009 Flickr photo by sashamd

Workshop Leader Beth Kanter, Beth’s Blog

Agenda 9:00-9:30 Introduction and Icebreaker 9:30-10:30 Presentation Social Media Strategy and the Secret Sauce 10:30-10:45 Small Group Activity 10:45-11:00 Full Group Laser Out Report Reflection

What’s your burning question about social media strategy and metrics? Find someone in the room you don’t know Share it Twitter style! (140 characters is the length of a headline) “ ReTweet” three times Report out and create Wordle

If you’re jumping off the social media cliff, are you a lemming? Flickr photo just jump

Play

BTW, Disney carefully choreographed that sequence …

The point is that if you’re going to jump off the social media cliff Flickr photo by rooreynolds

Make sure your parachute opens Objective Audience Strategy Capacity Culture Tools Photo by petercipollone

Objective

What do you want to accomplish?

How does a social media strategy support your communications objective?

Photo by wili/

To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office

Audience

Who must you reach with your social media efforts to meet your objective? Why this target group?

Is this a target group identified in your organization’s communications plan?

What do they know or believe about your organization or issue? What will resonate with them?

What key points do you want to make with your audience?

What are they doing online?

What research do you need?

Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation Traditional Media Social Media Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Understand the Difference

The Tower and The Cloud Flickr photos by jamesjordan

Strategies to address fears, concerns, and other barriers to adoption

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 Common Concerns

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 Photo by axis

Allocate staff time, have expertise to implement strategy

Pick tools strategically to met objectives

Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Share Story Monitor Participate Community Building & Social Networking

acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tool Selection Pick the right the tools and sites Share Story

Let’s not forget the secret sauce! Objective Audience Strategy Capacity Culture Tools

David Armano says Insight must before Investment when implementing a social media project. David Armano Go read it, I’ll wait. Listen, Learn, Adapt

Listen Learn Adapt Return on Insight Photo by lwr

Put on your listening ears

Before During After

Some listening tools …

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

The Red Cross Case Study: Listening Comes First

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

Look for Trends Over Time Very important step!

Changes internal perception of social media value

Improves relationships with audience and identifies influencers

Incremental improvements for campaigns

Working with affiliates

Listen: What’s the Value?

Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response

Crowdsourcing the Institution’s Strategic Vision

Learn http://www.flickr.com/photos/lwr/1408972724/

“ If you don’t launch, you don’t learn.” David Armano

“ We spend more time figuring out whether something is a good idea than we would have just trying it." - Clay Shirky

Think like a rocket scientist Essential Optional

Observe and sift through qualitative data like a Primatologist

You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”

Twitter As Focus Group

Source: Nina Simon http://museumtwo.blogspot.com

They think the people who work at the Smithsonian are cool Source: Nina Simon http://museumtwo.blogspot.com

Source: Nina Simon http://museumtwo.blogspot.com

How might the Smithsonian use this research to improve its web presence or visitor content?

Document on the fly

Test and tweak

Pick the right hard data points

Harvest insights

Look at what other nonprofits are doing in the space

Pause for reflection time before next reiteration: How to improve results?

My Learning Process For Every Campaign…

Document on the fly

I like to visually document too …

Test and Tweak

Look at numbers .. You still have to measure to improve

Harvest Insights

Synthesize

The most important thing: Pick the right social media metric!

My point: It’s not all about page views Not dead!

Create Comment Click Collect Critic Engagement Metrics

There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy

Adapt http://www.flickr.com/photos/lwr/1408972724/

This is the hard part

You have to be nimble

The Humane Society knows this …

Did they stop doing photo contests as a result? They adapted … Thank God!

Carrie Lewis, HSUS “ Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “

3,000 submissions 3,000 submissions

Did it evolve?

Wisdom of the Crowds Meets Person-to-Person Fundraising

13,000 installations

Was it worth it?

It is easier to adapt your social media project Harder to adapt your organization One Last Thing