The Secret Sauce to Social Media Strategy Success! Beth Kanter, Beth’s Blog Chicago Media Workshop Chicago, 2009 Flickr ph...
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...
What’s your burning question about social media strategy and metrics?  Find someone in the room you don’t know Share it Tw...
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 <ul><li>What do you want to accomplish?  </li></ul><ul><li>How does a social media strategy support your communi...
To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his...
Audience <ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group?   </li><...
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 ...
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 or...
Can employees participate on organization time? Should there be an oversight committee? Should the organization indicate w...
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...
acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tool...
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’...
Listen Learn Adapt Return on Insight Photo by lwr
Put on your listening ears
Before During After
Some listening tools …
<ul><li>First project was a listening project over two years ago </li></ul><ul><li>People were talking and they needed to ...
Listen:  Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The loc...
Look for Trends Over Time Very important step!
<ul><li>Changes internal perception of social media value </li></ul><ul><li>Improves relationships with audience and ident...
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.&quot;  - 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 anthrop...
Twitter As Focus Group
Source: Nina Simon http://museumtwo.blogspot.com
Source: Nina Simon http://museumtwo.blogspot.com
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
Source: Nina Simon http://museumtwo.blogspot.com
How might the Smithsonian use this research to improve its web presence or visitor content?
<ul><li>Document on the fly  </li></ul><ul><li>Test and tweak  </li></ul><ul><li>Pick the right hard data points </li></ul...
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, audienc...
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 want...
 
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
Remember … <ul><li>Don’t take off your listening ears </li></ul><ul><li>Think like a scientist and primatologist </li></ul...
Number of Months  Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
<ul><li>10:30-10:45 </li></ul><ul><li>Small Group Activity </li></ul><ul><li>How might you apply listen, learn, and adapt ...
Thank You!  Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address]
Upcoming SlideShare
Loading in...5
×

Community Media Workshop: Chicago

2,735

Published on

Published in: Technology, Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,735
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • http://www.flickr.com/photos/sashamd/1413216979/
  • Transcript of "Community Media Workshop: Chicago"

    1. 1. The Secret Sauce to Social Media Strategy Success! Beth Kanter, Beth’s Blog Chicago Media Workshop Chicago, 2009 Flickr photo by sashamd
    2. 2. Workshop Leader Beth Kanter, Beth’s Blog
    3. 3. 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
    4. 4. 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
    5. 5. If you’re jumping off the social media cliff, are you a lemming? Flickr photo just jump
    6. 6. Play
    7. 7. BTW, Disney carefully choreographed that sequence …
    8. 8. The point is that if you’re going to jump off the social media cliff Flickr photo by rooreynolds
    9. 9. Make sure your parachute opens Objective Audience Strategy Capacity Culture Tools Photo by petercipollone
    10. 10. Objective <ul><li>What do you want to accomplish? </li></ul><ul><li>How does a social media strategy support your communications objective? </li></ul>Photo by wili/
    11. 11. 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
    12. 12. Audience <ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group? </li></ul><ul><li>Is this a target group identified in your organization’s communications plan? </li></ul><ul><li>What do they know or believe about your organization or issue? What will resonate with them? </li></ul><ul><li>What key points do you want to make with your audience? </li></ul>
    13. 13. What are they doing online?
    14. 15. What research do you need?
    15. 16. 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 &quot; What's Next In Media ?&quot; by Neil Perkin Understand the Difference
    16. 17. The Tower and The Cloud Flickr photos by jamesjordan
    17. 18. Strategies to address fears, concerns, and other barriers to adoption
    18. 19. 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
    19. 20. 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
    20. 21. Allocate staff time, have expertise to implement strategy
    21. 22. Pick tools strategically to met objectives
    22. 23. Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Share Story Monitor Participate Community Building & Social Networking
    23. 24. 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
    24. 25. Let’s not forget the secret sauce! Objective Audience Strategy Capacity Culture Tools
    25. 26. David Armano says Insight must before Investment when implementing a social media project. David Armano Go read it, I’ll wait. Listen, Learn, Adapt
    26. 27. Listen Learn Adapt Return on Insight Photo by lwr
    27. 28. Put on your listening ears
    28. 29. Before During After
    29. 30. Some listening tools …
    30. 31. <ul><li>First project was a listening project over two years ago </li></ul><ul><li>People were talking and they needed to listen </li></ul><ul><li>At first, felt like going to war, but changed internal perception of social media </li></ul>The Red Cross Case Study: Listening Comes First
    31. 32. 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
    32. 33. Look for Trends Over Time Very important step!
    33. 34. <ul><li>Changes internal perception of social media value </li></ul><ul><li>Improves relationships with audience and identifies influencers </li></ul><ul><li>Incremental improvements for campaigns </li></ul><ul><li>Working with affiliates </li></ul>Listen: What’s the Value?
    34. 35. Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response
    35. 36. Crowdsourcing the Institution’s Strategic Vision
    36. 38. Learn http://www.flickr.com/photos/lwr/1408972724/
    37. 39. “ If you don’t launch, you don’t learn.” David Armano
    38. 40. “ We spend more time figuring out whether something is a good idea than we would have just trying it.&quot; - Clay Shirky
    39. 41. Think like a rocket scientist Essential Optional
    40. 42. Observe and sift through qualitative data like a Primatologist
    41. 43. You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
    42. 44. Twitter As Focus Group
    43. 45. Source: Nina Simon http://museumtwo.blogspot.com
    44. 46. Source: Nina Simon http://museumtwo.blogspot.com
    45. 47. Source: Nina Simon http://museumtwo.blogspot.com
    46. 48. They think the people who work at the Smithsonian are cool Source: Nina Simon http://museumtwo.blogspot.com
    47. 49. Source: Nina Simon http://museumtwo.blogspot.com
    48. 50. Source: Nina Simon http://museumtwo.blogspot.com
    49. 51. How might the Smithsonian use this research to improve its web presence or visitor content?
    50. 52. <ul><li>Document on the fly </li></ul><ul><li>Test and tweak </li></ul><ul><li>Pick the right hard data points </li></ul><ul><li>Harvest insights </li></ul><ul><li>Look at what other nonprofits are doing in the space </li></ul><ul><li>Pause for reflection time before next reiteration: How to improve results? </li></ul>My Learning Process For Every Campaign…
    51. 53. Document on the fly
    52. 54. I like to visually document too …
    53. 55. Test and Tweak
    54. 56. Look at numbers .. You still have to measure to improve
    55. 57. Harvest Insights
    56. 58. Synthesize
    57. 59. The most important thing: Pick the right social media metric!
    58. 60. My point: It’s not all about page views Not dead!
    59. 61. Create Comment Click Collect Critic Engagement Metrics
    60. 62. There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy
    61. 63. Adapt http://www.flickr.com/photos/lwr/1408972724/
    62. 64. This is the hard part
    63. 65. You have to be nimble
    64. 66. The Humane Society knows this …
    65. 69. Did they stop doing photo contests as a result? They adapted … Thank God!
    66. 70. 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. “
    67. 72. 3,000 submissions 3,000 submissions
    68. 73. Did it evolve?
    69. 74. Wisdom of the Crowds Meets Person-to-Person Fundraising
    70. 76. 13,000 installations
    71. 77. Was it worth it?
    72. 78. It is easier to adapt your social media project Harder to adapt your organization One Last Thing
    73. 79. Remember … <ul><li>Don’t take off your listening ears </li></ul><ul><li>Think like a scientist and primatologist </li></ul><ul><li>Evolution is a good thing </li></ul>
    74. 80. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
    75. 81. <ul><li>10:30-10:45 </li></ul><ul><li>Small Group Activity </li></ul><ul><li>How might you apply listen, learn, and adapt to your organization’s social media strategy? </li></ul><ul><li>What are some challenges? </li></ul><ul><li>10:45-11:00 </li></ul><ul><li>Full Group Laser Out Report Reflection </li></ul><ul><li>Key takeaway </li></ul>
    76. 82. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address]

    ×