http://www.flickr.com/photos/martinlabar/3248079595/Eugene Kim used the metaphor of the ants. They do two things leave and follow trails and haul things. They basically leave a trail that says "I was here." That way others can find them and connect. He applied the metaphor to Twitter. Twitter is simply an ant trail. We can leave a pulse, it is simple and easy. It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.
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.
http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
Objectives<br />Experience a social media
strategy planning session that integrates social media with overall communications plan and Internet strategy <br />Address organizational culture and capacity issues that often arise when a new technology is introduced <br />Identify one thing you can do to change your organization’s practice around social media<br />
Agenda<br />9:30-10:45 am <br />Introductions
and Ice Breaker<br />Principles of Effective Social Media Strategy<br />10:45-11:00<br />Spectra Gram and Quick Break<br />11:00- 12:00<br />Small Groups to Play Simulation Game<br />12:00-12:45<br />Lunch12:45-1:45<br />Small Groups Report Questions<br />1:45-2:00Reflection<br />
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 />
Social Content<br />acticaches<br />Social Media:
Tactics and Tools<br />Community Building & Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome<br />Less Time<br />More time<br />
The Principles<br />Links to communications
objectives<br />Listen, Listen, Listen<br />Engagement: Conversation Starters<br />Cultivate Influencers<br />The Social Life of Content <br />Platform for Self-Organizing<br />Staff time and expertise<br />Assessing Organizational Culture<br />The right metrics<br />Small pilots, fail fast, reiterate<br />a<br />
“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!) ”<br />Danielle Brigida<br />
Assess Organizational Culture<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 />
Each table will have one
scenario!<br />Scenario A: Regional Arts OrganizationTables 1, 2, 7<br />Scenario B:<br />Save the Earth Worms Local Campaign AffiliateTables: 3, 4, 8<br />Scenario C:<br />Youth for Better After School ProgramsTables: 5, 6, 9, 10<br />
Reflection<br />How will you apply
what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?<br />What is the first step you will take?<br />