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  • There's another technique I learned to help a group quiet down. It's called 'pass the shuss.' Announce pash the shuss and everyone goes 'shuss.'

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  • 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.
  • 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 Accounts 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 presence (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.
  •’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 The story starts like this:
  • Compasspoint

    1. Your Nonprofit’s Social Media Strategy Map<br />Beth Kanter, Visiting Scholar Packard FoundationFebruary 1, 2010CompassPoint<br />Photo: Brother Grimm<br />
    2. About Me<br />Beth Kanter, Beth’s Blog<br />
    3. #compasspt<br /><br />
    4. 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 />
    5. 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 />
    6. I’ve been following your ant trails …<br />
    7. Stand up, Sit Down<br />
    8. Share Pairs<br />What’s one thing you know about social media that you can share with others today?<br />What do you want to learn today about social media strategy?<br />Photo by Franie<br />
    9. <ul><li> Monitor brand and reputation
    10. Identify and reach new supporters
    11. Raise money</li></li></ul><li>ListenEngageRelationshipsMobilize<br />Scale<br />
    12. 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 />
    13. Listening Drove Adoption<br />
    14. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br />
    15. Mobilize<br />
    16. Scale<br />
    17. Social Media’s Role in Disaster Relief Effort in Haiti <br />
    18. 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 />
    19. 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 />
    20. 1. Links to theory of change or communications objectives<br />
    21. Or maybe it’s getting butts in seats<br />
    22. 2. Listen, Listen, Listen<br />
    23. Source: Communications Network Listening Presentation <br />
    24. Keywords are King!<br />Source: Thomashawk<br />
    25. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
    26. Social Media Dashboards are your best friend …<br />
    27. Listening Tool Box<br />
    28. Engagement As Conversation Starters<br />
    29. Tweeting an Opera <br />
    30. Cultivating Influencers<br />
    31. The Social Life of Content<br />
    32. Social Content and Stories<br />
    33. Platform for Self-Organizing<br />
    34. Allocate staff time, have expertise to implement strategy<br />
    35. Assess Organizational Culture<br />Flickr photos by jamesjordan<br />
    36. 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 />
    37. Social media policy template<br /><ul><li> Encouragement and support
    38. Why policy is needed
    39. Cases when it will be used, distributed
    40. Oversight, notifications, and legal implications
    41. Guidelines
    42. Identity and transparency
    43. Responsibility
    44. Confidentiality
    45. Judgment and common sense
    46. Best practices
    47. Tone
    48. Expertise
    49. Respect
    50. Quality
    51. Additional resources
    52. Training
    53. Press referrals
    54. Escalation
    55. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
    56. Pick the right metrics to measure the results of your experiments<br />Photo by smitty<br />
    57. Well, maybe not dead<br />
    58. KD Paine<br />
    59. Seed <br />Identify Influencers<br />Track the<br />Whole Funnel<br />ATTENTION<br />Tweets<br />Blog PostsFB StatusFB Wall Posts<br />ENGAGEMENT<br />Click Thrus<br />Retweets<br />Comments<br />CONVERSION<br />Donations/DollarsOngoing Donor<br />Based on: <br />Sean Power and Alistair Croll<br /><br />
    60. Seed: Twitalyzer to identify Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
    61. Reach: What the Hashtag Tweets<br />
    62. Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
    63. Human Spectragram: Experience with Tools<br />
    64. Ready to play the Social Media<br />Game? <br />Source: - Blogpoly<br />
    65. David Wilcox<br /><br />
    66.<br />
    67. Photo by Preetam Rai<br />
    68. Network Effe<br />
    69. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
    70. Don’t get hung up if you don’t have enough context. Make it up!
    71. There are no right or wrong answers
    72. Instructions on paper and knowledge in the cards and other people at table</li></li></ul><li>Table Check<br />Leader<br />Communications<br />Technology<br />
    73. 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 />
    74. Objective<br />Each scenario has an objective that you can identify and sharpen … but don’t get stuck<br />Photo by wili/<br />
    75. Audience<br /><ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group?
    76. Is this a target group identified in your organization’s communications plan?
    77. What do they know or believe about your organization or issue? What will resonate with them?</li></li></ul><li>2. Use the people cards to identify audience<br />
    78. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />3. Review Strategy Blocks<br />
    79. 4. Pick Your Tools: You Only Get Ten Points!<br />
    80. Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00<br />
    81. Refine Objective<br /> Identify Audience<br /> Review the Strategy Approaches<br /> Pick Tools<br /> Lunch<br /> Reports <br /> Reflection<br />
    82. Reports<br /><ul><li>Summarize strategy decisions
    83. Summarize discussions</li></ul>Scenario A: Regional Arts OrganizationTables 1, 3, 5<br />Scenario B:<br />Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6<br />Scenario C:<br />Youth for Better After School ProgramsTables: 7, 8, 9, 10<br />
    84. 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 />
    85. Thank You! <br />Beth’s Blog<br />Have a blog post topic idea?<br />