Health Organizations: Social Media

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  • If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
  • http://www.flickr.com/photos/rg-b/3243840206/
  • http://www.flickr.com/photos/tom-poes/505598151/in/photostreamI’ve been watching you ….Some of you already know that ….
  • Free Agents and Nonprofits in A Networked World
  • http://www.flickr.com/photos/nep/2284817865/
  • http://www.flickr.com/photos/nep/2284817865/
  • Number of Toolshttp://www.flickr.com/photos/ebarney/3348965637/sizes/l/Stay standing, listening to what saying about your brandStay standing, promoting your message Twitter, Share this buttonStay standing, participatingStay standing, content strategy for your social channels that is integrated, encouraging user generated content …Stay standing, if you havemeasurement and reflection strategyChallengesStrategyWe don’tNot linked to organizational mission orLack a plan on what to use it for.Content Strategy: Updating and putting only whats relevant on the web.Not having a strategy. We have dabbled but are not focused and do not have a good strategy around how and when we should use it.CapacityStaff and volunteer capacity is currently limited.Time to set-up and maintain the page.Our biggest challenge around using social media is learning how to create more visibility for our agency and programs using existing and new tools, while having limited financial and human resources.Choosing where to focus my energy on. Since small non-profits use a lot of student intern help, how do we chunk out the work so that we can assign tasks to these interns (and not lose control of it)Staff investment in carving out time for social media content.CultureUnderstanding how it can benefit the mission of the organizationDisagreement within the organization on the goals and purpose of adopting social media. Some people are eager to immediately adopt the latest technology, others are cautious.Resistance from executive leadership to use social media based on the risks involved.Lack of Measurement StrategyNo Measurement StrategyFiguring out where to invest timeLearning how to manage it effectively, involving/interesting our elderly clientsHaving time to effectively maximize the use of social media & knowing what are the best tools to utilize.What to post and how often to post.Figuring out whether it really makes a differenceMeasuring results from social media efforts.Updating content often enough - knowing how much is too much or not enough.Prioritization and/or ruling out non-critical stuffStaying relevant - making sure that what we post is valuable, posting frequently, and paying attention to "insights" - do they really matter? I have no idea!
  • These are different levels of nonprofit social media practice –They go from beginner to advanceAs you move up and through different levels, you need to invest more time, but you get more returnsThe idea is that you’re always moving forward and improving to your capacity …..
  • Let’s look at the model in terms of tools that you might use at each level …..Ask how many using what tools for each ..
  • IF you’re crawling, raise your handAsk people to share what that looks like and whyIf you’re walking, raise your handAsk people to share what that looks like and whyWho is running?What does that look likeWho is flying?
  • http://www.youtube.com/watch?v=_ANboUjG6GQ&feature=player_embeddedFacebook has become a forum to get people’s questions answered about public healthIf someone asks a question, and they didn’t get to it in time – other people answer itBooking an appointment, couldn’t make it appointment, taking two weeksAsking people for advicePaying attentionQuestion about the two different types of flu vacines ..Person answered, manager put a clarifying answer onTwitter: Helpful, esp. with h1n1 – real-time input – real time conversation, get people’s updates fastConversation – re: h1n1 – help me understand why it is so much more dangerous than regular flu?Helpful to reach reporters – first day h1n1 – fox 13 was camped outside city clinic – getting people to go another clinicReporter had tweeted he was sitting outside at one – and she suggested an alternativeSee you thereDid not take any effort
  • http://pulseandsignal.com/interview/salt-lake-valley-health-department-one-year-later/
  • Photo by Lab2112http://www.flickr.com/photos/lab2112/387401503/For the past five years, I’ve been asking nonprofits on surveys to tell me stories about how social media provides value to their organization. It has always been the most disappointing part of the survey results – because people don’t answer or not enough stories.I’m pleased to report that here in Seattle – it wasn’t the case. There were so many wonderful stories that it was hard for me to pick just a few … and if I call out your organization – I hope you will come to the mic and answer a few questions …
  • http://cardcanhelp.org/Many hundreds of people have connected to us via social media. It has allowed us to spread our message faster, wider, deeper than ever.
  • I will answer only for my program, the Global Initiative for Breast Cancer Awareness, and not all of IIE: sharing videos has been a powerful way to communicate impact of our work, as well as share ideas among participants/teams in the ten countries for how to raise awareness.
  • Better connections with others in the field; found conference speakers via social media.
  • http://www.hesperian.org
  • 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.
  • Take Shawn Ahmed for example ….Shawn Ahmed is 29 year-old Canadian from Toronto and is the founder of the “The Uncultured Project.” He raises money and awareness on the issue of extreme global poverty. He is idealistic, facile with social media and works outside the walls of an institution. He’s passionate about wanted to end global poverty and wants to do it on his terms.But as he acknowledges, that he can’t do it alone.http://www.flickr.com/photos/uncultured/1173511851/
  • By sharing this journey on social networks like YouTube and Twitter, he is inspiring other people to talk about issue of global poverty and take action, and as he says He has started a social movement in the palm of his handsBut what happens when he reaches out to nonprofits? Do they embrace him?
  • We witnessed this collision first hand during our session on the Networked Nonprofit at the NTEN NTC Conference as Shawn’s frustration with traditional organizations spilled over. He grabbed the microphone to address the room full of nonprofit professionals and said, “the problem isn’t social media, the problem is that YOU are the fortress.Social media is not my problem: I have over a quarter million followers on Twitter, 10,800 subscribers on YouTube, and 2.1 million views. Yet, despite that, I have a hard time having you guys take me seriously. “: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously.
  • He turned and pointed a finger at Wendy Harman from the Red Cross who was in the room. He told the room full of nonprofits staffers …..When the Haiti earthquake struck, I contacted the Red Cross. I offered to connect the community supporting my work with your efforts in Haiti. But I was dismissed as ‘just a guy on YouTube’”.
  • http://www.flickr.com/photos/7438870@N04/1709710149/
  • I also asked a question about challenges – to help shape my presentation. It came down to four areas.Strategy, Capacity, Culture, and Measurement and ImprovementOne thing we know is that it isn’t the different tools you use that helps you move to the different levels. There are challenges as I learned through StrategyNo strategy or missing component – no web site or digital home baseNot linked to organizational mission orLack a plan on what to use it for.Content Strategy: Updating and putting only whats relevant on the web.Not having a strategy. We have dabbled but are not focused and do not have a good strategy around how and when we should use it.CapacityStaff and volunteer capacity is currently limited.Time to set-up and maintain the page.Our biggest challenge around using social media is learning how to create more visibility for our agency and programs using existing and new tools, while having limited financial and human resources.Choosing where to focus my energy on. Since small non-profits use a lot of student intern help, how do we chunk out the work so that we can assign tasks to these interns (and not lose control of it)Staff investment in carving out time for social media content.CultureUnderstanding how it can benefit the mission of the organizationDisagreement within the organization on the goals and purpose of adopting social media. Some people are eager to immediately adopt the latest technology, others are cautious.Resistance from executive leadership to use social media based on the risks involved.Lack of Measurement StrategyNo Measurement StrategyFiguring out where to invest timeLearning how to manage it effectively, involving/interesting our elderly clientsHaving time to effectively maximize the use of social media & knowing what are the best tools to utilize.What to post and how often to post.Figuring out whether it really makes a differenceMeasuring results from social media efforts.Updating content often enough - knowing how much is too much or not enough.Prioritization and/or ruling out non-critical stuffStaying relevant - making sure that what we post is valuable, posting frequently, and paying attention to "insights" - do they really matter? I have no idea! 
  • How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
  • How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
  • http://www.flickr.com/photos/yandle/844341197/Lay out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
  • How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
  • 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?
  • Wahi Media is doing some exciting things with this idea, in a more sophisticated way. "Wahi" stands for "web automated human interaction." This approach involves a simulated conversation, in which a person or people in a video talk and ask questions of the viewer. Depending on the viewer's responses, the subsequent videos are tailored to provide messages that directly address their knowledge, attitudes and behaviors, as well as collecting the data for later analysis. The newly launched TeenTruth.org site from the Florida Department of Health uses a Wahi to talk to teens, parents and other audiences about the reality of the lives of teenagers. In addition to a direct "conversation," the site also includes dramatic vignettes in which characters then turn to the camera to ask what you would do or what you think. The branching is seamless, so it feels like a coherent whole.
  • http://blog.social-marketing.com/2010/04/shall-we-play-game-interactive.html
  • http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
  • So November (diabetes awareness month) is over and the Big Blue Test event we held this year is also behind us. We are so proud and happy about the results that I wanted to share them here, so we could all celebrate together as a TuDiabetes family!Maybe you know the story by now, but in case you don't, the video has accumulated more than 123,000 views and we passed 100,000 views some time between Nov. 13 and Nov. 14 (depending on where in the world you live). So we reached the goal!As a result of this, Roche will soon be sending their donation of $75,000 to the Diabetes Hands Foundation. Of these funds, $74,000 will be regranted to two charities:* Half will go to Insulin For Life.* The other half, to International Diabetes Federation, earmarked for their Life for a Child program.Both are humanitarian programs that assist children with diabetes in need in third world countries (at times, Insulin For Life works with Life For a Child to source particular needs). Based on their past record track and their past financial reports, we estimated that roughly each of the first 100,000 views (the ones that counted towards the donation) translated into approximately one week's worth of insulin given to a child in need.
  • http://www.flickr.com/photos/valeriebb/318077312/in/photostream/
  • http://disruptology.com/10-social-media-tasks-for-summer-interns/
  • http://www.flickr.com/photohttp://www.slideshare.net/jeremiah_owyang/career-social-strategist?from=embeds/jeremiah_owyang/5162385707/The culture of acompany directly influences how they develop their organizational formation. Weidentified five models for how companies organize for social media, and asked SocialStrategists how they’re currently formed. Nearly 60% of surveyed Social Strategistsclassified their organizational model as “Hub and Spoke” or “Multiple Hub and Spoke”(also known as “Dandelion”), in which a central hub provides guidance, resources andcoordination to business units (See Figure 5). We found that 82% of those in theseorganizational models had reached sophistication, self-identifying their programs asFormalized, Mature, or Advanced. Expect more companies to model in either “Hub andSpoke” or “Multiple Hub and Spoke,” as these formations are best equipped to scale tomeet demands from both internal and external stakeholders4
  • http://www.flickr.com/photos/jreed/322057841/
  • http://socialmediatoday.com/content/6-ways-waste-your-time-social-medhttp://www.flickr.com/photos/inel/4160678255/ia?utm_source=smt_newsletter&utm_medium=email&utm_caSocial Media Marketing is a helpful tool, but you have to be careful not to waste time on unnecessary and even harmful actions in your quest to make the most of this new tool. Here are six big time-wasters to be aware of:Subscribing to too many Blogs. I highly recommend that you subscribe to relevant blogs for your industry, but be picky, be realistic, and set an egg timer. The point is that you cannot be everywhere, you just can't. So choose your feeds wisely. Following blogs won't do you any good if you don't have time to read, understand, and respond when necessary. You may want to respond by sharing with others, you might join the conversation, you might need to adjust something you are doing based on this new information. So don't over do it, because if you read ALL the relevant blogs there will be no time to respond accordingly.Reading every Tweet, Facebook post, or Status Update. This is similar to subscribing to too many blogs. You want to follow them because they have good stuff to say, but once you begin to follow a big crowd you can't catch every little thing. So don't feel guilty if you miss some posts. I highly recommend making Favorites Lists (“Groups” in Facebook) so that you can make sure to catch everything that the most relevant people have to say. **Disclaimer: if you have time to read a ton, read as much as you realistically have time for. I think listening (reading) is one of the most important parts of social media marketing, but don't kill your productivity by reading all day long.Getting involved in too many different social media sites. Keep it to the sites that are most relevant to your immediate fan base. We use Facebook, YouTube, Twitter, LinkedIn, Blogs, & a few Forums. We post to a few main forums that speak to our industry. We comment on blog articles that are relevant and we can add some value to. We write our own blog, and we are maintaining our Twitter, Facebook, LinkedIn and YouTube profiles. There certainly are more options for us, but this is where we find our specific community interacts. Your industry may have a ton of forums but not a lot of bloggers. It is certainly industry specific. Don't be afraid to ask customers where they “hang-out”, and don't be afraid to try something, give it the appropriate time to see if it works, and then make your exit if you find it does not work for your needs.mpaign=newsletterChecking your social media too often. Block out specific times of day where you spend 30 minutes or an hour, reading and replying on your social media pages. Don't let the urge to hop over and check it every hour pull you under. Then the day is over and all you have to show for it is your social media posts and by then you are running out of good original work and content to talk about anyway.Following or Friending people who are not a part of your community. Do you automatically let anyone who asks you to be a friend, be a friend? Do you automatically follow any Twitter follower that follows you? This can be a humongous waste of time. Again, you have to be choosy. Don't let anyone who is not relevant to your business take any of your time or energy. There are many types of relevant people in this world; mentors, prospects, clients, industry experts, P.R. connections, local connections, you will have to make the final decision. The important thing here is to not let a bunch of spamming, get rich quick, time wasters get mixed into your community.Posting repeat messages or setting up automated messages. I know this sounds ridiculous that these two things actually waste your time, but let me explain. If you set up automated status updates through ping or an rss feed you are wasting your time and everyone else's. No one wants to read automatic status updates. Everyone knows they are automated, especially if they are following several industry giants and see the same thing posted, verbatim, over and over. Those messages are not personal and will send your followers straight to their Unfollow buttons.I have seen many companies on many occasions who have a slogan or an elevator pitch or a special claim to fame, use that message non-stop on their social media feeds. I have even witnessed updates like these containing the exact same typo they had in the previous version of it. I have also seen this status update posted multiple times in the same day! Talk about exasperating. Can you imagine in your twitter feed, over and over again all day “companyxyz: We're the home of the Award Winning Acme XYZ Thing-a-ma-jig!” Literally copied & pasted all day long? Not so good. #UnfollowHow do you keep from wasting valuable time while tackling your Social Media Marketing?
  • http://socialmediatoday.com/content/6-ways-waste-your-time-social-medhttp://www.flickr.com/photos/inel/4160678255/ia?utm_source=smt_newsletter&utm_medium=email&utm_caSocial Media Marketing is a helpful tool, but you have to be careful not to waste time on unnecessary and even harmful actions in your quest to make the most of this new tool. Here are six big time-wasters to be aware of:Subscribing to too many Blogs. I highly recommend that you subscribe to relevant blogs for your industry, but be picky, be realistic, and set an egg timer. The point is that you cannot be everywhere, you just can't. So choose your feeds wisely. Following blogs won't do you any good if you don't have time to read, understand, and respond when necessary. You may want to respond by sharing with others, you might join the conversation, you might need to adjust something you are doing based on this new information. So don't over do it, because if you read ALL the relevant blogs there will be no time to respond accordingly.Reading every Tweet, Facebook post, or Status Update. This is similar to subscribing to too many blogs. You want to follow them because they have good stuff to say, but once you begin to follow a big crowd you can't catch every little thing. So don't feel guilty if you miss some posts. I highly recommend making Favorites Lists (“Groups” in Facebook) so that you can make sure to catch everything that the most relevant people have to say. **Disclaimer: if you have time to read a ton, read as much as you realistically have time for. I think listening (reading) is one of the most important parts of social media marketing, but don't kill your productivity by reading all day long.Getting involved in too many different social media sites. Keep it to the sites that are most relevant to your immediate fan base. We use Facebook, YouTube, Twitter, LinkedIn, Blogs, & a few Forums. We post to a few main forums that speak to our industry. We comment on blog articles that are relevant and we can add some value to. We write our own blog, and we are maintaining our Twitter, Facebook, LinkedIn and YouTube profiles. There certainly are more options for us, but this is where we find our specific community interacts. Your industry may have a ton of forums but not a lot of bloggers. It is certainly industry specific. Don't be afraid to ask customers where they “hang-out”, and don't be afraid to try something, give it the appropriate time to see if it works, and then make your exit if you find it does not work for your needs.mpaign=newsletterChecking your social media too often. Block out specific times of day where you spend 30 minutes or an hour, reading and replying on your social media pages. Don't let the urge to hop over and check it every hour pull you under. Then the day is over and all you have to show for it is your social media posts and by then you are running out of good original work and content to talk about anyway.Following or Friending people who are not a part of your community. Do you automatically let anyone who asks you to be a friend, be a friend? Do you automatically follow any Twitter follower that follows you? This can be a humongous waste of time. Again, you have to be choosy. Don't let anyone who is not relevant to your business take any of your time or energy. There are many types of relevant people in this world; mentors, prospects, clients, industry experts, P.R. connections, local connections, you will have to make the final decision. The important thing here is to not let a bunch of spamming, get rich quick, time wasters get mixed into your community.Posting repeat messages or setting up automated messages. I know this sounds ridiculous that these two things actually waste your time, but let me explain. If you set up automated status updates through ping or an rss feed you are wasting your time and everyone else's. No one wants to read automatic status updates. Everyone knows they are automated, especially if they are following several industry giants and see the same thing posted, verbatim, over and over. Those messages are not personal and will send your followers straight to their Unfollow buttons.I have seen many companies on many occasions who have a slogan or an elevator pitch or a special claim to fame, use that message non-stop on their social media feeds. I have even witnessed updates like these containing the exact same typo they had in the previous version of it. I have also seen this status update posted multiple times in the same day! Talk about exasperating. Can you imagine in your twitter feed, over and over again all day “companyxyz: We're the home of the Award Winning Acme XYZ Thing-a-ma-jig!” Literally copied & pasted all day long? Not so good. #UnfollowHow do you keep from wasting valuable time while tackling your Social Media Marketing?
  • http://www.flickr.com/photos/shutterbug587/3755975504/
  • http://www.flickr.com/photos/24443965@N08/3639694353/
  • http://www.flickr.com/photos/avlxyz/2077892948/sizes/o/in/photostream/
  • http://www.flickr.com/photos/25422151@N04/4332154161/in/faves-cambodia4kidsorg/
  • http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
  • Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
  • http://www.flickr.com/photos/65359853@N00/5495895362/sizes/o/Ihttp://www.flickr.com/photos/65359853@N00/n/faves-cambodia4kidsorg/
  • “I made a mistake.”   Those are hard words for some people to utter when there has been a screw up and they’re responsible for it.   It is especially hard given the blame game culture that exists in most workplaces and work relationships.  That’s where people are quick to point a finger at you and make you feel shame.  After all, nothing focuses the mind as like a hanging as Samuel Johnson once said.Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
  • “I made a mistake.”   Those are hard words for some people to utter when there has been a screw up and they’re responsible for it.   It is especially hard given the blame game culture that exists in most workplaces and work relationships.  That’s where people are quick to point a finger at you and make you feel shame.  After all, nothing focuses the mind as like a hanging as Samuel Johnson once said.Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
  • If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”

Transcript

  • 1. Crawl, Walk, Fly, Run:Principles of Social Media in Practice
    UC Berkeley Center for Health Leadership
    Beth Kanter, Zoetica
  • 2. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
    Inspiration
  • 3. Principles of Social Media Practice
    AGENDA
    OUTCOMES
    • Introduction/Ice Breaker
    • 4. Crawl, Walk, Run, Fly
    • 5. Case Studies
    Lunch
    Leave the room with a basic understanding of the social media practice model and one small step
    FRAMING
    • Practitioners: Wide Range
    • 10. Learning from adjacent practices
    • 11. Interactive
    • 12. http://bit.ly/health-orgs
    • 13. #netnon
  • Photo by sveeta
    Be warned: Don’t just sit back and passively listen
  • 14. Share Pairs and Table Shares
  • 15. I’ve been watching you …..
  • 16.
  • 17. Networked NGOs in the Arab World
  • 18.
  • 19.
  • 20.
  • 21. My father was a doctor and interested physical fitness through swimming
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. “Social media is a disruptive technology because of the connectedness of living in a networked world. We see it in our personal lives first. But it is also having a profound impact on the way health organizations and nonprofits do their work, communicate with stakeholders, and deliver programs.”
    Disruption is our friend …..
  • 27. Speedy Introductions: Table Shares
    Name, Title, Organization
    What is something you already know about social media?
    What is your burning question that you want answered today?
    Flickr Photo by John K
    Report: Popcorn and Twinkle
  • 28. Living Assessment and Case Studies
  • 29. Not at all
    Very
    How comfortable are you personally social media?
    Social media can help us achieve results that support our mission
    No
    Not sure
    Yes
    Social media is so much a part of everyone’s life that health organizations must use social media to be successful now or in the future
    Agree Strongly
    Disagree Strongly
    Human Spectragram
  • 30. How many are using social media? # of tools?
    ONE
    NONE
    TWO OR THREE
    FOUR OR MORE
  • 31. What is
    Strategy
    Measure
    Improve
    Listen
    Participate
    Promote
    Publish
    Network
  • 32. BuildNetwork
    Participate
    Listen
    Promote
    Publish
    Low Engagement
    Content Intensive
    No Engagement
    Broadcast/Share
    High Engagement
    Original concept by Beth Kanter – remix by Aliza Sherman
  • 33. Share Pair: Where is your nonprofit? What do you need to move forward?
    Strategy
    Measure
    Improve
    Listen
    Participate
    Promote
    Publish
    Network
  • 34. What were the results? What’s the value?
    How much time?
    Photo by edyson
  • 35. ROI: Crawl, Walk, Run, Fly
    Results
    Impact
    $
    Investment
    Interaction
    Insight
    Number of Months Strategy, Measure, Improve
  • 36.
  • 37. Video
  • 38. “People regard our program as honest and informative. After almost two years on the social media front, we’ve developed a good system to get timely and accurate public health messaging to our communities. We firmly believe that our presence on social media sites has really enhanced our communication with the media and public.
    Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tough economic times, SLVHD rose to the occasion and found innovative, cost effective ways to communicate with our community. “ - VannaLivaditis, New Media Coordinator
  • 39. Living Case Studies: How has social media has brought value to health organizations?
  • 40. “Many hundreds of people have connected to us via social media. It has allowed us to spread our message faster, wider, deeper than ever.”
  • 41. Recruit Staff: “We used LinkedIn for the first time and found our ideal job candidate.”
  • 42. “Sharing videos has been a powerful way to communicate impact of our work, as well as share ideas among participants/teams in the ten countries for how to raise awareness. “
  • 43.
  • 44. “Better connections with others in the field; found conference speakers via social media.”
  • 45.
  • 46. “Many of our supporters are spread out around the world and Twitter in particular has allowed us to have actual interactions with people who live far away and our using our materials in meaningful ways. We can distribute our materials quickly when there is a health issue/disaster.”
  • 47.
  • 48. Red Cross Case Study: How To Fly
  • 49. Smart Social Objective: Stakeholder Empowerment to Spread Mission
    First Step: Robust and agile listening and engagement system
  • 50. 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
  • 51. Listening Drove Adoption
  • 52. Influencer complaining …
    Customer service issue
    Relationship building
    Engagement
  • 53. A Rule Book
  • 54. Scale
  • 55.
  • 56.
  • 57. Integrated Social Content Strategy
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63. Capacity
  • 64. Wendy Harman
    Director, Social Media
    Create ROI MeasurementsDevelop Internal Education and Training
    Apply Social Insights to the Strategic Plan
    Get Buy-In from Stakeholders
    Develops Listening and Monitoring Strategy
    Gets Tools and Technologies in place
    Facilitate policy and procedures
    Community manager
    Two Full-Time Staff Members
  • 65. Social Media’s Role in Disaster Relief Effort in Haiti
  • 66. Working with Free Agents, Brand Ambassadors, and Others
    Leveraging Your Network!
  • 67. Shawn AhmedFree Agent
  • 68.
  • 69. “The problem is that YOU are the fortress.Social media is not my problem.“
  • 70.
  • 71. Now working together on a project
  • 72.
  • 73.
  • 74.
  • 75. Share Pair: What resonated? What insights did you gain that you can apply to your organization? What have you thought about before?
    Flickr photo: Otis Archives
  • 76. Survey: Social Media Challenges
    No Strategy
    Capacity Issues
    Culture Not OpenLacks Measurement
  • 77. Strategy
    Integrate your social media channels with your program and communications objectives
  • 78. Communications and Program Assessment
    • Who do you want to reach?
    • 79. What do you want to accomplish?
    • 80. Where can social improve or supplement programs, services, or communications?
    • 81. What’s our available budget/time?
    • 82. What opportunities to pilot?
  • 83. To get 15,000 Facebook advocates to put a virtual pin on their profile to signal support for healthy kids and families by Jan. 2010
    To do document virtual activity and place pins on x number of legislators to signal support for healthy kids and families by Jan. 2010
  • 84. What’s the smart objective? Who is the audience? How to make it measurable?
  • 85. What’s the smart objective? Who is the audience? How to make it measurable?
  • 86. The fans of the page and the friends of my identity, have become patients after I expressed empathy for their expressions of being ill. “ - Dr. Enoch Choi, PAMF
  • 87. “I only provide medical advice via our HIPAA compliant iPhone app, but not on insecure FB or twitter. “
  • 88. Table Share
    • Who do you want to reach?
    • 89. What do you want to accomplish?
    • 90. How to make it SMART?
  • Strategy
    Identify where social media integration can improve or supplement programs, services, or communications.
  • 91. Charting: What are your planned events, program, content, or opportunities for the year or month or quarter?
  • 92.
  • 93. Table Share
    • Where can social improve or supplement programs, services, or communications?
    • 94. What’s our available budget/time?
    • 95. What opportunities to pilot?
  • Strategy
    Use actionable listening to understand your target audience – includes listening on social media channels and other research.
  • 96.
  • 97. DIY Listening Dashboard
  • 98. What’s in Wendy’s Tool Box?
  • 99.
  • 100. Brainstorm Keywords
    • Nonprofit Name
    • 101. Other nonprofit names in your space
    • 102. Program, services, and event names
    • 103. CEO or well-known personalities associated with your organization
    • 104. Other nonprofits with similar program names
    • 105. Your brand or tagline
    • 106. URLs for your blog, web site, online community
    • 107. Industry terms or other phrases
    • 108. Issue area, synonyms, geography
    • 109. Your known strengths and weaknesses.
  • National Wildlife
  • 110. “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
  • 111.
  • 112. Share Pairs
    What are your organization’s keywords and phrases?
    Photo by Franie
  • 113. Strategy
    Engagement: Translate your messaging and framing into conversation starters based on listening
  • 114. Engage: Conversation Starters
  • 115.
  • 116.
  • 117.
  • 118.
  • 119. Strategy
    Integrate social content across channels, create micro content
  • 120.
  • 121.
  • 122.
  • 123. Video
  • 124. Micro Content doesn’t have to be new content
  • 125. Strategy
    Identify and cultivate influencers
  • 126.
  • 127.
  • 128.
  • 129. Strategy
    Build your network before your need it
  • 130.
  • 131.
  • 132.
  • 133.
  • 134.
  • 135. Capacity
  • 136. You want me to start Tweeting too?
    Networked Approaches: From scarcity to abundance … leverage ….
  • 137. Leverage the Network
  • 138. Build Community
    Participate
    Listen
    Promote
    Publish
    Low Engagement
    Content Intensive
    No Engagement
    Broadcast/Share
    High Engagement
    +
    +
    +
    +
    15 min/day
    20 min/day
    30 min/day
    3-5 hrs/wk
    5-10 hrs/wk
    Original concept by Beth Kanter – remix by Aliza Sherman
  • 139. Who is going to do the work?!
    It’s worth our time, but social media takes time …
  • 140. Three Models
    How does your organization implement social media?
  • 141. Volunteers and Interns
  • 142. Make them part of your team
    Tasks
    Social Media Overview
    Account Creation/Customization
    Social Media Research
    Template Creation
    Blog Monitoring
    Blog Drafts
    Video
    Post Facebook Content
    Answer comments on Facebook
    Collect measurement data
    Don’t do this to them ….
  • 143. Integrate into job description
  • 144. Wendy Harman
    Director, Social Media
    Create ROI MeasurementsDevelop Internal Education and Training
    Apply Social Insights to the Strategic Plan
    Get Buy-In from Stakeholders
    Develops Listening and Monitoring Strategy
    Gets Tools and Technologies in place
    Facilitate policy and procedures
    Community manager
    Two Full-Time Staff Members
  • 145. Social Media Team, although the word “social media” is being replaced by “emerging,” “interactive,” or “online.”
    Strategy
    Implementation
    Community Manager
  • 146. Strategy for Scale: Internal/External
  • 147. Share Pair:What could your organization do less of to allow for more capacity to implement social media? How will your organization do the work?
  • 148. Avoiding Wasting Time: Checking too often
  • 149. Oh Look, A Squirrel!
    ADOLAS
  • 150.
  • 151.
  • 152. Culture
  • 153.
  • 154. Loss of control over their branding and marketing messages
    Dealing with negative comments
    Addressing personality versus organizational voice (trusting employees)
    Make mistakes
    Make senior staff too accessible
    Privacy and security concerns
    Perception of wasted of time and resources
    Suffering from information overload already, this will cause more
  • 155. Conversation starters, not stoppers
    What are the conversation starters that you need to have?
  • 156. The Rule Book: Social Media Policy
    Source: Charlene Li, Altimeter Group
  • 175.
  • 176.
  • 177.
  • 178.
  • 179.
  • 180. Share Pair: What does your health organization need to do to become more social?
    Flickr photo: Otis Archives
  • 181. Measurement
  • 182. How to keep flying…….
    Strategy
    Measure
    Improve
  • 183. Data-Driven Decisions
  • 184. Spreadsheet Aerobics
  • 185. More than collecting data
  • 186. To serve as a focus group
    • Number of new ideas for blog posts
    • 187. Saved time in researching for examples used in posts/workshops
    • 188. Number of questions answers
    Testing Against FB Insights and Export.ly
    Content format
    Content topics
    Outreach TacticsFrequency of PostsTime/Date of week
    FB Insights Metrics
    Number of New FansImpressions Per PostFeedback per Post
  • 189. Open-Ended Question
  • 190. Question with links ..
  • 191. Strategy --- Measure - Improve
  • 192. Share Pair: What system does your health organization need to put into place to make data-driven decisions about social media strategy?
    Flickr photo: Patricks Mercy Archives
  • 193. Handling Mistakes
    x
    “MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake.
  • 194.
  • 195. This “MisTweet” by a Red Cross employee was out for an hour before Wendy Harman got a call in the middle of the night.
  • 196.
  • 197. Disaster recovery on the tweet ….
  • 198. Apologized and share on their blog
  • 199. Employee confessed on Twitter
  • 200. Got picked up by mainstream media and blogs
  • 201.
  • 202.
  • 203.
  • 204.
  • 205.
  • 206. What are your takeaways about social media mistakes from this story?
    • You can’t hide or not respond
    • 207. Act quickly
    • 208. Admit the mistake, stakeholders are forgiving
    • 209. Use humor when appropriate
    • 210. Build your network before you need it
    • 211. Employees should use different Twitter apps for personal/organizational tweeting
    • 212. If the mistake had been damaging to the organization, a social media policy would have been critical if taking appropriate action
  • Reflection and Closing
    What is one idea that you can put into practice?
    What resources do you need to be successful?
    What are the challenges?
    What is one small step you can take tomorrow?
  • 213. To be successful, use social media like Kanye West
    What can we learned about a try and fix approach to social media from Kanye West?
  • 214. Source: @clairew
  • 215. Source: @clairew
  • 216. Source: @clairew
  • 217. Source: @clairew
  • 218. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
    Inspiration
  • 219. Thank you
    http://www.bethkanter.org
    http://bit.ly/networkednp
    http://bit.ly/health-orgs