How and If To Strengthen Networks With Social Media

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  • http://www.flickr.com/photos/jdb99/7444953/
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  • The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
  • http://www.mindomo.com/view.htm?m=5d005d7f82ae13f1a4e7ae756afe900a.flickr.com/photos/axis/1892931/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
  • http://www.flickr.com/photos/mkrigsman/3428179614/Have to make sure that cubicle or silo culture doesn’t get in the way of the whole organization embracing social media
  • http://beth.typepad.com/beths_blog/20The Tire: Social media forms at the edges of the company. No clear leader. Upside: appears very authentic. Downside: one side has no idea what the other is doing.09/04/social-media-behind-the-firewall-the-tire-tower-or-hub-and-spoke.htmlThe Tower: Led by corporate communications, by executive mandate. The upside: Lots of resources. The downside? Not authentic, which saps participation and buy-in.I've also seen this model in nonprofits and it isn't effective when silo culture gets in the way.  Here's another anecdote, shared anonymously from a reader via email.Hub-and-Spoke: some central focus, but with clear ownership at the edges. Upside: this is the aspirational model because it combines resources and participation. Downside: the most difficult to establish.
  • There are five strategy
  • Agenda Overview
  • How and If To Strengthen Networks With Social Media

    1. Deeper Dive When, If, and How To Strengthen Grantee Networks Using Social Media Beth Kanter, Visiting Scholar, David and Lucille Packard Foundation
    2. Before we begin ….
    3. “We spend more time figuring out whether something is a good idea than we would have just trying it.quot; - Clay Shirky About the Diagnostic Tool
    4. Take Aways Definition Strategy Principles “Beta” Diagnostic for evaluating grantee proposals
    5. Our Framing
    6. Agenda 9:30-10:00 Introduction and Basic Definitions 9:30-10:30 Social Media Strategy for Networks 10:30-11:15 Testing the Diagnostic 11:15-11:30 Reflection
    7. Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about. What is Social Media?
    8. Powered by ..
    9. This 5 minute video will give you the definition and context. Jot down words and phrases to describe social media as you watch Create Word Cloud
    10. Collective Understanding of Social Media: What patterns do we see?
    11. How are they different? Traditional Media Social Media Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
    12. Culture Strategy Effective Social Media Capacity Learning
    13. Social Media: Strategy Blocks Community Building & Social Networking Generate Buzz Share Story Participate Listen Crawl ………..……Walk …….…….. Run ……..…………….Flyl
    14. acticaches Tool Selection Community Building & Generate Social Buzz Share Networking Story Listen Participate 10hr 15hr 20hr Have strategically picked the right the tools and sites Less Time More time
    15. 10 Principles for Evaluating A Proposal
    16. Culture: 1: Assessed organizational culture and has strategies to address fears, concerns, and other barriers to adoption 2: Describes social media use in terms of value versus tools
    17. Common Concerns 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
    18. 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
    19. Even if a policy is place, it doesn’t necessarily prevent cultural barriers to adoption
    20. How is social media organized and deployed? Tire Hub and Spoke Tower
    21. Strategy 3: Social media connects, supports, and enhances an overall Internet communications strategy 4: Uses listening and monitoring techniques to develop a deep understanding of the audience 5: Engages in two-way conversation with audience versus blasting out content and messages 6: Builds relationships with influencers in their social media space 7: Makes it easy for their supporters to remix and distribute their content
    22. Integration One Way Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Social media connects, supports, and enhances an overall Internet communications strategy
    23. 1/3 One Way 1/3 Web Presence 1/3 Social
    24. Uses listening and monitoring techniques to develop understanding of the audience
    25. Email Marketing Social Media Engages in two-way conversation with audience versus blasting out their message
    26. Twitter Search
    27. Builds relationships with influencers in their social media space
    28. Builds relationships with influencers in their social media space
    29. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
    30. Digg Effect
    31. Makes it easy for their supporters to remix and distribute their content
    32. 9:00 •Google Analytics 9:30 •RSS 10:00 •Content Creation 11:00 •Social Networking Has allocated enough staff time and has the expertise to implement strategy
    33. Uses the right metrics to understand what is and what isn’t working
    34. Engagement Create Metrics Critic Comment 5 Collect Click
    35. Launches small pilots and reiterates and understands how to fail in the right way
    36. Questions?
    37. Discussion questions…. How do you gather information about grantee’s social media use? What information do you typically have? What is your frame – Evaluative? Consultative? Rapid review or deep? How do you share what you’ve learned with other program officers?

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