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Packard socialmedia-lab-module 6a-listening Presentation Transcript

  • 1. Leveraging Social Media: Understanding Strategy and Putting it into Practice Module 6a: Listening Mini-Workshop This project is being generously supported by the David and Lucile Packard Foundation
  • 2.
    • First foray into social media was a listening project in 2006
    • People were talking and they needed to listen
    • At first, felt like going to war, but changed internal perception of social media
    The Red Cross Case Study: Listening and Engaging Comes First
  • 3. Listen: Monitor, Compile, Distribute, Reflect 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
  • 4. What’s in Wendy’s Tool Box?
  • 5.  
  • 6. ::the six steps
    • Get your organization ready
    • Use your RSS Reader like a Rock Star
    • Brainstorm Keywords
    • Set up your listening dashboard
    • Make listening and engaging a practice an ongoing process
    • Build in time for reflection
  • 7. 1. Get your organization ready
    • Who will do the listening and responding?
    • Response policy?
    • How much time will you allocate?
    • How will you analyze the results and share insights?
    • How will you know if listening has be useful?
  • 8. 2. Use Your RSS Reader Like A Rock Star! Small block of time for daily reading Clean house, reorganize Don’t feel obligated to read everything
  • 9.
    • Nonprofit Name
    • Other nonprofit names in your space
    • Program, services, and event names
    • CEO or well-known personalities associated with your organization
    • Other nonprofits with similar program names
    • Your brand or tagline
    • URLs for your blog, web site, online community
    • Industry terms or other phrases
    • Issue area, synonyms, geography
    • Your known strengths and weaknesses.
      • 3. Brainstorm Keywords
  • 10.  
  • 11.  
  • 12. 4. Find and Add Feeds – Start Listening! Ego Searches Basics Persistent Searches Key words/phrases Influencer Bloggers Blog Feeds Other Where else does your audience hang out?
  • 13. Where Search and add to your reader
  • 14. Don’t Panic!!
  • 15. Start with a small, select number of feeds Review feeds as part of your routine Open interesting links in new tabs Read and follow interesting links in comments Subscribe to new feeds Revise keywords as you go Identify mission critical keywords Share a summary weekly w/others Establish Good Habits
  • 16. 5. Make Listening and Engaging a Habit Lurk for the first 30 days
  • 17. Start engaging
  • 18. Not Problem If you find people talking about you …. Keep track of themes Keep track of positives Engage Look for stories to repurpose
  • 19. Problem If you find people talking about you …. Big Problem Little Problem Track themes Be prepared to engage Be prepared to act swiftly
  • 20. Respond like a queen Add value to the conversation Don’t be afraid to disagree Keep to the point of the topic Point to relevant sources if you have more information Watch the conversation develop Humor works Avoid big brother
  • 21.  
  • 22. 6. Regular Time for Reflection Are the topics of conversation changing? Is the tone, sentiment, or volume changing? Where are the most interesting conversations taking place? What does this mean for your strategy or programs? How can you use the information to improve what your are doing? Is there great content (stories) that you can repurpose elsewhere?
  • 23. ::the six steps
    • Get your organization ready
    • Use your RSS Reader like a Rock Star
    • Brainstorm Keywords
    • Set up your listening dashboard
    • Make listening and engaging a practice an ongoing process
    • Build in time for reflection