Leveraging Social Media:Understanding Strategy and Putting it into Practice<br />Module 2:  Principles of Effective Social...
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Social Media Effective Use Check List<br />Flickr Photo by toby_maloy<br />
Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Social Media Strategy Blocks<br />Movement Building with Mu...
Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Movement Building  and Multi-Channel<br />Generat...
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Strategy<br />
Strategy<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening and Responding <br />
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Strategy<br />
Conversation Starters<br />
“It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and t...
Strategy<br />
Strategy<br />
The Social Life of Content<br />Crawl<br />Fly<br />Walk             Run<br />
Social Media Outposts<br />
Curated Social Content<br />
Don’t Forget Mobile Content ….<br />
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Strategy<br />
Platform for Self-Organizing<br />
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Capacity<br />
Staffing<br />
How much time does it take to do social media?<br />
Culture<br />
Perceptions <br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addr...
Social media policy template<br /><ul><li> Encouragement and support
 Why policy is needed
 Cases when it will be used, distributed
 Oversight, notifications, and legal implications
 Guidelines
 Identity and transparency
 Responsibility
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  • http://www.flickr.com/photos/delis/4073612774/
  • http://www.flickr.com/photos/mkuram/3610488258/
  • http://www.flickr.com/photos/mkuram/3610488258/
  • This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
  • http://www.flickr.com/photos/mkuram/3610488258/
  • http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don&apos;t look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let&apos;s rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you&apos;re looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It&apos;s fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
  • http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
  • Content has a social life!
  • http://www.flickr.com/photos/mkuram/3610488258/
  • http://www.flickr.com/photos/mkuram/3610488258/
  • 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.flickr.com/photos/mkuram/3610488258/
  • Packard socialmedia-lab-module-2-principles

    1. 1. Leveraging Social Media:Understanding Strategy and Putting it into Practice<br />Module 2: Principles of Effective Social Media Strategy<br />This project is being generously supported by the David and Lucile Packard Foundation<br />
    2. 2. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    3. 3. Social Media Effective Use Check List<br />Flickr Photo by toby_maloy<br />
    4. 4. Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome<br />
    5. 5. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Movement Building and Multi-Channel<br />GenerateBuzz<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
    6. 6. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    7. 7. Strategy<br />
    8. 8.
    9. 9. Strategy<br />
    10. 10. Source: Communications Network Listening Presentation OSI Foundation<br />
    11. 11. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening and Responding <br />
    12. 12. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    13. 13. Strategy<br />
    14. 14. Conversation Starters<br />
    15. 15. “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 />
    16. 16.
    17. 17.
    18. 18. Strategy<br />
    19. 19.
    20. 20.
    21. 21.
    22. 22.
    23. 23. Strategy<br />
    24. 24. The Social Life of Content<br />Crawl<br />Fly<br />Walk Run<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30. Social Media Outposts<br />
    31. 31. Curated Social Content<br />
    32. 32. Don’t Forget Mobile Content ….<br />
    33. 33. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    34. 34. Strategy<br />
    35. 35. Platform for Self-Organizing<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    40. 40. Capacity<br />
    41. 41. Staffing<br />
    42. 42.
    43. 43. How much time does it take to do social media?<br />
    44. 44.
    45. 45. Culture<br />
    46. 46. Perceptions <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 />
    47. 47. Social media policy template<br /><ul><li> Encouragement and support
    48. 48. Why policy is needed
    49. 49. Cases when it will be used, distributed
    50. 50. Oversight, notifications, and legal implications
    51. 51. Guidelines
    52. 52. Identity and transparency
    53. 53. Responsibility
    54. 54. Confidentiality
    55. 55. Judgment and common sense
    56. 56. Best practices
    57. 57. Tone
    58. 58. Expertise
    59. 59. Respect
    60. 60. Quality
    61. 61. Additional resources
    62. 62. Training
    63. 63. Press referrals
    64. 64. Escalation
    65. 65. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
    66. 66. Scale<br />
    67. 67. Learning<br />
    68. 68. Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
    69. 69. Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
    70. 70. Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn't <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
    71. 71. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />

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