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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'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's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you'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'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 Packard socialmedia-lab-module-2-principles Presentation Transcript

  • Leveraging Social Media:Understanding Strategy and Putting it into Practice
    Module 2: Principles of Effective Social Media Strategy
    This project is being generously supported by the David and Lucile Packard Foundation
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Social Media Effective Use Check List
    Flickr Photo by toby_maloy
  • Generate Buzz
    Social Content
    Engage
    Listen
    Social Media Strategy Blocks
    Movement Building with Multi-Channels
    Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome
  • Social Content
    acticaches
    Social Media: Tactics and Tools
    Movement Building and Multi-Channel
    GenerateBuzz
    Listen
    Engage
    10hr
    15hr
    20hr
    Crawl ………..……Walk …….…….. Run ……..…………….Flyl
    Less Time
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Strategy
  • Strategy
  • Source: Communications Network Listening Presentation OSI Foundation
  • Influencer complaining …
    Customer service issue
    Relationship building
    Listening and Responding
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Strategy
  • Conversation Starters
  • “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
  • Strategy
  • Strategy
  • The Social Life of Content
    Crawl
    Fly
    Walk Run
  • Social Media Outposts
  • Curated Social Content
  • Don’t Forget Mobile Content ….
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Strategy
  • Platform for Self-Organizing
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Capacity
  • Staffing
  • How much time does it take to do social media?
  • Culture
  • Perceptions
    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
  • Social media policy template
    • Encouragement and support
    • Why policy is needed
    • Cases when it will be used, distributed
    • Oversight, notifications, and legal implications
    • Guidelines
    • Identity and transparency
    • Responsibility
    • Confidentiality
    • Judgment and common sense
    • Best practices
    • Tone
    • Expertise
    • Respect
    • Quality
    • Additional resources
    • Training
    • Press referrals
    • Escalation
    • Policy examples available at wiki.altimetergroup.com
    Source: Charlene Li, Altimeter Group
  • Scale
  • Learning
  • Well, maybe not dead
    Pick the right metrics to understand what is and what isn’t working
  • Creating A Safe Place To Fail
    Identify worst case scenarios
    Develop contingency plans
    Prepare for the failures
  • Pick a social media project that won’t take much time
    Write down successes
    Write down challenges
    Ask or listen to the people you connect with about what worked and what didn't
    Watch other nonprofits and copy and remix for your next project.
    Rinse, repeat.
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie