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PopTech Slides

  1. Pop! Tech Remix: Social Media Strategy Game<br />Beth KanterVisiting Scholar, Packard Foundation<br />
  2. Agenda<br />3:00-3:45Introduction & Principles<br />3:45-4:30<br />Small Groups To Play The Game<br />4:30-5:00Share and Reflect<br />Agenda<br />Experience social media strategy brainstorm that integrates with overall communications objectives<br />A base for deeper one-on-one consult on tactics<br />
  3. Scholar 2.0: Open Source Knowledge<br />
  4. David Wilcox<br />http://socialmedia.wikispaces.com/Social+media+game<br />
  5. http://internet-fundraising.wikispaces.com/<br />
  6. Photo by Preetam Rai<br />
  7. What’s your burning question? Share it Twitter style!<br />Re-tweet the other person’s question to two other people<br />
  8. Principles<br />Flickr Photo by toby_maloy<br />
  9. A quick scan of your social media ant trails …<br />
  10. Principles<br />Online/Offline<br />Listen first, real time tracking, leads to engaging<br />The Social Life of Content<br />Platform for Self-Organizing<br />Staff time and expertise<br />The right metrics<br />Small pilots and Reiterate<br />Assess organizational culturea<br />
  11. 1. A Bridge to Offline Action/Change<br />
  12. 2. Listening First, Real Time Tracking, Engaging<br />
  13. Listening As Market Research<br />
  14. A homeless person <br />isn’t someone you <br />pass on your way <br />to a high-end <br />restaurant…<br />
  15. Listening As Brand Monitoring<br />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<br />
  16. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening leads to engagement …<br />
  17. Listening as real-time early warning system<br />
  18. Engaging in the Conversation Strategically<br />
  19. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
  20. The Social Life of Content<br />
  21. Spreadable Seeds<br />Audience?<br />
  22. Social Content: Home Base and Outposts<br />How do you integrate channels?<br />
  23. User Generated Content<br />
  24. Social Content Strategy<br />
  25. Platform for Self-Organizing<br />
  26. Crowdsourcing<br />
  27. Empowering supporters without loosing control …<br />
  28. Time and Expertise<br />
  29. Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
  30. The Right Metrics<br />KD Paine<br />
  31. 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&apos;t <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
  32. Creating A Safe Place: Experiment and Reiterate<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
  33. Principles<br />Online/Offline<br />Listen first, real time tracking, leads to engaging<br />The Social Life of Content and Messaging<br />Platform for Self-Organizing<br />Staff time and expertise<br />The right metrics<br />Small pilots and Reiterate<br />Assess organizational culturea<br />
  34. Human Spectragram: Experience with social media<br />
  35. You want to build a global online earth worm sustainability community. You want to bring together supporters, gardeners, sustainable foodies, climate activists, green materials businesses, students, designers, and conservationists to create a movement powerful enough to respond to any earth worm conservation emergency anywhere swiftly and efficiently.<br />
  36. 2. Use the people cards to identify audience<br />
  37. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />3. Review Strategy Blocks<br />
  38. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet Strategy<br />Less Time<br />
  39. 3. Pick Your Tools: You Only Get Ten Points!<br />
  40. 4. Real Life Happens, Revise<br />
  41. 5. Group Report<br /><ul><li>Summarize strategy
  42. Summarize discussions</li></ul>6. Reflection<br /><ul><li>What did you learn that you can apply to your social media strategy?
  43. What help or resources do you need to move forward?
  44. What’s one small thing you can do? </li></li></ul><li>Objective<br />Identify Audience<br /> Review the Strategy Approaches<br /> Pick Tools<br />Report: Strategy<br /> Full Group Discussion: What did you learn that you can apply?<br />
  45. Thank You! <br />Beth’s Bloghttp://beth.typepad.com<br />Have a blog post topic idea?beth@bethkanter.org<br />

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