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  • http://www->flickr->com/photos/gentlemisshelen/125664888/
  • http://www->flickr->com/photos/shutterbug587/3755975504/
  • WebProNews recently covered a study from Chitika, which found that Facebook was the most valuable social media tool for driving repeat readers to content sites-> The study was based on 33 million unique users across Chitika's publisher network in September-> It compared the number of visitors coming from major traffic sources Digg, Facebook, Google, Yahoo, Bing, and Twitter, to the number of times those visitors came back to the referred site-> Visitors that went to a site four or more times in one week were considered loyal users-> By a wide margin, Facebook led the pack in providing loyal traffic-> 20% of all visitors from Facebook visited the site four or more times per week->
  • Last May, when Target announcement that it would be giving away its $3 million to ten organizations based on the percentage of votes they could rally from people on Facebook, the Red Cross was ready-> They were able to mobilze enough votes to get 1/3 of the budget->When they first started their social media efforts, the communications staff needed to access Facebook but it was blocked -> So, because of the earlier listening efforts had effected a change of attitude about social media, they were able to put into place an internal social media policy-> They unblockdFacebook-> This was important because staff members who were on Facebook all helped with the mobilization of Red Cross fans to help with the voting process->
  • They also know that in order to have more impact, they need to scale-> They wanted to go beyond having social media be a silo in the communications department, and through the Target experience they realized the value of employee use of social networks/social media-> They worked on a social media policy, guidelines and an operational manual so that anyone working in affiliates as well as national could be ambassador on social networks-> The guidelines also extend to volunteers-> The overall policy is encouraging, not controlling-> The operational handbook gives them specific steps, examples, and tips for being effective->
  • For example, they are able to provide advice and support to their affiliates who want to use Twitter effectively-> Show example of all Twitter Accountshttp://redcrosschat->org/twitter/Now they have this network set up in the event of a disaster to quickly spread news/information->Their constituents/donors/stakeholders expect them to have a presencehttp://redcrosschat->org/twitter/#comment-37060 (screen capture of this comment)Summarize: The Red Cross found value from social media – by monitoring brand, reaching out to new supporters, and mobilizing them – and they did it by following these incremental steps: listen, engagement, build relationships, mobilize and scaleIt isn’t just Red Cross that has found value in Twitter-> Here’s a couple of brief examples->
  • donations, leads, new subscribers, increased page rank,
  • http://www->flickr->com/photos/jamesjordan/2751393381/http://www->flickr->com/photos/mkrigsman/3428179614/http://beth->typepad->com/beths_blog/2009/05/mark-pesce-at-cua09-think-like-a-cloud-make-a-storm-kill-the-tower->html
  • 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/ableman/144373997/
  • http://www->flickr->com/photos/christopherdale/20756201/
  • Slides

    1. <li>An Introduction to Social Media<br />CCC R&amp;R Network Directors Institute 2010<br />Beth Kanter and Bryce Skolfield<br /></li><li>My passion is teaching and learning …-&gt;<br />Photo by Steve Goodman<br /></li><li>Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising<br />Learning and content creation<br />Social Media<br /></li><li>Beth Kanter, CEO, Zoetica<br /></li><li>Bryce Skolfield, Children’s Council of San Francisco<br /></li><li>Agenda<br />1:00-1:30<br />Social Media and YouWhy Should You Care?<br />1:30-1:50Effective Social Media Strategy<br />1:50-2:10A Case Study on Tools and Tactics: Children’s Council of San Francisco<br />2:10-2:25Some Easy Starters<br />2:25-2:30<br />Reflection <br /></li><li>Spectra Gram:<br />How comfortable are you with social media tools?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <br /></li><li> Social Media, do we have to? <br /></li><li>Trust Factor<br />http://www-&gt;nielsenbuzzmetrics-&gt;com/cgm-&gt;asp<br /></li><li></li><li>With my friends<br />How people are getting info to make decisions<br /></li><li></li><li></li><li></li><li>What’s the value for your agencies?<br /></li><li><ul><li> Monitor brand and reputation</li><li> Identify and reach new supporters</li><li> Raise money</li></li></ul><li>ListenEngageRelationshipsMobilize<br />Scale<br /></li><li>Listen: Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory-&gt; […] The local chapter director-&gt; called me to talk about it honestly-&gt; They care about me and they’re willing to go the extra mile-&gt; I am now significantly more likely to take another class than I was before-&gt;” - Blogger<br /></li><li>Listening Drove Adoption<br /></li><li>Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br /></li><li>Mobilize<br /></li><li>Scale<br /></li><li></li><li>Social Media’s Role in Disaster Relief Effort in Haiti <br /></li><li>Principles<br />Flickr Photo by toby_maloy<br /></li><li>Community Building &amp; Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media Strategy Blocks<br />Crawl ………-&gt;-&gt;……Walk ……-&gt;……-&gt;-&gt; Run ……-&gt;-&gt;……………-&gt;Flyl<br /></li><li>Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building &amp; Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome<br />Less Time<br />More time<br /></li><li>Capacity: Allocate staff time, have expertise to implement strategy<br /></li><li></li><li></li><li>Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br /></li><li></li><li>Results<br /></li><li>Assess Organizational Culture <br />Flickr photos by jamesjordan<br /></li><li>Common Social Media Myths<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 /></li><li>Social media policy template<br /><ul><li> Encouragement and support</li><li> Why policy is needed</li><li> Cases when it will be used, distributed</li><li> Oversight, notifications, and legal implications</li><li> Guidelines</li><li> Identity and transparency</li><li> Responsibility</li><li> Confidentiality </li><li> Judgment and common sense</li><li> Best practices</li><li> Tone</li><li> Expertise</li><li> Respect</li><li> Quality</li><li> Additional resources</li><li> Training</li><li> Press referrals</li><li> Escalation</li><li> Policy examples available at wiki-&gt;altimetergroup-&gt;com</li></ul>Source: Charlene Li, Altimeter Group<br /></li><li>Creating A Safe Place for Experiments<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br /></li><li>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&amp;apos;t <br />Watch other nonprofits and copy and remix for your next project-&gt; <br />Rinse, repeat-&gt;<br /></li><li>Bryce Case Study: Insert Slides Here<br /></li><li>Photo: ableman<br />Some Easy Ways To Get Started …-&gt;<br /></li><li>Reflection<br /></li><li>One Small Step<br /></li><li>Thank You! <br />Beth’s Bloghttp://beth-&gt;typepad-&gt;com<br />Slides and Linkshttp://socialmedia-strategy-&gt;wikispaces-&gt;com/<br /></li>