Social Media Strategy Game Workshop Final

Everything you already know about social media * Principles for Effective Social Media Strategy for Outward Facing Work Explained by Beth Kanter, Visiting Scholar Packard Foundation ( * and want to share with your friends )

These slides were part of a two-day workshop is designed for Sexual and Reproductive Health Rights and Justice Leaders, who lead and manage networks or accomplish much of their work through networks. The workshop was hosted by the Packard Foundation and the Monitor Institute. You can find the materials for the workshop here: http://workingwikily.net/?page_id=961

My presentation was for 45 minutes after lunch as a set up for the next day instruction which focused on social media. The first few slides show the wordle I created of participant’s burning questions and the conversation on Twitter which I used to a warm up to my presentation.

What are your burning questions?

How do you think about using social media effectively along the continuum of open/closed networks? My burning question

Interactive Presentation: 8 Principles of Effective Social Media

Everything you already know about social media * Principles for Effective Social Media Strategy for Outward Facing Work Explained by Beth Kanter, Visiting Scholar Packard Foundation ( * and want to share with your friends )

Principles Flickr Photo by toby_maloy

A quick scan of your social media ant trails …

Online/Offline

Listen first, leads to engaging, real time tracking

The Social Life of Content and Messaging

Platform for Self-Organizing

Staff time and expertise

Assess organizational culture

The right metrics

Small pilots, fail fast, reiterate

a

Principles

Social Media Strategy Game Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Social Content Listen Engagement Community Building & Social Networking

acticaches Listen Engagement Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Link to offline actions or behavior change Social Content

1. A Bridge to Offline Action/Change

2. Listening First, Engage Second, Real Time Tracking

First project was a listening project over three years ago

People were talking and they needed to listen

At first, felt like going to war, but changed internal perception of social media

Listening Comes First: The Red Cross

Listen: Monitor, Compile, Distribute 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

Relationship building Customer service issue Influencer complaining … Listening leads to engagement …

Engaging in the Conversation Strategically Audience Twitter O B J E C T I V E Audience Facebook What are they saying that is relevant to/engages? What are they saying that is relevant to/engages? How can you rework your message as a response or question? How can you rework your message as response or question? Follow up points Content Follow up points Content

“ 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

The Social Life of Content

Make it easy to spread your content

User Generated Content

Social Content and Stories

Empowering supporters without loosing control …

Allocate staff time, have expertise to implement strategy

The Tower and The Cloud Flickr photos by jamesjordan

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 Common Concerns

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

Pick the right metrics to understand what is and what isn’t working Well, maybe not dead

KD Paine The Right Metrics

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.

Creating A Safe Place Identify worst case scenarios Develop contingency plans Prepare for the failures

Online/Offline

Listen first, real time tracking, leads to engaging

The Social Life of Content

Assess organizational culture a

The right metrics

Small pilots and Reiterate

Principles

Nonprofits and networks of advocates for different causes are seeing results with social media strategies and also working as bounded networks to share best practices or take action.

Meet Apollo

Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards

How can use social media in a coordinated way? Over the summer ..

Shared best practices Discovered they could learn from each other Shared listening Coordinated Twitter campaign

Established cultural norms: simplicity Technology Stewards: Shared Task of approving access to the list Opportunity for collective action/mobilization happened

A Window of Opportunity

Open Space Session What is needed for effective use of online tools for bounded networks working on inward facing work?

Key Learnings

There is a distinction between privacy and security. Security is mostly technical issue, privacy is human behavior.

User or community guidelines are important. Guidelines should be articulated to participants in community guidelines. (Information shared behind this password protected area should not be shared with the mainstream media.)

If community guidelines are formally articulated, they need to be enforced.

Modeling community norms can be incredibly valuable.

If there are toxic people behind the fence who become barriers to trust building and sharing behind the password protected space, there's an art to removing them.

Reflection: http://beth.typepad.com/beths_blog/2009/10/ant-trails-autumn-and-placement-of-fences.html He only says, 'Good fences make good neighbors.' Spring is the mischief in me, and I wonder Why do they make good neighbors? Isn't it Where there are cows? But here there are no cows. Before I built a wall I'd ask to know What I was walling in or walling out, And to whom I was like to give offense. Something there is that doesn't love a wall, That wants it down.' I could say 'Elves' to him Robert Frost

Source: littleoslo.com - Blogpoly The Social Media Strategy Game Beth Kanter Visiting Scholar Packard Foundation

Agenda Goals Think strategically about social media for external communications Begin to think about ways you can share best practices internally

Agenda Agenda 9:00-9:15 Reflection from Day 1 9:15-9:45 5 Minute Reminder Icebreaker Game Set Up 9:30-11:00 Small Groups To Play The Game 11:00-11:30 Report Out 11:30-Noon Reflections

Principles Flickr Photo by toby_maloy

Online/Offline

Listen first, real time tracking, leads to engaging

The Social Life of Content and Messaging

The right metrics

Small pilots and Reiterate

Assess organizational culture a

Principles

Quick Review Generate Buzz Social Content Listen Engage Community Building & Social Networking

acticaches Listen Engagement Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Offline/Online Link Social Content

Human Spectragram: Experience with social media

Source: littleoslo.com - Blogpoly The Social Media Game Remix History

http://socialmedia.wikispaces.com/Social+media+game David Wilcox

http://internet-fundraising.wikispaces.com/

Photo by Preetam Rai

Network Effe

Remember …

Value of the exercise is the discussion and how you navigate through choices

Don’t get hung up if you don’t have enough context. Make it up!

There are no right or wrong answers

You are the strategy team for a national network whose member organizations need to get accurate information about reproductive health care, sex education, and other information to teens and college students. Some members have embraced social media and social networks, while others have not. You want to create a national coordinated strategy. The Scenario and Objective

2. Use the people cards to identify audience

3. Review Strategy Blocks Generate Buzz Social Content Listen Engage Community Building & Social Networking

4. Pick Your Tools: You Only Get Ten Points!

A Community of Practice for Network Members Now that you have an external strategy, how can you ensure that members can learn best practices from one another? How can you share resources or work in a connected way? 5. A Community of Practice for Network Members

6. Real Life Happens, Revise

6. Each Group Reports

Summarize strategy

Summarize discussions

7. Full Group

What did you learn?

How to improve or remix?

Refine Objective

Identify Audience

Review the Strategy Approaches

Pick Tools

Share best practices

Life happens, revise your strategy

Report: Strategy

Full Group Discussion: What did you learn that you can apply?

How will you apply what you learned to your external strategy? How will you apply what you learned to your external communications strategy? Sharing best practices in your network? What challenges? What do you need to move forward? What is the first step you will take?

Just Three Words … on takeaways

Thank You! Beth’s Blog http:// beth.typepad.com Have a blog post topic idea? [email_address]