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Workshop Deck

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  • http://www.flickr.com/photos/franie/471300085/What is one idea you heard today that really inspired you?What is one thing you want to learn from social media?What is one thing you know already?
  • http://www.flickr.com/photos/martinlabar/52155558/
  • http://www.flickr.com/photos/ryanobjc/2712391135/
  • http://www.flickr.com/photos/yandle/844341197/Layoutall planned communication and marketing events and opportunities for the year
  • http://www.flickr.com/photos/franie/471300085/
  • 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/
  • http://www.flickr.com/photos/dramagirl/400738316/
  • Content has a social life!
  • http://www.flickr.com/photos/dramagirl/400738316/
  • 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/wwworks/4005631298/
  • Scenario A: Groups:   1-2You are a theatre company that celebrates and preserves the art and spirit of  American Musical Theatre that has a home season.   You want to use social media to create a network of American Musical Theatre enthusiasts around the world who might purchase tickets when they visit your city, purchase recordings or other items online.    Scenario B: Groups:   3-4Your arts organization presents Children’s Theatre and Music Concerts.  You are moving to a new location in downtown Berkley.   You want to use social media as part of your communications plan to promote the new location.   One audience segment you want to reach includes moms between the ages of 30 and 45 with children between the ages 4 and 10.Scenario C:  Groups:  5-6You are a Jewish Community Center that has an arts program as part of its offerings.   You want to reach a younger audience (age 20-30)  and use social media as part of your strategy.  Your arts program includes performances, lectures, and a contemporary arts program.   You also offer youth arts classes in dance, theatre, and other art forms.   You have a robust marketing program through traditional channels, but have not started using any social strategies.Scenario D: Groups 7-8You are a contemporary dance company that produces an edgy dance installation performance event inside a well known San Francisco historic building.  The performances are repeated during the month of July.  You want to use social media to generate buzz before, during, and after the event  and sell tickets.  
  • Transcript

    • 1. The Dance Floor and The Balcony:
      Effective Social Media Strategy and Tactics for Nonprofits
      Zabara Tango
      Beth Kanter, Beth’s Blog
      Ideation Conference
      April 5, 2010
    • 2. Zabara Tango
    • 3. Stand up, Sit Down
    • 4. Share Pairs
      Photo by Franie
    • 5. Social Media Effective Use
      Flickr Photo by toby_maloy
    • 6. 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
    • 7. 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
    • 8. Share Pairs
      Are you in the crawl, walk, run, or fly stage with your social media?
      What does that look like?
      What’s needed to get you to the next stage?
      Photo by Franie
    • 9. Strategy
    • 10.
    • 11.
    • 12.
    • 13. Communications and Program Assessment
      • Who do you want to reach?
      • 14. What do you want to accomplish?
      • 15. Where can social improve tools and processes?
      • 16. Where can social supplement these tools and processes?
      • 17. Budget and time
      • 18. Opportunities to pilot
    • What are your planned events and opportunities for the year?
    • 19. Share Pairs
      What?
      Who?Opportunities?
      Photo by Franie
    • 20. Strategy
    • 21. Source: Communications Network Listening Presentation OSI Foundation
    • 22.
    • 23. Share Pairs
      Who is listening on social media channels?
      What are some key words you use to listen?
      Photo by Franie
    • 24. Strategy
    • 25. Conversation Starters
    • 26. “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
    • 27.
    • 28.
    • 29.
    • 30. Strategy
    • 31.
    • 32.
    • 33.
    • 34.
    • 35. Share Pairs
      Something you heard that was completely new to you
      Something you thought about
      Something that resonated
      Photo by Franie
    • 36. Strategy
    • 37. The Social Life of Content
      Crawl
      Fly
      Walk Run
    • 38.
    • 39.
    • 40.
    • 41.
    • 42.
    • 43.
    • 44. Social Media Outposts
    • 45. Curated Social Content
    • 46. Don’t Forget Mobile Content ….
    • 47. Share Pairs
      Something you heard that was completely new to you
      Something you thought about
      Something that resonated
      Photo by Franie
    • 48. Strategy
    • 49. Platform for Self-Organizing
    • 50.
    • 51.
    • 52.
    • 53. Capacity
    • 54. Staffing
    • 55.
    • 56. How much time does it take to do social media?
    • 57.
    • 58. Culture
    • 59. Human Spectragram: Agree or disagree with:
      Social media is a waste of time
      Social media can help fundraising results
    • 60. 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
    • 61. Social Media Policy Template
      • Encouragement and support
      • 62. Why policy is needed
      • 63. Cases when it will be used, distributed
      • 64. Oversight, notifications, and legal implications
      • 65. Guidelines
      • 66. Identity and transparency
      • 67. Responsibility
      • 68. Confidentiality
      • 69. Judgment and common sense
      • 70. Best practices
      • 71. Tone
      • 72. Expertise
      • 73. Respect
      • 74. Quality
      • 75. Additional resources
      • 76. Training
      • 77. Press referrals
      • 78. Escalation
      • 79. Policy examples available at wiki.altimetergroup.com
      Source: Charlene Li, Altimeter Group
    • 80. Scale
    • 81. Learning
    • 82. Well, maybe not dead
      Pick the right metrics to understand what is and what isn’t working
    • 83. SEED
      Track the
      Whole Funnel
      Identify Influencers
      ATTENTION
      Tweet Impressions
      ENGAGEMENT
      Click Thrus
      Retweets
      CONVERSION
      Sign ups
      Donations
    • 84.
    • 85. Seed: Twitalyzer to identify Influencers
        # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates
    • 86. Reach: What the Hashtag Tweets
    • 87. Engagement: Bit.ly for Click Thrus
    • 88. Creating A Safe Place To Fail
      Identify worst case scenarios
      Develop contingency plans
      Prepare for the failures
    • 89. 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.
    • 90. Share Pairs
      Small Groups:
      One thing you heard that you can put into practice?One question you still have?
      What is one step you can take with social media tommorrow?
      Photo by Franie
    • 91.
    • 92. http://social-media-game.wikispaces.com
    • 93.
    • 94. Photo by Preetam Rai
    • 95. Network Effe
    • 96.
    • 97.
    • 98. Rules …
      • Value of the exercise is the discussion and how you navigate through choices
      • 99. Don’t get hung up! Make it more context if you need it.
      • 100. There are no right or wrong answers
      • 101. Instructions on paper and knowledge in the cards and other people at table
      • 102. You won’t have a completed, perfect strategy – only have 60 minutes
    • The Scenario
    • 103. Movement Building with Multi-Channels
      GenerateBuzz
      Social Content
      Engage
      Listen
      Review Principles
    • 104. Pick Your Tools: You Only Get 10 Points!
    • 105. Report Out
      • Three Minute Summary
      • 106. Discussion Questions
      • 107. What’s brilliant?
      • 108. What’s missing?
      • 109. What will you apply to your strategy?