The Dance Floor and The Balcony:<br />Effective Social Media Strategy and Tactics for Nonprofits<br />Zabara Tango<br />Be...
Zabara Tango<br />
Stand up, Sit Down<br />
Share Pairs<br />Photo by Franie<br />
Social Media Effective Use<br />Flickr Photo by toby_maloy<br />
Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Social Media Strategy Blocks<br />Movement Building with Mu...
Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Movement Building  and Multi-Channel<br />Generat...
Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br /...
Strategy<br />
Communications and Program Assessment<br /><ul><li>Who do you want to reach?
What do you want to accomplish?
Where can social improve tools and processes?
Where can social supplement these tools and processes?
Budget and time
Opportunities to pilot</li></li></ul><li>What are your planned events and opportunities for the year?<br />
Share Pairs<br />What?<br />Who?Opportunities?<br />Photo by Franie<br />
Strategy<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
Share Pairs<br />Who is listening on social media channels? <br />What are some key words you use to listen?<br />Photo by...
Strategy<br />
Conversation Starters<br />
“It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and t...
Strategy<br />
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Strategy<br />
The Social Life of Content<br />Crawl<br />Fly<br />Walk             Run<br />
Social Media Outposts<br />
Curated Social Content<br />
Don’t Forget Mobile Content ….<br />
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Strategy<br />
Platform for Self-Organizing<br />
Capacity<br />
Staffing<br />
How much time does it take to do social media?<br />
Culture<br />
Human Spectragram:  Agree or disagree with:<br />Social media is a waste of time<br />Social media can help fundraising re...
Perceptions <br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addr...
Social Media Policy Template<br /><ul><li> 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</li></ul>Source:  Charlene Li, Altimeter Group<br />
Scale<br />
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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&apos;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&apos;s rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you&apos;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&apos;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.  
  • Workshop Deck

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

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