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  • http://www.flickr.com/photos/dharmesh84/426711014/
  • What is therole of the new media techniques in dissemination of information?
  • Reeta Roy, President and CEO of the MasterCard Foundation, is sending tweets from her site visit to Uganda and Kenya. As background, the mandate of the $2 billion Foundation is to enable people living in poverty to improve their lives by expanding their access to microfinance and education.  Reeta is currently in Uganda, where she’s learning first-hand about the Foundation’s partnerships and programs.   While the account is the Foundation's branded Twitter account, she is using it for a project to report on their work in the field. 
  • 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/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.
  • 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/jrparis/66581120/
  • http://www.flickr.com/photos/grimmo/1705857459/
  • Transcript

    • 1. Social Media WorkshopNasscom Foundation
      Beth Kanter, Beth’s BlogFeb. 2010
    • 2.
    • 3. Teaching and Learning
      Photo by Steve Goodman
    • 4. Engaging
      Content in
      many places
      network
      Sharing
      Conversations
      Crowdsourcing
      Fundraising
      Learning and content creation
      Beth’s Blog
    • 5. http://socialmedia-strategy.wikispaces.com/
    • 6.
    • 7. @nasscomfdn
    • 8.
    • 9. Agenda
      Introduction and Translation
      10:30-11:30
      Principles of Social Media Strategy11:30-12:30
      Small Group Work: Social Media Game12:30-1:15
      Report Out1:15-1:45Closing Circle Reflection1:45-2:00
    • 10. Introductions
      Name, Organization
      What do you want to learn about social media?
    • 11. PersonalUse
      Stand up, Sit Down
    • 12. Human Spectragram: Agree or disagree with:
      Social media is a waste of timeUsing social media can make our CSR Initiative more successful
    • 13. The Principles of Effective Social Media Strategy
    • 14. Community Building & Social Networking
      GenerateBuzz
      Social Content
      Engagement
      Listen
      Social Media Strategy Blocks
      Crawl ………..……Walk …….…….. Run ……..…………….Flyl
    • 15. Social Content
      acticaches
      Social Media: Tactics and Tools
      Community Building & Social Networking
      GenerateBuzz
      Listen
      Engagement
      10hr
      15hr
      20hr
      Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome
      Less Time
      More time
    • 16. 1. Links to Communications Strategy or Theory of Change
    • 17.
    • 18.
    • 19.
    • 20.
    • 21.
    • 22.
    • 23.
    • 24.
    • 25.
    • 26.
    • 27.
    • 28. Share Pairs …
      • Share with a neighbor something you heard that was completely new to you
      • 29. Share something that you have thought about
      • 30. Share something that really resonated
    • 2. Listen First, Engage Second
    • 31. Source: Communications Network Listening Presentation OSI Foundation
    • 32. Engaging in the Conversation Strategically
    • 33. “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
    • 34. 4. Builds Relationships with Influencers
    • 35.
    • 36.
    • 37.
    • 38. Identifying Influencers Influencers
        # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates
    • 39. Share Pairs …
      • Share with a neighbor something you heard that was completely new to you
      • 40. Share something that you have thought about
      • 41. Share something that really resonated
    • Web Site Content
    • 42. Social Media Outposts
    • 43. Curated Social Content
    • 44. 5. Leverage A Networked Effect
    • 45.
    • 46.
    • 47.
    • 48. Share Pairs …
      • Share with a neighbor something you heard that was completely new to you
      • 49. Share something that you have thought about
      • 50. Share something that really resonated
    • 6. Allocate staff time, have expertise to implement strategy
    • 51.
    • 52.
    • 53. Well, maybe not dead
      7. Pick the right metrics to understand what is and what isn’t working
    • 54.
    • 55. Engagement: Bit.ly for Click Thrus
    • 56.
    • 57.
    • 58. 8. Assess Organizational Culture
      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
    • 59. Social media policy template
      • Encouragement and support
      • 60. Why policy is needed
      • 61. Cases when it will be used, distributed
      • 62. Oversight, notifications, and legal implications
      • 63. Guidelines
      • 64. Identity and transparency
      • 65. Responsibility
      • 66. Confidentiality
      • 67. Judgment and common sense
      • 68. Best practices
      • 69. Tone
      • 70. Expertise
      • 71. Respect
      • 72. Quality
      • 73. Additional resources
      • 74. Training
      • 75. Press referrals
      • 76. Escalation
      • 77. Policy examples available at wiki.altimetergroup.com
      Source: Charlene Li, Altimeter Group
    • 78. Scale
    • 79. Creating A Safe Place
      Identify worst case scenarios
      Develop contingency plans
      Prepare for the failures
    • 80. Small Group Work
    • 81. Ready to play the Social Media
      Game?
      Source: littleoslo.com - Blogpoly
    • 82. David Wilcox
      http://socialmedia.wikispaces.com/Social+media+game
    • 83. Photo by Preetam Rai
    • 84. Rules …
      • Value of the exercise is the discussion and how you navigate through choices
      • 85. Don’t get hung up if you don’t have enough context. Make it up!
      • 86. There are no right or wrong answers
      • 87. Instructions on paper and knowledge in the cards and other people at table
    • Table Check
      Leader
      Communications
      Technology
    • 88. Objective
      Each scenario has an objective that you can identify and sharpen … but don’t get stuck
      Photo by wili/
    • 89. Audience
      • Who must you reach with your social media efforts to meet your objective? Why this target group?
      • 90. What do they know or believe about your organization or issue? What will resonate with them?
    • Social Graphics ….
    • 91.
    • 92. Community Building & Social Networking
      GenerateBuzz
      Social Content
      Engage
      Listen
      3. Review Strategy Blocks
    • 93. 4. Pick Your Tools: You Only Get Ten Points!
    • 94. Refine Objective
      Identify Audience
      Review the Strategy Approaches
      Pick Tools
      Reports
      Reflection
    • 95. Reports
      • Summarize strategy decisions
      • 96. Summarize discussions
    • Closing Circle
      What is the first step you will take?
    • 97. Thank You!
      Beth’s Bloghttp://beth.typepad.com

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