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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/

Workshop Ngo Feb 13 Workshop Ngo Feb 13 Presentation Transcript

  • Social Media WorkshopNasscom Foundation
    Beth Kanter, Beth’s BlogFeb. 2010
  • Teaching and Learning
    Photo by Steve Goodman
  • Engaging
    Content in
    many places
    network
    Sharing
    Conversations
    Crowdsourcing
    Fundraising
    Learning and content creation
    Beth’s Blog
  • http://socialmedia-strategy.wikispaces.com/
  • @nasscomfdn
  • 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
  • Introductions
    Name, Organization
    What do you want to learn about social media?
  • PersonalUse
    Stand up, Sit Down
  • Human Spectragram: Agree or disagree with:
    Social media is a waste of timeUsing social media can make our CSR Initiative more successful
  • The Principles of Effective Social Media Strategy
  • Community Building & Social Networking
    GenerateBuzz
    Social Content
    Engagement
    Listen
    Social Media Strategy Blocks
    Crawl ………..……Walk …….…….. Run ……..…………….Flyl
  • 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
  • 1. Links to Communications Strategy or Theory of Change
  • Share Pairs …
    • Share with a neighbor something you heard that was completely new to you
    • Share something that you have thought about
    • Share something that really resonated
  • 2. Listen First, Engage Second
  • Source: Communications Network Listening Presentation OSI Foundation
  • Engaging in the Conversation Strategically
  • “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
  • 4. Builds Relationships with Influencers
  • Identifying Influencers Influencers
      # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates
  • Share Pairs …
    • Share with a neighbor something you heard that was completely new to you
    • Share something that you have thought about
    • Share something that really resonated
  • Web Site Content
  • Social Media Outposts
  • Curated Social Content
  • 5. Leverage A Networked Effect
  • Share Pairs …
    • Share with a neighbor something you heard that was completely new to you
    • Share something that you have thought about
    • Share something that really resonated
  • 6. Allocate staff time, have expertise to implement strategy
  • Well, maybe not dead
    7. Pick the right metrics to understand what is and what isn’t working
  • Engagement: Bit.ly for Click Thrus
  • 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
  • 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
  • Scale
  • Creating A Safe Place
    Identify worst case scenarios
    Develop contingency plans
    Prepare for the failures
  • Small Group Work
  • Ready to play the Social Media
    Game?
    Source: littleoslo.com - Blogpoly
  • David Wilcox
    http://socialmedia.wikispaces.com/Social+media+game
  • Photo by Preetam Rai
  • Rules …
    • 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
    • Instructions on paper and knowledge in the cards and other people at table
  • Table Check
    Leader
    Communications
    Technology
  • Objective
    Each scenario has an objective that you can identify and sharpen … but don’t get stuck
    Photo by wili/
  • Audience
    • Who must you reach with your social media efforts to meet your objective? Why this target group?
    • What do they know or believe about your organization or issue? What will resonate with them?
  • Social Graphics ….
  • Community Building & Social Networking
    GenerateBuzz
    Social Content
    Engage
    Listen
    3. Review Strategy Blocks
  • 4. Pick Your Tools: You Only Get Ten Points!
  • Refine Objective
    Identify Audience
    Review the Strategy Approaches
    Pick Tools
    Reports
    Reflection
  • Reports
    • Summarize strategy decisions
    • Summarize discussions
  • Closing Circle
    What is the first step you will take?
  • Thank You!
    Beth’s Bloghttp://beth.typepad.com