Workshop Ngo Feb 13


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  • 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 ..
  • 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
  • Workshop Ngo Feb 13

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