Weaving Social Media Into Your Communications Strategy Beth Kanter Visiting Scholar, Packard Foundation June 15, 2010
Objectives Experience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy Address organizational culture and capacity issues that often arise when a new technology is introduced Identify one thing you can do to change your organization’s practice around social media
Agenda 1:00 – 2:15 Principles of Effective Social Media Strategy 2:15-2:30 Spectra Gram and Quick Break 2:45-4:15 Small Groups to Play Simulation Game 4:15-4:30Reflection
Some nonprofits are born networked nonprofits, it is in their DNA ….
Connect online/offline and not afraid of letting go and letting outsiders in
Simplicity: Focus on what they do best, network the rest
Other nonprofits make that transition more slowly
Red Cross: Making the Transition to A Networked Nonprofit
Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
Social Media, do we have to? How many of you feel like this?
The Media Landscape: Newspapers are disappearing like Cheshire cats
The internet and social media has not replaced/ displaced traditional media but… It is fundamentally changing the way people consume and interact with information
The “New” Information Ecology Local TV news (78%) National TV news (73%) Print national newspaper (17%) Internet (61%) Print local newspaper (50%) Radio (54%) Menu of Choices for News on a Typical Day
With my friends How people are getting info to make decisions
Overall, 71% of internet users get news and information through email or posts on social networking sites – PEW Internet Project – 6/2010
Social Media Strategy Blocks Movement Building with Multi-Channels Generate Buzz Social Content Engage Listen Integrated with Overall Communications and Internet StrategyDrives Offline Action, Change of Behavior, or Impact Outcome
acticaches Social Media: Picking Tools Movement Building and Multi-Channel GenerateBuzz Social Content Listen Engage 10hr 15hr 20hr Crawl ………..……Walk …….…….. Run ……..…………….Flyl Less Time
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? #excelsm Photo by Franie
Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
Instructions on paper and knowledge in the cards and other people at table
Each table has been given a number and will work the corresponding scenario. 1= Environmental Advocacy Organization 2= Homeless Services Center3= Organic Farming Association 4= Conservation Education Program5= Performing and Visual Arts Center
Reflection How will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward? What is the first step you will take?