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
@afine @kanter June 21st Virtual Launch Party 4-5 PM EST http://bit.ly/networkednp http://bit.ly/netnongo
Why become a Networked Nonprofit?
Complex social problems that outpace the capacity of any single nonprofit organization Photo by uncultured
The Networked Nonprofit
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
Listening Drove Adoption
Influencer complaining … Customer service issue Relationship building Engagement
Social Media’s Role in Disaster Relief Effort in Haiti
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 Best Practices Flickr Photo by toby_maloy
I’ve been watching you
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
Communications and Program Assessment
Who do you want to reach?
What do you want to accomplish?
Where can social improve or supplement programs, services, or communications?
What’s our available budget/time?
What opportunities to pilot?
Charting: What are your planned events, content, and opportunities for the year? What to socialize?
Source: Communications Network Listening Presentation OSI Foundation
#excelsm Did you hear something new ? What have you thought about before? What resonated?
The Social Life of Content Crawl: Link and Recycle Fly Walk Run
Give yourself some link love
Repurposing or recycling content for different channels
Repurposing or recycling content for different channels
Social Media Outposts
Curated Social Content
Closing the Loop with Social Media
Don’t do this to your intern ….
Oh Look, A Squirrel!
Approach Social Media as if you were Thomas Edison inventing the storage battery
Results! I have gotten a lot of results. I know what doesn’t work and won’t have to be tried again. I am not discouraged because every wrong attempt discarded is a step forward. storage battery
Pick the Right Result Objective, Audience, Strategy, Tactics, Time investment, KD Paine
Identify the most important metric to measure it!
Testing, Testing, Testing
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
Making a strong business case
Make Learning in Public Less Stressful: Worst Case Scenarios & Contingency Plans
Leaders Experience Personal Use
Codifying A Social Culture: Policy
Encouragement and support
Why policy is needed
Cases when it will be used, distributed
Oversight, notifications, and legal implications
Identity and transparency
Judgment and common sense
Policy examples available at wiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
Testing the policies: Refining, Educating
Operational guidelines need to be specific and include examples
Don’t moon anyone with a camera, unless you hide your face ….
Summary: Social Media should be integrated into your organization’s communications plan You can be successful with small incremental steps
Spectra Gram: How comfortable are you with social media tools? NOT AT ALL VERY Somewhere in between?
Ready to play the Social Media Game? Source: littleoslo.com - Blogpoly
David Wilcox http://socialmedia.wikispaces.com/Social+media+game
Table Check Leader Communications Technology Number
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
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?