Maya: Our plan for the session:IntrosReview of key lessons from social media engagement with wf people from across several projectsSmall group workReflection
Maya – Here is the resource sheet in front of you in case you’d like to follow along. It’s probably most useful though by visiting it online where you can click the links directly.
Kristin:We’ve put it on our Weadership site, in this blog post (blue one).I’m going to sprint through some key lessons before we engage you in sharing ideas.
Kristin This will be a sprint. Our intention is to warm you up for the real action to follow. We’ll use examples that are specifically from the WFD field as well as those from outside the field that offer examples from which we can learn.Lesson 1: Know your purpose.And line up your goals &strategies behind it. It sounds so simple, but we have heard agencies, organizations, and groups say things like “We need to be on Facebook” without having a clear sense of what they want to use Facebook to accomplish. Working on your theory of change – what you want to accomplish and how you think social tools will help you do that -- is a critical step in a successful social media venture.
Here’s an example of an unexpected solution to a serious problem in Thailand.The problem is teen pregnancy. Thailand has the second highest rate in the world and the highest in SE Asia. One issue is that sex education is focused on young married couples, because in theory, abstinence until married is what’s expected. It’s not working.So a youth-led social enterprise called OpenDream asked young people where they go when they have questions about sex. Not surprisingly, they go to each other. But like many teens, Thai teens love gaming, so OpenDream partnered with NGOs, the govt. health service, and the medical community to build an app in the form of a game called “Love Not Yet.” They could have built a website, or launched a FB or Twitter educational campaign, but they wanted to do two things: provide information to young people who were not getting it anywhere else and engage them in learning. So games was the answer. The promotion and subsequent community building was done on social media.Turns out, OpenDream is now doing a lot of work in the health space, including public health – they have just built a new game for young children about what to do when it floods (Flood Fighter, SaiFah) a common public health hazard in much of Thailand. It will be released in English later this year. So in this case, it was gaming that did the engaging, and social media that raised awareness of the game – not just in Thailand but all over SE Asia, connected gamers to one another, and gave all the teens who are only talking to each other about sex and pregnancy information they can use to make decisions that are right for them.
So in this case, it was gaming that did the engaging, and social media that raised awareness of the game – not just in Thailand but all over SE Asia, connected gamers to one another, and gave all the teens who are only talking to each other about sex and pregnancy information they can use to make decisions that are right for them.
Who are the people you want to reach? What is the quality of your relationship with them?
There are lots and lots of tools to use for map making. Here are a few you may be familiar with.For those of you with marketing backgrounds, the “funnel” – adapted to a social technology universe – may be the most familiar.
Here’s another version more native to the world of social media.
For those schooled in engagement and communications, the pyramid may look more familiar. This one is from Charlene Li’s work at Forrester but is also in her Open Leadership Book.
This one is from Amy Sample Ward and Allyson Kapin’s new book – Social Change Anytime Anywhere.
Here’s Amy & Allyson
We like it because it comes from the social change sector where engaging people – not to sell them products in a transactional way but to enlist their help in achieving a mission, is native.You can see that the descriptions of the quality of relationships is more nuanced and sophisticated (and probably closer to the relationships you have with your tribes) in this mode than in the previous ones.These tools can help uncover all kinds of assumptions about what groups can be engaged in advancing our cause and how that might occur.Whatever tool you use, this kind of mapping – not once, but over and over, was critical to the success of teams that increased their impact using social media.
Where do your tribes aggregate/interact now? Who do they already interact with? Using what tools?It can be easy to do to things here:Assume that you are leading a new initiative and pulling people from somewhere else to your cause and/orAssume that social media is all about online rather than f2f interactions. Avoid these pitfalls. Ask the basic questions ---
Where do your tribes engage – right now – with or without you?
Good netiquette is very simple.And proven.
We’ll get to examples in the next tip, which is…-----
How many of you know Etsy?[Explain]
This is a tweet from the then new mayor or Rockford, IL to the CEO of Etsy who has been speaking publically about the Etsy economy.
Good stuff has happened – a pilot program to train hs students and low income adults in eship and use the Etsy platform to launch ventures.NY has since copied. Other cities are lining up.
Local Etsy team engaged.
There’s a terrific little video that explains the effort better than I ever could. More videos since I saw this one.-----
When we engage in a network way – meetings are rarely enough. We need partners and collaborators who are helping advance common goals, not just attending meetings. In this context, if you are convening, this means you are no longer planning meetings, but designing experiences. They can be labs, conversations, games, knowledge sharing events, learning forums, and on and on.These are some of the things you might think about.Supporting this kind of engagement can be complicated, but it can also vastly improve efficiency and enable things that were not possible before – even if control is diminished.-----
It’s a marathon, not a sprint. You’ll have lots of successes and some things that don’t go well, but overall, like anything else you devote time and attention to, the curve will go up.
Workforce Solutions Alamo launched a social media strategy aimed at youth last year. FB, twitter, and pinterest – now have 11 boards.
Those are the lessons we’ve learned ourselves and through our interactions with workforce, economic, and community development communities from across the country and many different projects.
Best subtitle ever.We believe it too.So it’s time to share.
12 minutes, report back.
Just so you have our information…(The slides will also be on the Weadership website by tonight).
Tweets, Pheeds & Snapchetiquette: Six Tips for Engaging Your Tribe
Engaging Your Tribe Using Social Media:
6 Tips (weadership.org)
EMPLOY A MAP
PT & PERSIST
Social Media is an ever-changing collection of tools that OpenDream: http://www.opendream.co.th/
can be employed in infinite ways. A first step in using social Love Not Yet (Film):http://www.youtube.com
media wisely is getting clear about what you seek to
achieve – your fundamental purpose. Goals, strategies, Funnel: http://vpmarketingondemand.com/
wp-content/uploads/2013/03/Social-Mediatools, and tactics follow.
Use tools to help you identify the communities you seek
to reach and the relationships you would like to establish
with them. Funnels, pyramids, concentric circles all work. /wp-content/uploads/2011/04/SocialMedia
Find the tool that works for you. Revisit often.
Identify and build on existing patterns. Go where your
Seth Godin understands tribes and how to
tribe is, use their tools, support them in achieving their
interact with them. Just find his stuff. Start
goals – trust and influence with follow.
Three simple rules: 1) be relevant; 2) be generous; and How about a recorded tutorial by HuffPo
blogger & entrepreneur Spencer Critchley
3) be interesting (or funny). Start there and see what
specifically for workforce pros!)?: https://
Pay attention and take a risk now and then. Online
social relationships can be amazingly valuable.
Social change is a marathon offline and online. Build
Alamo Workforce Solutions (article & links):
skills, test approaches, document progress, share
knowledge and keep going.
Kristin Wolff & Maya Thornell-Sandifor, Social Policy Research Associates
“We don’t expect every student to
become an Etsy seller, but rather
to apply the skills they learn to any
entrepreneurial path they want to
follow. We do
believe, however, along with the
City of Rockford, that this will lead
to real economic impact.”
“This pilot program has the
potential to be not just what Mayor
Morrissey calls a “pathway to
prosperity” for Rockford, but a
blueprint for similar programs
across the country and around the
Six Tips for Engaging Your Tribe
KNOW YOUR MAKE & EMPLOY SUPPORT
SERENDIPITYADAPT & PERSIST
What (specifically) will you do to
accomplish your goal and why?
(knowledge, technology, time, budge
t, etc.) will you need that you don’t
How will you know when/if you
What ideas/lessons/advice emerged
from your group?
Tweet the best idea you heard during the last hour.
Use #Youth2014 #socmed
Check Weadership.org for more (and we’ll be in touch).