Tweets, Pheeds & Snapchetiquette: Six Tips for Engaging Your Tribe


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CWA #Youth2014 Social Media Session Slidedeck (w/Maya & Vinz)

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  • Maya calls to order, does introductions
  • 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

    1. 1. JANUARY 28, 2014 MAYA, KRISTIN & ALL OF YOU
    2. 2. Ready?  Introductions  6 lessons  Diving in  Sharing  Reflection
    3. 3. Engaging Your Tribe Using Social Media: 6 Tips ( Description KNOW YOUR PURPOSE MAKE & EMPLOY A MAP SUPPORT YOUR TRIBE/S FOLLOW GOOD NETIQUETTE EMBRACE SERENDIPITY MEASURE, ADA PT & PERSIST Resources Cited Social Media is an ever-changing collection of tools that OpenDream: can be employed in infinite ways. A first step in using social Love Not Yet (Film): media wisely is getting clear about what you seek to /watch?v=BPkLrc9c1CM achieve – your fundamental purpose. Goals, strategies, Funnel: wp-content/uploads/2013/03/Social-Mediatools, and tactics follow. Tips-Engagement-Funnel-960x720.jpg; Use tools to help you identify the communities you seek Pyramid: to reach and the relationships you would like to establish with them. Funnels, pyramids, concentric circles all work. /wp-content/uploads/2011/04/SocialMedia Models_SocialEngagementPyramid.jpg; Find the tool that works for you. Revisit often. Circles: /uploads/2011/05/CommNetCrowd.gif 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. here: blog/files/TribesQA2.pdf 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:// happens! aqyb2k5/?launcher=false&fcsCont Pay attention and take a risk now and then. Online ent=true&pbMode=normal social relationships can be amazingly valuable. Rockford/Etsy case: Social change is a marathon offline and online. Build Alamo Workforce Solutions (article & links): skills, test approaches, document progress, share knowledge and keep going. ing-edition/2013/07/workforce-solutions-usessocial-media.html Kristin Wolff & Maya Thornell-Sandifor, Social Policy Research Associates
    6. 6. 1 Know Your Purpose
    7. 7. 2 Make & Employ a Map
    8. 8. 3 Support Your Tribes
    9. 9. Where do they engage?        A local coffee shop A monthly meet-up Google hangout Via email Basecamp (or similar) An IRC channel LinkedIn
    10. 10. 4 Use Good Netiquette
    11. 11. 3 Rules: ⁃ Be generous ⁃ Be relevant ⁃ Be interesting (and/or funny)
    12. 12. 5 Be Open to Serendipity
    13. 13. “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 world.”
    14. 14.
    15. 15. “Thank you for inspiring us…”
    16. 16. 6 Measure, Adapt & Persist Photo by Chnines (Flickr)
    17. 17. Photo by Chnines (Flickr)
    19. 19. GUIDING QUESTIONS  What (specifically) will you do to accomplish your goal and why?  What resources (knowledge, technology, time, budge t, etc.) will you need that you don’t have?  How will you know when/if you succeed?  What ideas/lessons/advice emerged from your group?
    20. 20. Tweet the best idea you heard during the last hour. Use #Youth2014 #socmed Check for more (and we’ll be in touch).
    21. 21. Thanks! Maya Thornell-Sandifor, Senior Associate ( Kristin Wolff, Senior Associate (Adjunct) ( @kristinwolff @Social_Policy @Weadership