Lisette is a senior project manager with over 15 years of experience in work breakdown structures, web-based collaboration tools, and online community management.
This presentation covers the basics on how organisations are using public and private social networks to further their causes and increase their revenues and memberships. We will go over the importance of using both, and will show how a private social network really is just an organisation online... and why that is powerful and important.
Social media tools are nothing new to an organisation’s core primary purpose which is communication & engagement with &amongst members. Social Media strategizing can be overwhelming to most organizations – and in the end, people can do a lot with just the basics. Social Media doesn’t have to be overwhelming. It doesn’t have to be marketing. It doesn’t require expert knowledge. It doesn’t have to be complicated. The key is to identify what an organization needs, and then design a social media strategy around that need.
Let’s start with a quick snapshot of what the social media landscape looks like now.
Facebook statistic: That’s 1 in 10 people on the planet. I’ll give you a moment to let that sink in. This includes the 3rd world. 22% of grandparents in the UK are using Social Media (Source: Mashable)
The following real world examples show how organisations are effectively using social media tools.
Twitter uses 140 characters or less.Twitter users tends to be: younger users than Facebook male highly educatedIn this example, we see how organisations are using Twitter for customer service. United has a whole branch of customer service employees dedicated specifically to Twitter... there’s nothing as effective as complaining in public, right?
The Maine Lobster truck in Washington DC relies solely on Twitter for its business. Each day, they tweet their location and hundreds of people show up to stand in line to buy a $15 lobster sandwich.
Here’s an example of how Facebook is being used for outreach. Facebook can be a great way of extending the reach of your organisation.Note the links to the organisation’s blogs and “great tips”... all things that drive new people to the organisation’s website.Remember, 2/3 of all Facebook users have “liked” a company or product.
LinkedIn is an example of the most popular professional public social network. This has the added benefit of being able to use closed groups for more private conversations and networking with other professionals in the same field.
The Old Spice YouTube campaign is the most successful video marketing campaign to date. The original ad garnered over 30 million views on YouTube. This was followed up with an online “blitz” by creating 180 follow-up videos.Ad Agency = Wieden + Kennedy (Oregon)
Kiva is a non-profit microfinance company helping people start businesses all over the worldBlogs help establish social authority, and provide free SEO. This is extremely important and valuable.Blogs are also a great way to establish “social authority”: become an expert in a given field/area, and thereby becoming an influencer in that field or area.
Out of these challenges the private social network is born solving privacy and security concerns, giving organizations control of their information, features, and branding. CONS Advertising Limited by feature set Unexpected privacy changes Unexpected UI changes Branding Who owns data?PROS Easy to use Easy to setup Easy user adoption
The question isn’t whether to use public OR private social networks. The question becomes: how do you incorporate both public and private networks into your social media strategy?Public social networks can be used to create demand drive awareness.Private social networks leverage the knowledge and experience of people in a network, providing value and opportunities.
The private social network IS your organization. It is the collective sum of your members.
The private social network IS your organization. It is the collective sum of your members.There are many companies who offer private social networks. GoLightly offers private social networks with the following capabilities: iMIS integration, member directories & profiles, listservs, workgroups, calendars, blogs, wikis, forums, libraries. GoLightly’s social networks are setup so that organizations can choose which features and capabilities to start with: making each network suited for each organization, and giving room to grow.
Investment: Subscription fees and human capital * Replacement: older listserves, hosting fees, other softwaresubscriptions, human capital of staff now shifted out to others * Time spent in planning and implementation/learningExpected returns: * Stable attendance at events in year 1, higher in year 2 * Stable membership in year 1, growth in year 2 * New revenue (sponsorship, advertising, virtual packages, sales) * More visibility for low additional cost (use of free social networkingtools plus improved search engine/blog rankings) * Shift staff to higher value work
The private social network IS your organization. It is the collective sum of your members.... online. With 24/7 access to each other. With a way to talk and share documents.The real and important benefits of using private social networks: Privacy Deliver value Safe environment for constituents to have in-depth conversations and share information You own your data Another “touch-point” besides direct mail
Have you ever wished that all the members of your organization worked in the same geographic area so that it would be easy to ask questions, share knowledge and plan events? In essence a private social network becomes a virtual office for your organization— it’s a place where water-cooler conversations are started frequently and with ease, information is shared, connections are leveraged, training can be less formal and group meetings always happen on your own time in the most convenient way.
This is another example of a time saver. GoLightly’s private social networks will auto-create, populate, and manage your groups based on the views you set up in your membership database (WOW!).Modern communication for chapters, committees, task forces, and communities of practice to:* Work together* Share materials Discuss Archive
The Advocates Society has set up their community to use wikis that show where to park, what to wear, where to take clients to lunches, etc. It’s virtual mentorship and training for a fraction of the cost and always up to date!
The private social network provides a perfect opportunity to see how members are organizing themselves and what they are discussing, thus providing the ultimate opportunities for targeted marketing – a benefit to both the organisation AND the membership.
The National Pharmaceutical Council were using their private social network to connect their membership and were having trouble with user adoption and engagement. In doing a community walk-through, they realized that their community was already very well networked – they didn’t need another tool to help them find each other. They needed a tool that would help their constituents find resources (white papers, research, etc.). Doing a needs analysis is the first step in determining what public and private social network functionality an organisation should use.
Given that there are a lot of places to start, it’s very important to start with what your organization really NEEDS. Designing an engagement strategy is it’s own presentation, and something that GoLightly does with current and prospective clients. Listed in this slide are some of the fundamental questions communities should be answering when creating an engagement strategy for their membership. Creating a social media strategy doesn’t have to be difficult or complicated. The key to success is to Plan: what does your organization need? Use metrics to track your goals Focus on what is necessary
It’s important to use metrics when creating your goals. Private social networks can provide valuable statistics so you can evaluate exactly what is working and what is not.
We’ve covered a lot today: starting with the world of social media down to how your organization IS private social networking. If you want to learn more, GoLighty would be happy to give you a consultation.
Harnessing thePower of SocialNetworks forOrganisations
Presenter: Lisette Sutherland • Community Engagement Specialist • Senior Project Manager (15+ years experience; 5 years delving deep into community deployment) • Online collaboration geek; I’m passionate about the tools that give people the power to collaborate and connect from anywhere in the world. Partner logo here aligned to 2011 box Slide 2
Presentation Outline • Social media basics & real-world examples • Private vs public social networking = use both • The private social network IS your organisation = people powered Partner logo here aligned to 2011 box Slide 3
It’s Not Too Late To Join The Conversation! In the last 5 years, the way people connect and consume information has completely changed. Organisations that want to survive and thrive in todays world have to respond to this change by harnessing the power of social networking Partner logo here aligned to 2011 box Slide 4
Social Media Power Players Partner logo here aligned to 2011 box Slide 5
Powerful Stats: Snapshot of the Social Media World • Twitter has 175 million registered users • Facebook hit the half-billion member mark in 2011 That’s 1/10th of the world’s population! • 2/3 of Facebook users have “liked” a company or brand • LinkedIn is largest growing professional network (50 million professionals are connected on LinkedIn) • In 2010, there were 700 billion YouTube videos viewed (35 hours of video upload per minute) • 70% of viewers come from outside the US • 164 million active blogs IT’S TIME TO JOIN THE CONVERSATION! Partner logo here aligned to 2011 box Slide 6
A Few Real World Examples Twitter in 140 characters or less • United • Lobster truck Facebook • Museum Store Association Linked-in • National Recreation and Park Association Youtube • Old Spice Man Blog • Kiva Partner logo here aligned to 2011 box Slide 7
Challenges of Public Social Networks • Privacy issues (change in settings, data control, etc.) • Competition has access • Unexpected changes in user interface (lack of control) • Branding (no customization) / advertisements (competitors can appear on your page) Partner logo here aligned to 2011 box Slide 14
Public vs. Private?: Harness the power of BOTH! Public social network = INTERnet • Organisations can and should use public social media for outreach, brand development, and awareness Private social network = INTRAnet Used for growing relationships by engaging membership community and delivering value Leverage the knowledge and experience of members in your network Partner logo here aligned to 2011 box Slide 15
Harness the power of Private Social Networking to: Growing membership / increase revenue • Attract new & younger members • Make your organization habit-forming Save time by consolidating knowledge base Gain insights and understand members / Target marketing Partner logo here aligned to 2011 box Slide 16
What Private Social Networks Can Do: iMIS integration (auto-populates your directory) Groups Listserves/email lists Libraries Calendars Blogs Partner logo here aligned to 2011 box Slide 17
Private Social Network ROC (return on community) Non-Profit Technology Group NTEN powered by Golightly customized private network. Partner logo here aligned to 2011 box Slide 18
Private Social Networking IS your organisation Partner logo here aligned to 2011 box Slide 19
All of your members in one place! Partner logo here aligned to 2011 box Slide 20
Segment your members and keepcommunication relevant Partner logo here aligned to 2011 box Slide 21
Leveraging your knowledge base Partner logo here aligned to 2011 box Slide 22
Direct Marketing: Another Touch Point /Revenue Opportunity! Partner logo here aligned to 2011 box Slide 23
Designing a Powerful Engagement Strategy•WHY: define “win” for both organization & BENEFIT TO ORGANIZATION • Hub of informationaudience • Increase membership•WHO: who are you trying to reach? who is your BENEFIT TO MEMBERSaudience? • Resource repository • Latest news•WHERE: where are your members located? TARGET AUDIENCE•WHAT: what do you you want your members to • Scientists • Researchersdo?•HOW: what do you need to do? WHERE • Various US cities• WHEN: define any deadlines or opportunities • LinkedIn AUDIENCE OBJECTIVE • Find & use information • Attract prestige Partner logo here aligned to 2011 box Slide 25
Implementing Your Engagement Strategy • Make resources easy to find BENEFIT TO ORGANIZATION • Announce new information to members • Hub of information • Increase membership first BENEFIT TO MEMBERS • Give 1 person responsibility for • Resource repository • Latest news responding on each network TARGET AUDIENCE • Scientists • Daily blog posts broadcast via RSS to the • Researchers networks WHERE • Various US cities • Schedule of tweets & status updates that • LinkedIn link back to past posts AUDIENCE OBJECTIVE • Find & use information • Attract prestige Partner logo here aligned to 2011 box Slide 26
Measure Your Success Partner logo here aligned to 2011 box Slide 27
The Next Step: A private social network Learn more about how your organization can design a powerful private social network Support@GoLightly.com Partner logo here aligned to 2011 box Slide 28