Putting People at the Heart of your Social Media Strategy

Putting your people at the heart of your social media strategy @stevebridger 18/02/2010 #freshnetworks

I help charities unlearn stuff and trust more of their own people to build relationships online that support collaboration, transparency, advocacy & philanthropy @stevebridger

This is the brief story of a ﬁctional* not-for-proﬁt in a time of accelerating turbulence * any resemblance to your own organisation is purely coincidental @stevebridger

Our story begins as the boundaries of traditional charities were under assault by new patterns of communication and from the association... 19th century

Until now our charity had control aged the B RAN 54.5 D print events closed website email ...in the 20th century, donors remained donors

...and everyone knew their place in the hierarchy

But it was becoming more difﬁcult to reach people with a message that was not carried by their own networks your website plotting family me @stevebridger

They had seen the water buffalo movie and participated in ﬂashmobs. It had registered that the web did not like ‘middlemen’ that much, and that they were standing in the middle beneﬁciary charity donor enabled by tech @stevebridger

They decided to reach out to people in a way that wasn’t just marketing The web of ‘pages’ and The web of ‘ﬂow’ and top-down campaigns ‘instant’ campaigns @stevebridger

They began to catch people ‘in motion’ - when they were ‘goal orientated’ 50% more ‘user-generated’ your website events in 2009 compared to 2008 plotting my cause family me @stevebridger

They grew bigger ears and listened to what communities were saying and doing http://www.ﬂickr.com/photos/paulgi/280789933/

Then some people realised that all the new stuff* was also disruptive and transformative inside the organisation * let’s call it ‘social media’ @stevebridger

b ut some key peopl e also resisted... and even wanted to lock everything down & incre ase brand control “It is difﬁcult to get a man to understand something when his salary depends on his not understanding it” Upton Sinclair @stevebridger

Leaders were persuaded that it was still all about relationships and they saw mass participation as an opportunity to create value, rather than a threat to their own existence ...and if you ban Twitter or Facebook you shut off the ability to make new connections @stevebridger

and that they wanted to sustain these conversations http://www.ﬂickr.com/photos/edublogger/715455592/

texture ...by thickening the texture of these relationships over time through letting go @stevebridger

They heard about Zappos.com (among others) distributing trust

...and how even accountants can tweet @stevebridger

Still the legal people had mixed feelings about this... ...so they adopted some guidelines only 29% o comp f anies social have a media policy @stevebridger http://www.ﬂickr.com/photos/jkonig/385851325/

welco me to the re al time web ...but by treating social media as just another channel, they created a bottleneck as communication funnelled via a handful of staff beware unrequited love @stevebridger

They had made social media just another silo @stevebridger

...so they became convinced that... who wanted to v “...eventually every member of staff [would] need to have some level of responding power and be empowered to use social media to communicate and build relationships with the people around them” @willmcinnes trust the NB: Reward hiring staff for decision being social @stevebridger

marketers’ roles changed from broadcasters to aggregators friends inﬂuencers open BRAND walls yo u can step over brand as facilitator they recruited or grew staff into new roles like community managers adapted from a David Armano graphic | darmano.typepad.com

nal ly... They showered praise on their An d fi advocates and ampliﬁed their voices “The project is not about creating a charity; it is about enabling & empowering a community to change a situation”

Thank you for listening @stevebridger “we build too many walls and not enough bridges” Isaac Newton

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Putting People at the Heart of your Social Media Strategy

by Steve Bridger on Feb 18, 2010

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Putting People at the Heart of your Social Media Strategy — Presentation Transcript