Chesapeake Bay Forum - Using Social Media

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How non profits like NWF are using Social Networking in the enterprise for communications inside and out

How non profits like NWF are using Social Networking in the enterprise for communications inside and out

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  • 1. Experiences  Using  Social  Media     By  Danielle  Brigida  @starfocus   and  Michael  Sola  @michaelsola  
  • 2. Using  Technology  in  Social  Media   Asking  WHY  before  HOW   -­‐  Michael  Sola  
  • 3. Agenda  •  Should  you  care  about  Social  CompuEng?  •  How  do  the  tools  help  you  be  social?  •  How  can  you  get  prepared?  –  Key  Steps   – Clearly  IdenEfy  the  Business  Problem   – Decide  Which  Features  Make  Sense  for  Your   OrganizaEon   – Be  Prepared  to  Respond  to  Barriers   – Define  Your  Governance  Plan   – Define  a  “Do-­‐able”  Pilot  Project   – Provide  Best  PracEces  and  Examples   3  
  • 4. Should  I  care?   which  are  why   Social   we  care  about   Compu:ng   means   User   Business   Generated   Results!   Content  drives   results  in   Be>er   Engaged   Content   Users   results   in   4  
  • 5. It’s  not  just  about  engaging  …   5  
  • 6. How  are  NonProfits  Using  Social  Media   to  Spark  Change  and  be[er  listen?  •  rassroots  –  Social  Change   G•  sing  Social  Media  to  spur  acEon   U•  on’t  broadcast  –  have  a  conversaEon   D•  hink  Visually  –  don’t  rely  on  text   T•  on’t  bombard  –  once  to  three  Emes   D•  e  selecEve  –  pay  a[enEon  to  demographics   B
  • 7. How  are  NonProfits  Using  Social  Media   to  Spark  Change  .  .  .    •  Good  Content  –  use  partners  –  Macy’s  Santa  •  Integrate  Social  Media  –  Facebook,  Twi[er,  use   Social  Media  to  drive  traffic  to  your  web  site  •  Don’t  delegate  social  media  to  an  intern  •  Measure  EVERYTHING  
  • 8. What  are  the  tools  .  .  .    •  Web  Site  /  Blog  –  WordPress,  Posterous,  Yammer  •  Instant  Messaging  /  Mobile  •  Facebook  –  engaging  portal    •  YouTube  –  distribute  video  casts  •  Ustream  –  capture  live  feeds  •  Flickr  –  distribute  and  collect  pics  •  SlideShare  –  presentaEon  material  •  Foursquare  –  geo  caching,  where  am  I  •  eMail  .  .  .  .  What’s  that?  •  Twi[er  -­‐  Twi[er  in  Plain  English    
  • 9. Gartner  predicts  that  you  won’t  have  a   choice  about  email  •  By  2014,  Gartner  predicts  that  social   networking  services  will  replace  e-­‐mail  as  the   primary  vehicle  for  interpersonal   communicaEon  by  as  many  as  20%  of   business  users.   Source:  “ Tapping  the  posiEve  from  social  networks  for  collaboraEon,”  eWeek,   November  15,  2020   9  
  • 10. And,  it’s  not  just  the  millennials  …   •  Social  networking  among   internet  users  50  and   older  nearly  doubled  to   47%  from  25%  between   April  2009  and  May  2010  h[p://online.wsj.com/arEcle/SB10001424052748703559504575630404070140386.html?KEYWORDS=older+adults+and+social+media  h[p://www.pewinternet.org/Reports/2010/Older-­‐Adults-­‐and-­‐Social-­‐Media/Report.aspx   10  
  • 11. You  won’t  be  alone  …  A  recent  survey  of  more  than  525  companies  indicated  that:    •  53%  have  intranet  blogs    •  52%  have  intranet  discussion  forums  •  51%  have  intranet  instant  messaging    •  49%  have  intranet  wikis  •  Key  word:    INTRANET  –  Internal,  learn  to  talk  inside  first   11  
  • 12. How  do  you  spell  success?  Focus  on   tangible  metrics  –  not  adopEon  •  User  adopEon  should  not  be  used  as  a  proxy   for  success.  Numbers  don’t  always  count!  •  Ask  the  right  quesEons    -­‐  don’t  be  broad.   – Pet  owners  –  stand  up  •  Focusing  on  operaEonal  metrics  can  prompt   managers  to  use  social  sooware  and   encourage  their  employees  to  do  so  as  well.   – “I  decided  to  use  it  because  it  helps  me  do  my  job   –  not  because  someone  told  me  to  use  it.”   12  
  • 13. 2.  Decide  what  makes  sense  –  for  your   organizaEon  •  You  don’t  have  to  have  it  all  ...  or  do  it  all  –  at  least   not  all  at  once.  •  Consider  promoEng  different  features  at  different   Emes  –  even  if  they  are  all  available.  •  Tie  what  you  choose  to  do  with  your  organizaEonal   goals.    If  you  don’t,  don’t  expect  parEcipaEon.  •  Figure  out  who  should  play.   –  Social  networking  iniEaEves  driven  by  one   department  alone  are  more  likely  to  fail  than   those  led  by  a  team  from  mulEple  departments.  •  Don’t  be  afraid  to  fail.   –  Fail  Fast,  Fail  Cheap   13  
  • 14. Barriers  you  may  hear  –     because  I  have!  •  “If  we  allow  any  user  to  contribute  content   (to  a  discussion  board  or  a  wiki  or  a  blog),   we  risk  exposing  inaccurate  informa:on.”  •  “If  we  allow  people  to  post  anything  they   want  in  their  profiles  or  on  their  blogs,  they   may  talk  about  inappropriate  topics  or   about  other  people  or  about  informaEon   that  can’t  or  shouldn’t  be  universally   shared.”  •  “I  don’t  want  to  share  what  I  know  in  a  blog   because  then  someone  might  take  my  idea   and  use  it  without  giving  me  any  credit.”  •  “Status  updates  and  notes  will  be  used  for   trivial  purposes  and  provide  a  distrac:on   from  the  main  event:  work.”   14  
  • 15. …  and  given  some  recent  events,  there   may  be  some  reason  to  worry  about   inappropriate  content  Have  you  ever  posted  anything  online  about  yourself  that  you  regre[ed?  •  35%  of  everyone  surveyed  said  yes  •  54%  of  respondents  under  25  years  old  said   yes  •  32%  of  respondents  over  age  25  said  yes      Of  people  who  posted  something  online  that  they  regre[ed:  •  11%  said  it  didnt  cause  any  other  problems  •  3%  said  it  ruined  their  marriage  or   relaEonship  •  6%  said  it  caused  problems  at  work  or   home  •  15%  said  it  caused  problems,  but  they  were   able  to  remove  it.   15  
  • 16. But  there  could  also  be  some  very  real   show  stoppers   –  ack  of  a  business  case     L –  ack  of  execuEve  support     L –  ack  of  IT  support   L h[p://www.cmswire.com/cms/enterprise-­‐20/enterprise-­‐social-­‐media-­‐becomes-­‐a-­‐necessity-­‐008772.php? utm_source=MainRSSFeed&utm_medium=Web&utm_campaign=RSS-­‐News  
  • 17. 4.  Define  your  governance  plan    •  Number  one  rule  inside  the  enterprise:   no  anonymous  content  •  Explain  to  your  stake  holders  why:   – What  do  you  care  about?   – Profile?  What  should  be  included?   – Blogs?  What  should  you  talk  about?   Governance  is  not  easy   17  
  • 18. 5.  Define  a  “do-­‐able”  pilot  •  Employee  engagement  is  a  key  success   factor  •  Start  with  a  small  proof-­‐of-­‐concept   focused  on  a  specific  business  problem   –  Don’t  “over-­‐plan”  •  Focus  on  usability,  look  and  feel  •  Engage  the  “seasoned  veterans”  and  key   influencers  (energe:c  champions)   18  
  • 19. 6.  Provide  Best  PracEces  and  Examples  •  Tips  to  get  started  –  general   –  Ask  quesEons   –  Share  great  content   –  Answer  quesEons   –  Acknowledge  contribuEons  by  others  •  What  are  others  doing   –  Borrowing  isn’t  really  against  the  law  –  it’s  fla[ering  •  Discussions  –  recruit  your  army   –  Have  a  moderator   –  Be  sure  quesEons  get  answered   –  Invite  the  right  people  –  rem  Pets  story?   19  
  • 20. Best  PracEce  Blogs  •  If  your  organizaEon  is  nervous  about  blogs,  consider  limi:ng  who  can   have  them  –  at  least  in  the  beginning.  •  Include  internal  blogging  as  part  of  your  social  networking  policy  (have   fun,  be  smart)   –  Looking  for  a  way  to  get  started:  check  out  Coca  Cola’s     –  h[p://www.thecoca-­‐colacompany.com/socialmedia/  •  Create  specific  policies  for  bloggers   –  Have  a  list  of  policies  regarding  blogging  to  ensure  that  trade  secrets   are  kept  secret  and  personal  lives  do  not  become  public.     –  Policies  may  include  keeping  financial  informa:on  from  being  posted,   as  well  as  severe  consequences  for  anyone  using  the  blog  for  negaEve   publicity,  even  if  the  audience  is  only  internal.  •  ExecuEve  blogs  should  be  authen:c.  •  Allow  associates  to  comment  on  blogs  –  if  you  don’t,  it’s  not  a  blog  –  it’s   just  a  glorified  newsle[er.    •  Don’t  allow  anonymous  comments  on  blogs  –  own  it!  •  Keep  content  current  –  at  least  weekly  if  possible.     20  
  • 21. ExecuEve  blogs  need  to  be  authenEc  …   21  
  • 22. …  and  all  blogs  need  to  be  accessible   (or  even  promoted)   22  
  • 23. …  and  you  need  to  have  an  acEonable   social  media  policy   23  
  • 24. Best  PracEce  AcEvity  Updates  •  Share  exciEng  news  like  affiliate  wins  or  client   quotes  •  Post  interesEng  and  useful  material  you’ve   found  (links  to  arEcles)  •  Ask  a  quesEon  •  Answer  a  quesEon  •  Post  organizaEon  milestones   24  
  • 25. How  NWF  MidAtlanEc  CleanWater  use   of  the  Tools  involves  sharing  •  h[ps://www.facebook.com/choosecleanwater  
  • 26. Recap  of  primary  Social     Media  Tools  So  now  that  we  know  the  primary  tools  let’s  see  how  they  would  be  used  to  show  case  something  simple  .  .  .  .    •  Twi[er  :  I  need  to  pee  •  Facebook  :  I  peed  •  Foursquare  :  I’m  peeing  here  •  YouTube  :    Watch  me  pee  
  • 27. Why  Using  Social  Media  Works   -­‐  Danielle  Brigida  
  • 28. NaEonal  Wildlife   FederaEon  Uses  Social   Media  to…    •  Listen  –  Google  reader/  Search  terms  •  Connect  -­‐    (regionally  and  naEonally)  •  Explore  –  to  be[er  our  work  and  stay  •  Learn  –  from  others  •  Stay  in  touch  –  with  members  and  supporters  
  • 29. We  Listen  Constantly  
  • 30. NWF  on  Facebook  
  • 31. Use  Custom  Audiences  
  • 32. Use  Powerful  Imagery     and  Ask  Ques:ons  
  • 33. Engagement  Tips  •  Ask  quesEons  they  can  answer  •  Use  @_name  to  menEon  other  pages/people  •  Post  colorful/interesEng  photos  •  Create  a  landing  tab  (using  iframes)  •  Comment  again  aoer  other  comments  have   been  made  
  • 34. Make  Sharing  Easy  
  • 35. Develop  Your  Community  and   Establish  Credibility  
  • 36. Pay  A>en:on  to  Audiences  Na:onal  Wildlife  Federa:on   Forest  Jus:ce  Campaign   Cer:fied  Wildlife  Habitat  Page  
  • 37. Be  Yourself    
  • 38. Introduc:on  to  Twi>er  
  • 39. What  Does  NWF  Tweet?   • Ques:ons   • Blog  Entries   • Random  Facts   • Breaking  News   • Program  Info   • Timely  Events   • Retweet   • Replies  to  People  
  • 40. Staff  Tweet  from  All  Over  the  Country  @NWFCalifornia   @NWFTribalLands   @NWFPacific   @OurPublicLands   @NWFalaska   @TXwater   @restorewetlands  
  • 41. Example  of  a  Twi>er  List   h>p://twi>er.com/#!/NWF/nwfstaff    
  • 42. Turn  Failure…  
  • 43. Into  Success!    
  • 44. @wildlifeac:on  
  • 45. Online  Pe::ons  •  Free   –  Change.org   –  Act.ly   –  Care2   –  Causes   –  Facebook  •  Cost   –  Change.org   –  Care2   –  Democracy  in  AcEon   –  Convio  
  • 46.  Find  Ways  to  Share  Your  Events  •  Facebook  Events  •  Evite.com  •  Plancast  •  Yelp  •  Meetup  •  Naturefind  •  Gowalla  
  • 47. Experiment!  
  • 48. Foursquare.com/nwf    
  • 49. Q  &  A  •  Michael  Sola,     @michaelsola  –  twi[er   h[p://michaelsola.posterous.com/  •  Danielle  Brigida,     @starfocus  –  twi[er   h[p://www.nwf.org    
  • 50. Great  Social  Media  Resources     Some  tech  materials  via  IT  SharePoint  presentaEons  from   h[p://www.susanhanley.com/presentaEons