ISANet Social Media Presentation

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Chris Bonney's social media presentation for ISANet at Garden of the Gods resort in Colorado Springs.

Chris Bonney's social media presentation for ISANet at Garden of the Gods resort in Colorado Springs.

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  • Sep 11 travel – facebook 2004, YouTube 2005, Twitter 2006, No webcams in laptops, video phones or texting.Content, citizen journalists, farewell notes, flyers of loved ones, twitter south tower.Want to keep it open and interactive. Lots of discussions and participation. So let’s start with some quick survey questions so we can get to know where we all stand. Who is on Facebook personally? And as an org?Who is on twitter? As org or personal or sorta both? Who has a private community behind the login? Who has a blog? What other types of peer to peer engagements do you do? Listserves or discussion forums?
  • Here’s what we’ll be covering today. The goal is to cover a lot of ground and to really give you the perspective of how social networking can help your member schools. In the process, we’ll also be building a social media plan in real time for you all to take back to the office whether you like it or not?
  • Housekeeping
  • Web and social the same. Here’s what I mean…NEXT SLIDE
  • Whether you’re aware or not, your organization is being connected with across these many channels each and every day.Tell Google story of associations going there first.Content distributor
  • Google has the hardest website to manage in the world. The site looks so simple, but think about this. Competition for home pageGO THROUGH SLIDESBut if she can do it, it seems like an association should be able to do it, right? Google knows who they are on the web.
  • Give people what they want quickly and easily
  • Associations ask me all the time MIT, yes, THE MIT they give away all of their classes online for free. Yes, you can just go to their website and take an MIT class at no charge. Since 2002.
  • READ LISTThese are the terms we use to sell social media. Most are abstractions and aren’t effective because they are not specific enough.
  • We want community to be this. Kumbaya circle and everyone happy and we’re all joined together. The challenge is that isn’t what a community is at all or social networking for that matter.
  • Small loosely joined groups. Let’s think about a party. In fact it doesn’t have to be a community at all. It could just be a tool that committees use. Private.Or could simply be a way to push information out to the public by a different means other than your website. Outposts.
  • Everyone says we want “engagement” with our members, Chris. And I say can you define what you mean by that? Check out this book.But engagement is another one of those words that is an abstraction when it comes right down to it.
  • Try to move beyond the abstractions when describing what it is you want to do with your social media initiatives. Be specific in what you’re asking of people. Engaging in a community isn’t specific enough.
  • Speaking of engagement or participation, what should we expect from our members? And this is important because….
  • People tend to want the first one or sometimes simply equate an online community with an always ‘on’ environment. We’ll have a big announcement at our annual event and then it will be a non-stop party. When you try to build a community like that more than likely what happens is that you get what’s on the right. Couple people in a room not sure why they are there or what they are suppose to do. This is the kiss of death for a community. You’re not shooting for either of these. This is not the goal.
  • So how do we really create “community” and “engagement”?Dean – muffins – fun fair – block party – labor day party – volunteer at school
  • Here are the two entities at work and how social media serves as the cloud between them. The connector if you will. READ LIST
  • Should be at around 30 mins here not including intro.
  • READ LIST
  • It’s a first step that many actually skip and jump right into to trying to get people to participate.It’s vitally important to listen first or if you haven’t yet, start.Why?To find out what is hot and maybe where the gaps are.
  • You collect process and analyze and determine how you will make a difference online.
  • Or just walking around an event listening over lunch. Doesn’t have to be electronic.
  • To be successful you can’t do this in a silo. Start with what you can handle.
  • It’s not just forming a “community” or a “place for networking”Priority will determine how you market and manage the site ongoing. Big difference between trying to create connections over curating content. Some folks jump in and try to do all of this things. Must know what you want to do first.
  • Should be at around 30 mins here not including intro.
  • Identify these folks early in the process.
  • Not about naming them specifically or what their job roles are. It’s identifying where they fall on the social media audience ladder.
  • Should be at around 30 mins here not including intro.
  • Content seedingPrograms
  • The blend between both is up to you.Behind login doesn’t mean it has to be some huge community, remember we start small and maybe stay small. But peer to peer connections are the future of member value.
  • Higher Logic.
  • Again, can be whatever you make it. But it’s imperative to have a device to create transparency and to also have a way to communicate instantly if needed around news or PR issues.
  • Go to FB and show this page.
  • What do we know about Facebook? Tell me. So, it could used for what?
  • Maybe exclusive videos on FB. Could you create the parent area of your site on FB? Could parents sound off there maybe?
  • You can retweet from websites and never login to twitter.
  • Here’s my biggest point about channels. Don’t broadcast. Each one should be a specific message.
  • Add Linked In if you wantOr Google +Or anything else you may want
  • Should be at around 30 mins here not including intro.
  • Content is king. Who seeds it? Where does it come from
  • Should be at around 30 mins here not including intro.
  • After this ROI slide and launch slide and social in social slide
  • Lastly, actual metrics. These are hundreds of these you could put together. But if you simply want to get an idea of what your member engagement is like, this will help get you there. These give an accurate measurement of activity that is user driven and organic - not one directional like # of logins, # of completed profiles those are still between the individual and self, not interaction with another member or the organization. Again, you’ll be able to download this slide from a webpage after this session. But take a another second to take these in.
  • Understand that you don’t own it. Your members do.
  • So does that mean that mass promoting your new community is futile. No, anything but, you must let people know that you have a move-in ready house waiting for them, ( in other words a profile ready for their picture, a bio waiting for their cool background information and great neighbors) but here’s the catch. Many orgs sell their community in a way that they’d never sell a house:Stressing specificity and what’s in it for me.
  • Don’t make it this big community where you can do a whole bunch of stuff. Be very specific based on chapters or demographics or topics on who you target the promotion to and then give them a specific call to action. If the conversation has traction it will be the members who spread the conversation more widely.
  • Facebook doesn’t have TV commercialsGoogle didn’t have big magazine ads for Google +
  • Should be at around 30 mins here not including intro.
  • READ SHEETSend a press release or an announcement when something significant happens within your community. 1000th profile created, 500 blog post by the community as a whole – that kind of thing. And I have a PDF on my resource webpage for this webinar that goes into detail on these things.
  • Apps or mobile web?
  • This is an interesting graph from Forrester Research displaying the timeline of the eras of the social web through 2013. Social relationships: AOL profiles started it in the mid-90s, establishing profiles and connecting people on a basic level. Social functionality: Starting in 2007, evolving from simple friending to full social interactions and community building. Facebook etc. Social colonization: fostered by technologies like facebook connect: Forrester foresees the release of new browsers and frictionless, uncomplicated technologies that allow people to surf the Web WITH friends or see what they’re doing in real-time.Social context: Starting in 2010, social networks and sites will recognize the preferences of users, but more significantly, they will also recognize personal identities and relationships to customize the experience based on preference and behavior.Social commerce: Where in a nutshell the shifting of power will move from the supplier to the consumer. In other words companies will be forced to formally cater to communities because that is where all the influence will lie. Ultimately leading away from CRM even SRM to VRM. VRM is vendor relationship management and what we see on sites like YELP today are a nod toward where VRM is leading. SLIDE
  • Clay Shirky the author of the book Here Comes Everybody has some very interesting things to say about what he calls “cognitive surplus”. I’ve included the video of him talking about it on my webinar page that I’ll give you a link to at the end, but in a nutshell his argument is that we all have plenty of time as it turns out that we in essence spend watching TV and what if we put all the time to something important with purpose. Check out the video because he really raises some issues that could change the way you think about the way you spend your time. So as we consider the cognitive surplus of our members, there is something that comes directly to mind for me and that is mircro-volunteering. It’s where you ask your MEMBERS - or this is a great chance to let non-members get involved without plunking down membership fees - to take just a few minutes of time when they have it, maybe standing in line at the bank for example and helping you with a project…on a micro level. Some examples might include helping translate the page of a publication or rating potential keynote speakers for your next conference or tagging photos in your archive. The website the extraordinaries – again I’ll provide a link to them on my web page – are the founding fathers of this type of service. Check this site out when you get a chance because this concept should no doubt trigger many ideas within your organization. Micro-volunteering is the future.
  • Portable: Facebok connect. For example: Portable IDs mean you’ll be able to flip a switch to tell Nike you’re a woman who runs 12 miles a week and immediately see the shoes that are best for you — along with input from experiences of your running buddies.Shared experience because of that. Not a bunch of separate sites anymore.
  • Seven secrets of successful online communities:How to guarantee your association’s online community create engagement, fosters… and …….

Transcript

  • 1. ISANet Social Media Session
    Presented by Chris Bonney, VP
    Vanguard Technology, Chicago
    September 12, 2011
  • 2. What We’ll Cover
    The Web in 2011 and Beyond
    Realities of Community Building
    5 Part Framework for Success
    True Social Media Stories
    What’s Next in Social Media
    Social Media Plan
  • 3. http://www.squidoo.com/socialmediaforassociations
  • 4. The Web in 2011 and Beyond
    It’s not what you think
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. 3 Guiding Principles of the Web
    Know who you are
    Know what your users want
    Know what you are really trying to do
    And, therefore, social media
  • 10. 4th Principle: Provide Value or Perish
    Relevant
    Meaningful
    Contextual
    Timely
    Proper channel
  • 11. Realities of Community Building
    What you should know today
  • 12. Terms of Endearment
    Community
    Engagement
    Networking
    Share
    Collaborate
    Connect
  • 13. Community Isn’t This
  • 14. It’s This
  • 15. What is Engagement?
    The result of a person investing time and/or money with the organization in exchange for value.
  • 16. Could We Also Use?
    Participation
    Discussion
    Learning
    Logging in
  • 17.
  • 18. This is not the goal.
  • 19. This is.
  • 20. What Matters?
    Appropriate introductions
    Soft launch promo
    Sufficient access
    Do they know their login
    Create familiarity
    Did you provide a tutorial?
    Demonstrate value
    Relevant, meaningful, etc.
    Perpetuate acceptance and participation
    Are champions leading the charge?
  • 21. Org ObjectivesMore membersContent deliveryOutreach
    Branding
    Sell products
    What else?
    Mbr ObjectivesAccreditation
    Education
    Networking
    Credentials
    Recognition
    What else?
    Social Network
  • 22. Plan Exercise #1
    Fill out Mad Libs mission statement.
    Then list top 4 priorities.
    Finally, fill out cloud diagram as a group.
  • 23. 5 Part Framework for Success
    The essentials of great social media
  • 24. 5 Part Framework for Success
    Listen
    Align
    Know Who
    Engage
    Support
  • 25. 1: Listen
    Your organization
    Your industry
    Your members
    Your competition
  • 26.
  • 27.
  • 28. Listening Tools
    Google alerts
    RSS from blogs
    Twitter search and hashtags
    Industry news sites
    Tracking software:
    Trackur.com
    SocialMention.com
    http://wiki.kenburbary.com/
  • 29.
  • 30. 2: Align and Prioritize
    Align with organizational strategy
    Align with online initiatives
    Align with your people
    Prioritize the “whats”
  • 31. Simple Example of Alignment
  • 32. The Whats
    Peer-to-peer connections
    Conversations
    Gather information
    Curate content
    Share collateral
    Advertise
    Make your members’ jobs easier
  • 33. Plan Exercise #2
    Fill out Listen area
    Then fill out Align and Prioritize area
  • 34. 3: Know Who
    Audience
    Stakeholders
    Champions
  • 35. Who Are Your Members Anyway?
    Creators
    Critics
    Collectors
    Joiners
    Spectators
    Inactives
  • 36.
  • 37.
  • 38.
  • 39. Stakeholders
    Board
    Members
    Staff
    Who else?
    How will they be involved?
  • 40. Champions
    Select carefully
    Don’t have too many
    Provide incentives and rewards
    Get them involved early
    Provide means for sharing
  • 41. Plan Exercise #3
    Fill out Audience area
  • 42. Quick Break
    5 – 7 minutes
  • 43. 4: Engage
    Private networks
    Public channels
    Content
    User generated
    Organizational
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49. You Must Blog!
    Easy way to start
    People are familiar with it
    Conversation starter
    Transparency
    More thoughtful
    Longer shelf life
    SEO friendly
  • 50. Blogging Basics
    Have a schedule
    Be personal/have an opinion/be irreverent
    Leave some stuff out
    Include an image
    Ask for feedback
    Check out our blogging eBook
    Check out other association/educational blogs
  • 51.
  • 52.
  • 53. Facebook Basics
    Understand your purpose
    Provide relevant, FB-specific content
    Create a call to action
    Design the flow of the user experience
    Consider advertising
  • 54.
  • 55.
  • 56. Twitter Basics
    Be genuine
    Be brief
    Be newsworthy
    Be a great resource
    Be a connector
  • 57.
  • 58.
  • 59. Plan Exercise #4
    Fill out Engage area up to Outposts grid
    Then do Outposts grid as a group exercise
  • 60. Great Content…
    Creates value
    Perpetuates participation
    Leverages SEO
    Increases site visitors
    Increases time on site
    Creates additional non-dues revenue opportunities
  • 61. Types of Content
    Organization generated
    User generated
  • 62. Organization Generated
    Reports
    Publications
    Articles/Op Ed
    News items
    Case studies
    Programs
    President’s message
    Videos/YouTube
    Podcasts
    Image galleries
    Blog posts
    Comments
    PowerPoints
    eBooks
    Webinars
  • 63. User Generated
    Videos
    Pictures
    Comments
    Best practices
    Helpful documents
    What else?
  • 64. Plan Exercise #5
    Fill out Organizational Content areas
    Then fill out Member Content as a group exercise
  • 65. 5: Support
    Monitor
    Seed
    Measure/ROI
  • 66. What’s the ROI of your
    mother?
    Gary Vaynerchuk
  • 67. Ratios: - # of comments to a posting; # of responses to a single threaded message; # of member created groups to organization created groups (communities)
    Time lapse metric – relative timing of last posting (interaction - whatever it might have been - blog, message, comment, article) - how many hours/days since last
    Number of common contacts per member (i.e on average, 3 common contacts are shared amongst members)
    Number of bookmarked / ranked / rated resources over period of time
    Number of page views / downloads
    Potential Metrics
  • 68.
  • 69.
  • 70. How Do We Market and Launch?
    Sell the sizzle
    Leverage sneezers
    Create meaningful programs/triggers
    Start small and slow
    Never launch
  • 71. Selling A House
    Classic Georgian with huge family room and updated kitchen, including granite countertops and stainless steel appliances. Fully finished basement , perfect for a game room or home theater. Blocks from downtown, best school district in the county. Must see.
    It’s brick. It has 10 rooms. It has a basement. Why don’t you move in today?
  • 72. Selling A Community
    Our new community is up and running. Come network with other members, share best practices and discuss hot topics.
    Will the new legislation affect your school? You might be surprised to find out what bad news some members have received recently. Chime in or learn more.
    Share your best advice for newbies in our industry. Highest ranked submission gets $100 off annual event registration. Help a newbie today.
    11 people have commented on our most recent blog post about NCLB. Incredible insights from people just like you. Read more.
  • 73. Meaningful Programs/Triggers
    Topical
    Current event
    Legislation
    Accreditation
    Regional
    Demographics
    Upcoming event
  • 74. Start Small and Slow
    Board area
    Committee collaboration
    Single discussion on a great topic
    Review a publication
    Select an educational event
    Help with accreditation
  • 75. "Never doubt that a small group of committed people can change the world - indeed it is the only thing that ever has."
    -Anthropologist Margaret Mead, an alum of PAIS Member School, Buckingham Friends School
  • 76. Never Launch
    Series of soft launches
    Try beta
    Success hinges on:
    Value
    Relevance
    Scalability
    Word of mouth
    It doesn’t hinge on:
    Promotion
  • 77. First 10 Things
    Identify and document goals and strategies
    Identify and recruit influencers
    Indentify and prioritize programs
    Indentify and contact partners
    Create and gather content
    Create and/or tailor outposts
    Define a roll out plan
    Train your staff
    Draft terms of use
    Define success factors
  • 78. Plan Exercise #6
    Fill out Marketing and Launch area
  • 79. Real World Stories
    Learning from the trenches
  • 80.
  • 81. Successful Change Management
    Early buy-in
    Find evangelists/sponsors/champions
    Over-communicate
    Listen
    Make success easy
    Reward participation
    Sell your wins
  • 82. PromaxBDA
    No social in their social
    Beta
  • 83. What’s Next
    Can we see the future?
  • 84.
  • 85. Context is key with mobile
    http://www.flickr.com/people/stopbits/
  • 86.
  • 87.
  • 88. The Future of the Social Web is
    • Portable identity
    • 89. Content curation
    • 90. Social proof decision-making
    • 91. Social search
    • 92. Social commerce
  • In Case You Haven’t Heard
    Splinternet
    QR codes
    Foursquare.com
    Quora.com
    Scoop.it
    Hunch.com
    Posterous.com
  • 93. In Closing, Social Media Is About…
    Personal voices and experiences
    Thinking small, especially at first
    Being specific
    Being honest/transparent
    Understanding that you don’t own it
    Distributing content through appropriate channels
    Creating a scalable and shareable platform
    Helping perpetuate word of mouth
  • 94. Thank You For Your Attention!
    Chris Bonney
    VP, Client Experience
    Vanguard Technology
    cbonney@vtcus.com
    @chrisbonney
    312-263-1322 x 505
    www.vtcus.com