SOCIAL MEDIA
& DIGITAL COMMUNICATION
“ How to reach the world without costing the earth ”
Prepared with care for
North Sho...
Who’s in the room?
Eddy Helm
Planner, Believer, Doer.
Jade Tang
Designer, Dreamer, Doer.
Prepared with care for NSCSS Waih...
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
Workshop overview
“ How to reach the world without costing the earth ”
•	 What is Social Media?
•	 Social Media Principles...
What is Social Media?
The basics:
SOCIAL MEDIA IS THE USE OF TECHNOLOGY COMBINED WITH
SOCIAL INTERACTION TO CREATE OR CO-C...
Social Media Principles
The five core principles:
1.	 FIND THE RIGHT PEOPLE
	 Build a small enthusiastic team around it
2....
Social Media Principles
The five core principles:
1.	 FIND THE RIGHT PEOPLE
	 Build a small enthusiastic team around it
As...
Social Media Principles
The five core principles:
2.	 LISTEN FIRST
	 No one likes the annoying guy from work that talks ab...
Social Media Principles
The five core principles:
3.	 ENGAGE EARLY & OFTEN
	 It’s the bread and butter of any successful s...
Social Media Principles
The five core principles:
4.	 MEASURE EVERYTHING
	 Use data collected to make better strategic dec...
Social Media Principles
The five core principles:
5.	 LEARN & ADJUST
	 Dialogue changes everything. You must be willing to...
This video was produced in
2009 based on the book
Socialnomics by
Erik Qualman.
Music: Fat Boy Slim’s
“Right Here, Right N...
Where do you sit?
Maturity of Social Media practice in your organisation:
BETH KANTER’S
FRAMEWORK:
> Where is your organis...
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
Curative Case Studies:
CreativeMornings
Choose the right platform and design a social media strategy to fit
#LiveForTomorr...
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
CreativeMornings
CreativeMornings
is a global monthly
breakfast lecture series
for creative types
GLOBAL THEME »
http://cr...
CreativeMornings
Choose the right platform and design a strategy to fit
Prepared with care for NSCSS Waiheke Island Worksh...
CreativeMornings
Choose the right platform and design a strategy to fit
“ Just because you build it,
doesn’t mean they’ll ...
“ Life isn’t about finding yourself
Life’s about creating yourself ”
– George Bernard Shaw
Prepared with care for NSCSS Wa...
Live For Tomorrow is a
project for those that are
struggling with, care about,
or are affected by youth
suicide, depressio...
#LiveForTomorrow
Provide engaging content: Creative social media wins
Prepared with care for NSCSS Waiheke Island Workshop...
#LiveForTomorrow
Provide engaging content: Creative social media wins
“ Create engaging content
with key influencers ”
– A...
“ Life isn’t about finding yourself
Life’s about creating yourself ”
– George Bernard Shaw
Prepared with care for NSCSS Wa...
We’re assembling a crack
team of hipsters, hackers and
hustlers to help combat youth
mental health issues.
We call them
LI...
LIFEHACK
Learn how to utilise your community to develop content
Prepared with care for NSCSS Waiheke Island Workshop | 24 ...
LIFEHACK
Learn how to utilise your community to develop content
“ Arm your community with
key messages, and then,
set them...
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
Curative
Curative is a creative agency
working with leading not-
for-profit organisations,
social enterprises to enable
co...
Curative
How to make the most of online tools to
overcome time and maintenance
HOOTSUITE POCKET BUFFER
Prepared with care ...
Curative
How to make the most of online tools to
overcome time and maintenance
“ Find a way to make
social media work for ...
‘ Ok, now it’s your turn ’
[ EXCERCISE ]
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Hel...
Social Media & Digital Communications:
Where do you sit? Maturity of Social Media practice in your organisation:
CRAWL WAL...
Workshop Handout #2
Social Media Audit:
What is your organisation currently using?
Online Tools: Y N Other Frequency Why?
...
‘ Feedback & Questions ’
[ DISCUSSION ]
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm...
In Summary
“ How to reach the world without costing the earth ”
Remember the five core principles:
1. 	FIND THE RIGHT PEOP...
Thank you
Any questions?
Prepared with care by
jade@curative.co.nz
eddy@curative.co.nz
@Curative_NZ
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Social Media & Digital Communication Workshop - NSCSS Waiheke

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Curative's Social Media & Digital Communication Workshop - Waiheke Island, organised by North Shore Community Social Services (NSCSS)

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Social Media & Digital Communication Workshop - NSCSS Waiheke

  1. 1. SOCIAL MEDIA & DIGITAL COMMUNICATION “ How to reach the world without costing the earth ” Prepared with care for North Shore Community Social Services (NSCSS) Waiheke Island | 24 September 2013 Eddy Helm & Jade Tang
  2. 2. Who’s in the room? Eddy Helm Planner, Believer, Doer. Jade Tang Designer, Dreamer, Doer. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  3. 3. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  4. 4. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  5. 5. Workshop overview “ How to reach the world without costing the earth ” • What is Social Media? • Social Media Principles • Social Media Revolution • Where does your organisation sit? • Choose the right platform and design a strategy to fit • Provide engaging content: creative social media wins! • Learn how to utilise your customers to develop content • Make the most of online tools to overcome time and maintenance • [ WORKSHOP EXERCISE ] • [ WORKSHOP FEEDBACK ] • In Summary • Q&A Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  6. 6. What is Social Media? The basics: SOCIAL MEDIA IS THE USE OF TECHNOLOGY COMBINED WITH SOCIAL INTERACTION TO CREATE OR CO-CREATE VALUE. • Social Media is a conversation, not a lecture • Social Media is an extension of everyday interaction • Social Media is group driven, not top-down • Social Media is messy, disorganised & hard to control – downright chaotic at times • Social Media is a tool, not an end-point • Social Media is potentially where your customers, prospects and community spend their time Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  7. 7. Social Media Principles The five core principles: 1. FIND THE RIGHT PEOPLE Build a small enthusiastic team around it 2. LISTEN FIRST No one likes the annoying guy from work that talks about himself all day long; don’t be that guy. 3. ENGAGE EARLY & OFTEN It’s the bread and butter of any successful social media effort. 4. MEASURE EVERYTHING Use data collected to make better strategic decisions - Kanter 5. LEARN & ADJUST Dialogue changes everything. You must be willing to learn and adjust your tactics based on your community. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  8. 8. Social Media Principles The five core principles: 1. FIND THE RIGHT PEOPLE Build a small enthusiastic team around it As with everything else your organisation does, your employees are the key differentiator between you and the next guy. Before launch- ing any social media plan, it’s important to identify who’s going to be managing these efforts. Don’t try to outsource execution as these team members are the heart & soul of your brand’s voice. By first identifying the right people to lead these efforts, they can help drive key decisions moving forward. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  9. 9. Social Media Principles The five core principles: 2. LISTEN FIRST No one likes the annoying guy from work that talks about himself all day long; don’t be that guy. No one likes the annoying guy from work that talks about himself all day long; don’t be that guy. There are hundreds, if not thousands, of tools to monitor what’s being said about your company or brand. This can be as simple as setting up Google Alerts for keywords re- lated to your brand/company or even using search.twitter.com (or searching from the site/various twitter apps.) Both of these methods are can become quite tedious, so this part you might like to outsource to a digital agency. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  10. 10. Social Media Principles The five core principles: 3. ENGAGE EARLY & OFTEN It’s the bread and butter of any successful social media effort. There’s a reason Brian Solis recently published his book entitled Engage! It’s the bread and butter of any successful social media effort. And it takes dedicated, passionate people to achieve engagement with any community. If you’re going to simply push out one way messaging, there’s plenty of traditional media channels for that… Take your pick! Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  11. 11. Social Media Principles The five core principles: 4. MEASURE EVERYTHING Use data collected to make better strategic decisions This is an area that you should look to outsource (unless you’re a whiz with tracking, analysing, and reporting on every online conversation about your brand.) Find a online measurement tool that gives you a snapshot of the larger social monitoring industry: Brand Monitoring, Social Analytics, as well as Social Insights. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  12. 12. Social Media Principles The five core principles: 5. LEARN & ADJUST Dialogue changes everything. You must be willing to learn and adjust your tactics based on your community. While traditional brand communication models might have delivered similar results year in and year out, social tactics involve conversations with real people. Dialogue changes everything. You must be willing to learn and adjust your tactics based on your community. Of course, it never hurts to have a plan in place at the beginning of the fiscal year but I’d include a big asterisk on the front when sharing with leadership: *Subject to change! Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  13. 13. This video was produced in 2009 based on the book Socialnomics by Erik Qualman. Music: Fat Boy Slim’s “Right Here, Right Now” http://socialnomics.net/ Social Media Revolution Is Social Media a fad? Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  14. 14. Where do you sit? Maturity of Social Media practice in your organisation: BETH KANTER’S FRAMEWORK: > Where is your organisation now? > What does that look like? > What do you need to get to the next level? Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  15. 15. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  16. 16. Curative Case Studies: CreativeMornings Choose the right platform and design a social media strategy to fit #LiveForTomorrow Provide engaging content: creative social media wins LIFEHACK Learn how to utilise your community to develop content Curative How to make the most of online tools to overcome time and maintenance Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  17. 17. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  18. 18. CreativeMornings CreativeMornings is a global monthly breakfast lecture series for creative types GLOBAL THEME » http://creativemornings.com/ Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  19. 19. CreativeMornings Choose the right platform and design a strategy to fit Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  20. 20. CreativeMornings Choose the right platform and design a strategy to fit “ Just because you build it, doesn’t mean they’ll come. ” – Go to where your community is already playing online. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  21. 21. “ Life isn’t about finding yourself Life’s about creating yourself ” – George Bernard Shaw Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  22. 22. Live For Tomorrow is a project for those that are struggling with, care about, or are affected by youth suicide, depression, alcohol use, self-harm and bullying. http://livefortomorrow.co.nz/ #LiveForTomorrow Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  23. 23. #LiveForTomorrow Provide engaging content: Creative social media wins Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  24. 24. #LiveForTomorrow Provide engaging content: Creative social media wins “ Create engaging content with key influencers ” – All you need is a good idea, a great cause and a whole lot of passion + persistence. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  25. 25. “ Life isn’t about finding yourself Life’s about creating yourself ” – George Bernard Shaw Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  26. 26. We’re assembling a crack team of hipsters, hackers and hustlers to help combat youth mental health issues. We call them LIFEHACKERS. http://lifehackhq.co/ LIFEHACK Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  27. 27. LIFEHACK Learn how to utilise your community to develop content Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  28. 28. LIFEHACK Learn how to utilise your community to develop content “ Arm your community with key messages, and then, set them free! ” – Give people the tools and language to start the conversation Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  29. 29. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  30. 30. Curative Curative is a creative agency working with leading not- for-profit organisations, social enterprises to enable community communication http://curative.co.nz/ Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  31. 31. Curative How to make the most of online tools to overcome time and maintenance HOOTSUITE POCKET BUFFER Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  32. 32. Curative How to make the most of online tools to overcome time and maintenance “ Find a way to make social media work for you, and your workstyle ” – Have key themes, ideas, dates planned... but leave room for spontaneity Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  33. 33. ‘ Ok, now it’s your turn ’ [ EXCERCISE ] Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  34. 34. Social Media & Digital Communications: Where do you sit? Maturity of Social Media practice in your organisation: CRAWL WALK RUN FLY Marketing & Communications Strategy and development Culture Change Linking Social with results and networks Pilot: Focus one program or channel th mesurement Incremental capacity Ladder of engagement Content strategy Best practices Measurement and learning in all the above Network building Many champions and free agents work for you Multi-Channel engagement, content and measurement Reflection and continuous improvment BETH KANTER’S FRAMEWORK: • Where is your organisation now? • What does that look like? • What do you need to get to the next level? Workshop Handout #1 Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  35. 35. Workshop Handout #2 Social Media Audit: What is your organisation currently using? Online Tools: Y N Other Frequency Why? Facebook Twitter Eventbrite (events) Tumblr (blog) YouTube (videos) Flickr (photos) Mailchimp (e-newsletter) Website Other (please specify) Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  36. 36. ‘ Feedback & Questions ’ [ DISCUSSION ] Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  37. 37. In Summary “ How to reach the world without costing the earth ” Remember the five core principles: 1. FIND THE RIGHT PEOPLE 2. LISTEN FIRST 3. ENGAGE EARLY & OFTEN 4. MEASURE EVERYTHING 5. LEARN & ADJUST And then: • Design a digital strategy that suits your audience • Be creative and inspiring with your content • Engage your community and • Be realistic about what you can achieve online Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
  38. 38. Thank you Any questions? Prepared with care by jade@curative.co.nz eddy@curative.co.nz @Curative_NZ

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