WeAreMedia Webinar September 23

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WeAreMedia Webinar September 23

  1. 1. Choose Your Own Expert! Webinar September 23, 2009
  2. 2. Inspiration
  3. 3. Learning Objectives <ul><li>Social Strategy Design </li></ul><ul><li>Deep Dive: social web tactics and tools: Listening, Storytelling, Generating Buzz, and Networking </li></ul><ul><li>Access experts to answer your specific questions via live question and answer and backchannel chat </li></ul>
  4. 4. Agenda: Part 1 Opening Plenary: Social Media Strategy Map 10-11:00 am PST 1-2:00 pm EST Format: Presentation by Beth Q/A Chat/Back Channel by Rachel
  5. 5. Ten Minute Break 11:00-11:10 am PST 2:00- 2:10 pm EST
  6. 6. Agenda: Part 2 Breakout Sessions: Deep Dive Tools/Tactics 11:10-12:10 pm PST 2:10-3:10 pm EST Calling into a different number Logging into a different URL We’ll have a slide at the end of the plenary
  7. 7. Choose One for Today Listen To Recordings of Other Sessions Later
  8. 8. Listening/Engaging Beth Kanter, Presenter Wendy Harman, Chat Leader
  9. 9. Storytelling: Blog/Video Michael Hoffman, Presenter Britt Bravo, Presenter David Neff, Chat Leader
  10. 10. Generating Buzz Holly Ross, Presenter Danielle Brigida, Chat Leader
  11. 11. Social Networking Brian Reich, Presenter Rachel Weidinger, Chat Leader
  12. 12. Ten Minute Break 12:10-12:20 am PST 3:10- 3:20 pm EST
  13. 13. Agenda: Part 3 Final Q/A Each break out leader provides a 5 minute high level review of session Q/A on phone/chat 12:20-1:00 pm PST 3:20-4:00 pm EST We’ll have a slide at the end of each breakout Session w/ number and url
  14. 14. Social Media Strategy Map
  15. 15. A social media strategy map helps your organization think how social media use links to your organization’s communications and Internet strategy. Social Media Strategy Map
  16. 16. Objective Audience Messaging/Content Integration Culture change Capacity Metrics Pilots and Learning It includes …
  17. 17. Objective <ul><li>What do you want to accomplish? </li></ul><ul><li>How does a social media strategy support your communications objective? </li></ul>Photo by wili/
  18. 18. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
  19. 19. Audience <ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group? </li></ul><ul><li>Is this a target group identified in your organization’s communications plan? </li></ul><ul><li>What do they know or believe about your organization or issue? What will resonate with them? </li></ul><ul><li>What key points do you want to make with your audience? </li></ul><ul><li>Where do they hang out on the social web? </li></ul>
  20. 20. What research/listening do you need?
  21. 21. What are they doing online?
  22. 23. Social Messaging Engaging in the Conversation Strategically Content Follow up points Content Follow up points How can you rework your message as response or question? How can you rework your message as a response or question? What are they saying that is relevant to/engages? What are they saying that is relevant to/engages? Audience Facebook O B J E C T I V E Audience Twitter
  23. 24. Engage
  24. 26. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site
  25. 27. 1/3 Web Presence 1/3 One Way 1/3 Social
  26. 28. Social Content Strategy
  27. 29. acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Share Story
  28. 31. Bridge to offline action or behavior change
  29. 32. Ladder of Engagement
  30. 35. Allocate staff time, have expertise to implement strategy
  31. 36. Pick tools strategically to met objectives
  32. 37. The Tower and The Cloud Flickr photos by jamesjordan
  33. 38. Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more Common Concerns
  34. 39. http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html Measurement Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement … combined with digital ethnographic insights
  35. 40. It’s Not Just About Page Views!
  36. 41. Start small, reiterate over and over
  37. 42. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
  38. 43. Objective Audience Messaging/Content Integration Culture change Capacity Metrics Pilots and Learning It includes …
  39. 44. Agenda: Part 2
  40. 45. Choose One for Today Listen To Recordings of Other Sessions Later
  41. 46. Listening/Engaging Beth Kanter, Presenter Wendy Harman, Chat Leader Add call in and log in
  42. 47. Storytelling: Blog/Video Michael Hoffman, Presenter Britt Bravo, Presenter David Neff, Chat Leader Add call in and log in
  43. 48. Generating Buzz Holly Ross, Presenter Danielle Brigida, Chat Leader Add call in and log in
  44. 49. Social Networking Brian Reich, Presenter Rachel Weidinger, Chat Leader Add call in and log in
  45. 50. Break Out Sessions Add call in and log in Phone Number Online Networking Generating Buzz Storytelling URL To Login Listening
  46. 51. Ten Minute Break 12:10-12:20 am PST 3:10- 3:20 pm EST Remind them where to log in at 12:20/3:20
  47. 52. Agenda: Part 3 Final Q/A Each break out leader provides a 5 minute high level review of session Q/A on phone/chat 12:20-1:00 pm PST 3:20-4:00 pm EST
  48. 53. Reflection Type into the chat one thing you implement from what you learned today Reminder about evaluation and how to access content All slides/notes/chat transcripts will be on the wiki http://www.wearemedia.org
  49. 54. Thank you! See you on the Wiki!

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