Going Social


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Delivered to CAS Toronto on April 14, 2010, this workshop is an overview of social media theory, tools, best practices, and places to start.

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  • come up with measurements based on a specified time frame and arena. Do you have 3 positive conversations a week on a project you’re working on? Where are the arenas you are trying to reach people? where are your competitors - and what have they done successfully?
  • Going Social

    1. 1. Going Social <ul><li>Children’s Aid Society Toronto </li></ul><ul><li>April 14, 2010 </li></ul><ul><li>Aerin Guy, SpaceRace </li></ul>
    2. 2. Welcome! <ul><li>Thank you for inviting me </li></ul>
    3. 3. About me
    4. 4. @aeringuy [email_address] www.gospacerace.co m LinkedIn: Aerin Guy Facebook: Aerin Guy Delicious: Aerin Guy
    5. 5. Agenda 1. Me, and you 2. Social Web: An overview 3. Tools of the trade 4. Case studies 5. Setting goals and metrics 6. Questions and follow up
    6. 6. Let’s start with something visual <ul><li>http://www.youtube.com/watch?v=6ILQrUrEWe8 </li></ul>
    7. 7. What is Social Media? <ul><li>also known as Web 2.0 (Tim O’Reilly) </li></ul><ul><li>also known as the “social media explosion” </li></ul><ul><li>also known as the way we connect today </li></ul>
    8. 8. People want to connect Text
    9. 9. social media <ul><li>social media refers to the tools we use to communicate in a wired world </li></ul><ul><li>also refers to the online content we create </li></ul><ul><li>also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities) </li></ul>
    10. 11. shift <ul><li>represents a shift in how people discover, read, and share news and information; supports human need for interaction </li></ul><ul><li>if I want you, I will find you </li></ul><ul><li>transforms “broadcast” methods into “dialogues” </li></ul><ul><li>democratization of information - content consumers to content producers WIKIPEDIA </li></ul>
    11. 12. search exercise <ul><li>Imagine that you are someone else who is looking for information on your organization. Write down the types of search you would perform. What keywords would you use? Where would you check? </li></ul>
    12. 13. some benefits of using social media <ul><li>listen and learn </li></ul><ul><li>publish valuable news and information </li></ul><ul><li>disseminate quickly and effectively </li></ul><ul><li>create or extend your brand personality </li></ul><ul><li>engage in conversations and services </li></ul><ul><li>efforts lead back to your website - your hub or repository of information </li></ul>
    13. 14. Communications <ul><li>history </li></ul><ul><li>broadcasting </li></ul><ul><li>2 way, 3 way, many ways </li></ul>
    14. 15. Turn the bullhorn around (Tara Hunt, The Whuffie Factor) (Tara Hunt, The Whuffie Factor)
    15. 16. community
    16. 17. community <ul><li>today’s social media is about community </li></ul><ul><li>communities of practice </li></ul><ul><li>communities of shared interests </li></ul><ul><li>communities solving problems </li></ul><ul><li>tomorrow’s social media....that’s literally 24 hours away </li></ul>
    17. 18. <ul><li>by understanding how social media supports the human desire for conversation, organizations can open up vibrant interactions with individuals and communities </li></ul>
    18. 19. tremendous changes <ul><li>education </li></ul><ul><li>healthcare </li></ul><ul><li>government </li></ul><ul><li>international relations </li></ul><ul><li>art </li></ul><ul><li>media </li></ul>
    19. 20. Digital is here
    20. 21. <ul><li>The web is about conversations and connections, </li></ul><ul><li>not top down delivery </li></ul><ul><li>of information or messages. </li></ul>
    21. 22. Web 1.0, 2.0, 3.0
    22. 23. New goals?
    23. 24. New audience
    24. 25. New channels
    25. 26. New goals <ul><li>share resources </li></ul><ul><li>connect people </li></ul><ul><li>establish presence </li></ul><ul><li>fundraise </li></ul>
    26. 27. New audience <ul><li>digital natives </li></ul><ul><li>Google (and others)- Search </li></ul><ul><li>Smartphone users </li></ul><ul><li>formats </li></ul><ul><li>beyond borders </li></ul>
    27. 29. New channels <ul><li>web </li></ul><ul><li>video </li></ul><ul><li>social networks </li></ul><ul><li>blogs </li></ul><ul><li>mobile </li></ul><ul><li>content everywhere </li></ul>
    28. 30. The socially enabled, 2.0 experience website
    29. 31. <ul><li>content worth talking about </li></ul><ul><li>RSS </li></ul><ul><li>social </li></ul><ul><li>sharing </li></ul><ul><li>feedback </li></ul><ul><li>findable </li></ul>
    30. 32. Blogs
    31. 33. <ul><li>high ranking in organic search </li></ul><ul><li>at least 44% of all web interactions begin with search </li></ul><ul><li>search engines love blog headlines, as they indicate what can be found on the page </li></ul><ul><li>search engines also love blogs because they are frequently updated </li></ul><ul><li>recent + relevant = RANKING! </li></ul>blogging: Be FOUND!
    32. 35. <ul><li>Twitter is a real-time micro-blog </li></ul><ul><li>real time word of mouth </li></ul><ul><li>140 character max forces “tweets” to be powerful, concise and well-chosen </li></ul><ul><li>follow and be followed </li></ul><ul><li>highly searchable </li></ul><ul><li>great way to provide links, respond instantly, and connect with “constituents” </li></ul><ul><li>using Tweetdeck (or HootSuite) can help organize your followers into manageable groups </li></ul><ul><li>Tweet from mobile devices with Tweetie, UberTwitter, Echofon </li></ul>
    33. 36. Tweetdeck/Hootsuite <ul><li>most users access Twitter through a third-party application </li></ul><ul><li>manage multiple accounts </li></ul><ul><li>track mentions, direct messages </li></ul><ul><li>search discussions, topics, categories </li></ul>
    34. 37. Social Networks
    35. 38. goals <ul><li>what are the goals of your audience/community? </li></ul><ul><li>let’s come up with some </li></ul>
    36. 39. People <ul><li>Who are you trying to reach? </li></ul><ul><li>Who’s your audience? </li></ul><ul><li>Where do they hang out? </li></ul><ul><li>What’s the best way to reach them? </li></ul>
    37. 40. Objectives <ul><li>What are you trying to achieve? </li></ul><ul><li>Increase in membership? Brand repositioning? Better customer service? </li></ul><ul><li>How will you measure your success? </li></ul>
    38. 41. Strategy <ul><li>how will relationships with your audience change? </li></ul><ul><li>What will be expected of you as an organization? </li></ul><ul><li>How will you handle negative comments? </li></ul>
    39. 42. Technology <ul><li>now you know who, why and how </li></ul><ul><li>time to answer “what” </li></ul><ul><li>Wikis? Community? Twitter? Facebook? Flickr? Video? </li></ul>
    40. 43. Metrics
    41. 44. Define success <ul><li>welcome to metrics </li></ul><ul><li>in order to define success, how are you going to measure it? </li></ul><ul><li>the cost of equivalent benefits </li></ul><ul><li>what are your indicators? </li></ul>
    42. 45. ROI and metrics
    43. 46. Reality sets in <ul><li>what you need to do this </li></ul><ul><li>a new tax? RST :) </li></ul><ul><li>resources, time, staffing </li></ul>
    44. 47. <ul><li>cost effective </li></ul><ul><li>no budget? Facebook, Twitter, blog, optimize existing website </li></ul><ul><li>wee budget? video, file sharing software, microsite </li></ul><ul><li>big budget? campaign assistance & facilitation, website redesign </li></ul><ul><li>many agencies will do pro-bono work for charities/NFPs </li></ul><ul><li>sources can be craigslist, kijiji, student sites, hire an intern </li></ul><ul><li>MyCharityConnects at NetChange Week, June 2010 </li></ul>baby steps
    45. 48. Building Capacity: 5 BIG ISSUES <ul><li>Inertia problem - most organizations were founded prior to the internet....they aren’t used to having control issues, intimate relationships with audiences, and they think they control their brands. </li></ul><ul><li>Leadership issue - often the leaders are pre-internet. Difficult to get buy-in. Threatened. “This is a fad” “Our customers don’t want this” </li></ul><ul><li>Advocate issue - who’s the squeaky wheel? </li></ul><ul><li>Silo issue - “that’s marketing’s job”. “IT handles our web stuff” Believe me, neither should hold the keys to the kingdom. </li></ul><ul><li>Fear issue - it’s all so new, and changes so quickly, budgetary responsibility </li></ul>
    46. 49. how it can work <ul><li>positioning. “we are the spearhead of a movement that is changing this issue. we are a vehicle for making change.” </li></ul><ul><li>engage leadership in new thinking. get help. </li></ul><ul><li>involve social media/coms people at management/strategic level. Obama’s campaign would be a good example! </li></ul><ul><li>Hire from the millennial generation. Their insight as digital natives will improve the strategic conversations. </li></ul><ul><li>Speak “human”. People like people. Relationships are where it’s at. Get out of “press release” mode. </li></ul>
    47. 50. Hot tips <ul><li>Develop a deep understanding of your “clients”. Groups who are successful are able to tap into the knowledge of who they are trying to build a relationship with. </li></ul><ul><li>Connect people directly. Bringing people together can be scary. Power in numbers! Your value is in your ability to do this. </li></ul><ul><li>Be open, ego free.....and let go of control. You never had it anyways. </li></ul><ul><li>Emulate, innovate. Fail, experiment. Lather, rinse, repeat. </li></ul>
    48. 51. case studies: <ul><li>www.stableandaffordable.com </li></ul><ul><li>www.homelesshub.ca </li></ul><ul><li>ODEN network: Mayor’s Challenge </li></ul><ul><li>www.inclusionaryhousing.com </li></ul>
    49. 52. Campaign storm
    50. 53. Questions
    51. 54. Thank you