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Got Facebook? Now What? - Strategy


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Ideas about how to approach your social media plans strategically. With brief overview of kinds of tools.

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Got Facebook? Now What? - Strategy

  1. 1. Tuesday Sept 22, 2009 Rebecca Krause-Hardie Blog Email Got Facebook? Now what? Thinking Strategically!
  2. 2. Zappos with its customer base is now worth $780+ Million (says Amazon) <ul><li>Driven by daily passionate customer service </li></ul><ul><li>Totally audience centered </li></ul><ul><li>Customer valued </li></ul>Hint: it’s institutional alignment & intentionality Everyone in the same boat - rowing together
  3. 3. It’s About Leadership
  4. 4. It’s About Training
  5. 5. And …Transparency
  6. 6. What we are talking about here, is core institutional alignment & intentionality, with everyone in the same boat, rowing together, in the same responsive direction. And, this is played out, every day at Zappos, with trust, transparency, authentic passion … and very contagious enthusiasm. Bottom Line: creating & sustaining real value for both the institution … and its customers Zappos is in a totally customer-centered dance with its audience
  7. 7. That’s pretty exciting. So, how do we get there … from here?
  8. 8. The Shiny New Toys of Social Media
  9. 9. SF Symphony Social Network on Ning
  10. 10. SF Symphony Social Network on Ning
  11. 11. SF Symphony Social Network on Ning
  12. 12. On Blogs
  13. 13. On Twitter
  14. 14. On Flickr
  15. 15. On YouTube
  16. 16. On Podcasts
  17. 17. Wiki <ul><li>A wiki is software that allows users to easily create, edit and link web pages & content. </li></ul>
  18. 18. Folksonomies / Tags <ul><li>The practice of categorizing content using keywords and tools like </li></ul>Examples are:
  19. 19. <ul><li>Here are some ways to engage: </li></ul><ul><li>Listen/Engagement </li></ul><ul><li>Share Your Story </li></ul><ul><li>Spread Buzz </li></ul><ul><li>Social Networking </li></ul>The toys are exciting but how we integrate them effectively… is everything
  20. 20. And, we need to be thoughtful about this <ul><li>We have limited resources </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Capacity </li></ul></ul>
  21. 21. Tactics, Tools, Time Listen Participate Community Building & Social Networking GenerateBuzz Less Time More time 5hr 10hr 15hr 20hr Share Content
  22. 22. So what comes next? <ul><li>Let’s think strategically about this stuff </li></ul><ul><li>Begin with your outcomes in mind </li></ul><ul><li>Your strategy is the critical path you all take together, to get to your goals, and achieve your SMART objectives. </li></ul><ul><li>Your tactics are what & how you do it </li></ul>
  23. 23. A Best Practice - Social Media Strategic Plan <ul><li>Develop shared objectives </li></ul><ul><li>Identify your target audience(s) </li></ul><ul><li>Listen and Learn - Together </li></ul><ul><li>Integrate & own institution-wide </li></ul><ul><li>Anticipate: plan for culture change </li></ul><ul><li>Build capacity, then train trainers </li></ul><ul><li>Select and try tools & tactics </li></ul><ul><li>Measure evaluate adapt & adjust </li></ul><ul><li>Wash, Rinse, and Repeat </li></ul>
  24. 24. Social Media is not a bumper sticker, social media plan & activities must seamlessly integrate with your mission! <ul><li>What is your shared vision and mission </li></ul><ul><li>What do you need to do achieve a shared vision </li></ul><ul><li>How is this shaped by listening to constituents </li></ul><ul><li>What are the desired outcomes, results, or benefits and why are they of value to you and your customers </li></ul><ul><li>How can you make this process ongoing & dynamic, rather than an anchor is your bottom left fire drawer </li></ul><ul><ul><li>Is your contagious passion for the arts, your authenticity, enthusiasm & responsiveness, reflected in your plan? </li></ul></ul>
  25. 25. Express one of your activities in three parts: <ul><li>We do X … </li></ul><ul><li>So that Y happens … </li></ul><ul><li>Resulting in Z outcome . </li></ul>X We offer pre-performance chats to educate our audience Y so that their appreciation and understanding of dance is enhanced Z resulting in a lifelong connection with dance. <ul><li>X We create residency resource guides for artists and students </li></ul><ul><li>Y so that they will have a leg up on getting started </li></ul><ul><li>Z resulting in limited resources being allocated more effectively. </li></ul>
  26. 26. Let’s restate this - in terms of social media X We do regular video-casting to educate our dance audiences Y So their appreciation and understanding of dance is enhanced Z Resulting in a lifelong connection with dance. X We create an online database of resources Y So that artists and students can easily get the latest info Z Resulting in limited resources being allocated more effectively.
  27. 27. Learn to Turn the Megaphone Around <ul><li>Really listen to your audience/customers </li></ul><ul><li>Ask open-ended questions & really listen </li></ul><ul><li>What do they tell you they really want? </li></ul><ul><li>What do they tell you they really need? </li></ul><ul><li>What do they value? </li></ul><ul><li>How do you measure what’s important to them </li></ul><ul><li>How does what you say & do - every day - provide value to your audiences? </li></ul><ul><li>How do you make that happen – every day? </li></ul>Think about how you would act if this was a personal relationship
  28. 30. Here are the steps: 1 st internal Integration <ul><li>Everyone in the same boat, rowing in the same direction - together </li></ul><ul><li>How do each of your social media activities support your website, your email campaigns, fundraising, PR, conference, etc.? </li></ul><ul><li>What do you need to do to seamlessly integrate all of your online with off-line components? </li></ul>
  29. 31. Then, Anticipate Culture Change <ul><li>As you begin an initial social media strategic plan process; how can you help every one of your stakeholders to own it? </li></ul><ul><li>You can address any fears or concerns about change - by being broadly inclusive from the get go – building awareness, understanding and agreement </li></ul><ul><li>What is the real rate of change your organization can tolerate? </li></ul>
  30. 32. Then Incrementally Build Capacity <ul><li>Who will implement your social media strategy? </li></ul><ul><li>How much time can you commit? </li></ul><ul><li>How to integrate social media into your work flow? </li></ul><ul><li>Outside expertise might be helpful </li></ul>
  31. 33. Define Measurable Success - Up Front <ul><li>Define successful outcomes - together </li></ul><ul><li>Make them SMART objectives </li></ul><ul><li>What incremental hard data points or metrics will you use to track your objectives? </li></ul><ul><li>How often will you track? </li></ul><ul><li>Do you have the staff, systems and tools set up to track efficiently? How will you share? </li></ul><ul><li>How will you harvest insights from hard data and qualitative data as the project unfolds? </li></ul><ul><li>What questions will you ask each other to generate new insights? </li></ul>
  32. 34. The Social Media Short Form <ul><li>Define success - up front </li></ul><ul><li>Experiment - together </li></ul><ul><li>Learn & use web analytics </li></ul><ul><li>Review, refine & jump back in </li></ul><ul><li>Wash Rinse and Repeat </li></ul>
  33. 35. Tools and Tactics & Capacity <ul><li>What tactics and which tools will best support your objectives and match your targeted audiences? </li></ul><ul><li>What tactics and which tools do you have the capacity to implement, now or in the future? </li></ul>
  34. 36. Just Do It (Its Okay to Take Risks) Flickr attribution b d solis
  35. 37. Social Media Best Practice: (hint: start with small bite-sizes pieces) <ul><li>Try one thing </li></ul><ul><li>What small piece can you implement first … as a pilot? </li></ul><ul><li>How will you learn from the pilot for your next experiment? </li></ul>Our passive solar post & beam. First we built a scale model, then we cut each one of the150 red oak pieces. Then we had a community raising & everyone brought a peg
  36. 38. Here are some bite size twitter pieces <ul><li>Lurk on twitter & check it out </li></ul><ul><ul><li>Sign up for a twitter account </li></ul></ul><ul><ul><li>Follow people you respect, see what they do and say </li></ul></ul><ul><ul><li>What do they do well? </li></ul></ul><ul><ul><li>What could be improved? </li></ul></ul><ul><ul><li>What do you value about their tweets? </li></ul></ul><ul><ul><li>Just try it… </li></ul></ul>
  37. 39. more bite size pieces <ul><li>Share stuff on the web </li></ul><ul><ul><li>Post to Flickr, YouTube Facebook, or your blog </li></ul></ul><ul><ul><li>Update regularly </li></ul></ul><ul><ul><li>Get a flip video camera and share it with people. </li></ul></ul>
  38. 40. Finally … its really ok to fail! “ No Try … Just Do ”, Yoda
  39. 41. Rebecca Krause-Hardie Blog Email Twitter @arkrausehardie Facebook Flickr audienceworks Delicious YouTube audienceworks Thank You!