Weinberg Fellows - Foundations of Social Media

503 views

Published on

Lisa Colton's presentation to the Weinberg Fellows, November 17, 2010

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
503
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Weinberg Fellows - Foundations of Social Media

  1. 1. The Foundations of Social Media: Strategy, Tools and Culture Presented by Lisa Colton, Founder & President Darim Online lisa@darimonline.org 434.977.1170
  2. 2. Agenda Communications Revolution Social Media Basics New Rules of the Game Break Planning Your Strategy: P.O.S.T.
  3. 3. Goals Demystify social media Help you think strategically Build vocabulary Show examples Turn you on to resources Warning: You may feel overwhelmed! (And excited, and inspired.)
  4. 4. It’s a Tool Success of the tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.
  5. 5. COMMUNICATIONS REVOLUTION
  6. 6. COMMUNICATIONS REVOLUTION
  7. 7. Characteristics of Social Media The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is: • Participatory: It blurs the line between producer and consumer, media and audience. • Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy. • Conversational: Two (or more) way conversation rather than one- directional broadcast. Is personal, specific, and engaging. • Communal: Supports formation, growth and strength of communities around a particular shared interest. • Connected: Thrives on being connected, making use of links to other sites, resources and people, rather than being territorial and proprietary.
  8. 8. A Tool Can Be A Game Changer Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?
  9. 9. #1 THIS IS AN ATTENTION ECONOMY
  10. 10. #2: FIND YOUR VOICE
  11. 11. Who is talking? Why do you want to listen? Do you want to engage? Person & Personality
  12. 12. #1 Social media is continuing to evolve. Fast. # 3: LISTEN & ENGAGE
  13. 13. Open Your Ears Temple Israel, Memphis Facebook Page
  14. 14. Notice the Action
  15. 15. Red Cross
  16. 16. A Person, Not Just A Brand
  17. 17. Real Life Example
  18. 18. LISTENING: @ mentions
  19. 19. LISTENING: Searches
  20. 20. #4: ADD VALUE & BE GENEROUS
  21. 21. WHERE CAN YOU ADD VALUE?
  22. 22. Social Content is Social Capital • Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. • Content should be newsworthy, unique, controversial, timely immediately useful and/or funny. • 1:12 or 1:20 ratio
  23. 23. #5: NETWORKS
  24. 24. Invite User Generated Content Crowdsource -for your own info -to be a platform for sharing info -to surface voices
  25. 25. Allow Users to Remix
  26. 26. Unofficial Outposts Find places where your target audience goes. Participate in the conversation. Add value, educate, include links. Use your “listening” to identify these places.
  27. 27. Who do you want to reach? What’s “viral” for you? LEVERAGING NETWORKS
  28. 28. #6: TRANSPARENCY
  29. 29. http://dashboard.imamuseum.org
  30. 30. #7: BE NIMBLE
  31. 31. #8: NEW MEASUREMENTS
  32. 32. KEEP YOUR EYES ON THE GOAL What is BUZZ? What is VIRAL? Remember POST
  33. 33. MEASUREMENT Tangible • Donations • Leads • Subscribers • Members • Saved time saved cost • Increased hits/rank, PR • Action Intangible • Learning • Interaction • Engagement • Branding • Loyalty • Satisfaction • Feedback Source: KD Paine, a social media metrics expert.
  34. 34. #9: STAFFING, JOB DESCRIPTIONS & PROF DEV
  35. 35. Listening, then delegating as needed Conversationalist, not techie Adding value Building community Marketing your feed Integration of multiple channels, etc. STAFFING
  36. 36. #10: LEADERSHIP
  37. 37. W H E R E T O B E Between a PIONEER & a TORTOISE Is a FAST FOLLOWER Source: Flickr user ucumari Source: Flickr user smitag4
  38. 38. AJWS Source: mcommons.com/blog Are you on the list? Red Cross receiving half of their donations by text msg. $27m by 1/19
  39. 39. Source: Flickr user JYRO
  40. 40. Source: Flickr user Rick Neves
  41. 41. Source: Flickr user divemasterking2000
  42. 42. Review 1. Attention Economy 2. Find Your Voice 3. Add Value, Be Generous 4. Listen and Engage 5. Design for Networks 6. Transparency 7. Be Nimble 8. New Measurements 9. Staffing & Job Descriptions Shift 10. Leadership in a Revolution
  43. 43. John Fitch’s Steam Engine
  44. 44. John Fitch’s Steam Engine
  45. 45. IT’S NOT ABOUT TECHNOLOGY
  46. 46. BREAK! When we return: Creating a strategy for your organization!
  47. 47. GROUNDSWELL’s P.O.S.T. 1. PEOPLE: Identify audience(s) 2. OBJECTIVES – What are you goals and objectives for this audience? – What are your audience’s goals? 3. What is the STRATEGY to reach these goals? 4. Determine the specifics of the TECHNOLOGIES you’ll use. Implement, measure, refine!
  48. 48. WRAP UP “Ah-ha moments” Action steps for you What else do you need to learn?

×