Marin Leadership Team 2011: Social Media for Everyone


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Marin Leadership Team 2011: Social Media for Everyone

  1. 1. Social Media for Everyone<br />Understanding our Options<br />Marin County Leadership Team<br />
  2. 2. Let’s see where we are…<br />What is YOUR comfort with the world of new & social media?<br />Rate your Organizational Readiness to engage with these tools<br />2<br />
  3. 3. Let’s Share:<br />What are the 3 questions you have about this whole social media thing?<br />3<br />
  4. 4. 4<br />
  5. 5. Failure IS an Option<br /><br />5<br />
  6. 6. Only YOU can find what works for you & your organization<br />6<br />
  7. 7. HELP is out there – tons of it<br /><br />7<br />
  8. 8. Engage in Real Time Conversation<br />8<br /><br />Lessons:<br />Numbers aren’t everything<br />Candor & Real-time matter<br />Find your voice<br />
  9. 9. We can all do this! Take one step…<br />In the next 5-7 days:<br />For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools<br />For YOU: Try one new media tool to “listen” & use social media tools to connect.<br />For all of us – as a NETWORK: Find and listen to your peers on-line<br />9<br />
  10. 10. “It Gets Better”<br />Candor<br />Timeliness<br />Ease of access<br />CHPC<br />10<br />
  11. 11. Congratulations!You now own your own network & newspaper<br />
  12. 12. But before we start…Be Strategic<br />Communications Goals should rule<br />What is your near-term goal? <br />Long-term?<br />What is your strategy?<br />How do these tools fit? <br />Are you the right messenger? <br />Are you listening? <br />Photo source:<br />12<br />
  13. 13. Thinking about your audiences<br />Think about your audience?<br />Courtesy of<br />13<br />
  14. 14. What new & social media tools are we using?<br />Website<br />Email Listserv<br />Blog<br />Twitter<br />Facebook / Groups<br />Facebook Like Page<br />LinkedIn account<br />Micro-site<br />Flickr<br />YouTube<br />Podcast<br />Other<br />Beth Kanter’s Continuum Crawl, Walk, Run, Fly!<br />14<br />
  15. 15. So far, so good?<br />Now, let’s talk about what this means.<br />15<br />
  16. 16. New & Social Media Transformations<br />Thinking Differently<br />16<br />THINKING ABOUT NEW MEDIA <br />Common barriers we face?<br />Why using these tools matter?<br />Why you should lead the effort?<br />
  17. 17. New & Social Media Transformations<br />What I’ve Seen<br />17<br />PREPARE FOR HEALTH<br />Social Media Fellows<br />Alameda County Public Health<br />Changing Organizations<br />CESA 2010<br />Using New Media to Evolve a “Field”<br />Changing Networks<br />
  18. 18. The New Media Big Bang<br />18<br />
  19. 19. Facebook passes Google as <br />top visited site in the U.S.<br />March 2010<br /> <br /> <br />19<br />
  20. 20. Five Things You & All of Us Can Do<br /><ul><li>Start where you are: LinkedIn as a starting point
  21. 21. Become an Informer: Build presence on Twitter
  22. 22. Tell you own story: Make Photos/Videos available using Flip Cameras, Twitpic, & Flickr
  23. 23. Go home! Build robust on-line home for your work & use metrics to track success
  24. 24. Build a Fan Base: Use Facebook to provide a “home” for supporters & inform your communities</li></ul>20<br />
  25. 25. LinkedIn – a place to begin<br />What You Need to Know:<br /><ul><li>Status Updates (140 character messages) keep your name, agency and your activities in front of your connections – without any extra effort from you
  26. 26. Can be sent from your cell phone!
  27. 27. Share insights, make requests, announce achievements, send event invitations, solicit help, and give or receive advice – immediately
  28. 28. Status updates can appear on the LinkedIn homepages of your direct connections, where they can comment or respond.
  29. 29. Updates are visible to your connections, your entire network, or all LinkedIn members (depending on your account settings).
  30. 30. Receive expert advice or suggestions from members of your network</li></ul> <br /> <br />Note: You can link other applications to your LinkedIn profile – SlideShare, WordPress, Twitter, Polls, etc.<br />
  31. 31. 6 Degrees of Separation <br /><ul><li>Access to people and information matters!: For funding opportunities, research, recommendations, & advice.
  32. 32. Concept: with 6 Degrees of Separation everyone is at most six steps away from any other person on Earth - the “small world phenomenon”
  33. 33. The more robust your personal network, the fewer degrees between you and the people you want to know
  34. 34. Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability </li></ul> <br /> <br />Note: With social media, you can be better known, networked and noticed – without leaving your desk! <br />
  35. 35. The Possibilities<br />What would it mean for your program to be <br />connected to the leaders of your field?<br />What would it mean for our effectiveness, for businesses, the nonprofit sector, and public sector partners to be connected on LinkedIn and other social media platforms?<br />What would it mean for the entire non-profit sector in our state to the most connected in the country?<br />
  36. 36. Be an Informer<br />24<br />
  37. 37. Twitter Basics<br /><ul><li>Messages – 140 characters – a “Tweet”
  38. 38. Messages available to anyone – but sent directly to your “followers” accounts
  39. 39. Messages from the people you “Follow” sent to your account – all messages accessible through searching
  40. 40. Individual users have account names – identified by “@NAME”</li></ul>25<br />
  41. 41. Twitter?<br /><ul><li>15 Billion messages sent
  42. 42. 140 characters or less
  43. 43. Millions of individual broadcasting networks with custom-built audiences</li></ul>26<br />
  44. 44. Twitter Starting Point - Listen<br /><ul><li>Counter-intuitive – listen first
  45. 45. Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen
  46. 46. Try a search –
  47. 47. Read the conversation – who is saying what? Follow some interesting folks.</li></ul>Adapted from<br />27<br />
  48. 48. Listen…Search a “hashtag”<br />28<br />
  49. 49. What have you learned by listening?<br />What conversations are out there?<br />Who is having them?<br />Is there a voice missing from the discussion? <br />Is there information missing?<br />What value can you add?<br />29<br />
  50. 50. Fear-free Tweeting<br /><ul><li>How could you message your peers in 140 characters or less?
  51. 51. How would it be different than how you communicate now?</li></ul>30<br />
  52. 52. Managing it all<br />TweetDeck<br />hootsuite<br />31<br />
  53. 53. What could you say on H1N1?<br />Take one step today to protect your parents – help them get the #H1N1 vaccine (link)<br />Most seniors in our county still haven’t been vaccinated for #H1N1. Help them get connected today (link)<br />Prepare for summer. Sunscreen and #H1N1 vaccines for the vulnerable people in your life (kids, seniors).<br />If you love someone, help them get vaccinated with the #H1N1 vaccine. Lots available in Alameda County.<br />Five seconds can mean a year of #H1N1 coverage. Help someone you love get the vaccine today.<br />A moment of reflection:<br />What are my org’s new & social media barriers?<br />Who are my skeptics?<br />Who is already using these tools? <br />32<br />
  54. 54. Tell your own stories<br /><ul><li>Own it!: Make Photos/Videos Available using Flip Cameras, Twitpic, & Flickr</li></ul><br />33<br />
  55. 55. Record It!<br />Flip Video Cameras<br />$100 changes everything!<br />Easy to use<br />Easy to upload<br />Easy to share<br />Easy to evangelize<br />34<br />
  56. 56. Using Video – Making a Point<br /><br />Use the minds of others<br />35<br />
  57. 57. Building your Broadcast Network <br />Lobby Day 2010<br />A Tree Falls & Everyone Hears<br />36<br />
  58. 58. Take Pictures – Define the Images & Debate<br />Fighting Child Obesity <br />Cameras<br />Cellphones<br />iPhones<br />37<br />
  59. 59. Distribute your photos - instantly<br />38<br />
  60. 60. Aggregate your photos<br />39<br />
  61. 61. A moment of reflection:<br />So…what do you have? Video? Photos?<br />How could you use it to have a discussion?<br />Could you post it? Host it? Re-mix it? <br />40<br />
  62. 62. Let’s build a home on the web<br />41<br />
  63. 63. Let’s build YOUR home<br />Websites are cheap<br />Websites are easy<br />Websites can be updated<br />Websites are YOUR space<br />42<br />
  64. 64. Website in 5 minutes or less<br />Getting Started<br /><ul><li>URL - OR
  65. 65. Easy - host your site at, register an account and you’ll be ready to begin building your site in no time.
  66. 66. 5 Minutes – Wordpress is famous for its “Five minute” installation. Follow the instructions and you’ll be up and running in no time.</li></ul>43<br />
  67. 67. Track It!<br />Unique Visitors<br />Visits/Visitors<br />Pages<br />Hits<br />Robots/Spiders<br />Visits Duration<br />Referrers<br />Key words/phrases<br />Your Boss or Funder<br />44<br />
  68. 68. Facebook passes Google as <br />top visited site in the U.S.<br />March 2010<br /> <br /> <br />45<br />
  69. 69. Facebook – Your Home<br />Link to News Item<br />Promote Event<br />46<br />
  70. 70. Facebook – Update Quickly<br />Link to Blog<br />Post a photo<br />47<br />
  71. 71. Best Practices to Build a Following<br />Ask their opinion<br />Test their knowledge<br />Promotions <br />Say thank you<br />Recruit Fans – w/ prizes<br />Adapted from Beth Kantor’s Social Media Lab – Facebook & Mashable<br />48<br />
  72. 72. Add Free “Apps”<br />That was easy<br /><br />49<br />
  73. 73. Facebook Fan Page – Listen & Engage<br />50<br />
  74. 74. How Do You Feel?<br />51<br />
  75. 75. Fear Free New & Social Media? Discuss.<br />52<br />
  76. 76. Dan Cohen, PrincipalFull Court Press Communicationsdan@fcpcommunications.com510-271-0640<br />@dcstpaul / @FullCourtPress<br />
  77. 77. Social Media Efforts Peer Learning<br />
  78. 78. LIST BUILDING<br />
  79. 79. Story Telling<br />
  80. 80. My California<br />Story Telling<br />
  81. 81. Using Video – Educating (through humor)<br /><br />CHPC<br />58<br />Micro-targeting a community<br />
  82. 82. Building your Broadcast Network - Advocacy<br />Lobby Day 2010<br />A Tree Falls & Everyone Hears<br />CHPC<br />59<br />
  83. 83. Building your Broadcast Network - Education<br />CHPC<br />60<br />
  84. 84. Try Something New on Lots of Platforms for Fundraising<br />
  85. 85. New Ways<br />To Engage & Build Teams / Community<br />
  86. 86. Twitter<br />Celebrity<br />Website Payoff<br />
  87. 87. Piece by Piece….<br />
  88. 88.
  89. 89.
  90. 90.
  91. 91. Building your team - Advocacy on Facebook? Twitter? JUST ADD IT IN…<br />
  92. 92. Here’s the Talking Points…<br />
  93. 93. Now, Take it to Facebook…<br />
  94. 94. Now, Take it to Twitter…<br />
  95. 95. Twitter leads to diagnosis and treatment:The Story of Erin Turner<br />My E-Patient Twitter Success Story<br />When I arrived at the Mayo Clinic in Rochester, Minnesota a few weeks ago, I was asked: "Who referred you to us?" My answer was…"Twitter."<br />72<br />UCB CHL<br />
  96. 96. New Media Success<br />73<br />UCB CHL<br /><br />
  97. 97. Twitter leads to diagnosis and treatment The Story of Erin Turner<br />Mother reads story USA Today re: wrist pain<br />Tells daughter about news story<br />Daughter participates in #wristpain tweet chathosted by Mayo Clinic<br />Talks with same doctor from news story and reviews Mayo site for information<br />Makes appointment with doc<br />Diagnosis made, surgery within 24 hrs<br />Blog post about experience, which further spreads information… <br />Dr. Richard Berger<br />74<br />UCB CHL<br />
  98. 98. RESULTS:<br />Hospital Helps Someone, gets GREAT PR, demonstrates leadership & experience…and generates even more referrals and business<br />75<br />UCB CHL<br />