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AJLI - Implementing Social Networks


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AJLI - Implementing Social Networks

  1. 1. PRESENTED BY: HOWARD GREENSTEIN, PRESIDENT OF THE HARBROOKE GROUP New Media 202: Implementing Social Networks Entire presentation (CC) 2008 Attribute-Share-Alike- Non Commercial by The Harbrooke Group, Inc. Some Rights Reserved.
  2. 2. My Bio <ul><li>Howard Greenstein </li></ul><ul><ul><li>BS from Cornell, Masters at NYU ITP </li></ul></ul><ul><ul><li>On-air DJ in the ‘80s, during and after college </li></ul></ul><ul><ul><li>Started first Web users group in US 1994, on Board of NY New Media Association and NY Software Industry Association </li></ul></ul><ul><ul><li>First Internet Streaming station in NYC - Netcast - 1996 </li></ul></ul><ul><ul><li>Microsoft Evangelist: Internet Explorer and Windows Media Team 1997-2000 - responsible for top media properties including Fox, MTV, Time Warner and ClearChannel </li></ul></ul><ul><ul><li>Other Media Startups, Ran 9-11 related charity </li></ul></ul><ul><ul><li>NYU Administration and Lecturer </li></ul></ul><ul><ul><li>Created Social Media Club 2006 - Social Media Consulting </li></ul></ul>
  3. 3. Main Points <ul><li>Define Your Goal for Using Social Networking </li></ul><ul><ul><li>Have a place for members to find information, constantly updated </li></ul></ul><ul><ul><li>Recruit New Members </li></ul></ul><ul><ul><li>Retain currents </li></ul></ul><ul><li>Enable Your Network to Tell Your Story </li></ul><ul><ul><li>Find your network and activate it! </li></ul></ul><ul><li>Make Connections Personal </li></ul><ul><li>Have an end game strategy </li></ul>
  4. 4. Social Media and Social Networks <ul><li>Tech tools include: </li></ul><ul><ul><li>YOUR WEBSITE! </li></ul></ul><ul><ul><li>Facebook and MySpace – Social networks </li></ul></ul><ul><ul><li>Flickr and YouTube – Photo and video sharing </li></ul></ul><ul><ul><li>Twitter – Microblogging and information sharing </li></ul></ul><ul><ul><li>Your Blog or a Blogging tool like,, or </li></ul></ul><ul><ul><li>Boards, Forums, local newspaper sites and places where people are interested in your cause </li></ul></ul>
  5. 5. Defining Your Goal(s)
  6. 6. Web 2.0 and Social Media Expression
  7. 7. Current, Updated Information <ul><li>No one likes a web page that never changes </li></ul><ul><li>Social Media and Social Networks can provide you new content – created by your members as well as your volunteers and leaders </li></ul>
  8. 8. Recruiting New Members <ul><li>Having a public place for your members to share information, comments, photos, events will help promote your League </li></ul>
  9. 9. Retaining Members <ul><li>Social Networks can help facilitate connections among current members </li></ul><ul><li>By having a site with profiles showing their interests and connections, members can make connections where they didn’t previously exist. </li></ul><ul><li>A goal of Social Networking is to help online connections meet in person! This isn’t about staying home on the computer! </li></ul>
  10. 10. Key Elements of Social Media <ul><li>Listening </li></ul><ul><li>Participating </li></ul><ul><li>Creating and Managing your own space </li></ul><ul><li>And of course, set up to measure what you’re doing </li></ul><ul><ul><li>You need to be able to monitor what you’re doing – </li></ul></ul>
  11. 11. Measurement <ul><li>What will you measure? </li></ul><ul><ul><li>How many women recruited? </li></ul></ul><ul><ul><li>League member satisfaction? </li></ul></ul><ul><ul><li>Views of your blog? </li></ul></ul><ul><ul><li>News mentions (on blogs, in traditional media) </li></ul></ul><ul><ul><li>General satisfaction? </li></ul></ul><ul><li>It is up to you to define, but once defined, it is important to measure and judge </li></ul>
  12. 12. Listening <ul><li>First, find out what’s going on out there </li></ul><ul><li>Is anyone talking about you? Positive or Negative, or Neutral? </li></ul><ul><ul><li>Where are they talking? </li></ul></ul><ul><ul><li>What’s the community like? </li></ul></ul><ul><ul><li>Can you join it? </li></ul></ul>
  13. 13. “ mmmm, I’m not listening!” (or not perceived to be listening)
  14. 14. What Can Happen when you listen?
  15. 15. Stormhoek Wine + Social Media
  16. 16. Stormhoek Results <ul><li>From a $1MM to a $10MM business with Internet advertising and word-of-mouth, only. </li></ul><ul><ul><li> </li></ul></ul>
  17. 17. Participating <ul><li>Create a strategy, based on your listening </li></ul><ul><ul><li>What are people talking about? </li></ul></ul><ul><ul><li>What would be your answers? Do you need “official” answers? (Can you make them sound non-canned?) </li></ul></ul><ul><li>Join in to be helpful or useful </li></ul><ul><ul><li>If customers are having a problem, help them solve it </li></ul></ul><ul><ul><li>If people are talking in a negative way, ask about it </li></ul></ul><ul><ul><ul><li>Don’t be defensive! And don’t sound like you’re towing the company line. </li></ul></ul></ul><ul><ul><li>This is your opportunity to WIN customers over </li></ul></ul>
  18. 18. Creating Your Own Space <ul><li>Not every group or company has people talking about them in other communities </li></ul><ul><ul><li>Sometimes you have to create the space for people to talk about you on your own website </li></ul></ul><ul><li>If you build it, they may not come… </li></ul><ul><ul><li>There are no guarantees </li></ul></ul><ul><ul><li>If people are treated poorly in a community they may leave </li></ul></ul><ul><ul><li>Monitoring, empowering discussion leaders can help build a community </li></ul></ul>
  19. 19. Listening Tools <ul><li>A number are listed in the ‘extra slides” </li></ul><ul><li>Google Alerts </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>A way to take a Google search, and have new results emailed to you when they’re indexed </li></ul></ul><ul><ul><li>If someone posts on “Junior” and “League” and “YourCity” you’d get an alert </li></ul></ul><ul><ul><li>If it is a blog or a forum, you could then decide whether or not to respond </li></ul></ul>06/05/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  20. 20. Participation means <ul><li>Joining forums where the discussion is happening </li></ul><ul><li>Answering questions </li></ul><ul><li>Blogging (always a combination of listening and talking) </li></ul><ul><li>Always listening to hear the response to your participation </li></ul>
  21. 21. Social Connector Personality <ul><li>Organizational Culture Check in – the person who does this has to love the Online medium </li></ul><ul><li>Person has to be open to communication </li></ul><ul><li>Receptive to criticism </li></ul><ul><li>A little geeky – willing to try new tools </li></ul>
  22. 22. Creating Your own Space
  23. 23. Effective Blogging
  24. 24. What is your Blog For? <ul><li>Some people use it to publish articles that make it into their newsletters </li></ul><ul><li>Blog is a place for fresh content on relevant topics for your league </li></ul><ul><li>Opportunities for both text content and audio/video embedded content </li></ul>
  25. 25. Public Blog Strategy <ul><li>Intent to attract comments from interested parties – easy way to get involved. Polls and other widgets will also provide methods for involvement </li></ul><ul><li>Get quoted on other blogs, in news media, passed along to potential members or supporters </li></ul>
  26. 26. Private Blog <ul><li>For topics that are only for members </li></ul><ul><li>Easy way to solicit feedback </li></ul>
  27. 27. Content & Tone <ul><li>Use a Human Voice – blogs are a personal medium. </li></ul><ul><li>Think about blog posts as a conversation and use a conversational tone. </li></ul><ul><li>Read some of the other blogs in ‘your space’ and get a feel of the tone for the community – what works in one, may not work in another. </li></ul><ul><li>Keep it lively and FUN! </li></ul><ul><li>Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the word “I”, instead of “we”. Don’t be corporate. </li></ul>06/05/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  28. 28. Blogging Voice <ul><li>Here’s a nice paragraph from an excellent SEO blogger (search engine optimization): </li></ul><ul><li>Charisma is a valuable quality, both online and off. Through a blog, it's most often judged by the voice you present to your users. People like empathy, compassion, authority and honesty. </li></ul><ul><ul><li>Keep these in the forefront of your mind when writing and you'll be in a good position to succeed. </li></ul></ul><ul><li>It's also critical that you maintain a level of humility in your blogging and stick to your roots. </li></ul>06/05/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  29. 29. Link intelligently <ul><li>Linking is part of what makes blogging so viral. </li></ul><ul><li>Link to other blogs discussing the same topic as you, link to related stories on other sites you write for, and most importantly link to other network bloggers who are blogging on the same topic as you. </li></ul><ul><li>You find them by listening for them! </li></ul>06/05/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  30. 30. Enable Your Network (for Recruiting)
  31. 31. Since Ancient times, people have told stories
  32. 32. Example of someone enabling Storytelling: <ul><li>“ My ” Barack Obama” = Personal page </li></ul>
  33. 33. Tell Stories? <ul><li>Probably the oldest form of learning/sharing of information </li></ul><ul><li>Effective way to pass along information </li></ul><ul><li>The original “Word of Mouth” marketing </li></ul><ul><li>Storytelling is Personal </li></ul>
  34. 34. Enabling your network means <ul><li>Letting your story go </li></ul><ul><li>Empowering people to tell it for you </li></ul><ul><ul><li>Content that can be shared </li></ul></ul><ul><ul><li>Messages you want passed on </li></ul></ul><ul><ul><li>Rules or Guidelines about how to share </li></ul></ul><ul><li>Listening for people talking about your story </li></ul><ul><ul><li>And talking back to them </li></ul></ul>
  35. 35. Using Facebook and other SN sites effectively
  36. 36. What does your FB page look like? <ul><li>Facebook </li></ul><ul><li>What’s the strategy here? </li></ul><ul><ul><li>Easy sharing </li></ul></ul><ul><ul><li>Easy to take action </li></ul></ul>
  37. 37. Enable your supporters to tell a good story about your cause <ul><li>You’re looking to get people to take actions – </li></ul><ul><ul><li>To connect with each other </li></ul></ul><ul><ul><li>To reach out to potential new members </li></ul></ul><ul><ul><li>To pass on your story to others who will (insert YOUR action here) </li></ul></ul><ul><li>What things do you need on your site, your blog, your FB group, to ENABLE your supporters to tell your story for you? </li></ul>
  38. 38. What, you don’t have one? <ul><li>Free or cheap blog or page creation sites </li></ul><ul><ul><li>Google Pages </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Video Hosting </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Blip.Tv </li></ul></ul><ul><li>Inexpensive Email Campaign software </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Constant Contact </li></ul></ul><ul><li>Photo Hosting </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook, MySpace </li></ul></ul><ul><ul><li>Make your own:, </li></ul></ul>
  39. 39. AJLI’s New Web Efforts <ul><li>Open AJLI presentation </li></ul>
  40. 40. Don’t run out of gas…you need a team <ul><li>Who will blog? </li></ul><ul><ul><li>Who will edit? </li></ul></ul><ul><ul><li>Who has the final say? </li></ul></ul><ul><ul><li>Who’s watching the comments? </li></ul></ul><ul><ul><li>When do you escalate? </li></ul></ul><ul><li>Who monitors the social network? </li></ul><ul><ul><li>Jobs include: Welcoming new people, teaching, reminding people of rules of etiquette </li></ul></ul><ul><li>Who creates the content and uploads it? </li></ul><ul><li>Who approves it? </li></ul><ul><li>Are there pre-arranged answers PR/Management wants to create for questions people ask on the site? </li></ul>
  41. 41. REMINDER: Your goal isn’t to get people to join your Facebook group <ul><li>YOU ARE NOT TRYING TO GET PEOPLE TO JOIN YOUR FB GROUP, your Email list or your blog </li></ul><ul><li>Your goal is Recruiting, or Retention, or Promoting your League in the community, Or Fundraising, or… </li></ul><ul><ul><li>However, if they DO join your list, read your blog, become your friend, this is good for your overall cause </li></ul></ul>
  42. 42. Make your connections Personal
  43. 43. Discover your network <ul><li>If you haven’t been cultivating a network, no time like the present! </li></ul><ul><ul><li>EVERYONE in your organization is now a networker. No exceptions from janitor to once-a-month volunteer to board member. </li></ul></ul><ul><ul><li>Everyone has a network of their own </li></ul></ul><ul><ul><ul><li>WOW Gamers </li></ul></ul></ul><ul><ul><ul><li>PTA </li></ul></ul></ul><ul><ul><ul><li>Moose Lodge </li></ul></ul></ul><ul><ul><ul><li>Church/Temple/ </li></ul></ul></ul><ul><ul><ul><li>Neighborhood watch/toastmasters </li></ul></ul></ul><ul><ul><ul><li>Mom/Dad and their friends too (card members!) </li></ul></ul></ul>
  44. 44. Start with a Personal invite <ul><li>Which appeal will you make? </li></ul><ul><li>Logo vs. formal vs. informal? </li></ul><ul><li>Whichever you do, make it PERSONAL. </li></ul>
  45. 45. Connect personally <ul><li>So, you must make sure your network knows that they must reach a lot of people , Personally. </li></ul>
  46. 46. DON’T SPAM <ul><li>Don’t sent out stuff to inappropriate lists </li></ul><ul><li>Don’t subscribe people to lists they don’t want to be on </li></ul><ul><li>Ask permission for this not forgiveness </li></ul><ul><li>Remind your supporters to do the same! </li></ul>
  47. 47. The best appeals come from <ul><ul><li>Someone we know </li></ul></ul><ul><ul><li>Who has a passionate interest in the cause </li></ul></ul><ul><ul><li>Who has given a specific action that’s easy to take without leaving the computer </li></ul></ul>
  48. 48. Identify who is good at tapping networks <ul><li>And make sure they’re active till the last day </li></ul><ul><li>Run through the finish line </li></ul>Photo credit:
  49. 49. Public vs. Private Sites <ul><li>Some Leagues, and some people, won’t be comfortable with using public sites like Facebook or MySpace, or with sharing using a photo or video sharing site </li></ul><ul><li>Some social networking sites have a perception that they’re ‘just for the kids’ </li></ul><ul><li>Some information is best shared privately within your League, members-only </li></ul>
  50. 50. End Game Strategy
  51. 51. Final thoughts
  52. 52. <ul><li>Howard Greenstein </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>Thank You!
  53. 53. Resources <ul><li>Beth Kanter’s description of how she won the Parade Magazine challenge: </li></ul><ul><ul><li> </li></ul></ul><ul><li>50 Steps to a Social Media Practice </li></ul><ul><ul><li> </li></ul></ul><ul><li>All items tagged “NPTech” on </li></ul><ul><ul><li> </li></ul></ul>
  54. 54. Sample Blog Search Engines: <ul><li>Google - </li></ul><ul><ul><li>Google news alerts – to subscribe via email to terms, URLs </li></ul></ul><ul><li>Google Reader – for specific feeds </li></ul><ul><ul><li>A Free Service you can use to track other blogs, or see how your own comes across as a feed </li></ul></ul>06/05/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  55. 55. Feed Readers <ul><li>Some people like to subscribe to feeds offline or in a separate application. Here are two great applications. </li></ul><ul><li>NewsGator - - makes two great applications to track feeds offline; </li></ul><ul><li>NetNewsWire – for Mac </li></ul><ul><li>Feedemon – for Windows </li></ul>06/05/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.