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8 Principles for Using Social Media
Effectively
                Beth Kanter, Visiting Scholar Packard Foundation


       ...
Understand the Difference

      Traditional Media                                  Social Media
         Brand in control...
The Tower and The Cloud




  Flickr photos by jamesjordan
Pick tools strategically to met objectives
Social Media: Strategy Blocks
                                            Community
                                      ...
acticaches
  Tool Selection
                                                                           Community
         ...
The 8 Principles


Learning


 Strategy


Capacity



 Culture




             Flickr Photo by toby_maloy
1. Use listening and monitoring techniques
to develop understanding of the audience
The Red Cross Case Study:
Listening Comes First


            • First project was a
              listening project over t...
Listen: Monitor, Compile, Distribute




                   I took an American Red Cross class I
                   though...
Listen: What’s the Value?



                 • Changes internal perception of
                 social media value
       ...
2. Engage in two-way conversations



    Email Marketing




                                      Social Media




Diagr...
Influencer
                Customer         complaining …
 Relationship
                 service
   building
             ...
People share
their wildlife
sightings
3: Build relationships with influencers in social media online spaces
Results
7,600+ unique visitors in a single
hour

More than 35,000 unique
visitors in one day (best ever)
Empowering supporters
without loosing control …
4. Makes it easy for their supporters to
remix and distribute their content
5: Allocate staff time, have expertise to implement strategy



      9:00               • Monitor RSS

      9:30        ...
6. Uses the right metrics to understand what is and what
isn’t working



                                                ...
Engagement
                   Create
                            Metrics


Critic                              Comment

  ...
7. Launches small pilots and reiterates and understands how
to fail in the right way




                                 ...
Crowdsourcing the Institution’s Strategic Vision
8: Assess organizational culture and has strategies to address fears,
concerns, and other barriers to adoption
Common Concerns
Loss of control over their branding
and marketing messages
Dealing with negative comments
Addressing perso...
Can employees participate on
organization time?

Should there be an oversight
committee?

Should the organization indicate...
Eight Principles
1.     Listen first
2.     Engage in conversation
3.     Relationships with influencers
4.     Easy to re...
Thank You!

Beth’s Blog
http://beth.typepad.com


Have a blog post topic idea?
beth@bethkanter.org
8 Principles for Using Social Media Effectively
8 Principles for Using Social Media Effectively
8 Principles for Using Social Media Effectively
8 Principles for Using Social Media Effectively
8 Principles for Using Social Media Effectively
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8 Principles for Using Social Media Effectively

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Washington DC Packard Grantee Convening
For more resources, visit http://beth.typepad.com

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8 Principles for Using Social Media Effectively

  1. 8 Principles for Using Social Media Effectively Beth Kanter, Visiting Scholar Packard Foundation Flickr photo by euart
  2. Understand the Difference Traditional Media Social Media Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
  3. The Tower and The Cloud Flickr photos by jamesjordan
  4. Pick tools strategically to met objectives
  5. Social Media: Strategy Blocks Community Building & Social Generate Networking Share Buzz Story Participate Listen Crawl ………..……Walk …….…….. Run ……..…………….Flyl
  6. acticaches Tool Selection Community Generate Building & Share Buzz Social Story Networking Listen Participate 10hr 15hr 20hr Pick the right the tools and sites Less Time More time
  7. The 8 Principles Learning Strategy Capacity Culture Flickr Photo by toby_maloy
  8. 1. Use listening and monitoring techniques to develop understanding of the audience
  9. The Red Cross Case Study: Listening Comes First • First project was a listening project over two years ago • People were talking and they needed to listen • At first, felt like going to war, but changed internal perception of social media
  10. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  11. Listen: What’s the Value? • Changes internal perception of social media value • Improves relationships with audience and identifies influencers • Incremental improvements for campaigns • Working with affiliates
  12. 2. Engage in two-way conversations Email Marketing Social Media Diagrams by David Wilcox
  13. Influencer Customer complaining … Relationship service building issue Staff determines comments or tweets that need response
  14. People share their wildlife sightings
  15. 3: Build relationships with influencers in social media online spaces
  16. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
  17. Empowering supporters without loosing control
  18. 4. Makes it easy for their supporters to remix and distribute their content
  19. 5: Allocate staff time, have expertise to implement strategy 9:00 • Monitor RSS 9:30 • Twitter 10:00 •Content Creation 11:00 •Social Networking
  20. 6. Uses the right metrics to understand what is and what isn’t working Well, maybe not dead
  21. Engagement Create Metrics Critic Comment 5 Collect Click
  22. 7. Launches small pilots and reiterates and understands how to fail in the right way “We spend more time figuring out whether something is a good idea than we would have just trying it.quot; - Clay Shirky
  23. Crowdsourcing the Institution’s Strategic Vision
  24. 8: Assess organizational culture and has strategies to address fears, concerns, and other barriers to adoption
  25. Common Concerns Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
  26. Can employees participate on organization time? Should there be an oversight committee? Should the organization indicate what employees do with their personal use of social media? Should employees disclose or hide their organizational affiliation? Discussion on possible scenarios and resulting decisions
  27. Eight Principles 1. Listen first 2. Engage in conversation 3. Relationships with influencers 4. Easy to remix and distribute 5. Staff time and expertise 6. The right metrics 7. Small pilots and reiterate 8. Assess organizational culture Allocate enough staff time and has the expertise to implement strategy blasting out message
  28. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

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