5. What’s your burning question about social media ? Find someone in the room Share it Twitter style! (140 characters is the length of a headline) “ReTweet” Report out
6.
7. Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance. Report Available: http://www.engagementdb.com/
8. Social Media Engagement Strategy Best Practices Emphasize quality, not just quantity To scale, make social media part of everyone’s job Doing it all may not be for you, but you must do something Find your sweet spot
9. 8 Principles Online/Offline Listen first, leads to engaging, real time tracking Working with Influencers The Social Life of Content Staff time and expertise Assessing Organizational Culture The right metrics Small pilots, fail fast, reiterate a
11. Community Building & Social Networking GenerateBuzz Social Content Engagement Listen Social Media Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Flyl
12. Social Content acticaches Social Media: Tactics and Tools Community Building & Social Networking GenerateBuzz Listen Engagement 10hr 15hr 20hr Support Overall Communications and Internet StrategyLink to offline actions or behavior change Less Time More time
21. Listening Comes First: The Red Cross First project was a listening project over three years ago People were talking and they needed to listen At first, felt like going to war, but changed internal perception of social media
22. 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
23. Influencer complaining … Customer service issue Relationship building Listening leads to engagement …
30. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ” Danielle Brigida
35. “Pittsburgh arts organizations have begun inviting local bloggers to events who then blog the Invitation and spread it via Twitter or Facebook” – Liz Perry
41. 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
42. The Tower and The Cloud Flickr photos by jamesjordan
74. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
75. Thank You! Beth’s Bloghttp://beth.typepad.com Have a blog post topic idea?beth@bethkanter.org
Editor's Notes
http://www.flickr.com/photos/adc/228720789/
Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels.We critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are:Starbucks (127)Dell (123)eBay (115)Google (105)Microsoft (103)Thomson Reuters (101)Nike (100)Amazon (88)SAP (86)Tie - Yahoo!/Intel (85)The report is available at http://bit.ly/KRGNt and the main site is at engagementdb.com (includes ways for you to do a quick ranking of your engagement). A very neat interactive feature of the site is the ability to see the rankings in different ways, from highest to lowest scores, alphabetical, etc.
Emphasize quality, not just quantity. Engagement is more than just setting up a blog and letting viewers post comments; it’s more than just having a Facebook profile and having others write on your wall. It’s also about keeping your blog content fresh and replying to comments; it’s building your friends network and updating your profile status. Don’t just check the box; engage with your customer audience. To scale engagement, make social media part of everyone’s job.The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization. Instead, it’s important for everyone across the organization to engage with customers in the channels that make sense — a few minutes each day spent by every employee adds up to a wealth of customer touch points. Doing it all may not be for you — but you must do something.The optimal social media marketing strategy will depend on a variety of factors, including your industry. If your most valuable customers do not depend on or trust social media as a communication medium, or if your organization is resistant to engagement in some channels, you will have to start smaller and slower. But start you must, or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience. Find your sweet spot.Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest. Thus, choose carefully and advocate strongly to acquire the resources and support you will need to succeed. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin
Online/OfflineListen first, real time tracking, leads to engagingThe Social Life of Content and MessagingPlatform for Self-OrganizingStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culture
http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
donations, leads, new subscribers, increased page rank,Interaction ReputationLoyaltySatisfactionSentimentFeedbackInsights about what worksDonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankSigned petitionsCalls or emails to government officials