For workshop http://socialmedia-listening.wikispaces.com/

1. The Secret Sauce to Social Media Strategy Success! Beth Kanter, Beth’s Blog Chicago Media Workshop Chicago, 2009 Flickr photo by sashamd

2. Workshop Leader Beth Kanter, Beth’s Blog

3. Agenda 9:00-9:30 Introduction and Icebreaker 9:30-10:30 Presentation Social Media Strategy and the Secret Sauce 10:30-10:45 Small Group Activity 10:45-11:00 Full Group Laser Out Report Reflection

4. What’s your burning question about social media strategy and metrics? Find someone in the room you don’t know Share it Twitter style! (140 characters is the length of a headline) “ ReTweet” three times Report out and create Wordle

5. If you’re jumping off the social media cliff, are you a lemming? Flickr photo just jump

6. Play

7. BTW, Disney carefully choreographed that sequence …

8. The point is that if you’re going to jump off the social media cliff Flickr photo by rooreynolds

9. Make sure your parachute opens Objective Audience Strategy Capacity Culture Tools Photo by petercipollone

11. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office

13. What are they doing online?

15. What research do you need?

16. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation Traditional Media Social Media Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Understand the Difference

17. The Tower and The Cloud Flickr photos by jamesjordan

18. Strategies to address fears, concerns, and other barriers to adoption

19. 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 Common Concerns

20. 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 Photo by axis

21. Allocate staff time, have expertise to implement strategy

22. Pick tools strategically to met objectives

23. Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Share Story Monitor Participate Community Building & Social Networking

24. acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tool Selection Pick the right the tools and sites Share Story

25. Let’s not forget the secret sauce! Objective Audience Strategy Capacity Culture Tools

26. David Armano says Insight must before Investment when implementing a social media project. David Armano Go read it, I’ll wait. Listen, Learn, Adapt

27. Listen Learn Adapt Return on Insight Photo by lwr

28. Put on your listening ears

29. Before During After

30. Some listening tools …

32. 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

33. Look for Trends Over Time Very important step!

35. Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response

36. Crowdsourcing the Institution’s Strategic Vision

38. Learn http://www.flickr.com/photos/lwr/1408972724/

39. “ If you don’t launch, you don’t learn.” David Armano

40. “ We spend more time figuring out whether something is a good idea than we would have just trying it." - Clay Shirky

41. Think like a rocket scientist Essential Optional

42. Observe and sift through qualitative data like a Primatologist

43. You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”

44. Twitter As Focus Group

45. Source: Nina Simon http://museumtwo.blogspot.com

46. Source: Nina Simon http://museumtwo.blogspot.com

47. Source: Nina Simon http://museumtwo.blogspot.com

48. They think the people who work at the Smithsonian are cool Source: Nina Simon http://museumtwo.blogspot.com

49. Source: Nina Simon http://museumtwo.blogspot.com

50. Source: Nina Simon http://museumtwo.blogspot.com

51. How might the Smithsonian use this research to improve its web presence or visitor content?

53. Document on the fly

54. I like to visually document too …

55. Test and Tweak

56. Look at numbers .. You still have to measure to improve

57. Harvest Insights

58. Synthesize

59. The most important thing: Pick the right social media metric!

60. My point: It’s not all about page views Not dead!

61. Create Comment Click Collect Critic Engagement Metrics

62. There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy

63. Adapt http://www.flickr.com/photos/lwr/1408972724/

64. This is the hard part

65. You have to be nimble

66. The Humane Society knows this …

69. Did they stop doing photo contests as a result? They adapted … Thank God!

70. Carrie Lewis, HSUS “ Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “

72. 3,000 submissions 3,000 submissions

73. Did it evolve?

74. Wisdom of the Crowds Meets Person-to-Person Fundraising

76. 13,000 installations

77. Was it worth it?

78. It is easier to adapt your social media project Harder to adapt your organization One Last Thing

80. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $

82. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address]