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Community Media Workshop: Chicago


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Community Media Workshop: Chicago

  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
  10. Objective <ul><li>What do you want to accomplish? </li></ul><ul><li>How does a social media strategy support your communications objective? </li></ul>Photo by wili/
  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
  12. Audience <ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group? </li></ul><ul><li>Is this a target group identified in your organization’s communications plan? </li></ul><ul><li>What do they know or believe about your organization or issue? What will resonate with them? </li></ul><ul><li>What key points do you want to make with your audience? </li></ul>
  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 &quot; What's Next In Media ?&quot; 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 …
  31. <ul><li>First project was a listening project over two years ago </li></ul><ul><li>People were talking and they needed to listen </li></ul><ul><li>At first, felt like going to war, but changed internal perception of social media </li></ul>The Red Cross Case Study: Listening Comes First
  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!
  34. <ul><li>Changes internal perception of social media value </li></ul><ul><li>Improves relationships with audience and identifies influencers </li></ul><ul><li>Incremental improvements for campaigns </li></ul><ul><li>Working with affiliates </li></ul>Listen: What’s the Value?
  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
  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.&quot; - 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
  46. Source: Nina Simon
  47. Source: Nina Simon
  48. They think the people who work at the Smithsonian are cool Source: Nina Simon
  49. Source: Nina Simon
  50. Source: Nina Simon
  51. How might the Smithsonian use this research to improve its web presence or visitor content?
  52. <ul><li>Document on the fly </li></ul><ul><li>Test and tweak </li></ul><ul><li>Pick the right hard data points </li></ul><ul><li>Harvest insights </li></ul><ul><li>Look at what other nonprofits are doing in the space </li></ul><ul><li>Pause for reflection time before next reiteration: How to improve results? </li></ul>My Learning Process For Every Campaign…
  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
  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
  79. Remember … <ul><li>Don’t take off your listening ears </li></ul><ul><li>Think like a scientist and primatologist </li></ul><ul><li>Evolution is a good thing </li></ul>
  80. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
  81. <ul><li>10:30-10:45 </li></ul><ul><li>Small Group Activity </li></ul><ul><li>How might you apply listen, learn, and adapt to your organization’s social media strategy? </li></ul><ul><li>What are some challenges? </li></ul><ul><li>10:45-11:00 </li></ul><ul><li>Full Group Laser Out Report Reflection </li></ul><ul><li>Key takeaway </li></ul>
  82. Thank You! Beth’s Blog Have a blog post topic idea? [email_address]