11. How are they different?
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
12. Culture Strategy
Effective
Social Media
Capacity Learning
13. Social Media: Strategy Blocks
Community
Building &
Social
Networking
Generate
Buzz
Share
Story
Participate
Listen
Crawl ………..……Walk …….…….. Run ……..…………….Flyl
14. acticaches
Tool Selection
Community
Building &
Generate
Social
Buzz
Share
Networking
Story
Listen Participate
10hr 15hr 20hr
Have strategically picked the right the tools and sites
Less Time More time
16. Culture:
1: Assessed organizational culture and has strategies to address
fears, concerns, and other barriers to adoption
2: Describes social media use in terms of value versus tools
17. 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
18. 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
19. Even if a policy is place, it doesn’t necessarily prevent cultural
barriers to adoption
20. How is social media organized
and deployed?
Tire
Hub and Spoke
Tower
21. Strategy
3: Social media connects, supports, and enhances an
overall Internet communications strategy
4: Uses listening and monitoring techniques to develop
a deep understanding of the audience
5: Engages in two-way conversation with audience
versus blasting out content and messages
6: Builds relationships with influencers in their social
media space
7: Makes it easy for their supporters to remix and
distribute their content
22. Integration
One Way
Homebase email
Web Site search engine
ads
Audience
Objective
Social
Listening
Conversation
Connecting
Social media connects, supports, and enhances an overall Internet communications
strategy
33. Makes it easy for their supporters to remix and distribute their content
34.
35.
36. 9:00 •Google Analytics
9:30 •RSS
10:00 •Content Creation
11:00 •Social Networking
Has allocated enough staff time and has the expertise to implement strategy
37. Uses the right metrics to understand what is and what isn’t working
42. Discussion questions….
How do you gather information
about grantee’s social media
use?
What information do you
typically have?
What is your frame – Evaluative?
Consultative?
Rapid review or deep?
How do you share what you’ve
learned with other program
officers?
Editor's Notes
http://www.flickr.com/photos/jdb99/7444953/
http://www.flickr.com/photos/euart/282104427/
The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
http://www.mindomo.com/view.htm?m=5d005d7f82ae13f1a4e7ae756afe900a.flickr.com/photos/axis/1892931/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
http://www.flickr.com/photos/mkrigsman/3428179614/Have to make sure that cubicle or silo culture doesn’t get in the way of the whole organization embracing social media
http://beth.typepad.com/beths_blog/20The Tire: Social media forms at the edges of the company. No clear leader. Upside: appears very authentic. Downside: one side has no idea what the other is doing.09/04/social-media-behind-the-firewall-the-tire-tower-or-hub-and-spoke.htmlThe Tower: Led by corporate communications, by executive mandate. The upside: Lots of resources. The downside? Not authentic, which saps participation and buy-in.I've also seen this model in nonprofits and it isn't effective when silo culture gets in the way. Here's another anecdote, shared anonymously from a reader via email.Hub-and-Spoke: some central focus, but with clear ownership at the edges. Upside: this is the aspirational model because it combines resources and participation. Downside: the most difficult to establish.
