If you can’t ﬂy then
run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
CRAWL WALK RUN FLY Where
is your organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Leader and employees use social but no strategy Ladder of Engagement Content Strategy Informal Champions Strategy, Socially Engaged Leaders Best Practices Measurement and learning in all above Communications Strategy Development Networked Mindset and Map Culture Change Brand on Social, Not Leader or Employees, no champions online Network Building – both organization and professional Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Share Pair: Where’s Your
OrganizaQon Now? • Is your organizaLon at crawl, walk, run, or ﬂy? • What do you need to do to improve? • Where is your organizaLon when it comes to using staﬀ and leadership as champions on social?
Turtle • Proﬁle locked
down (or not present) • Share content with family and personal friends • Li8le beneﬁt to your organizaLon/professional Jelly Fish • Proﬁle open to all • Share content & engage frequently with li8le censoring • PotenLal decrease in respect Chameleon • Proﬁle open, curated connecLons • Engagement Strategy: Purpose, Audience, Persona, Tone • Increased thought leadership for you and your organizaLon Based on “When World’s Collide” Nancy Rothbard, JusLn Berg, Arianne Ollier-‐Malaterre (2013) What Kind of Social Animal Are You?
Your Social Elevator Speech
• What is your experLse? • Why should someone follow you? • What hashtags or keywords do you want to be associated with? • Visual: What cover and proﬁle image conveys your personal brand?
Your Social Proﬁle •
What is your experLse? • Why should someone follow you? • What hashtags or keywords do you want to be associated with? • Visual: What cover and proﬁle image conveys your personal brand?
Uses Twi8er to support
organizaLon’s mission as a biparLsan advocacy organizaLon dedicated to making children and families a priority in federal policy and budget decisions.
SEEK SENSE SHARE
Finds and vets key blogs and Twi8er lists in each issue area Scans and reads every morning and picks out best, writes tweets, and schedules Taps into personally selected list of expert sources and seeks new sources Summarizes arLcle in a tweet, adds hashtags, credits sources Writes blog posts using mulLple links shared on Twi8er Feeds his network with quality and personalized content Engages with aligned partners and target audience Leads conversaLons Recommends other experts, sources, and arLcles Credits sources Bruce’s Work Flow and Tools
NETWORKER “You are not
ever a genius all by yourself. Your ideas are a funcLon of the people you are connected with…” – Carol Dweck, Author, Mindset
Engaging and Building Your Network
On Social • Event Engagement: Open Forum at a parLcular Lme and place • ParQcipatory Engagement: Invites comments and discussion on posts • Personal Engagement: One-‐on-‐one responses to followers
Leveraging Your Professional Network:
Weak Ties • Social media can speed your connecLons to the right people and help you maintain relaLonships over Lme consistently. • Strategic connecLons • Favor test and other ways to set limits on accessibility and who you respond to • Kondo your connecLons • Online Rolodex • Pre-‐Event ConnecLon • Growing Your Network • ReconnecLng
Tips for Geeng Started and
Being Eﬃcient • Align Strategy and Policy • Tutorials • Talk to Peers • Feed and Tune • Found Time • Team Support
Share Pair: Leadership Style
• What is your preferred leadership style on social? • What support do you need to develop and implement your strategy?
I have work to do!
Can ﬁnally tweet about our programs from my personal account! SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
RWJF: FoundaQon Strategy
“We believe that striving toward a culture of health will help us realize our mission to improve health and health care for all Americans. ” GOALS Inform Behavior Change Audience: Grantees, Policy Makers, Researchers, PracQQoners
Summary • Success happens
by taking the right incremental step to get to the next level, but keep moving forward • Embrace your authenLc social leadership style and lead by example • Staﬀ can be great champions if they allowed to leverage their personal passion in service if your strategy and mission – provide the training and guidelines to support your strategy