Social Media WorkshopNasscom Foundation<br />Beth Kanter, Beth’s BlogFeb. 2010<br />
Teaching and Learning<br />Photo by Steve Goodman<br />
Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising...
Agenda<br />Introduction and Translation<br />10:30-11:30<br />Principles of Social Media Strategy11:30-12:30<br />Small G...
Introductions<br />Name, Organization<br />What do you want to learn about social media?<br />
PersonalUse<br />Stand up, Sit Down<br />
Human Spectragram:  Agree or disagree with:<br />Social media is a waste of timeUsing social media can make our CSR Initia...
A few examples of CSR and Cause Marketing that use social media effectively<br />
Mobilize<br />
Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
Share something that you have thought about
Share something that really resonated</li></li></ul><li>The Principles of Effective Social Media Strategy<br />
Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media...
Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />Gener...
1. Links to Communications Strategy or Theory of Change<br />
2. Listen First,  Engage Second<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
Engaging in the Conversation Strategically<br />
“It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&q...
4. Builds Relationships with Influencers<br />
Identifying Influencers Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Re...
Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
Share something that you have thought about
Share something that really resonated</li></li></ul><li>Easy to share and <br />Remix your content<br />
Social Content and Stories<br />
Web Site Content<br />
Social Media Outposts<br />
Curated Social Content<br />
5.  Leverage A Networked Effect<br />
Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
Share something that you have thought about
Share something that really resonated</li></li></ul><li>6. Allocate staff time,  have expertise to implement strategy<br />
Well, maybe not dead<br />7. Pick the right metrics to understand what is and what isn’t working<br />
Engagement: Bit.ly for  Click Thrus<br />
8.  Assess Organizational Culture <br />Loss of control over their branding and marketing messages<br />Dealing with negat...
Social media policy template<br /><ul><li> Encouragement and support
 Why policy is needed
 Cases when it will be used, distributed
 Oversight, notifications, and legal implications
 Guidelines
 Identity and transparency
 Responsibility
 Confidentiality
 Judgment and common sense
 Best practices
 Tone
 Expertise
 Respect
 Quality
 Additional resources
 Training
 Press referrals
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Nasscom Foundation

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Nasscom Foundation

  1. Social Media WorkshopNasscom Foundation<br />Beth Kanter, Beth’s BlogFeb. 2010<br />
  2. Teaching and Learning<br />Photo by Steve Goodman<br />
  3. Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising<br />Learning and content creation<br />Beth’s Blog<br />
  4. Agenda<br />Introduction and Translation<br />10:30-11:30<br />Principles of Social Media Strategy11:30-12:30<br />Small Group Work: Social Media Game12:30-1:15<br />Report Out1:15-1:45Closing Circle Reflection1:45-2:00<br />
  5. Introductions<br />Name, Organization<br />What do you want to learn about social media?<br />
  6. PersonalUse<br />Stand up, Sit Down<br />
  7. Human Spectragram: Agree or disagree with:<br />Social media is a waste of timeUsing social media can make our CSR Initiative more successful<br />
  8. A few examples of CSR and Cause Marketing that use social media effectively<br />
  9. Mobilize<br />
  10. Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
  11. Share something that you have thought about
  12. Share something that really resonated</li></li></ul><li>The Principles of Effective Social Media Strategy<br />
  13. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media Strategy Blocks<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />
  14. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome<br />Less Time<br />More time<br />
  15. 1. Links to Communications Strategy or Theory of Change<br />
  16. 2. Listen First, Engage Second<br />
  17. Source: Communications Network Listening Presentation OSI Foundation<br />
  18. Engaging in the Conversation Strategically<br />
  19. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
  20. 4. Builds Relationships with Influencers<br />
  21. Identifying Influencers Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
  22. Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
  23. Share something that you have thought about
  24. Share something that really resonated</li></li></ul><li>Easy to share and <br />Remix your content<br />
  25. Social Content and Stories<br />
  26. Web Site Content<br />
  27. Social Media Outposts<br />
  28. Curated Social Content<br />
  29. 5. Leverage A Networked Effect<br />
  30. Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
  31. Share something that you have thought about
  32. Share something that really resonated</li></li></ul><li>6. Allocate staff time, have expertise to implement strategy<br />
  33. Well, maybe not dead<br />7. Pick the right metrics to understand what is and what isn’t working<br />
  34. Engagement: Bit.ly for Click Thrus<br />
  35. 8. Assess Organizational Culture <br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
  36. Social media policy template<br /><ul><li> Encouragement and support
  37. Why policy is needed
  38. Cases when it will be used, distributed
  39. Oversight, notifications, and legal implications
  40. Guidelines
  41. Identity and transparency
  42. Responsibility
  43. Confidentiality
  44. Judgment and common sense
  45. Best practices
  46. Tone
  47. Expertise
  48. Respect
  49. Quality
  50. Additional resources
  51. Training
  52. Press referrals
  53. Escalation
  54. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
  55. Scale<br />
  56. Creating A Safe Place<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
  57. Small Group Work<br />
  58. Ready to play the Social Media<br />Game? <br />Source: littleoslo.com - Blogpoly<br />
  59. David Wilcox<br />http://socialmedia.wikispaces.com/Social+media+game<br />
  60. Photo by Preetam Rai<br />
  61. Network Effe<br />
  62. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
  63. Don’t get hung up if you don’t have enough context. Make it up!
  64. There are no right or wrong answers
  65. Instructions on paper and knowledge in the cards and other people at table</li></li></ul><li>Table Check<br />Leader<br />Communications<br />Technology<br />
  66. Objective<br />Each scenario has an objective that you can identify and sharpen … but don’t get stuck<br />Photo by wili/<br />
  67. Audience<br /><ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group?
  68. What do they know or believe about your organization or issue? What will resonate with them?</li></li></ul><li>Social Graphics ….<br />
  69. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />3. Review Strategy Blocks<br />
  70. 4. Pick Your Tools: You Only Get Ten Points!<br />
  71. Refine Objective<br /> Identify Audience<br /> Review the Strategy Approaches<br /> Pick Tools<br /> Reports <br /> Reflection<br />
  72. Reports<br /><ul><li>Summarize strategy decisions
  73. Summarize discussions</li></li></ul><li>Closing Circle<br />What is the first step you will take?<br />
  74. Thank You! <br />Beth’s Bloghttp://beth.typepad.com<br />

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