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OSI Workshop

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OSI Workshop

  1. The Dance Floor and The Balcony:<br />Effective Social Media Strategy and Tactics for NGOs<br />Zabara Tango<br />David Sasaki, Global Voices<br />Beth Kanter, Beth’s Blog<br />Open Society InstituteJanuary, 2010 <br />
  2. Zabara Tango<br />
  3. Fried Grasshoppers<br />
  4. Cambodia …<br />Photo by Steve Goodman<br />
  5. 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 />
  6. Scholar<br />Ceo<br />Co-Author<br />
  7. Introductions<br />Name, Organization<br />Just Three Tags<br />
  8. Dance Card<br />
  9. Hashtag: #OSITANGO<br />http://socialmediafoundations.wikispaces.com<br />
  10. Stand up, Sit Down<br />
  11. Human Spectragram: Agree or disagree with:<br />Social media is just a fad and waste of time<br />Social media can help fundraising results<br />
  12. Count off – 1 – 2 <br />
  13. Principles for Effective Social Media Strategy<br />
  14. A Story An Organization <br />
  15. <ul><li> Monitor brand and reputation
  16. Identify and reach new supporters
  17. Raise money</li></li></ul><li>ListenEngageRelationshipsMobilize<br />Scale<br />
  18. Listen: Monitor, Compile, Distribute<br />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<br />
  19. Listening Drove Adoption<br />
  20. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br />
  21. Mobilize<br />
  22. Scale<br />
  23. Social Media’s Role in Disaster Relief Effort in Haiti <br />
  24. The Principles of Effective Social Media Strategy<br />
  25. Principles<br />Links to communications strategy or theory of change<br />Listening and monitoring techniques and engages with audience<br />Builds relationships with influencers<br />Makes it easy to remix and share their content<br />Leverages a networked effect<br />Allocated staff time and has experience<br />Fails informatively<br />Uses the right metrics<br />Assesses organizational culture<br />Describes social media use in terms of value, actions, and results – not tools<br />
  26. 1. Links to Communications Strategy or Theory of Change<br />
  27. 2. Listen First, Engage Second<br />
  28. Source: Communications Network Listening Presentation OSI Foundation<br />
  29. Engaging in the Conversation Strategically<br />
  30. “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 />
  31. www.a1plus.am - Armenia<br />
  32. 3. Builds Relationships with Influencers<br />
  33. 4. Makes it easy to remix and share their content<br />
  34. User Generated Content<br />
  35. Web Site Content<br />
  36. Social Media Outposts<br />
  37. Curated Social Content<br />
  38. 5. Leverage A Networked Effect<br />
  39. Empowering supporters without loosing control …<br />
  40. Example<br />
  41. Networked Effect<br />
  42. 6. Allocate staff time, have expertise to implement strategy<br />
  43. Well, maybe not dead<br />7. Pick the right metrics to understand what is and what isn’t working<br />
  44. Seed <br />Identify Influencers<br />Tracking the Funnel<br />ATTENTION<br />Tweets<br />Blog PostsFB StatusFB Wall Posts<br />ENGAGEMENT<br />Click Thrus<br />Retweets<br />Comments<br />CONVERSION<br />Based on: <br />Sean Power and Alistair Croll<br />http://bit.ly/cummunilytics<br />Donations/DollarsOngoing Donor<br />
  45. Seed: Twitalyzer to identify Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
  46. Reach: What the Hashtag Tweets<br />
  47. Engagement: Bit.ly for Click Thrus<br />
  48. 8. Assess Organizational Culture <br />Flickr photos by jamesjordan<br />
  49. Common Concerns<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 />
  50. Creating A Safe Place<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
  51. Principles<br />Links to communications strategy or theory of change<br />Listening and monitoring techniques and engages with audience<br />Builds relationships with influencers<br />Makes it easy to remix and share their content<br />Leverages a networked effect<br />Allocated staff time and has experience<br />Fails informatively<br />Uses the right metrics<br />Assesses organizational culture<br />Describes social media use in terms of value, actions, and results – not tools<br />
  52. Share Pairs<br />What is one insight that you learned today?<br />What is still unclear?<br />What do you need to move forward?<br />Photo by Franie<br />
  53. Closing Circle<br />
  54. Thank You! <br />Beth’s Bloghttp://beth.typepad.com<br />Slides and Linkshttp://socialmediafoundations.wikispaces.com/<br />

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