Remixing the Social Media Strategy Game


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  • To go through a strategy brainstorming session that maps out objective, audience, and tactical approaches for a fictional organization
  • Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
  • We’re going to focus on using social media to strengthen and weave networks for outward facing work – and with unbounded networks. And, it boils down to four areas ..
  • Online/Offline Listen first, real time tracking, leads to engaging The Social Life of Content and Messaging Platform for Self-Organizing Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culture
  • Listening: Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit.  (5 hours per week) Participate: Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment.  You can also participate vicariously through bloggers by encouraging them to write about your organization.  (10 hours per week - also includes listening tasks as they go hand-in-hand) Generate Buzz: Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content.  Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category.  (10-15 hours per week - also includes some listening tasks) Share Your Story: You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site.  Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks.   But even better is getting your constituents to share their stories about your organization with others (which takes more time) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill) Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising.  (20 plus hours a week)
  • We know people are talking but we’re not listening to conversation. First, feeling defensive and like going to war. Needed more transparency Now, embracing social media.
  • 3. Response Determine who needs action, whether thanks and relationship building or repairing a customer service issue. Spend time reading other posts by blogger to get a sense of what they’re about Use judgment in avenue of response – email, comment, or better left alone.
  • How do you decide when to respond? When do you NOT respond? Avoiding big borther
  • The Power of Sharing Stories:   Planned Parenthood has built the infrastructure to be successful.  Their online services department is in charge of web site presence, email messaging, and social networking.   They work in collaboration with the communications team.  As Tom Subak mentions, "But something was missing: The intersection of content that we create with what our supporters create. It doesn’t matter whether it is on our web site or somewhere else. There are millions of stories inside of Planned Parenthood – the stories are incredible. We put a human face on our work and what we’re doing. With our stories, we try to figure out how to get more people engaged and change the public’s view. We now have a department called the New Media Content team. Their job is to create, edit, repurpose, identify content across all our channels. Where does this all come together – part of the organization that is thinking about content – in the way that content exists in now. It doesn’t matter where it is or who created. Another thing to is that it doesn’t matter where the content lives – we’ve been creating widgets that can placed anywhere – not just on our site"
  • As Tom Subak adds, "On social networks, we have a very light touch – we give people the opportunity to respond. It often happens through the wall comments – we go through the discussion areas, comments, photos and videos and we  take those stories to share with decision-makers." 
  • Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist
  • donations, leads, new subscribers, increased page rank,
  • Mark Pesce Cloud: Used to describe how we're all more closely connected through social networks like Twitter, Facebook, and etc.  And how our connectedness is resulting in new collective behavior that can't be controlled. The same sort of engine which powers Wikipedia can be put to work across a number of different “platforms”. The power of sharing allows individuals to come together in great “clouds” of activity, and allows them to focus their activity around a single task. It’s happening all over the social web The cloud results from the "human condition of hyperconnection."  Always on Pesce points out that this condition leads to observational learning from watching other people's behaviors online.   Behaviors can be replicated quickly and communities of interest can form around particular topics, or "clouds" potential.  This is very different from the way most nonprofits work – which more hierarchal - control the message, command and control We’re not making a value judgment about one mode of working or the other. The problem is that the Cloud and the Tower are not compatible. Now, one isn’t going to be replaced by the other. The challenge for organizations that want to be successful in using social media – requires understanding when to work like a Tower and when to work like a cloud But nonprofits need to focus on the interfaces that connect the hierarchy to the cloud In the 21st century we now have two oppositional methods of organization: the hierarchy and the cloud. Each of them carry with them their own costs and their own strengths. Neither has yet proven to be wholly better than the other. One could make an argument that both have their own roles into the future, and that we’ll be spending a lot of time learning which works best in a given situation. What we have already learned is that these organizational types are mostly incompatible: unless very specific steps are taken, the cloud overpowers the hierarchy, or the hierarchy dissipates the cloud. We need to think about the interfaces that can connect one to the other. That’s the area that all organizations – and very specifically, non-profit organizations – will be working through in the coming years. Learning how to harness the power of the cloud will mark the difference between a modest success and overwhelming one. Yet working with the cloud will present organizational challenges of an unprecedented order. There is no way that any hierarchy can work with a cloud without becoming fundamentally changed by the experience.
  • The remedy – education, discussion, policy Looks at the opportunity costs if they don’t participate Consider the worse case scenarios and have a policy that addresses
  • Online/Offline Listen first, real time tracking, leads to engaging The Social Life of Content and Messaging Platform for Self-Organizing Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culture
  • And so are the technograpics … This is a chart from Forrester research – where they look at what people do on the social web – across different age categories . As you can see the tools we’re going to look at today appeal to different age categories And, it may surprise you but the demographics of social networking sites or these use profiles is aging – and not all kids are using all tools … What's interesting is why they don't use social networks.  The study respondents said their main problems were: privacy, time and just not seeing the point.  The Social Media Optimization blog suggests there may be  opportunity to appeal to boomers through smaller niche social sites, like for AARP which has added a social networking section to its web site or this network for retirees .  Of course, one could also argue that if the bulk of your audience is from the baby boomer and older and you don't plan to reach out to younger people -- perhaps social networking sites are not the best Internet strategy for your organization.   
  • Remixing the Social Media Strategy Game

    1. Remixing: The Social Media Game Beth Kanter Visiting Scholar, Packard Foundation
    2. Experience social media strategy brainstorm that integrates with overall communications objectives Feedback on remixing the training game and materials to better align with overall communications strategy Learning Objectives
    3. Agenda Agenda 9:00-10:00 Introduction, Ice Breaker, Principles 10:00-11:00 Small Groups To Play The Game 11:00-11:30 Report Out 11:30-Noon Reflections
    4. What’s your burning question? Share it Twitter style!
    6. Principles Flickr Photo by toby_maloy
    7. <ul><li>Online/Offline </li></ul><ul><li>Listen first, real time tracking, leads to engaging </li></ul><ul><li>The Social Life of Content and Messaging </li></ul><ul><li>Platform for Self-Organizing </li></ul><ul><li>Staff time and expertise </li></ul><ul><li>The right metrics </li></ul><ul><li>Small pilots and Reiterate </li></ul><ul><li>Assess organizational culture a </li></ul>Principles
    8. Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Social Content Listen Engagement Community Building & Social Networking
    9. acticaches Listen Engagement Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Social Content
    10. 1. A Bridge to Offline Action/Change
    12. 2. Listening First, Real Time Tracking, Engaging
    13. <ul><li>First project was a listening project over three 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>Listening Comes First: The Red Cross
    14. 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
    15. Relationship building Customer service issue Influencer complaining … Listening leads to engagement …
    17. Listening as real-time monitoring and feedback
    18. Social Messaging Engaging in the Conversation Strategically Content Follow up points Content Follow up points How can you rework your message as response or question? How can you rework your message as a response or question? What are they saying that is relevant to/engages? What are they saying that is relevant to/engages? Audience Facebook O B J E C T I V E Audience Twitter
    19. Engage
    21. “ 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!)  ” Danielle Brigida
    25. The Social Life of Content
    28. Social Content and Stories
    30. Platform for Self-Organizing
    31. Empowering supporters without loosing control
    32. Allocate staff time, have expertise to implement strategy
    33. Pick the right metrics to understand what is and what isn’t working Well, maybe not dead
    34. KD Paine The Right Metrics
    35. The Tower and The Cloud Flickr photos by jamesjordan
    36. 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
    37. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
    38. <ul><li>Online/Offline </li></ul><ul><li>Listen first, real time tracking, leads to engaging </li></ul><ul><li>The Social Life of Content and Messaging </li></ul><ul><li>Platform for Self-Organizing </li></ul><ul><li>Staff time and expertise </li></ul><ul><li>The right metrics </li></ul><ul><li>Small pilots and Reiterate </li></ul><ul><li>Assess organizational culture a </li></ul>Principles
    39. Source: - Blogpoly The Social Media Game Remix History
    40. David Wilcox
    42. Photo by Preetam Rai
    44. Added “Situations” and Point System
    46. Network Effe
    48. 1. Write a SMART Social Media Objective
    49. 2. Use the people cards to identify audience
    50. 3. Review Strategy Blocks Generate Buzz Social Content Listen Engage Community Building & Social Networking
    51. 4. Pick Your Tools: You Only Get Ten Points!
    52. 5. Real Life Happens, Revise
    53. 6. Each Group Reports <ul><li>Summarize strategy </li></ul><ul><li>Summarize discussions </li></ul>7. Full Group <ul><li>What did you learn? </li></ul><ul><li>How to improve or remix? </li></ul>
    54. <ul><li>Brainstorm some SMART social media objectives – pick one </li></ul><ul><li>Identify Audience </li></ul><ul><li>Review the Strategy Approaches </li></ul><ul><li>Pick Tools </li></ul><ul><li>Life happens, revise your strategy </li></ul><ul><li>Report: Strategy </li></ul><ul><li>Full Group Discussion: What did you learn that you can apply? </li></ul>
    55. Thank You! Beth’s Blog Have a blog post topic idea? [email_address]