The Secret Sauce to Social Media
            Strategy Success!
                                         Flickr photo by sa...
Workshop Leader




  Beth Kanter, Beth’s Blog
Experience with …




http://www.flickr.com/photos/raincitystudios/


                          Two Minute Poll
Agenda

9:00-9:30
Introduction and Icebreaker

9:30-10:30
Presentation
Social Media Strategy and the Secret
Sauce

10:30-1...
What’s your burning question about social
media strategy and metrics?

Find someone in the room you don’t know

Share it T...
If you’re jumping off the social media cliff, are
you a lemming?
                                    Flickr photo just jump
Play
BTW, Disney carefully set up that scene and
filmed that sequence …
The point is that if you’re going to
jump off the social media cliff
                 Flickr photo by rooreynolds
Objective
                                   Audience
                                   Strategy
                        ...
Objective




•What do you want to accomplish?
•How does a social media strategy support your
communications objective or ...
To draw political attention to ongoing genocide in Darfur by
delivering 1 million postcards to be sent to Obama within his...
Audience

•Who must you reach with your social media
efforts to meet your objective? Why this target
group?
•Is this a tar...
Audience




What are they doing online?
What research do you
need?
Strategy

      Traditional Media                                  Social Media
         Brand in control                 ...
The Tower and The Cloud




  Flickr photos by jamesjordan
Culture
Common Concerns
Loss of control over their branding
and marketing messages
Dealing with negative comments
Addressing perso...
Can employees participate on
organization time?

Should there be an oversight
committee?

Should the organization indicate...
Capacity



9:00    • Monitor RSS

9:30    • Twitter

10:00   •Content Creation

11:00   •Social Networking
Pick tools strategically to met objectives
Social Media: Strategy Blocks
                                            Community
                                      ...
acticaches
  Tool Selection
                                                                           Community
         ...
Objective
         Audience
         Strategy
         Capacity
         Culture
         Tools




Let’s not forget the
s...
Listen, Learn, Adapt




David Armano
Goals drive metrics,
           metrics drive results.

           You can’t manage what
           you can’t measure.



...
Learn
   Listen
                                   Adapt




Return on Insight   Photo by lwr
Put on your
listening ears
Before

         During




                  After
Some listening tools …




                         Afternoon session will
                          focus on the how-to
The Red Cross Case Study:
Listening to Improve Relationships
and Gain Insights
            • First project was a
         ...
Listen: Monitor, Compile, Distribute




                   I took an American Red Cross class I
                   though...
Look for Trends Over Time




                Very
              important
                step!
Listen: What’s the Value?



                 • Changes internal perception of
                 social media value
       ...
Influencer
                Customer         complaining …
 Relationship
                 service
   building
             ...
Toyota coming out in support of the Hill-Terry bill that calls for
substantially less aggressive fuel economy standards th...
Crowdsourcing the Institution’s Strategic Vision
Learn




http://www.flickr.com/photos/lwr/1408972724/
“If you don’t launch, you don’t
learn.” David Armano
“We spend more time figuring out
whether something is a good idea than
we would have just trying it.quot; - Clay
Shirky
Think like a rocket scientist
                           Optional




                      Essential
Observe and sift through qualitative
data like a Primatologist
You’re saying that
 our clients are
    primates?




Anthropologist * is a better metaphor
                     Armano de...
Twitter As Focus Group
ource: Nina Simon
tp://museumtwo.blogspot.com
Source: Nina Simon
http://museumtwo.blogspot.com
Source: Nina Simon
http://museumtwo.blogspot.com
They think the people who work at
the Smithsonian are cool




        Source: Nina Simon
        http://museumtwo.blogspo...
Source: Nina Simon
http://museumtwo.blogspot.com
Source: Nina Simon
http://museumtwo.blogspot.com
How might the Smithsonian
use this research to improve
its web presence or visitor
content?
During


                        After
Learning happens in real time, not
just after …
Birthday Campaign Objectives

• Raise $5,200 using Causes
• Increase the # of people joining by
100
• Test birthday featur...
My Learning Process For Every Campaign…

    • Document on the fly
    • Test and tweak
    • Pick the right hard data poi...
Document on the fly
I like to visually
document too …
Test and Tweak
Look at numbers .. You
still have to measure to
improve
Harvest Insights
Synthesize
Pick the right metric to measure
success!
Fundraising
Relationships                        Action
                  Marketing
• Who           • Cost per and   • Sig...
There are also other metrics, but numbers alone are meaningless unless you
look at trends against your objectives, audienc...
Not dead!




My point: It’s
not all about
page views
Create



Critic                        Comment
              Engagement
                Metrics




    Collect          ...
Adapt




http://www.flickr.com/photos/lwr/1408972724/
This is the hard part
You have to be nimble
The Humane Society knows this …
They                         Thank
                                     God!
     adapted …




Did they stop doing photo ...
“Since this was our first
run at a photo petition, it
was difficult to get across
exactly what we wanted
people to do with...
3,000 submissions
Did it evolve?
Wisdom of the Crowds Meets Person-to-Person Fundraising
13,000 installations
Was it worth it?
One Last Thing


It is easier to adapt
your social media
project




Harder to adapt
your organization
Remember …

• Don’t take off your listening ears
• Think like a scientist and primatologist
• Evolution is a good thing
Insight Comes Before Investment: ROI

Dollars




                                                    $
Return




  Insig...
10:30-10:45
Small Group Activity

• How might you apply listen,
learn, and adapt to your
organization’s social media
strat...
Thank You!

Beth’s Blog
http://beth.typepad.com


Have a blog post topic idea?
beth@bethkanter.org
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
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  • http://www.flickr.com/photos/rooreynolds/436748627/
  • http://www.flickr.com/photos/jamesjordan/2751393381/http://www.flickr.com/photos/mkrigsman/3428179614/http://beth.typepad.com/beths_blog/2009/05/mark-pesce-at-cua09-think-like-a-cloud-make-a-storm-kill-the-tower.htmlMark 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 webThe 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 controlWe’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 cloudBut nonprofits need to focus on the interfaces that connect the hierarchy to the cloudIn 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, 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
  • Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring - 2007
  • Secret Sauce: Chicago Workshop Final Slides

    1. The Secret Sauce to Social Media Strategy Success! Flickr photo by sashamd Beth Kanter, Beth’s Blog Community Media Workshop Chicago, 2009
    2. Workshop Leader Beth Kanter, Beth’s Blog
    3. Experience with … http://www.flickr.com/photos/raincitystudios/ Two Minute Poll
    4. Agenda 9:00-9:30 Introduction and Icebreaker 9:30-10:30 Presentation Social Media Strategy and the Secret Sauce 10:30-10:45 Small Group Activity 10:45-11:00 Full Group Laser Out Report Reflection
    5. What’s your burning question about social media strategy and metrics? Find someone in the room you don’t know Share it Twitter style! (140 characters is the length of a headline) “ReTweet” three times Report out and create Wordle
    6. If you’re jumping off the social media cliff, are you a lemming? Flickr photo just jump
    7. Play
    8. BTW, Disney carefully set up that scene and filmed that sequence …
    9. The point is that if you’re going to jump off the social media cliff Flickr photo by rooreynolds
    10. Objective Audience Strategy Capacity Culture Tools Photo by petercipollone Make sure your parachute opens
    11. Objective •What do you want to accomplish? •How does a social media strategy support your communications objective or Internet Strategy? • Objectives drive metrics, metrics drive success Photo by wili/
    12. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
    13. Audience •Who must you reach with your social media efforts to meet your objective? Why this target group? •Is this a target group identified in your organization’s communications plan? •What do they know or believe about your organization or issue? What will resonate with them? •What key points do you want to make with your audience?
    14. Audience What are they doing online?
    15. What research do you need?
    16. Strategy 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
    17. The Tower and The Cloud Flickr photos by jamesjordan
    18. Culture
    19. 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
    20. 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 Photo by axis
    21. Capacity 9:00 • Monitor RSS 9:30 • Twitter 10:00 •Content Creation 11:00 •Social Networking
    22. Pick tools strategically to met objectives
    23. Social Media: Strategy Blocks Community Building & Social Generate Networking Share Buzz Story Participate Monitor Crawl ………..……Walk …….…….. Run ……..…………….Flyl
    24. acticaches Tool Selection Community Generate Building & Share Buzz Social Story Networking Listen Participate 10hr 15hr 20hr Pick the right the tools and sites Less Time More time
    25. Objective Audience Strategy Capacity Culture Tools Let’s not forget the secret sauce!
    26. Listen, Learn, Adapt David Armano
    27. Goals drive metrics, metrics drive results. You can’t manage what you can’t measure. KD Paine
    28. Learn Listen Adapt Return on Insight Photo by lwr
    29. Put on your listening ears
    30. Before During After
    31. Some listening tools … Afternoon session will focus on the how-to
    32. The Red Cross Case Study: Listening to Improve Relationships and Gain Insights • First project was a listening project over two years ago • People were talking and they needed to listen • At first, felt like going to war, but changed internal perception of social media
    33. 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
    34. Look for Trends Over Time Very important step!
    35. Listen: What’s the Value? • Changes internal perception of social media value • Improves relationships with audience and identifies influencers • Incremental improvements for campaigns • Working with affiliates
    36. Influencer Customer complaining … Relationship service building issue Staff determines comments or tweets that need response
    37. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.
    38. Crowdsourcing the Institution’s Strategic Vision
    39. Learn http://www.flickr.com/photos/lwr/1408972724/
    40. “If you don’t launch, you don’t learn.” David Armano
    41. “We spend more time figuring out whether something is a good idea than we would have just trying it.quot; - Clay Shirky
    42. Think like a rocket scientist Optional Essential
    43. Observe and sift through qualitative data like a Primatologist
    44. You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
    45. Twitter As Focus Group
    46. ource: Nina Simon tp://museumtwo.blogspot.com
    47. Source: Nina Simon http://museumtwo.blogspot.com
    48. Source: Nina Simon http://museumtwo.blogspot.com
    49. They think the people who work at the Smithsonian are cool Source: Nina Simon http://museumtwo.blogspot.com
    50. Source: Nina Simon http://museumtwo.blogspot.com
    51. Source: Nina Simon http://museumtwo.blogspot.com
    52. How might the Smithsonian use this research to improve its web presence or visitor content?
    53. During After Learning happens in real time, not just after …
    54. Birthday Campaign Objectives • Raise $5,200 using Causes • Increase the # of people joining by 100 • Test birthday feature to understand how time/effort is needed and document for others • Test Causes matching feature • Test conversational fundraising
    55. My Learning Process For Every Campaign… • Document on the fly • Test and tweak • Pick the right hard data points • Harvest insights • Look at what other nonprofits are doing in the space • Pause for reflection time before next reiteration: How to improve results?
    56. Document on the fly
    57. I like to visually document too …
    58. Test and Tweak
    59. Look at numbers .. You still have to measure to improve
    60. Harvest Insights
    61. Synthesize
    62. Pick the right metric to measure success!
    63. Fundraising Relationships Action Marketing • Who • Cost per and • Signatures • Engagement life time • Messages • Sentiment • Web • Program • Activity analytics outcomes • Leads • Conversions
    64. There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy
    65. Not dead! My point: It’s not all about page views
    66. Create Critic Comment Engagement Metrics Collect Click
    67. Adapt http://www.flickr.com/photos/lwr/1408972724/
    68. This is the hard part
    69. You have to be nimble
    70. The Humane Society knows this
    71. They Thank God! adapted … Did they stop doing photo contests as a result?
    72. “Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly Carrie Lewis, HSUS explain ourselves next time. “
    73. 3,000 submissions
    74. Did it evolve?
    75. Wisdom of the Crowds Meets Person-to-Person Fundraising
    76. 13,000 installations
    77. Was it worth it?
    78. One Last Thing It is easier to adapt your social media project Harder to adapt your organization
    79. Remember … • Don’t take off your listening ears • Think like a scientist and primatologist • Evolution is a good thing
    80. Insight Comes Before Investment: ROI Dollars $ Return Insight Number of Months Using of Listen, Learn, Adapt Process
    81. 10:30-10:45 Small Group Activity • How might you apply listen, learn, and adapt to your organization’s social media strategy? • What are some challenges? 10:45-11:00 Full Group Laser Out Report Reflection Key takeaway
    82. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

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