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Summer learning-workshop-2

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Summer learning-workshop-2

  1. The Networked Nonprofit: Workshop 2Effective Social Media Strategy<br />Beth Kanter, Visiting ScholarSocial Media and Nonprofits, David and Lucile Packard FoundationNovember, 2010 – Summer Learning<br />
  2. Beth Kanter<br />http://www.bethkanter.org<br />
  3. Rebecca Krause-Hardie<br />AudienceWorks<br />
  4. http://socialmedia-strategy.wikispaces.com/summer<br />
  5. What we’re going to cover today …..<br />1:00-1:30 Intro, Icebreaker, Strategic Frameworks <br />1:30-2:00 Listening, Engaging, Relationships<br />2:00-2:20 Content, Offline/Offline, Measurement<br />2:20-2:30 Reflection and Book Raffle<br />
  6. Stand up, Sit Down<br />
  7. The Networked Nonprofit <br />
  8. Effective Social Media Strategy<br />Networked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work. Social media is part of an integrated strategy that complements other channels and supports communications or program objectives. <br />
  9. Principles<br /><ul><li>Capacity: Has enough time to implement
  10. Alignment: Social media strategy supports program or communications objectives
  11. Listen: Uses listening and responding techniques to develop a deep understanding of the audience
  12. Engage: Uses conversation starters to engage audience
  13. Relationships: Builds relationships with influencers on social media spaces
  14. Integrated: Integrate and cross distribute content across social media channels
  15. Bridge:Uses social media to close the gap between online/offline
  16. Measure: Launches small pilots and revises using the right metrics to understand what is and what isn’t working</li></li></ul><li>Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />
  17. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Movement Building and Multi-Channel<br />GenerateBuzz<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
  18. Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br />What’s needed to get you to the next stage?<br />Photo by Franie<br />
  19. Social Media Takes Time ….<br />
  20. (1) Subscribing to too many blogs <br />(2) Reading every Tweet, FB Post or Status<br />(3) Checking your social media too often <br />(4) Following or Friending people who are not a part of your community <br />(5) Posting repeat messages or setting up automated messages<br />Six Techniques for Wasting Time with Social Media<br />
  21. Not Time Boxing or Keeping Track of Time Spent<br />
  22. Oh Look, A Squirrel!<br />
  23. Alignment: Supports program or communications objective<br />
  24. Smart Objective and Target Audience<br />What do you want achieve?<br />Who do you want to reach?<br />
  25. Charting: What are your planned events, content, and opportunities for the year? What to socialize?<br />
  26. Communications and Program Assessment<br /><ul><li>More research?
  27. What’s our available budget/time?
  28. What opportunities to pilot?</li></li></ul><li>Listen<br />
  29. DIY Listening Dashboard<br />
  30. Brainstorm Keywords<br /><ul><li> Nonprofit Name
  31. Other nonprofit names in your space
  32. Program, services, and event names
  33. CEO or well-known personalities associated with your organization
  34. Other nonprofits with similar program names
  35. Your brand or tagline
  36. URLs for your blog, web site, online community
  37. Industry terms or other phrases
  38. Issue area, synonyms, geography
  39. Your known strengths and weaknesses.</li></li></ul><li>We Listen for Our Issues<br />
  40. Share Pairs<br />What are your organization’s keywords and phrases?<br />Photo by Franie<br />
  41. Engage: Conversation Starters<br />
  42. Influencer complaining …<br />Customer service issue<br />Relationship building<br />
  43. Share Pairs<br />What are some conversation starters for your organization?<br />Photo by Franie<br />
  44. Relationships<br />
  45. Exploring the Relationship<br />Are you even listening to me?<br />How well do I really know you?<br />Do we have anything in common?<br />Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)<br />
  46. SuperfanEvangelism<br />Birth of a Super Fan by Aliza Sherman<br />
  47. How can you leverage love?<br />TrackRecognizeSurveyEvaluate<br />Proposal/ToolsEngage and Amplify<br />Evangelism<br />
  48. Share Pairs<br />What are some easy ways you can get to know your audience and begin to build relationships?<br />Photo by Franie<br />
  49. Give Yourself Some Link Love<br />
  50. Give Yourself Some Link Love<br />
  51. Cross Distribute – selectively ….<br />
  52. Cross Distribute – selectively ….<br />
  53. Cross Distribute – selectively ….<br />
  54. Co-Create<br />
  55. Co-Create<br />
  56. Co-Create<br />
  57. Co-Create<br />
  58. Share Pairs<br />What do your organization’s content strategy need most – link love, cross distribution, or co-creation?<br />Photo by Franie<br />
  59. Multi-Channel Outreach<br />
  60. Window Clings<br />
  61. Sandwich boards<br />
  62. Be Creative<br />
  63. Connecting online and offline engagement<br />
  64. Share Pairs<br />What are some ways that you encourage offline/online engagement?<br />Photo by Franie<br />
  65. Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery<br />
  66. Pick the Right Result<br />
  67. Identify the most important metric to measure it!<br />
  68. Spreadsheet Aerobics<br />
  69. To serve as a focus group <br /><ul><li> Number of new ideas for blog posts
  70. Saved time in researching for examples used in posts/workshops
  71. Number of questions answers</li></ul>Testing Against FB Insights<br />Content format<br />Content topics<br />Outreach TacticsFrequency of PostsTime/Date of week<br />FB Insights<br />Number of New FansTotal Interactions<br />Page Viewson FB<br />Referrals to Blog<br />
  72. Open-Ended Question<br />
  73. Question with links ..<br />
  74. Testing, Testing, Testing<br />
  75. Reflection and Raffle<br />What is one idea you can put into practice after the workshop?<br />What do you need to move forward?<br />Write on index card include your name and email address<br />
  76. The Networked Nonprofit<br />
  77. Beth Kanter<br />http://www.bethkanter.org<br />

Editor's Notes

  • http://www.flickr.com/photos/bike/190157514/sizes/l/in/photostream/
  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
  • In our book, we interviewed traditional institutions in the process of transformation – like Red Cross, Humane Society.The transition of how a nonprofit goes from institution to looking like and working more like a network is what our book is aboutThe transition isn’t an easy, flip a switch – and it happens – it takes time I want to quickly share a couple of themes …
  • http://www.flickr.com/photos/martinlabar/52155558/
  • http://socialmediatoday.com/content/6-ways-waste-your-time-social-medhttp://www.flickr.com/photos/inel/4160678255/ia?utm_source=smt_newsletter&amp;utm_medium=email&amp;utm_ca
  • http://www.flickr.com/photos/brentdanley/238882398/
  • http://www.flickr.com/photos/yandle/844341197/Lay out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
  • How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
  • http://www.flickr.com/photos/garibaldi/361920500/
  • http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
  • http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Qualities of Good Fans/LikersHere is a list of some of the most important qualities of fans of a brand’s Facebook Page. Some of these also translate to other social networks, including Twitter.Attention. When someone “likes” a Facebook Page, they are usually expressing their affinity for a product, brand, organization, individual or whatever or whomever is represented on the Page. But do they pay attention? In my mind, attention is, at its most basic, watching out for or noticing the status updates from brands in one’s newsfeed.Participation. Taking attention to the next level, a good fan responds to your status updates. They not only noticed but felt compelled to react in some way, usually with a “like” on the update or (better yet) with a comment.Interaction. Taking attention and participation even further, a good fan not only responds to your updates but comments on other fans’ comments.Leadership. There are some fans who rise to the top as organic leaders of the community that forms on a Facebook Page, most commonly on its Wall, but sometimes within Discussions. These are fans to watch closely and to consider rewarding over time.Loyalty. Once a fan is attentive, participates, interacts and start to take the lead in conversations, you are witnessing a powerful form of loyalty to your brand. They are going beyond simply being interested in the goods or services you are offering, but are willing to spend time and energy in the social space you’ve created to align themselves with you. Wow!Evangelism. Once you move past simple attention, your fans can easily become evangelists for your brand. What are you doing (in a transparent, generous and respectful manner) every step of the way to encourage this behavior? It is so easy to “share” what you like on Facebook. What are you doing that is worthy of sharing?Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand./how-to-convert-your-facebook-superfans-into-brand-ambassadors/
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
  • http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
  • http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
  • http://www.flickr.com/photos/financialaidpodcast/4559943455/in/faves-cambodia4kidsorg/
  • http://beth.typepad.com/beths_blog/2010/05/icecream.html
  • http://beth.typepad.com/beths_blog/2010/05/icecream.html
  • Berkley Rep Use of Events: 
  • http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
  • http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
  • Testing
  • I’ll be talking about a couple of themes from my book, The Networked Nonprofit.
  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation

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