How's it Done? MI SA Conference Workshop


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This deck is from a conference workshop at the Michigan Substance Abuse Conference (09) where we explored stories about how social media is being done in different but related types of organizations. Examples include, The American Red Cross, CADCA, and Northwest Kansas Regional Prevention Center. Handout

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  • Just so we are all on the same page, let’s define social media. There’s lots of definitions but at its simplest ..
  • Social media is people having conversations online.
  • Where are you having these conversations? How many here belong to a social network? have a coalition or organizational newsletter .. online, website, blog, Facebook Fan page, Twitter presence, host online events like trainings and conferences?
  • The things we now do digitally and the tools we use to do.
  • So, what happens when we change the way we communicate? Hold onto that question. .. For now let’s look at a few stories.
  • So, how’s it being done? How are people adjusting to the new social media landscape? What is the landscape? What are the early adopters learning that we can learn/apply?
  • Katrina then Rita ... the coast was a mess for hundreds of miles! Hundreds of thousands displaced. The Red Cross answered the call along with Coast Guard and others - but the job was overwhelming. The Red Cross responded, as they always do… in there there trying unthinkable conditions.
  • Some of the news was critical, (mainstream AND now bloggers) USA Today Storyhttp:// msnbc story
  • Assessment
  • She identified some keywords to search on e.g., ARC, American Red Cross, disaster, etc. Then she set up a way to listen for what was being said so she could track the conversation.
  • Beth Kanter’s Slide deck http://
  • What’d she find out?
  • People really overwhelmingly like the Red Cross and were saying really nice things about them. The board then reconsidered and took a different approach. What would a social media presence look like? Here’s a little peak. 1. Created a wiki site so people could interact with the Red Cross. Notice “ how to particpate” and the tools she put in place. Go live on wiki and tour the ways we can support the Red Cross. Utterli, YouTube, Flickr, avatars, banners, text2help, etc.
  • Again, how else is social media being used by nonprofit organizations? How about one doing the work you do in prevention?
  • Started the experiment with an opportunity to do an online “webinar” on Social Networking. To support it, she developed an experimental place where coalitions could go and “play”. The webinar participants were invited as were many individual invitations to key coalitions who had expressed an interest.
  • We grew to only 47 members over 6 months
  • The community grew from 47 members in February 09 to over 851 as of Friday. In 46 U.S. States and 11 other countries or U.S. Territories. Brazil, Columbia, Guatemala, Peru, Guam, Palau, Sweden, Ghana, Australia, France and Puerto Rico. From 0 to 32 active groups, some representing geographic communities, others topics.
  • CADCA also promotes the community at all of its events, and via Coalitions Online, their weekly e-newsletter and it will have a prominent place on the new website when it is launched this fall. Here’s some of the data. Describe. Comment on Analytics.
  • Population 5400, far rural Kansas
  • The view of the screen during the session. (describe)
  • One of the Youth2Youth Stories.
  • Led to a Facebook group.
  • They kicked it up a notch with their own local sticker shock campaign and came up with a list of ideas they want to do as part of Project Fuel. They also named the online action as their “anti-geographical” collaboration.
  • In June Brock left the RPC and he was the primary contact so they are looking for another person to step in and work on the project.
  • Go to Google News ( and do a search on keywords that inform you about what do in the community. Try a few, experiment, keep a log of the keywords you use. When you find a few that seem to work, set an “alert” You can set it to arrive immediately, daily or weekly.
  • Scan those stories and log them on a tracking worksheet like the one in handout. Check the different blog sources through Technorati or Blog Pulse (other choice) for rank and authority. Then comment on a few posts that fit with your work to establish a relationship and presence online. Invite others to comment on your blog or network.
  • Do a participation project. Combine listening on RSS feeds with commenting on at least 1 post per day for 30 days. Amazing things happen. What do you say when you comment?
  • Where do you and your members, customers and/or partners connect and engage? Face-to-face? Online? How and where do you interact with others - AND enable them to interact with you? In what ways do you capture and tell your stories and those of others? How are you enabling other to tell your stories? Where and how are you connected in your community? How is your community connected to each other? Where and how do you “listen”? Now what? What else is possible? How could you use these actions/tools to more fully mobilize and support your communtiy?
  • Turn your chairs into groups of 3-4 and talk with each other about your own stories and curiosities. 10 min.
  • So, back to our question. What happens when we change the way we communicate?
  • A lot. The shifts we are experiencing affect more than just our Internet behavior. It is influencing how and what we design and develop. Let’s take a quick look. This is a restructuring of communications -- we now have more ways and capacities to tell our stories, to connect with people who think like us AND with those who don’t.
  • How's it Done? MI SA Conference Workshop

    1. 1. How’s it done? <ul><li>A Glimpse into organizations </li></ul><ul><li>engaging in social media </li></ul>Michigan Assoc. of CMH Boards 10th Annual Substance Abuse Conference Sept 14-15, 2009
    2. 2. Objectives <ul><li>Share stories </li></ul><ul><li>Describe 2-3 examples </li></ul><ul><li>Map your own online/offline presence </li></ul><ul><li>Identify three steps to getting started or advance </li></ul>
    3. 3. What landed you here? Of all the workshops to pick from ..
    4. 4. What is Social Media?
    5. 5. Having conversations … online Social Media is… People There’s a New .. Did you see the video from .. Heads up Saw that! Are you Yes, link is Hmmm
    6. 6. Assessment
    7. 8. What Changes when we change the way we Communicate?
    8. 9. How’s it being done?
    9. 12. Hurricane Katrina
    10. 13. “ How do we get people to stop saying bad things about us on the web?”
    11. 14. Meet Wendy Harman Social Media Manager Task: Stop the bad talk on the web So, .. what do you think Wendy did first?
    12. 15. by whom? Where? Context? “ What, precisely, is being said about us?”
    13. 16. Assessment
    14. 18. Now what? Most people Really, really Like us And want to Support us!
    15. 19. /
    16. 20. What ideas did you get to help you? What did you that surprised you? see or hear
    17. 21. How’s it being done?
    18. 22. Institute How can we build a Social Network for Coalitions? Meet Sue Stine Sr. Manager Dissemination and Coalition Relations CADCA Institute Task: engage coalitions online
    19. 24. Connected Communities
    20. 25. The Data
    21. 26. What did you that interests you? see or hear
    22. 27. Northwest Regional Prevention Center Meet Brock Fairbrother Prevention Specialist Colby Regional Prevention Center Task: engage youth in meaningful projects Inquiry: If we link up the Kansas youth with the Dover Youth, will they engage online?
    23. 28. Colby, KS
    24. 33. YES! Inquiry: If we link up the Kansas youth with the Dover Youth, will they engage online?
    25. 34. What did you that makes you curious ? see or hear
    26. 35. Listening Project
    27. 36. Listening Project
    28. 37. Participation Project
    29. 38. Commenting <ul><li>What did they say well? </li></ul><ul><li>What did they miss? </li></ul><ul><li>Answer questions, provide links </li></ul><ul><li>What are other people saying, link. </li></ul><ul><li>How does it apply to you? </li></ul><ul><li>Look Forward - Look Backward </li></ul><ul><li>Ask, “What if” </li></ul>The How-to’s of
    30. 39. Where are your Opportunities?
    31. 40. What from these stories offers insights or possibilities for you?
    32. 41. Your next steps?
    33. 42. What Changes when we change the way we Communicate?
    34. 43. What is changing?
    35. 44. we change society . When we change the way we Communicate , --Clay Shirky
    36. 45. Photo Citations <ul><li>Gutenberg Press </li></ul><ul><li>Illuminated Manuscripts http:// </li></ul><ul><li>Old radio </li></ul><ul><li>Early computer </li></ul><ul><li>Social Media </li></ul><ul><li>Hurricane Rita </li></ul><ul><li>New Orleans Flooding </li></ul><ul><li>Coast Guard http:// </li></ul><ul><li>Question mark http://www. flickr .com/photos/24350382@N07/2949435839/ </li></ul><ul><li>Social media landscape </li></ul>
    37. 46. References & Resources <ul><li>Google Alerts </li></ul><ul><li>Technorati </li></ul><ul><li>Blogpulse </li></ul><ul><li>Google Reader </li></ul><ul><li>Netvibes </li></ul><ul><li>Ning </li></ul><ul><li>Dover Youth2Youth </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    38. 47. In Gratitude <ul><li>Abundantly grateful to Beth Kanter for her leadership and phenomenal work in social media for nonprofits. A good portion of this workshop is based on her online advice including her workshop, Listening Bootcamp at </li></ul><ul><li>KD Paine’s Measurement Blot at </li></ul><ul><li>Wendy Harman’s remarkable work for the American Red Cross shared widely including: </li></ul><ul><ul><ul><li>Social Media Tools Wiki </li></ul></ul></ul><ul><ul><ul><li>John Hayden’s podcast interview </li></ul></ul></ul><ul><li>Sue Stine with CADCA ’s Coalition Institute and her leadership for Connected Communities, a social network for coalition leaders, members and others at </li></ul><ul><li>Brock Fairbrother and his Director, Sue Evans with the Northwest Regional Prevention Center in Colby, KS and their leading edge work bringing together youth to collaborate on an anti-geographical collaboration , Project Fuel. The story and podcast interview appears </li></ul><ul><li>CSAP’s Central CAPT for sponsoring this workshop. </li></ul>