Social Media Practicalities NfP


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Some thoughts for NfPs and membership orgs on use of social media

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  • We’re independent business and IT consultants We help clients from strategy through to deployment Clients are increasingly NfPs but we also do commercial We use this stuff ourselves
  • What makes us different is that we can be more cost-effective than larger agencies We operate as a virtual organisation, making full use of current technology
  • These are our starting premises Large and growing, mostly free, toolbox – not just Facebook and Twitter Whole can be more than the sum of the parts
  • Membership organisations have some common goals that social media can help to address
  • These are our starting premises Many choices – more every day Nothing is for nothing. There are brand and privacy issues We advise people to strategise, choose carefully and deploy safely.
  • It starts with audience and outcomes. B2B vs. B2C; Closed group vs. open; Local vs. global Learn something; Sell something; Persuade someone; Personally: Extend network; sustain dialogue; keep abreast  prospective clients; more effective intros.
  • A few tools can be combined into a solution Streaming media alternative to utube Strange blue one represents your website A couple of blog cataloguing tools A blog platform A microblogging tool Social bookmarks (just showing one) The principal B2B Social Network And a forum platform In almost all cases there are alternatives
  • Before you make final tool choices map out the flow and see if it will work There are many tools in each category, some better than others. More significantly, some integrate better.
  • This is a broad brush look at an application using those same tools Say I put up a video I’ll blog about it Get the blog listed on Feedburner and Technorati Hopefully people will bookmark it to digg (and other SB sites) It might be relevant to a linkedin group Maybe start a discussion on a forum I can tweet it (maybe automatically) And might link back to my website.
  • Social media can engage a large audience because your pov propagates if people are interested
  • Things we need to think about when planning deployment Flow links across social networks by making it very easy Use moderation to protect against comment spam Think about what should be published Think where and how to publish.
  • On the subject of making it easy Access :: beware “walled gardens” – more logins and passwords Free tool providers want to manage their contacts so they make you register with them – different usernames etc. There are ways round this. One day we’ll have viable open technologies for this – meanwhile we have to resort to other arrangements. Integrity :: use APIs to automate connections between tools A lot of the tools have APIs – programmatic interfaces – that allow them to be stitched together in useful ways. A very simple example of this would be tweeting your blog posts. e.g. blog postings on your website.
  • Obviously, if you just dump anything onto the public web you’ll cause chaos and damage. Make sure you have planned how to manage private conversations (e.g. members only) and IP. You probably have a access control for members-only. May need more fine-grained control for such as board minutes. You’ll need to moderate comments to your blog and manage the spam so your moderators don’t have their time wasted.
  • This is a typical way to secure against robots spamming your blog or forum. Not needed in members areas where people have to log in. In any case you need a human to moderate. Staff or possibly volunteer members.
  • Most of these tools are most obviously deployed using an external service. However if you need to really control access and simplify access and access management you may need an in-house deployment. This could be relatively simple. For example, in deploying private forums for an association we chose the forum tool out of the many available which would allow us to use the website’s existing system of logins. Choosing the right tool and deploying it in house required work. However, the members won’t have to suffer another login regime and the administrators don’t have another set of access controls to manage.
  • We’re all aware of the strong link between measurement and improvement There’s a lot you can measure with these cloud-based tools A typical problem is that you end up with a ton of detail and no time to analyse. This can be avoided. There should be great opportunities to tune up your solution and with the right measurements coming in that’s easy.
  • Another quick case study using some of the other tools that are worth looking at.
  • This is a real example relating to one of my strange areas of interest – energy monitoring. Our objectives – live streaming an unconference to get input from people too far away to attend. Also to make some of it available afterwards for those who couldn’t make the time at all
  • Published to event on upcoming Use meetup to register people physically attending Video the session and transmit in real time via ustream Used twitter on get remote input Some presentations from slideshare Recorded agenda etc on a PBWorks wiki People blogged – here’s mine.
  • Let’s talk some more
  • Social Media Practicalities NfP

    1. 1. Social Media Practicalities for NfP Organisations Paul Tanner, Virtual Technologies in/paul_tanner :: @paul_tanner paul[at]
    2. 2. Who Are We? We specialise in helping SME and NfP organisations to improve their systems and processes with IT We do strategy, integration projects and support We have an extensive software toolkit to facilitate projects
    3. 3. Social Media Opportunity
    4. 4. Relevance to Membership Orgs <ul><li>Build: </li></ul><ul><li>Trust and reputation </li></ul><ul><li>Practical knowledge/ best practice </li></ul><ul><li>Access to resources </li></ul><ul><li>Extended network, increasing reach </li></ul><ul><li>Orchestrate: </li></ul><ul><li>Volunteer involvement </li></ul><ul><li>Project communication </li></ul><ul><li>Collaborative work </li></ul><ul><li>Influence legislation etc. </li></ul>
    5. 5. Social Media Practicalities Strategy/ research Choice of tools Planning/ deployment
    6. 6. Strategy Your target audience? Your desired outcomes?
    7. 7. A Few Good Tools
    8. 8. Planning Which tools to use? How will the conversation flow? ? ?
    9. 9. Application Scenario #1
    10. 10. Viral Properties Starts with a point of view Engages a large audience Propagates through multiple media
    11. 11. Deployment considerations Ease of use/ propensity to use? Development and operations? Protection of brand and IP? Protection of privacy?
    12. 12. Integration for Ease of Use Walled Gardens APIs to Interconnect
    13. 13. Protection Public vs. Private content? Manage any risk to the brand? IP containment?
    14. 14. Spam Management - CAPTCHA
    15. 15. Development and operations SaaS vs. in-house deployment? Moderation resources? Access control/ Single sign-on?
    16. 16. Measure and improve Final outcomes vs. plan? SEO and tuning opportunities? Too much detail vs. analysis?
    17. 17. Broaden your horizon
    18. 18. Application Scenario #2 Live stream a conference Make available afterwards Get remote input
    19. 19. Live streaming a conference
    20. 20. Social Media Practicalities Research then develop strategy Choose tools and plan implementation Integrate to get the full payback Deploy to protect brand and privacy
    21. 21. Social Media Practicalities Paul Tanner, Virtual Technologies in/paul_tanner :: @paul_tanner paul[at]