The document outlines the 5 commandments of social media strategy, tools, and culture. It discusses the communications revolution brought about by social media and its participatory and conversational nature. It emphasizes listening to audiences, engaging with them in social spaces they frequent, generating buzz through social content and multiple channels, and building online communities. The overall message is that social media requires a strategic and holistic approach beyond just technology.

1. The 5 Commandments of Social Media: Strategy, Tools and Culture Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170

2. Agenda Communications Revolution Social Media Basics 5 Stages of Social Media Participation Listening Engaging Social Content Generate Buzz Community Building

3. Goals Demystify social media Help you think strategically Build vocabulary Show examples Turn you on to resources Warning: You may feel overwhelmed! (And excited, and inspired.)

4. COMMUNICATIONS REVOLUTION

5. COMMUNICATIONS REVOLUTION

6. W H E R E T O B E Between a PIONEER & a TORTOISE Is a FAST FOLLOWER Source: Flickr user ucumari Source: Flickr user smitag4

7. AJWS Source: mcommons.com/blog AJWS Red Cross receiving half of their donations by text msg. $27m by 1/19

8. Characteristics of Social Media The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is: Participatory : It blurs the line between producer and consumer, media and audience. Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy . Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging. Communal: Supports formation, growth and strength of communities around a particular shared interest. Connected: Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary.

9. It’s a Tool Success of the tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.

10. GROUNDSWELL’s P.O.S.T. P EOPLE: Identify audience(s) O BJECTIVES What are you goals and objectives for this audience? What are your audience’s goals? What is the S TRATEGY to reach these goals? Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine!

11. A Tool Can Be A Game Changer Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?

12. LISTENING Source: Flickr user andyadontstop

13. HOW TO LISTEN Keywords Influencers Staffing Who’s talking about you? Who’s talking about your field? What’s most important to your audience? Breadth, Depth, Reach Are you on their radar? What will they pass on? Who is listening? How do they respond? What are they learning? How do they pass on info?

14. Google Alerts

15. Open Your Ears Temple Israel, Memphis Facebook Page

16. Open Your Ears Temple Sinai, Oakland, CA

17. Twitter

18. #1 Social media is continuing to evolve. Fast. ENGAGING

19. Red Cross

20. A Person, Not Just A Brand

21. Find places where your target audience goes. Participate in the conversation. Add value, educate, include links. Use your “listening” to identify these places. Unofficial Outposts

22. Real Life Example

23. Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. Content should be newsworthy, unique, controversial, timely immediately useful and/or funny. 1:12 or 1:20 ratio Social Content is Social Capital

24. Examples: CNN iReport Tags in Flickr, blogs, Youtube Crowdsource by asking questions (learn, connect, engage, respond) Guest bloggers Hashtags on Twitter Invite User Generated Content

25. Allow Users to Remix

26. What is BUZZ? What is VIRAL? Remember POST Generate Buzz

27. Lead Up To Events or Campaigns

28. Blog Twitter (#beth53) Facebook (Causes) 475 Tweets with the #beth53 66 blog posts (others) 2047 clicks on the link 40% new donors 8 years -- guess total raised? Use Multiple Channels Beth Kanter is 53

29. John Fitch’s Steam Engine

30. John Fitch’s Steam Engine

31. Community Building Source: Flickr user JYRO

32. Community Building Source: Flickr user Rick Neves

33. Community Building Source: Flickr user divemasterking2000

34. Stay nimble - Change will continue Know what you want to measure and how you’ll know if you’re successful Think about staffing and guidelines Address your whole culture, not just marketing/PR. FINAL THOUGHTS

35. IT’S NOT ABOUT TECHNOLOGY