Introduction to private vs public social networks
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Presentation objectives: 1) Describe common social media tools 2) Highlight benefits of both public & private social networks 3) Go over how to begin creating a social media plan for your organization Goals: 1) Increase knowledge of how common social media tools can benefit your organization 2) Motivate organizations to explore the benefits these tools can offer
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Introduction to private vs public social networks
- 1. Introduction to Public and Private Social Networks Lisette Sutherland
- 2. Introduction to Public and Private Social Networks – GoLightly, Inc. Agenda • Describe common public social media tools • Highlight the benefits of both public & private social networks • Designing a social media plan for your organization
- 3. Introduction to Public and Private Social Networks – GoLightly, Inc. Why We Educate You can do a lot with just the basics! • People are overwhelmed and don’t know where to start or how to facilitate engagement. • Social media is actually nothing new to an organization’s core primary purpose: communication & engagement with and amongst constituents. • The key to success is planning, tracking, and focus.
- 4. Introduction to Public and Private Social Networks – GoLightly, Inc. Social Media Definition: Social media is a way to transmit, or share information with a broad audience. Examples: Video, Blogs, Newsfeeds, Social Networks
- 5. Introduction to Public and Private Social Networks - GoLightly, Inc. The Benefits of Social Media Use the tools to: Increase efficiency and deliver value Or in other words... Decrease costs AND increase revenue/membership
- 6. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Media: YouTube (video)
- 7. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Media: YouTube success story WWF “Because we’re all connected” Uses animations to tell the story of how everything on earth is connected. Rated “top YouTube video for social good”
- 8. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Media: Blogs Establish Social Authority Become the “hub of information” for your field/area
- 9. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Media: Blog success story Huffington Post Ranked the most powerful blog in the world by The Observer. The Huffington Post has over 9,000 bloggers—from politicians and celebrities to academics and policy experts—who contribute on a wide range of topics.
- 10. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Media: Twitter
- 11. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Media: Twitter success story Maine Lobster Truck, Washington DC
- 12. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Networking Definition: The act of socializing or interacting with people or content within any online community. You can use Social Media to facilitate Social Networking.
- 13. Introduction to Public and Private Social Networks - GoLightly, Inc. Public Social Networks Definition: Websites created by for-profit companies designed to allow individuals or groups to interact directly together – in exchange for your information.
- 14. Introduction to Public and Private Social Networks - GoLightly, Inc. Public Social Network: Facebook
- 15. Introduction to Public and Private Social Networks - GoLightly, Inc. Public Social Network: Google+
- 16. Introduction to Public and Private Social Networks - GoLightly, Inc. Public Social Network: LinkedIn
- 17. Introduction to Public and Private Social Networks - GoLightly, Inc. Public Social Networks Benefits Challenges Free (or low monthly cost) Data control Easy set-up Profit-driven (not your profit!) Easy to use! Branding Large volume of users Advertisements Easier user adoption due to Changes to terms of service/privacy awareness/mass use in other contexts settings Regular new features UnexpectedUI changes Fun Competition has access
- 18. Introduction to Public and Private Social Networks - GoLightly, Inc. Private Social Networks Definition Websites created by companies to allow individuals or groups to leverage the knowledge and experience of people in a network.
- 19. Introduction to Public and Private Social Networks - GoLightly, Inc. Inside GoLightly’s Private Social Networks •iMIS integration • Member directory & profiles •Listservs • Workgroups • Calendars • Blogs • Wikis • Forums • Libraries
- 20. Introduction to Public and Private Social Networks - GoLightly, Inc. Private Social Network: MySMPS
- 21. Introduction to Public and Private Social Networks - GoLightly, Inc. Private Social Network: Advocates
- 22. Introduction to Public and Private Social Networks - GoLightly, Inc. Private Social Networks Benefits Challenges PRIVACY Continuous fee Controlled, safe, moderated environment Set-up & planning Ability to talk, connect, and share resources Organizational oversight Organization controls content, features, Organizational capacity and stewardship layout, roll-out Integrated data User adoption New program development Brand management
- 23. Introduction to Public and Private Social Networks - GoLightly, Inc. Social Traffic Model: Use Both! Public Private Create demand and drive awareness Grow relationships and deliver value Brand exposure Brand recognition (trust) Virtual billboard Safe environment Higher recruitment / Lead generation Donor engagement More outreach Direct feedback Increased opportunities Focused information
- 24. Introduction to Public and Private Social Networks - GoLightly, Inc. What Does Your Organization NEED? Start with the END GOAL: • Hub of information • Networking • Document storage / sharing • Documentation / online collaboration • Appeal to younger members • Break out into groups / chapter engagement • Increased communication / participation / retention • Target marketing / Direct feedback • Save staff time
- 25. Introduction to Public and Private Social Networks - GoLightly, Inc. Use Case: Resources not Networking!
- 26. Introduction to Public and Private Social Networks - GoLightly, Inc. Use Case: Topic-specific Feedback
- 27. Introduction to Public and Private Social Networks - GoLightly, Inc. Use Case: Institutional Knowledge
- 28. Introduction to Public and Private Social Networks - GoLightly, Inc. Private Social Networks Real benefits: • Privacy • Deliver value • Safe environment for constituents to have in-depth conversations and share information • You own your data • Another “touch-point” besides direct mail
- 29. Introduction to Public and Private Social Networks - GoLightly, Inc. What Does Your Organization NEED? Start with the END GOAL: • Private hub of information • Increased networking • Document storage / sharing • Documentation / online collaboration • Appeal to younger constituents • Break out into groups / chapter engagement • Increased communication / participation / retention • Target marketing / Direct feedback • Save staff time
- 30. Introduction to Public and Private Social Networks - GoLightly, Inc. Creating a Social Media Plan The key to success is • Planning • Tracking • Focus
- 31. Introduction to Public and Private Social Networks – GoLightly, Inc. Summary • Understand how organizations use common public social media tools • Understand the benefits of using both public & private social networks • Begin designing a social media plan for your organization
- 32. Thank you for listening Your logo For more information, contact us at: +44 (0) 203 287 2621 lisette.sutherland@golightly.com www.GoLightly.com Conference House Ltd. Suite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB
Editor's Notes
- GoLightly has been creating private social networks for associations and non-profits for over 9 years. With full iMIS integration capabilities, GoLightly is ASI’s recommended social networking solution.
- Presentation objectives:Describe common social media toolsHighlight benefits of both public & private social networksGo over how to begin creating a social media plan for your organizationGoals:Increase knowledge of how common social media tools can benefit your organizationMotivate organizations to explore the benefits these tools can offer
- There are many benefits to incorporating social media into ones business/organization. Businesses are always searching for ways to increase efficiency, sales, communication, and knowledge sharing. GoLightly makes an effort to educate people because Social Media strategizing can be overwhelming to most organizations – and in the end, people can do a lot with just the basics. Social Media doesn’t have to be overwhelming. It doesn’t have to be marketing. It doesn’t require expert knowledge. It doesn’t have to be complicated. The key is to identify what an organization needs, and then design a social media strategy around that need.
- Definition: Social MediaA way to transmit or share information with a broad audience.Examples: Video, Blogs, Newsfeeds, and Social Networks
- Social media/online collaboration tools can be used to decrease costs and increase revenue or membership for an organization
- Companies use YouTube for a number of purposes: Product overview videos Product tutorials & support videos Webinars Presentations Advertisements
- The WWF created a series of “Because we’re all connected” videos. It uses impressive animations to tell the story of how everything on earth is connected and how the actions of humans ultimately effect the environment and quality of life of everything on the planet.
- Blogs are an great way to start establishing “social authority”: become an expert in a given field/area, and thereby becoming an influencer in that field or area.
- The Huffington Post began in May 2005 and is ranked the most powerful blog in the world by The Observer. It has an active community, with over one million comments made on the site each month.
- Twitter* Has over 280 million users
- Social Networking is the act of socializing or interacting with people or content within any online community.You can use social media tools to facilitate social networking.
- Public Social Networks are Websites created by for-profit companies designed to allow individuals or groups to interact directly together – in exchange for your information.
- Facebook: Museum Store AssociationCONS Notice advertising Unexpected privacy changes Unexpected UI changes Branding Who owns data?PROS Easy to use Easy to setup Easy user adoption Fun Free
- Google +New tool: still being fleshed out as to how organizations will be usingCONS Unexpected privacy changes Unexpected UI changes Branding Who owns data?PROS New! Easy to use Easy to setup Free
- LinkedIn:CONS Advertising Limited by feature set Unexpected privacy changes Unexpected UI changes Branding Who owns data?PROS Easy to use Easy to setup Easy user adoption More professional than FB or Google+ Free
- Private Social Networks: Websites created by companies to allow individuals or groups to leverage the knowledge and experience of people in a network.
- There are many companies who offer private social networks. GoLightly offers private social networks with the following capabilities: iMIS integration, member directories & profiles, listservs, workgroups, calendars, blogs, wikis, forums, libraries. Each of these features can be turned on/off based on an organizations needs.
- Private Social Network: MySMPS Use SN to connect Marketing Professionals Break out into groups Blogs from thought leaders Resource Center for Marketing
- Private Social Network: Advocates Society Use network to train young litigators Use wikis to document institutional court knowledge
- Benefits and challenges of Private Social Networks
- The question isn’t whether to use public OR private social networks. The question becomes: how do you incorporate both public and private networks into your social media strategy?Donor engagement (another touch point besides direct mail)
- How do you evaluate what your organization needs? Start with the end goal:Do you need: Hub of information Networking Document storage / sharing Documentation / online collaboration Appeal to younger members Break out into groups / chapter engagement Increased communication / participation / retention Target marketing / Direct feedback Save staff time
- Use Case: National Pharmaceutical CouncilWere using their private social network to connect their membership. They were having lots of trouble with user adoption and engagement. In doing a community walk-through, they realized that their community was already very well networked – they didn’t need another tool to help them find each other. They needed a tool that would help their constituents find resources (white papers, research, etc.). Once they switched their community to being more resource focused, engagement went up.
- Use Case: Liberal Party of VictoriaDon’t use their social network for “networking”. Rather, they have broken their membership into groups and solicit feedback on various policy topics. They use blogs, libraries, and discussion forums to keep up with new political information.
- Use Case: Advocates SocietyThey use social network to mentor young litigators. They brilliantly use wikis to document knowledge about the court system to help their litigators save time and energy.
- The real and important benefits of using private social networks: Privacy Deliver value Safe environment for constituents to have in-depth conversations and share information You own your data Another “touch-point” besides direct mail
- Given that there are a lot of places to start, it’s very important to start with what your organization really NEEDS.GoLightly’s social networks are setup so that organizations can choose which features and capabilities to start with: making each network suited for each organization, and giving room to grow.
- Creating a social media strategy doesn’t have to be difficult or complicated. The key to success is to Plan: what does your organization need? Use metrics to track your goals Focus on what is necessary
- Presentation objectives:Describe common social media toolsHighlight benefits of both public & private social networksGo over how to begin creating a social media plan for your organizationGoals:Increase knowledge of how common social media tools can benefit your organizationMotivate organizations to explore the benefits these tools can offer