How charities and associations can make their websites social, and get their organisation behind working socially.

2. Leveraging the Social Web
Robin Fisk
#chase2012

3. #chase2012
Leveraging the Social Web – Robin Fisk, ASI

4. #chase2012
Leveraging the social web… What is the social web?
The social web is a set of social
relations that link people
through the World Wide Web
Social relations – a relationship
between two, three or more
individuals
Leveraging the Social Web – Robin Fisk, ASI

5. #chase2012
Life before social media
Charity /
Assoc
Leveraging the Social Web – Robin Fisk, ASI

6. #chase2012
Why would you want to go social?
Charity /
Assoc
Leveraging the Social Web – Robin Fisk, ASI

7. #chase2012
So does social matter?
• “If your corporate website is not socially enabled it’s
more or less irrelevant – trusted conversations are not
happening there.” (Altimeter Group)
• “How can you squander even one more day not taking
advantage of the greatest shifts of our generation?
How dare you settle for less when the world has made
it so easy for you to be remarkable?” (Seth Godin)
The genie is out of the bottle!
Leveraging the Social Web – Robin Fisk, ASI

8. #chase2012
Making your website more social
• A number of technology tools that will help
your website become more social
Leveraging the Social Web – Robin Fisk, ASI

9. #chase2012
#1 – links to your social pages
• Takes users away from
your site
• Off the shelf gadgets
available
• Beware privacy issues
• Easy to achieve without
gadgets
Leveraging the Social Web – Robin Fisk, ASI

10. #chase2012
#2 – liking / sharing this web page on social media
Leveraging the Social Web – Robin Fisk, ASI

11. #chase2012
#2 – liking / sharing this web page on social media
• Facebook Social Plugins
• Like, Send
• Likes / shares the URL
• And others for other sites
• Keeps users in your site
• Relatively easy to achieve
Leveraging the Social Web – Robin Fisk, ASI

12. #chase2012
#3 – liking your Facebook page from your site
Leveraging the Social Web – Robin Fisk, ASI

13. #chase2012
#3 – liking your Facebook page from your site
• Facebook Like Box
• Likes your FB page
• Show updates, or pictures
Leveraging the Social Web – Robin Fisk, ASI

14. #chase2012
#4 – integrating feeds / commenting from your site
Leveraging the Social Web – Robin Fisk, ASI

15. #chase2012
#4 – integrating feeds / commenting from your site
• Facebook Comments plugin
Leveraging the Social Web – Robin Fisk, ASI

16. #chase2012
#5 – embedding your own content in your FB page
Leveraging the Social Web – Robin Fisk, ASI

17. #chase2012
#5 – embedding your own content in your FB page
• No need to leave Facebook
• Skinny version of your own
donation / join now page
• Just Giving app
Leveraging the Social Web – Robin Fisk, ASI

18. #chase2012
#6 – Facebook Open Graph
Leveraging the Social Web – Robin Fisk, ASI

19. #chase2012
#6 – Facebook Open Graph
Leveraging the Social Web – Robin Fisk, ASI

20. #chase2012
#6 – Facebook Open Graph – main concepts
• You – the organisation – create a Facebook app
• App gives you access to the information that you
want / you feel you can ask for
• App defines the actions and objects that you
want to track
Leveraging the Social Web – Robin Fisk, ASI

21. #chase2012
#6 – Facebook Open Graph – example
Not-for-profit website
• App allows member/donor
to associate Facebook id
with their record on the
website / CRM
Why?
• We want access to their FB
profile, enable them to
share activities from
within our site
• They get to use their FB
profile pic – only need to
maintain one, and share
Leveraging the Social Web – Robin Fisk, ASI

22. #chase2012
#6 – Facebook Open Graph – example
• “My Account” page –
editing picture: option to
use their Facebook
profile pic instead of
uploading one
• Permission sought by the
Facebook app…
Leveraging the Social Web – Robin Fisk, ASI

23. #chase2012
#6 – Facebook Open Graph – example
• Prompts the login to
Facebook (if not already
logged in)
Leveraging the Social Web – Robin Fisk, ASI

24. #chase2012
#6 – Facebook Open Graph – example
Leveraging the Social Web – Robin Fisk, ASI

25. #chase2012
#6 – Facebook Open Graph – example
Leveraging the Social Web – Robin Fisk, ASI

26. #chase2012
#6 – Facebook Open Graph – example
• Facebook profile pic is now the
account picture
• Facebook ID stored as an
attribute in the CRM
• Other Facebook data available,
according to permission sought
/ given.
Leveraging the Social Web – Robin Fisk, ASI

27. #chase2012
#6 – Facebook Open Graph – example
Leveraging the Social Web – Robin Fisk, ASI

28. #chase2012
#6 – Facebook Open Graph – example
Leveraging the Social Web – Robin Fisk, ASI

29. #chase2012
#6 – Facebook Open Graph – potential
• Register / Login on your site with Facebook ID
• (same is possible for Google, Twitter, LinkedIn…)
• Create specialised actions and objects – e.g.
• “Joined” / “Policy Special Interest Group”
• “Supported” / “Emergency Appeal”
• “Attended” / “Annual Conference”
• “Listened to” / “Chairman’s Podcast”
Leveraging the Social Web – Robin Fisk, ASI

30. #chase2012
#7 – brand monitoring / social media analytics
Leveraging the Social Web – Robin Fisk, ASI

31. #chase2012
#7 – brand monitoring / social media analytics
• Sentiment (analyses the
posts for +, -)
• Reach (number of
people mentioning you)
• Strength (how much
buzz)
• Passion – how many
times people post about
you
• Based on the usual
social media sites, blogs
etc
Leveraging the Social Web – Robin Fisk, ASI

32. #chase2012
#8 – influence / authority
• Measures your
influence online
• Based on you
social media
activity over
time
• API allows you
get this
information
into your
database
Leveraging the Social Web – Robin Fisk, ASI

33. #chase2012
Getting organised for the social web
• Arranging your organisation to act and react
using social media
• Managing the data
Leveraging the Social Web – Robin Fisk, ASI

34. #chase2012
Your organisation, and social engagement
• Most organisations start social media activities
– e.g. outbound posts from Marketing /
Comms department
• Stays there, or
• Proliferates throughout the organisation
without control or strategy
• “Social Media Sanitation”
• These organisations “will not scale”
Leveraging the Social Web – Robin Fisk, ASI

35. #chase2012
Your organisation, and social engagement
Leveraging the Social Web – Robin Fisk, ASI

36. #chase2012
Your organisation, and social engagement
Decentralised
Organic; Authentic; Experimental; Uncoordinated
Leveraging the Social Web – Robin Fisk, ASI

37. #chase2012
Your organisation, and social engagement
Centralised
One department controls all; consistent; not as authentic
Leveraging the Social Web – Robin Fisk, ASI

38. #chase2012
Your organisation, and social engagement
Hub and spoke
One hub sets rules; departments undertake own efforts; spreads
widely round the org; takes time
Leveraging the Social Web – Robin Fisk, ASI

39. #chase2012
Your organisation, and social engagement
Multiple hub and spoke
Similar to hub & spoke but per business unit – suitable for multiple
brands within larger organisations
Leveraging the Social Web – Robin Fisk, ASI

40. #chase2012
Your organisation, and social engagement
Honeycomb
Each employee is empowered to undertake own activities; within
guidelines
Leveraging the Social Web – Robin Fisk, ASI

41. #chase2012
Your organisation, and social engagement
Leveraging the Social Web – Robin Fisk, ASI

42. #chase2012
Action plan for an organisation
1. Get into scalable formation
2. Empower the departments - create a Centre Of
Excellence (strategy; training; policies etc)
3. Establish a community online
4. Integrate to your website / CRM
5. Nurture your “unpaid army of advocates”
6. Streamline your social media accounts
Leveraging the Social Web – Robin Fisk, ASI

43. #chase2012
Getting the data under control
• You will never get all of the data under control!
• The lines between web, CRM and social are
being blurred…
Leveraging the Social Web – Robin Fisk, ASI

44. #chase2012
Integrating what you have
Social
Website media
activity
CRM
Leveraging the Social Web – Robin Fisk, ASI

45. #chase2012
Work on a platform that integrates it already
A single, socially-
enabled, CRM-
enabled website
Leveraging the Social Web – Robin Fisk, ASI

46. #chase2012
Summary
• Tools for making your website more social
• Getting your organisation ready for social
• Getting the data under control
Leveraging the Social Web – Robin Fisk, ASI

47. #chase2012
Thank you
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@advsol / #imis
@asi_robinfisk
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