The document discusses a workshop on leveraging social media for effective communication, emphasizing the importance of understanding social media principles and choosing the right platforms. Key principles include finding the right team, listening to the audience, engaging consistently, measuring outcomes, and adapting strategies based on community feedback. It also highlights the need for engaging content and practical tools to optimize social media management.

1. SOCIAL MEDIA
& DIGITAL COMMUNICATION
“ How to reach the world without costing the earth ”
Eddy Dever & Jade Tang
Prepared with care for
North Shore Community Social Services (NSCSS)
North Shore | 5 November 2013

2. Who’s in the room?
Eddy Dever
Implementer, Pathfinder, Doer.
Jade Tang
Designer, Dreamer, Doer.
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

3. Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

4. Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

5. Workshop overview
“ How to reach the world without costing the earth ”
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What is Social Media?
Social Media Principles
Social Media Revolution
Where does your organisation sit?
Choose the right platform and design a strategy to fit
Provide engaging content: creative social media wins!
Learn how to utilise your customers to develop content
Make the most of online tools to overcome time and maintenance
[ WORKSHOP EXERCISE ]
[ WORKSHOP FEEDBACK ]
In Summary
Q&A
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

6. What is Social Media?
The basics:
SOCIAL MEDIA IS THE USE OF TECHNOLOGY COMBINED WITH
SOCIAL INTERACTION TO CREATE OR CO-CREATE VALUE.
• Social Media is a conversation, not a lecture
• Social Media is an extension of everyday interaction
• Social Media is group driven, not top-down
• Social Media is messy, disorganised & hard to control
– downright chaotic at times
• Social Media is a tool, not an end-point
• Social Media is potentially where your customers,
prospects and community spend their time
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

7. Social Media Principles
The five core principles:
1. FIND THE RIGHT PEOPLE
Build a small enthusiastic team around it
2. LISTEN FIRST
No one likes the annoying guy from work that talks about himself all day long;
don’t be that guy.
3. ENGAGE EARLY & OFTEN
It’s the bread and butter of any successful social media effort.
4. MEASURE EVERYTHING
Use data collected to make better strategic decisions - Kanter
5. LEARN & ADJUST
Dialogue changes everything. You must be willing to learn and adjust your tactics
based on your community.
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

8. Social Media Principles
The five core principles:
1. FIND THE RIGHT PEOPLE
Build a small enthusiastic team around it
As with everything else your organisation does, your employees are
the key differentiator between you and the next guy. Before launching any social media plan, it’s important to identify who’s going to be
managing these efforts.
Don’t try to outsource execution as these team members are the
heart & soul of your brand’s voice. By first identifying the right people
to lead these efforts, they can help drive key decisions moving
forward.
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

9. Social Media Principles
The five core principles:
2. LISTEN FIRST
No one likes the annoying guy from work that talks about himself all day
long; don’t be that guy.
No one likes the annoying guy from work that talks about himself all
day long; don’t be that guy. There are hundreds, if not thousands, of
tools to monitor what’s being said about your company or brand.
This can be as simple as setting up Google Alerts for keywords related to your brand/company or even using search.twitter.com (or
searching from the site/various twitter apps.)
Both of these methods are can become quite tedious, so this part
you might like to outsource to a digital agency.
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

10. Social Media Principles
The five core principles:
3. ENGAGE EARLY & OFTEN
It’s the bread and butter of any successful social media effort.
There’s a reason Brian Solis recently published his book entitled
Engage! It’s the bread and butter of any successful social media
effort. And it takes dedicated, passionate people to achieve
engagement with any community.
If you’re going to simply push out one way messaging, there’s plenty
of traditional media channels for that… Take your pick!
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

11. Social Media Principles
The five core principles:
4. MEASURE EVERYTHING
Use data collected to make better strategic decisions
This is an area that you should look to outsource (unless you’re
a whiz with tracking, analysing, and reporting on every online
conversation about your brand.)
Find a online measurement tool that gives you a snapshot of the
larger social monitoring industry: Brand Monitoring, Social Analytics,
as well as Social Insights.
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

12. Social Media Principles
The five core principles:
5. LEARN & ADJUST
Dialogue changes everything. You must be willing to learn and adjust your
tactics based on your community.
While traditional brand communication models might have
delivered similar results year in and year out, social tactics involve
conversations with real people. Dialogue changes everything. You
must be willing to learn and adjust your tactics based on your
community.
Of course, it never hurts to have a plan in place at the beginning of
the fiscal year but I’d include a big asterisk on the front when sharing
with leadership: *Subject to change!
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

13. Social Media Revolution
Is Social Media a fad?
This video was produced in
2009 based on the book
Socialnomics by
Erik Qualman.
Music: Fat Boy Slim’s
“Right Here, Right Now”
http://socialnomics.net/
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

14. Where do you sit?
Maturity of Social Media practice in your organisation:
BETH KANTER’S
FRAMEWORK:
> Where is your organisation now?
> What does that look like?
> What do you need to get
to the next level?
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

15. Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

16. Curative Case Studies:
CreativeMornings
Choose the right platform and design a social media strategy to fit
#LiveForTomorrow
Provide engaging content: creative social media wins
LIFEHACK
Learn how to utilise your community to develop content
Curative
How to make the most of online tools to overcome time and maintenance
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

17. Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

18. CreativeMornings
CreativeMornings
is a global monthly
breakfast lecture series
for creative types
GLOBAL THEME »
http://creativemornings.com/
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

19. CreativeMornings
Choose the right platform and design a strategy to fit
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

20. CreativeMornings
Choose the right platform and design a strategy to fit
“ Just because you build it,
doesn’t mean they’ll come. ”
– Go to where your community is already playing online.
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

21. “ Life isn’t about finding yourself
Life’s about creating yourself ”
– George Bernard Shaw
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

22. #LiveForTomorrow
Live For Tomorrow is a
project for those that are
struggling with, care about,
or are affected by youth
suicide, depression, alcohol
use, self-harm and bullying.
http://livefortomorrow.co.nz/
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

23. #LiveForTomorrow
Provide engaging content: Creative social media wins
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

24. #LiveForTomorrow
Provide engaging content: Creative social media wins
“ Create engaging content
with key influencers ”
– All you need is a good idea, a great cause
and a whole lot of passion + persistence.
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

25. “ Life isn’t about finding yourself
Life’s about creating yourself ”
– George Bernard Shaw
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

26. LIFEHACK
We’re assembling a crack
team of hipsters, hackers and
hustlers to help combat youth
mental health issues.
We call them
LIFEHACKERS.
http://lifehackhq.co/
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

27. LIFEHACK
Learn how to utilise your community to develop content
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

28. LIFEHACK
Learn how to utilise your community to develop content
“ Arm your community with
key messages, and then,
set them free! ”
– Give people the tools and language to start the conversation
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

29. Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

30. Curative
Curative is a creative agency
working with leading notfor-profit organisations,
social enterprises to enable
community communication
http://curative.co.nz/
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

31. Curative
How to make the most of online tools to
overcome time and maintenance
HOOTSUITE
POCKET
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
BUFFER
Eddy Dever & Jade Tang

32. Curative
How to make the most of online tools to
overcome time and maintenance
“ Find a way to make
social media work for you,
and your workstyle ”
– Have key themes, ideas, dates planned...
but leave room for spontaneity
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

33. ‘ Ok, now it’s your turn ’
[ EXCERCISE ]
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

34. Workshop Handout #1
Social Media & Digital Communications:
Where do you sit? Maturity of Social Media practice in your organisation:
CRAWL
WALK
RUN
FLY
Marketing &
Communications Strategy
and development
Linking Social with
results and networks
Ladder of engagement
Network building
Content strategy
Many champions and free
agents work for you
Culture Change
Pilot: Focus one program or
channel th mesurement
Incremental capacity
Best practices
Measurement and learning
in all the above
Multi-Channel engagement,
content and measurement
Reflection and continuous
improvment
BETH KANTER’S FRAMEWORK:
• Where is your organisation now?
• What does that look like?
• What do you need to get to the next level?
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

35. Workshop Handout #2
Social Media Audit:
What is your organisation currently using?
Online Tools:
Y
N
Other
Frequency
Why?
Facebook
Twitter
Eventbrite (events)
Tumblr (blog)
YouTube (videos)
Flickr (photos)
Mailchimp (e-newsletter)
Website
Other (please specify)
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

36. ‘ Feedback & Questions ’
[ DISCUSSION ]
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

37. In Summary
“ How to reach the world without costing the earth ”
Remember the five core principles:
1. FIND THE RIGHT PEOPLE
2. LISTEN FIRST
3. ENGAGE EARLY & OFTEN
4. MEASURE EVERYTHING
5. LEARN & ADJUST
And then:
• Design a digital strategy that suits your audience
• Be creative and inspiring with your content
• Engage your community and
• Be realistic about what you can achieve online
Prepared with care for NSCSS North Shore Workshop | 5 November 2013
Eddy Dever & Jade Tang

38. Thank you
Any questions?
Prepared with care by
jade@curative.co.nz
eddy@curative.co.nz
@Curative_NZ