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Social media for boards
The document provides a comprehensive overview of social media for board members, including what social media is, how to develop a strategy for effective engagement, and methods to measure return on investment. It also emphasizes the importance of drafting a policy to mitigate risks associated with social media use and encourages staff engagement in managing social media efforts. Key strategies include creating content calendars, recognizing the importance of adapting to feedback, and balancing quantitative metrics with qualitative stories to assess impact.
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Social media for boards
- 1. Understanding Social Media for Board Members Lauren Bacon + Emira Mears
- 2. Q&A Twitter: #raisedeyebrow
- 3. Q&A Type question here Twitter: #raisedeyebrow
- 4. Your Hosts: Emira Mears Lauren Bacon Partner Partner Raised Eyebrow Web Studio Raised Eyebrow Web Studio Twitter: @emiramears Twitter: @laurenbacon Twitter: #raisedeyebrow
- 5. Social Media forBoards: 1. What is Social Media? Overview & Tools 2. How to Create a Strategy for Social Media Success 3. Measuring Impact and Return on Investment 4. Drafting a Policy and Mitigating Risk Twitter: #raisedeyebrow
- 6. Quick Poll Are youcurrently a member of a board? • Yes • No • Not currently, but I have been/am about to be Twitter: #raisedeyebrow
- 7. Quick Poll #2 Howdo you currently engage in Social Media? • Not at all • Some personal use • Some personal and some professional use • Quite active Twitter: #raisedeyebrow
- 8. Social Media 101: Overviewand Tools Image credit: James Brauer on Flickr. Twitter: #raisedeyebrow
- 9. Social Media 101: WhatDo We Mean by Social? • Old way = One-way • Traditional media & communications were all about broadcasting, top-down, “experts.” Twitter: #raisedeyebrow
- 10. Web 1.0 vsWeb 2.0 COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com
- 11. Social Media 101: Howdoes the Social Web work? Open/Interactive Technology Platforms People Twitter: #raisedeyebrow
- 12. Social Media 101: Itis also about the outcome... • Vast networks of people & data • Communities • User- and provider-generated content mashed up together • A dynamic, rapidly changing, fluid online world that both maps to and ignores real- world boundaries Twitter: #raisedeyebrow
- 13. Tool Overview: What’s OutThere? • Facebook • Delicious • Twitter • MySpace • Google + • Email Newsletters • YouTube/Vimeo/etc. • Blogs • LinkedIn • Foursquare Twitter: #raisedeyebrow
- 14. Tool Overview: Facebook • Mimicspeople’s real life networks • Targeted/low cost ads • More than 800 million • More women than men active users • Broad age ranges • 50% of users login • Can share different daily types of content easily: • Strong networks - photos, text, video, etc. average 130 friends Twitter: #raisedeyebrow
- 15. Tool Overview: Twitter • Networksare much more broad • Very expensive ads • Lower barrier to • Short text format for connection sharing - often about • Smaller user base (225 linking off to content million) • Easy to retweet/share • Average user tends to messages be younger Twitter: #raisedeyebrow
- 16. Tool Overview: Google+ • Stillearly days • Similar to Facebook, but with different structure • 50 million users in record time (compared to other social networks) • Uses circles and combines some of the features of Twitter/Facebook in terms of mapping to real world relationships Twitter: #raisedeyebrow
- 17. Tool Overview: YouTube/Vimeo • Videoonly • Integrates with other social networks like Facebook • Great option for hosting video as they absorb bandwidth needs and includes sharing tools Twitter: #raisedeyebrow
- 18. Tool Overview: LinkedIn • Professionalsocial networking • Maps (mostly) to real- • More authoritative/less world connections casual • Establishing authority/ • Group discussions specialization • Less opportunity for viral campaigns/sharing Twitter: #raisedeyebrow
- 19. Tool Overview: Delicious • Socialbookmarking • Smaller section of users (3% of web users) • Great for link/resource sharing • Others are Reddit, Digg, StumbleUpon, etc. Twitter: #raisedeyebrow
- 20. Tool Overview: MySpace • 14%of users (but waning) • Users tend to be younger • Used by a lot of bands/entertainment industry • Casual & anonymous Twitter: #raisedeyebrow
- 21. Tool Overview: Email newsletters •More Web1.0 (broadcasting) • Tools can make it more Social (ShareThis, etc) • Good for list building • Great support when integrated with other social media - with your website, Facebook, etc. Twitter: #raisedeyebrow
- 22. Tool Overview: Blogs • Powerfulstorytelling • May or may not include comments • Great for SEO • Way to create/build content archive • Integrate with other social media - link to blog post, ShareThis widgets, etc. • Can set up RSS feed Twitter: #raisedeyebrow
- 23. Tool Overview: FourSquare • Bridginggap between offline and online • Still small user base (less than 1 million) • Encourages competition/game-like • Great for brick and mortar orgs/businesses to target customers Twitter: #raisedeyebrow
- 24. Creating a Strategy: ARoadmap for Success Image credit: Owl Say on Flickr. Twitter: #raisedeyebrow
- 25. Creating A Strategy: RememberStrategy Before Tools? • What outcomes to you want? • Who do you want to reach? • What is your key message? • Where can you have the most impact? Twitter: #raisedeyebrow
- 26. Creating A Strategy: TheLadder of Engagement Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com Twitter: #raisedeyebrow
- 27. Creating A Strategy: 80/20Rule • You can generally get to 80% of a good Social Media presence with relatively little effort (20%) • Setting up a Facebook page • Create a Twitter account, etc. • The rest of the work is what will get you to the top and comes in having a strategy/generating content/managing a community Twitter: #raisedeyebrow
- 28. Creating A Strategy: The90-9-1 Rule • 1% of people will create content • 9% of people will share content • 90% will simply observe Twitter: #raisedeyebrow
- 29. Creating A Strategy: Listen& Participate • It’s not just about broadcasting anymore • Find the insiders who care, listen and engage • Don’t just build it and expect that “they” will come Twitter: #raisedeyebrow
- 30. Creating A Strategy: Engage& Coordinate Internally • There’s a danger that Social Media can be left for the communications team to manage alone. Be sure to engage: • Development/Fundraising • Organizing/Member outreach • Volunteers Twitter: #raisedeyebrow
- 31. Creating A Strategy: Createa Content Calendar • Helps take the “chore” out of Social Media • Creates a strong framework - ad hoc events will fill in the gaps • Helps coordinate between different environments Twitter: #raisedeyebrow
- 32. Creating A Strategy: ResourceYour Team • The set-up cost to most of these tools is $0 • However, demands on staff time can be quite heavy. Make sure you aren’t setting staff up for failure. Account for time for: • Creating content • Listening & Participating • Measuring success Twitter: #raisedeyebrow
- 33. Creating A Strategy: ResourceYour Team • Measure impact of different tools • Don’t be afraid to limit your involvement to tools that work for your organization • Set expectations that match the time you’re willing to give them and listen to what they are asking for Twitter: #raisedeyebrow
- 34. Creating A Strategy: BeAdaptable • Iterative growth works well in the Social World • Test, measure, refine, rework • Don’t be afraid to make a mistake - own up to it Twitter: #raisedeyebrow
- 35. Measuring Success: What isYour Return on Investment? Image credit: Purple Car on Flickr. Twitter: #raisedeyebrow
- 36. Measuring Success: Return onInvestment • What matters to you: • What outcomes do you want to achieve? • Who do you want to reach? • What do you want them to do? • Measure often • Don’t get overwhelmed in stats Twitter: #raisedeyebrow
- 37. Measuring Success: Numbers vs.Stories • Metrics should be a combination of the two • # of followers • # of petition signatories • Increase in donations • Stories of engagement & impact Twitter: #raisedeyebrow
- 38. Measuring Success: Numbers vs.Stories Twitter: #raisedeyebrow
- 39. Measuring Success: Measuring Tools •Twitter clients: Hootsuite, Tweetdeck etc. let you measure # of followers, retweets, open rates etc. • Saved Twitter searches • Ask your community - on donation forms, member forms, etc. • Newsletter stats • Google Analytics • Use goals to track where traffic from different tools goes on the web Twitter: #raisedeyebrow
- 40. Measuring Success: Lies, DamnLies, Statistics • Find the balance between measuring success/impact and switching gears while also allowing adequate time to test the waters • Don’t forget to track the stories/qualitative impacts • Measure other internal #s: • # of hours of staff time • Reduction in mail out costs • Ability to leverage external events quickly & have impact Twitter: #raisedeyebrow
- 41. Drafting a Policy: MitigatingRisk Image credit: Rionda on Flickr. Twitter: #raisedeyebrow
- 42. Drafting A Policy: MitigatingRisk • Fear: Total loss of control • Reality: It’s happening anyway Twitter: #raisedeyebrow
- 43. Drafting A Policy: StaffResource Drain • Fear 1: Staff will waste time online • Fear 2: Staff will misrepresent us • Reality: It’s happening anyway Twitter: #raisedeyebrow
- 44. Drafting A Policy: WhatCan You Do? • Be pro-active: draft a policy and set out guidelines • How you want the organization represented • What will be shared when • Same policies of harassment, etc. apply online • Respect privacy Twitter: #raisedeyebrow
- 45. Drafting A Policy: Personalvs. Professional • Discuss privacy & personal boundaries • You can’t control what staff do personally online • You can help them set boundaries between personal and professional through dialogue and education about tools Twitter: #raisedeyebrow
- 46. Drafting A Policy: BeingHuman is OK Twitter: #raisedeyebrow
- 47. Drafting A Policy: Transparent& Collaborative • Be open and engaged with staff when drafting a policy • Ask for feedback and discuss intentions • Overall, don’t be too prescriptive as it will stifle authenticity - think of it as a guideline Twitter: #raisedeyebrow
- 48. Conclusion: Strategy + Tools= Success • Understand the Tools • Have a plan • Measure success • Mitigate risk Twitter: #raisedeyebrow
- 49. Need more help? RaisedEyebrow offers: • Online Communications • Usability Consulting Strategy Consulting • Email Newsletter design, • Information Architecture and development and management Interaction Design • Accessibility and Search • Website Design & Engine Optimization Development Consulting • Web 2.0 and Social Media • Custom workshops for your Consulting organization www.raisedeyebrow.com Twitter: #raisedeyebrow
- 50. Questions? Please use the“raise hand” feature, or type a question into the Q&A box. Twitter: #raisedeyebrow
- 51. Questions? Please use the“raise hand” feature, or type a question into the Q&A box. Type question here Twitter: #raisedeyebrow
- 52. Thank you. Lauren Bacon Emira Mears @laurenbacon @emiramears raisedeyebrow.com Twitter: #raisedeyebrow