ISANet Social Media Presentation


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Chris Bonney's social media presentation for ISANet at Garden of the Gods resort in Colorado Springs.

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  • Sep 11 travel – facebook 2004, YouTube 2005, Twitter 2006, No webcams in laptops, video phones or texting.Content, citizen journalists, farewell notes, flyers of loved ones, twitter south tower.Want to keep it open and interactive. Lots of discussions and participation. So let’s start with some quick survey questions so we can get to know where we all stand. Who is on Facebook personally? And as an org?Who is on twitter? As org or personal or sorta both? Who has a private community behind the login? Who has a blog? What other types of peer to peer engagements do you do? Listserves or discussion forums?
  • Here’s what we’ll be covering today. The goal is to cover a lot of ground and to really give you the perspective of how social networking can help your member schools. In the process, we’ll also be building a social media plan in real time for you all to take back to the office whether you like it or not?
  • Housekeeping
  • Web and social the same. Here’s what I mean…NEXT SLIDE
  • Whether you’re aware or not, your organization is being connected with across these many channels each and every day.Tell Google story of associations going there first.Content distributor
  • Google has the hardest website to manage in the world. The site looks so simple, but think about this. Competition for home pageGO THROUGH SLIDESBut if she can do it, it seems like an association should be able to do it, right? Google knows who they are on the web.
  • Give people what they want quickly and easily
  • Associations ask me all the time MIT, yes, THE MIT they give away all of their classes online for free. Yes, you can just go to their website and take an MIT class at no charge. Since 2002.
  • READ LISTThese are the terms we use to sell social media. Most are abstractions and aren’t effective because they are not specific enough.
  • We want community to be this. Kumbaya circle and everyone happy and we’re all joined together. The challenge is that isn’t what a community is at all or social networking for that matter.
  • Small loosely joined groups. Let’s think about a party. In fact it doesn’t have to be a community at all. It could just be a tool that committees use. Private.Or could simply be a way to push information out to the public by a different means other than your website. Outposts.
  • Everyone says we want “engagement” with our members, Chris. And I say can you define what you mean by that? Check out this book.But engagement is another one of those words that is an abstraction when it comes right down to it.
  • Try to move beyond the abstractions when describing what it is you want to do with your social media initiatives. Be specific in what you’re asking of people. Engaging in a community isn’t specific enough.
  • Speaking of engagement or participation, what should we expect from our members? And this is important because….
  • People tend to want the first one or sometimes simply equate an online community with an always ‘on’ environment. We’ll have a big announcement at our annual event and then it will be a non-stop party. When you try to build a community like that more than likely what happens is that you get what’s on the right. Couple people in a room not sure why they are there or what they are suppose to do. This is the kiss of death for a community. You’re not shooting for either of these. This is not the goal.
  • So how do we really create “community” and “engagement”?Dean – muffins – fun fair – block party – labor day party – volunteer at school
  • Here are the two entities at work and how social media serves as the cloud between them. The connector if you will. READ LIST
  • Should be at around 30 mins here not including intro.
  • It’s a first step that many actually skip and jump right into to trying to get people to participate.It’s vitally important to listen first or if you haven’t yet, start.Why?To find out what is hot and maybe where the gaps are.
  • You collect process and analyze and determine how you will make a difference online.
  • Or just walking around an event listening over lunch. Doesn’t have to be electronic.
  • To be successful you can’t do this in a silo. Start with what you can handle.
  • It’s not just forming a “community” or a “place for networking”Priority will determine how you market and manage the site ongoing. Big difference between trying to create connections over curating content. Some folks jump in and try to do all of this things. Must know what you want to do first.
  • Should be at around 30 mins here not including intro.
  • Identify these folks early in the process.
  • Not about naming them specifically or what their job roles are. It’s identifying where they fall on the social media audience ladder.
  • Should be at around 30 mins here not including intro.
  • Content seedingPrograms
  • The blend between both is up to you.Behind login doesn’t mean it has to be some huge community, remember we start small and maybe stay small. But peer to peer connections are the future of member value.
  • Higher Logic.
  • Again, can be whatever you make it. But it’s imperative to have a device to create transparency and to also have a way to communicate instantly if needed around news or PR issues.
  • Go to FB and show this page.
  • What do we know about Facebook? Tell me. So, it could used for what?
  • Maybe exclusive videos on FB. Could you create the parent area of your site on FB? Could parents sound off there maybe?
  • You can retweet from websites and never login to twitter.
  • Here’s my biggest point about channels. Don’t broadcast. Each one should be a specific message.
  • Add Linked In if you wantOr Google +Or anything else you may want
  • Should be at around 30 mins here not including intro.
  • Content is king. Who seeds it? Where does it come from
  • Should be at around 30 mins here not including intro.
  • After this ROI slide and launch slide and social in social slide
  • Lastly, actual metrics. These are hundreds of these you could put together. But if you simply want to get an idea of what your member engagement is like, this will help get you there. These give an accurate measurement of activity that is user driven and organic - not one directional like # of logins, # of completed profiles those are still between the individual and self, not interaction with another member or the organization. Again, you’ll be able to download this slide from a webpage after this session. But take a another second to take these in.
  • Understand that you don’t own it. Your members do.
  • So does that mean that mass promoting your new community is futile. No, anything but, you must let people know that you have a move-in ready house waiting for them, ( in other words a profile ready for their picture, a bio waiting for their cool background information and great neighbors) but here’s the catch. Many orgs sell their community in a way that they’d never sell a house:Stressing specificity and what’s in it for me.
  • Don’t make it this big community where you can do a whole bunch of stuff. Be very specific based on chapters or demographics or topics on who you target the promotion to and then give them a specific call to action. If the conversation has traction it will be the members who spread the conversation more widely.
  • Facebook doesn’t have TV commercialsGoogle didn’t have big magazine ads for Google +
  • Should be at around 30 mins here not including intro.
  • READ SHEETSend a press release or an announcement when something significant happens within your community. 1000th profile created, 500 blog post by the community as a whole – that kind of thing. And I have a PDF on my resource webpage for this webinar that goes into detail on these things.
  • Apps or mobile web?
  • This is an interesting graph from Forrester Research displaying the timeline of the eras of the social web through 2013. Social relationships: AOL profiles started it in the mid-90s, establishing profiles and connecting people on a basic level. Social functionality: Starting in 2007, evolving from simple friending to full social interactions and community building. Facebook etc. Social colonization: fostered by technologies like facebook connect: Forrester foresees the release of new browsers and frictionless, uncomplicated technologies that allow people to surf the Web WITH friends or see what they’re doing in real-time.Social context: Starting in 2010, social networks and sites will recognize the preferences of users, but more significantly, they will also recognize personal identities and relationships to customize the experience based on preference and behavior.Social commerce: Where in a nutshell the shifting of power will move from the supplier to the consumer. In other words companies will be forced to formally cater to communities because that is where all the influence will lie. Ultimately leading away from CRM even SRM to VRM. VRM is vendor relationship management and what we see on sites like YELP today are a nod toward where VRM is leading. SLIDE
  • Clay Shirky the author of the book Here Comes Everybody has some very interesting things to say about what he calls “cognitive surplus”. I’ve included the video of him talking about it on my webinar page that I’ll give you a link to at the end, but in a nutshell his argument is that we all have plenty of time as it turns out that we in essence spend watching TV and what if we put all the time to something important with purpose. Check out the video because he really raises some issues that could change the way you think about the way you spend your time. So as we consider the cognitive surplus of our members, there is something that comes directly to mind for me and that is mircro-volunteering. It’s where you ask your MEMBERS - or this is a great chance to let non-members get involved without plunking down membership fees - to take just a few minutes of time when they have it, maybe standing in line at the bank for example and helping you with a project…on a micro level. Some examples might include helping translate the page of a publication or rating potential keynote speakers for your next conference or tagging photos in your archive. The website the extraordinaries – again I’ll provide a link to them on my web page – are the founding fathers of this type of service. Check this site out when you get a chance because this concept should no doubt trigger many ideas within your organization. Micro-volunteering is the future.
  • Portable: Facebok connect. For example: Portable IDs mean you’ll be able to flip a switch to tell Nike you’re a woman who runs 12 miles a week and immediately see the shoes that are best for you — along with input from experiences of your running buddies.Shared experience because of that. Not a bunch of separate sites anymore.
  • Seven secrets of successful online communities:How to guarantee your association’s online community create engagement, fosters… and …….
  • ISANet Social Media Presentation

    1. 1. ISANet Social Media Session<br />Presented by Chris Bonney, VP<br />Vanguard Technology, Chicago<br />September 12, 2011<br />
    2. 2. What We’ll Cover<br />The Web in 2011 and Beyond<br />Realities of Community Building<br />5 Part Framework for Success<br />True Social Media Stories<br />What’s Next in Social Media<br />Social Media Plan<br />
    3. 3.<br />
    4. 4. The Web in 2011 and Beyond<br />It’s not what you think<br />
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9. 3 Guiding Principles of the Web<br />Know who you are <br />Know what your users want <br />Know what you are really trying to do <br />And, therefore, social media<br />
    10. 10. 4th Principle: Provide Value or Perish<br />Relevant<br />Meaningful<br />Contextual<br />Timely<br />Proper channel<br />
    11. 11. Realities of Community Building<br />What you should know today<br />
    12. 12. Terms of Endearment<br />Community<br />Engagement<br />Networking<br />Share<br />Collaborate<br />Connect<br />
    13. 13. Community Isn’t This<br />
    14. 14. It’s This<br />
    15. 15. What is Engagement?<br />The result of a person investing time and/or money with the organization in exchange for value.<br />
    16. 16. Could We Also Use?<br />Participation<br />Discussion<br />Learning<br />Logging in<br />
    17. 17.
    18. 18. This is not the goal.<br />
    19. 19. This is.<br />
    20. 20. What Matters?<br />Appropriate introductions <br />Soft launch promo<br />Sufficient access<br />Do they know their login<br />Create familiarity<br />Did you provide a tutorial?<br />Demonstrate value<br />Relevant, meaningful, etc.<br />Perpetuate acceptance and participation<br />Are champions leading the charge? <br />
    21. 21. Org ObjectivesMore membersContent deliveryOutreach<br />Branding<br />Sell products<br />What else?<br />Mbr ObjectivesAccreditation<br />Education<br />Networking<br />Credentials<br />Recognition<br />What else?<br />Social Network<br />
    22. 22. Plan Exercise #1<br />Fill out Mad Libs mission statement.<br />Then list top 4 priorities.<br />Finally, fill out cloud diagram as a group.<br />
    23. 23. 5 Part Framework for Success<br />The essentials of great social media<br />
    24. 24. 5 Part Framework for Success<br />Listen<br />Align<br />Know Who<br />Engage<br />Support<br />
    25. 25. 1: Listen<br />Your organization<br />Your industry<br />Your members<br />Your competition<br />
    26. 26.
    27. 27.
    28. 28. Listening Tools<br />Google alerts<br />RSS from blogs<br />Twitter search and hashtags<br />Industry news sites<br />Tracking software:<br /><br /><br /><br />
    29. 29.
    30. 30. 2: Align and Prioritize<br />Align with organizational strategy<br />Align with online initiatives<br />Align with your people<br />Prioritize the “whats”<br />
    31. 31. Simple Example of Alignment<br />
    32. 32. The Whats<br />Peer-to-peer connections<br />Conversations<br />Gather information<br />Curate content<br />Share collateral<br />Advertise<br />Make your members’ jobs easier<br />
    33. 33. Plan Exercise #2<br />Fill out Listen area<br />Then fill out Align and Prioritize area<br />
    34. 34. 3: Know Who<br />Audience<br />Stakeholders<br />Champions<br />
    35. 35. Who Are Your Members Anyway?<br />Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39. Stakeholders<br />Board<br />Members<br />Staff<br />Who else?<br />How will they be involved?<br />
    40. 40. Champions<br />Select carefully<br />Don’t have too many<br />Provide incentives and rewards<br />Get them involved early<br />Provide means for sharing <br />
    41. 41. Plan Exercise #3<br />Fill out Audience area<br />
    42. 42. Quick Break<br />5 – 7 minutes<br />
    43. 43. 4: Engage<br />Private networks<br />Public channels<br />Content<br />User generated<br />Organizational<br />
    44. 44.
    45. 45.
    46. 46.
    47. 47.
    48. 48.
    49. 49. You Must Blog!<br />Easy way to start<br />People are familiar with it<br />Conversation starter<br />Transparency<br />More thoughtful<br />Longer shelf life<br />SEO friendly<br />
    50. 50. Blogging Basics<br />Have a schedule<br />Be personal/have an opinion/be irreverent<br />Leave some stuff out<br />Include an image<br />Ask for feedback<br />Check out our blogging eBook<br />Check out other association/educational blogs<br />
    51. 51.
    52. 52.
    53. 53. Facebook Basics<br />Understand your purpose<br />Provide relevant, FB-specific content<br />Create a call to action<br />Design the flow of the user experience<br />Consider advertising<br />
    54. 54.
    55. 55.
    56. 56. Twitter Basics<br />Be genuine<br />Be brief<br />Be newsworthy<br />Be a great resource<br />Be a connector<br />
    57. 57.
    58. 58.
    59. 59. Plan Exercise #4<br />Fill out Engage area up to Outposts grid<br />Then do Outposts grid as a group exercise<br />
    60. 60. Great Content…<br />Creates value<br />Perpetuates participation<br />Leverages SEO<br />Increases site visitors<br />Increases time on site<br />Creates additional non-dues revenue opportunities<br />
    61. 61. Types of Content <br />Organization generated<br />User generated<br />
    62. 62. Organization Generated<br />Reports<br />Publications<br />Articles/Op Ed<br />News items<br />Case studies<br />Programs<br />President’s message<br />Videos/YouTube<br />Podcasts<br />Image galleries<br />Blog posts<br />Comments<br />PowerPoints<br />eBooks<br />Webinars<br />
    63. 63. User Generated<br />Videos<br />Pictures<br />Comments<br />Best practices<br />Helpful documents<br />What else?<br />
    64. 64. Plan Exercise #5<br />Fill out Organizational Content areas<br />Then fill out Member Content as a group exercise<br />
    65. 65. 5: Support<br />Monitor<br />Seed<br />Measure/ROI<br />
    66. 66. What’s the ROI of your <br />mother?<br />Gary Vaynerchuk<br />
    67. 67. Ratios: - # of comments to a posting; # of responses to a single threaded message; # of member created groups to organization created groups (communities)<br />Time lapse metric – relative timing of last posting (interaction - whatever it might have been - blog, message, comment, article) - how many hours/days since last<br />Number of common contacts per member (i.e on average, 3 common contacts are shared amongst members)<br />Number of bookmarked / ranked / rated resources over period of time<br />Number of page views / downloads<br />Potential Metrics<br />
    68. 68.
    69. 69.
    70. 70. How Do We Market and Launch?<br />Sell the sizzle<br />Leverage sneezers<br />Create meaningful programs/triggers<br />Start small and slow<br />Never launch<br />
    71. 71. Selling A House<br />Classic Georgian with huge family room and updated kitchen, including granite countertops and stainless steel appliances. Fully finished basement , perfect for a game room or home theater. Blocks from downtown, best school district in the county. Must see. <br />It’s brick. It has 10 rooms. It has a basement. Why don’t you move in today? <br />
    72. 72. Selling A Community<br />Our new community is up and running. Come network with other members, share best practices and discuss hot topics. <br />Will the new legislation affect your school? You might be surprised to find out what bad news some members have received recently. Chime in or learn more. <br />Share your best advice for newbies in our industry. Highest ranked submission gets $100 off annual event registration. Help a newbie today.<br />11 people have commented on our most recent blog post about NCLB. Incredible insights from people just like you. Read more. <br />
    73. 73. Meaningful Programs/Triggers<br />Topical<br />Current event<br />Legislation<br />Accreditation<br />Regional<br />Demographics<br />Upcoming event<br />
    74. 74. Start Small and Slow<br />Board area<br />Committee collaboration<br />Single discussion on a great topic<br />Review a publication<br />Select an educational event<br />Help with accreditation<br />
    75. 75. "Never doubt that a small group of committed people can change the world - indeed it is the only thing that ever has." <br />-Anthropologist Margaret Mead, an alum of PAIS Member School, Buckingham Friends School<br />
    76. 76. Never Launch<br />Series of soft launches<br />Try beta<br />Success hinges on:<br />Value<br />Relevance<br />Scalability <br />Word of mouth<br />It doesn’t hinge on:<br />Promotion<br />
    77. 77. First 10 Things<br />Identify and document goals and strategies<br />Identify and recruit influencers<br />Indentify and prioritize programs<br />Indentify and contact partners<br />Create and gather content<br />Create and/or tailor outposts<br />Define a roll out plan<br />Train your staff<br />Draft terms of use<br />Define success factors<br />
    78. 78. Plan Exercise #6<br />Fill out Marketing and Launch area<br />
    79. 79. Real World Stories<br />Learning from the trenches<br />
    80. 80.
    81. 81. Successful Change Management<br />Early buy-in<br />Find evangelists/sponsors/champions<br />Over-communicate<br />Listen<br />Make success easy<br />Reward participation<br />Sell your wins<br />
    82. 82. PromaxBDA<br />No social in their social<br />Beta<br />
    83. 83. What’s Next<br />Can we see the future?<br />
    84. 84.
    85. 85. Context is key with mobile<br /><br />
    86. 86.
    87. 87.
    88. 88. The Future of the Social Web is<br /><ul><li>Portable identity
    89. 89. Content curation
    90. 90. Social proof decision-making
    91. 91. Social search
    92. 92. Social commerce</li></li></ul><li>In Case You Haven’t Heard<br />Splinternet<br />QR codes<br /><br /><br /><br /><br /><br />
    93. 93. In Closing, Social Media Is About…<br />Personal voices and experiences<br />Thinking small, especially at first<br />Being specific<br />Being honest/transparent<br />Understanding that you don’t own it<br />Distributing content through appropriate channels<br />Creating a scalable and shareable platform<br />Helping perpetuate word of mouth<br />
    94. 94. Thank You For Your Attention!<br />Chris Bonney<br />VP, Client Experience<br />Vanguard Technology<br /><br />@chrisbonney<br />312-263-1322 x 505<br /><br />