Social Media & Digital Communication Workshop - NSCSS North Shore

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

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


Workshop overview

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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



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



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.




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.




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.




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!




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.




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!



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/



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?



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



CreativeMornings
CreativeMornings
is a global monthly
breakfast lecture series
for creative types
GLOBAL THEME »
http://creativemornings.com/



CreativeMornings




CreativeMornings


“ Just because you build it,
doesn’t mean they’ll come. ”
– Go to where your community is already playing online.



“ Life isn’t about finding yourself
Life’s about creating yourself ”
– George Bernard Shaw



#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/



#LiveForTomorrow

Provide engaging content: Creative social media wins



#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.



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/



LIFEHACK




LIFEHACK


“ Arm your community with
key messages, and then,
set them free! ”
– Give people the tools and language to start the conversation



Curative
Curative is a creative agency
working with leading notfor-profit organisations,
social enterprises to enable
community communication
http://curative.co.nz/



Curative

How to make the most of online tools to
overcome time and maintenance

HOOTSUITE

POCKET


BUFFER


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



‘ Ok, now it’s your turn ’
[ EXCERCISE ]



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?



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)



‘ Feedback & Questions ’
[ DISCUSSION ]



In Summary

Remember the five core principles:
2. LISTEN FIRST
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



Thank you
Any questions?

Prepared with care by
jade@curative.co.nz
eddy@curative.co.nz
@Curative_NZ

Social Media & Digital Communication Workshop - NSCSS North Shore

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