On National Teacher Day, meet the 2024-25 Kenan Fellows
Social Media & Digital Communication Workshop - NSCSS Waiheke
1. SOCIAL MEDIA
& DIGITAL COMMUNICATION
“ How to reach the world without costing the earth ”
Prepared with care for
North Shore Community Social Services (NSCSS)
Waiheke Island | 24 September 2013
Eddy Helm & Jade Tang
2. Who’s in the room?
Eddy Helm
Planner, Believer, Doer.
Jade Tang
Designer, Dreamer, Doer.
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
3. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
4. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
5. Workshop overview
“ How to reach the world without costing the earth ”
• 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 launch-
ing 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 re-
lated 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
13. 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/
Social Media Revolution
Is Social Media a fad?
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
15. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
17. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
19. CreativeMornings
Choose the right platform and design a strategy to fit
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
21. “ Life isn’t about finding yourself
Life’s about creating yourself ”
– George Bernard Shaw
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
22. 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
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
25. “ Life isn’t about finding yourself
Life’s about creating yourself ”
– George Bernard Shaw
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
26. 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
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
27. LIFEHACK
Learn how to utilise your community to develop content
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
29. Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
30. Curative
Curative is a creative agency
working with leading not-
for-profit organisations,
social enterprises to enable
community communication
http://curative.co.nz/
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
31. Curative
How to make the most of online tools to
overcome time and maintenance
HOOTSUITE POCKET BUFFER
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
33. ‘ Ok, now it’s your turn ’
[ EXCERCISE ]
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
34. 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
Culture Change
Linking Social with
results and networks
Pilot: Focus one program or
channel th mesurement
Incremental capacity
Ladder of engagement
Content strategy
Best practices
Measurement and learning
in all the above
Network building
Many champions and free
agents work for you
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 #1
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang
36. ‘ Feedback & Questions ’
[ DISCUSSION ]
Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & 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 Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang