Social Media Boot Camp presentation by Lisa Colton to JCC of Manhattan staff, April 2010.

1. The 5 Commandments of Social Media:
Strategy, Tools and Culture
Presented by Lisa Colton,
Founder & President Darim Online
lisa@darimonline.org
434.977.1170

2. Agenda
Morning:
• Communications Revolution
• Social Media Basics
• 5 Stages of Social Media Participation
– Listening
– Engaging
– Social Content
– Generate Buzz
– Community Building
Lunch
Afternoon: Hands on Lab & Critical Eye on Current
Work
Moving Forward

3. Goals
Demystify social media
Help you think strategically
Build vocabulary
Show examples
Turn you on to resources
Warning: You may feel overwhelmed!
(And excited, and inspired.)

4. COMMUNICATIONS REVOLUTION

5. COMMUNICATIONS REVOLUTION

6. W
Between
H
a PIONEER
E
&
R
a TORTOISE
E
Source: Flickr user ucumari
T
O Source: Flickr user smitag4
B Is a
E FAST
FOLLOWER

7. AJWS
AJWS
Red Cross
receiving half of
their donations by
text msg.
$27m by 1/19
Source: mcommons.com/blog

8. Characteristics of Social Media
The Term “Social Media” refers to online tools (web sites) that depend
on user contributions and interactions between people to build shared
meaning and value. It is:
• Participatory: It blurs the line between producer and consumer,
media and audience.
• Open and Democratic: It encourages voting, comments and the
sharing of information. For this reason it is seen as authentic and
trustworthy.
• Conversational: Two (or more) way conversation rather than one-
directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth and strength of communities
around a particular shared interest.
• Connected: Thrives on being connected, making use of links to other
sites, resources and people, rather than being territorial and
proprietary.

9. It’s a Tool
Success of the tool is if
it helps you achieve
your goals.
Thus, critical to know
your goals and then
determine which
tool(s) to used in
which ways.

10. GROUNDSWELL’s P.O.S.T.
1. PEOPLE: Identify audience(s)
2. OBJECTIVES
– What are you goals and
objectives for this audience?
– What are your audience’s
goals?
3. What is the STRATEGY to reach
these goals?
4. Determine the specifics of the
TECHNOLOGIES you’ll use.
Implement, measure, refine!

11. John Fitch’s Steam Engine

12. John Fitch’s Steam Engine

13. A Tool Can Be A Game Changer
Traditional Media Social Media
Brand in control Audience in control
One way / Deliver msg Two way / Conversation
Repeat message Adapt the message
Focused on the brand Focused on the audience
Educating Influencing, Involving
Org creates content User and co-created
content
How are you adapting?

14. LISTENING
Source: Flickr user andyadontstop

15. HOW TO LISTEN
Who’s talking about you?
Who’s talking about your field?
Keywords
What’s most important to your audience?
Breadth, Depth, Reach
Influencers Are you on their radar?
What will they pass on?
Staffing Who is listening?
How do they respond?
What are they learning?
How do they pass on info?

16. Google Alerts

17. Google Blog Reader
Subscribe
Organize
Monitor
RSS:
Really
Simple
Syndication
www.google.com/reader

18. Open
Your
Ears
Temple Israel, Memphis Facebook Page

19. Open
Your
Ears
Temple Sinai, Oakland, CA

20. Twitter

21. • Identify Keywords
• Key people’s names, URLs, related
organizations, grantees, industry
keywords, etc.
How
• Identify Key Influencers
• Who is sharing info on your industry
To
• Who is connected to the Begin
audiences you want to engage with
Listening
• Who are your online mavens and
connectors (internal and external)
• Set up tools, people, communication
SocialFish offers Listening Audits

22. ENGAGING
#1
Social
media is
continuing
to evolve.
Fast.

23. Red Cross

24. A Person, Not Just A Brand

25. Add Value, Make Connections
Connect with people
based on their
interests. And add
value
Find “green parenting”
bloggers who are
“influencers”
Comment on their posts -
- educate them and
their readers.
Builds a distribution
channel and network

26. Unofficial Outposts
Find places where
your target
audience goes.
Participate in the
conversation. Add
value, educate,
include links.
Use your “listening”
to identify these
places.

27. Respond when:
- Someone has given you a compliment;
- Someone has a valid complaint;
- You have something to offer;
- Information is incorrect.
When to Respond

28. Real Life Example

29. Make Your Content Social

30. Social Content is Social Capital
• Social Capital is the value
of the connections
between and among
social networks for
increasing productivity,
spreading information,
and locating desired
resources.
• Content should be
newsworthy, unique,
controversial, timely
immediately useful
and/or funny.
• 1:12 or 1:20 ratio

31. Invite User Generated Content
Examples:
• CNN iReport
• Tags in Flickr,
blogs, Youtube
• Crowdsource by
asking questions
(learn, connect,
engage, respond)
• Guest bloggers
• Hashtags on
Twitter

32. Use Your Outposts!
Get out and socialize. Add value. Connect.

33. Allow Users to Remix

34. Social Means: Make It Human
• Authenticity
buys attention
• How can you
make the JCC
personal?

35. Generate Buzz
What is BUZZ?
What is VIRAL?
Remember POST

36. Lead Up To Events or Campaigns
• Empower others
to spread the
news
• Tweetsgiving
hashtag about
Thankfulness IS
marketing their
campaign, and
walking the walk.
• Use your
relationships
Source: Edelman

37. Use Multiple Channels
Blog Beth Kanter is 53
Twitter (#beth53)
Facebook (Causes)
475 Tweets with the #beth53
66 blog posts (others)
2047 clicks on the link
40% new donors
8 years -- guess total raised?

38. Community Building
Source: Flickr user JYRO

39. Community Building
Source: Flickr user Rick Neves

40. Community Building
Source: Flickr user divemasterking2000

41. ATTENTION ECONOMY
Kevin Kelly (Founder of Wired Magazine):
1. Immediacy - priority access, immediate delivery
2. Personalization - tailored just for you
3. Interpretation - support and guidance
4. Authenticity - how can you be sure it is the real thing?
5. Accessibility - wherever, whenever
6. Embodiment - books, live music
7. Patronage - "paying simply because it feels good", e.g.
Radiohead
8. Findability - "When there are millions of books, millions of songs,
millions of films, millions of applications, millions of everything
requesting our attention — and most of it free — being found
is valuable."

42. REMEMBER: P.O.S.T.
1. PEOPLE: Identify audience(s)
2. OBJECTIVES
– What are you goals and objectives for this
audience?
– What are your audience’s goals?
3. What is the STRATEGY to reach these goals?
4. Determine the specifics of the TECHNOLOGIES
you’ll use. Implement, measure, refine!

43. MEASUREMENT
Tangible Intangible
• Donations • Learning
• Leads • Interaction
• Subscribers • Engagement
• Members • Branding
• Register/attend • Loyalty
• Saved time saved cost • Satisfaction
• Increased hits/rank, PR • Feedback
• Action
Source: KD Paine, a social media metrics expert.

44. Review of 5 Stages
1. LISTENING
• Tools e.g. Google Alerts and blog readers
• Who will be listening?
• Internal communications, tracking
2. ENGAGING
• Find places to engage (influencers, blogs, conversations)
• Add value
• Be human
3. USING SOCIAL CONTENT
• Create content for social uses
• Invite others’ voices
• Create structures for conversations around your mission
4. GENERATING BUZZ
• Find your voice
• Build relationships with key energizers
• Use multiple channels
5. COMMUNITY BUILDING
• Cooperative pursuit of your mission
• Empower your community and collaborate with them

45. FINAL THOUGHTS
• Stay nimble - Change will continue
• Know what you want to measure
and how you’ll know if you’re
successful
• Think about staffing and guidelines
• Address your whole culture, not just
marketing/PR.

46. IT’S NOT ABOUT TECHNOLOGY