5. What’s your burning question about social
media strategy and metrics?
Find someone in the room you don’t know
Share it Twitter style! (140 characters is
the length of a headline)
“ReTweet” three times
Report out and create Wordle
6. If you’re jumping off the social media cliff, are
you a lemming?
Flickr photo just jump
9. The point is that if you’re going to
jump off the social media cliff
Flickr photo by rooreynolds
10. Objective
Audience
Strategy
Capacity
Culture
Tools
Photo by
petercipollone
Make sure your parachute opens
11. Objective
•What do you want to accomplish?
•How does a social media strategy support your
communications objective or Internet Strategy?
• Objectives drive metrics, metrics drive success
Photo by wili/
12. To draw political attention to ongoing genocide in Darfur by
delivering 1 million postcards to be sent to Obama within his
first 100 days in office
13. Audience
•Who must you reach with your social media
efforts to meet your objective? Why this target
group?
•Is this a target group identified in your
organization’s communications plan?
•What do they know or believe about your
organization or issue? What will resonate with
them?
•What key points do you want to make with
your audience?
17. Strategy
Traditional Media Social Media
Brand in control Audience 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 audience / Adding value
Educating Influencing, involving
Organization creates content User created content / Co-creation
Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
18. The Tower and The Cloud
Flickr photos by jamesjordan
20. Common Concerns
Loss of control over their branding
and marketing messages
Dealing with negative comments
Addressing personality versus
organizational voice (trusting
employees)
Fear of failure
Perception of wasted of time and
resources
Suffering from information overload
already, this will cause more
21. Can employees participate on
organization time?
Should there be an oversight
committee?
Should the organization indicate
what employees do with their
personal use of social media?
Should employees disclose or hide
their organizational affiliation?
Discussion on possible scenarios
and resulting decisions
Photo by axis
24. Social Media: Strategy Blocks
Community
Building &
Social
Generate Networking
Share Buzz
Story
Participate
Monitor
Crawl ………..……Walk …….…….. Run ……..…………….Flyl
25. acticaches
Tool Selection
Community
Generate Building &
Share Buzz Social
Story Networking
Listen Participate
10hr 15hr 20hr
Pick the right the tools and sites
Less Time More time
26. Objective
Audience
Strategy
Capacity
Culture
Tools
Let’s not forget the
secret sauce!
33. The Red Cross Case Study:
Listening to Improve Relationships
and Gain Insights
• First project was a
listening project over two
years ago
• People were talking and
they needed to listen
• At first, felt like going to
war, but changed internal
perception of social media
34. Listen: Monitor, Compile, Distribute
I took an American Red Cross class I
thought was less than satisfactory. […] The
local chapter director. called me to talk
about it honestly. They care about me and
they’re willing to go the extra mile. I am
now significantly more likely to take
another class than I was before.” - Blogger
36. Listen: What’s the Value?
• Changes internal perception of
social media value
• Improves relationships with
audience and identifies influencers
• Incremental improvements for
campaigns
• Working with affiliates
37. Influencer
Customer complaining …
Relationship
service
building
issue
Staff determines comments or tweets that need
response
38. Toyota coming out in support of the Hill-Terry bill that calls for
substantially less aggressive fuel economy standards than the Senate bill
that was passed last spring.
59. How might the Smithsonian
use this research to improve
its web presence or visitor
content?
60. During
After
Learning happens in real time, not
just after …
61. Birthday Campaign Objectives
• Raise $5,200 using Causes
• Increase the # of people joining by
100
• Test birthday feature to understand
how time/effort is needed and
document for others
• Test Causes matching feature
• Test conversational fundraising
62. My Learning Process For Every Campaign…
• Document on the fly
• Test and tweak
• Pick the right hard data points
• Harvest insights
• Look at what other nonprofits
are doing in the space
• Pause for reflection time before
next reiteration: How to improve
results?
70. Fundraising
Relationships Action
Marketing
• Who • Cost per and • Signatures
• Engagement life time • Messages
• Sentiment • Web • Program
• Activity analytics outcomes
• Leads
• Conversions
71. There are also other metrics, but numbers alone are meaningless unless you
look at trends against your objectives, audience, and strategy
82. They Thank
God!
adapted …
Did they stop doing photo contests as a result?
83. “Since this was our first
run at a photo petition, it
was difficult to get across
exactly what we wanted
people to do without
writing a book. So every
person who needed help
was answered personally.
This gave us a good idea
of how to more clearly Carrie Lewis, HSUS
explain ourselves next
time. “
91. One Last Thing
It is easier to adapt
your social media
project
Harder to adapt
your organization
92. Remember …
• Don’t take off your listening ears
• Think like a scientist and primatologist
• Evolution is a good thing
93. Insight Comes Before Investment: ROI
Dollars
$
Return
Insight
Number of Months
Using of Listen, Learn, Adapt Process
94. 10:30-10:45
Small Group Activity
• How might you apply listen,
learn, and adapt to your
organization’s social media
strategy?
• What are some challenges?
10:45-11:00
Full Group Laser Out Report
Reflection
Key takeaway
http://www.flickr.com/photos/jamesjordan/2751393381/http://www.flickr.com/photos/mkrigsman/3428179614/http://beth.typepad.com/beths_blog/2009/05/mark-pesce-at-cua09-think-like-a-cloud-make-a-storm-kill-the-tower.htmlMark Pesce Cloud: Used to describe how we're all more closely connected through social networks like Twitter, Facebook, and etc. And how our connectedness is resulting in new collective behavior that can't be controlled. The same sort of engine which powers Wikipedia can be put to work across a number of different “platforms”. The power of sharing allows individuals to come together in great “clouds” of activity, and allows them to focus their activity around a single task. It’s happening all over the social webThe cloud results from the \"human condition of hyperconnection.\" Always on Pesce points out that this condition leads to observational learning from watching other people's behaviors online. Behaviors can be replicated quickly and communities of interest can form around particular topics, or \"clouds\" potential. This is very different from the way most nonprofits work – which more hierarchal - control the message, command and controlWe’re not making a value judgment about one mode of working or the other. The problem is that the Cloud and the Tower are not compatible. Now, one isn’t going to be replaced by the other.The challenge for organizations that want to be successful in using social media – requires understanding when to work like a Tower and when to work like a cloudBut nonprofits need to focus on the interfaces that connect the hierarchy to the cloudIn the 21st century we now have two oppositional methods of organization: the hierarchy and the cloud. Each of them carry with them their own costs and their own strengths. Neither has yet proven to be wholly better than the other. One could make an argument that both have their own roles into the future, and that we’ll be spending a lot of time learning which works best in a given situation. What we have already learned is that these organizational types are mostly incompatible: unless very specific steps are taken, the cloud overpowers the hierarchy, or the hierarchy dissipates the cloud. We need to think about the interfaces that can connect one to the other. That’s the area that all organizations – and very specifically, non-profit organizations – will be working through in the coming years. Learning how to harness the power of the cloud will mark the difference between a modest success and overwhelming one. Yet working with the cloud will present organizational challenges of an unprecedented order. There is no way that any hierarchy can work with a cloud without becoming fundamentally changed by the experience.
The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
http://www.mindomo.com/view.htm?m=5d005d7f82ae13f1a4e7ae756afe900a.flickr.com/photos/axis/1892931/Can employees participate on organization time?Should there be an oversight committee?Should the organization indicate what employees do with their personal use of social media?Should employees disclose or hide their organizational affiliation?Discussion on possible scenarios and resulting decisions
Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring - 2007