Designed for Ohio Web Leaders, this presentation focuses on the benefits and challenges associated with using social media to support organizational goals in non-traditional businesses. It helps provide a basic framework on how to be a leader, building a case, identifying opportunities and challenges, proceeding with strategy and measuring qualitative and quantitative results. The presentation also looks at building solid relationships to provide a foundation for social media efforts.

1. Strategic focus for social media In Non-Traditional Businesses Cara Keithley Dr. Mike Posey November 24, 2009

3. gotten together in groups

4. formed communities

5. developed relationships with like-minded folk

7. DO YOU WANT A ONE-SIDED RELATIONSHIP?

9. It’s about being unique

10. It’s about adding value

11. It’s about contributing

12. It’s about communicating

13. It’s about connecting

15. RELATIONSHIPS Everything we do stems from a relationship with someone or some thing.

16. RELATIONSHIPS Knowing ourselves… helps us to know our message… which helps us to know our publics… which helps us to develop relationships.

17. RELATIONSHIPS The key to a good relationship is knowing what makes a person tick! - Who are they? - What gets their juices flowing? - Why they do what they do? - Why they don’t do what they don’t do?

19. Discover possible connections

20. Learn the space

21. Find people streams

22. Determine what people are using SM for

24. Know who the influencers & thought leaders are

25. Choose wisely

26. Take some chances

27. Look long-term

29. Don’t be a closed-minded joiner either

31. Participate in discussions

32. Add value/content to communities & discussions

33. Be an influencer and thought leader

34. Know when NOT to be a thought leader

36. Be passionate

37. Say “thank you” “I’m sorry” &“How can I help you?”

38. Be creative

39. Be yourself

40. Find your voice

42. Talk with your customers

43. Develop horizontal relationships

45. Re-think your connections regularly

46. Examine the impact on a the bottom line

49. increased interaction

50. deeper relationship with brand

52. BUILD YOUR CASE: EXAMPLE FOR GOV 2.0 Federal Movement to Gov 2.0 Success Stories Opportunities and Challenges Recommendations for Building a Better Government Strategies and Goals

53. BUILD YOUR CASE: EXAMPLE FOR HIGHER ED 2.0 Gap Between Academics and External Relations Success Stories Opportunities and Challenges Recommendations for Building a Better University Measuring Return on Investment

54. FIND OUTSIDE EVANGELISTS “People are also using the Net to get involved in governance. It's a way for government leaders to hear from constituents directly, unfiltered by layers of staff. This helps engage citizens in both the electoral process and the day-to-day governance of the state and our country. And it helps public servants keep the pulse of the people they serve.” Craig Newmark Founder, Craigslist

55. FIND OUTSIDE EVANGELISTS “States that ignore the social media revolution will do so at their own peril. Without using these tools, State Governments may find themselves the last participants in the live 24 hour conversation that is now ongoing, and may well find they have literally become the last to know.” Alan Silberberg CEO, You2Gov

56. IDENTIFY OPPORTUNITIES AND CHALLENGES Customer and Citizen Engagement Encourage dialogue and maintain relevance. Serve customers and citizens more efficiently, while building positive relationships. Employee Engagement Engage employees in their work and connect them with the mission of their Agency and the Administration. Encourage employees to be word-of-mouth marketers for state initiatives.

57. IDENTIFY OPPORTUNITIES AND CHALLENGES Communications/IT Partnership Questions for further exploration include privacy, security, public records, stewardship, process, and usage Additional Buy-in In addition to Communications, Marketing and IT, build bridges with legal and program/academic areas

58. BUILDING A BETTER ORGANIZATION Yesterday’s email is today’s Twitter is tomorrow’s… In the end, we are talking about tools to better serve and engage our customers, citizens, potential students, etc. Tools will change, what is important is the strategy and the goals There are already innovators within organizations using these tools—they need guidance on how to use them to best benefit the organization

59. A WORD ON MEASUREMENT AND R.O.I. Measurement is a beast of its own Decide on goals, both qualitative and quantitative It is great to increase buzz, followers, tweets, etc But remember, at the end of the day profits do matter For assistance with measuring real Return on Investment (R.O.I.) Visit http://smroi.net For assistance with qualitative measures, like Word-of-Mouth Marketing and engagement Visit www.womma.org Visit www.brainsonfire.com

60. TAKING THE PLUNGE Take time to build solid relationships and lay a good foundation Look to others for inspiration, but create a strategy that is a good fit for your unique organization Don’t ignore opportunities and challenges: identify and address them Set quality metrics for measuring success based on organizational goals Don’t be afraid to step up and lead!

61. Cara Keithley www.CaraKeithley.com @CaraKeithley Mike Posey, Ph.D. www.MikePosey.com @DrMikePosey