Presentation on social media and communication planning inspired by Beth Kanter and presented to international Home Share nonprofits in Burlington VT on June 8, 2010 by Lauren-Glenn Davitian of CCTV Center for Media & Democracy and Common Good Vermont (davitian@cctv.org)
1. Links: Currency of Social Media Building Community in the Internet Age Lauren-Glenn Davitian - davitian@cctv.org CCTV Center for Media & Democracy www.cctv.org June 2010
6. A social media strategy map helps your organization support its communications and internet strategy by thinking through your objectives, audience, actions, message, media (tools & techniques), measurement, experiments, capacity, and culture change. Thanks to Beth Kanter at http:beth.typepad.com/
38. 1. Scale: Pick a modest project. 2. Evaluate: What worked? What didn’t? Why? 3. Inquire: Ask others for feedback. 4. Observe: Watch other nonprofits. 5. Remix. Repeat. Says Wendy Harmon, American Red Cross
42. From “What’s Next in Media” by Neil Perkin (Slide 10) LET’S SUMMARIZE….
43. Links: Currency of Social Media SPECIAL THANKS Beth Kanter http://beth.typepad.com/ NTEN www.nten.org http://www.wearemedia.org/ Neil Perkin http://neilperkin.typepad.com MORE LINKS: http://delicious.com/lgdavitian
44. Lauren-Glenn Davitian [email_address] CCTV Center for Media & Democracy www.cctv.org Common Good Vermont http://commongoodvt.org Links: Currency of Social Media
Editor's Notes
Static picture of the internet.
Different ways of spreading. Seth Godin calls this “Flipping the FunneL” - Users are inspired to talk about your network - They spread the network and the message around. Neil Perkin
Different ways of spreading. Seth Godin calls this “Flipping the FunneL” - Users are inspired to talk about your network - They spread the network and the message around. Neil Perkin
A social media strategy map helps your organization integrate your social media strategy with your overall communications strategy, I.e. to think through your objectives, audience, actions you want people to take, appropriate tools, measurement to support your communications and internet strategy.
A social media strategy map helps your organization integrate your social media strategy with your overall communications strategy, I.e. to think through your objectives, audience, actions you want people to take, appropriate tools, measurement to support your communications and internet strategy.
Wendy Harmon of Red Cross and many others have simple advice: Experiment Experiment. Pick a project that won’t take much time. What worked? What did not and why? Ask others the same question. Watch other nonprofits and remix for your next project. Rinse, repeat.
What are some of the cultural barriers you might face in implementing a social media strategy? Loss of control over branding and marketing messages, dealing with negative comments, addressing personality v. organizational voice, fear of failure, Perception of wasted time and resources, suffering from information overload already this will cause more.
Key stopping points on your map: Objectives - What action do you want people to take? Who is your target audience? What is the key message? What is the appropriate media? What tools and techniques do we use? How do we integrate traditional and new media? How do you know you have been successful? Experimenting is key. Culture change. A new understanding about changing from a bill board to a conversation.
What are people doing online? From a PROCESS standpoint — well, every case is different but we typically counsel clients to: a) Pay attention to the Ad-Hocs immediately, ubiquitously, forever; b) Seek out and engage the Passionates; then, when you’re ready, c) Approach the Influencers. The Ad-Hocs should be buzzing about you in a nice way to give you the street cred to say hello to the Passionates — who are particularly wary of marketers. Win them over and you’ll have staunch defenders online, as well as a better-defined path to the Influencer communities.
What are people doing online? From a PROCESS standpoint — well, every case is different but we typically counsel clients to: a) Pay attention to the Ad-Hocs immediately, ubiquitously, forever; b) Seek out and engage the Passionates; then, when you’re ready, c) Approach the Influencers. The Ad-Hocs should be buzzing about you in a nice way to give you the street cred to say hello to the Passionates — who are particularly wary of marketers. Win them over and you’ll have staunch defenders online, as well as a better-defined path to the Influencer communities.
What are people doing online? From a PROCESS standpoint — well, every case is different but we typically counsel clients to: a) Pay attention to the Ad-Hocs immediately, ubiquitously, forever; b) Seek out and engage the Passionates; then, when you’re ready, c) Approach the Influencers. The Ad-Hocs should be buzzing about you in a nice way to give you the street cred to say hello to the Passionates — who are particularly wary of marketers. Win them over and you’ll have staunch defenders online, as well as a better-defined path to the Influencer communities.
Figuring out where your target audience is spending their time on the social web and what they are doing is an important prelude to crafting a social media strategy. This is a different activity than "listening." Thankfully, there is lots of research available about people who are using particular social media sites or tools. While there is no substitute for a commissioned market research study of you existing audiences' social media usage, you can certainly glean a lot of useful tidbits from secondary research reports. And, did I mention they are free? The only time you'll spend is tracking them down. Well, now you can spend your time on analyzing it because this week's NpTech Summary points to the best of the best free research studies on social media usage, adoption, and other snippets. 1. The Definitive List of Social Networking Sites and User Numbers: Wikipedia has a list of the major social networking sites in grid form, with a link to the site, a brief description, and number of registered users. In the footnotes, you will find links to recently published reports from reliable sources. 2. Comparisons: Compete provides free information for over a million web sites, including site traffic history and other metrics. You can generate nifty comparison charts and graphs - for example compare the site visits of Myspace to Facebook to Hi5. You'll want to pop the feed for the Compete Blog into your reader. While many posts cover studies that won't necessarily be relevant for nonprofits, the ones tagged with social web are worth their weight in gold. Take for example this post about social networking site membership overlap across sites which is useful helping you choose which sites you want to explore first. 3. Who's Tracking Social Media Research Studies: The Read/Write Web does a great job of consistently tracking and highlighting key findings from social media research studies. If you subscribe to the Read/Write web, you already know that. But, if you're on the prowl for (free) audience data, try cruising through the posts tagged with "statistics" and "research." Mashable also covers social media research studies, browse posts tagged with "statistics" and "research," but you can cut to the chase with Aaron Uhrmacher's "How to Find Statistics on Social Media." 4. Pew Internet and the American Life Project: This is one of the best resources for nonprofits. The research explores the impact of the Internet on children, families, communities, the work place, schools, health care and civic/political life. There are regularly published reports about online activities which also include social media usage. Take for example these recent reports on podcast downloads and video sharing. 5. Twitter Traffic and Demographics: The best and most recent round up of Twitter statistics comes from Compete Blog. You can also track Twitter traffic and trends on Compete as well. 6. Deep and Wide Social Media Research: Want an encyclopedia of social media statistics? One of the most popular studies that looks at who is using what social media tools and how is the Universal McCann’s Social Media Research Wave 3 research report, which looked at 17,000 Internet users in 29 countries. It is filled with attractive charts and graphs, take for example this one of social networking site usage. On the other hand, maybe you want take a deep dive into data about one specific tool or site. Check out this extensive Facebook study by FaberNovel or if you are curious about Facebook applications installations, the place for metrics is Adnomics. 7. Global Social Media Usage: What if your audience is from outside the United States and need to data that less US-centric. Morgan Stanley publishes a regular report on Internet Trends that includes comprehensive statistics for social media and social networking sites from around the world. Here's a summary from TechCrunch of the March, 2008 with some highlights. 8. Technographics: This resource comes from Forrester, from Charlene Li and Josh Bernhoff and as documented in the book Groundswell. It's an online tool where you can add some basic information and see what people are doing on the social web across different demographic groups. Here's a slide show that explains the different online social activities. In Australia, Lynda Kelly and Angelina Russo did research of museum goers and applied the technographics methodology of Forrester to Austrailian museum visitors. 9. Unusual Statistics on Web 2.0 Use: The Spire Project at Oxford University ran a survey to discover what online services people were using and in what manner. The full study is here. While the results are more than a year old, this study has information that others do not. Take for example the lurker ratios across different sites. Nortel recently did a study of the "hyper connected," heavy users of social media - that also provides insights not typically found in other studies. 10. Social Media Adoption Rates in Nonprofit Sector: Nora Barnes and Eric Mattson at University of Massachusetts Dartmouth surveyed the 200 largest nonprofits and found that they are adopting social media at a much faster pace than the business world, with 75 percent using some form of social media like blogs, social networking sites, podcasts, wikis or other formats.
Key stopping points on your map: Objectives - What action do you want people to take? Who is your target audience? What is the key message? What is the appropriate media? What tools and techniques do we use? How do we integrate traditional and new media? How do you know you have been successful? Experimenting is key. Culture change. A new understanding about changing from a bill board to a conversation.
Tools and techniques.
Off line tools.
Off line tools.
Off line tools.
Off line tools.
Off line tools.
Off line tools.
1/3 strategy
Social Media Landscape As you can see, those different tools and services can be grouped into categories: - 2 years old * Publication tools with blogs (Typepad, Blogger…), wikis (Wikipedia, Wikia, Wetpaint…) and citizen journalism portals (Digg, Newsvine…) * Sharing tools for videos (YouTube…), pictures (FlickR…), links (del.icio.us, Ma.gnolia…), music (Last.fm, iLike…), slideshows (Slideshare), products reviews (Crowdstorm, Stylehive…) or products feedbacks (Feedback 2.0, GetSatisfaction…) * Discussions tools like forums (PHPbb, vBulletin, Phorum…), video forums (Seesmic), instant messaging (Yahoo! Messenger, Windows Live Messenger, Meebo…) and VoIP (Skype, Google Talk…) * Social networks (Facebook, MySpace, Bebo, Hi5, Orkut…), niche social networks (LinkedIn, Boompa…) and tools for creating social networks (Ning) * Micropublication tools (Twitter, Pownce, Jaiku, Plurk, Adocu…) and alike (twitxr, tweetpeek) * Social aggregation tools like lifestream (FriendFeed, Socializr, Socialthing!, lifestrea.ms, Profilactic…) * Platforms for livecast hosting (Justin.tv, BlogTV, Yahoo! Live, UStream…) and there mobile equivalent (Qik, Flixwagon, Kyte, LiveCastr…) * Virtual worlds (Second Life, Entropia Universe, There…), 3D chats (Habbo, IMVU…) and teens dedicated virtual universes (Stardoll, Club Penguin…) * Social gaming platforms (ImInLikeWithYou, Doof…), casual gaming portals (Pogo, Cafe, Kongregate…) and social networks enabeled games (Three Rings, SGN) * MMO (Neopets, Gaia Online, Kart Rider, Drift City, Maple Story) and MMORPG (World of Warcraft, Age of Conan…)
Web invitation.
Page that invites peole to the party.
Lots to do there for different audience members.
Baltimore home ownership blog
Baltimore home ownership blog
Neighborworks video channel
Neighborworks video channel
Measure your results. Not only how many people have you engaged, but how engageed they are: time spent, comments, pass alongs, demographics, areas of interest and DID THEY TAKE THE ACTION YOU WANT THEM TO TAKE - off line data, money collected, units rented, events attended. According to Fred Cavazza Such social metrics already exist and are used on various social platforms: * For blogs (age, audience, popularity, RSS feed subscribers, RSS subscribers / visitors, comments per post…) * For microblog (total tweets number, average tweets per day, followings / followers…) * For social networks (profile richness, age, friends number, friends of friends number…)
Web invitation.
Invaluable report to compare your work with other nonprofits. You'll learn: * Besides Facebook and Twitter, which commercial social network sites are nonprofits using most? * How many members do nonprofits have on their social network communities? * How are nonprofits marketing their social network sites? * Are nonprofits successfully getting revenue from social networks? * How are nonprofit peers resourcing social networks efforts?
Wendy Harmon of Red Cross and many others have simple advice: Experiment Experiment. Pick a project that won’t take much time. What worked? What did not and why? Ask others the same question. Watch other nonprofits and remix for your next project. Rinse, repeat.
Web invitation.
So let me sum this up: 1. Test and experiment the richness of social media (remember: Facebook is only the tip of the iceberg) 2. Try to understand social mechanisms (motivations, fears…) 3. Name a social media champion in your organization (his first job: set up an observatory to assess your brand ’s presence in social media) 4. Define a social translation of your brand’s strategy (positioning, targets, value proposition, differentiation points…) 5. Identify relevant media (social platform) and the right ambassadors (micro or nanocommunity) 6. Jump in the water!
Not to mention the capacity of our audience, who are dealing with a fire hose of information.
Not to mention the capacity of our audience, who are dealing with a fire hose of information.
