Uploaded byLisa Colton
Jcc manhattan boot camp
The document summarizes a presentation about the 5 commandments of social media strategy, tools, and culture. It discusses (1) listening on social media to understand audiences, (2) engaging with audiences by adding value and being conversational, (3) using social content like user-generated content, (4) generating buzz through multiple channels, and (5) building communities around shared interests. It emphasizes developing a strategic social media plan by identifying goals and audiences, and measuring success both quantitatively and qualitatively.
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Jcc manhattan boot camp
- 1. The 5 Commandmentsof 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 Helpyou think strategically Build vocabulary Show examples Turn you on to resources Warning: You may feel overwhelmed! (And excited, and inspired.)
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- 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 SocialMedia 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 Successof 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 SteamEngine
- 12. John Fitch’s SteamEngine
- 13. A Tool CanBe 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?
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- 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
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- 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.
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- 24. A Person, NotJust A Brand
- 25. Add Value, MakeConnections 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: - Someonehas given you a compliment; - Someone has a valid complaint; - You have something to offer; - Information is incorrect. When to Respond
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- 29. Make Your ContentSocial
- 30. Social Content isSocial 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 GeneratedContent 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! Getout and socialize. Add value. Connect.
- 33. Allow Users toRemix
- 34. Social Means: MakeIt Human • Authenticity buys attention • How can you make the JCC personal?
- 35. Generate Buzz What isBUZZ? What is VIRAL? Remember POST
- 36. Lead Up ToEvents 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 5Stages 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 • Staynimble - 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 ABOUTTECHNOLOGY