Leveraging the social web Robin Fisk - Chase 2012

Leveraging the Social WebRobin Fisk

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Leveraging the Social Web – Robin Fisk, ASI

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Leveraging the social web… What is the social web?

Leveraging the Social Web – Robin Fisk, ASI

The social web is a set of social relations that link people through the World Wide Web

Social relations – a relationship between two, three or more individuals

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Life before social media

Leveraging the Social Web – Robin Fisk, ASI

Charity / Assoc

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Why would you want to go social?

Leveraging the Social Web – Robin Fisk, ASI

Charity / Assoc

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So does social matter?

Leveraging the Social Web – Robin Fisk, ASI

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• “If your corporate website is not socially enabled it’s more or less irrelevant – trusted conversations are not happening there.” (Altimeter Group)

• “How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” (Seth Godin)

The genie is out of the bottle!

Making your website more social

Leveraging the Social Web – Robin Fisk, ASI

• A number of technology tools that will help your website become more social

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#1 – links to your social pages

Leveraging the Social Web – Robin Fisk, ASI

• Takes users away from your site

• Off the shelf gadgets available• Beware privacy issues

• Easy to achieve without gadgets

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#2 – liking / sharing this web page on social media

Leveraging the Social Web – Robin Fisk, ASI

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#2 – liking / sharing this web page on social media

Leveraging the Social Web – Robin Fisk, ASI

• Facebook Social Plugins• Like, Send

• Likes / shares the URL• And others for other sites• Keeps users in your site• Relatively easy to achieve

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#3 – liking your Facebook page from your site

Leveraging the Social Web – Robin Fisk, ASI

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#3 – liking your Facebook page from your site

Leveraging the Social Web – Robin Fisk, ASI

• Facebook Like Box• Likes your FB page• Show updates, or pictures

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#4 – integrating feeds / commenting from your site

Leveraging the Social Web – Robin Fisk, ASI

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#4 – integrating feeds / commenting from your site

Leveraging the Social Web – Robin Fisk, ASI

• Facebook Comments plugin

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#5 – embedding your own content in your FB page

Leveraging the Social Web – Robin Fisk, ASI

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#5 – embedding your own content in your FB page

Leveraging the Social Web – Robin Fisk, ASI

• No need to leave Facebook• Skinny version of your own

donation / join now page• Just Giving app

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#6 – Facebook Open Graph

Leveraging the Social Web – Robin Fisk, ASI

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#6 – Facebook Open Graph

Leveraging the Social Web – Robin Fisk, ASI

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#6 – Facebook Open Graph – main concepts

Leveraging the Social Web – Robin Fisk, ASI

• You – the organisation – create a Facebook app• App gives you access to the information that you

want / you feel you can ask for• App defines the actions and objects that you

want to track

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

Not-for-profit website• App allows member/donor

to associate Facebook id with their record on the website / CRM

Why?• We want access to their FB

profile, enable them to share activities from within our site

• They get to use their FB profile pic – only need to maintain one, and share

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

• “My Account” page – editing picture: option to use their Facebook profile pic instead of uploading one

• Permission sought by the Facebook app…

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

• Prompts the login to Facebook (if not already logged in)

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

• Facebook profile pic is now the account picture

• Facebook ID stored as an attribute in the CRM

• Other Facebook data available, according to permission sought / given.

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

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#6 – Facebook Open Graph – example

Leveraging the Social Web – Robin Fisk, ASI

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#6 – Facebook Open Graph – potential

Leveraging the Social Web – Robin Fisk, ASI

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• Register / Login on your site with Facebook ID• (same is possible for Google, Twitter, LinkedIn…)• Create specialised actions and objects – e.g.• “Joined” / “Policy Special Interest Group”• “Supported” / “Emergency Appeal”• “Attended” / “Annual Conference”• “Listened to” / “Chairman’s Podcast”

#7 – brand monitoring / social media analytics

Leveraging the Social Web – Robin Fisk, ASI

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#7 – brand monitoring / social media analytics

Leveraging the Social Web – Robin Fisk, ASI

• Sentiment (analyses the posts for +, -)

• Reach (number of people mentioning you)

• Strength (how much buzz)

• Passion – how many times people post about you

• Based on the usual social media sites, blogs etc

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#8 – influence / authority

Leveraging the Social Web – Robin Fisk, ASI

• Measures your influence online

• Based on you social media activity over time

• API allows you get this information into your database

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Getting organised for the social web

Leveraging the Social Web – Robin Fisk, ASI

• Arranging your organisation to act and react using social media• Managing the data

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

• Most organisations start social media activities – e.g. outbound posts from Marketing / Comms department

• Stays there, or• Proliferates throughout the organisation

without control or strategy• “Social Media Sanitation”• These organisations “will not scale”

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

DecentralisedOrganic; Authentic; Experimental; Uncoordinated

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

CentralisedOne department controls all; consistent; not as authentic

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

Hub and spokeOne hub sets rules; departments undertake own efforts; spreads

widely round the org; takes time

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

Multiple hub and spokeSimilar to hub & spoke but per business unit – suitable for multiple

brands within larger organisations

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

HoneycombEach employee is empowered to undertake own activities; within

guidelines

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Your organisation, and social engagement

Leveraging the Social Web – Robin Fisk, ASI

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Action plan for an organisation

Leveraging the Social Web – Robin Fisk, ASI

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1. Get into scalable formation2. Empower the departments - create a Centre Of

Excellence (strategy; training; policies etc)3. Establish a community online4. Integrate to your website / CRM5. Nurture your “unpaid army of advocates”6. Streamline your social media accounts

Getting the data under control

Leveraging the Social Web – Robin Fisk, ASI

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• You will never get all of the data under control!• The lines between web, CRM and social are

being blurred…

Integrating what you have

Leveraging the Social Web – Robin Fisk, ASI

WebsiteSocial media activity

CRM

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Work on a platform that integrates it already

Leveraging the Social Web – Robin Fisk, ASI

A single, socially-enabled, CRM-

enabled website

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Summary

Leveraging the Social Web – Robin Fisk, ASI

• Tools for making your website more social• Getting your organisation ready for social• Getting the data under control

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For more information, contact us at:

Conference House Ltd.Suite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB

Thank you

0203 267 0067

[email protected]

facebook.com/advsol

@advsol / #imis

@asi_robinfisk

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