Social media for not for-profits (WellingtonICT 2011)

• 1. > Social media forNot-for-profits
  • Matt Lane

• • Wellington ICT meeting

• • 2 November 2011

2. >

• What are media?

• Tools used to store and deliver information

• • One to one

• • • Voice, mail, telegrams, telephony, email

• • One to many (broadcasting)

• • • Shouting, writing, books, newspapers, radio, film, television, websites

3. >

• Media bottlenecks

Voice Writing Newspapers Books Film Television/radio Website Voice box Scribes (-1439) Printing press (1439-) Publisher(Binders, distributors, bankroll) Film studio(Directors, producers, editors, film) Channel(Frequency) Web administrator Broadcast media Bottleneck 4. >

• What issocialmedia?

• Democratisation of the ability to broadcast

5. >

• Implication:

• Anyone with a connection to the web is a potential media outlet.

6. >

• Implication:

• Anyone with a connection to the web is a potential media outlet.

• (That's a superpower)

7. > 8. >

• Note:

• Spider-Man wasn't a superhero just because of his superpowers, he was a superhero because he used his superpowers to do good

9. >

• Note:

• If Peter Parker had no superpowers, he would had still done good, just on a smaller scale.

10. > 1. The trouble withsocial organisations 2. Non-social social media 3. Relationship strategies 11. > What is an organisation? A social arrangement which pursues common goals, which controls its own performance, and which has a boundary separating it from its environment 12. > What is an organisation? a commonwealth 13. 14. Legal Workers Marketing and sales Comms Management 15. 16. 17. 18. 19. 20.

• • Socialmedia are for thevoices of people

• • But, organisations dont really havepersonalvoices

• • (organisations are constructs)

The confusion 21.

• • People are talking about you.

• • Conversations are happening without you.

The terror 22.

• • Commonsense prevails:

• • Organisation's trust their employees to speak on social media, wearing their work hats (while not defining official views), in the exact same way they do at conferences etc.

The resolution 23. >

• Non-social social media

• • Just because the medium is social, doesn't mean you* have to be

*Individual or organisation 24. >

• Colin Webster-Watson

25. > 26. > 27. > 28. > I've been meaning to get Colin onto the web but didn't know where to start 29. > 30. > 31. > 32. > Non-social social media Free video hosting? Free photo hosting? Free presentation publishing? Sign me up 33. >

• Engagement strategy

34. >

• Engagement strategy

• 1. Turn strangers into acquaintances

• 2. Turn acquaintances into friends

• 3. Turn friends into champions

35. > Engagement strategy What are we currently doing to achieve 1, 2 and 3? How well are we doing? Who would we want to emulate? What more could we do? 36. > Engagement strategy This may involve using Twitter, it may involve a pizza night, it may involve putting your head down and working harder to do what you're supposed to be doing in the first place ONLY YOU WILL KNOW FOR YOUR ORGANISATION 37. 38. >

• On reputation

Character is like a tree and reputation like a shadow.The shadow is what we think of it; the tree is the real thing. 39. The point is, FORGET YOUR BRAND.You dont own it because it is literally nothing.You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, thats up to the public, now isnt it? You know the best way to get the public to respect your brand ?Have a respectable brand.Offer a great, innovative product and make responsible, ethical business decisions .-Leroy Stick 40. >

• Take away points

• 1. Take advantage of free services

• 2. Empower employees

• (while keeping their goal clear to them)

• 3. Think about an engagement strategy

• (and consider which actions will provide the

• best bang for buck)

41. > Social media forNot-for-profits

• Matt Lane

• • Wellington ICT meeting

• • 2 November 2011