Weinberg Fellows - Foundations of Social Media

The Foundations of Social Media:Strategy, Tools and Culture

Presented by Lisa Colton, Founder & President Darim Online

[email protected]

Agenda

Communications RevolutionSocial Media BasicsNew Rules of the GameBreakPlanning Your Strategy: P.O.S.T.

Goals

Demystify social mediaHelp you think strategicallyBuild vocabularyShow examplesTurn you on to resources

Warning: You may feel overwhelmed! (And excited, and inspired.)

It’s a Tool

Success of 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.

COMMUNICATIONS REVOLUTION

COMMUNICATIONS REVOLUTION

Characteristics of Social Media

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.

A Tool Can Be A Game Changer

Traditional Media

Brand in control

One way / Deliver msg

Repeat message

Focused on the brand

Educating

Org creates content

Social Media

Audience in control

Two way / Conversation

Adapt the message

Focused on the audience

Influencing, Involving

User and co-created content

How are you adapting?

#1 THIS IS AN ATTENTION ECONOMY

#2: FIND YOUR VOICE

Who is talking?

Why do you want to listen?

Do you want to engage?

Person & Personality

#1

Social media is

continuing to evolve.

Fast.

# 3: LISTEN & ENGAGE

OpenYourEars

Temple Israel, Memphis Facebook Page

Noticethe

Action

Red Cross

A Person, Not Just A Brand

Real Life Example

LISTENING: @ mentions

LISTENING: Searches

#4: ADD VALUE & BE GENEROUS

WHERE CAN YOU ADD VALUE?

Social Content is Social 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

#5: NETWORKS

Invite User Generated Content

Crowdsource-for your own info-to be a platform for sharing info

-to surface voices

Allow Users to Remix

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.

Who do you want to reach? What’s “viral” for you?

LEVERAGING NETWORKS

#6: TRANSPARENCY

http://dashboard.imamuseum.org

#7: BE NIMBLE

#8: NEW MEASUREMENTS

KEEP YOUR EYES ON THE GOAL

What is BUZZ?What is VIRAL?Remember POST

MEASUREMENT

Tangible

• Donations• Leads• Subscribers• Members• Saved time saved

cost• Increased hits/rank,

PR• Action

Intangible

• Learning• Interaction• Engagement• Branding• Loyalty• Satisfaction• Feedback

Source: KD Paine, a social media metrics expert.

#9:

STAFFING,

JOB DESCRIPTIONS

&

PROF DEV

Listening, then delegating as needed

Conversationalist, not techie

Adding value

Building community

Marketing your feed

Integration of multiple channels, etc.

STAFFING

#10: LEADERSHIP

WHERE

TO

BE

Between a PIONEER

&a TORTOISE

Is a FAST

FOLLOWER

Source: Flickr user ucumari

Source: Flickr user smitag4

AJWS

Source: mcommons.com/blog

Are you on the list?

Red Cross receiving half of their donations by text msg.

$27m by 1/19

Source: Flickr user JYRO

Source: Flickr user Rick Neves

Source: Flickr user divemasterking2000

Review

1. Attention Economy2. Find Your Voice3. Add Value, Be Generous4. Listen and Engage5. Design for Networks6. Transparency7. Be Nimble8. New Measurements9. Staffing & Job Descriptions Shift10. Leadership in a Revolution

John Fitch’s Steam Engine

John Fitch’s Steam Engine

IT’S NOT ABOUT TECHNOLOGY

BREAK!

When we return:

Creating a strategy

for your organization!

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!

WRAP UP

“Ah-ha moments”

Action steps for you

What else do you need to learn?