The Art of Technology: Social Media

The Art of Technology is made possible by generous funding from the Andrew W. Mellon Foundation

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

What is Social Media?

Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

Powered by…

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

IT’S A CONVERSATION BETWEEN PEOPLE

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Audiences

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Donors

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Volunteers

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

AND THAT CONVERSATION IS…

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Not Controlled

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Not Organized

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Not on Message

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

SOCIAL MEDIA USE IS GROWING

http://www.flickr.com/photos/dotpolka/34311984/

Social Media use up 230% since 2007

66% of Americans use a Social Network Site

41% of those 50+ visit monthly

90% of those aged 18-34 visit monthly

19% use social networks for professional purposes

43% of social media users visit sites more than once per day

Source: Simmons 2010 Social Networking Report

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Publisher Media vs. Social Media

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Page View Share

2008 Web Page Views

Publisher MediaSocial Media

Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites in 2008, nearly doubling 2007 PV volume

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

So Let’s Get Ready to…

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

GUT CHECK: SOCIAL MEDIA CULTURE SHOCK

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Organizational Development Concerns• Acceptable Use• Business Voice and Personal Voice• Coordination with communications, HR, legal,

and IT• Management tolerance, participation,

endorsement• Safe zones for experimentation• Balance "quick and candid" with "thoughtful

and professional”

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

SHARE PAIR: DEALING WITH ORGANIZATION CULTURE

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

Start with Strategy

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Objective

•What do you want to accomplish with social media?

•Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan

http://www.flickr.com/photos/wili/214316968/

Give Your Social Media Objective An IQ Test!

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

1. Who must you reach with your social media efforts to meet your objective? Why this target group?

2. Is this a target group identified in your organization’s communications plan?

3. What do they know or believe about your organization or issue? What will resonate with them?

4. What key points do you want to make with your audience?

Audience

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

What Are They Doing Online?

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

AudienceObjective

One Wayemail

search engineads

SocialListening

ConversationConnecting

HomebaseWeb Site

An Integrated Strategy

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

California State Parks Foundation• May 2009• 100 Park Closures Imminent• 500 Facebook Fans• Mostly Direct Mail Supports

New Strategy:Reach younger supporters to prepare for a ballot initiative to protect California parks.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Recruit 5,000 new Facebook

fans in one month

One Wayemail

direct mailads

SocialFacebookYouTube

HomebaseWeb Site

An Integrated Strategy for CSPF

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Integrated Components

Home BaseWeb site redesign

to emphasize:• Petition• Facebook• Donations

One Way“Urgent Grams”

to:• High Dollar

Donors• Other Members• Prospects

Social• Facebook

Welcome Page• Fan Videos on

YouTube

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Integrated Looks & Message

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Campaign Results

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

The Final Tally• $950,000 Raised• $300,000 Online

• Tough to track specifically to social media

• 46% of that came from supporters new to CSPF• Email list size grew in tandem with Facebook

Fans, suggesting that they are highly related• Ballot initiative campaign is now live

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

HOMEWORK: START YOUR STRATEGY MAP

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building &

Social Networking

Tim

e an

d ex

perti

se

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Listening

Listening is knowing what is being said online about your organization and your field.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

A Few Listening ToolsGoogle Alerts: Delivered to your email inbox on specific key words searches.alerts.google.com

RSS: Reader software that will pull in articles, posts and other electronic media that you specify. netvibes.com, reader.google.com and bloglines.com.

Twitter: Use keywords at search.twitter.com to find out what people are saying about certain topics right this very minute.

Paid Social Tracking Services: Will track keywords across multiple social sites and give you robust reporting and management tools. Radian6.com and scoutlabs.com

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Google Alerts

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

RSS - Netvibes

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Listen With Purpose• What decisions will you link your listening to?• What key words will you use?• How will share or summarize what you learn

from listening with others in your organization?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Listening Leads to Participation

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Respond Well• Who is empowered to respond and in what

circumstances?• How will you address negative comments or

perceptions?• What is the goal of your participation?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Social Media and EthicsHonesty: State only what you know to be true - and be clear

about opinion or conjecture vs. fact.Transparency: Be straightforward about who you are - and who

you’re representing online.Respect: Respect for yourself, your peers, and even your

adversaries.Privacy: Treat the intimate details of others as you would your

own personal information.Relevance: Ensure that the content you’re posting is relevant to

the audience and the venue where it’s being posted.Responsibility: Take ownership of your online activities, the

content you’ve created, and any missteps you’ve made along the way.

http://www.ruderfinn.com/blogs/ethics/2009/07/ethics-and-social-media.html

Participating is Technique, Not Tools

Respond If:• They’ve paid you a

compliment• Valid client complaint• If information is incorrect• If you have something of

value to offer

Don’t Respond If:• Trolls• Competitors• Not you

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Participation is About Reciprocity

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building &

Social Networking

Tim

e an

d ex

perti

se

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Share Your Story

Sharing your story is giving your supporters the message and media they need to connect with your issue and share with their networks.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

A Few Storytelling ToolsBlogs: A type or part of a website designed for regular commentary and sharing of other online media. Usually focused on a particular topic. Commenting is typical.Blogger.com, Typepad.com and WordPress.com

Videos: Videos appropriate for social media can be produced with cell phones and flip cams now. Posting on a social site makes them shareable. YouTube.com, Vimeo.com, and Livestream.comPhotos: You and your patrons can share photos of your performances with photo sharing sites by assigning the same tag, such as NYCBalletLive to your uploads.Flickr.com and Facebook.com

Podcasts: Audio recordings made available singly, or as a subscription.iTunes.com

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Which YOU are You Going to Be?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Institutional Aggregating

SpecializedPersonality

Other Story Telling Considerations• Who will do the work?• With what frequency?• What skills or expertise do you need / have?• Can you remix/reuse content across tools?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building &

Social Networking

Tim

e an

d ex

perti

se

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

A Few Buzz Tools

Twitter: Twitter is like the status update part of Facebook. Users share links, photos and the answer to the question, “What are you doing now?”Twitter.com

Facebook: Now the largest social networking site in the world. Facebook fans got Betty White a spot on Saturday Night Live.Facebook.comKeywords/Tags: No matter what social networking site you or your patrons are using, a good set of keywords will make your content findable and shareable

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Buzz is a Cocktail Party•Make others feel important•Be smart, witty and funny!•Be relevant•Put your best foot forward

Being awesome is the best way to SEEM awesome

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Preconditions for a Buzz Campaign

Trust

Friends

Reciprocity

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Buzz Considerations• Are you adding as much value as you are asking

for?• Is it personal?• Who responds?• What are you asking people to do? Remix, Reuse,

forward?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building &

Social Networking

Tim

e an

d ex

perti

se

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Community engagements is connecting your patrons, volunteers, donors and supporters to each other through your mission.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

A Few Community ToolsFacebook: The most popular social network in the world provides ample opportunities to find friends and engage them in your mission.Facebook.com

LinkedIn: While LinkedIn skews towards more professional conversations and uses, it may be a great place to cultivate conversation for your organization.LnkedIn.comOpen Source Private Networks: There are lots of open source tools available to create and manage a private social network for your audience.Ning.com and Drupal.com

White Label Social Networks: You can also hire providers to create a private social network for your audience.ThePort.com, Golightly.com, and SocialGo.com

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Create Art with Your Community

Create Art with Your Community

Create Art with Your Community

Community Building Considerations• What’s the point of this community? Why would

people gather here instead of somewhere else?• Who will maintain the community and act as the

voice of the organization?• How does the community integrate with the web

site? Vice versa?• What’s the engagement strategy? How are you

going to get people talking?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Community Management Happens on a Daily Basis

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Fail Informatively – Clay Shirky

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.

To Fail Informatively, We Must…• Set SMART goals• Set ourselves up for success by researching first• Document hard data• Also document qualitative data• REFLECT• And Iterate.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Social Media Data

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Collect Stories

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Then it’s Time to…

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

But You Have to Take the….

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

SOCIAL MEDIA STRATEGY GAME

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

How to Play• Value of the exercise is the discussion and how

you navigate through choices• Don’t get hung up if you don’t have enough

contextual information. Make it up!• There are no right or wrong answers