8 principles for using social media effectively, by beth kanter
DESCRIPTION
TRANSCRIPT
5/19/09
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8 Principles for Using Social Media
Effectively
Beth Kanter, Visiting Scholar Packard Foundation
Flickr photo by euart
Strategy
Learning
Capacity
Culture
Effective Social Media
Flickr Photo by toby_maloy
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The Tower and The Cloud
Flickr photos by jamesjordan
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Educating
Organization creates content
Audience in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the audience / Adding value
Influencing, involving
User created content / Co-creation
Traditional Media Social Media
Source: Slide 10 from "What's Next In Media?" by Neil Perkin
How are they different?
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Generate
BuzzShare
Story
Listen
Participate
Community
Building &
Social
Networking
Social Media: Strategy Blocks
Crawl ………..……Walk …….…….. Run ……..…………….Flyl
acticaches
Listen Participate
Community
Building &
Social
Networking
Generate
Buzz
Less Time More time
10hr 15hr 20hr
Share
Story
Tool Selection
Pick the right the tools and sites
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1. Use listening and monitoring techniques to develop understanding of the audience
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The Red Cross Case Study: Listening Comes First
• First project was a listening project over two years ago
• People were talking and they needed to listen
• At first, felt like going to war, but changed internal perception of social media
Listen: Monitor, Compile, Distribute
Wendy Harman
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Listen: Leads to Participation
“I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” -Blogger
Listen: Everyone in the Network is Listening
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Listen: What’s the Value?
• Changes internal perception of social media value
• Improves relationships with audience and identifies influencers
• Incremental improvements for campaigns
• Working with affiliates
2. Engage in two-way conversation with audience versus blasting
out message
Email Marketing
Social Media
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People share their wildlife sightings
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3: Build relationships with influencers in their social media
online space
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Results
7,600+ unique visitors in a single
hour
More than 35,000 unique
visitors in one day (best ever)
Empowering supporters without loosing control …
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4. Makes it easy for their supporters to remix and distribute their content
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• Monitor RSS 9:009:00
• Twitter9:309:30
•Content Creation10:0010:00
•Social Networking11:0011:00
5: Allocate enough staff time and has the expertise to implement strategy
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6. Uses the right metrics to understand what is and what isn’t working
Well,
maybe not
dead
Create
Comment
ClickCollect
Critic
5
Engagement
Metrics
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7. Launches small pilots and reiterates and understands how to fail in
the right way
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Culture:
8: Assessed organizational culture and has strategies to address
fears, concerns, and other barriers to adoption
Loss of control over their branding and marketing messages
Dealing with negative comments
Addressing personality versus organizational voice (trusting employees)
Fear of failure
Perception of wasted of time and resources
Suffering from information overload already, this will cause more
Common Concerns
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Can employees participate on
organization time?
Should there be an oversight
committee?
Should the organization indicate
what employees do with their
personal use of social media?
Should employees disclose or hide
their organizational affiliation?
Discussion on possible scenarios
and resulting decisions
1. Listen2. Engage3. Relationships with influencers4. Make it easy to remix and distribute5. Staff time and expertise6. The right metrics7. Small pilots and reiterate8. Assess organizational culture Allocate
enough staff time and has the expertise to implement strategy
blasting out message
Eight Principles
