Download - UJA Wiener Center Social Media 2-3-2010
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The Commandments of Social Media:Strategy, Tools and Culture
Presented by Lisa Colton, Founder & President Darim Online
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Agenda
Communications RevolutionSocial Media BasicsImpact on Your Web SiteBuilding Blocks of Social Media Participation– Listening– Engaging– Social Content
Integration With Web Site
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COMMUNICATIONS REVOLUTION
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COMMUNICATIONS REVOLUTION
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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.
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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.
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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!
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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?
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User Experience: Home Page
Every page is a home page
Every interaction is two-way
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• Have at least one “Donate Now” button on every page of your site.
• Make it a graphic, not just words.• “Donate Now” should take a user
to the form - with NO INTERMEDIATE STEPS.
• Limit choices on that page - if you have a gazillion funds, provide a link to another page (pop up is good) with info about those funds)
Donation Tools
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Storytelling is Cultivation
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LISTENING
Source: Flickr user andyadontstop
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HOW TO LISTEN
Keywords
Influencers
Staffing
Who’s talking about you?
Who’s talking about your field?
What’s most important to your audience?
Breadth, Depth, Reach
Are you on their radar?
What will they pass on?
Who is listening?
How do they respond?
What are they learning?
How do they pass on info?
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Google Alerts
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OpenYourEars
Temple Israel, Memphis Facebook Page
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OpenYourEars
Temple Sinai, Oakland, CA
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• See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008
• JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw
• “Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED
Ambient Awareness
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HowTo
BeginListening
• Identify Keywords
• Key people’s names, URLs, related organizations, grantees, industry keywords, etc.
• Identify Key Influencers
• Who is sharing info on your industry
• Who is connected to the audiences you want to engage with
• Who are your online mavens and connectors (internal and external)
• Set up tools, people,
communication
SocialFish offers Listening Audits
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#1
Social media is
continuing to evolve.
Fast.
ENGAGING
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Red Cross
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A Person, Not Just A Brand
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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.
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When to Respond
Respond when:- Someone has given you a compliment;
- Someone has a valid complaint;- You have something to offer;- Information is incorrect.
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Real Life Example
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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
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Invite User Generated Content
Examples:• CNN iReport• Tags in Flickr, blogs, Youtube
• Crowdsource by asking questions (learn, connect, engage, respond)
• Guest bloggers• Hashtags on Twitter
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A Platform for Self-Organizing
“Organizations no longer
have a monopoly on organizing”
-Clay Shirky
1000 volunteers 10,000 donors
202 cities $700K+ raised
What does this mean for
synagogues?
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Allow Users to Remix
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Social Means: Make It Human
• Authenticity buys attention
• How can you make your work personal?
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BlogTwitter (#beth53)Facebook (Causes)
475 Tweets with the #beth5366 blog posts (others)2047 clicks on the link40% new donors
8 years -- guess total raised?
Build on Relationships & Use Multiple Channels
Beth Kanter is 53
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Community Building
Source: Flickr user JYRO
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Community Building
Source: Flickr user Rick Neves
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Community Building
Source: Flickr user divemasterking2000
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REMEMBER: 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!
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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.
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FINAL THOUGHTS
• Stay nimble - Change will continue
• Know what you want to measure and how you’ll know if you’re successful
• Think about staffing and guidelines
• Address your whole culture, not just marketing & Fundraising.
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John Fitch’s Steam Engine
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John Fitch’s Steam Engine
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IT’S NOT ABOUT TECHNOLOGY