a strategic approach to blogs, wikis, and all the rest

www.asaecenter.org

A Strategic Approach to Blogs,A Strategic Approach to Blogs, Wiki’s and All the Rest

August 18, 20099:00 a.m.

Connecting Great Ideas and Great People

Today’s PresentersToday s Presenters

Colleen Nolan, Senior Consultant, ComBlu, LLC

Damon Dozier, Director of Public Affairs, American Anthropological Associationp g

Jennifer Ragan-Fore, Director of New Media & Member Communities International Society for Technology inCommunities, International Society for Technology in Education

www.asaecenter.orgwww.asaecenter.org

Social Media Readiness

Content Leader:Colleen Nolan, Senior Consultant,

ComBlu, LLC


www.asaecenter.org

Being Ready for Social MediaBeing Ready for Social Media

h d ff b interested d readyThe difference between interested and readyThe risks of taking action before you are ready

Why Readiness is CriticalWhy Readiness is Critical

It’s something new

It moves quicklyIt moves quickly

It uses different language

It is about conversation, not control

Readiness Element #1:U d t d th S i l M di U iUnderstand the Social Media Universe

M th one two tiMore than one or two optionsTools interplay with each other for maximum impactNeed to know all the bells and whistles

Readiness Element #2Secure Ongoing Management Support andSecure Ongoing Management Support and

Comfort

Comfort h h d ll d f lComfort with the organic and uncontrolled nature of social media

Support processes that enable quick responses andSupport processes that enable quick responses and conversations

Provide resources that support success: time, people and content

Readiness Element #3E Y H W ll D fi d B dEnsure You Have a Well Defined Brand

A deep diveA deep diveCreates dialog NOT definitionFill in the blanks

Readiness Element #4K th R l d th M thKnow the Rules and the Myths

WOMMA Code of EthicsWOMMA Code of EthicsRegulations specific to your industryDon’t build programs and strategies around myths or fearsp g g y

Readiness Element #5C it t S t i d Eff tCommit to a Sustained Effort

Need a strategyNeed a strategySpeed of information and need for fresh contentDedicate staff and time

Readiness Element #6H P li i Al d i PlHave Policies Already in Place

Link between what they view as their personal “cyber life” andLink between what they view as their personal cyber life and their jobHelp employees make good choices vs. seek to control

Eight Questions to Ask Before You Take th S i l M di Plthe Social Media Plunge

Wh i i i ’ l ?What is your association’s management style?

How responsive and knowledgeable about social media is your IT

t ?team?

Are you a highly collaborative organization?

H l i i ti t it b ?How close is your association to its members?

Eight Questions to Ask Before You Take th S i l M di Plthe Social Media Plunge (continued)

Is your association receptive to innovation and experimentation?Is your association receptive to innovation and experimentation?

Is your online presence well known and is your Web site easy to use?

How engaged and interested are your Board and SMT?How engaged and interested are your Board and SMT?

Do you have employees already using and interested in social media?

Contact Information

Colleen Nolan, MAColleen Nolan, MASenior ConsultantComBlu,LLC

l @ [email protected]

SEE YOU NEXT YEAR!Annual Meeting & Expog pAugust 21 - 24, 2010

Los Angeles, CA

www.asaecenter.org

A Strategic Approach to Blogs, Wiki’s and All the RestWiki s and All the Rest

August 18, 2009g ,9:00 a.m. – 10:15 a.m.

Damon A. DozierDirector of Public Affairs

American Anthropological Association


American Anthropological Association

Ab t th AAAAssociation was founded in 1902.

About the AAACombined membership of scholars who work in both academia and professional settings (10,000 members).M b i id f di i li i l diMembers are experts in wide range of disciplines including linguistics, archeology, biology, and ethnography.Members grouped into a number of sections, committees,Members grouped into a number of sections, committees, interest groups and commissions.Located in Arlington, VA.


Why Social NetworkingWhy Social Networking Greater sense of interactivity and engagement with

b himembership.Other methods (email, listservs, traditional mail, etc.) limit direct or “real-time” interaction.limit direct or real time interaction.Adds enhancements to the value of membership without large capital investments.Initial stages of social networking program are easily integrated into staff responsibilities.


How Do I Get StartedOutline clear goals and metrics for success.C it t i i l di f th l t

How Do I Get StartedCommit to using social media for the long-term.Outline to members exactly what you are doing and why. yGet commitment from senior staff and board members.Survey member preferences.

www.asaecenter.org

Taking the SurveyTaking the SurveyInitial survey of our entire membership.

Spring 2007, over 500 responses for an almost 4.6% response rateresponse rate.13 short questions on:

What members wanted from the association. What modes of communication were the most helpful. What the association could do to improve engagement.

Invited members to provide both positive and negative p p gfeedback.Open for three weeks and was created using Survey Monkey.Designed by staff, members of the Executive Board and other g y ,key association leadership.


Evaluating ResultsMembers expressed AAA was only “moderately effective” in producing outcomes to membership

Evaluating Resultseffective in producing outcomes to membership.Members expressed the need for the association to be proactive.Members showed excitement about a podcast being an opportunity to increase visibility.Members expressed interest in advocacy trainingMembers expressed interest in advocacy training through webinars.


Setting Up The ProgramSetting Up The ProgramSome Helpful Hints:

Start small. Only introduce one technology to your membership at a time.

Know your membership demographicKnow your membership demographic. Certain projects or constructs may work better than others.

Don’t be afraid to experiment.pEnsure both members and staff approval.Continue to solicit and heed constructive feedback.


Examples of AAA’s Social Media EffortsExamples of AAA s Social Media EffortsMember Advocacy Webinars

http://63 134 218 155/clients/aaaweb41 wmhttp://63.134.218.155/clients/aaaweb41.wm

Bi-weekly podcasthttp://www.aaanet.org/iPOD/Recordings/aaa_pod_34.1mp3

AAA Bloghttp://blog.aaanet.org/

AAA on TwitterAAA on Twitterhttp://twitter.com/AmericanAnthro

Please Visit Us!


Contact InformationDamon Dozier

Contact InformationDirector of Public PolicyAmerican Anthropological [email protected](703) 528-1902 ext. 1163

www.asaecenter.org

Who Owns Social Media?A St t i A hA Strategic Approach

August 18 2009

J if R F

August 18, 2009

Jennifer Ragan-ForeDirector of New Media & Member CommunitiesInternational Society for Technology in Education


www.asaecenter.org

Orgs often struggle with one of three situationsone of three situations

when establishing a social gmedia program…

Lack of interestinterest across the org

Multiple Multiple ffffuncoordinated effortsuncoordinated efforts

CentralizedCentralized, overlyy

controlledff teffort

General Members

MembershipPR/

Communications

VolunteerLeaders

Members

MarketingMeeting

Social Media– We

all own it

Planning

G ’tGov’t RelationsIT

Education &

Executive Leadership

VendorsProf Dev

ISTE’s Social Web

In hindsightIn hindsight…Things we wish we’d known…

Value of joint ownershipValue of joint ownershipValue of joint ownershipValue of joint ownership

Importance of having theImportance of having the right people at the table

Value of overValue of overValue of over Value of over communicating communicating

Importance of clarifying p y ggoals and decision-making

Are you yready to

h ?share?

www.asaecenter.orgwww.asaecenter.orgQuestions to consider…

How much support do you How much support do you have across thehave across the


have across the have across the organization?organization?

How well does your How well does your yyorganization already organization already

collaborate?collaborate?collaborate? collaborate?


How inclusive is your currentHow inclusive is your currentwww.asaecenter.orgwww.asaecenter.org

How inclusive is your current How inclusive is your current volunteer leadership?volunteer leadership?

How well branded is your association?


How sensitive is the How sensitive is the information your information your members tend members tend to share?to share?


Does your i tiassociation

have a culture


of accountability?

Contact Information

Jennifer Ragan-ForeJennifer Ragan ForeDirector of New Media & Member CommunitiesInternational Society for Technology in Educationj f @i [email protected]

SEE YOU NEXT YEAR!Annual Meeting & Expo

www.asaecenter.org

g pAugust 21 - 24, 2010

Los Angeles, CA

Contact Information

Damon Dozier Colleen Nolan MADamon [email protected] ext. 1163

Colleen Nolan, [email protected]

Jennifer Ragan-Forej f i

Leonard Greenbergerl [email protected]

[email protected]

SEE YOU NEXT YEAR!Annual Meeting & Expo

www.asaecenter.org

g pAugust 21 - 24, 2010

Los Angeles, CA