uja agencies
DESCRIPTION
Lisa Colton's presentation to UJA Federation NY Agency execs May 17, 2010.TRANSCRIPT
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The 5 Commandments of Social Media:Strategy, Tools and Culture
Presented by Lisa Colton,Founder & President Darim Online
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Agenda
Communications RevolutionSocial Media Basics5 Stages of Social Media Participation
– Listening– Engaging– Social Content– Generate Buzz– Community Building
Tachlis Next Steps
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Goals
Demystify social mediaHelp you think strategicallyBuild vocabularyShow examplesTurn you on to resources
Warning: You may feel overwhelmed!(And excited, and inspired.)
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COMMUNICATIONS REVOLUTION
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COMMUNICATIONS REVOLUTION
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WHERE
TO
BE
Betweena PIONEER
&a TORTOISE
Is aFAST
FOLLOWER
Source: Flickr user ucumari
Source: Flickr user smitag4
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AJWS
Source: mcommons.com/blog
AJWS
Red Crossreceiving half oftheir donations bytext msg.
$27m by 1/19
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Characteristics of Social Media
The Term “Social Media” refers to online tools (web sites) that dependon user contributions and interactions between people to build sharedmeaning and value. It is:
• Participatory: It blurs the line between producer and consumer,media and audience.
• Open and Democratic: It encourages voting, comments and thesharing of information. For this reason it is seen as authentic andtrustworthy.
• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth and strength of communitiesaround a particular shared interest.
• Connected: Thrives on being connected, making use of links to othersites, resources and people, rather than being territorial andproprietary.
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It’s a Tool
Success of the tool is ifit helps you achieveyour goals.
Thus, critical to knowyour goals and thendetermine whichtool(s) to used inwhich 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 reachthese goals?
4. Determine the specifics of theTECHNOLOGIES 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-createdcontent
How are you adapting?
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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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HowTo
BeginListening
• Identify Keywords
• Key people’s names, URLs, relatedorganizations, grantees, industrykeywords, etc.
• Identify Key Influencers
• Who is sharing info on your industry
• Who is connected to theaudiences you want to engage with
• Who are your online mavens andconnectors (internal and external)
• Set up tools, people, communication
SocialFish offers Listening Audits
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#1
Socialmedia is
continuingto 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 whereyour targetaudience goes.
Participate in theconversation. Addvalue, educate,include links.
Use your “listening”to identify theseplaces.
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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 valueof the connectionsbetween and amongsocial networks forincreasing productivity,spreading information,and locating desiredresources.
• Content should benewsworthy, unique,controversial, timelyimmediately usefuland/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
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Use Your Outposts!
Get out and socialize. Add value. Connect.
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Allow Users to Remix
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Generate Buzz
What is BUZZ?What is VIRAL?Remember POST
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Lead Up To Events or Campaigns
• Energize - Sixthand I tent videoand tweets
• Empower othersto spread thenews
• Tweetsgivinghashtag aboutThankfulness ISmarketing theircampaign, andwalking the walk.
• Use yourrelationships
Source: Edelman
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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?
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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Review of 5 Stages
1. LISTENING• Tools e.g. Google Alerts and blog readers• Who will be listening?• Internal communications, tracking
2. ENGAGING• Find places to engage (influencers, blogs, conversations)• Add value• Be human
3. USING SOCIAL CONTENT• Create content for social uses• Invite others’ voices• Create structures for conversations around your mission
4. GENERATING BUZZ• Find your voice• Build relationships with key energizers• Use multiple channels
5. COMMUNITY BUILDING• Cooperative pursuit of your mission• Empower your community and collaborate with them
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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’resuccessful
• Think about staffing and guidelines• Address your whole culture, not just
marketing/PR.
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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