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The Secret Sauce to Social Media
            Strategy Success!
                                         Flickr photo by sashamd
Beth Kanter, Beth’s Blog
Community Media Workshop Chicago, 2009
Workshop Leader




  Beth Kanter, Beth’s Blog
Experience with …




http://www.flickr.com/photos/raincitystudios/


                          Two Minute Poll
Agenda

9:00-9:30
Introduction and Icebreaker

9:30-10:30
Presentation
Social Media Strategy and the Secret
Sauce

10:30-10:45
Small Group Activity

10:45-11:00
Full Group Laser Out Report
Reflection
What’s your burning question about social
media strategy and metrics?

Find someone in the room you don’t know

Share it Twitter style! (140 characters is
the length of a headline)

“ReTweet” three times

Report out and create Wordle
If you’re jumping off the social media cliff, are
you a lemming?
                                    Flickr photo just jump
Play
BTW, Disney carefully set up that scene and
filmed that sequence …
The point is that if you’re going to
jump off the social media cliff
                 Flickr photo by rooreynolds
Objective
                                   Audience
                                   Strategy
                                   Capacity
                                   Culture
                                   Tools




                  Photo by
                  petercipollone

Make sure your parachute opens
Objective




•What do you want to accomplish?
•How does a social media strategy support your
communications objective or Internet Strategy?
• Objectives drive metrics, metrics drive success

                                                Photo by wili/
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
Audience

•Who must you reach with your social media
efforts to meet your objective? Why this target
group?
•Is this a target group identified in your
organization’s communications plan?
•What do they know or believe about your
organization or issue? What will resonate with
them?
•What key points do you want to make with
your audience?
Audience




What are they doing online?
Secret Sauce: Chicago Workshop Final Slides
What research do you
need?
Strategy

      Traditional Media                                  Social Media
         Brand in control                                 Audience in control

 One way / Delivering a message                 Two way / Being a part of a conversation

      Repeating the message                           Adapting the message/ beta

      Focused on the brand                       Focused on the audience / Adding value

            Educating                                     Influencing, involving

   Organization creates content                    User created content / Co-creation




Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
The Tower and The Cloud




  Flickr photos by jamesjordan
Culture
Common Concerns
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
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


  Photo by axis
Capacity



9:00    • Monitor RSS

9:30    • Twitter

10:00   •Content Creation

11:00   •Social Networking
Pick tools strategically to met objectives
Social Media: Strategy Blocks
                                            Community
                                             Building &
                                               Social
                                 Generate   Networking

                         Share     Buzz
                         Story

           Participate
 Monitor




Crawl ………..……Walk …….…….. Run ……..…………….Flyl
acticaches
  Tool Selection
                                                                           Community
                                                         Generate           Building &
                                          Share            Buzz               Social
                                          Story                            Networking

      Listen        Participate




                                      10hr        15hr              20hr
     Pick the right the tools and sites
Less Time                                                                    More time
Objective
         Audience
         Strategy
         Capacity
         Culture
         Tools




Let’s not forget the
secret sauce!
Listen, Learn, Adapt




David Armano
Goals drive metrics,
           metrics drive results.

           You can’t manage what
           you can’t measure.




KD Paine
Learn
   Listen
                                   Adapt




Return on Insight   Photo by lwr
Put on your
listening ears
Before

         During




                  After
Some listening tools …




                         Afternoon session will
                          focus on the how-to
The Red Cross Case Study:
Listening to Improve Relationships
and Gain Insights
            • 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




                   I took an American Red Cross class I
                   thought was less than satisfactory. […] The
                   local chapter director. called me to talk
                   about it honestly. They care about me and
                   they’re willing to go the extra mile. I am
                   now significantly more likely to take
                   another class than I was before.” - Blogger
Look for Trends Over Time




                Very
              important
                step!
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
Influencer
                Customer         complaining …
 Relationship
                 service
   building
                  issue




Staff determines comments or tweets that need
response
Toyota coming out in support of the Hill-Terry bill that calls for
substantially less aggressive fuel economy standards than the Senate bill
that was passed last spring.
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Crowdsourcing the Institution’s Strategic Vision
Secret Sauce: Chicago Workshop Final Slides
Learn




http://www.flickr.com/photos/lwr/1408972724/
“If you don’t launch, you don’t
learn.” David Armano
“We spend more time figuring out
whether something is a good idea than
we would have just trying it.quot; - Clay
Shirky
Think like a rocket scientist
                           Optional




                      Essential
Observe and sift through qualitative
data like a Primatologist
You’re saying that
 our clients are
    primates?




Anthropologist * is a better metaphor
                     Armano describes it as “digital anthropologist”
Twitter As Focus Group
ource: Nina Simon
tp://museumtwo.blogspot.com
Source: Nina Simon
http://museumtwo.blogspot.com
Source: Nina Simon
http://museumtwo.blogspot.com
They think the people who work at
the Smithsonian are cool




        Source: Nina Simon
        http://museumtwo.blogspot.com
Source: Nina Simon
http://museumtwo.blogspot.com
Source: Nina Simon
http://museumtwo.blogspot.com
How might the Smithsonian
use this research to improve
its web presence or visitor
content?
During


                        After
Learning happens in real time, not
just after …
Birthday Campaign Objectives

• Raise $5,200 using Causes
• Increase the # of people joining by
100
• Test birthday feature to understand
how time/effort is needed and
document for others
• Test Causes matching feature
• Test conversational fundraising
My Learning Process For Every Campaign…

    • Document on the fly
    • Test and tweak
    • Pick the right hard data points
    • Harvest insights
    • Look at what other nonprofits
    are doing in the space
    • Pause for reflection time before
    next reiteration: How to improve
    results?
Document on the fly
I like to visually
document too …
Test and Tweak
Look at numbers .. You
still have to measure to
improve
Harvest Insights
Synthesize
Pick the right metric to measure
success!
Fundraising
Relationships                        Action
                  Marketing
• Who           • Cost per and   • Signatures
• Engagement      life time      • Messages
• Sentiment     • Web            • Program
• Activity        analytics        outcomes
                • Leads
                • Conversions
There are also other metrics, but numbers alone are meaningless unless you
look at trends against your objectives, audience, and strategy
Not dead!




My point: It’s
not all about
page views
Create



Critic                        Comment
              Engagement
                Metrics




    Collect                Click
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
Adapt




http://www.flickr.com/photos/lwr/1408972724/
This is the hard part
You have to be nimble
The Humane Society knows this …
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
They                         Thank
                                     God!
     adapted …




Did they stop doing photo contests as a result?
“Since this was our first
run at a photo petition, it
was difficult to get across
exactly what we wanted
people to do without
writing a book. So every
person who needed help
was answered personally.
This gave us a good idea
of how to more clearly        Carrie Lewis, HSUS
explain ourselves next
time. “
Secret Sauce: Chicago Workshop Final Slides
3,000 submissions
Did it evolve?
Wisdom of the Crowds Meets Person-to-Person Fundraising
Secret Sauce: Chicago Workshop Final Slides
13,000 installations
Was it worth it?
One Last Thing


It is easier to adapt
your social media
project




Harder to adapt
your organization
Remember …

• Don’t take off your listening ears
• Think like a scientist and primatologist
• Evolution is a good thing
Insight Comes Before Investment: ROI

Dollars




                                                    $
Return




  Insight

            Number of Months
            Using of Listen, Learn, Adapt Process
10:30-10:45
Small Group Activity

• How might you apply listen,
learn, and adapt to your
organization’s social media
strategy?
• What are some challenges?


10:45-11:00
Full Group Laser Out Report
Reflection
Key takeaway
Thank You!

Beth’s Blog
http://beth.typepad.com


Have a blog post topic idea?
beth@bethkanter.org

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Secret Sauce: Chicago Workshop Final Slides

Editor's Notes

  1. http://www.flickr.com/photos/rooreynolds/436748627/
  2. http://www.flickr.com/photos/jamesjordan/2751393381/http://www.flickr.com/photos/mkrigsman/3428179614/http://beth.typepad.com/beths_blog/2009/05/mark-pesce-at-cua09-think-like-a-cloud-make-a-storm-kill-the-tower.htmlMark Pesce Cloud: Used to describe how we're all more closely connected through social networks like Twitter, Facebook, and etc.  And how our connectedness is resulting in new collective behavior that can't be controlled. The same sort of engine which powers Wikipedia can be put to work across a number of different “platforms”. The power of sharing allows individuals to come together in great “clouds” of activity, and allows them to focus their activity around a single task. It’s happening all over the social webThe cloud results from the \"human condition of hyperconnection.\"  Always on Pesce points out that this condition leads to observational learning from watching other people's behaviors online.   Behaviors can be replicated quickly and communities of interest can form around particular topics, or \"clouds\" potential. This is very different from the way most nonprofits work – which more hierarchal - control the message, command and controlWe’re not making a value judgment about one mode of working or the other. The problem is that the Cloud and the Tower are not compatible. Now, one isn’t going to be replaced by the other.The challenge for organizations that want to be successful in using social media – requires understanding when to work like a Tower and when to work like a cloudBut nonprofits need to focus on the interfaces that connect the hierarchy to the cloudIn the 21st century we now have two oppositional methods of organization: the hierarchy and the cloud. Each of them carry with them their own costs and their own strengths. Neither has yet proven to be wholly better than the other. One could make an argument that both have their own roles into the future, and that we’ll be spending a lot of time learning which works best in a given situation. What we have already learned is that these organizational types are mostly incompatible: unless very specific steps are taken, the cloud overpowers the hierarchy, or the hierarchy dissipates the cloud. We need to think about the interfaces that can connect one to the other. That’s the area that all organizations – and very specifically, non-profit organizations – will be working through in the coming years. Learning how to harness the power of the cloud will mark the difference between a modest success and overwhelming one. Yet working with the cloud will present organizational challenges of an unprecedented order. There is no way that any hierarchy can work with a cloud without becoming fundamentally changed by the experience.
  3. The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
  4. http://www.mindomo.com/view.htm?m=5d005d7f82ae13f1a4e7ae756afe900a.flickr.com/photos/axis/1892931/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
  5. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring - 2007