Crawl, Walk, Run, Fly:Principles of Social Media in Practice

UC Berkeley Center for Health LeadershipBeth Kanter, Zoetica

If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have

to keep moving forward.”

Inspiration

Principles of Social Media PracticeAGENDA

OUTCOMES

• Practitioners: Wide Range

• Learning from adjacentpractices

• Interactive

• http://bit.ly/health-orgs

• #netnon

FRAMING

• Introduction/Ice Breaker

• Crawl, Walk, Run, Fly

• Case Studies

Lunch

• Strategy

• Doing the work

• Social Media Policy

• Measurement

• Reflection

Leave the room witha basic understanding

of the social mediapractice model and

one small step

Be warned: Don’t just sit back andpassively listen

Photo by sveeta

Share Pairs and Table Shares

I’ve been watching you ….. if you filled out thesurvey …

Networked NGOs in the Arab World

My father was a doctor and interested physical fitnessthrough swimming

“Social media is a disruptive technology because of theconnectedness of living in a networked world. We seeit in our personal lives first. But it is also having aprofound impact on the way health organizations andnonprofits do their work, communicate withstakeholders, and deliver programs.”

Disruption is our friend …..

Name, Title, Organization

What is something you alreadyknow about social media?

What is your burning questionthat you want answered today?

One word about Social Media

Hands-on Social Media?

Flickr Photo by John K

Speedy Introductions: Table Shares

Report: Popcorn and Twinkle

Living Assessment and Case Studies

NONE ONE TWO OR THREE FOUR OR MORE

How many are using social media? # of tools?

CRAWL WALK RUN FLY

Listen ParticipatePromote Publish Network

What is

Strategy Measure Improve

Listen ParticipatePromote Publish BuildNetworkLow Engagement

High Engagement

Content IntensiveNo Engagement Broadcast/Share

CRAWL WALK RUN FLY

Original concept by Beth Kanter – remix by Aliza Sherman

Listen ParticipatePromote Publish Network

Share Pair: Where is your nonprofit? Whatdo you need to move forward?

Strategy Measure Improve

Photo by edyson

What were theresults? What’sthe value?How much time?

Number of MonthsStrategy,Measure, Improve

Investment

Insight

ROI: Crawl, Walk, Run, Fly

$

Interaction

Results

Impact

Video

“People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a good system to get timely and accurate publichealth messaging to our communities. We firmly believe that our presence on social mediasites has really enhanced our communication with the media and public.

Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tougheconomic times, SLVHD rose to the occasion and found innovative, cost effective ways tocommunicate with our community. “ - Vanna Livaditis, New Media Coordinator

Living Case Studies: How has social media has brought value tohealth organizations?

“Many hundreds of people have connected to us via social media. It has allowedus to spread our message faster, wider, deeper than ever.”

Recruit Staff: “We used LinkedIn for the first time and found our ideal jobcandidate.”

“Sharing videos has been a powerful way to communicate impact of our work, as wellas share ideas among participants/teams in the ten countries for how to raiseawareness. “

“Better connections with others in the field; found conference speakers viasocial media.”

“Many of our supporters are spread out around the world andTwitter in particular has allowed us to have actual interactionswith people who live far away and our using our materials inmeaningful ways. We can distribute our materials quickly whenthere is a health issue/disaster.”

Red Cross Case Study: How To Fly

Smart Social Objective: StakeholderEmpowerment to Spread Mission

First Step: Robust and agile listeningand engagement system

Listen: Monitor, Compile, Distribute

I took an American Red Cross class I thought wasless than satisfactory. […] The local chapterdirector. called me to talk about it honestly.They care about me and they’re willing to go theextra mile. I am now significantly more likely totake another class than I was before.” - Blogger

Listening Drove Adoption

Relationshipbuilding

Customerserviceissue

Influencercomplaining …

Engagement

A Rule Book

Scale

Integrated Social Content Strategy

Capacity

Wendy HarmanDirector, Social Media

Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager

Two Full-Time Staff Members

Social Media’s Role in Disaster Relief Effort in Haiti

Working with Free Agents, BrandAmbassadors, and Others

Leveraging Your Network!

Shawn AhmedFree Agent

“The problem is that YOU arethe fortress. Social media isnot my problem.“

Now working together on aproject

Share Pair: What resonated? What insights did you gain that you canapply to your organization? What have you thought about before?

Flickr photo: Otis Archives

No Strategy

Capacity Issues

Culture Not Open

Lacks Measurement

Survey: Social MediaChallenges

Strategy

Integrate your social media channels with your program andcommunications objectives

Communications and Program Assessment

• Who do you want to reach?

• What do you want to accomplish?

• Where can social improve orsupplement programs, services, orcommunications?

• What’s our available budget/time?

• What opportunities to pilot?

S Specific Focus on encouraging the wearing of pacifierpins, both virtual and real, to signal support forhealthy kids and families

M Measurable How many pins are distributed to MomsRisingsupporters and to policymakers?

A Attainable Pins both virtual and real are relativelyinexpensive and the ask (wear a pin) is easy.

R Relevant The healthcare bill increasingly dominatedcoverage and was high priority for lawmakers.Pins signaled symbolic support from mothers.

T Time Bound The healthcare bill was almost certain to bepassed or die in the first half of 2010

To get 15,000 Facebook advocates to put a virtual pin on their profile to signal support forhealthy kids and families by Jan. 2010To do document virtual activity and place pins on x number of legislators to signal support forhealthy kids and families by Jan. 2010

What’s the smart objective? Who is theaudience? How to make it measurable?

What’s the smart objective? Who is theaudience? How to make it measurable?

The fans of the page and the friends of my identity, have become patients after I expressedempathy for their expressions of being ill. “ - Dr. Enoch Choi, PAMF

“I only provide medical advice via our HIPAAcompliant iPhone app, but not on insecure FB ortwitter. “

Table Share

• Who do you want to reach?

• What do you want to accomplish?

• How to make it SMART?

Strategy

Identify where social media integration can improve or supplementprograms, services, or communications.

Charting: What are your planned events, program,content, or opportunities for the year or month orquarter?

Table Share

• Where can social improve orsupplement programs, services, orcommunications?

• What’s our available budget/time?

• What opportunities to pilot?

Strategy

Use actionable listening to understand your target audience – includes listening onsocial media channels and other research.

DIY Listening Dashboard

Ego Searches Basics

Persistent Searches Key words/phrases

Influencers Blog Feeds

Other Where else does youraudience hang out?

What’s in Wendy’s Tool Box?

• Nonprofit Name• Other nonprofit names in your space• Program, services, and event names• CEO or well-known personalitiesassociated with your organization• Other nonprofits with similar programnames• Your brand or tagline• URLs for your blog, web site, onlinecommunity• Industry terms or other phrases• Issue area, synonyms, geography• Your known strengths and weaknesses.

Brainstorm Keywords

National Wildlife

“It is important to connect with peoplebased on their interests (I willsometimes search twitter for "kidsoutside" and then compliment them ongiving their kids a green hour!) ”

Danielle Brigida

What are your organization’s keywords andphrases?

Strategy

Engagement: Translate your messaging and framing into conversation starters basedon listening

Engage: Conversation Starters

AudienceTwitter

O

B

J

E

C

T

I

V

E

AudienceFacebook

What are they sayingthat is relevantto/engages?

LISTENING

What are they sayingthat is relevant

to/engages?

LISTENING

How can you reworkyour message as aresponse orconversation starter?

How can you reworkyour message asresponse orconversation starter?

Follow uppoints

Content Follow uppoints

Content

Strategy

Integrate social content across channels, create micro content

Video

Micro Content doesn’t have to be new content

Strategy

Identify and cultivate influencers

Strategy

Build your network before your need it

Capacity

You want meto start

Tweeting too?

Networked Approaches: From scarcity toabundance

Leverage the Network

Listen ParticipatePromote Publish BuildCommunityLow Engagement

High Engagement

Content IntensiveNo Engagement Broadcast/Share

Original concept by Beth Kanter – remix by Aliza Sherman

15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk+ + + +

CRAWL WALK RUN FLY

It’s worth ourtime, but

social mediatakes time …

Who is goingto do thework?!

Three Models

Free

• Intern

• Volunteer

• Fans

Integrated

• Tasks inJob

Staff

• Full-Time

• Part-Time

How does your organization implement socialmedia?

Volunteers and Interns

Don’t do this to them ….

Make them part of your team

TasksSocial Media OverviewAccount Creation/CustomizationSocial Media ResearchTemplateCreationBlog MonitoringBlog DraftsVideoPost Facebook ContentAnswer comments on FacebookCollect measurement data

Integrate intojob description

Wendy HarmanDirector, Social Media

Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager

Two Full-Time Staff Members

Social Media Team,although the word“social media” is beingreplaced by“emerging,”“interactive,” or“online.”

StrategyImplementationCommunity Manager

Strategy for Scale: Internal/External

Share Pair: What could your organization do less ofto allow for more capacity to implement socialmedia? How will your organization do the work?

How many of youHow many are responsible fortactical implementation ofsocial media?

How many oversee it?

Avoiding Wasting Time: Checking too often

How many of you

Oh Look, A Squirrel!ADOLAS

• Monitor RSS9:009:00

• Post on FB9:309:30

• Twitter Office Minutes9:459:45

• Review Analytics10:0010:00

Culture

Everyone in the organization (board

and staff) uses social media to

engage people to improve programs,

services, or reach communications

goals.

Loss of control over their branding and marketingmessages

Dealing with negative comments

Addressing personality versus organizational voice(trusting employees)

Make mistakes

Make senior staff too accessible

Privacy and security concerns

Perception of wasted of time and resources

Suffering from information overload already, thiswill cause more

Conversationstarters, notstoppers

What are theconversationstarters thatyou need tohave?

The Rule Book: Social Media Policy

• Encouragement and support

• Why policy is needed• Cases when it will be used,distributed• Oversight, notifications, andlegal implications

• Guidelines• Identity and transparency• Responsibility• Confidentiality• Judgment and commonsense

• Best practices• Tone• Expertise• Respect• Quality

• Additional resources• Training• Operational Guidelines• Escalation

• Policy examples available atwiki.altimetergroup.com

Source: Charlene Li, Altimeter Group

Share Pair: What does your health organization need to do to becomemore social?

Flickr photo: Otis Archives

Measurement

How to keep flying…….

Strategy Measure Improve

Data-Driven Decisions

Spreadsheet Aerobics

More than collecting data

• Number of new ideas for blog posts• Saved time in researching forexamples used in posts/workshops• Number of questions answers

To serve as a focus group

TestingAgainst FB Insights andExport.ly

Content formatContent topicsOutreach TacticsFrequency of PostsTime/Date of week

FB Insights Metrics

Number of New FansImpressionsPer PostFeedback per Post

Open-Ended Question

Question with links ..

Strategy --- Measure - Improve

Share Pair: What system does your health organization need to put intoplace to make data-driven decisions about social media strategy?

Flickr photo: Patricks Mercy Archives

Handling Mistakes

“MisTweet” – A tweet intended to come froma personal account but sent out on anorganizational account by mistake.

x

This “MisTweet” by a Red Cross employee wasout for an hour before Wendy Harman got a callin the middle of the night.

Disaster recovery on the tweet ….

Apologized and share on their blog

Employee confessed on Twitter

Got picked up by mainstream media and blogs

•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps forpersonal/organizational tweeting•If the mistake had been damaging to theorganization, a social media policy would havebeen critical if taking appropriate action

What are your takeaways about socialmedia mistakes from this story?

Reflection and Closing

What is one idea that you can put intopractice?What resources do you need to besuccessful?What are the challenges?What is one small step you can taketomorrow?

What can we learned about a try and fixapproach to social media from Kanye West?

To be successful, use social media like Kanye West

Source: @clairew

Source: @clairew

Source: @clairew

Source: @clairew

If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have

to keep moving forward.”

Inspiration

Thank you

http://www.bethkanter.orghttp://bit.ly/networkednphttp://bit.ly/health-orgs