plays well with others

Plays Well With Plays Well With OthersOthers

Engage Your Members by Integrating Multiple Communications Channels

Let’s Get Started...Let’s Get Started...

• Who are you?– Lynn Morton, Manager, Marketing Technologies,

American Academy of Physician Assistants– Layla Masri, President, Bean Creative Funktional

Web & Interactive Design– Elizabeth Weaver Engel, CAE, Director of

Marketing and Sponsorship, National Association of Children’s Hospitals and Related Institutions

• Ground Rules • Agenda• Back Channel

Play nicePlay nice

• Respect others.• Make new friends. • Listen.• Build stronger relationships.

Principles of Playing Principles of Playing NiceNice

• Listen to others.• Sharing is caring.• Take turns.• Play together.

Listen to OthersListen to Others

• Basic principle of social media• Informs choices• Provides the opportunity to react• Provides valuable market research• When listening works...

– AAP case study

Sharing is CaringSharing is Caring

• Provides your constituents with information

• Positions your organization as a valuable resource

• Can decrease workload and provide variety

• When sharing works...– NACHRI case study

Take TurnsTake Turns

• Decreases communication channel fatigue

• Talking at them (broadcasting) vs. talking with them (conversation)

• Allows what you say to have more impact

• When taking turns works...– NACHRI case study

Play TogetherPlay Together

• Community building = Member Engagement

• Builds relationships• Allows people to find a comfortable

home• When community building works...

– AAP case study

Look before you Look before you leapleap

• Keys to creating strategy that matches your organization’s audience and goals:– Know your audience(s) and how they like

to interact online (lurkers vs. talkers)– Outline your objectives and how they

relate to overall organizational goals– Set clear policies on engagement

Know how to share Know how to share (aka work smarter, not (aka work smarter, not

harder)harder)

• Create once, use multiple times • Integrate your tools• There is no “one perfect tool”• Customize your toolkit to meet your

needs

Use the right building Use the right building blocksblocks

• Key components for success:– Communicate– Listen– Publish– Share– Relationship– Strategy first tools second– Measure, measure, measure– Be flexible

Case Study:Case Study:OpenSecrets.orgOpenSecrets.org

Mission: helping average citizens, Washington insiders and reporters shine a light on the influence on money in politics.

Goal of project: encourage deep data dives, content spread, donations

Case Study:Case Study:OpenSecrets.orgOpenSecrets.org

• 19,000 FB fans, 7,000 Twitter followers• Active blog• Retweet relevant money in politics news• Widgets and APIs to help others use and

harness their data• Email newsletter• RSS

Case Study:Case Study:OpenSecrets.orgOpenSecrets.org

“It's Fan Friday here at OpenSecrets.org! If you appreciate the work we've done this week, hit the "like" button on this post. Two people who do will be randomly selected to receive our highly awesome OpenSecrets.org "Spy on Washington" bumper stickers. And in the comments section, tell us about what OpenSecrets articles or data have captured your attention this week.”

Case Study:Case Study:OpenSecrets.orgOpenSecrets.org

Case Study:Case Study:OpenSecrets.orgOpenSecrets.org

Case Study:Case Study:OpenSecrets.orgOpenSecrets.org

Case Study: AAPCase Study: AAP

Case Study: AAPCase Study: AAP

Case Study: AAPCase Study: AAP

BeginnerBeginner

AdvancedAdvanced

Learn to walk before Learn to walk before you runyou run

• Don't repost everything everywhere• Learn to use tools first, then start

measuring• Silence = the worst answer you can

give online• Remember to listen

PoliciesPolicies“Play fair.”“Play fair.”

• Don’t re-invent the wheel• K.I.S.S.• Remember: your OTHER policies are

all still in effect• Remember: your staff and members

are ALREADY talking to each other• What we’re doing hasn’t changed, we

just have new options for how we do it

Outposts v. HomebaseOutposts v. Homebase

The farther out you get, the less control you have

Image credit: SocialFish http://www.socialfish.org/blog

Policies:Policies:Common ElementsCommon Elements

• Follow all other applicable policies• Write in the first person• Be transparent• Be accurate• Be respectful and considerate• Respect copyright laws• Respect work commitments• Play by the rules• Don’t reveal confidential information  

HIPAA:HIPAA:Health Insurance Health Insurance

Portability and Portability and Accountability ActAccountability Act

• Why are health care organization often held up as example soc med policies? HIPAA

• The Health Insurance Portability and Accountability Act (HIPAA) requires that a patient's identity and PHI (Protected Health Information) be secured.

• 18 specific identifiers – stiff penalties for violating HIPAA

• Possible to use social media and comply with HIPAA• Case study: NACHRI member Children’s Hospital Los

Angeles

IP (Intellectual IP (Intellectual Property)Property)

“Don't take things “Don't take things that aren't yours.”that aren't yours.”

• I am NOT a lawyer• Copyright• Fair use• Collaborative content

Did you create it? If not, don’t represent it as yours or use it without permission.

Creative CommonsCreative Commons “Share everything.” “Share everything.”

Image credit: Creative Commonshttp://creativecommons.org/about/licenses/

ContactContact

Layla MasriEmail:

lmasri@beancreative.com Twitter: @beancreativeWeb:

http://www.beancreative.com Phone: 703.684.5945

Lynn MortonEmail: lmorton13@gmail.com Twitter: @MissLynn13Blog:

http://snapblogger.wordpress.com

Phone: 703.836.2272

Elizabeth Weaver Engel, CAE

Email: ewengel@nachri.org Twitter: @ewengelBlog:

http://thx4playing.blogspot.com

Phone: 703.797.6041