weinberg fellows - foundations of social media
DESCRIPTION
Lisa Colton's presentation to the Weinberg Fellows, November 17, 2010TRANSCRIPT
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The Foundations of Social Media:Strategy, Tools and Culture
Presented by Lisa Colton, Founder & President Darim Online
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Agenda
Communications RevolutionSocial Media BasicsNew Rules of the GameBreakPlanning Your Strategy: P.O.S.T.
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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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It’s a Tool
Success of the tool is if it helps you achieve your goals.
Thus, critical to know your goals and then determine which tool(s) to used in which ways.
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COMMUNICATIONS REVOLUTION
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COMMUNICATIONS REVOLUTION
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Characteristics of Social Media
The Term “Social Media” refers to online tools (web sites) that depend
on user contributions and interactions between people to build shared
meaning and value. It is:
• Participatory: It blurs the line between producer and consumer, media and audience.
• Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy.
• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth and strength of communities around a particular shared interest.
• Connected: Thrives on being connected, making use of links to other sites, resources and people, rather than being territorial and proprietary.
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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-created content
How are you adapting?
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#1 THIS IS AN ATTENTION ECONOMY
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#2: FIND YOUR VOICE
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Who is talking?
Why do you want to listen?
Do you want to engage?
Person & Personality
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#1
Social media is
continuing to evolve.
Fast.
# 3: LISTEN & ENGAGE
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OpenYourEars
Temple Israel, Memphis Facebook Page
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Noticethe
Action
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Red Cross
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A Person, Not Just A Brand
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Real Life Example
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LISTENING: @ mentions
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LISTENING: Searches
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#4: ADD VALUE & BE GENEROUS
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WHERE CAN YOU ADD VALUE?
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Social Content is Social Capital
• Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources.
• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.
• 1:12 or 1:20 ratio
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#5: NETWORKS
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Invite User Generated Content
Crowdsource-for your own info-to be a platform for sharing info
-to surface voices
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Allow Users to Remix
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Unofficial Outposts
Find places where your target audience goes.
Participate in the conversation. Add value, educate, include links.
Use your “listening” to identify these places.
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Who do you want to reach? What’s “viral” for you?
LEVERAGING NETWORKS
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#6: TRANSPARENCY
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http://dashboard.imamuseum.org
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#7: BE NIMBLE
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#8: NEW MEASUREMENTS
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KEEP YOUR EYES ON THE GOAL
What is BUZZ?What is VIRAL?Remember POST
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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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#9:
STAFFING,
JOB DESCRIPTIONS
&
PROF DEV
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Listening, then delegating as needed
Conversationalist, not techie
Adding value
Building community
Marketing your feed
Integration of multiple channels, etc.
STAFFING
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#10: LEADERSHIP
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WHERE
TO
BE
Between a PIONEER
&a TORTOISE
Is a FAST
FOLLOWER
Source: Flickr user ucumari
Source: Flickr user smitag4
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AJWS
Source: mcommons.com/blog
Are you on the list?
Red Cross receiving half of their donations by text msg.
$27m by 1/19
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Source: Flickr user JYRO
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Source: Flickr user Rick Neves
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Source: Flickr user divemasterking2000
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Review
1. Attention Economy2. Find Your Voice3. Add Value, Be Generous4. Listen and Engage5. Design for Networks6. Transparency7. Be Nimble8. New Measurements9. Staffing & Job Descriptions Shift10. Leadership in a Revolution
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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
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BREAK!
When we return:
Creating a strategy
for your organization!
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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 reach these goals?
4. Determine the specifics of the TECHNOLOGIES you’ll use. Implement, measure, refine!
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WRAP UP
“Ah-ha moments”
Action steps for you
What else do you need to learn?