Leveraging the social web Robin Fisk - Chase 2012
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How charities and associations can make their websites social, and get their organisation behind working socially.
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Leveraging the social web Robin Fisk - Chase 2012
- 2. Leveraging the Social Web Robin Fisk #chase2012
- 3. #chase2012 Leveraging the Social Web – Robin Fisk, ASI
- 4. #chase2012 Leveraging the social web… What is the social web? The social web is a set of social relations that link people through the World Wide Web Social relations – a relationship between two, three or more individuals Leveraging the Social Web – Robin Fisk, ASI
- 5. #chase2012 Life before social media Charity / Assoc Leveraging the Social Web – Robin Fisk, ASI
- 6. #chase2012 Why would you want to go social? Charity / Assoc Leveraging the Social Web – Robin Fisk, ASI
- 7. #chase2012 So does social matter? • “If your corporate website is not socially enabled it’s more or less irrelevant – trusted conversations are not happening there.” (Altimeter Group) • “How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” (Seth Godin) The genie is out of the bottle! Leveraging the Social Web – Robin Fisk, ASI
- 8. #chase2012 Making your website more social • A number of technology tools that will help your website become more social Leveraging the Social Web – Robin Fisk, ASI
- 9. #chase2012 #1 – links to your social pages • Takes users away from your site • Off the shelf gadgets available • Beware privacy issues • Easy to achieve without gadgets Leveraging the Social Web – Robin Fisk, ASI
- 10. #chase2012 #2 – liking / sharing this web page on social media Leveraging the Social Web – Robin Fisk, ASI
- 11. #chase2012 #2 – liking / sharing this web page on social media • Facebook Social Plugins • Like, Send • Likes / shares the URL • And others for other sites • Keeps users in your site • Relatively easy to achieve Leveraging the Social Web – Robin Fisk, ASI
- 12. #chase2012 #3 – liking your Facebook page from your site Leveraging the Social Web – Robin Fisk, ASI
- 13. #chase2012 #3 – liking your Facebook page from your site • Facebook Like Box • Likes your FB page • Show updates, or pictures Leveraging the Social Web – Robin Fisk, ASI
- 14. #chase2012 #4 – integrating feeds / commenting from your site Leveraging the Social Web – Robin Fisk, ASI
- 15. #chase2012 #4 – integrating feeds / commenting from your site • Facebook Comments plugin Leveraging the Social Web – Robin Fisk, ASI
- 16. #chase2012 #5 – embedding your own content in your FB page Leveraging the Social Web – Robin Fisk, ASI
- 17. #chase2012 #5 – embedding your own content in your FB page • No need to leave Facebook • Skinny version of your own donation / join now page • Just Giving app Leveraging the Social Web – Robin Fisk, ASI
- 18. #chase2012 #6 – Facebook Open Graph Leveraging the Social Web – Robin Fisk, ASI
- 19. #chase2012 #6 – Facebook Open Graph Leveraging the Social Web – Robin Fisk, ASI
- 20. #chase2012 #6 – Facebook Open Graph – main concepts • You – the organisation – create a Facebook app • App gives you access to the information that you want / you feel you can ask for • App defines the actions and objects that you want to track Leveraging the Social Web – Robin Fisk, ASI
- 21. #chase2012 #6 – Facebook Open Graph – example Not-for-profit website • App allows member/donor to associate Facebook id with their record on the website / CRM Why? • We want access to their FB profile, enable them to share activities from within our site • They get to use their FB profile pic – only need to maintain one, and share Leveraging the Social Web – Robin Fisk, ASI
- 22. #chase2012 #6 – Facebook Open Graph – example • “My Account” page – editing picture: option to use their Facebook profile pic instead of uploading one • Permission sought by the Facebook app… Leveraging the Social Web – Robin Fisk, ASI
- 23. #chase2012 #6 – Facebook Open Graph – example • Prompts the login to Facebook (if not already logged in) Leveraging the Social Web – Robin Fisk, ASI
- 24. #chase2012 #6 – Facebook Open Graph – example Leveraging the Social Web – Robin Fisk, ASI
- 25. #chase2012 #6 – Facebook Open Graph – example Leveraging the Social Web – Robin Fisk, ASI
- 26. #chase2012 #6 – Facebook Open Graph – example • Facebook profile pic is now the account picture • Facebook ID stored as an attribute in the CRM • Other Facebook data available, according to permission sought / given. Leveraging the Social Web – Robin Fisk, ASI
- 27. #chase2012 #6 – Facebook Open Graph – example Leveraging the Social Web – Robin Fisk, ASI
- 28. #chase2012 #6 – Facebook Open Graph – example Leveraging the Social Web – Robin Fisk, ASI
- 29. #chase2012 #6 – Facebook Open Graph – potential • Register / Login on your site with Facebook ID • (same is possible for Google, Twitter, LinkedIn…) • Create specialised actions and objects – e.g. • “Joined” / “Policy Special Interest Group” • “Supported” / “Emergency Appeal” • “Attended” / “Annual Conference” • “Listened to” / “Chairman’s Podcast” Leveraging the Social Web – Robin Fisk, ASI
- 30. #chase2012 #7 – brand monitoring / social media analytics Leveraging the Social Web – Robin Fisk, ASI
- 31. #chase2012 #7 – brand monitoring / social media analytics • Sentiment (analyses the posts for +, -) • Reach (number of people mentioning you) • Strength (how much buzz) • Passion – how many times people post about you • Based on the usual social media sites, blogs etc Leveraging the Social Web – Robin Fisk, ASI
- 32. #chase2012 #8 – influence / authority • Measures your influence online • Based on you social media activity over time • API allows you get this information into your database Leveraging the Social Web – Robin Fisk, ASI
- 33. #chase2012 Getting organised for the social web • Arranging your organisation to act and react using social media • Managing the data Leveraging the Social Web – Robin Fisk, ASI
- 34. #chase2012 Your organisation, and social engagement • Most organisations start social media activities – e.g. outbound posts from Marketing / Comms department • Stays there, or • Proliferates throughout the organisation without control or strategy • “Social Media Sanitation” • These organisations “will not scale” Leveraging the Social Web – Robin Fisk, ASI
- 35. #chase2012 Your organisation, and social engagement Leveraging the Social Web – Robin Fisk, ASI
- 36. #chase2012 Your organisation, and social engagement Decentralised Organic; Authentic; Experimental; Uncoordinated Leveraging the Social Web – Robin Fisk, ASI
- 37. #chase2012 Your organisation, and social engagement Centralised One department controls all; consistent; not as authentic Leveraging the Social Web – Robin Fisk, ASI
- 38. #chase2012 Your organisation, and social engagement Hub and spoke One hub sets rules; departments undertake own efforts; spreads widely round the org; takes time Leveraging the Social Web – Robin Fisk, ASI
- 39. #chase2012 Your organisation, and social engagement Multiple hub and spoke Similar to hub & spoke but per business unit – suitable for multiple brands within larger organisations Leveraging the Social Web – Robin Fisk, ASI
- 40. #chase2012 Your organisation, and social engagement Honeycomb Each employee is empowered to undertake own activities; within guidelines Leveraging the Social Web – Robin Fisk, ASI
- 41. #chase2012 Your organisation, and social engagement Leveraging the Social Web – Robin Fisk, ASI
- 42. #chase2012 Action plan for an organisation 1. Get into scalable formation 2. Empower the departments - create a Centre Of Excellence (strategy; training; policies etc) 3. Establish a community online 4. Integrate to your website / CRM 5. Nurture your “unpaid army of advocates” 6. Streamline your social media accounts Leveraging the Social Web – Robin Fisk, ASI
- 43. #chase2012 Getting the data under control • You will never get all of the data under control! • The lines between web, CRM and social are being blurred… Leveraging the Social Web – Robin Fisk, ASI
- 44. #chase2012 Integrating what you have Social Website media activity CRM Leveraging the Social Web – Robin Fisk, ASI
- 45. #chase2012 Work on a platform that integrates it already A single, socially- enabled, CRM- enabled website Leveraging the Social Web – Robin Fisk, ASI
- 46. #chase2012 Summary • Tools for making your website more social • Getting your organisation ready for social • Getting the data under control Leveraging the Social Web – Robin Fisk, ASI
- 47. #chase2012 Thank you facebook.com/advsol @advsol / #imis @asi_robinfisk For more information, contact us at: 0203 267 0067 eu-info@asieurope.eu www.advsol.com Conference House Ltd. Suite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB