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Colorado Listening Deck

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Colorado Listening Deck

  1. Actionable Listening and Engagement TechniquesBeth Kanter, CEO Zoetica<br />
  2. Agenda<br />Icebreaker<br />A couple of nonprofit listening and engaging stories<br />Three Steps<br /><br />
  3. Just two words: What comes to mind when you think about social media listening and engaging? <br />
  4. The Red Cross Case Study: Listening and Engaging Comes First<br />First foray into social media was a listening project in 2006<br />People were talking and they needed to listen<br />At first, felt like going to war, but changed internal perception of social media<br />
  5. Listen: Monitor, Compile, Distribute, Reflect<br />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<br />
  6. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Not Just A Spectator Sport<br />
  7. What’s in Wendy’s Tool Box?<br />
  8. Meet Apollo<br />
  9. Toyota supported the Hill-Terry bill that called for substantially less aggressive fuel economy standards<br />
  10. What could if social media folks in 150 environmental organizations listened and engaged together?<br />
  11. Shared best practices<br />Discovered they could learn from each other<br />Shared listening<br />Coordinated Twitter campaign<br />
  12. Established cultural norms: simplicity<br />Technology Stewards: Shared Task of approving access to the list<br />Opportunity for collective action/mobilization happened <br />
  13. A Window of Opportunity<br />
  14. ::the three steps<br />Ready<br />Listen<br />Engage<br />
  15. Step 1: Get Ready<br />
  16. How can you integrate listening into your routine?<br />
  17. You Don’t Have To Be Joey Chestnut<br />
  18. Get your organization ready<br /><ul><li>Response policy?
  19. How will you share insights? </li></li></ul><li>
  20. Share Pairs<br />What do you need to do be ready for listening <br />Photo by Franie<br />
  21. Step 2: Set Up A Listening Post<br />Key word searches<br />Identifying influencersAdding Feeds and People To Follow<br />
  22. Use Your RSS Reader Like A Rock Star!<br />Small block of time for daily reading<br />Clean house, reorganize<br />Don’t feel obligated to read everything<br />
  23. Brainstorm Keywords<br /><ul><li> Nonprofit Name
  24. Other nonprofit names in your space
  25. Program, services, and event names
  26. CEO or well-known personalities associated with your organization
  27. Other nonprofits with similar program names
  28. Your brand or tagline
  29. URLs for your blog, web site, online community
  30. Industry terms or other phrases
  31. Issue area, synonyms, geography
  32. Your known strengths and weaknesses.</li></li></ul><li>“I search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
  33. Share Pairs<br />What are your organization’s keywords and phrases?<br />Photo by Franie<br />
  34. Listening to identify and cultivate influencers <br />
  35. Finding Influencers<br />
  36. Where<br />Search and add to your reader<br />
  37. Find and Add Feeds – Start Listening!<br />
  38. Don’t Panic!! <br />
  39. Establish Good Habits<br />Start with a small, select number of feeds<br />Review feeds as part of your routine<br />Open interesting links in new tabs<br />Read and follow interesting links in comments<br />Subscribe to new feeds<br />Revise keywords as you go<br />Identify mission critical keywords<br />Share a summary weekly w/others<br />
  40. Start engaging <br />
  41. If you find people talking about you ….<br />Not Problem<br />Keep track of themesKeep track of positivesEngageLook for stories to repurpose<br />
  42. If you find people talking about you ….<br />Problem<br />Big Problem<br />Little Problem<br />Be prepared to act swiftly <br />Track themesBe prepared to engage<br />
  43. Add value to the conversation<br />Don’t be afraid to disagree<br />Keep to the point of the topic<br />Point to relevant sources if you have more information<br />Watch the conversation develop<br />Humor works<br />Avoid big brother <br />Respond like a queen<br />
  44. Regular Time for Reflection<br />Are the topics of conversation changing?<br />Is the tone, sentiment, or volume changing?<br />Where are the most interesting conversations taking place?<br />What does this mean for your strategy or programs? How can you use the information to improve what your are doing?<br />Is there great content (stories) that you can repurpose elsewhere?<br />
  45. Beth Kanter<br /><br />@kanter<br /><br />