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- 1. Actionable Listening and Engagement TechniquesBeth Kanter, CEO Zoetica
- 2. Agenda Icebreaker A couple of nonprofit listening and engaging stories Three Steps http://bit.ly/ztrain-listen
- 3. Just two words: What comes to mind when you think about social media listening and engaging?
- 5. The Red Cross Case Study: Listening and Engaging Comes First First foray into social media was a listening project in 2006 People were talking and they needed to listen At first, felt like going to war, but changed internal perception of social media
- 6. Listen: Monitor, Compile, Distribute, Reflect 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
- 7. Influencer complaining … Customer service issue Relationship building Not Just A Spectator Sport
- 8. What’s in Wendy’s Tool Box?
- 10. Meet Apollo
- 11. Toyota supported the Hill-Terry bill that called for substantially less aggressive fuel economy standards
- 15. What could if social media folks in 150 environmental organizations listened and engaged together?
- 17. Shared best practices Discovered they could learn from each other Shared listening Coordinated Twitter campaign
- 18. Established cultural norms: simplicity Technology Stewards: Shared Task of approving access to the list Opportunity for collective action/mobilization happened
- 19. A Window of Opportunity
- 26. ::the three steps Ready Listen Engage
- 27. Step 1: Get Ready
- 28. How can you integrate listening into your routine?
- 29. You Don’t Have To Be Joey Chestnut
- 32. Share Pairs What do you need to do be ready for listening Photo by Franie
- 33. Step 2: Set Up A Listening Post Key word searches Identifying influencersAdding Feeds and People To Follow
- 34. Use Your RSS Reader Like A Rock Star! Small block of time for daily reading Clean house, reorganize Don’t feel obligated to read everything
- 36. Other nonprofit names in your space
- 37. Program, services, and event names
- 38. CEO or well-known personalities associated with your organization
- 39. Other nonprofits with similar program names
- 40. Your brand or tagline
- 41. URLs for your blog, web site, online community
- 42. Industry terms or other phrases
- 43. Issue area, synonyms, geography
- 45. Share Pairs What are your organization’s keywords and phrases? Photo by Franie
- 48. Listening to identify and cultivate influencers
- 56. Where Search and add to your reader
- 57. Find and Add Feeds – Start Listening!
- 58. Don’t Panic!!
- 59. Establish Good Habits Start with a small, select number of feeds Review feeds as part of your routine Open interesting links in new tabs Read and follow interesting links in comments Subscribe to new feeds Revise keywords as you go Identify mission critical keywords Share a summary weekly w/others
- 60. Start engaging
- 61. If you find people talking about you …. Not Problem Keep track of themesKeep track of positivesEngageLook for stories to repurpose
- 62. If you find people talking about you …. Problem Big Problem Little Problem Be prepared to act swiftly Track themesBe prepared to engage
- 63. Add value to the conversation Don’t be afraid to disagree Keep to the point of the topic Point to relevant sources if you have more information Watch the conversation develop Humor works Avoid big brother Respond like a queen
- 67. Regular Time for Reflection Are the topics of conversation changing? Is the tone, sentiment, or volume changing? Where are the most interesting conversations taking place? What does this mean for your strategy or programs? How can you use the information to improve what your are doing? Is there great content (stories) that you can repurpose elsewhere?
- 68. Beth Kanter http://www.bethkanter.org @kanter http://www.facebook.com/beth.kanter.blog
Notas del editor
- http://www.flickr.com/photos/garibaldi/361920500/
- He discovered the secret of social media success: listening firstToyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.
- Set up a google group. Self-organized. Build a list of tags on both sides – pro/opposition. (1) Shared listeningOpposition Research Listening to what they are saying, how they are saying it. -to discuss tweets-special language-action – asked other organizations to retweet -Social media call to discuss what they were each doing. Realized that none of the groups were doing anything effectively alone. We discovered that most of the groups didn’t know where to start. A lot them didn’t have Twitter, no idea what hash tags. We were starting at a basic level.
- Cultural Norms:Share blog post w/ 1-2 sentence summary and with an abbreviated URL – “we don’t have time to read the whole blog post – just send us the kernelSend a tweet you want you want retweeted w/any #hashtagsDon’t send anything out to the list that isn’t a simple actionNo obligated List knows the expectations – tweet this, and it supports your work or not harmful –and don’t have to get permission internally – we didn’t retweet
- http://www.flickr.com/photos/sailorganymede/3575090989/
- During the summer, Verizon sponsored a festival event in WVA w/Hank WilliamsAnd at the last minute the event turned into a rally against the climate bill. They wrote a blog post asking Verizon to pull out of the event sponsorshipGot a lot of nasty comments, and traced where they were coming from
- Discovered that someone has posted a link on the Verizon Fan PageDiscovered that their Fan Page wall was openSent this out to the list – asked for FB Fan Page bomb
- In an hour, had filled the wall from advocate organizations and their networks – it would die down, and they’d fan the flames again
- http://www.flickr.com/photos/salondemaria/2947803924/You don’t need to necessarily carve out additional time for professional learning because you’re probably doing it already through other channels. The challenge is adding it your routine. It is difficult because you have to shift gears from your Outlook calendar, answering emails, meetings, or getting tasks done. It’s a shift from a getting things done sort of productivity to social productivity. Or rather it is finding your social productivity sweet spot.Ask yourself how time you can allocate to listening for professional learning. Is it a half-hour a day, an hour a day, or is an hour or two a week? The point is to get started, block out that time, and start paying yourself.Think about your current routine. When does it make sense to integrate something new? I do my social media listening for professional learning before email and after I’ve created my 3 things I must do today list. I do it in the morning. I know other people who do it right after lunch.
- http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
- http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
- http://www.flickr.com/photos/stefanomaggi/3564156120/