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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?
Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
http://www.flickr.com/photos/martinlabar/3248079595/Eugene Kim used the metaphor of the ants. They do two things leave and follow trails and haul things. They basically leave a trail that says "I was here." That way others can find them and connect. He applied the metaphor to Twitter. Twitter is simply an ant trail. We can leave a pulse, it is simple and easy. It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.
http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
Objectives<br />Experience a social media
strategy planning session that integrates social media with overall communications plan and Internet strategy <br />Address organizational culture and capacity issues that often arise when a new technology is introduced <br />Identify one thing you can do to change your organization’s practice around social media<br />
Agenda<br />9:30-10:45 am <br />Introductions
and Ice Breaker<br />Principles of Effective Social Media Strategy<br />10:45-11:00<br />Spectra Gram and Quick Break<br />11:00- 12:00<br />Small Groups to Play Simulation Game<br />12:00-12:45<br />Lunch12:45-1:45<br />Small Groups Report Out<br />1:45-2:00Reflection<br />
The Principles<br />A Bridge <br
/>Listening and engaging<br />Working with Influencers<br />The Social Life of Content <br />Platform for Self-Organizing<br />Staff time and expertise<br />Assessing Organizational Culture<br />The right metrics<br />Small pilots, fail fast, reiterate<br />a<br />
Listening Comes First: The Red
Cross<br />First project was a listening project over three years ago<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 />
Listen: Monitor, Compile, Distribute<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 />
“It is important to connect
with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
Assess Organizational Culture<br />Loss of
control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
Creating A Safe Place To
Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
Pick a social media project
that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn't <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
Each table will have one
scenario!<br />Scenario A: Regional Arts OrganizationTables 1, 3, 5<br />Scenario B:<br />Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6<br />Scenario C:<br />Youth for Better After School ProgramsTables: 7, 8, 9, 10<br />
Reflection<br />How will you apply
what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?<br />What is the first step you will take?<br />