Final deck

1. Everything you already know about social media * Principles for Effective Social Media Strategy for Outward Facing Work Explained by Beth Kanter, Visiting Scholar Packard Foundation ( * and want to share with your friends )

2. These slides were part of a two-day workshop is designed for Sexual and Reproductive Health Rights and Justice Leaders, who lead and manage networks or accomplish much of their work through networks. The workshop was hosted by the Packard Foundation and the Monitor Institute. You can find the materials for the workshop here: http://workingwikily.net/?page_id=961

3. My presentation was for 45 minutes after lunch as a set up for the next day instruction which focused on social media. The first few slides show the wordle I created of participant’s burning questions and the conversation on Twitter which I used to a warm up to my presentation.

4. What are your burning questions?

6. How do you think about using social media effectively along the continuum of open/closed networks? My burning question

7. Interactive Presentation: 8 Principles of Effective Social Media

8. Everything you already know about social media * Principles for Effective Social Media Strategy for Outward Facing Work Explained by Beth Kanter, Visiting Scholar Packard Foundation ( * and want to share with your friends )

10. Principles Flickr Photo by toby_maloy

11. A quick scan of your social media ant trails …

13. Social Media Strategy Game Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Social Content Listen Engagement Community Building & Social Networking

14. acticaches Listen Engagement Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Link to offline actions or behavior change Social Content

15. 1. A Bridge to Offline Action/Change

17. 2. Listening First, Engage Second, Real Time Tracking

19. Listen: Monitor, Compile, Distribute 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

20. Relationship building Customer service issue Influencer complaining … Listening leads to engagement …

21. Engaging in the Conversation Strategically Audience Twitter O B J E C T I V E Audience Facebook What are they saying that is relevant to/engages? What are they saying that is relevant to/engages? How can you rework your message as a response or question? How can you rework your message as response or question? Follow up points Content Follow up points Content

24. “ 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!) ” Danielle Brigida

27. The Social Life of Content

28. Make it easy to spread your content

29. User Generated Content

31. Social Content and Stories

33. Platform for Self-Organizing

34. Empowering supporters without loosing control …

35. Allocate staff time, have expertise to implement strategy

36. The Tower and The Cloud Flickr photos by jamesjordan

37. Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more Common Concerns

40. Pick the right metrics to understand what is and what isn’t working Well, maybe not dead

41. KD Paine The Right Metrics

42. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.

43. Creating A Safe Place Identify worst case scenarios Develop contingency plans Prepare for the failures

45. Nonprofits and networks of advocates for different causes are seeing results with social media strategies and also working as bounded networks to share best practices or take action.

46. Meet Apollo

47. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards

51. How can use social media in a coordinated way? Over the summer ..

53. Shared best practices Discovered they could learn from each other Shared listening Coordinated Twitter campaign

54. Established cultural norms: simplicity Technology Stewards: Shared Task of approving access to the list Opportunity for collective action/mobilization happened

55. A Window of Opportunity

62. Open Space Session What is needed for effective use of online tools for bounded networks working on inward facing work?

64. Reflection: http://beth.typepad.com/beths_blog/2009/10/ant-trails-autumn-and-placement-of-fences.html He only says, 'Good fences make good neighbors.' Spring is the mischief in me, and I wonder Why do they make good neighbors? Isn't it Where there are cows? But here there are no cows. Before I built a wall I'd ask to know What I was walling in or walling out, And to whom I was like to give offense. Something there is that doesn't love a wall, That wants it down.' I could say 'Elves' to him Robert Frost

66. Source: littleoslo.com - Blogpoly The Social Media Strategy Game Beth Kanter Visiting Scholar Packard Foundation

67. Agenda Goals Think strategically about social media for external communications Begin to think about ways you can share best practices internally

68. Agenda Agenda 9:00-9:15 Reflection from Day 1 9:15-9:45 5 Minute Reminder Icebreaker Game Set Up 9:30-11:00 Small Groups To Play The Game 11:00-11:30 Report Out 11:30-Noon Reflections

69. Principles Flickr Photo by toby_maloy

71. Quick Review Generate Buzz Social Content Listen Engage Community Building & Social Networking

72. acticaches Listen Engagement Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Offline/Online Link Social Content

73. Human Spectragram: Experience with social media

74. Source: littleoslo.com - Blogpoly The Social Media Game Remix History

75. http://socialmedia.wikispaces.com/Social+media+game David Wilcox

76. http://internet-fundraising.wikispaces.com/

77. Photo by Preetam Rai

79. Network Effe

82. You are the strategy team for a national network whose member organizations need to get accurate information about reproductive health care, sex education, and other information to teens and college students. Some members have embraced social media and social networks, while others have not. You want to create a national coordinated strategy. The Scenario and Objective

83. 2. Use the people cards to identify audience

84. 3. Review Strategy Blocks Generate Buzz Social Content Listen Engage Community Building & Social Networking

85. 4. Pick Your Tools: You Only Get Ten Points!

86. A Community of Practice for Network Members Now that you have an external strategy, how can you ensure that members can learn best practices from one another? How can you share resources or work in a connected way? 5. A Community of Practice for Network Members

87. 6. Real Life Happens, Revise

90. How will you apply what you learned to your external strategy? How will you apply what you learned to your external communications strategy? Sharing best practices in your network? What challenges? What do you need to move forward? What is the first step you will take?

91. Just Three Words … on takeaways

92. Thank You! Beth’s Blog http:// beth.typepad.com Have a blog post topic idea? [email_address]