1.
Understanding Social
Media for Board
Members
Lauren Bacon + Emira Mears

2.
Q&A
Twitter: #raisedeyebrow

3.
Q&A
Type question here
Twitter: #raisedeyebrow

4.
Your Hosts:
Emira Mears Lauren Bacon
Partner Partner
Raised Eyebrow Web Studio Raised Eyebrow Web Studio
Twitter: @emiramears Twitter: @laurenbacon
Twitter: #raisedeyebrow

5.
Social Media for Boards:
1. What is Social Media? Overview & Tools
2. How to Create a Strategy for Social Media Success
3. Measuring Impact and Return on Investment
4. Drafting a Policy and Mitigating Risk
Twitter: #raisedeyebrow

6.
Quick Poll
Are you currently a member of a board?
• Yes
• No
• Not currently, but I have been/am about to be
Twitter: #raisedeyebrow

7.
Quick Poll #2
How do you currently engage in Social Media?
• Not at all
• Some personal use
• Some personal and some professional use
• Quite active
Twitter: #raisedeyebrow

8.
Social Media 101:
Overview and Tools
Image credit: James Brauer on Flickr. Twitter: #raisedeyebrow

9.
Social Media 101:
What Do We Mean by Social?
• Old way = One-way
• Traditional media & communications were all about
broadcasting, top-down, “experts.”
Twitter: #raisedeyebrow

10.
Web 1.0 vs Web 2.0
COMMUNICATIONS
MEDIA SOCIAL MEDIA
Space defined by Media Owner Space defined by Consumer
Brand in control Consumer in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the consumer / Adding value
Entertaining Influencing, involving
Company created content User created content / Co-creation
Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com

11.
Social Media 101:
How does the Social Web work?
Open/Interactive
Technology
Platforms
People
Twitter: #raisedeyebrow

12.
Social Media 101:
It is also about the outcome...
• Vast networks of people & data
• Communities
• User- and provider-generated content
mashed up together
• A dynamic, rapidly changing, fluid online
world that both maps to and ignores real-
world boundaries
Twitter: #raisedeyebrow

13.
Tool Overview:
What’s Out There?
• Facebook
• Delicious
• Twitter
• MySpace
• Google +
• Email Newsletters
• YouTube/Vimeo/etc.
• Blogs
• LinkedIn
• Foursquare
Twitter: #raisedeyebrow

14.
Tool Overview:
Facebook
• Mimics people’s real life
networks • Targeted/low cost ads
• More than 800 million • More women than men
active users
• Broad age ranges
• 50% of users login
• Can share different
daily
types of content easily:
• Strong networks - photos, text, video, etc.
average 130 friends
Twitter: #raisedeyebrow

15.
Tool Overview:
Twitter
• Networks are much
more broad • Very expensive ads
• Lower barrier to • Short text format for
connection sharing - often about
• Smaller user base (225 linking off to content
million) • Easy to retweet/share
• Average user tends to messages
be younger
Twitter: #raisedeyebrow

16.
Tool Overview:
Google+
• Still early days
• Similar to Facebook, but with different structure
• 50 million users in record time (compared to other
social networks)
• Uses circles and combines some of the features of
Twitter/Facebook in terms of mapping to real world
relationships
Twitter: #raisedeyebrow

17.
Tool Overview:
YouTube/Vimeo
• Video only
• Integrates with other social networks like Facebook
• Great option for hosting video as they absorb
bandwidth needs and includes sharing tools
Twitter: #raisedeyebrow

18.
Tool Overview:
LinkedIn
• Professional social
networking
• Maps (mostly) to real-
• More authoritative/less
world connections
casual
• Establishing authority/
• Group discussions
specialization
• Less opportunity for
viral campaigns/sharing
Twitter: #raisedeyebrow

19.
Tool Overview:
Delicious
• Social bookmarking
• Smaller section of users (3% of web users)
• Great for link/resource sharing
• Others are Reddit, Digg, StumbleUpon, etc.
Twitter: #raisedeyebrow

20.
Tool Overview:
MySpace
• 14% of users (but waning)
• Users tend to be younger
• Used by a lot of bands/entertainment industry
• Casual & anonymous
Twitter: #raisedeyebrow

21.
Tool Overview:
Email newsletters
• More Web1.0 (broadcasting)
• Tools can make it more Social (ShareThis, etc)
• Good for list building
• Great support when integrated with other social
media - with your website, Facebook, etc.
Twitter: #raisedeyebrow

22.
Tool Overview:
Blogs
• Powerful storytelling
• May or may not include comments
• Great for SEO
• Way to create/build content archive
• Integrate with other social media - link to blog post,
ShareThis widgets, etc.
• Can set up RSS feed
Twitter: #raisedeyebrow

23.
Tool Overview:
FourSquare
• Bridging gap between offline and online
• Still small user base (less than 1 million)
• Encourages competition/game-like
• Great for brick and mortar orgs/businesses to target
customers
Twitter: #raisedeyebrow

24.
Creating a Strategy:
A Roadmap for Success
Image credit: Owl Say on Flickr. Twitter: #raisedeyebrow

25.
Creating A Strategy:
Remember Strategy Before Tools?
• What outcomes to you want?
• Who do you want to reach?
• What is your key message?
• Where can you have the most impact?
Twitter: #raisedeyebrow

26.
Creating A Strategy:
The Ladder of Engagement
Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
Twitter: #raisedeyebrow

27.
Creating A Strategy:
80/20 Rule
• You can generally get to 80% of a good Social
Media presence with relatively little effort (20%)
• Setting up a Facebook page
• Create a Twitter account, etc.
• The rest of the work is what will get you to the
top and comes in having a strategy/generating
content/managing a community
Twitter: #raisedeyebrow

28.
Creating A Strategy:
The 90-9-1 Rule
• 1% of people will create content
• 9% of people will share content
• 90% will simply observe
Twitter: #raisedeyebrow

29.
Creating A Strategy:
Listen & Participate
• It’s not just about broadcasting
anymore
• Find the insiders who care, listen and
engage
• Don’t just build it and expect that
“they” will come
Twitter: #raisedeyebrow

30.
Creating A Strategy:
Engage & Coordinate Internally
• There’s a danger that Social Media can
be left for the communications team to
manage alone. Be sure to engage:
• Development/Fundraising
• Organizing/Member outreach
• Volunteers
Twitter: #raisedeyebrow

31.
Creating A Strategy:
Create a Content Calendar
• Helps take the “chore” out of Social
Media
• Creates a strong framework - ad hoc
events will fill in the gaps
• Helps coordinate between different
environments
Twitter: #raisedeyebrow

32.
Creating A Strategy:
Resource Your Team
• The set-up cost to most of these tools is $0
• However, demands on staff time can be quite heavy.
Make sure you aren’t setting staff up for failure.
Account for time for:
• Creating content
• Listening & Participating
• Measuring success
Twitter: #raisedeyebrow

33.
Creating A Strategy:
Resource Your Team
• Measure impact of different tools
• Don’t be afraid to limit your involvement to tools
that work for your organization
• Set expectations that match the time you’re
willing to give them and listen to what they are
asking for
Twitter: #raisedeyebrow

34.
Creating A Strategy:
Be Adaptable
• Iterative growth works well in the Social
World
• Test, measure, refine, rework
• Don’t be afraid to make a mistake - own
up to it
Twitter: #raisedeyebrow

35.
Measuring Success:
What is Your Return on Investment?
Image credit: Purple Car on Flickr. Twitter: #raisedeyebrow

36.
Measuring Success:
Return on Investment
• What matters to you:
• What outcomes do you want to achieve?
• Who do you want to reach?
• What do you want them to do?
• Measure often
• Don’t get overwhelmed in stats
Twitter: #raisedeyebrow

37.
Measuring Success:
Numbers vs. Stories
• Metrics should be a combination of the
two
• # of followers
• # of petition signatories
• Increase in donations
• Stories of engagement & impact
Twitter: #raisedeyebrow

38.
Measuring Success:
Numbers vs. Stories
Twitter: #raisedeyebrow

39.
Measuring Success:
Measuring Tools
• Twitter clients: Hootsuite, Tweetdeck etc. let you measure #
of followers, retweets, open rates etc.
• Saved Twitter searches
• Ask your community - on donation forms, member forms, etc.
• Newsletter stats
• Google Analytics
• Use goals to track where traffic from different tools goes
on the web
Twitter: #raisedeyebrow

40.
Measuring Success:
Lies, Damn Lies, Statistics
• Find the balance between measuring success/impact and
switching gears while also allowing adequate time to test the
waters
• Don’t forget to track the stories/qualitative impacts
• Measure other internal #s:
• # of hours of staff time
• Reduction in mail out costs
• Ability to leverage external events quickly & have impact
Twitter: #raisedeyebrow

41.
Drafting a Policy:
Mitigating Risk
Image credit: Rionda on Flickr. Twitter: #raisedeyebrow

42.
Drafting A Policy:
Mitigating Risk
• Fear: Total loss of control
• Reality: It’s happening anyway
Twitter: #raisedeyebrow

43.
Drafting A Policy:
Staff Resource Drain
• Fear 1: Staff will waste time
online
• Fear 2: Staff will misrepresent us
• Reality: It’s happening anyway
Twitter: #raisedeyebrow

44.
Drafting A Policy:
What Can You Do?
• Be pro-active: draft a policy and set
out guidelines
• How you want the organization represented
• What will be shared when
• Same policies of harassment, etc. apply online
• Respect privacy
Twitter: #raisedeyebrow

45.
Drafting A Policy:
Personal vs. Professional
• Discuss privacy & personal boundaries
• You can’t control what staff do personally
online
• You can help them set boundaries between
personal and professional through dialogue
and education about tools
Twitter: #raisedeyebrow

46.
Drafting A Policy:
Being Human is OK
Twitter: #raisedeyebrow

47.
Drafting A Policy:
Transparent & Collaborative
• Be open and engaged with staff when
drafting a policy
• Ask for feedback and discuss intentions
• Overall, don’t be too prescriptive as it will
stifle authenticity - think of it as a
guideline
Twitter: #raisedeyebrow

48.
Conclusion:
Strategy + Tools = Success
• Understand the Tools
• Have a plan
• Measure success
• Mitigate risk
Twitter: #raisedeyebrow

49.
Need more help?
Raised Eyebrow offers:
• Online Communications • Usability Consulting
Strategy Consulting
• Email Newsletter design,
• Information Architecture and development and management
Interaction Design
• Accessibility and Search
• Website Design & Engine Optimization
Development Consulting
• Web 2.0 and Social Media • Custom workshops for your
Consulting organization
www.raisedeyebrow.com
Twitter: #raisedeyebrow

50.
Questions?
Please use the “raise
hand” feature, or type
a question into the
Q&A box.
Twitter: #raisedeyebrow

51.
Questions?
Please use the “raise
hand” feature, or type
a question into the
Q&A box.
Type question here
Twitter: #raisedeyebrow

52.
Thank you.
Lauren Bacon Emira Mears
@laurenbacon @emiramears
raisedeyebrow.com
Twitter: #raisedeyebrow