plays well with others
DESCRIPTION
Presentation from ASAE's 2010 Annual Meeting by Layla Masri, Lynn Morton, and Elizabeth Weaver Engel, CAE on member engagement and integrated communications.TRANSCRIPT
Plays Well With Plays Well With OthersOthers
Engage Your Members by Integrating Multiple Communications Channels
Let’s Get Started...Let’s Get Started...
• Who are you?– Lynn Morton, Manager, Marketing Technologies,
American Academy of Physician Assistants– Layla Masri, President, Bean Creative Funktional
Web & Interactive Design– Elizabeth Weaver Engel, CAE, Director of
Marketing and Sponsorship, National Association of Children’s Hospitals and Related Institutions
• Ground Rules • Agenda• Back Channel
Play nicePlay nice
• Respect others.• Make new friends. • Listen.• Build stronger relationships.
Principles of Playing Principles of Playing NiceNice
• Listen to others.• Sharing is caring.• Take turns.• Play together.
Listen to OthersListen to Others
• Basic principle of social media• Informs choices• Provides the opportunity to react• Provides valuable market research• When listening works...
– AAP case study
Sharing is CaringSharing is Caring
• Provides your constituents with information
• Positions your organization as a valuable resource
• Can decrease workload and provide variety
• When sharing works...– NACHRI case study
Take TurnsTake Turns
• Decreases communication channel fatigue
• Talking at them (broadcasting) vs. talking with them (conversation)
• Allows what you say to have more impact
• When taking turns works...– NACHRI case study
Play TogetherPlay Together
• Community building = Member Engagement
• Builds relationships• Allows people to find a comfortable
home• When community building works...
– AAP case study
Look before you Look before you leapleap
• Keys to creating strategy that matches your organization’s audience and goals:– Know your audience(s) and how they like
to interact online (lurkers vs. talkers)– Outline your objectives and how they
relate to overall organizational goals– Set clear policies on engagement
Know how to share Know how to share (aka work smarter, not (aka work smarter, not
harder)harder)
• Create once, use multiple times • Integrate your tools• There is no “one perfect tool”• Customize your toolkit to meet your
needs
Use the right building Use the right building blocksblocks
• Key components for success:– Communicate– Listen– Publish– Share– Relationship– Strategy first tools second– Measure, measure, measure– Be flexible
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BeginnerBeginner
AdvancedAdvanced
Learn to walk before Learn to walk before you runyou run
• Don't repost everything everywhere• Learn to use tools first, then start
measuring• Silence = the worst answer you can
give online• Remember to listen
PoliciesPolicies“Play fair.”“Play fair.”
• Don’t re-invent the wheel• K.I.S.S.• Remember: your OTHER policies are
all still in effect• Remember: your staff and members
are ALREADY talking to each other• What we’re doing hasn’t changed, we
just have new options for how we do it
Outposts v. HomebaseOutposts v. Homebase
The farther out you get, the less control you have
Image credit: SocialFish http://www.socialfish.org/blog
Policies:Policies:Common ElementsCommon Elements
• Follow all other applicable policies• Write in the first person• Be transparent• Be accurate• Be respectful and considerate• Respect copyright laws• Respect work commitments• Play by the rules• Don’t reveal confidential information
HIPAA:HIPAA:Health Insurance Health Insurance
Portability and Portability and Accountability ActAccountability Act
• Why are health care organization often held up as example soc med policies? HIPAA
• The Health Insurance Portability and Accountability Act (HIPAA) requires that a patient's identity and PHI (Protected Health Information) be secured.
• 18 specific identifiers – stiff penalties for violating HIPAA
• Possible to use social media and comply with HIPAA• Case study: NACHRI member Children’s Hospital Los
Angeles
IP (Intellectual IP (Intellectual Property)Property)
“Don't take things “Don't take things that aren't yours.”that aren't yours.”
• I am NOT a lawyer• Copyright• Fair use• Collaborative content
Did you create it? If not, don’t represent it as yours or use it without permission.
Creative CommonsCreative Commons “Share everything.” “Share everything.”
Image credit: Creative Commonshttp://creativecommons.org/about/licenses/
ContactContact
Layla MasriEmail:
[email protected] Twitter: @beancreativeWeb:
http://www.beancreative.com Phone: 703.684.5945
Lynn MortonEmail: [email protected] Twitter: @MissLynn13Blog:
http://snapblogger.wordpress.com
Phone: 703.836.2272
Elizabeth Weaver Engel, CAE
Email: [email protected] Twitter: @ewengelBlog:
http://thx4playing.blogspot.com
Phone: 703.797.6041