social media 100929 anne yurasek
TRANSCRIPT
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From Status Updatesto Strategy:
A New Look atSocial Media
FIO Partners, LLCSeptember 2010
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Topics for Today’s Session
• To define social media
• To discuss reasons for engaging
• To review a framework for strategy
development
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Who’s in the room today?
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Why Social Media?
Source: Flickr, Liquid Luc idity's
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BASED ON A PRESENTATION BY LEE WHITE
Social Media is…
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Blogs Wikis Podcasts
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Well…
sort of.
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Social Media
REALLYis…
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That is powered by…
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Blogs Wikis Podcasts
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It is a conversation between…
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Clients…
Employees…
Supporters…
Donors…
Thought Leaders…
Funders…
Competitors
Politicians…
Colleagues…
Media…
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…People!
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And guess what?
The social media
conversation is…
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Not Organized
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Not Controlled
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And not on message.
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Moving
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Generative
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Fun!!!
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and full of
insight…
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…if we choose
to join.
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To join the
conversation,we need to be…
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Present
d d
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Dedicated
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Patient
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We begin by listening.
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If we listen,
we will learn.
F th Cl T i M if t
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• Conversations among human beings sound
human. They are conducted in a human voice.
• The Internet is enabling conversations among
human beings that were simply not possible in
the era of mass media.
• These networked conversations are enabling
powerful new forms of social organization andknowledge exchange to emerge.
From the Clue Train Manifesto:
The Cluetra in Manifesto : The End of Business as Usua l: Rick Levine, Christopher Loc ke, Doc Searls, David Weinberger; Perseus Books ©2000
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• You must talk to the people with whom you
hope to create relationships.
• If you want us to talk to you, tell us
something. Make it something interesting !
• We have better tools, more new ideas, no
rules to slow us down.
The Cluetrain Manifesto : The End of Business as Usua l: Rick Levine , ChristopherLoc ke, Doc Searls, David Weinb erger; Perseus Books ©2000
From the Clue Train Manifesto:
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Social
Media is…
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…a brand new way of
creating
relationships,knowledge,
changenot just a passing fad.
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Why is itimportant for you
to consider
joining theconversation?
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2010 Facebook Usage Stats
• More than 500 million activeusers
• 50% of active users log on to
Facebook in any given day
• Average user has 130 friends
• Average user is connected to 80
community pages, groups and
events
Source: Facebook
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2010 Twitter Usage Stats
• 105 million accounts• New users are signing up at the
rate of 300,000 per day
• Twitter users are, in total,
tweeting an average of 55 million
tweets a day
• Twitter’s search engine receives
around 600 million search queriesper day
Source: Twitter
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The c onversation is happening…with or without you.
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Let’s talk aboutstrategy…
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Strategy Framework
People
Objective
Strategies
Technology
Source: Forrester, Groundswell
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People
Source: Beth Kante r, from 10/ 08 Sha re Our Streng th p resenta tion
Who are your people?
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Who are your people?What are they ready for?
Source: Forrester, Groundswell
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Who are your people?
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Who are your people?What are they ready for?
Source: Forrester, Groundswell
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Who are YOUR people?
Source: Forrester, Groundswell
Find them….
And then listen….
Wh d li h?
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What do you want to accomplish?What is your objective?
• Raise funds?
• Support your program?
• Increase awareness of your issue?
• Recruit possible clients? Staff? Volunteers?
• Others?
PICK ONE OBJECTIVE TO
START WITH…
MUST BE ABLE TO MEASURE!
a specific
measurable result
expected within a
particular time
period
Strategies:
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Strategies:Plan for how relationships with people
will change• Listening: Learn more about supporters,clients, industry, field of service
• Talking: Spread messages aboutenterprise
• Energizing: Find enthusiasticsupporters and empower them to spread the word
• Supporting: Help clients support eachother
• Embracing: Integrate clients and supporters into the way your businessworks (most challenging!)
Source: Forrester, Groundswell
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Technology:
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Technology:Decide which social technologies
to use to support strategies A few examples:
• Listening: Twitter, Google Alerts, Technorati
• Talking: Facebook, Twitter, YouTube, Flickr• Energizing: Facebook, Twitter, Theme Based
networking sites (environmental,volunteer, etc.)
• Supporting: Facebook Groups, Ning, private socialnetworks, LinkedIn
• Embracing: Facebook Pages or Groups, Ning,
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T: What is the most appropriate tool?
BlogsWikis Podcasts
H d thi fit i t
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How does this fit in to ourcurrent online efforts?
Sourc e: Beth Kanter
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Strategy Framework
People
Objective
Strategies
Technology
Source: Forrester, Groundswell
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Q & A
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• Experiment!
• Have fun!
• Measure Your Results!
Closing Advice
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Connect with me!
• FIO Partners Blog: www.fiopartners.typepad.com
• Facebook: Anne Yurasek
• LinkedIn: Anne Yurasek
• Twitter: @annefio
• Email: [email protected]
Photo Credits http://www.flickr.com/photos/nickerson/54599684/sizes/m/
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Photo Credits
http://www.flickr.com/photos/smartbrother/44226712/
http://www.flickr.com/photos/apophysis_rocks/376467264/
http://www.flickr.com/photos/missrogue/619781610/
http://www.flickr.com/photos/decrepit-telephone/280291545/
http://www.flickr.com/photos/stephareno/478105646/
http://www.flickr.com/photos/practicalowl/433659667/
http://www.flickr.com/photos/brokenpixels/108547742/
http://www.flickr.com/photos/kalisah/63911359/
http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/
Photo by :Lee White
SOCIAL MEDIA - Presentation by :Lee White
http://www.flickr.com/photos/theamarand/2883056321/sizes/m/
http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/
B t Pr ctic E mpl
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Best Practice Example –Small Organization
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Best Practice Example
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Best Practice Example –Large National Organization
N W F inspires A m ericans to:
• Confront Global Warming• Protect and Restore Wildlife Habitat
• Connect with Nature
Sourc e: Danielle Briga da, NWF
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Results