FacetheFutureHumani.esLeadershipSummit

September15,2008

beta

WhatIsSocialMedia?

Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

“ ”BethKanter

ToseetheCommonCraEvideo,“SocialMediainPlainEnglish,”gohere:hMp://commoncraE.com/socialmedia

WhySocialMedia?•  Peopletrusteachothermorethanyourorganiza.on

•  “There’saconversa.onalreadygoingon.Don’tyouwanttobeapartofit?”

•  Enablepeopletospreadyourmessageforyou•  Getfeedback•  Improvesearchengineresults•  Domorewithless;achieveresultsinexpensively•  Engagemedia(newspaper,TV,Internet)•  Reachayoungeraudienceof“digitalna.ves”

Markets are conversations…the human voice is the music we have always listened for, and still best understand.

“ ”TheCluetrainManifesto

HowSocialMedia?

•  Understandyourmessage•  Understandyouraudience– Whoarethey?

– Whataretheydoingwithsocialmedia?

•  Developastrategy•  Choosetoolsthatfitmessage/audience/strategy.

Listening

•  Knowingwhatisbeingsaidonlineaboutyourorganiza.onandthefieldyouworkin

•  Why?– BeMerserveyourtargetaudiencebyknowingwhatthey'resayingtoothersandtoyou.

– Respondtoand/orengagecri.cs– Stayabreastofthelatestdevelopmentinyourareaofwork

It’s about conversations, and the best communicators start as the best listeners.

“ ”

BrianSolis,SocialMediaManifesto

hMp://flickr.com/photos/cyrillelefranc/2212330107/

hMp://www.briansolis.com/2008/08/introducing‐conversa.on‐prism.html

TypesofSocialMedia

Forums,Chat,MailingList

Discuss

Photo/VideoGallery,

Bookmarks,FileSharing

Share

Blog,Microblog,Feeds,Wiki

Publish

OnlinePolls,UserProfiles

Collaborate

SocialNetworks

BrandAwareness

hMp://consultaglobal.wordpress.com/2007/06/11/businessweek‐web‐strategies‐that‐cater‐to‐customers/

Blogs101

•  Blogs:Websitesthatareeasytoupdatewith“posts”

•  Publishbriefar.clesaboutyourselectedtopiconaconsistentbasis

•  Newar.clesappearatthetop•  Readersmayleaveacomment

•  UserscansubscribetoyourpostsviaRSS

Publish

TypesofBlogs

•  Ins$tu$onalInfo:distributenewsaboutorg•  AggregateContent:distributenewsrelatedtocontent/missionoforg

•  CommunityContent:takecontent/issueandopenituptocommunityinput

•  SpecializedContent:exhibi.on,sub‐speciality,orevent

•  PersonalVoice:individualorsmallpanelofstaffofferpersonalcommentaryaboutorg

Publish

Ins.tu.onalInfo

AggregateContentInfo

CommunityContent

SpecializedContent

SpecializedContent

PersonalVoice

BloggingTools

WordCampBirminghamSeptember27‐28

hMp://museumtwo.blogspot.com/2007/03/ins.tu.onal‐blogs‐different‐voices.html

BlogDos&Don’ts

•  Pickatopicandbepassionateaboutit•  Ensureins.tu.onalreadiness•  Makesurethereareresourcestopost,andcreateastrategyforregularpos.ngs

•  Respectcopyrightandfairuse.Citesources.•  Findoutwhoelseisbloggingonthetopic.Read,know,andreferencethemifappropriate

•  Don’tovercopy‐edit.Itdoesn’thavetobeperfect.

•  Listentocommentsandtocommunitypulse

Publish

Microblogging101

•  Short‐formcontentcreatedusingsocialtoolsthatbroadcasttext,voice,images,orvideototargetedWebandmobilecommuni.es

•  Characterizedasnextgenera.onchat

Collaborate

Microblogging101

•  Friends/followersupdatestatus,askques.ons,postlinks&informa.on

•  Running.melineofthoseyoufollow

•  Newsbreaksfirst,e.g.Californiaearthquake,Minnesotabridgecollapse

Collaborate

Microblogging101Collaborate

MicrobloggingDos&Don’ts

•  Join,par.cipateandlearnaboutthesocialnetworkbeforelaunchingorganiza.onalpresence

•  Besincere,transparentandoffercontentinteres.ngtoyouraudience

•  Pos.ngtoomanyselfservingmessagesisconsideredspam,notconversa.on

Collaborate

SocialNetworks101

•  SocialNetworkingsitesallowpeopletoconnectwithfriends,family,andcolleagues

•  Sharemedia,informa.on,andcommunicate

BrandAwareness

FacebookCausesMySpaceImpact

•  Causes:AFacebookapplica.onthatconnectspeoplewithcausestheyareinterestedin,andletsthemdonatefunds.

•  Impact:MySpace’shubforsocialandcivicengagement–  sendmassmessages–  engageinviralmarke.ng–  fundraiseandallowyoursupporterstofundraiseonyourbehalf

–  hostvideo,audio,andothercontent–  facilitateconversa.onsanddialogueviaforums&groups–  safelyandsecurelyreachawideaudience

BrandAwareness

SocialNetworkDos&Don’ts

•  Lookatobjec.vesandresources•  Targetaudiences•  Thinkaboutmul.‐channelefforts

•  UseSocialNetworkingsitesfortheSOCIALaspect

•  Joinandpar.cipateasamemberbeforeestablishingforyourorganiza.on

BrandAwareness

Podcas.ng101

•  Determinewhatyourmemberswanthearfromyou

•  Keywordspeoplesearchthatleadsthemtoyoursite

•  Establishaconsistentschedule•  Promotepodcastthroughdistributors(iTunes,etc),blogs,TwiMer,etc.

Collaborate

Podcas.ng101Collaborate

Podcas.ngCollaborate

Podcas.ngDos&Don’ts

Podcas.ngDos&Don’ts

•  Findyourniche•  Planyourcontent

•  Promote,promote,promote

•  Offersomethingofvalue(personality,specialinterest,exper.se)

Collaborate

Widgets101

•  HTMLcodesnippetsthatcanbeinsertedintoanywebsiteorblog.

•  Publishyourcontentelsewhere,republishothers’contentonyoursite– Figureoutwhatpeoplecometoyoursitefor,andletthemtakeitaway

– Sharerelevantcontentfromotherswithyouraudience

Collaborate

BenefitsofWidgets

•  Easytouse,don'tneedtechnicalskills•  Canhelpyouextendorenhancetheconversa.ononyourblog

•  Canhelpyou"listen"bygatheringfeedbackandotherinforma.onfromyourblogreaders

•  Canhelpyoueasilylinktoothersites,content,orindividuals

•  Canhelpmakeyourblogmore"findable”•  Theyarelotsoffun

Collaborate

3TypesofWidgets

•  Interac.vity•  Content•  Fundraising

Collaborate

Interac.vityWidgets

ContentWidgets

FundraisingWidgets

WidgetDosandDon’ts

•  Widgetsareappropriateifyouhavecontentandsocialstrategytosupportthem

•  Matchwidgetswithyouraudience– Ex.BrooklynMuseum&Flickr

Collaborate

Video101

•  Whereareyourmembersviewing?•  Whatcreatesthemostimpact(live

streaming,sneakpeakofupcomingevent,behindthescenetour)?

•  Decidewhatproduc.onqualityisappropriate

•  Regularscheduleoroccasionalposts

Collaborate

Video101Collaborate

Collaborate

Video

•  Seesemic•  ooVoo•  UMerz•  YouTube•  GoogleVideo•  Ustream

Resources

•  BethKanter’sBlog– hMp://beth.typepad.com/beths_blog/

•  JeremiahOwyang’sBlog– hMp://www.web‐strategist.com/blog/

•  Museum2.0– hMp://museumtwo.blogspot.com

•  WeAreMedia– hMp://www.wearemedia.org/About+Project+Background