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Highlights from the We Are Media Workshop (http://www.wearemedia.org/) for an internal AIDS.gov team meeting.
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Highlights for the AIDS.gov TeamFebruary 23, 2009
Social Media and Nonprofits: Two-Day Intensive Workshop
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
• Workshop overview • Training tools • Take away messages• Next steps• Questions
Today’s Agenda
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Overview
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Working in a networked way to identify the best existing resources, people, and case studies that will give nonprofit organizations the knowledge and resources they need to use social media effectively.
Funded by the Surdna Foundation
What is WeAreMedia?
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Our Wiki – Home Base http://www.wearemedia.org
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Beth KanterHolly RossNina SimonRachel WeidingerBritt BravoDavid CohnJohn KenyonJD Lasica
Workshop Leaders
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Learning Goals
•Learn to integrate social media into web communications plan
•Learn to design, implement, and evaluate social media projects
•Experience a variety of web tools that are essential in listening, participation, content creation, generating buzz, and community building tactical approaches
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Agenda
• Day 1: Strategy
• Day 2: Tactics & Tools
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Training Tools
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Stand Up If …http://www.flickr.com/photos/aaronjacobs/107732128/
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Share Pairhttp://www.flickr.com/photos/ginable/325235488/
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Share Pair & Tweet on Paper
1.How can social media benefit your organization?
2.Write it down as “Tweet” – 1 brief sentence
3.Laser out share and retweet
Your Tweet:
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Wordle (http://www.wordle.net/)How can social media benefit your organization?
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Spectrograph
Where are you on the readiness scale to implement a new media plan?
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Social Media Simulation Game
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Creating Your Organization's Social Media Strategy Map
Goal: To introduce planning questions that a nonprofitorganization needs to ask before getting started with a social media plan and examples of how other nonprofits have approach this task
• Objectives • Target Audience • Integration • Culture Change • Capacity • Tools and Tactics • Measurement • Experiment
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
When I get back to my organization, my first new media action step will be….
Group Sentence
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Training Tools Recap
•Stand Up•Share Pair (and Tweet version)•Spectrograph•Social Media Simulation•Strategy Map•Sentence
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Take Away Messages
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Social is not slowing down ….
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Not everyone is a social media user
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Market ResearchConcept TestingIssues AwarenessImprove ReputationImprove Customer/Client ServiceContent GenerationProgram Ideas Increased Relevant Visitor TrafficIncreased Page RankingsViral spreading of petitions or actionsFundraising – reach new donorsRecruit volunteers/clients
Benefits of Social Media
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
What are the
limitations?
http://www.flickr.com/photos/ben_pollard/2342924889
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
NTEN’s WebCommunications Strategy
•1/3 web presence•1/3 one-way (email)•1/3 social media aspects
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
ROI• Return on Insight (David Armano)
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation. Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Summarizing Take Away Messages
1. New media is growing, but not everyone is using it--always need to assess appropriateness for your target audience
2. Social Media is only one component of an web communications strategy (Nten’s 1/3 strategy)
3. Establish credibility and trust through a stepped approach(Obama’s crawl, walk run approach, Listen, participate, share story, generate buzz, community building and social networking)
4. Transparency and reciprocity are key (Air Force blog comment policy)
5. ROI = Return on Insight (listen, learn, adapt)
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Next Steps
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
What’s next in new media?
The “Semantic” web:
“Watch what I want and give me more of it!”
Holly Ross, ED of NTEN
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Homework
• The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger
• Here Comes Everybody: The Power of Organizing Without Organizations: Clay Shirkey
• Flipping the Funnel: Seth Godin, “ –there’s a free non-profit version—Beth thinks it should be required!
• Groundswell: Charlene Li and Josh Bernoff Smart Chart: www.smartchart.org/ --great new
media assessment tool -- free for nonprofits• Strategy Map Handout: Remix as a handout for
public health colleagues?
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Questions
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
Welcome to the Social World