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The social media portion of the Art of Technology curriculum designed with support from the Mellon Foundation.
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The Art of Technology: Social Media
The Art of Technology is made possible by generous funding from the Andrew W. Mellon Foundation
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What is Social Media?
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
Powered by…
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IT’S A CONVERSATION BETWEEN PEOPLE
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Audiences
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Donors
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Volunteers
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AND THAT CONVERSATION IS…
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Not Controlled
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Not Organized
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Not on Message
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SOCIAL MEDIA USE IS GROWING
http://www.flickr.com/photos/dotpolka/34311984/
Social Media use up 230% since 2007
66% of Americans use a Social Network Site
41% of those 50+ visit monthly
90% of those aged 18-34 visit monthly
19% use social networks for professional purposes
43% of social media users visit sites more than once per day
Source: Simmons 2010 Social Networking Report
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Publisher Media vs. Social Media
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Page View Share
2008 Web Page Views
Publisher MediaSocial Media
Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites in 2008, nearly doubling 2007 PV volume
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So Let’s Get Ready to…
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GUT CHECK: SOCIAL MEDIA CULTURE SHOCK
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Organizational Development Concerns• Acceptable Use• Business Voice and Personal Voice• Coordination with communications, HR, legal,
and IT• Management tolerance, participation,
endorsement• Safe zones for experimentation• Balance "quick and candid" with "thoughtful
and professional”
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SHARE PAIR: DEALING WITH ORGANIZATION CULTURE
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A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
Start with Strategy
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
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Objective
•What do you want to accomplish with social media?
•Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan
http://www.flickr.com/photos/wili/214316968/
Give Your Social Media Objective An IQ Test!
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To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
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1. Who must you reach with your social media efforts to meet your objective? Why this target group?
2. Is this a target group identified in your organization’s communications plan?
3. What do they know or believe about your organization or issue? What will resonate with them?
4. What key points do you want to make with your audience?
Audience
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What Are They Doing Online?
Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
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AudienceObjective
One Wayemail
search engineads
SocialListening
ConversationConnecting
HomebaseWeb Site
An Integrated Strategy
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California State Parks Foundation• May 2009• 100 Park Closures Imminent• 500 Facebook Fans• Mostly Direct Mail Supports
New Strategy:Reach younger supporters to prepare for a ballot initiative to protect California parks.
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Recruit 5,000 new Facebook
fans in one month
One Wayemail
direct mailads
SocialFacebookYouTube
HomebaseWeb Site
An Integrated Strategy for CSPF
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Integrated Components
Home BaseWeb site redesign
to emphasize:• Petition• Facebook• Donations
One Way“Urgent Grams”
to:• High Dollar
Donors• Other Members• Prospects
Social• Facebook
Welcome Page• Fan Videos on
YouTube
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Integrated Looks & Message
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Campaign Results
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The Final Tally• $950,000 Raised• $300,000 Online
• Tough to track specifically to social media
• 46% of that came from supporters new to CSPF• Email list size grew in tandem with Facebook
Fans, suggesting that they are highly related• Ballot initiative campaign is now live
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HOMEWORK: START YOUR STRATEGY MAP
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
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Tactical Approaches to Social Media
GenerateBuzz
Share YourStory
Listen & Participate
Community Building &
Social Networking
Tim
e an
d ex
perti
se
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Listening
Listening is knowing what is being said online about your organization and your field.
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A Few Listening ToolsGoogle Alerts: Delivered to your email inbox on specific key words searches.alerts.google.com
RSS: Reader software that will pull in articles, posts and other electronic media that you specify. netvibes.com, reader.google.com and bloglines.com.
Twitter: Use keywords at search.twitter.com to find out what people are saying about certain topics right this very minute.
Paid Social Tracking Services: Will track keywords across multiple social sites and give you robust reporting and management tools. Radian6.com and scoutlabs.com
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Google Alerts
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RSS - Netvibes
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Listen With Purpose• What decisions will you link your listening to?• What key words will you use?• How will share or summarize what you learn
from listening with others in your organization?
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Listening Leads to Participation
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Respond Well• Who is empowered to respond and in what
circumstances?• How will you address negative comments or
perceptions?• What is the goal of your participation?
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Social Media and EthicsHonesty: State only what you know to be true - and be clear
about opinion or conjecture vs. fact.Transparency: Be straightforward about who you are - and who
you’re representing online.Respect: Respect for yourself, your peers, and even your
adversaries.Privacy: Treat the intimate details of others as you would your
own personal information.Relevance: Ensure that the content you’re posting is relevant to
the audience and the venue where it’s being posted.Responsibility: Take ownership of your online activities, the
content you’ve created, and any missteps you’ve made along the way.
http://www.ruderfinn.com/blogs/ethics/2009/07/ethics-and-social-media.html
Participating is Technique, Not Tools
Respond If:• They’ve paid you a
compliment• Valid client complaint• If information is incorrect• If you have something of
value to offer
Don’t Respond If:• Trolls• Competitors• Not you
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Participation is About Reciprocity
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Tactical Approaches to Social Media
GenerateBuzz
Share YourStory
Listen & Participate
Community Building &
Social Networking
Tim
e an
d ex
perti
se
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Share Your Story
Sharing your story is giving your supporters the message and media they need to connect with your issue and share with their networks.
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A Few Storytelling ToolsBlogs: A type or part of a website designed for regular commentary and sharing of other online media. Usually focused on a particular topic. Commenting is typical.Blogger.com, Typepad.com and WordPress.com
Videos: Videos appropriate for social media can be produced with cell phones and flip cams now. Posting on a social site makes them shareable. YouTube.com, Vimeo.com, and Livestream.comPhotos: You and your patrons can share photos of your performances with photo sharing sites by assigning the same tag, such as NYCBalletLive to your uploads.Flickr.com and Facebook.com
Podcasts: Audio recordings made available singly, or as a subscription.iTunes.com
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Which YOU are You Going to Be?
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Institutional Aggregating
SpecializedPersonality
Other Story Telling Considerations• Who will do the work?• With what frequency?• What skills or expertise do you need / have?• Can you remix/reuse content across tools?
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Tactical Approaches to Social Media
GenerateBuzz
Share YourStory
Listen & Participate
Community Building &
Social Networking
Tim
e an
d ex
perti
se
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Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen.
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A Few Buzz Tools
Twitter: Twitter is like the status update part of Facebook. Users share links, photos and the answer to the question, “What are you doing now?”Twitter.com
Facebook: Now the largest social networking site in the world. Facebook fans got Betty White a spot on Saturday Night Live.Facebook.comKeywords/Tags: No matter what social networking site you or your patrons are using, a good set of keywords will make your content findable and shareable
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Buzz is a Cocktail Party•Make others feel important•Be smart, witty and funny!•Be relevant•Put your best foot forward
Being awesome is the best way to SEEM awesome
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Preconditions for a Buzz Campaign
Trust
Friends
Reciprocity
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Buzz Considerations• Are you adding as much value as you are asking
for?• Is it personal?• Who responds?• What are you asking people to do? Remix, Reuse,
forward?
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Tactical Approaches to Social Media
GenerateBuzz
Share YourStory
Listen & Participate
Community Building &
Social Networking
Tim
e an
d ex
perti
se
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Community engagements is connecting your patrons, volunteers, donors and supporters to each other through your mission.
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A Few Community ToolsFacebook: The most popular social network in the world provides ample opportunities to find friends and engage them in your mission.Facebook.com
LinkedIn: While LinkedIn skews towards more professional conversations and uses, it may be a great place to cultivate conversation for your organization.LnkedIn.comOpen Source Private Networks: There are lots of open source tools available to create and manage a private social network for your audience.Ning.com and Drupal.com
White Label Social Networks: You can also hire providers to create a private social network for your audience.ThePort.com, Golightly.com, and SocialGo.com
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Create Art with Your Community
Community Building Considerations• What’s the point of this community? Why would
people gather here instead of somewhere else?• Who will maintain the community and act as the
voice of the organization?• How does the community integrate with the web
site? Vice versa?• What’s the engagement strategy? How are you
going to get people talking?
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Community Management Happens on a Daily Basis
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
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Fail Informatively – Clay Shirky
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Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.
To Fail Informatively, We Must…• Set SMART goals• Set ourselves up for success by researching first• Document hard data• Also document qualitative data• REFLECT• And Iterate.
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Social Media Data
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Collect Stories
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Then it’s Time to…
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But You Have to Take the….
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SOCIAL MEDIA STRATEGY GAME
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How to Play• Value of the exercise is the discussion and how
you navigate through choices• Don’t get hung up if you don’t have enough
contextual information. Make it up!• There are no right or wrong answers
