EPIP Slides
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This document outlines an agenda for a workshop on developing social media strategies. It includes an icebreaker, introduction of the strategy game, breaking into groups to play the game, and report outs. The game involves identifying audiences, reviewing strategy approaches, selecting tools within a limited point system, revising for real-life challenges, and reporting out strategies. The objectives are to experience a strategy brainstorm, select appropriate tools, and identify experiments. Key lessons from case studies on non-profits that emphasize listening, community building and storytelling are provided.
![Listen: Monitor, Compile, DistributeI took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger](https://image.slidesharecdn.com/slidesforsession-090724102353-phpapp01/85/EPIP-Slides-19-320.jpg)
EPIP Slides
- 1. Flickr image by andy_bernay-romanThe Social Media Strategy GameEPIP Chapter Leader GatheringBeth Kanter, Scholar in Residence Packard Foundation
- 2. About MeBeth Kanter, Beth’s Blog
- 3. Learning Objectives To experience a strategy brainstorming session
- 4. To pick the right tools
- 5. To identify an experiment Agenda8:30-8:45 Introduction and Ice Breaker8:45-9:05Strategy Primer9:05-9:45Small Groups To Play The Game9:45-10:15Report Out10:15-10:30ReflectionHashtag: #EPIPNotes: http://bethkanter.wikispaces.com/EPIPAgenda
- 6. What’s your burning question? Share it Twitter style with someone in the room! Re-Tweet to three others in the roomReport out
- 7. Social Media Strategy Primer
- 8. My Social Media Strategy Circle of the WiseIndustry ExpertsNP Practitioners@starfocus @ntenhross @daveiam @wharman @cariegrls @brianreich@geoffliving @charleneli @armano @briansolis
- 9. #EPIP
- 11. Tools come and go, but strategy sustains …
- 12. Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance. Report Available: http://www.engagementdb.com/
- 13. Engagement Strategy Best PracticesEmphasize quality, not just quantityTo scale, make social media part of everyone’s jobFind your sweet spot
- 14. Non-profits using engagement best practices are seeing success!
- 15. Community Building & Social NetworkingGenerateBuzzShareStoryParticipateListenSocial Media: Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….Flyl
- 16. ShareStoryacticachesTool SelectionCommunity Building & Social NetworkingGenerateBuzzListenParticipate 10hr 15hr 20hrPick the right the tools and sitesLess TimeMore time
- 17. A couple of examples from nonprofits…
- 18. The Red Cross Case Study: Listening Comes FirstFirst project was a listening project over two years agoPeople were talking and they needed to listenAt first, felt like going to war, but changed internal perception of social media
- 19. Listen: Monitor, Compile, DistributeI took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
- 20. Listen: What’s the Value? Changes internal perception of social media value
- 21. Improves relationships with audience and identifies influencers
- 22. Incremental improvements for campaignsInfluencer complaining …Customer service issueRelationship buildingStaff determines comments or tweets that need response
- 27. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.
- 33. Empowering supporters without loosing control …
- 34. People share their wildlife sightings
- 36. Flickr image by andy_bernay-romanThe Social Media Strategy GameREMIX HISTORY
- 39. Photo by Preetam Rai
- 41. Added “Situations” and Point System
- 43. The Keep Bucharest Clean NGO is launching a campaign to educate people to keep the city clean.They want to keep people from spitting, throwing trash, or not cleaning up after their dogs.They want to incorporate a social media strategy to raise awareness and spread the word.
- 44. Social Media Strategy Simulation GameSocial Media and Nonprofits: Social Media Starter Kit
- 46. You are the strategy team for a national environmental organization with a large membership base. The organization needs to work in collaboration with six other environmental organization on a coordinated strategy earth worm sustainability.The network needs to increase outreach and retention of younger members, develop a global advocacy strategy to protect earth worms, and needs to sell earth worm kid kits and t-shirts to generate revenue. Your organization has used social media strategies for other campaigns, but your partner organizations are just beginning to think about social media strategies. How to Play the Game
- 47. The Newest EPIP Chapter needs your help!This chapter needs to recruit and engage more members for chapter meetings and programs. The chapter leaders want to incorporate a social media strategy to find members, get them attend and participate in meetings, and volunteer. The chapter is located in a state with a large geographic area and some members won’t be able to attend meetings face-to-face.
- 48. 1. Use the people cards to identify audience
- 49. Community Building & Social NetworkingGenerateBuzzShareContentParticipateListen3. Review Strategy Blocks
- 50. 4. Pick Your Tools: You Only Get Ten Points!
- 51. 5. Real Life Happens, Revise
- 52. Identify Audience Review the Tactical Approaches Pick Tools – 10 Points Life happens, revise your strategy Group Report: StrategyFull Group Reflection
- 53. Report OutReport the highlights of your strategy
- 54. Summarize some of the trade offs you had to make
- 55. Was it easy or hard?
- 56. Why?ReflectionWhat challenges do you face implementing your social media strategy?
- 57. What do you need to move forward?
- 58. What is the first step you will take?Thank You! Beth’s Bloghttp://beth.typepad.comHave a blog post topic idea?beth@bethkanter.org
Editor's Notes
- #2: andy_bernay-roman photoshopped on FlickrOriginal is in public domainhttp://en.wikipedia.org/wiki/Dogs_Playing_PokerCM Coolidge
- #10: Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
- #12: The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels.We critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are:Starbucks (127)Dell (123)eBay (115)Google (105)Microsoft (103)Thomson Reuters (101)Nike (100)Amazon (88)SAP (86)Tie - Yahoo!/Intel (85)The report is available at http://bit.ly/KRGNt and the main site is at engagementdb.com (includes ways for you to do a quick ranking of your engagement). A very neat interactive feature of the site is the ability to see the rankings in different ways, from highest to lowest scores, alphabetical, etc.
- #13: Emphasize quality, not just quantity. Engagement is more than just setting up a blog and letting viewers post comments; it’s more than just having a Facebook profile and having others write on your wall. It’s also about keeping your blog content fresh and replying to comments; it’s building your friends network and updating your profile status. Don’t just check the box; engage with your customer audience. To scale engagement, make social media part of everyone’s job.The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization. Instead, it’s important for everyone across the organization to engage with customers in the channels that make sense — a few minutes each day spent by every employee adds up to a wealth of customer touch points. Doing it all may not be for you — but you must do something.The optimal social media marketing strategy will depend on a variety of factors, including your industry. If your most valuable customers do not depend on or trust social media as a communication medium, or if your organization is resistant to engagement in some channels, you will have to start smaller and slower. But start you must, or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience. Find your sweet spot.Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest. Thus, choose carefully and advocate strongly to acquire the resources and support you will need to succeed. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin
- #14: California Parks Foundation is used Youtube/Facebook as part of its battle to save the California State Parks budget cuts. Thousands signed an online petition and tens of thousands contacted the governor’s office. The Humane Society raised over $600,000 as part of its Spay Day Photo Contest using social media channels like Facebook The Red Cross leveraged a $50,000 grant from the Western Union Foundation by mobilizing fans and supporters on Facebook to participate in a contest. NWF is getting thousands of people to talk about their wildlife watching on Twitter and tracking how these individuals who are new to the organizations are becoming members. NDRC was able to get 100,000 to flood lawmakers in Washington with phone calls and emails urging them to not support a bill with less strict fuel standards – and this all got started by a social media strategy that listened to and engaged Prius owners.
- #25: Regular reminders to tag all photos, videos and tweets with the designated hashtag (#PowerShift09) before AND during the event Live-streamed videos of keynotes and other important event moments Several educational sessions on social media geared towards activism Blog updates from multiple voices throughout the event A Media Room on the www.powershift09.org featuring the latest videos, photos, podcasts, blog posts, Tweetgrid widget of latest tweets, media hits and ways people could get involved (see below)
- #28: Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring - 2007