Workshop Ngo Feb 13
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The document summarizes a social media workshop hosted by Nasscom Foundation. The workshop covered principles of effective social media strategy including community building, generating buzz, social content, engagement, and listening. It discussed strategy blocks ranging from crawling to flying on social media and tactics/tools for implementation. Key principles included linking social media to communications strategy, listening first before engaging, building relationships, leveraging networks, allocating staff/expertise, using appropriate metrics, assessing organizational culture and scale. Participants engaged in a social media game to apply the concepts in hypothetical scenarios.
Workshop Ngo Feb 13
- 1. Social Media WorkshopNasscom FoundationBeth Kanter, Beth’s BlogFeb. 2010
- 3. Teaching and LearningPhoto by Steve Goodman
- 4. EngagingContent inmany placesnetworkSharingConversationsCrowdsourcingFundraisingLearning and content creationBeth’s Blog
- 7. @nasscomfdn
- 9. AgendaIntroduction and Translation10:30-11:30Principles of Social Media Strategy11:30-12:30Small Group Work: Social Media Game12:30-1:15Report Out1:15-1:45Closing Circle Reflection1:45-2:00
- 10. IntroductionsName, OrganizationWhat do you want to learn about social media?
- 11. PersonalUseStand up, Sit Down
- 12. Human Spectragram: Agree or disagree with:Social media is a waste of timeUsing social media can make our CSR Initiative more successful
- 13. The Principles of Effective Social Media Strategy
- 14. Community Building & Social NetworkingGenerateBuzzSocial ContentEngagementListenSocial Media Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….Flyl
- 15. Social ContentacticachesSocial Media: Tactics and ToolsCommunity Building & Social NetworkingGenerateBuzzListenEngagement 10hr 15hr 20hrSupport Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact OutcomeLess TimeMore time
- 16. 1. Links to Communications Strategy or Theory of Change
- 28. Share Pairs …Share with a neighbor something you heard that was completely new to you
- 29. Share something that you have thought about
- 30. Share something that really resonated2. Listen First, Engage Second
- 31. Source: Communications Network Listening Presentation OSI Foundation
- 32. Engaging in the Conversation Strategically
- 33. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida
- 34. 4. Builds Relationships with Influencers
- 38. Identifying Influencers Influencers # followers # unique references Frequency RT you Frequency RT others Relative frequency updates
- 39. Share Pairs …Share with a neighbor something you heard that was completely new to you
- 40. Share something that you have thought about
- 41. Share something that really resonatedWeb Site Content
- 44. 5. Leverage A Networked Effect
- 48. Share Pairs …Share with a neighbor something you heard that was completely new to you
- 49. Share something that you have thought about
- 50. Share something that really resonated6. Allocate staff time, have expertise to implement strategy
- 53. Well, maybe not dead7. Pick the right metrics to understand what is and what isn’t working
- 55. Engagement: Bit.ly for Click Thrus
- 58. 8. Assess Organizational Culture Loss of control over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
- 59. Social media policy template Encouragement and support
- 60. Why policy is needed
- 61. Cases when it will be used, distributed
- 62. Oversight, notifications, and legal implications
- 63. Guidelines
- 64. Identity and transparency
- 65. Responsibility
- 66. Confidentiality
- 67. Judgment and common sense
- 68. Best practices
- 69. Tone
- 70. Expertise
- 71. Respect
- 72. Quality
- 74. Training
- 75. Press referrals
- 76. Escalation
- 77. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
- 78. Scale
- 79. Creating A Safe PlaceIdentify worst case scenariosDevelop contingency plansPrepare for the failures
- 80. Small Group Work
- 81. Ready to play the Social MediaGame? Source: littleoslo.com - Blogpoly
- 83. Photo by Preetam Rai
- 84. Rules … Value of the exercise is the discussion and how you navigate through choices
- 85. Don’t get hung up if you don’t have enough context. Make it up!
- 86. There are no right or wrong answers
- 87. Instructions on paper and knowledge in the cards and other people at tableTable CheckLeaderCommunicationsTechnology
- 88. ObjectiveEach scenario has an objective that you can identify and sharpen … but don’t get stuckPhoto by wili/
- 89. AudienceWho must you reach with your social media efforts to meet your objective? Why this target group?
- 90. What do they know or believe about your organization or issue? What will resonate with them?Social Graphics ….
- 92. Community Building & Social NetworkingGenerateBuzzSocial ContentEngageListen3. Review Strategy Blocks
- 93. 4. Pick Your Tools: You Only Get Ten Points!
- 94. Refine Objective Identify Audience Review the Strategy Approaches Pick Tools Reports Reflection
- 97. Thank You! Beth’s Bloghttp://beth.typepad.com
Editor's Notes
- #2: http://www.flickr.com/photos/dharmesh84/426711014/
- #3: What is therole of the new media techniques in dissemination of information?
- #26: Reeta Roy, President and CEO of the MasterCard Foundation, is sending tweets from her site visit to Uganda and Kenya. As background, the mandate of the $2 billion Foundation is to enable people living in poverty to improve their lives by expanding their access to microfinance and education. Reeta is currently in Uganda, where she’s learning first-hand about the Foundation’s partnerships and programs. While the account is the Foundation's branded Twitter account, she is using it for a project to report on their work in the field.
- #31: This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
- #34: http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
- #56: The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
- #65: http://www.flickr.com/photos/jrparis/66581120/
- #74: http://www.flickr.com/photos/grimmo/1705857459/