The 5 Commandments of Social Media:Strategy, Tools and Culture

Presented by Lisa Colton,Founder & President Darim Online

lisa@darimonline.org434.977.1170

Agenda

Communications RevolutionSocial Media Basics5 Stages of Social Media Participation

– Listening– Engaging– Social Content– Generate Buzz– Community Building

Tachlis Next Steps

Goals

Demystify social mediaHelp you think strategicallyBuild vocabularyShow examplesTurn you on to resources

Warning: You may feel overwhelmed!(And excited, and inspired.)

COMMUNICATIONS REVOLUTION

COMMUNICATIONS REVOLUTION

WHERE

TO

BE

Betweena PIONEER

&a TORTOISE

Is aFAST

FOLLOWER

Source: Flickr user ucumari

Source: Flickr user smitag4

AJWS

Source: mcommons.com/blog

AJWS

Red Crossreceiving half oftheir donations bytext msg.

$27m by 1/19

Characteristics of Social Media

The Term “Social Media” refers to online tools (web sites) that dependon user contributions and interactions between people to build sharedmeaning and value. It is:

• Participatory: It blurs the line between producer and consumer,media and audience.

• Open and Democratic: It encourages voting, comments and thesharing of information. For this reason it is seen as authentic andtrustworthy.

• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.

• Communal: Supports formation, growth and strength of communitiesaround a particular shared interest.

• Connected: Thrives on being connected, making use of links to othersites, resources and people, rather than being territorial andproprietary.

It’s a Tool

Success of the tool is ifit helps you achieveyour goals.

Thus, critical to knowyour goals and thendetermine whichtool(s) to used inwhich ways.

GROUNDSWELL’s P.O.S.T.

1. PEOPLE: Identify audience(s)

2. OBJECTIVES– What are you goals and

objectives for this audience?– What are your audience’s

goals?

3. What is the STRATEGY to reachthese goals?

4. Determine the specifics of theTECHNOLOGIES you’ll use.Implement, measure, refine!

A Tool Can Be A Game Changer

Traditional Media

Brand in control

One way / Deliver msg

Repeat message

Focused on the brand

Educating

Org creates content

Social Media

Audience in control

Two way / Conversation

Adapt the message

Focused on the audience

Influencing, Involving

User and co-createdcontent

How are you adapting?

LISTENING

Source: Flickr user andyadontstop

HOW TO LISTEN

Keywords

Influencers

Staffing

Who’s talking about you?

Who’s talking about your field?

What’s most important to your audience?

Breadth, Depth, Reach

Are you on their radar?

What will they pass on?

Who is listening?

How do they respond?

What are they learning?

How do they pass on info?

Google Alerts

OpenYourEars

Temple Israel, Memphis Facebook Page

OpenYourEars

Temple Sinai, Oakland, CA

Twitter

HowTo

BeginListening

• Identify Keywords

• Key people’s names, URLs, relatedorganizations, grantees, industrykeywords, etc.

• Identify Key Influencers

• Who is sharing info on your industry

• Who is connected to theaudiences you want to engage with

• Who are your online mavens andconnectors (internal and external)

• Set up tools, people, communication

SocialFish offers Listening Audits

#1

Socialmedia is

continuingto evolve.

Fast.

ENGAGING

Red Cross

A Person, Not Just A Brand

Unofficial Outposts

Find places whereyour targetaudience goes.

Participate in theconversation. Addvalue, educate,include links.

Use your “listening”to identify theseplaces.

When to Respond

Respond when:- Someone has given you a compliment;- Someone has a valid complaint;- You have something to offer;- Information is incorrect.

Real Life Example

Social Content is Social Capital

• Social Capital is the valueof the connectionsbetween and amongsocial networks forincreasing productivity,spreading information,and locating desiredresources.

• Content should benewsworthy, unique,controversial, timelyimmediately usefuland/or funny.

• 1:12 or 1:20 ratio

Invite User Generated Content

Examples:• CNN iReport• Tags in Flickr,

blogs, Youtube• Crowdsource by

asking questions(learn, connect,engage, respond)

• Guest bloggers• Hashtags on

Twitter

Use Your Outposts!

Get out and socialize. Add value. Connect.

Allow Users to Remix

Generate Buzz

What is BUZZ?What is VIRAL?Remember POST

Lead Up To Events or Campaigns

• Energize - Sixthand I tent videoand tweets

• Empower othersto spread thenews

• Tweetsgivinghashtag aboutThankfulness ISmarketing theircampaign, andwalking the walk.

• Use yourrelationships

Source: Edelman

BlogTwitter (#beth53)Facebook (Causes)

475 Tweets with the #beth5366 blog posts (others)2047 clicks on the link40% new donors

8 years -- guess total raised?

Use Multiple Channels

Beth Kanter is 53

Community Building

Source: Flickr user JYRO

Community Building

Source: Flickr user Rick Neves

Community Building

Source: Flickr user divemasterking2000

Review of 5 Stages

1. LISTENING• Tools e.g. Google Alerts and blog readers• Who will be listening?• Internal communications, tracking

2. ENGAGING• Find places to engage (influencers, blogs, conversations)• Add value• Be human

3. USING SOCIAL CONTENT• Create content for social uses• Invite others’ voices• Create structures for conversations around your mission

4. GENERATING BUZZ• Find your voice• Build relationships with key energizers• Use multiple channels

5. COMMUNITY BUILDING• Cooperative pursuit of your mission• Empower your community and collaborate with them

MEASUREMENT

Tangible

• Donations• Leads• Subscribers• Members• Saved time saved

cost• Increased hits/rank,

PR• Action

Intangible

• Learning• Interaction• Engagement• Branding• Loyalty• Satisfaction• Feedback

Source: KD Paine, a social media metrics expert.

FINAL THOUGHTS

• Stay nimble - Change will continue• Know what you want to measure

and how you’ll know if you’resuccessful

• Think about staffing and guidelines• Address your whole culture, not just

marketing/PR.

John Fitch’s Steam Engine

John Fitch’s Steam Engine

IT’S NOT ABOUT TECHNOLOGY