Chesapeake Bay Forum - Using Social Media
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How non profits like NWF are using Social Networking in the enterprise for communications inside and out
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Chesapeake Bay Forum - Using Social Media
- 1. Experiences Using Social Media By Danielle Brigida @starfocus and Michael Sola @michaelsola
- 2. Using Technology in Social Media Asking WHY before HOW -‐ Michael Sola
- 3. Agenda • Should you care about Social CompuEng? • How do the tools help you be social? • How can you get prepared? – Key Steps – Clearly IdenEfy the Business Problem – Decide Which Features Make Sense for Your OrganizaEon – Be Prepared to Respond to Barriers – Define Your Governance Plan – Define a “Do-‐able” Pilot Project – Provide Best PracEces and Examples 3
- 4. Should I care? which are why Social we care about Compu:ng means User Business Generated Results! Content drives results in Be>er Engaged Content Users results in 4
- 5. It’s not just about engaging … 5
- 6. How are NonProfits Using Social Media to Spark Change and be[er listen? • rassroots – Social Change G • sing Social Media to spur acEon U • on’t broadcast – have a conversaEon D • hink Visually – don’t rely on text T • on’t bombard – once to three Emes D • e selecEve – pay a[enEon to demographics B
- 7. How are NonProfits Using Social Media to Spark Change . . . • Good Content – use partners – Macy’s Santa • Integrate Social Media – Facebook, Twi[er, use Social Media to drive traffic to your web site • Don’t delegate social media to an intern • Measure EVERYTHING
- 8. What are the tools . . . • Web Site / Blog – WordPress, Posterous, Yammer • Instant Messaging / Mobile • Facebook – engaging portal • YouTube – distribute video casts • Ustream – capture live feeds • Flickr – distribute and collect pics • SlideShare – presentaEon material • Foursquare – geo caching, where am I • eMail . . . . What’s that? • Twi[er -‐ Twi[er in Plain English
- 9. Gartner predicts that you won’t have a choice about email • By 2014, Gartner predicts that social networking services will replace e-‐mail as the primary vehicle for interpersonal communicaEon by as many as 20% of business users. Source: “ Tapping the posiEve from social networks for collaboraEon,” eWeek, November 15, 2020 9
- 10. And, it’s not just the millennials … • Social networking among internet users 50 and older nearly doubled to 47% from 25% between April 2009 and May 2010 h[p://online.wsj.com/arEcle/SB10001424052748703559504575630404070140386.html?KEYWORDS=older+adults+and+social+media h[p://www.pewinternet.org/Reports/2010/Older-‐Adults-‐and-‐Social-‐Media/Report.aspx 10
- 11. You won’t be alone … A recent survey of more than 525 companies indicated that: • 53% have intranet blogs • 52% have intranet discussion forums • 51% have intranet instant messaging • 49% have intranet wikis • Key word: INTRANET – Internal, learn to talk inside first 11
- 12. How do you spell success? Focus on tangible metrics – not adopEon • User adopEon should not be used as a proxy for success. Numbers don’t always count! • Ask the right quesEons -‐ don’t be broad. – Pet owners – stand up • Focusing on operaEonal metrics can prompt managers to use social sooware and encourage their employees to do so as well. – “I decided to use it because it helps me do my job – not because someone told me to use it.” 12
- 13. 2. Decide what makes sense – for your organizaEon • You don’t have to have it all ... or do it all – at least not all at once. • Consider promoEng different features at different Emes – even if they are all available. • Tie what you choose to do with your organizaEonal goals. If you don’t, don’t expect parEcipaEon. • Figure out who should play. – Social networking iniEaEves driven by one department alone are more likely to fail than those led by a team from mulEple departments. • Don’t be afraid to fail. – Fail Fast, Fail Cheap 13
- 14. Barriers you may hear – because I have! • “If we allow any user to contribute content (to a discussion board or a wiki or a blog), we risk exposing inaccurate informa:on.” • “If we allow people to post anything they want in their profiles or on their blogs, they may talk about inappropriate topics or about other people or about informaEon that can’t or shouldn’t be universally shared.” • “I don’t want to share what I know in a blog because then someone might take my idea and use it without giving me any credit.” • “Status updates and notes will be used for trivial purposes and provide a distrac:on from the main event: work.” 14
- 15. … and given some recent events, there may be some reason to worry about inappropriate content Have you ever posted anything online about yourself that you regre[ed? • 35% of everyone surveyed said yes • 54% of respondents under 25 years old said yes • 32% of respondents over age 25 said yes Of people who posted something online that they regre[ed: • 11% said it didn't cause any other problems • 3% said it ruined their marriage or relaEonship • 6% said it caused problems at work or home • 15% said it caused problems, but they were able to remove it. 15
- 16. But there could also be some very real show stoppers – ack of a business case L – ack of execuEve support L – ack of IT support L h[p://www.cmswire.com/cms/enterprise-‐20/enterprise-‐social-‐media-‐becomes-‐a-‐necessity-‐008772.php? utm_source=MainRSSFeed&utm_medium=Web&utm_campaign=RSS-‐News
- 17. 4. Define your governance plan • Number one rule inside the enterprise: no anonymous content • Explain to your stake holders why: – What do you care about? – Profile? What should be included? – Blogs? What should you talk about? Governance is not easy 17
- 18. 5. Define a “do-‐able” pilot • Employee engagement is a key success factor • Start with a small proof-‐of-‐concept focused on a specific business problem – Don’t “over-‐plan” • Focus on usability, look and feel • Engage the “seasoned veterans” and key influencers (energe:c champions) 18
- 19. 6. Provide Best PracEces and Examples • Tips to get started – general – Ask quesEons – Share great content – Answer quesEons – Acknowledge contribuEons by others • What are others doing – Borrowing isn’t really against the law – it’s fla[ering • Discussions – recruit your army – Have a moderator – Be sure quesEons get answered – Invite the right people – rem Pets story? 19
- 20. Best PracEce Blogs • If your organizaEon is nervous about blogs, consider limi:ng who can have them – at least in the beginning. • Include internal blogging as part of your social networking policy (have fun, be smart) – Looking for a way to get started: check out Coca Cola’s – h[p://www.thecoca-‐colacompany.com/socialmedia/ • Create specific policies for bloggers – Have a list of policies regarding blogging to ensure that trade secrets are kept secret and personal lives do not become public. – Policies may include keeping financial informa:on from being posted, as well as severe consequences for anyone using the blog for negaEve publicity, even if the audience is only internal. • ExecuEve blogs should be authen:c. • Allow associates to comment on blogs – if you don’t, it’s not a blog – it’s just a glorified newsle[er. • Don’t allow anonymous comments on blogs – own it! • Keep content current – at least weekly if possible. 20
- 21. ExecuEve blogs need to be authenEc … 21
- 22. … and all blogs need to be accessible (or even promoted) 22
- 23. … and you need to have an acEonable social media policy 23
- 24. Best PracEce AcEvity Updates • Share exciEng news like affiliate wins or client quotes • Post interesEng and useful material you’ve found (links to arEcles) • Ask a quesEon • Answer a quesEon • Post organizaEon milestones 24
- 25. How NWF MidAtlanEc CleanWater use of the Tools involves sharing • h[ps://www.facebook.com/choosecleanwater
- 26. Recap of primary Social Media Tools So now that we know the primary tools let’s see how they would be used to show case something simple . . . . • Twi[er : I need to pee • Facebook : I peed • Foursquare : I’m peeing here • YouTube : Watch me pee
- 27. Why Using Social Media Works -‐ Danielle Brigida
- 28. NaEonal Wildlife FederaEon Uses Social Media to… • Listen – Google reader/ Search terms • Connect -‐ (regionally and naEonally) • Explore – to be[er our work and stay • Learn – from others • Stay in touch – with members and supporters
- 30. NWF on Facebook
- 32. Use Powerful Imagery and Ask Ques:ons
- 33. Engagement Tips • Ask quesEons they can answer • Use @_name to menEon other pages/people • Post colorful/interesEng photos • Create a landing tab (using iframes) • Comment again aoer other comments have been made
- 35. Develop Your Community and Establish Credibility
- 37. Pay A>en:on to Audiences Na:onal Wildlife Federa:on Forest Jus:ce Campaign Cer:fied Wildlife Habitat Page
- 38. Be Yourself
- 40. What Does NWF Tweet? • Ques:ons • Blog Entries • Random Facts • Breaking News • Program Info • Timely Events • Retweet • Replies to People
- 41. Staff Tweet from All Over the Country @NWFCalifornia @NWFTribalLands @NWFPacific @OurPublicLands @NWFalaska @TXwater @restorewetlands
- 42. Example of a Twi>er List h>p://twi>er.com/#!/NWF/nwfstaff
- 43. Turn Failure…
- 44. Into Success!
- 45. @wildlifeac:on
- 46. Online Pe::ons • Free – Change.org – Act.ly – Care2 – Causes – Facebook • Cost – Change.org – Care2 – Democracy in AcEon – Convio
- 47. Find Ways to Share Your Events • Facebook Events • Evite.com • Plancast • Yelp • Meetup • Naturefind • Gowalla
- 48. Experiment!
- 50. Q & A • Michael Sola, @michaelsola – twi[er h[p://michaelsola.posterous.com/ • Danielle Brigida, @starfocus – twi[er h[p://www.nwf.org
- 51. Great Social Media Resources Some tech materials via IT SharePoint presentaEons from h[p://www.susanhanley.com/presentaEons