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Transcript of Afternoon session-health-orgs-final
Crawl, Walk, Run, Fly:Principles of Social Media in Practice
UC Berkeley Center for Health LeadershipBeth Kanter, Zoetica
If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have
to keep moving forward.”
Inspiration
Principles of Social Media PracticeAGENDA
OUTCOMES
• Practitioners: Wide Range
• Learning from adjacentpractices
• Interactive
• http://bit.ly/health-orgs
• #netnon
FRAMING
• Introduction/Ice Breaker
• Crawl, Walk, Run, Fly
• Case Studies
Lunch
• Strategy
• Doing the work
• Social Media Policy
• Measurement
• Reflection
Leave the room witha basic understanding
of the social mediapractice model and
one small step
Be warned: Don’t just sit back andpassively listen
Photo by sveeta
Share Pairs and Table Shares
I’ve been watching you ….. if you filled out thesurvey …
Networked NGOs in the Arab World
My father was a doctor and interested physical fitnessthrough swimming
“Social media is a disruptive technology because of theconnectedness of living in a networked world. We seeit in our personal lives first. But it is also having aprofound impact on the way health organizations andnonprofits do their work, communicate withstakeholders, and deliver programs.”
Disruption is our friend …..
Name, Title, Organization
What is something you alreadyknow about social media?
What is your burning questionthat you want answered today?
One word about Social Media
Hands-on Social Media?
Flickr Photo by John K
Speedy Introductions: Table Shares
Report: Popcorn and Twinkle
Living Assessment and Case Studies
NONE ONE TWO OR THREE FOUR OR MORE
How many are using social media? # of tools?
CRAWL WALK RUN FLY
Listen ParticipatePromote Publish Network
What is
Strategy Measure Improve
Listen ParticipatePromote Publish BuildNetworkLow Engagement
High Engagement
Content IntensiveNo Engagement Broadcast/Share
CRAWL WALK RUN FLY
Original concept by Beth Kanter – remix by Aliza Sherman
Listen ParticipatePromote Publish Network
Share Pair: Where is your nonprofit? Whatdo you need to move forward?
Strategy Measure Improve
Photo by edyson
What were theresults? What’sthe value?How much time?
Number of MonthsStrategy,Measure, Improve
Investment
Insight
ROI: Crawl, Walk, Run, Fly
$
Interaction
Results
Impact
Video
“People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a good system to get timely and accurate publichealth messaging to our communities. We firmly believe that our presence on social mediasites has really enhanced our communication with the media and public.
Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tougheconomic times, SLVHD rose to the occasion and found innovative, cost effective ways tocommunicate with our community. “ - Vanna Livaditis, New Media Coordinator
Living Case Studies: How has social media has brought value tohealth organizations?
“Many hundreds of people have connected to us via social media. It has allowedus to spread our message faster, wider, deeper than ever.”
Recruit Staff: “We used LinkedIn for the first time and found our ideal jobcandidate.”
“Sharing videos has been a powerful way to communicate impact of our work, as wellas share ideas among participants/teams in the ten countries for how to raiseawareness. “
“Better connections with others in the field; found conference speakers viasocial media.”
“Many of our supporters are spread out around the world andTwitter in particular has allowed us to have actual interactionswith people who live far away and our using our materials inmeaningful ways. We can distribute our materials quickly whenthere is a health issue/disaster.”
Red Cross Case Study: How To Fly
Smart Social Objective: StakeholderEmpowerment to Spread Mission
First Step: Robust and agile listeningand engagement system
Listen: Monitor, Compile, Distribute
I took an American Red Cross class I thought wasless than satisfactory. […] The local chapterdirector. called me to talk about it honestly.They care about me and they’re willing to go theextra mile. I am now significantly more likely totake another class than I was before.” - Blogger
Listening Drove Adoption
Relationshipbuilding
Customerserviceissue
Influencercomplaining …
Engagement
A Rule Book
Scale
Integrated Social Content Strategy
Capacity
Wendy HarmanDirector, Social Media
Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager
Two Full-Time Staff Members
Social Media’s Role in Disaster Relief Effort in Haiti
Working with Free Agents, BrandAmbassadors, and Others
Leveraging Your Network!
Shawn AhmedFree Agent
“The problem is that YOU arethe fortress. Social media isnot my problem.“
Now working together on aproject
Share Pair: What resonated? What insights did you gain that you canapply to your organization? What have you thought about before?
Flickr photo: Otis Archives
No Strategy
Capacity Issues
Culture Not Open
Lacks Measurement
Survey: Social MediaChallenges
Strategy
Integrate your social media channels with your program andcommunications objectives
Communications and Program Assessment
• Who do you want to reach?
• What do you want to accomplish?
• Where can social improve orsupplement programs, services, orcommunications?
• What’s our available budget/time?
• What opportunities to pilot?
S Specific Focus on encouraging the wearing of pacifierpins, both virtual and real, to signal support forhealthy kids and families
M Measurable How many pins are distributed to MomsRisingsupporters and to policymakers?
A Attainable Pins both virtual and real are relativelyinexpensive and the ask (wear a pin) is easy.
R Relevant The healthcare bill increasingly dominatedcoverage and was high priority for lawmakers.Pins signaled symbolic support from mothers.
T Time Bound The healthcare bill was almost certain to bepassed or die in the first half of 2010
To get 15,000 Facebook advocates to put a virtual pin on their profile to signal support forhealthy kids and families by Jan. 2010To do document virtual activity and place pins on x number of legislators to signal support forhealthy kids and families by Jan. 2010
What’s the smart objective? Who is theaudience? How to make it measurable?
What’s the smart objective? Who is theaudience? How to make it measurable?
The fans of the page and the friends of my identity, have become patients after I expressedempathy for their expressions of being ill. “ - Dr. Enoch Choi, PAMF
“I only provide medical advice via our HIPAAcompliant iPhone app, but not on insecure FB ortwitter. “
Table Share
• Who do you want to reach?
• What do you want to accomplish?
• How to make it SMART?
Strategy
Identify where social media integration can improve or supplementprograms, services, or communications.
Charting: What are your planned events, program,content, or opportunities for the year or month orquarter?
Table Share
• Where can social improve orsupplement programs, services, orcommunications?
• What’s our available budget/time?
• What opportunities to pilot?
Strategy
Use actionable listening to understand your target audience – includes listening onsocial media channels and other research.
DIY Listening Dashboard
Ego Searches Basics
Persistent Searches Key words/phrases
Influencers Blog Feeds
Other Where else does youraudience hang out?
What’s in Wendy’s Tool Box?
• Nonprofit Name• Other nonprofit names in your space• Program, services, and event names• CEO or well-known personalitiesassociated with your organization• Other nonprofits with similar programnames• Your brand or tagline• URLs for your blog, web site, onlinecommunity• Industry terms or other phrases• Issue area, synonyms, geography• Your known strengths and weaknesses.
Brainstorm Keywords
National Wildlife
“It is important to connect with peoplebased on their interests (I willsometimes search twitter for "kidsoutside" and then compliment them ongiving their kids a green hour!) ”
Danielle Brigida
What are your organization’s keywords andphrases?
Strategy
Engagement: Translate your messaging and framing into conversation starters basedon listening
Engage: Conversation Starters
AudienceTwitter
O
B
J
E
C
T
I
V
E
AudienceFacebook
What are they sayingthat is relevantto/engages?
LISTENING
What are they sayingthat is relevant
to/engages?
LISTENING
How can you reworkyour message as aresponse orconversation starter?
How can you reworkyour message asresponse orconversation starter?
Follow uppoints
Content Follow uppoints
Content
Strategy
Integrate social content across channels, create micro content
Video
Micro Content doesn’t have to be new content
Strategy
Identify and cultivate influencers
Strategy
Build your network before your need it
Capacity
You want meto start
Tweeting too?
Networked Approaches: From scarcity toabundance
Leverage the Network
Listen ParticipatePromote Publish BuildCommunityLow Engagement
High Engagement
Content IntensiveNo Engagement Broadcast/Share
Original concept by Beth Kanter – remix by Aliza Sherman
15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk+ + + +
CRAWL WALK RUN FLY
It’s worth ourtime, but
social mediatakes time …
Who is goingto do thework?!
Three Models
Free
• Intern
• Volunteer
• Fans
Integrated
• Tasks inJob
Staff
• Full-Time
• Part-Time
How does your organization implement socialmedia?
Volunteers and Interns
Don’t do this to them ….
Make them part of your team
TasksSocial Media OverviewAccount Creation/CustomizationSocial Media ResearchTemplateCreationBlog MonitoringBlog DraftsVideoPost Facebook ContentAnswer comments on FacebookCollect measurement data
Integrate intojob description
Wendy HarmanDirector, Social Media
Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager
Two Full-Time Staff Members
Social Media Team,although the word“social media” is beingreplaced by“emerging,”“interactive,” or“online.”
StrategyImplementationCommunity Manager
Strategy for Scale: Internal/External
Share Pair: What could your organization do less ofto allow for more capacity to implement socialmedia? How will your organization do the work?
How many of youHow many are responsible fortactical implementation ofsocial media?
How many oversee it?
Avoiding Wasting Time: Checking too often
How many of you
Oh Look, A Squirrel!ADOLAS
• Monitor RSS9:009:00
• Post on FB9:309:30
• Twitter Office Minutes9:459:45
• Review Analytics10:0010:00
Culture
Everyone in the organization (board
and staff) uses social media to
engage people to improve programs,
services, or reach communications
goals.
Loss of control over their branding and marketingmessages
Dealing with negative comments
Addressing personality versus organizational voice(trusting employees)
Make mistakes
Make senior staff too accessible
Privacy and security concerns
Perception of wasted of time and resources
Suffering from information overload already, thiswill cause more
Conversationstarters, notstoppers
What are theconversationstarters thatyou need tohave?
The Rule Book: Social Media Policy
• Encouragement and support
• Why policy is needed• Cases when it will be used,distributed• Oversight, notifications, andlegal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality• Judgment and commonsense
• Best practices• Tone• Expertise• Respect• Quality
• Additional resources• Training• Operational Guidelines• Escalation
• Policy examples available atwiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
Share Pair: What does your health organization need to do to becomemore social?
Flickr photo: Otis Archives
Measurement
How to keep flying…….
Strategy Measure Improve
Data-Driven Decisions
Spreadsheet Aerobics
More than collecting data
• Number of new ideas for blog posts• Saved time in researching forexamples used in posts/workshops• Number of questions answers
To serve as a focus group
TestingAgainst FB Insights andExport.ly
Content formatContent topicsOutreach TacticsFrequency of PostsTime/Date of week
FB Insights Metrics
Number of New FansImpressionsPer PostFeedback per Post
Open-Ended Question
Question with links ..
Strategy --- Measure - Improve
Share Pair: What system does your health organization need to put intoplace to make data-driven decisions about social media strategy?
Flickr photo: Patricks Mercy Archives
Handling Mistakes
“MisTweet” – A tweet intended to come froma personal account but sent out on anorganizational account by mistake.
x
This “MisTweet” by a Red Cross employee wasout for an hour before Wendy Harman got a callin the middle of the night.
Disaster recovery on the tweet ….
Apologized and share on their blog
Employee confessed on Twitter
Got picked up by mainstream media and blogs
•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps forpersonal/organizational tweeting•If the mistake had been damaging to theorganization, a social media policy would havebeen critical if taking appropriate action
What are your takeaways about socialmedia mistakes from this story?
Reflection and Closing
What is one idea that you can put intopractice?What resources do you need to besuccessful?What are the challenges?What is one small step you can taketomorrow?
What can we learned about a try and fixapproach to social media from Kanye West?
To be successful, use social media like Kanye West
Source: @clairew
Source: @clairew
Source: @clairew
Source: @clairew
If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have
to keep moving forward.”
Inspiration
Thank you
http://www.bethkanter.orghttp://bit.ly/networkednphttp://bit.ly/health-orgs