Going Social: CAS Toronto Workshop

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Going SocialChildrens Aid Society TorontoApril 14, 2010

Aerin Guy, SpaceRace

1Wednesday, April 14, 2010


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Welcome!

Thank you for inviting me



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About me



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@[email protected]

www.gospacerace.comLinkedIn: Aerin GuyFacebook: Aerin GuyDelicious: Aerin Guy

http://www.gospacerace.com/http://www.gospacerace.com/mailto:[email protected]:[email protected]


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Agenda

1. Me, and you2. Social Web: An overview

3. Tools of the trade4. Case studies5. Setting goals and metrics6. Questions and follow up



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Lets start with

something visual

http://www.youtube.com/watch?v=6ILQrUrEWe8

http://www.youtube.com/watch?v=6ILQrUrEWe8http://www.youtube.com/watch?v=6ILQrUrEWe8http://www.youtube.com/watch?v=6ILQrUrEWe8http://www.youtube.com/watch?v=6ILQrUrEWe8


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What is Social Media?

also known as Web 2.0(Tim OReilly)

also known as the socialmedia explosion

also known as the waywe connect today



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Text

People want to connect



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social media

social media refers to the tools we use tocommunicate in a wired world

also refers to the online content we create also known as web 2.0 (and 3.0 with

greater networking tools and collaborativecapabilities)



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shift

represents a shift in how people discover,read, and share news and information;

supports human need for interaction

if I want you, I will find you

transforms broadcast methods intodialogues

democratization of information - contentconsumers to content producers WIKIPEDIA



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search exercise

Imagine that you are someone else who islooking for information on yourorganization. Write down the types ofsearch you would perform. What keywords

would you use? Where would you check?



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some benefits of using social media

listen and learn

publish valuable news and information

disseminate quickly and effectively

create or extend your brand personality

engage in conversations and services efforts lead back to your website - your hub or

repository of information



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Communications

history broadcasting

2 way, 3 way, many ways



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Turn the bullhorn

around(Tara Hunt, The Whuffie Factor) 15Wednesday, April 14, 2010


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community



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community

todays social media is about community

communities of practice communities of shared interests communities solving problems

tomorrows social media....thats literally 24hours away



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by understanding how social mediasupports the human desire forconversation, organizations can open up

vibrant interactions with individuals andcommunities



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tremendous changes

education

healthcare

government

international relations

art

media



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Digital is here



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The web is about

conversations andconnections,

not top down delivery

of information ormessages.



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Web 1.0, 2.0, 3.0



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New goals?



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New audience



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New channels



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New goals

share resources

connect people establish presence

fundraise



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New audience

digital natives

Google (and others)- Search Smartphone users

formats

beyond borders



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New channels

web

video

social networks blogs

mobile content everywhere



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The socially enabled,

2.0 ex erience website



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content worth talking about RSS

social sharing

feedback

findable



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Blogs



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high ranking in organic search

at least 44% of all web interactions beginwith search

search engines love blog headlines, as theyindicate what can be found on the page

search engines also love blogs because theyare frequently updated

recent + relevant = RANKING!

blogging: Be FOUND!



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Twitter is a real-timemicro-blog

real time word of mouth

140 character maxforces tweets to be

powerful, concise andwell-chosen

follow and be followed

highly searchable

great way to providelinks, respond instantly,

and connect withconstituents

using Tweetdeck (orHootSuite) can help

organize your followersinto manageable groups

Tweet from mobiledevices with Tweetie,

UberTwitter, Echofon



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Tweetdeck/Hootsuite

most users access Twitter through a third-party application

manage multiple accounts track mentions, direct messages search discussions, topics, categories



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Social Networks



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People

Who are you trying to reach? Whos your audience? Where do they hang out?

Whats the best way to reach them?



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Objectives

What are you trying to achieve? Increase in membership? Brandrepositioning? Better customer service?

How will you measure your success?



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Strategy

how will relationships with your audiencechange?

What will be expected of you as anorganization?

How will you handle negative comments?



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Technology

now you know who, why and how time to answer what Wikis? Community? Twitter? Facebook?

Flickr? Video?



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Metrics



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Define success

welcome to metrics

in order to definesuccess, how are yougoing to measure it?

the cost of equivalentbenefits

what are yourindicators?



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ROI and metrics



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Reality sets in

what you need to do this a new tax? RST :)

resources, time, staffing



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cost effective

no budget? Facebook,Twitter, blog, optimizeexisting website

wee budget? video, filesharing software,

microsite

big budget? campaignassistance & facilitation,website redesign

many agencies will dopro-bono work forcharities/NFPs

sources can becraigslist, kijiji, studentsites, hire an intern

MyCharityConnects atNetChange Week, June2010

baby steps



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Building Capacity: 5 BIG ISSUES

Inertia problem - most organizations were founded prior to theinternet....they arent used to having control issues, intimate relationships

with audiences, and they think they control their brands.

Leadership issue - often the leaders are pre-internet. Difficult to get buy-in.Threatened. This is a fad Our customers dont want this

Advocate issue - whos the squeaky wheel?

Silo issue - thats marketings job. IT handles our web stuff Believe me,

neither should hold the keys to the kingdom.

Fear issue - its all so new, and changes so quickly, budgetary responsibility



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how it can work

positioning. we are the spearhead of a movement that is changing thisissue. we are a vehicle for making change.

engage leadership in new thinking. get help.

involve social media/coms people at management/strategic level. Obamascampaign would be a good example!

Hire from the millennial generation. Their insight as digital natives willimprove the strategic conversations.

Speak human. People like people. Relationships are where its at. Get outof press release mode.



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Hot tips

Develop a deep understanding of your clients. Groupswho are successful are able to tap into the knowledge ofwho they are trying to build a relationship with.

Connect people directly. Bringing people together can bescary. Power in numbers! Your value is in your ability todo this.

Be open, ego free.....and let go of control. You never had itanyways.

Emulate, innovate. Fail, experiment. Lather, rinse, repeat.



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case studies:

www.stableandaffordable.com

www.homelesshub.ca ODEN network: Mayors Challenge

www.inclusionaryhousing.com

http://www.homelesshub.ca/http://www.inclusionaryhousing.com/http://www.inclusionaryhousing.com/http://www.homelesshub.ca/http://www.homelesshub.ca/http://www.stableandaffordable.com/http://www.stableandaffordable.com/


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Campaign storm



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Questions



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Thank you

Going Social: CAS Toronto Workshop

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Transcript of Going Social: CAS Toronto Workshop