Social Media & Digital Communication Workshop - NSCSS Waiheke

SOCIAL MEDIA & DIGITAL COMMUNICATION

“ How to reach the world without costing the earth ”

Prepared with care for North Shore Community Social Services (NSCSS)

Waiheke Island | 24 September 2013

Eddy Helm & Jade Tang

http://curative.co.nz

Who’s in the room?

Eddy HelmPlanner, Believer, Doer.

Jade TangDesigner, Dreamer, Doer.

Prepared with care for NSCSS Waiheke Island Workshop | 24 September 2013 Eddy Helm & Jade Tang

Workshop overview “ How to reach the world without costing the earth ”

• What is Social Media? • Social Media Principles• Social Media Revolution• Where does your organisation sit? • Choose the right platform and design a strategy to fit• Provide engaging content: creative social media wins!• Learn how to utilise your customers to develop content• Make the most of online tools to overcome time and maintenance • [ WORKSHOP EXERCISE ]• [ WORKSHOP FEEDBACK ]• In Summary• Q&A


What is Social Media? The basics:

SOCIAL MEDIA IS THE USE OF TECHNOLOGY COMBINED WITH SOCIAL INTERACTION TO CREATE OR CO-CREATE VALUE.

• Social Media is a conversation, not a lecture• Social Media is an extension of everyday interaction• Social Media is group driven, not top-down • Social Media is messy, disorganised & hard to control – downright chaotic at times

• Social Media is a tool, not an end-point• Social Media is potentially where your customers, prospects and community spend their time


Social Media Principles The five core principles:

1. FIND THE RIGHT PEOPLE Build a small enthusiastic team around it

2. LISTEN FIRST No one likes the annoying guy from work that talks about himself all day long; don’t be that guy.

3. ENGAGE EARLY & OFTEN It’s the bread and butter of any successful social media effort.

4. MEASURE EVERYTHING Use data collected to make better strategic decisions - Kanter

5. LEARN & ADJUST Dialogue changes everything. You must be willing to learn and adjust your tactics based on your community.



1. FIND THE RIGHT PEOPLE Build a small enthusiastic team around it

As with everything else your organisation does, your employees are the key differentiator between you and the next guy. Before launch-ing any social media plan, it’s important to identify who’s going to be managing these efforts.

Don’t try to outsource execution as these team members are the heart & soul of your brand’s voice. By first identifying the right people to lead these efforts, they can help drive key decisions moving forward.



2. LISTEN FIRST No one likes the annoying guy from work that talks about himself all day long; don’t be that guy.

No one likes the annoying guy from work that talks about himself all day long; don’t be that guy. There are hundreds, if not thousands, of tools to monitor what’s being said about your company or brand.This can be as simple as setting up Google Alerts for keywords re-lated to your brand/company or even using search.twitter.com (or searching from the site/various twitter apps.)Both of these methods are can become quite tedious, so this part you might like to outsource to a digital agency.



3. ENGAGE EARLY & OFTEN It’s the bread and butter of any successful social media effort.

There’s a reason Brian Solis recently published his book entitled Engage! It’s the bread and butter of any successful social media effort. And it takes dedicated, passionate people to achieve engagement with any community.

If you’re going to simply push out one way messaging, there’s plenty of traditional media channels for that… Take your pick!



4. MEASURE EVERYTHING Use data collected to make better strategic decisions

This is an area that you should look to outsource (unless you’re a whiz with tracking, analysing, and reporting on every online conversation about your brand.)

Find a online measurement tool that gives you a snapshot of the larger social monitoring industry: Brand Monitoring, Social Analytics, as well as Social Insights.



5. LEARN & ADJUST Dialogue changes everything. You must be willing to learn and adjust your tactics based on your community.

While traditional brand communication models might have delivered similar results year in and year out, social tactics involve conversations with real people. Dialogue changes everything. You must be willing to learn and adjust your tactics based on your community.

Of course, it never hurts to have a plan in place at the beginning of the fiscal year but I’d include a big asterisk on the front when sharing with leadership: *Subject to change!


This video was produced in 2009 based on the book Socialnomics by Erik Qualman.

Music: Fat Boy Slim’s “Right Here, Right Now”

http://socialnomics.net/

Social Media Revolution Is Social Media a fad?


http://www.youtube.com/watch?v=sIFYPQjYhv8

Where do you sit? Maturity of Social Media practice in your organisation:

BETH KANTER’S FRAMEWORK:

> Where is your organisation now?> What does that look like?> What do you need to get to the next level?


Curative Case Studies:CreativeMornings Choose the right platform and design a social media strategy to fit

#LiveForTomorrow Provide engaging content: creative social media wins

LIFEHACK Learn how to utilise your community to develop content

Curative How to make the most of online tools to overcome time and maintenance


CreativeMornings

CreativeMornings is a global monthly breakfast lecture series for creative types

GLOBAL THEME »

http://creativemornings.com/


http://www.youtube.com/watch?v=2D_4JwQ2Fug

CreativeMornings Choose the right platform and design a strategy to fit


CreativeMornings Choose the right platform and design a strategy to fit

“ Just because you build it, doesn’t mean they’ll come. ” – Go to where your community is already playing online.


“ Life isn’t about finding yourself Life’s about creating yourself ”

– George Bernard Shaw


Live For Tomorrow is a project for those that are struggling with, care about, or are affected by youth suicide, depression, alcohol use, self-harm and bullying. http://livefortomorrow.co.nz/

#LiveForTomorrow


http://www.youtube.com/watch?v=ISiQD3e9mjM

#LiveForTomorrow Provide engaging content: Creative social media wins


#LiveForTomorrow Provide engaging content: Creative social media wins

“ Create engaging content with key influencers ” – All you need is a good idea, a great cause and a whole lot of passion + persistence.


“ Life isn’t about finding yourself Life’s about creating yourself ”

– George Bernard Shaw


We’re assembling a crack team of hipsters, hackers and hustlers to help combat youth mental health issues.

We call them LIFEHACKERS.

http://lifehackhq.co/

LIFEHACK


https://vimeo.com/60611960


“ Arm your community with key messages, and then, set them free! ” – Give people the tools and language to start the conversation


Curative

Curative is a creative agency working with leading not-for-profit organisations, social enterprises to enable community communication

http://curative.co.nz/


http://www.youtube.com/watch?v=2D_4JwQ2Fug


HOOTSUITE POCKET BUFFER



“ Find a way to make social media work for you, and your workstyle ” – Have key themes, ideas, dates planned... but leave room for spontaneity


‘ Ok, now it’s your turn ’

[ EXCERCISE ]


Social Media & Digital Communications:Where do you sit? Maturity of Social Media practice in your organisation:

CRAWL WALK RUN FLY

Marketing & Communications Strategy and development

Culture Change

Linking Social with results and networks

Pilot: Focus one program or channel th mesurement

Incremental capacity

Ladder of engagement

Content strategy

Best practices

Measurement and learning in all the above

Network building

Many champions and free agents work for you

Multi-Channel engagement, content and measurement

Reflection and continuous improvment

BETH KANTER’S FRAMEWORK: • Where is your organisation now?• What does that look like?• What do you need to get to the next level?

Workshop Handout #1


Workshop Handout #2

Social Media Audit:What is your organisation currently using?

Online Tools: Y N Other Frequency Why?

Facebook

Twitter

Eventbrite (events)

Tumblr (blog)

YouTube (videos)

Flickr (photos)

Mailchimp (e-newsletter)

Website

Other (please specify)


‘ Feedback & Questions ’

[ DISCUSSION ]


In Summary “ How to reach the world without costing the earth ”

Remember the five core principles:1. FIND THE RIGHT PEOPLE2. LISTEN FIRST3. ENGAGE EARLY & OFTEN4. MEASURE EVERYTHING5. LEARN & ADJUST And then:• Design a digital strategy that suits your audience• Be creative and inspiring with your content• Engage your community and • Be realistic about what you can achieve online


Thank you Any questions?

Prepared with care by [email protected] [email protected]

@Curative_NZ

http://curative.co.nz

Social Media & Digital Communication Workshop - NSCSS Waiheke

Education

Transcript of Social Media & Digital Communication Workshop - NSCSS Waiheke