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Going Social

Children’s Aid Society Toronto


April 14, 2010
Aerin Guy, SpaceRace

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Welcome!

• Thank you for inviting me

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About me
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@aeringuy
aeringuy@gmail.com
www.gospacerace.com
LinkedIn: Aerin Guy
Facebook: Aerin Guy
Delicious: Aerin Guy

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Agenda
1. Me, and you
2. Social Web: An overview
3. Tools of the trade
4. Case studies
5. Setting goals and metrics
6. Questions and follow up

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Let’s start with
something visual

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

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What is Social Media?

• also known as Web 2.0


(Tim O’Reilly)

• also known as the “social


media explosion”

• also known as the way


we 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 to


communicate 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 collaborative
capabilities)

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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 into
“dialogues”
• democratization of information - content
consumers to content producers WIKIPEDIA

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search exercise

• Imagine that you are someone else who is


looking for information on your
organization. Write down the types of
search 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)
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community
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community
• today’s social media is about community
• communities of practice
• communities of shared interests
• communities solving problems
• tomorrow’s social media....that’s literally 24
hours away

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• by understanding how social media
supports the human desire for
conversation, organizations can open up
vibrant interactions with individuals and
communities

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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 and
connections,
not top down delivery
of information or
messages.

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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 experience website

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• content worth talking about
• RSS
• social
• sharing
• feedback
• findable

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Blogs
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blogging: Be FOUND!
• high ranking in organic search
• at least 44% of all web interactions begin
with search
• search engines love blog headlines, as they
indicate what can be found on the page
• search engines also love blogs because they
are frequently updated
• recent + relevant = RANKING!

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• Twitter is a real-time • great way to provide
micro-blog links, respond instantly,
and connect with
• real time word of mouth “constituents”

• 140 character max • using Tweetdeck (or


forces “tweets” to be HootSuite) can help
powerful, concise and organize your followers
well-chosen into manageable groups

• follow and be followed • Tweet from mobile


devices with Tweetie,
• highly searchable 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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goals

• what are the goals of your audience/


community?
• let’s come up with some

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People

• Who are you trying to reach?


• Who’s your audience?
• Where do they hang out?
• What’s the best way to reach them?

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Objectives

• What are you trying to achieve?


• Increase in membership? Brand
repositioning? Better customer service?
• How will you measure your success?

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Strategy

• how will relationships with your audience


change?
• What will be expected of you as an
organization?
• 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 define
success, how are you
going to measure it?

• the cost of equivalent


benefits

• what are your


indicators?

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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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baby steps
• cost effective • many agencies will do
pro-bono work for
• no budget? Facebook, charities/NFPs
Twitter, blog, optimize
existing website • sources can be
craigslist, kijiji, student
• wee budget? video, file sites, hire an intern
sharing software,
microsite • MyCharityConnects at
NetChange Week, June
• big budget? campaign 2010
assistance & facilitation,
website redesign

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Building Capacity: 5 BIG ISSUES

• Inertia problem - most organizations were founded prior to the


internet....they aren’t 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 don’t want this”

• Advocate issue - who’s the squeaky wheel?

• Silo issue - “that’s marketing’s job”. “IT handles our web stuff” Believe me,
neither should hold the keys to the kingdom.

• Fear issue - it’s 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 this


issue. we are a vehicle for making change.”

• engage leadership in new thinking. get help.

• involve social media/coms people at management/strategic level. Obama’s


campaign would be a good example!

• Hire from the millennial generation. Their insight as digital natives will
improve the strategic conversations.

• Speak “human”. People like people. Relationships are where it’s at. Get out
of “press release” mode.

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Hot tips
• Develop a deep understanding of your “clients”. Groups
who are successful are able to tap into the knowledge of
who they are trying to build a relationship with.

• Connect people directly. Bringing people together can be


scary. Power in numbers! Your value is in your ability to
do this.

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


anyways.

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

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case studies:

• www.stableandaffordable.com
• www.homelesshub.ca
• ODEN network: Mayor’s Challenge
• www.inclusionaryhousing.com

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Campaign storm
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Questions
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Thank you
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