Here's what I came up with...
1) Objective: Get ZD more exposure and more engaged with grantees via social media
Key points: LISTEN to staff, stakeholders and grantees to find out what they are interested in and comfortable with before selecting tactics and tools
2) Target Audiences: Social enterprise experts, other funders and supporters, grantees
3) Integratation: Development and communications strategy with grantee 360 support and engagement
4) Culture change: eating our own dogfood = using social media tools more strategically at every level of the organization to communicate ZD's story and engage target audiences. This also means measuring the results of social media efforts
5) Capacity: Communications manager plus key program and admin staff. Perhaps choose one point person from each?
6) Tools and tactics:
Internal: Keep up with blogging, twitter/yammer channel for quick questions or information blasts. Tracking of blogging, social networking and other social media activities to find out who is doing what, how often, etc? Look at opportunities to utilize Salesforce as an information capture and sharing hub for activities.
External: engage grantees (during training) to find out what they are using and interested in using, present some specific platforms/tools, and agree on activities moving forward (can build off of Facebook and existing blog). Begin tracking use of website/blog (Google analytics), identify key audiences/experts and start engaging them directly (twitter search, technorati, etc.). Once expansion goals are tightened, identify key audiences and develop an awareness campaign around that. Webinars to share the knowledge among grantees and others interested in social enterprise.
7) Measurement: Google analytics or Radian 6, Popurl for twitter, etc. Not sure what to use for Facebook?
8) Experiment: Get greater involvement among grantees/mentors around Facebook, Twitter channel, Webinars. Think about what audiences to target for expansion plan and develop a targeted social media strategy to engage them and get the word out there via a contest, blogging challenge, etc.
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Great ideas Paul!
ReplyDeleteHere's what I came up (subject) to revisions.
Objective:
Increase awareness
Establish thought leadership
Improve reputation
Measurable:
Increase web traffic
Comments on blog
Links back to site (referrals)
2-4 Board Members as Evangelists/Ambassadors
Note – Impt to first establish listening and learning mechanisms to monitor the dialogue – as an org we need to fully develop this prior to embarking on the next step
Target Audience:
18 – 50+ professionals who advocate/promote the use of technology to address social issues – social entrepreneurs, advocates for social enterprises
Creators and Joiners – primarily
Spectators
We are increasing our visibility by being a more active participant, highlighting the work of staff and inviting dialogue.
Integration:
Implementing a social media strategy will allow the organization to be more focused and purposeful in delivering messages/content to proper audiences. Social media allows a two way participation that will provide feedback on the work we are doing and alert us to others working in a similar environment.
Culture/Change:
Organization is ready to embrace social media. There are several champions identified ready to participate. Setting a clear strategy and establishing guidelines and tying it to organizational goals will eliminate any fears about implementation.
Organization is highly adaptive and fluid.
Capacity:
Shared Staff roles with efforts led by a team with multi-author blogs.
Once priority has been established, time allocation should not be a problem.
Tools & Tactics:
Listening to monitor/track is critical
Generating Buzz
Google reader, alerts, blogsearch
Technorati
RSS readers
Digg and other social bookmarks
BackType
Blogs, podcasts, videos, photo sharing
Spreading Buzz – Twitter
Community Building – Facebook
Measurement:
Members
Contributors
Referrals
Connections made online meet offline
Frequency of posts, visits, comments
Tags, rankings
Page views
Experiment:
Begin by increasing engagement with circle of friends (grantees, staff, mentors) for upcoming training session using all the social media tools in place.
Work with same group to identify others to expand reach.
Well constructed strategy. I think we should present this to Tessie at our next staff meeting.
ReplyDeleteI would add a couple things:
Staff roles should not only be shared, but identified. For example, one person should be in charge of ensuring that there is always a blog post every X number of days so that it doesn't go stale -- that person could either post him or herself or assign someone else to post.
I think the 64K question is how to increase engagement, particularly among our grantee/ 360 community. It might be worthwhile to assign community members to become advocates on a fan page or something like that. Specifically, I'm thinking of who would be best to become advocates of ZD who can help spread the word, ie:
Board: Jim F, Anu, Helen
Social Entrepreneurs: Paul (of course), Guys for SoCap, anyone else.
Grantees:
1. Young people from Change Agent, YO!, HOPE or Youth Radio (voices of youth)
2. Other grantees Access Humboldt, Aspiration, Hip Hop grantees(voices of nonprofit leaders)
I think we're in a very enviable position of connecting all these disparate audiences. When you think about it, it's pretty cool.
Margaret I love your experiment idea. I think it would be fantastic using Twitter before the training to build excitement the way that NTEN is using it for NTC. I would also like to use it to enhance the experience during the training. I am currently thinking of the way messages are aired on the side during breaks at concerts etc. It would be fantastic to project twitter messages during the lunch/help desk. It would be fantastic to capture peoples thoughts and comments in real time. We had the idea board at the last trraining where people posted sticky notes to a board and it would be wonderful to do this through twitter.
ReplyDeleteJohn - I like your idea of having a blog manager to ensure that something is getting posted every X days. I think this would be great if it was coupled with a list of blogging ideas to pull from. From what I'm learning in the sharing your story session, this person has to be someone that loves to blog. This is especially important since this person will have to post when they can't get someone else to post a blog. Since we still haven't shifted to a culture a blog lovers, this manager position may be a bit trying at first but hopefully the rest of staff will get more comfortable in time.
ReplyDeleteMaybe we should find out who feels how comfortable blogging and then we can figure out who can be expected to blog x times. I do think that everyone should have to blog once in a while and hopefully as those that are least comfortable blogging get more used to it they will increase their frequency.