how community groups, not for profits and local government can use social media - delivered in...
DESCRIPTION
A presentation and discussion workshop on using social media in the community and not for profit sectorTRANSCRIPT
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How Community Groups, Not For Profits and Local Government can
use social media
Why Social Media
http://wube.com/watch?v=3SuNx0UrnEoww.yout
Social Media 101 3
Introductions
Fergal Coleman• Director of Symphony3• Twitter: @Symphony3Think • Email: [email protected]
http://www.youtube.com/watch?v=x0EnhXn5boM&feature=autoplay&list=UULC9cX5GntaQmTSF6hTqrzA&playnext=3
Agenda
Today:Social Media 101
Introductions• Underlying fundamentals of social media• Social media risks and benefits• Examples of using social media • Social Media for you- social media framework• Social media - understanding people and objectives
Upcoming Webinars:• Facebook• Twitter
Introductions
• Introduce yourself?• Your views on the internet and social media?• What do you want out of today?
Social Media 101 6
What is social media? Forget about tools.
What is social media? Underlying Factors
What is Social Media? The Internet
What is social media? Think about people.
Social Media 101 10
Influencers in action:
• Harry Potter theme park
• 7 to 350 million in 24 hours
Influencers are important
People Needs
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How We Do It
Financial Profitability
Building Blocks
How to do social media: a framework
Make (Services delivered)
Why We ExistMission
Lower Customer Churn More Efficient Processes
People
LeadershipCulture
Skills +TrainingChange management
Who are you Serving? Where are they? What are they doing online?
Customer Segment A
Customer Segment B
Supporting Activities
Communicate
Employees
New customers
More $ per customer Lower Costs
Improved Customer Service
Engaging / EnergisingTalking / Informing
SupportingListening
Strategic Goals Core ValuesVision
Data and Information
Customer interactions databaseAnalytics
Standards and Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
What drives them to engage with you?
Customer Segment A
Customer Segment B Employees
DiscussBenefits v. Risks (Fears)
• Benefits: Why we should do this? • Risks: Why wouldn’t we embrace social media?
How can we mitigate the risks?
• What would you do to mitigate the risks?
Fears, Risks and Excuses!
• Security• Access to the tools (Smartphones, iPads) and systems• Privacy• Loss of control• Quality of communications and content• Record keeping• Information overload• Lack of response • Limited time• Lack of expertise• Not everyone uses Social Media• Work boundaries
Fears
Benefits
• Ability to connect more effectively with stakeholders• Ability to reach new stakeholders (isolated, time poor, young
etc.)• Ability to involve community more deeply in our processes
(consultation, service reports)• Ability to better support the community• McKinsey Quarterly survey
– 20% decrease in travel costs– 20% improvement in marketing effectiveness– 10% reduction in operational costs– 15% decrease in marketing costs– 18% increase in customer satisfaction– 41% increase in employee satisfaction
Objective: Think about relationships
Are more effective stakeholder relationships in the best interests of your organisation?
What would it mean to the business if you were more effective at …..?
Listening SupportingTalking Collaborating
1. Listen (and understand)
“We have two ears and one mouth so that we can listen twice as much as we speak.”
Epictetus (AD 55-c.135)
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1. Listen (and understand)
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Talking
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Where?
What?
How Often?
Examples
Examples
Supporting
• Lower cost• Self service• Quick
resolution• Reusable
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Examples
Civic Engagement
Community Engagement
Crowdsource
People Needs
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How We Do It
Financial Profitability
Building Blocks
How to do social media: a framework
Make (Services delivered)
Why We ExistMission
Lower Customer Churn More Efficient Processes
People
LeadershipCulture
Skills +TrainingChange management
Who are you Serving? Where are they? What are they doing online?
Customer Segment A
Customer Segment B
Supporting Activities
Communicate
Employees
New customers
More $ per customer Lower Costs
Improved Customer Service
Engaging / EnergisingTalking / Informing
SupportingListening
Strategic Goals Core ValuesVision
Data and Information
Customer interactions databaseAnalytics
Standards and Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
What drives them to engage with you?
Customer Segment A
Customer Segment B Employees
It’s more than technology…
http://mashable.com/2012/12/12/non-profits-social-media-infographic/
Vision and Goals: Discuss
• Is there a vision for how social media should be used in your organisation?
• Who will lead the social media change project?• What strategic business goals do you have for your
organisation?• How can social media assist? Do your planned
initiatives assist your strategic goals?
What is social media? Think about people.
People and objectives
People• Who are you trying to
reach?• What are their needs?• Where are they online?• How do they use social
media?• What are our objectives?
Objectives• Listening• Talking• Supporting• Engaging/Energising
Forrester Technographics Profile:
http://empowered.forrester.com/
tool_consumer.html
Exercise
Groups include people participating in at least one of the activities monthly.
List all the stakeholder/customer groups in the community?
Who do you deliver services to? Age-based? Ethnic Groups? Businesses? Volunteers? Special Interest Groups? Visitors?
Issues/Challenges in supporting these customers?
Are the online? If so where do they fit on the graph?
Name key influencers in the community
• If time and money wasn’t an issue…..
• How could we use social media with our community to:
• Listen to
• Talk to
• Support
• Engage
Discuss
Exercise
Exercise: Plan
• What actions can you put in your plan and implement?
• Factors in your decision could be:
• Ease of implementation
• Likelihood of success
• Reach – meeting the needs of a large part of the community
Conclusion
• Social Media is the internet – you can’t ignore it!• It’s about people• Align social media with vision and strategic goals of
your organisation• Think of problems you can solve for people • Remember it’s about
listening/talking/supporting/collaborating• Create urgency and excitement• Get started and get some quick wins!
• We’ll be in touch with dates for Facebook and Twitter webinars
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Thank
Fergal Coleman• Director of Symphony3
• Twitter: @Symphony3Think
• Email: [email protected]
Facebook and Twitter Presenter: Sohal Khatwani
•Consultant at Symphony3
•Twitter: @skhatwani
•Email: [email protected]