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Cooperatives and Social Media Building Networks and Awareness 2010 ACE Institute Crossroads: Choosing Cooperation Cleveland, Ohio July 29 th 2010
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Agenda Introduction What are Social Media Strategic Social Media Planning
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BEWARE COOPERATVES
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Be Aware Don’t get caught up in the hype Every tool isn't appropriate for every organization Looks simple, but requires time to understand and learn how to use…socially
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Why Bother Canada 80% of adults 16 to 24, 98% 45 or older, 66% Incomes $85,000+, 94% Some college, 89% USA 74 % of adults 18 to 29, 93% 50 to 64, 70% Incomes 75,000+, 76% Some college, 63%
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Web 1.0 versus Web 2.0
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Social Media Conversations Informal learning Network development Content development Online communities, Blogs, Social Bookmarking, Flickr, Wikis, Social Networking Sites, Twitter, Second Life etc. Sharing content for use and reuse (Creative Commons)
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Online Communities Oldest form of social media Email lists, bulletin boards Usenet 150,000 groups, Yahoo over 80,000 in its health and wellness section Motivation Interaction, active online participation, is very hard to generate.
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Blogs Easily updateable website Advocate a point of view Highlight people served News about projects and events You provide the content for others to react to Very slow growth of active interaction
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Social Network Sites Connects you with like-minded people Demographics…changing +++ applications Choose appropriate SNS Facebook, MySpace, LinkedIn, Google Buzz Requires time investment to learn and maintain
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Strategic Social Media Planning “You’ve got to be very careful if you don’t know where you are going, because you might not get there” Yogi Berra
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What Are Your Goals Mission, goals, objectives, strategy, tactics What business are you in? Map technology needs to organizational goals Organizational goals, capacity and culture drive technology strategy
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What Are Your Objectives Increased awareness Increased communication Provide Information Education Build reputation Increased sales Specific, measurable and realistic
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Get To Know Your Audience Demographics What do they want from the organization Listen RSS Feeds Alerts Comfort with technology Cyberliteracy Keep in mind future stakeholders
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Who Is Your Target Audience
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Know Your Organizational Culture Tolerance for change Tolerance for risk Issues of privacy Issues of control Learning culture Remember “culture eats change for breakfast
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Situation Analysis Annual budget Size Technology budget line Training Present technical situation Barriers: lack of money, time and staff/volunteers etc Organizational support
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Evaluate Technology/Application Evaluate based on goals, stakeholders, situational analysis and culture Budgetary evaluation: include purchasing, training, maintenance, support Evaluate hidden costs: ease of adoption, work disruption, learning curve Total cost of ownership
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Beth Kanter Creating your Organization’s Social Media Strategy Map Slide 48 http://tinyurl.com/ardjcj
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Considerations Have other nonprofits demonstrated that the tool is worth the time to learn and use regularly? Does my organization need to reach the particular demographic on which this tool is focused? Does the tool provide significant resources and better access to people my organization doesn’t already interact with? What is the ROI
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Monitor and Change as Necessary Some things work, some things don’t Get feedback Rapid change is the norm Revisit plan often, at least to fine tune tactics
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Thank You Sherida Ryan sherida@openflows.net
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