Best Practices In Communicating With Social Media
How to use social media to inspire a call to action and build a strong online community
LIVESTRONG, the support network established by Lance Armstrong to help people with cancer, is a newcomer to the social media scene. But in two years, the organization has amassed more than 4 million followers on Twitter and attracted hundreds of thousands of Facebook fans.
Join LIVESTRONG's Brooke McMillan to learn how the foundation increased its use of Twitter, the LIVESTRONG Blog, Facebook, Flicker, and YouTube. You'll absorb best practices for using social media to create a personal connection to a cause and build a strong online community of supporters.
During this session, you'll learn how to:
- Find a voice and make it personal so your followers know there is a real person rather than a corporation behind the message
- Pick the right people within your organization to lead your social media efforts (Hint: You can't just kick it to the intern)
- Listen to online conversations and contribute constructive comments that can improve your communications
- Let go of some control: Allow your community tell their own stories and be there for each other
|Brooke McMillan is the online community evangelist for the Lance Armstrong Foundation (LIVESTRONG). She started with LIVESTRONG in April 2004 as the first LIVESTRONG SurvivorCare coordinator, helping thousands affected by cancer get information. Working directly with LIVESTRONG partners at CancerCare and Patient Advocate Foundation, McMillan nurtured the program and oversaw its transition to the partners at CancerCare.
How Obama's online team changed the game:
Lessons from the campaign trail that you can apply to your organization
In 2007, a little-known candidate named Barack Obama announced his candidacy for the Democratic nomination. Two years later, he was sworn in as the first African-American president. Most experts credit Obama's online operation as a driving force in his victory. Sam Graham-Felsen, who served as Obama's chief blogger and a key strategist on Obama's new media team, explains how the campaign harnessed new technologies to empower millions of grassroots supporters and delivered the election for Obama.
Taking tips from this session, you'll learn:
- How the Obama campaign created a movement by telling authentic stories
- How to use YouTube to promote a campaign's message and fight off attacks
- How my.BarackObama.com was a key to winning the Idaho caucus, and the Democratic nomination
- How Obama's new media team raised $500 million dollars from 3 million donors of ordinary means
|Sam Graham-Felsen was Barack Obama's chief blogger in the 2008 presidential campaign. After the Obama campaign, he worked as the Director of Strategic Planning at Blue State Digital, one of America's premier digital marketing firms. He is currently the Director of Strategy and Communications for the Alliance for Youth Movements (AYM), a new organization supported by Google, Facebook, Twitter, BSD, and other major tech companies, which connects and empowers the next generation of digital activists around the world.
Innovation from within:
The social media tools that can change the way you work—and how to get buy-in from all your stakeholders
At Humana, a special innovation department within IT is in charge of discovering new social media tools. Humana associates now use a Yammer-like tool to collaborate on projects and discover topic experts within Humana. The special department also disseminates CEO speeches and town hall meetings through an internal video channel that doesn't suck up all the bandwidth and uses social media to break through corporate silos and hierarchies. But getting there meant going through the "five stages of corporate acceptance of social media"—from denial to acceptance.
During this session, Glenn Raley will provide lessons learned and showcase best practices to get your company using social media—even if you work in a conservative culture.
You will learn how to:
- Drive change with a small but focused team
- Get buy-in from the C-suite and acceptance from internal stakeholders
- Form an un-committee—made up of anyone from janitors to VPs—to contribute ideas to improve systems and policies
- Get your IT security department to accept new social media tools
- Create an internal and external social media policy that relies on best practices and trusting your employees
- Set up a reverse mentoring program so Millennials can teach their more seasoned colleagues how to use social media
|Glenn Raley has been with Humana Inc. for 13 years, holding several management positions within the IT department. His delivery-minded approach has always led to technology-agnostic solutions that have paved the way for many new technologies to be introduced at Humana.
Social computing on SharePoint 2010
Social computing has attracted a lot of attention as the new frontier of collaboration in the workplace. But how does social computing improve employee productivity and add business value? And how is it installed at a large company?
Join Chris Slemp for this session and you will absorb:
- Lessons learned in rolling out Mingle, Microsoft's social computing initiative to make employees more productive
- SharePoint 2010 social computing features with a live demo
- Tips and tricks for adoption of social computing technologies, processes and behaviors
- The vision of Social @Microsoft
|Chris Slemp has spent 10 years at Microsoft in places like Microsoft Learning, designing e-learning products and a delivery platform, and in Microsoft.com, MSDN & TechNet as a project manager, planner and evangelist working on social computing applications.
The ROI of social media:
How to co-ordinate resources for best results
Alexandra Nicholson, USA TODAY's social media strategist, will talk about how her newspaper used social media to co-ordinate its public relations and marketing, thereby increasing public awareness of its brand and reputation. It took simple steps on Facebook and Twitter, and used new media in place of traditional public relations tactics. This session features a case study of USA TODAY's #AmericaWants, a Twitter hashtag charity campaign which generated 60,000 tweets in four days, getting maximum returns from a modest investment.
You will learn how to:
- Identify the three types of ROI
- Shift resources to exploit strengths
- Use the same tactics on different platforms
- Set goals, measure success and assess results
- Use a big idea to get buy-in for social media efforts
- Go it alone or use management-by-committee
|Alex Nicholson is Manager, Social Media Strategist for USA TODAY's Digital Marketing team. She manages USA TODAY's Twitter feed @USATMediaLounge and is part of the social networking team managing USA TODAY's presence on Facebook. Alex also shares blogging duties at social.usatoday.com, an online destination offering a look at what USA TODAY does through marketing, communications and social media.
Do you accept a request to befriend on Facebook?
Legal and privacy issues of social media in your organization
Facebook has a user base that makes it the 3rd largest country in the world; Twitter has supplanted 24-hour news and the Internet as the place for real-time updates; and Gowalla and Foursquare experiment with location-based social networks.
Has your company figured out how it is going to use social media? Are you aware of the legal consequences? Do you have social media policies?
Kraig Baker will show you how to:
- Identify key legal and privacy issues
- List the elements of a social media policy to safeguard your organization
- Identify the core social media issues that every company must think about, including privacy
|Kraig Baker, chair of Davis Wright Tremaine's technology, e-Business, and Digital Media practice, advises clients and helps with licensing transactions across a range of issues in media, entertainment, technology, advertising, privacy and Internet matters, with an emphasis on digital media, social media and entertainment. He is also an adjunct professor, the Masters in Digital Media Program at the University of Washington's School of Communications.