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Building Your Social Media Strategy
 

Building Your Social Media Strategy

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These are the slides from Amy Sample Ward's session at PMDMC on July 15th, 2011, in Pittsburgh. The session was the first in a 4-part social media intensive track at the conference. For more ...

These are the slides from Amy Sample Ward's session at PMDMC on July 15th, 2011, in Pittsburgh. The session was the first in a 4-part social media intensive track at the conference. For more information, visit http://amysampleward.org and http://nten.org

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  • Community is a word we all use so much that it has lots a lot of specific meaning, it can now be used in so many contexts that it’s hard to know just what someone else means when they use it. For this conversation, we are going to use community as a term meaning the full audience, known and unknown, directly impacted by your work and indirectly, etc. Later on when we dive into some of the planning templates, we’ll break community down into manageable chunks.
  • Social media is broadly defined as any technology that enables social activity; social activity meaning anything that’s back and forth, conversational, networked, or otherwise allowing collaboration or exchange. There are, though, hundreds – thousands even – of social media tools and shiny object syndrome is highly contagious. People are often persuaded or interested in using tools because of their “coolness,” “newness,” or the fact that someone else is doing it. It’s important that social media be seen as part of all your work, and a separate thing and as such it is used strategically as part of your other communications, outreach, engagement strategies.
  • Next, we need to define “data.” Whether we believe it or not, there are ways to measure everything we are doing, even with social media. Some times we need help, okay all the time we need help and will continue figuring out how, to quantify or measure interactions, actions, and impact. But, data can mean not just followers on twitter but the kind of conversations you’re having on twitter – the number of email addresses receiving your newsletter and where you get the content for that newsletter – and so on. For this session we are going to talk about data in terms of all that feedback and information, numbers and everything else that makes up the nuance or the context.
  • Lastly, let’s define what we mean with DIY, or do-it-yourself. I imagine everyone on this webinar has, at one time or another, worked on a craft project, a home repair, or tinkered with fixing a clock, toaster, car or even a wordpress website. Do it yourself really means just that, you take the wheel to build it on your own. It’s that same ethos or approach that I want to build on for this webinar. Metrics and planning can be extremely daunting and something we often hire out a consultant to tackle. But, at least at the ground level for what we’ll cover today, I think it’s something you can all do yourself or with your team.
  • Let’s dive in to Community Mapping! You might be an avid user of flickr, and love sharing photos. But that doesn’t mean all your volunteers are. Mapping your community helps you identify where everyone is, likes to be, and wants to engage with you. The Community Mapping exercise is most valuable when you can do it as a full organization or a team of people from across the departments. Plus - If you want to start listening to the community but not sure where they are, there’s a resources slide at the end of the presentation with a link to Build your own Listening Dashboard!
  • Step 1 – Identify all the groups within your community. As I said before the definitions, community is a huge, nebulous thing. To start mapping the community we need to first identify which groups are within it. Do you have volunteers, interns, or adjunct staff? Maybe you work with schools so you have segments for teachers, administrators, parents, students, and then groups outside of the school. Here are some questions that can help get people talking to start sharing the groups they work with. In my experience, the more diverse group you can get together to have this conversation and work through this planning together, the more complete a picture you can draw of your community. When people who work in services, programs, grant writing and fundraising, for example, all share their view of the groups in the community, not only can you start mapping the network but you can also have really rich discussions about the way different parts of your organization view the community.
  • The next step is to define the goals that match each group. There are two sets of goals to be discussed here: the first are the goals of that group – what do they want from you, why do they want to come to you, what do they get out of it? The second are the goals your organization has for that group – what are you hoping they will do, how will they contribute, what are you asking for from them? Again, this conversation can be really eye-opening as a part of building the community map, but also as far as encouraging dialogue within your organization and providing clarity around the organizational goals and the way they play out with the community engagement.
  • The third step is to identify the tools. This means identifying the spaces, platforms, and applications where each group congregates and where you can communicate with them. Even though much of these will be online social technologies, don’t forget about the offline spaces, too. Identifying the mechanisms you can use to communicate with each group can help you target your efforts, but in many cases illuminates areas where only one or a couple groups use a certain platform, while others use another – not only will this help you figure out where to say things, but can dramatically change what you say where.
  • Here’s what your Community Map could look like. If you’re doing this as a group in the office or at a retreat, you can use a whiteboard or a flip chart, or even have someone do it on their computer so long as everyone can see it in real-time with a projector or something. You’ll see there’s a column for each area we talked about: the groups first, then their goals, your goals, and finally the tools. I also have a template of this chart set up as a public google doc so you can use that link to get the template and save it to your computer for your own use. Before I move to the next section – does anyone have any questions?
  • Content planning! This is where we start to get a little bit more messy as we pull in even more data to make our plan. The questions on this slide are great questions to help you in your content planning. You’ll see as we work through this planning template how you can start to pull in or create answers to all these questions.
  • The first step is identifying all the content. Now, for this content map to be as valuable across your organization as possible, you want to be as specific as you can be with this section. I’ve listed some examples to get you started, but really think about all the various pieces of content you have. Instead of listing “blog posts,” instead, list what those blog posts are about: maybe job openings, volunteer opportunities, news about your work, examples of your services or people you have helped. New grants or new programs. There will probably be a lot of things to list. And that’s okay!
  • The next step focuses on goals. These goals should primarily come from the Community Map where you have two columns’ worth of goals and actions. There will be additional goals as well, but you do want to ensure that the goals you have already identified from the community map are included here. The additional goals could be things like, increase visibility, recruit new funders, find new staff or volunteers, etc.
  • The third step is listing all the possible outlets. Again, you can draw a lot of these from the community map, but you will probably find that this is an opportunity to be really specific, more specific than you were in the community map. For example, the community map may have identified facebook as a platform that one group uses. And in the content map you may list a facebook page as well as facebook events as you can create an event that’s tied to your page but publicizes and manages RSVPs for a one-time event.
  • Here’s an example of what your content map might look like. You’ll see that the goals and the content are listed on the left, and then along the right are all the various outlets. I like to use X, O and blank to denote that x=that content is always posted to that outlet; o=content is posted only if relevant; and blank=content is never posted to that outlet. You can use yes no maybe or any other set of indicators that work for you. Again, I’ve created this template as a public google doc so you can use that link to grab the template and save it to your own computer to use with your team. Before we go ahead with the metrics and tracking, does anyone have any questions?
  • Metrics – the fun part, right? Just as I said earlier, the more you measure the more you can use that data and information to inform your strategy and your engagement. But, data isn’t anything without context. That is why I really urge you to do two things: 1. track things over time so that you can compare against yourself, and not just against reports or studies you read of how other organizations are doing; and 2. track not just the number of people to do something but the numbers that provide context as well.
  • The first step to getting valuable metrics is having access to analytics. I imagine many people on this webinar have used google analytics before or have it hooked up to your organization’s website now. You can use google analytics with a lot of other places you may be investing time and energy online, too! Including blogger and wordpress, wikispaces and even facebook. There are links on the resources slide for more information about how to get set up if you are interested. The point here is that even if the online space isn’t “yours” it is still a place you can and should feel empowered to track and measure.
  • In addition to creating a listening dashboard, you can use all kinds of tools to ensure you get alerted to important actions. These are just a few of the dozens of applications and companies out there. If you aren’t already using Google Alerts, then get started today! You can even set up google alerts as RSS feeds that are part of your listening dashboard! The one I recommend as well from this list is social mention, as it’s free and you can search for any key word or hashtag etc and see what’s happening across the web.
  • Here’s where the big template comes in. Even if you’re using google alerts and google analytics, you may not really be able to look at data over time in a critical way. You will have a good sense of where things are going or how people respond to content and actions, but tracking it like this means you can point to specific data to support your case. This template, like the others, is available at that link as a public google doc that you can save and reuse. It is not intended to be an end-all-be-all template, but it is designed to show you just how much you can be tracking. And get you thinking about where you may have more data points to add in. You’ll notice there are tabs for various platforms so that you can concentrate each view to one platform and measure points over time.
  • There is no point tracking what you’re doing if you aren’t reporting it! On my team, we have A LOT of things that we track. And it would be silly to think that we would have monthly reporting that covers all of it. Why? Well if we wanted to talk about all of it we would just look at the tracking documents! Instead, we have monthly reports that are created for two areas: content and community. They each pull out a few items that are noteworthy – whether it’s a change, a marked increase, or something we can see reflected in other areas of our work. And from those two reports, I create a global report that touches on the items highlighted from content and community as well as our programs. It can be shared with the CEOs in a way that is directly translated into their understanding of our work as well as into their conversations with other organizations or funders. These are a few tips for internal and external reporting.
  • http://www.flickr.com/photos/protocol/3244887521/
  • Be real
  • Be real
  • Be real
  • Be real
  • We are going to start in the top left of your grid. You’re going to have about 5-10 minutes for this section so don’t feel rushed. Write down anything and everything you can about your community. As people start to finish at your table, start sharing what you wrote with each other as you’ll probably start to think of more things to add!
  • Great! Now, let’s work on finding the sweet spot! Use the upper right corner of your handout to start identifying the goals shared by you and your community. Again, I’ll ask that you share these with each other as you start to finish.
  • This next part is where it gets fun. I’m handing out cards to each table and you’ll need to share around. These are just to get you thinking so if there is a tool you want to use, you’ll see there are blank cards too. The numbers represent the level of capacity needed to use the tool, and for the use in this game, I’m going to ask that you use 10 or less so that it’s realistic. Again, feel free to discuss at the table both if you have questions about the tools and which ones you’re choosing.
  • The last section of the grid is for roles. I’m passing out another set of cards to help get you thinking about the roles you may need but note there are always options for other ideas.
  • Thanks again to all of you for coming! Please feel free to connect with me online for more resources or conversation!

Building Your Social Media Strategy Building Your Social Media Strategy Presentation Transcript