Creating Your Organization's Social Media Strategy Map Social Media and Nonprofits: Two-Day Intensive Workshop

Objectives Strategic social media Planning questions Examples of nonprofits

Strategic social media

Planning questions

Examples of nonprofits

Meet Phil http://www.flickr.com/photos/johnjoh/376275220/

http://www.flickr.com/photos/commitforlife/ Phil’s desk is here

If the organization owned our social media strategy ….

Phil needs a map for his executive director…..

And one for the marketing and outreach department

And one for himself too

A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

How do we integrate our social strategy with our communications plan?

Gordon Meyer John Kenyon Scarlett Swerdlow You need an effective Internet presence across channels. The difference is delivering a message versus being part of a conversation. Begin with objectives and audience Danielle Brigida Listening is part of your environmental scan!

Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation TALK CONVERSATIONS Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Some differences in tactics

How do we balance conversation and talk?

Source: Inside Obama’s Social Media Tool Kit

Source: Inside Obama’s Social Media Tool Kit

Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf Users are inspired and enabled to talk about your organization They spread the message around the network SETH GODIN – ‘FLIPPING THE FUNNEL’

Your supporters are the message!

Source: NTEN Newsletter October, 2008

Source: David Wilcox, The Social Reporter Email Marketing Social Media Different Ways To Spread Take it from us Get it from our friends

Let’s go step-by-step Objectives Target Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment

Objectives

Target Audience

Integration

Culture Change

Capacity

Tools and Tactics

Measurement

Experiment

Objective What do you want to accomplish with social media? Describe how your social media objective supports or links to a goal your organization’s communications plan?

What do you want to accomplish with social media?

Describe how your social media objective supports or links to a goal your organization’s communications plan?

Give Your Social Media Objective An IQ Test!

To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office

Audience Who must you reach with your social media efforts to meet your objective? Why this target group? Is this a target group identified in your organization’s communications plan? What do they know or believe about your organization or issue? What will resonate with them? What key points do you want to make with your audience?

Who must you reach with your social media efforts to meet your objective? Why this target group?

Is this a target group identified in your organization’s communications plan?

What do they know or believe about your organization or issue? What will resonate with them?

What key points do you want to make with your audience?

What are they doing online?

What research do you need?

Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site

1/3 Web Presence 1/3 One Way 1/3 Social

Culture Change

Discussion

Share Pair Exercise Dealing with organizational culture issues Page 5 and 6

Demos

Blog Policy

Social Networking Policy

Tactical Approaches and Tools Generate Buzz Share Content Listen Participate Community Building & Social Networking

Capacity: Staff, Time, Expertise

Source: Tweeting 9-5 The Daily Routine of a Slightly Insane Social Media Manger

Staff

http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html Measurement Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement … combined with digital ethnographic insights

It’s Not Just About Page Views!

Start small, reiterate over and over

Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.

The Steps Objectives Target Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment

Objectives

Target Audience

Integration

Culture Change

Capacity

Tools and Tactics

Measurement

Experiment

Let’s walk the line …. Ready Not Ready

Lunch and Team Planning Time Using the strategy map worksheet, discuss the following elements Page 17-22 Objective Audience Integration Culture Change Capacity

If you remix this presentation, please add your remixed version to the WeAreMedia wiki http//www.wearemedia.org Thank you