Strategy Map Day 1

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  • This content is licensed under creative commons Time : 10:45-12:00 Goal: To introduce planning questions that a nonprofit organization needs to ask before getting started with a social media plan and examples of how other nonprofits have approach this task Objectives Target Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment Exercises: Share Pair: Understanding the online social behavior of our audiences by examining our own. Human graph. Get people to line in the room from very ready to implement to not at all ready to implement. Facilitate discussion on reflection questions. Why do you feel ready? Why not? What do you need to be more ready once you leave today?


  • 1. Creating Your Organization's Social Media Strategy Map Social Media and Nonprofits: Two-Day Intensive Workshop
  • 2. Objectives
    • Strategic social media
    • Planning questions
    • Examples of nonprofits
  • 3. Meet Phil
  • 4. Phil’s desk is here
  • 5.  
  • 6.  
  • 7. If the organization owned our social media strategy ….
  • 8.  
  • 9. Phil needs a map for his executive director…..
  • 10. And one for the marketing and outreach department
  • 11. And one for himself too
  • 12. 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.
  • 13. How do we integrate our social strategy with our communications plan?
  • 14. 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!
  • 15. 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
  • 16. How do we balance conversation and talk?
  • 17. Source: Inside Obama’s Social Media Tool Kit
  • 18. Source: Inside Obama’s Social Media Tool Kit
  • 19. Ref: Users are inspired and enabled to talk about your organization They spread the message around the network SETH GODIN – ‘FLIPPING THE FUNNEL’
  • 20. Your supporters are the message!
  • 21. Source: NTEN Newsletter October, 2008
  • 22. Source: David Wilcox, The Social Reporter Email Marketing Social Media Different Ways To Spread Take it from us Get it from our friends
  • 23. Let’s go step-by-step
    • Objectives
    • Target Audience
    • Integration
    • Culture Change
    • Capacity
    • Tools and Tactics
    • Measurement
    • Experiment
  • 24. 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?
  • 25. Give Your Social Media Objective An IQ Test!
  • 26. 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
  • 27. 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?
  • 28. What are they doing online?
  • 29. What research do you need?
  • 30. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site
  • 31. 1/3 Web Presence 1/3 One Way 1/3 Social
  • 32. Culture Change
  • 33. Discussion
  • 34. Share Pair Exercise Dealing with organizational culture issues Page 5 and 6
  • 35. Demos
  • 36. Blog Policy
  • 37. Social Networking Policy
  • 38.  
  • 39. Tactical Approaches and Tools Generate Buzz Share Content Listen Participate Community Building & Social Networking
  • 40. Capacity: Staff, Time, Expertise
  • 41. Source: Tweeting 9-5 The Daily Routine of a Slightly Insane Social Media Manger
  • 42. Staff
  • 43. Measurement Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement … combined with digital ethnographic insights
  • 44. It’s Not Just About Page Views!
  • 45.  
  • 46. Start small, reiterate over and over
  • 47. 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.
  • 48. The Steps
    • Objectives
    • Target Audience
    • Integration
    • Culture Change
    • Capacity
    • Tools and Tactics
    • Measurement
    • Experiment
  • 49. Let’s walk the line …. Ready Not Ready
  • 50. Lunch and Team Planning Time Using the strategy map worksheet, discuss the following elements Page 17-22 Objective Audience Integration Culture Change Capacity
  • 51.  
  • 52. If you remix this presentation, please add your remixed version to the WeAreMedia wiki http// Thank you