Strategy Map Day 1
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This document provides guidance on creating a social media strategy map for an organization. It discusses establishing objectives, understanding the target audience, integrating social media with other communications efforts, addressing any needed culture changes, assessing staff capacity, selecting appropriate tools and tactics, measuring results, and taking an experimental approach with iterative improvements. The document emphasizes starting small, learning from successes and challenges, and continually refining the strategy over time based on feedback and examples from other organizations.
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Strategy Map Day 1
- 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. We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation
- 6. http://www.flickr.com/photos/commitforlife/ Phil’s desk is here
- 9. If the organization owned our social media strategy ….
- 11. Phil needs a map for his executive director…..
- 12. And one for the marketing and outreach department
- 13. And one for himself too
- 14. How do we integrate our social strategy with our communications plan?
- 15. The difference is delivering a Begin with message versus being part of a objectives and conversation. audience You need an effective Internet presence across channels. Gordon Meyer Scarlett Swerdlow Listening is part of your environmental scan! John Kenyon Danielle Brigida
- 16. Some differences in tactics COMMUNICATIONS SOCIAL MEDIA Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
- 17. Social Media adds another dimension
- 18. Source: Inside Obama’s Social Media Tool Kit
- 19. SETH GODIN – ‘FLIPPING THE FUNNEL’ Users are inspired and enabled to talk about your organization They spread the message around the network Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
- 20. Your supporters are the message!
- 21. Source: NTEN Newsletter October, 2008
- 22. Different Ways To Spread Take it from us Email Marketing Get it from our friends Social Media Source: David Wilcox, The Social Reporter
- 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. One Way Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Integration with Internet Strategy
- 31. 1/3 One Way 1/3 Web Presence 1/3 Social
- 32. Culture Change
- 33. Share Pair Exercise Dealing with organizational culture issues
- 34. Discussion
- 35. Demos
- 36. Blog Policy
- 39. Capacity: Staff, Time, Expertise
- 40. Social Media Tactics Hrs/per week Community Building & Social Networking Generate Buzz Share Content Participate Listen Begin here # of weeks
- 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 http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
- 44. It’s Not Just About Page Views!
- 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. Not Ready Ready Let’s walk the line ….
- 50. Lunch and Team Planning Time Using the strategy map worksheet, discuss the following elements Objective Audience Integration Culture Change Capacity
- 52. If you remix this presentation, please add your remixed version to the WeAreMedia wiki http//www.wearemedia.org Thank you