Organizational Social Media Strategy 2011


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This slide deck shows the Strategy that we have developed to use social media to support the corporate communications goals of the Summit DD. The strategy can be adapted to any organization, non-profit, government or private. I developed this strategy in partnership with Lucky Tisch.

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  • The Summit DD’s Social Media Strategy centers around using social media to build channels for its online customer groups to deliver relevant messages, often referring these stakeholders back to the agency website.The strategy is designed to support the communication elements of the Summit DD’s strategic plan.While the Summit DD realizes that not all customers are online, social media is fast becoming one of the best (sometimes only) ways to reach a growing segment of its stakeholders. The Social Media Strategy is designed to work in conjunction with its traditional communication methods.
  • Social media can help our agency with the objectives that we are constantly striving for. Service Awareness – letting the public know who we are and what services we provide to the entire community through applications like Facebook and Twitter. Brand Recognition – this goes hand in hand with service awareness. We want the public to have a positive perception of our agency and the services that our taxpayers are paying for. Finding children to serve and employers to employ people with disabilities through blogging . Finding good employees who want to work here through LinkedIn. And, identifying people who want to support our cause.These are all basic messages that we can communicate through social media.
  • Social Media works in a much different way than traditional media. This graph shows how the traditional media disseminated the message that the organization wanted the public to hear and the public absorbed the message. Stakeholders who either act or don’t act on the one-way message to get products or services. That unidirectional method of distributing an organization’s message still happens today but the addition of social media has changed the dynamic of how messages are delivered.In the past, mass media allowed for the agency to grab a bull horn and blast its messages to all stakeholders. In the old days, the corporate voice (Superintendent and PC&R Dept) would create a carefully crafted message and distribute it through controlled media channels to its public and various stakeholder groups. The corporate voice could use its own channel of direct mail (newsletter) or email and often would purchase advertising to distribute messages to its public on radio and TV channels and websites. Advertising and brand were built entirely on impressions, usually purchased (advertising and sponsorships) and sometimes earned (news coverage and press releases).It was not a conversation, engagement was limited and communication mostly went one way – corporate to customer/stakeholder.
  • New media has created a fundamental shift in the way many Summit County residents communicate. With new media, also calledsocial media, the way we disseminate messages has been reinvented. It is now a multi-directional communication model with influencers and stakeholders. Distribution is fractionalized and less controlled than in previous decades. Channels must be created by the organization via social networks. Messages can be distributed via channels owned by influencers, if the influencers are so inclined. The organization is now being challenged to grow its own influencers through blogging.Platforms which are being included in getting corporate messages out to stakeholders include Facebook, Twitter, Flickr (photos), YouTube (video), blogs, and hyper local news blogs (, etc. These all promote two-way communication because each one has a way for stakeholders to communicate back to the agency.One of the best ways to describe social media channel communication is “Word of Mouth”. (WOM) Stakeholders who contribute and share messages via their blogs and Facebook page are simply sharing messages via WOM. Some are louder and more prolific than others. The louder WOM stakeholders in a social media channel can be called “influencers”. Others are people who sit back and rarely or never participate but they see and hear the messages – they can be called “listeners”.The loudest and most articulate influencers are called “thought leaders”. Thought leadersare people who share messages that influence what their network of people engage. The arrows in this slide indicate the flow of a thought leader’s message to the people in their network. A thought leader is not necessarily a person who is in a position of authority. A thought leader could be someone who has large networks of people with whom they are affiliated.
  • These are the tactics for internal & external social media we are using at the Summit DD.External - Facebook, Twitter, LinkedIn, YouTube, Flickr, Foursquare, Blogs (word press)Internal - Sharepoint software, internal communications blogThe external tactics support 1) agency public relations 2) program related messages 3) brand building activities 4) levy funding messages 5) The internal tactics support 1) corporate communication 2) employee collaboration 3) program related messages
  • Some of these social media tactics are already in place. For the agency and the levy effort. Facebook is a tactic for reaching several different groups of stakeholders as is Twitter. Stakeholders who are already online who will visit the website for more information if directed there. This holds true for blogs as well, but blogs can target specific audiences. The child find and children’s services blog can help us target new parents, physicians, child care providers, reach populations who we normally may not be able to reach and reach different cultures who may see information online and respond to us, and find children who are eligible for our services. It will keep these groups up-to-date with our latest news. Employers & job seekers can be targeted with information specific to each of their areas. Employers can see how our programs work and learn of success stories. Job seekers will have a place to look for information on new positions or job training that is offered to enhance their skills. And, an internal social community. This tactic can increase communication between staff and persons served at each facility. Enhancing what could be called the “intranet”.
  • The PC&R Dept has developed a plan to implement new media while support traditional tactics that are still expected by at least half of the agency’s stakeholders. The plan begins with content that is being produced via traditional channels and then repurposes the content for use in the new media environment. Our New Media Content & Referral Strategy, shown in this slide, allows for content to be created based on current communications being generated by the agency’s subject matter experts. Content comes from current material production source that the agency uses to generate messages. (SPT, Board Agendas, Newsletter Articles, etc.) This content then gets repurposed as social media by posting them on Blogs, Facebook & Twitter. These social media tools, if they have socially engaged stakeholders, become the agency’s new media channels for use to disseminate messages. Engaged influencer stakeholders then create a social media echo for message by spreading the message via word of mouth and by commenting back to the agency. One important caveats: Social media can only be effective when the agency positions its employees and volunteers as a thought leaders. Agency subject matter experts must step up and blog organically about the subjects that affect their specific customer groups (i.e. Early Intervention blog for EI parents; competitive employment blog for employers).This slide shows how the agency internal communications are repurposed and used to drive employees to the internal collaborations site.
  • This slide shows how the external tactics are being repurposed as social media. Newsletters, emails, photos and video become social media that drives stakeholders to the website. The slide also shows the way content can come from Thought Leaders inside the organization. Once again Thought Leaders are experts on the messages they disseminate. Messages are disseminated using more direct tactics that have specific messages such as employment or children. Target audiences include employers, parents, and those who are employed in the community.Both forms of producing content for web-based external audiences have one goal: drive traffic back to the agency website. People are on the web. We want them to go to our website to obtain information about services, view current events, and begin to know the website as a resource to the agency. We sometimes call this technique “homesteading”.
  • This infographic shows the entire Summit DD social media strategy.
  • Organizational Social Media Strategy 2011

    1. 1. Social Media Strategy<br />
    2. 2. Social Media Objectives<br /><ul><li>Service Awareness
    3. 3. Brand Recognition / Public Perception
    4. 4. Find Children to Serve
    5. 5. Find Employers to Employ Persons Served
    6. 6. Find Employees Who Want to Work Here
    7. 7. Stakeholders - Cause Support / Sponsorship</li></li></ul><li>Traditional Communication Model<br />The Summit DD Corporate Voice<br />Traditional Media<br />One Way Message<br />T.V.<br />Radio<br />Official Website<br />Outdoor<br />Newsprint<br />= Stakeholders<br />
    8. 8. Social Media Communication Model<br />The Summit DD Corporate Voice<br />Social <br />Media Tactics<br />Facebook<br />Twitter<br />Blog<br />LinkedIn<br />Foursquare<br />Email<br />Two Way Communication<br />Message<br />WOM<br />(Word of Mouth)<br />Networking<br />= Thought Leadership Influencers<br />= Stakeholders<br />
    9. 9. Social Media Tactics<br />External<br /> Facebook<br /> Twitter<br /> LinkedIn<br /> YouTube<br /> Flickr<br /> Foursquare<br /> Blogs<br /> Internal<br /> Sharepoint Software<br /> Add On Software (TBD)<br /> Blogs<br />
    10. 10. Social Media Tactics<br /><ul><li>Facebook
    11. 11. Twitter
    12. 12. Blogs - stay connected to…
    13. 13. Child Find
    14. 14. Children’s Services
    15. 15. Employers
    16. 16. Job Seekers
    17. 17. Internal Social Network - Community Building</li></li></ul><li>Social Media: Strategy<br />New Media Content & Referral Strategy<br />
    18. 18. Social Media: Strategy<br />
    19. 19. Social Media: Strategy<br />