How to create a values and vision based communication - social media plan. Presentation at STRONG 2013 - the First Nations Technology Council's Summit of Technology, Resources, Opportunities, Networks and Growth conference.
Social Media 101Creating a communication strategy andsocial media plan in one hourJamie BillinghamMay 2013
What is Social Media?Social• Interactions betweenindividual and groups• Tending to formCooperative andinterdependentRelationships withothersMedia• CommunicationChannels• Mass Communication• Various means ofCommunication
What is Social Media?Refers to the means of interactionsamong people in which they create,share, and exchange information andideas in virtual communities andnetworks
Start with WhyWhy are you here today?What do you want to be able to do bythe end of this session?Why do you want to use social media?
SalesStrategyEngagementStrategyMarketingStrategyThe Bigger PictureOrganizational ValuesVisionMissionOrganizational Strategy and GoalsCommunicationStrategySocial MediaStrategy
The Bigger PictureCommunicationStrategySocial MediaStrategyGoalsTacticsGoalsTactics
StrategyGoalsValuesVisionMissionTactics Values, Vision and Missionusually stay the same overtime. They are thefoundation of yourorganization.Strategy is a plan to achieveyour mission and visionwhile maintaining yourvalues.Goals are measurable stepsthat are used in yourstrategy, to move youtoward your vision.Tactics are the things you door use to reach your goals.
ValuesVisionMissionStrategyGoalsTacticsVision is BIG! It’s about how you wantyour world to be and how you see yourorganization in the world.Mission is HOW you are doing to makethe BIG vision a reality.Strategy is your plan to achieve yourmission and vision while maintainingyour values.Goals are measurable steps that areused in your strategy to move youtoward your vision. Use SMART goals.Tactics are the things you do or use toreach your goals.Social Media is a Tactic
VisionThe answer to WHY is in your VISIONAndYour VISION is based on you VALUES
Vision - Business vs. NonprofitBusiness• Vision is linked to businessgoals – Why does businessexist?• Marketing strategy• Marketing goal is toincrease sales• Communication strategysupports marketing• Social media is a tactic usedin marketing strategyNonprofit organization• Vision is linked toorganizational goals – Whydoes the organization exist?• Marketing strategy• Marketing goal is to increasesocial capital (relationship withcommunity and clients)• Communication strategysupports marketing• Social media is a tactic used inmarketing strategy
VisionGoalsStrategyOn the ground. Things you DO that support your goals.A plan that helps you achieve yourgoals. Its how you move towardsyour vision.Measurable steps within your strategy thatmove you toward your VISION.Your VISION is like a signal fire.It gives you something to aim towards.MissionWhat you do in general to achieveyour vision.
What is your VISION?What is your VISION for your organization?What will you SEE, HEAR and FEEL when youachieve your vision?
What is your VISION?What is your VISION?Our vision is to produce and market products that do no harm to theenvironment. We believe clean and safe can co-exist.What is your mission?Our mission is to put our product in the homes of everyone.SEE - Our market share rises, very few returns, morecustomers, more staff, we make more money.HEAR - People say nice things about us. We get lots ofearned media in environmental magazines.FEEL - Successful, proud, happy, relaxed, like we aremaking a difference.
What is your VISION?What is your VISION?Our community is connected and healthy, people feelcared for.What is your MISSION?We ensure families have safe housing and remainconnected to their community.SEE - Our whole community comes to events, staff arebusy.HEAR - People say nice things about us. Funders praiseus.FEEL - Like we make a difference, successful, proud,happy, relaxed.
Hold that VISION for the rest of the session.Everything you do should move youtowards that VISION.That is your destination!
Communication Strategy Values Vision Mission Communication Vision Communication Goals Know WHO your customers/clients are Know WHERE they are Clearly understand what value you can offerthem - What problem are you going to solve?
WhoWHO are your customers or clients?Think demographics. Sex, age, income, needs, family make-up.Model some typical clients or customers. Give them names,personalities, and most importantly needs.What problems do they have, that you can solve?Is solving their problems part of your VISION or MISSION?
WhereWHERE are your customers or clients?Where do they hang out online?How often do they use technology?What kind of technology do they use - mobiletechnology or computers?
HowHOW can you help solve their problems?HOW can you reach your community/customers/clients?HOW can you get their attention? Can you excite them,scare (careful with this one) them, or make them laughthrough the use of social media?This should line up with your organizations MISSION andGOALS.
When and WhatNow we are into the TACTICSWHAT are you going to to DO to reach your customers, clients?WHEN are you going to do that? How often?WHO is going to do the work?
Why use Social Media?Search Engine Optimization - SEO - Increases likelihood of more peoplefinding you.Increases your Reach - How many people see your blog, website, etc.Relationship Marketing - Improving your reputation and reach by developing arelationship with people.Content Marketing - Improving you reputation by creating and sharing contentthat is of value to your current and potential customer/clients (aka targetaudience)To Listen and Communicate with customers, clients.Social media is not good for direct sales.
Does Social Media fit with yourMarketing Strategy?Push Strategy• Is taking the product orservice directly to thecustomer/client• Direst sales• Trade shows• Point of sale & storestocking• In NPO - outreachPull Strategy• Getting the customer/clientto come to you• Advertising, mass media• Word of mouth (online &f2f)• Customer RelationshipManagement (CRM)• Promo’s, discounts• In NPO - clients seek youout
Why use Social Media as aPull Marketing Strategy?86% of Canadians overall have internet access37% have mobile access95% of Canadians under the age of 55 haveinternet accessThat’s a lot of Canadians!
To decide where to focus yourmarketing, communication andsocial media energy - ask yourselfone question.
Are our current or potentialcustomers, clients or communitymembers there?
Websites and BlogsYou may not think of your website and/or blog as“social media” and that may be a mistake.Some organizations have only a websiteSome have a website with an integrated blogSome have a website and a separate blog or blogsYour website and/or blog are yours.You lease your domain (URL) but in effect you own it aslong as you continue to pay for it..SOCIAL MEDIA WILL NEVER BE YOURS!
YourOrganizationV V M GLinkedInYouTubeTwitterFacebookPageBlog and/orWebsite PinterestGooglePlus
Social ProofCalls to actionOur VisionOur MissionVideoBlog Social Media
These are Calls To Action - We ask people to providetheir email addresses in return for specializedresources that have VALUE for them.
Only 35 Likes but 257 people saw thisone post. Facebook Pictures, Videos.
More examples ofcontent marketingthat can add valueand extend yourreach.
This is a great example of a well brandedand clear online campaign. There isabsolutely no mistaking what this group isabout - their vision, values, mission andwhat they want you to do are very, veryclear even when not explicitly stated.
This site wasbuilt withNation Builder -an out of thebox, socialmediaoptimizedwebsitecreation system.Wordpress isalso a excellentoption.
The Water Wealth Project also carries it’sbranding across multiple platforms andmakes it easy to figure out who they are,what they are focused on and what theywant you to do.
YourOrganizationV V M GLinkedInYouTubeTwitterFacebookPageBlog and/orWebsite PinterestGooglePlus
To maintain sanity you will eventually need to use Hootsuite (or Buffer) tomanage all your social media accounts from one dashboard!My Hootsuite dashboard lets me see and post to my own Twitter, Facebookand LinkedIn accounts plus Thoughtstream’s , Twitter, G+ Page, FacebookPage and lets me create streams for hashtags # I follow i.e. EducationHashtags. I can also schedule posts in advance.
Set up your computer browser(Chrome is good) to post easily and tomultiple accounts.
Work through the following to help you strategize about your audience, andthe potential social media tools and channels you may want to use for yourmarketing campaign or communication activity.1. Who are you trying to reach? This is your Target AudienceDescribe the person(s) you want to reach with your communication; be asspecific as possible. More than one “audience” may be listed. Include aprimary and secondary (influencers) audience if appropriate.Non Profit Example: Care givers of children under 5 (COHI promotion), Otherlocal health providers (secondary)Business Example: School superintendents (primary), Teachers (secondary)
2. What problem(s) are you solving for your Target Audience?What is the VALUE you bring to the conversation?Examples: Problems with kids teeth - Access to health care - Getting buy-infrom parents/stakeholders - Understanding diabetes risk factors
3. What is your GOAL?What do you want to achieve through your social media activities?Do you want your target audience to DO something, THINKsomething, FEEL something?Examples: Help people be more informed - Motivate people to careabout an issue - Highlight a campaign - Encourage a healthybehaviour - Reinforce health messages - Encourage interaction -Get feedback/exchange ideas - Collaborate with partners - Getpeople to subscribe or download something - Build trustWrite out each goal using the SMART acronym.Specific Measurable Acceptable Realistic Time framed
4. How does your goal fit?a) Describe how your social media goals support your organization’sValues, Vision, Mission and/or overall Communications Strategy.b) How does it support other online or offline components – Events,newsletters, press releases, promotions, etc.5. Message DevelopmentDevelop the key messages based on the target audience and goals.Example: For moms of young children to encourage late season fluvaccination, “It’s not too late to vaccinate.”
6. Resources and CapacityWho is going to do this, when and for how long (per day, week, month, year).7. Identify Social Media ToolsDecide and explain what tools will effectively reach your target audience.Match the needs of the target audience with the tools that best support yourobjectives and resources.Example: Because Facebook has a large population of young women whohave children, is free, and requires minimal technical expertise, it may be agood tool for a mom-centered program while only requiring a small amountof funding for social media activities.
8. Define ActivitiesBased on all of the elements above, list the specific activities youwill undertake to reach your communication goals and objectives.Example: Develop and promote Facebook fan page for diabetesprevention for youth.9. Partnerships, cooperators, collaboratorsIdentify any key partners and their roles and responsibilities.Examples: FNHA, Local Chamber of Commerce, regional HealthAuthority
10. Define Success for EvaluationWhat are your measures of success?Your measures of success may be different depending on yourgoals and objectives.11. EvaluateCreate an evaluation plan - see page 50 of the CDC social mediatoolkit lined below for a simple to use evaluation plan template.Adapted from the http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
Social Media Planhttp://fuckyeahnpspreadsheets.tumblr.com/post/48478483159/spreadsheet-as-dashboard-global-giving
Social Media CalendarAka Editorial Calendarhttp://communityorganizer20.com/2013/01/14/taking-my-own-medicine/
Some of my Favorite ResourcesGood advice on getting staff involved in Social Media @jeffbullas on Twitter - Great resourceshttp://www.jeffbullas.com/2013/04/30/how-to-supercharge-your-social-media-marketing-strategy-with-employee-sharing/Great Social Media Toolkithttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdfGreat guide on writing for Social Mediahttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/guidetowritingforsocialmedia.pdfHow and When to Use Social Media Channels to Strategically Support Government Goalshttp://www.delib.net/delib_shared_assets/shared_documents/Delib_Social_Media_for_Government_2012.pdfBeth’s Blog aka @KANTER about spreadsheets to use to measure and track social media along with other awesome stuffhttp://www.bethkanter.org/spreadsheet-sm_re/Twitter: A Quick Start Guide for People In and Around Governmenthttp://www.learningpool.com/docs/marketing/general/twitter_guide.pdfUnderstanding Facebook Edgerank by Pam Dyer @pamdyer on Twitter - Great resourceshttp://www.pamorama.net/2013/05/05/understanding-facebook-edgerank-algorithm/#axzz2SSvqZWdqFor great web hosting check out http://www.billyhost.com/Download the Social Media 101 workbook hereTweet me @jamiebillingham - My website jamiebillingham.com