Your Nonprofit Organization’s Social Media Strategy MapBeth Kanter, Visiting Scholar Packard FoundationNovember, 2009: CompassPoint

About MeBeth Kanter, Beth’s Blog

http://socialmedia-strategy.wikispaces.com/#compasspthttp://www.flickr.com/photos/gilgamesh/

ObjectivesExperience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy Address organizational culture and capacity issues that often arise when a new technology is introduced Identify one thing you can do to change your organization’s practice around social media

Agenda9:30-10:45 am Introductions and Ice BreakerPrinciples of Effective Social Media Strategy10:45-11:00Spectra Gram and Quick Break11:00- 12:00Small Groups to Play Simulation Game12:00-12:45Lunch12:45-1:45Small Groups Report Out1:45-2:00Reflection

Stand up, Sit Down

Share PairsWhat’s one thing you know about social media that you can share with others today?What do you want to learn today about social media strategy?Photo by Franie

Community Building & Social NetworkingGenerateBuzzSocial ContentEngagementListenSocial Media Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….Flyl

Social ContentacticachesSocial Media: Tactics and ToolsCommunity Building & Social NetworkingGenerateBuzzListenEngagement 10hr 15hr 20hrSupport Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact OutcomeLess TimeMore time

A quick scan of your social media ant trails …

The PrinciplesA Bridge Listening and engagingWorking with InfluencersThe Social Life of Content Platform for Self-OrganizingStaff time and expertiseAssessing Organizational CultureThe right metricsSmall pilots, fail fast, reiteratea

1. Bridge to Offline Impact

Or maybe it’s getting butts in seats

Tweeting an Opera

2. Listening First, Real Time Tracking, Engaging

Listening Comes First: The Red CrossFirst project was a listening project over three years agoPeople were talking and they needed to listenAt first, felt like going to war, but changed internal perception of social media

Listen: Monitor, Compile, DistributeI took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger

Influencer complaining …Customer service issueRelationship buildingListening leads to engagement …

Source: Communications Network Listening Presentation

Keywords are King!Source: Thomashawk

Social Media Dashboards are your best friend …

Listening Tool Box

Engaging Strategically

“It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida

Cultivating Influencers

The Social Life of Content

Social Content and Stories

Platform for Self-Organizing

Allocate staff time, have expertise to implement strategy

The Tower and The CloudFlickr photos by jamesjordan

Assess Organizational CultureLoss of control over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more

Social media policy template Encouragement and support Why policy is needed Cases when it will be used, distributed Oversight, notifications, and legal implications Guidelines Identity and transparency Responsibility Confidentiality Judgment and common sense Best practices Tone Expertise Respect Quality Additional resources Training Press referrals Escalation Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

Encouragement and support

Why policy is needed

Cases when it will be used, distributed

Oversight, notifications, and legal implications

Guidelines

Identity and transparency

Responsibility

Confidentiality

Judgment and common sense

Best practices

Tone

Expertise

Respect

Quality

Additional resources

Training

Press referrals

Escalation

Policy examples available at wiki.altimetergroup.com

Well, maybe not deadPick the right metrics to understand what is and what isn’t working

The Right MetricsKD Paine

Creating A Safe Place To FailIdentify worst case scenariosDevelop contingency plansPrepare for the failures

Pick a social media project that won’t take much timeWrite 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.

Human Spectragram: Experience with social media

Ready to play the Social MediaGame? Source: littleoslo.com - Blogpoly

David Wilcoxhttp://socialmedia.wikispaces.com/Social+media+game

http://internet-fundraising.wikispaces.com/

Photo by Preetam Rai

Network Effe

Rules … Value of the exercise is the discussion and how you navigate through choices Don’t get hung up if you don’t have enough context. Make it up! There are no right or wrong answersInstructions on paper and knowledge in the cards and other people at table

Value of the exercise is the discussion and how you navigate through choices

Don’t get hung up if you don’t have enough context. Make it up!

There are no right or wrong answers

Instructions on paper and knowledge in the cards and other people at table

Table CheckLeaderCommunicationsTechnology

Each table will have one scenario!Scenario A: Regional Arts OrganizationTables 1, 3, 5Scenario B:Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6Scenario C:Youth for Better After School ProgramsTables: 7, 8, 9, 10

ObjectiveEach scenario has an objective that you can identify and sharpen … but don’t get stuckPhoto by wili/

AudienceWho 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?

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?

2. Use the people cards to identify audience

Community Building & Social NetworkingGenerateBuzzSocial ContentEngageListen3. Review Strategy Blocks

4. Pick Your Tools: You Only Get Ten Points!

Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00

Refine Objective Identify Audience Review the Strategy Approaches Pick Tools Lunch Reports Reflection

ReportsSummarize strategy decisions Summarize discussionsScenario A: Regional Arts OrganizationTables 1, 3, 5Scenario B:Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6Scenario C:Youth for Better After School ProgramsTables: 7, 8, 9, 10

Summarize strategy decisions

Summarize discussions

ReflectionHow will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?What is the first step you will take?

Thank You! Beth’s Bloghttp://beth.typepad.comHave a blog post topic idea?beth@bethkanter.org