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  • do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
  • Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
  • Kim used the metaphor of the ants.  They do two things leave and follow trails and haul things.  They basically leave a trail that says "I was here."  That way others can find them and connect.  He applied the metaphor to Twitter.  Twitter is simply an ant trail.   We can leave a pulse, it is simple and easy.  It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.
  •’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit The story starts like this:


  • 1. Your Nonprofit Organization’s Social Media Strategy Map
    Beth Kanter, Visiting Scholar Packard FoundationNovember, 2009: CompassPoint
  • 2. About Me
    Beth Kanter, Beth’s Blog
  • 3.
  • 4. Objectives
    Experience 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
  • 5. Agenda
    9:30-10:45 am
    Introductions and Ice Breaker
    Principles of Effective Social Media Strategy
    Spectra Gram and Quick Break
    11:00- 12:00
    Small Groups to Play Simulation Game
    Small Groups Report Out
  • 6. Stand up, Sit Down
  • 7. Share Pairs
    What’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
  • 8.
  • 9. Community Building & Social Networking
    Social Content
    Social Media Strategy Blocks
    Crawl ………..……Walk …….…….. Run ……..…………….Flyl
  • 10. Social Content
    Social Media: Tactics and Tools
    Community Building & Social Networking
    Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome
    Less Time
    More time
  • 11. A quick scan of your social media ant trails …
  • 12. The Principles
    A Bridge
    Listening and engaging
    Working with Influencers
    The Social Life of Content
    Platform for Self-Organizing
    Staff time and expertise
    Assessing Organizational Culture
    The right metrics
    Small pilots, fail fast, reiterate
  • 13. 1. Bridge to Offline Impact
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. Or maybe it’s getting butts in seats
  • 19. Tweeting an Opera
  • 20.
  • 21.
  • 22.
  • 23. 2. Listening First, Real Time Tracking, Engaging
  • 24. Listening Comes First: The Red Cross
    First project was a listening project over three years ago
    People were talking and they needed to listen
    At first, felt like going to war, but changed internal perception of social media
  • 25. Listen: Monitor, Compile, Distribute
    I 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
  • 26. Influencer complaining …
    Customer service issue
    Relationship building
    Listening leads to engagement …
  • 27. Source: Communications Network Listening Presentation
  • 28. Keywords are King!
    Source: Thomashawk
  • 29. Social Media Dashboards are your best friend …
  • 30. Listening Tool Box
  • 31.
  • 32.
  • 33. Engaging Strategically
  • 34.
  • 35.
  • 36. “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
  • 37.
  • 38.
  • 39. Cultivating Influencers
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. The Social Life of Content
  • 47.
  • 48.
  • 49. Social Content and Stories
  • 50. Platform for Self-Organizing
  • 51.
  • 52. Allocate staff time, have expertise to implement strategy
  • 53.
  • 54. The Tower and The Cloud
    Flickr photos by jamesjordan
  • 55. Assess Organizational Culture
    Loss of control over their branding and marketing messages
    Dealing with negative comments
    Addressing 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
  • 56.
  • 57.
  • 58.
  • 59. Social media policy template
    • Encouragement and support
    • 60. Why policy is needed
    • 61. Cases when it will be used, distributed
    • 62. Oversight, notifications, and legal implications
    • 63. Guidelines
    • 64. Identity and transparency
    • 65. Responsibility
    • 66. Confidentiality
    • 67. Judgment and common sense
    • 68. Best practices
    • 69. Tone
    • 70. Expertise
    • 71. Respect
    • 72. Quality
    • 73. Additional resources
    • 74. Training
    • 75. Press referrals
    • 76. Escalation
    • 77. Policy examples available at
    Source: Charlene Li, Altimeter Group
  • 78.
  • 79. Well, maybe not dead
    Pick the right metrics to understand what is and what isn’t working
  • 80. The Right Metrics
    KD Paine
  • 81.
  • 82.
  • 83.
  • 84.
  • 85. Creating A Safe Place To Fail
    Identify worst case scenarios
    Develop contingency plans
    Prepare for the failures
  • 86. 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.
  • 87. Human Spectragram: Experience with social media
  • 88. Ready to play the Social Media
    Source: - Blogpoly
  • 89. David Wilcox
  • 90.
  • 91. Photo by Preetam Rai
  • 92. Network Effe
  • 93. Rules …
    • Value of the exercise is the discussion and how you navigate through choices
    • 94. Don’t get hung up if you don’t have enough context. Make it up!
    • 95. There are no right or wrong answers
    • 96. Instructions on paper and knowledge in the cards and other people at table
  • Table Check
  • 97. Each table will have one scenario!
    Scenario A: Regional Arts OrganizationTables 1, 3, 5
    Scenario B:
    Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6
    Scenario C:
    Youth for Better After School ProgramsTables: 7, 8, 9, 10
  • 98. Objective
    Each scenario has an objective that you can identify and sharpen … but don’t get stuck
    Photo by wili/
  • 99. Audience
    • Who must you reach with your social media efforts to meet your objective? Why this target group?
    • 100. Is this a target group identified in your organization’s communications plan?
    • 101. What do they know or believe about your organization or issue? What will resonate with them?
  • 2. Use the people cards to identify audience
  • 102. Community Building & Social Networking
    Social Content
    3. Review Strategy Blocks
  • 103. 4. Pick Your Tools: You Only Get Ten Points!
  • 104. Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00
  • 105. Refine Objective
    Identify Audience
    Review the Strategy Approaches
    Pick Tools
  • 106. Reports
    • Summarize strategy decisions
    • 107. Summarize discussions
    Scenario A: Regional Arts OrganizationTables 1, 3, 5
    Scenario B:
    Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6
    Scenario C:
    Youth for Better After School ProgramsTables: 7, 8, 9, 10
  • 108. Reflection
    How 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?
  • 109. Thank You!
    Beth’s Blog
    Have a blog post topic idea?