Creating Your Organization's Social Media Strategy Map

Your Organization’s Social Media Strategy Map by Beth Kanter

Hi, my name is Beth Kanter and I blog about nonprofits and social media.

That’s my blog

I wrote this post for the WeAreMedia wiki …

http://www.flickr.com/photos/johnjoh/376275220/ And Phil

http://www.flickr.com/photos/commitforlife/ Phil’s desk is here

Facebook Better not mention Blog Twitter As long as it doesn’t interfere with your real Flickr work … http://www.flickr.com/photos/kino-eye/ He finally convinces executive director

If we had an organizational strategy ….

Phil needs a map for his executive director…..

And one for the marketing and outreach department

And one for himself too

A social media strategy map helps your organization think through objectives, audience, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

How do we integrate our social strategy with our communications plan?

Source: Inside Obama’s Social Media Tool Kit

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 http://www.wearemedia.org

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 \"What's Next In Media?\" by Neil Perkin

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

Your supporters are the message!

Source: NTEN Newsletter October, 2008

Different Ways To Spread Take it from us Email Marketing Get it from our friends Social Media Source: David Wilcox, The Social Reporter

Source: Beth Kanter, How To Think Like A Social Media Genius

Let’s go step-by-step •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment

Objective

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?

What are they doing online?

What research do you need?

Outbound Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Integration

1/3 One Way 1/3 Web Presence 1/3 Social

Culture Change

Share Pair Exercise Dealing organizational culture issues

Discussion Policy Education Awareness Trials Other?

Capacity

Tactics, Tools, Time Community Building & Social Share Generate Networking Content Buzz Listen Participate 5hr 10hr 15hr 20hr Less Time More time

Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist By ccmaine

“I was a Facebook junkie before I was hired!”

THINK ABOUT HOW YOU MEASURE It’s not all about page views Broader use of hard metrics – users, time spent, comments, pass-alongs …combined with digital ethnographic measures http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html

Start small, reiterate over and over

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.

Think It Through Before You Leap! •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment

Sources Sources of Inspiration Inspiration and WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) These awesome slide shows I found on SlideShare CC Maine, Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist Neil Perkins, What’s Next in Media All Photos Creative Commons Licensed from Flickr as noted on slide notes

Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org