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

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

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