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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
Creating Your Organization's Social Media Strategy Map
Creating Your Organization's Social Media Strategy Map
If we had an
organizational
  strategy ….
Creating Your Organization's Social Media Strategy Map
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 quot;What's Next In Media?quot; 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
Creating Your Organization's Social Media Strategy Map
Creating Your Organization's Social Media Strategy Map
Discussion
Policy
Education
Awareness
Trials
Other?
Creating Your Organization's Social Media Strategy Map
Creating Your Organization's Social Media Strategy Map
Creating Your Organization's Social Media Strategy Map
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
Creating Your Organization's Social Media Strategy Map
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

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Creating Your Organization's Social Media Strategy Map

  • 1. Your Organization’s Social Media Strategy Map by Beth Kanter
  • 2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
  • 4. I wrote this post for the WeAreMedia wiki …
  • 7. 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
  • 10. If we had an organizational strategy ….
  • 12. Phil needs a map for his executive director…..
  • 13. And one for the marketing and outreach department
  • 14. And one for himself too
  • 15. 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.
  • 16. How do we integrate our social strategy with our communications plan?
  • 17. Source: Inside Obama’s Social Media Tool Kit
  • 18. 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
  • 19. 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 quot;What's Next In Media?quot; by Neil Perkin
  • 20. 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
  • 21. Your supporters are the message!
  • 22. Source: NTEN Newsletter October, 2008
  • 23. Different Ways To Spread Take it from us Email Marketing Get it from our friends Social Media Source: David Wilcox, The Social Reporter
  • 24. Source: Beth Kanter, How To Think Like A Social Media Genius
  • 25. Source: Beth Kanter, How To Think Like A Social Media Genius
  • 26. Source: Beth Kanter, How To Think Like A Social Media Genius
  • 27. Let’s go step-by-step •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
  • 29. 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?
  • 30. What are they doing online?
  • 31. What research do you need?
  • 32. Outbound Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Integration
  • 33. 1/3 One Way 1/3 Web Presence 1/3 Social
  • 35. Share Pair Exercise Dealing organizational culture issues
  • 43. Tactics, Tools, Time Community Building & Social Share Generate Networking Content Buzz Listen Participate 5hr 10hr 15hr 20hr Less Time More time
  • 44. Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist By ccmaine
  • 45. “I was a Facebook junkie before I was hired!”
  • 46. 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
  • 48. Start small, reiterate over and over
  • 49. 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.
  • 50. Think It Through Before You Leap! •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
  • 51. 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
  • 52. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org