This document outlines an agenda for a workshop on developing social media strategies. It includes an icebreaker, introduction of the strategy game, breaking into groups to play the game, and report outs. The game involves identifying audiences, reviewing strategy approaches, selecting tools within a limited point system, revising for real-life challenges, and reporting out strategies. The objectives are to experience a strategy brainstorm, select appropriate tools, and identify experiments. Key lessons from case studies on non-profits that emphasize listening, community building and storytelling are provided.

1. Flickr image by andy_bernay-roman The Social Media Strategy Game EPIP Chapter Leader Gathering Beth Kanter, Scholar in Residence Packard Foundation

2. About Me Beth Kanter, Beth’s Blog

4. To pick the right tools

6. What’s your burning question? Share it Twitter style with someone in the room! Re-Tweet to three others in the room Report out

7. Social Media Strategy Primer

8. My Social Media Strategy Circle of the Wise Industry Experts NP Practitioners @starfocus @ntenhross @daveiam @wharman @cariegrls @brianreich @geoffliving @charleneli @armano @briansolis

9. #EPIP

11. Tools come and go, but strategy sustains …

12. Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance. Report Available: http://www.engagementdb.com/

13. Engagement Strategy Best Practices Emphasize quality, not just quantity To scale, make social media part of everyone’s job Find your sweet spot

14. Non-profits using engagement best practices are seeing success!

15. Community Building & Social Networking GenerateBuzz ShareStory Participate Listen Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Flyl

16. Share Story acticaches Tool Selection Community Building & Social Networking GenerateBuzz Listen Participate 10hr 15hr 20hr Pick the right the tools and sites Less Time More time

17. A couple of examples from nonprofits…

18. The Red Cross Case Study: Listening Comes First First project was a listening project over two years ago People were talking and they needed to listen At first, felt like going to war, but changed internal perception of social media

19. 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

21. Improves relationships with audience and identifies influencers

23. http://bit.ly/HGkno

26. Aggregation Strategy/Event Coverage Videos Blog Podcast Photos Tweets

27. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.

33. Empowering supporters without loosing control …

34. People share their wildlife sightings

36. Flickr image by andy_bernay-roman The Social Media Strategy Game REMIX HISTORY

37. David Wilcox http://socialmedia.wikispaces.com/Social+media+game

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

39. Photo by Preetam Rai

41. Added “Situations” and Point System

43. The Keep Bucharest Clean NGO is launching a campaign to educate people to keep the city clean. They want to keep people from spitting, throwing trash, or not cleaning up after their dogs. They want to incorporate a social media strategy to raise awareness and spread the word.

44. Social Media Strategy Simulation Game Social Media and Nonprofits: Social Media Starter Kit

46. You are the strategy team for a national environmental organization with a large membership base. The organization needs to work in collaboration with six other environmental organization on a coordinated strategy earth worm sustainability. The network needs to increase outreach and retention of younger members, develop a global advocacy strategy to protect earth worms, and needs to sell earth worm kid kits and t-shirts to generate revenue. Your organization has used social media strategies for other campaigns, but your partner organizations are just beginning to think about social media strategies. How to Play the Game

47. The Newest EPIP Chapter needs your help! This chapter needs to recruit and engage more members for chapter meetings and programs. The chapter leaders want to incorporate a social media strategy to find members, get them attend and participate in meetings, and volunteer. The chapter is located in a state with a large geographic area and some members won’t be able to attend meetings face-to-face.

48. 1. Use the people cards to identify audience

49. Community Building & Social Networking GenerateBuzz ShareContent Participate Listen 3. Review Strategy Blocks

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

51. 5. Real Life Happens, Revise

52. Identify Audience Review the Tactical Approaches Pick Tools – 10 Points Life happens, revise your strategy Group Report: Strategy Full Group Reflection

54. Summarize some of the trade offs you had to make

55. Was it easy or hard?

57. What do you need to move forward?