Social Media Strategic Mapping for CILs

779 views

Published on

For workshop on using social media in Centers for Independent Living. Adapted from WeAreMedia.org curriculum.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
779
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media Strategic Mapping for CILs

  1. 1. Your Social Media Strategic Map Presented by Michele Martin
  2. 2. Objective • Review steps in creating a social media strategic map
  3. 3. Social Media Strategic Mapping • Objective • Capacity • Target Audience(s) • Tools and Tactics • Integration • Measurement • Culture change • Experiment
  4. 4. Objectives http://www.flickr.com/photos/gareandkitty/276471187/
  5. 5. Objectives • What do you want to accomplish with social media? • How does it tie in with other goals or objectives for your organization?
  6. 6. Is it S.M.A.R.T? • Specific • Measurable • Achievable • Realistic • Time-based
  7. 7. S.M.A.R.T. Goal “To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office.”
  8. 8. Audience http://www.flickr.com/photos/nakedfrog/3583322992/in/pool-rockthatdisability
  9. 9. Who Is Your Audience? • Who must you reach • What key points do to meet your you want to make? objective(s)? • What is your • Why this target audience doing group? online? How do they like to interact? • What do they know or believe about your • What research do organization or you need to do? issue?
  10. 10. Source: Business Week
  11. 11. Integration Source: WeAreMedia
  12. 12. 1/3 One-Way 1/3 Web Presence 1/3 Social Media
  13. 13. Culture Change http://www.gapingvoid.com/Moveable_Type/archives/003948.html
  14. 14. How will your culture adapt? • Once you have an initial strategy, how do you get your organization to own it? • How will you address any fears or concerns? • What is the rate of change your organization can tolerate?
  15. 15. 5 Common Fears • Loss of control • Privacy • Failure (especially publicly) • People won’t use it • Waste of time Maddie Grant, Five Fears Associations Have About Social Media
  16. 16. Fight the Fear! • Experiments • Demos • Social Media Policies • Dialog with Stakeholders • “Never let a good crisis go to waste”
  17. 17. Capacity http://www.flickr.com/photos/hometowninvasion/277063345/
  18. 18. Capacity Questions • Who will implement your organization’s social media strategy? • Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve? • Do you have the most efficient work flow and tasks in place? • Do you need any outside expertise? • Will your content updates depend on any other resource or person?
  19. 19. Tools & Tactics
  20. 20. Tools & Tactics • What tactics and tools best support your objectives and match your targeted audience? • Listening • Participating • Storytelling • Generating Buzz • Fundraising • Professional development
  21. 21. Tools & Tactics • What tools and tactics do you have the capacity to implement? • Time • Staff • Skills
  22. 22. Measurement
  23. 23. What/how will you measure? • What is your original, measurable objective (e.g., # of event attendees or petitions signed)? • What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently? • How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?
  24. 24. Some things to track. . . • Unique visitors • Keywords • Time on site • Referrals • Tags, ratings, rankings • Comments & trackbacks • Connections • Members and active contributors
  25. 25. Experiment http://www.flickr.com/photos/cadelagarza/208725322/
  26. 26. How can you experiment? • What small piece can you implement first as a pilot? • How will you learn from the pilot for your next experiment?
  27. 27. From the field. . . .
  28. 28. QUESTIONS?
  29. 29. Let’s get started. . .
  30. 30. Resources • WeAreMedia.org: The Social Media Starter Kit for Nonprofits--Creating Your Organization’s Strategy Map http://www.slideshare.net/WeAreMedia/strategy-map-day-1

×