Social Media Strategic Mapping for CILs
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Social Media Strategic Mapping for CILs

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

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

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Social Media Strategic Mapping for CILs Presentation Transcript

  • 1. Your Social Media Strategic Map Presented by Michele Martin
  • 2. Objective • Review steps in creating a social media strategic map
  • 3. Social Media Strategic Mapping • Objective • Capacity • Target Audience(s) • Tools and Tactics • Integration • Measurement • Culture change • Experiment
  • 4. Objectives http://www.flickr.com/photos/gareandkitty/276471187/
  • 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. Is it S.M.A.R.T? • Specific • Measurable • Achievable • Realistic • Time-based
  • 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. Audience http://www.flickr.com/photos/nakedfrog/3583322992/in/pool-rockthatdisability
  • 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. Source: Business Week
  • 11. Integration Source: WeAreMedia
  • 12. 1/3 One-Way 1/3 Web Presence 1/3 Social Media
  • 13. Culture Change http://www.gapingvoid.com/Moveable_Type/archives/003948.html
  • 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. 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. Fight the Fear! • Experiments • Demos • Social Media Policies • Dialog with Stakeholders • “Never let a good crisis go to waste”
  • 17. Capacity http://www.flickr.com/photos/hometowninvasion/277063345/
  • 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. Tools & Tactics
  • 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. Tools & Tactics • What tools and tactics do you have the capacity to implement? • Time • Staff • Skills
  • 22. Measurement
  • 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. Some things to track. . . • Unique visitors • Keywords • Time on site • Referrals • Tags, ratings, rankings • Comments & trackbacks • Connections • Members and active contributors
  • 25. Experiment http://www.flickr.com/photos/cadelagarza/208725322/
  • 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. From the field. . . .
  • 28. QUESTIONS?
  • 29. Let’s get started. . .
  • 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