The Most Practical Social Media Presentation You'll Find For Free!
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Social Media strategic planning is an exercise that few organizations put themselves through. Get beyond the overview presentations and start doing something on the social web....

Social Media strategic planning is an exercise that few organizations put themselves through. Get beyond the overview presentations and start doing something on the social web.

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The Most Practical Social Media Presentation You'll Find For Free! Presentation Transcript

  • 1. Social Media Strategic Planning
    A strategic planning worksheet developed for the under-resourced organization new to social media
    The Most Practical Social Media Presentation You Will Find, For Free!
  • 2. Developed by
    Mikey Ames I Strategic Consultant I Pursuant Group
    @mikeyames I techhermit.blogspot.com
    @pursuant I www.pursuantgroup.com
  • 3. Social Media
    Basic Strategic Engagement Plan
    Audience, Objectives,
    Constraints and Strategy
    Ask Age? Gender? Geography? Socioeconomics?
    Profile the online behavior of your constituents
    Forrester’s Consumer Profile Tool
    Initial Strategic Planning
    Considerations and Questions
    Choose a single, measurable objective that is most important. If secondary objective must be met, it remains 2nd.
    An overall strategy must be informed by your audience, objectives and constraints.
    Strategies are different than tactics.
  • 4. Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Google Reader
    Google Reader-keywords
    *org name
    *programs and events
    *CEO or other notable staff names
    *peer organization names
    *URLs of site and blog
    *industry terms related to mission
    *Subscribe to key bloggers in your space
    AVOID GENERAL TERMS.
    Find New Blogs:
    Technorati.com
    Alltop.com
    Icerocket.com
  • 5. Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Twitter
    Reveal More in Bio
    • One sentence dedicated to overall mission
    • 6. One sentence to explain purpose of twitter presence
    • 7. One sentence to show authenticity of who is behind it
    For instance…
    “We are dedicated to the welfare of orphans. Using twitter to connect with others who care. You’ll meet a few of us here, but mainly it’s @mikeyames”
    *Follow back all real people
    *Block spammers and marketers
    Find and follow
    • Individuals who tweet about mission
    • 8. Like minded organizations /peers
    • 9. Corporate relations/partners
    Don’t follow 200 more than who is following you until you reach about 1000 followers
    Place personal Twitter handle in “Name Field”
    Best Practices
    • Background photo should be as constituent centric as possible
    • 10. Actively seek to reply and retweet others
    • 11. Include home page link in the bio
  • Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Gmail
    Gmail account to administrate should be friendly moniker like “iheartmission@gmail“
    Load email contacts for future friend finding opportunities (gmail has 10k contact limit so be prepared to setup more than one account)
    Annually, refresh these contact lists with a new export from your data.
    Monthly, rotate these through your profiles to find new friends to follow
  • 12. Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Facebook Profile and Pages
    In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most.
    (Being aware you are on public display is a good governor when absent a social media policy)
    Tutorial to create a custom welcome page for your facebook fan page
  • 13. Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    YouTube
    Incorporate Branding
    Bio Should Include…
    • Fan-friendly welcome
    • 14. Links to your sites
    • 15. Full profile of information
    Open Comments
    Fear of negative comments shouldn’t limit you from positive connections
    “Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.
  • 16. Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Update Scheduler - Hootsuite
    Top Efficiency Tactic
    Used to schedule updates to multiple locations
    Feedback and Statistics
    Measure effectiveness through easy reports
  • 17. Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Blogs and Comments
    Use comment management
    service like Disqus.com
    Commenting on other blog posts *What did they say well?
    *Answer Questions
    *Relay what others say
    *Ask “what if ?”
    *Review history and project future
    Top Priority Tactic
    Comment early and often on other blog posts that mention your team.
  • 18. Social Media
    Basic Strategic Engagement Plan
    Schematic Workflow
    Visualize
    Your
    Workflow
  • 19. Social Media
    Basic Strategic Engagement Plan
    Tactical Matrix
    Make Tactical Decisions While Making Time Estimates
  • 20. Social Media
    Basic Strategic Engagement Plan
    Daily Tasks and Time
    Turn Tactics and Time Into Daily Task Lists
  • 21. Social Media
    Basic Strategic Engagement Plan
    Task Order - Tool Tutorials
    Do The Setup Tasks
    gmail.com - may need more than one
    - sign up with name equivalent of “iheartmission@gmail.com”
    - also get iheartmission2, iheartmission3
    - load contact list from csv file (limit to 10,000 contacts per email account)
    hootsuite.com- signup with primary gmail account
    - connect personal twitter, team twitter, facebook fan pages, facebook personal profile
    - feed YouTube RSS to Hootsuite on RSS/Atom tab
    http://gdata.youtube.com/feeds/api/users/username/uploads
    -set keyword search columns
    - video tutorial – Setting up a hootsuite account
    -video tutorial – Hootsuitehas a $1.99 iphone app
    Google.com/reader- signup with primary gmail account
    - import known blog RSS feeds and keyword alert feeds
    - video tutorial – Using Google Reader
  • 22. Social Media
    Basic Strategic Engagement Plan
    Task Order - Tool Tutorials
    Do The Setup Tasks
    youtube.com- signup with primary gmail account
    -setup organization’s YouTube channel with matching username
    disqus.com- signup with primary gmail account
    -setup disqusprofile and replace blog comment system
    Discover New Bloggers
    alltop.com- become familiar
    technorati.com- become familiar
    icerocket.com- become familiar
    User Names - bring usernames into alignment - http://namechk.com/
  • 23. Social Media
    Basic Strategic Engagement Plan
    Tactical Matrix
  • 24. Social Media
    Basic Strategic Engagement Plan
    Daily Tasks and Time
  • 25. Would you like someone to walk your organization through this exercise?
    Contact Mikey Ames at michael.ames@pursuantagency.com