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CREATING YOUR  SOCIAL MEDIA STRATEGY #PMDMC
AGENDA <ul><ul><li>Definitions </li></ul></ul><ul><ul><li>Community Mapping </li></ul></ul><ul><ul><li>Content Planning </...
DEFINITIONS
COMMUNITY
SOCIAL MEDIA
DATA
DIY
WHO’S OUT THERE?
COMMUNITY MAPPING
STEP 1: GROUPS <ul><li>Questions to ask: </li></ul><ul><li>Do different programs or departments connect with different gro...
STEP 2: GOALS <ul><li>Questions to ask: </li></ul><ul><li>Why does the community continuing needing your services, program...
STEP 3: TOOLS <ul><li>Questions to ask: </li></ul><ul><li>Where does this group already talk or engage online? </li></ul><...
COMMUNITY MAPPING TEMPLATE Get this template! http://bit.ly/DIYcommunity
WHAT TO TALK ABOUT?
CONTENT PLANNING
STEP 1: CONTENT <ul><li>Examples: </li></ul><ul><li>Program or service updates/changes </li></ul><ul><li>Staff announcemen...
STEP 2: GOALS <ul><li>Examples: </li></ul><ul><li>Increase visibility of the organization </li></ul><ul><li>Increase parti...
STEP 3: OUTLETS <ul><li>Examples: </li></ul><ul><li>Newsletter or mailing </li></ul><ul><li>Email newsletter </li></ul><ul...
CONTENT PLANNING TEMPLATE Get this template! http://bit.ly/DIYtemplate
WHAT’S WORKING?
METRICS
GOOGLE ANALYTICS
ALERTS
METRICS TRACKING TEMPLATE Get this template! http://bit.ly/DIYmetrics
REPORTING <ul><li>Internal reporting: </li></ul><ul><li>Weekly metrics for various platforms </li></ul><ul><li>Add metrics...
WHAT DO YOU INVEST IN? <ul><ul><li>Your Program </li></ul></ul><ul><ul><li>Your People </li></ul></ul><ul><ul><li>Your MIS...
THE OLD RETURN ON INVESTMENT <ul><li>(Dollars Saved) - (Dollars Invested) = Return on Investment </li></ul><ul><ul><li>Pos...
MESSY MATH <ul><li>Intangible benefits: </li></ul><ul><ul><li>Job satisfaction </li></ul></ul><ul><ul><li>Productivity </l...
WHAT’S MY 30 MIN LOOK LIKE?
LISTENING
LISTENING WITH RSS
LISTENING WITH RSS
LISTENING WITH ALERTS
LISTENING WITH TWITTER
LISTENING DASHBOARD
LISTENING DASHBOARD
JOINING
JOINING WITH COMMENTS
JOINING WITH COMMENTS
JOINING WITH SIGNPOSTS
CREATING
CREATING PROFILES
CREATING REAL PROFILES
CREATING ENGAGING PROFILES
CREATING VALUABLE PROFILES
CREATING CONTENT
HOW TO PUT IT ALL TOGETHER?
Who's your community?
What is the sweet spot?
Which tools could help?
What roles are needed?
RESOURCES <ul><li>Templates: </li></ul><ul><li>Community Map Template:  http://bit.ly/DIYcommunity   </li></ul><ul><li>Con...
RESOURCES  <ul><li>http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/ </li></u...
PHOTO CREDITS <ul><li>Slide 5:  http://flickr.com/photos/efleming/237379252/ </li></ul><ul><li>Slide 6:  http://www.flickr...
THANKS!  <ul><li>AmySampleWard.org </li></ul><ul><li>NTEN.org  </li></ul><ul><li>SocialBySocial.com </li></ul><ul><li>@Amy...
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Building Your Social Media Strategy

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These are the slides from Amy Sample Ward's session at PMDMC on July 15th, 2011, in Pittsburgh. The session was the first in a 4-part social media intensive track at the conference. For more information, visit http://amysampleward.org and http://nten.org

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Building Your Social Media Strategy

  1. 1. CREATING YOUR SOCIAL MEDIA STRATEGY #PMDMC
  2. 2. AGENDA <ul><ul><li>Definitions </li></ul></ul><ul><ul><li>Community Mapping </li></ul></ul><ul><ul><li>Content Planning </li></ul></ul><ul><ul><li>ROI & Metrics </li></ul></ul><ul><ul><li>Strategy Building </li></ul></ul>
  3. 3. DEFINITIONS
  4. 4. COMMUNITY
  5. 5. SOCIAL MEDIA
  6. 6. DATA
  7. 7. DIY
  8. 8. WHO’S OUT THERE?
  9. 9. COMMUNITY MAPPING
  10. 10. STEP 1: GROUPS <ul><li>Questions to ask: </li></ul><ul><li>Do different programs or departments connect with different groups? </li></ul><ul><li>Do services or products target different groups? </li></ul><ul><li>How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them? </li></ul>
  11. 11. STEP 2: GOALS <ul><li>Questions to ask: </li></ul><ul><li>Why does the community continuing needing your services, programs or work? </li></ul><ul><li>What is in it for others to participate? </li></ul><ul><li>----- </li></ul><ul><li>What do you need help with or involvement from the community to do? </li></ul><ul><li>How can your work improve with engagement? </li></ul>
  12. 12. STEP 3: TOOLS <ul><li>Questions to ask: </li></ul><ul><li>Where does this group already talk or engage online? </li></ul><ul><li>Which tools are most appropriate to the kind of message or content? </li></ul><ul><li>What kind of engagement is required to match the goals? </li></ul>
  13. 13. COMMUNITY MAPPING TEMPLATE Get this template! http://bit.ly/DIYcommunity
  14. 14. WHAT TO TALK ABOUT?
  15. 15. CONTENT PLANNING
  16. 16. STEP 1: CONTENT <ul><li>Examples: </li></ul><ul><li>Program or service updates/changes </li></ul><ul><li>Staff announcements </li></ul><ul><li>Jobs </li></ul><ul><li>Volunteer opportunities </li></ul><ul><li>Fundraisers </li></ul><ul><li>Events </li></ul>
  17. 17. STEP 2: GOALS <ul><li>Examples: </li></ul><ul><li>Increase visibility of the organization </li></ul><ul><li>Increase participation </li></ul><ul><li>Raise funds </li></ul><ul><li>Build leadership </li></ul><ul><li>Find sponsors or partners </li></ul><ul><li>Recruit volunteers </li></ul><ul><li>Build community </li></ul>
  18. 18. STEP 3: OUTLETS <ul><li>Examples: </li></ul><ul><li>Newsletter or mailing </li></ul><ul><li>Email newsletter </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Website </li></ul><ul><li>Blog </li></ul>
  19. 19. CONTENT PLANNING TEMPLATE Get this template! http://bit.ly/DIYtemplate
  20. 20. WHAT’S WORKING?
  21. 21. METRICS
  22. 22. GOOGLE ANALYTICS
  23. 23. ALERTS
  24. 24. METRICS TRACKING TEMPLATE Get this template! http://bit.ly/DIYmetrics
  25. 25. REPORTING <ul><li>Internal reporting: </li></ul><ul><li>Weekly metrics for various platforms </li></ul><ul><li>Add metrics as you go </li></ul><ul><li>Look at long term, not just short term changes </li></ul><ul><li>Monthly reporting of trends and insights </li></ul><ul><li>External reporting: </li></ul><ul><li>Share when there is something worth sharing </li></ul><ul><li>Reporting context, not just numbers </li></ul><ul><li>Ask for input and feedback </li></ul>
  26. 26. WHAT DO YOU INVEST IN? <ul><ul><li>Your Program </li></ul></ul><ul><ul><li>Your People </li></ul></ul><ul><ul><li>Your MISSION </li></ul></ul><ul><ul><li>Technology is a Part of That </li></ul></ul>
  27. 27. THE OLD RETURN ON INVESTMENT <ul><li>(Dollars Saved) - (Dollars Invested) = Return on Investment </li></ul><ul><ul><li>Positive numbers good </li></ul></ul><ul><ul><li>Negative numbers bad </li></ul></ul>- = ROI $800 / yr over 3 years - $1800 + contracts and service =
  28. 28. MESSY MATH <ul><li>Intangible benefits: </li></ul><ul><ul><li>Job satisfaction </li></ul></ul><ul><ul><li>Productivity </li></ul></ul><ul><ul><li>Morale </li></ul></ul><ul><ul><li>Teamwork </li></ul></ul><ul><ul><li>Client satisfaction </li></ul></ul><ul><ul><li>Client response time </li></ul></ul><ul><ul><li>Client satisfaction </li></ul></ul>
  29. 29. WHAT’S MY 30 MIN LOOK LIKE?
  30. 30. LISTENING
  31. 31. LISTENING WITH RSS
  32. 32. LISTENING WITH RSS
  33. 33. LISTENING WITH ALERTS
  34. 34. LISTENING WITH TWITTER
  35. 35. LISTENING DASHBOARD
  36. 36. LISTENING DASHBOARD
  37. 37. JOINING
  38. 38. JOINING WITH COMMENTS
  39. 39. JOINING WITH COMMENTS
  40. 40. JOINING WITH SIGNPOSTS
  41. 41. CREATING
  42. 42. CREATING PROFILES
  43. 43. CREATING REAL PROFILES
  44. 44. CREATING ENGAGING PROFILES
  45. 45. CREATING VALUABLE PROFILES
  46. 46. CREATING CONTENT
  47. 47. HOW TO PUT IT ALL TOGETHER?
  48. 48. Who's your community?
  49. 49. What is the sweet spot?
  50. 50. Which tools could help?
  51. 51. What roles are needed?
  52. 52. RESOURCES <ul><li>Templates: </li></ul><ul><li>Community Map Template: http://bit.ly/DIYcommunity </li></ul><ul><li>Content Map Template: http://bit.ly/DIYtemplate </li></ul><ul><li>Metrics Template: http://bit.ly/DIYmetrics </li></ul><ul><li>Books & Collections: </li></ul><ul><li>We Are Media: http://wearemedia.org </li></ul><ul><li>Social by Social: http://socialbysocial.com </li></ul><ul><li>#SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.php </li></ul><ul><li>Managing Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/ </li></ul>
  53. 53. RESOURCES <ul><li>http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/ </li></ul><ul><li>http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/ </li></ul><ul><li>http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/ </li></ul><ul><li>http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/ </li></ul><ul><li>http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.html </li></ul><ul><li>http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/ </li></ul><ul><li>http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/ </li></ul><ul><li>http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/ </li></ul><ul><li>http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-change/ </li></ul><ul><li>http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-sustainable-community-building/ </li></ul><ul><li>http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-landscaping/ </li></ul>
  54. 54. PHOTO CREDITS <ul><li>Slide 5: http://flickr.com/photos/efleming/237379252/ </li></ul><ul><li>Slide 6: http://www.flickr.com/photos/ivanwalsh/3677282034/ </li></ul><ul><li>Slide 7: http://www.flickr.com/photos/grapecity/4237886048 </li></ul><ul><li>Slide 9: http://xkcd.com/256/ </li></ul><ul><li>Slide 15: http://www.flickr.com/photos/7819129@N07/ </li></ul><ul><li>Slide 21: http://www.flickr.com/photos/49333515@N03/5244045076/ </li></ul><ul><li>Slide 28: http://www.flickr.com/photos/protocol/3244887521/ </li></ul><ul><li>Slide 30: http://www.flickr.com/photos/doctabu/443262049/ </li></ul><ul><li>Slide 37: http://www.flickr.com/photos/billiejoesentourage/3730330633/ </li></ul><ul><li>Slide 41: http://www.flickr.com/photos/tripletri/3395716436/ </li></ul><ul><li>Slide 42: http://www.flickr.com/photos/ivanwalsh/3677282034/ </li></ul><ul><li>Slide 43: http://www.flickr.com/photos/foxtongue/687861111/ </li></ul><ul><li>Slide 44: http://www.flickr.com/photos/aadplus/3036857920/ </li></ul><ul><li>Slide 45: http://www.flickr.com/photos/tsmall/3673567823/ </li></ul><ul><li>Slide 46: http://www.flickr.com/photos/jagwired/3091227429/ </li></ul><ul><li>Slide 46: http://www.flickr.com/photos/jagwired /3092068214/ </li></ul><ul><li>Slide 46: http://www.flickr.com/photos/jagwired/3091227573/ </li></ul>
  55. 55. THANKS! <ul><li>AmySampleWard.org </li></ul><ul><li>NTEN.org </li></ul><ul><li>SocialBySocial.com </li></ul><ul><li>@AmyRSWard </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>

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