Creating Your
                              Organization's
                               Social Media
                   ...
Objectives

• Strategic social media
• Planning questions
• Examples of nonprofits
We Are Media Project:
The Social Media Starter Kit for
Nonprofits

Visit the WeAreMedia wiki for additional
resources and ...
http://www.flickr.com/photos/johnjoh/376275220/




Meet Phil
http://www.flickr.com/photos/commitforlife/




                                              Phil’s desk is here
If the organization
 owned our social
media strategy ….
Phil needs a map for his executive director…..
And one for the marketing and outreach department
And one for himself too
How do we integrate
  our social strategy
       with our
communications plan?
The difference is delivering a
     Begin with
                                    message versus being part of a
   objec...
Some differences in tactics

     COMMUNICATIONS                                SOCIAL MEDIA
        Brand in control     ...
Social Media adds another dimension
Source: Inside Obama’s Social Media Tool Kit
SETH GODIN – ‘FLIPPING THE FUNNEL’




                                                                           Users ar...
Your
supporters
  are the
 message!
Source: NTEN Newsletter October, 2008
Different Ways To Spread


                             Take it from us

Email Marketing




                             ...
Let’s go step-by-step


    •Objectives
    •Target Audience
    •Integration
    •Culture Change
    •Capacity
    •Tools...
Objective




•What do you want to accomplish with social media?


•Describe how your social media objective supports or l...
Give Your Social Media
Objective An IQ Test!
To draw political attention to ongoing genocide in Darfur by
delivering 1 million postcards to be sent to Obama within his...
Audience


•Who must you reach with your social media
efforts to meet your objective? Why this target
group?
•Is this a ta...
What are they doing online?
What research do you
need?
One Way
    Homebase                         email
       Web Site                  search engine
                        ...
1/3 One Way
1/3 Web Presence




    1/3 Social
Culture Change
Share Pair Exercise
Dealing with
organizational culture
issues
Discussion
Demos
Blog Policy
Social Networking Policy
Capacity: Staff, Time, Expertise
Social Media Tactics
Hrs/per week

                                                   Community
                          ...
Source: Tweeting 9-5 The Daily Routine of a Slightly Insane Social
Media Manger
Staff
Measurement




                Broader use of hard web metrics – users, time spent, comments,
                           ...
It’s Not Just About
Page Views!
Start small, reiterate over and over
Pick a social media project that won’t
take much time

Write down successes

Write down challenges

Ask or listen to the p...
The Steps


•Objectives
•Target Audience
•Integration
•Culture Change
•Capacity
•Tools and Tactics
•Measurement
•Experiment
Not
                             Ready




Ready

        Let’s walk the line ….
Lunch and
Team Planning Time
Using the strategy map worksheet,
discuss the following elements
Objective
Audience
Integrati...
If you remix this presentation,
please add your remixed version
to the WeAreMedia wiki
http//www.wearemedia.org


Thank you
Strategy Map  Day 1
Strategy Map  Day 1
Strategy Map  Day 1
Strategy Map  Day 1
Strategy Map  Day 1
Strategy Map  Day 1
Strategy Map  Day 1
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Strategy Map Day 1

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Strategy Map Day 1

  1. 1. Creating Your Organization's Social Media Strategy Map Social Media and Nonprofits: Two-Day Intensive Workshop
  2. 2. Objectives • Strategic social media • Planning questions • Examples of nonprofits
  3. 3. We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation
  4. 4. http://www.flickr.com/photos/johnjoh/376275220/ Meet Phil
  5. 5. http://www.flickr.com/photos/commitforlife/ Phil’s desk is here
  6. 6. If the organization owned our social media strategy ….
  7. 7. Phil needs a map for his executive director…..
  8. 8. And one for the marketing and outreach department
  9. 9. And one for himself too
  10. 10. How do we integrate our social strategy with our communications plan?
  11. 11. The difference is delivering a Begin with message versus being part of a objectives and conversation. audience You need an effective Internet presence across channels. Gordon Meyer Scarlett Swerdlow Listening is part of your environmental scan! John Kenyon Danielle Brigida
  12. 12. Some differences in tactics COMMUNICATIONS SOCIAL MEDIA Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
  13. 13. Social Media adds another dimension
  14. 14. Source: Inside Obama’s Social Media Tool Kit
  15. 15. SETH GODIN – ‘FLIPPING THE FUNNEL’ Users are inspired and enabled to talk about your organization They spread the message around the network Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
  16. 16. Your supporters are the message!
  17. 17. Source: NTEN Newsletter October, 2008
  18. 18. Different Ways To Spread Take it from us Email Marketing Get it from our friends Social Media Source: David Wilcox, The Social Reporter
  19. 19. Let’s go step-by-step •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
  20. 20. Objective •What do you want to accomplish with social media? •Describe how your social media objective supports or links to a goal your organization’s communications plan?
  21. 21. Give Your Social Media Objective An IQ Test!
  22. 22. 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
  23. 23. Audience •Who must you reach with your social media efforts to meet your objective? Why this target group? •Is this a target group identified in your organization’s communications plan? •What do they know or believe about your organization or issue? What will resonate with them? •What key points do you want to make with your audience?
  24. 24. What are they doing online?
  25. 25. What research do you need?
  26. 26. One Way Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Integration with Internet Strategy
  27. 27. 1/3 One Way 1/3 Web Presence 1/3 Social
  28. 28. Culture Change
  29. 29. Share Pair Exercise Dealing with organizational culture issues
  30. 30. Discussion
  31. 31. Demos
  32. 32. Blog Policy
  33. 33. Social Networking Policy
  34. 34. Capacity: Staff, Time, Expertise
  35. 35. Social Media Tactics Hrs/per week Community Building & Social Networking Generate Buzz Share Content Participate Listen Begin here # of weeks
  36. 36. Source: Tweeting 9-5 The Daily Routine of a Slightly Insane Social Media Manger
  37. 37. Staff
  38. 38. Measurement Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement …combined with digital ethnographic insights http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
  39. 39. It’s Not Just About Page Views!
  40. 40. Start small, reiterate over and over
  41. 41. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
  42. 42. The Steps •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
  43. 43. Not Ready Ready Let’s walk the line ….
  44. 44. Lunch and Team Planning Time Using the strategy map worksheet, discuss the following elements Objective Audience Integration Culture Change Capacity
  45. 45. If you remix this presentation, please add your remixed version to the WeAreMedia wiki http//www.wearemedia.org Thank you

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