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  • There's another technique I learned to help a group quiet down. It's called 'pass the shuss.' Announce pash the shuss and everyone goes 'shuss.'

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  1. Your Nonprofit’s Social Media Strategy Map<br />Beth Kanter, Visiting Scholar Packard FoundationFebruary 1, 2010CompassPoint<br />Photo: Brother Grimm<br />
  2. About Me<br />Beth Kanter, Beth’s Blog<br />
  3. #compasspt<br /><br />
  4. Objectives<br />Experience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy <br />Address organizational culture and capacity issues that often arise when a new technology is introduced <br />Identify one thing you can do to change your organization’s practice around social media<br />
  5. Agenda<br />9:30-10:45 am <br />Introductions and Ice Breaker<br />Principles of Effective Social Media Strategy<br />10:45-11:00<br />Spectra Gram and Quick Break<br />11:00- 12:00<br />Small Groups to Play Simulation Game<br />12:00-12:45<br />Lunch12:45-1:45<br />Small Groups Report Questions<br />1:45-2:00Reflection<br />
  6. I’ve been following your ant trails …<br />
  7. Stand up, Sit Down<br />
  8. Share Pairs<br />What’s one thing you know about social media that you can share with others today?<br />What do you want to learn today about social media strategy?<br />Photo by Franie<br />
  9. <ul><li> Monitor brand and reputation
  10. Identify and reach new supporters
  11. Raise money</li></li></ul><li>ListenEngageRelationshipsMobilize<br />Scale<br />
  12. Listen: Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger<br />
  13. Listening Drove Adoption<br />
  14. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br />
  15. Mobilize<br />
  16. Scale<br />
  17. Social Media’s Role in Disaster Relief Effort in Haiti <br />
  18. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome<br />Less Time<br />More time<br />
  19. The Principles<br />Links to communications objectives<br />Listen, Listen, Listen<br />Engagement: Conversation Starters<br />Cultivate Influencers<br />The Social Life of Content <br />Platform for Self-Organizing<br />Staff time and expertise<br />Assessing Organizational Culture<br />The right metrics<br />Small pilots, fail fast, reiterate<br />a<br />
  20. 1. Links to theory of change or communications objectives<br />
  21. Or maybe it’s getting butts in seats<br />
  22. 2. Listen, Listen, Listen<br />
  23. Source: Communications Network Listening Presentation <br />
  24. Keywords are King!<br />Source: Thomashawk<br />
  25. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
  26. Social Media Dashboards are your best friend …<br />
  27. Listening Tool Box<br />
  28. Engagement As Conversation Starters<br />
  29. Tweeting an Opera <br />
  30. Cultivating Influencers<br />
  31. The Social Life of Content<br />
  32. Social Content and Stories<br />
  33. Platform for Self-Organizing<br />
  34. Allocate staff time, have expertise to implement strategy<br />
  35. Assess Organizational Culture<br />Flickr photos by jamesjordan<br />
  36. Assess Organizational Culture<br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
  37. Social media policy template<br /><ul><li> Encouragement and support
  38. Why policy is needed
  39. Cases when it will be used, distributed
  40. Oversight, notifications, and legal implications
  41. Guidelines
  42. Identity and transparency
  43. Responsibility
  44. Confidentiality
  45. Judgment and common sense
  46. Best practices
  47. Tone
  48. Expertise
  49. Respect
  50. Quality
  51. Additional resources
  52. Training
  53. Press referrals
  54. Escalation
  55. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
  56. Pick the right metrics to measure the results of your experiments<br />Photo by smitty<br />
  57. Well, maybe not dead<br />
  58. KD Paine<br />
  59. Seed <br />Identify Influencers<br />Track the<br />Whole Funnel<br />ATTENTION<br />Tweets<br />Blog PostsFB StatusFB Wall Posts<br />ENGAGEMENT<br />Click Thrus<br />Retweets<br />Comments<br />CONVERSION<br />Donations/DollarsOngoing Donor<br />Based on: <br />Sean Power and Alistair Croll<br /><br />
  60. Seed: Twitalyzer to identify Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
  61. Reach: What the Hashtag Tweets<br />
  62. Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
  63. Human Spectragram: Experience with Tools<br />
  64. Ready to play the Social Media<br />Game? <br />Source: - Blogpoly<br />
  65. David Wilcox<br /><br />
  66.<br />
  67. Photo by Preetam Rai<br />
  68. Network Effe<br />
  69. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
  70. Don’t get hung up if you don’t have enough context. Make it up!
  71. There are no right or wrong answers
  72. Instructions on paper and knowledge in the cards and other people at table</li></li></ul><li>Table Check<br />Leader<br />Communications<br />Technology<br />
  73. Each table will have one scenario!<br />Scenario A: Regional Arts OrganizationTables 1, 2, 7<br />Scenario B:<br />Save the Earth Worms Local Campaign AffiliateTables: 3, 4, 8<br />Scenario C:<br />Youth for Better After School ProgramsTables: 5, 6, 9, 10<br />
  74. Objective<br />Each scenario has an objective that you can identify and sharpen … but don’t get stuck<br />Photo by wili/<br />
  75. Audience<br /><ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group?
  76. Is this a target group identified in your organization’s communications plan?
  77. What do they know or believe about your organization or issue? What will resonate with them?</li></li></ul><li>2. Use the people cards to identify audience<br />
  78. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />3. Review Strategy Blocks<br />
  79. 4. Pick Your Tools: You Only Get Ten Points!<br />
  80. Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00<br />
  81. Refine Objective<br /> Identify Audience<br /> Review the Strategy Approaches<br /> Pick Tools<br /> Lunch<br /> Reports <br /> Reflection<br />
  82. Reports<br /><ul><li>Summarize strategy decisions
  83. Summarize discussions</li></ul>Scenario A: Regional Arts OrganizationTables 1, 3, 5<br />Scenario B:<br />Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6<br />Scenario C:<br />Youth for Better After School ProgramsTables: 7, 8, 9, 10<br />
  84. Reflection<br />How will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?<br />What is the first step you will take?<br />
  85. Thank You! <br />Beth’s Blog<br />Have a blog post topic idea?<br />