Your Nonprofit Organization’s Social Media
Strategy Map<br />Beth Kanter, Visiting Scholar Packard FoundationNovember, 2009: CompassPoint<br />

About Me<br />Beth Kanter, Beth’s
Blog<br />

http://socialmedia-strategy.wikispaces.com/<br />#compasspt<br />http://www.flickr.com/photos/gilgamesh/<br />

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 />

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 Out<br />1:45-2:00Reflection<br />

Stand up, Sit Down<br />

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 />

Community Building & Social Networking<br
/>GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media Strategy Blocks<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />

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 />

The Principles<br />A Bridge <br
/>Listening and engaging<br />Working with 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 />

I’ve been following your ant
trail …<br />

1. Bridge to Offline Impact<br
/>

Or maybe it’s getting butts
in seats<br />

Tweeting an Opera <br />

2. Listening First, Real Time
Tracking, Engaging<br />

Listening Comes First: The Red
Cross<br />First project was a listening project over three years ago<br />People were talking and they needed to listen<br />At first, felt like going to war, but changed internal perception of social media<br />

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 />

Influencer complaining …<br />Customer service
issue<br />Relationship building<br />Listening leads to engagement …<br />

Source: Communications Network Listening Presentation
<br />

Keywords are King!<br />Source: Thomashawk<br
/>

Social Media Dashboards are your
best friend …<br />

Listening Tool Box<br />

Engaging Strategically<br />

“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 />

Cultivating Influencers<br />

The Social Life of Content<br
/>

Social Content and Stories<br />

Platform for Self-Organizing<br />

Allocate staff time, have expertise
to implement strategy<br />

The Tower and The Cloud<br
/>Flickr photos by jamesjordan<br />

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 />

Social media policy template<br /><ul><li>
Encouragement and support

Why policy is needed

Cases when it will be
used, distributed

Oversight, notifications, and legal implications

Guidelines

Identity and transparency

Responsibility

Confidentiality

Judgment and common sense

Best practices

Tone

Expertise

Respect

Quality

Additional resources

Training

Press referrals

Escalation

Policy examples available at wiki.altimetergroup.com</li></ul>Source:
Charlene Li, Altimeter Group<br />

Well, maybe not dead<br />Pick
the right metrics to understand what is and what isn’t working<br />

The Right Metrics<br />KD Paine<br
/>

Creating A Safe Place To
Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />

Pick a social media project
that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn&apos;t <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />

Human Spectragram: Experience with social
media<br />

Ready to play the Social
Media<br />Game? <br />Source: littleoslo.com - Blogpoly<br />

David Wilcox<br />http://socialmedia.wikispaces.com/Social+media+game<br />

http://internet-fundraising.wikispaces.com/<br />

Photo by Preetam Rai<br />

Network Effe<br />

Rules …<br /><ul><li> Value of
the exercise is the discussion and how you navigate through choices

Don’t get hung up if
you don’t have enough context. Make it up!

There are no right or
wrong answers

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 />

Each table will have one
scenario!<br />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 />

Objective<br />Each scenario has an
objective that you can identify and sharpen … but don’t get stuck<br />Photo by wili/<br />

Audience<br /><ul><li>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?</li></li></ul><li>2. Use the people cards to identify audience<br />

Community Building & Social Networking<br
/>GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />3. Review Strategy Blocks<br />

4. Pick Your Tools: You
Only Get Ten Points!<br />

Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00<br />

Refine Objective<br /> Identify Audience<br
/> Review the Strategy Approaches<br /> Pick Tools<br /> Lunch<br /> Reports <br /> Reflection<br />

Reports<br /><ul><li>Summarize strategy decisions

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 />

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 />

Thank You! <br />Beth’s Bloghttp://beth.typepad.com<br
/>Have a blog post topic idea?beth@bethkanter.org<br />